Toys n Playthings 2024 April 2024

21st - 23rd May 2024

Toymaster would like to invite all independent bricks and mortar Toy and Model Retailers, both in the UK and Ireland, to attend the 2024 May Show.

Over 100 Suppliers will be exhibiting at the Majestic Hotel, Harrogate, on the 21st - 23rd May and we hope you are able to join us in making the most of the opportunities o ered.

For more details and to register online, please use the following link:

toymaster

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk 01442 289930

Media & Sales Manager

Claire Naish claire@tnpmedia.co.uk 01442 289937

Editor Tim Murray tim@lemapublishing.co.uk 07831 279243

Assistant Editor

Naomi MacKay naomi@lemapublishing.co.uk 01442 289930

Retail Editor

Clare Turner clare@lemapublishing.co.uk 01442 289930

Production Director

Paul Naish paul@lemapublishing.co.uk 01442 289933

Circulation Manager Robert Thomas robert@lemapublishing.co.uk 01442 289930

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Special Report

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Lema Publishing Ltd

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

At the heart of retail

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Retail

game’s increasing reach…

28 Retail Opinion John Ryan considers how to make toy shops more appealing to customers

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At the heart of retail

Also by Lema Publishing

LEADER

I’m watching the Barbie film as I write this column.

It’s worth noting, though, it’s not that Barbie film. Not the Barbie movie. No, instead it’s a preview of a documentary, Barbie: Uncovered, which was due to air on Sky over Easter.

It’s a watchable if occasionally gossipy affair, charting the life and times of the doll, from her inception at a nascent Mattel onwards.

At times rather salacious, focusing on the more gossipy elements of the saga, it veers into Channel 5 territory, but it’s a fascinating watch nonetheless, particularly when it talks about the development of the doll, and other Mattel products, under the watchful eye of Ruth Handler and Jack Ryan, portrayed as her at times dysfunctional parents.

Perhaps some of the most intriguing elements, and ones of interest to our business, are about Mattel’s early days, and how Handler, who liked a flutter, essentially bet it all on marketing and invested every penny of cash the company had, pre-Barbie, on TV advertising through Disney’s Mickey Mouse Club, to push a burp gun. The gamble paid off and it laid the foundations of the company.

Jthe Academy Awards and the number of gongs it went home with on the night, but the seismic impact of the film is still being felt.

Barbie was the film sensation of the summer of 2023, but its life has been extended beyond that.

There’s not just the documentary – Mattel is celevrating the 65th anniversary of the doll this year (her birth is key to the Uncovered documentary), which it is marking with a raft of activity, and new product is already out there. Retailers and experts have all noted that there was little in the way of film-related product to accompany the movie’s marketing might last year, but there are lots of collectible items landing, plus activity from Mattel.

Moreover, the exhibition at the Design Museum, due to take place this summer, will give another retail boost.

This year seems to be all about

year “ ”

This year seems to be all about anniversaries, from Rubik’s Cube to Barbie by way of Toy Fair, everyone is enjoying a birthday or some celebration marking some milestone and it’s these elements that should bring a fillip to retailers throughout the year.

anniversaries, from Rubik’s Cube to Barbie ...it’s these elements that should bring a fillip to retailers throughout the

This kind of thing might not happen in such stark terms now, and there’s a far more sophisticated and complex marketing arena now, with more choice and a cluttered marketplace to get through, but it’s certainly an interesting look at how belief in your product and innovation when it comes to development, backed by strong marketing and getting the message out there to consumers, are the drivers that the modern toy industry was built on. “You can tell it’s Mattel, it’s swell,” ran the tagline used in those early ads; a clumsy rhyme that today’s marketing nous puts to shame, but its impact was felt in homes throughout the US and beyond.

The documentary also offers insight into the Barbie effect following in the wake of the movie.

Barbie may have been snubbed at the Oscars, both in terms of nominations for

But there’s a lot more to the business than just Barbie, even if she is a seasoned veteran and an annual mainstay (the constant reinvention of the doll for an ever-changing world is one of the highlights of Barbie: Uncovered, once you get past the tales of excessive parties and the like) and Barbie is just a small part of what we’ve got in these pages.

So this means a look at the Science and Nature and Outdoor sectors, both key. The lack of a decent summer season, especially an early one, was one of the drags on business in 2023 and while, unlike, say, an anniversary, the product marketing departments can do nothing about the weather or conjure up an early, warm summer and a rush to buy outdoor toys, they can use their creativity to try to deliver sales. We outline the best of there is in these sectors in these pages.

We’ve got an early look at Toymaster ahead of the show, presaging a full feature in our May issue.

And, of course, we’re celebrating both the marketing that brings products to consumers and the thought that goes into creating product to bring to market. Both were crucial elements in Mattel and Barbie’s development and they’re as important now as they were 65 years ago…

Tim

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the number of months the Toy Trust’s 2024 fundraiser Midsummer Mayhem is set to run for, taking in May, June and July.

The Trust is hoping toy companies will collectively take part in all kinds of fundraising activities for the three months, at times that suit them.

Individuals and groups can make up their own minds about what they do, but there are suggestions at www.toytrust.co.uk/fundraising/midsummermayhem/fundraising-ideas.

And for the first time, the Toy Trust is working with another organisation, Run for Charity, which has secured a number of places for popular events and fundraisers this year, which will be available for Toy Trust entrants. These include the Colchester Stampede 10k (a 10km run around Colchester Zoo), The Peak District Trek Challenge, Run Alton Towers or Thorpe Park. More details are available at www.toytrust.co.uk/fundraising/new-events-2024.

All you need to do to get involved is register at www.toytrust.co.uk/ fundraising/midsummer-mayhem, and get your thinking caps on.

More details to follow, you can also contact matt@btha.co.uk for more details and follow @TheToyTrust on Instagram.

The month in numbers

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Some of the past month’s news highlights as offered up by the Toys n Playthings newsflash and more. To sign up for daily bulletins, go to www.toysnplaythings.media

the percentage growth enjoyed by Pokémon in 2023 in the UK, part of “another sensational year” for the Pokémon Company International.

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It helped it to its highest-ever position in the UK according to Circana, with similar results in Germany and Italy (it is second in the first two, and third in the latter, with a mammoth 68% growth year-on-year).

It’s still the number one property in France, Belgium and the Netherlands. Its sales in France were almost double that of its closest rival.

“Our continued commitment to innovation and finding new ways to connect with fans resulted in another packed programme of activity and irresistible launches, which created huge buzz and massive demand, leading to another year of vigorous sales,” said Mathieu Galante, licensing director EMEA for The Pokémon Company International. “With more exciting activity planned over the coming months, we are working hard to keep Pokémon at the forefront of popular culture and build on 2023’s outstanding performance at retail.”

“The Pokémon TCG continues to go from strength to strength, with another fabulous year in 2023,” said Simon Benton, VP of Pokémon TCG sales for Europe.

the percentage of Hornby now owned by brand specialist Frasers Group, after it acquired more than 11 million shares in the train company.

Frasers Group looks after retail and other brands, with a portfolio that includes Sports Direct, House of Fraser, Slazenger, Game and Jack Wills.

Chris Wootton, CFO of Frasers Group, said: “ Frasers Group has a vision to build the planet’s most admired and compelling brand ecosystem. Hornby’s portfolio of unique heritage brands is already part of GAME’s product offer and we look forward to exploring opportunities to further leverage our scale in retail logistics and distribution. This is consistent with our strategy of pursuing strategic interests to enhance value for all stakeholders.”

the percentage by which Spin Master’s Q4 revenue rose year-on-year in the final quarter of 2023, according to figures for the final quarter and full year released by the company. It grew market share globally despite a fall in toy revenue in 2023, and the company said it was “excited by growth opportunities” across its three key arms, Toys, Entertainment and Digital Gamers.

Across the whole of 2023, revenue was down to $1.904 million, a fall of 5.7%. The report noted: “Revenue by operating segment reflected a decline of 11.3% in Toys, partially offset by increases of 60.0% in Entertainment and 6.1% in Digital Games.’’

In the fourth quarter revenue was up 7.9% year-on-year, with the company’s entertainment arm seeing revenue soaring by more than 76%. Toy gross product sales stood at $502.3 million, an increase of $23.1 million or 4.8%.

Global president and CEO Max Rangel said: “We are very pleased with how our team navigated the challenging macroeconomic environment to deliver revenue growth across toys, entertainment, and digital games in the fourth quarter. Our Toys creative centre grew in the fourth quarter, outperforming the global industry which declined.

“We harnessed the strength of our three creative centres to meet our full-year revenue expectations. While our Toy revenue declined for the full year compared to 2022, our POS remained ahead of the industry and we grew market share globally, by introducing innovation into the toy aisle, engaging fans of popular franchises both licensed and owned, and growing our evergreen brands to create magical play experiences for millions of children globally. We saw strong increases in Entertainment from the PAW Patrol movie and the delivery of the Unicorn Academy series, and we grew Digital Games revenue, highlighting the power of our diversified portfolio to drive long-term growth. Looking forward, we are excited by the growth opportunities ahead of us across our three creative centres.”

Taking The Entertainer brand to Tesco

It’s all go when TnP speaks to The Entertainer’s chief operations officer Nick Hargreaves early in March.

For just days previously, the toy chain had started its ambitious rollout plans as part of the mammoth partnership between The Entertainer and supermarket giant Tesco, with the partnership seeing stores within stores at the grocer’s stores around the UK and Ireland.

“It’s a very exciting point for us, an important milestone,” he says, fitting in an interview with TnP despite his busy schedule.

“We’re at pace now,” he notes, “and we’ve got a timeline to hit.”

Despite the vastness of the undertaking – installing The Entertainer into allocated space at Tesco’s estate across the country –more than 700 stores – he’s not as stressed as you might think.

“One of the characteristics of The Entertainer is we’re a nimble and agile business,” he explains, “and we’ll need all those characteristics to hit these milestones and timelines.”

They’d started the roll out at the end of February, when he told us: “The programme is already under way – we had shop fitters on site in the first location on Monday evening, and this week we’re rolling out the programme.”

The rollout programme will take 33 weeks in total, or eight months in all. “It’ll last from now

March saw The Entertainer kick off the mammoth task of rolling out its stores-within-a-store to Tesco outlets around the UK. TnP speaks to the toy retailer about the toy zones it is setting up across the supermarket giant’s estate and the partnership between the two…

until the middle of October; we’ll be completed and done ahead of October half term. All of Tesco UK locations will be ready to go from October onwards.”

The methodology is fairly simple, even if it won’t follow the exact lines everywhere but, roughly speaking the first 10 weeks will be “primarily” targeting smaller toy spaces and sorting those, moving on to bigger Tesco sites as it progresses.

‘‘The aim is to complete, certainly initially with the smaller stores, around 25-30 locations a week, with a small break over Easter to maximise opportunities with customers in store over the holidays,” says Hargeaves.

And it’s so far so good as we speak. “Of the 27 we had to do this week,” he laughs, “we’re absolutely on track to complete those on time.”

The smaller stores, are, as Hargreaves notes, “relatively straightforward. If it’s a single bay, the team can go in with the necessary kit and install it, the next day a merchandiser will turn up and rack the product. If it’s stores with 30-35 bays, then it requires a lot more shopfitting work, a bigger team.”

The trial period, effectively through 2023 as the two retailers tried to see if it was possible to partner in this way, was across more than 30 stores of differing shapes and sizes, which aided with sorting out the logistics.

“We were able to test this quite a bit in the trial,” he says. “We had 35 stores of different sizes and our aim

It’ll last from now until the middle of October; we’ll be completed and done ahead of October half term. All of Tesco UK locations will be ready to go from October onwards

was to cause as little disruption as possible in the stores.”

There are, he continues, “several different models based primarily on the space and number of bays”.

Space, he explains, is at a premium in the smaller stores, with messaging and The Entertainer branding still important, albeit with less experiential and interactive elements. “The larger ones will have a greater degree of branding,” he notes, “with messaging running along the top of the bay and a greater degree of experiential and interactive elements, all of which is accessible at children’s height.” He says product such as Pitter Patter Pets will benefit from elements such as that.

He’s keen to stress that all elements are in collaboration with Tesco, and, similarly, how The Entertainer is “working with Tesco to build a joint marketing plan”.

“The reality is there are a number of parts of the country where that location is not necessarily served by a standalone Entertainer store; this opportunity to partner with Tesco will increase brand awareness, especially where there’s limited standalone The Entertainer presence, or none at all. It’s very exciting for us, a great opportunity for us to work with the third largest retailer in the world.”

On the buying side, The Entertainer is reworking how it operates in head office. “We are restructuring and expanding our buying team,” he says, “and the teams that support those – merchandising,

allocation and so on. We’re restructuring and expanding to accommodate the extra requirements and demand.”

The new restructured buying team will, Hargreaves adds, enable the retailer to better accommodate the different scales brought about by not just its partnership with Tesco, but those with other retailers such as M&S and Matalan.

It is increasing the number of The Entertainer employers in stores and in the field too. It is, Hargreaves notes, a “hybrid” model of working in the stores, some, often the smaller ones, are staffed and looked after by thirdparty retail specialists eXPD8, a key partner for The Entertainer. Others will be buddied up with The Entertainer stores nearby, with managers becoming responsible for the Tesco outlet alongside their own. Some The Entertainer staff will be inside the Tesco stores in these instances.

What it does create for The Entertainer staff and potential employees, is plenty of opportunities, offering real progression for staff. Field teams will be expanded to take in the 760 or so Tesco locations that will be completed by October, with those field teams also looking after M&S and Matalan.

The Entertainer will not, Hargreaves adds, be embedding staff in Tesco head office, but the close

proximity of the two retailers’ head offices – it’s less than 30 miles from The Entertainer’s Amersham HQ to Tesco’s Welwyn Garden City operation – means there’s no real need.

“We’ve built some good working relationships with Tesco,” says Hargreaves.

As for the range, essentially, he says, Tesco will mirror The Entertainer. “From a range perspective, there’s not going to be something in Tesco that’s not ranged somewhere in The Entertainer,

“The Tesco space is clearly a smaller space, the range in Tesco will be a curated subset of The Entertainer stores.”

If anything, there’s a fine balance to be maintained in Tesco stores. Curating really does describe what The Entertainer is doing, in terms of ensuring there are higher-ticket items for big presents and pocket money priced toys as impulse purchases and for kids’ friends’ birthday party presents, and every point in between. “We want to tick off as many customer missions as possible,” says Hargreaves, “all those different challenges. It’s quite a balancing act. The more space we have, the more missions can be completed.’’

When it comes to pricing, Tesco’s pricing will match that of The

“

One of the characteristics of The Entertainer is we’re a nimble and agile business and we’ll need all those characteristics to hit these milestones and timelines ”

Entertainer stores, with offers consistent across both and, as Hargreaves says: “We see our customer as being one viewer of the price; it will be the same online as in our stores as in Tesco.”

The benefits for the whole deal are clear for The Entertainer as it is still aiming to further increase its profile among consumers and reach hitherto untouched parts of the UK. And, as Hargreaves concludes, this is not just restricted to its appearance in Tesco stores, because The Entertainer is still making its own expansion plans.

‘‘The partnership with Tesco is fantastic,” he notes, saying how it will not just reinforce The Entertainer in locations where it is well known, but also in parts of the country where it has few or no stores.

“With our own existing estate, there are also a number of locations where we’re not well represented. We still have exciting plans to move into these spaces as well, as part and parcel of our own strategy,” he says.

There are no firm announcements yet, but even with the busy task of moving into Tesco’s estate, The Entertainer is far from done yet.

May days approach

The May issue of TnP will contain a full preview of this year’s Toymaster show in Harrogate, but here we offer up a sneak glimpse into what’s coming to the show…

Where? Majestic Hotel Harrogate | When? May 21 - 23

If it’s May, then it must be Toymaster…

As the year rolls on and with the winter shows out of the way, it’s time for the spring/summer trip up to Harrogate for Toymaster.

For independent retailers and members of the buying group, it’s an essential event, and it’s a firm fixture on the calendar.

Like its London Toy Fair contemporary, the Toymaster show is packed out with exhibitors – both sell out increasingly early to those wanting to show their wares to the retailers.

And, again, like the London event, it’s not just the familiar old faces attending, there will be new suppliers and new exhibitors there, with the newness being another reason to attend.

The spring timing suits many of the

A nice Pear from Asmodee

Well, it’s more than a pair, as Asmodee has revealed a fab four for Toymaster. It’s taking a raft of games to Toymaster, including Pear-Shaped, an “exhilarating and fast-paced card game that promises a rocking good time for players”. It will also be showing off Word Traveller, for those who want to go further afield. It is, the company says, “a cooperative party game that has a similar game play to the ever-popular Codenames and Concept, so you’re guaranteed to enjoy it! The game promises to be fun for your team if you win and still enjoyable if you lose.”

We feel the format of the show works well for all attendees, and the feedback we receive each year from members, suppliers and other attendees backs that up “

Also on show will be the latest Dobble SKU, Dobble Mr Men and Little Miss, as well as board game Harmonies

more nimble independent retailers. While the multiples and big guys need earlier planning and want to get things done and dusted as early as possible in the calendar year, many indies would rather wait to see how things are progressing and let the dust settle. Toy Fair at Olympia in January and then Spring Fair at Birmingham the month after, can provide the initial spark, and the first sight of new products for the rest of the year; and in the weeks afterwards, retailers can gauge what products are worth pursuing and how they tie in to trends and moods as the year progresses. By the time they’ve arrived at the Majestic Hotel in Harrogate from May 21 to 23, its usual

and cosily familiar home, they’re ready to make their orders.

There’s other benefits for retailers too.

Toymaster’s show is not only open to all; other, non-Toymaster retailers are also invited along, with indies with bricks-and-mortar stores encouraged to attend, so they can witness up close and personal the benefits of membership.

And, as any Toymaster retailer will tell you, the opportunity to chat to other members of their ‘family’ is also a real boon.

Oh, and there’s also, beyond this, the social element, too. The chance, after a hard day’s work pounding the floors of the exhibition rooms and going from stand to stand, to kick back and enjoy a drink or two with retailers and suppliers alike.

The importance to suppliers is clear.

