Toys n Playthings August 2021

toysnplaythings.media

1 st 202 u g u A 9 0 No. Vol. 4

Helping everyone sell more

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CONTENTS t 2021 Augus 1 No. 8 Vol. 4

Regulars 5

Leader - with Clare Turner

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News - the latest toy industry headlines

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10 People News - all the movers and shakers 11

etail News - what’s happening on the R retail landscape

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12 Media News - the multimedia rundown

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Editor Clare Turner clare@lemapublishing.co.uk

Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk

Advertisement Manager Athee Waran athee@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

13 Licensing News - what’s hot in licensed products 18 T rade Talk - suppliers reveal their preparations for Christmas trading 24 Toy Talk - retailers share their trading experiences 30 What’s New - fresh launches that you need to get your hands on 32 TnP Ambassadors – our tiny tester tries out Spin Master’s Paw Patrol True Metal Total City Rescue Set and Marshall Transforming City Fire Truck 58 Don’t Miss - a sneak peek at unmissable products for buyers

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59 Step Back In Time - a slice of toy history from the industry’s longest-running magazine

Features

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34 Science & Nature - a round-up of toys for curiosity-led learning 41 Wooden Toys - a look of what’s popular in this traditional sector 45 Plush & Soft Toys - a review of this evergreen category 53 Autumn Fair Preview - an appetiser of the NEC show

Special Reports

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20 T he Big Interview - with Vivid Toy Group/ Goliath general manager Nick Thomas 26 The MD Interview - with Toymaster MD Yogi Parmar 28 Retail Interview - with The Very Group toys category manager Nicole Sweeney

Columnists 7 Trends Column - the U.S. Toy Association unveils its pick of ‘Zen-sational Toys’ 9 BTHA Briefing - an update on The British Toy & Hobby Association’s activities

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

At the heart of retail

15 M edia Analysis - Generation Media examines children’s programme viewing habits 16 Retail Opinion - John Ryan believes this is the dawning of a new era for indies 17 Consumer Insight - The Insights Family says safety concerns are driving purchasing habits 23 I ndie Opinion - Diary of a Toy Shop by Hazel McCarthy, owner of Toy Corner in Galway

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F O R M O R E D E TA I L S C O N TA C T 0 1 2 3 5 5 5 5 5 4 5 O R E M A I L T R A D E _ S A L E S @ V T E C H .C O M

LEADER Clare Turner

At the heart of retail Also by Lema Publishing

TableWare INTERNATIONAL

AWARDS OF EXCELLENCE

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avigating our way through this pandemic continues to bring its own set of challenges. As Gary Grant, founder and executive chairman of The Entertainer put it so succinctly in last month’s issue: “We’re not out of the woods yet. It’s sort of one step forward and half a step back.”

A case in point is the so-called Freedom Day on Monday 19 July, when England moved to Step 4 of the roadmap. Retail data provider Springboard forecast that UK footfall would rise by 19.7% in the week following the day that most restrictions on social contact were removed in England. But in fact, following an above average start, the growth in footfall in UK retail destinations slowed considerably from Tuesday onwards.

Springboard marketing and insights director Diane Wehrle said this was likely to have been driven by a combination of the extreme heat, the start of the school summer break, and an increased nervousness amongst shoppers in visiting potentially crowded areas created by the growing ‘pingdemic’ which could force them to self-isolate.

For businesses, the ‘pingdemic’ has impacted shops and distribution centres but at the time of writing, the British Retail Consortium (BRC) said retailers were working closely with Government to identify hundreds of key distribution sites that would benefit from the new daily contact testing scheme.

On a more positive note, BRC has reported that the second quarter saw exceptional sales growth as the gradual unlocking of the UK economy encouraged a release of pent-up demand built up over previous lockdowns. According to its latest data, while growth in food sales slowed in June, non-food sales were bolstered by growing consumer confidence and the

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continued unleashing of consumer demand.

BRC chief executive Helen Dickinson says that with many people taking staycations or cheaper UK-based holidays, many have found they have a little extra to spend at the shops.

Her opinion is reflected in the stories shared by independent toy retailers in our Talking Retail feature, and reinforced by the words of this issue’s MD Interview subject Yogi Parmar of buying group Toymaster. “There has always been a place for independent bricks-and-mortar toy shops and I believe there always will be,” he says, “as they have shown they are able to adapt and evolve over the years and survive in an ever-changing retail world”.

As for online trading, KPMG head of retail Paul Martin notes that while the high street saw sales up 10% in June, online sales fell back by 7% compared with June 2020. However, penetration rates for online sales remain much higher than their prepandemic levels, he says, suggesting the shift to online is here to stay. The view of this issue’s Retail Interview subject Nicole Sweeney, toys category manager at The Very Group, supports this. “More people than ever have shopped online due to Covid and we believe this shift will be permanent,” she says.

Nonetheless, in the words of Helen Dickinson, UK retail is still facing strong headwinds, with many retailers still making up for ground lost during the previous lockdowns. She says consumer comfort with this next stage of the roadmap will be key to the ongoing success of retail, adding: “Many customers are looking forward to a return to a more normal shopping experience, while others may be discouraged by the change in face covering rules. The Government will need to reassure the public on safety, while pushing forward with its hugely successful vaccination programme.”

So, what’s been your trading experience, as a toy retailer or supplier? I’d love you to get in touch and share your story. You can connect with me via LinkedIn or email me at clare@lemapublishing.co.uk. I look forward to hearing from you!

Consumer comfort with this next stage of the roadmap will be key to the ongoing success of retail

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NEWS

Smoby becomes TV star

Kind + Jugend restarts this autumn Nearly 180 companies from around 20 countries will be at the restart edition of Kind + Jugend 2021, the industry show for baby and toddler products due to be held in Cologne from 9 September to 11 September.

And with a nod to exhibitors who may not be able to travel due to Covid, there is the option to book a ‘remote booth’ stand. This service includes stand personnel, who will handle the company’s products and ensure direct contact with the industry.

Oliver Frese, chief operating officer of show organiser Koelnmesse, said: “It is important that we lead the way for the industry. The restart marks the beginning we are all waiting for. Thanks to our #B-SAFE4business hygiene and safety concept, in accordance with the current coronavirus protection ordinance, the focused event of 2021 is an example of how trade fairs can look and function.”

Along with product ranges on display by

MGA UK names new sales director MGA UK & Ireland has appointed Julie Taylor to the role of sales director. Having held a similar role previously at Golden Bear for almost 15 years, Julie will join MGA in the autumn. She will oversee the sales portfolio of all of MGA’s leading brands and manage a sales team of 10.

Neil Bandtock, MD of MGA UK and Ireland, said: “Julie’s excellent sales management background and extensive toy industry experience will help to propel MGA and our customers on to the next stage of our growth and development.

We’ve got many exciting and innovative launches - both within current brands and new ones - planned for this season and into 2022, and I know that having Julie as our sales director will ensure we can maximise all these opportunities.”

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exhibitors, the Trend Forum will provide insights into trends and ideas from experts such as leading trend forecasting agency TrendBible. The Kind+Jugend @home digital platform will also show exhibitor information and presentations.

Covid safety policies include social distancing and other hygiene rules. With the help of an app, visitors will also be able to avoid crowds and have a comfortable visit all the way from the car park to the fair grounds.

Admission tickets for visitors and the media will be available exclusively online.

This also applies to exhibitors and all service providers. Admission will only be granted to those who have been fully vaccinated, have recovered from Covid-19 in the past six months, or have a current, negative test result.

For further information visit www. kindundjugend.com.

Spielwarenmesse 2022 update

Simba Smoby UK is increasing its marketing drive into the autumn with more TV and an extension to its growing social presence.

The marketing campaign for Smoby has continued to deliver sales uplift and engagement for the brand. Last year, NPD retail sales across the Smoby portfolio were just shy of £7 million for the full year, surpassing targets by 38% (source: NPD Group).

For 2021 YTD, Smoby has seen 81% growth in the playhouse sub-category, driven by the Nature Playhouse with Kitchen, the Chef House, and the Garden House, as well as slides.

What’s more, across all categories the brand is up 39% YTD with the growth momentum set to continue in the second half, with roleplay ramping up from September. Outside of NPD, other retailers have come on board to support the brand, which has also seen many independent retailers join Smoby’s drop ship programme, further contributing to the brand’s growth.

To support this growth, the firm has put in place a raft of activity, including TV and celebrity endorsement. Central to the strategy has been TV. This kicked off in late spring with an outdoor TV campaign featuring playhouses, helping to generate major sales uplift across playhouses and slides. This will be echoed through autumn with a new TV drive on the roleplay ranges, which features kitchens, workbenches, and supermarkets.

“Smoby’s TV presence has really grown in recent seasons, and we’ve seen the results across the board with sales,” said marketing manager Mayur Patni.

“Now, with autumn being the time when our key roleplay items come to the fore, turning on the TV will be essential to keeping the Smoby brand top of mind with parents.”

Opening its doors from 2 to 6 February 2022, the 72nd edition of German toy trade show Spielwarenmesse has already received plenty of support from international exhibitors.

Organiser Spielwarenmesse eG reports that so far, more than 1,400 companies from 57 countries have booked their place at the fair, which is held at Nuremberg’s Exhibition Centre. This means current exhibitor numbers are only marginally down on those recorded at the same point in the registration phase for Spielwarenmesse 2020. It added that while the hall allocation and product groups will remain unchanged, the upcoming event will host several new presentation formats.

The Area for Service Providers in Hall 3A, for example, will be devoted to independent testing institutes, suppliers of production technologies, EPOS systems and packaging, marketing and advertising specialists. Other highlights include a revised presentation of the latest product innovations, and the topic of sustainability will cast a central role.

Spielwarenmesse eG recently launched an in-house fundraising campaign to help the victims of Germany’s floods rebuild their lives. For every Euro given, the company added another five. A total of 9,000 Euros was collected in just a short space of time.

toysnplaythings.media

TRENDS: FIDGET TOYS RISE AGAIN

Big Potato launches board game trade-In Big Potato Games has launched The Great Board Game Trade: a UK-wide scheme where customers can bring an old game to a participating retail store and in return, receive 20% off a new Big Potato game. The old game will be recycled and donated to a local charity or community group.

Big Potato’s independent store account managers Laura Crumbley and Hannah Cornish said: “We wanted to do something to support our fantastic independent stores, who’ve been forced to shut up shop for the best part of a year. With the Great Board Game Trade-In, we can help drive footfall to the store, whilst giving board games to organisations that really need them.”

The scheme launched on 5 July and runs until the end of August.

More than 60 independent stores are taking part, with more expected to join. If you’re interested in getting involved, contact Laura or Hannah, depending on where you’re based: north - laura@bigpotato. co.uk; south - han-nah@bigpotato.co.uk.

Barbie hits the big screen Following the success of this spring’s Barbie & Chelsea: The Lost Birthday movie and last year’s musical Barbie Princess Adventure, Mattel Television has announced the latest chapter of the Barbie content story.

Barbie: Big City, Big Dreams will be in cinemas across the UK & Ireland from 20 August, before debuting on 23 October on POP. To complement the film, Mattel will introduce a line of dolls, playsets and accessories.

This new musical adventure follows Barbie Roberts as she says goodbye to the familiar beaches of Malibu and says hello to the hustle and bustle of New York’s Times Square. She’s enrolled in a summer programme at the Handler School for Performing Arts and, upon arrival, meets a fellow student named… Barbie Roberts! While they have much more in common than just their names - like their shared dream of making it on Broadway - the two girls really bond over their complementary differences.

BLE’s character parade is back!

Brand Licensing Europe (BLE) has confirmed that its much-loved character parade will return in-person at ExCeL London this November, when visitors will once again be able to have their photo taken with some of the characters from the world’s biggest brand owners.

BLE is launching a #paradeyourself campaign on social media during the run-up to the event and is inviting the industry to share selfies taken with the characters in the past. There will be a prize for the best selfie, with the winner being offered the opportunity to be photographed at the front of the parade at BLE 2021. Posts must include #paradeyourself #BLE2021 @bleurope.

Toys aren’t just for fun but can provide emotional support and relief in times of stress.

The U.S. Toy Association’s trends team has identified ‘Zen-sational Toys’ as ones to watch in 2021, says senior communications specialist Kristin Morency Goldman Families looking to help develop their children’s social and emotional learning (SEL) skills and destress can look for toys that promote mindfulness as well as feel-good fidget toys that simply bring a smile to any kid’s face.

Here are four examples of ‘Zen-sational Toys’ highlighted by the U.S. Toy Association’s trends team: Care Bears: Love-A-Lot Bear (Basic Fun!): Expanding the line of classic Care Bears characters, Love-A-Lot Bear comes with a collectable Care Coin so kids can share how much they care with others.

Sensory FX ASMR Bars & Pods (Just Play): Each of these sensory toys creates unique, soothing sounds and effects that are ideal for keeping fidgeting hands occupied while triggering an ASMR (Autonomous Sensory Meridian Response) effect.

Sensory Bins (Creativity for Kids): Featuring an entire line of themed sensory bins, Creativity for Kids offers self-contained, hands-on, tactile play experiences that allow children to explore, learn, and create. Themes include Ocean & Sand, Garden & Critters, Outer Space, and more.

Glo Pals (Glo Pals): Inspired by a child with autism whose mother used the technology to help him overcome his fear of water, these water-activated sensory toys create glowing effects that engage children in fun sensory learning exercises for bath time.

Sensory FX ASMR Bars & Pods (Just Play)

Check out The U.S. Toy Association’s 2021 Toy Trends Briefing to get the lowdown on the top trends that will be driving global toy sales through the holiday season at www.

ToyAssociation.org/trends. The Association will provide a Q4 trends update in conjunction with Toy Fair Dallas, which takes place from 5 October to 7 October in Dallas, Texas.

Founded in 1916, The U.S. Toy Association is a not-for-profit trade association representing businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The U.S. toy industry has an annual U.S. economic impact of $97.2 billion and its 1,000-plus members drive the annual $27 billion U.S. domestic toy market.

The Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and the media.

It has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on programmes to ensure safe and fun play.

The organisation produces the world-renowned Toy Fair New York and Toy Fair Dallas; advocates on behalf of members around the world; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.

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NEWS Rebecca Henchey

Becky Matthews

Golden Bear strengthens team As Golden Bear prepares to wave a fond farewell to sales director Julie Taylor (see page 6 for separate story), Becky Matthews will take up the newly created role of UK sales & marketing director. Becky has been senior national account manager in the business and combines that with heading up the internal digital marketing team.

She also leads the team that successfully delivered Golden Bear’s virtual Toy Fair platform.

Becky steps into her new role on 1 October and will be supported by senior national account manager Michelle Fox to service the main national accounts.

In another change on the sales side, Claire Vernon and her international sales team will report directly to managing director Barry Hughes to reflect the continued growth of international sales within the business.

In addition, Rebecca Henchey is being promoted to product and innovation director after joining last year as senior creative development manager.

L.O.L. Surprise! teams up with Hype L.O.L. Surprise! has partnered with apparel and accessory brand Hype to launch an 80-piece collection channelling the dolls’ personalities.

Each doll has their own mini collection of backpacks, lunch boxes, pencil cases, water bottles, T-shirts, leggings, hoodies, and joggers, which showcases their individual personality.

The accessories include enlarged 2D doll faces, detachable embossed keychains and fabrics including glitter, holographics and sequins.

MGA Entertainment founder and CEO Isaac Larian said: “We love bringing LOL to life through fashion and accessories to our loyal fans. Our LOL dolls each have their own individual style and working with Hype has helped create that element of surprise.”

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Tonies reveals ‘Staycation’ campaign Tonies has revealed details of a ‘Staycation’ campaign, offering 10% off its entire collection for those looking to keep little ones occupied whilst on their travels this summer. The campaign runs until 2 August and is available for products purchased from its website.

To celebrate the initiative, tonies has teamed up with Alexander House Scotland to offer a chance to win a two-night family stay at the luxury self-catering property in Scotland. The winning family will also receive £500 spending money for the trip and a bundle of goodies, from a Mini Micro Deluxe Gruffalo Scooter with matching helmet, to a Family Pass to Peppa Pig World. Other prizes include a ride-on kid’s suitcase from Trunki, and a pyjama set from Jojo Maman Bébé.

More keynote speakers for Licensing Expo Virtual Licensing Expo Virtual has announced that Mattel president and chief operating officer Richard Dickson and head of global consumer products and Richard Dickson franchise marketing Roz Nowicki will keynote day three of the event, which is set for August 24 to August 26.

They will take to the virtual stage in a chat entitled Mattel and Living its Brand Purpose, discussing the Roz importance of purposeful play Nowicki and the ways Mattel is addressing topics including sustainability and DE&I (Diversity, Equity, and Inclusion) through its products, experiences, and marketing.

Joining senior executives from Warner Bros. Consumer Products, who will open the event as keynote speakers on day one, the pair will address the event’s thousands of attendees confirmed to date, who will get an inside look into building and progressing the toy giant’s brand purpose.

Attendees will benefit from the duo’s combined experience that exceeds 50 years of brand and innovation strategy, design and development, and franchise marketing. They are responsible for the worldwide growth of brands including Barbie, Teenage Mutant Ninja Turtles, Peanuts and Hot Wheels among many others.

toysnplaythings.media

BTHA Briefing The British Toy & Hobby Association (BTHA) is busy this month and next launching its first podcast series for parents and carers, followed by a free training webinar for its members, as the association’s public relations and events manager Rebecca Deeming explains This month the BTHA’s non-commercial campaign, Make Time 2 Play, is launching its first podcast series. For those that don’t know about Make Time 2 Play, the campaign aims to provide hundreds of free play ideas, research documents and information about the benefits of play to parents and carers.

