Toys n Playthings

toysnplaythings.co.uk

2018 April No. 7 7 Vol. 3

Independently audited ABC circulation of 5,125 1 July 2016 to 30 June 2017

Helping everyone sell more

CONTENTS Regular 5

2018 April No. 7 7 3 Vol.

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

Editor Mairead Wilmot mairead@lemapublishing.co.uk

Leader – with Mirella Anstey

6 News – the latest toy industry headlines 8 Coffee Break – with Graham Canning, Sales Director Vtech 11

Movie news – what’s happening on the big screen

12 Media News – the multimedia rundown 13 Media Charts – the latest kids’ TV viewing figures and toy TV advertising spend 14 Retail News Special – the latest in the Toys R Us story 16 Retail News – the latest round up of news from retailers 28 What’s New – new products that you need to get your hands on 54 W atch Out For… – a round up of toys you really don’t want to be without 88 Spotlight on… Mookie – one new product, all the USPs explained

Acting Editor Rhys Thomas rhys@lemapublishing.co.uk

89 Licensing News – the latest on licensed products 90 Step Back in Time – a slice of toy history from the industry’s longest running magazine 91 Don’t Miss – unmissable products for all buyers and retailers

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

Publisher Mark Naish mark@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

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

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

Features 30 Pre-school – This enormous category is competitive but brings huge rewards 56 Arts and Crafts TnP Ambassadors special - Our tiny testers get crafty 64 Avengers Infinity War – We look at some of the leaders in this top licence 72 Action Figures – we shine a spotlight on this enduring category 78 Sand, water and bubbles – this growing sector is full of fun 84 AIS Preview – we take a look at this excellent show – perfect for independent retailers

Special Report 18 Retail Interview – SMF Toy Town’s GM Brian Simpson gives us his take on buying and what’s selling 24 C over Story – Character Options give us plenty to shout about when it comes to Peppa Pig 71 Golden Age – We talk to Philip Redmond, Executive Director, Operations & Business Development at Toy State to find out more about Nikko’s 60 years at the forefront of toy making

Columnists 9 News Kids on the Block – Viral Talent teams up with Global powerhouse brands

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

Independently audited

21 Retail Opinion – John Ryan discusses the pros of moving into a mall 22 The Independent and Secret Supplier – our dynamic duo talk Tpys R Us - and how to benefit from its descent 25 Trade Talk – we chat to some industry figures about what’s happening in their business 26 R oss Hewitt – Social Media expert Ross helps us get a handle on growing your business through social 27 Media Analysis – Alex Taylor-Smith delves into the TV viewing habits of mums

ABC circulation of 5,125 1 July 2015 to 30 June 2016

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Helping everyone sell more

May Show Toymaster would like to invite all Independent Toy and Model Retailers, both in the UK and Ireland, to attend the 2018 May Show.

Over 100 Suppliers will be in attendance at the Majestic Hotel, Harrogate, on the 15th - 17th May and we hope you are able to join us in making the PUag U: gD2 U\\U_gjQFgF2a U<2_2,] For more details and to register online please use the following link: www.toymaster.co.uk/may-show-registration Phone: 01604 674477 Email: kirstine.weston@toymaster.co.uk

LEADER

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A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 5,121 1 July 2015 to 30 June 2017

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If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to robert@ lemapublishing.co.uk

here are lots of glimmers on the horizon — not least because spring is finally here! But while the industry is still reeling from the demise of the toy retail icon Toys R Us, with many companies of varying sizes having to think fast as to how to redevelop their business plans, there is equally lots of chatter about replacements of salvage plans for the now extinct giant.

So just how extinct is this big box retailer?

Well according to Isaac Larian, CEO of MGA, TRU can rise from the ashes like a retail phoenix — as Nikko celebrates 60 years long as he and other benevolent folk can raise about US$600m. Or could it be that another retailer, a once wellknown and much-loved brand – namely KB Toys – which fell by the wayside because of poor management (remind you of anyone?), could be resuscitated and swoop in and save the day?

Well, for the moment these are all whispers, plans, ideas and talk.

I’m sure it is not a case of being all mouth and no trousers, but what will happen remains to be seen. To read the full story turn to our TRU special on page 14 and make your own mind up as to what you think might happen, or what course of action is the best. But certainly all in the industry – globally – agree that the loss of TRU in the UK and USA is not an easy one to stomach.

But despite all those shenanigans, there are some parts of the industry which are thriving. One that instantly springs to mind is the Peppa Pig offering from Character Options – this month’s Isaac Larian cover star.

It never fails to amaze me when I walk around their showroom in Oldham how strong, well developed, consistent yet surprising their Peppa range is. It is little wonder that 2018 looks set to be another blockbuster year for Character with this top eOne

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Mirella Anstey

TnP catches up with SMF Toytown's Brian Simpson, p18

property. We take a deeper look at some of the new products in the range – which we all know will help you sell more – on page 24.

Naturally, Peppa is a leading light in the pre-school category, but there are many sensational products in that sector.

Get familiar with the new – and the sure fire bets too – in our category feature on page 30.

Being a brand with heritage but with a modern edge – TnP has been continuously publishing for nearly 37 years – we appreciate likeminded folks in the industry – those companies which have a rich history but also love to innovate and push forward.

With this in mind, we are delighted to focus on Nikko – the world renowned RC brand – which this year celebrates its 60th anniversary. TnP chats to Philip Redmond, Executive Director, Operations and Business Development at Toy State, which acquired Nikko in 2014, to find out more about how the company maintains its success after so many years and its key products to help drive it into the future.

And looking to the future as we are, our interview with SMF Toytown’s GM Brian Simpson reinforces this. SMF is a family business of course, and so many of us know and love the amiable and charismatic Alan.

But as planning ahead is the key in this game, the company is future-proof with son Brian at the helm. Brian can be described in many ways – I have heard them all and believe me so has he – but the one I like best is formidable.

Any of you that have enjoyed time with Brian during previews will know exactly what I mean! To hear more on Brian’s views of the business and what is hot turn to page 18.

Well according to Isaac Larian,CEO of MGA, TRU can rise from the ashes like a retail phoenix — as long as he and other benevolent folk can raise about US$600m

Peppa has a bright future with Character Options

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news

Asmodee acquires Coiledspring Asmodee UK have purchased fellow UK games distributor Coiledspring Games. The change in ownership, which is effective immediately, sees Coiledspring join the Asmodee Group of games companies across the world.

Founded in 2004, with just one game and one puzzle, Coiledspring

has gone on to become a leading name in UK games distribution, carrying a wide range of products also including jigsaws, puzzles and soft toys. Following the acquisition, Coiledspring will continue to operate as a separate entity, run at arm’s length from Asmodee UK’s current operations.

Posh Paws MD departs after 8 months Posh Paws International announced in March the departure of its Managing Director David Martin with immediate effect.

Phil Setter, Owner of Posh Paws International and Whitehouse Leisure, confirmed the role will be covered by the existing management team until a replacement is appointed.

Golden Bear grows In The Night Garden Range A staple property in DHX Brands’ preschool portfolio, In the Night Garden is seeing an entirely new refresh for its popular plush collection in 2018. Beloved characters Igglepiggle, Upsy Daisy and Makka Pakka are getting a new look that includes larger eyes, bolder colours and softer fabrics to provide extra comfort at bedtime.

“In the Night Garden is an enormously popular brand which has become an integral part of the bedtime routine for little ones,” commented Christine Nicholls, Vice Chairman and Director of Product Development at Golden Bear. “We’re looking to build on this with our 2018 range, where our hope is to create an even stronger bond between In the Night Garden and families’ bedtime routines with products that help soothe and settle as well as help to develop good sleeping habits.”

Lifting the veil “The Big Reveal” is taking over the toy aisle in 2018, says Kristin Moreny Goldman of The Toy Association in the United States Dubbed one of the hottest trends of the year by the Association at the 115th North American International Toy Fair in New York City, “The Big Reveal” speaks to the plethora of products coming to market that capitalize on the unboxing trend made popular by social media influencers on YouTube.

The trend is also impacting the hot collectibles market; last year, global sales for collectible toys rose 14 percent to reach $3.9 billion.

“The Big Reveal trend includes both regular and rare collectibles, toys in blind bags or with an unboxing 6

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The trend is also impacting the hot collectibles market; last year, global sales rose 14 percent

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component, and playthings that transform before your very eyes,” said Adrienne Appell, the Association’s leading trend expert.

The following are just a few examples of the many toys hitting shelves this year that capitalize on “The Big Reveal” trend: Smooshy Mushy Yolo Froyo (Bandai) These collectible smooshies come in frozen yogurt containers and have an added element of surprise – they change color when you put them in the freezer!

Do Dats (Alex Brands) Do Dats are a creative new collectible that kids can make using fun beads

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Panini kicks of 2018 World Cup Stickers As fans from around the globe prepare for the world’s biggest football event, Panini has launched the long-awaited 2018 FIFA World Cup Russia Official Sticker Collection.

The sticker collection will be backed by a heavyweight marketing campaign including TV and radio advertising, marketing across digital platforms, a national newspaper campaign, sampling, cover mount activity, experiential campaigns as well as an integrated PR campaign. There will be widespread support for retail in terms of POS and retail sampling initiatives.

The sticker collection will be distributed in the UK and Ireland by Click Distribution (UK) Ltd. Retailers can get in touch with Click on 0330 123 2559 or click@clickdistributionuk.com – get ordering today!

New launch from Zimpli Kids The unique texture of Zimpli Kids Gelli Baff has inspired a lot of new and innovative products for 2018.

NEW Gelli Spa is the ultimate spa experience at home – this plush pampering is perfect for ‘tweens’ looking for something extra special. Soften your feet in the relaxing Gelli, add a drop of oil for a sweet scent, and then treat your feet with the mini pedicure set - perfect for pamper parties and sleepovers!

Each box comes with an Inflatable foot spa, 5 bags of Gelli, a bottle of minty essential oil, massaging marbles and a mini pedicure set.

For more information, please email Zimpli Kids on Sales@ZimpliKids.com

and a patented no-knot system.

Unique characters can be displayed, worn and revealed to friends! They are fully customizable, as kids can mix & match as they collect them. A secret charm is included in each box.

Soft ’n Slo Squishies DIY (Character Options) Soft’n Slo Squishies DIY feature blank white Squishies in a series of sweet themes, ready to be completely customized. Use the branded markers, grab some glitter, and invent your own line of Soft’n Slo Squishies that is uniquely yours.

Beaker Creatures (Learning Resources) Beaker Creatures is a new line of

April 2018

science-themed collectibles that combines the thrill of collecting with hands-on science experiments.

The line includes 35 collectible characters from five different families for children to discover, classify, and explore. Fizzing “Reactor Pods” reveal the creatures.

Littlest Pet Shop Cosmic Pounce Collection Pack (Hasbro) This collectors pack includes four classic-sized pets that glow in the dark, and seven teensie pets. Also included is a premium star-shaped

Sylvanian Families hit the catwalk A mini runway will see Sylvanian Families characters put on a one-of-a-kind fashion show today to mark the launch of the new Sylvanian Families Town range.

Epoch making toys kicked off an integrated marketing campaign to launch its new range with the unveiling of a double window display and PR stunt at Hamleys Regent Street, a six-week TV and digital advertising campaign, new in-store displays plus an experiential roadshow to intu shopping centres across the UK throughout April.

To support the above and drives sales within this initial launch period, Epoch has secured over 700 TVRs for its TV campaign which runs from March until 8 April. A digital marketing campaign will run alongside, targeting websites and YouTube, while in-stores, new Town-themed gondolas are being fitted into retailers nationwide over the next three months.

The new Sylvanian Families Town comprises 22 lines including the award-winning Grand Department Store (complete with workable lift and revolving door) on the Town’s main street as well as the Delicious Restaurant, Creamy Gelato Shop and Designers Studio.

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The trend includes regular and rare collectibles, toys in blind bags or with an unboxing component

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gold habitat with a clip, so kids can wear it as a keychain, and a key to open it to reveal what’s inside – a surprise teensie pet!

Stink Bomz (TOMY) Stink Bomz delivers on the concept that no one knows what a fart looks like, but now they will … if they dare open a Stink Bomz package. Each plush character makes three unique sounds and has its own distinct smell. Collect all eight characters and keep an eye out for the two special rare versions.

Convinced to make the trip yet? Visit www.ToyFairNY.com to learn more about everything New York Toy Fair has to offer and register to secure your ticket.

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news

Vtech’s Julian Page in charity skydive

Fingerlings untamed!

With Fingerlings capturing the excitement of millions of fans worldwide, Jazwares and WowWee are proud to announce the UK as an official early launch market for the Untamed brand and anticipate similar success to follow suite of the Fingerlings craze. The first of the Untamed creatures, the Untamed Raptors, launch online and in-stores in the UK, Canada and Australia

in March for their debut launch, with a scheduled release in the US for May. “We have great retail support for Untamed with a healthy marketing campaign to compliment,” said Jonny Taylor, Managing Director at Jazwares.

“We believe kids are going to love these Untamed Raptors and I have no doubt that they will be a hit!”

Fisher Price scoops four awards Fisher-Price is on a winning streak, with four recent awards at the Tommy’s Awards and the Tesco Baby Club Awards.

Fisher-Price was awarded Best Infant Toy Brand as part of the Tesco Baby Club Awards, voted for by over 350,000 parents. The brand also claimed the Highly Commended badge for Best Newborn Toy and Best Toddler Toy. The awards not only recognise parents as everyday heroes to their children, but also the hero products that they rely on to support their parenting journey.

Fisher-Price was also named Best Baby Toy Brand at the 2018 Tommy’s Awards Ceremony for the fourth consecutive year.

Surprise launch from Zuru Zuru has announced the launch of 5 Surprise, a new toy that combines the magic of unboxing and the thrill of collectable toys.

Each capsule features five sealed segments hiding five exciting toys. There

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are more than 300 unique and fun toys in the first series alone, including color changing mermaids and toy plants, dress up princesses, super slime and putty, funky DIY jewellery, glow in the dark zombies, prank toys, action figure ninjas, super sticky squishies and much more.

The launch of 5 Surprise will be supported by a robust PR and marketing program throughout April and May. The range will be distributed in the UK by Geemac and UK retailers can contact the team to learn more on 01604 401 719 or sales@geemac.biz

Many will know Vtech’s National Account Manager, Julian Page – and he is asking for your help and support!

Julian along with his daughter Millie and her friend Ella are raising funds for a hospice that is close to their hearts - Myton Hospice, Warwick.

Julian says that the trio: “have decided to chuck ourselves out of a perfectly good plane to hopefully raise some money for Myton Hospice as they have given and continue to give something invaluable to so many including my Mum, Millie’s Grandma. Your support, whatever the donation, will mean so much to us”.

The brave three are jumping at Hinton Airfield, Steane, Brackley on Sunday 1st July 2018 and Julian says: “anybody that wants to support on the day is more than welcome”.

You can help Julian, Millie and Ella raise money for this great cause by donating directly to their fundraising page - www. justgiving.com/Julian-Millie-Ella JustGiving sends your donation straight to The Myton Hospice and automatically reclaims Gift Aid if you are a UK taxpayer, so your donation is worth even more.

Julian, Millie and Ella are grateful for all the support they have received already and look forward to thanking many more of you – so get donating!

toysnplaythings.co.uk

Column

news

Viral Talent

BTHA’s Jerry takes on the tri!

The BTHA’s Jerry Burnie will be taking on the Superhero Tri this summer to raise funds for the for the Toy Trust under the charity’s Toy Industry Heroes initiative.

Jerry, a toy safety expert and BTHA Technical Committee Chairman, was diagnosed with Multiple Sclerosis (MS) in 2004. The condition is incurable and progressive with increasing disability over time, and currently affects the control, movement or operation of various muscle groups, in particular his legs, but also core

Playing with the big boys muscles, eyes and his left hand.

Jerry is aiming to raise £5,000 for the Toy Trust. His eight month training regime is now well underway, with the event taking place Saturday 18 August in Windsor.

Donations can be made via Jerry’s fundraising page: mydonate.bt.com/fundraisers/jeremyburnie1 For more information on the work of the Toy Trust, it’s events and charities supported, visitwww.toytrust.co.uk.

New agent for Skip Hop Skip Hop has welcomed a new agent for the North East of England and Scotland to support the company’s ongoing business growth in the UK. Business Development Agent, Sarah Cartwright, has worked with a number of other high profile brands in the nursery and toy sectors and brings her wealth of experience to the company as an exclusive partner for Scotland and the North East of England.

In her new role, she will be responsible for developing business with Skip Hop’s existing toy, nursery and gift customers, together with identifying new prospects, with the full support of the business.

For further information on Skip Hop or for trade sales, email ukoffice@skiphop.com or get in touch with Sarah Cartwright at Searson Fox on sarah@searsonfox.com or 07966 474537.

April 2018

K

idFluencers are proving not just to be used for toy unboxings and sponsored content but to build and develop a brands social footprint. Recent proof of this was with Manchester United and BBC Sport wanting to work with the right social influencer to build up their own YouTube channels.

Both organisations partnered with Viral Talent and the largest boys KidFluencer (Tekkerz Kid) to create some fantastic viral content that would engage Tekkerz Kids’ fanbase and boys aged 8-13. The execution would be to partner Tekkerz Kid with Manchester United’s hottest young prospect, Marcus Rashford, in a hilarious piece of content at Old Trafford.

Prior to this Tekkerz Kid (Lorenzo Greer) pushed the BBC Sport YouTube channel by creating organic content around their “Own It Campaign”. Lorenzo gave aspiring YouTubers his advice on how to grow a successful YouTube channel.

Specific call to actions drove his fanbase to learn more about “Own It” on BBC sport.

The Lorenzo interview with Marcus Rashford was content utilised by Manchester United in order to spearhead their YouTube presence, being their most viewed post for the month with 299K views. The BBC then created their own video with these influential social and football stars to really showcase to kids what can be achieved.

This traffic driver resulted in an increase in subscribers for Manchester Uniteds YouTube channel. With combined views of 558K it has really hit home to both organisations that young talent like Lorenzo can really act as a brand ambassador and can tell the story of brands and their campaigns to their fanbase of 950K subscribers.

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Coffee break

Slime time with Canal Toys Canal Toys is taking orders for its So Slime DIY Rainbow, Cosmic, Creepy and Insect ranges. These colourful kits are perfect for retailers looking to drive sales of on-trend products.

Safe, simple and fully certified, So Slime DIY lets kids make their own slime from the comfort of their home without mess or hazardous chemicals by just adding water. And they can take their Slime creations to another level using the So Slime DIY Factory, as they mix colours, add confetti, glitter and even a surprise collectable.

Paul Clark, Head of Canal Toys UK, said: “We’ve been overwhelmed with the positive response to our Neon So Slime DIY lines and the range has been designed in house with fantastic surprise gifts and superb packaging which makes these a great buy for retailers”.

Retailers can email sales.uk@canaltoys.com for more information of to order.

Flair’s Messi Football Training goes viral GP Flair is ramping up the support for its Messi Football Training range with a series of activities with football fanatic and influencer SV2 and online sporting channel CheekySport.

SV2 is a football fanatic who uses his football talents to provide viewers with skills training, challenges, unboxing and general football information. He has more than 340,000 subscribers and racked up a whopping 32 million views.

The Messi Training System is perfect for kids to hone their football skills and includes the Championship Edition Messi Training Pro Warm-Up Ball, the 2-in-1 Soft Touch Training Ball Assortment, the Messi Auto Trainer and the 4-in-1 Training Station.

Vtech’s Sales Director, Graham Canning tells us about some of his favourite products and how the company is supporting them – all to help you sell more!

Graham, tell us about some great products we from Vtech and Leapfrog in 2018?

There are over 100 new items being launched in 2018; however these are just three of my personal favourites.

Myla, the Magical Make-Up Unicorn! She comes with a magic make-up brush, so you can be her super stylist! Select any colour from the make up palette and apply it magically to her horn, eyes and wings and watch as they magically light up! With her magic microphone, you are able to sing songs together and have so much fun!

Another item which will also have a strong TV and digital support is the Toot-Toot Friends Kingdom Pirate Ship. Packed full of features it opens up to reveal a brilliant Treasure Island play set. It comes with 3 Toot Toot Friends characters; Captain Monty, Sailor Stanley and Monkey! Place the characters on the MagicPoint location for fun responses or press the cannon button to launch the cannonball!

LeapFrog’s LeapStart 3D Interactive Learning System is perfect for school readiness and success. The LeapStart 3D brings the pages of activity and story books to life through the pop-up 3D viewer. Using holographic technology, watch as your favourite characters come to life from the pages in the books, enhancing interactivity and helping to teach numbers, colours, shapes and much more!

