Toys n Playthings April 2014 by Lema Publishing

toysnplaythings.co.uk

2014 April No.7 3 Vol. 3

Helping everyone sell more

CONTENTS Regular 2014 April No.7 3 Vol. 3

5 6 9 10

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

12 14 17 18

Editor Mairead Wilmot mairead@lemapublishing.co.uk

20 61 80

Writer Rhys Thomas rhys@lemapublishing.co.uk

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

Ian MacFarlaine ian@lemapublishing.co.uk

62 70

Publisher Mark Naish mark@lemapublishing.co.uk

11 23 49 Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

Lema Publishing Ltd

PUBLISHING

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

Independently audited ABC circulation of 5,195 1 July 2012 to 30 June 2013

78 82

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Petron – as Petron celebrate 50 years in business with 10 of those in toys, they talk to TnP about their exciting plans Cover Story – we shine a spotlight on Character Options’ fantastic new Ben and Holly line Retail Interview – TnP sat down with Jenifer Farndell, Retail and Admissions Manager at Paultons Park, home to Peppa Pig World! Family Run Business – TnP chat with The Green Board Games Company’s founder Gary Wyatt and his daughter Sarah about all things work and play

Columnists 15

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

Pre-school – we delve into one of the industry’s largest and most competitive sectors Science and Nature – Albert Einstein had to start somewhere! Theatre Play and Puppets – imaginative play has never been so much fun AIS Preview – your show guide to this year’s AIS Independent Toy and Gift Fair

Special Report

Production Director Paul Naish paul@lemapublishing.co.uk

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Features 52

Sales Manager

Leader with Mirella Cestaro News – what’s the latest? Quick Coffee Break with Christina Sklavenitis, VP Marketing, Wooky Entertainment People News – checking in on the movers and shakers Exhibition News – the latest on global fairs and shows Movie News – we give you the hottest updates Media Charts – the latest kids’ TV viewing ﬁgures and toy TV advertising spend What’s New – new products that you need to get your hands on Toy Talk – the retailers have their say Trade Talk – we give suppliers the chance to talk business Licensing News – the hottest news from the toy licensing industry Step Back in Time – a slice of toy history from the industry’s longest running magazine

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The Media Whisperer – media expert Clive Crouch on the BBC Shop Talk – columnist John Ryan gives us the latest lowdown from the high street The Independent and Secret Supplier – the toy trade’s most vocal columnists talk customer service TnP Ambassadors – The Coen and Ralhan families talk toys Licensing Opinion – LIMA’s Kelvyn Gardner ﬁnds his inner licensing child

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Helping everyone sell more

LEADER each other a helping ell, it has certainly been a hand elsewhere. How humdinger of a month for the Mirella toy industry – given the amount this partnership will Cestaro eventually pan out is anyone’s of movers and shakers about! March began with news that Chris Spalding guess right now but it will be interesting to watch it unfold. was leaving LeapFrog for HTI and Neil We also had news this month that Dracco Bandtock departed Vivid for an, as of yet, had acquired The In Thing, of which it already undisclosed location. And at the end of the had a 50% stake in the UK. This is another month, we were told that Seth Bishop was partnership the toy industry will be watching departing Re:Creation for pastures new. Phew! What a line-up. Given that the industry with interest. But back to what we do best, a toy is settling down again after its annual descent magazine! We know a lot of you are in the into madness, these moves are not surprising process of gearing up for the but never-the-less, they ToyMaster show in Harrogate, give plenty of chinBut back to but first, TnP will be seeing a wagging opportunities for what we do best, a lot of you at the fantastic AIS those who like to talk! toy magazine! We Amongst all that people know a lot of you are Independent Toy and Gift Show at Cranmore Park Exhibition Centre. news, the BTHA also in the process of We chatted to Manager of the Toy announced that Simon gearing up for the Division Miles Penhallow about Pilling, the man behind Toy Master show in the upcoming show which will see London Toy Fair as Head of Harrogate, but fi rst, Mattel, Hasbro, Tomy, Character Operations and Sales, was TnP will be seeing a Options and Flair to name but a leaving to set up his own lot of you at the few all under one roof. See our company. With Simon’s second AIS report on page 70. We also have departure there was a gap a smashing retail interview with to be filled and it was then Independent Toy Jenifer Farndell of Paultons Park, announced that Majen and Gift Show which is home to Peppa Pig World Immink is to take as they prepare to open a new up the role of Head toy shop as part of a multi-million pound of Operation and investment in the theme park. Sales. Majen brings We also are running features for retailers six years experience on the competitive Pre-school category working as part of (page 24), Theatre Play and Puppets (page the association’s 62) and for budding Einstein’s we have a Communications Science and Nature feature (page 52). Team with her. And As you can tell the magazine is jamwhile Simon did packed, so pull up a chair, pour yourself a cup an undoubtedly of tea and get stuck in! fantastic job, we’re sure Majen is the right person to carry Miles Penhallow, AIS on his legacy and up the ante even further. Just as the March magazine had gone to the printers last month, undoubtedly one of the biggest news stories over the past number of years broke. That being Mattel’s purchase of MEGA for $460 million (US). A small price to pay for taking on the world’s most valuable toy company, LEGO? Perhaps. One thing is for certain, Mattel and MEGA don’t necessarily need each other in the UK but word on the street is that they can give Chris Spalding, who announced his move to HTI

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NEWS

The Entertainer named Growth Retailer of the Year The Entertainer was recognised for its UK and international expansion in the Oracle Retail Week awards on 13 March, and was named Zolfo Cooper Growth Retailer of the Year. Held at the Grosvenor Hotel in Park Lane, the awards celebrated the very best of retail, with stiff competition from some of the biggest and most trusted names on the high street. 2013 was a big year for The Entertainer, which emphasises customer experience and service across its 90 plus stores in the UK. Opening 14 new stores across the UK, the toy chain also opened its ﬁrst shop in Dubai’s Al Ghurair in partnership with Dubai based retail group Al Owais Enterprises (pictured). This was a big step for The Entertainer, which opened its ﬁrst toy shop in Amersham in 1981 and has opened around 60 new shops in the past 10 years.

The race is on! Hot Wheels has launched its adrenaline-fuelled Race to Connect campaign promoting the new Track Builder product range, where kids can be the masters of their own track. The ultimate track experience allows kids to design, create and customise their very own track challenges. An extensive marketing and PR programme will support the initiative whilst driving excitement around the new ‘Go For It’ brand messaging. Key activity includes TV advertising, partnerships with a leading boys’ website featuring an interactive digital game and a top boys’ magazine, plus an action-packed tour over the summer. An innovative toy range for spring/summer features the TV advertised Track Builder 4-Lane Tower Starter Set and impressive Stunt, Deluxe and Speed Accessory Assortments, as well as the TV advertised Double Jump Duel. Autumn/winter sees the launch of the fantastic boosted Super Loop Chase Race and Track Builder Double Boost Bi-way. All track sets work together or connect to other sets to create endless possibilities. “The Race to Connect campaign is our core Hot Wheels initiative for 2014,” says UK Director of Customer Marketing and Brand Communications, Wendy Hill. “With an exciting programme of activity in place supported with amazing content and a ﬁrst-class range of toys, kids will be encouraged to use their imaginations to create their own, unique Hot Wheels systems.”

Designed for young builders LEGO has announced the launch of LEGO Juniors, its brand new property designed to bridge the gap between DUPLO and LEGO. Tailormade for young builders between the ages of four and seven years, LEGO Juniors provides the perfect introduction to the world of LEGO building. The simple to build models use the LEGO System bricks alongside larger elements and numbered prepacked bags containing bricks for the various model parts. The easy to follow, colourful instructions will not only help children build the different model elements themselves, but also provide inspiration for play scenarios that parents and children can develop together.

The 13 play sets draw on everyday scenes and fantastic licences including: Police – The Big Escape, Pony Farm, The Princess Play Castle, Race Car Rally, Batman Defend the Batcave, Spider-Man: Spider-Car Pursuit, Juniors Construction, and Digger. “LEGO Juniors is designed to provide the perfect introduction to building for younger children, with easy to build models which enable them to build independently and offer a positive ﬁrst build experience,” says Genelle Holton, Brand Manager for LEGO Juniors.

ROGER SHERMAN STEPS DOWN FROM ROLE Roger Sherman has decided it is time to step down from his role as UK representative for Nuremberg Spielwarenmesse and Kids India Mumbai. A stalwart of the trade fair business, Roger has spent the past eight of his 45 year career as the UK agent for all trade shows organised by the Munich Trade Fair Authority. David Owen, MD of Pattern Ltd – a company that Roger founded in 1987 – will succeed him when he leaves in September later this year.

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CO-FOUNDER SETH BISHOP DEPARTS RE:CREATION After 16 years, Re:creation’s Seth Bishop has stood down from his position as Sales and Marketing Director and leaves the company with immediate effect. Seth explained: “I have enjoyed an amazing sixteen rollercoaster years at Re:creation and feel it is time for me to explore new challenges. We went through a signiﬁcant period of change in 2011, bringing new investment into the business at which time new majority owners and a new strategy provided solid reinforcement to our heritage of innovation in the toy market.” Re:creation’s CEO, Mike Lehrter said: “We would like to thank Seth for his exceptional contribution to the company and building a highly investable business, particularly during the last three years of exciting progress and change.”

Palgrave log on Palgrave has launched a new website to make ordering from their range of leisure products, toys and games more efficient online. The family business continues to specialise in leisure products for the beach and garden as the manufacturer of Springwell buckets and spades in the UK. The range is complemented by activity games and pocket money toys like balls, paddling pools and inflatables to offer a broad mix of stock. The updated website allows customers to keep up to date with the latest lines through an online catalogue. Ordering, making payments and managing accounts is easy; plus the ability to check back orders means that it is now simple to monitor and record the flow of supply. Visit www.palgraveimport.co.uk to see for yourself.

Toy Essentials appoints sales agents The recently formed Toy Essentials, the retail arm of Educational Essentials with a portfolio that already includes brands such as Dunecraft, Plasmacar and Plastwood, has announced the Raymond Nedas appointment of two sales agents. Raymond Nedas (RN Agencies) is to represent Toy Essential’s line up of brands covering a territory that extends from Norfolk in the East to Kent in the South East and Oxfordshire in the Midlands. Ian Minford (Minford Agencies) will cover the whole of Ireland. Managing Director Robin Bennett is delighted to have two agents on board with Toy Essentials who have more than two decades of experience between them in toy retailing. He said: “I have known both of these guys for many years and they both have excellent reputations as well as fantastic contacts in the field. We are confident that they will be able to make major in-roads into retail outlets in areas that are difficult for us to reach.” Raymond commented: ‘It’s great to be working with Robin and his team. Although Toy Essentials is a new concept, it has all the credentials of a highly established and successful company behind it, as well as a really strong, quality range.’ Toy Essentials is in talks with further agents to tie up the rest of the UK territories including the South West the North and the Midlands. These will be announced shortly.

Dracco acquires The In Thing Dracco Company Ltd. has acquired Lancashire-based The In Thing, which had entered administration earlier this year. Dracco has an extensive brand development team, a strong base in Hong Kong and an international network of sales and licensing ofﬁces working with top distributors and selling direct to retail. Dracco is positioned for growth and continues to succeed based upon the introduction of new original product lines like Predasaurs DNA Fusion and Zombie Zity and the addition of key

APRIL 2014

Riding high strategic partnerships. The selling approach in the UK market will focus on a combination of select licensed product lines along with key Dracco products. Pocket-money specialists, The In Thing, will continue to supply their channel of over 5000 national and independent retailers with toy lines and trading cards such as Yu-Gi-Oh and Pokémon.

Scoot & Ride has won the Red Dot Award 2014: Highwaybaby, which is awarded for high design quality. Scoot & Ride convinced the 40-member expert panel for the Red Dot Award: Product Design 2014 with the high design quality of its Highwaybaby. In the current competition, the international experts discussed and evaluated 4,815 entries from 53 countries. Only designs which won over the jury with quality and innovative strength won an award. The 2-in-1 Scooter and Balance Bike Highwaybaby by Scoot & Ride was successful and received the coveted Red Dot quality seal as its deserved reward.

NEWS

Christmas is coming MiPR has signed up its ﬁrst group of big brands who will exhibit at the annual miChristmas Open House on Thursday 3 July. Jumbo Games, will display its key product lines for Christmas – including the brand new seasonal Wasgij and Falcon de luxe puzzles, PuzzleMates plus a selection from its range of licensed children’s games and puzzles. Carte Blanche has signed up to miChristmas for its second year. The brand, best known for Tatty Teddy, will use the media event to launch its range of new products to achieve coverage in 2014’s Christmas gift guides. Red Herring Games, creators of murder mystery games and products, is also on board and will use the event to spearhead its Christmas PR campaign. A centrally located home has been secured by miPR for this year’s event. Located just off Baker Street, the miChristmas house provides an attractive, real life setting for brands to display their key product lines. The event attracts high proﬁle national and consumer media who will use the event to plan their Christmas gift guides.

New designated region for Mattel Mattel has realigned its core European structure to cover the Europe, Russia, Middle East and African markets under the leadership of David Allmark, Managing Director. As the region continues to grow it will play a more critical role in Mattel’s overall business evolution. Representing a well-balanced mix of developed and developing markets, the region presents several unique opportunities to take Mattel to a leading position across key categories and territories.

Make Time 2 Play returns The Make Time 2 Play campaign, run by the British Toy and Hobby Association, has recently produced new advertisements for 2014 appearing across children’s TV channels. Thanks to the generously donated airtime, the new advertisements are currently being broadcast through the following media channels: Disney Channel, Disney Junior, Disney XD, Five/Milkshake, Sky Kids, ITVB and Turner. The advertisements will, for the first time, also be shown during children’s cinema screenings thanks to sponsorship secured by media agency DCM across Odeon, Cineworld, Vue and Picturehouse screens. The Make Time 2 Play campaign, now in its fifth year, aims to promote the wide ranging benefits of play as part of healthy child development and to encourage parents to set aside more time in their children’s lives for play. Parents can share tips and suggestions through a dedicated Facebook page and can also download hundreds of play ideas via the free Make Time 2 Play app.

Remembering Stewart Walton Stewart Walton, known in the trade for his role as Customer Services Manager with The Playwrite Group, has passed away. He had battled with cancer over the last year, originally a melanoma cancer, but despite two operations it spread rapidly to vital organs.Stewart was only 39 years old but had been in the industry for almost 20 years, ﬁrstly with the south London distributor Fete & Fayre then joining Playwrite in 2009. He will be sadly missed by all his colleagues and friends in the trade; we send our condolences to his wife Claire and young children Mollie and Joseph.

Henry Hupﬁeld: Made in Britain In last month’s obituary for Henry Hupﬁeld, we would like to set the record straight that the complete range is manufactured in the UK and not Hong Kong as previously stated. Henry started Springwell Mouldings Ltd. in 1954, with his son Paul joining in 1973. With brother Jonathan joining the company a few years later, the two brothers ran the company until they sold the business to Palgrave Ltd., who were their biggest customer. Based near Great Yarmouth in Norfolk, they also bought the bucket and spade moulds, with Paul joining Palgrave to look after the wholesale and national accounts as well as still looking after the moulding of the Springwell range of buckets and spades. Henry’s legacy lives on with ‘Made in Britain’ as the cornerstone of the brand.

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PEOPLE

COFFEE BREAK

NEWS

Numbers are up at Chicco!

Design Masters Ford Sketch Book

Chicco have ﬁve new members of staff to boast about. Having worked on a ‘people plan’ for the past two years, Managing Director Mitch Levene explains: “We have Sinead Sharkey who was a retailer in Ireland and a very good one. We also have Cath Needham on board who was a very successful independent retailer for 20 years in Barnsley for Babyworld.” Another new addition to the Chicco team is Jon Tilley, a director who is heading up the whole of the Customer Development Team. Mitch explains: “Jon used to work for MGA /Plum Products so he brings with him a lot of experience within toys which is obviously useful to us. This is a new role which we’ve never had before, this role was originally done by me but allows me more time to now focus on my job.” Former Sales Manager for Silver Cross, Scott Elease has been appointed as Chicco’s Customer Development Controller, who will act as the company’s specialist within the nursery market. And ﬁnally JeanGil Abatte has been appointed Head of Planning which involves managing all the stock and the service levels to Chicco’s customers, ensuring it is right up to the very best standard.

Majen steps into new role Following the announcement of Simon Pilling’s departure, who steps down on 30 April, the British Toy and Hobby Association has appointed Majen Immink to the position of Toy Fair Head of Operations and Sales. Majen will assume the role on 1 May having spent more than six years with the association as part of the Communications Team, including overseeing the PR activities for Toy Fair. Majen said: “I am delighted to be appointed in this new role and to inherit an event that so successfully showcases the industry’s vast talent and innovation. I look forward to working with the team to build on our strong exhibitor relationships and to maintain the high levels of customer service that are synonymous with Toy Fair - ensuring the event remains a key feature in the industry’s calendar.”

APRIL 2014

Christina Sklavenitis, VP Marketing, Wooky Entertainment chats to TnP about their exciting line-up for 2014 and more What has been Wooky Entertainment’s highlight of 2014 so far? We have been highlighting our Style Me Up! brand for tween girls, especially nail offerings in our cosmetics line, and Chalkboard Nail Art in particular, and our expansive collection creative sets as well. We’re also emphasising our Design Masters collection of auto sketchbooks.

Design Masters Lamborghini Sketch Book

You’ve got some pretty exciting launches this year, the Disney Sketchbooks by Style Me Up being just one, can you tell us about some of them? Yes, we are very excited to be launching our brand new collection of Style Me Up! fashion sketchbooks featuring Disney characters. The new offerings debut at retail for the back-to-school season in the U.K. and will include The Disney Princess Collection, The Disney Villains Collection, The Disney Minnie Mouse Collection, The Disney Ariel Collection, The Disney Snow White Collection, and The Disney Tinker Bell Collection. What are your top three hero products for the UK and European market? The Style Me Up! line in general has been doing very well and in the UK speciﬁcally, the sketchbooks have been a hit as have the nail art sets. Also popular in the UK, is our Design Masters line of auto sketchbooks.

Disney Villians Style Me Up!

Tell us about your working relationship with both major and independent retailers? Among the many retail outlets we work with in the UK are Harrods, Hamleys, John Lewis, The Entertainer, and Amazon.co.uk. What will Wooky be focusing on for the rest of the year? For the rest of the year, we’ll be focusing on new additions to our Style Me Up! line of creative sets and speciﬁcally on the kits with the innovative and patented tools to help girls create detailed designs, such as our Style Me Up! Sweet Links set, and in our nail program, Style Me Up! Chalkboard Nails. We’re also emphasizing our new Style Me Up! collection featuring Disney characters, and our line-up of Design Masters auto sketchbooks.

Disney Style Me Up!

PEOPLE

NEWS

Chris Spalding leaves LeapFrog for HTI News that one of LeapFrog’s main men, Chris Spalding, has jumped to HTI brought gasps all round when it broke in March. Chris now takes up the role of HTI’s Chief Executive Officer. He will report to a newly-formed Investor Board, led by John Hutt, currently CEO and principal investor. Mr Hutt will take up the role of Chairman and will retain an active involvement in the strategic direction of the business. In his previous role, Chris was wellknown as Managing Director & SVP of LeapFrog International. He had spent the last five years growing its international division as part of the group’s global leadership team. His previous experience includes roles with major blue chip companies including Coca-Cola, PepsiCo, Virgin and Associated Newspapers. Speaking about the appointment, John Hutt, current Group CEO and principal investor, said: “We’re delighted to confirm Chris’ appointment, ... we’re convinced he has the right mix of skills and experience in our core domestic and international markets to make a major impact on the group’s forward performance.” Commenting on his appointment, Chris said: “HTI Group’s pedigree and potential make this an incredibly exciting time to be joining the business. I’m looking forward to working with the team as we continue our investment in our intellectual property, licensing programme and strategic customer partnerships around the world.”

EPOCH team gets stronger EPOCH making toys Limited have appointed Simon Riggs as Visual Display Manager. Riggs, who began his position on 3 March, is the latest appointment in the rapidly growing EPOCH making toys team. Riggs will be a vital asset to the company’s merchandising plans for Sylvanian Families and Aquabeads. With four years experience developing and implementing in-store theatre for Playmobil, Riggs brings a wealth of merchandising experience with him. Welcoming his appointment, Simon commented: “This is a very exciting time to join, it is a brilliant opportunity to be involved in new projects from the initial concept stage right through to implementation.”

Neil Bandtock says goodbye to Vivid March was a month of big moves and amongst them was the surprise announcement that Vivid MD Neil Bandtock is to leave the company. Neil’s previous duties will now be shared amongst the existing management team. Paul Weston CEO of Vivid Group, said in a press release: “Neil has made a major contribution to our business -

we’re sorry to see him go, but we wish Neil every success in his new ventures”. Neil added: “I’ve loved my time with Vivid Group and am immensely proud of everything the company has achieved so far. I’m leaving at a very exciting time, with probably our strongest product range for many years, and I’m sure the best is yet to come!”

A new face at Mask-arade Mask-arade is expanding its team with the appointment of International Sales Manager, Tanya Folliot, whose key areas of responsibility will include developing international business with Mask-arade’s broad portfolio of licensed products. Tanya joins Mask-arade from Vivid Imaginations where she spent ﬁve years as International Sales Manager in their Crayola division, responsible for developing Crayola business in EMEA territories.

Ian Carter joins Kiddimoto Specialist balance bike and safety accessory developer, Kiddimoto have recruited a specialist of their own, toy and automotive specialist Ian Carter. Ian joins the world’s oldest balance bike developer outside of Germany, as UK Sales Manager. Ian said: “I am really looking forward to working with all Kiddimoto’s customers. We have some great products that ﬁt into many sectors I am very familiar

with. My kids used to ride Kiddimoto’s when they were younger, so I know the beneﬁts of balance bikes ﬁrst hand.” Ian will focus on Kiddimoto’s cycle and motorbike sectors. Simon Booth, Kiddimoto’s MD, added: “Ian’s unique toy and automotive experience, complimented by his expertise in both multi-national companies and SMEs means he is uniquely placed to understand and grow our customer’s sales.”

Simon bids BTHA adieu The BTHA, organisers of the London Toy Fair announced recently that Simon Pilling, Head of Operations & Sales for Toy Fair, will be leaving at the end of April. The BTHA has already appointed a new Head of Toy Fair Sales and Operations with Majen Immink now taking the role (see page 9). Simon Pilling has worked on Toy Fair since 2008 and is leaving to start his own marketing and events business Warway Pilling. Roland Earl, Director General of the BTHA said: “Simon has been a great asset to the BTHA and we are all very sad to see him leave.”

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PROFILE

PETRON

Hitting the target! Petron are a company with history! Now celebrating 50 years in business with ten of those in the toy trade, TnP sat down with Martin Saunders and Andy Graham to ﬁnd out more about the business

Petron’s Martin Saunders and Andy Graham

t is always most interesting to learn how any company becomes involved in the toy industry. In Petron’s case, this goes back 50 years, when an archery business was started together with an archery club. That gradually built up an enviable position to become what is now one of the UK’s largest supplies of archery equipment. Based in the Buckingham village of Buckland, just round the corner from Aston Clinton, the business continues to grow along with the archery club of almost 300 members. Back in 2004, a chance meeting between Toys ‘n’ Playthings MD Malcolm Naish and Martin Saunders, whose father Peter started Petron, led to Martin launching Petron’s ﬁrst toy crossbow, with immediate support from buyers in the industry. Over the following years, the toy range was expanded with new designs and features, enabling children to enjoy a ﬁrst taste of bow shooting. The idea that those kids may become the Olympic shooters of the future instilled a key principle that the toys

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Few toy ranges stand still and Petron has some exciting new models in the pipeline for launch in 2015 and more beyond – so watch this space

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needed to ‘perform’ with accuracy and durability - meaning the toys are hot favourites with all the family participating. The toy range, with retail prices in the range £7 to £20, comes in a bright orange colour, with spare sucker darts and arrows also available. Appreciating that boys will be boys (and girls will be girls), safety in design has always been Petron’s top priority. Petron toys are made safe with soft sucker darts, and safety triggers on the Crossbows and Handbows, whereby the bow can only shoot when a Petron sucker dart is loaded. The orange fun toy range is partnered by similar looking but more powerful sucker products in their Stealth range (not covered in this article but take a look at their website). Coming up to date now, and to support the business with a major growth program, in 2013 Martin brought in Andy Graham as MD. Andy has a strong corporate background, and has known Martin as a friend for some 25 years. Like the chance encounter with Malcolm Naish, Andy met Martin when seeking a local archery club to continue his life long sport. Martin and Andrew recognised the potential in Petron and together they are looking at building the second phase of the company’s growth into the toy trade and other areas. The Olympics and such ﬁlms as Hunger Games and Disney’s Brave have all helped to build consumer interest in bows and

crossbows. Few toy ranges stand still, and Petron has some exciting new models in the pipeline for launch in 2015 and more beyond – so watch this space! Growing the toy range, and building a global network of distributors will underpin the growth plan, extending the current reach from 20 countries to... well, everywhere! Petron have been exhibiting at Nuremberg for the last eight years, and in 2014 added the Hong Kong and New York toy Fairs to present their products to new markets. Whilst at their ofﬁces for this interview, a shipment was being loaded for delivery to Saudi Arabia, aptly illustrating their growing export business. Andy explained that he sees three key points that make the Petron toy range so popular. Firstly, a bow touches a primal desire to hunt and shoot. What child can resist shooting a bow or crossbow at a target? Secondly, the whole range has a fantastic amount of accuracy and thirdly, they are very robust, manufactured from the strongest top quality materials. Put these qualities together and you get a toy that kids just want to play with time and time again (not to mention parents too!). Whether a toy or a competition bow, they are the same qualities that deﬁne the Petron ethos and brand, built up over 50 years. Where retailers are looking for an unusual and different product, these Petron bows and crossbows are just right for the approaching spring and summer season. The Petron website gives full details on www.petron.info. For readers wanting to stock the product both Martin and Andy can be contacted on 0129 632573 or email martin@petron. info or andy@petron.info

EXHIBITION

NEWS

Strong exhibitor take-up for BLE 2014 Over 70 percent of the show ﬂoor at this year’s Brand Licensing Europe has already been snatched up by exhibitors. Taking place 7-9 October, BLE 2014 will see some of the biggest names in character and entertainment licensing take to the show ﬂoor to showcase their latest properties and classic licenses with a modern twist. Top names in the character and kids entertainment industry exhibiting include: 20th Century Fox, DreamWorks Animation, Hasbro Brand Licensing and Publishing, ITV Global Entertainment, Mind Candy Nickelodeon & Viacom aConsumer Products, Rovio Entertainment and Warner Bros. Consumer Products.