Users can access the play ideas on its website www.maketime2play.co.uk and on Facebook and Instagram. The campaign also has its own app which is free to download and has more than 450 play ideas which users can filter to suit their child’s needs.

The podcast series continues to explore the important role of toys and play for healthy child development. Presented by influencer Georgia Jones, there are six episodes with an episode released weekly and will cover topics including play and mental wellbeing, toys and play for deaf children, play therapy with Great Ormond Street Hospital, and toys and play for autistic children plus more.

You can listen to the podcast episodes weekly on all usual podcasting platforms and we would be very grateful if toy companies would be willing to share the podcast on their own social media platforms. If you would like to find out more about the campaign and how you can get involved, contact me at Rebecca@btha.co.uk.

The BTHA Training Hub has already hosted four free training webinars for members this year. Next month the Training Hub will be hosting a free webinar for members alongside Vulcan Consulting on authorised representation.

This webinar is exclusive to BTHA members and will take place at 2pm on 23 September.

If you would like to register to attend, please email me. We are always looking for ways to help members, so if there are any particular industry issues you would like assistance with or more information on, get in touch and we will try and arrange a relevant webinar.

If you would like to learn more about BTHA membership, contact Tracey@btha.co.uk. You can view all the benefits of BTHA membership on our website at www.btha.co.uk.

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AUGUST 2021

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PEOPLE

NEWS NEWS in-brief Geomagworld adds agents Geomagworld is extending its reach with the addition of sales agents in two key areas. Will Abigail will take responsibility for East Anglia and the Midlands, while Kingsley Li will look after the company’s independent sales in The North and Scotland.

DKB grows account team DKB Toys & Distribution has appointed George Stone to the UK buying team in response to account growth and new client acquisitions. Previously toys & games/soft toys assistant buyer for WHSmith Travel, George joins the company as a junior buyer with two years’ experience of working with key licensees including LEGO, Ty, Mattel, and Winning Moves.

New hire at Casdon Toys Casdon Toys is expanding its marketing team with the recruitment of a new marketing manager. Simone Inskip has spent the past three years working at MGA Entertainment and brings a wealth of experience across the toy and entertainment sector. She will be responsible for Casdon’s new brand and marketing strategy.

Fresh face at T&K Thames & Kosmos UK has welcomed Lauren Lethbridge to the role of office administrator. She takes over from science kit sales, marketing & PR manager Julia Loeser and will be handling all science kit related enquiries and orders, as well as looking after the company’s PR and marketing.

PlayMonster appoints agency With an ever-growing portfolio of games for all ages, PlayMonster Games has enlisted the support of specialist toys and games agency, Playtime PR, to strengthen its marketing efforts in the run-up to the key Christmas games buying period.

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Team change at BTHA British Toy & Hobby Association (BTHA) director of public affairs and communications Natasha Crookes is leaving her role on 12 October to set up a PR and public affairs consultancy.

Natasha joined BTHA in 2002 as deputy Toy Fair organiser, taking over the head of Toy Fair position in 2003. She moved on to run the communications and public affairs team in 2007 and has led that work since.

She was also responsible for establishing the Make Time 2 Play campaign and the sustainability committee, as well as working with Jerry Burnie on the toy safety campaign on online marketplaces. Most recently she has been instrumental in guiding BTHA members through the turbulence of Brexit and COVID with the wider team, representing member interest with all levels of government.

BTHA director general Roland Earl said: “Natasha has been a great colleague and has made a huge difference for the better for this association and its members. I would like to publicly thank her for her tremendous dedication and service on behalf of us all.”

Obituary Peter Lockey

By Katy Rugman It is with great sadness that we announce that Peter Lockey, co-founder and director of The Puppet Company, passed away peacefully on 1 July following a sixmonth battle with an extremely aggressive brain tumour.

We would like to thank all our staff, agents, distributors and manufacturers for their support and hard work in keeping the company running during what has been an incredibly difficult time. We would also like to thank everyone who has had any involvement with us, including our customers, for their incredible support. We have been overwhelmed by the kindness that has been shown and the many messages of love we have received.

Peter was a force to be reckoned with, both in the world of business and on a personal level. A true family man, he was married to his beloved wife Sue for over 41 years and shared four children Sam, Katy, Joe, and Hannah.

University Games appoints national accounts manager University Games has named Chris Maker as its new national accounts manager.

Chris brings more than two decades of retail expertise as well as national account experience to the role, and has worked with many prestigious brands including Joseph Joseph, Camelot, and Lintd Chocolate.

Chris said: “As retail begins to get back on track, this is a crucial but exciting time - not only for the sector but also for the growth and development of the business - and I’m very much looking forward to playing my part. With Q4 just around the corner and over 700 games, puzzles and gifts in our portfolio, there is plenty to be get excited about!”

Obituary Michael Nunn By Malcolm Naish One of the true gentlemen of the toy trade has sadly passed away at the age of 93. When I first joined the industry in the mid-sixties, Redgates of Sheffield was a hugely respected toy retailer in Sheffield.

Michael was the go-to-guy when I wanted any toy trade news, being very well connected.

He was right at the hub of the beginnings of the growth in retail toy buyers’ groups as chairman and, at that time, the largest of White Rose’s members.

Redgates began trading in 1857 and celebrated its 125th anniversary in 1982 with a splendid gettogether that saw us all partying well into the early hours. Another major milestone in 1975 was it reaching a turnover of £1 million.

Joining the Fence Club in 1980, Michael until recently regularly attended the Wall Members Lunch and, as ever, was up to speed with the industry.

As with many independent retailers in the eighties, rising rents and competition from grocers and the majors made it tough for Redgates, with the company being sold to the Zodiac group. They never really never recaptured Redgates family feel and closed Redgates down a few years later.

Our thoughts are with Michael’s family at this sad time.

toysnplaythings.media

RETAIL

NEWS Hamleys heads to city centre Edinburgh St James Quarter, the recently opened city centre retail destination in Edinburgh, has announced the signing of Hamleys.

Set to open in the coming weeks, the toy giant will take 2,475sq ft in the Scottish capital’s 1.7 million sq ft mixed-use development being delivered by Nuveen Real Estate, which includes 850,000sq ft of retail space and is also home to John Lewis.

Chris Pyne, director of retail at Nuveen Real Estate, commented: “The Hamleys brand has been a staple of the British shopping scene for over 260 years, and we are thrilled to add it to our line-up. Hamleys will further diversify the great mix of international brands and popular local names at St James Quarter as we seek to build further on our exceptional shopping offer.”

Mr. Sumeet Yadav, chief executive officer - global retail business of Reliance Brands, added: “We are delighted to open at St James Quarter. Every year more than 10 million families visit us across the world for a unique Hamleys experience. I’m sure children will build lasting memories of fun and joy while adults will relive memories of their childhood at Hamleys in Edinburgh.”

Pokémon pops up in Harrods The Pokémon Company International is ‘taking over’ London department store Harrods’ toy floor this month to celebrate its 25th anniversary.

Pokémon fans can experience a variety of activities in the branded area in the toy department, featuring digital screens and displays themed with 24 first partner Pokémon from all eight Pokémon regions, along with Pikachu.

The month-long pop-up features a wide range of Pokémon product across toys, the Pokémon Trading Card Game (TCG), stationery and accessories.

The pop-up continues the collaboration between Pokémon and Harrods following two previous and hugely popular month-long promotions at the store: in May 2019 for the launch of the live-action movie POKÉMON Detective Pikachu, and in February 2020 for the launch of the video games Pokémon Sword and Pokémon Shield, which became the fastest-selling Nintendo Switch titles ever.

Online searches soar for fun in the sun

Epoch contest for indies Epoch making toys launched a Sylvanian Families ‘staycation’ window competition for its independent retailers throughout July.

The supplier provided stores with a full POS pack including 3D Cubes and hanging banners to create fun and uplifting staycation-themed store windows.

Pictures of the windows were then posted to Instagram tagging @sylvanianfamilies_uk and using the hashtag #SylvanianStaycation for the chance to win a prize, including the new Sylvanian Families Picnic Van and Cosy Cottage Starter Home.

Epoch marketing manager Suzie Howes said: “Lockdown restrictions may have eased, but consumers are shopping local more than ever before; it’s important we support our retailers in new and exciting ways to encourage customers back through their doors.”

AUGUST 2021

Searches on Amazon UK for sports and outdoor equipment are up significantly this summer compared with a year ago, suggesting Brits are embracing the heatwave and gearing up for a season of ‘staycation’ activities.

Research from global ecommerce analytics firm Profitero shows that searches for outdoor toys, sand pits and slip n slides are up 71%, 68% and 32% respectively, while pogo sticks have jumped 123%.

Profitero managing director EMEA & APAC Mark Wilkinson said: “The prevailing thinking until recently was that consumers would have stocked up on summer outdoor items last year, but our findings suggest otherwise.

Faced with international travel restrictions, rising Covid infections and a domestic heatwave, we’re seeing UK shoppers hungry for staycation products and equipment. We may be in the second summer of restrictions, but the data points towards a lot of new purchasing happening.”

The Entertainer teams up with Mattel for gaming fun With families opting to stay at home or staycationing this summer, The Entertainer is partnering with Mattel on a boredom busting campaign to keep customers entertained.

The initiative taps into the ‘summer of sport’ theme and encourages the ‘athletes’ in each family or friendship group to battle it out over the likes of Uno, Scrabble and Pictionary. It supports the full roster of Mattel games. A promotion is also running where customers can spend £20 or more on selected items to receive a free Uno Minions.

The Entertainer will be engaging with customers in-store and online at TheToyShop.com and via its social channels. The toy chain and Mattel have also recruited a team of influencers who will be challenging their loved ones to get involved.

Additional collateral includes activity sheets for groups to host games nights on The Entertainer’s Boredom Busting Hub and exclusive content gearing customers up for a competitive summer.

The Entertainer licensing manager Mary Lewis said: “This campaign has been really fun to work on as we collaborated with the Mattel team to identify this summer as the perfect time to make athletes of us all. The past 18 months has reminded us of the importance of enjoying time with family and friends and this campaign celebrates this, as we embrace the easing of restrictions and look forward to a summer together.”

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MEDIA

NEWS

Talking Tom saves the day Outfit7 and its North American global licensing partner, Epic Story Media, have announced details of a new series - The Talking Tom Heroes: Suddenly Super.

This 3D CGI animated series is a new iteration of Outfit7’s Talking Tom Heroes brand, which already has a dedicated global fanbase. The series, which will be distributed globally, will see the popular characters transform into superheroes who must unlock their superpower potential to save the day – all while keeping their day jobs!

Fans can also look forward to a new branded Talking Tom interactive product, as well as a range of consumer products at retailers across the US. The series is just one of three deals set to deliver more Talking Tom & Friends to its fans worldwide. Epic Story Media and Outfit7 have partnered with Lukis Global Corp,, to launch a range of new Talking Tom & Friends products at US retailers in the food, apparel, jewellery, and health & beauty categories.

This autumn will see the launch of the GameBud Talking Tom – a first-of-its-kind, game-connected, interactive product. The Talking Tom GameBud, which will be released for presale in Q4 this, is the first product to launch from direct-to-fan premium play company, HUGE! Play.

Kevin Mowrer and Adrian Roche, Co-CEOs of HUGE! Play, said: “We’re incredibly excited to introduce the world to GameBud, an 3D interactive character that will live-connect to your favourite Talking Tom games, while also acting as your very own in-home streamer.’’

Shows Pop-ping up over the summer Kids TV channel Tiny Pop! will be inviting viewers to look out for their favourite monsters and dinosaurs popping up on screen during shows such as Gigantosaurus, DinoCity, True and the Rainbow Kingdom, along with new seasons of Cookie Monster’s Foodie Truck, Elmo’s World and Esme & Roy – with the chance of winning a prize.

Older kids who watch sister channel Pop, will be asked to submit their silliest selfies, as they enjoy back-to-back episodes of Total Dramarama and Alvinnn!!! and the Chipmunks!

Pop will also be showing new episodes of Trolls: The Beat Goes On and Grizzy & the Lemmings to keep children entertained over the long school summer holidays.

12

Hilda scoops double awards

Silvergate Media has scooped more awards for the second series of its Netflix animated TV series, Hilda. The animated series won two awards at the 2021 Daytime Emmy Awards.

At the ceremony, which was live streamed, Hilda was awarded an Emmy in the Outstanding Children’s Animated Series category, alongside an award for Outstanding Editing in a Daytime Animated Series.

The series also picked up Emmy nominations in three other categories, following close behind its triumph at the Annie Awards in April where it

picked up three awards.

Silvergate partnered with Luke Pearson and Mercury Filmworks to coproduce Hilda, which first debuted on Netflix in 2018. Season 2 was released in December 2020, delivering fresh adventures for the fearless blue-haired heroine as she delves deeper into the vast magical wilderness of Trolberg.

Through her adventures, Hilda learns that not everyone shares her openminded view of the ‘hidden world’, while her Mum worries that her growing rebelliousness will lead to more trouble than Hilda can handle.

Wildbrain reports on the Streaming Generation WildBrain Spark, the kids and family AVOD network and digital studio, has published new research in partnership with Ipsos MORI that explores the influence of Generation Alpha (Gen A) – the first fully digital cohort of kids – and how their viewing habits and preferences impact purchasing decisions in US households.

‘THE STREAMING GENERATION: Shaping the Future of Family Advertising’ report explores key family and kids’ viewing trends, looking closely at everything from what they watch and when, to how and why they do so, and how it shapes brand preferences and purchasing decisions.

Gen As are the first generation to be born entirely in the 21st century with their birth years commonly recognised as being between 2010 and 2025.

MBC scores good Omens deals Animation company Omens Studios has secured a key deal with media conglomerate MBC for its SVOD and AVOD platforms Shahid VIP and Shahid for a trio of its shows. The deal will see Omens’ hit series head to the platforms for MENA and Arabic dubbed worldwide.

Counting With Paula season five and season six will be available on the platforms, along with Leo the Wildlife Ranger season two and the new series 123 Number Squad. Counting With Paula season five and Leo the Wildlife Ranger season two will launch on the platforms later this month, with Counting with Paula season six at the end of the year and 123 Number Squad debuting in summer 2022.

Harry Teper, MD of Omens Studios, London, said: “This is the first presale for our exciting new show 123 Number Squad as our preschool slate continues to grow from strength to strength.

toysnplaythings.media

LICENSING

NEWS

Haribo goes for gold

Licensing Expo Virtual agenda revealed Licensing Expo Virtual, in partnership with industry trade association Licensing International, has announced the agenda for the event’s 2021 edition taking place August 24-26 in a virtual format.

Celebrating 40 years of connecting IP owners with retailers, manufacturers, and licensees, Licensing Expo Virtual’s educational agenda has been strategically designed to fuel the $292.8 billion global licensing industry.

Retailers can take advantage of Retail Education & Ask Me Anything Sessions: Licensing Expo Virtual will offer Retail Clinics comprising tailored educational sessions provided free of charge for all retailers. “Our intention with Retail Clinics is to ease the challenge of keeping up with and understanding

key trends, helping retailers meet a range of licensing experts and gain the inspiration required to introduce licensing into retailers’ strategy,” explained Anna Knight, vice president of licensing, Informa Markets.

This year’s event features the return of Licensing U, produced by Licensing International, the US market debut of License This!, and an opening keynote address from senior executives at Warner Bros. Consumer Products, plus the launch of Digital Brand Roadshows, Retail Clinics, Sustainability Clinics produced in partnership with Products of Change, along with GLG educational content.

Visitor registration is open and free of charge. For more details head to www. licensingexpo.com

Ahead of the Haribo Goldbear’s 100th anniversary in 2022, the confectionery brand is rolling out a colourful suite of toys, apparel, footwear and homeware in 2021.

Jakks Pacific has entered into a multiyear, global toy licensing deal with the Haribo Group to create a toy line based on its candy products. Jakks has secured rights in the North America and EMEA territories to manufacture, market and distribute collectables and activities, set to launch this month.

“We are thrilled to partner with Haribo in bringing to life a truly sweet line of toys and collectables that will appeal to collectors and Haribo fans of all ages.

The line features consumers’ favorite product pieces from the signature Goldbears to Twinsnakes, Happy-cola and more,” said Jill Nordquist, SVP marketing, Jakks Pacific.

The first release of Jakks Pacific Haribo product will be available at retail in time for Christmas.

Danger Mouse is 40 years old!

Crikey Chief! The world’s greatest secret agent, Danger Mouse, is celebrating his 40th anniversary this September, and Boat Rocker Studios (a division of global entertainment company Boat Rocker Media) is gearing up with new UK and US licensees and a range of special 40th anniversary merchandise to mark the occasion.

Kate Schlomann, EVP brand management and content marketing, Boat Rocker Studios said: “Danger Mouse is the world’s greatest secret agent and one of TV’s most iconic animations, packed with action, comedy and drama.

The show has achieved incredible global success in both its original incarnation and its thrilling reboot.’’

Funko has signed a worldwide deal to produce a new range of Danger Mouse Classic collectables, including its trademark Pop! stylized vinyl figures and the Vinyl Soda! figures of the heroes and villains from the series, including a limited edition Evil Danger Mouse chase figure.

Smiffys will continue to offer their dress-up costumes for both adults and kids.

Other products will include a new range of T-shirts and clothing, knitwear, pyjamas, tote bags, mugs, art prints, metal signs, lunchboxes, enamel pins and door mats from Truffle Shuffle, and apparel and accessories from Bioworld.