As Richard Dinham, UK sales director at Sambro, says: “Team Sambro is very excited to be attending the Toymaster Show this year and will follow highly successful events at Toy Fair London and Spielwarenmesse Nuremberg, where

many independents saw the extent of Sambro’s impressive product range.

“As the largest UK trade show dedicated to independent toy, gift and hobby retailers, we feel it is important to connect with these independent retailers who are such an important part of the toy industry. We will showcase our extensive range of new products (including our domestic stock ranges) for 2024 and hopefully build some new networks and connections along the way.

“Can’t wait to see everyone there, be sure to come see us at our Sambro stand in the Lower Marquee!”

Toymaster’s recognition is important right down to the smallest companies. Floss and Rock is a small company based in Blackpool, run by a husband and wife team.

Its name is inspired by the town (sticks of rock and candy floss being its two biggest exports) and is in its own words, “prioritising traditional play values and creating unique gifts and toys for children primarily aged two to 10, you can expect to see bright, modern twists on classic ideas that avoid tech, plastics and screen time and increase time spent playing, creating, imagining and

On the Cobbles

Cheatwell will be showing off its Cobble Hill jigsaw puzzles as the company is now officially looking after the latter’s legendary products in the UK. Cheatwell says: “Already one of the best-selling ranges in North America, Cheatwell Games is now the proud distributor of Cobble Hill jigsaw puzzles in the UK and Ireland, and the Toymaster Show will be an opportunity for members to see the range, feel the quality and take advantage of the Toymaster deal that will be on offer.”

learning new skills”, all with a very ecofriendly skew.

It’s at the opposite end of the spectrum from Sambro and has yet to exhibit (it is aiming to be there next year, with exhibitor space selling out before it got its supplier status), but its recent granting of its status as Toymaster supplier is key to its growth, its founders believe. And the recognition is another string to its bow, sitting alongside the King’s Award for Enterprise for International Trade and a growing base of customers – it is already supplying 40 countries (and counting).

Being a Toymaster supplier is important. Co-owners and husband and wife team Tim Hislop and Gill Stratton say: “We are delighted to become an official Toymaster supplier. After a busy couple of months at trade shows it’s been fantastic to liaise with Toymaster members. We feel that our offering will be a brilliant addition to specialty toy stores across the country and we’re very excited about this new partnership.”

Meanwhile, the Toymaster team has been hard at work since the end of May last year, planning for this year’s event.

It may have settled into its groove, with the ideal location and one favoured by all sides of

Pulling Rabbits – and more – out of hats

Orchard Toys will be highlighting its The World Of Peter Rabbit range, with six adorable games and puzzles on show. And, the company adds: “The show will also be a chance for indies to see the full portfolio of Orchard Toys best-selling fun, educational games and jigsaws, and to discuss promotions and bespoke in-store activities. New to the range will be Buzz Words, Fun Food Bingo and Doggy Doggy Woof Woof!’’

the chain, and sold out space every year, but that’s not to say they’re resting on their laurels.

As commercial director Paul Reader and development manager Brian McLaughlin say: “Each year we catch up the week after the show to discuss what worked, and what changes we could make for the following year; it is always best to do this while it is fresh in our minds. We feel the format of the show works well for all attendees, and the feedback we receive each year from members, suppliers and other attendees backs that up, so there are no radical changes from last year, but perhaps a few subtle differences here and there. We are always open to suggestions about what we could do differently to improve the experience for future shows.”

We’ll have a full preview in the next issue – if you’re exhibiting get your submissions in to tnp@lemapublishing.co.uk – but we’ll leave you with this timely reminder from Messrs McLaughlin and Reader, who say: “The show takes place at the Majestic Hotel in Harrogate and the dates are Tuesday May 21 to Thursday May 23. We look forward to welcoming the trade and hope everyone attending finds the show productive and enjoyable.”

Tray bien

Wilton Bradley will also be at Toymaster, and among the goods on offer will be its new Play Tray. Crafted from foodgrade plastic, the durable PlayTray serves as the perfect canvas for a range of fun activities for kids, including painting, sensory exploration, and STEM experiments. It features a convenient pouring spout for effortless clean-up, detachable legs for spacesaving storage, and easy-lift cutouts for seamless transitions between indoor and outdoor settings. Its adjustable height options ensure suitability for children of varying ages and sizes, while its thoughtful design allows accessibility through standard UK doors, making it a fantastic addition to any playroom or classroom.

Zooming in on profits

VTech has unveiled a new line-up for its Kidi range for 2024, with two new additions under the Kidizoom banner and a new set that will snare consumers in the shape of Kidi DJ Drums, a thumping good idea for budding stickspeople…

VTech, the number one youth electronics manufacturer (according to Circana figures for the full year 2023 in terms of value), remains at the forefront of Electronic Learning toys. Continuing its legacy of innovation and education, VTech proudly unveils updated versions of two of its well-known Kidizoom products: the Kidizoom Duo FX and Kidizoom Smart Watch MAX.

These enhancements not only reflect VTech’s commitment to excellence but also promise to elevate children’s play experiences to new heights.

In addition to these updates, VTech is thrilled to introduce a new item to its Kidi line-up for Autumn/ Winter: the Kidi DJ Drums.

“

Children-focused cameras are not just about capturing moments; they’re about igniting imaginations and encouraging creativity from an early age “

With this latest release, VTech aims to inspire creativity and learning in children, reinforcing its dedication to pushing the boundaries of fun and education for kids of all ages.

The all-new Kidizoom Duo FX, builds upon the success of its predecessor, the Kidizoom Duo 5.0. The Duo FX features a vibrant 2.4inch colour LCD screen and dual cameras, allowing children to capture memorable moments with ease. With brand new innovative effects such as Cartoon Studio and Chin Puppet Theatre mode, children can unleash their creativity and transform ordinary photos into works of art while having so much fun along with way. The Cartoon Studio feature allows children to take a selfie and then transform their image into three brilliant animated styles that are sure to captivate their imagination, while the Chin Puppet Theatre allows kids to virtually ‘dress up’ their chin with funny outfits, noses and frames to create a hilarious video with sound

effects and music. With more than 20 games and activities, a built-in photo editor, and parental controls as well, the Kidizoom Duo FX offers a safe and enriching experience for children.

The Kidizoom Smart Watch MAX is the latest evolution of VTech’s beloved smartwatch for kids. With a spacious 1.69-inch colour LCD touch screen and dual cameras, children can capture wider photos and express their creativity in new ways. Boasting more than 50 clock faces and customisable options, the Smart Watch MAX offers endless personalisation to suit every style. Packed with features like eight engaging games, a pedometer, and a motion sensor, the Smart Watch MAX encourages active play and

Product Info

learning. Splash-proof and equipped with parental controls, parents can trust that their child’s smartwatch experience is both safe and enjoyable.

Prepare to embark on a musical journey with the upcoming launch of the Kidi DJ Drums, available this Autumn/Winter. Building upon VTech’s legacy of innovation, the Kidi DJ Drums features a light-up electronic drum kit designed to inspire budding musicians. With built-in Bluetooth and 3.5mm audio port, children can drum along to their favourite tunes or create their own beats. With coach mode and fun rhythm and timing drum games, children can learn to play like a pro while having a blast. The built-in microphone allows kids to record their own drum sounds, fostering creativity and musical talent.

VTech has launched brand new captivating TV adverts for both the Kidizoom Duo FX and Kidizoom Smart Watch MAX in Spring 2024, showcasing the exciting features and

Kidizoom Duo FX – SRP: £59.99, Ages 3-9 years.

Kidizoom Smart Watch MAX – SRP: £49.99, Ages 4+ years.

Kidi DJ Drums – SRP: £59.99, Ages 5+ years.

endless possibilities of these updated versions. The TV adverts will be seen by children across popular linear TV channels, and Kids VOD throughout the Easter period, as well as being seen across the digital landscape via YouTube throughout Easter and the May half-term.

“

VTech will be hosting a couple of PR events in Autumn 2024. These events will be a great platform to increase the brand and product awareness while creating positive engagement with the target audience in a really fun way “

In the second half of the year, the Kidizoom Duo FX and Smart Watch MAX will be back at the forefront of VTech’s autumn/winter marketing activity, with campaigns that span linear TV, VOD, and Digital platforms. Channels such as TikTok, YouTube, Instagram and Facebook will be utilised to reach the target demographic to drive awareness. VTech will connect directly with audiences through favourite TikTok and Instagram creators, while also promoting these creators posts to further enhance reach.

Stay tuned for an advert for the Kidi DJ Drums later in the year that will highlight its unique features and interactive play. This new advert will also be shown across linear TV, VOD and digital platforms to generate as much reach and awareness of the exciting new line as possible.

To further promote the Kidizoom range and highlight the benefits of the Kidizoom Duo FX, Kidizoom Smart Watch MAX, and the Kidi DJ Drums, VTech will be hosting a couple of PR events in Autumn 2024. These events will be a great platform to increase the brand and product awareness while creating positive

engagement with the target audience in a really fun way, and also providing an opportunity for parents and children to experience first-hand the creativity, learning, and fun that the new Kidizoom products have to offer.

Brand manager Mike Lynch says:

“Children-focused cameras are not just about capturing moments; they’re about igniting imaginations and encouraging creativity from an early age. At VTech, we understand the importance of providing children with tools that inspire exploration and learning in a safe and engaging way. Our cameras are designed to withstand the rigours of play while offering intuitive controls and educational features that encourage selfexpression and discovery. We believe that every photo taken is a story waiting to be told, and we’re proud to empower children to share their unique perspectives with the world.”

NEWS

Exhibitor applications now open for London Toy Fair 2025

Exhibitor applications for Toy Fair 2025 are now open via the Toy Fair website. Organised by the British Toy & Hobby Association, Toy Fair will return to Olympia London between January 21 and 23 2025, occupying the Grand, National and Upper West Halls.

Toy Fair offers the first opportunity of the year in the UK for manufacturers to showcase their products and ranges in person, to a vast range of buyers, licensors, media and the wider industry, all under one roof. From small and start-up companies, to large, renowned brands, the vibrant atmosphere of Toy Fair is a great platform for manufacturers and distributors of all sizes to make new connections and build on existing relationships.

Exhibitors can choose from three stand packages: space-only, shell scheme and the economy package in the ‘Gold Zone’ - a hub of stands for smaller, and up-and-coming companies, formerly known as The Greenhouse.

Toy Fair celebrated a sold-out show for its 70th anniversary in January 2024, and looks forward to creating another buoyant show for the industry in 2025.

Katy Fletcher, head of marketing and

product development, Ravensburger UK, said: “Toy Fair is quite simply an essential event in our calendar. The show celebrates the vibrancy and innovation in our industry and offers an ideal platform to showcase the best we have to offer – for our retail partners, industry connections and the attending press. This year’s show was our biggest yet, including the launch of our new Play+ infant and toddler range and a sneak peek at new news for the Disney Lorcana Trading Card Game. The event really set the tone for the coming year.”   Jacqueline Taylor-Foo, general manager UK & Ireland of Jumbo Group, added: “Galt UK – part of the Jumbo Group, will 100% be returning to London Toy Fair in 2025. We really value this opportunity to meet with the widest selection of buyers across the industry, combined with showcasing our bestsellers and new launches for the upcoming year. It’s a calendar highlight as a team event; a chance to thank our customers for supporting us in the previous year and we simultaneously find ourselves welcoming a good selection of new customers every year as well. We’ve been attending for over 40 years and as the company and trade evolves, we intend to keep going for as long as it does!”

Board Game Club boxes set to roll out

Playtime PR is set to deliver the first wave of Board Game Club boxes to libraries around the UK as part of its scheme to boost access to games and play for local communities.

The initiative will see packs, containing 11 board games in each, going to 100 libraries across the length and breadth of the country.

Playtime said there had a been a “stellar response: from games companies who were called on to donate product, and “huge interest’ from libraries; sets will go out later this month.

Companies supporting the initiative include Asmodee, Big Potato, Gibsons, Imagination Games, Orchard Toys, Ridley’s Games and Spin Master.

Director of strategy and creative at Playtime PR, Ceriann Smith, said: “The response by both games companies and libraries has been phenomenal. Almost a third of the signedup libraries plan to use the Board Game Club boxes to refresh their existing games collections, while nearly a quarter say they’ll use the games to establish a new Board Game Club at their library. It’s great to see such a strong appetite for games in library settings.’’

LEGO Group 2023 earnings report

The LEGO Group has reported earnings for the full year 2023. The company grew revenue 2% to DKK 65.9 billion (£7.55 billion) despite a difficult external operating environment, and significantly outpaced the toy market, growing market share.

Operating profit was a solid DKK 17.1 billion as the company accelerated spending on short- and long-term strategic initiatives.

CEO Niels B. Christiansen said: “We are pleased with our performance given that 2023 was the most negative toy market in more than 15 years. We continued to grow on top of three years of extraordinary growth and saw strong momentum in the final quarter of 2023. We significantly outpaced the market, growing share and proving the appeal of our strong, diverse portfolio and the LEGO System in Play.

“Despite the external market conditions, we continued to invest for the future and made good progress on digital, sustainability and retail initiatives that will support long-term growth. We are grateful for our dedicated colleagues who remain committed to our mission to inspire and develop the builders of tomorrow.”

Performance overview

Revenue grew 2% to DKK 65.9 billion vs. DKK 64.6 billion in 2022, in line with expectations. Excluding the impact of foreign currency exchange rates, revenue grew 3% compared with 2022.

Consumer sales grew 4% in 2023 vs. 2022, driven by strong growth in the U.S. and Central and Eastern Europe. This was offset by a

Operating profit was DKK 17.1 billion down 5% vs. 2022 due to accelerated spending on strategic initiatives and changes in foreign currency exchange rates. Excluding the effects of currency, profit was down 2%.

Operating profit in the second half of 2023 grew 7% versus the same period in 2022 due to revenue growth and increased productivity. Net profit was DKK 13.1 billion in 2023 compared with DKK 13.8 billion in prior year.

Cash flow from operating activities increased 1% to DKK 15.4 billion from DKK 15.3 billion. The company invested DKK 8.5 billion mainly in offices and new and existing factories to expand capacity to support growth, up from DKK 6.0 billion in 2022. This resulted in free cash flow of DKK 6.9 billion in 2023 against DKK 9.3 billion in 2022.

Roll with it

Character Options is partnering with Sky Castle Toys to bring Sticki Rolls – the “ultimate wearable, shareable sticker experience” – to the UK.

Sticki Rolls will, the company said, “revolutionise” how kids collect, share and show off their favourite stickers, and ties in with the trend not just for the sticky items, but for fashion accessories too.

Sticki Rolls, aimed at children aged five years old and up, combine stickers with fashionable bracelets, with each ‘charm’ featuring 10 stickers, meaning 50 per bracelet.

Launching in the summer, with three different SKUs starting at the pocket money price point of £4.99 and moving up to £19.99, Character Options is aiming to drive awareness throughout the summer and then have them dominate in the playground when kids go back to school.

Marketing director Mark Hunt

said: “We are beyond excited to be partnering with Sky Castle to bring Sticki Rolls to the UK. This is an IP that offers children a creative outlet in a collectable format, with more than 1,000 holographic, re-stickable stickers coming for Series 1 alone. Each is designed by renowned kawaii artists from around the globe, with differing rarity levels. But it’s about so much more than just collecting stickers; the brand also encourages children to foster connections through sharing stickers, spreading positivity and ‘Sticking Together’.

“We’ll be putting a lot behind the launch with media support across linear and YouTube, amplifying the brand across social media, with a huge push across TikTok. It’s going to be everywhere – watch this space.”

PAW Patrol goes on safari

The PAW Patrol crew celebrated the launch of the new iteration Jungle Pups by heading to Longleat Safari Park.

A life-size version of the PAW Patroller vehicle was on hand to transport the pups around the venue for the weekend of fun at the famous safari park. Marshall was transported around to see the creatures, taking in everything from gorillas to sea lions.

Plenty of families were on hand to see the launch, which came as the toys based around the latest series landed in stores.

Senior brand manager at Spin Master, Becca Hanlon, said: “PAW Patrol gets mightier by the day, and we had an amazing time bringing the incredible life-sized PAW Patroller to life for little ones to jump onboard and enjoy in such a fantastic location, it was a joy to see little one’s face so excited at the jungle theme.”

Longleat Safari Park sales and marketing director John Broughton said: “We’re so thrilled to have had this exciting extra adventure for our guests and loved hosting the Jungle Pups at Longleat. There are so many animals and wildlife to see and explore, and we had a brilliant time seeing everyone’s favourite characters come to life.”

VITAMIN P(LAY) TREND SHOWCASES TOYS BOOSTING MIND AND BODY

In the latest missive from the other side of the Atlantic, the Toy Association’s Jennifer Lynch looks at one of the key trends from the US in the shape of toys that go beyond mere entertainment…

The U.S. Toy Association’s ‘Vitamin P(lay)’ trend, announced in February, is highlighting how parents are increasingly seeking toys that go beyond mere entertainment, aiming to foster mental and physical development. The trend, which encourages screen-free, hands-on, and active play and promotes emotional intelligence, demonstrates how toymakers are innovating these categories of playthings to encourage movement and learning.

“This trend recognises holistic child development and play’s role in the equation,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “Considering that 65% of parents are seeking out toys that help build a skill set, as well as toys that promote wellness, kindness, and emotional regulation, according to a Toy Association survey of 1,000 US parents, toymakers are focused on delivering more toys that not only promote physical fitness but also stimulate creativity, healthy emotional expression, and social interaction.”

Bolstered by fanfare surrounding the Paris 2024 Summer Olympics, outdoor and sports toys are also expected to surge in popularity throughout the year.

Read on for a few examples of toys that fuel kids’ minds and bodies.

Fairy Friends Hideaway (PlayMonster): a grow-your-own fairy garden playset that teaches kids how to grow plants from seeds.

Bebe Fuerte Count & Groove Bouncy Barbell (TOMY): a bilingual electronic barbell featuring three modes of play (counting and dancing, silly sounds, and music) to encourage little ones to move.

Build & Splash Water Table (Little Tikes): a play table that can be used year-round to facilitate kids’ sensory and fine motor skills.

Jelly Blox (Goliath): a patent-pending building system for toddlers and preschoolers that supports key developmental milestones through tactile, squishy, sensory play.