For more information and to register for the event, visit www.brandlicensing.eu

ATA’s Toy of the Year! The Australian Toy Association’s (ATA) Toy of the Year has been revealed. The Regent Theatre in Melbourne hosted the award festivities for this year’s Gala Dinner and 2014 Product of the Year presentation at the Australian Toy, Hobby Nursery Fair. With categories ranging from licensed and unlicensed boys and girls toys, to outdoor, pre-school and games, there was strong competition across the board. Toy of the Year went to the LEGO’s ‘Benny’s Spaceship, Spaceship, SPACESHIP!’ from its THE LEGO MOVIE licensed range.

The winners are… Toy of the Year: Lego THE LEGO MOVIE Benny’s Spaceship, Spaceship, SPACESHIP! - LEGO Australia Pty Ltd

Boys Toy of the Year: LEGO THE LEGO MOVIE Benny’s Spaceship, Spaceship, SPACESHIP! - LEGO Australia Pty Ltd

Girls Toy of the Year: DigiBirds - Global Discovery Australia Craft & Activity Toy of the Year: Cra-Z-Loom Bracelet Maker - HeadStart International

Educational Toy of the Year: Tin Can Cable Car Kit - Johnco Productions Games Toy of the Year: Zed The Zombie - Moose Enterprise

Nursery Product of the Year: Little Tikes Cozy Coupe Walker - HeadStart International

Outdoor Toy of the Year: Nerf Zombie Strike Crossﬁre

25 years of Toymaster The Toymaster Show takes places 22-24 May at The Majestic Hotel, Harrogate and promises to be a fantastic event with 110 suppliers in attendance and many deals to entice buyers. The show is so important to suppliers that space in 2014 sold out in a record seven days! This year Toymaster Ltd is celebrating its 25th Anniversary, which will be the theme of The May Show. The anniversary will be celebrated throughout the show with 25th Anniversary décor and also an exhibition of the “Toy of The Year” winners for the past 25 years, in the Toymaster reception room. For the golfers amongst you Toymaster has also taken over the organisation of the annual Golf day after the sad demise of Conways Toymaster. If you wish to play in this event email chloe.farrow@toymaster.co.uk. If you are an independent toy or model retailer and wish to attend the show register at www.toymaster.co.uk/mayshowreg.

Bow Blaster - Hasbro Australia

Pre-School Toy of the Year: LEGO DUPLO Big Farm - LEGO Australia Pty Ltd

Overall Licensed Product of the Year: Tickle & Giggle Peppa - Licensed By: Big Balloon; Licensor: Merchantwise

Boys Licensed Product of the Year: LEGO Star Wars The Ghost - Licensed By: LEGO Australia Pty Ltd; Licensor: Lucas Film

Girls Licensed Product of the Year: Glitzi Globes: Glitzi Disney Princess Castle - Licensed By: Moose Enterprise; Licensor: The Walt Disney Company

Pre-School Licensed Product of the Year: Tickle & Giggle Peppa - Licensed By: Big Balloon; Licensor: Merchantwise

Specialty Award: Power Blox Construction RC - Totally X-Treme Toys

Playtime in Harrogate The toy industry was out in force at the BPA Harrogate International Nursery Fair last month. Stalwarts from the toy industry were drumming up some new business with their infant and pre-school lines. Great Gizmos was at the show, and Director, Judith Dayus (pictured) told us: “We have had a lot of regional visitors and it’s been very good for our new agent in the north. We have got some nice leads and it has all worked out very well!” The prestigious Baby and Nursery Trade Awards took place on the ﬁrst evening, and Halilit took earned ﬁrst place in Playtime category for its newly-branded Taf Toys Developmental Walker.

toysnplaythings.co.uk

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MOVIE

NEWS FROZEN SLIDES INTO NUMBER ONE IN JAPAN

Hit LEGO Movie takes the top spot at box office Family fun and irreverent humour rocketed The LEGO Movie to the top of the box office in March. The animated release had the highest grossing opening weekend of the year so far, taking in £8 million – double that of Oscarnominated The Wolf of Wall Street. The hit film spent three weeks at the top of the UK box office and continued to fill screens, taking £3.3m over the third weekend. With the success of the film, it’s perhaps unsurprising that a sequel is already in the works. Despite initial rumours that directors Phil Lord and Chris Miller would return for the sequel, new reports refute this claim. Chris McKay, who has more than 40 episodes of Adult Swim’s popular animation Robot Chicken under his belt, will instead step into the director’s shoes for the sequel.

Already a hit around the world, Disney’s Frozen made £5.8 million in its opening weekend (1416 March) in Japan, Disney’s biggest ever in the world’s third largest market. With more than 792,600 viewers across the three days, it more than tripled the taking of The Hobbit: The Desolation of Smaug, which was the ﬁrst imported release to top the box ofﬁce this year. Frozen was released under the local title of Anna to Yuki no Jou (Anna and the Snow Queen) in two distinct formats: a 3D subtitled and 2D dubbed edition. It went head-to-head with the 2013 Japanese animation, The Wind Rises, at this year’s Oscars, winning the Animated Feature Film category.

OUT IN FORCE The cast of Star Wars Episode 7, the next chapter in the continuing sci-ﬁ saga, continues to grow. The original trio of Harrison Ford, Carrie Fisher and Mark Hamil are largely expected to return in some capacity – we already knew that. But who will bring the power of the Dark Side of the force to a galaxy far, far away this time? We know that now, too. The villain will be played by

Girls star, Adam Driver, a role with some big shoes to ﬁll in the wake of the originals’ Darth Vader. And according to US trade magazine Variety, John Boyega (Attack the Block), Ed Speleers (Downton Abbey), Jesse Plemons (Breaking Bad) and theatre actors Matthew James Thomas and Ray Fisher are in consideration for a Jedi role, potentially including the lead protagonist.

Incredible 3D! Pixar Animation Studios is working on 3D re-masters of its hit ﬁlms The Incredibles and Ratatouille, according to Pixar’s director of 3D production, Josh Hollander. “Right now we’re working on The Incredibles, which is a lot of fun in 3D. I’m not sure what the release strategy for it will be,” he said in a talk at the 3D Creative Summit in London. “We have a version of Ratatouille, which works really well in 3D and we’re trying to ﬁgure out exactly what the release strategy for that will be,” he added. 2014 marks the tenth year since The Incredibles 2004 release, which won two Oscars including Best Animated Feature. Disney have also just announced that they are working on a sequel to The Incredibles but as of yet, no release date has been set. Watch this space for more details!

toysnplaythings.co.uk

MEDIA

OPINION

Decisions, decisions... are they always right?

ast November I wrote about the very structured communication plans of the then incoming BBC Director General Tony Hall. Mr Hall served almost 180 days in office before his first major speech last October. The hello from Tony Hall in October 2013 was a reassuring endorsement of the quality and value of the BBC. The license fee paying public were informed that the BBC would be: “Giving viewers more of what they have already paid for”. An enhanced 30-day catch-up offering on iPlayer, and BBC One was to launch a BBC One Plus 1 channel. In this case, the devil was not in the detail. My article (TnP November) was entitled “Where is BBC One Plus 1?” Mr Hall stopped short of answering the question in his briefing. The Ofcom EPG code states “All BBC channels have Public Service Broadcaster (PSB) status”. Therefore to drop BBC One Plus 1 into the EPG slottings between channels 1 and 10 would involve pushing another (non BBC) terrestrial further down the channel listings. Now that was in November, fast forward to March 2014 when Tony Hall announces that BBC Three will close as a linear TV channel. Given this is the first time the BBC has ever closed a channel, I intend to continue with this story. In the style of a good politician Tony Hall also announced that BBC One Plus 1 would appear on You View 107, the spectrum currently occupied by BBC Three. Whether DG had already planned to rewire the channels back in October, only he would know. However, he put us all on hold with the channel location of BBC One Plus 1 until last month. Let’s move away from the politics of the BBC until we close, and have a look at BBC Three now and its prospects online in the future. The channel is probably most famous for Gavin & Stacey and Little Britain, its creativity and innovation catering to a young adult audience. At the time of announcement, BBC Three is pegged as the leading young adult TV service is the world. In the past two years, it has won BAFTAs for comedy and drama as well as twice for best factual programme. The channel’s content budget will be cut as an online channel only. Of the £75m currently spent on programmes, BBC Three online will only get £30m – meaning that investment in content aimed at and apparently appreciated by under-served audience segments will be cut by more than half. The biggest risk in moving BBC Three online is that it puts the channel significantly ahead of where the viewers currently are, probably by some four to five years. The implications of this are that the viewing for BBC Three will see a significant fall on the current levels. Readers of this magazine know the challenges to connect with young viewers. They are not easy to reach. The key age group that BBC Three reaches has proved uniquely effective, to an audience that is traditionally under-served in linear television.

“

The impact of the channel moving online from the autumn of 2015 may well have longer term implications to the BBC as a broadcaster, which could be greater than the £45m saving. Less of course the cost of running BBC One Plus 1 on Channel 107 . The BBC is an institution in broadcasting and at £2.80 per week represents fantastic value. The financial model (license fee) opens the door to public accountability and most people have a view or an opinion on their funding. As DG, Tony Hall has to answer to the culture media and sport select committee, chaired by the very influential John Whittingdale. On screen it does not appear that Rome is burning, however it is well known that the BBC are being made to account for efficiency and management issues, a possible fixed license fee model that in real terms would represent a reduction after inflation. Furthermore, the government are imposing £400m of additional obligations on the BBC to provide for S4C, BBC World Service, local TV and broadband roll out. Against this backdrop of change and accountability, Tony Hall has taken the high ground with his decision to transport BBC Three to online. This sends a direct message to the license paying public and highlights the difficult position the BBC have in meeting these additional budget costs now and in the future. The efficiency and management issues remain, but any back-of-house solution would not have such a direct and visible impact on screen, as closing a mainstream channel has. Strategically, the DG has left himself vulnerable to challenge on those management issues, knowing that the organisation is nowhere near as efficient as it probably could be, but having chosen the BBC Three route to address the budget. Tony Hall also put down another marker at the time of the BBC Three announcement, by suggesting that BBC Four wasn’t safe either. The channel’s future is dependent on the outcome of the next round of charter and license fee discussions between now and the end of 2016. Now BBC Four as a channel is upmarket and older with an output that probably informs and entertains many of the decision makers on both sides of the BBC debate. BBC “bashing” will not go away and Mr Hall has demonstrated his position, and made his stand with his decision. Maintaining the quality of output against a background lobby of political demands for reform can only ever serve to deliver a reduced BBC broadcast service, compared to the current one that the Great British license paying viewer is receiving.

Media expert Clive Crouch takes a look at the BBC’s recent decision to cull one of their seemingly most popular TV channels BBC3 – is he impressed?

The biggest risk in moving BBC 3 online is that it puts the channel signiﬁcantly ahead of where the viewer’s currently are, probably by some four to ﬁve years

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

APRIL 2014

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MEDIA

NEWS

SPRING TIME COMES TO TICKETY TOWN Spring Chicks Time, the latest Tickety Toc DVD from Anchor Bay Entertainment, brings spring-themed capers from Tommy and Tallulah to living rooms just in time for Easter. All the fun of the Nick Jr. TV series will release on DVD and video-ondemand services in the US on 25 March. With episodes including Spring Chicks Time, Nature Trail Time, Picnic Time, Watermelon Time, Veggie Tim and Bug Time, pre-schoolers can enjoy their favourite Tickety Toc stories whenever they want, and learn the importance of teamwork, community and social responsibilty!

Create your own Disney character Building on the success of the recent stop-motion animated film, Blank: A Vinylmation Love Story, Disney Interactive has released the Vinylmation: Create Your Own app. The new app is a fun and easy way for kids to explore their creativity and experiment with self-expression. Selecting a 3D Mickey or Minnie Mouse figure as a starting point, fans can express themselves with paint, accessories and decal patterns to create a unique look for their own virtual Vinylmation figures. Completed creations become a part of the user’s personal collection and can also be exported to the device’s camera role. Vinylmation: Create Your Own is available as a free download now for iOS and Android.

MOSHIS, START YOUR ENGINES Mind Candy, creator of global kid’s phenomenon Moshi Monsters is continuing its expansion into the mobile market with the global release of Moshi Karts. Now available on the App Store for iPhone, iPad and iPod touch, Moshi Karts sees players put their paw to the ﬂoor as they take on Dr Strangeglove in this fast paced racing game. Players can race through 40 tracks, unlock crazy new karts, and use boosts to upgrade karts to jump, smash and drift around the courses. Moshi Karts is the latest offering from Mind Candy, following on from the successful launch of Moshi Monsters Village, which reached number two in the iTunes app charts over Christmas. Mind Candy has also released Talking Poppet, which sees fans talk and interact with the character. Inspired by the Moshi Karts app, toy partner Vivid will also be releasing a range of collectables from the Moshi Monsters Karts garage designed with karting tricks in mind. The range includes The Moshi Karts Track Playset, Collectable Blind Bags, Collectable Figure Blister Packs, and Trickstar!

Temple Run... the next chapter Lisle International Licensing has signed a new deal with Egmont UK to create an action-packed and adventure-filled publishing programme for Temple Run in 2014 and beyond. Egmont’s exciting range of titles will cover fiction, ebooks, activity books and a magazine, that will see the brand come to life on the page for its many global fans. In addition, Lisle has licensed annuals and a non-fiction magazine to complete the offering. The partnership with Egmont will see the development of brand new story content for the endless runner game with a major ‘Choose Your Own Adventure’ fiction series launching in 2014. Temple Run will be a flagship title in the launch of their downloaded activity book series and will feature puzzle and game content inspired directly by the game itself. Product across the range is expected to be in store as early as summer 2014. Emma Cairns Smith, License Acquisition Director, Egmont UK commented: “Temple Run is a hugely exciting acquisition for Egmont. The game is dynamic and exciting, has cliff hangers, wrong turns, disappointment and triumph, i.e. a publisher’s dream!” Gayle Tarrant from Lisle International Licensing added: “The partnership with Egmont is perfect for the licence as it will allow for deeper involvement by fans into this epic endless runner story and provides a new way for them to experience the excitement that the game creates.”

toysnplaythings.co.uk

MEDIA

What’s going wrong with Boys TV?

elcome to the Global Media report covering the TV market for February. You may recall I mentioned in my last Media Report the number of TV stations that had lost viewers, we took the view that this was down to the weather conditions that prevailed for the corresponding period in 2013, however this does not apply to this February. There are some significant drops in viewing levels for Boys 4-9 years. We see that Cartoonito is down by 54%, Disney XD by 36%, Pop Girl by 85%, but remember this is not a boys station in terms of programming content, the list goes on. For the Boys 4-9 market there is a total reduction in viewing numbers of 18.7%. Looking at Girls 4-9 years we see a similar picture, with Pop Girl being down by 59%, CiTV down by 23% and Kix by 35%. These are major shortfalls in viewing levels. However, when we look at the total TVRs delivered for this target market, we see that there are 7.5% more TVRs in February 2014 than in February 2013, so the viewing market is moving in the right direction. Winners in this market are Nicktoons and we suspect Disney (although there is no direct comparison at the moment) but we can say looking at the number of TVRs delivered they are doing very well at this time. The market for Housewives with Children is a difficult market to reach with the Kids stations unless care is taken on the buying method used. ITV Daybreak has remained a reliable station for this target market, however their figures show a 19% drop in viewing levels, which is their biggest drop in viewing levels for many years. As a point of interest looking at a comparison between February 2012 vs 2013 - 3.79%. So a drop of 19% is very meaningful. The latest information from the trade press shows a new star line-up for ITV Daybreak which is to be renamed Good Morning Britain from late April. It will be interesting to see how this will effect viewing levels for Housewives with Children and other groups. When we look at the top ten spenders for February we see mainly the same companies for 2013 are present in 2014 but not necessarily in the same order. Toy company expenditure for 2014 is down by 10% when compared to February 2013. Interesting to note that the overall TV market is running on par with last February, the conclusion we could draw from this that the Toy trade is running below current TV revenue trends. There are a number of new opportunities taking place in the TV market this month, one of the most exciting is the launch of a new station called London Live which has an on-air date of 31 March, this - as the title suggests - will be shown within the London area only. In our next report we will have actual audience levels to report on for this new station, let’s see what effect this will have on the overall TV market. As far as the toy trade is concerned London Live could be a vehicle that could be used for special price promotions with London retailers, this could be an exciting prospect.

CHARTS 4000 3500 3000 2500 2000 1500 1000 500 0

Housewives with Kids TVR’s February 2013 vs February 2014

Feb-13 Feb-14

8000 7000 6000 5000 4000 3000 2000 1000 0

Boys 4-9 TVR’s February 2013 vs February 2014

Feb-13 Feb 14

7000 6000 5000 4000 3000 2000 1000 0

Girls 4-9 TVR’s February 2013 vs February 2014

Feb-13 Feb-14

Feb 2013 Toy Company TV Expenditure

Feb 2014 Toy Company TV Expenditure

Company Name Flair Character Options LEGO MGA Ent Mattel Hasbro Build A Bear Re:Creation Vivid Imagination Bandai

Company Name Flair LEGO Character Options Mattel Bandai Hasbro Build A Bear Zapf Zuru Topps

TV Expenditure £676,253 £565,137 £515,161 £487,236 £445,149 £415,865 £183,277 £161,398 £146,699 £127,351

TV Expenditure £610,477 £531,570 £531,021 £337,343 £323,146 £264,403 £181,582 £113,315 £394,617 £85,572

For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 01753 889630. All graphs and information supplied by Global Media Services

WHAT’S NEW

NEW LAUNCHES TO HELP YOU SELL MORE

Grab this game! DRUMOND PARK

Pretty in pink BIGJIGS TOYS 01303250400 www.bigjigstoys.com Building upon the success of the ever-popular Princess Train, Bigjigs Rail has introduced a variety of pink themed accessories including a Pink Bridge, Pink Tunnel, Pink Double Engine Shed and a Fairy Accessory Expansion Pack. Available from April 2014, these pretty pink train items are perfect additions for existing wooden railway sets. Suitable for children aged 3 years+, these items are designed to inspire, stimulate and encourage the development of children through cognitive play. Adding to an already extensive Rail range, these items are sure to be hit with tiny Bigjigs Rail enthusiasts!

Bringing colour to life ORCHARD TOYS 01953 859525 / 859530 sales@orchardtoys.com Leading educational game and jigsaw manufacturer, Orchard Toys reinforces their strength in the pre-school sector by adding two new lines into their award-winning range. Colour Match is an activitybased jigsaw, which encourages children to identify colours, by relating them to familiar objects. These colours and pictures can be pieced together to make colour themed, self-corrective, five piece jigsaws. Colour recognition is a key developmental stage for young children and is one of the first ways they learn to sort and identify. Colour Match is a complementary addition to the range of activitybased puzzles, which includes, Farm Opposites, Alphabet Match and Match and Count. Collectively this range provides a fun way for children to learn key early years skills in literacy, counting, and colour. Catch and Count Game, a fun learning number and counting game for pre-schoolers. Children have fun spinning the 3D Octopus spinner, counting bubbles and collecting fish. Whilst having great fun, children will develop essential number and counting skills.

01473 322000 info@drumondpark.com Full-on and turbo charged, this innovative and unique new game from Drumond Park is fast-playing and raucous beyond belief! The seventh in the highly popular LOGO series of children’s, family and adult board games, LOGO Grab will get the whole family shrieking, grabbing and laughing hysterically together. It’s physical, it’s energetic, it’s dextrous – and ultra competitive! Strategy is all in this clever game - drop your attention for even a few seconds, and you could lose the plot! The box contains eight dice and dozens of different colour-coded brand cards in four categories portraying such famous UK brands as Tetley Tea, Pot Noodles, Marmite, the Vauxhall Corsa, the Volkswagen Beetle, Jelly Tots, Rolo and Black Magic. The aim of the game is to be the first to collect two sets of three brand cards in any one colour category. Sounds simple, doesn’t it? But it’s not, because the whole point of this game is that the players are not grabbing the famous name cards, they’re grabbing the dice! The idea is that the first player to spot a card bearing the same first letter as is on one of the dice shouts out the brand’s name – grabs the dice and then, and only then, takes the card. But even so, players are not necessarily home and dry. Quick, quick, this is the truly suspenseful bit… two of the dice have a bell hidden inside. Shake the dice you’ve just picked up, and if it goes ting-a-ling – disaster has struck! There’s no escaping it you’ve got to hand back the card!

toysnplaythings.co.uk

WHAT’S NEW

NEW LAUNCHES TO HELP YOU SELL MORE

Trikes and ride-ons have never looked so good

Get your game on! GOLDFISH & BISON 0208 326 2626 www.goldﬁshandbison.com

LITTLE TIKES 0800521558 www.littletikes.co.uk Little Tikes’ huge selection of trikes and ride-ons is its largest range to date, and 2014 is set to see the introduction of further new toys! Responding to consumer demand for highquality and moveable toys, the collection is designed to develop children’s physical skills, from balancing to push along and steering skills. Offering something for every little mover, parents will be left spoilt for choice. Look out for the 4-in-1 trike, the 4-in-1 Trike Basic Edition with a brand new vibrant pink and blue version, the 4-in-1Trike Sports Edition and the 4-in-1 Trike Deluxe Edition, And ﬁnally, Jelly Beans –the latest ride-on for Little Tikes are available in Racer Pink and Racer Red.

APRIL 2013

Goldfish & Bison is introducing thrilling new titles from Megableu into the company’s range of highly successful games for 2014. The Megableu range features exciting games with cool working features. The new 2014 launches will be available from summer 2014 and will be supported with TV and marketing campaigns through the second half of the year. Existing best-selling Megableu games, such as the popular Ghost Hunt and Creepy Hand will also be supported by Goldfish & Bison with TV advertising in 2014. The Cobrattack is a new game of tense excitement that puts stealth and courage of young adventurers to the test. The new Spider-Man Hunt game from Megableu is based on the new Spider-Man movie and features the creepy Rhino super villain. With Piggin’Boogers it’s time to gross out your friends and see who will end up with their fingers covered in thick, green, slimy piggy boogers’.

RETAIL

OPINION

Toy talk

TnP loves to hear your views. This month we chat with retailers around the country to see what is selling well and how they are ﬁnding consumers on the ground

TnP talks to retailers about how our feature categories are selling and we ask retailers how sales have been performing at the end of the ﬁrst quarter. That and more! CAROLINE ANSTEY Imagine…! Toy Shop – Holmﬁrth

ANNE GREENSMITH

It will be Caroline’s eleventh year at Imagine…! this year.

Puppets for Education – online store

We’re running a feature on preschool toys, how is that category performing for you? Quite well. I do very well by Green Toys’ products, and their Ferry and Tractor with Trailer are very popular. Bigjigs in general sells very well in my shop, as does Playmobil’s 123 set. An assortment of products by Hape are also proving successful. Do you sell theatre play toys and puppets? If so, how are they performing? We have some finger puppets from Fiesta on the counter, and they are quite a good pick-up item. How was trading for you as we head towards the end of the first quarter? Are things looking positive? Things are definitely better than this time last year when we had snow! As I am talking to you, there is glorious sunshine here and people sitting outside cafes in T-shirts. If you were a child today, what would you be nagging your mum for? Well if I was a younger girl, I’d love a Lottie doll. If I was slightly older, I would want a Rainbow Loom – girls love coming in to the shop to show us what they have made.

Warrington based, Puppets for Education offers a wide selection of children’s puppets to stimulate imagination and encourage creative play. After a lengthy career in nursing and education, Anne recognised how invaluable puppets can be in delighting any child, whatever their needs. Puppets for Education has been trading since 2007. We’re running a feature on theatre play and puppets, how is that category performing for you? Puppets are a very traditional toy and tend to have a dedicated following. They’re particularly popular with schools and learning groups. We have a very popular blog post on the website that details how to make a shadow puppet theatre; this article is extremely well read during holiday periods. We like to inspire our readers to create as well as buy additional items to add to their collection. Do you sell pre-school toys? If so, how are they performing? Yes, we stock a varied range of puppets by Trullala, Fiesta Crafts and Histoire d’Ours that are specifically designed for interactive play with babies and toddlers. How was trading for you as we head towards the end of the first quarter? Trade at the beginning of the first quarter was exceptionally busy and with new lines added, we’re hopeful this trend will continue.

SUSANNA DANIEL Smart Start Toys – online store Susanna is an ex-teacher. Smart Start Toys is a home shopping company established in 2003 that is committed to the importance of fun learning at home and at school. We’re running a feature on pre-school toys, how is that category performing for you? Well it is really one of our major categories – so yes, it’s doing well! Have you noticed any products selling well at the moment? Wooden products usually sell well for us like those from Bigjigs and House of Marbles.

toysnplaythings.co.uk

MARK STEWART

CHRISTINE CLARK

Wise Owl Toys, Worcester

The Puppet Theatre, Ramsbottom, Bury

Mark and his wife Heather, an ex teacher, have been at Wise Owl for fourteen years and are Dobble champions. For five years before, they sold specialised left-handed products after finding it difficult to buy products for their left-handed son. They have written books and continue to run workshops on this subject and sell left-handed products at Wise Owl – on the left side of the shop!