AUGUST 2021

Zimpli Kids joins the

Paw Patrol

Over the past couple of months, Zimpli Kids has been busy behind the scenes creating exciting new products including the all-new licensed Paw Patrol range. Kids can do their own search & rescue in the gooey Gelli Baff and become part of the Paw Patrol team! perfect for little ones who are obsessed with the furry franchise.

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INDUSTRY ST TALWART

COLIN FOX

Colin Fox, centre, with Character MD Joe Kissane (left) and Jerry Healy, group marketing director

A characterful career

draws to a close TnP founder Malcolm Naish pays tribute to industry stalwart Colin Fox, who has announced he is taking early retirement from his position as marketing manager at the Character Group in September

V

eni, vidi, vici (I came, I saw, I conquered). This phrase very much applies to Colin Fox and his career in the toy industry.

There cannot be many people in the toy industry who don’t know Colin Fox. For the past 18 years he has fulfilled a number of senior roles at the Character Group, including working on the international side of the business.

I first met Colin at the Harrogate Toy Fair in 1985. Colin had driven up to Harrogate in his new company car as a toy buyer for the Fine Fare grocery group. Sadly, on the way to Harrogate his car was involved in an accident, somewhat messing up his shiny new vehicle.

Ever of the breed that believes ‘the show must go on’, Colin carried on to the show, amply illustrating his commitment to the cause. At the age of 27, Colin was one of the youngest senior buyers in the toy trade.

The company was bought by Gateway and then merged with Carrefour, resulting in the stores being sold to Asda in 1989.

A short spell at Zodiac saw Colin join Makro, where he stayed until 2002. During his time with Makro, Colin worked with Dave Cave and Sue

14

“

Treat everybody as you expect to be treated yourself

”

Jones, and between the three of them they raised over £100,00 as a result of their fine organising of the Makro tennis weekend.

Initially joining Character on a three-month maternity leave cover, Colin must have impressed the management, as he stayed for a further 18 years and will retire at the end of September.

As a buyer Colin’s work ethic was: “Treat everybody as you expect to be treated yourself.” Something not many buyers today work by!

Over the years Colin has taken

“I have known Colin for over 35 years. I sold toys to him in most of his buying roles, the latter being Makro where he excelled and worked with a great team of people.

When he accepted voluntary redundancy, I spotted an opportunity for him to join Character as cover for maternity leave in the marketing department - the rest is history.

Colin has been with Character for nearly 20 years. Apart from working in the marketing department, where he reports directly to Jerry Healy, he has also been involved in International sales, working alongside Kevin.

Colin has become a very good friend; he is loyal and very caring. He will be greatly missed by everyone at Character.”

Joe Kissane Managing Director, Character Group

55 trips to Hong Kong, attended 23 Nuremberg shows, 12 New York toy fairs and 35 London toy fairs. At Character, Colin was responsible for organising its stand at the shows. In addition to all of this, Colin was also a committee member of the BTHA’s ‘Dream Toy’ team.

When Colin first joined the toy trade he was told “if you like it and the industry likes you, you will never leave it”. That’s certainly held true for Colin.

He was diagnosed with cancer 25 years ago, and he is of the firm belief that his many friends in the toy trade were instrumental in aiding his recovery from this horrible disease.

Now as fit as a fiddle, Colin is looking forward to a more relaxed lifestyle, which will include regular gym visits and no more driving to and from the office.

From my perspective, Colin was always a pleasure to deal with - and to be able to deal with all that Character Group placed on his slender shoulders during his 18-year career is much to be applauded!

toysnplaythings.media

MEDIA

ANALYSIS

Girls make their way back to the TV T

his time last year, when we wrote about how TV viewing Giraffe Insights’ study measures children aged from two to had changed and evolved in H1 2020, we reported 12, so let’s dig down deeper into the sub-demos and see how that children’s impacts were in a -25% decline across your individual target audiences are actually viewing Live TV. kids’ commercial channels - despite having been through a Where core demos such as CH4-9, CH7-12 and B4-9 have lockdown and children spending more time with their screens. all unsurprisingly seen double-digit declines in line with the In 2021 we’ve seen a similar start to the year, with children wider CH4-15 data, it’s great to see the more preschool being at home during Q1 but returning to their usual routines audience of CH4-6 on only a marginal single figure decline from mid-March as schools reopened. So, what impact has that and even better to see the Girls 4-9 demo actually increasing had on viewing? their viewing in H1 versus H1 2020.

Well, the children’s commercial channels certainly So, which is the driving commercial benefited from the extra time at home and the cold channel for girls that’s behind this increase winter nights throughout January and February, as in viewing? Cartoonito has seen a +75% in All live we saw minimal declines in viewing year-on-year.

G4-9 viewing versus the same period last TV, despite However, it’s probably no surprise to anyone that year (BARB, July 2021). But while Cartoonito the overall as children returned to school in March compared has seen double-digit growth across all the with when they were forced to stay at home during declines on demos, it’s more likely that we can attribute the same time in 2020, we saw an overall decline of the kids' this to its similar story of success from last 29% in children’s equivalent impacts.

Q4, where it continued to grow in impacts commercial Q2 has also seen a turbulent time with April due to its increased position on the EPG. channels, has and May declines across the wider 4-15 CH demo.

So, the real winner of H1 for Girls 4-9 (and actually seen These declines, coupled with the largest H1 other sub-demos) is Tiny Pop. Across Girls an increase in declines in June, have brought the overall viewing 4-9 viewing alone, it grew its impacts by percentage versus -25% for the same time last year. viewing 205% in H1, meaning it now delivers over However, when we look at the wider picture a quarter of all this audience’s equivalent of viewing, before assuming that either SVOD or impacts! The channel has had similar success Online Video channels are directly stealing viewing occasions across other audiences as well, with CH4-9 seeing a +54% away, we need to cross-reference this with Giraffe Insights’ growth, CH7-12 remaining stable year-on-year and HWCH0research within this space - ‘Kids and the Screen: Changing the 3 seeing a +15% growth (BARB, July 2021).

Channel’ - which was conducted in April.

May’s viewing for Girls 4-9 saw the largest increase we’ve We can report that all live TV, despite the overall declines seen across Live TV in years at +42%! So let’s look at what mentioned above on the kids’ commercial channels, has programming was driving this on Tiny Pop, as the channel actually seen an increase in its percentage allocation of viewing grew by over 700% in May with Girls 4-9. While we usually occasions. Live TV, SVOD [Subscription Video On Demand] see Milkshake programming dominating the top and Online Videos make up over three-quarters of all viewing 10-20 shows, in May, Tiny Pop programming took up four occasions in the latest wave, with Live TV increasing from 23% spots of the top 10 out of 250 kids’ commercial shows. to 26% but SVOD seeing a marginal decline versus October of Respectively, Rev & Roll is averaging 20,000 G4-9 last year. As mentioned, this could be signs of children returning impacts per transmission in fourth place, then Molang, to their routine or signs of content fatigue.

Remy & Roo, and True and the Rainbow Kingdom all averaging 17,000 G4-9 impacts per transmission in seventh, eighth and ninth place.

Tiny Pop shows no signs of slowing down, with June’s growth figures year-on-year remaining successful across the audiences such as G4-9 (+383%), CH4-9 (+193%) and CH4-6 (+326%).

Let’s keep a close eye on the channel’s performance to see if the success continues into the second half of the year. Watch this space!

“

“

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

Kate Moncur, associate director of Generation Media, gives an update on children’s programme viewing habits

RETAIL

OPINION

The age of

the indie This is the dawning of a new era for independent retail businesses, says John Ryan

I

’ve spent the past few days just outside Aberlour, a village in northern Scotland where the nearest big-small town is Elgin, about 15 miles away. Aberlour is a place of few shops: a convenience store, a butcher, a hairdresser, a couple of pubs and that’s about it.

By contrast, Elgin is a bustling minor metropolis. It does have a retail park on the edge of town featuring all the usual suspects (Asda, Next, Pets at Home and so on) but its centre is an indie retail haven. And while there are a few boarded-up stores - as everywhere else - it’s still pretty busy. The picture is one that is increasingly the story across the UK in small market towns. Frome (where I live) in Somerset, is often singled out in this respect.

Like Elgin, Frome is a destination for a largely rural population and it’s chock-a-block with shops where the owner/occupier is on the premises most of the time. It even has an independent store selling toys that has a loyal following and which seems to be able to get hold of most things, even if it hasn’t got them on display.

The point about all of this is that, as we all know, one of the effects of Covid has been to make people ‘shop local’ - and in doing so, previously quiet or even neglected high streets have been given a shot in the arm. And if you were in two minds about whether to use your finely-honed toy selection and selling skills to take the plunge and open a store, you could do worse than consider what’s around you, assuming you don’t live in the centre of a major city.

In truth, we may have passed our ‘Freedom Day’, at least if you live in England, but this doesn’t mean many shoppers appear to have changed their new-found local habits that much.

A quick scoot around central London recently revealed the somewhat unpalatable truth (if you are Hamleys) that almost the whole of a very large city’s centre is in a state of relative quiescence. It’s as if all of those who might previously have visited to take a look around have decided to go on holiday for a while. Perhaps they have (although probably not). But for many, it will be a simple matter of staying put and shopping where they are.

One of the many surveys produced recently purported to prove that we all actually prefer to stay in our own locale. If this is so - and personal experience says that this may well be - then it’s time to look at toy shop locations that might not have been thought about in a prior existence.

“

Elgin and Frome are both cases in point (and even innercity areas in London, as long as it’s not the centre). These are busy and look set to continue that way. Footfall in places like this may well be higher than pre-pandemic and, well, we’ve all grown used to the small matter of waiting patiently in queues to get in.

There is also the fact that anywhere you happen to go at the moment, retail properties are available. They’ve been available for some time, meaning that prices are likely to be flexible and deals can be done.

The obvious question in all of this is: what’s stopping you?

Fear. Fear that the shoppers may not be there. Fear that they don’t have money to spend and most of them are watching the furlough pennies. And fear that perhaps toys will be low on the list of priorities. The point that has been missed from this list is fear of failure - a lack of self-belief.

Conditions are better for small independents than they have been for a long time and, as long as things stay the way they are, it seems probable that this is the way it will remain.

You may recall that there was a period when indies were under a lot of pressure, and many were closing. That was in the years preceding lockdown.

But now something new has happened and roles have reversed. Think about the last time you went into a large store. If it was in the centre of a city, it may have been some time ago and, in the interim, for whatever reason, local shops have upped their game.

Working therefore on the basis that there is business to be done, get out and have a look around. You may draw a blank initially, but there are options. And given the hordes that have decided to exit London for a life elsewhere, with a little research you may well learn that it’s not that difficult to find what you want, and there will be deep-pocketed types wandering around.

The road ahead still has a good number of sharp bends and side roads that may prove to be dead ends. But narrowing the odds by thinking about where people are, is certainly a good way of ensuring you stay financially healthy and able to sleep at night.

It will also mean less of a commute to get to work, and you might even be able to see your family from time to time.

If all of this sounds a bit of a ramble, that’s how most people behave when they shop locally. Time to take advantage of that…

Local shops have upped their game

”

John Ryan is Stores Editor of business magazine Retail Week. He has worked for the title 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.

CONSUMER

INSIGHT

Safety concerns

drive purchasing habits

C

quality products (23%) the highest out learly, the safety of a of any other parent age group. child is at the forefront The pandemic brought a new of every parent’s mind. challenge. With brick-and-mortar While toy manufacturers stores closed for large parts of the have always had to ensure their year, parents had less chance to products meet the required safety touch and see the products before standards for kids, our data suggests purchase. As a result, it is becoming an even the importance to more important issue We expect parents of reviews for to consumers. wellbeing and products on sellers’ On average, 70% selfcare to sites has increased of parents of three by 41% since January to 12-year-olds in become a daily year. the UK report that focus for kids and this When it comes to ‘good safety features’ families as we online shopping, Gen influence their navigate back to X (36-55) and Baby purchase decision: Boomer (56-plus) a figure that has some sort of are spending increased by 5% since normality. Brands parents more than their the start of the year. that can help Millennial and Gen As well as safety Z counterparts. This features, brand trust is enable this are a pivotal factor in the likely to resonate demonstrates how older parents value purchasing decisionwith both parents the convenience and making process. When and kids alike ease, as well as the shopping for baby contact-free nature of products, parents’ shopping online more than younger trust in a brand is the second parents. Parents who report spending most-cited influence, behind only more money online than anywhere recommendations from friends and else typically over-index on shopping family. The start of parenthood is a at Argos (+14%), Amazon (+28%), and key moment in a parent’s relationship supermarkets (+30%). with a brand, and trust is a key driver.

Additionally, when it comes to buying toys and gifts for other children, parents tend to take extra consideration around safety and quality. Since March, the importance of a product being good quality when gift shopping for other kids aged from three to nine has increased by +18%, as well as good safety features being +13% more important to parents.

Looking further into the data, UK parents tend to show the most concern about toy safety in Europe.

Furthermore, Parents Insights indicates that fathers tend to place a larger focus on toy safety, as well as Millennial parents (18-35s) who value

“

What this means for you…

Our recent report, The Next Generation of Families, highlights how 2021 is quickly becoming the ‘year of wellbeing’. The prolonged situation of remote learning and social distancing remains a challenge for parents to keep kids motivated and active. Yet the need to stay fit, safe, and mentally healthy has never been so important.

Therefore, we expect wellbeing and selfcare to become a daily focus for kids and families as we navigate back to some sort of normality. Brands that can help enable this are likely to resonate with both parents and kids alike.

With the year of wellbeing in full swing, parents are more willing to spend more money on quality and healthy products for peace of mind that their children will be happy and safe.

As kids, parents, and families continuously change the way they work, learn, and relax, it’s more important than ever to understand their attitudes, behaviours, and consumption patterns in real-time.

To download for free The Next Generation of Families report, which discusses the Year of Wellbeing and other trends such as the future of education, visit get.theinsightsfamily. com/familyreport.

“

The Insights Family (formerly The Insights People) specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, every year the company surveys more than 362,100 kids and more than 176,800 parents.

With the year of wellbeing in full swing, parents are more willing to spend money on quality and healthy products for peace of mind that their children will be happy and safe, says Nick Richardson, CEO and founder of The Insights Family

TRADE

OPINION

Trade talk

Calling all suppliers and distributors! We’d love to hear your views. Get in touch with Clare@lemapublishing.co.uk to have your say!

As we move into the atumn, we quiz suppliers on their preparations for Christmas trading and ask them to share some advice for retailers ordering stock for the golden quarter KERRIE CORRIGAN, General Manager Coiledspring Games What are you doing to prepare for the all-important final quarter?

We have new releases from suppliers that are sure to be a hit in the market. Here at Coiledspring we have a great team in place who have done a sterling job at keeping in contact with customers despite the challenges of lockdown.

“We have As a result, our retailer partner links are as strong as ever and we’re procedurally looking forward to meeting again at updated how shows!

How will you continue to ensure that you meet demand for your products?

We have procedurally updated how we monitor stock this year for efficiency and placed POs for Q4 much earlier than previous years, given the environment. We will continue to work closely with suppliers and shipping partners to meet the demands for products across the range.

What plans have you got in place to support retailers with their Christmas orders?

we monitor stock this year for efficiency and placed POs for Q4 much earlier than previous years, given the environment”

We are already accepting orders for late Q3/early Q4 and feeding them into stock plans, so we can ensure we meet high demand around Christmas.

Autumn Fair is the perfect time to place orders: we have some great trade show offers that will enable retail partners to achieve better margins after the tough trading period they’ve had.

What do you anticipate will be your best seller this Christmas?

Jigsaw puzzles, Thomas Kinkade Range! This line of jigsaws includes brand new puzzles featuring stunning landscape images. Plus, the popular Disney magic continues with the classic, Winnie the Pooh. These puzzles are great for any tabletop, and even framed on the wall!

18

JO DRAGE Sales Director Thames & Kosmos UK What are you doing to prepare for the allimportant final quarter?

We have already started to receive enquiries from our retail customers for both our higher price point ranges and the new A/W21 arrivals due to be released at Autumn Fair, and we have put measures in place to ensure we can meet the increasing demand for this busy period. More than ever this year, we are focusing on ensuring our delivery dates are realistic, and that the warehouse is full!

How will you continue to ensure that you meet demand for your products?

We’ve built in contingencies to combat recent transport and customs delays experienced across the retail sector.

We are still in a position to place orders for stock, if required, as a lot of our products are manufactured in Europe, which has not been as affected by the transportation price rises or delays.

However, some of our lines do come from Asia, and I suspect that securing stock without any issues may be a rarity.

So, my strong advice is to get in touch with us rather sooner than later, giving details of any ranges that you are looking to stock for the busy Christmas period.

What plans have you got in place to support retailers with their Christmas orders?

“We’ve built in contingencies to combat recent transport and customs delays experienced across the retail sector”

As with most of the suppliers in the industry, we are experiencing delays and increased costs, which we are swallowing and not increasing our prices. We had a good year last year and are lucky enough to be able to honour our 2021 price list and offer our standard show discounts.

What do you anticipate will be your best seller this Christmas?

Within the board game range, our EXIT: Advent Calendar has had pre-orders flooding in with our first print run nearly selling out. This exciting new addition to our EXIT: The Game range adds a whole new dimension to the ‘Escape Room from home’ experience and will have board game enthusiasts and novices alike hooked.

19 toysnplaythings.media

PHIL RATCLIFFE Sales & Marketing Director MV Sports & Leisure What are you doing to prepare for the allimportant final quarter?

Trying to get hold of as much stock as possible to satisfy heightened levels of demand.

How will you continue to ensure that you meet demand for your products?