Recommended by 97% of teachers, LeapStart 3D is packed with school and life skills for curious 2-7 year olds.

And what has the response from retailers been for these products?

The response so far has been great! We are the reigning No1 manufacturer in Infant and Toddler so there is always some pressure to keep evolving our ranges and increasing our portfolio, but there is a lot of excitement around what we are launching from VTech and Leapfrog this coming year.

And when it comes to helping the retailers sell more what is Vtech doing this year?

I think the question is what aren’t we doing! We have increased our TV budget year on year and 2018 is no exception. Not only this but we are showcasing 23 items on TV ranging from VTech baby through to the older Kidicreative lines, as well as Leapfrog items. We are continuing to add demo videos to the range so that our retailers can have access to these for the majority of our items.

Call GP Flair 0208 643 0320, email sales@flairplc.co.uk

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Movie

news

Dumbledore is back With a flick of its wand, Warner Bros. unleashed the first full trailer for Fantastic Beasts: The Crimes of Grindelwald in March.

Following on from the hit Fantastic Beasts and Where to Find Them, the action moves from New York to London in Fantastic Beasts 2 – the second in five confirmed movies – and welcomes a familiar face from Rowling’s Wizarding World.

Eddie Redmayne returns as magizoologist Newt Scamander from the 2016 original, which made more than $800m at the global box office, with Johnny Depp reprising his role as eponymous antagonist Gellert Grindelwald. But it’s the introduction of a young Albus Dumbeldore, played by Jude Law, that has fans clamouring for more.

Fantastic Beasts 2 brings magic to UK cinemas 16 November.

Top cat Marvel Studios is no stranger to breaking box office records, but it’s usually the comic book company’s star-studded Avengers movies that draw the biggest crowds. Not so for Black Panther, a solo hero outing introducing audiences to the secretive world of Wakanda, which has become the 12th highest grossing movie of all time worldwide.

After pouncing past the $1bn mark globally with $1.237bn in six weeks, the movie has hauled in cash quicker than any other movie to date, save for Star Wars’ triumphant return in 2015 with The Force Awakens.

With momentum still behind it in cinemas, Black Panther is now stalking Disney’s own live action Beauty and The Beast ($1.263bn) and Frozen ($1.276bn) in its bid to enter the top 10.

Solo touches down early

Hop to the top

Star Wars fans can’t wait a day longer than they have to for Solo: A Star Wars Story, and now they won’t have to. The film, an origin story focused on space rogue Han Solo, will hit the UK a full 24 hours earlier than originally planned, landing in cinemas 24 May. Han and Chewbacca will still touch down in the USA on 25 May.

Peter Rabbit hopped straight to the top of the UK box office, kicking Black Panther into scond place with a £7.27m opening weekend – the second biggest of 2018.

Holding on to number one in its second weekend with earnings of £13.6m, and springing into a four-day, on-theme Easter weekend, Sony Pictures’ animation has been a smash hit against strong competition from Marvel and Universal, whose Pacific Rim Uprising stumbled with £1.65m.

April 2018

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MEDIA

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Bear necessities Season three of Masha and the Bear is now airing weekdays at 6pm on Cartoonito in the UK. The third series of the hit pre-school animation has already found success with major broadcasters around the world.

“We are delighted that season three of Masha and the Bear is now showing in the UK,” said Ink Group Managing Partner Claus Tømming. “Cartoonito are doing a fantastic job and this latest instalment will add to the huge love and affection the UK has for one of the world’s best and most original kids’ shows.”

Super vision A pop-up channel celebrating all things Marvel Avengers will hit the airwaves during the runup to release of Avengers: Infinity War on 26 April.

The dedicated Marvel Avengers Channel is taking over Disney XD +1 from 1 April and will run throughout the month.

Content highlights include the world premiere of exclusive Marvel Studios’ Avengers: Infinity War content, four new Marvel Funko animated shorts, the channel premiere of Marvel’s Video Comics shorts, and Marvel Super Hero Adventures shorts.

Top of the pods Fisher-Price will continue its sponsorship of Giovanna Fletcher’s hit parenting podcast Happy Mum Happy Baby, with a new deal in place for series two.

The first series was downloaded more than 700,000 times, and the new 11-part series will see Giovanna interviewing celebrities, TV presenters and influencers about their personal parenting experiences, offering listeners honest and genuine advice. The series will also include an exclusive Fisher-Price episode.

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Big adventure for Nick Jr. Nick Jr. is launching its first major UK brand building campaign in almost five years, targeting parents and pre-schoolers with the objective of attracting new family viewers.

The Small Heroes Can Always Find Big Adventures on Nick Jr! campaign was created by Nickelodeon’s in-house team and runs from 23 March for six weeks.

Built around a pre-schooler’s real-life moments, it also features five of the most popular shows in the Nick Jr. portfolio: Blaze and

the Monster Machines, Nella the Princess Knight, Rusty Rivets, Shimmer and Shine, and preschool phenomenon PAW Patrol.

“Nick Jr. is the home of the biggest pre-school brands in the UK,” said Alison Bakunowich, SVP Nickelodeon UK and Northern and Eastern Europe.

The campaign positions it as a destination packed with adventure and great story-telling featuring well-loved characters which equally entertain and excite our young audience.”

Netflix to adapt Winx Club Netflix is bringing Rainbow Group’s hit animated franchise Winx Club to its subscribers around the world in a new liveaction young adult series.

Erik Barmack, VP of International Originals at Netflix, said: “Winx is a global phenomenon and through this exciting series we are thrilled to reinforce our relationship with Rainbow and to develop the next chapter of Winx.”

Iginio Straffi, founder and CEO of Rainbow Group, added: “We are very pleased that our successful collaboration with Netflix continues with ever more ambitious projects.”

toysnplaythings.co.uk

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media

Charts

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VB Ci T

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All Children Feb 17 vs Feb 18

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Going steady W

elcome to the Media Report for February 2018. We are reporting on Girls and Boys 4-9 years and Housewives with Children.

The viewing levels for the Girls are showing movement of viewing from one station to another in high levels. If, for example, we look at Nick Jr and Pop, we can see a major drop in viewing for Nick Jr and an impressive increase for Pop. Other stations showing increases are Nicktoons, Channel 5 and Nickelodeon, albeit small. Overall viewing is down 7.5 per cent for this target market.

The viewing levels for the Boys are showing a similar picture. Again we see movement from one station oons Nickt p are to another, with a massive es iny Po increase for Tiny Pop and and T ing increas on the other side of the coin 0 show re than 8 a massive drop for Disney of mo nt each Junior. Pop has also lost per ce viewers, along with Nick Jr and Boomerang. Channel 5, Nickelodeon and Nicktoons meanwhile are showing small increases. The overall market is down by 7.7 per cent.

Looking at Housewives with Children we see Nick Jr dropping 27 per cent in viewing levels, but on the inverse, Nicktoons and Tiny Pop are showing increases of more than 80 per cent each.

This will keep the share of voice for Sky Media on the right side of the balance sheet. Also, Channel 5 and Nickelodeon will help to keep Sky Media as market leader in the Kids market. We see that ITVBe has dropped in viewing, but this is only by 10 per cent, which is mild compared to some of the other stations.

The reported expenditure for the top 10 spenders are down by 3.5 per cent. As the chart shows, it is mainly the same companies that are moving around the top 10 spenders, with one or two exceptions, such as Golden Bear and VTech. The total reported expenditure for February 2018 is very much the same as 2017. It should be said this period of the year is a quieter time of the year for the toy business.

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3000 2000 1000

Feb-17

B CI TV

CI TV

B IT V

tw or Bo k om er an Ca g rto on ito Di sn Di ey sn ey Ju ni or Di sn ey XD

Po p

Ca rto on

Boys 4-9 TVRs Feb 17 vs Feb 18

Ne

Ni

Ch an ne l5 ck el od eo Ni n ck to o Ni ns ck Ju Ni ni or ck Ju ni or 2 Ti ny po p

0

Feb-18

6000 5000 4000 3000 2000 1000

Girls 4-9 TVRs Feb 17 vs Feb 18

Feb-17

B CI TV

CI TV

B IT V

tw or Bo k om er an Ca g rto on ito Di sn Di ey sn ey Ju ni or Di sn ey XD

Ne

Po p

Ca rto on

Ch an ne Ni l5 ck el od eo Ni n ck to on Ni s ck Ju ni Ni o ck r Ju ni or 2 Ti ny po p

0

Feb-18

Feb 2017 Toy Company TV Expenditure

Feb 2018 Toy Company TV Expenditure

Company Name

TV Expenditure

Company Name

TV Expenditure

Vtech Electronics Ltd Pokemon Co Intl Epoch UK Spin Master Toys Ltd Lego Uk Ltd Vivid Imaginations Ltd Character Options Ltd Mattel UK Ltd Hasbro (UK) Ltd Flair Leisure Prod Ltd

191,798 292,604 306,238 422,084 389,638 459,289 595,186 544,562 1,162,952 1,280,225

Golden Bear Products Ltd Bandai UK Ltd Magic Box Entertainment Playmobil UK Ltd Pokemon Co International Vivid Imaginations Ltd Hasbro (UK) Ltd Flair Leisure Products Ltd Character Options Ltd Spin Master Toys Ltd

263,935 292,054 337,067 350,613 379,487 545,793 889,921 887,042 938,430 946,671

For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 07774 713182.

All graphs and information supplied by Global Media Services

1

toysnplaythings.co.uk

NEWS Special Toys r us

The billion dollar baby Time has nearly been called on Toys R Us in the US, but can one bullish toy CEO and the American people save it? MGA boss Isaac Larian believes so — but the clock is ticking on the $1bn crowdfunding bid…

O

nly a crowdfunding campaign headed up by MGA founder and CEO Isaac Larian now stands between Toys R Us and total collapse.

The UK arm of the toy retail giant failed to find a buyer and finally waved the white flag in mid-March, its 75-plus remaining stores marked for closure. Toys R Us’ USA business followed suit just days later on what US Chairman and CEO Dave Brandon called a “profoundly sad day”. The retailer started proceedings to shut

Did you know…

Toys R Us has been selling toys since 1957

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the doors on its estate of 735 stores across the United States and began liquidating remaining stock.

“There are many people and organisations who have remained in our corner every step along the way. I want to thank our extraordinary team members who helped build Toys R Us into a global brand,” the chief executive added. “I would also like to thank our Dave Brandon, CEO, vendors who we owe a great Toys R Us deal of gratitude to for their decades of support.

This a profoundly sad day for us as well as the millions of kids and families who we have served for the past 70 years.”

Much has been made of

This a profoundly sad day for us as well as the millions of kids and families who we have served”

”

Toys R Us’ sluggishness to adapt to a changing and challenging retail environment, particularly in the UK, but with $5bn in long-term debt weighing it down, was it a case of failing to adapt or being hamstring and unable to adapt?

Andy McCaul, Director of The Bigger Boat, the creative agency behind Little Tikes’ online operation, argues the colossal debt it was lumbered with through acquisition by investment firms – financial constraints even Brandon admitted “held us back” — rendered it unable to adapt.

“It is most likely a combination of large stores with expensive rental agreements that will have been exacerbated by the recent changes to business rates, not to mention a US parent company with a large amount of unmanageable debt. Add

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to that the difficult market conditions and perhaps we’re not even talking a failure to adapt but an inability to, because there was nothing to reinvest.”

But there is hope for a large chunk of the US fleet after Isaac Larian and a syndicate of unnamed investors began a campaign to keep Toys R Us a going concern. The group is interested in more than half the stores currently marked for closure and it also wants to continue using the valuable brand name, an icon of toy retail for generations.

A GoFundMe page was swiftly set up to crowdfund enough capital to acquire the most valuable assets of Toys R Us through the bankruptcy process. With a $1bn (£710.1m) target, Isaac, the man behind hit toy brands like L.O.L Surprise, Bratz and Little Tikes, and affiliated investors ponied up an initial $200,000,000 to get the ball rolling. They called on the public to halt the impending “end of an era” by donating to the cause.

“There is still time to save this American icon — and you can help”, the campaign page says. “You can be a part of this historic movement to #SaveToysRUs by donating today!”

For those who pledge $50 to $99 there is a benefit of a special edition Num Noms toy, while a pledge of $100 to $499 earns donors a Special Edition L.O.L Surprise toy. Those willing to part with $500 to $999 will be rewarded with a Special Edition Little Tikes Cozy Coupe. The prizes for donations continue to escalate with store naming rights and a star invite to a grand reopening party at a local Toys R Us for a pledge of more than $10 million. Donations are being accepted via GoFundMe at savetoysrus.com.

Elsewhere in the world, including neighbouring Canada, Toys R Us continues to trade, for now. Toys R Us says it is working with advisors to minimise the impact on its international operations. It is currently undertaking a reorganisation and sale process for its Canadian, Asian and Central European businesses, including Germany, Austria and Switzerland. Meanwhile, Toys R Us

“

You can be a part of this historic movement to #SaveToysRUs

Isaac Larian, CEO, MGA

”

in Australia, France, Poland, Portugal and Spain are said to be weighing their options.

At the time of going to press, 1700 Toys R Us shoppers have put their money where their mouth is, raising nearly $52,000 in less than a week for Isaac’s campaign. The current total sits at $200,051,866 with more than two months to go until the deadline — 28 May, Memorial Day.

As one door closes…

With the fate of Toys R Us still hanging in the balance, another US toy retail icon is set to bounce back. KB Toys founder Ellia Kassoff confirmed on LinkedIn that it would be returning to serve Americans “very soon”.

The US toy shop, which was founded in 1922 and had at its height 1300 stores across all 50 states, finally ceased trading in 2009 after a tumultuous time in the early 2000s which saw it go through two bankruptcies.

“Many of you asked what our plans will be and all we can say is we spent the last six months working on a sustainable model to bring back KB Toys the right way so it can compete with not only the big box stores but online as well,” Ellia wrote.

But with the sudden closure of Toys R Us, the team is looking to accelerate its relaunch, and hoped to be back in time for Christmas.

Fact!

Americans donated more than $50,000 in six days to the #SaveToysRUs crowdfunding campaign

April 2018

15

Retail

news

The Entertainer relaunches flagship store Quiet please!

The fastest growing multichannel toy retailer in the UK has The Entertainer has rolled relaunched its global flagship out a weekly Quiet Hour store at Westfield London, Initiative across all its 145 creating an immersive experience stores, offering a calm for children to enjoy. The store shopping experience for features new technologies such children with autism. as animated window screens, Following a successful trial in interactive floor projections, February, music will be augmented reality mirrors and switched off for the first hour ‘The Launch Pad’ Tech Tables. of opening each Saturday.

The independent UK toy retailer saw profits soar 37 per cent YOY, with staff sharing in the success through a profit-share scheme. Total sales rose 6.8 per cent in the 12 months between 1 February 2017 and 27 January 2018. Gary Grant, founder and MD, said the company was “delighted with the result”, especially in the face of widespread challenges on the high street.

New toy floor for Harrods The historic London department store will open the doors to its new toy department in mid-May. The space has been designed to help customers find the perfect toy or game based on each child’s age and stage, from pre-school to tech-loving teenagers.

“The new space is the culmination of years of close conversations with our discerning customers and Mini Harrods members,” says Annalise Fard, Harrods’ Director of Home, Technology, Toys and Beauty. “This understanding of the consumer journey shaped the brief to the Harrods buyers – who have sourced the very best in toys and games from around the globe centred on our three essential pillars: Educate, Entertain and Engage.”

16

Argos CEO reveals the key to retail success A mix of online and physical is the only way forward, Argos CEO John Rogers told Retail Week Live in March.

“It’s clearly true the world is moving more online and we predict in the future it could be as high as 85-90% of business,” he said. However, Rogers still believes stores play a critical role in retailing today and goes so far as saying that: “Online only is not the answer,” - despite Argos receiving 1.2 billion hits on its site annually.

LEGO Friends heads to intu LEGO has teamed up with the shopping centre group this spring to launch the LEGO Friends House of Heart Tour across select centres including Manchester Arndale, Derby and Milton Keynes. They’ll be inviting children and their families to take part in fun activities inspired by the LEGO Friends in Heartlake City. LEGO Friends has also brought together a real-life group of influential girl YouTube stars – Tiana from Toys AndMe, Ruby Rube, SassyBelle, Rosie McClelland and Mia from Mia’s Life – to form the LEGO Friends Heart Squad.

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© 2018 Hasbro. All Rights Reserved.

FOR SALES & ENQUIRIES CALL 020 8477 5777

retail

Toy Town

Playing it straight If Brian Simpson had a slogan for success in the toy business it would probably be, ‘Keep it simple.’

TnP speaks to the man known industry-wide for being a straight talker to find out more…

You grew up with your dad working in the toy industry – was it something you wanted to follow him into?

No! I actually wanted nothing to do with it! My dad had been a toy agent for years when the original Toytown store in Belfast came on the market because the owner was retiring. That was back in 1979 and dad is still involved in the business.

You could say he’s semiretired!

As a child I remember we got given all of the damaged toys because dad didn’t want to spoil us. I’d been

18

“

don’t think there is a secret to Toytown’s success, but I do like to keep things as simple as possible when it comes to business

”

in the warehouse as a kid, moving boxes from A to B, so I know the systems, but it wasn’t something I saw myself doing when I left school.

So how did you end up joining the business, first as a buyer, back in 2009 then?

I used to work as a mechanical engineer, and then when things got tough in the building trade my wife and I moved to Melbourne for a while. In January of 2009 we met my dad in Hong Kong when he was over visiting the showrooms, and he offered me the chance to go home and help with the business.

The opportunity came completely out of the blue, but we knew that

we wanted to go back home to Northern Ireland and I had itchy feet in terms of leaving engineering behind, so it came at the right time.

Was it a case of learning very quickly on your feet at the start?

It was certainly a baptism of fire. I think buyer is a good place to start in the industry because it exposes you to all sides of the business.

You deal with reps, make product selections, meet interesting people and maybe have the odd disagreement if necessary. I spent two years shadowing the boss, and have now been working as the general manager of Toytown for six

toysnplaythings.co.uk

years.

Straight talking has always been the only way to operate for me – I’m known for saying that I’m too stupid to remember what I might have lied about!

What is astonishing about Toytown is you are still opening stores when many other chains are cutting back.

How many do you have now?

We have 27 stores and we’re about to open in Newport and Dundee. Most of these are standalone and we also have stores within department stores. Our best performing branches are in Castleford and Middlesbrough, which only opened in September last year. We also have a flagship store within Arnotts department store in Dublin.

What would you say is the secret to Toytown’s success when competitors – even toy retail royalty like Toys R Us – have had such a tough time?

I don’t think there really is one. I do like to keep things as simple as

April 2018

possible when it comes to business – so if I see a complication down the track with something I just don’t go there. There are a few suppliers who probably don’t like the fact that I ask difficult questions and won’t just buy something, but what we do well is nothing that anyone else can’t replicate. We don’t have a tremendous promotional calendar or

“

You can’t compete with the rise of digital technology but for now the bricks and mortar side of our business is doing really well for us

” We asked…

central visual merchandising team – but what we do have is trusted relationships with certain suppliers we’ve worked with for years, knowledgeable staff and offers in stores at all times on branded goods. We always try to be competitive on price and to have an option for a customer when they come in and ask for something.

How important is the online side of your business?

Not very – it only accounted for about five per cent of turnover last year. At Toytown we’re very much focusing on stores. I think people will always shop on the high street, but there’s no doubt that digital technology has very much changed things for the industry. For customers it’s about the path of least resistance and if something is easier for them, like ordering via Amazon Prime, the more they’ll do it. You can’t compete with that, but for now the bricks and mortar side of our business is doing really well for us.

19

retail

Boswells

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think people will always shop on the high street, but there’s no doubt that digital technology has very much changed things for the industry

”

being three! She loves Orchard Toys and Ty toys – she has about 80 of them at home.

Do you have any favourite suppliers that you particularly enjoy working with?

You’ve won Toy Retailer of the Year and Specialist Multiple Toy Retailer at the Toy Retail Awards – what does that mean to you?

I think it’s fantastic to be recognised by the industry, but it’s not something I tell my friends about. It’s really nice to be respected by your peers, but in some ways I preferred it when I’d walk around London Toy Fair and no one knew who I was.

The most important thing to me by far is spending time with my children, and my daughter Charlotte in particular is a toy tester and a half who gives me very valuable information, despite only

Brian’s hot tip Brian is tipping Treasure X, the new boys’ collectable range from Character Options as one to watch this year. Bucking what he sees as a dip for boy-centric toys, Brian says it's “ingenious”!