Christine has been at The Puppet Theatre since last July. Previous to that she ran a big sweet shop in Southport. We’re running a feature on theatre play and puppets, how is that category performing for you? Well this is obviously our main category and things are doing well at the moment.

We’re running a feature on pre-school toys, how is that category performing for you? Fairly well. We like to stock active toys with an educational slant.

Have you noticed any products selling well at the moment? Fraggle Rock by Jim Henson is a big seller for us.

Have you noticed any products selling well at the moment? Products that are doing well for us at the moment include WOW toys, the Shopping List set by Orchard Toys and Bigjigs Railway.

Do you sell any puppets that cater for the preschool market? If so, how are they performing? The Dr Seuss puppet by Manhattan Toys is a very popular product in this category and so is the Hideaway puppet by Puppet Company. These are suitable for babies aged 12 months+.

Do you sell theatre play toys and puppets? If so, how are they performing? Yes we do; they are selling quite well. Bird puppets and the Tree House puppet from The Puppet Company have been popular recently. How was trading for you as we head towards the end of the ﬁrst quarter? Are things looking positive? Yes, things are looking positive. However, recent footfall did suffer thanks to the ﬂoods – Worcester was badly hit, but luckily our shop is above water level. Do you expect an upsurge in sales in time for the Easter break mid-April? We are always hopeful for more sales! If you were a child today, what would you be nagging your mum for? Scalextric – anything with vehicles would really be my thing.

Do you sell theatre play toys and puppets? If so, how are they performing? We are selling a table theatre by Bigjigs at the moment, which is proving to be very popular. How was trading for you as we head towards the end of the ﬁrst quarter? Are things looking positive? It is slow as usual for this time of the year. Do you expect an upsurge in sales in time for the Easter break midApril? We hope so. If you were a child today, what would you be nagging your mum for? That is a very difﬁcult question as I am not a kid today! But I do like the Activity Ball by Bigjigs.

APRIL 2014

How was trading for you as we head towards the end of the ﬁrst quarter? Are things looking positive? It is picking up at the moment. The nice weather coming on helps increase footfall and we have some local festivals coming up so they should improve trade.

JOANNA TAYLOR The Lemon Tub, Porthmadog, Gwynedd Joanna has been working at The Lemon Tub for eighteen years now, and took ownership of the shop eight years ago. We’re running a feature on pre-school toys, how is that category performing for you? We offer a lot of these products in our shop and it is always pretty steady. Have you noticed any products selling well at the moment? Educational wooden toys are currently doing well. An alphabet toy in the shape of a dog by Lanka Kade is especially popular. Do you sell theatre play toys and puppets? If so how are they performing? We sell larger puppets by the Puppet Co. and they are selling steadily as well. How was trading for you as we head towards the end of the ﬁrst quarter? Are things looking positive? Yes, not too bad. If you were a child today, what would you be nagging your mum for? My mind has gone blank! I cannot think of anything speciﬁc, but soft, cuddly toys are always a favourite.

RETAIL

OPINION

Popping down the shops... Do you love ‘em or hate ‘em? Retail expert John Ryan ﬁlls us in on pop-up shops

here was a time when pop-ups were all the rage. Indeed, there were various points when it seemed as if any high street or shopping centre worthy of the name wasn’t up to scratch unless it had space to accommodate a temporary store that would turn heads. The received wisdom, however, was that pop-ups were something of a blip caused by the economic crisis and that as things improved they would more or less disappear as landlords found they could let the space at a more realistic rate and things returned to normal. Yet here we are in 2014 and we are informed that the economy is indeed on the mend and yet there are still popups in most quarters. In part, this has to do with the fact that there is generally a lag between recovery and things changing on the high street. But a rational observer might still assume that landlords would be reading the runes and deciding to ditch temporary lets in favour of longer-term lettings. Odd therefore that press releases still cross my desk on a daily basis detailing the features of the latest pop-up. Clearly an appetite for this sort of thing remains and while they may not be money-makers in their own right, retailers en masse obviously rate them as a way of getting the brand message out there. The question has to be why and how do you go about being an effective popper-upper? To take the answer to the second enquiry ﬁrst, it is all about editing. Nobody is really going to thank you for taking the contents of your toyshop and trying to ﬁt everything that you would normally sell into a smaller space. The outcome would be mild confusion, over-dense merchandising and a sense of wading through some pretty sticky treacle. There would also probably be little reason for shoppers to frequent a mini version of what you already have – surely it would be better to go to the original (and still the best) to see the full range in all its glory? To get shoppers in the mood there has to be something rather more about a pop-up than this and what it probably boils down to is judicious editing and a little theming. Curiously, the best pop-ups tend to be almost monochromatic in terms of their product range with the Marmite pop-up on Regent Street of a couple of years ago being perhaps the best example. That small space took a jar of Marmite as its starting point and then ran with it. The outcome was a shop that had jars

of Marmite used as hair curlers in the wigs that adorned the mannequins, had a pyramid of Marmite jars, and had Marmite jars circling endlessly on a 33rpm turntable, among other things. All well and good and the shop also stocked a range of peripheral merchandise that spanned gifts from Marmitethemed tea-towels to mugs with images of Marmite jars on their sides – if you’ve got it flaunt it. The press coverage was immense and a well-known brand became even better known. Simple therefore. If you are the proprietor of a toy shop it may not benefit you to open a pop-up that trades in just a single brand – brands can do this on their own. Think instead of a theme - space travel, cars, dolls – it doesn’t really matter, but by pulling out a single toy category and turning it into a shop, you immediately instill it with interest in a way that wouldn’t be the case if it were part of a larger whole. You can even think of a name that may be related to that which you normally trade under, but with an added twist. Do this correctly and you have created a measure of desire that will ensure that people will at least give your pop-up the once, or even twice over. The other issue that confronts any potential pop-up retailer is where to site your store. The best approach is probably to take a walk up and down a high street or through a mall that you’d like to be in and if there are empty units that might do the job, then contact the landlord. This is not as naively outlandish as it might sound. Most landlords will consider a short-term proposition for the simple reason that there is a finite date at which that unit will once more become available and meanwhile, it might as well be put to some kind of use. It’s a win-win for both parties. And handled sensitively you should be able to negotiate a cut-price rental deal and they will have high streets or malls that don’t look unloved. The other point that might be considered is that no space should be too small. There is probably sufficient slack stock sitting in your reserve, from where it is unlikely to sell, to make a decent fist of a temporary store. Much has been made of the probable death of the popup, but in truth it is more than likely here to stay and, as such, the canny retailer will seek to see how capital can be made out of the phenomenon. Mae West is reputed to have said: “It is better to be looked over than overlooked.” It remains a decent aphorism and one that is readily applied to the in-your-face world of pop-ups. Get out there and start popping (up)!

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

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COVER FEATURE CHARACTER OPTIONS

Making magic happen! Character Options ons add a little Ben and Holl Holly magic to its pre-school portfolio

haracter Options is to strengthen its already robust relationship with Entertainment One this summer with the addition of Ben and Holly’s Little Kingdom to the firm’s preschool portfolio. The Ben and Holly TV series boasts an impressive 104 x 11’ episodes, which air daily on Nick Jr and Milkshake and appeal to an audience of girls and boys with a 60/40 split. Produced by the same team behind the phenomenally successful Peppa Pig, Ben and Holly features core values which appeal to parents as much as the children who watch the show. In producing the new toy collection, Character Options has taken these core values together with iconic features in the TV series to create a range that will bring the magic of Ben and Holly into the heart of playtime. Fans of Character’s Peppa Pig toys will see many influences in the Ben and Holly range. The product line of playsets, vehicles and figures are of the same ‘little character’ scale and fit neatly together, making it the perfect progression as children grow. Price points and pack size strategy also remain constant for a cohesive retailer approach. The Ben and Holly Thistle Castle Playset is central to the collection and is connectable to other playsets in the range. Here you will find a Hidden Slide to a Secret Room, a Spinning Cauldron, a ‘magical’ Treasure Chest plus a Holly figure complete with her ever-present wand. The appreciation of nature which is so important to the property is there for all to see with the three Magical Playground playsets. Each familiar playground activity is created from leaves and plants to stay with a nature

APRIL 2014

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We will be working collaboratively with Character Options to drive the Ben and Holly brand forward at retail this autumn/winter and beyond Hannah Mungo Entertainment One

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theme, and can be clipped together to create one beautiful playground scene. Further accessories include push-along vehicles plus an assortment of figures that are available as a twin pack or a single set of five. New Ben and Holly plush will also be launched including Hide and Seek Holly; a beautifully crafted plush Holly doll who once hidden, can only be found by following clues from the Holly remote. The remote will light up the closer she is, so she won’t stay hidden for long! There are also Talking Plush toys, each with five popular phrases to discover, while smaller collectable plush toys will be perfect for pocket money favourites. Speaking about the range, Jerry Healy, Character Options’ Marketing Director, said: “Character Options is hugely committed to the success of Ben and Holly. There are ten new Ben and Holly product lines in the autumn range, all of which will be supported with a full marketing plan. TV advertising is the core of this and we are maximising our TV push by integrating our advertising of Ben and Holly and Peppa Pig between each other’s programme breaks in order to reinforce the synergy between the ranges.” Jerry continued: “TV advertising will start from August and will run alongside promotional in-store plans to promote both ranges at crucial times of the

year. Other activities include reviews, consumer competitions, sampling and retailer events, echoing our marketing of Peppa Pig. We see this as being a long-term investment, creating a brand that runs in parallel with Peppa Pig for many years and across many countries!” Hannah Mungo, Head of UK Licensing at Entertainment One added: “We will be working collaboratively with Character Options to drive the Ben and Holly brand forward at retail this autumn/winter and beyond. We have a long and successful partnership with the team and we know they have delivered an outstanding toy line that appeals to the brand’s core audience. We all look forward to seeing their products in stores later on this year.”

FEATURE

PRESCHOOL PRE-SCHOOL

The power of positive play

VTech

The pre-school category is thriving after a healthy start to 2014. TnP takes a closer look at one of the industry’s most popular sectors to ﬁnd out what is happening

ow do you fight the good fight in a saturated market? How do you ensure your products are the first on everyone’s lips when you are battling against pretty much every other company in the industry? With pre-school currently sitting as one of the top super categories after, according to NPD, a healthy start to the year, there is undoubtedly a buoyant vibe in the air. “We have had a good start to 2014 as VTech is up 6% year-onyear in this area, ahead of the overall pre-school market which is up 4% (week 7 NPD),” agrees Andrew Welch, Senior Brand Manager at VTech UK. “In our pre-school ranges, we are seeing InnoTab hardware and software continuing to perform well with sales up year-on-year.”

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The mood is equally positive with Orchard Toys MD Simon Newbery reporting a “really strong start to 2014”. He continues: “We are always slightly cautious about making predictions, but the signs are that this will be another record year for Orchard Toys.” Likewise Galt Toys MD John McDonnell reveals that Galt have introduced 60 new products in 2014. Speaking to TnP about the pre-school category, John said: “The pre-school sector has continued to perform very strongly for us and is an area we are always looking to grow… So far we have had a great reaction to all our new pre-school products, which have already proven to be popular amongst retailers after being showcased at Toy Fair earlier this year.”

Listen to what consumers want. Consumers buy into brands they trus

ANDREW WELCH, VTECH

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So with all the evidence pointing towards a critically positive start for the year, what advice do these industry stalwarts have for keeping ahead in a saturated sector which is packed with product? And more importantly, how can the preschool sector challenge itself and move forward? “Listen to what consumers want and enhance the latest technology trends,” VTech’s Andrew Welch advises. “Consumers buy into products and brands that they trust and that also represent good value.” The sector is now catering “for a more sophisticated consumer” says Orchard’s Simon Newbery and “is challenging itself by continuing to innovate and come up with fresh new products that are being developed”. And while it might seem like

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licensed properties are currently king in pre-school, we asked our industry experts what other trends retailers should be looking out for. Their answers point towards a desire at retail for stimulating learning aids with consumers buying into a brand. “We believe there is still strong demand for more traditional educational products,” says Simon. “In our own experience people are buying into our brand and what it represents, rather than a speciﬁc character or licence.” This trend toward traditional toys is echoed by Galt Toys’ MD John McDonnell. “We have seen an increasing demand for traditional toys that support child development and learning.” John cites the Dr Miriam@Galt range as being popular at retail and the range is seeing “continued success as toys with an educational integrity become ever more popular”. For VTech UK’s Senior Brand Manager, Andrew Welch, keeping in line with the educational aspect of pre-school toys is vital. “In our core pre-school range, we are refreshing and developing products with phonics, following how children are taught in school,” he reveals. But as Andrew points out, in this instance, technology is teamed with the educational aspect to bring a rounded preschool toy. “At VTech, we are always looking to build on the success of our products and brands with the latest technology available. Some examples of this include the InnoTab 3S with Kid Connect – a safe way that parents can message their child with their smartphone or tablet. Kidizoom Camera continues to be the top selling item in the overall toy market, as it moves into its eighth year with the Kidizoom Camera Twist Plus.” But whether a pre-school toy is traditional or tech-based, safety continually remains high on the agenda, particularly when dealing with products aimed at such young

children. And increasingly, this is higher and higher on the agenda for retailers and consumers. “We take all aspects of child safety very seriously,” states Andrew. “We, of course, follow European testing across all our products, taking great care and pride to ensure they continue to provide safe, fun and educational content for children to enjoy.” And safety is, without question, a top priority for Galt too. “We consider the safety and quality of all Galt products to be of paramount importance,” says MD John McDonnell, pointing out: “All our products comply with or exceed the current toy safety regulations and carry the CE mark and the BS5665 Lion Mark. In addition, we ensure the highest level of safety by applying rigorous quality control to all stages of development, production and distribution, while all our products are also inspected and tested before becoming available in store.” For Orchard Toys, safety is “one of the ﬁrst things we discuss when developing new products”, says MD Simon Newbery. Elaborating, Simon explains: “If we have any concerns about safety at the concept stage of the development process, they are investigated and addressed before we create a prototype. Fortunately, the relatively simple nature of our products means that there are fewer safety issues to address than some of our competitors face, but this does not mean that we take them any less seriously.” Crucially for consumers, preschool toys must reach certain touch-points in terms of their cognitive and developmental offerings to a child – they must ‘give’ the child something more than just basic play value, they must help them learn. So how do toy manufacturers ensure their products meet these standards? “For us, this is probably the most important part of the process of developing new products,” says Orchard Toys’ Simon Newbery. “We

test each product extensively with teachers, childcare practitioners and, of course, children themselves, to ensure that they serve the purpose for which they are intended, and are engaging and fun!” At Galt, supporting the parent is also key. “While Galt’s pre-school range is designed to encourage and support learning and development, it must be said that the role of parents is not to be underestimated,” explains John. “A parent is a child’s first teacher and playing with babies and toddlers is absolutely crucial to their early development. In addition to creating We believe educational toys, we also there is still believe in supporting parents. Last year, we strong released the Play Amnesia demand for Report, a report into the more importance of playtime traditional which showed that the majority of parents struggle educational to find the time to play with products their children. The research showed that many parents SIMON felt self conscious and NEWBERY, inadequate when it comes ORCHARD TOYS to playing. In fact, 76% of parents polled blame short playtimes on low confidence, feeling selfconscious, and a lack of understanding about how important play is or even finding it boring.” John explains that Galt have gone some way to helping tackle this issue by including play guides in their Dr Miriam range which gives parents inspiration

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NPD Top ﬁve pre-school characters for the UK Market YTD February 2014 Thomas & Friends Peppa Pig Octonauts Mickey & Friends Fireman Sam

on different ways to engage with their child at play.

Galt

APRIL 2014

FEATURE

PRESCHOOL PRE-SCHOOL

Hot property With character licensing inextricably linked to pre-school toys, TnP looks at what makes a strong pre-school licence and why parents are willing to invest in their kids’ favourite properties...

etween TV, DVD, video on demand services, mobile apps and web content, kids now have almost limitless ways to interact, connect and engage with their favourite characters and entertainment personalities. With this increased accessibility, the level of demand from a generation of young fans looking to interact with their on-screen heroes continues to grow. With more creative content than ever, and more platforms to distribute it, pre-school licensed toys and consumer products are in high demand. Barry Hughes, General Manager at Golden Bear – whose offerings includes Woolly and Tig, and Henry Hugglemonster – says that this is still largely fuelled by TV properties.

Golden Bear’s Disney Henry Hugglemonster

This is largely due to the “Licensing within the preimportance of brand recognition school sector is one of the most with parents – the ones who hold rapidly growing areas and when the purse strings and ultimately linked to children’s entertainment decide what to buy for their characters, from TV shows in children. “With the core buyer particular, it becomes an being mainly the parent or a increasingly important part of close family member, the most playtime too,” he says. “Brands successful licences are those that we launched last year such as have parental or grand-parental Woolly and Tig, Something endorsement too,” says Barry. Special and In the Night Garden If parents recognise the are thriving and our most recent property, its values and launch, Henry content, they’re happy to Hugglemonster, is also off invest in it. “The key for the to a fine start.” T S O M toy industry is to back the Of course, not every TV E TH L right horse,” he adds. show is a merchandising U F SS And this is evident with hit. Kirsty MacKenzie, SUCCE ES ARE Pre-school Marketing LICENC THAT HAVE properties such as Peppa Pig, which first began Manager at Flair explains THOSE TAL OR airing on TV in 2004, and that getting through the PAREN -PARENTAL now reaches out into first year is the biggest everything from apparel, hurdle. “The challenge is GRAND SEMENT” R O stationery, bedroom for new pre-school licences D EN ERAL S, GEN EAR E decorations, a theme park, to survive beyond year one and H G U DEN B RRY H and of course toy lines. establish themselves firmly in the BAANAGER, GOL M “There are more newly created market,” says Kirsty adding and re-introduced classic prethat for this reason, classic school properties being launched properties tend to do each year and while new licenses particularly well in offer great opportunities, the this sector. challenge is to develop these into an evergreen property, such as Peppa Pig,” explains Character Options’ Brand Manager, Rachel Copeland. With Peppa, the peripheral experiences are key to its evergreen status; the success of the toy lines, and other consumer products which complement one another, are down to content and values tailor made for pre-schoolers. “It’s amazing to think that children can watch Peppa at the

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E AS TH NPD H A R AS SECTOE GROWING WHOL N YEAR” O HOOL YEAR RE-SC IR NZIE, P

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Flair’s Disney Doc McStufﬁns

LA MACKE GER, F KIRSTY TING MANA E MARK

theme park with the Peppa’s Potato City DVD, actually go to Peppa Pig’s World Theme Park at Paultons Park and then come home and play with our Peppa’s Theme Park range,” says Rachel. A successful licence then, one that avoids the pitfalls and builds its audience, can be a lucrative and exciting business opportunity. NPD identified pre-school properties such as Mickey & Friends, Doc McStuffins and Peppa Pig as retail highlights in its round up of 2013 in January, generating £21 million in extra sales combined at retail with Little Tikes. “For 2014 our pre-school area is definitely showing significant growth and NPD has the sector as a whole growing year on year. That said Doc McStuffins and Tree Fu Tom are only just at the end of their first 12 months and still in a period of significant development. The year ahead for these properties looks promising,” says Flair’s Kirsty. Kirsty says that the popularity for Flair’s Doc McStuffins was so strong in fact that they were barely able to meet demand. “We’ve had a great 12 months, only just being able to keep up with demand for Doc McStuffins. Our portfolio contained SKUs that were named as a Dream Toy and also Pre-school Licence Toy of the Year. These accolades were all borne out in the sales success.” Similarly, the consumer demand for one of Golden Bear’s newest ranges was so positive, that it led to a pre-emptive roll out. “Last year Golden Bear found itself in the position of having to bring in stocks early, such was the demand for our new Woolly and Tig collection,” explains Barry. “Last year we made the decision to concentrate on what we consider our strongest portfolios. This has left us with a wellrounded concise offering of products that retailers know will

APRIL 2014

be in demand.” So what should retailers be looking out for this year in the licensed pre-school market? Products with more sophistication and increased play features, is what many parents are looking for according to Rachel Copeland. “New innovation is increasingly finding its way into the general character licensing of toys. Increasingly parents want more features, especially if they have a developmental quality to them.” Flair’s Kirsty MacKenzie agrees, explaining that consumers want “multiple play features that will stimulate and entertain the pre-school child.” Added play value is important for parents that want good value for money. “Price points remain key and it can be good to buy into an entire property and become a one stop shop for all things for a favourite character,” adds Kirsty. Toy designers and manufacturers are able to mix the play patterns and innovative developmental benefits from traditional, unlicensed pre-school toys, and augment them with clever licensing. Barry says that when working with a license, Golden Bear aim to “get under the skin of the brand,” using it as a blueprint to create products that make sense. “When Golden Bear develops a licensed toy within a master toy collection we start with the characteristics of the licence and what makes it so appealing for the child. This ensures that the magic of a child’s favourite character is truly brought to life in the toys that we create.”

Following Doctor’s orders Flair 0208 643 0320 www.flairplc.co.uk Flair has an array of highly sought after pre-school ranges based on favourite TV characters -Doc McStuffins and Tree Fu Tom, while the Snuggle Pets collection will introduce some new super soft companions. Building on last year’s success with Disney’s Doc McStuffins, which included a Pre-school Toy of the Year Award, GP Flair’s portfolio is the choice for fans of the mini medic. At the very heart of the collection is a brand new child sized mobile which transforms any Doc fan into a doc-on-the-go. As seen in the new TV episodes, the ‘Get Better Talking Mobile Clinic’ features a light up and sound function when pulled and a seat for Doc’s toy friends. Doc McStuffins also comes in a brand new pocket sized format for pre-schoolers with the Mini Clinic Playset. Snuggle Pets continues to expand its super soft collection with some exciting new additions to the snuggly family. Introducing Seat Pets and Seat Pet Juniors new for AW14, the innovative super soft pets that make those long car journeys comfortable and fun. Designed to be attached to a standard car seat belt, Seat Pets come in three soft and colourful characters: lion, cat and dog. Flair’s Tree Fu Tom collection has been extended and refreshed with a new Hero themed range. A brand new Ranger Utility Belt will transform any Tom fan into a Ranger explorer and comes with adjustable belt with storage pouch, scarf and woggle, ranger cards, ranger book, clip on telescope, ranger badges and a detachable compass.

FEATURE PRESCHOOL

A beary good story CHICCO 01623750870 www.chicco.co.uk The Storyteller Bear is a new addition to the Chicco range of bilingual toys. Suitable from 12 months, the talking and interactive bear comes with five story cards that fit neatly into his backpack. Each of these takes your child on a different interactive adventure to the countryside, the seaside or even on an aeroplane! Each card has three different buttons which, when pressed, prompts the bear to speak a range of phrases in both English and French. In addition, at the bottom of the card is the storyteller button, which offers an engaging story that your child can enjoy. The bear also sings four different songs and melodies by pressing its hands and feet, including nursery rhymes and a ‘parts of the body’ song. Chicco bilingual toys are designed to accompany the child’s growth following the stages of their linguistic development, from the first syllables to first words, sentences, naming objects, and more. All Chicco Bilingual Talking Toys are developed in collaboration with Osservatorio Chicco (Baby Research Centre), where pediatricians and psychologists work together to study stimuli to assist the growth and learning development of babies.

Wholesome play EPOCH MAKING TOYS www.sylvanianfamilies.net/uk

Stimulating preschool puzzles GALT TOYS

Epoch making toys new Cosy Cottage Starter Home is the perfect set to begin a collection for 4-5 year olds, and includes the cute Freya Chocolate Rabbit girl, a bed, table and chairs, oven, sink unit and accessories. The first floor of the cottage can be removed to extend the ground floor play area, which can be filled with furniture to create a cosy home. Sylvanian Families helps encourage imaginative play and story-telling whilst also developing manual dexterity through moving the small pieces and characters. The unique blend of traditional play, overall feel-good appeal, wholesome family values and memorable characters are loved by parents and children alike.

01614289111 www.galttoys.com Galt Toys launches two new fun and engaging puzzles to its fantastic range of jigsaw puzzles for young children. Funny Face Sticker Puzzles allows children to make funny faces by putting together the face puzzles of a clown, a pirate, a little monster or a princess, then using stickers to create lots of different silly faces! First Puppet Show is an extra long 10-piece ﬂoor puzzle featuring a trafﬁc jam with different vehicles to talk about and a horn sound button.

Soft and cuddly

Strong toys!

FAMOSA

PETERKIN UK LTD

www.famosa.es 07919541116

0116 254 3645 www.peterkin.co.uk

Famosa are pleased to be expanding their pre-school category with a plush version of Mr Potato Head character. The super soft versions have moveable facial features and accessories. Licensed by Hasbro, phase one of the launch will see three designs - Fireman, Policeman and Chef.

Peterkin continue to maintain a strong presence in the pre-school category with the Early Learning Centre. Peterkin’s partnership with ELC has favourites such as the Shape Sorting Bus, My First Gadget Set, Animal Chorus and Wooden Posting Box, are joined by great new items, such as the Happyland Submarine and some great new musical maracas and a trumpet.