We are encouraging customers to order early and further ahead to avoid disappointment. Our domestic line count has increased by 19% yearon-year. However, due to the pressure on factories and shipping, there is increased “We are pressure on the supply chain.

encouraging customers to order early and further ahead to avoid disappointment”

What plans have you got in place to support retailers with their Christmas orders?

We will have plenty of stock of certain lines but it will likely be on allocation or on a first come first served basis.

What do you anticipate will be your best seller this Christmas?

The ultimate Nerf Blaster Go Kart. This kart includes a removable wrap with loops and holsters for the on board 10 Nerf darts and two mini blasters. Features include forward and reverse manoeuvrability, a chain driven gearbox, responsive handbrake and robust steel frame ensuring maximum protection. Drive in style with an ergonomic moulded seat and high back rest for extra comfort and optimal sitting position. The sturdy wide pneumatic off road tyres provide a smooth, fast ride ready for action!

SARAH DAYUS Sales Director, Great Gizmos What are you doing to prepare for the allimportant final quarter?

Planning forecasts and stock intake very, very early - and organising the all-important shipping juggle!

How will you continue to ensure that you meet demand for your products?

CLIVE WOOSTER Country Manager Geomagworld What are you doing to prepare for the all-important final quarter?

We have just added to our sales agents’ team to ensure all our independent retailers get a visit in the vital pre-Christmas period.

“We have just added to our sales agents’ team to ensure all our independent retailers get a visit in the vital pre-Christmas period”

How will you continue to ensure that you meet demand for your products?

We manufacture in Switzerland and have had regular, uninterrupted deliveries to date - which we expect to continue through the peak.

We have spent a lot of time working on forecasts and planning stock carefully.

The industry is expecting further shipping issues going into Q4, so this has also been taken into consideration.

We have brought stock in early and have a healthy supply.

“We have spent a lot of time working on forecasts and planning stock carefully”

What plans have you got in place to support retailers with their Christmas orders?

We have a fantastic sales force ready to take orders and a brilliant office team on hand for processing and any other customer service points. We are always here to support our customers any way we can. Retailers need to place their orders early; once their order is on our system, the stock is secured for them.

What do you anticipate will be your best seller this Christmas?

Early indications show that our new 3D Mould & Paint kits are going to fl y. These are available in Dinosaur and Unicorn themes.

What plans have you got in place to support retailers with their Christmas orders?

We will be in stock to begin with (!). We also up our marketing activity for this period and, of course, we will continue to supply POS and material and promotional activity.

What do you anticipate will be your best seller this Christmas?

We think our new Mechanics range will be a winner and expect the Gravity Loops and Turns set to be outstanding.

AUGUST 2021

19

THE BIG INTERVIEW NICK THOMAS

Vivid’s vision Nick Thomas, general manager of Vivid Toy Group/Goliath discusses products, plans and projections for the toy giant What’s your background?

A toy industry stalwart, I’ve enjoyed a career at Vivid for more than 20 years working on some of the most exciting industry brands in its time including Spiderman, Ninja Turtles, WWE, the launch of Bratz dolls and Moshi Monsters.

Tell us a bit about your company.

Vivid was acquired by the leading games company Goliath Group in 2018, which immediately accelerated our growth to become a global player and enjoy market-leading credentials in the kids and family games categories.

Goliath is committed to developing best-in-class product across multiple categories, and today we enjoy successful sales across toys, games, and outdoor, as well as being privileged to manage the Crayola portfolio across EMEA. Our portfolio allows us to balance sales across the year where (usually)

20

“

We are constantly looking to expand the portfolio and find gaps where we can bring newness to a category

”

the sun shines from late spring onwards and our outdoor ranges, including Phlat Ball and Wubble, spring to life and sell out as kids venture into gardens and outdoor spaces.

Crayola’s all-important back to school range is a huge retailer opportunity and new innovations such as Colours of the World - a range of pencils and crayons celebrating diversity - keeps the offering fresh and relevant for children.

Lastly, the all-important second half is supported by new TV advertised games such as Skid Marks (yes, you heard it right), Gobble Monster and a reversioned Pop the Pig and Doggie Doo for Kids, as well as new family games Battle of the Ages, Harry Potter Sequence and Unsolved Case Files.

We are also launching Tiki and Toko: an adorable, interactive gorilla duo that love to play together, feed, sleep and burp (sounds like your regular toddler); and new category launches including Reaxion: a build and destruct domino set where you can build bigger structures and stunts than ever before.

What changes have you made in light of the restrictions that Covid has created?

We adapted quickly to working from home and are now fairly familiar with each other’s children, pets and supermarket delivery slots!

Joking aside, there has been merit to working remotely and moving the business on effectively with Microsoft Teams Meetings, but nothing replaces the tangible aspect of our industry - playing with toys. It is still such an essential part of our role and we’ve had to be creative in how we present new ranges to our retail partners and avoid ‘death by PowerPoint’ slides.

We also needed to remain flexible and nimble with our marketing plans to ensure that we were still in front of kids through TV and YouTube, but also layered in the all-important communication to parents who became a more critical gatekeeper while shops were closed.

We increased our digital marketing on social platforms and now have far more engaged and relevant channels to talk to parents and gather feedback on our ranges.

toysnplaythings.media

What opportunities has the pandemic created?

I wouldn’t say that the pandemic has created opportunities as such, but we are grateful that the breadth of our portfolio catered to so many lockdown needs.

From Crayola’s core stationery range of Supertips colouring pencils and paint in high demand to our family games such as Wordsearch, Sequence and The Escape Room Game providing much-needed escapism and family moments together, we had a range that was popular despite stores being closed.

What proportion of your workforce has been working from home?

Most of our team have been working well remotely but we are looking forward to some sort of flexible return to the office as we head into the autumn.

Apart from Covid, what’s the biggest challenge now facing toy suppliers?

It has been well documented in the trade press that container prices and shipping delays are likely to be the biggest challenge to the industry for A/W. We are

AUGUST 2021

managing stock availability for all our new launches and feel fortunate that we will be in a position to launch some of these ranges next month and support them with TV advertising to kick-start the season.

“

How do you see the company developing over the next 12 months?

You know you have a hit on your hands when Ryan and his sisters post a video playing the game, which has added 1.3 million views and counting to our marketing plans this A/W

There is a strong corporate drive to become more global, so we’ll be presenting some exciting new toy brands across the different age segments and categories that have been developed in-house by our US R+D team.

We will start the ’22 season with the launch of a performance-led outdoor sports range under the energetic Wahu brand, that is now well established in several markets.

We are also delighted to continue our distribution relationships with long-term partners such as Bonkers who continue to innovate the Ryan’s World range, delivering new

”

play experiences to the loyal and growing fan base.

Far Out Toys and Headstart will be bringing new ranges for Love Diana fans and we are excited to be working with Headstart on a brilliant new collectable range that speaks relevantly to our ever-growing environmentally aware children - more to follow on that in the coming months.

Will you be looking to expand into other categories in the near future?

We are constantly looking to expand the portfolio and find gaps where we can bring newness to a category.

We continue to do this with brands such as Animagic, where we are launching Tiki and Toko this A/W, which hits the higher price bracket. The product is packed with features for young children to discover as they play with the mum and baby gorilla duo together.

We are looking forward to hosting a celebrity press event in the coming weeks at a wellknown London zoo where children will be able to play with the products, hear from the

21

THE BIG INTERVIEW NICK THOMAS

Zoo’s gorilla expert and journey through the event to meet the furry friends!

Super Sands is another new category launch for the UK and this super-soft, mouldable and mess-free sand play has already had strong sales across Goliath Europe. So we are looking forward to the warmer weather over the summer and staycations bringing the roleplay of being at the beach to children’s gardens.

What are your core goals for this year - any big product launches or campaigns we can look forward to?

We have a strong portfolio across the games category for A/W and our kids games really do offer all things to everyone, whether you are an animal fan playing with Pig Goes Pop, Banana Blast, Doogie Doo and Shark Bite, through to the hilarious new Skid Marks game where Scoot the pup helps you to draw a picture of your selected word, from his bottom!

Our family games range has also grown to deliver entertaining experiences for the family with Wordsearch, Battle of the Ages, Sequence, Fireball Island, Unsolved Case Files… the list goes on and we have curated a range to suit all ages, price points and distribution points.

One of our standout new game successes has been Floor

is Lava where you can recreate that playground favourite, jumping across coloured tiles and completing challenges that may wobble you into the Lava!

You know you have a hit on your hands when Ryan and his sisters post a video playing the game, which has added 1.3 million views and counting to our marketing plans this A/W.

values of washability and messfree fun. We launched Colour and Style Dolls earlier this year, which was a great success - hugely responsive to TV advertising and we will be adding further playsets with the Catwalk and Coupe to extend the play pattern and price points. We will also continue TV advertising across core ranges Colour Wonder as well as Washimals and Glitter Dots.

What’s the biggest change you’ve seen since you joined the toy industry?

The biggest and most unpredictable change has been in the retail landscape with the loss of Toys R Us and Woolworths and, with that, the growth of specialists The Entertainer and Smyths – and, of course, the change from in-store to online purchasing.

The other change is how today’s kids and parents consume media with the fragmentation of channels versus the historic days where TV was the only marketing tool.

Where do you see opportunities for growth?

Crayola continues to grow from strength to strength, and this season sees the launch of more TV promoted arts and crafts experiences for all ages.

For preschoolers, we are adding Paintsation to the range: a gravitydefying, no-spill paint system that fits the core Crayola brand

“

Far Out Toys and Headstart will be bringing new ranges for Love Diana fans and we are excited to be working with Headstart on a brilliant new collectable range that speaks relevantly to our ever-growing environmentally aware children more to follow on that in the coming months

”

What’s your earliest toy career memory?

The relaunch of the Thunderbirds brand and the huge sales seen on Tracy Island, which went on to win Toy of the Year and enjoyed that famous Blue Peter ‘make and do’, as stock was in such high demand!

What one change would you like to see in the toy industry?

Coming off the back of the pandemic, I’m looking forward to seeing the return of face-toface customer meetings and showcasing product at Toy Fair.

What’s the most rewarding aspect of your job?

Working with the people I do; their professionalism and support is exceptional.

What advice would you give to someone starting out in the toy industry?

It’s a great industry full of great people. Be prepared for constant change and be flexible in how you approach the challenge.

Never assume anything - after all, it’s kids who tell us if a product is good or not!

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toysnplaythings.media

THE INDEPENDENT

OPINION

Diary of a toy shop Hazel McCarthy, owner of Toy Corner in Galway, shares her business to-do list, from tasks completed to upcoming projects

“

I think it will be a brilliant Christmas for independents

more shelving and stock, the feedback I’ve received is that the shop seems bigger… and at only 600sq ft, any additional space (even if only perceived) is welcome.

After the signage is completed I will undertake a project just as extensive and time-consuming as the redesign, but not nearly as noticeable - a new POS system. This will probably also require a new ecommerce website so that the two speak to each other and work together. I made a lot of mistakes when building my current site - there was a lot of trial and error, so I’ll be happy to collaborate with a professional this time!

AUGUST 2021

“

I

celebrated reopening on 17 May by finally finishing my shopfront.

It makes a real statement now, especially with the addition of a new figure for my doorway from Playmobil. The next job is interior signage for each section, which will be bilingual to acknowledge my location in the Connemara Gaeltacht (Irish-speaking) region.

I’ve had wonderful comments from customers on my layout redesign, which I undertook during the January-May lockdown (and only finished the night before opening - it took every day of the full five months!), which makes all the long hours worthwhile. Despite adding

Online trading has slowed down considerably since my door reopened but there are still sales coming through, and new customers finding us. I absolutely think it’s not only worthwhile but necessary to keep developing the site. A lot of customers (children and adults) tell me they saw something online and came into the shop to buy it, so it’s like a digital shop window, and we all know how important our windows are for sales.

Reward system Since reopening, I’ve also launched my loyalty card, which has been really successful. It took me a day or so on the graphic design platform Canva (my favourite tool) to create a design and I’m delighted with the result. I’ve already given out more than 500 of them. The front has all my information on it so it doubles as a business card. Every ¤10 spent earns a stamp on the card and 15 stamps earns ¤10 off the next purchase. I find it really helpful to have a standardised reward system. We all have customers who ask for a discount every time they come in no matter what they spend, and customers who never ask for anything who you would love to reward. This is a great way to deal with such situations in a fair way.

I’m also very pleased that I now have a staff member. We share hours in the shop, which has given me much-needed time to focus on ordering for Autumn/ Winter, which definitely needed more concentration than last year. With no POS system to rely on, and only last year as a benchmark for sales (and we all know what a year that was!) it’s been a bit of a guessing game. However, with prices increasing, delivery times lengthening and stock shortages, my strategy has been to buy early and in bulk from the biggest companies, and

buy little and often from those whose supply and pricing is more stable.

My thinking is that it’s better to have the stock and be looking at it, than be looking for it.

Everything Pokémon is flying out, especially the booster packs. I made sure I was well stocked in advance of reopening, despite having no indication that they would sell and my stock of everything is almost gone now!

Pocket money items are a consistent driver for footfall too. I’ve started creating a Sensory Box for ¤30, which is a great way to give a substantial gift, made up of the one toy category that kids really want these days: lots of small, squishy things!

Feeling positive I’m keeping my fingers crossed that we’re at the end of closures and lockdowns here. If I can make it to Christmas it will be my longest period of being open consistently since I started my business in November 2019. However, for now, I’m just grateful to be back in the shop chatting to all my customers.

I’m feeling positive for the rest of the year and think it will be a brilliant Christmas for all independents in the under ¤50 price ranges, as extended family members will make up for the Christmas they didn’t have in 2020. The main way we will make an impression on them will be by sharing our product knowledge and offering advice, as a lot of relatives may not be as up to date with children’s interests as they would be normally, due to lack of contact.

As passionate experts, we can help bridge that gap.

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RETAIL

OPINION

Talking retail

If you wo uld like t o take pa in Toy Ta rt lk, we’d lo ve to hea from you r . Please e mail clare@lem apublishin g.co.uk

TnP loves to hear your views. This month we ask three Toymaster members what’s selling well for summer

Dee Mellor Co-owner Salter Street Toys And Models, Stafford Tell us about Salter Street Toys And Models.

Almost 10 years ago, my husband Trev agreed to us spending most of our savings opening a toy and model shop here in Stafford. We are a family-run business, with just two staff helping us. The premises are quite small but we manage to fit in a wide range of what customers would hope to find in a traditional toy shop.

We run a savings club all year round, not just for Christmas, and also take part in the loyalty schemes offered by our suppliers Gibsons, Sylvanian Families and Playmobil.

We joined Toymaster when we first opened and have found this to be one of the best things we’ve done.

There’s always someone there to offer help and advice, without the pressure to purchase.

From left to right Supervisor Sue Greaves with co-owner Dee Mellor

Describe your range.

We stock lines for preschoolers to adults of all ages and deal with about 40 suppliers (mostly via Toymaster but some direct).

Our range is changing all the time! In the past 18 months we’ve decided to stop selling railways and leave that to our local specialist store.

The space this has given us means we can increase our Britains range and take in some of the Suki farm range as well.

One of our most popular brands is LEGO. To try to keep the cost down we have been splitting packs with another Toymaster shop in Framlington, Suffolk called Bulstrodes. Owner Bill [Bulstrode] orders the stock and Trev and I drive to collect it: a 260 mile round trip. Playmobil, Brio, Sylvanian Families, Schleich and Orange Tree are all popular at the moment.

And jigsaws from several companies including Gibsons, Ravensburger, Coiled Spring and House of Puzzles are still very popular.

Normally we would be purchasing at trade shows throughout the year, but without being able to attend exhibitions it’s been harder to see products. But we’re lucky to have good relationships with our reps who do their best to help us. The increased carriagepaid [imposed by] a lot of companies is causing problems… price increases and stock availability are looking to cause some issues too.

“We are st offering fr ill local deliv ee as not eve eries wants to bryone just nowe” out

How has trading been for you?

Trading after reopening started really well for us. Lots of our regular customers were pleased to be allowed back in-store. We are still offering free local deliveries as not everyone wants to be out just now. We get good days and bad days - we’re clearing lots of older stock at bargain prices, which gets sales in the till.

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What’s selling well?

Selling well for us at the moment are products from LEGO, jigsaws, crystal art, Pokémon and Playmobil. In May half term we had a 25% offer on Playmobil which worked really well and we’re hoping to do this again during the summer holidays.

What’s your favourite toy and game of all time?

My favourite toy as a child was Pamela, which was a walking doll - not like the dolls of today. Spirograph was my other favourite, which I had to hide from my brothers.

We still stock this today and it’s very popular. Trev loved his die cast cars, especially his James Bond one with an ejector seat; he still collects die cast now. His favourite game was something called Scoop.

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Sharon Sheehan Manager, Kellihers Toymaster Tralee, Co. Kerry, Ireland Tell us about Kellihers Toymaster.

Sarah Borastero Owner, Kids Stuff Toymaster Wells, Somerset Tell us about Kids Stuff Toymaster.

“We are a proper toy shop, and we tend to steer clear of fads.

We cater from birth to 99!”

After discovering lots of toys and clothes in the attic that my two kids had grown out of, and a small retail shop becoming available next door to my in-laws’ business, with a small loan from said in-laws my husband Lee and I set up Kids Stuff.

We opened in April 1998 selling preloved, new-toyou second-hand clothing and toys. We soon had to expand due to people wanting prams and pushchairs, so in 2000 we stocked new pushchairs, cots, highchairs, and all the other paraphernalia that goes with having babies.