20

Character Options, Ty, Mattel and Bandai are all names that we’ve worked with for years. In terms of new suppliers, our stores are over stocked and that puts a huge strain on the ability to choose new ranges. If a new supplier presents to me it has to be with something that we’re not doing now, that’s better than the competition and that can give me a margin. One fantastic new supplier that we’ve been working with is Interplay, including their brand My Fairy Garden.

What are you current best sellers and what do you think will be big later in the year?

In terms of an evergreen brand Ty is huge for us, and in terms of trends L.O.L Surprise Dolls and Soft ‘N’ Slo Squishies are currently very big for us.

Finally what was your favourite toy growing up?

I’m almost embarrassed to say but I was a huge fan of Teenage Mutant Ninja Turtles. I had pretty much every figure they ever produced – but I was Michelangelo. I wasn’t cool enough to be Raphael!

toysnplaythings.co.uk

retail

opinion

Mall of fame W

hen was the last time you visited a big, or very Yet the unpalatable truth is that malls are not prone big, shopping centre? We are told that in these to lowering rents in order to fill their echoing halls challenging time big is good and very big is and toy shops are a difficult lot to persuade to stump beautiful as what shoppers want when they head off to the up even when the carrot being dangled is increased shops is choice. numbers of shoppers.

Choice in this instance means almost having the diversity There is, of course, risk for both parties. For wannabe of the web at hand but in physical form; somewhere you toy shops-in-a-mall the danger is that the large number can touch, feel, see, or even enjoy. If this is in place, then it of shoppers that they see when they visit one of these appears that shoppers will travel a considerable distance to places does not actually translate to additional shoppers visit and while they’re at it they may watch a crossing the threshold. This seems unlikely movie, have a glass or two of Prosecco and as one of the marketing ploys put forward you’d maybe something to eat. by most shopping centres is that they All of which means that you’d imagine that imagine that are family places and in most family units among other things if you visited a superamong other things there are children. The trick here is not to mall you’d find a fair few toy shops. But in all underestimate the continuing place that if you visited a probability you’d be wrong. The car parks in pester power plays in all of this and then super-mall you’d locations of this kind are full to bursting at to take the leap of faith, a large whisky find a fair few toy the weekend and there’s usually a queue to and sign on the dotted line. shops get in, but shoppers of dedicated toy shops Now look at things from the landlord’s are conspicuous by their absence, principally perspective. The claim they always make because they are so thin on the ground. is that by offering retailers a readyTwo questions therefore: why should this be the case made destination they are close to guaranteeing and where does the prospective toy shopper go when they a high level of custom: everybody’s happy. arrive at Big Mall? The answer to the latter is actually pretty There’s also the little matter of charging simple – just head for the website of a regional shopping high rents because they have to make centre and type toys into the ‘search by category’ section. a profit as well and the business of Take Westfield London, the largest shopping centre in building and operating structures on Western Europe when its 745,000 sq ft extension has all of this scale does not come cheap. its shops up and running later this year (at which point it The real point in all of this is will have a total of 2.6m sq ft of retail waiting to welcome bringing the two parties together. wallet-happy customers). There are plenty of places you can Toy shops are destinations and to buy toys in this one with Debenhams, Mamas & Papas, The have a destination within a shopping Little White Company and Menkind (which is a toy shop, but centre that is a destination in its own for grown-ups) all being listed as toy stockists. And in truth right would seem something of a they are, but try looking for standalone toy retailers and only dream ticket. This is not to say that Disney Store and LEGO make the grade. high streets should be forgotten, but Repeat this exercise in other large shopping centres and to it is certainly worth considering other this select gathering you’ll find Hawkin’s Bazaar, The Entertainer options and malls are one of them. and Build-A-Bear Workshop can be added, but after this, there’s Put yourself in front of (more of) not much. The odd thing in all of this is that in most of these your customers, they may just thank malls there are a fair few empty units at the moment. you with their custom.

Ever thought about operating from a shopping centre? John Ryan thinks it might be a good idea

“

”

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.

toysnplaythings.co.uk

the independent

opinion

Rise and fall The fall of Toys R Us has left a vacuum in toy retail, but The Independent is looking to fill that void for shoppers and turn it into a positive for his business

I

regularly find myself in potentially embarrassing social interactions, when I seem to have absolutely no idea what people are taking about. I'm sure you have all felt this too at one time or another, where something is said and everyone in the crowd bursts into laughter,

Best sellers VOLUME: 1) Soft ‘n Slo Squishies – Character Options 2) Ty Mini Figures – Ty 3) L.O.L Surprise! Charm Fizz Ball - MGA VALUE: 1) Soft ‘n Slo Squishies – Character Options 2) Pikmi Pops Singles – Flair 3) Smooshy Mushy - Bandai

while you only laugh a few seconds after to hide your severe lack of knowledge on the subject. This is something that occurs all too frequently in my life.

When news has a personal impact on my life, family or business, I do try to keep up to date with everything so I am in some way able to feel like I care about things outside of my existence – but generally, I am not current with the latest topics. But with the closure of Toys R Us, I have to say I was only able to scan through the various headline notifications as they briefly popped across my phone, often with disbelief that it was really happening.

So it was with sadness that a friend of mine broke the news of their overall demise very recently.

“

I did visit Toys R Us, often, and any time I went into their stores they always felt over ranged, really untidy and with a serious lack of staff

”

The Secret Supplier

Living in a bubble The Secret Supplier wisely tells his retail friend (and occasional foe) to think about winning in the wake of the demise of TRU

A

lthough the identity of the Independent is a closely guarded secret nevertheless we can get an understanding of the character of this worthy individual.

He admits in this month’s article that he takes little notice of the world around him unless it directly impacts on him or his business, so The Independent lives inside his own special bubble.

But one could argue that ultimately everything impacts on him and his business and is therefore

22

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The Independent lives inside his own special bubble

”

toysnplaythings.co.uk

worthy of his attention and would justify a bigger more inclusive bubble.

For example anything that effects exchange rates has an impact on prices and profit margins. The whole Brexit argument effected exchange rates just when last year the industry was setting prices, so collectively we all put up our prices based on £1=$1.20 and wondered why unit sales declined!

From my experience most companies and most people work very hard in our industry so getting the “work-life balance “ is very difficult but the industry works on a global basis so let me suggest to Mr Independent that it is important to keep an eye on what is happening in the global economy because it does impact our industry.

Quite rightly The Independent ponders on the impact of the closure

April 2018

that is the best approach if you happen to be in a similar position to me. The scale of Toys R Us sales in the UK will not be replaced for a long time, but for the industry it is so important for us to capture as much of it as we can.

This isn’t easy as many of the purchases in my stores are made to keep the boy or girl quiet when they are passing by the shop. I don’t mind this at all, and always feel that me slipping those few pounds from the pockets of mum or dad isn’t really that difficult a job considering how happy the child is once they get their reward.

My point being that those customers are in a state of limbo as to where they now go shopping for their birthday presents and bigger purchases. To get them to pick any of my stores is an almost impossible task.

What makes it even worse is that many of these will just do the convenient thing and start to shop online, or if they were

“

retail space devoted to toys can never be replaced

“

I truly never thought we would see that size of retailer like Toys R Us disappear from our retail parks and high streets. On the other hand, there’s lots about their demise that isn’t a surprise to me at all.

I did visit Toys R Us, often, and any time I went into their stores they always felt over ranged, really untidy and with a serious lack of staff.

In essence, an off-putting shopping experience for the customer.

We actually have a Smyths store a few miles further from our house and if there was ever something I needed that I couldn’t get my hands on I would have travelled the extra distance for their enhanced shopping experience. I am sure I am not alone in this regard.

Anyway, there’s nothing we can do about the past, and I know now I am very focused on picking up as much trade as I can from the Toys R Us stores that were close to mine.

It might seem ruthless, but

“

I am very focused on picking up as much trade as I can from the Toys R Us stores that were close to mine

”

of Toys R US and as a supplier this is a truly disastrous event not only for the three thosand plus employees but because that retail space devoted to toys can never be replaced.

Although I would suggest that the principal causes of TRU’s demise rest with a small number of ill-advised and greedy US senior managers who many years ago apparently put their own considerations ahead of the needs of the business, my sense was that the departure of Mr Phil Shayer

already doing this, simply increase it and save a trip in the car.

But if you are an indepndent retailer, we have a lot of ammunition to make ourselves stand out from the crowd. I will be using activities, prizes and fun days to drive any extra sales I can, to try my best to capture the Toys R Us shopper and make them a loyal customer of mine.

My thoughts also go out to the supply base, which was heavily reliant on Toys R Us business.

The shockwaves that this could send through the entire industry is scary, and only time will tell if my selected range will be able to continue in the future.

I hope everyone can cut their cloth accordingly and survive the next few years, and it will be in all of our best interests to support one another as well as we can in order to help business continue as normal.

and Mr David Rouka marked the beginning of the decline of the UK business. These gentlemen created a strong and profitable business But now is the time for all Independents to concentrate on winning back the business they lost many years ago to TRU through aggressive marketing of the noteworthy attractions of a Real Toyshop. And The Independent can well be excused if he retreats inside his bubble and is single-minded in making the Toys R Us shopper a loyal customer of The Independent.

The industry needs him to succeed !

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cover Feature

Character Options

Pretty in Pink TnP learns all about Character Options’ everpopular Peppa Pig collection, and the exciting ‘When I Grow Up’ theme that’s new for 2018

P

eppa Pig toys had a really strong year in 2017, and there is little doubt that Character has continued this success into 2018, with a great start for the year already through the first couple of months. TnP talks to Brand Manager Laura Gunton about what’s new for the second half of the year and why retailers should ensure they are on board with all that’s coming for the ever important Peppa Pig Master toy line.

Each year the toy line has something different to offer, what is the inspiration behind this year’s?

“The new Peppa brand theme, ‘When I Grow Up’, launches in July and follows the fact that pre-schoolers often have dreams of being lots of different things and this is bought out in our new toy line.”

Do you have a favourite that as a parent you could not resist buying for your own little Peppa fans?

“We are launching some very exciting new products for AW 2018 with hero lines being Nurse Peppa Plush, and the Mobile Medical Centre.

Nurse Peppa Plush is a fantastic new feature plush

Peppa in her dress up Nurse outfit, with fun speech and sound effects. She even has a Stethoscope with heart beat sound effects, and Otoscope, for fun role-play.

“The Mobile Medical Centre is not only a brand new playset but it is totally new as a concept to the range. We know that Peppa fans are going to love it!

It comes in the guise of a push along ambulance, which opens up to reveal a full medical centre inside.

Peppa on the box

“

The Mobile Medical Centre is not only a brand new playset but it is totally new as a concept to the range.

We know that Peppa fans are going to love it

We know that classic toys and playsets remain a corner stone of the brand are there any additions to look forward to?

“That’s right, it’s fair to say that retailers expect a key feature toy each year, and this year we have the wonderful Follow Me Peppa, an interactive toy with speech and sound effects.

Peppa can jump in muddy puddles, dance, snort and giggle. There’s even a fun ‘Follow Me Game’ to play, where you are challenged to follow a sequence of sound effects.

Other key

”

“Our TVCs are designed to demonstrate the imaginative play values of each product. It’s also essential to ensure that the range appeals to the primary purchaser, parents, through our social media and online presence, and working with our retailers to maintain optimum presence in stores. playsets remain a robust investment for our partners too as they feature continuously in the show and so are always popular with fans. These include the Peppa Pig Houses and fun items such as the Peppa Pig Jumbo Jet. When marketing the Peppa Pig collection what is central to Character’s strategy?

TV remains the greatest part of our plan and all of these lines will have brand new TV adverts starting in the summer and will be heavily TV advertised through the AW18 season.

Retailers expect... ....a key feature toy each year, and this year we have the wonderful Follow Me Peppa, an interactive toy with speech and sound effects

24

toysnplaythings.co.uk

Trade

Trade talk This month, Team TnP catches up with some of the industry’s finest to discover their thoughts on trading in 2017 and what's on the horizon for 2018

opinion TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds.

We explore the hottest topics

Steven Russell Senior Marketing Executive of Jumbo Games

Adrian Whyles Managing Director of University Games UK Ltd. What sort of impact will the demise of TRU have on University Games?

The loss of TRU is a huge blow to the industry, and our hearts go out to the many people who through no fault of their own, have lost their job. Of course it does create a ‘gap’ in the business plan, but we have always included a ‘Plan B’, so we are well into the execution of that.

And how can companies bounce back from a setback like this?

I can’t speak for anyone else, of course, I’m sure there are different levels of exposure, but one assumes each company did as we did, and tried to reduce the risk as much as possible…..or even avoid it.

How has Q1 been for you and what products have been successful?

We have had a very positive start to 2018, in terms of sales, and reaction to the 2018 line has also been encouraging. We are seeing that translate to listings, so our retail partners believe we are doing something right!

What sort of impact will the demise of TRU have on Jumbo?

It will have an impact on us, as it will for the vast majority of the toy industry, but with our main focus on continuing to grow our Adult Puzzle & Accessories business, and our own brands of GOULA and Dessineo, we are already in a great position to make up the deficit and the impact won’t be too bad.

And how can companies bounce back from a setback like this?

We will be refocusing and reinvesting the time and resources that we would usually invest in TRU, to other key accounts, so that we can continue the growth we are seeing with them and our independent customers.

How has Q1 been for you and what products have been successful?

We have had a great start to the year with our Adult Puzzles & Accessories, continuing the double-digit growth we saw throughout 2017*. Our key Adult Puzzles brands like Wasgij, Falcon de luxe and Portapuzzle are driving the growth for us and by investing in more new puzzle releases (over 65 in total for SS18) and supporting retail, we’ve every confidence in this continuing into AW.

Nick Morley, Sales director, CID How would you describe the licensed gifts category at the moment?

Huge at the moment – it just seems to get bigger. Without licences we would not exist, it’s as simple as that. We try to focus on the right garment or product and then ensure the right licence is applied to it. Rick and Morty was huge last year and continues to be this year. It kind of came out of nowhere so took the licence gift market by storm. Harry Potter continues to grow but we do have an excellent range of products so that helps. DC Comics, Marvel and Star Wars are still good.

What’s your take on the growth of garden centres?

The grey pound! Garden Centres are very much a day out for some and are now recognised as a destination for a varied collection of gifts for all ages. It would depend on the retailer but, essentially, garden centres have educated people into coming to garden centres for more than compost and seeds.

That ability to change the customers’ perception has been amazing.

April 2018

What trends have you noticed when it comes to gifts for gardeners?

Being an allotment holder there are no end of practical and comical gifts these days, so I am well covered for birthdays and Father’s Day! Your big hits last year – any surprises?

At the start of the year, essentially, no-one had head of Rick and Morty but by the end of the year it was our biggest selling licence.

Also the revenue from Harry Potter raised a few eyebrows at the end of the year, as it was by far our best year with that franchise.

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Social

Media

Going fishing or drowning worms?

Marketing, like fishing, is easy if you’ve done your research.

Just make sure you’re using the right tackle with the right bait.

I

like fishing…it’s just another part of the your website, your social media accounts, email marketing, blog articles, online videos, eBooks, magazine articles, dangerous, rock ‘n’ roll, gangsta life I lead along exhibition stands, search engine marketing, in-store with golf, internet marketing, science fiction promotions and much more. and writing. Oh yes, like a 40lb Mirror carp, I’m Which will work best for the product you want to put quite the catch! But fishing and digital marketing in front of your audience? Maybe your bigger ticket items do share a lot of common ground and the links are struggle to be sold online to your cautious potential far from tenuous. Seriously…stay with me on this customers – if that is the case then stop splashing around one, don’t turn the page. in ecommerce ponds and use compelling email marketing No angler worthy of that title begins a session and social media content to get them to come to an inwondering what type of fish they will catch, or store event where they can experience the product in the whether there are even any fish in that lake or river real world. they are sat by. Usually the research is already done, If you are targeting consumers experiencing a and the bait and location are chosen because they certain life event, such as welcoming a new baby to the already know what they want to catch and have world, then create a content marketing plan about new found out where to go and what to use. Your digital parenthood, gifts and essential products for babies. prospecting and promotion needs the same amount Work with external parenting bloggers and leverage their of diligent research, and it begins with a thorough already existent baby related search engine rankings. understanding of who you Write your own blog articles and point the reader to are trying to ‘catch’. your more than suitable product. Start posting in the If there is a Do you know their gender, parenting forums. age, education, location mismatch between Perhaps a complex or technical gifting product that and income? Do you know needs more explanation to your target customer hasn’t your bait and the fish what is valuable to them been translating very well in Facebook posts. Invest you want then you are and where they find out in better tackle…get a great video made that explains more likely to be about things? How do they the product quickly and visually and then post that behave? Are they excitable drowning worms than onto your Facebook page. Better still create a series early adopters who grab of videos and set up a YouTube channel dedicated to catching whoppers bait quickly or are they more that product or range and promote that through your cautious and hook-shy? How social media channel. will they benefit from buying If you own a gift shop, and you just want to get from your business? What itch do you scratch, or more local people to come to your store then spend a little desire do you fulfil? Will your product sort out a basic bit of money on Google AdWords and set the adverts to need or are you a luxury purchase? just be shown to people on your doorstep which you can When you have identified your ‘fish’ then take do easily, and the same applies to Facebook advertising. a look at your brand. Consider everything; the A lot of fishermen I know guess at things and tell knowledge of your staff, the quality of the products lies, and they are the noisy ones with empty nets. The or the showroom, the after-sales service, the tone successful ones deal only in knowledge and precision as of voice in your marketing communications, they quietly haul in fish after fish after fish. I wish you all the speed of response to complaints or tight lines this Spring… queries, how you engage with communities, the professionalism of your website. This is what you have to ‘hunt’ with; is it well suited to the customers you are after?

Once you know your target customer is right for your brand then it is time to look in the tackle bag.

In there you have

“

”

Ross Hewitt, Managing Director of Secret Pie and author of ‘Savvy Social Media’. Ross began his digital marketing career in 1998 when social networking was something you only did in a pub. He set up Secret Pie in 2010 and has been helping clients get found and loved online ever since. www.secretpie.co.uk | Ross@secretpie.co.uk | 01904 410027 | Twitter: @Secret_Pie 1

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media

Analysis

Understanding Mum

W

e all know that communicating with mums can be complex. As a new parent myself I‘ve recently been introduced to a whole new world of all things parenting. From nappies and jumperoos to soft play toys, this new world can be overwhelming for any new parents! For parenting brands it’s good to understand and track the changing media consumption of these new parents to ensure marketing activities are appropriately targeted in attempts to offer light relief and support at this new and exciting time. So what media platforms are prevalent for mums?

Of course, not all parents are the same, and targeting on standard demographics fails to tell the whole story. The media channel that may be best equipped to target one mum is unlikely to be the best to target another. For these reasons and to understand what really makes mums tick, Generation Media regularly conducts a mums segmentation analysis, which aims to identify the commonalities and variations of mums with children under five.

her career with money being the best measure of success. She is the heaviest reader of print and going to the cinema to focus on her me time.

See-Saw Mum is only working for the monetary reward and is prepared to pay more for products that make life easier. She's most likely to be using on demand content out of all of our groups.

Organic Mum finds it important that a company acts ethically and Not all makes a conscious effort to recycle.

She watches the least amount of parents are the live TV and is more likely to watch same, and children’s content versus the other targeting on groups. standard Always Trying Mum is not happy with her standard of living and demographics quality of products is not a key factor fails to tell the in her decision making whole story process. She is an avid reader of print reading up to six women’s titles per month.

Brunch Mum believes a mother should put her children before her career and will always buy the brands her children prefer. Social media plays a large part in her daily media consumption with product reviews having a big influence on her purchasing behaviour.

Bargain Buster Mum is more traditional in her beliefs and is more likely to be a stay at home mum, with a primary role as homemaker. This group watches the most TV with a preference for live TV, which is where they can be reached most times of the day.

By using this research, we can identify which group’s over/under-index against particular brands and we devise media strategies to either reach a new consumer base or refine their approach against current consumers.

Source: Kantar Media Xpert, Jul–Dec 17

“

Alex explores the different types of mums that make up the parenting audience – and how best to target them

”

Using TGI data – a consumer survey of 22,000 homes in the UK – we segment mothers in various different groups based not on their demographics alone, but on their attitudes and behaviours. Within this we reviewed each group in depth to understand key media attributions, such as who is watching the most video on demand and which mums are most likely to watch kids’ commercial TV. To give you a brief overview from the six most common mums: Money Making Mum is focused on getting to the top of

Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 to learn more.