Crazy Cart Shuffle (Razor): a kid-powered go-kart that lets kids drive, drift, and spin by simply shuffling their feet back and forth to gain speed.

Hopscotch Lane Stepping Stones (Sunny Days Entertainment): a set of stepping stones in two sizes and various colours, which kids can use to practise balance and stability as they walk and hop from one to another without touching the floor.

More information about The Toy Association’s top trends of 2024 can be found at www.ToyAssociation.org/trends. Be sure to save the date for Toy Fair New York 2025, taking place March 1-4 in New York City, where more trend research will be unveiled. Visit ToyFairNY.com to learn more.

NEWS

Orchard inks SES Creative deal

Orchard Toys has agreed a distribution agreement with SES Creative, which will support its plans to expand into European territories.

The deal covers the GAS territories – Germany, Austria and Switzerland – as well as Benelux and France.

A Smart move

It will see SES providing “regional distribution and local infrastructure” and getting Orchard product into existing retail across the territories as well as developing major new business opportunities for Orchard Toys in the region.

Orchard Toys MD Simon Newbery said: “This new Distribution Agreement is part of our growth strategy to develop and expand our business across Europe, and SES Creative is a great fit as our new partner.”

SES Creative CEO Boris Scholtz added: “We are excited to add Orchard Toys’ excellent products to the SES Creative collection and make them available to children across GAS, Benelux and France.

‘‘It will help us grow sales and become a stronger partner for our valued customers, as well as offering more choice to the consumer.”

Smart Toys and Games was celebrating after picking up a trio of awards, which, the company said, showed how much parents love its SmartMax brand.

Its My First Build & Drive toy scooped not one, nor two, but three gongs at the prestigious Loved By Parents awards, winning platinum in the Best Stimulative Toy 1-3yrs, Best Construction Toy 1-3yrs, and Best Innovative Toy 2024 categories.

Karen Clarke, UK brand director at Smart Toys and Games, said; “We are over the moon that one of our newest SmartMax ‘My First’ sets has been accredited with three Platinum awards at the highly acclaimed Loved By Parents Awards. We know these awards are rigorously tested and trusted by parents, so we are extremely proud to have been honoured with three of them.”

Zuru launches studio

Zuru has moved into digital storytelling and content creation by launching its own animation studio.

The studio has been built from the ground up, with a team off industry stalwarts boasting plenty of experience in the animation sector and will, Zuru said, product stories that not only “entertain, but also enrich” and is as meaningful as it is fun.

And now, little more than 18 months after the company formed its own plans, it has not only built a team of 120 creatives spanning three countries (demonstrating Zuru said, its “capability to set ambitious goals and meet them with unparalleled commitment and speed”), it has launched its first product.

Eggy Wawa is a preschool series which made its debut at the end of March on YouTube. It will be followed by a toy range, with a further series in development.

ZURU Studios creative director Theo Baynton said: “‘We pride ourselves on developing innovative products and with a relentless pursuit of excellence, we are committed to extending these values into the realm of animation.”

Jada heads to MegaCon

Simba Smoby has taken to the road again after successfully showing off its die-cast collectibles, action figures and vehicles brand Jada at the mammoth London Comic Con.

Jada made its comic convention debut at the London event and then headed to Birmingham for pop culture show MegaCon.

The brand, which features licensed film and TVinspired product, was one of the stars of the show, which took place at the second city’s vast NEC on March 23 and 24.

Simba Smoby said Jada was planning to make even more of a bang at this event. Among the products on show to the 17,000-plus comic and memorabilia fans, was Toy Fair Hero Toy Godzilla x King Heat Ray Breath RC.

Action Figure - Evil Ryu - only available in Birmingham.

Spealking just before the event, Simba Smoby UK head of marketing Ben Hogg said: “Following the reception Jada received at MCM London Comic Con last October, we are so excited to now bring the range to MegaCon!

It also had a full-size Back To The Future DeLorean car on its stand for selfie and photo opportunities with attendees, while they were also able to get their hands on an exclusive Street Fighter Deluxe

“MegaCon Birmingham aligns perfectly with the Jada fanbase, and we’re confident through exhibiting that we can continue to build on Jada’s ever-increasing awareness. We know visitors are going to love seeing the vast range of licensed products, which comprises some of the biggest franchises, and we couldn’t be more pleased to be at the show.

“In-person conventions are a key part of our Jada marketing strategy and we really value the opportunity to directly engage with our fans. It’s important for us to offer something special when attending these shows, whether that is a convention exclusive - such as Evil Ryu - or by creating theatre showcasing an iconic car from a classic film. In the case of MegaCon, we’re going to be doing both!”

KI celebrates girls’ fandom

Agency Kids

Industries (KI) marked International Women’s Day by releasing research looking at fandom among girls aged 10 to 14.

And its new data suggests that girls are not only ahead in terms of social media usage, but they’re also “reshaping the landscape of digital expression”.

Some 45% of girls in the age group are “avidly participating” in social media compared with 37% of boys, with the figures rising to 58% on TikTok, well ahead of boys. They’re also more involved in fan art, fan fiction and fan videos. They’re also more likely to be watching Netflix than playing video games.

insights underscore the importance expressions of young enthusiasts.

New plush on the cards

Hunter Price

International is working with UK Greetings to create a range of products based around the latter’s knitted pup character Boofle, a greeting card and gifting sensation.

Boofle has appeared on more than 150 million cards since its creation by artist David Blake in 2008 and will now be a plush in a range from Hunter Price.

Cartoons and animated shows were their favourite form of fandom, ahead of music.

Strategy director at KI Jelena Stosic, said: “As we commemorate International Women’s Day, these

“In a time where social media engagement presents numerous challenges to mental health, some of these more community or creativity driven initiatives are really welcome and quite important too. Girls are emerging as real trailblazers, spearheading the charge with unparalleled creativity, a love for puzzles, and a passion for creating fan art. They really are shaping the future of online engagement.’’

The company is also working on a gifting range featuring the character taking in gift sets and decorations, travel mugs and hot water bottles, with further products in the nursery, play and junior lifestyle arenas. This will include comforters, blankets, wooden toys, keepsakes, changing mats, storage, activity tables and much more.

Commercial director Allana Holmes said: “We couldn’t be prouder to bring a little national treasure like Boofle into the Hunter Price family! He’s such a well-known character, one I’m sure has featured in so many of our households over the years.

“Boofle’s appeal spans so many generations, from grandparents to young children, it’s a brand that has a lovable, nostalgic and importantly, especially within the gifting space, represents great quality. We’ve been working away on the new Boofle collections, which will be arriving in UK retail in time for the AW24 gifting season – and with so much scope across our new nursery category, we can’t wait to showcase the growth opportunities with Boofle.”

Ravensburger reveals more TCG plans in livestream

Ravensburger has revealed more about the fourth set of its Disney Lorcana trading card game as well as details of its competitive Disney Lorcana Challenge, as part of a major livestream event.

The global event, the Disney Lorcana Lorecast Livestream, outlined more on Ursula’s Return, the fourth set of the hugely popular TCG, due in specialist stores on May 17 and mass market retailers two weeks later on May 31.

It will introduce new Disney characters, further game mechanics, and continue the story. The same date will also see the release of Illumineer’s Quest Deep Trouble, a new, cooperative game that will see players taking on sea witch Ursula.

Ursula’s Return will, Ravensburger said, “introduce new franchises, beloved characters, and new gameplay evolutions and reveal more of the story of Lorcana and the Illumineers summoned there”.

The company added:

“While additional details on mechanics and franchises are set to be released in the future, Ravensburger confirmed the arrival of highly anticipated characters, including Bruno and the rest of the Madrigal family from Disney’s Encanto as well as iconic characters Disney’s Sorcerer’s Apprentice Mickey Mouse and Disney’s Yen Sid from Disney Fantasia.”

Ursula’s Return products will include two Starter Decks featuring combinations of Amethyst & Amber or Sapphire & Steel cards, Booster Packs, a new Illumineer’s Trove and play accessories,

including Card Sleeves, Deck Boxes and Playmats.

The game includes a guided gameplay area for Ursula, two preconstructed Disney Lorcana TCG player decks (featuring Disney’s Mulan and Yen Sid and built with cards from the first four Disney Lorcana TCG sets) and a fierce Ursula deck where the conniving sea witch plays by her own rules.

Illumineer’s Quest ‘Deep Trouble’ is the first cooperative game in the Disney Lorcana world and “offers four difficulty levels ranging from easy to extreme, with each level featuring rules variations that make the play experience unique”.

Ravensburger added: “Endlessly replayable, the game includes everything needed for one to two players and can be expanded up to four players with additional Disney Lorcana TCG decks. Players can utilise the cards featured in the preconstructed player decks or bring their own decks to the game. Ursula’s deck features a unique card back to make her cards easily distinguishable. The game is suitable for Disney Lorcana TCG players aged eight-plus.”

Meanwhile, kicking off on May 25, Disney Lorcana Challenge will see fans around the world competing in a new competitive event circuit. Prizes, such as an extended art Dragon Fire promo card are on offer to all competitors. The top four players at each event will receive special versions, with events taking place in Atlanta, Georgia, US, and in Lille, France.

More details are available at disneylorcana.com

Heathside is Go

Thunderbirds – and a whole host of other F.A.B. creations from puppet master Gerry Anderson– are go after Heathside inked a deal with ITV Studios.

The agreement will see a new series of action figures being released by the pop culture specialist through retail and its own masterreplicas.com site. It features characters from Stingray, Space 1999, UFO, Thunderbirds, Captain Scarlet and Joe 90.

Darren Epstein from Heathside commented: ‘‘Again we are adding some core fan favourite IP to our increasing portfolio of properties; the huge global fanbase for this licence will mean we will be able to bring some really nice content to fans worldwide. Product should be available from June 2024.’’

Jurian van der Meer, EVP of brand licensing at ITV Studios, added: “ITV Studios is proud to have such iconic British brands in its portfolio. Shows like Thunderbirds helped shape the history of British television and have a very loyal fanbase worldwide. These new action figures will come just in time to celebrate Thunderbirds’ 60th anniversary in 2025.’’

Sampling for Addict

Cartamundi has launched an Easter sampling campaign aimed at spreading the word about its hit card game Color Addict.

The campaign, targeting Instagram creators as well as families through board Game cafés, kicked off on March 21, which is International Colour Day.

It saw packs of games including Color Addict sent out to board game cafés in key towns and cities in England and Wales, enabling them to play on Easter holiday visits.

Cartamundi’s sampling campaign ran alongside a media campaign targeting press features looking at alternatives to chocolate for kids and is part of the company’s planned efforts to drive awareness of new and existing games throughout the year.

Cartamundi’s marketing director for northern Europe Andrew Brown said: “Color Addict is the perfect travel companion for families taking staycations or journeying abroad this Easter as it’s easy to play, competitively priced and portable so can be packed and played anywhere.

“Our aim is to get the game into the hands of as many people as possible over the next month or so in order to spread the word as to how fun and easy Color Addict is to play. Linking back to retail across all activity, a bank of high-profile influencers are also being sent the game and will be visiting their local cafes to join in the fun and generate video content to be used across our owned social platforms.

‘‘Tying into International Colour Day gives us a natural campaign hook on which to launch the initiative.”

Build-A-Bear chief takes the chair at Toy Association

The Toy Association has announced the election of seven new members to its board of directors, alongside two term renewals, following its annual general meeting.

It has announced that president and CEO of Build-A- Bear Workshop, Sharon Price John, became the new chairperson after the AGM, which also saw the Association outlining the ways in which it is “listening to, engaging with, and bringing together the industry”, as well as how it is fighting against legislation that might hamper business and other obstacles to trade, while revealing further details of the forthcoming LA fall preview and next year’s Toy Fair.

The proceedings were opened by chairman emeritus and founder and executive chair of Crazy Aaron’s Aaron Muderick, who presented the 2024 Chairperson’s Award to Steven Aarons, founder of Child’s Play Toys & Books, a retailer based in Washington DC. Muderick is coming to the end of his two-year term and, after being replaced by Sharon Price John, will take over the role of chair of the Board Nominating Committee, and also serve as a member of the chair’s Advisory Committee.

within the expansive toy and play community.

“With Sharon Price John assuming the role of chairperson, we welcome an exceptional visionary whose guidance promises to steer our organisation towards continued growth and innovation. Sharon’s diverse toy background and impressive tenure at Build-ABear Workshop speaks volumes about her strategic acumen and leadership. Her proven track record of revitalising brands across companies and driving sustainable success will undoubtedly bolster our mission of advancing the toy and play industry.”

“With Sharon Price John assuming the role of chairperson, we welcome an exceptional visionary whose guidance promises to steer our organisation toward continued growth and innovation”

Toy Association president and chief executive Andy Keimach said: “We are grateful to Aaron Muderick for his leadership these past two years, and his dedication to protecting and promoting the collective interests of our industry. As an inventor, entrepreneur, and accomplished business owner, Aaron’s tenure has been characterised by a profound understanding of our diverse membership base and a steadfast commitment to advocating for all

Tactic Games UK

welcomes Thomas Randrup

Finnish board games, puzzles, outdoor games and toy company Tactic Games has appointed Thomas Randrup as country manager for the UK as it aims to grow its UK business.

He will spearhead sales and marketing for this territory as part of the growth strategy for the company, which includes the Alias and Mölkky brands under its wing.

Randrup is joining in the newlycreated job from his previous role as MD at Schleich UK and Ireland, bringing more than 20 years of experience with him.

He will, the company said, “work closely with the Tactic executive management in Pori, Finland to grow Tactic’s business and retail partnerships”.

Thomas Randrup said: “When the opportunity to join Tactic arose, I knew immediately that with my skillset and strong track record for delivering sustainable and profitable growth, that this was the right company for me to come into and make a difference. With my Nordic roots, I also believe this is an excellent fit for both parties and, having just returned from a few days in Pori discussing our vision and plans,

‘‘I am excited about the challenge ahead and keen to get underway. There is great potential in the UK and Ireland to bring Tactic’s portfolio of quality, sustainable and ecological games to a wider market and put the company back on the map where it belongs.”

Kaimach also took a state-of-the-nation look at the industry, as well as encouraging the toy community to get involved with the Association’s work, and outlining plans for the LA preview.

Seven new members were elected to the Toy Association’s board of directors, these are: Vish Chandran, CEO of Wild Republic; Tim Kilpin, president of toys, licensing, & entertainment at Hasbro; Bryan Scott, vice president of merchandising at Target; Wes Hardin, CEO of Diverse Marketing; Max Rangel, director, global president, & CEO of Spin Master; Rob Michaelis, vice president of commercialization, parks, experiences, & consumer products at The Walt Disney Company; and Duncan Billing, chair of the board of advisors at Moose Toys.

Fair’s fair for new advisory board

Spring and Autumn Fair organiser Hyve has announced the creation of a new advisory board to help steer the two Birmingham shows.

The board will, Hyve said, “drive the continuous enhancement of the two shows and ensure that UK retail has a thriving marketplace in which to do business”.

The board, chaired by Stephen Spencer, ambience director at Stephen Spencer + Associates, comprises 15 of the industry’s leading figureheads including John Halliday from British Independent Retailers Association, Sarah Ward of the Giftware Association, and Karen Wilson from the Greeting Card Association.

Halilit boosts team

After recently boosting its portfolio with the addition of “two exiting brands”, Halilit is aiming to ensure brand awareness for its products with the appointment of Charlotte Hussey to the role of marketing executive further boosting its team.

Commenting on the new hire, sales and marketing director Amy Wildman said: “We are thrilled to welcome Charlotte to the team. We are confident that Charlotte will play a pivotal role in driving our brands forward during this exciting period of growth. Her expertise and creativity will be invaluable in supporting our retailers’ needs and strengthening our brand presence.”

“I am thrilled to embark on this exciting journey with Halilit”

Charlotte Hussey added: “I am thrilled to embark on this exciting journey with Halilit. Their commitment to providing the market with developmental and STEAM focused play for children resonates with me personally, as I am passionate about fostering creativity and learning in young minds. I look forward to collaborating with the team to drive impactful marketing strategies and enhance brand visibility in the market.”

Changes afoot at Learning Resources

Learning Resources has appointed a new managing director, with former chief operating officer Simon Tomlinson stepping up to the position, with his predecessor Dennis Blackmore remaining at the Kings Lynn company in an advisory role.

The company said its succession plan would “position the company to continue its mission of creating the highest quality hands-on educational toys and learning aids”.

The changes, which come into place on May 1, will see Dennis Blackmore continuing his involvement, with special responsibility for product and licensing.

He started the company here in 1994 for its US parent, selling into the UK and Europe before branching out into the Middle East, Africa and India. It recently won the master toy licence for Numberblocks and now boasts 50 staff and customers across 60 countries.

Simon Tomlinson joined in 2017 as head of marketing and moved on to the commercial director role before moving up to COO. He has, Learning Resources said, “overseen the development of marketing and sales strategies, increased the company’s retail footprint and played a key role in shaping the growth trajectory of the company”.

Fanattik boosts team with new appointments

Pop culture specialist Fanattik has made two new appointments, which the company said will take its support for its retailers and brands “to the next level”.

The two appointments are at sales and marketing levels, with the latter seeing the company boost its marketing activity and digital presence.

The first appointment sees Oliver Hancock taking up the new post of head of digital, while on the sales side, Nicole Rhodes has started as sales account manager.

Hancock will, Fanattik said, be supporting retailers with marketing activity as well as “implementing internal digital strategies, creating content, and more”. He said: “Fanattik works with some of the biggest brands in the world, so to be able to join the team and use my skills to help promote some of the ‘very cool’ products they come up with is a dream for me, I’m looking forward to getting my teeth stuck in.”

Nicole Rhodes said: “As well as an impressive portfolio of iconic brands, Fanattik truly understands what the fans want, which is reflected in their fun and unique product offer. 2024 is such an exciting time to join the team, with a jam-packed year of new signings, anniversaries, and monthly new product releases. I can’t wait to work with our retail partners to get these onto shelves and into the hands of fans around the world.”

Fanattik MD Anthony Marks added:

“We wanted to explore how we could take our support for

both our retail partners and the brands we work with to the next level. Oliver and

Nicole have many years of experience in their fields, they both love the pop culture space, so they are both a natural fit for Fanattik.”