The business was growing and growing, as the nearest competitor was over 25 miles away, and lots of our customers were reluctant to travel that far. Late in 2009 the internet started to bite back, and we were finding more and more customers buying larger products cheaper online.

In the meantime, our local Toymaster closed due to retirement, but they had approached Toymaster and recommended us as a possible replacement as there was no other toy retailer in the city. We signed up as Toymaster members in 2010 and, as they say, the rest is history!

Describe your range.

We are a proper toy shop, and we tend to steer clear of fads. We cater from birth to 99! Our main product categories are preschool, games, pocket money toys, dolls, cars, craft, classic toys, and construction toys.

As Toymaster members, we have access to well over 100 different suppliers, but mainly deal with 30 to 35 on a regular basis. Our key brands are LEGO, Playmobil, Orchard Toys, Classic World, Lottie, Dolls World and Asmodee.

How has trading been for you since non-essential retail reopened?

Footfall is less, but average spend is up. We have many pinch points in our lovely old shop, so we have restricted the number of customers on the shop floor at any one time.

Have purchasing patterns changed?

Customers are keeping their spending local, rather than travelling to the next big shopping area.

What’s selling well?

Everything really! There is no rhyme or reason to sales at the moment.

Across the board, from pocket money to large ticket items, it’s all going.

As we head towards the fourth quarter, what are your thoughts on ordering stock for the Christmas period?

We have already noticed problems with pre-orders and price increases. The advent calendar order is already in, but we haven’t ordered many because we have stock left over from last year. We haven’t had as many offers from suppliers - and missing out on trade shows has had an impact on our purchasing. As this quarter is our most profitable, we hope to make up on losses that we incurred during lockdowns.

What’s your favourite toy and game of all time?

Downfall and Monopoly (although no-one will play with me as I’m too competitive). But when I was little, my favourite toy was my Little Professor maths game.

AUGUST 2021

We are a Toymaster store based in Tralee town centre. We’re located in a large space upstairs in Kellihers Hardware, which has been trading for over 100 years - so the business was well established before the toy department arrived.

We opened in November 2019. All the staff worked in another Toymaster store before it closed down in 2019. I have been in the toy trade for 22 years and all the staff have between 13 and 21 years of experience. I’m very lucky to have fantastic staff who are all so knowledgeable and hard working. It definitely makes the job much more enjoyable.

Describe your range.

From left to right: sales assistant Stephanie Fitzell with manager Sharon Sheehan

We stock a huge range of toys from all the top brands including LEGO, Our Generation, Barbie, VTech and Britains. We always have a special offer area in the shop which is very popular. We also stock bread-and-butter lines such as tool sets, cars, dolls, buggies and board games.

Our strongest sellers are farming-related, so we work hard to ensure we always have the best items in stock from companies including Rolly, Britains, Bruder, Millwood and Siku.

Other key categories are jigsaws (catering for all ages and abilities) from suppliers such as Ravensburger, Clementoni and Orchard; LEGO; board games; plus our large outdoor and summer range.

How has trading been for you since nonessential retail reopened?

The first week or two was slow but since schoolkids have been on their summer break and holidaymakers have arrived, we have been busy. We are very lucky to be in an area where tourism is so strong. We ensure we get our catalogues into any places frequented by tourists, so they know about us and visit us.

Have purchasing patterns changed?

Yes, people are definitely paying extra money for stronger, more durable outdoor toys since the pandemic. Outdoor toys have become much more popular since Covid.

What’s selling well?

Outdoor toys, LEGO, tractors and Pushpoppers.

What’s your favourite toy and game of all time?

As a child I loved Monopoly and I still enjoy playing it. And I was very excited one Christmas morning when I got a Talking Alf soft toy!

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THE MD INTERVIEW YOGI PARMAR

Billed as Jersey’s only remaining family-run toy shop, Bambola has been trading for almost 60 years and joined Toymaster in 1989.

‘An ever-changing

retail world’ This month TnP talks to Yogi Parmar, managing director of buying group Toymaster, about the challenges and opportunities facing independent toy retailers and suppliers

What’s your background?

I worked at Texas Homecare head office from 1984 to 1988 and then at Booker Cash & Carry head office from 1988 to 1990. I joined Toymaster in November 1990.

Tell us about Toymaster.

“

Preparations are already underway for the Toymaster May Show to return in 2022

Toymaster Ltd formed in 1989 when a number of regional buying groups merged.

Toymaster is here to support independent toy retailers in the UK and Ireland, and currently we have 140 members with 260 stores.

What are the benefits of being a Toymaster member?

There are many benefits, but the main ones are that we provide members with access to all the key toy

”

Year-round window displays are available to all Toymaster members at no charge. These support product launches and new film and TV-related products, along with the ranges that are key to Toymaster members. Pictured is the May 2021 Mattel window feature

suppliers, and we negotiate terms for our members on their behalf. We also handle the invoicing and payments to suppliers centrally via a secure internal website: in a nutshell, we do the admin behind the scenes so our members can focus on the front of store.

We also run a year-round marketing programme to support our members, with catalogues, promotional flyers and window features, with the support of our suppliers.

Communication is key, and we encourage members to get to know each other at regional meetings and at our May Show. Our internal web forum is the icing on the cake as it allows members to reach out to each other and share knowledge. We provide the tools to help our members - but they still make all the key decisions about which ranges to stock and how they decide to run their businesses.

What does your role entail?

My role is to seek ways to help our members trade more profitably, and to ensure the smooth running of the group as a whole.

What have been your career highlights of 2021 to date?

The Northampton [central office] team coming back to work in April to support our members was an emotional moment, and I’m proud of the commitment and hard work they have all put in. All our members’ shops reopening: we are very proud of our members who worked six

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or seven days a week during the pandemic to make a sale and be available for their community. Members created retail websites, engaged on social media, and connected to their local communities to make the ‘Shop Local’ message their own.

And finally, Ciaran Fitzpatrick from Banba Toymaster in Dublin standing up for independent toy retailers in Ireland over larger retailers selling ‘nonessential’ goods.

Apart from Covid, what are the biggest challenges and opportunities facing toy retailers and suppliers?

Initially it was Brexit but now it is container issues. This is also resulting in price increases and availability issues.

However, we believe that with a big chunk of the population staying local this summer, this will be positive for our stores.

We also see a challenge in terms of footfall on the high street. A number of major retailers are closing stores to focus on their online businesses. This will have a short-term impact on footfall - but it also creates an opportunity for towns to reinvent their high streets and shopping areas with an environment where independents, including local toy shops, can flourish.

How do you see Toymaster developing over the next 12 months?

We are building on our relationships

toysnplaythings.media

140

Toymaster has 140 members with 260 stores

Howleys Toys operates toy shops in Dorchester (pictured), Weymouth, Bridport and Paignton. The family-run business, which has been trading for more than 30 years, joined Toymaster in 1995.

A Toymaster member since 1989, Banba has been trading in Dublin for the past 75 years.

with our suppliers, who in turn play a big part in helping our members trade profitably, hand in glove with listening to our members to understand how their businesses have evolved and what their needs and priorities are now.

Where do you see opportunities for growth?

We are always interested to hear from independent toy retailers and believe we can help them to be more successful. Our motto is: ‘We are here to help’. If any independents are interested in hearing more about membership benefits, just contact us (details below). The services we offer are like a drop-down menu, so members can pick and choose which ones they take - everything is optional.

We also see opportunities to grow with our existing members and suppliers by listening to them to ensure that the service we are offering is what they need, and adapting our support as necessary.

During your time in the toy industry, which retailers have impressed you most and why?

We have some great success stories within Toymaster, like Toy Barnhaus, which opened up a store in Crawley after owners and managers Stephen Barnes and Mark Buschhaus were made redundant from Woolworths, and has grown to become a very successful chain with eight stores now. We also have many other great independents within the group who continue to perform well year after year.

From our competitors, it would have to be The Entertainer and Smyths, both of whom have grown significantly and established themselves as major retailers.

What’s the biggest change you’ve

AUGUST 2021

seen since you joined the toy industry?

There have been some major changes to the national retailers with some big names going and new retailers emerging, but the single biggest change has been the growth of online retail, particularly driven by Amazon.

Despite this, there has always been a place for independent bricks-and-mortar toy shops and I believe there always will be, as they have shown they are able to adapt and evolve over the years and survive in an everchanging retail world. Again, this makes me very proud of our members and their ongoing achievements.

Toymaster originates and prints three different consumer catalogues every year, which are free to Toymaster branded members. Pictured is the Spring 2021 catalogue.

“

What’s the most rewarding aspect of your job?

There has always been a place for independent bricks-andmortar toy shops and I believe there always will be, as they have shown they are able to adapt and evolve over the years

It’s the people - working with the team in the office every day and speaking to our members and suppliers to support them.

It’s especially rewarding to hear stories of our members helping each other out. One of the biggest benefits of being part of a buying group is that you belong to a network The Toymaster May Show, held of fellow independent annually at The Majestic Hotel in toy retailers who are all the North Yorkshire spa town of happy to share advice Harrogate, enables more than 100 and information, and suppliers to exhibit for the benefits we encourage them of Toymaster members. As well as to do so, as they are most of the Toymaster catalogue all facing the same lines being on show, there are challenges. special deals available to members.

”

Finally, is there anything that you would like to add?

I would like to thank our suppliers for the support they have given to Toymaster members, especially over the past 18 months. It’s been a difficult period for them too, and they all

worked hard to keep their businesses operating. Toymaster is here to help our members and suppliers, and the relationships that have been built over many years ensured that we were able to keep communicating and most importantly, our members were able to keep trading.

Looking ahead, preparations are already underway for the Toymaster May Show to return in 2022. We’ve missed the opportunity to catch up with friends over the past two years, and we look forward to welcoming everyone back to Harrogate next year.

Toymaster is open to talking to prospective members. Independent retailers interested in joining can call Development Manager Brian McLaughlin on 01604 662922 or email him at brian.mclaughlin@toymaster.co.uk.

RETAIL INTERVIEW THE VERY GROUP

Doubling down on digital Nicole Sweeney, toys category manager at The Very Group, operator of online-only retail brands Very.co.uk and Littlewoods.com, plots pandemic purchasing patterns and predicts Christmas performers Tell us a bit about your business.

How many suppliers do you deal with and what are your key brands?

We are the UK’s largest integrated online-only retailer and financial services provider, with 4.5 million active customers. As a multi-category retailer, we sell everything from toys to iPhones, TVs, fashion and homeware across 1,900 famous brands, offering our customers a range of flexible ways to pay.

How would you describe your range?

“

We use our rich data set and analytics to shape a range that’s More right for Very’s customers and people than proposition, collaborating with ever have suppliers to focus on ‘must have’ shopped toys, brands and characters, such as LEGO and L.O.L! Surprise. Our online due to customers value newness, so it’s Covid and we really important that we showcase believe this the latest innovation alongside shift will be brands we know they love at price points that work for them. permanent We drive traffic and awareness through creative content and robust digital marketing campaigns, like our year-round ‘must have’ toys campaign, as well as brandspecific campaigns and seasonal focuses like Christmas.

”

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We work with more than 60 suppliers across a great mix of categories including core toys such as dolls, prams and action figures, as well as construction, arts & crafts, family games, outdoor and preschool.

LEGO, Barbie, L.O.L Surprise!, Leapfrog and Disney are just a few of our key brands, many of which we’ve worked with for a long time, building a strong assortment and selling plan.

Strong partnerships with our supply base mean we see a great performance from both evergreen brands such as Barbie and LEGO and newer brands. Looking ahead to A/W21 and S/S22, innovation will be the name of the game when we launch exciting new licences and new products from long-standing favourite brands.

What are your key product categories?

The past year saw huge growth in outdoor toys, electric scooters, construction, family games, and arts & crafts, as we all adjusted to staying at home.

Toys played an important role for our customers during lockdown. We saw record demand in these categories.

The challenges of entertaining children in a variety of ways, from screens to games and puzzles, indoors and outdoors, required a superhuman effort from parents! Toys helped to make occupying children that little bit easier.

As restrictions ease and customers are out and about more, we expect there to be less pent-up demand for these categories and thoughts will start to turn to Christmas. Traditional favourites such as fashion dolls, action figures and vehicles, as well as character and licenced products including Barbie and Disney, will play a bigger part in our offering.

Our market share tends to increase in higher price point toy categories, and we’re proud of our business proposition, which enables customers to access the brands they love using flexible ways to pay.

What big ticket items are selling well?

Our loyal customers and Very’s business proposition – combining big brands with flexible ways to pay - allows us to excel in this space. Our flexible payment options play an important role in enabling customers to access the toy brands we know they love.

We’ve seen huge growth in electric scooters and some higher price-point

toysnplaythings.media

Top

Best Sellers

■ Feber Super Palace Playhouse ■ Sportspower 10ft InGround Trampoline with Easi-Store ■ Barbie Dreamhouse Large Three-Story Dolls House with Pool and Slide, plus Lights, Sounds and 70+ Accessories ■ TP Hideaway House ■ Little Tikes Fountain Factory Water Table pools and trampolines, as families take advantage of the warmer weather and stay local. The Barbie Dreamhouse continues to be a best seller too.

Which licences are hot news?

We are seeing the benefit across some of our gaming brands of new console launches such as Fortnite and Super Mario last year. New properties have also started strongly, particularly in the preschool space, such as CoComelon.

What do you predict will be popular at Christmas?

We know our key brands such as LEGO and Barbie will continue to go from strength to strength at Christmas. We have a strong character assortment for A/W that will certainly drive sales across all categories, but particularly in the preschool category.

Electric scooters will remain a key toy for kids this Christmas, and we have expanded the offering across a wide range of price points. Brands winning in the electric scooter category are Razor and Zinc. There will also be some exciting innovation coming into the market to support the interactive and tech toys category.

What is planned for The Very Group in the future?

More people than ever have shopped online due to Covid and we believe this shift will be permanent. At the same time, families increasingly see value in spreading the cost of purchases. We already have a large share of the online market and a loyal customer base that benefits from our flexible ways to pay, and we’re well-placed to build on that in the future.

The top 10 most searched-for items on Very.co.uk* 1. Games console 11. Wardrobe 2. TV 12. Vacuum cleaner 3. iPhone 13. Garden furniture 4. Laptop 14. Trampoline 5. Nike trainers 15. Desk 6. Curtains 16. L.O.L Surprise! dolls 7. Pad 17. Fitbit 8. LEGO 18. Wallpaper 9. Hot tub 19. Airpods 10. Apple watch 20. Treadmill *From 23 March 2020 to 26 February 2021

AUGUST 2021

Games consoles and LEGO among the UK’s most searchedfor pandemic products Data shows games consoles are the most searched-for non-food retail items since the start of the pandemic in the UK, as gamers raced to bag the latest launches and families strived to stay entertained while at home, according to The Very Group, operator of Very.co.uk.

The online-only retailer has compiled a list of the 20 most searched-for products on Very.co.uk since the first national lockdown began on 23 March 2020 until 26 February 2021, with games consoles - including PS5, Xbox Series X and Nintendo Switch - taking the top spot.

The best in gaming was closely followed by TVs and iPhones, but entertainment wasn’t the only thing on UK families’ minds during lockdown. Customers wanted items to keep themselves occupied in the garden too, searching for garden furniture, hot tubs and trampolines. And they didn’t neglect the inside of their homes either, with curtains, wardrobes, vacuum cleaners and wallpaper also featuring in the table.

Unsurprisingly, staying fit during lockdown was a priority too – even if we only had an hour’s outdoor exercise a day during some months. Nike trainers, smartwatches including Apple Watch and Fitbit, and treadmills are all included in the list.

And The Very Group gives a special mention to a classic: LEGO’s enduring popularity, boosted by a range of product launches, continued into lockdown. It reached number eight in the league table. L.O.L Surprise! toys also continued their popularity at number 16.

The Prime Minister’s ‘road map’ statement on 22 February 2021 was a trigger for a change in search trends.

In the week immediately following the announcement, the nation turned its mind to children returning to school.

Back to school related searches, including terms such as ‘school’ and ‘uniform’, surged 321% compared with the previous week and 136% on the same week in 2020.

Sam Perkins, managing director, retail, at The Very Group, said: “These results lay bare our pandemic priorities, as well as some interesting changes in what we’ve all been searching for. In almost every case – from consoles and hot tubs to TVs and garden furniture – we looked for things to improve the stay-at-home experience during lockdown.

“When you mix two huge and highly-anticipated console launches with a nation that’s stuck indoors, gaming was always likely to top the table. However, some trends are perhaps more surprising, like the dramatic upturn in appetite for hot tubs or the sudden increase in searches for curtains.

“But it can all turn on one announcement, just as we saw on 22 February. Suddenly, UK families focused on back to school and have now turned an eye to what they’ll wear when they meet friends. Following the gradual lifting of restrictions, we expect search and buying patterns to begin returning to pre-pandemic norms, which will likely benefit fashion, in particular, with more of us socialising.”

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WHAT’S N Three-wheeling fun for all Wilton Bradley 01626 835400 www.wiltonbradley.com

Monkeying around Vivid

01483 449944 www.vividtoysandgames.co.uk Vivid’s 12-year-strong brand Animagic will welcome a new mum and baby duo this A/W with the launch of Tiki & Toko: a pair of interactive feature plush gorillas who are already scooping up retailer awards in France.

Children will go bananas as they discover the 100-plus sounds and movements inspired by how apes interact in the animal kingdom. The gorillas have also benefited from the Animagic brand refresh for A/W21 with new stylised plush and an eye-catching pack style guide.