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Lots new for Spring/Summer 2014 All TV Advertised

Features

recognition technology

Toot-Toot Drivers Police Station

Toot-Toot Drivers Big Fire Engine

Toot-Toot Drivers Parking Tower

New packaging

Features

recognition technology

Toot-Toot Drivers Fire Station

FEATURE PRESCHOOL

Playing mum! ZAPF CREATION 0845 0533 333 www.zapf-creation.co.uk

A mega line-up Mega Brands 01844350033 www.megabrands.com www.megabloks.com

Mega Brands will build on its success with a fresh new look and all-new toys for A/W14. The new look will bring to life the engaging journey of creativity, learning and imagination offered by Mega Bloks First Builders and Junior Builders ranges. Boys and girls alike will delight in the all-new Mega Bloks First Builders Bobby Barn Musical Farm, which combines building and stacking play with cute block buddies, animals and fun farmyard songs and sounds for hours of creative play. The new Mega Bloks First Builders Fast Tracks Raceway and Rescue Team include innovative, easy-to-build tracks plus mix and match buildable vehicles for an exciting pre-school vehicle play experience. New Mega Bloks First Builders Alphabet School Bus comes complete with more than 30 blocks and fun stickers little ones can apply for creative fun. With letters and pictures to match, this bus is on the road to early childhood learning beneﬁts! All-new Mega Bloks First Builders Build n Discover Table is a colourful addition to any playroom, with a surface full of fun building possibilities and folding legs for easy storing and transporting. Mega Bloks First Builders Learn ‘n Go Wagon is a brand new way for little ones to bring their building adventure anywhere. With lots of blocks, a building plate and fun ABC/1-2-3 stickers, it’s never been so easy to learn and grow on the move! Plus blocks, can easily be stored inside, for added clean-up fun.

Zapf Creation, continues to expand its pre-school portfolio in 2014 with a new brand and a refresh on one of the nation’s favourites. Mooshka is a wholesome new line of soft dolls, which aim to create a sense of nostalgia for mums who had a beloved rag dolly when they were little. The fabric dolls are targeted at children aged 2 to 4 years old, and each of the dolls comes with a free downloadable eBook. Autumn launches for this new line include an interactive singing-themed doll, which continues to focus on the friendship positioning of the brand.

Learning by language LEXIBOOK 07501770855 www.lexibook.com The interactive bilingual touch pad (English/ French) provides a fun ﬁrst educational experience for children aged 3 years and older. This Talking pad with touch screen speaks letters, numbers or words in both English and French. “Where is…?” Interactive Quiz Mode enriches learning thanks to an interactive questionand-answer system. The Kids Pad offers ﬁve game modes for hours of entertainment! The Kids Pad is also available in pocket-size - perfect to take it anywhere you wish!

Maya is busy STUDIO 100 +32477751366 www.studio100.be In 2014, Studio 100 aim to build upon the global success of its ﬂagship pre-school property, Maya the Bee, ahead of the highly anticipated stunning feature length movie which premieres globally later this year. With more than 300 international licensees, Maya the Bee is already successful across all categories with IMC Toys, the mastertoy licensee, ST100, plush and board games as well as publishing through Egmont or Panini, and in FMCG via Ferrero, Nestlé, Chupa Chups to name just a few.

Farmyard fans TOMY 01423 359100 www.tomy.co.uk The John Deere pre-school range is perfect for engaging the pre-school audience in farm play. This collection of non-scale, tactile soft-touch plastic toys come packed with many features such as lights, sounds or special rubber ﬁnish. The durable chunky models are ideal for small hands and the cute characters are sure to be a huge hit with toddlers.

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Stimulating play, learning new skills

through motor development

GOAL LEAGUE When a goal is scored fun lights and sounds are set off.

FISHING ISLAND Rod recognises ﬁshes when caught and activates fun lights and sounds.

MONKEY STRIKE

Use it as a Balance Board.

Take the lane. Aim for a colourful strike or get creative and build towers. Use as a push scooter.

The

encourages children to play and have fun with sports

BALANSKATE 3 games in 1 to gradually develop the child’s balance.

At 3 years, a ﬁrst skate board.

An active lifestyle starting from early childhood is essential for our children’s growth. Children nowadays tend to lead a more passive lifestyle; real play is limited – they don’t move around or run freely. Fit&Fun combines motor development and new skills with social play allowing children to not only improve balance and coordination, but also enhance their self-esteem and self-conﬁdence too.

Happiness is a journey that starts when you’re a baby.

w w w.c h icco.co.uk

range

For information on these products, contact us at orders.uk@artsana.com, or please call 01623 750870

FEATURE PRESCHOOL

Funday drivers! VTECH 01235 555545 ww.vtechuk.com VTech has some key launches set to take the market by storm this year, including the expansion of the award winning Toot-Toot Drivers range. The VTech Toot-Toot Drivers range has shown fantastic performance throughout the year with an impressive growth of 70.5% (Full Year 2013, NPD). With eight new Toot-Toot Drivers Vehicles (1-5 years) to collect, children will be able to play and engage with a whole host of different transports. From a tractor and trailer to a convertible with caravan, these individual cars have a light-up button, three sing-along songs, six fun melodies and many sound effects to encourage motor skill and language development. The VTech Playtime Bus with Phonics (1 – 3 years) has been enhanced and updated with the latest technology for 2014. Now in its 14th year, the Playtime Bus uses over 100 interactive curriculum questions so children can learn phonic sounds, letters, vocabulary, numbers, counting and safety rules. Featuring over 30 lively melodies, songs and fun bus related sound effects, the bus takes children on an exciting learning journey.

Say hi to tasty toys JOHN CRANE LTD 01604 774 949 www.john-crane.co.uk John Crane Ltd has expanded their already extensive collection of pre-school toys for 2014 in a number of different brands. Tidlo have added a number of new lines including the Pizza Set. This fantastic new set features a six slice wooden pizza with 12 removable toppings. The pizza slices ﬁx together with Velcro which also looks like a stuffed crust and a pizza cutter! The pizza tray features basic fractions which is great for developing some of those all important early numeracy skills. Also new in Tidlo are the Animal Stacking Cubes. These animal themed stacking cubes nest together for easy storage and encourage early numeracy, literacy and colour and shape matching skills and also animal recognition, ideal for early learning! New in B for techy savvy toddlers, Hi-Phone! This touchscreen mobile teaches by reciting each number when it is pressed. Children can record and play back their own messages; parents can even record messages for their kids to discover!

The VTech Interactive Learning Table (3-6 years) includes a LED display and touch panel, and features over 200 touch-to-learn points. With nine activity pages and over 30 activities to play, it also comes with a time telling clock, a music player with 20 popular tunes and a stool. Budding artists can also transform the table into an easel.

What time is it? Padgett Bros 01226381188 www.padgettatoz.co.uk The FUNTIME range of Pre-School -School toys just keeps on getting bigger and bigger - another year..... ... another increase in turnover er and another gain in market share for the FUNTIME brand - The FUNTIME range gives customers a choice of an excellent quality product that signiﬁcantly undercuts the main Pre-School market – If you are looking for excellent quality toys that sell all year round, with fantastic proﬁt margins both on an FOB and Ex-UK basis – The FUNTIME range is it !

Hours of entertainment LEGO DUPLO 01753 495000 www.lego.com January saw LEGO DUPLO launch ten new sets for ﬁrst half of 2014. Each set features a range of multifunctional bricks and cute elements. Following on from the success of Creative Cakes, LEGO DUPLO is excited to launch Creative Ice Cream, Creative Picnic and Creative Animals.

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More characters & more fun storylines

Major UK marketing & PR campaign

65 much loved episodes

Year round kids’ magazine coverage

Shown in 30 countries and 10 languages

Bloggers’ favourite with 600,000 views

New Global TV sales agency 300,000 online views 50,000 App Downloads 500,000+ Google mentions

Now shown daily on Milkshake!, Cartoonito & Boomerang

Olly the Little White Van has a big personality that both children and their parents love and is the star of a favourite TV show for boys and girls aged 3-5. Shown daily on key channels such as Channel 5’s Milkshake!, this Little White Van is always on hand to help wherever he can and has heaps of humorous adventures. With new episodes just being launched across multiple territories, and increased marketing activity, Olly will deliver countless licensing opportunities across broad merchandising sectors. © 2014 Ideas at Work Limited

Licensing enquiries: rob@ideasatwork.ltd.uk All other enquiries: henry@ideasatwork.ltd.uk 1 Fielding Court, Seven Dials, Covent Garden, London WC2H 9LN +447507 066492

www.ollythelittlewhitevan.com

FEATURE PRESCHOOL

White van man Ideas at Work henry@ideasatwork.ltd.uk www.ideasatwork.ltd.uk Olly the Little White Van is all geared up for 2014, having established a serious TV presence in the UK and footholds in many other markets around the world. Olly is an all-British production: devised in London and financed entirely by private investors. There are currently 65 x 5 minute episodes, which, in addition to the UK, are now shown in more than 30 different countries and in over a dozen different languages - with more to come! The star of each series is Olly who has the energy and eagernessto-please of a Labrador puppy. Just as the world would grind to a halt without white vans, Olly is all about lending a helping hand to all who need it and appeals to a core audience of 2 to 5 year old, boys and girls, who love the series for its fun, energy and music. Conversely parents love the episodes for its quality, quirky humour and the wholesome values they portray. In the UK the first series secured the third-highest ratings of any children’s programme on commercial television. Series four and five air daily on Channel 5’s Milkshake!, complemented by frequent daily showings of series one to four on Turner’s Cartoonito and Boomerang. Ideas at Work, creators of Olly, have recently signed a global TV distribution deal with AWOL, Paris whilst in other territories recent successes include; signed licensing and distribution agreements with Kaynak for Turkey, with TV and publishing deals imminent, a DVD deal in Japan and a cinema deal in Poland. Terms have also been agreed with Al Jazeera for L&M in the Middle East.

Toys to make you feel warm and fuzzy inside JOHN ADAMS 01480 414361 www.johnadams.co.uk John Adams continues to add to its much-loved Fuzzy Felt portfolio with the introduction two new licences; Doc McStufﬁns which is in stock now, and Tatty Teddy and My Blue Nose Friends. These cute new additions join the Disney Princess, My Little Pony and Minnie Mouse Fuzzy Felt sets in this popular range. Each licensed kit includes over 100 felt shapes - including pre-printed character pieces – for great play value.

History and heritage ASOBI 01628200077 www.asobi.co.uk Asobi is delighted to be the UK’s ofﬁcial distributor of Vilac. From ride-ons and pull along toys to educational games, puzzles and even musical instruments, Vilac produce a huge variety of highquality toys.

Look stylish while balancing

Full of jelly beans!

H. GROSSMAN LTD

LITTLE TIKES

01416132525 www.ozbozz.co.uk

0800521558 www.littletikes.co.uk

2014 sees new introductions from HGL to the pre-school sector. Milo and Gil is a range of chunky new outdoor products, sturdy and colourful the range includes a trike, a balance bike and a scooter. My First Scooter continues to pick up awards for its unique design which makes it the perfect starter scooter at a very affordable price. Starting off on a sturdy four wheels, young children can get to grips with the speed and feel of a scooter. Once they grow in conﬁdence, parents can reduce the scooter to three-wheels and then as their ability develops, they can progress to two wheels.

This spring will see Little Tikes proudly launch an exciting, new and innovative ride-on guaranteed to bring joy, fun and laughter to little youngsters on the move. Jelly Beans – the latest ride-on for Little Tikes is available in two bright colours - Racer Pink and Racer Red. Great for encouraging the development of motor skills!

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FEATURE PRESCHOOL

1,2,3 – let’s play! GIBSONS 020 86618866 www.myworldtoys.co.uk Floor puzzles are a great way for children to develop key skills such as hand-eye coordination, logic, and motor abilities and with four in the range, My World are perfect for little ones of any age! Developed in conjunction with Child Psychologist Dr Amanda Gummer, My World puzzles and games are a fun, yet educational way for children to learn about the world around them. My Town is a bright 30 piece activity ﬂoor puzzle that explores a child’s environment from the swimming pool to the school playground.

A licence for fun ESDEVIUM GAMES 01420 593593 www.esdeviumgames.com

Cheeky monkey!

Esdevium Games have in recent years built up a substantial offering of pre-school toys and games. The retro Fisher Price Classics collection is an exclusive property to Esdevium and contains a superb range of vintage-look children’s toys. Many of these toys were first introduced in the 1960s and 70s, provoking a huge sense of nostalgia for the parents and grandparents of today. The collection of 11 toys is spearheaded by the iconic Chatter Telephone and Record Player, but there are a number of new lines available for 2014 including the Movie Viewer and the See ‘n’ Say Farmer Says. Esdevium’s range of Disneylicensed games aimed at the pre-school market has grown since their launch last year. New to the range is the Sofia the First Magical Tea Time game, a pretendplay game of sharing, matching and collecting where players sit down for tea with Princess Sofia. In addition to Sofia, Esdevium will carry forward a number of proven pre-school games across licences for Jake and the Never Land Pirates, Doc McStuffins and Disney Princess.

+1 310 557 5230 www.sabanbrands.com

SABAN BRANDS

A new toy line based on Saban Brands’ animated pre-school series, Julius Jr., will launch this summer with Fisher Price serving as global master toy licensee. The toy line will feature a variety of show-accurate toys, including the Julius Jr. Rock ‘n Playhouse Box, designed for kids ages 2+, which features lights and sounds on every ﬂoor. The play-set comes with a 3-inch Julius Jr. ﬁgure, art table, keyboard, microphone, skateboard and ramp, and rocket. It will also have the ability to connect with other Julius Jr. play-sets as well. Saban Brands has also partnered with Random House Children’s Books for a publishing deal for Julius Jr., with books hitting shelves autumn 2014 in the U.S.

Be a BIG baby! BIGJIGS TOYS 01303250400 www.bigjigstoys.com

The Bigjigs Baby range is a market leader in high quality, educational wooden toys for children under 3 years old. With bright colours, fun shapes, exciting sounds and tactile textures, the Bigjigs Baby range will help little ones discover the world around them. Bigjigs have added several new lines to their baby and toddler range including a number of stackers, sorters, activity and plush toys. New for 2014 are these highly decorative Stacking Cubes which provide several activities in one, including a shape sorter, matching number spots, stacking cubes, and a tall giraffe to construct. Bigjigs have also amended a number of current best sellers to bring them into the 21st century including First Basic Blocks, Rolling Shape Sorter, Hammer Bench and Posting Box. Each product has had a re-colouring using a softer, child friendly colour palette, whilst the dimensions have also been amended to ﬁt within modular packaging.

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Encouraging mini-BrainBoxes THE GREEN BOARD GAMES COMPANY 01494 538999 www.greenboardgames.com BrainBox ABC, Pictures and Teddy Bears have been created for children aged three and over, to help with recognition of daily objects and names of items from household, holiday and everyday scenes; objects beginning with each letter of the alphabet and common letter blends. BrainBox Teddy Bears include 55 hand-painted cards, in association with Alice’s Teddy Bear Hospital. The object of the game is to study a card for 10 seconds and then answer a question based on the roll of a die.

Cuddly characters POSH PAWS 01268 567317 www.poshpawsinternational.co.uk Posh Paws pre-school lines continue to go from strength to strength with new characters and updated lines added to best-selling franchises such as Doc McStuffins, Winnie the Pooh, Minnie Bow-tique and Mickey Mouse Clubhouse. Furthermore exciting, brand new plush product from hit Disney Junior TV shows such as Sofia the First and Palace Pets are proving to be extremely popular with retailers. As seen in the programme Sofia the First and her furry animal friends are the perfect little princess for pre-schoolers and there’s no doubt the plush product will be enormously popular in this age range. Palace Pets have made a name for themselves not just from the TV show but from the app which has seen over 1.8 million downloads and bring collectability to retailers alongside Posh Paws’ Princess lines. Movie madness is also set to takeover with key plush lines from Oscar winning animated film Frozen - out on DVD 31 March - as well other plush hot properties to support upcoming cinema releases including The Muppets, Amazing Spiderman 2 and Planes 2. Following a successful Toy Fair and the revealing of the plush CBeebies property Sarah & Duck, Posh Paws has seen public demand on their social media for the purchase of the characters from the popular infant and pre-school show. Initial readings from the first quarter of 2014 is seeing the social media demand turn into sales both on the high-street and online.

APRIL 2014

All aboard! NEW packaging and POS now in stock!

NEW merchandising packs available

Multiple selling faces

NEW point of sale material available

ORDER NOW!

Call 01303 250 400

to place your order or contact your agent for more information Online ordering also available at www.bigjigstoys.co.uk | email: orders@bigjigstoys.com

Choo Choo! All of our NEW Bigjigs Rail items are also now available!

NEW Choo Choo train

NEW Range of pastel accessories

Modular boxes across the range

NEW City Train in Set and Table

WHERE IMAGINATIONS COME TO LIFE.

FEATURE PRESCHOOL

When innovation and fun combine! Fisher Price 01628500000 www.fisher-price.com Fisher Price is set to excite the infant and pre-school category with all encompassing marketing initiatives plus bringing fantastic new product innovation to the category. Extensive mum communication, that will highlight the multiple benefits of Fisher Price toys from birth to preschool, will create high impact engagement and drive awareness of key new products. Innovation will lead the way in product development with the launch of exciting new technology that transforms play patterns and enhances baby’s early development. The advanced Smart Stages technology features three unique modes of play that change as baby grows and learns. Key product launches within the Fisher Price portfolio also include the Little People City Skyway, an impressive three foot tall playset, and the launch of the new Cosmic Chaos space range from Imaginext including the ultimate outer space experience through the Supernova Battlerover. It’s full steam ahead for Thomas & Friends which has got off to a flying start to the year with exciting new branding for the pre-school range with the re-launch of My First Thomas & Friends in the summer. Wooden Railway continues to build momentum offering retailers a new proposition for the brand. Fisher Price will also harness the momentum of the key brand tentpoles with great toys in the popular Take n’ Play and TrackMaster ranges. The core Disney licence ranges Mickey Mouse Clubhouse, Minnie Mouse and Jake and the Never Land Pirates, continue to grow with the introduction of new figures and playsets, while Octonauts and Dora The Explorer also continue to delight with new launches in 2014.

Play power

Bringing books to life

CASDON

VIVID

01253766411 www.casdon.co.uk Casdon, one of the most respected names in roleplay toys is introducing two exciting new wood ranges in 2014. ‘Boxset’ is a fantastic collection of seven selfcontained playsets. And for budding builders there’s the interchangeable ‘Varoom’ range of wood construction vehicles.

A wheely stylish ride HIPPYCHICK 01278 434440 www.hippychick.com From Hippychick, the multi-award winning and best-selling Wheelybugs add a touch of class to any toy collection. Vibrant and colourful animal designs give the Wheelybugs a personality all of their own that parents and children will adore. Multi-directional and robustly built, they are not just another ride on. Already available in six animal and bug designs (ladybird, bee, cow, mouse, tiger and piglet), the Wheelybug is now be available in a brand new Plush version. There are two Plush options to choose from Hedgehog or Panda.

01483 449944 www.vividtoysandgames.co.uk Vivid’s Peter Rabbit toy range launched in January, including both figures and plush, and will be supported with TV advertising in the run up to Easter. The range will be built on for autumn through the addition of new characters, such as an adorable Benjamin Bunny Small Plush and the Woodland Chase figure pack, which includes baddies Tommy Brock and Old Brown. The hero TV line for Christmas 2014 is the Secret Treehouse Playset, which has lots of features to explore such as a slide, lift, bucket winch and trap door, and comes with an exclusive Peter Rabbit figure. Also this autumn Vivid breathes new life into books with Sparkup the Magical Book Reader. Sparkup is a revolutionary device that helps to enhance the love between children, their books and their families by adding another dimension to the reading experience.

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u n!

Fun learning games and jigsaws

arn ing Made F

01953 859525/859530

sales@orchardtoys.com

www.ggtrade.co.uk

FEATURE PRESCHOOL

There ain’t no party like a Gemma party GEMMA INTERNATIONAL 0800 072 6666 www.gemma-international.co.uk Gemma International’s Peppa Pig card range has fun, bold, striking designs across many different sending situations including general birthday, relations and ages. Also available is a range of gift packaging including gift bags, roll wrap and flat wrap that all show fun scenes of Peppa and George interacting. Any Peppa Pig fans would love a Peppa Pig themed party and these party products are perfect for any pre-schooler. The party range comprises of everything needed to celebrate their special occasion and the colour palette is generic ensuring it appeals to both boys and girls. Thomas is a firm favourite with little boys everywhere and continues to perform strongly, being a must have for retailers. Gemma have a fun range of cards and gift packaging with bright, vibrant images of Thomas and Friends which are certain to be firm favourites for any fan. Included in the card offering are general birthday, age and relation cards, ensuring all key sending occasions are covered. Also available is a range of gift packaging including gift bags, extra large roll wrap for those larger presents and flat wrap showing fun images of Thomas that children will love. Mike the Knight brings excitement and enchantment of medieval times into the life of the modern pre-schooler. Mike is an energetic, cheeky yet bountiful young knight-in-training driven by his passion to help others. Gemma have launched a range of six birthday cards covering ages 2, 3, 4 and 5 along with two general happy birthday designs. The designs, which focus on the main character Mike The Knight, are supported by bright, bold imagery taken from the TV series.

Very ﬁrst games made fun! ORCHARD TOYS www.orchardtoys.com 01953 859525 / 859530 Orchard Toys have recently strengthened their range of games for children age 2 plus to present a great range of very ﬁrst games. New Baby Lotto and Farmyard Friends are the most recent additions to the Very First Games range, following a positive response to Pirate Shapes and Post Box Game, which were launched early in 2013. The two plus range also contains Red Dog, Blue Dog and Old Macdonald lotto, two of Orchard Toys most iconic and best selling games. Orchard Toys say in their experience parents are becoming more aware and encouraging of play based learning and we have seen an increase in parents wanting to introduce educational activities and games to children at a very young age. However, we understand their skills are very basic at this age and we therefore focus on very simple activities and game play, such as basic sorting and posting, matching and memory. Many of the games within this range can be played as single player activities or multi-player games, which allows the game to grow with the child as they develop. The range of Very First Games covers key themes children at age two plus can engage with, or start to become aware of including; farm animals, new babies, pirates and everyday shapes and objects. Orchard Toys are positive that development within this range will continue, as demand increases amongst consumers.

Powering up imaginations LEARNING RESOURCES 01553762276 www.learningresources.co.uk Learning Resources Socket To Me Design & Drill helps develop creativity in children with the novelty Design & Drill activity boards. Play is ideal for developing motor skills as they secure the colourful bolts into the activity boards. Design & Drill kit includes plastic toy spanner, four mini fun-shaped activity boards: robot, rocket, car and submarine and features 30 colourful bolts and Activity Guide. Toy spanner features forward and reverse switch and ratcheting sounds, fun can be extended with the Design & Drill Drill and Design & Drill Screwdriver. Snap-n-Learn Alphabet Alligators encourage children to master early learning skills in a snap! Snap together and pull apart these tactile alligators for letter learning fun. Printed alligators are easy for little hands to snap together and pull apart, colourful alligator heads and tails are printed with uppercase and lowercase letters.

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FEATURE PRESCHOOL

Pre-school fun! HTI 01253778888 www.htigroup.co.uk

The perfect little pal MGA 0845 0533 333 www.mgae.com www.lalaloopsy.com www.moxiegirlz.com MGA Entertainment’s adorable Lalaloopsy range is perfect for the pre-school market and now with the addition of the new soft-bodied Lalaloopsy Babies to love and collect, there will be even more fun in store for 2014. Continued product expansion of the Lalaloopsy portfolio sees 12 new characters joining the Lalaloopsy large doll range this year - taking the total number of dolls to collect to over 50. Perfect for little hands to hold, the Lalaloopsy Littles are the adorable younger siblings of the original Lalaloopsy characters. New characters will also be joining the range this year – taking the total number of dolls to collect to over 24. Launched this spring, and supported heavily by TV, the new Lalaloopsy Babies are an exciting addition to the Lalaloopsy brand, with some of the favourite original characters now transformed into babies. Each doll has a soft, huggable body and comes with a bottle, dummy and hat. For autumn there will be further product expansion to the Lalaloopsy Babies range with a nurturing doll that includes a surprise charm feature. Adding to the huge collectability of the range is the new large mermaid feature doll – Lalaloopsy Bubbly Mermaid. Each doll comes with a bubble solution to place in the doll and when you squeeze its tail magical bubble hair grows. The ‘hair’ can then be sculpted into lots of styles. The colourful dolls can be played with in or out of water and each comes with a pet that squirts water from its mouth. Characters available in the range are Pearly Seafoam and Ocean Seabreeze. Proven seller Lalaloopsy Loopy Hair doll has welcomed two new characters to the range this spring – Pix E. Flutters and Tippy Tumblelina. The dolls have amazing hair made out of real yarn, which girls can curl, twist, braid, brush and straighten into loads of different styles. Lalaloopsy dolls are suitable for ages four plus. Also suitable for the pre-school market are the Moxie Girlz dolls, which make the ideal entry-level fashion doll for children aged three years plus. New ranges for spring include the Moxie Girlz FantaSea Hair dolls and the Moxie Girlz Raincoat Colour Splash dolls. Each range brings a creative theme for children to engage and immerse themselves in. Moxie Girlz FantaSea Hair dolls combines fun mermaid water-play with creative hair-play. Children can enjoy creating fun new hair styles for their doll using the two included shell hair clips. The child can also wear the clips in their own hair too.

HTI provides an extensive range of Peppa Pig Roleplay Toys and Dolls Prams and launches new Music and Wooden Puzzles. An evergreen licence for HTI, the role-play range includes a new tabletop Kitchen with moving Peppa Pig character and shaking pan. The range also includes new cute Peppa Pig shaped Cases along popular cooking and baking themes. All lines feature unique 3D moulding for maximum brand relevance and appeal to pre-schoolers. New Peppa Pig music toys include a cute Sing-along Microphone, Big Band Station and First Piano. The new wooden puzzles offer a selection of colourful Peppa designs across classic lines such as a Bead Maze, Floor Jigsaw, Clock and Peg Puzzles. A new Face Painting Kit including coloured paints, brush and stencils compliments HTI’s offering of pocket money priced Peppa Pig toys. Continuing a strategic long-term international licensing deal with Hasbro for the Tonka brand, HTI invites pre-school boys to take a trip to Tonka Town with a range of vehicles (plastic and new die-cast), playsets and characters. The new Tonka Town Air Rescue Set enables pre-schoolers to recreate the excitement of a real air rescue!