Sambro adds to financial

team

Sambro has further strengthened its finance team following the appointment of Steve Townsley as interim chief financial officer towards the end of 2023.

Townsley, formerly at a number of private equity backed businesses, including Accrol, UK Fast and Help-Link, is now joined by Katie Ratcliffe as financial controller.

She is a CIMA qualified accountant, boasting more than 17 years’ experience, including time at Marks & Spencer and Paradigm Precision. She will, Sambro said, “focus on driving business change, developing financial strategies and managing the delivery of core finance processes”.

Sambro CEO Paul Blackaby said; “These new hires are strategically fundamental to bolstering our already successful team and further developing our existing finance department.

“Steve brings with him a wealth of financial knowledge and leadership qualities, while Katie brings a clear, practical approach to problem solving and the drive to see projects through to completion. Both Steve and Katie have already hit the ground running in their respective roles and we’re delighted to have them onboard! They are joining a well-established department with long-standing, experienced team members and they will be made very welcome!”

Oliver Hancock Nicole Rhodes

Clive’s got the Golden touch

Toymaster retailer Clive Brown of The Toy Shop, Melksham and Trowbridge, has been awarded with a Golden Teddy for his contribution to the industry.

He was presented with the coveted award by Roger Dyson on behalf of the BTHA at Toymaster’s regional meeting in Swindon.

The award recognises individuals who possess key traits such as honesty, integrity and are “the industry’s genuinely nice people”.

In its announcement, Toymaster said:

“Clive is the perfect example of what a Golden Teddy Award winner should be; someone who is loyal, respected and has served with dedication over a sustained period in the toy industry.”

SpongeBob joins The Entertainer’s Fugglers

The Entertainer has unveiled two new exclusive limited edition SpongeBob SquarePants-themed Fugglers joining its range online and in selected stores.

The two, SpongeBob himself and Patrick Star, were available for pre-order from Friday March 15 and on sale early in April, joining the wacky, colourful range that already includes both Fugglers and licensed variants such as Teenage Mutant Ninja Turtles.

Hamleys roams further into Italy

Hamleys has expanded its Italian footprint with the opening of its second store in the territory.

After making inroads in the industrial and fashion heartland in the north of the country, Milan, it has now marched further south, opening in Rome.

The new store is located in the Galleria Alberto Sordi, a landmark destination for shoppers and an iconic location in Rome.

The move into Italy is in partnership with the country’s key toy production and distribution company, GIOCHI PREZIOSI S.P.A.

The store boasts 1,360 metres of floor space and is spread over two floors and a mezzanine. It will feature an Italian twist, but key Hamleys elements from its flagship Regent Street store and its stores worldwide, from the characters greeting customers onwards, will be familiar to shoppers in the historic Italian capital.

The retailer now boasts some 189 stores across 16 different territories.Other openings have taken in Tirana, Pristina and Doha.

CEO of Hamleys Global Sumeet Yadav said: “Our expansion into Rome marks a significant milestone in our global journey.’’

Retailers out in force

Some 114 retailers, including representatives from The Entertainer, Boots, LIDL, McDonald’s, Tesco, My 1st Years, HMV, Iceland and The Works, turned up to the Licensing for Retail Day hosted by Brand Licensing Europe (BLE) and License Global alongside trade association Licensing International.

The one-day event’s numbers were up on previous years and it enabled retailers to engage with major brands, with a special focus on fandom. Companies presenting to the massed retailers included Moonpig, Jazwares, Sega, Fabacus, Kids Industries, Start Licensing, Moonbug Entertainment, Watermelon Creative, Acamar Films, Crayola, The Point.1888, FUNdamentally Children, Hunter Price and Raw Group.

According to organisers, they were on stage to talk about “everything from consumer trends to fandom in families and digital passports”.

The Fugglers are funny-ugly monsters, boasting “human-like teeth, vacant eyes and the iconic BUTT-on hole”; products on sale include New Fuggs on the Block, Baby Fugg, Fart Face, FuggGlow, Budgie Fuggler and more.

Head of marketing at the Entertainer, Andrew Turner, said: “For 25 years, children and adults alike have enjoyed watching SpongeBob SquarePants and exploring the world of Bikini Bottom through their screens, so we’re thrilled to celebrate the show’s long-running heritage with two brand new Fuggler toys.

“Whether you’re a SpongeBob super fan or a Fuggler fanatic, this latest range is perfect for children, collectors and everyone in between and we hope our customers will enjoy this new, exclusive collection.”

Jamie Drew, EVP, Consumer Products & Experiences, Paramount, added: “SpongeBob SquarePants has been bringing joy to fans for 25 years and we’re thrilled that they can continue the fun with these characters as Fugglers in this limited-edition collection exclusive to The Entertainer.”

Spanish retailer set to shutter

Spanish retailer Poly Juegetes – aka Poly Toys – is facing its third financial crash in little more than a decade and is set to lay off its staff.

The retailer was rescued by The Entertainer parent the TEAL Group after last falling into administration in 2018. Some stores were rebranded with The Entertainer fascia and there was a mixture of the two brands in the chain of 30 stores in Spain.

But the retailer has applied to a court in Madrid for “a direct request for liquidation” citing the “unfeasibility of the business”, according to Spanish press.

The court notice added that it was asking for the “start of a collective dismissal procedure for the termination of all employment contracts” for staff.

A statement to staff, Spanish newspapers said, “forecasts for 2024 are not at all optimistic,”, adding the TEAL Group would no longer bankroll the company after March 31.

Bluey makes epic –and hits the road again

Bluey – one of the biggest children’s programmes in the world and the second most-streamed title in the US in 2023 – is set for a busy April.

For the character and pals are returning with a standard episode on April 7, followed, a week later, by an epic 28-minute tale entitled The Sign. The first episode, Ghostbasket, sets the stage for the longestever episode since the series’ inception.

The pair will debut simultaneously worldwide, on ABC in Bluey’s native Australia and throughout the globe on Disney channels.

Managing director of BBC Studios Kids & Family, Cecilia Persson, said: “Ghostbasket sets the stage for the hotly anticipated premiere of ‘The Sign’ a week later, which promises to be an appointment to view moment for Bluey fans around the globe. It’s also a great jumping-in point for newcomers to Bluey, with each episode of this beautiful show a heart-warming and positive viewing experience.”

The premieres come as the live version of the show continues to grow and, after the UK, Australia and more, is heading to Europe this year and next, taking in territories such as Spain, France and Luxembourg.

Rainbow’s on a high

Rainbow High is returning to screens with the launch of the fifth season of the animated series on YouTube.

The launch of the fifth outing for the series is backed with a raft of products from MGA Entertainment, including Rainbow High Classic fashion Dolls.

Pamela Justice, head of marketing UK and Ireland for MGA Entertainment, said: “We’re so excited to release new doll lines and debut the brand new ‘Rainbow World’ to fans this Spring! Each of the new doll lines continue to be an extension of our very important brand mission that encourages colourful, creative confidence in children through inspirational product and brand storytelling. We are hoping fans will be thrilled with the introduction of ‘Rainbow World’, which will feature themes of friendship and confidence in a beautifully designed new world, as well as introducing new pet companions - which children will adore - and adds another dimension to the storyline of our hugely popular animated series.”

BRIO takes the Tube

BRIO has taken the Tube for a new undergroundinspired toy train after partnering with Transport for London (TfL).

The new London Underground train from BRIO features a three-part toy train, a Tube tunnel, two figures and a sign - and the train lights up as it goes through the tunnel.

The deal was put together by TfL’s licensing agency IMG and aims to:

More Magic deals

Sambro has partnered with Bulldog Licensing to unveil a new range of products to add to the ever-exanding licensee portfolio of Moose Toys’ Magic Mixies brand.

Under a three-year deal, Sambro will be supporting the growth of the Magic Mixies universe with a range of range of new novelty products, taking in arts & crafts, back-to-school and stationery categories, as well as Sambro’s own IP range Puzzle Palz of character topper collectibles. The Puzzle Pals feature a “magical UV light-activated features and water-dissolving magic reveal elements incorporated into the designs”.

The range includes secret diaries, with magical invisible ink; magical wand pens; jewellery creation kits containing UV light-reveal beads; and a doodle plush

with colour-change pens. The products will roll out later this year across the UK and other European territories, with more in the pipeline.

Clare Rix, brand and licensing director, Sambro, said: “Magic Mixies has been one of the most exciting new launches in the past several years, tapping into an untouched space, surprising and delighting children through its magical appeal.

“We’ve worked closely with the Bulldog Licensing team over the past few months to develop the range, leaning on our expertise in the licensing and arts & craft space to do so.”

Rob Corney, MD, Bulldog, added: “Sambro continues to go from strength to strength, bringing great new innovations to Magic Mixies. The brand is enormously popular across UK retail.’’

Moonbug hooks up with IMC

Moonbug is partnering with IMC Toys with the aim of boosting the latter‘s brands on YouTube.

“bring the London Underground’s rich legacy and brand identity to global audiences in engaging new ways”.

BRIO international product manager Stina Wallin said: “Introducing such an iconic train to our playsets is a fantastic opportunity for children all around the world to get a sense of the London experience.”

Ellen Sankey, brand licensing manager for TfL, said: “We are particularly excited for this launch of London Underground-inspired toy train, as TfL’s brand embarks into the children’s toy market.’’

Moonbug will work with IMC to manage YouTube channels featuring the likes of Cry Babies Magic Tears, BFF by Cry Babies and VIP.

The announcement of the strategic partnership noted: “This collaboration goes beyond traditional roles, as Moonbug Entertainment will leverage its expertise in digital content management and provide valuable insights to IMC’s YouTube Team.”

The deal will, the companies said, “also leverage Moonbug’s expertise securing paid media on Moonbug’s and selected channels across YouTube for key IMC properties. Moonbug will also be airing some of IMC’s most popular episodes on its own YouTube channels.’’

A cold start to 2024

Retail columnist Maggie Habenham from Imagine Toy Shop in Holmfirth in Yorkshire, on how the first three months of a new year are never happy and why it only really begins to get going in April…

Happy New Year! You might think, is it not too late for such wishes?

Well, not for me and my town at least.

In my fifth year of running Imagine I’m getting used to the fact that the first three months of a new year is not really the life I’d love to see happening. The first of April – not a joke – is when everything comes alive and when I properly breathe a sigh of relief.

Additionally, it looks like March has established itself as being the grumpiest month, the worst on every level each year, and the only way to survive it is to pray that it ends as soon as possible.

Mother’s Day created a different focus for families and kids’ toy needs were put aside. Then, my local community being completely fed up of West Yorkshire rain, rain, more rain and freezing cold decided to lock themselves at home in anticipation of April with its (hopefully) better weather. It was like a ghost town in March…

To add to the overall misery of March, I had my landline number of 20 years claimed by somebody (or rather nobody but a computer system), which resulted in losing the full (brand new) contract

March has established itself as being the grumpiest month, the worst on every level each year and the only way to survive it is to pray that it ends as soon as possible “

“for broadband and landline together.

Am I sounding too dramatic? Well, apparently this erroneous transfer can take weeks to resolve, and the service provider completely doesn’t care and is not keen to resolve this matter, which leaves me without wifi or phone - and my mobile’s phone technology restricts itself in my old stone weaver's cottage (basically, no signal).

I can only sit and enjoy my coffee while being angry. Don’t try to call me!

January and February went pretty well, but only because I prepared myself mentally for them. Lesson taken! I repainted the shop, spring cleaned it and reorganised. It kept me busy. After a very late but good Christmas I was left pretty emptyshelved. Plus, the whole of 2023 was a big lesson on how to slow down orders if needed and focus far more on selling what I had in stock, a strategy I implemented at the start of this year.

I can’t even tell you what sold the best for Christmas; people came late but grabbed everything. I was happy to see LEGO disappearing quickly because I had a lot of it bulked up

throughout 2023 and selling it only really picked up for Christmas.

As I write, I’m super excited for the Easter break, which starts on March 22 in my area. If the weather behaves it should bring a good, steady footfall. And if not... I have sledges in stock!

We are full of toys and games and orders from Spring Fair and, for the first time ever, we’re trying clothing (tops and caps) but it’s been slow so far, it needs better weather. We have a new craze - Flexi Mesh - pre-ordered, which will hopefully be the next big novelty toy.

The beginning of the new year brought a few bestsellers for me. TY Axolotl sold amazingly, such a cute one! As always Pok è mon and Tech Deck were on top too, and everything about stickers, colouring, moulding, making and creating is still selling (activity books were requested the most). At Spring Fair I opened a few new accounts offering a lovely range of products, which I hope will sell well as I always look for something different and unique (I don’t sell anything licensed).

Anyway, off I go! I must plant more flowers for a prettier look at the front of the shop...

Unveiling the growth of football in Europe: Insights and opportunities

With football ruling the roost in the UK and beyond – and another explosion set for the summer as the men’s Euros tournament takes place in Germany from June through to July – the Insights Family experts have looked at football’s increasing reach…

The landscape of European sports is experiencing a transformative shift, particularly evident in women’s football. According to recent data from The Insights Family, this trend is particularly evident across key European markets (EU5). This exploration delves into the growth of the watching and participation of football, offering insights into how this correlates to an increase in the purchasing of licensed products related to a favourite sports team, identifying potential market shifts and emerging opportunities.

Kids, sports, and games: a growing connection

growth in Toy purchases, +11% growth in books, +24% computer games and 20% magazines and comics. This suggests that in 2024, sports fandom will see considerable growth, driven by innovative collaborations between sports team IPs and sports related merchandise.

“

In Europe (EU5), football remains the most popular sport for boys and girls aged 6 –12 with 32% reporting it as their favourite sport to watch on TV, a passion for watching sports is evident across Europe (EU5) with a decrease of –33% of boys and girls reporting to not watch any sport at all on TV. This surge transcends mere viewership; it’s a signal of a broader, deeper connection with the game and sports, fuelling a new era of informed and passionate young fans. Accompanying this trend is a surge in sports-related merchandise purchases, with a +33%

A transformative waveissweeping throughEuropean football,markedby an enthusiastic embrace of the sportamong younggirls “

The expansion of sports fandom is becoming increasingly digital, with teams such as Real Madrid and F.C. Barcelona gaining popularity among kids and tweens in more than 10 countries beyond Spain. This global fandom is growing primarily online, with teams and athletes boosting their social media presence and offering online merchandise, including video games and digital collectibles.

The rising tide of girls’ engagement in football

A transformative wave is sweeping through European football, marked by an enthusiastic embrace of the sport among young girls. It’s not just the screens that are capturing their attention. The fields are alive with a +9% year-on-year spike in active participation across Europe for girls aged six to 12. As more girls lace up their boots and take to the pitch, they’re not just playing a game – they’re reshaping the future of football. This growing engagement is carving out new opportunities in sports equipment and training, while also nurturing a thriving market for femalefocused football products and services. In essence, the landscape of European football is being redefined, powered by the energy and aspirations of its youngest enthusiasts.

Market implications and societal impact:

These trends in watching and playing football among those in key European markets signify more than just a shift in sports preferences; they represent a transformative movement in societal norms and youth culture. For businesses in the sports industry, understanding and adapting to these changes is vital. The increasing participation of girls in football not only indicates a growing market segment but also reflects broader societal progress towards gender equality. It’s imperative for businesses to recognise and cater to this emerging segment, integrating these insights into product development, marketing strategies, and community engagement initiatives to stay relevant and progressive.

Conclusion:

The Insights Family’s data paints a clear picture of the evolving landscape of football in Europe. The increasing participation and interest among young girls is breaking down traditional gender barriers in sports and unveiling new market segments. For businesses and sports organisations, these trends offer a strategic roadmap for future engagement, particularly in the realms of digital and physical merchandise, such as toys and games, catering to this expanding fan base.

The Insights Family provides real-time data on attitudes, behaviours and consumption patterns. Kids Insights surveys 7,780 children every week aged three to 18. Parents Insights surveys more than 3,800 parents of children between the ages of one and 16 every week. Both services operate in 22 countries across six continents and in total, survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds.

Sign up to receive our latest Future Forecast 2024 report discussing our 10 trend predictions for the year ahead : https://go.theinsightsfamily. com/future-forecast-2024

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns. Download your free copy of our Inaugural Brand Management Playbook at www.go.theinsightsfamily.com/brand

On being appropriate

Ourretail columnist JohnRyanon howtoensure you-orrather yourstore-is lookingits best as familieshead offon shoppingtrips. Howcanyou bestpull customersin throughthe doors?

For the fortunate few, a flight to somewhere hot or cold, depending on whether scuba-diving or schussing down the pistes, is still a possibility as we head into spring. This means a cash outlay however, and for the vast majority it’s more a matter of day trips, whether to the big city or a local shopping and leisure centre, in the hope that there will be something in place that will amuse and distract, even if it’s not the Seychelles.

This kind of outing is more realistic, and shopping centres in particular sporadically lay on themed displays, exhibitions and events aimed at children and parents. They work… for a limited period, attention spans do tend to be short. Then it’s off to the nearest food court/eaterie and sitting down to a calorieladen feast that your waistline tells you may not be such a great idea.

The problem with all of this is the temporary nature of the relief for both kids and adults. The homeward-bound train or car journey serves to reinforce this and the question for both parties tends to be ‘what’s next?’.

All of which does mean opportunity. Yes, the recent Budget may have come, been and gone and you’re probably thinking that you’re not much better off (even if the rate of inflation appears to be on a downward path), but the kids don’t care and if the domestic status quo is to be maintained money will be involved. And the likelihood is that this will mean toys and sports. Viewed in this manner, the business of satisfying demand and getting those holding the purse-strings and the end-users across the threshold of a toy shop might not be the huge task it sometimes seems.

Once inside, there will be plenty to look at (it has to be assumed) but have you organised your attack so that what is most appropriate to both season and occasion is towards the front? Also, what appeals to some will be of little or no interest to others, whatever the gender politicians may think. Be sensitive therefore to what’s required and think about what you have in stock that might be appropriate – tastes do differ and you also need to give shoppers reasons for coming back, so change, on a regular basis, is essential.