Tiki & Toko can be played with both together and separately for double the fun. When together, they talk, sing and fall asleep in each other’s arms, but when apart, the pair whimper until they are reunited again. The gorillas come with two feeding accessories tapping into familiar play patterns. If you don’t feed them enough, they’ll ask for more - but feed them too much and they’ll let out a loud burp!

The toy launch will be supported by a dualtargeted marketing campaign across TV, digital and PR. The TVC will transport viewers into the jungle to show Tiki & Toko’s play features and the connection a child can build. A parent and giftgivers campaign will also run across Facebook and Instagram in the run-up to Christmas, communicating the play value with celebrity and influencer endorsement.

A highlight of the marketing calendar will be the Tiki & Toko PR press event, hosted at a London-based zoo location, which will include product demos, a talk from a gorilla expert and Tiki & Toko themed activities allowing guests to monkey around for the day! The invite list will include celebrity parents, influencers and bloggers to create coverage opportunities.

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Confidence is key and that’s where the Xootz Scout Tri-Scooter comes into its own. Designed to help little ones grasp the basics of scooter riding, this three-wheeled version of a traditional scooter helps them to practise their balance and stability.

Tri-Scooters work by tilt and turn steering, meaning kids simply lean in the direction they want to go and the wheels will then turn, making it a great introduction to the world of scootering for three- to six-year-olds.

Featuring an adjustable and foldable stem for comfortable riding even as they grow, a rear brake so they stay in control, and a wide footplate with textured grip for improved stability, the Xootz Scout Tri-Scooter is the perfect gateway to traditional scootering.

More models that wow from Magformers Magformers

Drive on!

01270 446250 www.magformers.co.uk

Bruder

Magformers has upgraded one of its global best-sellers with the launch of the 18-piece Wow Plus Set. Improvements on the previous Wow Set include new click wheels instead of magnetic wheels, which create more stable vehicle constructions.

The driver character is now detachable with interchanging race helmets. And there are new designs of the puzzle, shape sorting and 3D layout instruction cards, which bring additional play and educational value to the set. There are new car model suggestions too and now 30 different minicars can be made (with instructions for each).

00353 6763800 www.bruder.de Distributor in UK: Alpha Toys Ltd The Mercedes-Benz Sprinter van is now part of the Bruder range. Providing almost unlimited application options with its large number of variants - from school buses or crew buses to airport transfers and intercity buses Sprinter offers maximum flexibility.

The driver’s cab door and rear doors open, and a particular highlight is the newly-developed sliding door on the co-driver’s side. The interior is flexibly designed; rear seat rows can be installed in different viewing directions or removed completely.

This vehicle includes both a passenger and driver (limbs and head move in three directions). All bworld figures from the wide Bruder range go with this model.

NEW Dive into new adventures

Thames & Kosmos UK 01580 713000 www.thamesandkosmos.co.uk Thames and Kosmos is bolstering its board game range for A/W with the arrival of two additions. This month, the hotly-anticipated Robin Hood is due to arrive at the company’s warehouse with the first print run already sold out on pre-orders alone. Robin Hood has garnered many reviews and the game became one of three prestigious Spiel des Jahres nominations, with the winner due to be announced soon. Robin Hood is an enchanting family game for ages 10-plus and is perfect for teams, adventurers and strategic players.

The Crew: Mission Deep Sea is the follow-up to the original cooperative card game The Crew, which was the winner of the 2020 Kennerspiel des Jahres. Players from the age of 10 work together on a mission that takes them down into the abyss on a search for a fabled sunken land where exciting surprises await.

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Gateway to the world Playmobil 01268 548111 www.playmobil.co.uk

With a large variety of play sets, the new Cargo play theme from Playmobil provides plenty of inspiration for budding logistics experts to play out their ideas. The sophisticated technical equipment included in this play theme helps transform a children’s playroom into a bustling port, enabling lots of fun stories related to the world of freight.

With Playmobil’s new Cargo play sets, children can now recreate these bustling places and their captivating processes at home.

Take a ride

MV Sports & Leisure 01217488000 www.mvsports.com

Remote control motion VTech 01235 555545 | www.vtech.co.uk In A/W20 VTech launched a range of products based on the popular animated preschool TV show Toot-Toot Cory Carson.

New to the range this year is the Toot-Toot Cory Carson Remote Control Cory and Toot-Toot Cory Carson Cory’s Super Slide.

Little ones can go on an adventure with the remote control Cory: the two-button remote control is perfectly sized for small hands and can be used to move Cory forward or see him do a cool reverse spin! Press his light-up windscreen button to hear fun phrases, sound effects and music from the show.

And race around Cory’s Super Slide! There are three different configurations: rearrange the tracks and create dual slides, stunt slides or a super slide. Two fun launchers and two SmartPoint locations trigger reactions. Included is a cute SmartPoint Cory vehicle - press the light-up windscreen button to hear him talk or play four songs, or press his button to see his headlights flash.

AUGUST 2021

Make a splash this summer with Baby Shark. Diving into MV Sports & Leisure’s new product range for this hot licence you will discover the Music & Light’s tri-scooter. An ideal first scooter for a little one, it features the Baby Shark theme tune, cool character graphics and integrated flashing LED side deck lights. And really make a splash with its wide puncture-proof tyres with deep tread for extra stability and optimal grip, while smooth sides prevent knocks to the ankles.

Another new licence for 2021 is the hugely popular CoComelon. Complete with colourful character graphics, the range consists of a tri-scooter, tilt ‘n’ turn, ride on, bobble, tepee, hopper, scootin’ suitcase, rolla-case and bikes suitable for children aged three-plus.

Finally, have fun with the company’s newest preschool licence, Hey Duggee!

Woof! This range features bright colour pops across products including a tri-scooter, safety helmet, ride on and 2-in-1 10in training bike, perfect for preschoolers.

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L A I C E P S S R O D A S S A B AM

! e u c s e r e h t To

ol True r t a P w ter's Pa s a M n i ruck. p T S e n r i o F s ing City tle hand t i m l r s o i f h s t n a o onnie g rshall Tr a R M n a d f l n tro e Set a u c Paw Pa s e R on... l City t a o t g o T e l h a Met us how s l l e t y Mum Am As a parent I really loved the vibrant colours of the toys - they're very eye-catching. They were also easy to assemble and didn't come with too much cardboard waste, like some toys do.

First impressions out of the box were amazement at how well made the toys are; they are sturdy and solid, and made to last. The fact that the packaging was minimal is also important to me as I don't like much wastage of cardboard, or any type of packaging for that matter. The toys look expensive and robust - and they need to be well made to survive little hands, especially those of little boys!

Even the track is easy for my son Ronnie (aged two) to assemble, and the fact that it all comes apart makes it simple to store when playtime has finished.

I love the noises that the Firetruck makes. They really help to keep Ronnie engaged with it and add to the imaginative play experience, making it more realistic for the child. The two balls that come with it represent water, and Ronnie really enjoyed loading these into the water hose and ‘shooting’ them (to put out the fire).

Ronnie said he “loves” the products and they are "so much fun". He liked the bright colours and the noises too. It's great that he can set the toys up himself - it saves me a job! The toys really have enhanced his imaginative play and he plays with them for hours on end.

Ronnie also likes the fact that the Fire Truck comes with a big Marshall toy, which he can use when playing with the track version of the Paw Patrol toy. He can also use this toy with other sets that What’s in the box? he has too, which is a bonus.

Paw Patrol True Metal Total City Rescue Set:This track Ronnie absolutely loves these toys. set features three rescue scenes from PAW Patrol: The Paw Patrol is one of his favourite Movie, as well as a rotating vehicle launcher and an programmes and we cannot wait for exclusive Marshall die-cast vehicle.The set works with all Paw Patrol True Metal vehicles. the new film to be released soon!

Ronnie say s: “I love them they are so much fun”

Marshall Transforming City Fire Truck: This vehicle includes one Marshall toy figure, two projectiles, rescue net trampoline, two removable ladders, instruction sheet, lights and realistic sound effects from the movie.

Mum Amy says:

“The toys were easy to assemble and didn't come with too much cardboard was te”

Contact: Spin Master 01628 535 000 www.spinmastertoys.co.uk

toysnplaythings.media

Great Gizmos

Blind them with science Science and nature toys are as popular as ever, so what’s up next for this category, which is always a sure-fire winner for retailers?

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oys based around science and nature have experienced a real surge in sales over the past 18 months or so, and with more families spending time outside, has this increased interest, particularly in the nature part of the category?

Great Gizmos sales director Sarah Dayus thinks so. “With people spending more time at home and outside, we have seen a huge increase in sales across our science kits,” she says. “We have seen a particular rise across our Green Science range, which encourages children to learn all about renewable energy including solar power, wind power, and more. We have expanded this range to keep up with demand, and our customers are very happy with the innovation and variety.’’

The story is the same at Thames & Kosmos, says sales director Jo Drage: “Educational board games and STEM kits are our bread and butter, and we have various kits in our ranges which are designed to be used both inside and out.

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“Take our bestselling FEAK range for example, which over the first half of 2021 has seen soaring sales - and particularly our Rubber Band Racers, Solar Powered Rovers and the Ultra Light Airplanes, which can be played with indoors or outdoors and provide educational fun while not breaking the bank.’’

Toynamics has also focused on its nature range, says managing director David Allan: “This year we have extended our Hape Nature Fun range, which has been very popular with shoppers interested in educational play, and an increased desire for toys for outdoor play, appealing to children engrossed by nature, bugs and watching plants grow.’’

So why has there been an increase in interest in this sector? Jo Drage at Thames & Kosmos thinks that “a lot of parents have rediscovered their passion for STEM while helping their children throughout the pandemic and have really enjoyed the learning journey together. This trend appears

Curiosity-led learning Scientist Renee Watson, founder and head of explosions at The Curiosity Box which offers science-based subscription boxes, explains the benefits of curiosity-led learning Toys that are made for curiosity-led learning, that help children to explore and understand the world around them, have so many benefits. Not only do they encourage curiosity, they also build confidence in science and engineering (STEM) skills and a connection to the natural world that we know boosts wellbeing.

Neuroscience tells us that when we are curious, the pleasure centres of the brain are switched on. Couple this with the benefits of being in nature, and it’s no wonder that creative, curiosity-catalysing toys are so popular with children and their grown ups.

Curiosity Boxes fuse a child-led approach to learning, similar to the Montessori method, with seriously fun handson STEM activities. What is important is that we move on from one-hit wonder STEM toys like the bicarbonate of soda and vinegar volcano, to exploratory toys that give children all the tools they need to lead their own discovery, and to understand something new about their world. That could be anything from what we can learn from our poo, to how CO2 changes our oceans.

37 toysnplaythings.media

to have continued through Q1 and Q2 of So with interest at its peak, what this year. does the future hold for the science “Science has evolved so much over and nature category? Thames & the past 20 to 30 years and we are all Kosmos will focus on combining more aware of issues such as climate education and fun with a green change, deforestation and the decline message, says Jo Drage: “Our in wildlife. This promotes an appetite to research indicates that STEM toys educate the younger generation on how with a focus on environment and to improve the world. nature will continue to “Our Nature be popular and parents Discovery 3D Animal are particularly keen on Anatomy models, toys which can either be for example, are reused or recycled which, hugely popular and we are very proud to say, perfect for inquisitive all of our kits are.

David Attenborough “To spark children’s enthusiasts as they curiosity in the world of offer an insight into science, toys need to be animal anatomy and both educational and fun inspire children to - which is always a key Great Gizmos sales learn about our world factor to be considered director Sarah Dayus within the Thames & and the creatures that live in it.’’

Kosmos R & D department.

Sarah Dayus at Great Gizmos “Our offering in the Alternative Energy agrees: “Consumers are becoming range, for example, has expanded over increasingly aware of the environment the years with our Signature Series kits and the importance of protecting it. such as Air + Water Power, Hydropower This trend has led to an increase in and the bestselling Wind Power V4 sales across our Green Science range. kits which are particularly popular Kids also learn all about renewable Christmas sellers.’’ energy at school, so we feel it’s Great Gizmos, meanwhile, will also important to have fun experimental focus on the ‘green’ sector, says Sarah kits that support this learning.’’

Dayus: “We see the category going The rise in kids being taught at from strength to strength, particularly home has also helped, says Toynamics’ as the ‘green’ message is becoming David Allan: “Our Hape Junior Inventor more important by the day. We set has performed especially well over continue to invest in our Green Science the past 12 months, with sales buoyed range to ensure there are plenty of by home schooling.’’ new products to inspire customers.‘’

With people spending more time at home and outside, we have seen a huge increase in sales across our science kits

Ask the retailers What brands do you stock?

Brainstorm, John Adams, Wind Designs, Galt, and Great Gizmos. The Spy X Range from Wind Designs is hugely popular, as is the Brainstorm Earth & Constellations Globe.

Is demand high for this kind of toy?

Yes, but more so towards the back end of the year.

Sharon Sheehan, manager Kellihers Toymaster, Tralee, Co. Kerry, Ireland

What brands do you stock?

Great Gizmos, Thames & Kosmos, Keykraft.

What sells well for you?

Thames & Kosmos sell best for Christmas. But all science kits are always a good, steady seller.

It’s very hard to offer something for older children, and science kits seem to fill that need as they are often recommended for ages six to eight and older. At the moment, crystal-growing kits, as well as solar and salt water-powered machines, are doing well.

Maggie Tibbenham, director, Imagine Toy Shop Holmfirth, West Yorkshire

What brands do you stock?

Great Gizmos, Learning Resources and Brainstorm.

What’s your best seller?

Best sellers are magnifying glasses and binoculars from Learning Resources. Demand has dropped off a bit but these products are more popular when the children break up from school.

Dee Mellor, co-owner, Salter Street Toys And Models, Stafford, Staffordshire

Vivid

AUGUST 2021

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FEATURE

SCIENCE & NATURE

Let knowledge grow THAMES & KOSMOS UK 01580 713000 | www.thamesandkosmos.co.uk Roller Coaster Engineering brings together the physics of forces and fun in one kit. This product will provide hours of fun for budding engineers from the age of eight, while adding educational value. Children get to build and experiment with dozens of roller coaster models to make learning the physics of force, motion and energy as entertaining as a day at the amusement park.

They can also conduct an action-packed series of hands-on physics and engineering lessons with an easy, modular building system. Piece together the sturdy frame structures and then attach the flexible track to it.

There are 10 different models to build by following the large full-colour manual - or creative minds can just let their imagination run wild, make up their own designs and build their own working roller coaster models.

The kit additionally allows users to conduct a series of engineering challenges such as: what is the tallest roller coaster you can build? How about the longest straightaway? Can you build a loop-de-loop? The possibilities are endless with this plastic building system, which is durable, easy-to-assemble, reusable and truly a kit that will let knowledge grow.

Discovery time H. GROSSMAN

01603 397 105 | sales@tobar.co.uk Tobar has a wide variety of products to interest any budding Einstein or Attenborough. Combining both science and nature is the Projector Torch, which projects 24 full-colour images that can be scrolled through. Choose from an Animal Projector Torch or the Space version. There is also the Ocean Projector and, for those who love mythical creatures, the Unicorn Projector Torch.

The Junior Explorer range has everything that aspiring scientists need to discover more about the natural world. From butterfly nets to binoculars, the range includes bug collecting tubes, a bug catcher, magnifying glasses and a Bug Observation Dome for closer scrutiny.

Grow a Venus Fly Trap or grow a Herb Heads.

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Building on scientific concepts Basic Fun UK! 0118 925 3270 Tim.Ives@basicfun.com Ideal for teaching and reinforcing a child’s understanding of scientific concepts, K’Nex is a brand that recognises the value of fun, play and discovery within the learning process.

Within the K’Nex collection, there is a wealth of fun learning resources to help foster an interest in science. Not only is there a dedicated K’Nex Educational range of toys specifically aligned to the National Curriculum, including National Science, but there is now also a specific STEM range, which was recently launched to support homeschooling efforts, helping to expand the reach of K’Nex outside the classroom. This STEM range includes experiments and worksheets for parents to engage with their children at home.

K’Nex sets make for an ideal teaching resource to help children better understand many concepts from physics. For instance, children can produce 3D replicas of real bridges and structures to teach them about motion and forces. Teachers and parents can use K’Nex to help children grasp the science behind gears, as well as lever and pulley systems.

Plus, from A/W21, kids will be able to use K’Nex to study the science behind a roller coaster! Launching this autumn, the reintroduced K’Nex Roller coasters sub-category will see the return of two of the best-selling spiralising rollercoasters. Look out for the Amazing 8 Roller Coaster, as well as the Typhoon Frenzy: a two-inone build, with 19ft of track to construct.

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FEATURE

SCIENCE & NATURE

Inspiring curiosity GREAT GIZMOS 01293 543221 | www.ggtrade.co.uk Great Gizmos has a comprehensive range of educational kits that focus particularly around the science and nature category. The company has seen a huge increase in sales across this category this year as the green conversation continues to grow and gain momentum.

Green Science is a whole category of science and nature hands-on learning through play. Great Gizmos combines basic science, thoughtful design, and a touch of technology to create toys with excellent playability. Understanding the science behind a Salt Powered Robot or a Wind Turbine is enlightening and inspires curiosity and confidence in children as they develop socially and intellectually.

Kids can keep track of weather changes with the Weather Station Kit, learn facts about the weather and experiment with the greenhouse effect. The bottle can be recycled to make a mini greenhouse too. Build Your Own Wind Turbine allows children to watch a working wind turbine capture the wind’s energy and turn it into light. The kit will teach how this vital renewable-energy technology works.