Making music fun HALILIT 01254 872454 www.halilit.co.uk An essential component of any well-stocked pre-school department is a good selection of musical toys. Music is considered to play a key role in a child’s development. As well as providing enjoyment also helps with the development of language and motor skills. All young children love to join in making music whether banging a drum or jingling bells and Halilit’s range of high quality musical instruments are the only ones on the market that are accurately tuned to ensure that they are note perfect. The recent introduction of many new gift sets and a fresh new packaging style has increased the shelf appeal. Halilit Musical Instruments are affordable and offer great value for money.

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The UK No. 1 in Licensed Greetings t: +44 (0)1264 388400 e: enquiries@gemma-international.co.uk w: gemma-international.co.uk

FEATURE PRESCHOOL

Give me a Huggle! GOLDEN BEAR TOYS 01952 608308 www.goldenbeartoys.co.uk Golden Bear leads the way when it comes to providing pre-schoolers with licensed play ranges; combining favourite characters with multi-featured playsets and accessories, not to mention quality plush which the company is renowned for. Having acquired the master toy licence for Disney’s pre-school property, Henry Hugglemonster, Golden Bear now has a collection of toys encompassing all of the favourite characters from the show. Henry’s Roarsome and Summer’s Super Scooters are push along toys that come complete with fun phrases from the show and detachable, articulated figures. In addition, the 25cm Talking Plush, available as Henry and Summer, bring the leading characters to life. Key to the range is the Huggle-House Playset with its many interactive features, including Henry and Ivor figures along with various accessories. Golden Bear’s brand new collection of CBeebies Bugbies toys is based on the iconic little yellow Bugs significant to the CBeebies channel. The collection features fun games and soft plush including the Giggling Bugbies which brings the characters to life, with eight different styles to collect. In addition, Sweet Dreams with Squidge, an interactive plush that softly glows whilst playing the bedtime tune as featured on CBeebies for the past 10 years. In The Night Garden is one of the most popular properties for pre-school children and a brand known and trusted by parents. The range has both plastic and plush and for 2014, the new Ninky Nonk Pull Along Musical Train is a beautiful addition to the collection. At over 70cm long, this deluxe train offers four toys in one with a dazzling array of features including a shape sorter, stacking blocks, pop-ups and opening doors with sounds and lights and activities galore! Each component can also be collected separately as standalone lines. Finally, Woolly and Tig and Something Special continue to grow, offering even more play value for pre-school children.

Come play with the pre-school gang CHARACTER OPTIONS 0161 633 9800 ww.character-online.com Character Options is renowned for its impressive pre-school collection which includes kids’ favourite characters; Postman Pat, Fireman Sam, Peppa Pig and new to the portfolio for 2014, Ben and Holly. 2014 is an exciting year for Postman Pat fans with the launch of the very first Postman Pat film, plus a whole host of extended products in the Character collection. One of the hero products is Showbiz Pat who comes dressed in a sparkly outfit and accessorised with microphone and sunglasses. Peppa Pig has her 10th anniversary this year and to celebrate, Character has introduced a whole Muddy Puddle range of products. 2014 sees some strong range extensions to an impressive toy portfolio including; an Ice Cream Van playset for the hugely successful Theme Park range, a Jumbo Jet for the Muddy Puddles range, as well as new plush and a Weebles line. The new series for Character Options renowned Fireman Sam collection expands with the Ocean Rescue theme. The Fireman Sam Ocean Rescue Centre includes everything needed to become the hero at sea! Brand new for Characters pre-school range this year is Ben and Holly’s Little Kingdom… perfect for pre-schoolers who want to bring the magic to play.

Leap into learning LEAPFROG 01895202840 www.leapfrog.co.uk Read with Me Scout and Violet, from educational entertainment brand LeapFrog, are cuddly interactive learning puppies that inspire a love and understanding of reading for 2-5 year olds. Each puppy reads from ﬁve fun books and engages children by asking questions throughout the story to help build comprehension skills and ensuring reading experiences are varied, interactive and exciting. Launched in autumn 2013, these playful pups are LeapFrog’s biggest learning toy launch to date. The ﬁve colourfully illustrated books included with Read with Me Scout and Violet teach children a variety of educational skills, key to any child’s development through preschool. Let’s Go Camping teaches fundamental pre-school curriculum through rhythm, rhyme, and repetition, while Let’s Find Scout’s Toy teaches children about characters, settings and events in order to educate them more on the concept of narrative. The three other books cover a range of skills from identifying colours to learning about the sounds of language.

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Games fun for tinies Drumond Park 01473 322000 www.drumondpark.com Drumond Park has a great selection of pre-school games, all perennial best-sellers and highly popular with both boys and girls and parents. Pig Goes Pop is stuffed with excitement! This is a brilliant family-fun game that both boys and girls adore! On the roll of the colourful dice, players feed the Pig his burgers, pushing his cheery head down the number of times shown on the burger. Suddenly, the Pig’s ever-bulging coat can no longer take the strain… and this little Pig goes POP! The new great value two-player Bubble Buster Kazoo Game brings the magic of bubble-bursting to a thrilling new level! Player 1 takes the kazoo bubble blower and dips it in the bubble solution, creating wonderful streams of bubbles – complete with cool sound accompaniments. Player 2 dashes around bursting as many bubbles as possible, in a 30-second time slot. The wand emits a thrilling ‘ping’ with every bubble burst. Then it’s time for the children to swap over roles. The magic wand keeps track of both scores – and announces the winner at the very end of the game.

Go bananas!

Building brilliance

BANANAGRAMS

K’NEX

020 7298 9500 www.bananagrams.com

01189497000 www.knex.co.uk

The Bananagrams family of games offers two award-winning games for pre-schoolers – Fruitominoes and PAIRSinPEARS. Fruitominoes takes the classic game played by generations of families and puts Bananagrams’ fresh, fruity twist on it. Deliciously colourful images of fruit serve as the “dots” on beautifully crafted dominoes. Fruitominoes come packed in a compact, fabric pouch that can go anywhere. PAIRSinPEARS was recently voted the winning product in the Educational category at the inaugural Dads’ Choice Awards amongst others. Packed with eight fun and educational activities, plus two competitive word games, PAIRSinPEARS grows with your family, from the pre-reader stage all the way through adulthood.

APRIL 2014

Mini fun on the farm SCHLEICH 01279 870000 schleich@schleich-s.co.uk Schleich’s Farm Life collection of figures and playsets enables preschoolers to bring home all the fun of the farm with a play experience that encourages learning in a simple and fun way. The Farm Life animals, humans and accessories can be played with as single pieces or collected to build a huge play world. Each and every figure can be enjoyed alone or as part of co-operative play - an important aspect of any pre-schooler’s development. Every piece is given painstaking attention to detail and each year new animals, breeds and figures are added to ensure collectability. A staple for every pre-schooler’s first Schleich Farm Life collection is a selection of all the pigs, cows, sheep and other familiar farmyard faces. This year however, sees an expansion to the variety of horses that can be found down in the paddock with 15 new breeds including the adorable Shetland Pony and a Donkey Foal.

K’NEX continues on its promise of ‘Building Worlds Kids Love’ with the TINKERTOY range of preschool building sets. Available across a number of key price points, building sets in the range showcase popular themes and offer extensive play value. A great introduction to the system, the TINKERTOY 65 Piece Essentials Value Set and, coming in June, the TINKERTOY 100 Piece Essentials Value Set, are complete with colourful instruction sheet and packaging that doubles as a sturdy storage box. Other building sets in the range combine the unique qualities of the system with exciting themes. Wannabe super heroes will love the TINKERTOY Super Tink Building Set with its fun hero character ﬁgures included in the generous 150 part set as they enjoy building creations from ﬁghter jets to skyscrapers as well as endless imaginative play with their constructions. The TINKERTOY Big Top Building Set with its 188 pieces allows young builders to recreate action from the ring at home as they are inspired by the 20 enclosed building ideas.

FEATURE PRESCHOOL

You can’t hide from the fun! JUMBO 01707 289 289 www.jumbo.eu Jumbo’s Peppa Pig and Minnie Mouse Hide and Seek Games will be popular for all young children as they learn through playing their favourite game. Launching this June, the 3D electronic characters can be placed somewhere in the house and then children have to listen carefully for Peppa or Minnie’s voice or use the picture cards for clues to ﬁnd them.

Scoopfuls of fun HASBRO 020 8569 1234 www.hasbro.co.uk

Innovative toys that children love FIESTA CRAFTS 020 8804 0563 www.fiestacrafts.co.uk Award-winning Fiesta Crafts is remaining true to its heritage by providing children of pre-school age with high quality, innovative and durable toys that will bring endless enjoyment. With its new range of rotating music boxes, small babies and toddlers will be soothed to sleep thanks to the carefully chosen Brahms Lullaby which plays for three minutes at a time. Handmade, chunky and durable, these beautiful music boxes are available in blue elephants, pink elephants and jungle animals themes. The bright coloured, sturdy animals are not only useful in helping with a child’s sensory development by getting them used to new sounds, they have also been designed to become a beautiful and stylish nursery or bedroom accessory too. Its award-winning range of wooden Push Along toys has been extended this year to include the addition of zebra, duck and unicorn. These toys are designed to help toddlers take their first tentative steps and improve their balance in a fun, stimulating and engaging way. The wooden Push Alongs are brightly coloured and extremely detailed, designed to help with balance and coordination while aid sensory development. Each Push Along makes a ‘click clack’ sound as they’re being rolled across the floor, while the duck features new and improved – and very life like – flappy feet! These toys are guaranteed to keep even the most inquisitive toddler interested and active while they get to grips with the next stage in their development. And finally, the new Teddies Train is a perfect way to take a child’s fun and imagination to a whole new level. The train set, which was named Speciality Toy of the Year in this year’s Toy Fair Best New Toys awards, is compatible with other train sets in the range. Designed to encourage toddlers to match numbers and colours while helping to develop their counting skills, this handmade toy is wooden and extremely durable, making it a classic which can be passed down from sibling to sibling.

Children aged 2+ years will love PlaySkool Mr.+ Mrs. Potato Head and putting a nose where an ear should be and building many different versions of the original potato friend. The parts are compatible with other versions of Mr. or Mrs. Potato Head. Also new is PlaySkool Heroes’ Spider-Man Crane Capture Track set, suitable for children aged 3-7 years.

Wooden you like to play? GREAT GIZMOS 01293 543221 www.greatgizmos.co.uk Great Gizmos’ pre-school portfolio continues to impress with new lines added to its environmentally friendly wooden collection, PlanToys, plus fantastic new characters joining plush favourite NICI. The entire Plan collection is beautifully crafted using only the most sustainable methods and all green materials. 2013 saw the addition of Planwood to the range. Planwood is a compressed wood that is extremely durable. It is made entirely from sawdust and held together with a tiny amount of eco-friendly glue. As with all Plan toys only natural dyes are used to colour the wood creating fantastic and vibrant effects across the entire range. The PlanToys range has a vast array of environmentally friendly wooden toys that feature beautiful clutching toys for babies, through to vehicles and doll houses for older kids. New for 2014 is the fantastic collection of wooden pull and push alongs, such as Happy Puppy, Pull Along Zebra and Sorting Bus which contains colourful shapes that children must push through the correct shaped hole, ideal for when learning hand-eye co-ordination. Also new this year is the collection of wooden waterproof toys, a new and unique collection of boats and bath sets that are ideal for water play and offer an alternative to plastic bath toys.

toysnplaythings.co.uk

RETAIL RETA AIL INTERVIE INTERVIEW

PAULTONS PAULT

Living in a themed world As Paultons Family Theme Park – home to Peppa Pig World – gear up for the opening of a new toy shop as part of a multi-million pound investment, Retail and Admissions Manager Jenifer Farndell talks to TnP about their retail plans Jenifer, firstly, thank you for taking the time to talk to us. Tell us a little about Paultons Family Theme Park? Paultons Park is family owned and run and has been in operation now for over thirty years. It is located on the edge of the New Forest National Park, one of the UK’s most beautiful areas. The Park has gone from being a rather humble country park and bird garden to an amazing, popular family theme park, home to Peppa Pig World. The park is, quite literally, a child’s dreamland – how much time is invested into making sure that everything is suitable and relevant – from the rides to the retail? That would be difficult to quantify! A lot of time is spent across all areas and departments of the Park to make it a great experience for our guests. We are very focused on detail, whatever that may be, whether it’s baby changing facilities, fun filled experiences such as the 4D cinema or finding what guests want within our retail and catering outlets to complete their day out. You are on the verge of opening a new 8,000sq ft toy shop as part of a multi-million pound investment – this must be an exciting time! How long has this project been in the making? It is a very exciting time. We are looking forward to opening the new gateway building to our guests; it will be a proud moment! The planning of this project has been in the pipeline for a number of years, but the actual turnaround between demolishing the old facilities and constructing the new building has

APRIL 2014

Jenifer Farndell, Paultons

been very fast, with a turnaround of less than seven months. We will have the new turnstile area and the restaurant fully functioning for Easter, as our visitor numbers increase signiﬁcantly then. The shop is going to be spectacular. We have chosen to theme it with various characters, including a two meter animated dragon called ‘Sparky’. We’ve also installed a scary T-Rex for all of those dinosaur lovers out there too!

“

It’s important to get depth to the range, in terms of themes and price points. We also like stocking products that are bespoke to us, so we can create something really special

Tell us about the other aspects to the investment? The whole front of house experience for the guest will be greatly improved to be one of the best at any attraction within the UK. The new turnstile area has been made much larger, reducing queue lines and times to

enter the Park. More information will be made available to the guests upon arrival too, with the installation of digital signage. There will be a fabulous new restaurant called ‘Wildwoods’ which has been beautifully themed and designed with young families in mind. They will be able to have breakfast on arrival, a hearty lunch to keep up their energy during their visit, or a bite to eat at the end of the day before heading home. There is also a Customer Services area, a place to purchase Season Tickets. This is a pretty sizeable toy shop; Paultons must see toys as a growth area? Toys are super important to Paultons Park, speak to anyone and you will know that visiting the gift shop is an integral part of a day out. Due to our demographic, we beneﬁt

” 49

RETAIL INTERVIEW PAULTONS

And here is what Entertainment One have to say about their partnership with Paultons... “Our partnership with Paultons on Peppa Pig World has been one of the brand’s most successful collaborations and it was absolutely crucial we got it right. Paultons have always impressed us with their painstaking attention to detail and their commitment to maintaining high standards in the park year-long which is really important to us as it is a living embodiment of the show and has become a Mecca to fans of the series who arrive with high expectations. As a brand extension, it has been a complete success and having a permanent attraction like this that attracts a million visitors a year gives conﬁdence to other partners because it demonstrates that Peppa Pig is a brand Hannah Mungo, Head of UK Licensing at with longevity.”

far last year was the Peppa Pig Campervan, supplied by Character Options.

them out and about in the Park proudly wearing them and getting in to the spirit of things.

What makes you decide to stock a line of toys? A popular licence or price margin? It’s a combination of many things, but popular licenses are always good. It’s important to listen to your suppliers, there’s usually a brand or two that is on everyone’s lips. Margin is important, but so is a balanced offering of product to our guests.

We know that the park touches on several different themes like wildlife, dinosaurs, Wind in the Willows, pirates and tractors to name but a few – how do you tackle this from a retail point of view? It would be impossible to represent everything in the park within retail. However, we do cherry pick certain themes like the parrots and penguins for example. They are popular. In the new shop we have a pirate themed area, which will include parrot plush and of course the aforementioned dinosaur area, which I’m sure will be really strong.

Entertainment One from lots of young visitors who love what we have on offer. Toys play a key part of that offering. Talk us through some of the lines you will be stocking? Goodness, where to start? We like to cover all bases, so our range is diverse, but above all it has lots of curb appeal. We will have a licensed section which will include My Little Pony, Fireman Sam, Peppa Pig and Something Special, to name a few. Plush is incredibly popular and we will be carrying a wide variety of products from Keel, TY and Nature Planet. It’s important to get depth to the range, in terms of themes and price points. We also like stocking products that are bespoke to us, so we can create something really special. I mentioned Sparky our animated dragon earlier; we love him so much we have built a small merchandise range around him to include a plush toy. And in terms of your best selling toys, what sold well over the past year? One of the most popular toys by

How often do your lines change? We work on our ranges over the winter months and arrange deliveries to come in throughout the year, so it may appear that we change Toys are our lines frequently. We try super to avoid too much change important to throughout the season, as it becomes difﬁcult to manage. Paultons Park, We’d rather focus on giving speak to great customer service when anyone and you we are open.

“

will know that visiting the gift shop is an integral part of a day out

”

You also stock a lot of plush and apparel, are these big hitters for you? Yes, yes and yes! George’s Dino beanie is always extremely popular. We have an exclusivity arrangement with TY UK who hold the licence for Peppa Pig plush. We developed the Dino in to two other sizes, the Buddy and Classic. The Peppa clothing has been a real hit also. We developed the Mummy and Daddy Pig range which started with t-shirts and socks. Dads really love the t-shirts; it’s great to see

How do you stimulate your customers into spending more? My initial response to that is by making our shopping environments look attractive and inviting, followed very closely by having a team of well informed, approachable, happy staff. But it’s so much more than that. It’s about offering value for money, it’s about giving them something of quality and it’s about offering something different. You’ve got to be brave when putting your ranges together – creativity is key. When I select ranges I always think about how it’s going to look on the shelf and what impact it will have on our guests. I want our shops to engage, I want the guests to have a good shopping experience and above all, I want them to go away happy.

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is excellent, but we work hard at this on many levels. I am thankful for a dedicated shop ﬂoor team who consistently deliver. On another note, I think that a number of our suppliers have been pleasantly surprised at the type of volume we drive on certain lines, but we do beneﬁt from a captive audience, which is a fundamental part of our success from a retail perspective.

How do you react if a product is selling badly? Initially I look at how it’s been merchandised in the shop. It could be a simple change, such as by giving the product more display space. Know where your hotspots are – every retail space has them and surrender the space to slow moving lines to see if this helps. I don’t like rushing into reductions, although I will consider that as an option. Are you always on the look out for something new and how do you stay on top of trends? I like to stay informed. It’s important to read industry publications and notiﬁcations, but I like to talk to people too; parents are often informative about their children’s passions and interests. I also like to visit toy shops, to see what everyone else is doing. It’s interesting that some of the major London department stores are investing in their toy departments now. Whilst it is important to be aware of trends, I don’t always react to them if I do not think that it would be appropriate for the Park. Paultons is, of course, home to Peppa Pig World – how and when did this union come about? The Park held a Peppa ‘Meet & Greet’ event in 2008, which was very successful. We wanted to put more theatre around future events, so we invited Entertainment One (then Contender) down to visit the Park to discuss the options. They went away to think about it and contacted us in July 2008 to ask if we’d be interested in considering something more permanent. The negotiations began and the rest, as they say, is history. Is it fair to say that Peppa’s popularity has contributed to the investment into the park? Yes, of course it would be fair to say that. However, in order to get to this stage there was signiﬁcant investment from the Park to create and deliver Peppa Pig World. It really is a ‘swings and roundabouts’ situation

APRIL 2014

“

We like to cover all bases, so our range is diverse, but above all it has lots of curb appeal

”

and in this instance it was a great business decision. A significant investment has also been made in other areas of the Park including infrastructure which is important to enable us to deliver a first class guest experience. How much of an influence do Peppa’s licensors Entertainment One have in the branding of the park? Entertainment One have influence over Peppa Pig World and the branding where we use their property. We strictly adhere to their standards, helping to protect the quality associated with Peppa. The general branding of the Park is attributed to our Marketing Department. You have a toyshop dedicated just to Peppa and her many toy partners – is business booming? I’m pleased to report that business

In terms of merchandising a themed shop, how do you allow products room to breathe when, arguably, the packaging can look quite similar, or is this even an issue? We haven’t really had an issue; thankfully there is a great range of Peppa merchandise that is available. That combined with our bespoke ranges makes for an interesting shopping experience for our guests. I don’t think people expect to come in to a children’s shop to find Mummy and Daddy Pig clothing and accessories! We’ve also expanded our range to include Granny and Grandpa merchandise, so we really are appealing to the family market. Do you have a specific best-selling Peppa line which children just love? The TY plush really appeals to the little ones, I’ve seen them run up to the display and scoop up as many as they can in to their arms. I guess you could say that’s love at first sight! You also have an online Peppa toy shop – tell us about that. We started the development of this nearly two years ago. Now that we are a national attraction, our guests travel far and wide to visit Paultons Park and Peppa Pig World. We wanted to be able to offer them something after their visit. We enjoyed a strong trading period on the approach to Christmas. I cannot tell you how many Daddy Pig hoodies that we sold! And finally, have you any more plans for retail expansion? I have to smile at that comment. As an organisation we are constantly progressing; I don’t think any of us know how to sit still. So do we have any more plans for retail expansion? I couldn’t possibly comment at this stage. All I can say is watch this space!

Paultons Family Theme Park, Romsey, Southampton, Hampshire SO51 6AL. Call: 023 8081 4442

FEATURE

SCIENCE & NATURE

The big, big experiment Science and nature toys are perfect for feeding kids’ curiosity and imagination. TnP looks at why this sector is selling strong and how in-store demos can mean big sales

or most of us, science began and ended with Bunsen burner misuse at school, and our understanding of nature extends to avoiding nettles on a Sunday afternoon walk. For children however, learning and experiencing the wonders of science and the great outdoors can unlock mysteries and engage them in a life-long passion. A fascination with science and nature - from the bugs in the back garden to the wonders of chemistry - is something all kids go through as they begin to appreciate the world around them. Science and nature toys give kids the basic tools and guidance to question their environment in a fun, safe, accessible way. It’s learning, without feeling like learning, and as Gemma Porter,

Thames & Kosmos

Marketing Manager at Interplay says, “what’s better than a kit that’s educational but great fun?” “With Interplay’s science and nature ranges, children realise that even learning can be fun. Children naturally learn through play, therefore, a key aspect of our portfolio is enabling kids to have fun whilst also having an educational experience,” she adds. For Thames & Kosmos’ Joanna Drage, the real appeal for these products is the creativity and freedom they offer - with surprisingly Joanna Drage, sophisticated equipment and Thames & Kosmos opportunities that often don’t come until later in life. “Young children love to experiment, but don’t get the opportunities to experiment in the classroom environment until they go to secondary school,” says Joanna.

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Science kits allow young children to venture into the world of the unknown, and it’s great fun”

”

“Science kits allow young children to venture into the world of the unknown, and it’s great fun, whilst parents approve of the educational aspect of the toys and hope that it will ignite a passion for science in their child.” This focus on education ticks all the right boxes with parents looking for rich and engaging play. They are happy to spend on these products because of the dual purpose of play and education – striking a good balance between spending time on fun and learning isn’t easy. “Parents and gift buyers often seek out fun yet educational science kits for

their kids; it is an important aspect when purchasing any toy for a child,” says Judith Dayus, Director of Great Gizmos, whose offering includes the 4M range of kits about space, circuitry and more. With something of a renaissance for STEM – science, technology, engineering and mathematics – subjects in school, and as sought-after future career options for both girls and boys, science and nature toys are a great way for kids to get interested from a young age. Kids learn best when doing things, and hands on experience can help them understand complex concepts and nurture a growing interest. “The increased proﬁle of STEM subjects in education and careers has led parents to realise how exciting the real-life opportunities in science could be for their children,” says Joanna, who also believes that pop culture has had a part to play in this. “The Big Bang show has been a real eyeopener for my children, and has completely banished the stereotype of the lone mad scientist in a lab as the only career opportunity in science.” Judith agrees, adding that this has become a growing trend.

“With the increased awareness by parents and the media, we are ﬁnding that these types of toys are in growing demand.” The past year has also seen strong sales for Interplay and its growing range of nature kits. Gemma says: “The past 12 months have been really successful and our science and nature kits have continued to be in high demand. The rest of 2014 is very promising with a complete re-brand of the Wild Science collection, which promises growth for the brand and has been received well at retail.” So with a growing demand for science and nature toys and a bubble of science fever in pop culture, how can retailers make the most of these toys? You could do worse than a bit of in-store theatre according to Judith. “It’s all about showing the kids what they can achieve; models should be constructed in store to really bring the products to life and to show the children and parents how cool the

Interplay

kits are. Demonstrations also prove very popular and kids love to be involved and play – it never fails to amaze me how enthusiastic children are!” Thames & Kosmos’ Joanna believes that demonstrations, even simple ones, are the key to drawing a crowd, inspiring children, and sending them off with a brand new science kit. “I believe that science experiments are amazing to watch,” she says. “Demonstration models are the key to good sales for certain products like our Gyrobot, which is a robot that can walk along a tightrope due to gyroscopic technology. Everyone is awestruck when they see it, but you can’t do it justice with an image on packaging, so demonstrating it is the key!” Science and nature toys bring a creative and educational dynamic to any product offering. And who knows, they could inspire the next Einstein, Newton or Brian Cox!

We make science fun!

www.ggtrade.co.uk

APRIL 2014

FEATURE

SCIENCE & NATURE

Watch out for Zeon ZEON

0208 208 1833 www.zeonltd.co.uk Although better known as the UK’s leading watch distributor, Zeon has a long history of manufacture and supply to retail of science-based products, both under its own Tech and Zone brands, and also as a longstanding licensee of The Science Museum. Established in 1979, Zeon Ltd is wholly owned by Herald Holdings, a Hong Kong public company listed on the Hang Seng exchange. Operating from smart offices near Brent Cross, with a state-ofthe-art warehousing and distribution facility just 400 yards away, Zeon employs a team of ten product designers who for 2014 have put together a range of over 500 lines across 24 different licensed properties. Zeon’s Science Museum licence covers a wide range of fun, exciting products including, but not limited to, the core watch and clock lines for which Zeon is famous, torches, money banks, book lights, radios and a fun range of ceramic homewares designed around desi the chemistry equipment equipmen you would have used at school. A recent collaboration between The Science Museum and BBC Worldwide has led to Zeon Ze developing a select number of num co-branded lines, including a includi telescope modelled on the th Dalek eye stalk, a build-it-yourself radio based ra on the Tardis and Tardis-in Tardis-inspired planetarium which projects wh the night sky onto your ceiling. ce Other licences in Othe Zeon the Z portfolio por include inc Disney’s Di Princesses, Pr Cars, Planes, Ca Doc McStuffins and Sofia the First, Marvel’s Avengers and Aveng Spider-Man, Star Spider-M for A/W Wars (including Rebels fo licensed Star 2014) plus a range of lice Zeon also Wars Angry Birds items. Z of product holds rights to a variety o lines based on Adventure Time and Doctor Who, Ben 10 from Turner, Docto Mutant Ninja Skylanders, Teenage Muta Turtles, Strange Hill High, Thomas & Friends, Fireman Sam, One Direction and Union J.