Mistakes and sheer laziness frequently combine to make our high streets less sparkling than they should be “ ”

But you do have to do something to make it happen. For starters, there’s the obvious: windows. Whether you’re in a shopping centre or on a high street, consideration has to be given to the time of year. Easter, for instance, is a big deal and if you didn’t plan something for it, you will have missed out. And there’s a lot more to windows than a bit of tokenism to mark an event in the calendar or the onset of the school holidays. If you’ve not considered this, expect the competition to take a piece of what you should be getting.

Then there’s the store itself. Smart retailers (and here Hamleys remains the very obvious example) make an effort to take what they do out onto the street. Whether this means dressing up Disneyesque fashion or standing on the pavement issuing words of encouragement to passing shoppers, it’s all about getting people into the store and converting passers-by into potential customers – it’s an impulse kind of thing.

The other point is, what are you prepared to do to ensure that once inside your store, your potential customers (and this means children, for the most part) don’t do an about turn (taking parents/guardians with them)?

Something to engage, an area where toys can be test-driven and making sure that not everything is boxed up to the extent that there’s nothing to play with. All of this is, naturally, pretty obvious but when it comes to seasonal events it’s more important than usual to get it right as this tends to be when the shoppers are out in force.

By the time you read this (assuming you’ve got this far), another of the big annual events may actually be done and dusted and you’ll be looking forward to some downtime. Do not – there really is no time for the wicked and leaving things in place for a moment after their time has passed looks both tired and careless. On to the next thing (consider how the supermarkets get us ready for Easter, for instance, by having chocolate eggs in place from January).

Shops should be dynamic places and there is rather more to being a good toy retailer than having the right products. You have to make them work for their shelf and display equipment space.

None of this should come as any surprise and although we’re just a quarter of the way through the year, the same strictures apply whatever the season.

So is there anything that you really shouldn’t do?

The short answer is no – events and being appropriate are about being proactive and not serving merely as a toys and playthings repository. This may sound straightforward, both to understand and effect, but it is easy to get wrong. Mistakes and sheer laziness frequently combine to make our high streets less sparkling than they should be.

Be the exception therefore and make that trip into town or to a regional shopping centre count. You will be rewarded. When done well, being appropriate is what makes shopping a physical store so much better than the online alternative. Enjoy. Your customers will, and they are the ones that matter.

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.

Wilton Bradley

Take it outside...

The first sunshine of spring has appeared, so our thoughts naturally turn to toys that make the most of being outside. TnP catches up with suppliers to talk about the sector, latest trends and what the future holds...

With floods and storms over winter, it probably felt like spring would never arrive – in fact scientists from Reading University published a study that showed that King Charles’ reign since 2022 is the wettest on record!

So where does that leave outdoor toys, which rely on decent weather to get people out there buying paddling pools, garden swings, rideons and other toys designed for kids to enjoy while the sun shines.

“It is remarkable how many outdoor products ‘crunch down’. Hoppers and tent packs are really compact

Phil Ratcliffe, MV Sports & Leisure

”producer of Outdoor and Sport toys, witnessing an exceptional 40% surge in growth when compared to the prior year. Additionally, we have achieved the distinction of being the leading manufacturer of Pools, as well as the foremost provider of Water and Sand toys for 2023.

And its good news over at MV Sports & Leisure, says MD Phil Ratcliffe: “So far so good for first quarter and performing ahead of expectation. The future is looking positive despite weaknesses in the economy, and changes in retailer/ consumer behaviour.’’

So far so good, say the suppliers we spoke to. Liz Ireland, founder and MD at Bigjigs Toys tells us: ‘’Outdoor is performing nicely; spring is on its way and young hands are using the Bigjigs gardening range to assist with their seedbed preparation and planting.’’

And Wilton Bradley has experienced huge growth in the sector, as head of marketing Anna Houghton explains: “Leveraging Circana’s insights from the spring and summer of 2023, covering the period from January through October, Wilton Bradley has affirmed its standing as the fifth-largest

“The WaterWall has been a standout product, with unit sales skyrocketing by 170% in 2023, and following the warm reception of our BubbleGo scooters in 2022, we broadened our lineup in 2023 to introduce the BubbleGo Trike.‘’ Sambro is also investing in the sector, says brand and licensing director Clare Rix: “Outdoor licensed toys, including inflatables and swim sets are a major focus for Sambro for 2024 and into 2025. Sambro has invested heavily in this category, with a newly designed range of licensed inflatables, including paddling pools, inflatable boats, bouncy balls, armbands and full swim sets with goggles. 2024 is 34% up against sales in 2023 (which had already seen growth from previous years).’’

‘‘Over the past year, we’ve seen significant growth, particularly in areas such as sand & water activities, trays, active play, STEAM, and also large construction sets in markets like the USA, Asia and Middle East,’’ adds Heather Welch, general manager UK, Edx Education.

It all sounds incredibly positive, but when you rely on good weather for sales, how do suppliers plan ahead?

Phil Ratcliffe notes: “It is important to carefully watch stock levels and monitor EPoS data to ensure we manage all possible scenarios. It is always desirable to get some good early sunshine to ‘blow the cobwebs out’ and see some sales momentum. This year Easter is the earliest it has been since 2016 and with kids on school holidays combined with some

nice weather hopefully it will build consumer and retail confidence ahead of the peak summer season.’’

Diversification is the key for Bigjigs Toys, as Liz Ireland explains: “We diversify our product range to include a varied selection of indoor toys alongside our outdoor offerings, ensuring that there’s something for all children to enjoy in every weather.

“We understand the impact adverse weather conditions can have on the market, so we make sure to add value to every item we design and spread our efforts across all aspects of play, whether outdoors or indoors. This ensures that if outdoor sales are affected by poor weather, we have a strong indoor category for retailers to fall back on.

“However, we also believe in encouraging families to spend time outdoors come rain or shine. With this in mind, we invest in product development and innovation to explore materials that can withstand tricky weather conditions, such as silicone, which is tough, longlasting, and durable in both hot and cold temperatures.’’

Diversification is key at Edx Education, too, explains Heather Welch: ‘‘We are implementing strategies to diversify our product range. This involves an expansion of our educational toy selection, particularly within our Green-nPlay line, which utilises recycled materials. Our aim is to provide a wide range of outdoor toys catering to various learning styles and interests. Additionally, all our outdoor toys are designed for versatility, suitable for both indoor and outdoor play.’’

A similar approach to versatility is taken by Wilton Bradley, says Anna Houghton: “Our strategy centres around the versatility of our product lineup, ensuring that as many products as possible in our wheeled toys and outdoor offerings are just as enjoyable indoors if required.

“Our commitment to flexibility is embodied in the design of our products. Take, for instance, our newly introduced PlayTray. Its rectangular shape and built-in hand grips are the result of thoughtful engineering to ensure that, should the skies grow grey, the fun can easily be brought indoors without fuss.’’

Value is an important factor for Sambro, adds Clare Rix: “Given that product is highly dependent on climate, as expected, our strongest sales are across northern Europe. That said the UK is also in growth for 2024, due to the strong value offering. Retailer buying patterns for

“We understand the impact adverse weather conditions can have on the market, so we make sure to add value to every item we design and spread our efforts across all aspects of play, whether outdoors or indoors

outdoor toys starts well ahead of other categories, with order-in from Q3 onwards the prior year.’’

Innovation and versatility aside, what else is out there to help retailers who are concerned about being left with unsold stock if summer turns out to be a damp squib?

”Liz Ireland, Bigjigs Toys

MV

Sport & Leisure

For MV Sports, the secret is yearround sales, as Phil Ratcliffe explains: “A lot of sales these days are on drop ship so to a large extent, we will take the risk on stock. In terms of the wheeled category in particular, this is a year-round business (not just summer) so any unsold bulk buys will sell through during back to school, Black Friday and Christmas.’’

Sambro is on hand for last-minute re-buys or orders if needed, says Clare Rix: ‘‘We support with

implemented strategies to support effective inventory management and stimulate demand regardless of weather conditions.

“Our retailer marketing support includes targeted ad campaigns, instore promotions, and social media efforts to enhance sales in all seasons, ensuring inventory moves even when summer sales aren’t as expected.

“Notably, the peak sales for many of our outdoor products occur in Q4, indicating that summer isn’t the only opportunity for significant sales. This understanding encourages our retail partners to aim for balanced inventory levels, appreciating early sell-outs as a bonus rather than stressing over potential lost sales. We offer competitive pricing, giving retailers the flexibility to adjust prices later if necessary, ensuring profitability while maintaining sales momentum.’’

If you’re a retailer keen to stock outdoor toys, but worried you lack space for big items, what do you do?

Sambro’s Clare Rix points out that outdoor doesn’t just mean big-ticket items like pools and trampolines: “Sambro offers value swim sets and inflatables, which are smaller boxed items. These provide a great return on shelf space and do not demand huge stock keeping space.’’

retailers, including picking and packing

MV’s Phil Ratcliffe agrees: “I think sometimes it is a false perception. Yes there are some big boxed items such as trampolines and spas, and one thinks of outdoor toys to be generally large items, however it is remarkable how many outdoor products ‘crunch down’. Hoppers and tent packs are really compact. Scooters tend to be smaller than most playset boxes, and we can even get a huge Hedstrom item with two swings, glider and slide in one box which fits a metre bay.’’

Stock rotation is another good strategy, says Liz Ireland at Bigjigs Toys: ‘’Selling in singles with a low freight paid limit is a great offer for independent retailers – and

FEATURE

choosing from a vast range allows those customers to keep their offering fresh, with products they may not have stocked before. Rotating through our substantial number of bestsellers is also perfect for independents.’’

Meanwhile, as is becoming increasingly apparent, the popularity of licensed toys continues to rise - so how important is it to our suppliers?

“Licensing is a key part of our strategy in this sector,’’ says Anna Houghton at Wilton Bradley. “As such, we’re excited to announce the expansion of our licensed product line-up this year with two eagerly anticipated additions: the Land Rover Defender and the Aprilia Motorbike.’’

Licences are also vital to success, says Clare Rix: “Sambro’s freshly designed ranges includes licences such as; Disney Princess, Stitch, Spidey and his Amazing Friends, Peppa Pig, PAW Patrol, Hot Wheels & Barbie, Transformers plus other new additions.’’

And MV’s Phil Ratcliffe agrees: “There are hundreds of black, pink and blue scooters around and it puzzles me why some customers duplicate such products across several different suppliers. Of course we can also supply these at competitive prices, however what licensing does is bring a ready-made massive demand and colossal awareness for product based on what the kids love and have an affinity for.’’

Licences aside, what trends are we seeing in this sector?

Phil Ratcliffe notes that “anything with lights or added value seems to be in demand’’.

Edx Education anticipates several emerging trends, says Heather Welch: ‘‘Firstly, there is a growing interest in incorporating play-based learning principles into outdoor activities. This includes the adoption of open-ended toys that encourage exploration and creativity in natural settings. Additionally, there’s a heightened

“

Our strategy centres around the versatility of our product lineup, ensuring that as many products as possible in our wheeled toys and outdoor offerings are just as enjoyable indoors if required

”Anna Houghton, Wilton Bradley

recognition among educators and parents of the importance of outdoor play in enhancing cognitive skills, problem-solving abilities, and overall development.’’

For the other three, sustainability is the biggest trend this year. “Sambro has created the new range in plasticfree packaging, as environmental concerns are still a big focus. The planned conversion from boxed to fully approved FSC packaging further strengthens the offering,’’ says Clare Rix, adding that, “Toys suitable for all abilities and that encourage active play and sensory stimulation are still key.’’

Liz Ireland also names sustainability as a core trend: “Parents are increasingly choosing Earthfriendly toys that inspire their kids to connect with nature and care for the environment, which is driving a significant movement towards ecoconscious outdoor play.

“At Bigjigs, we’ve been working on a huge sustainability project, which has involved reinventing our range to ensure ethical materials, such as FSC Certified wood, are used to craft all Bigjigs products (and we’re currently on target for an autumn 2024 completion!).’’

Wilton Bradley’s Anna Houghton concludes that the demand for sustainability is “reflecting a growing consumer preference for products that are not only fun and engaging but also environmentally responsible. This shift towards eco-consciousness is driving a demand for toys crafted from eco-friendly materials.

“In response to this significant consumer demand, we introduced our Yello Eco range, a key line of products specifically designed to align with these sustainable values. Each item within the Yello Eco range is crafted from recycled plastics.

“Consumers also continue to seek toys that not only entertain but also educate, reflecting a growing interest in STEM features that engage children in learning through play.’’

And finally...

What’s the best way for retailers to show off your outdoor toys in store?

We have a fantastic Gardening POS stand, which was on show at London Toy Fair and Spring Fair this year. The stand is tall, merchandises on all four sides, and looks stunning! It was really well received at the shows and is available, free, to retailers with a qualifying order. It’s also made from FSC Certified wood, as are most of our gardening products.

Liz Ireland, Bigjigs Toys.

The boxed, licensed ranges planogram well and sell well off any shelving display.

Clare Rix, Sambro International

Creating engaging in-store experiences is crucial; interactive displays that allow children and parents to understand more about products can significantly boost interest and sales. Using outdoor spaces for displays can also draw attention to the fun and value of these toys. Highquality signage and engaging product videos can also help convey the features and benefits of the toys.

Anna Houghton, Wilton Bradley

Highlighting the educational aspect is paramount. Our product range is meticulously crafted to support various facets of child development, ensuring that playtime is enjoyable and enriching.

Heather Welch, Edx Education

Wilton Bradley

Bigjigs

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info@mvsports.com

www.mvsports.com

Following a great reaction to the range at Toy Fair, MoVe will be the new logo that graces of all M. V’s ranges across both licensed and non-licensed kids’ wheeled toys to create one powerful brand. Prioritising quality, innovation and variety, MoVe aims to maximise brand presence and affinity, offering meticulously crafted products that meet the highest industry standards. The launch of MoVe consolidates M.V’s position as the one-stop-shop for wheeled toys, with an unparalleled range of ride-ons, scooters, bikes, and more. Innovation will also feature prominently in the MoVe aesthetic with the introduction of scooters and bikes incorporating soft squishy character pouches. Feel the joy of having a stylish plush character seamlessly integrated with a scooter, doubling as a detachable wrist purse - an exciting new feature across both licensed and non-licensed wheels.

Everybody’s Shuffle-ing

RAZOR

https://global.razor.com/uk/

Razor, the global leading scooter brand and manufacturer, has launched the Crazy Cart Shuffle, a kid-powered ride-on for unlimited fun.

The Crazy Cart Shuffle is the most recent addition to the Crazy Cart family where riders accelerate by simply shuffling their feet, and features a drift and drive system. An adjustable frame with five different length settings means this is a toy that will pass the test of time and is set to become a family favourite that riders can grow up with from ages four and up.

Razor has drawn inspiration from the exhilarating spinning and gliding motion of the Crazy Cart series and created a manual toy that delivers the same fun without the need for batteries.

Guess what...

MV Sports has introduced new licences this year, including Monster High, Teenage Mutant Ninja Turtles and Hot Wheels

Additionally, look out for exciting new licences Monster High, Teenage Mutant Ninja Turtles and Hot Wheels alongside timeless classics such as Peppa, Pig, PAW Patrol, Spider-Man and Disney Princess to name but a few. Latest trends and innovation combine with great design and value for money. Many of the products have been upgraded to include additional features such as lights and plaques to make active play more fun than ever.

In the dynamic world of licensed wheels, MV has expanded its portfolio with the addition of Batwheels, with its growing popularity boasting over 32 million views on YouTube. This hot new range boasts bold and vibrant colours with exciting, action-packed character graphics. The 12in Bike features detailed Batwheels graphics, an adjustable printed seat and handlebars with a shaped character plaque. Designed for ages three-plus, this bicycle is ideal for children who are close to mastering riding on two wheels as it includes easy-to-remove stabilisers. Ride in style with the Batwheels Safety Helmet, with its ventilated shell, adjustable size dial, quick-release buckle, and lightweight EPS inner. Colourful, character motifs cover the outside making it the

New for 2024 is the Batwheels 12in Balance Bike with Lights, ideal for improving stability and balance. With high intensity and high visibility multicoloured motion activated lights on the wheels, the baddies will certainly see you coming. Adjust the handlebar and seat height as the child grows, while the puncture-proof tyres with deep tread provide stability. Be ‘ready-toroll’ with these hot new Batwheels products.

The grippy polyurethane wheels provide riders with complete control of direction, while the exhilarating freespinning effect engages when riders lift the drift bar.It features a durable steel frame, and a sling-style chair.

Get up close to nature...

PLAYMONSTER UK

01628 488944 | trade@playmonster.com

www.playmonster.co.uk

My Living World offers nature study kits, allowing children to discover the natural world in a fun, safe and stimulating way. Made with recycled plastics, the award-winning range is designed by nature experts. The sets enable kids to get up close to bugs, insects and birds, supporting STEM learning and exploration of the natural world. Sets available include the awardwinning, bestselling Ant World and Worm World, plus Bug Safari Kit, Bug Photography Kit, Ladybird World, Snail World, Pocket Microscope, Flower Press and Window Bird Feeder.

toysnplaythings.media

Get real with this Land Rover ride-on

WILTON BRADLEY

01626 835400 | sales@wiltonbradley.com

www.wiltonbradley.com

The Xootz Land Rover Defender Electric Ride On is the ultimate adventure companion for young explorers. Officially licensed by Land Rover and designed with meticulous attention to detail, this ride-on brings the iconic Land Rover Defender experience to the next generation.

Authentically crafted to replicate the legendary Land Rover Defender, this Defender Ride On, (which comes in white or green) ensures an immersive and thrilling driving experience for your little one. The attention to detail doesn’t stop at the exterior. Let your child step into the driver’s seat with forward and reverse capability, functioning doors and an opening boot, adding a realistic touch to their adventures. With safety being a top priority, the Defender Electric Ride On is equipped with a secure safety belt to ensure that children ride in style and safety.

Turn every ride into a party with the built-in music player. Connect the child’s favourite tunes through the ride-on’s multifunctioning music player, adding a musical dimension to their driving escapades. Adapt to your surroundings and thrill level with

guide your child through tricky terrain with ease.

Day or night, the Xootz Land Rover Defender Electric Ride On is ready for action. The working headlights add an extra layer of realism and enhance visibility, making every journey an exciting expedition.