April 2018

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what’s n Brand spanking new launches from top toy companies to help you sell more!

Sweet treat

Fact!

Trends UK 01295 768078 01353 724140 (Independents, Wind Design) www.trendsuk.co.uk

Sweet Pups are the cutest range of soft, plush puppies hidden inside scrumptious looking pastries. With 12 adorable breeds to collect in series one, choosing a favourite will be as hard as deciding on a sweet treat from a wonderful patisserie!

Sweet Pups look like the most delicious croissants,

Slime time!

Sinco Creations 0161 737 7464 www.sincocreations.com Sinco Creations showcase their new innovative take on the trending slime phenomenon by launching two brand new products - Barbie Slime and Hot Wheels Slime.

Both IP’s are heritage brands, Barbie and Hot Wheels consistently score high on many children’s wish lists, so combine this with slime and it’s a new toy wish list item for 2018!

With its unique barrel shaped container Hot Wheels Slime will have a Hot Wheels surprise car inside for dual playability and with the Barbie Slime hiding a surprise collectable glitter ring. Open the ring and inside hides hundreds of sequins to mix in with the slime for additional magical play value.

Hot Wheels slime will now form part of the expanding range of Hot Wheels branded products Sinco are bringing to the market. Being such a hot property and with 2018 celebrating the 50th Anniversary, the new Hot Wheels slime is a fantastic product that has the potential to take the Hot Wheels brand viral in the world of YouTube unboxing in such an exciting year.

28

Series one launches early summer 2018.

macaroons and sticky buns on the outside. Opening the pastry package reveals the wonderful scented aroma of the pastry, but it’s not for eating – there is a wonderful surprise hidden inside instead! Kids can transform Sweet Pups from delicious looking pretend pastries into cuddly, gorgeous plush puppies by turning them inside out.

Animal magic Skip Hop 01582 434250 www.skiphop.com

Skip Hop’s Zoo Collection includes a wide range of signature animals, so children can pick their favourite character to keep them company throughout the day.

New to the Zoo Crew for 2018 are the loveable Luna Llama, the bold Bailey Bat and lively London Leopard.

The Zoo Collection is one of the largest non-licensed characterdriven lines of toddler items, with products ranging from backpacks and raingear to a wide assortment of mealtime, on-the-go, home and bath products that promote a toddler’s independence and drive imagination. London Leopard is available now in Backpack, Lunchie and Strawbottle. Bailey Bat and Luna Llama will be available in June in Backpacks, Lunchies and Straw Bottles, plus Zootensils and Melamine sets.

Did you know...

These latest additions to the Zoo family join the existing heroes including Unicorn, Monkey, Owl, Giraffe and Cow.

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new Popping up Juratoys 020 8878 2133 www.juratoys.co.uk Baby Pop features luminous colours and a mix of material, combining the soft silicone and beechwood, designed to awaken and stimulate your baby.

The range includes the Baby Pop Activity Gym, which has three hanging elements to help baby’s development– a sound activity with the rotating rabbit and its little bell, a visual activity with a bear mirror and a tactile activity with the fox combining wood and silicon, accompanied by two small wooden rings.

Did you know...

The Baby Pop range will be in store from June.

The Baby Pop Push Along Bunny also comes in fox and bear versions, and the Baby Pop Fox Teething Ring helps to relieve painful gums. The wooden fox stimulates the sight and the touch, while the silicon ring and beads are very easy to catch to allow the baby to develop motor skills.

Other products in the range include the Baby Pop Bear Soother Holder and the Baby Pop Bunny Rattle.

Here comes the science!

Learning Resources 01553 819 380 Learning-resources.co.uk

The real thing!

Bruder

01491 412415 (The Sales Partnership Distributors Ltd) www.bruder.de This impressive to scale (1:16) toy replica of John Deere’s most powerful tractor to date, 9620RX, has a unique level of detail and is now available from BRUDER. Just like the original, this model has four newly developed track drives as well as articulated steering – just like the real thing. The cabin door opens and the huge folding bonnet shows off the impressive engine. The height-adjustable rear coupling is compatible with numerous attachments from the BRUDER agriculture assortment.

April 2018

Beake Creatu r res sets als o as wor double king sets, c omple lab te with scienc e ex that en periments cou hands- rage o learnin n g.

Beaker Creatures is a brand new range - Science with a collectable surprise!

Beaker Creatures is a new line of science-themed collectibles from Learning Resources, and is the only collectible line that combines the thrill of collecting with hands-on science experiments, building skills and sparking curiosity!

Children use the liquid reactor super lab to dissolve the Beaker Creatures’ reactor pods, revealing the hidden creature. Drop the reactor pod into the chamber, pump and watch the bubbling reaction until the creature is revealed!

Children use classification cards to identify the species and explore their world through fun facts and amazing experiments.

Beaker Creatures Series 1 includes 35 collectible characters from 5 different families for children to discover, classify, and explore. There are also rare mystery figures as part of each series that encourage further experimentation and collection.

Feature

Pre-School

Toys for the f Pre-school toys are multi-faceted, combining educational benefits with emotional attachment and cutting edge design. No wonder it’s such a competitive and lucrative category...

T

he old adage goes that your school days are the best of your life, but many parents would say that for all generations the preschool ones are the most magical.

These are years that pass all too quickly, but it’s a time when children are learning and developing skills that will stand them in good stead for years to come – and what better way to learn than through play? Imaginative play, cause and effect and listening skills are just a few of the vital lessons that a thoughtfully designed and well-made toy can instil in the youngest of consumers, so it’s small wonder that parents also love this sector of the toy market and the educational benefits of its products.

But this evergreen and ever-expanding niche of the industry is also about providing parents with products they are happy to have on display in their homes, and offering little ones toys that will bring them joy as well as skills.

“The ultimate goal is to design and create beautiful toys that children will love,” says Michelle Probert, Sales and Marketing Manager for Juratoys. “Our

30

toys will always have an educational element to them which we feel is important – but we also offer children a true moment of escape. We value toys as a means of escape and a way to evoke memorable emotions.

“Pre-school toys are a huge part of our collection across all brands.

Last year we experienced an ‘uplift’ in this market sector and we fully expect to see growth again in 2018. We recognise that this is a hugely important time in a child’s development and parents are keen to get little ones ready for that next all-important stage in life. That’s why our slogan for our Janod brand is: ‘Play Different’.”

Donna Reardon, VP of Marketing for Toy State, says that pre-school products have never been more crucial for the company.

“

“As children are getting older younger, and moving into other forms of entertainment, the preschool demographic becomes even more important to the industry and to Toy State’s business. Toys will hopefully always be a big part of a preschooler’s life — after all they are only little once.

“At Toy State our broad portfolio of brands includes those which specifically target pre-schoolers, including Caterpillar. We will continue to build our pre-school offerings bringing smiles to our youngest customers.”

Pre-school continues to be a hugely important category for Tomy as well, with the company unveiling eight new releases under the umbrella of its award-winning Toomies collection this year.

“In 2017 we relaunched the Toomies

Our toys will always have an educational element to them which we feel is important – but we also offer children a true moment of escape Michelle Probert, Jura Toys

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e future

MV Sports talk pre-school Phil Ratcliffe, gives TnP an insight into what’s hot in the MV pre-shool line up in 2018 Preschool is a hugely broad and rapidly expanding sector of the toy business - can you sum up its importance to MV?

Pre-school is important to MV as it is the biggest toy super-category. As kids get older younger, the toy sector may be narrowing down into a smaller and younger demographic.

Have you sought to develop this part of your product portfolio?

“

collection with a character-led Pre-schoolers are strategy and range planned,” surrounded by trends so Nicola Jenkins, Tomy’s Head of UK Marketing reveals. it’s important to us that “We unveiled our redesigned our product offering stays packaging featuring a clean, fresh current – even for the identity and ‘try me’ functionality youngest audience that educates on ‘surprise’ elements at retail. We work closely Donna Reardon, Toy State with the Good Toy Guide to ensure each item has a stamp of approval, adding expert endorsement for both parents and gift givers. We’ve also most iconic brands on the market, supported the range with a heavy including In the Night Garden and media investment including a TV Mr Tumble and we are always on the advertising campaign.” look-out for up and coming licenses.

Charlotte Drake, Senior Brand “We continue to innovate to keep Manager for VTech, says the products fresh and exciting. Our In company continued to grow and the Night Garden plush collection develop its pre-school offering in is having a complete refresh for this 2017 despite it being a tough year. year with softer fabrics and bigger “We’ve once again secured our eyes to appeal to the youngest fans. number one infant and toddler “Plus we’re also expanding our position,” she says. “The addition of Mr Tumble Something Special new ranges to our portfolio, such as range with innovative lines like Pop-a-Ball and GearZooz, as well Mr Tumble’s Domino Train. By as new lines within the Toot-Toot continually looking at new ways to and Baby ranges has also aided develop toys and popular characters this growth. We expect 2018 to be we ensure that our offering gives another excellent year, with new something different and appealing items being supported by heavy TV, to consumers.” digital and PR support.”

Christine Nicholls, Vice Chair and The lifestyle factor Director of Product Development at With parents increasingly likely to Golden Bear, adds: “The majority of have a plethora of pre-school toys our business is pre-school toys so it’s ever present in their homes, coveted hugely important to us. We are proud design and tapping into the most to be master toy to some of the popular licenses are both vital

April 2018

Yes we have. Many of the top licenses we work on, like PAW Patrol, Peppa Pig and Thomas & Friends are based on TV content, which provides a focus for product development.

How important are the lifestyle design elements of pre-school toys for parents?

I think it can play a part in terms of the design aesthetic. However, many parents tap into what they know their children watch, like and play with. There is a growing affinity towards more worthy toys, which provide educational, developmental or fitness benefits Do trends factor into this sector of educational toys, and if so how important are they?

Yes trends towards STEM subjects and toys promoting a more active lifestyle have seen a boost due to parents’ heightened awareness of wider social issues.

What new preschool product launches can you tell us about and are there any licenses performing particularly well for you?

We have expanded our pre-school offer introducing new licenses such as Super Wings and Nella Princess Knight. Paw Patrol Peppa and Thomas are still the mainstays of our pre-school offer. We have also branched out into licensed tepees which are great for both indoor and outdoor play.

31

elements in the success of a product in this sector. Trends are important too, but timeless appeal and added educational benefits seem to trump fashion for many big-name brands.

“Trends do play a part for us but the most important thing is to produce toys that pre-schoolers enjoy playing with,” Golden Bear’s Christine Nicholls reveals. “And if an item features their favourite character then fun, interactive features and learning elements must always excite and delight!

“A lot of our pre-school toys are licensed characters so it’s very important that we get the details and design of these muchloved characters right for our audience. Having been a top British manufacturer of plush and licensed plush for almost 40 years we like to think that we’re quite good when it comes to the all-important details.”

“Our toys are timeless, exceptionally designed and made with both children and parents in mind,” says Jura’s Michelle Probert.

“Our product development team work incredibly hard to create ranges which are perfect for children to learn in a fun way. Being parents themselves, the team are confident they know exactly how to develop products that engage children’s imagination, and keep them entertained for hours.

“Social media now plays a huge part in influencing lifestyle purchases and our products are designed to meet the needs of children whilst also having a very strong element of design that appeals to parents.

The colours used are modern yet traditional and the French design comes through across the Kaloo and Janod brands.”

Nicola adds: “For Tomy Toomies we have implemented a characterled strategy that allows characters to move across play patterns, occasions and price points. We ensure that every item we produce features moments of unexpected surprise and the sheer joy of encouraging all-important share time between child and parent – rather than simply focusing on trends.”

For Toy State however it does seem that trends are important, as Donna Reardon explains: “Trends

32

factor into the toy industry and pre-school educational toys are included in that. Pre-schoolers are after all surrounded by trends so it’s important to us that our product offering stays current – even for the youngest audience.”

“We’re aware of the need to build on our previous success by adding new and exciting items to each range throughout the year,” says VTech’s Charlotte Drake. “We design ranges that enable children to have fun whilst they learn. We use bright, bold colours, sing-along songs, sound effects, fun phrases and light-up buttons to help handeye coordination and cognitive development as well as introducing easily recognisable designs.”

Standout performers, new contenders

“

We’re aware of the need to build on our previous success by adding new and exciting items to each range throughout the year

So what top-performing ranges and licenses have been tweaked for 2018 and what new product releases should we be shouting about in the months to come?

Golden Bear has given its In the Night Garden toy collection Charlotte Drake, a whole refresh for this year VTech following the brand’s 10th anniversary celebrations in 2017.

“The newly refreshed plush focuses on the brand’s very young core audience and its unique bedtime slot,” Christine Nicholls reveals. “The range comes with appealing larger eyes and super soft fabrics and is led by Sleepy-time Igglepiggle who gently

sways his head along to soothing lullabies and features glowing cheeks.

“Another exciting addition is the new Igglepiggle Lightshow Bath-time Boat, with Mr Tumble Something Special showing further growth and Hey Duggee, Twirlywoos and My First JCB also continuing to be popular.”

“We have a brand new range of Magneti Books for 2018,” Juratoys’ Michelle Probert says. “These are key for us and consistently feature amongst our best sellers. This range features 12 new titles including: Crazy Faces, Seasons, Tell the Time and many more.”

Donna Reardon reports that Toy State has made a focused effort to expand its pre-school portfolio, with the addition of True and the Rainbow Kingdom, as well as the expansion of Caterpillar Tough Tracks, Buildin’ Crew and Machine Maker lines.

“The Caterpillar Buildin’ Crew line has been very successful for us and we will continue to elevate our offerings with new formats,” she says.

And it’s also looking like a busy year for TOMY when it comes to preschool products.

“In AW we’ll launch Yuri Bath Salon, which is a follow on to our sell-out Foam Cone Factory. Parents just need to fill Yuri up with bubble solution and pull down the arm lever for a foamy hairstyle.

“We will also continue to push hero lines including Foam Cone Factory and Pic n Pop Ball Blaster.”

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Feature

Pre-School

Building up steam Toy State 020 8440 5060 www.toystate.com Bring the CAT construction work site to life with everything kids need to keep the fun rolling and get the job done. Now children can build, learn and play with their favourite pre-school pals.

The Preschool Express Train includes fun train sounds and music. You can join Movin’ Morgan and Haulin’ Harry from The Buildin’ Crew for an all-around good time.

All aboard the train with Loco Lenny and Colby Caboose – the Preschool Express Train features a 23-piece set which includes four colorful characterised crew members, over 1.5

Colourful creations Bandai 0208 324 6160 www.bandai.co.uk Trusted brand Crayola comes to the pre-school aisle in the form of dough this spring, as Bandai UK enters the category with a stunning line-up of colourful dough and playsets.

With Bandai’s Crayola Dough collection, parents and grandparents can be sure of safe and high-quality dough in the brightest of colours. Made from the finest Japanese flour and presented in attractive non PVC packaging, it looks just like the highly recognisable and much-loved Crayola crayons.

Any respectable dough collection includes fun playsets and Crayola has many of the most popular pre-school themes to choose from.

Smaller sets include the Bakery and Candy Shop and include two tubs of dough, while food-themed play can be extended with the Burger Chef and Ice Cream Parlour. Each set contains moulds, tools and accessories to create a veritable pretend feast.

Another popular play pattern is hair play with the Crayola Dough Hairstylist Sets, or kids can even create a building site with the Construction Zone playset.

34

meter of railroad track, road signs, construction cones, fun lights and sound effects. This set encourages children to use their imagination with hours of creative playtime fun, learning and engagement for even the most junior CAT operator. The machines can be played with separately or loaded up on the train with all the crew members linked together. The Preschool Express Train measures 25cm, has batteries included and is targeted at children ages two and up.

Available at retail this spring 2018!

Pull together DKL Marketing 01604 678780 www.dkl.co.uk DKL’s traditional and timeless Scratch pre-school range has an amazing selection of toys for younger children. With a vast array of beautifully crafted wooden toys, there’s something forevery pre-school child.

The popular Pull Along range, which consists of Jack and Ella, sees two new exciting additions in 2018 in the form of Pull Along Dog César and Pull Along Rabbit Louis. These funny little pull-along animals follow children as they pull the string, their neck wobbling with joy. The toy has rubber strips on the wheels so it won’t leave any marks on the floor.

Another exciting addition to the DKL scratch range is the Circus Truck.

This colourful, fun, shape sorter comes complete with four animals and is the perfect pre-school toy to aid co-ordination development.

Escabbo bath toys are also targeted at pre-school children. The Tidy Bath Bag with Squirters is a firm favourite with parents. With its special fast drying bag, this Tidy Bath Storage is a great bath time accessory to store and dry all Escabbo bath time products. This bath time essential comes complete with three Sea Squirters and products are kept safe with its hygienic material that ensures no mildew. Happy Monsters, Tropical Fish, Marine Animals and Alphabet Letters all add fun to bath time.

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Feature

Pre-School

Block party Juratoys

Play and learn Trends UK 01295 768078 01353 724140 (Independents, Wind Designs) www.trendsuk.co.uk Trends UK has a fantastic portfolio of pre-school ELAs. Supported with TV, marketing and PR campaigns the Peppa Pig Electronic Learning Toys sees a new addition for autumn. Offering a unique and engaging play pattern, the new Count With Peppa will enable kids to have fun with colourful play coins and learn about numbers and colours.

The highly successful Peppa Pig Interactive Playmat will also continue to be a big focus for 2018. The Peppa Pig ELAs range will be supported with TV aimed at key target audiences and a year-long, multimedia ELA PR programme.

The Mr Tumble Learning Pad is an ideal toy for any fan of the Something Special programme because it combines recognising colours, letters, numbers, and musical instruments with the lovely Mr Tumble and his friends.

Fans of Thomas & Friends will love the fun ELA toys with lots of engaging activities and sounds to explore.

The Thomas Flip & Learn Phone has fun games to play. The Learn with Thomas Alphaphonicsis features seven different play modes. The play patterns are designed to help develop memory, follow sequences and concentration.

The multi award-winning Paint Sticks range developed by Little Brian offers mess-free painting on multiple surfaces with the unique twist up format and the paint dries in 90 seconds. The range expands in Spring 2018 with exciting new products.

The new Mini Paint Sticks are great for finer detail. With 24 or 12 vibrant colours in classic, metallic and fluorescent colours, kids can create wonderful masterpieces with a range of techniques including painting, scraping, stamping, and dotting. Also in the range are the Chalk Sticks, Fabric Paint Sticks and chunky 24 Paint Sticks.

36

020 8878 2133 www.juratoys.com

The Janod Wooden Alphabet Blocks form part of the new collection for the Kubix range. The blocks are made from beautiful carved beech wood, and each block is designed differently to add to the modern yet traditional French design. Colours are a mixture of primary and pastel. The heat transfer prints are carefully designed to keep little ones engaged with patterns including a flamingo design. These wooden alphabet blocks are a great addition to any nursery and are a key tool for teaching pre-schoolers the alphabet. The blocks can be used to build up and knock down, which is always fun! The gift box includes 16 wooden blocks printed on six sides, including one side with an engraved pattern. All 26 letters of the alphabet and numbers from zero to 10 are featured across the 16 blocks.

Bright sparks Learning Resources 01553 819 380 www.learning-resources.co.uk Bright Basics is an exciting new range by Educational Insights available from Learning Resources, created to inspire little ones to play and learn as they grow.

The toys are specifically designed for early years and create teachable moments between parent and child, with parent guides to offer engaging ideas.

The Bright Basics range, includes Bright Basics Tractor Pull.

Textured animals can be linked together and pulled along by a tractor, helping children to develop early maths skills, encourage tactile awareness, build vocabulary and support imaginative play.

Also in the range is Bright Basics Shape-Sorting Popper, and fun bath toys such as Bright Basics Slide and Splash Spouts, which supports STEM learning from an early age.

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Š 2018 Hasbro. All Rights Reserved.

Feature

Pre-School

High flyers Alpha Animation and Toys 01293 804599 Hit pre-school TV show Super Wings continues to grow from strength to strength and the brand will carry on evolving with some brilliant new products for 2018.

The spring/summer range features new characters from Series 2, which fans of the show will love. All five of the new characters will launch across two different SKUs: Transform a Bots and Transforming Vehicles. Jett, Paul, Donnie and Dizzy all have new robo suits in Series 2, to help them solve bigger challenges. Kids will enjoy role-playing with the Deluxe Transforming Vehicles, which come with a threeinch Transform a Bot character and simply transform from plane, to robot, to vehicle in a few easy steps. For outdoor play, Bubble Blast Jett is a must have for any Jett fan as it releases a continuous stream of bubbles as kids fly him around!