For star gazers and mini mad professors GREAT GIZMOS 01293 543221 www.greatgizmos.co.uk Renowned for its educational science kits, Great Gizmos will add some out of this world projects to its 4M range this year that will appeal to every budding young astronomer. Now every room can have a starry sky with the Create a Night Sky kit that uses an illuminated projection dome to beam constellations onto walls. The Light Up Space Planetarium allows kids to build a cool light-up space station that also includes a projector and night light all in one that will beam out solar systems to create a mini night sky. For recyclable projects, 4M’s Green Science kits use environmentally friendly and re-usable materials to wow children with their scientiﬁc capabilities. The Tin Can Cable Car makes a unique mode of transportation from a modest recycled drinks can and rubber band mechanism, whilst the Tin Can Calculator makes a great alternative to an ordinary mathematical device.

UFO = Ultra Fun Objects BROOKITE 01837 53315 www.brookite.com

Defying gravity REVELL GMBH 0845 459 0747 ukbranch@revell.de Revell is releasing a raft of new 1: 144 scale space model kits that are designed to challenge modellers of all abilities. Developed by NASA, the Space Shuttle Atlantis is the only reusable space transportation system in the world. Virgin Galactic’s SpaceShipTwo and WhiteKnightTwo form the world’s ﬁrst commercial human space launch system. SpaceShipTwo enables six passengers to explore outof-seat zero gravity while absorbing incredible views of space. The Model Set can be built as separate aircraft or together and includes paints, brush and glue.

Brookite distribute the Italianmade Navir range of scientiﬁc and educational toys. Hi-tech design and good quality materials combine to produce a range of well priced fun items guaranteed to inspire and promote interest in nature, conservation and the great outdoors. All items are well presented and many come in their own attractive display boxes. New for 2014 is the UFO Lighting Gyroscope - a traditional toy given a modern twist with the addition of in-built coloured LEDs. The Gyroscope is packed in a clear box with full instructions and useful operating tips. Best sellers in the range include the Bug Viewer, the Optic Wonder and the Looky Periscope.

toysnplaythings.co.uk

FEATURE

SCIENCE & NATURE

A natural world of joy INTERPLAY 01628 488944 www.interplayuk.com

Interplay’s leading science and nature collections are ever expanding with Wild Science taking on a brand new look for 2014. Following a hugely successful re-launch of My Living World in 2013, the range now boasts nine discovery kits in total with 2014 seeing the further addition of Butterfly World. As with all My Living World kits, Butterfly World is a hands-on nature study project that contains all the equipment required to observe and study the fascinating life cycle of butterflies. TV nature specialist and wildlife authority, Nick Baker, continues to endorse the My Living World brand

and has personally written the highly informative guides. My Living World nature kits are professional, highly credible and affordable. This comprehensive range opens up the world of wildlife to a much wider audience. 2014 brings a brand new look to

Science play that oozes fun

Green ﬁngers

JOHN ADAMS

BIGJIGS TOYS

01480 414361 www.johnadams.co.uk

01303 250400 www.bigjigstoys.com

With spring just around the corner, Twigz’ gardening range is perfect for introducing tiny tots to the world of nature and gardening. New for 2014 is this children’s Wheel Barrow, which is perfect for small gardeners to push their loads around without the worry of tipping over. The sturdy wheels enhance the wheelbarrow’s balance, whilst the frame at the back ensures it does not tip over. The Twigz range includes watering cans, buckets, hand tools, plant labels, gloves, mini-greenhouses and a variety of long tools – all perfect for youngsters who enjoy the great outdoors.

Interplay’s Wild Science collection with uniﬁed packaging for a more collective look on the shelf. The entire range has been re-branded with a fresh new design and a smaller size to allow for improved merchandising in-store and a much wider appeal to the target market of boys and girls aged 8+ years. With the addition of four new kits, including the Secret Spy Workshop and the Crystal Growing Studio, the Wild Science portfolio is stronger than ever before. Children can build their very own kaleidoscope using the new kaleidoscope from Wild Science. This kit contains everything required to turn reﬂections into beautiful colour images! The science behind technology is a fun activity with the Technokit and Rivetz range. The ‘build and play’ Technokit collection encourages kids to build and explore the world of technology and physics, while the Rivetz range gives children the opportunity to rivet together pre-cut coloured card using a patented Rivetz gun. Each of these leading science and nature brands has proven success and is supported with TV advertising and strong PR campaigns throughout the year.

Become a BrainBox GREEN BOARD GAMES 01494 538999 www.greenboardgames.com

BrainBox My First Science is a fun way to get younger children engaging with basic scientiﬁc concepts. Designed for Key Stage 1, each and every card relates to the 2014 school curriculum. Another family favourite is BrainBox Nature, which is packed full of interesting facts about nature in 70 beautifully illustrated cards.

Well known for their successful range of educational science kits, with gross and explosive twists, John Adams continues to make science fun! For 2014, John Adams will further develop their Action Science portfolio, whilst also supporting key, established lines. The ultimate snap-together electronics set, Hot Wires enables budding scientists to build over 100 action-packed experiments including, a Burglar Alarm, Spinning Disk and Lie Detector. The second bestselling science product of 2013, this set continues to perform strongly year after year. Continuing to be a key seller for the company, the TV advertised Gross Science range features kits at all key price points. Offering revolting gross-out science projects, including creating a life size wobbly brain, making a stomach vomit and discovering what’s living between your toes, the kits continue to offer an appealing introduction to science for children aged 7+. New to the range, Silly Science for Pranksters helps children learn science facts whilst having laugh out loud fun! Create 10 exciting pranks to play on friends and family. TV advertised Dr Toxic’s Slime Lab is another strong performing item continuing to feature as a range priority for 2014. The working laboratory set allows children to create loads of oozing slime goo by mixing and matching your slime colour, spinning it in the mixing chamber then pumping it into cool barrels.

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Thames & Kosmos are thrilled to be exhibiting their 3 new ranges at the AIS Show, on the 15th and 16th of April. With 25 new kits to be introduced for AW 2014, and 3 brand new series, why not have a look at their offering on stand 66, where any orders over ÂŁ1000 will be eligible for a 5% discount. Call 01580 212000 or e-mail jo@thamesandkosmos.co.uk to book an appointment. www.thamesandkosmos.co.uk

Thames & Kosmos UK is a licenced distributor of Thames & Kosmos, LLC

RRP

FEATURE

SCIENCE & NATURE

Get us to the Geek! Thames and Kosmos 01580 212000 www.thamesandkosmos.co.uk Thames and Kosmos’ new kits for 2014 include Glowing Chemistry, which will be available from June 2014. This unique kit allows the user to explore the fascinating world of chemical reactions that produce glowing results. The new kit is for children aged 10 years and over, and allows them to discover how the natural world is full of luminous mysteries. With over 20 experiments to carry out, this kit is sure to keep you busy – the full colour manual guides you through the experiments and provides scientiﬁc explanations and examples. Other new ranges for Thames and Kosmos this year include the Spark Range – 11 entrylevel priced kits providing a fun introduction to basic science principles, and the Geek & Co range which aims to further develop an understanding of science concepts that regularly appear in day to day life. The nine kits in the Geek & Co range cover topics such as basic electronics, chemical reactions and the physics of ﬂight. Experiment with the Neon Light Writer and put your name in lights or grow your own beautiful crystal pendant with the Crystal Jewellery kit. All of the kits in this range are for children aged 8 years and over and come with a fun yet comprehensive manual that explains ‘how’ and ‘why’ what you are experimenting with happens. All of the Geek & Co science kits will be available at the end of the summer.

Learn by numbers

Cheeky Monkey

FIESTA CRAFTS

The Amazing Live Sea Monkeys are the original instant live pet brand and have been providing a fascinating learning experience for consumers for over forty years. Peterkin will be reinforcing this by way of a targeted TV advertising campaign throughout 2014. Sea Monkeys Ocean Zoo, the classic aquarium with magniﬁed portals, is supplied in assorted colours in a 12 piece CDU and comes complete with water puriﬁer, instant live eggs, growth food and a feeding spoon.

020 8804 0563 www.fiestacrafts.co.uk Award-winning Fiesta Crafts is continuing its tradition of combining education with engagement and fun with two new ranges of toys aimed at assisting young children in their development. The first of these is magnetic times tables and fractions sets, both of which have been designed to make learning fun and support children through this often hard to understand element of the curriculum. The times table board features questions on one side and the answers on the reverse, making it easy for children to check if they have got the answers right, and the wipe-clean boards make it simple to rub out any mistakes and start again without lots of messy crossings out. The Doowell Magnetic Mosaics are fabulous creative toys that keep children busy and happy for hours at a time. With over 1400 pieces, children will enjoy being able to express their creativity quickly and easily, producing their colourful design on the magnetic playboard in whatever shape or design they like. Designed to help children learn about patterns and grids, the mosaic packs are available in either yellow or pink and come complete with a number of suggested starter images for children to follow while they build up their confidence. Once finished, the mosaics can be displayed proudly on the wall thanks to the inclusion of a hanging cord.

PETERKIN UK LTD 0116 254 3645 www.peterkin.co.uk

Out of this world! GIBSONS 020 86618866 www.myworldtoys.co.uk My World puzzles and games have been developed in conjunction with Child Psychologist Dr Amanda Gummer and are a fun yet educational way for children to learn about the world around them. With 19 products in the range, My World puzzles and games are perfect for little ones aged 18 months to 5 years and help develop key skills such as vocabulary, numeracy, logic and motor abilities.

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THE INDEPENDENT

OPINION

Keeping the customer happy This month our columnist dishes out some customer service advice

f you are an independent retailer the chances are you have encountered a few less than desirable customers. Now, this isn’t to say that our wonderful friends the majors don`t get customer complaints. If anything, they should receive more considering the much larger footfall they have in their stores. Having been in the trade for some time, I like to think I have seen my fair share of unhappy customers. Now these mainly arise due to a situation that caused them an inconvenience during their time in one of my stores. Although I have many regular customers who boast about how strong a business we are, there are always those situations that arise that cause our customers a bit of annoyance. On any given day I know that people can be awkward for a variety of reasons, but is it just me or are people getting worse? I noticed this some time ago and consciously looked out for it during my day to day activities, and I can only say

The Independent’s top-selling toys for March 2014 VOLUME: 1) Lego Miniﬁgures - LEGO 2) Minecraft Figures - Character Options 3) Hot Wheels Basic Cars - Mattel VALUE: 1) Lego Miniﬁgures - LEGO 2) Minecraft Figures - Character Options 3) Cloud Cuckoo Palace - LEGO Movie

it is clear that there has been a distinct increase in short-temperedness and general unhappiness pretty much everywhere I go. I was out on the golf course just over a week ago (on a Saturday I might add, before I am accused of being a part-time boss) and it was a fantastic day, the sun was shining, almost no wind, and the course was moving at a nice pace so there wasn’t much waiting around. During the round I noticed the three people playing in front of me constantly moaning, swinging their clubs after a poor shot and cursing to themselves almost loud enough to put my playing partner of his putt. When I studied it a bit further, it was as if they were all feeding off each other in their unnecessary anger towards anything that didn`t go their way. Later on, I encountered another group who were a couple of holes behind me and they were doing the same thing! Then it hit me, we are so susceptible to the attitudes of people around us. Since realising that, it has totally transformed the way I deal with my staff and any customer, but especially the customers who seem set on shouting until my staff or I give them whatever they demand during their tantrums. I used to be quite brash with my customers if the situation arose where I felt they were being unreasonable. At the end of the day, why should I be reasonable with someone who won`t give me that same respect? I now deal with every customer in the most polite way possible, and no matter what they do or say, stick to my guns on

what the correct resolution is to the situation at hand, I wait as patiently as possible until they realise that I am, in fact, being fair. Some of the things people say, or just how worked up they get over something minor really makes me want to laugh or cry (but I am never sure which one is more appropriate). I have had a couple of extreme cases where customers have threatened to chain themselves to the counter, break my windows or worse. I distinctly remember one of these examples being over a used item that “was misleading because it looked like there were more pieces on the front of the box than were inside”. At the same time, I think we all need to realise that without our customers we don`t have a business to run. In fact, they are the most important people in the entire chain of selling toys. I can`t help but feel like people are getting lazy, which is probably the basis behind certain short-tempered attitudes. And it can`t just be our customers, on many occasions throughout the week, I am a customer in someone else`s store. But I feel like being on the other side of that retail divide gives me a greater appreciation for the issues that businesses’ face, whereas most of the general public don`t give a damn about anything, provided it doesn’t impact directly on them. But thinking about my rants over the last few months, maybe I am guilty of this too!

THE SECRET SUPPLIER Choose the path to happiness! It is possible to turn your harshest critics into your best long-term advocates, says the Secret Supplier

like to share our angst among our colleagues. I blame the Daily Mail and British weather for encouraging us to feel gloomy! We are fed a diet of bad news stories which can depress all but the most upbeat of us. Talking of being upbeat, this year’s New York Toy Fair was well worth a visit if only to be uplifted by the sheer enthusiasm and optimism of the hundreds of suppliers exhibiting at the Fair. Ask the average American salesman how he is doing and the response is usually a stream of positive afﬁrmations. The same question posed to his British counterpart can occasionally produce the exact opposite response. As someone once wrote “Being miserable is a habit, being happy is a habit, and the choice is yours “. There is no doubt that happiness is an infectious quality that The Independent can bring to his retail front line.

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know a well-respected Yorkshire retailer who once advised me that unless you had “your belly against the counter” you could never really know what the toy industry is really like. As a supplier we are thankfully largely protected from irate consumers by our retail partners. It is clear that more and more consumers are increasingly aware of their “rights” and can be very vocal in expressing them. The Independent says he sticks to his guns while he waits patiently for the consumer to become aware that he is being fair. A bold move, as I have always found that the best solution is to acknowledge that the consumer is right because that opens their minds to becoming loyal long-term customers. It is possible to turn your harshest critics into your best long-term advocate. But the Independent is right when he suggests that we

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

DARRAN GARNHAM Chief Business Development Officer, Mind Candy Do you think the increased influence and presence of app technology has affected the toy industry? Historically yes - but in a negative way, as there were so many fails in the early developments (I won’t name names.) But, more positively, I think we’re getting closer to a development, price-point, usefulness and enhancement of game play which is valuable. It’s not enough to place a toy on a device that is a finger substitute. Consumers deserve more. How can a product stand out in the busy pre-school sector? Innovating and gaining parents’ trust with something that is sustainable can make the toy both engaging and fun. As a father of a one-year-old and three-year-old, they are consuming media and brands on so many platforms that the pre-school sector needs to work much harder. If you had to make a prediction, what niche toy category should retailers be looking out for over the next year? I think given it’s a World Cup year we should watch for the explosion of football merchandise. I also think app driven toys are improving greatly – a number of things around touch and augmented reality have been too gimmicky to date, but there will be a winner. What do you think the biggest story in the toy industry is at the moment? The biggest recent one has to be Mattel and Mega. A smart move for all concerned and one to watch with current and new IP launches. Outside of this I think 3D printing is going to explode as it becomes more accessible.

APRIL 2014

INDUSTRY

OPINION

Trade talk This month we chat with some of the industry’s ﬁnest about new trends, hot topics and more!

SARAH HOLDEN Marketing Communications Manager, HTI How can a product stand out in the busy preschool sector? It is essentially the same as it’s always been - great quality, the right price, eye-catching on-shelf presence and a fantastic brand. If you had to make a prediction, what niche toy category should retailers be looking out for over the next year? It’s all about fashion… and kids’ passion for fashion! Whether it’s a fashion-led brand that is inspired by and influences the colourways, patterns and graphic interpretation of a toy range or an iconic brand that virtually creates the fashion. Kids love to be up to date with trends and toys that are adaptable to fashion and even inspire the fashion designers themselves, are sure to lead the way in the style stakes over the next year! If you were a kid today, what toy would you be nagging your mum for? It has to be the Barbie & Me Colour Change Glam Bag! Girls need never buy another handbag again because this stylish handbag will magically change colour to perfectly match your outfit to over 500 different colours! Top fashion designers and celebrity stylists are already on an exclusive early samples shortlist to be the first to posses the most coveted fashion toy of 2014.

NICK MOWBRAY Director and President, ZURU If you had to make a prediction, what niche toy category should retailers be looking out for over the next year? I think we are seeing a bit of resurgence in tech toys across all price-points. There appears to be a positive feeling about the overall global economic outlook and as a result, consumers are now happy to be spending their money on higher price-point toys. What do you think the biggest story in the toy industry is at the moment? Personally, it would have to be the interchange of boys’ and girls’ play patterns. Recently, there has been a surge to develop girls’ items in categories that are typically ‘boys’ like construction, blasters and tech-based toys etc. LEGO Friends, Nerf Rebelle and a number of girl tech products such as Flutterbye and Robo Mermaid are working very well. If you were a kid today, what toy would you be nagging your mum for? Timargo. We are bringing low cost technology into the collectible category! Collecting, projecting and battling… what’s not to love? But then I have to say that!

FEATURE

THEATRE PLAY & PUPPETS

Classic play puppets Puppetry is thriving with more and more retailers and consumers falling in love with the wonders of creative play. TnP ﬁnds out a little more about the sector... Fiesta Crafts

unch and Judy, Sesame they are powered by their user’s Street, Sooty – all beloved imaginations. We think this is an characters and all puppets. incredibly important part of And while puppets might their appeal and are proud to hark back to a bygone era say our customers agree. Of of entertainment, course children love underestimating the power cartoons and computer S ’ R of this thriving sector would games, but they cannot E L ETAI R be a mistake. replace traditional play A M “FRO ECTIVE A quick stop by the and its incredible beneﬁts S, popular Puppet Company’s PERSP IONAL TOY GE to cognitive T R stand over the myriad of TRADI ULARLY LA GHT development. From a C recent toy fairs is deﬁnitely retailer’s perspective, PARTI TOYS IN BRI testament to that! traditional toys, SCALE REATIVE “Theatre play and particularly large scale puppets have always been our toys in bright and AND C S. speciality at The Puppet creative fabrics, offer so FABRIC Company,” says co-founder Sue much more visual impact to window Lockey. “Over the past 12 displays than a games console can.” months we have had enthusiastic However, Sue says new responses to the additions we have technologies are harnessed in the made to our existing ranges, such sector: “Technology is a wonderful as adding three colourful new tool for creating exciting new characters to our ever popular product. For example, we have Noisy Bird range. We have also developed new received a great response to embroidery, branching out into large-scale construction marionettes and wooden puppet and fabric theatres.” Another company focusing on this classic sector is Fiesta Crafts, with Marketing Manager Rob Trup revealing that sales in 2013 and so far into 2014 have “shown dramatic improvement”. “Both existing customers and new ones are really loving our new styles and ranges,” explains Rob. “There is a lot of competition out there, and we certainly don’t have the largest range of puppets, but we have invested in beautiful design and that is paying dividends - in just the last few weeks since the trade shows, our exports sales have leaped ahead.” But with a classic sector like theatre play and puppetry, is it a challenge to respond to an everchanging industry where technology might, at times, seem to be king? The Puppet Company’s Sue Lockey doesn’t think so. “None of our toys are powered by electricity,

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The Puppet Company

production techniques which really help bring our puppets to life.” And Rob Trup of Fiesta Crafts agrees. “We have tried introducing technology - we were the first to have a voice recording/playback puppet several years ago. However, it really was just a gimmick,” he candidly revealed. “Toy buyers and parents understand the true value of a puppet by watching a child play with it and realising how it provides learning and enjoyment in ways that technological toys could never rival.” And these benefits are clearly being realised at retail too with both independents and major retailers supporting the sector. “Our puppets are popular with both independent retailers and major retailers and both are incredibly important to us,” explains Sue from The Puppet Company. “We produce display stands for our puppets; these allow retailers to display the maximum number of puppets to their best advantage, while taking up a minimum amount of floor space. We have consistently found stores of all shapes and sizes appreciate this.” And likewise, Fiesta Crafts are seeing success at retail too, with Rob Trup telling us: “We are enjoying success across different channels - both large and small buyers. Our finger puppets displayed on our new counter unit make them a fast moving pick-up item and our hand puppets have had success even at higher price points. Those in the know recognise the incredible value a puppet gives.” And all the evidence is pointing towards this classic sector continuing to thrive!

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The Puppet Company

The Puppet Company design and wholesale over 900 fabulous puppets and finger puppets of all shapes and sizes.

Have a puppet - have Fun! Telephone: 01462 446040

www.thepuppetcompany.com

FEATURE

THEATRE PLAY & PUPPETS

A theatrical masterpiece at your ﬁngertips Finger puppet Fiesta!

ASOBI 01628 200077 www.asobi.co.uk

FIESTA CRAFTS 020 8804 0563 www.fiestacrafts.co.uk Every child should be able to experience the magical, creative and fun world of finger puppetry, which is why Fiesta Crafts has focused so heavily on improving and extending this range for 2014. This age old classic activity encourages children to think for themselves and conjure up all manner of stories and scenarios or retell some of their favourite fairytales with the help of themed props and characters. The brand-new Carrycase Puppet Theatre provides the perfect platform for children to stage their very own show with their characters of choice at the heart of it. The vibrant tabletop theatre can be quickly slotted together and easily folded away for storage and transport. Once the stage has been set, the range of themed sets will become the stars of the show and help to make storytelling fun, whether children choose to play along to the original tale or make up their own version. No finger puppet stage is complete without the stars of the show to play the leading roles. To accompany the finger puppet theatre, Fiesta Crafts has a range of themed character sets to choose from to help children bring their favourite fairytales to life, including a new five-piece Alice in Wonderland set. Featuring tactile fabrics and vibrant colours, the attention to detail captures the original characters perfectly. The finger puppets have been the stars of the shows in UK, Nuremburg and New York. In addition to finger puppets, the range of hand puppets is equally sure to stimulate the minds and imaginations of little ones. These five-piece sets include a hand puppet with four finger puppets to encourage storytelling either individually or through roleplay with friends and family. Now available in Gingerbread Man and Nursery Rhyme themes, the sets can be easily stored and have been designed to be colourful, stimulating and engaging.

Seedling is one of Asobi’s most significant brands and they took the UK by storm two years ago when they arrived with their innovative craft kits! Seedling is the New Zealand born brand on a mission to inspire the minds and ignite the imaginations of little ones everywhere! One fantastic kit from the Seedling collection is The Great Finger Puppet Theatre, which allows the little ones to decorate their own finger puppets and then perform in Seedling’s Great Finger Puppet Theatre! The kit includes two wooden and cotton finger puppets that can be decorated with the pencils and glitter also included in the set. Then the box can be converted into the finger puppet theatre! So children can create their characters, prepare a script and then perform in their very own theatre.

Lights, camera, action! BIGJIGS TOYS 01303 250400 www.bigjigstoys.com Let the drama begin with Bigjigs’ range of theatres, ﬁnger puppets and classic story time characters. This fun Magnetic Theatre has a magnetic stage that allows the characters to be moved around, seemingly of their own accord, using a magnetic stick. The set comes complete with characters from Three Little Pigs, Little Red Riding Hood, Pinocchio and Cinderella, and is great for imaginative and creative play. The Bigjigs Table Top Theatre is the ideal setting for the performance of the century. The stage is set for any aspiring puppeteer to deliver the performance of their life! Included are red silk effect curtains, which can be drawn and attached to the frame, and a chalkboard panel that allows the audience to know what time the show commences. Made from high quality wood, this decorative theatre measures 60 cm wide by 60 cm high – perfect for tables and desks. Bigjigs also offer a host of ﬁnger puppets including Farm, Safari, Entertainers and Pets.

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STORY GIFT SETS

BEST SELLING RANGE

30+ DESIGNS WOOD & FABRICS

Fiesta Crafts Ltd - 3 Centenary Road, Enfield, EN3 7UD 020 8804 0563 fiestacrafts.co.uk

FEATURE

THEATRE PLAY & PUPPETS

Puppets to cuddle and snuggle FLAIR 0208 643 0320 www.ﬂairplc.co.uk As the perfect hybrid of snuggly blanket and much loved cuddly puppet companion, Flair’s highly sought after CuddleUpPets collection offers a lot of snuggly fun for 2014. CuddleUpPets are high quality, supersoft, fun plush companions for kids that play a vital part in Flair’s renowned Snuggle Pets family. The 2014 collection includes both generic and licensed characters to bring plenty of cuddles to theatre playtime. The generic CuddleUpPets line up has three loveable characters: a green crocodile, pink ladybird

Putting on a stellar show INTERPLAY

and a yellow dog. Each will not only further the support they give parents in putting children to bed with ease and comfort, but will provide a playtime pal that can become a hand operated extension of any child’s personality. The introduction of a favourite licensed character can bring another dimension to the theatrics with CuddleUpPets, boasting familiar faces such as Monsters Inc’s Sulley and Doc McStufﬁns’ Lambie. CuddleUpPets are the original blanket friend, made of the ﬁnest materials with the prestige of the Snuggle Pets name behind it. Supported by a SS14 TV campaign, children’s press and parents digital marketing.