Watch as your child’s imagination comes to life with the Land Rover Defender Electric Ride On – where adventure meets authenticity. Get ready for hours of thrilling exploration, laughter, and unforgettable memories!

Did you know?

Fact!

Character Options’ hugely popular Stay Active category continues to meet high demand for family-friendly activities and toys, with fresh developments for 2024.

Stay Active is the family-inclusive range of toys that can be played with inside and outside, for great active fun. The range has developed into a whole division within the portfolio and continues to benefit from heavy investment into product development and marketing, with plenty in the pipeline for 2024.

The Stay Active Jump-It Wipeout game is a fun, fast musical jump challenge fitness game, where players must jump over the rotating soft foam jump bar to avoid being wiped out

The Stay Active Jump-It Wipeout game is perfect for families looking for a fun and inclusive activity that will get the heart pumping, be it indoors or out. With this fun, fast musical jump challenge fitness game, players must take the leap and test their skills, jumping the rotating soft foam jump bar to avoid being wiped out. The last one standing wins, so to be in with a chance of taking the crown, players must jump the bar until the time is up, avoiding being wiped out along the way.

Al fresco education

EDX EDUCATION

www.edxeducation.co.uk

Edx Education’s outdoor play collections are designed and manufactured in-house, using the highest-quality materials to withstand the everyday vigour of childhood play, whether at home or school.

Did you know?

Edx Education’s new outdoor ranges come in Scandiinspired pastel colours, and are made using highquality recycled plastic. They encourage kids to be active as well as helping with gross motor skills, balance, coordination, confidence and spatial awareness

The active play outdoor ranges encourage kids to be fit and active, while aiding gross motor skills, balance, coordination, confidence and spatial awareness. The Step-AForest includes a series of colourful logs, stumps and leaves, which can be used to create obstacle courses for fun outdoor play. The Balancing Path is another great option for gross motor skill development. It includes a selection of straight and curved interconnecting balancing blocks, which encourage creative thinking and problem-solving skills as children create new and interesting path designs.

Sand and water play toys are another strong area of focus for Edx Education, offering lots of opportunities for sensory learning, and early years’ science and maths discovery. Kids can enjoy the great outdoors for hours, splashing and pouring with water, or sieving, raking and building sandcastles. The brand has recently launched eco-friendly Green-n-Play Desk Top Water Trays (RRP £89.95) and Green-n-Play Sand Play Sets.

The new ranges feature Scandi-inspired pastel colours, and are made using high-quality recycled plastic. The Green-n-Play Desk Top Water Trays include four stackable trays which can be used for water, sand or other sensory materials. The trays can be used on a table, the floor or can be paired with the foldable Desk Top Water Tray Stand. The Green-n-Play Sand Play Set includes 48 pieces, offering great value for money and lots of play options to keep kids busy in the garden, park or down at the beach for many hours.

Thank Scrunchie it’s summer

07788547836

kay.glennie@scrunchkids.com

www.scrunchkids.com

Scrunch is designed specifically to make travelling and storage easy. Goodbye to rigid plastic buckets, balls that can’t be packed into hand luggage and hard plastic sand moulds – hello to rolling and scrunching, to folding and squashing these amazing products into very small spaces! Roll them, fold them, scrunch them – pop them in your luggage. The award-winning Scrunchbucket is the original recyclable, reusable, bucket for life. Made from 100% silicone, which is derived from sand, they are environmentally friendly, recyclable and reusable. Squash them in your pocket, squish them into the corner of a suitcase and contribute more to the environment too. Keep a lookout for the new bath range being launched this Spring.

Wet and wild ZURU

sales@zuru.com

www.zuru.com

The XSHOT Water lines have something for all ages allowing consumers to grow with the brand from preschool through to teen and kidult. The brand’s patented Fast-Fill technology offers users a quick and easy refill solution, taking just one second to refill the device once dunked in water, while the rapid-sealing mechanism prevents water from leaking from the tank.

The new XSHOT Fast-Fill Hydro Cannon boasts a 1600ml water capacity and can blast to distances of 10m. Suitable for ages five-plus, the blaster includes a shoulder strap for increased portability. One of the most popular current XSHOT lines is the Fast-Fill Skins Hyperload, with a 500ml water capacity tank. X-SHOT Skins models feature assorted designs, including the sought-after Sonic the Hedgehog.

Let’s Grow with TP Toys

MOOKIE

01525 722722 | www.mookie.co.uk

Innovation, sustainability and fun are all key aspects when designing new products at TP Toys. One problem that will never stop is that kids will always continue to grow. Moving away from the ‘throw away culture’ that occurs when kids outgrow their toys, TP has developed a range of traditional outdoor toys that grow with them.

The range consists of traditional outdoor play items including swing set, climbing frames, slides and more.

The Small to Tall Growable Slide can be used from 18 months at 4ft long and can grow to 6ft as the child grows and gains confidence in their abilities, meaning it will last their whole childhood. The Growable Adventurer Metal Climbing Frame is another new release, which can be built at a lower height so children from just 18 months old can experience the joy of the adventurer climbing frame. When children get bigger, the climbing frame grows with them so the fun never ends.

Already existing and well-loved products from

Backpacks, bubbles, bowling and more!

SAMBRO

sales@sambro.com | www.sambro.com

The Disney Princess Sand and Water Table is a dual-purpose table featuring everything kids need to make the perfect sandcastle, as well as inspire their imaginations with the splash and play water accessories, (including rake, spade, and princess sand moulds). The table features detachable legs for easy storage and brightly coloured play zones – just add sand and water.

The Water Blaster Backpacks are proving a big hit for outdoor active fun! Priced at just £12.99, these moulded characters keep young ones cool and active in the summer months and are available in PAW Patrol, Disney Classics, Peppa Pig, and Stitch. New for 2024 is the iconic Transformers Bumble Bee backpack, ready for action!

This Character Bowling Set is a fantastic family game, which comes in a variety of popular TV franchises such as Stitch, Paw Patrol and Peppa, and includes six character-themed bowling pins and two balls for just £7.99, providing hours of fun for kids of all ages.

Spring into the summer with the Spidey & Friends Space Hopper, which helps build children’s core balance and co-ordination skills, while keeping active kids entertained for plenty of bouncy fun.

New for 2024, in celebration of Peppa Pig’s 20th birthday, Sambro is launching a bubble-blowing cake playset, which offers hours of bubbly fun.

TP Toys are also included in the range, including the Quadpod, the only swing seat you will ever need. This swing seat has four modes that can be used from as young as six months through to the end of childhood. The Small to Tall Metal Swing Frame also sits within the Growable range, to be used at a low height for toddlers and extended to the higher height as the child grows.

01295 768078 | salesadmin@trendsuk.co.uk.

www.trendsuk.co.uk

An exciting portfolio of Original Stomp Rocket sets will be available from Trends UK, empowering kids to run, jump and STOMP, blasting missiles up to 400ft in the air.

The multi-award-winning Stomp Rockets are sturdy and designed for the most active stompers with 100% kid-powered rockets encouraging physical activity and screen-free play

New for AW24 is a new Space Collection by Stomp Rocket, with three famous spacecraft, Saturn V Rocket, Space Shuttle Atlantis and Space Launch System. They will fuel the imagination for interplanetary travel and help children learn about launch propulsion with adjustable force and angles.

Mud, mud, glorious mud!

BIGJIGS TOYS

01303 250400

help@bigjigstoys.co.uk

www.bigjigstoys.co.uk

Did you know?

Sustainability is key to Bigjigs Toys’ outdoor collection; the new Mud Kitchen is crafted from ethically harvested FSC Certified wood, while the silicone beach collection features buckets, spades, sand moulds, frisbees, and watering cans made from food-grade silicone and natural wheat fibre

In the world of outdoor play, a transformative shift towards sustainability has taken root, reflecting families’ growing eco-awareness. More and more parents are beginning to prioritise the planet when it comes to the products they seek, and this is especially true for outdoor toys. Many consumers are now choosing playthings that go beyond the entertainment factor to instil a love and respect for nature in their children.

Liz Ireland, founder and managing director of Bigjigs Toys, says: “Parents want to create a sustainable future for their kids, so this shift towards responsible shopping will not be a fleeting trend.

“We’ve been crafting premium-quality wooden toys for almost 40 years, so sustainable toy production is in our nature, but we’ve recently intensified our efforts. Over the past 18 months, we’ve been reimagining the entire Bigjigs collection, including our outdoor range, to ensure ethical materials are used for all products and packaging. It’s been a huge project, but we’re poised to achieve our target of autumn 2024.”

Alongside product development, Bigjigs Toys is set to expand its outdoor range in spring 2024 with the launch of its very first Mud Kitchen. Made from ethically harvested FSC Certified wood, the Mud Kitchen features two shelves, four hob

rings, a sink, blackboard, and bucket tap. It also comes with accessories, including pots and pans, cooking utensils, and a wooden chopping board. Mucky chefs could prepare a playful picnic of soil sandwiches and mud muffins, rustle up some sensory rainbow spaghetti, or concoct a petal potion!

Liz adds: “Messy outdoor play nurtures children’s innate curiosity and stirs up boundless creativity, and our Mud Kitchen has been thoughtfully designed with this in mind. It’s all about inspiring open-ended discovery and sparking a sense of wonder for the natural world!”

Among Bigjigs Toys’ inventive outdoor range is its silicone beach collection, featuring buckets, spades, sand moulds, frisbees, and watering cans made from food-grade silicone and natural wheat fibre.

The beautiful game gets Smart

GOLDEN BEAR

customerservices@goldenbeartoys.co.uk

The award-winning SmartBall brand – designed and developed by Golden Bear Toys –continues its growth in 2024. A range of footballfocused products where innovation meets performance, Smartball redefines the way that football fans and players train and play.

New for 2024 is the Smartball Kick Tracker, the perfect training aid for any football fan. The Kick Tracker uses smart sensor technology to count your kicks, whether you want to master your kick-ups, toe kicks or side foot passes. With an LED display screen, it records your score

Fact! N o need to get a mate to count your keepie-uppies! The Smartball Kick Tracker uses smart sensor technology to count your kicks, whether you want to master your kick-ups, toe kicks or side foot passes – right up to 999,999 kicks

even when it’s turned off and can go up to 999,999 kicks! With a pocket size design and a retractable cord, it allows you to practise your football skill at home or on-the-go; anywhere, anytime.

Designed to elevate your football skills, the Smartball Counter Ball revolutionises practice sessions, allowing you to challenge yourself and your friends to see who can achieve more tricks. Use your feet, legs, knees, chest, and shoulders to keep the ball from hitting the ground.

The Smartball range also includes the Skills Ball – a football that takes performance to new heights – and the Soccer Bot, the

indoor football solution offering skill building, competitiveness, and fun. It uses advanced sensor technology to track the ball.

Wilton Bradley

Sparking curiosity

The demand for STEM-based toys continues to rise. TnP asks manufacturers about the current state of the market, latest trends, and what’s new for retailers looking to fill their shelves

The demand for toys that offer learning through play continues to rise, and engaging children in STEM subjects early on is a great way to introduce them to subjects such as biology, maths, chemistry and more, which they will encounter as they continue with their education.

“We’re seeing positive trends in this sector with increased interest from both parents and educators for educational toys that promote STEM

According to market research company Technavio, a growing emphasis on STEM education is the key factor driving market growth. Its recent report stated: ‘‘The demand for toys that support STEM learning has increased as more and more people recognise the importance of this area in getting students ready for future careers. Moreover, the market was also strongly influenced by factors such as increased demand for coding and robotics toys.’’

Christine Lawson, managing director, Eduk8

It added that the science, technology, engineering and mathematics (STEM) toys market size is expected to grow by USD 8.09 billion between 2023 and 2028.

And according to the Campaign for Science and Engineering, the shortage of STEM skills in the UK is an ongoing problem, which is estimated to cost the UK economy £1.5bn per year. So encouraging an interest in the subject from an early age is more important than ever.

Toys that focus on science and nature can help to demystify STEM subjects, making them more accessible and increasing confidence as children encounter them as part of their learning.

They can also foster a curiosity about the world around them and help with the development of skills such as decision-making, and problem-solving, and aid cognitive skills, memory and fine motor skills.

We spoke to suppliers of science and nature toys about the state of the market, trends and other matters...

How is this sector of the market performing in general at the moment - and for you?

Scott Eden , buying director, Wilton Bradley: Science is always on trend –as children’s inquisitive minds try and understand the world around them.

Christine Lawson , managing director, Eduk8: The science and nature sector is performing extremely well at the moment, as evidenced by the growth in sales. We’re seeing positive trends in this sector with increased interest from both parents and educators for educational toys that promote STEM (Science, Technology, Engineering,

Eduk8

and Mathematics) learning and environmental awareness.

Libby Everett. board game sales and science kit marketing manager, Thames & Kosmos: The majority of our products at Thames & Kosmos highlight an area of STEM play, so have an inherent focus on science or nature. We have seen there is a demand for new products in this sector. We had great success with our first science-based advent calendar last year, proving that there is a thirst for experiments in play!

What’s the appeal of these toys for kids/parents?

Scott Eden: Our traditional globe for children helps bring the world to life, teaching your kids the shape of the planet and helping them understand where they live, where other countries are and most importantly where they are relative to each other. You can play travel games with your friends and family; arouse kids’ curiosity about learning by rotating the globe to reveal various nations and continents.

Christine Lawson: Our science and nature toys offer numerous benefits for children and parents alike. For kids, they provide engaging handson learning experiences, foster curiosity, and encourage exploration of the natural world. Parents value these toys for their educational value, promoting critical thinking skills, and often appreciate their ability to spark a child’s interest in science and nature from a young age.

Libby Everett: For parents, of course it is great to know that your child is ‘stealth learning’ - having loads of fun while interacting with a product that is actually teaching basic principles of science or engineering etc. Children do have a natural thirst for knowledge, which can be satisfied by sciencebased toys and there is a great feeling of satisfaction to be had knowing that you have just built your first robot, or rollercoaster track.

What’s the best way for retailers to create interest around your science and nature toys in store?

Scott Eden: Interaction is key – as with all toys. The globe is self-explanatory… once it’s out of the box and plugged in. The 360-degree rotating stand allows you to see the whole world in an instant; with latitude measurements.

Libby Everett: If retailers are able to have some of these products on display, so that parents and children are able to interact with them, it can really

enhance the shopping experience and the demand for those lines.

Christine Lawson: Retailers can create interest around science and nature toys by incorporating interactive displays, demonstrations, and handson activities within their stores. Hosting workshops or events that showcase the toys in action, along with providing educational materials and information about their benefits, can also attract both parents and children.

How do your science and nature toys tie in with the National Curriculum?

Christine Lawson: All our science and nature toys align with elements of the National Curriculum, particularly in subjects such as science and geography. We ensure that the products meet educational standards and objectives outlined in the curriculum and regularly review the range to ensure they align with any changes and update them accordingly to maintain relevance in educational settings.

Scott Eden: Our 2 in 1 Globe helps encourage kids to explore the world and skies, Illuminate the constellations of continents and oceans to encourage children to understand the geographical spatial awareness of countries and landmarks; this traditional globe will help and boost kids’ STEAM learning. Complete with eight LED Lights to illuminate the constellations, this globe is ideal for budding astronomers. With a drywipe surface, you can point out all the major capitals and cities and then simple wipe any markings off when done.

Any upcoming trends we should look out for?

Christine Lawson: Looking ahead, we anticipate a growing demand for hands-on, tactile experiences in the science and nature toy sector. This trend includes a focus on toys that encourage direct interaction with natural materials, DIY experiments, and outdoor exploration. Additionally, there’s a rising interest in toys that promote sustainability and environmental stewardship, fostering a

Top 5 sellers

“Science is always on trend – as children’s inquisitive minds try and understand the world around them

”Scott Eden, buying director, Wilton Bradley

Holly Myers , from Curious Minds & Grasshopper Toys , online and bricks-and-mortar STEM toy specialists based in Helensburgh, Scotland, talks us through its top selling toy ranges...

1 The Nature Fun range from Hape is a big seller for us. Top 3: Pocket Swing, Nature Detective Set, Adjustable Telescope.

2We love the My Living World range from PlayMonster formerly Interplay. Top 3: Snail World, Ant World, Worm World.

3The Galt Horrible Science range is super popular. Top 3: Shocking Rocket, Mighty Magnets, Creepy Crystals.

4We have recently started stocking The Crazy Scientist Lab range from The Purple Cow. Top 3: Glowing Science, Young Survivor, Young Detectives.

5Finally, Great Gizmos has a great range of sustainable science kits called Green Science. Top 3: Green Rocket, Salt Powered Robot, Potato Clock.

Thames & Kosmos

deeper connection to the natural world through immersive play experiences. Furthermore, expect to see an expansion of toys that celebrate diversity and inclusivity, reflecting a broader range of cultural perspectives and scientific exploration.

Libby Everett: Robotics is a very popular trend, which appears to be growing. At Thames & Kosmos we have recently increased our lines in this area. Last year we launched the award-winning Kai, a robot which teaches children about artificial intelligence – a very hot topic globally at the moment! This year we launch another robot, Hero. Hero is a sound sensing robot, with four different modes of play; there is a lot to discover from Hero!

Animal magnetism

GREAT GIZMOS

01293 543221 | sales@greatgizmos.co.uk | www.ggtrade.co.uk

Inquisitive and creative kids can get involved with two separate products from Great Gizmos.

The KidzLabs Glow Critter Lab lets them bring creepy crawlies to life as night lights in their bedrooms, while the Mould & Paint Reptile & Amphibian set enables them to create six fridge magnets.

Character’s world of learning

CHARACTER OPTIONS

0161 633 9800 | sales@charactergroup.plc.uk

New this year is Orboot, the interactive AR globe that offers kids a fun and immersive way to explore the world in 3D.

Orboot Earth is the multi-award-winning toy that invites families to step into a world of knowledge, trivia, and fun. This interactive augmented reality globe transforms tablets and smartphones into a magical gateway to explore a world beyond borders. Children can interact with the globe, enjoying story-based challenges and quizzes along the way, visualising hundreds of highlights and more than 1,000 cool facts across six categories: cultures, cuisines, monuments, inventions, animals and maps. As they scan and interact with the globe, they will learn about the Toucan, the Himalayas, Chinese New Year, and so much more.