New for autumn, at over 14 inches tall, Jett’s Super Robot Suit

transforms from a freewheeling vehicle to a freestanding figure that can conquer even the toughest problems. With lights, sounds, and a Transforming Jett Vehicle included, this item will be a hit with any Super Wings fan. Jett’s Take Off Tower is also new to the range, offering on the go play as a portable 2-in-1 airport playset.

Robot Ready Jett will be a pre-schooler’s best buddy, offering interaction, lights and sounds. Children can push Jett’s nose to hear him speak in multiple phrases, while his eyes and booster light up. By opening his arm, Jett will say his flight commands, and his left leg panel will reveal Jett’s flight status. The product features over 15 sounds and phrases, making him the perfect companion for pre-schoolers.

Super Wings will continue to be TV-promoted throughout the season with new creatives and targeted social media activity.

Series 1 will continue on Tiny Pop in the first half of 2018, while Series 2 hit screens on Cartoonito in February.

Snuggle time

Street smart

Posh Paws

Sambro

01268 567317 www.poshpawsinternational.co.uk Posh Paws is looking forward to a big year ahead, with a raft of new Disney merchandise including plenty to be loved by pre-schoolers.

August will see the release of a brand new Winnie the Pooh Movie starring Ewan McGregor, and ahead of this comes the classically styled Posh Paws My Teddy Bear Pooh collection – the perfect way to introduce little ones to “The most Famous Bear in the World”!

38

0845 8739380 www.sambro.co.uk

Go wild Schleich 01279 870000 www.schleich-s.co.uk Learning about animals opens up a fascinating world for pre-school children, and with Schleich’s vast collection of farm and wild life animals, little ones can learn as they play.

Each Schleich animal, whether new or part of the existing line-up, can be collected one by one until an entire play world is created. Ready-to-play sets and accessories complete the scenario.

Just some of the new animals to join the Farm World collection this year are a Yorkshire Terrier and French Bulldog, while the Texas Longhorn, the Herford Cow and Calf, the Brownish Cow and the Black Bull. are also to be discovered.

Brand new to Sambro’s pre-school collection for 2018 is Disney’s Vamparina. The range will include a selection of bags and accessories for fans of the show, along with a cute collection of novelty toys and arts and crafts products.

Sambro’s Sesame Street range launched during AW last year and the company is delighted to introduce a brand new Feature Plush – Talking Cookie Monster Puppet.

He is the perfect accompaniment to Tickle Me Elmo which was a hit yet again at retail last Christmas.

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Feature

Games & Puzzles

Built for fun Revell

01296 660291 www.revell.de/en Designed for boys and girls four-plus, the Junior Kit range from Revell combines play and learning in an easy-assembly package that builds motor skills and encourages kids to explore the world.

Junior Kit models require no glue to complete, are supplied pre-coloured with stickers, and assemble easily using large plastic screws. There’s even a special screwdriver included to prevent accidental overtightening.

Junior Kit models are made from impact plastics that are suitable for play once built.

Junior Kit offers a wide variety of vehicles and articulated figures to drive them, plus accessories. The range will continue to grow throughout 2018, with licenses including Porsche that feature lights and sounds.

Roar-some

Magic!

Hape

0845 6000 286 www.marbel.co.uk New for 2018 is the Viking Castle from Hape. Children have the opportunity to step into a mystical and magical world of Viking warriors, powerful wizards, dangerous dungeons and hidden trap doors. This jam-packed multi-level castle provides endless ways to play — who knows what awaits round the next corner?

Over the rainbow Skip Hop

01582 434250 www.skiphop.com The Unicorn Bandana Buddy is the latest addition to Skip Hop’s Bandana Buddies range and is perfect for multi-sensory play at home or on the go! Little hands will stay active for hours with this exciting and stimulating toy, which joins Skip Hop’s collection of seven plush friends.

Golden Bear

01952 608308 www.goldenbeartoys.com A staple in the company’s pre-school portfolio, the popular In the Night Garden collection is refreshed for 2018 with a focuses on the brand’s very young core audience and its unique bedtime slot.

The plush range has new, appealing larger eyes, super soft fabrics and is led by Sleepy Time Igglepiggle who gently sways his head along to soothing lullabies and features soft glowing cheeks. The new Interactive Adventure Playset is the big attraction for AW18 and is packed full of fun features including a circular track with motorised musical Ninky Nonk train, light-up carousel, songs and phrases, and lots more.

There are also exciting new additions to the Mr Tumble Something Special range, which includes Nursery Rhymes with Mr Tumble who plays five all-time favourite nursery rhymes when his hand is pressed. The Mr Tumble Domino Train allows preschoolers to load the feeder on top of the train with 35 brightly coloured dominoes and watch as it lays a domino track, ready to be knocked down.

The much loved Twirlywoos family is also expanding this autumn with the adorable Chatty Chick, Chickedy, Toodloo and Great BigHoo. And stomping into 2018 is the new Dinosaur Roar toy collection! Inspired by the original children’s book by Paul and Henrietta Stickland, the range will include Clip-ons, Fun Sounds Soft Toys and a Roaring Dinosaur Roar Feature soft toy. The toy range has been designed to complement the brand’s educational programme with the Natural History Museum, which uses the subject of dinosaurs to encourage early STEM learning.

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Feature

Pre-School

Licensed to thrill MV Sports

0121 748 8000 www.mvsports.com MV Sports has the best and most comprehensive line of top pre-school licenses across a range of wheeled toys, from my first ride-on to my first 12” bike, all with bespoke features, bold character graphics and innovative designs.

Evergreen classics Peppa and Thomas has been refreshed for 2018, with Peppa moving to a bolder more vibrant palette, and Thomas receiving a dynamic splash of colour and updated graphics.

Taking the pre-school market by storm are PJ Masks and PAW Patrol. Both these sought after ranges include scooters, skates, skateboards and bikes, along with authentic, moulded, battery-operated ride-ons, such as the super cool Catboys 6v Cat Car and award winning Marshall’s 6v Bubble Blowin’ Fire Truck.

The fang-tastic Vampirina is currently hot property and MV will be supporting the license with a range of wheeled toys hitting the shelves in May. Also new in the pre-school arena are Nella the Princess Knight, Rusty Rivets and Super Wings, all featuring bespoke shaped plaques and bold character designs.

New additions in MV Sport’s own brand range come in the form of Tepees under the new Wigwam brand featuring licenses such as PAW Patrol, Disney Princess and LOL Surprise, alongside stylish in-house designs.

Zoomies is a collection of wheeled toys in cute animal designs including a magical Unicorn and funky flamingo, right on trend for 2018.

Grow and Go and E-moto have also had a refresh in colour and design with brighter, bolder colours and modern deisgns. Plus there’s also Viaggio, a great basic pedal trike, and OZone hubless 6v trike, with easy-pedal accelerator and light-up trim.

Puzzling pre-schoolers Jumbo Games 01707 289289 www.jumbo.eu Key focuses from Jumbo’s pre-school puzzle portfolio include the new and hugely popular Peter Rabbit license.

Available now are two beautiful, classic Beatrix Potter-style Peter Rabbit puzzles in their most popular formats: 4 Shaped Puzzles Box Set and Giant Floor Puzzle.

For fans of both the classic style and the box-office hit movie, there is also the 4in1 Puzzle Box Set and 50-piece Giant Floor Puzzle.

Jumbo will be expanding its Disney My First Puzzles range with new releases in June for Mickey and Minnie – both in a toddler and babyfriendly style. My First Puzzles are designed for little puzzlers with extra thick cardboard and specially shaped, safe, easy-fit pieces.

Also launching in June in Jumbo’s Disney pre-school portfolio are new Disney Junior hit properties Puppy Dog Pals and Vampirina.

Having launched the awardwinning Dessineo Learn to Draw last year, Jumbo will be expanding its educational arts and crafts range with the launch of four brand new Dessineo Learn to Paint items, for children aged four-plus.

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Baby love Rainbow Designs 01329 227300 www.rainbowdesigns.co.uk Rainbow Designs’ 2018 collection is bursting with a glorious array of infant and pre-school toys. The new Disney Baby collection, which is now available, features a colourful collection of developmental toys featuring Disney’s most iconic characters.

Disney Baby stars a host of renowned characters, including Minnie Mouse, Tigger, Dumbo, Winnie-thePooh and Mickey Mouse. For Disney’s most famous character Mickey Mouse, 2018 is a very special year as he celebrates his 90th anniversary.

The baby soft toys in this charming collection feature a variety of developmental activities to encourage baby’s early developmental skills.

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The Happiness Property!

NEW

As seen on

plush range for AW!

Molang Basic Plush Assortment

Talk and Sing Molang and Piu Piu

Super Soft!

Super Soft Molang

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TnP-Molang-240x315mm.indd 1

Collectible Plush Assortment

Call the sales department on 01392 281928 or email ukcustomerservices@tomy.com

24/10/2017 13:33

Feature

Pre-School Pre-school

Lets play!

GP Flair

020 8643 0320 www.flairplc.co.uk

Make and Doh Hasbro

020 8569 1234 www.hasbro.com Kids can imagine themselves as barbers, fashioning silly haircuts and a shave, as well as aspiring ice cream connoisseurs and have fun with their own imaginary ice cream creations with Play-Doh. Based on the all-time classic Play-Doh Fuzzy Pumper barber shop sets, the Play-Doh Buzz ‘n Cut Barber Shop set comes with two character thimbles that can be styled up with braids, bows, moustaches and other accessories – place one of the two in the chair and turn the crank to grow hilarious hair or a bristly beard. Kids can even give them a trim or shave it all off with the electric buzzer, which makes real buzzing sounds when it touches the Play-Doh compound!

For the first time ever, the Play-Doh Kitchen Creations Ultimate Swirl Ice Cream Maker can create two dishes or cones of Play-Doh ice cream at the same time! Kids can simply load Play-Doh colours into the ice cream dispenser, place two dishes or cones underneath, then press the lever to make it spin and press out amazing pretend ice cream swirls. This cool 3-in-1 ice cream machine comes with lots of accessories to spark creativity.

2018 sees the Just Play division at GP Flair adding to its heavyweight pre-school portfolio with two new Disney Junior licenses, new themes for PJ Masks and much more.

Just Play is the master toy partner for Disney preschool property Vampirina! Launched this spring, the aim of the range is to deliver spooky fun to pre-school across multiple categories including plush, dress up, dolls and playsets!

Fans of the hit pre-school series PJ Masks are in for even more action-packed adventures. This spring’s Turbo Blast Racers are the ultimate PJ Masks racing vehicles, or for late spring a new hero playset will join the collection when Romeo’s Lab Playset is launched.

And don’t miss exiting new ranges from Puppy Dog Pals, Mickey and the Roadster Racers, and Minnie’s Happy Helpers.

Tonka tough Funrise 01908 555640 www.funrise.com In partnership with Warner Bros. Consumer Products, new line Herodrive is an innovative, collection that combines kids’ favourite entertainment characters with fun and original play features. Already loved by pre-schoolers, new for autumn of 2018 is a ground-breaking line of Tonka vehicles called Power Movers!

44

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Hands on Fun!

Foam Cone Factory

KEY LINES

Yuri’s Bath Salon

2018

Toomies love to have fun!

In a world dominated by learning and developmental messages, Toomies stands for ‘sheer joy of play’.

Pic & Pop

Sort & Pop UFO

So, get ready to play…beep, bop, squirt and splash!

• Clean, fresh packaging identity & ‘try me’ functionality to educate on ‘surprise’ elements at retail • Price repositioned on classics to hit volume price points and drive rate of sale

Pop & Hatch

New 2018

Gearation Magnets

• New TV & demo videos for 2018 focusing on sheer joy of play, and to drive hero lines • Good Toy Guide stamp of approval & developmental endorsement • PR partnerships throughout the year including key influencer activations

Over 1000 TVRs planned

Flappee Stackees

Contact us today to find out more.

Phone: 01392 281 928 Email: ukcustomerservices@tomy.com www.uk.tomy.com

Toomies_TTW_2018.indd 1

15/03/2018 11:45

Feature

Pre-School

Cool colour Vivid Imaginations 01483 449944 www.vividtoysandgames.co.uk

All aboard!

VTech

01235 555 545 www.vtech.co.uk 2018 is set to be an exciting year for VTech with some great new product launches with each product specifically developed to stimulate the senses and imagination and introduce age appropriate concepts.

It’s time to set sail this autumn/winter with the Toot-Toot Friends Kingdom Pirate Ship by VTech. This interactive Pirate Ship is packed full of features and can open up to reveal a brilliant Treasure Island play set. It also comes with three Toot-Toot Friends characters: Captain Monty, Sailor Stanley and Monkey. Place the characters on the MagicPoint location for fun responses or press the cannon button to launch the cannonball. The light-up buttons reveal fun role-play responses and more! Little ones can discover the Treasure Island, battle the octopus and find a treasure chest!

In addition to this, VTech are also launching the Touch & Learn Activity Desk by VTech. This four-in-one desk that features writing pad, desk, blackboard and art station! Desk includes an interactive desktop, stylus and four double-sided touch pages filled with engaging content including letters, numbers, music, colours and much more. It also transforms from a desk into an easel and blackboard with plenty of storage space for art supplies to encourage play and discovery. The interactive LED display teaches letter and number stroke order. Also includes fun toy phone and music player featuring over 20 songs. Enjoy hours of fun as you create, discover and learn!

Colouring is mess free with Crayola Color Wonder. Color Wonder packs are available across the hottest pre-school licenses with PAW Patrol, PJ Masks and Peppa Pig available now, and Nella the Princess Knight and Disney’s Vampirina launching for AW18. Each Color Wonder Pack comes with 18 themed colouring pages and five special Color Wonder Markers. Color Wonder benefits from TV and digital support throughout the year.

Vivid’s range of Nella the Princess Knight toys is expanding for autumn. Sir Garrett and Clod are joining the Adventure Collection Assortment, and they can visit the fabulous Trinket in her Sparkle Stable Playset with its pull-out catwalk and storage trunk with dress-up accessories for her. Trinket fans can help her look her sparkly best with the new Style Me Trinket with brushable mane and tail, and colour-change hooves.

Little ones can stand up for what’s right in the kingdom of Castle Haven with the Transforming Rose Shield, which expands at the push of a button. The hero TV item for autumn is Transforming Princess Knight Nella, which magically changes from Princess to Knight at the push of a button!

Simply twist her belt to go from Knight back to Princess, and press the heart on Nella’s tiara for phrases and music.

Nella the Princess Knight will be supported with a cross-platform marketing campaign throughout the year, to include three TV commercials for six lines.

Magical friend Clementoni

020 3206 1101 www.clementoni.com New for 2018 from Clementoni is the Baby Clementoni Unicorn, an adorable plush pal for babies from six months.

This magical creature will entertain little ones with lots of sound and light effects and helps development by teaching babies letters, numbers and colours. A cute heart button and rosy cheeks glow to add to the wonder.

46

Also in the line-up is The Interactive Activity Dog, which is sure to be a hit with its peek-a-boo gameplay, user recognition and interactive buttons for learning. The brilliant Basket Activity Centre is a 2 in 1 game with fun basketball hoop and activity centre learning and is packed with lights, sounds and songs to add to the fun.

toysnplaythings.co.uk

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Pre-School

Treat for the senses Infantino BKids 07921 212072 uk.infantino.com

Farming fun Tomy

01392 281928 www.tomy.com 2018 is set to be an exciting year for Tomy’s pre-school collection with exciting releases under its Toomies and John Tractor & Friends ranges.

Tomy Toomies continues to celebrate fun, entertainment and the sheer joy of play, while encouraging shared playtime between children and parents. Tomy Toomies will launch eight innovative pre-school products that allow its favourite characters to move across play patterns, occasions and price points.

New releases include Gearation Magnets, which features fascinating alien themed gears that attach on all magnetic surfaces. Flip the switch and see the gears spin both clockwise and anti-clockwise or endlessly rearrange the interlocking gears to create mesmerising patterns Also new is Pop n Hatch. Push mama’s head down and off it runs with the egg until it hatches into baby chick Sora, made famous from Toomies’ Hide and Squeak eggs. Tomy is delighted to introduce Flappee Stackees this year, a unique puzzle concept where kids can build Toomies elephant and parrot friends by mixing and matching blocks on a push and roll vehicle so infants can chase them as they zoom off.

Tomy Toomies will follow on the success in the bath category of its hugely popular Foam Cone Factory with Peryn Shower and Scrub. Give him a good scrub, and when he is done, watch him fall in water by turning the knob on the side of the bath.

Look out for Toomies’ clean, fresh packaging identity and “try me” functionality to educate on surprise elements at retail, as well as the Good Toy Guide stamp of approval across all product, providing expert endorsement for parents and gift givers.

In addition, the Tomy Toomies range will be fully supported by heavyweight TV campaigns and digital media across three key periods, Easter, summer and Christmas, delivering more than 1000 TVRs. Looking to pre-school vehicles, Tomy’s Johnny Tractor and Friends range brings farming fun to life through play by encouraging little ones to grow up green while building their knowledge of the outdoor and farming world.

Every product from the collection helps develop children’s learning with fun friendly characters, colour matching, numbers and shapes. Build-aJohnny Tractor helps development with a 16-piece buildable set including two extra drill bits. This farming hero is built with chunky parts that are easy for little hands to assemble, ideal for any young farmer.

This year, Tomy will for the first time be supporting Johnny Tractor and Friends with an above the line TV campaign of over 300 TVRs this A/W. The campaign will focus on the hero line Build a Johnny Tractor and its unique construction play functions.

Infantino BKids has a spectacular range of Sensory toys. The collection of innovative toys stimulates little ones’ senses. Thoughtfully designed each toy in the collection features loveable characters, high quality materials, great textures, endearing sounds, enchanting lights and bright colours Highlights from the range include Leon the Chameleon Light and Shape sorter, which has already won awards in Europe, and is packed with fun functions that will have babies and toddlers playing for hours. This toy makes learning fun and allows little ones to practice motor skills by pushing buttons to match colours and shape sorting.

Other highlights are the Sensory Discovery Robot, which promises babies endless enjoyment, and the 3-in-1, action-packed Walk and Drive Discovery Car, which will spark curiosity for little explorers.

Sort it out!

Fiesta Crafts 020 8804 0563 www.fiestacrafts.co.uk With the new Sort, Lace and Build from Fiesta Crafts, children can improve their fine motor skills and hand-eye coordination — and have fun while doing it.

The Sort, Lace and Build contains 36 wooden blocks that are the perfect chunky size for little hands. Each colourful block can be sorted in a variety of ways. With numbers going from one to 20, and an assortment of shapes, colours, sizes and patterns, children will love sorting the blocks any way they choose.

Children will also love lacing the pieces together. The wooden rod at the end makes it simple and easy to pass through each piece, and helps improve their motor skills and spatial awareness. They can also stack pieces and build their own structures like towers or bridges.

toysnplaythings.co.uk

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Light hearted

HTI

Mookie Toys

01253 775544 www.htigroup.co.uk

01525 722722 www.mookie.co.uk

HTI’s partnership with eOne for PJ Masks and Peppa Pig comprises a range of toys suitable for pre-schoolers.

HTI is launching PJ Masks 3” Die-Cast Hero and Villain Vehicles to the UK market for SS18. Fans can collect all Hero and Villain Vehicles in gloss, matte and metallic paint finishes, sold singularly and as three pack assortments. Compatible with the range of PJ Masks Die-Cast Hero Vehicles is the all-new Save The City Track Set for SS18, including one three-inch Die-Cast PJ Masks Cat-Car Hero Vehicle. HTI’s PJ Masks Cat-Boy, Gekko and Owlette character cases are packed with all the accessories you need to be a hero.

New Peppa Pig toys for 2018 include a Peppa Pig Car Toaster modelled on Peppa’s own car. With the Peppa Pig Shape Sorter Picnic Hamper, kids can simply place pieces of food in the correct hole to activate a fun Peppa sound effect while pressing on the sun activates the Peppa Pig theme tune.

The Shape Sorter Set includes six shaped pieces with food graphics from the Peppa Pig programme.

Lumiluvs is an amazing night light that magically lights-up with a kiss.

With multiple characters to collect, each Lumiluv comes complete with sleepy noises and a 10 minute auto shut-off to ensure they light up again and again.

Along with the various characters Mookie is also launching the Lumiluvs Starlite Cottage with unique unicorn Lumiluv. Children can put their friend into the cottage ,which acts as a projector, shining colourful glowing stars onto the ceilings and walls with the turn of a magical key.