01628 488944 www.interplayuk.com Interplay have introduced two new craft ranges this year, Craft Box and Mr Men & Little Miss, both of which include the new Colour & Play Theatre Land kits. The Mr Men & Little Miss craft range allows children to bring their favourite characters to life with the Colour & Play Theatre Land kit. The box packaging doubles as a ready-made theatre and children can spend time creating four different scenes and ﬁve different characters ready to star in their very own make believe Mr Men & Little Miss production. Alternatively, Craft Box’s Colour & Play Theatre Land kits have two popular themes, Fairies and Pirates. Once again, the packaging creates a theatre backdrop ready for boys and girls to make their fantasy scenes.

Sooty, Sweep and Soo perform their magic

Sock it to ‘em!

GOLDEN BEAR

01293 543221 www.greatgizmos.co.uk

01952 608308 www.goldenbeartoys.co.uk Mischief and magic are high on the agenda for Golden Bear as the infamous Sooty, Sweep and Soo make their way into its portfolio. As the series carries with it a great affection across generations, Golden Bear’s new plush hand puppet collection is set to appeal to Sooty fans of all ages. Central to the collection are the authentic Sooty, Sweep and Soo Hand Puppets, bound to be ﬁrm favourites with the whole family who can now recreate their very own Sooty shows – they’re sure to encourage creativity and imagination. In addition to the single hand puppets, the new Sooty and Sweep Puppet Set includes the two puppets plus Sooty’s authentic wand for a little extra magic! Finally, the ultimate production can be easily created with the Pop-up Sooty Puppet Show! The Sooty puppet comes in its very own puppeteer box, which is adapted from the packaging. Sooty pops straight out of the box with a magic wand and water gun - perfect for causing mischief! Golden Bear’s Sooty Collection will be available from July.

GREAT GIZMOS

Renowned for its arts and crafts kits, Great Gizmos offers retailers a fine collection of creative and exciting projects that come with great margins and active marketing support. New for 2014 is Sock Puppet Monsters, an exciting way for children to create puppets using the colourful socks included. What’s more, enough accessories are included in the kit as to allow children to re-use and re-cycle old socks to create an even larger family of monster puppets. For magical play, girls can create beautiful butterfly shaped masks with the Butterfly Masks kits that allow three designs to be created using the stencils included. Or, for an activity that allows kids’ imaginations to go wild, the Paint Your Own Mask set features glow in the dark paint and glitter glue so creations can glow at night and sparkle by day. For more theatrical play, the Wooden Spoon Puppet set includes a sturdy cardboard theatre, enough accessories to create four characters with additional clothing and facial stickers to change appearances time and again. With a sample script included, kids are only one step away from a show stopping performance. Other great puppet-themed projects include My Very Own Ballerina Theatre and My Finger Puppets.

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FEATURE

THEATRE PLAY & PUPPETS

Theatrical play JOHN CRANE LTD 01604 774 949 www.john-crane.co.uk The portfolio for John Crane Ltd has expanded further for 2014, introducing plenty of new lines in many of the different brands they represent. New for Tidlo is the Play Shop and Theatre. The 2-in-1 design changes from a theatre into a shop by raising the theatre curtain using the rotating, clicking dial and reversing the fabric to reveal the market stall roof. The theatre side features ﬁfty theatre tickets that can be dispensed through the ticket machine slot and a chalkboard and clock to announce the next play and show time. The shelves can be used to store puppets and props during the show. The shop is a market stall design with a fabric roof and countertop area. It features three angled shelves that take the Tidlo food crates and each shelf even has a chalkboard panel to write the ‘offers of the day’! It also includes a removable chalk panel, which can be attached on the side. For 2014, Trudi have introduced an array of different puppets to join their existing fantastic collection. Joining the Animal Puppets are a Frog and Mouse, lively animals brought to life in one’s hand. Each character remains plump so becomes a cuddly toy when not being used as a puppet. These Animal Puppets are ideal for pretend play, increasing vocabulary and story telling. Also new in Trudi are the Finger Puppets! A great collection of animal ﬁnger puppets that can also be small soft toys to be carried around and loved. The collection features a wolf, squirrel, pig, mouse, owl and hedgehog.

APRIL 2014

Master of string THE PUPPET COMPANY 01462 446040 www.thepuppetcompany.com The Puppet Company is the largest designer wholesaler of puppets in Europe. They produce over 900 different puppets ranging from finger-puppets through to large full-bodied puppets. Originally set up to manufacture beautifully finished wooden puppet theatres, founders Sue and Peter Lockey soon responded to customer demand for well-designed, affordable puppets by producing their own exciting range! From the beginning, husband and wife Peter and Sue drew on their backgrounds as ex-teachers and their lifelong love for puppetry and theatre to create puppets with maximum play value. The puppets they produce combine creative design with a strong emphasis on functionality to appeal to children and professional puppeteers alike. Never afraid of a challenge or of innovation, they use a creative and unexpected range of materials, from the colourful knitted Sockettes to a wide range of naturalistic plush for the many animal puppets they make. Recently The Puppet Company returned to its theatrical roots, launching the Wilberry Wood range. This range includes the versatile ‘3 in 1 Puppet Theatre’ designed to be used in three different ways: firstly as a full height, freestanding theatre suitable for two children, secondly as a table top theatre and thirdly as a top access marionette performance stage. Inspired by classic toy theatres, they are an exciting addition to the Wilberry Wood range.

Art at your ﬁngertips WOOKY ENTERTAINMENT 01514943821 www.wookyentertainment.com New from Wooky Entertainment in the Artzooka! line of successbased craft kits for children ages 3 and up is Artzooka! Finger Peeps. This kit has lots of hands-on appeal, as the set enables young artists to create and play out countless stories with funny ﬁnger puppets that they decorate and bring to life themselves! The kit comes with six puppets, including girl with lollipop, boy with banjo and alligator with ice cream cone; and more than 50 accessories. Kids can mix and match characters and accessories to create one-of-a-kind puppets and original storylines. Artzooka! Finger Peeps is part of an expansive line of craft sets based on the engaging Artzooka! TV series from CCI Entertainment. The goal of the programme and of the individual craft kits is to encourage young children to create their own unique treasures to play with and wear.

FAMILY RUN

BUSINESSES

Putting the green into good games The Green Board Game Company was borne out of an idea conceived in trafﬁc on the M25. Twenty-three years later they are one of the best-known board games businesses in the toy industry. TnP talks to founder Gary Wyatt and daughter Sarah about working in a family run business and their plans for expansion

Gary, tell us about how you came to establish The Green Board Games Company? My father was in the army so I spent my formative years in many different countries. We moved to Australia as £10 Poms and I left Australia in the 1980s to travel, ending up in the UK. After an MBA at Cranﬁeld and a corporate career at American Express, I set up The Green Board Game Company in 1991 after coming up with a game idea, Alpha Animals, whilst stuck in a trafﬁc jam on the M25! Your company is green by name and green by nature – tell us about why that is important to you and how you came up with the name? When I started I had three key objectives for each game. Firstly, to make everything from as much recycled material as possible;

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Working together is great… Although I do get the occasional emails from my dad telling me to tidy my bedroom when I’m home!

secondly to have each product educate in the broadest sense of the word; and thirdly to produce products in an ethical way. We now produce games all over the world, including China, Poland and Spain, in a factory where adults with learning difﬁculties are integrated into the workplace. My vision was, and still is, to produce games that are inclusive so that players of different levels and abilities can play together. Hence the name The Green Board Game Company and a tag line of ‘Play together, learn together’. What role do other family members take in the business now? My family plays a great role in the business. My wife Sue left teaching after a 30-year career and now works in a product development

and proof-reading role as well as working on our new Green Board Education business. With regard to our children, I have a great belief that they should learn about the world of work before going to university. To that end all of them have had roles to play in the company. Alex (23) is currently studying Computer Integration and has worked on our websites, alongside designing some of our Snap card range, and Sarah (20), who is currently in industry as part of a sandwich degree, is our Marketing Executive. This includes the day-to-day running of the marketing department, including social media, and she helped launch and run our national Young Games Inventor initiative. Dan (23) worked in our accounts department and also in a factory which we use in China before embarking on an Accounting degree and Alice (19) has drawn the images

toysnplaythings.co.uk

for a number of colouring books and two of our newest BrainBoxes, and is now studying English Literature and Theatre Studies. That being said, after university I will not pressure any of them to work in the business. They are all smart and must make their own decisions. Sarah, is working in Green Board Games something which happened organically? Yes, Green Board Games has always felt like a sibling to me. I spent many school holidays working for the company, accompanied by my interest in business at school it set off my passion for real-life business. What I enjoy is seeing how the theory matches the real-life experience of being in a business, however this isn’t always the case, and certain things cannot be learnt in books. And how do both of you find working together? Gary: From my perspective it is a delight to work with Sarah. We do not see each other at work very often as I only go into the office a few times a week. The day-to-day business is ably run by a non-family member, our CEO Keith Grafham. Sarah: Working together is great; he isn’t in the office every day, meaning there isn’t the danger of spending too much time together. I report to Keith, our CEO, without special privileges because of who my dad is, which I appreciate. Although I do get the occasional emails from my dad telling me to tidy my bedroom when I’m home! Do you make a conscious effort to separate business from family life? Gary: No! If it comes up in a

APRIL 2014

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We now produce games all over the world, including China, Poland and Spain, in a factory where adults with learning difﬁculties are integrated into the workplace

conversation we talk about it! Sarah: Definitely not, I work with Gary and Sue a lot in regards to proofing adverts and copy, so it’s nice to talk about work and family life at the same time. Talk to us a little about BrainBox. What are your plans there? I see BrainBox as the games equivalent of DK books. You can get a DK book on most topics and they are well-researched, value for money and educate in the broadest sense. We have BrainBoxes on many topics, with many more in the pipeline. The great thing about BrainBox is the universal appeal. Our first title, BrainBox World, is sold in 53 countries and has been translated into over 20 languages. We even sell over 100,000 BrainBoxes in Mandarin. Given that BrainBox was only launched in late 2007 that is a fantastic achievement. You also have licenses with BBC’s Horrible Histories, Roald Dahl and Mister Maker? Yes, for the UK market we value licenses a lot. Roald Dahl, Horrible Histories and Mister Maker are great to work with. On a worldwide basis our top three sellers are World, Pictures and Maths, none of which are licensed. Our dream licence would be something we could sell into all the 53 countries into which we currently distribute. In terms of distribution, tell us some of the key companies you distribute for? In regards to our distribution, we have decided to concentrate on fewer products but a more considered emphasis on them to maximise opportunities. This includes great games such as Qwirkle, the 2012 winner of Spiel des Jahres 2011 which has been a great line for us for a number of years now. We also distribute the best-selling US party game from Endless Games, Name 5, which we plan to promote and TV advertise heavily this year; in addition to Corner’d, the tilematching game, where it’s US partner is in association with Autism Speaks. We are currently

in talks over a few other hot properties which once signed you will soon know about. So where is most of your business done, the UK or global? It’s a close call. Currently the UK represents 55% of our business. Talk to us about your plans for expansion? We have great expansion plans. There is no reason why we cannot have BrainBoxes in 100 countries and expand the UK range signiﬁcantly. Having a professional manager like Keith Grafham, particularly one that you like, is important as it has enabled me to think more about strategy and plan product development. Excitingly, you’ve also just launched a new magazine? We have Karen Nunn in our marketing department to thank for this idea. The idea behind the magazine is two-fold. Firstly we have so much content that is great and valued by families. As a child I would have loved a monthly subscription to a BrainBox magazine. Secondly, having this magazine so prominently displayed and purchased by so many families will help keep the BrainBox brand front of mind which can only help our retail partners. How do you engage with retailers? Sarah: We engage with retailers in various ways. Not only are we very active through consumer and trade shows, trade publications, social media, bi-monthly newsletters and bloggers, we also have demo days throughout the year at various retailers across the country. In addition to this we also run the annual initiative Young Games Inventor, we have a few additional tricks up our sleeve this year, so make sure you don’t miss out on the fun to be had! How important is it to build relationships with these retailers? Relationships are key. When we hire for any customer-facing position we look at personality traits. Those of your readers who know our team will recognise that Lance, Natasha, Steph and the two Sarahs are great with people. What are your top three selling lines at the moment? BrainBox, Snaps and Qwirkle And ﬁnally, Gary and Sarah – if you were to play a game of BrainBox, who would win?! Gary: As I wrote most of the questions… Sarah: That doesn’t mean you will win! I recall you losing to Mister Maker at Toy Fair… game on!

PREVIEW AIS

AIS if you could miss it! The AIS Independent Toy and Gift Show is taking place this month and will be packed with must-see exhibitors for independent retailers attending the April fair Miles Penhallow

here will you ﬁnd the likes of Mattel, Hasbro, Lego, Tomy, Character Options and Flair this April? At the AIS Independent Toy and Gift show that’s where. The West Midlands, or Cranmore Park in Solihull to be more precise, will take centre stage on April 15 and 16 as the above mentioned big-name companies and dozens more descend on the second annual exhibition organised by Associated Independent Stores (AIS). Revealing a little about AIS, Miles Penhallow, Manager of the Toy Division explains: “AIS is the largest independent nonfood buying group of its kind in the UK and Ireland. In 2013 the Group had 361 members with a combined retail turnover

of around £2 billion out of over 1,000 stores. The group supports independent retailers ranging from single high street shops to ﬂagship department stores, garden centres and specialist retailers across the UK, Ireland and Channel Islands. Retail support is given

“

The reaction to our product range was phenomenal and gave us the opportunity to open several new doors which have since grown Sabrina Shultz, West Design’s Marketing Manager

across multiple product categories including Furniture, Clothing, Linens, Homewares, Carpets (Flooring One), Sports Goods (Intersport) and Toys (plaY-room). We currently have 83 members with 208 outlets buying toys through plaY-room.” Despite being in its second year under its current guise, AIS has run a show since 2009, with Miles telling us: “Our annual supplier show which was formerly known as plaY-room at the Park has been running in April since 2009. The purpose is to offer an efficient trading platform for our members and an opportunity for our suppliers to reach a diverse range of retail buyers.” Miles continues: “The show is open to plaY-room members and non-members who are independent bricks and mortar retailers. We always intended plaY-room to encompass more than toys and with the opening of an additional ground floor showroom here at Cranmore Park in 2012 we were able to extend our invitation to exhibitors of children’s lifestyle products and gifts. Following a record attendance at our inaugural Independent Toy and Gift Show last year we are looking forward to welcoming buyers back with our very strong line-up of exhibitors.” And attendees are definitely in for a treat with an impressive line-up with up to 90 caliber exhibitors. Sabrina Shultz, West Design Products Ltd’s Marketing Manager told us they attend the show because “it allows you to meet

buyers that you don’t get to meet at Toy Fair. As it’s aimed at gift buyers too, there’s always that opportunity of ranging our products in other departments other than toys.” Sabrina continued: “2013 was the first year we had been associated with the group so it was vital that we attended. For us, the reaction to our product range was phenomenal and gave us the opportunity to open several new doors which have since grown.” Interplay’s Marketing Manager Gemma Porter spoke about the AIS show and explained their decision behind exhibiting. “April has traditionally seen a toy show for independent stores in one guise or another for many years. It is important that independent toy traders have an arena in which they are given precedence.” Gemma revealed that after exhibiting at the AIS show last year, Interplay opted to return after finding it “very effective”. Another company opting to return is Great Gizmos, with Director Judith Dayus explaining: “We did show last year and it was very beneficial to us as we made contact with both new and existing retailers and introduced them to all our ranges and new lines. Our business is growing significantly with AIS members as they realise what a great range we have to offer.” And as a little teaser for visitors to the Great Gizmos stand, Judith added: “We will have special deals available at the show.” Usborne Publishing also attended

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last year’s show, with Marketing and Publicity Manager Anna Howorth explaining their decision to return stems from their sales team feeling “they made a lot of valuable introductions”. Anna continued: “As a publisher, we are still fairly new to the toy and gift shows – we are ﬁnding that we meet different people at each show and, of course, as our reputation grows in this sector more people are taking the opportunity to approach us at trade shows.” From AIS’ point of view, Miles says they are thrilled with the support they have received from their preferred suppliers. “Although it is always tempting to squeeze in additional exhibitors, we try and cap the number of stands to 90 to make the experience for visiting buyers both pleasant and manageable,” he explains. “We are delighted to welcome K’nex, Epoch, Trends UK, Professor Puzzle, Funtime Gifts, The Sales Partnership, Asobi, Simba Dickie, Stabilo, Bkids and Wildcard Games who are exhibiting at the show for the ﬁrst time.” In terms of attendees, Miles says exhibitors can expect to meet buyers

APRIL 2014

from department stores, garden centres and independent toy shops. “Many of these buyers can be difﬁcult to reach due to the pressures they are under buying for multiple product categories. The show is a relaxed environment in which to build trading relationships with these buyers. We also have a loyal following of independent toy retailers, who are not members of plaY-room, but visit our April event every year.” And these are precisely the people Interplay are excited to meet with Marketing Manager Gemma Porter telling us: “With Toy Fair being just three days now and with our decision not to exhibit at Spring Fair, there will be many smaller retailers that we have yet to see, some of which will be AIS members! As the show crosses into the gift/garden sector it has an added attraction for us; collections such as myStyle and My Living World cross over into these sectors.” Citing similar expectations, Great Gizmos’ Judith Dayus explained: “Having decided not to exhibit at Spring Fair, AIS offers the chance to meet retailers that may not have

attended Toy Fair but who are AIS members. The show promotes both toy and gift and we have ranges for both sectors; from smaller pocket money items from NICI to creative kits from 4M and wonderful wooden toys from Plan.” And all of the exhibitors we spoke to are equally as excited, so we will see you there! For more information, log onto www.independenttoyandgift.co.uk

PREVIEW AIS

Full of character CHARACTER OPTIONS 0161 633 9800 www.character-online.com With 2014 looking to be a year of major growth, Character Options is once again excited to showcase its premium brands, brand perfect for independent stores, at the evergrowing AIS Show. The best of all the firm’s autumn/winter S launches will be showcased including ChillFactor, Teksta, The Minecraft, Doctor Who, Scooby Doo and the UK’s Zelfs, M popular licensed pre-school ranges. Character’s most po pre-school portfolio goes from strength to strength and pre-sch year’s AIS will see the first outing for the new Ben and this year Once again Character has demonstrated its Holly collection. colle commitment to the sector with its investment in the commitm development of a completely new toy range that perfectly developm depicts tthe nature of the TV series. Ben and Holly will join properties such as Peppa Pig, which this other prestigious pres had Weebles added to year has h o the choice, together with a selection of new muddy puddle le themed playsets. Fireman Sam, with its s new ninth TV series launching on 5 April, and the launch of the Ocean Rescue playset will also prove to be a firm favourite delivering the sales expected ted of a top TV licence. The ChillFactor brand will echo cho its launch year success with brand new chilly treat options for kids of all ages. The new ChillFactor Ice Cream Maker is already making g waves and autumn will see the release of the ChillFactor Jelly Maker and Frozen Yoghurt maker to further extend the offering. Another standalone ne success story of 2013, Teksta, will also grow into nto a full brand called Teksta and Friends.

Cuties! FAMOSA 07903 843241 www.famosa.es Visitors to the Famosa stand at the AIS Independent Toy and Gift Show can expect some great deals for 2014 to support and reward their retail partners. From a new Nenuco range to Pinypon, the cute interchangeable mini doll range and the I Love Minnie fashion dolls, visitors to the Famosa stand will certainly have a lot to see and get excited about.

Such a softie KEEL TOYS 01233 506363 www.keeltoys.com Keel Toys’ ranges for 2014 offer the perfect balance between Classic and Fashion Soft Toys. Belle Rose is the new eclectic mix of animals that was an instant hit at the recent trade fairs around the world - so popular that the next available stock of the range is in June!

Toys with flair! FLAIR 0208 643 0320 www.flairplc.co.uk Flair’s AIS stand will showcase lots of opportunities perfect for the independent toy shop including some of the most exciting kid’s sho entertainment properties. ente Teenage Mutant Ninja Turtles will zip along T with the new z-line playsets. Fans to Solihull S will be keen to zig-zag their figures down these high flying z-lines. Plus fresh action figure releases including Wave 8 in May and new rele Throw and Battle Assortments in autumn. The Thro theatrical release of the Turtles Movie is thea scheduled for October; details about the movie sche range are still being kept under the shell! rang Flair’s new WWE StackDown construction F sets will offer young fans an exciting way to connect with all the action the WWE con tournaments and its Superstars create. For tour Trash Pack, things promise to get truly rotten Tras with the Rotten Eggs series which will hit shelves early summer. Another boy’s collectable called Timargo will be available from the makers of Robo fish. New additions to the Doc McStuffins range see Doc go on her rounds with the hero Get Better Talking ‘Doc-Mobile’ Clinic, which features lights and sounds when pulled, a seat for Doc’s toy friends and the back of the Clinic can be opened up to store patient’s files. Flair is delighted to present the new Sofia the First Jewel Playsets range, a collection of micro figures and playsets. Sofia’s Magical Amulet is the beautiful hero line. From the makers of The Trash Pack comes a new girls’ collectable that will also be a star attraction. Shopkins is brand new to the UK and will launch in July 2014. These super cute, mini characters will be available in impulse and collectable packs and supported by a multiplatform campaign. Once you shop, you can’t stop! And not to be missed is the second series of Cupets, whose online world becomes a digital ice age, plus a brand new hilarious electronic crazy pet brand call The Happy’s.

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&gift Toys & childrenâ&#x20AC;&#x2122;s gifts for all occasions Open to all independent toy and gift retailers Cranmore Park, Solihull, B90 4LF Tuesday 15 and Wednesday 16 April 2014 FREE PARKING â&#x20AC;˘ FREE ADMISSION â&#x20AC;˘ FREE REFRESHMENTS

PREVIEW W AIS

Count, catch and colour match ORCHARD TOYS 01953 859525 www.orchardtoys.com

Go Wild for Gizmos GREAT GIZMOS 01293 543221 www.greatgizmos.co.uk Great Gizmos will unveil new collections at AIS this year, including new lines for plush range NICI, eco-friendly wooden toys Plan, really wild characters for Wildpacks and green projects from the 4M craft and science kits range. The environmentally sound Plan Toys wooden range features clutching toys for babies through to vehicles and doll houses for older kids. New for 2014 is the collection of wooden pull and push alongs, such as Happy Puppy, Pull Along Zebra and Sorting Bus which contains colourful shapes that children must push through the correct shaped hole, ideal for learning hand-eye coordination. Another strong range for AIS members is NICI; the collection of luxury plush toys and accessories, which offers toys, stationery and back to school items perfect for older kids. New this year is Schnauzer and ballerina Miniclara. The stylish Amy and Frances join the Jolly Sheep family. The My First NICI range is perfect for children to enjoy from birth. Three new characters, Fino, Kobi and Maila are available as soft toys, comforters, ring rattles and mini grab figures. Each item includes rustling foil and other textures that are perfect as a first time toy or gift. With floor and counter POS displays available, NICI is the perfect choice for all retailers. Another choice perfect for AIS is Wildpacks, a 3D moulded character collection of backpacks, trolleys and suitcases. Styles available include a Rabbit, Panda, Dog, Dragon, Elephant and Tiger plus a brand new Hippo and Owl so little ones can certainly travel in style.

It’s a dollsworld

Sail away

PETERKIN UK LTD

BROOKITE

0116 254 3645 www.peterkin.co.uk Peterkin will be showcasing some of their key brands for 2014 at the AIS independent toy and gift show. New dollsworld introductions will feature prominently - highlights include Baby BooHoo, a beautiful new 18” soft-bodied doll who cries real tears and Baby Tinkles, a brand new 15” drink and wet doll. There are also some great new accessory sets, including deluxe baby bibs, shoes and socks gift sets and a new quilt and pillow set, all enhancing dollsworld’s growing reputation as the one stop shop for nurturing dolls and accessories. Lil’ Fishys are proving to be one of the success stories of 2014 - the newly arrived aquarium sets will be on display and will be joined on the stand by the fabulous Nixies.

Orchard Toys are delighted to be attending the AIS show 2014 and will be in a slightly different location to previous years (Stand 26). This year they will be launching two exciting new lines, ‘Catch and Count’ and ‘Colour Match’, as well as featuring their entire range of games and jigsaws. Catch and Count is a fun number and counting game and Colour Match is a colour recognition activity-based 12x5 piece jigsaw, both for children aged 3+ years old. They will be offering buyers some tempting deals, including Free Stock and special show discounts. With the World Cup taking place in the summer, they will also be running a promotion with their fun, addictive ‘Football Game’.

01837 53315 www.brookite.com Brookite will be featuring their 2014 range of new products at the AIS Show. Leading the way are the Bird of Prey Kites. These single line flying birds have strong four colour graphics and are very realistic - especially when flown at dusk. Choose from Red Kite or a cute Grey Owl. They are well packaged in a robust, re-useable bag and come with a leaflet containing loads of information and facts (supplied by the RSPB) about these wonderful birds. Adding to the already extensive range of pocket money kites are the new mini Pop-Ups. Ideal as gifts or party presents, these kites come in three designs, a Box Kite, a Ladybug and a Butterfly. Made in spinnaker nylon and featuring great graphics these mini kites are sure to be big winners! The best selling Tacker range of sailing boats have had a makeover. The plain sails have been replaced by smart graphics and each boat has its name on the hull. There are three in the range, Topper and Tempest plus a scary pirate - the Seaskull. Great fun for all ages.