The 10in globe is the perfect way for kids aged four-plus to develop world knowledge and understanding of environment science and cultural sensitivity. It comes with passport, stamps, country flag stickers and a guide to support learning and engagement.

Marketing clout

Character Options said its portfolio will be supported with substantial PR and marketing campaigns throughout the year…

A close-up view LEAPFROG

01235 555545

marketing.uk@vtecheu.com www.leapfrog.co.uk

Transform learning into exploration with LeapFrog’s new Magic Adventures Binocular Camera. Equipped with real binoculars and a built-in camera, little adventurers can observe their surroundings up close and capture magical moments; while learning about animals and plant life.

Featuring both day and night mode, explore the wonders of nature with the binoculars’ 10x optical zoom and capture these moments with up to 50 photos to foster creativity.

Designed with a flip-up screen to view more than 340 real-life images and videos provided by the BBC, introducing animal and plant features and habitats from all over the world. Expand your knowledge with more than 720 facts in nine categories including Flowering Plants, Land Mammals, Reptiles and more.

Plus experience endless entertainment searching for the animals and their environments with the fun adventure game.

Winning Toy Fair 2024’s Top Hero Toy Award, this is the perfect toy to ignite children’s sense of wonder and curiosity about the world around us.

The Magic Adventures Telescope immerses young explorers into the wonders of the universe with incorporated educational NASA content.

Explore the solar system, the moon, star life cycles, constellations and space discoveries with the built-in images and videos provided by NASA. Have fun helping Mission Control fix planets in our solar system while dodging hazards and learning cool facts in the fun Adventure Game.

You can also use this fully functioning telescope to focus on animals and nature in the day and the Moon and stars at night. Capture and share up to 100 photos and take thousands more with the SD card slot. Embark on this out-of-thisworld adventure with LeapFrog.

Galt STEAMs ahead…

GALT UK

0161 428 9111

SalesUK@jumboplay.com

Galt Toys has been designing imaginative toys that readily support a child’s development, since 1836, and it is a key destination for buyers and retailers looking to source quality toys in the Science & Nature category.

Did you know?

Galt UK has teamed up with the Natural History museum to create the Natural History Museum Let’s Learn collection. The three sets encourages early STEAM learning with six projects to inspire a love of the natural world and help develop vital skills for future scientists

New for SS24 is the Natural History Museum Let’s Learn collection. There are three kits to discover: The BTHA Hero Toy – Dinosaurs, plus Tiny Creatures, and NHM Animals. Every set encourages early STEAM learning with six projects to inspire a love of the natural world and help develop vital skills for future scientists. From building a model of Tyrannosaurus to learning about the world’s animals, there’s so much to learn and discover in these beautiful kits. The eyecatching boxes, created from FSC certified materials, will stand out on shelf.

There’s more STEAM-based fun to be had with Galt’s Explore and Discover range. New for SS24 is the Illusion Lab, with which kids aged six-plus can perform eye-popping illusions! Children can make a zoetrope, create a hologram, test out 3D glasses and find hidden pictures. They’ll also be able to make a periscope to look around corners and perform mystifying tricks.

Plus, from the Create and Discover range there’s Explorer Craft, which includes eight explorer-themed activities. This fun bumper kit will allow young creative thinkers to create a working compass, make a pair of binoculars, build an Antarctic with animal models, and cast Egyptian statues with plaster of Paris, within a desert scene. They’ll also learn about maps and discover ways to travel around the world.

Galt UK’s science offering includes many larger sets, and smaller hangtag boxes. Popular kits include the Science Lab and Body Lab, while the Kitchen Lab, Slimy Lab and Horrible Science Violent Volcano remain strong sellers in the hangtag range.

Dive into spring with pond dipping kit

EDUK8 WORLDWIDE

01661 831 080

www.eduk8worldwide.com

As winter melts away and the vibrant colours of spring emerge, there’s no better time to reconnect with nature and explore the wonders of the great outdoors. Eduk8 Worldwide believes in sparking curiosity and fostering a love for the natural world from an early age. That’s why it is thrilled to introduce the Pond Dipping Kit - a perfect companion for budding naturalists and curious minds alike.

Ponds, with their bustling ecosystems teeming with life, offer endless opportunities for exploration and discovery. The Pond Dipping Kit is designed to turn an ordinary day by the water into an unforgettable adventure. With everything from nets to magnifying glasses and specimen containers, young

Did you know?

Pond dipping is supported by organisations such as the Natural History Museum, RSPB Woodland Trust and the World Wildlife Fund

explorers have all the tools they need to delve into the mysteries beneath the surface and surroundings.

But this kit is more than just a collection of equipment - it’s a gateway to a deeper understanding of the natural world. As children dip their nets into the water and examine their findings up close, they’ll learn about the intricate ecosystems that exist right in front of them. From frogspawn to fish/newts/insects, each creature they encounter tells a story about the delicate balance of life in the pond.

Beyond the thrill of discovery, pond dipping also offers valuable lessons in patience, observation, and respect for the environment. Encouraging children to release their specimens unharmed after examination instils a sense of stewardship for the creatures that share our world - a lesson that will stay with them long after the pond dipping adventure is over.

So this spring, Eduk8 is encouraging children to trade screens for streams and embark on a journey of exploration with its Pond Dipping Kit. Whether it’s for a parent looking to ignite their child’s sense of wonder or an educator seeking to bring science to life in the classroom, this kit is sure to inspire curiosity, spark imagination, and foster a lifelong love for the natural world.

Here’s to a season of discovery, adventure, and endless possibilities. Happy pond dipping!

Holding out for a Hero

THAMES & KOSMOS

01580713000 | sales@thamesandkosmos.co.uk

Thames & Kosmos offers a huge variety of fabulous Science and Nature kits. Products always aim to promote STEM activities for all, while of course being enormous fun!

With the toy world seeing a huge trend towards robotics, Thames & Kosmos launched the award-winning and hugely popular Kai last year, a robot that teaches children about Artificial intelligence. This June will see the exciting launch of another robot, Hero.

Hero not only teaches about basic electronics while being built from more than 100 parts, it also hears everything. With three directional microphones, this cool-looking robot perceives and reacts to sounds. It can locate noise, follow sound, dance, and be remotely controlled by sound commands made using the included castanet. Hero will even play a wild game of tug-of-war – all by sensing sounds. Interest in the climate and environmental issues continues to be very popular. Wind power has been a long-term bestseller, harnessing green energy to charge batteries. This range will expand this year to the

Did you know?

AI Robot Hero comes complete with a 52-page manual which offers a step-bystep guide to assembly and includes an adventure comic. It also explains how Hero’s super-hearing works, and all about sound waves and spatial hearing…

delight of all aspiring meteorologists. The Weather and Climate lab explores weather patterns with a convenient five-in-one weather station. It’s equipped with unique tools, each studying various weather phenomena, and the Earth’s climate system. The stylish station can be set up outdoors and the wind vane, compass, rain gauge, anemometer, and thermometer utilised in order to conduct hands-on experiments.

Embark on thrilling investigations with the latest unveilings in the Spy Labs collection. This line of activity kits is a one-stop shop for the best secret agent gear. Delve into the realm of forensic science with curated kits and essential gadgets, perfect for budding sleuths. From comprehensive forensic sets to compact gadget tins, every facet of investigation is covered. Unravel the art of fingerprinting, unearth hidden treasures with a portable metal detector, encode covert messages using invisible ink and UV light; even delve into the mysteries of crime-solving with night vision goggles.

Making science Cool

BANDAI UK

020 8324 6160 | sales@bandai.co.uk

www.bandai.co.uk

Continuing its long-term licensed partnership with one of the world’s most recognised and trusted science brands, Bandai UK’s National Geographic holds the number-four property by value position, and the top eight item (in volume) for the Volcano Science Kit (NPD December 2023) within the Explorative Toys category. In addition, its new awardwinning Cool Reactions Chemistry Kit brings fun to the world of pH science and chemical reactions at an affordable price. This focused range of Dig, Crystal, Sand, Science and Chemistry Kits offers children aged eight-plus the opportunity to engage and experiment with real-life specimens while learning through handson edutainment. With a commitment to give back 27% of all licensing proceeds to the National Geographic Trust,

Mad for it

TRENDS UK

01295 768078 | salesadmin@trendsuk.co.uk www.trendsuk.co.uk

Since 2002 Trends UK has built a reputation as one of the UK’s leading suppliers of science toys aiming to inspire future generations to develop their knowledge of, and interest in, science further. The new Science Mad! Crime Lab (£24.99srp, AW24) helps young detectives become forensic experts by methodically and carefully analysing vital clues and fingerprints. Learn to use the tools of a sleuth with 67 activities - it comes with 24 pieces of equipment and a six-

Can you dig it?

SPIN MASTER

01628 535000

www.spinmaster.com/en-GB

Feel the fun and discover hidden treasures with Kinetic Sand’s Doggie Dig playset. Kinetic Sand Doggie Dig features 6oz of soft and stretchy sand, perfect for playing and non-stop creative fun. Each kit has one of four adorable dogs that double up as a multi-purpose tool. The Kinetic Sand Doggie Dig will surprise little ones with a beagle, pug, husky, or corgi, whose paws are perfect for helping youngsters dig through the sand. Kids can discover and collect all the different dogs inside the sets and use the tools to find hidden items for hours of stimulating fun.

Have a cow, man

UNIVERSITY GAMES AND LAGOON GAMES

020 7254 0100 www.thelagoongroup.com

Lagoon’s inspiring The Purple Cow STEAM range includes the Crazy Scientist LAB range, a series of eight science tins focusing on Optical Illusions, Water Gel Science, Static Electricity, Glowing Science, Bubbles and Foam and Crystal Craze, as well as Young Detective and Young Survivor Kits. These kits help budding young scientists with exploration and discovery, problem solving, cause and effect, and abstract thinking. The kits also include everything children need to perform cool science experiments, for hours of creativity and scientific exploration. Also available in The Purple Cow range is a series of eight Science Activity Card Tins - a collection of science tricks! Titles include The Five Senses, The Magic of Science, Indoor Science, Young Researchers, Material Adventure, Nature Phenomena, Forces and Energy, and Kitchen Science, and each tin contains the instructions for 20 science experiments and a simple, yet clever, scientific explanation. No specialist equipment is required.

The beautiful Flights of Fancy range from Lagoon, is an established collection of nature-inspired kits to help youngsters learn and explore about the natural world. There are Model kits of Birds of Prey, Garden Birds and Flying Owls, as well as educational kits including Morse Code, Bugs, About the Seashore and Bird Watching.

The world is yours

WILTON BRADLEY

01626 835400 www.wiltonbradley.com

Encourage kids to explore the world and skies with the 2-in-1 Globe. This globe has the traditional countries plus additional continents and constellations to help bring the world to life, teaching kids the shape of the planet and helping them understand where they live, where other countries are and most importantly where they are relative to each other!

Complete with eight LED Lights to illuminate the constellations, this globe is ideal for budding astronomers, too. With a drywipe surface, you can point out all the major capitals and cities and then simple wipe any markings off when done.

Did you know?

The 2 in 1 Kids Light Up Globe, has eight built-In LED Lights and measures 25cm in diameter…

Talking retail

Liz Amphlett Toytastik Chepstow

What’s your favourite toy on your shelves at the momentand why?

That's a hard one, I have so many! I get a lot of pleasure from selling The Janod Magnetic Dart Sets from Juratoys as it can be played by everyone and rolled up and taken anywhere. To be honest though, the beauty of independence is that we choose what goes into our shop and we rarely buy anything that we don't like!

What’s selling particularly well for you?

''The beauty of independence is that we choose what goes in our shop and rarely buy anything we don't like!”

Eugy, Tonies, SmartGames, Floss & Rock PaintBooks have all had a good month.

What do you think about The Entertainer/ Tesco collaboration?

We are not overly concerned about The Entertainer joining forces with Tesco as we are a different offering. We are even considering a move that will mean we are quite close to our local branch... Bring it on!

Recent reports have revealed an increase in shop theft. Have you been affected, and what are you doing to prevent it?

Without tempting fate, we have been extremely lucky. We have not been exposed to too much theft as we are located in a small town and 90% of our customers we know at least by sight... and where they live!

Did you organise any events for Easter holidays/half term?

We usually try to do a competition of some sort at Easter, however as we are looking to relocate within the town and if this happens will be planning a Grand Reopening Day as an event, we didn't do that this year. Watch this space!

If you would like to take part in Toy Talk, we’d love to hear from you.

Please email tim@lemapublishing.co.uk

Peter Allinson

Director WhirligigToys

This month our retailers talk about what’s selling well, increases in shop theft and Easter holiday events…

Worthing, Horsham, Brighton, Canterbury, Chichester and TunbridgeWells

What’s your favourite toy on your shelves at the moment - and why?

We are loving the wooden bloom craft kits from Rowood, part of the Robotime Group. With four flowers to build, these kits are really hands-on, and make a stunning model that also makes a great present for someone.

What’s selling particularly well for you?

We have a new range of STEM toys from Satzuma, which make great presents. Each of them creates a moving or working model, something that really does something when you have finished the making stage. Each project can be completed in a couple of hours and they seem to be perfect party presents. What do you think about the Tesco/Entertainer partnership - will it affect you at all?

Good luck to them. We don’t sell many of the same products as The Entertainer as we specialise, but it's always good to see innovation in the market. People will still come to us when they want something to make and do.

Recent reports have revealed an increase in shop theft. Have you been affected, and what are you doing to prevent it?

While there is always a low level of threat, this is not something we have noticed in our shops as an increase. We talk to as many people as possible, helping them find their perfect present, and we feel that this puts lots of shoplifters off as they know we are on the ball and looking to start a conversation. We feel that by making our shops as friendly as possible, those people who don’t want to talk to us are put off from coming in.

Did you organise any events for Easter holidays/May half term?

We took part in various Easter Egg hunts run by town centre managers across our branches, had a raffle going on for an Easter basket in our new Worthing shop, and filled the windows with bunnies as usual. However, Easter is always a good time for crafting projects, so we made sure we were well stocked up on those as well.

Karen Carter

Giftware and seasonal purchasing manager

Woodlands Garden Centre, Ash, Nr Sevenoaks, Kent

What’s your favourite toy on your shelves at the moment - and why?

I have recently started to stock Jellycat and just branched out into its Amuseable range. It is flying out! The Easter collection has done really well too, and although their pricepoint is slightly higher I am very excited to see the growth in sales with this supplier moving forward.

What’s selling particularly well for you?

Q1 has seen a good run of sales for Top Model Dress Me Up Sticker books, James Galt Water Magic, pets, Jellycat Board books, Lottie the Fairy Bunny and If I Were A Rabbit, and the Poppy and Sam Range from Allsorted Books.

Andrew Olley

The CityCycle Centre Department Store

Ely, Suffolk

What’s your favourite toy on your shelves at the moment - and why?

My favourite toy at the start of the year, head and shoulders above everything else, was the new LEGO Creator Giraffe.

Who doesn't love a giraffe? Especially when it comes with a flamingo! Then I switched allegiance completely to the ever-so cool Nee Doh Nice Cube, which has been selling beautifully and lately, despite the fact that I am also in love with Uno No Mercy, I have been recommending the game Coup, which is a brilliant game of bluff. A game, it turns out, at which I excel. Who'd have thought it?

What’s selling particularly well for you?

TikTok has turbo-charged sales of our Sylvanian Families Blind Bags and Plush toys are continuing to make up an even higher percentage of our sales. Not just Squishmallows and Ty Beanies, but Preschool and Character plush as well. Plush is selling in increasing numbers to all age ranges. And I'm including adults here... The LEGO launch

Laura Matheson

Head of Buying

for March was a particularly strong lineup, and with independents receiving their stock on time it meant we could promote it all properly and reap the rewards. And then there is Aphmau, which, in its second year, is still growing in popularity as well as just growing in size. Giant blind bags at £19.99? Independent exclusive launch. Massive success.

Recent reports have revealed an increase in shop theft. Have you been affected, and what are you doing to prevent it?

To best answer this I think I'll just tell you about the past couple of days. Yesterday morning I got lucky. I was able to head off trouble near the door. When you have someone on a spree and they clearly need the money for drugs then it is much better to get in early, because it is going to be painful trying to stop them and retrieve the goods later and I particularly dislike being spat at. I was not so lucky today. My mistake. On the shopfloor, you should always go with your initial gut instinct, but I decided to change my mind after we'd had a nice chat, and focused on

St Peters Garden Centre, Worcester

What’s your favourite toy on your shelves at the moment - and why?

My favourite ranges in our garden centre are products that encourage a family outside! House of Marbles has a beautiful range called Natural World. The range includes Sunshine Print Paper (Gift of the Year Finalist) and Forest Leaves Scratch Art, Everything to get children and adults alike into the garden. I had one of each ready for the Easter break!

What’s selling particularly well for you?

We have recently taken on Clockwork Soldier, a range of paper craft products, which is selling very well. Alongside that we have; Jellycat, which has a cult following and is increasing in sales month on month, Depesche Top Model, which continues to sell well, TY plush, which have new licences frequently and of course LEGO.

What do you think about the Tesco/ Entertainer partnership - will it affect you at all?

''Toy Fair isn’t all business all the time, it’s about the fun you can have too’

Supermarkets have increased their toy offering dramatically over the years. They stock many of the major brands and all the trend-led toys. We may have large crossovers of these brands but we have the ability to stock many ranges that they do not; this is where we concentrate our efforts. The small, new to the market, niche companies we work with are all products that larger multiples just cannot stock. The key brands I mentioned earlier are all easily comparable to many retailers but the point of difference is the experience we can offer. We are an independent single site, which gives our department a real personality!

Did you plan any events for Easter holidays/May half term?

We have a beautiful area on our site which has a purpose-built yurt situated next to a small lake and cafe. There we held Easter crafts, which includes plant pot decorating, seed planting and an Easter egg hunt around our nature trail. These events are always popular in school holidays.

serving other customers. By the time I turned my attention back, we had lost £30 of LEGO. In the afternoon I went to help a colleague at the door just as two shoplifters decided to run. Instinct kicked in and I decided to give chase. I could tell from their initial looks that they didn't really think that I stood any chance of catching them and this really goaded me on. Two streets later they changed their mind and started jettisoning the goods one by one, so I got to retrieve the goods at least. Also, in time, I think my knees might recover!