Mookie will be supporting Lumiluvs throughout 2018 with a TV campaign, online activities and traditional marketing.

Plastic population Playmobil 01268 548111 www.playmobil.co.uk Inspiring children to understand and explore the world through creative and imaginative play, beloved toy manufacturer, Playmobil, has expanded their popular 1.2.3 range this year. Aimed at children aged 18-plus months, these brightly coloured additions are perfect for little hands and offer fun and interactive ways to help them get ready for school.

Introduced in 2018 is the Take Along Market Stall which comes with two figures, a shopping trolley and groceries. The toy has a shape sorting function designed to challenge little minds as they need to match the brightly coloured fruit and veg puzzle pieces into the correctly shaped spaces. The case is very spacious, allowing all the contents to be stowed away, and with its practical carry handle, the toy can be easily carried along on all kids’ adventures.

Little ones can bring their fantasies to life as they navigate through high seas with the Pirate Ship and explore the lands with the Pirate Island. With a treasure cave to hide precious cargo, a turtle that floats on water, a pirate figure and a shape sorting function, the Pirate Island allows children to use their imagination and explore their wildest island adventures.

Young ones can continue their quest with the floating Pirate Ship. The ship comes with a pirate figure and cabin boy who can sit aboard the ship or in the crow’s nest with valuable treasure and a water squirting cannon. This is a great toy for bath time and children can put themselves behind the captain’s wheel and enjoy their exciting journey.

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toysnplaythings.co.uk

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Pre-School

Peppa in your step Character Options 0161 633 9800 www.character-online.com The pre-school market is still flying high, and Character Options’ ever popular Teletubbies and Peppa Pig collections see some exciting new additions for 2018, alongside a brand new range of PJ Masks arts and crafts toys.

The ever-popular Peppa Pig collection has some exciting new additions for spring. The Peppa Pig Family Pack will be a perfect offering for imaginative play with Daddy Pig, Mummy Pig, Peppa and George for family adventures. Character’s Figure and Accessory packs are also highly successful and have been refreshed for 2018 with brand new figures.

Another great new line for Peppa Pig fans is the Pick Up & Play playset assortment. Designed as a foldaway playset in the shape of Peppa’s face, these sets open up to reveal a classic scene such as the beach or the playground, plus a figure and. For vehicle-based play, Police Officer Panda has joined the vehicle assortment with a freewheeling police car.

Autumn will see even more in store for Peppa, including the delightful Peppa Pig Mobile Medical Centre. This freewheeling 2-in-1 Ambulance playset folds out into a full medical centre where Nurse Peppa and Doctor Brown Bear can treat patients.

Based on the ‘When I grow up’ theme, a brand new Nurse Peppa feature plush will also be available and comes with many fun features for lots of interactive play value. Finally, Follow Me Peppa is a new novelty item that will delight fans with its ability to snort, giggle and play music when activated.

Tots everywhere will also be saying Eh-Oh! to fun new launches in the Teletubbies toy range. Starting off with adorable makeovers on the award-winning plush collection, the new range

will give even further market appeal to the well-loved characters and take the toys into the arms of a younger (children six months to two-and-a-half years) audience. The move echo’s the First Steppers approach by brand owner DHX, which through careful research has identified a gap that needs bridging between baby toys and pre-school collections, especially in the licensed market.

This spring saw the introduction of Twist ‘n’ Chime chunky figures that are perfectly sized for little hands. With twisting head, arms and waist and a fun jingling sound, the Twist ‘N’ Chime figures come in all four characters. help encourage dexterity and imaginative play. Available in all four characters, the race will soon be on to collect them all! The Twist ‘n’ Chimes join cute and cuddly Clip-on plush toys of all four Teletubbies and the Tiddlytubbies too. Plus, the existing highly successful 8-inch Talking Plush will have a new softer styling and standing pose.

Also look out for other top pre-school brands, including PJ Masks, Fireman Sam and Postman Pat.

Top dogs Spin Master 01628 535000 www.spinmaster.com PAW Patrol retained its crown as the number one pre-school property in 2017 and was number one toy property in the month of September (NPD EPoS Sept ’17), promising strong retail opportunities throughout 2018.

Kids love bringing the fun and adventures to life through the PAW Patrol toy line and there’s more in store this spring as PAW Patrol keeps its fans up to speed with a new range of toys based on the latest TV Mission PAW theme. Exciting new products include the TV-advertised Mission PAW Mission Cruiser, a new moveable mission command centre, plus the Mission PAW Mini Vehicles.

Children can join the PAW Patrol pups in the Mission Cruiser and go on a ruff-ruff rescue. The Mission Cruiser vehicle includes Robo Dog in his mini vehicle, and has room for fans’ favourite pups and their mini vehicles too (sold separately) in the container at the back of the cruiser and in the driver’s seat. Little adventurers can use the pop-up screen and animated mission card to view their next important mission.

With real working wheels and kid-powered racing, the Mission PAW Mini Vehicles help fans save the day. The new toys also include an animated Mission PAW card, which is compatible with the Mission Cruiser.

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toysnplaythings.co.uk

New

Peppa’s Interactive Playmat

Count with Peppa Peppa’s Sing & Learn Microphone

Learn with Thomas Alphaphonics™

Flip and Learn Phone

Mr Tumble Learning Pad

Expect so much more!

©2017 Gullane (Thomas) Limited. ©2017 HIT Entertainment Limited. Peppa Pig © Astley Baker Davies Ltd/Entertainment One UK Ltd 2003.

BBC logo TM & © BBC 1996. SOMETHING SPECIAL logo TM & © BBC 2004. MR TUMBLE TM & © BBC 2015. Licensed by BBC Worldwide Ltd.

Trends UK (National Accounts)

Wind Designs (Independents)

Email: salesadmin@trendsuk.co.uk www.trendsuk.co.uk

Email: sales@wind-designs.com www.wind-designs.com

Tel: +44 (0)1295 768078

Tel: +44 (0)1353 724140

For media enquiries, please contact:

Ane Olesen: ane@wirepr.eu

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ITMA Presidents: Lena Hedö Lek & Babyrevyn, Sweden e-mail: lena@lekobaby.se Telephone: +46 70 590 77 33

Reyne Rice Toy Trends, USA e-mail: reyne@reynerice.com Telephone: +1 631 335 5917

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TnP ‘s little Ambassadors are on hand again to put some of the best arts and crafts toys on the market through their paces!

This month just some of the boys and girls who are the TnP Ambassadors played with everything from Epoch’s Aquabeads to the Sewing Studio by Wilton Bradley and the excellent Design and Drill Activity set from Learning Resources.

The children were all asked to play, think about what they enjoyed and learnt from each of the products, and think about what their parents would think too.

And of course this category is a strong and dependable one for retailers, in part due to the somewhat inconsistent climates we Brits endure — think of rain, sun and snow all in one week last month, but also as parents tend to try to balance the use of technology toys and screen time for the kids. There is also the clever hybrid of the crafty toy with some good STEM elements underpinning it and there is lots more over and above the face value play patterns for children to enjoy.

The popularity and growth of this category has of course given rise to the more innovation and creativity — and of course excellent new play patterns. This further development of the products has meant that more Aquabeads than ever before are licensed and new sets, such as the Glamorous Designer set, are coming to market.

This is also evident in the Great British Sewing Bee range from Wilton Bradley. The BBC show was hugely successful and enjoyed great ratings, but this clever adaptation and application to the toy aisle has really benefitted retailers.

Equally, Learning Resources has always placed educational development with a big dose of fun at its core and this thinking has seen the wonderful Playfoam become a huge best-seller. In fact, it is an independent retailer’s must have item so compelling is the combination.

Turn over to find out what our Ambassadors have to say about some of these arts and crafts superstars — and just take a moment to look at their photos to see just how much fun they are having!

©E EPOCH POCH

There is also the clever hybrid of the crafty toy with some good STEM elements underpinning it

Consumers say...

Ilovewesyties bought the Aquabeads Glamorous Designer Set from Argos and says:

Consumer corner PurpleFizz bought the Wilton Bradley Sewing Studio from Argos and says:

"Bought as a Christmas present for seven year old creative daughter. We have sat down and read instructions together and started the bag which came with machine. Currently half way through the project but really happy with the quality.

Consumers say...

LeglessLegoLegolas bought from Amazon and says of the Learning Resources Design and Drill Activity Set:

This is brilliant for developing logic skills in a fun way. My son, who was three at the time, was capable of following all of the patterns and loved using the drill.

My seven year old likes creating his own patterns and pictures. And I find unscrewing everything quite therapeutic to save batteries.

My granddaughter absolutely loves this set, well worth the money.

April 2018

57

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Design and Drill Activity Set Learning Resources 01553 819 380 www.learningresources.co.uk

is a e r e th iver dr w scre so I can too — those the use all n e t h to tig s or to out screw m e h t take

“

Five-year-old Latimer got to grips with Learning Resources’ creative construction set — let’s see if he gives it the thumbs up!

I like making things and construction sets are really fun — I have quite a lot to play with. But I liked this one a lot because it is so different to the ones I have. Often my construction toys are just bits or bricks I put together, but this one is good because I have to use a drill or a spanner to tighten the screws.

Also, I like patterns a lot — we do it a school too and I am quite good at it my teacher says — so this toy is good because I have to make the patterns. There are lots of big cards with the colours on the right spot and I have to match the coloured screws and put them in the frame.

Oh and there is a screwdriver too — so I can use all those to tighten the screws or to take them out.

I also like this because I can make my own patterns up too — I think that is clever. I have got two younger brothers and they really like playing with it too.

My smallest brother likes it because he plays like a big boy and then I test him on his clours — he is quite good and getting ■■ Children create them right! pattern on the My middle brother loves the drill the

Learning Resources says:

■■

■■

■■

■■ 58

a

best so sometimes we fight over that, but then we take it in turns too so he uses the screwdriver when it is my turn with the drill and then it’s ok.

I brought this in for show and tell and all the class loved it but my teacher loved it best of all and is going to try to get some for my school too because she said it will help with our learning.

I think this toy is good for boys and girls and of different ages too — the smaller ones can play with it differently to me.

I can do harder puzzles with it than they can but it is still lots of fun for us all.

Even my mum played with it!

design board Spanner or power drill can be used to secure the bolts into the board Helps develop a variety of early years s skills from colour ht thi g u o r recognition to Ib and w o h S motor skills in for d all the n t Includes 10 doubleTell a oved it bu it l sided design class cher loved a cards to help with my te all and is t f e creativity best o o try to g l t o Drill requires 3 AA going or my scho f batteries some

“

toysnplaythings.co.uk

Award winning, best selling, mess-free, creative play fun!

Available in 24 exciting combinations including new Playfoam® Pals™ Collectables

Toyworld April 2018 Playfoam.indd 1

27/03/2018 12:07:05

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Aquabeads Glamorous Designer Set Epoch making toys 08435 574062 Nine-year-old Poppy loves getting creative, and Epoch making toys provides the perfect product to get crafty in a fun and mess-free way — as well as making some fabulous wearable pieces along the way! Poppy tells us more...

I really love to make things out of anything and everything really. So when I received this Aquabeads set I was very excited. I thought it would give me a chance to make some really pretty jewellery for me and my friends too. And I was really happy with it, because the box has so much in it!

Firstly, there are tonnes of beads — and not all the same. Some of them are the normal rounded bead shape but others are shaped like gems, which make everything more pretty and a bit different. It meant I could make more things that don’t all look the same. There a lots of colours as well and some of them are a really pretty silver colour too. Lots to choose from and lots of different patterns to make.

I could make a tiara, a key chain, a photoframe and lots of other things — just from that one set. I have tried all of them and I found the pattern guides are great and I started off using them, but as I got better I tried adding to the pattern and slightly changing them.

The set comes with a case — a bit like a jewellery box — and all my beads and materials are in that, but it also means I can keep my jewellery in there too. I thought that was clever too.

One of the best things about Aquabeads is that once I place all the beads on the sheet I just spray water on them and it sets. I don’t know how that works exactly, but it’s brilliant! It means my mum or grandma don’t have to get the iron out — I’ve got a little brother and we’ve got dogs so dad says I have to be careful with the iron. But that’s not a big deal because I don’t need one with Aquabeads.

I really like this set a lot and for over the holidays I have asked my parents to get me more so I can create more things. Also, when I gave the jewellery to my friends they loved them! I’m making some more this weekend!

Epoch says:

■■ Creating sparkling accessories is more fun than ever with the Aquabeads Glamorous Designer Set ■■ This set includes pieces to not only make flat designs, but a key chain, 3D rings, and even a wearable tiara! Everything kids need to start creating is included ■■ The bead case has a beautifully designed lid to look like a glamorous jewellery box, asked and it can be connected to I have to get the Beginners Studio and rents can pa y m so I Deluxe Studio to create a more re things e m multi-tiered case mo reate c ■■ When done designing, just spray the creations with water, no heat is required

“

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Magical beads that stick with water!

New

Glamorous Designer Set

Available now!

You can make rings and keychains!

AS SEEN ON TV

Full marketing / PR support at Easter!

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! p u n sew The Great British Sewing Bee Range — Patchwork Blanket Project and Sewing Studio Wilton Bradley 01626 835400 www.wiltonbradley.com Ella, aged seven, and six-year-old Isla roped in Jensen to make a cool bag with Wilton Bradley’s Great British Sewing Bee range — with a great results! Here the trio give us their verdict.

Wilton Bradley says: ■■ The Great British Sewing Bee child friendly sewing machine, ideal for beginner and experienced enthusiasts, officially licensed and designed with the hit TV programme ■■ A first step into textiles — comes with easy to follow instructions booklet full of illustrations.

Preparing little fingers for exciting projects, GBSB has a number of project kits available ranging from blankets to phone cases ■■ The safe and fun way to get children sewing — safety guard, two speed settings and foot pedal control ■■ This elegant lightweight sewing machine comes presented in a high quality box, making for the ideal Christmas or birthday gift ■■ Includes: Starter sewing machine, foot pedal, mains adaptor, instructions, accessories tin, measuring tape, one spare machine needle, one needle threader, three bobbins, three spools and a thimble

62

Ella says: “I was really excited to get my hands on these sewing toys. I’ve only done a little bit of needlework at school but never with a sewing machine. I really like the box — it’s very pretty and looks nice. And I could see the sewing machine inside. My mum was happy that it wasn’t too massive and was very easy to set up — and also to put away as I have to always tidy up after myself.

"The set had some really easy instructions that we could all follow and they showed us very clearly how to make lots of different things. I like that it doesn’t just help you make one thing — it makes it a better toy."

Isla agrees: “We got it going very quickly and we all sewed a little bit each. I was worried it was going to be very hard, but it wasn’t at all! It’s very easy to use and the stitches were all straight — I haven’t ever done sewing before but the bag we made looks brilliant! I am going to do more sewing again very soon, but I am not sure what to make. I will look in the book and see what ideas they have for me!"

Jensen wasn’t sure at first, but he soon got into it. saying: “Sewing is not something I do, because normally I play football in the garden, but Isla and Ella were having a lot of fun and were laughing so I asked if I could play with them. I really liked it and I am going to make a bag to put my PE kit in for school. I think the sewing kits are very fun and not just for girls."

toysnplaythings.co.uk

FEATURE

AVENGERS: INFINITY WAR

$14.75 billion The total global box office haul to date for Marvel’s Cinematic Universe

Infinity and beyond In a year of big movies, the biggest is just on the horizon. After 10 years and 18 movies, the end of the Marvel Cinematic Universe begins when Avengers: Infinity War touches down in UK cinemas this month, and with it a colossal range of licensed toys, partyware and kids’ novelties for retailers to capitalise on…

On the small screen Disney XD +1 will be transformed this month into a dedicated Avengers Channel, airing Avengers animated shorts along with original interviews, character profiles and more with the Infinity War cast.

“This pop-up channel will bring together all of our fantastic Marvel Avengers content, showcasing the most popular characters from the Marvel universe,” says David Levine, General Manager of Disney Channels UK and Ireland. “The Avengers continue to inspire kids and the pop-up channel will allow them to further experience all things Iron Man, Captain America and much more!”

64

“

It’s all been leading to this,” says Robert Downey Jr.’s Iron Man in the latest trailer for Avengers: Infinity War. Since Downey Jr. first donned the iconic red and gold suit in 2008’s Iron Man, kick-starting what we now call the Marvel Cinematic Universe, each Marvel Studios release has been building towards this final showdown against the dark and mysterious forces threatening the galaxy.

A film 10 years in the making, Infinity War promises to be a spectacular culmination of 18 movies, drawing dozens of superheroes together for the ultimate ensemble cast. From the core Avengers – Iron Man, Thor, Hulk, Captain America, Black Widow and Hawkeye – to Guardian of the Galaxy’s gun-totting Rocket Racoon, time bending Doctor Strange, and fans’ most recent obsession, Black Panther, every major hero is here.

And with such star power, Infinity War is already the biggest box office hit in the galaxy.

Analysts are already predicting Avengers: Infinity War to be the biggest movie of the year – and early ticket sales are already showing it’s a force to be reckoned with.

When advanced tickets went on sale through movie ticket vendor Fandango, it took Infinity War just six hours to break the record for bestselling superhero movie in the first day of pre-sales. AMC theatres in the US sold 11 times the amount of tickets in the first 72 hours than it did for the Avengers previous outing, Age of Ultron. Simply put, there has never been a movie quite like this, and come 26 April, UK cinemas will be packed to the rafters with fans young and old.

Tapping into this market is a mammoth collection of licensed toys, partyware, gifts and novelties – and with £1 in every £13 passing through toy shops being spent on superhero toys in the first half of 2017, it’s certain to be big business. NPD’s Frederique Tutt, Global Industry Analyst, Toys, said the recent growth in superhero toy sales was thanks to a number of factors, one major driver being “the move by big studios to bring superheroes together in one film, such as the Avengers”.

Hasbro spearheads the range with a master toy line headlined by action figures and role-play items. The range includes everything from six-inch figures of all the core characters to

toysnplaythings.co.uk

Fact!

A Fandango survey of 1000 moviegoers found that 87 per cent have seen every MCU movie

APRIL 2018

the innovative Avengers: Infinity War Hero Vision Role Play Mask, which combines AR technology with traditional role-play to bring the action of the movie to life.

For the thousands of fans looking to celebrate their birthdays in true Avengers style, Amscan is a one-stop superhero shop, with balloons, bubbles, bracelets and much more. And for the ultimate Avengers party, Iron Man himself can come to the party with Amscanâ&#x20AC;&#x2122;s signature AirWalker balloon, standing at a whopping 116cm high!

Meanwhile, MV Sports is assembling all the heroes for a collection of wheeled toys and accessories. An edgy, sleek gold and black colourway exclusive to Infinity War joins MVâ&#x20AC;&#x2122;s generic Avengers range. With bikes, skateboards and scooters, fans will be able to share their love of the heroes wherever they go.

The Avengers are gearing up to assemble in cinemas later this month. The movie opens worldwide on 27 April, but fans in the UK will get to see it a day earlier on 26 April.

65

FEATURE

AVENGERS: INFINITY WAR

Super celebrations AMSCAN INTERNATIONAL 01908 288500 www.amscan.co.uk Party product supplier Amscan has a super collection of Avengers themed partyware and balloons to create an action packed celebration setting. The range features fun party accessories such as mini bubble pots and rubber bracelets, plus a mega mix favour pack offering great convenience. Continue the fun with Amscan’s Avengers party game and a candle set to decorate the birthday cake. In addition there is a great variety of coordinating decorations and balloons including an impressive Iron Man AirWalker balloon measuring 116cm high!

Amscan has also launched a new Spider-Man range of party accessories and balloons for 2018. New additions to the ensemble include stationery favour packs, customisable banners, photo booth kits and a variety of fun air filled balloons. The exciting new collection is sure to be a hit with Marvel fans.

Super plush POSH PAWS 01268 567317 www.poshpawsinternational.co.uk With 2018 set to be a big year for Marvel with multiple movies already launched and many more to come, Posh Paws has a range of out of this world plush to satisfy any Avengers fan. The new Posh Paws range proves superheroes aren’t always tough on the outside! From Hulk to Captain America the Posh Paws Avengers selection includes all the key characters in a range of sizes, from small to XL and everything in between.

Top of the pops FUNKO 0203 376 3223 www.funko.com Funko is bringing the world of Avengers: Infinity War to life with a range of stylised collectables.

From Marvel Studios’ Avengers: Infinity War comes a new range of POP! Vinyl Figures. Measuring at around 9cm tall, fans can collect all their favourite cast members. From web-slinging Spider-Man to fan-favourite Groot, fans can even complete their collection with super villain Thanos.