Be amazed by Grow-A-Maze - plant a bean in the soil and watch it grow and find its way through the maze! Observe the root development inside the soil chamber and water base pot. Or create a robot powered by charcoal and saltwater with the Salt Powered Robot - no batteries are required for this fun and educational kit. Plus, learn how to make a moving Solar Robot using solar panels and a motor: put all the parts together and teach your robot to do simple tasks. Finally, there’s the Creepy Crawly Digging Kit. Dig through the plaster rock to unearth a bunch of creepy crawly bugs. You can mount the bugs on the specimen cards and learn cool facts about insects.

Science gets creative RAVENSBURGER 01869 363830 www.ravensburger.co.uk The GraviTrax universe expands even further with the brand new GraviTrax Starter-Set Obstacle. Experiment with the power of gravity with this impressive interactive track system. This construction toy allows builders to create and assemble marble runs while experimenting with gravity, magnetism, and kinetics.

Featuring all the components from the GraviTrax Starter-Set, plus five additional Extensions - the Trampoline, Zipline, Transfer, Spiral and Bridges – the set fosters STEM learning, where kids can experiment and problem solve, while trying to include all the additional accessories in their tracks. Each Extension helps to educate children about the laws of motion and magnet fun. Children will need to think carefully about the speed of their marbles as they negotiate the Extensions in this pack; the marble can’t go too quickly as it goes down the Spiral, so focus is needed to make sure they are in full control.

It’s not all about learning though - children can perform crazy and impressive trick shots with this set that contains some dynamic Extensions. The openended building concept offers endless combinations to create a different track every time you play. All components in the Starter-Set Obstacle are readily available on the GraviTrax app, giving plenty of opportunity for children to practise at home. If children want to learn more, resources are available online with GraviTrax Academy. Ideal for up-and-coming engineers or architects.

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Experiment and explore TOYNAMICS UK & IRELAND 0116 478 5230 www.toynamics.com Toynamics UK & Ireland distributes educational play brand Hape, which offers a range of science and nature toys for a mix of ages and price points.

The bestselling Hape Junior Inventor sets let children explore the basics of physics and learn how scientific principles apply to the real world.

The Hape Deluxe Scientific Workbench is packed with 79 accessories and offers 15 different science experiments for children to explore, involving cranes, wind makers, and boom gates.

Hape Nature Fun is a range of sustainable, eco-friendly outdoor toys for nature lovers and outdoor adventurers. Made from sustainable bamboo and bioplastic - by the time a set of the Nature Fun toys is in a child’s hand the bamboo used to make it has already grown back!

toysnplaythings.media

Big fun for budding gardeners SIMBA SMOBY TOYS UK 01620 674 778 sales@sisotoysuk.com From the family favourite Smoby brand comes a feature-packed playhouse that will inspire children to create endless playtime memories, while cultivating an early interest in gardening, nature, and the natural sciences.

The Smoby Garden Playhouse is a must-have for families that love the great outdoors. Bringing the natural real world into the roleplay world for lots of green-fingered fun, this playhouse comes complete with 15 accessories. There’s guttering to filter rainwater and fill up the water butt, a watering can, a plant trellis, and a detachable worktop, which can be attached to the inside or outside of the house. Also supplied are three gardening tools (a shovel, rake and dibble), as well as six pots. Stands and storage spaces are included too, so kids will always have the necessary equipment to hand.

Suitable for little ones aged two years and over, this little piece of gardening real estate is sturdy, secure, and anti-UV treated, so the colours won’t fade in the sun.

AUGUST 2021

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FEATURE

SCIENCE & NATURE

Tools to learn Feeding inquisitive minds through play VIVID

01483 449944 | vividtoysandgames.co.uk The focus around STEM & STEAM related products continues to grow with the importance and power of play becoming a key consideration for parents. Science4you continues to deliver inspiring, fun and educational science kits across a variety of classic and innovative new themes.

Children can become explorers of the natural world and discover the power of the plant and animal kingdom with Nature Explorer: plant and transplant different fruits and vegetables, and learn all about the animals and creatures that live in the world around you.

STEM-focused product stimulates education through play, enabling children to develop skills like concentration, memory and creativity. Products in the Eco-Science range are made with 80% less single-use plastic and use recycled materials. Included are six eco-experiments with 20 pieces of content and a 36-page educational book.

Meanwhile, there’s new emphasis on offering product to a variety of age groups with the addition of Science Junior products, aimed at children aged four-plus. Whether you want to understand more about the human body, explore space or learn what it takes to become a vet, there’s a kit for you.

My First Science Kit is perfect for inquisitive minds with 26 mini experiments ready-made for scientific beginners. Fun experiments include making crazy dough, learning all the colours of the rainbow and growing your own flower patch.

A/W21 also sees the introduction of Be a YouTuber, unleashing the creativity of viral experiments that you can share with friends.

Start your own channel and create wow moments on video with crazy dough, erupting volcanos and magical visual experiments.

Science4you will continue to be supported by a strong TV and digital campaign across the A/W21 season, targeting both children and parents with engaging content from across the product range.

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BANDAI UK 0208 324 6160 www.bandai.co.uk The STEM range from Bandai continues to go from strength to strength with the expansion of ranges, creating a solid category within its overall business portfolio.

The award-winning National Geographic toy range from Bandai has firmly established its position as an evergreen, go-to STEM range. This trusted science brand focuses on exploration, conservation and education which is incorporated into each kit, providing children with the tools to learn and inspiring an interest in the world around them.

The collection of themed Dig Kits continue to be best sellers, offering kids the chance to excavate for a genuine piece of the natural world and learn about their findings with the full-colour guide. Bandai has introduced four large sets including Explorer Science Sensory Kit, Explorer Science Earth Kit, Glow-In-TheDark Mega Science Kit, and Ultimate Gemstone Dig Kit. Each includes multiple specimens, equipment for hands-on learning and science activities for conducting experiments at home.

In addition, the Rock Tumbler Starter Kit is a great way to start a new rock tumbling hobby and is a fun activity for children of all ages, promoting an interest in science and geology. This comprehensive kit has all the features and accessories needed to transform rough rocks into polished gemstones. Including a leakproof tumbling barrel, four-stage grit polishing system, and half a pound of rough rocks, there are easy-to-follow instructions and five jewellery settings to help create wearable pieces.

Meanwhile, The Original Sea-Monkeys brand continues to grow since joining the Bandai family in 2018 and has firmly established itself as a heritage property with strong retro appeal. Sea-Monkeys has thrilled children for decades, allowing them to learn about nature by growing their own aquatic pets. A newly-launched range includes the glow-in-the-dark Magiquarium, Martian-inspired On Mars, and pink Magic Castle.

toysnplaythings.media

FEATURE

WOODEN TOYS

Welcome to good wood!

Wooden toys are enjoying a resurgence. Is it millennial parents or grandparents pushing the charge - and is it to cut back on plastic or simply to enjoy nostalgia?

T

here’s nothing more traditional than a wooden toy, and the nostalgia of wooden toys is a strong selling point, says Mark Standen, sales manager at Rainbow Designs, The Home of Classic Characters: “The popularity of traditional toys, and especially wooden toys, has always been strong but as today’s parents take comfort in the familiarity of what they knew and loved as children, we have certainly seen a growth in demand.’’

Child psychologist, author and founder of The Good Play Guide Dr Amanda Gummer comments: “Wooden toys are often a stylish, eco-friendly robust addition to a child’s toy box, that parents and grandparents are more likely to engage with as they relate them back to their own childhoods.

“The play patterns that wooden toys facilitate are often more imaginative, creative and even social.’’

For MV Sports & Leisure sales & marketing director Phil Ratcliffe, “it’s the ‘back to nature’ and sustainability elements that truly drive this category.

With modern living becoming increasingly eco-conscious, this is the perfect way to bring children’s toys into the modern world.’’

Toynamics UK & Ireland managing director David Allan believes that a major appeal is their durability. “Wooden toys have a collectability status and are a great investment piece to be passed down through generations.

In the current climate there’s the added benefit that wood is the sustainable choice - and they also look stylish in the playroom.’’

AUGUST 2021

“

For me it’s the ‘back to nature’ and sustainability elements that truly drive this category.

With modern living becoming increasingly ecoconscious, this is the perfect way to bring children’s toys into the modern world Phil Ratcliffe, MV Sports & Leisure

Demand is high, and suppliers are responding. At MV Sports & Leisure, Phil Ratcliffe says: “Earlier this year we added a range of sustainable mud kitchens to our Hedstrom brand, encouraging active play and realistic cooking skills in an effort to make that perfect mud pie!’’

Over at Marvin’s Magic, Tom Hudson comments: “After the amazing response to the Marvin’s Treasured Magic Tricks - a collection of keepsake wooden magic tricks - we’re planning to introduce other wooden magic sets to the range, such as the Deluxe Rabbit and Hat.’’ The same is true at Toynamics.

David Allan confirms that “our Hape wooden toy sales continue to grow. Reflecting that, we’ve continued to grow our ranges.’’

Rainbow Designs has also seen interest increase, says Mark Standen: “We have always had wooden toys in most of our classic ranges including Peter Rabbit and The Very Hungry Caterpillar but this year we have added beautiful wooden toy selections to two of our most-loved character collections, including Guess How Much I Love You.’’ It seems that despite its long heritage, the future still looks bright for the wooden toys arena. Marvin’s Magic’s Tom Hudson certainly thinks so. “There is definitely a growing demand and future for sustainable, quality toys that last,’’ he says.

So what might we expect to see next? “Already we are seeing an increase in demand for sustainablysourced wooden toys, primarily outdoor-based,’’ says Phil Ratcliffe at MV Sports & Leisure.

Ask the retailers Is demand for this category growing?

Yes, it’s definitely getting more popular. Traditionally wooden toys were bought by grandparents but that’s not the case any more.

Younger people are buying them now, as they know they are long lasting and durable.

Sharon Sheehan, manager, Kellihers Toymaster, Tralee, Co. Kerry, Ireland

We have always had a demand for wooden toys - from grandparents because the items are well made and last longer, and from Millennial parents because of environmental reasons. Nostalgia and durability are possibly the main reasons for this, and the [BBC wildlife documentary series] Blue Planet II effect has also come into the mix.

Sarah Borastero, owner, Kids Stuff Toymaster, Wells, Somerset

MV Sports

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FEATURE

WOODEN TOYS

Janod teams up with WWF JANOD

020 8878 2133 | www.janod.com

French wooden toy brand Janod has launched a collaboration with WWF (World Wide Fund for Nature) to educate children on the importance of protecting our planet. The partnership comprises more than 30 sustainably made toys created using 100% eco-responsible materials (FSC-certified wood and cardboard from sustainably managed forests, organic cotton and water-based paints). Janod will donate a percentage of the proceeds from every WWF product sold to support the actions of this charity.

For the littlest of explorers the collection includes the Forest Stacker: a wooden game that helps babies get to grips with objects specifically designed for their age, with bright colours giving them their first taste of mother nature.

To help little ones develop their motor skills and ignite their imaginations, the Push Along Rhino and Pull Along Elephant will

be firm favourites. For growing minds, aged two and above, the Balancing Coloured Sloths will not only provide hours of fun but also teach children about these important little animals.

For larger adventurers, the collection comprises various imaginative games, sure to spark the interest of any budding zoologist.

These include two 3D puzzles - an adorable Koala and uber-cool Whale - which will encourage children to explore their construction capabilities with hours of fun. Moving towards testing the balancing skills of children, the Animal Stacking Game consists of 28 wooden pieces representing animals, trees and other objects, which will educate youngsters about precious forests that make up the most important habitats on earth.

Janod UK said: “This collaboration is something we’re really proud of. Not only does it reflect the ethos at the very heart of our brand, it’s truly been a privilege to create a range of toys that will help educate children on the importance of looking after planet earth, as well as directly support WWF’s efforts. We hope this range will inspire the next generation and encourage them to stand up for wildlife and the natural world in the future.’’

The Smart sets RAVENSBURGER 01869 363830 www.ravensburger.co.uk

A range that’s built to last

Muddy fun

MV SPORTS & LEISURE 01217488000 | www.mvsports.com New for 2021 are eco-friendly and sustainably sourced wooden mud kitchens. The range features three sturdy kitchens to cater for a variety of styles, space and availability.

The Grove mud kitchen is the flagship model, with a fillable sink with pretend taps for inspiring water play, and realistic hobs and knobs to bake the perfect mud pie! Underneath is a make-believe oven, with shelves inside and a windowed door to see when that pie is ready.

To the right-hand side sits a cupboard for additional storage space.

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FLAIR 0208 643 0320 sales@flairplc.co.uk For a premium wooden toy range from a company that understands the value of heritage brands, look no further than Flair’s brand Sevi. Like Flair’s luxury plush brand Trudi, the range was founded in Italy, where it has earned a reputation for developing quality toys to help stimulate learning, early development and creativity.

Perfect for both play and display, the Sevi range comprises a wide range of toys, decorations and accessories, including a wooden Doctor’s Set to inspire the medics of tomorrow.

Brio’s The Smart Tech Sound Action Tunnel Deluxe Set features 91 pieces to immerse children in the ultimate Smart Tech Sound experience. The set includes highlights from the interactive Smart Tech Sound range.

Meanwhile, the new licence for Brio - Disney Princess - provides the opportunity to integrate vehicle play with character play. The 18-piece Disney Princess Castle Set ncludes a castle, trains, tracks, wagons and three Disney princess characters.

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FEATURE

WOODEN TOYS

Classic characters Unlock the cure for cabin fever! see new lines RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk The Home of Classic Characters has added many new wooden toys to some of its much-loved preschool character collections.

New to the Guess How Much I Love You collection is a new Wooden Pullalong featuring Large Nutbrown Hare and Little Nutbrown Hare, as well as a new Wooden Shape Puzzle and Wooden Building Blocks Set. Another addition to the wooden range is the new Guess How Much I Love You Balancing Toy with printed wooden pieces, including the little nutbrown hare, for little ones to try to stack up, creating entertainment for everyone when they all fall down.

Meanwhile, new wooden lines are joining the ever-popular Fun with Spot range. Along with a Wooden Shape Puzzle and Wooden Building Blocks Set, there is a Spot Wooden Pull along and a colourful Spot Wooden Bowling Set to keep little ones learning through play.

The Home of Classic Characters also welcomed the We’re Going on a Bear Hunt brand to the Rainbow family this year and, as part of the new range, a colourful Wooden Shape Puzzle is now available, featuring the animals from the muchloved children’s storybook to play along with.

BASIC FUN UK!

Tim.Ives@basicfun.com | 0118 925 3270 For a wooden construction toy brand that will ignite the imaginations of young children, look no further than Lincoln Logs. Invented by John Lloyd Wright, son of the well-known architect Frank Lloyd Wright, this 100-year-old classic American wooden toy brand is a proven seller across the pond, having earned its status as America’s National Toy. Now, from autumn, Lincoln Logs will be available to purchase within the UK, thanks to the team at Basic Fun UK!.

The Lincoln Logs 100th Anniversary Tin includes 111 maple wood pieces, each with indentations that can be used to connect one piece to another. This set, which is packaged in a collectable tin, also includes a roof, roof façade, walls, chimney, porch, bonfire and more, which bring a realistic appearance to the final creation.

A whole new wooden world CHARACTER OPTIONS

0161 633 9800 | sales@charactergroup.plc.uk Following a successful launch in A/W20, Character Options has continued to grow its World of Wooden Toys with the addition of new lines and licences. New for this second half are some large playsets and pieces of activity furniture. Just like the other eco-conscious items in the range, each piece is crafted from FSC certified wood.

Big news for the Disney Princess Wooden Toy collection is the autumn launch of the Disney Princess Enchanted Royal Castle Wooden Playset. Home to all the Disney Princesses, this castle features themed rooms for Snow White, Aurora, Cinderella, Jasmine, Merida and Moana. There’s also the Castle Kitchen, Grand Staircase, and a spinning dance floor. The set comes with six wooden figures and a selection of accessories.

Meanwhile, in its Peppa Pig Wood range, there is an allnew Peppa’s Wooden Playhouse.

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FEATURE

PLUSH & SOFT TOYS

Rainbow Deisgns

The soft touch Plush & soft toys is an evergreen category that has continued to see growth over the past couple of years, as children sought to find familiarity and comfort in a world that changed beyond their recognition

W

“

e all know that plush is With the an evergreen tough times category, but it’s good to know that it is not that we have just plodding along. According all been to figures from NPD, plush is in facing, the top five fastest-growing toy comfort and categories since non-essential nurture is retail reopened back in April. something This is fuelled in part by the introduction of collectable we all plush that appeals to a wider need age group. For example, Mark Standen, Jazwares’ Squishmallows had sold an incredible 73 millionsales manager, plus toys by March this year, Rainbow Designs with sales trebling in the past six months up to that date.

Kelly Deen, senior vice president of marketing at Jazwares, the parent company of Kellytoy, which created Squishmallows, told The New York Times: “Even though the craze was coming before the pandemic, it certainly hit a fever

“

AUGUST 2021

pitch in the past year, and this craving for comfort is a big part of it.”

Mark Standen, sales manager at Rainbow Designs, The Home of Classic Characters, agrees that comfort is key: “With the tough times that we have all been facing, comfort and nurture is something we all need. Plush and soft toys always have, and always will, have a strong place in the toy market.

But in the difficult times we have all been through, the need for a cuddle or to cuddle, has never been stronger.’’

Steve Cox, sales director of Keel Toys, agrees that sales of plush have made a recovery: “With people now visiting stores and experiences again, demand for soft toys has bounced back incredibly quickly.’’