Did you organise any events for the Easter holidays?

We always try to run events and competitions during the school holidays. We've only just finished posting the faces of smiling winners for our half-term LEGO and Top Model competitions and also organised something for Easter. We reach thousands with our posts and always have at least 100 entries to judge. Marketing departments in large toy companies take note. For very little outlay you can have a big impact in local communities via little independents. I await your call…

Georgia Grout

Junior gift buyer –toys, toiletries & home fragrance

Royal Horticultural Society

What’s your favourite toy on your shelves at the moment - and why?

My favourite toy on our shelves is the Green Toys Tugboat. We have sold it for a few years now and it continues to be a great seller, as it works for all children across a wide age range. It is also made from recycled milk jugs, and sustainability is key for us when it comes to buying products.

What’s selling particularly well for you?

Pocket money toys are our bestsellers within the toys category. Classics like bouncy balls, windmills and retro wooden toys will always be winners.

Did you plan any events for Easter holidays/May half term?

“Pocket money toys are our bestsellers within the toys category”

All five of our gardens had Giant Easter Egg Hunts over the Easter period, which are always a lot of fun. We made sure the stores were fully stocked with plenty of cuddly bunnies, chicks, and lambs! As well as some gorgeous Easter decorations, tableware and lovely themed children’s books.

L-r: Website co-ordinator Kirsty Dodds , co-owner Holly Logan , co-owner and manager Julie Logan , co-owner Alex Logan , and Wiggle, Shake & Make co-ordinator Katie Fletcher

Afamilyaffair

What’s your career background?

I was previously a human resources manager. I took maternity leave when my daughter Holly was born and after that I managed a local volunteer centre and later worked as a school business administrator.

Why did you decide to move into toy retailing?

I was made redundant, and a series of events led me, my husband Alex, and Holly to open The Olive Branch Toy Shop. It wasn’t a conscious decision, and it’s quite a long story with lots of twists and turns, but we love having a toy shop - it brings us so much joy!

“

We aim to putasmile on the face of everyonewho comes into theshop ”

Tell us a bit about your business.

In October 2016, we opened the doors for the very first time, with excitement and nerves in equal measure! The shop is situated in the heart of the wonderful village and community of Castle Donington on the border of Derbyshire/ Leicestershire, close to East Midlands Airport and Donington Racetrack.

We are an independent familyrun business in a vibrant community, and we are proud to be located on Borough Street along with many independent shops, restaurants, cafes and businesses.

With the toy shop growing, we then set about widening our reach. Holly began to share news of our shop over social media and our audience has continued to grow.

In April 2018, we launched our website to extend our welcome to customers further afield. We strive to offer the same range of high-quality, affordable toys and our attentive service to our online community. It became an absolute lifeline through Covid lockdowns and continues to serve us very well today.

Welcoming our community is central to our vision. With this in mind, we opened The Rainbow Room in 2019, to provide a large and vibrant space for all ages to enjoy.

Just 50 metres around the corner from the shop, we host regular

classes and craft workshops, led by skilled professionals.

We also host parent and baby/ toddler groups. For example, our friend and colleague Katie Fletcher runs baby massage classes and coordinates ‘Wiggle, Shake and Make’ classes for babies and preschoolers and their families, which involve lots of singing, crafts and socialising.

In addition, we host children’s parties, and will work with customers to make a perfect celebration for their child’s special day.

Why is it called The Olive Branch?

To us, The Olive Branch is a symbol of reaching out to those around us, extending a hand of friendship to all who visit us. We aim to put a smile on the face of everyone who comes into the shop. Our knowledgeable, attentive and friendly staff are always on hand to welcome customers, make them feel comfortable, and give assistance to choose the perfect toy or gift for a special occasion.

What sets you apart from other shops?

We are not just a toy shop, we are a community - and we see every customer as contributing to that community. Taking time with people is very important to us. We value every interaction and transaction, from an inexpensive pocket money toy upwards. We apply that principle

Julie Logan , co-owner and manager of The Olive Branch Toy Shop in Castle Donington, chats to Clare Turner about her community-centred approach to retailing

to everything we do. Small touches such as our complimentary giftwrapping service are highly valued by our customers too. We also reward our customers with our loyalty scheme.

How would you describe your range?

Traditional with a contemporary twist. Our collections are focused on learning through play, and we stock goodquality, inspiring and engaging toys.

Who are your key suppliers?

Our main supplier is Bigjigs Toys (and Bigjigs Rail), along with well-known and trusted brands including Orchard Toys, The Puppet Company, Wilberry Toys, Galt Toys, Usborne Books, and House of Marbles

Other key names are Lanka Kade, Hape, University Games, Halilit, Rachel Ellen Designs, 8th Wonder, Rockahula, Mood Bears, Rainbow Designs, Floss & Rock, Green Toys Lottie Dolls, Magformers, Matchstick Monkey, Mary Meyer and Le Toy Van. Recent additions are Plus-Plus and Aurora

How do you find products?

We attend Toy Fair in London, and Spring Fair and Autumn Fair at the NEC in Birmingham. We read industry publications, monitor social media for trends, and speak regularly with our suppliers’ reps. Most importantly, we listen to what our customers are looking for!

What's your selection criteria?

Quality sustainable toys with an emphasis on reasonably priced items and value for money.

“

We are always looking for new products andwayswe cangiveour customers whatthey want

Best Sellers

What categories are selling well? Sensory toys, fidget toys, green toys, and wooden toys.

What are some of your new arrivals?

Plus-Plus construction toys, Orchard Toys’ new The World of Peter Rabbit collection of games and jigsaw puzzles, the Simply Scandi range from Bigjigs Toys, and Jellystone Designs Calm Down Bottles and sensory products - both from Halilit.

How do you get the word out there?

Through constant social media activity and local advertising. Social media never stands still! In our increasingly connected world, we’ve found many friends, followers and supporters through social media channels in addition to traditional advertising.

I’m lucky to have a wonderful staff team who work collectively to update our social media pages, reply to customers and work on editorials. It’s taken time to build up and it never sleeps, but it’s helped us immensely.

We’ve found that sharing a snapshot of ourselves just ‘doing our thing’ helps us to stay connected to our friends and followers. It’s the people that help make The Olive Branch Toy Shop who we are!

We also attend and take part in local events such as Castle Donington’s annual May Day Market and Christmas shopping evenings. To maintain a presence in the community, we basically do anything we can to complement local activities.

What’s next for toys: are you looking at expanding into new categories? We are always looking for new

■ Hape Baby Einstein Magic Touch Piano

■ Bigjigs Toys Simply Scandi FSC Certified My First Toolbox

■ Halilit Jellystone Designs Calm Down Bottle

■ The Puppet Company Tree House Hide-Aways puppet set

■ Bigjigs Toys NeeDoh sensory toys

products. The nature of our business means we need to constantly find new customers and keep changing to meet new trends - and ultimately give our customers what they want!

What’s next for The Olive Branch?

We are going through exceptionally difficult times at the moment, with the economic situation affecting small businesses. To survive, we need to focus on what we do best - providing exceptional customer service and quality products at competitive prices. Hopefully, this will see us thrive as the economy improves.

What’s the most rewarding aspect of your job?

I love seeing photos and hearing feedback from our customers when a toy has been well received by a child.

What’s the most challenging aspect of your job?

Constantly thinking of new ideas and choosing which toys will fit with our offering, and keeping our social media content fresh and interesting.

What’s your all-time favourite toy?

Can I have two?! The Rabbit in a Lettuce Hide-Aways Puppet Set from The Puppet Company, and Lanka Kade’s Noah’s Ark.

What’s your current favourite toy or game on your shelf?

Orchard Toys’ new the World of Peter Rabbit collection of games and jigsaw puzzles.

From passion to profession

Andrew Garthwaite , owner of Rexys Reviews - The Dino Den in South Shields, shares the story of his business, which aims to be the UK's one-stop-dinosaurthemed shop for fans and collectors of all ages

I’ve had a bit of a varied career, starting with owning and running my own pet shop and animal wholesale business in the early 2000s.

I then moved on to being the manager of a farm park for over a decade until Covid, which made me re-evaluate, and I decided to follow my love of dinosaurs to where I am today.

We’ve createdafully immersive dinosaur retail,activity anddisplay ” “

As a big Jurassic Park and dinosaur fan, I was finding it increasingly difficult to find new and exciting dinosaur products in the UK. And, when I could, I was displeased with the stereotypical notion that only young boys like dinosaurs. So I decided that if I couldn’t find a shop I wanted to visit, then I would simply have to create my own.

Rexys Reviews started as a YouTube channel during Covid in 2020, when I suddenly found myself with an abundance of time on my handsand a large collection of Jurassic Park toys and merchandise in my loft. I began to create product reviews and videos sharing my passion for anything Jurassic Park/World.

Once the world started to open back up again, I attended a local Comic Con event with a custombuilt Jurassic Park vehicle and some display items. After receiving a great response from visitors, I decided to set up my own website and e-store selling dinosaur products.

Our range of products quickly grew after attending a number of trade shows and exhibitions such as Toy Fair in London, and Spring Fair and Autumn Fair at the NEC. Running a website and trading at events

alongside was a full-time job.

Then in January 2021, I was presented with the opportunity of premises in Victoria Road, South Shields - which is where you’ll find us in our bricks-and-mortar home - which we’ve named The Dino Den.

The prospect of taking a ‘hobby’ online business into a real bricks-andmortar shop was a daunting one, but I’ve always been of the mindset that it’s better to try and fail than to live a life thinking “what if?”.

We opened in March 2022 and the site (a former pub) offers us 5,000sq ft of space in which we’ve created a 2,500sq ft, fully immersive dinosaur retail, activity and display experience, incorporating a drinks and snack bar. We also have modern and retro video gaming and activities for visitors to use, free of charge.

What sets us apart from other toy shops? The main factor is that we’re dedicated to only one subject matter - but do it in the biggest way possible. We’ve created an environment that can appeal to everyone and anyone, regardless of age, gender, or economic background. As long as you like dinosaurs - even just a tiny bityou will have a roarsome time here.

The most rewarding aspect of my

job is seeing the smiles on visitors’ faces when they walk through our doors for the first time. The most challenging part is trying to find space for all the new products I want to stock!

I believe we have the biggest selection of dinosaur products to suit any level of interest and budget of any bricks-and-mortar storecertainly in the UK, maybe even the world. From vintage to modern, we have something to suit everyone.

We stock more than 3,000 different products and work with around 50 suppliers. These include Mattel

Iron Studios, Prime, Hasbro, Papo, Mojo, Bigjigs Toys, A.B. Gee, EE Distribution, Numbskull/ Rubber Road, Grindstore, Grupo Erik, LEGO, Funko, PNSO, Rebor, W-Dragon, DM Gould NDA Jada Fanattik Pyramid, Abysse, Half Moon Bay, Posh Paws, Paladone, HEO, Playmobil and RMS, to name a few.

Our cheapest items are in our pocket money/party bag range, which include novelty rings, activity books and colouring sets that start at 20p. Our offer tops out at the stunning statues made by Iron Studios or Prime that can be as much as £5,000.

Toys will always be our biggest category. However, we’re seeing a steady increase in both collectibles and books. The latest range we’ve added to The Dino Den is CollectA Dinosaurs and Prehistoric Marine Animals from Bigjigs Toys

I search continuously to find the newest and best. Visiting trade shows is a must. I also scour the internet, social media and company websites to keep up to date with the most exciting new products.

“

Toyswill alwaysbe ourbiggest category. However, we’reseeing asteady increase in both collectibles and books ”

Trade publications such as Toys ‘n’ Playthings are also a great source of finding suppliers, manufacturers and distributors.

When I first started Rexys Reviews, the only criteria I had when choosing a product was that it had to be dinosaur-themed. It didn’t matter what it was, I wanted it. However, over the past couple of years, I’ve learned a lot - not only about trading in general, but about how to be much more selective.

It doesn’t matter if you have 100sq ft or 10,000sq ft of space, you need to know that the products you stock are not only suitable for your customers but also for the image and ethos of your business.

Our brand and reputation is very important to us, so we now check that any new products are not only high quality but represent value for money. They must bring something unique to our store. There’s no point in having 10 versions of the same thing just because they’re made by different manufacturers.

Over the past 12 months, trading has been steady. Due to the short time we’ve been in business, I don’t have a lot to compare it with and, especially given the economic crisis we’ve been facing, it’s been a very difficult time for everyone - especially retailers. However, I’m confident that we, as a whole, are on our way back to whatever ‘normal’ is now, and we will endeavour to make the best of whatever comes our way.

To keep customers returning and to attract new ones, we work hard to provide what I call the Retail 2.0 experience. We’re continually adding new products to ensure there’s always something different for visitors

Best Sellers

■ Mattel Jurassic World Basic

Dinosaur Mask

■ Mattel Hammond Collection

■ Jada Diecast Jurassic Park Explorer

■ Papo Dinosaur range

■ Panini Jurassic World Collector Cards

to browse, which we then promote on our social media platforms: Facebook, Instagram and TikTok.

In-store, we offer free activities and attractions such as play tables, fossil digs, colouring, and modern and retro video gaming. We also have a selection of replica movie props and dino scenes, as well as a proportion of my own personal Jurassic collection on display as a sort of ‘museum’ dedicated to the history of Jurassic Park and Jurassic World.

What’s next? This year should be very exciting for us. We will be working with lots of new events, companies, and local authorities across the UK - not only as a retailer but with our displays and exhibition setups. And of course, I’m constantly on the search for the next new thing to hit the dinosaur market. So watch this space!

Up and Atom

THAMES AND KOSMOS

01580713000

sales@thamesandkosmos.co.uk

Happy Atoms is a revolutionary approach to teaching chemistry, encouraging the user to create happy atoms. This physical and digital system lets children discover the world of molecules in an intuitive, hands-on way. With the Happy Atoms Complete Set, thousands of molecular models can be assembled, and the digital component takes this molecular modelling system to the next level! Using the Happy Atoms app, you can scan each molecule you build. The app then uses state-of-the-art image recognition technology to identify the molecules and provide in-depth information about them, forming a fun and interactive approach to learning about chemistry.

It’s a Stitch up

MV SPORTS & LEISURE

01217488000 | info@mvsports.com

www.mvsports.com

Walt Disney’s Stitch is trending everywhere right now, and MoVe has unveiled a tailored line of products to meet the surging demand.

The 2-in-1 10in Training Bike is ideal for budding Stitch fans, with thrilling graphics and a convertible design for both training and balance modes.

Enhance safety with a Stitch Safety Helmet, equipped with a

optimum comfort. The helmet, featuring a colourful floral pattern and character motifs, makes a stylish statement while keeping young riders safe during biking or cruising.

Also available is the new Deluxe Triscooter – it has a fully printed anti-slip footplate, which not only ensures safety but features iconic Stitch graphics and a large bespoke plaque. It also has an adjustable handlebar height to ensure comfortable riding as the child grows; puncture-proof non-slip EVA tyres and safety features such as covered forks. There’s also a Folding Inline Scooter festooned with a pastel palette of colour and detailed graphics, and the Bobble Ride-on, perfect for little ones finding their feet.

NEW

Cat and mouse high jinks RUBIES

uk.rubiesmasquerade.com

As part of its strong partnership with Warner Bros. Discovery Global Consumer Products, Rubies is launching new costumes inspired by the iconic comedy animation, Tom and Jerry.

Rubies Tom and Jerry toddler costumes both feature a comfortable plush jumpsuit with a detachable tail and headpiece, allowing little ones to jump into the action-packed adventures of a clever mouse or scheming tom cat all year round.

“We know Tom and Jerry has been loved for generations and it’s even one of the most well-known animations in the world, staying this way for over 80 years. We are delighted to introduce this iconic cat-and-mouse duo to our portfolio”. said head of portfolio and marketing at Rubies, Fran Hales

Blippi joins the tonies family TONIES

www.tonies.com

Preschool favourite Blippi has become the latest character to join the tonies family, as the Moonbug creation signed up to the audio platform. Dressed in his distinctive blue and orange outfit, the Toniebox adventure sees Blippi and cat TABBS head off around the world on a journey of discovery across six separate tracks.

GM for UK & IR at tonies Lucia Kreuzer, said: “Blippi has been one of our mostrequested Tonie characters.’’

Just Bugging

EDUK8 WORLDWIDE

01661 831 080

www.eduk8worldwide.com

Bug Wrist Catcher is the ultimate tool for budding entomologists and outdoor adventurers.

Designed to spark curiosity and encourage exploration, this toy puts the thrill of bug-catching right at your fingertips - literally. Equipped with a comfortable adjustable wrist strap, the Bug Wrist Catcher ensures hands-free mobility, allowing young explorers to roam freely while keeping their insect-catching essentials close at hand.

With its durable, lightweight design and easy-to-use mechanism, catching and observing bugs has never been more exciting. Simply flip open the cover and gently scoop up your insect specimens for closer examination. The transparent design provides a clear view of bugs with 3x magnification, offering a fascinating glimpse into the miniature world of insects.

Whether exploring gardens, woodlands, or outdoor walking adventures, the Bug Wrist Catcher promises endless fun and discovery for children of all ages. Get ready to unleash your inner explorer and embark on a bug-hunting expedition like never before with the Bug Wrist Catcher.

Hat’s the way to do it

RAVENSBURGER

01869 363800 | sales@ravensburger.com | www.ravensburger.com

Ravensburger’s card game, That’s Not a Hat, was recently given a big ‘Yes’ in a Tabletop Gaming magazine review as it ‘will assuredly deliver laughter and drama’. Game fans will welcome a newly launched second edition of the ‘unforgettable’ bluffing game. Like the first edition, That’s Not a Hat 2 is an easy-to-learn, and quick-to-play card game offering a great choice for family game night, perfect for get-togethers with friends or handy for taking on travels. Ideal for players aged eight years to adult, in That’s Not a Hat 2, players must give gifts to each other while remembering who gave what gift and which gift they have in front of them. Can’t remember? Time to get bluffing to avoid a penalty point! Both That’s Not a Hat and That’s Not a Hat 2 are available now.