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08/01/2018 11:45:26

FEATURE

AVENGERS: INFINITY WAR

Heroes, move out!

MV SPORTS 0121 748 8000 www.mvsports.co.uk MV Sports is assembling all superheroes with the new collection of Avengers Infinity Wars wheeled toys and accessories. This new range sits alongside MV’s generic Avengers range offering both iconic and movie-specific options and catering to both younger and older fans.

The edgy and sleek combination of black and gold is ideal for the cool boys demographic and really stands out in the retail space. With the coming together of the Avengers, Guardians of the Galaxy and other superhero favourites, the franchise has spoilt MV for choice with character graphics and allows for fantastic expansion of the design and range.

The range includes a 16” bike with wheel discs, printed chain guard and crash pad, and matching ramp helmet. A folding in-line scooter and skateboard complete the core range.

With the release of Infinity War this month the wait is nearly over! This franchise promises to dominate the boy’s market once more appealing to die-hard and new fans alike.

Every inch the hero HASBRO 020 8569 1234 www.hasbro.com Fans can gear up for the 27 April launch with Hasbro’s new collection of super hero toys.

In theAvengers Infinity War 6-Inch Figure and Deluxe 6-Inch Assortment, each figure features movie-inspired design, several points of articulation and comes with an Infinity Stone that attaches to the included weapon accessory!

The movie-inspired Avengers Infinity War Hero Vision Role Play Mask features a new experience from Hasbro that combines iconic role play with Augmented Reality (AR) technology. Download the Hero Vision app, place a compatible device inside the AR goggles, place AR markers around the play area, put on the AR mask, and then get ready to see digital images from the Super Hero’s world in front of kids’ eyes.

The Avengers assemble for more titan-sized action in the kid-favorite Titan Hero Series line! Each 12-inch scale figure features five points of articulation and movie-inspired design. Don’t miss the Avengers Infinity War Titan Hero Power FX figures or Avengers Infinity War Assembler Gear Gauntlets.

68

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FOCUS

TOY STATE

Golden age Nikko celebrates its 60th year in 2018 and since the Toy State acquisition in 2014 it is getting even bigger and even better. TnP speaks with Philip Redmond, Executive Director, Operations & Business Development at Toy State to find out more about this enduring marque

F

ew brands of the past 60 years marry innovation, creativity and quality, but these special ingredients are integral to the success of Nikko.

Philip Redmond, Executive Director, Operations & Business Development at Toy State International explains what makes the brand tick and therefore keeps Nikko at the forefront of consumers’ minds: “The ability to innovate, adapt, and integrate while staying true to the core promise is key to building an enduring brand. Nikko is no

“

We simply never take our eye off the ball

”

Tradition and tomorrow Philip says:

different and has always remained relevant while being committed to the tradition of ‘making toys that bring a smile to the face of our children’. This ideology continues to resonate strongly with the Nikko designers of today, 60 years after its humble beginnings.”

And of course, since the Toy State acquisition of Nikko in 2014, it has been essential to align the core values of both the brands in order to achieve excellence. And it is this, along with the company’s highly competitive edge that help deliver the quality and ingenuity to retailers and then to the end user.

Philip elaborates: “We simply never take our eye off the ball, we are extremely lucky to have a massively talented team that work on everything Nikko, and they don’t let their focus get clouded by distractions in the market.

They never fail to deliver the most exciting high-performance vehicles into

our line year after year.”

The take over by Toy State four years ago was a pivotal moment for the brand, with Chairman Simon Cheng saying: “The sale has energised both the Toy State and Nikko teams, and we are eager to build on Nikko’s already strong line up of RC Toys.”

At the core of both brands is the desire to keep innovating, always creating more and different and to keep expanding its ranges but also its global presence. The belief that every child should experience joy is central to the Nikko and Toy State ethos.

With this in mind, how has the brand been driven forward in the past four years? Philip says: “It’s been an

Nikko was built on three simple but effective promises: • Innovation • Performance • Quality We are constantly pushing the boundaries of innovation in R/C, but those three goals remain central to all our decisionmaking, whether it be product innovation or business strategy.

Simon Cheng, Founder, Toy State

70

toysnplaythings.co.uk

Nikko the early years Founded in 1958 by Takeshi Hattori in Japan, Nikko fast became the world leader in radio controlled toy cars. Nikko saw the great potential in the category in the late 1960s and began producing its full manufacturing line in the early seventies.

The expansion was rapid and the company opened manufacturing plants all over the world, from the USA and Europe, to Asia and Australia.

2018 Omni X™

Factory equipment, 1984 exciting time for Toy State since the Nikko acquisition, we have taken time to integrate the Nikko global team and offices into the existing Toy State structure.

The product line has developed and modernized, with many more innovative products in the pipeline for 2018 and 2019.

“The Nikko brand continues to be well trusted house-hold name in Europe, and we are delighted to be seeing that brand commitment filter through to other markets.

For the brand with ‘new’ being a central and important theme, how is Nikko forging ahead this year, while at the same time capitalising on its heritage and consumer trust?

Philip, while cautious as this year has proved complicated for all in the toy business,

“

The sale has energised both the Toy State and Nikko teams, and we are eager to build on Nikko’s already strong line up

APRIL 2018

”

2014 VaporizR 2

revels in the exciting plans. He says: “Nikko has enjoyed continued growth in what has proved to be a challenging year for the toy industry in general. We are optimistic for 2018 and 2019 and look forward to driving more good times with some super exciting new products”. So what are some of the key products that Nikko are bringing to market - ready to delight children the world over?

For Philip it’s hard to chose one stand out as their brands cover so many different demographics and touchpoint but he and the

Nikko team are very proud of a special product in particular.

He says: “ Of course 2018 marks the 60th anniversary of Nikko, and we are enjoying our year of celebration. We are delighted to be offering our new 60th Anniversary edition Turbo Panther this year which is proving to be a huge success! We are as committed as always and looking forward to the next 60 years of Nikko innovation”.

Nikko continues to move ahead and merge the ideas of heritage and consistency with quality and cutting edge product development. Here’s to the next 60 years of Nikko!

71

Feature

Action Figures

GP Flair

E

In on the action!

From packing a punch on the big and small screen to encouraging imaginative play at home, action figures and longloved superhero characters are also hero toys for retailers

ver since Hasbro launched the now iconic G.I. Joe way back TV shows in 1964, followed and film releases a few years after by Star Trek characters and the play a big part in many other brands that toy success but came in their wake, action figures have been a pillar of ultimately kids the toy industry. will decide if a After all there’s no better way for pint-sized property is consumers to own and desired enjoy a small piece of their Anne-Marie Noon, favourite character, be it GP Flair one of the Teenage Mutant Ninja Turtles, a Power Ranger or Flair’s highly-anticipated Voltron toy line.

But while action figures are as popular today as they have ever been, times are changing, with girls now an ever-growing audience for action figures, so-called ‘kidult’ collectors now a significant customer base and small screen characters catching up to their cinema counterparts.

“Historically film releases have had a massive impact on action figure toys, however the sales in Bandai 2017 didn’t live up to expectations,” says Tess Parsons-Broome,

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Fact!

Adults are now top targets for action figures.

NPD data shows market for adults buying toys was worth a whopping £285m for the 12 months leading up to September 2017.

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Marketing Manager for Bandai.

“On the other hand Power Rangers as a TV show did incredibly well last year. Children are exposed to it every day of the week and the brand is simply an evergreen for us in terms of success.

“Power Rangers ended the year to December as the number one licensed property in the action figures category, so this is definitely still at the forefront of the market. But as we all know, Star Wars and Transformers have long been popular and will remain so.”

Anne-Marie Noon, Boys Marketing Manager for GP Flair, says that the action figure market is nothing if not child-led.

“TV shows and film releases play a big part in toy success but ultimately kids will decide if a property is desired.

Whilst retailers often follow the classic brands route when it comes to movie licenses they can sometimes

be short lived as the window of awareness is not as continuous as the most popular TV shows, liek Teenage Mutant Ninja Turtles and Ben 10.

“When presenting a new range it is also key that both licensee and licensor work closely together to present a compelling case to retailers as to why a property will be a success and then continue to support the property to ensure it remains relevant to the consumer.”

So what action brands and licenses have been performing particularly well for Flair? As well as longtime favourites Ben 10 and Ninja Turtles, it’s a new revival.

“We’re looking forward to the coming months following the success of our amazing Voltron Toy line, which launched in March. This new range is a classic example of nostalgia, and is remembered by those that enjoyed the TV series and toys back in the ‘90s.”

In the modern move towards gender neutral toys, are action figures increasingly being marketed with girls in mind too?

“I would certainly say that Bandai’s action figure lines are popular with many girls,” says Tess. “Power Rangers has always encompassed female rangers within the team so appeals to both sexes. In addition, our Miraculous collection has given girls an offering and different play patterns with a female super hero role model at its centre.”

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Action Figures

Creature feature Schleich 01279 870000 www.schleich-s.co.uk Action and adventure is the key to the new fantasy world of Eldrador Creatures, a new franchise joining the Schleich portfolio in Q3 with an exciting line-up of brand new monsters and creatures for boys to explore.

Under this refreshed franchise will be four key collections: Lava, Ice, Water and Stone. These worlds will each have three figurines to collect at three different price points and include characters such as Stone Monster, Ice Dragon and Hellhound. Each of the figures are articulated, bringing

these menacing creatures to life.

At the centre of the adventure is the hero playset, Battle for the Superweapon – Frost Monster vs Fire Lion. This large playset is a first for the Eldrador franchise and will create a playground for the Eldrador Creatures in which to roam.

The collection offers an excellent spread of price points and SKUs and a full marketing a PR and marketing campaign is in place to ensure Eldrador Creatures is a top choice with the target market.

Making of legends GP Flair 020 8643 0320 www.flairplc.co.uk GP Flair offers the very best in boy’s action figure play, encompassing the most popular of TV characters and new to the range is Voltron.

Voltron is making its explosive debut into the Flair boy’s portfolio with figures fully replicating the new DreamWorks Animation series.

Voltron follows the adventures of five teenagers who become the courageous pilots of five lion robots.

New this spring, boys can collect the assortment of eight 15cm action figures including the lions, the much feared Myzak and also Voltron in both Sword and Lion Attacks. The Lion figures can be bought as singles and include each Lion’s treasured accessory and can combine to make a spectacular 16” Voltron! Kids can also get to grips with the Ultimate Voltron Mega Deluxe Figure, which stands at 14” high and has sound effects, phrases, and a projectile feature. Voltron is supported by a heavyweight marketing campaign, with full retail support.

The GP Flair action figure portfolio also includes Ben 10, The Grossery Gang, PJ Masks and a new collection for Teenage Mutant Ninja Turtles, to be revealed soon.

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Pop stars Funko 0203 376 3223 www.funko.com Fans itching for action figures that fulfil their pop culture fix need look no further than Funko. Not just known for its iconic Pop! Vinyl range, the company also produces a host of action figures for fans young and old.

The Stranger Things Action Figure line has been a smash-hit with lovers of the nostalgia-fuelled sci-fi show. Coming in packs of three and featuring core characters such as Eleven, Mike, Lucas, Dustin, Will, and even the Demogorgon, each figure comes equipped with a number of accessories, such as boxes of Eggos and walkie-talkies, for full immersion.

Fans of the overnight sensation Rick and Morty will love the Action Figure range. These fully articulated 12cm tall figures capture the distinctive personalities of each character. Choose from Rick, Morty, Mr. Meeseeks, Squanchy and Bird Person, with lots more additions to the line coming soon.

Pop culture fans of all ages will be thrilled with the upcoming Ready Player One range, featuring characters from the Steven Spielberg movie hitting cinemas this March. Available in a four-pack are Parzival, Art3mis, Aech and I-R0k, these figures are a must-have for lovers of all things geeky.

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Action figures

We can be heroes!

Bandai 0208 324 6160 www.bandai.co.uk Bandai is a powerful force when it comes to action figures and they don’t come much bigger than the Power Rangers and Big Hero 6.

The popularity of Bandai’s Power Rangers range knows no bounds and will reach new heights as the brand celebrates its 25th anniversary and the Super Ninja Steel line launches.

Bandai are increasing the imaginative play aspect even further with their new Heavy Assault Rangers. This assortment of two figures comes with a weapon that has demonstrable mechanical attack features. Added to all this excitement is the Ninja Super Steel Blaster, Morphin’ Blasters, the Lion Fire Morpher and the Ninja Lion Fire Blade. The Blaze Megazord is fire-themed with a roulette style chest launcher whilst the Simian Sniper Guard has an intruder alert, countdown sounds, motion sensors and launches five projectiles at once!

The Super Ninja Steel line-up is presented in newly styled packaging to ensure these highly detailed and articulated characters stand out on shelf and are instantly recognisable as the latest in the Power Rangers saga.

New for autumn from Bandai is Big Hero 6. Fans will be keen to collect all the characters from the new TV series which aired in February, and in autumn, they can thanks to the Micro Chibi Figure Assortment of blind boxes or the 12.5cm action figures with nine points of articulation for dynamic poseability!

A must-have is Mini Max, a brand new character with nine points of articulation and in-built phrases from the show.

Alternatively, Armour-Up Baymax 2.0 is the iconic toy from the original movie range while the Flying and Flame Baymax will provide even more hours of entertainment with its automatic wings, rocket fists, motion sensor sounds and phrases, and awesome flame blasts from its feet!

Bandai’s extensive portfolio also includes Miraculous and Zak Storm, each of which has a popular and powerful TV series’ behind them; then for late autumn, Wreck It Ralph.

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Super strength Mattel 01628 500000 www.mattel.com Mattel continues to strengthen its action figures portfolio with new and exciting ranges from popular brands WWE, DC Batman, Aquaman and Justice League Movie.

Adding to the Justice League Movie range is the impressive six-inch figure assortment. Each figure is highly detailed and comes with 14 points of articulation, a signature weapon accessory and an iconic power suit.

Also available is the Mega Cannon Batmobile.

Wrestling fans can bring WWE Superstars to life with the Tough Talker Total Tag Team Interactive Ring Playset. This interactive playset sees classic rivalries between Tag Teams, kicking off the action with PRO-ID Tech, which allows the ring to recognise paired figures.

This ring set also offers enhanced play value with WWE Superstar entrance theme music and more.

Mattel introduces the incredibly detailed Aquaman range – supporting the December movie release.

Rounding off the extensive portfolio is Batman Missions. Its six-Inch Figure Assortment offers the perfect collectible with epic story play.

Full of Character!

Character Options 0161 633 9800 www.character-online.com Character is gearing up for its launch of the new Pokémon master toy line from summer 2018. With an exciting allnew toy line-up and regular waves of new character figures being launched to the marketplace, the range ensures retailers always have something new on shelf.

Both collectable and action figures continue to be central to the Pokémon toy range but for the first time ever each Pokémon figurine will be to scale with small Pokémon only available in 2.5” size and larger legendary figures only at the 12” scale. Also, unique to the new range is the level of figure articulation available - with 3” and 4.5” figures featuring a unique DAPS (Dynamic Action Posing System) allowing figures to hold different battle poses. And, with such a dynamic range will come a dynamic marketing drive; including heavyweight TV, influencer activity and outreach to the core Pokémon collector.

Stretch Armstrong, winner of this year’s TIA Action Figure of the Year Award, continues with two new launches for spring, and Marvel licensed lines coming this autumn.

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Sand, water and bubbles

Bubbling Over With Fun! Sand, Water and Bubbles isn’t a new sector, but the growth of sensory play and parents wanting to get their children outside means this ‘tactile toy territory’ is gaining new ground, as TnP discovers…

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hen we think of evocative childhood memories, one that springs to mind for many is wiggling tiny toes in wet sand on the beach, while learning to build sandcastles.

That moment as a kid where you learn to fill your bucket, smooth it down, quickly turn it over, pat the top and lift to hopefully see those sandy turrets glistening in the sunshine – or if you’re in the UK standing fast against the inclement weather – is one that really does stay with you.

And with growth driven by new trends and innovative design as well as increased awareness of the importance of sensory development, sand, water and bubbles are here to stay.

“Playing with sand, water and bubbles has been popular for decades and lots of nurseries, pre-schools and play groups feature these play activities,” says Lindsay Hardy, Marketing Director for Trends UK. “And now parents are hearing more and more about the

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Playing with sand, water and bubbles has been popular for decades and lots of nurseries, pre-schools and play groups feature these play activities, Lindsay Hardy, Trends UK

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importance of outdoor play for children to help them benefit from exercise and fresh air, but are also encouraging their kids to ‘get dirty!’

Simone Palombi, Activities Brand Manager for Spin Master, Toronto, agrees that sand is certainly not new to the toy business.

“Sand specifically is an evergreen play pattern,” she says.

“The newness to the category that we are now seeing is definitely driven by trends, popularity and what is happening on social media.

“Kinetic Sand, the number one sand brand in the UK, launched back in 2014 under the Compound category of Arts and Craft toys, and while some brands and items in this sector may ride the trend wave very well and then fall off, compound-based play will always be around.

So what else is helping to fuel growth in this niche toy sector, in Simone’s opinion?

“The importance of sensory development is also helping to drive the growth, with these toys acting as a unique way to strengthen motor skills in children.

“Children now look at social media as a way to generate ideas and showcase new creations or mixtures, while competitive prices on the shelf, cool colours and the DIY appeal of sand, water and bubbles products are also supporting the boom.”

Products to look out for Trends UK’s Lindsay Hardy says their Glove-A-Bubbles product from Zing was a huge hit at this year’s London Toy Fair, winning a great new toy award and also appearing on Good Morning with Holly Willloughby and Phil Schofield, who had great fun trying it out!

“Glove-A-Bubbles have already been hugely successful in Australia and the US as a great outdoor toy at a pick-me-up price point,” Lindsay says.

“Normal bottles of bubble mixture with wands can be tricky for children to master, but with Glove-A-Bubbles they just dip the glove in the solution pouch and wave their arms about. It’s not only less messy but easier for children of all abilities to enjoy creating clouds of bubbles themselves rather than having to get an adult to help.

“The range will be supported by a TV advertising campaign in April and at £3.99 RRP with eight animal designs to choose from they are sure to take off over here.”

As for Spin Master, they have expanded their Kinetic Sand range as well as introducing a new playset to shout about.

“The new playset is called Beach Day Fun, and it allows you to bring the fun home – so whether the sun is shining or not you can still enjoy a day at the beach,” says Simone Palombi.

“The set comes with nine tools and moulds and 340g of beach sand – providing more than 20 ways to play.”

The sector is growing and outdoor play is here to stay - so take a look through the following pages and take your pick amongst the best in class.

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Sand, water and bubbles

It must be glove Trends UK 01295 768078 01353 724140 (Independents, Wind Design) www.trendsuk.co.uk Kids will bubble over with excitement for Glove-A-Bubbles, distributed by Trends UK and Wind Designs.

Glove-A-Bubbles is a completely new way to play with bubbles.

Simply wear the Glove-A-Bubbles on the hand, dip it in the bubble solution pouch provided and wave it about. The holes on the tips create an exhilarating cloud of floating bubbles as it’s swished through the air, meaning no more messing about with wands and bottles that are often held incorrectly, spilt and make a mess.

Everything kids need is included – simply open Glove-A-Bubbles at the bottom, take out the bubble solution bag, dip and wave for bubbles! Glove-A-Bubbles comes in eight colourful designs and will be available for spring 2018.

Making a splash Marbel 0845 6000 286 www.marbel.co.uk Hape is launching an exciting new collection of interactive bath toys this May. After the resounding success of its existing little splashers range, customers can look forward to plenty of new additions, jampacked with sprayers, squirters, bath puzzles and much more to turn every bath time into a mini water adventure.

Whether it’s at home or by the pool, Hape’s range helps transform tears to laughter, making bath time a fun experience for all. To name just a few, The Multi-Spout Sprayer includes four different built-in nozzles that spurt out water in a range of amazing shapes and patterns.

Suitable for ages 24 months-plus, simply fill up the pump and watch the water flow. With The Squeeze & Squirt Set, fill with water and watch the colourful beads dance about then squeeze for a waterfall, suitable for ages 18 months-plus.

Bath time makes the perfect place for puzzle play with The Feed-Me Bath Frog. Kids can feed their little friendly frog by matching up the insect shaped puzzle pieces. And that’s not all as this set even doubles up as a storage system, keeping bathrooms clutter free. With The Ocean Floor and Rock Pool Squirters, the adorable little ocean creatures are sure to bring a smile to bath time. Simply fill up with water, squeeze and watch the water shoot out from every angle for hours of fun in the tub.