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PREVIEW AIS

Sylvanian Families learn in the leaves EPOCH MAKING TOYS LIMITED 0718 209321 www.epochmakingtoys.com Showcasing their autumn 2014 range for Sylvanian Families, EPOCH making toys are delighted to be attending their ﬁrst AIS show. They will be focusing on core brand updates and building upon new product launches. Extending its successful baby and child theme that launched in spring, EPOCH making toys will be highlighting the Country Tree School and additional school themed sets that will be released in autumn. The Country Tree School comes with over 35 pieces and a fun detachable big tree for characters to climb. There are desks for six pupils in the school, and also includes a teacher’s desk, whiteboard and many other accessories. The big tree and school building can be connected in various ways with other products such as the Forest nursery and the Cosy Cottage Starter Home. The new range will also include the School Music Set, the School lunch set and School friends. Visit EPOCH making toys to see the range and for a sneak preview at their exciting campaigns planned for the rest of the year.

Launching into a new Kosmos THAMES AND KOSMOS 01580 212000 www.thamesandkosmos.co.uk Thames and Kosmos are exhibiting at the AIS show for the second time in 2014. Introducing 25 kits in three brand new ranges, their stand is going to look different this year, but the brand is continuing all their best-selling lines and ranges. There are 10 kits in the new entry level Spark range. This new series cover topics from Gyroscopes to Geodes and Fingerprints to Flower Presses. These kits will stand on shelves or hang on rails and are packaged in attractive, brightly coloured blister packs. All kits are for children aged 7+ and include an eight page instruction manual. The new Geek lines of nine science kits and six craft kits have new-look fun packaging. There are some new exciting ideas like the Plasma Reactor, DIY Solar System, the Slime Time Clock and the Neon Light Writer. Director Stephen O’Connor says: “I love the new ranges as they make science learning fun, quick and cheap. The kits are designed predominantly to teach children scientiﬁc concepts that they didn’t realise could be fun and reignite a passion.” Find Thames and Kosmos on Stand 66 at the AIS show.

Figures of fantasy and fun

Join the Book Club

SCHLEICH

Usborne is proud to have been working with AIS members embers for some time and are looking ooking forward to speaking to many y existing customers at the Independent dependent Toy and Gift Show in April. pril. If you have not stocked Usborne e books before, please call by y the Usborne stand (68) to talk to o a member of the sales team. They y are pleased to be launching a new ew freestanding display unitt at the 2014 show. This luxury wooden ooden shelving holds a huge ge selection of bestselling sticker books. ooks. Visit the stand to ﬁnd out more. ore.

01279 870000 www.schleich-s.co.uk Schleich offers much to discover at this year’s AIS show; the company’s vast ﬁgure and accessory collections are must-haves for any toy store. With multiple pocket money price-points, a quality and craftsmanship that parents trust, and interactive point of sale options, there are many reasons for independent stores to invest. New for 2014 is the impressive Horse Stable and 14 newly released horses, which will complete the World of Nature equine play world for any young horse fan. These will add to the ever-expanding Farm Life series, which includes new playsets, accessories and all the familiar species that are ever-present in the farmyard.

USBOURNE www.usborne.com

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Anyone fancy a coffee?

How very crafty

LE TOY VAN

INTERPLAY

02089792036 www.letoyvan.com LE TOY VAN has lots of great new lines for 2014 that can be seen at the upcoming AIS Independent Toy & Gift Show: Nine new lines in the Honeybake range will be arriving in the UK soon including the Café MachineA brightly painted café-style drinks making machine which includes colourful pods to insert in the removable ﬁlter, a ‘milk frother’, two cups and a spoon. Ideal for budding baristas! Two new painted wooden doll’s houses are coming to join the Daisylane Doll’s house collection: La Maison de Juliette is a romantic style painted wooden doll’s house with Juliette balcony. Painted in clean white and soft pinks and aqua colours with windows and shutters can be opened and closed. Features also include a decorated interior plus removable roof panel for easy play access. 2014 also sees the arrival of the elegant new Victoria Place Town House: a classic doll’s house for mini-world play. Together with a new minicatalogue for consumers- LE TOY VAN is ready to spring into action.

01628 488944 www.interplayuk.com Interplay will be showcasing a range of brands perfect for independent stores at this year’s AIS show, including several new creative ranges ideal for the younger age groups. The new Craft Box range is a collection of kits that aim to encourage a child’s creativity, to inspire role-play, intelligent thinking and enhance their creative skills. Craft Box has 10 different projects to choose from, such as creating jungle-themed greeting cards, Paint and Play Ponies or a Pirate themed Theatre Land kit. Price points are perfect for smaller gifts and party presents. Interplay’s award-winning myStyle craft and jewellery collection continues to follow the fashion trends with the funky new Festival Jewellery, Shrink Design Jewellery and Super Loop Bands.

Get creative WEST DESIGN 07870 666050 www.westdesignproducts.co.uk

Plushtastic! POSH PAWS 01268 567317 www.poshpawsinternational.co.uk At the Independent Toy & Gift show Posh Paws is excited to be displaying some of their new non-plush ranges from the Despicable Me 2 Backpacks and Trolley Bags to brand new Disney Pocket Money collections. As ever, Posh Paws’ high quality plush products will take centre stage at the e show where exhibitors will be able to see exciting citing new plush ranges nges from Disney’ss Palace Pets and Soﬁa the First st to CBeebies’ Sarah arah & Duck. They’ll y’ll also be revealing ng some exciting iting new lines on current bestestselling properties. s.

APRIL 2014

West Design will attend the second Toy & Gift Fair and are hoping to exceed the exceptional response on their product range, which they received in 2013. At the fair, the company will be showcasing its new LEGO The Movie stationery products, as well as DK LEGO Books, and on the craft side, its new 2014 Creativity For Kids lines. West Design is already experiencing exponential growth in these areas. In addition, a selection of existing old favourites for both LEGO Stationery and Creativity for Kids will also be on display. The Creativity For Kids products are designed to give both boys and girls the opportunity to use their imaginations, grow creative innovate. Many of the thinking skills and increase their potential to innovate Creativity for Kids lines including Cre Fashion Headbands, Creativity for Kids Creativit Sparkling Hair Sparklin Accessories and Accesso Creativity for Kids Tile Creativit Necklaces are also Art Neck ideal for children’s sleepovers or parties sleepove the amount of due to th products those kits contain – offering very value for money. good val can ﬁnd West You ca Design at a Stand D5, special show deals. with spec

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Pampering the princesses and saving the planet This month our TnP Ambassadors, the Coen and Ralhan families, are a busy bunch with girlie beauty sessions and the important business of rescuing Batman from a ﬁre

Girls will be girls This month the Coen girls are indulging in a pampering session! Martina Coen is mum to Orlaith, (5) and Sorcha (2) and runs her own childcare business in Enﬁeld, Middlesex. In my previous column I have mentioned Orlaith’s interest in Frozen... well, to be honest she is obsessed and the obsession with Frozen continues and is increasing with intensity. As the DVD release date creeps nearer, the excitement

level grows and the songs are sung louder and louder! There are many performances put on by the Anna and Elsa dolls and Orlaith also has a puzzle to focus her attention on. She happily sits up at the table (away from the grabbing hands of Sorcha) and pieces together the puzzle then uses it as a background for her doll’s show. I thought that after Christmas she would have switched her attention to something else but after watching her perform show after show, dance around singing nging Let it Go at the top of her voice and catching her doing her hair in the same style as Anna, I’m starting to wonder if herr interest will ever wane... Orlaith’s hair isn’t the only y the part of her appearance being paid attention. She was given a Hello Kitty Cosmetic case by HTI full of wonderful, colourful (and d child-friendly!) beauty products. ducts. Her face lit up when she saw w the large Hello Kitty face and when she saw the contents... well, there were no words said, just a squeal of excitement. So on Saturday evening when Sorcha was safely

WHAT THE KIDS SAY

tucked up in bed, Orlaith and I settled down for a pamper evening. She sat in awe as I painted her nails (fingers and toes!), combed her hair and used the bands and clips and finally added some colour to her face with eyeshadow, blush and lipgloss. She was thrilled as she sat watching me apply all the products and stared at her reflection in the lit mirror. She preened and pranced until it was time for bed, then we carefully y packed it all back into the case and stored it away until her beauty appointment. I was next bea worried that the make up would stubborn to remove but be st thankfully the cosmetics were tha gentle enough to clean off ge with a baby wipe and one w unfortunate smudge on my u ttop washed out without any pre-wash treatment, so a tthat’s two very happy girls! Sorcha seems to be developing every day and dev interests are increasing. her in She has discovered Something and loves Mr Tumble. She Special a is also becoming more vocal and has great fun playing with her LeapFrog AlphaPup, bashing away at the keys and repeating some of the sounds. It won’t be long before she’s joining in Orlaith’s singing shows!

Favourite Toy: Orlaith – Mattel Disney Anna & Elsa dolls Sorcha – LeapFrog Alpha Pup Most Wanted: Orlaith – Disney Frozen DVD Sorcha - Little People Disney Castle Favourite Film/Programme: Orlaith – Disney Frozen Sorcha – Show me, Show me Night-Time Toy: Orlaith – Mattel Disney Anna & Elsa dolls Sorcha – Carte Blanche Tatty Teddy Me to You mini plush

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All ﬁred up! Paul Ralhan is dad to Jaik (5) and Harry (3) and runs Glasstec Automotive, his own mobile luxury car windscreen replacement in London and the surrounding home counties. You can contact him on 084 565 86545. We’ve all been there; you’re stood in a queue and a phone rings. Not your phone, but someone near you, and even though you know it’s not your ringtone and therefore cannot be your phone you still reach for your handset and discretely have a nosey at the screen, just to make sure. This morning I woke up to a siren. Despite being well accustomed to waking up to my preferred – and usual - harp alarm tone, I still reached over to the clock to hit the snooze button. A siren? Was I dreaming? Dreaming that I’d awoken in a ﬁre station in the middle of a shout? Nope, I really was in the middle of an emergency. And how could I forget, Jaik and Harry have recently acquired a Tonka Town Fire Station by HTI. I was hoping the draw of their

current favourite flick, Turbo would be a big enough draw tempting them to the DVD player, but much to my disappointment (no earlier than 6.30am!) Batman just had to be rescued from a florid fire (which, luckily for the firemen, was at the fire station). Deep joy. For Jaik, the station’s best bits are the blues and twos. From the other side of the building, Harry prefers taking the ladder off, just so he can get more cars in! I think the Tonka station is a great toy to get the boys interacting with each other (just as long as it doesn’t interrupt the best part of my sleep, and inches from my face so early in the morning). Whilst on the subject of faces, both boys have had changes about them too; Harry – for the time being – has been prescribed ibed glasses to help correct his stigmatism, and (thankfully) he’s taken to the change without out any sign of a fuss. ss. Meanwhile, afterr taking a fall in the he school playground nd (wearing, of all things, a Superman costume on a fund raising day), ), Jaik is the walking ng wounded. However, as much as his early morning ning commitment to persevere with rescuing Batman atman from the inferno was admirable, he does still create a bit too much fuss if we as much as brush over his gluedtogether-and-butterfly-stitched cut when helping him dress and undress! Whatever the focal point, or toy of the moment is, cars will always be in the frame.

WHAT THE KIDS SAY Night-time Toy: Jaik – Mattel Lightning McQueen (the one with working headlights!) Harry – Golden Bear Iggle Piggle Favourite Toy: Jaik – HTI’s Tonka Town Fire Station Harry – Scalextric tracks! Most Wanted: Jaik – Car race tracks Favourite Film: Jaik – Turbo Harry - Disney Cars and Cars 2 (yep, still!)

APRIL 2014

Even before I removed the ﬁre station toy from its box, the boys wanted to use it as a car park even if it is a break from running their Scalextric track under tunnels made out of shoes!

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Panini issue second sticker collection for “Mia and me”

G’DAY TO THE MOSHLINGS COLLECTION Carte Blanche Australia had a busy show at the Toy, Hobby and Nursery Fair in Melbourne recently. Along with revealing new characters in the Tatty Teddy & My Blue Nose Friends soft toys range, they also launched the brand new Moshi Monsters Moshlings Collection range. This launch follows the licensing collaboration between Mind Candy, creators of the hugely popular Moshi Monsters franchise and the Carte Blanche Group late in 2013, to bring plush and gifting collectables to the global marketplace. “We are extremely excited to bring the Moshi Monsters plush to life with Carte Blanche,” said Darran Garnham, Chief Business Development Ofﬁcer at Mind Candy. “Hundreds of millions of collectables have brought pleasure to our fan base and now we will do the same in 2014 with plush. Look out for the rare ones.” The new Moshlings Collection will include twelve characters including fan favourites and some ‘Ultra Rare’ Moshlings with regular introductions throughout 2014 at key impulse price points, special on-pack codes for digital in-game giveaways and make an impact point of sale solutions.

Panini has launched its second collaboration with Mia and Me released on 20 March this year. “Mia and me – The Unicorns of Centopia” ties in with the successful ﬁrst edition from spring 2013 and is based on the animated TV series Mia and me. “The ﬁrst collection far exceeded all our expectations, and we are therefore pleased to be able to offer our young collectors a second edition,” says Stephanie Schlag, Marketing Manager for Entertainment Sticker at Panini Publishing in Stuttgart. In order to do justice to the importance of the licensing subject, Panini is intensifying its investment in samplings, school cooperations, competitions and trade displays. A sequel of the hit series is already in production and is due to be completed at the end of 2014 or early 2015.

Hy-Pro and GB eye join Matt Hatter licensing programme ITV Studios Global Entertainment has announced two new licensing partnerships for Platinum Films’ boys’ property, Matt Hatter Chronicles. As excitement builds for the brand’s debut consumer products launch, Hy-Pro International and GB eye join the premium partner line-up for roll out at retail from late 2014. The Hy-Pro range will include a range of bikes, inline scooters, skates, skateboards and accompanying accessories and the initial line will

appear at mass-market retail in the UK and Ireland from Q4 2014. Joining HyPro is GB eye, which will be producing Matt Hatter posters and novelty gifts for launch from spring ‘15 in the UK and Ireland. There will also be a major launch in Q3 of a dynamic range of Matt Hatter toys from master toy partner Simba Dickie Group that will bring action ﬁgures, role play items, remote control vehicles, collectibles and play-sets to toy stores all over the UK.

K’NEX BRANDS RELEASES FIRST LINE OF TITANFALL BUILDING SETS K’NEX are preparing themselves to release a range of licensed play-sets based on the Titanfall video games. Respawn Entertainment are creators of the video game which was released at the end of March and K’NEX will be introducing the ﬁrst line of building toys based upon it. The relationship combines the award-winning K’NEX building system with the Titanfall world of Angel City, bringing it from the digital screen to the construction aisle for the ﬁrst time. Titanfall will be available on Xbox 360, Xbox One, and PC. “Titanfall Building Sets from K’NEX will bring 80

the exciting world of Angel City to life in a new way, bridging the digital and the physical,” said Michael Araten, President and CEO of K’NEX Brands. “Gamers and builders of all ages will have the opportunity to build the Titanfall Frontier right in their own homes. I can’t wait to see how fans will take their digital game skills and use them in the real world!” Designed for builders ages 8+, the building sets will bring the fun of the game to life and expand its appeal through a rewarding, age-appropriate K’NEX building experience.

LICENSING

NEWS

NOT SUCH A DUMB WAY TO MAKE TOYS The hit Dumb Ways to Die series is about to get even bigger! Evolution Europe announced a new distribution deal which will see the Dumb Ways to Die characters immortalized in plush by Commonwealth Toys and Novelty being distributed in the UK by Underground Toys beginning in April 2014. New York based Commonwealth Toys & Novelty are the US and Canadian licensee for Dumb Ways To Die plush and novelty figures. A deal brokered by Evolution Europe will see Underground Toys sell, market and distribute their collection of products alongside Underground’s own assortment of licensed merchandise for the brand, including travel pass holders, air fresheners, book marks, door hangers, lanyards metal signs and wind up mini figures. The new toy range spans pocket sized plush to others reaching more than 30 inches in height, and the toys will retail from £1.99 to £24.99. Natasha Dyson, VP Licensing for Evolution Europe said:“Underground nd Toys is a great partner for Dumb Ways to Die as they y have significant retail reach through traditional toy retailers as well as the gift and novelty accounts and d understand how to successfully market character brands. We can’t wait to see the full assortment of products on the store shelf this spring!” Robyn Cowling from Underground Toys added: “This is a great novelty character brand for us to work with. We previewed the line at London Toy Fair and had a very positive response from the trade, so we’re excited to get product going.”

Mad for Matt in Oz Platinum Films has appointed Big Balloon as its Australian toy partner for the Matt Hatter Chronicles. The newly inked deal will see Big Balloon distributing and marketing the debut ‘Matt Hatter’ toy range from international master toy partner, the Simba Dickie Group and follows Platinum’s recent appointment of industry giants, Haven Licensing as licensing agent for Australia and New Zealand. Platinum Film’s CEO Nigel Stone said: “Big Balloon is the perfect partner to successfully spearhead the Matt Hatter consumer products programme in Australia - their commercial infrastructure, industry expertise and underlying passion is ﬁrst class. Add to the mix a stellar agency like Haven and a strong TV fanbase, and we are very well positioned for an exciting launch in Australia next year.”

APRIL 2014

YUM! THAT TASTES LIKE A GOOD DEAL In some news from across the pond, it has emerged that Skylanders and McDonalds have joined forces again. From late March to Meals will be 24 April, Skylanders Happy Hap available in McDonalds’ branches in the U.S. and Puerto Rico. Skylanders fans will be Skyland given an opportunity to collect eight Swap Free Ranger, Force ﬁgures, Chompy, Eruptor, E Charge, Prism Break, Freeze Blade, Magna Cha Wash Buckler. The only Rattle Shake, and Wa catch is that the to toys are collectibles and can’t be used use in-game. So if you happen to be a Skylanders fan who is Stateside, tu tuck in!

Bonjour Peppa! France is saying ‘bonjour’ to Peppa Pig with the beloved series lining itself up for a busy year. The TV series debuted on France 5 last month and launched on Nick Jr. on 31 March 2014. In addition to broadcast, a licensing programme is already underway with toys and publishing set to launch at retail in Q3 and Q4 2014 following agreements with newly signed toy and publishing partners Giochi Preziosi France and Hachette Group. Peppa beneﬁts from a strong programming strategy on Zouzous, France 5’s dedicated preschool programming block, where it launched in February 2014. To manage licensing for Peppa Pig in France, eOne has appointed France TV Distribution.

LICENSING OPINION KELVYN GARDNER

Putting the pep into pre-school Positive pre-school properties are all the rage, LIMA MD Kelvyn Gardner takes a look at the licensing side of the ever popular sector “For kids of all ages, I recommend the Peppa Pig episode where the schoolmates all act out being reps of the United Nations...”

e all do it, of course, we parents. We all want our kids to be healthier, brighter, stronger, fitter, better educated than us, than their peers, than everyone. Lots of a new parent’s time and energy is spent deciding whether things are ‘good’ for our child, from the food that they eat, the environment with which they are surrounded, and, of course, the toys that they play with. The watchword for toys with young children, especially as they approach the time when school is on the horizon, is, of course, ‘educational’. Is this toy ‘educational’? we ask ourselves over and over again. To a certain extent all toys, all play, is educational, providing a proving ground for everything from fine motor skills to social interaction. The focus on these core values, however, makes the world of licensing for preschool children such a fascinating one. When I first entered the licensing industry in the 1980s, the big focus was on the market for kids 7-12. Big names from the period, some of which are still important brands today, include Transformers, Ghostbusters, Thundercats, Care Bears, My Little Pony, Rainbow Brite, Teenage Mutant Hero (as they were in the UK) Turtles and Masters of the Universe. The market became very crowded, so it was perhaps not surprising that, slowly but surely, licensing turned its attention to younger children to find some room. Disney with Winnie the Pooh was early on the scene, but the real trend-setter was Britt Alcroft, who developed the Reverend Wilbert Audry’s popular Thomas the Tank Engine books into a TV series, and over the next few years, created the first preschool licensing ‘mega-brand’. Thomas and Friends, as the brand is now known, has been a continuing success ever since, and remains a shining example of longevity, something that all licensors seek for their properties, but mostly fail to achieve. Since the debut of Thomas, pre-school has been a real focus for licensing. A successful pre-school licence has to appeal to three market sectors:

the kids themselves, the parents (each child’s parents but also parents in general given the importance of ‘gifting’ for this demographic) and grandparents. The adults here are running that ‘educational’ rule over everything their young ones are into, which now includes not just TV and movies but all the media available on tablets and smart phones. It’s fascinating that perhaps the bestloved ‘educational’ toy of all time, Lego, itself only moved into licensing in the late 1990s, when they started working on Star Wars for the first time. We also need to mention Teletubbies here. Their creators, Anne Wood and Andrew Davenport, were already steeped in ‘classic preschool’ with programmes like Rosie & Jim and Tots TV, but in Teletubbies they brought us the first ‘pre-pre-school’ phenomenon, and opened up a whole new market for licensed toys for even younger children. Teletubbies, Thomas and Friends and other creations of the 80s and 90s satisfied the educational requirements of families, and thus thrived. The qualities that shone through in some excellent merchandise were rooted in the creativity, and excellence, of the TV shows themselves. Happily, this trend has continued with more recent pre-school hits, including examples such as the US-originated Dora the Explorer, or the current queen-of-the-scene, Peppa Pig. High quality writing and storytelling will win parents’ trust, and lead to positive attitudes to the merchandise you carry in your store. You should give it a try yourself. For kids of all ages, I highly recommend the Peppa Pig episode where the schoolmates all act out being representatives of the United Nations. It should be compulsory viewing for Presidents Obama and Putin.

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

toysnplaythings.co.uk

TNP T

LOOKS S BAC BACK

Step back in time TnP MD Malcolm Naish looks back at some of the events and news stories that made our pages in April 1984, 1994, 2004 and 2009

APRIL 2009 • Toymaster announce to members a £250,000 Brand Enhancement Rebate aimed at giving members money to spend to help them capitalize on the opportunity that exists on the High Street post Woolworths. This means that members will be visiting their show next month with extra cash in their pockets. • Clive Jones returns to the toy trade after leaving his MD’s position at Golden Bear with his own company that will be distributing American toy company Lanard’s various ranges. • Mothercare shut the ELC offices at Swindon, transferring them to their Watford HQ. – hardly a surprising move I think! • Having taken over the running of the ‘Toy of the Year’ awards at the end of 2008, the BTHA announces that the Toy Retailer awards will introduce national categories from 2010.All forms of retail will be represented including on-line and the top award of Best overall toy retailer for UK and Ireland. • According to ‘The Independent’ a Woolworths supplier has instigated legal proceedings against credit insurer Euler Hermes for refusing to pay out on a claim related to the failed retailer. The claim is thought to be in excess of £1 million. Reports suggest that Euler has already paid out over £50 million to policy holders following their collapse. • We note that why is it that when times are tough and staffing levels have to be reduced it always seems that the marketing departments of companies are the first to feel the cull? This was certainly most apparent in early 2009.

April 09 Volume 28 Number 7

APRIL 2004 • Having seen Audrey Barnes retire from Hamleys last month, much respected Alice Roach has also decided to take early retirement from Regent Street’s famous toy store. • Tim Waterstone buys the Early Learning Centre for £62 million. Do you remember his Daisy & Tom toy stores? If you do, he plans to run the two separately for the time being. • Jakks Pacific post excellent first quarter sales, up 10% to $67.8 million. • W.H. Smith post £72 million loss for its first six months to the end of February. • Mattel through their sales director Dominic Geddes commits to helping the independents to compete on price with the multiples. All will be revealed by Dominic at next month’s Toymaster show. • On the fun side, we learn that recently married Jordan’ and Peter Andre have modelled for dolls that will be in Woolies by the summer. We point out that this couple are not particularly good role models for young girls and on a chauvinistic level, believing that Barbie is already well endowed, how will Jordan fare in comparison?

APRIL 1994 • The Adam Leisure Group is no more. Created by Chris Rycroft in the late seventies from his garage, the company rose to become a major toy name with their various electronic products. Who can forget ‘Space Invaders’? As a result, Tiger Electronics decide to form their own UK company and at the same time VTech agree to take Adam’s I.Q. Builders range. The company had been sold some years earlier to PLC Porter Chadburn and founder Chris had long gone, having formed Lindam who are still going strong today. • The Quotas situation rumbles on with around 200 importers having to spend an evening last month in Billingham to ensure that their quota requests were accepted. With 66 shops, Beatties join Toymaster. • Vivid announce that current rave boy band Take That are about to be immortalized as 12” fashion ﬁgures. Moving on 20 years and Take That are still wowing the crowds, although a little too old to be considered for fashion doll status in 2014! • Some of the brands no longer with us who were mentioned in this edition were Bluebird Toys, Peter Pan, Titan Toys, Benjamin Toys, Chelful, Hohner and Superjouet.

APRIL 1984 • I am going on about the Scented Eraser ban. This had been applied virtually overnight without giving importers any time to cease distributing or ordering from Hong Kong back in the January. A number of importers are joining forces to consider High Court action against Mr. Alex Fletcher the Minister responsible for applying the ban and his department for Corporate Clive Crouch (front left) in his and Consumer Affairs. The writ could now lead to a High Court action. The Department is first known toy trade picture. concerned about these scented fruits leading to glue sniffing at a later stage in life – what a Who is he pictured with?! ridiculous suggestion and typical of all government do-gooders! • Hasbro enter in to a definitive agreement to acquire Milton Bradley, which as the Bible states “It came to pass”. At $370 million back in 1984 this is a sizeable chunk of cash and the combined companies will make them possibly the largest group on this planet. • With Toys R Us due to debut in the UK later this year, stockbrokers Capel-Cure Myers have been taking a closer look at the UK toy trade and have come to the conclusion that toy retailing has for too long been one of the few marketing opportunities yet to be successfully exploited in the UK. They point out that the top ten toy retailers are all general companies rather than specialists. In alphabetical order they are Argos, Asda, Boots, Debenhams, GUS, Littlewoods, John Menzies, Tesco, W.H. Smith and Woolworths. Their conclusion – toy supermarkets seem to be destined to become a common feature on our retail landscape.

APRIL 2014

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