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Water fight!

Vivid Imaginations 01483 449944 www.vividtoysandgames.co.uk Splash and soak over and over with the amazing Water Wubble.

These unique, reusable water balloons are pop resistant and can be refilled quickly via easy-fill nozzles with three different filling options. Water Wubbles are selfsealing, meaning no fiddly tying for lots of instant water-battling fun.

Jett stream Alpha Animation and Toys 01293 804599 Super Wings flies into the sector with the Bubble Blast Jett, Bath Squirters and Fill ‘n Spill Jett.

Bubble Blast Jett is a must have for any fan. Children can watch Jett release a stream of bubbles as they fly him around. This battery powered bubble machine features a bubble solution and a fuel.

Super Wings bath squirters are soft, squishy and float too!

Flip ‘n Spill Jett has with moving wheels, pouring cups, a squirter, floats in water and moves on land.

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Sand, water and bubbles

Forever blowing bubbles Funrise

01908 555640 www.funrise.com Funrise’s Gazillion Bubbles give kids the ultimate bubble experience. Gazillion Bubbles has led the charge in creating premium bubble products for over a decade, with a top-secret bubble solution that blows bigger, brighter, more colourful bubbles than any other solution on the market.

With an extensive array of bubble toys and machines, Gazillion Bubbles has something for every bubble fan.

Introducing the new Gazillion Bubble Pong, the first game of its kind that blasts your opponent with bubbles. Gazillion

Sand and deliver Spin Master

01628 535000 www.spinmaster.com Kinetic Sand is the number one sand brand in the UK*, a perennial favourite and a strong line at retail as kids and adults love the feel and texture of the magical mouldable sand.

New for spring 2018, fans can make dazzling creations with Kinetic Sand’s 4oz Gems & Metallics multipack. For the first time ever, kids can collect three different shimmering pastel shades, with each shimmery colour coming in a castle-shaped container that doubles as a reuseable mould.

Also new is the Kinetic Sand Beach Day Fun Set, jam-packed with over 20 ways to play. Easy to shape, this set comes with four raking tools and five moulds, so kids can build the sandcastle of their dreams!

Last but not least is the new Kinetic Rock Deluxe Truck. Drill, crush, and scoop with Kinetic Rock’s 3-in-1 Loader. Equipped with three clipon tools, this loader is ready for business! Each set comes with gold Kinetic Rock. Made from natural rock, it magically sticks together and is fun to squeeze, shape, and mould!

Magical, mouldable, and mesmerising, Kinetic Sand sticks to itself and not to kids – and since it never dries out, it can be used to build again and again. *NPD Arts and Crafts YTD Jan 2018

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Bubble Pong delivers fun and excitement as players bounce ping pong balls into their opponent’s side to score points and blast them with Gazillion premium bubbles.

When the Bubble Pong game is over, flip the switch to bubble machine mode for a non-stop bubble party. With three levels of difficulty, Bubble Pong is perfect for the whole family.

Gazillion Crazy Wands are also new for 2018. From bunny teeth to vampire fangs, these photo-booth style Crazy Wands are a must have for any time.

Each purchase includes two wands, a dipping tray and an 8oz bottle of Gazillion premium solution. With Gazillion Bubbles, you’ll run out of breath before you run out of bubbles!

Age of Aquaria GP Flair 020 8643 0320 www.flairplc.co.uk Launched this March, Glimmies Aquaria takes girls’ favourite star fairies and adds a touch of underwater magic! The new range adds even more innovation to the light-up feature in each Glimmie character that has enthralled fans; instead of immersing into darkness, it’s a quick dip in water that lights them up.

Slime time!

Zimpli Kids

08454 591 818 www.zimplikids.com Zimpli Kids designs and manufactures the perfect solution to a safe DIY Slime. Slime Play product easily allows children to turn water into a thick gooey slime with super slime powder that is 100 per cent safe, non toxic and environmentally friendly.

Slime Play is very similar to Zimpli Kids’ extremely popular Slime Baff, which in the last year has become a YouTube sensation with over 1.8 billion views.

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Sand Toys

Enjoy Hours Of Beach Play

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AIS preview

A decade of plaY The AIS marks the 10th anniversary of its plaY-room toy division this year, as the Independent Toy and Gift Show returns to Cranmore Park for more sourcing, buying and cake Where: Cranmore Park, Solihull When: 1-2 May 2018 More: www.independenttoyandgift.co.uk

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laY-room, the AIS buying group’s toy division, marks its 10th anniversary this year, celebrating a decade as one of the toy trade’s most successful buying groups.

Established in 2008, plaY-room has played a pivotal role in connecting toy suppliers with hundreds of retailers outside the specialist toy circle.

With no consumer branding like other buying groups, plaY-room Buyers remains an invaluable if invisible consistently profit enhancing service for its members. For Miles Penhallow, tell us that plaY-room’s Head of Toys and we have the Children’s Gifts, it’s one of the “best best buying kept secrets in the Midlands”. venue in the Members benefit not just from UK access to top suppliers, but also to a range of in-house services Miles Penhallow, covering everything from finance AIS and marketing to training and IT, plus knowledge shared between other members.

“The support that we have received from toy suppliers has been incredible as has that of our membership,” says Miles. “SMF Ltd in particular has

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How does AIS benefit members?

The group has a combined retail membership of 350 businesses operating more than 1300. Even in the tough retail climate, many of these are thriving with the benefit of the better terms and exclusive merchandise deals gained through AIS. AIS’ toy division, plaY-room, has member’s terms agreed with over 140 toy and children’s gift suppliers and offers a central invoicing function which pays suppliers on behalf of members and passes discounts back to the members.

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helped us to open up doors in the Far East and has always been willing to share up-to-date retail sales information.”

Promotional activities are also organised to drive footfall and spend throughout the year. Alongside an annual list of more than 20 higher margin lines to help newcomers or expanding retailers to swiftly grow their toy offering, other marginmaking deals are agreed on members’ behalves.

“For the main season, gift with purchase consumer offers are agreed with out largest suppliers and plaY-room creates the point of sale which is free to members,” explains Miles. “The aim is to offer additional value to the consumer, rather than using price promotion.”

This year’s Independent Toy and Gift Show looks set to continue the group’s success. Moving from its traditional April window to new dates on 1-2 May, independent retailers will flock to the AIS’ Cranmore Park venue to see the latest and greatest for the coming season from some of the UK’s top suppliers.

“Over 80 key suppliers from the toy and children’s gift trades will occupy two adjoining ground floor exhibition halls and many will be offering show deals on orders placed

during the show,” Miles says.

The Independent Toy and Gift show is well-known to be an event where buyers are given the environment, tools and access to suppliers to do what they do best: buy.

“Buyers consistently tell us that we have the best buying venue in the UK because we ensure that the exhibitors offer only the edited highlight of what retailers need for a successful outcome in the upcoming season,” reveals Miles. “Our aim is to offer an efficient trading platform for our visiting buyers while creating an opportunity for our suppliers to reach a diverse range of retail buyers.”

Here’s to the next 10 years!

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AIS member stores offer toys and kids’ gifts toysnplaythings.co.uk

PLAY DIFFERENT….. with Janod The No 1 French wooden toy brand

32 High Park Road • Kew Gardens • Richmond • TW9 4BH • United Kingdom Tel: +44 (0)20 8878 2133 | janod.com - kaloo.com - alexbrands.com

AIS

stand 20

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AIS preview

Brand and deliver!

Juratoys 0208 878 2133 www.alexbrands.com Juratoys has some fantastic new products for 2018 across the Janod, Kaloo and Alex brands - over 200 in fact!

The company has some great merchandising solutions as well as many deals and offers. Juratoys works hard to develop great relationships with customers and recognise that everyone is different and may have different needs, therefore they specialise in offering bespoke offers and deals and POS solutions to suit different retailers –ultimately Juratoys aims to make a buyers job run smoothly and with ease!

Juratoys will showcase the new Baby Pop range within Janod as well as some fantastic new games and puzzles, including the very popular Flamingo Balancing game and Ostrich stacker game.

Kaloo offers the new Tendresse Dolls display stand, which is a perfect display solution.

The Tendresse range was such a huge success in 2017 and is continuing into 2018 with more dolls in the range and more size options.

Juratoys are now distributing Comansi, which has enjoyed a positive response from retailers.

And finally Alex Brands - with 25 new products including some exciting new Bath lines, a pottery wheel, unicorn key rings and knot a mermaid, to name a few!

Visit us on stand 20 to receive a warm welcome and a freebie and why not have a photo taken with our Janod Rocket!

Puzzle masters Jumbo Games

Really wild

01707 289289 www.jumbo.eu

Alpha Animation & Toys 01293 804 599 Alpha Animation & Toys’ hugely exciting new property, Screechers Wild launched in February and the brand development steps up a level for autumn with DX Screechers and the ultimate Fossil Fire Playset. With more to come this year, Screechers Wild will be heavily supported with 60 two-minute digital shorts, TV, sponsorship and digital partnerships.

Super Wings, the hit pre-school TV show, goes from strength to strength and the brand will carry on evolving into 2018 with some brilliant new products for autumn, including Jett’s Super Robot Suit, and Jett’s Take Off Tower.

Another highlight of Alpha’s portfolio is Miximals. Encouraging kids to imagine, create, and share, the Miximals collectable range will expand with new characters.

Don’t miss Terra-Sect by Drone Force for must-have cutting-edge RC toys.

Adding Flair!

GP Flair 020 8643 0320 www.flairplc.co.uk Head to the Flair stand for the latest from its top brands. Girls collectables are high on the agenda with Pikmi Pops, and the surprises don’t stop there — this month sees the launch of Pikmi Pops PushMi Up. Plus there’s Shopkins, Vampirina, Puppy Dog Pals, Teenage Mutant Ninja Turtles, Ben 10, JoJo Siwa, Grossery Gang, Shaker Baker, Plasticine and much more!

Jumbo is ready for the next set of new releases across the popular Wasgij range, starting off with three Wasgij Retro puzzles that include the rerelease of the Original Retro 2: Happy Holidays, Destiny Retro 2: The Proposal and Mystery Retro 2: Stop the Clock 1,000-piece puzzles. For June Jumbo will release three brand new releases including Original 29 ‘Catching Wedding Fever!’ and Mystery 15 ‘A Typical British BBQ!’ 1,000-piece puzzles. All that an plenty more besides!

Love of learning Learning Resources 01553 819 380 www.learning-resources.co.uk Learning Resources’ range of educational toys that encourage a love of learning include Beaker Creatures, Botley, and Playfoam Pals.

Beaker Creatures is a new line of sciencethemed collectables and is the only collectable line that combines the thrill of collecting with hands-on science experiments, building skills and sparking curiosity!

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AIS preview

Magical brands Character Options

Friends till the end Winning Moves 0207 298 9507 www.winningmoves.co.uk “We were on a break!” but now Friends is back and on Netflix so demand is strong. Luckily Winning Moves has everything you need with the new Friends Top Trumps , which includes moments like the laugh out loud ‘Holiday Armadillo’, to the hilarious giant poking device and Monica and Ross’ unforgettable dance routine!

In Monopoly Friends, fans can choose one of the exclusive tokens which are iconic to the gang: will it be Rachel’s handbag or maybe Ross’ dinosaur? ‘Pivot’ round the board collecting favourite Friends episodes, like The One where Phoebe gets Married.

Fantastic new Top Trump licenses, such as Rick and Morty, The Unofficial Guide to Minecraft, GOLD World Football Stars and many more! Don’t miss deals like 5% off £500 orders and 10% off £1000 orders at show.

0161 633 9800 www.character-online.com

Retailers at this year’s AIS show won’t want to miss the hot new properties in the Character Options’ portfolio!

Each season, new animals are added to the Little Live Pets collection and this autumn will see two magical creatures, the Surprise Baby Dragon and Dancing Unicorn, join the cute menagerie of; Lil’ Cutie Pups, Chicks, Hedgehogs, Butterflies and Songbirds.

A new style and scale of Teksta will bring the iconic electronic pet to a whole new audience.

The Teksta 360 comes with all the tricks and electronic features of previous seasons.

Arts and Crafts has the year-round appeal, and Character has plenty to keep even the most creative imaginations busy. New for 2019 is Sequin Pets and Zequins, Glow Friends and awesome DNA inspired Molecules.

Oober Oonies are new the larger, re-useable addition to the Oonies range.

Don’t miss the brand new Pokemon collection.

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Spotlight on Mookie Tapping into the growing popularity of children’s wooden playhouses, Mookie has introduced the beautiful TP Weymouth Wooden Playhouse for 2018. Packed full of play value and design details, it’s sure to be in high demand this spring/summer

The natural wood is highlighted with handpainted colour detail on the roof, windows, door and balcony balustrades

This two level playhouse is made from FSC certified European timber

Features a panelled door and three windows on the ground floor, all with Perspex panes

er to d d a l l a n Inter o the t s s e c gain ac space loft Contact Mookie Toys 01525 722722 www.mookie.co.uk

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Better to bu all TP wood ild is drilled for e preasier assembly

Pressure-treated wood, so there’s no need to stain year after year

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news

Funko named WB Licensee of the Year Funko has earned the top licensing honour from Warner Bros., winning the Licensee of the Year Award in EMEA for 2018.

Andy Oddie, Funko MD: “It’s an honour to have won this award and on behalf of Funko. I’d like to thank Warner Bros for their fantastic partnership over the past 12 months. There’s more good news to come - the next 12 months look like they’ll be even stronger!”Celebrating the win on social media, Funko tweeted: “Many thanks to the team at @WarnerBrosUK who awarded Funko EMEA the Licensee of the Year Award yesterday. We’re excited to continue bringing you all some amazing Warner Bros Funko products in 2018”.

CPLG hatches new toy deals Following CPLG’s appointment by Spin Master Ltd. to represent Hatchimals, the agency has now secured a number of licensees across key categories in the UK. SAMBRO is developing a range of arts and crafts and stationery products, including stationery-filled craft eggs and magnetic scribblers, as well as bags, luggage and backpacks with two-way sequins to reveal the Hatchimal inside the egg. SAMBRO is also distributing US licensee Wish Factory’s range of clip-on plush, which is available now at all major toy stores. MV Sports showcased its range of bikes, scooters, skates and protection gear at London Toy Fair earlier this year to a great reception, with product due to launch at retail later this year.

Hasbro unveils new Avengers range Disney Marvel’s new Avengers: Infinity War trailer has been wowing fans, as they dig and probe to discover new details about the forthcoming movie.

And now fans can gear up for the 27 April launch with Hasbro’s new range of super hero toys. Iron Man, Captain America, Black Widow, Hulk and Thor team up with new allies Spider-Man and the Guardians of the Galaxy to protect the world from Thanos, the most dangerous foe they have faced yet. Hasbro’s new collection of role play-toys and figures includes Avengers Infinity War 6-Inch Figure and Deluxe 6-Inch Assortment, Avengers Infinity War Hero Vision Role Play Mask, Avengers Infinity War Titan Hero Series figures, Avengers Infinity War Titan Hero Power FX figures and Avengers Infinity War Assembler Gear gauntlets – a new modular role play system powered by Nerf!

IMC hits the road with Mickey IMC is gearing up for new launches in its Mickey and the Roadster Racers master toy range, in partnership with Disney. Pre-schoolers can immerse themselves into the world of Mickey and the Roadster Racers, with IMC’s range of figures, vehicles and playsets, with a focus on entry level price points. In addition to current lines already available, a host of new launches will be available for SS 2018, all launching in April.

New theme for BLE As the 20th Brand Licensing Europe (BLE) approaches later this year, organiser UBM has announced that this year’s theme will be food and beverage (F&B).

“F&B is one of the fastest-growing and most robust categories within licensing,” explained BLE brand director Anna Knight. “But it’s also incredibly innovative and dynamic, reinventing itself continuously in line with new trends and lifestyle choices”. The event will take place in London from 9-11 October 2018.

AUGUST 2013

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Tnp

Looks Back

Step back in time A rather personal look back through time beginning with April 2013, 2008, 1998 and 1988 by TnP Founder and MD Malcolm Naish

April 2013

April 1998

April 2013 Volume 32 Number 07

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We mourn the passing of yet another toyboy – Terry Richardson. He spent many of his years in the toy trade based in Hong Kong very many will remember both his dinner parties and ‘Terry’s Tipple’ – a large glass of Johnny Walker Black Label on the rocks.

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I report that GUS’s bid for Argos seems to be successful with 58% of their shareholders in favour, which saw their shares rising by 37% to 645p.

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Nick Austin is made chairman of the BTHA.

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On the licensing front Britt Allcroft buys the rights to Thomas the Tank Engine for £13.5million from Reed Elsevier.

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Hasbro announce a tie-up with Winning Moves to introduce new games concepts for the likes of Monopoly etc. What a winning move as the company is still going strong 20 years on.

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Moshi Monsters celebrates its 5th birthday with a party in London.

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Mary Wood joins Vivid as marketing director.

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Quarter One TV expenditure for 2013 is headed up by Mattel with a spend at rate card of £2,017,864, followed by Flair on £1,475,297.

•

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Our Toy Watcher columnist quoted the latest share prices for Tesco – 369p. Amazon 254p.

WH Smith 746p and Character Group 126p.

Check out how these have faired in the last five years?

Chris Isitt is appointed to head the UK division or Rubie’s. This turned out to be a great move for both Chris and Rubie’s.

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Argos see their sales rise year on year by 2.1% much of this driven by sales of tablets from VTech and Leapfrog.

Paddington Bear celebrates his 40th anniversary, thus illustrating the success and longevity of licensed characters as Paddington is still going most strongly indeed in 2018.

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Interestingly, Our ‘Off the Record’ contributor reports that Toymaster are quoted as saying that the 1998 show will be their last at Harrogate and will be moving to Solihull – I don’t think this ever actually happened!

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April 2008 •

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It is now confirmed that Youngsters are in Administration. 50 of their members apply to join Toymaster with 21 accepted as we went to press. AIS also offer Youngster’s members a safe haven.

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Also in Receivership is Smoby’s UK company.

Simba who have purchased the French company are quick to confirm that they will be opening a UK office.

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Sixties piglets ‘Pinky and Perky’ make a return to the licensing business.

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Corgi sells it’s Card Inc., division to Esdevium Games.

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In the Night Garden is going great guns having been the top licence for March with three new licensees added to the growing list.

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Sally Hunter joins VTech where she remains for almost ten years.

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There’s a report in The Observer that American toy retailer FAO Schwarz is looking to open a store in London – of course it never happened.

April 1988 •

LEGO lose a four year copyright battle wit Tyco following a judgement given by the Privy Council in London that Tyco had not infringed LEGO’s design copyright.

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Mattel’s European marketing director leaves the company to form his own marketing consultancy. Andrew Dobbie is the name and marketing the game. Andrew is still going strong today with his consultancy.

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Two well known toy trade personalities complete the London Marathon – Rick Carter of Allders and Warren Cornelius.

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There’s yet another re-launch for Meccano via Atlascraft their latest UK distributors.

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In our licensing feature boy band Bros were the current heroes. I understand that 30 years on and Bros are still performing to sell-out crowds, no doubt to those little girls from 1998 who are now Mums remembering their youth.

toysnplaythings.co.uk

don’t miss…

We bring to the fore a selection of the hottest and newest products that will help you sell more. Buyers and retailers, get in touch with your sales contact now!

Product: Jett’s Takeoff Tower Company: Alpha Animation & Toys Tel: 01293 804599 Web: Coming soon!

Product: Jurassic Park Dilophosaurus Pop! Vinyl Company: Funko Tel: 020 3376 3223 Web: www.funko.com

Product: Lumiluvs Company: Mookie Toys Tel: 01525 722722 Web: www.mookie.co.uk

APRIL 2018

Product: Hama Beads and Pegboard in Tub Company: DKL Marketing Tel: 01604 678 780 Web: www.dkl.co.uk

Product: Masterplan Company: Arckit Tel: +353 (86) 703 6316 Web: www.arckit.com

Product: KidzLabs Survival Science Kit Company: Great Gizmos Tel: 01293 543221 Web: www.ggtrade.co.uk

Product: Take Along 2018 FIFA World Cup Russia Arena Company: Playmobil Tel: 01268 548111 Web: www.playmobil.co.uk

Product: Max Junior Company: Max Mindpower Tel: +353 872 234097 Web: www.max-mindpower.com

Product: Invent the Greatest Board Game

Company: West Design Tel: 01303 297888 Web: www.westdesignproducts.co.uk

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REINVENTING FUN THROUGH EDUCATION