Meanwhile, Kellytoy co-president Jonathan Kelly comments: “People around the world are tired and

stressed as they try to return to normal. Enter plush toys, which are particularly appealing gifts because they are inherently comforting. We often hear from fans how stuffed animals like our Squishmallows relieve their stress and anxiety, so they are very timely additions to people’s homes in 2021.’’

This is great news for retailers, but can suppliers help to keep the momentum going? Steve Cox at Keel Toys believes so. “By creating sustainable soft toys we are offering people the opportunity to purchase a great gift that is also better for the environment.’’

While Kellytoy’s Jonathan Kelly points out: “The affordable price points at retail ensure accessibility to plush toys and gifts. For Squishmallows, we offer a large variety of shapes and sizes, as well as unique names and biographies that make them a highly collectable

45

FEATURE

Kaloo

PLUSH & SOFT TOYS

Ask the retailers item. We have also had success offering exclusive assortments to key retailers, which helps to drive collectibility.’’

Also important for return sales is keeping the category fresh, as Steve Cox explains: “ With our five designers based in the UK, Keel Toys is forever innovating and developing ranges to keep them fresh and on trend.’’

It’s an important part of Squishmallows’ appeal too, says Jonathan Kelly: “The key with Squishmallows and for plush toys in general is to stay fresh by frequently updating characters, fabric and trims. For example, we just created our 1,000th By Squishmallows character and are expanding access to creating a more expansive range of sustainable sizes, while line extensions soft toys we will include backpacks and are offering Squishville playsets.’’ people the For Rainbow Designs, opportunity bringing a modern take on traditional characters to purchase is important, says Mark a great gift Standen: “Our contemporary that is also designs transcend across better for the all our brands, maintaining environment the wealth of heritage and nostalgia that comes with our Steve Cox, incredible range of licensed Keel Toys characters, while still offering a modern take to ensure our products appeal to today’s market.

Our Adventures of Paddington Toy Range is a great example of this.

With a Deluxe Paddington Soft Toy and collectable Paddington Soft Toys in the range already performing well, this autumn we are introducing a Talking Paddington Soft Toy as well as a 55cm Giant Paddington Soft Toy – perfect for that extra cuddle factor!”

It sounds like plush will continue to perform well, so what can we look forward to in this category? For Steve Cox, it’s all about being

“

What brands do you stock in this category?

Ty, Rainbow Designs, Jakks Pacific, Melissa & Doug.

Which products are your bestsellers?

Ty Beanies and Care Bears.

Sharon Sheehan, manager, Kellihers Toymaster, Tralee, Co. Kerry, Ireland

What brands do you stock in this category?

Ty and The Puppet Company. TY Squishaboos are ace! green: “As a category, soft toys can help lead the toy industry develop a sustainable approach and therefore we are very optimistic for the future.’’

Sustainability is important for Rainbow Designs too, says Mark Standen: “From preloved programmes to a focus on sustainable materials, the soft toy sector can, is and will play its part. Our new Disney Classic Always and Forever Winnie the Pooh collections are just one example of the work we are doing at Rainbow.

This range of infant toys has been created to last a lifetime with a focus on sustainable materials, FSC packaging, stuffing made from recycled plastic bottles and recycled plush fabric.”

Meanwhile, at Kellytoy, Jonathan Kelly believes “the future is positive for plush and we look to expand into more distribution channels, countries, and categories that are plushrelated. We see a huge upside in our Baby, Pet and Squishmallows plush for years to come.’’

Which products are your bestsellers?

I’ve noticed just recently that animals sell the best - kittens, puppies, monkeys and even donkeys.

Maggie Tibbenham, director Imagine Toy Shop, Holmfirth, West Yorkshire

Which brands do you stock in this category?

We stock Keeleco, Pippins and Mini Motsu from Keel, Posh Paws, Golden Bear TV plush, Ty, Paddington from Rainbow Designs, Lamaze, Cutetitos from Basic Fun UK!, Cuski Baby Comforters and an assorted range from my main wholesaler, Kayes of Cardiff.

Which products are your best sellers?

The ranges from Keel are lush, and they are very keenly priced.

Paddington always sells because he spans generations. And Cuski comforters are our best seller for newborns.

Are licensed products important to this category in your experience?

Yes. We always sell twice as many products if the item is recognised from a well-known TV programme or film.

Anything that has been surprisingly popular?

Cutetitos [from Basic Fun UK!]; a small plush animal that is wrapped up in a plush tortilla wrap and in a blind bag. I can’t get enough of them.

And Pound Puppies [Funrise]. Again, because of nostalgia and the fact that some of the older customers who are my age (48) always wanted one when they were a kid, but never had one!

“

Sarah Borastero, owner, Kids Stuff Toymaster, Wells, Somerset

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Basic Fun

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FEATURE

PLUSH & SOFT TOYS

Adorable characters MATTEL 01628 500000 | www.mattel.com

Let’s snuggle and cuddle!

SPIN MASTER

01628 535 000 www.spinmastertoys.co.uk GUND from Spin Master offers an excellent selection of quality plush toys for children to snuggle and collect. There is something for everyone with the Hello Baby collection for newborns, the heroic Paw Patrol range for preschoolers, and P. Lushes for fashionable tweens.

New from the Paw Patrol range, the heroic pups are ready to save the day as cuddly, collectable plush toys dressed up in their uniforms from new Paw Patrol: The Movie. Suitable for ages one and up, the Gund Paw Patrol plush collection is sure to be loved by Paw fans of all ages. Each 6in plush toy features wide, shiny eyes and a big, embroidered puppy smile as well as accurate uniforms and hat details from the movie.

An exciting new plush offer for Autumn/Winter are P Lushes Pets.

These glamorous plush collectables are perfect for young fashionistas who love to look their best. P. Lushes Pets are a stylish stuffed animal squad who each serve chic with a sprinkle of attitude and a whole lot of glitter. A luxe, premium fabric and a sparkling collar enhance each plush and their fashion-inspired looks. Young collectors are invited to build their collection by getting their hands on all P. Lushes including Limited Edition and Special Edition plush.

Little ones looking for more cuddles will love Gund’s Kissy the penguin and Flappy the Elephant. Packed with features including interactive song and play modes, these animated plush are made from a soft, huggable material that meets the famous Gund quality standards and are an influencer favourite due to their beautiful styling and engaging features.

Also available for cuddles is Spin Master’s new mystery plush, Magic Blanket Babies. Each of these adorable plush babies unbundles themselves in an exciting surprise reveal. With one of two possible babies inside each pink or purple bundle, children won’t know which soft baby doll they unbundle themselves. The babies respond and react to touch with more than 80 sounds and their outfits include shimmery fabrics and satin accents to match their unique themes. The Babies are easily rebundled into their blanket to repeat the reveal again and again.

After playtime, the Babies can be removed from their blanket and act as a cuddly plush toy to snuggle up with at bedtime.

Finally, for young ones with a great imagination, the DreamWorks Dragons Plush Dragon Egg is the perfect option. These 3in squeezable dragon plush come inside a colourful dragon egg with a unique pattern that opens up to reveal a dragon surprise inside. With so many different dragons to collect, they are the magical mystery gift that every mini dragon trainer will love!

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Mattel offers an impressive assortment of plush and soft toys, with licensed ranges from popular brands Star Wars, Marvel, Jurassic World and Minecraft.

For fans of The Mandalorian, there is a wide range of Grogu-inspired plush toys that will capture the hearts of Star Wars fans.

The range includes a The Child 11in plush figure, which has a soft body and a sturdy base filled with beans, perfect for cuddling or display as a collectable. Next in the range is The Child Premium Plush Bundle, which comes with a satchel like the one it’s carried in during Season 2, so fans can take this sweet creature on the go! The toy plush has feet and can stand up, while the legs, arms and even ears are posable. Squeeze The Child’s hand to hear sounds from the show.

Picture perfect plush SIMBA SMOBY TOYS UK 01620 674 778 | sales@sisotoysuk.com Simba Smoby Toys UK’s plush portfolio is full of charm and character, with a wealth of licensed plush lines that are sure to delight both Disney fans and Masha and the Bear enthusiasts alike.

As the UK distributor of Disney Plush, Simba Smoby Toys UK has a much-loved character for every fan to discover. This adorable collection includes a host of Disney’s properties including Frozen II, Toy Story, Disney Princesses, Dumbo, Lion King, Classics, Minnie and Mickey and more. Cuddles of all sizes are part of every collection, including 25cm and 35cm animal core classics together with other favourites such as Grogu, who arrived last autumn direct from Star Wars: The Mandalorian in 25cm plush form. Produced 100% in plush, this character is now also available in 18cm, 30cm and 67cm sizes.

And what Disney collection would be complete without Mickey and Minnie Mouse? Arriving just in time for the Christmas gifting period, the 25cm Minnie and Mickey Smart and Sparkle Plush assortment presents the iconic duo in the finest of attire! This smart pair come dressed to impress - Mickey in his red tuxedo and Minnie in her red ball gown - ready for any special occasion.

Meanwhile, the firm’s Master Toy range for Masha and the Bear is another sure-fire hit in the plush aisle. This collection, which continues to deliver strong sales year-on-year thanks to regular refreshes and its always-on marketing campaign, includes a lineup of Bear Plush.

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Photo copyright Imalliance

www.kaloo.com 0208 878 2133 sales@juratoys.co.uk

FEATURE

PLUSH & SOFT TOYS

New Keeleco designs KEEL TOYS

Keepsake dolls to treasure KALOO

020 8878 2133| www.kaloo.com

01233 506363 www.keeltoys.com With the 2020 launch of Keeleco - billed as the most comprehensive range of endangered wildlife and indigenous animals available - Keel Toys has become a leading player in the toy industry for the development of recycled and sustainable soft toys manufactured from plastic waste. Having joined the Global Recycling Scheme, the company will audit trail for the authentication of the use of post-consumer waste plastic which, it says, is ‘your assurance of our commitment to sustainability’.

New designs for 2021 are four dinosaurs - T-rex, Stegosaurus, Triceratops and Diplodocus - featuring textured fabrics to create that unique dinosaur look, especially with their piercing eyes made with an embroidered finish.

Extensions to the Keeleco wild and endangered animals series include two sizes of red panda, a lemur, rhino, and Humboldt penguin, joined by an 18cm baby Emperor penguin.

New for 2021 is a focus on British wildlife and farm animals, with the introduction of a lamb, cow, pig, chick, rabbit, badger, otter, hedgehog and frog, adding to the deer, fox, owl and squirrel launched in the last quarter of 2020.

Keel Toys has also introduced a 12cm collectable size to the Keeleco range, with two mixes of wildlife and farm animals available in CDUs for ease of display and sales.

All ranges are available with display options including FSDUs and MDF display stands.

Peppa Pig goes plush CHARACTER OPTIONS

The soft toy brand Kaloo offers an extensive range of adorable keepsake dolls, which are sure to be treasured for years to come. Ideal from birth and made from the softest materials, the Tendresse doll collection will comfort little ones as they grow, soon becoming the star of any imaginative play, while looking right at home in a nursery from day one.

With a delicate ribbon necktie and soft, long legs for easy gripping, each Tendresse has its own individual style, outfit and personality. The characters feature delicate embroidery details and come with outfit accessories and even a long ribbon on their backs to write the owner’s name on. The machine-washable dolls start their adventure packaged in an elegant gift box, making them the perfect baby shower, newborn or special birthday gift.

A true collector’s item, the Tendresse dolls look adorable together in whatever friendship combination little ones choose. There are nine different character options, from Valentine who is ready to teach ballet skills, to the love heartinspired Jade, sailor-inspired Lucas and floral-loving Fleur.

They are available in different size options including small, medium, large, extra-large and even XXL - to make a great impact in nurseries!

Kaloo says: “The Tendresse dolls have been popular since their initial launch in 2017, and now they are right at the heart of the Kaloo brand. With adorable designs, made in high-quality, super-soft materials, we know that Tendresse dolls are a nursery and playtime favourite for good reason! Loved by parents as well as little ones, the doll collection offers hours of playtime fun as little ones grow, as well as companionship when needed the most.’’

0161 633 9800 | sales@charactergroup.plc.uk Character Options is preparing for the A/W21 launch of its feature plush lines for preschoolers - and its My First Peppa Pig Plush range.

This autumn, preschool aged children will be introduced to a host of new ways to play with their favourite character, with Character Options’ Peppa Pig Feature Plush range. Offering mess-free, artistic fun, the Splash and Reveal Peppa Pig Feature Plush is a must-have for creative kids. Peppa comes dressed in her paintsplashed art smock. Children can use the water pen to wet the smock and reveal the colourful hidden pictures. Once all pictures have been revealed, let the toy dry to conceal the pictures once again. Then, repeat and play again!

There’s also the Colour Me Peppa Pig Feature Plush, an adorable soft toy that can be cuddled, drawn on and then cuddled again. Children will love doodling and colouring on Peppa’s dress with the nonpermanent pens and washable toy.

Meanwhile, a must-have for the littlest of Peppa fans is the My First Peppa Pig Plush range. This collection, which incorporates colours and textures to encourage play and exploration, includes Clip-Ons, Jigglers and Sensory Soft Toys, as well as a Supersoft Blanket with a plush pal attached.

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toysnplaythings.media

Nursery rhyme fun

Beamies me up!

MOOKIE TOYS

PMS INTERNATIONAL

01525 722769 www.mookie.co.uk

01268 505050 | www.pmsb2b.com PMS International has launched a licensed plush range for the hugely successful Little Baby Bum: a fun and educational show with content that both kids and parents love.

The company claims two in three under five-year-olds watch the nursery rhyme series, making it one of the most-watched preschool properties in the world.

The adorable gift-quality plush covers five characters from the beloved series Pig, Star, Lamb, Cow and Bus - which are packed individually as well as in a mixed assortment.

Each huggable plush features bright, wide, embroidered facial features, a bean-filled body and fluffy, super-soft material, making the toy a perfect gift for Little Baby Bum fans.

The licence covers all sales channels and more product development is underway ready for early 2022.

Heartwarming additions VIVID

01483 449944 | vividtoysandgames.co.uk Following the sell-out success in 2020 - with stand-out pets including Waggles, the wigglin’ sausage dog and Rainbow the Glowing Unicorn - Animagic will receive a refresh moving into A/W21. The brand will be modernised with a new logo and bolder packaging, as well as the introduction of new interactive furry friends for children to discover.

Popular lines will carry forward in this new style guide including Waggles and Rainbow, who have also enjoyed a facelift.

For A/W21, meet Heart Warmers: a range of two cuddly plush families designed to warm your heart.

Un-bear-ably cute!

BASIC FUN UK! 0118 925 3270 | Tim.Ives@basicfun.com

Mookie Toys has partnered with Happy Line Toys for the launch of its new plush toys, Beamies. These supersoft, squishy plush toys, with adorable characters all living in a colourful Beamies World, even glow in the dark!

With 10 fun and lovable characters to choose from, they each have their own energetic personalities: perfect for imaginative play by day - and then watch as they beam at night.

Beamies will be supported by a big marketing campaign including TV sponsorship on Tiny Pop over the summer (focusing on ‘play time’ during the day and ‘cuddle time’ at night), as well as video on demand activity and a fun and extensive influencer campaign featuring both paid and gifted activity. Beamies can be displayed in a bold CDU for easy visibility.

Mookie Toys says: “The plush toy market is at an all-time high. We all know children are drawn to soft toys: not only do they look cute, but they also help kids to develop sensory skills such as sight and touch, as well as build confidence and help them express themselves. Beamies’ glow in the dark feature will help bring children comfort in the dark, while each Beamies’ bubbly personality is perfect for imaginative play.’’

Guess what…

Togetherness Bear is the first new Care Bear character in a decade! An advocate for friendship and inclusivity, Togetherness Bear has vibrant rainbow fur and a special heart belly badge that incorporates all the colours of her fellow Care Bears

There is plush aplenty in Basic Fun UK!’s portfolio of collectable brands, including a generous helping of new launches for the second half.

Basic Fun UK!’s Master Toy range for Care Bears retains its multigenerational appeal thanks to a frequently refreshed product line. Having introduced new (old favourite) characters to the range for spring, including Love-A-Lot Bear and Wish Bear, A/W21 will see a Care-a-Lot newcomer that has an important message about inclusivity.

Togetherness Bear is the first new Care Bear character in a decade! An advocate for friendship and inclusivity, Togetherness Bear has vibrant rainbow fur and a special heart belly badge that incorporates all the colours of her fellow Care Bears. Togetherness Bear is truly unique: each bear has a slightly different fur pattern that is unique to each bear, serving to further promote the message of celebrating one’s differences. The perfect bestie for any Care Bears fan, this one-of-a-kind plush line will launch from August, following massive sell-out success with the early launch in the US. This cute character will be available as a 14in, 24in and jumbo 36in soft plush, as well as a 9in Bean Plush.

From September, Basic Fun will also be introducing a singing Care Bear. Singing Birthday Bear has a multi-coloured light-up belly badge and sings the birthday surprise Care Bears song. With every new introduction of gorgeous, snuggly bears, the firm sees huge demand, so there are high hopes for these fresh additions to the range.

Meanwhile, it’s a wow year for Cutetitos! This collectable plush range has become somewhat of an evergreen brand for retailers - with more than one million units of Cutetitos sold to date - and the brand is currently in its eighth selling season, so there is justifiable optimism ahead of the launch of the all-new Carnival theme, especially as scented collectables are massive and these vibrant plush pals have been created to smell like candy-floss!

AUGUST 2021

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FEATURE

PLUSH & SOFT TOYS

Licensed with love FLAIR 0208 643 0320 sales@flairplc.co.uk

Exciting new arrivals RAINBOW DESIGNS 01329 227300 | www.rainbowdesigns.co.uk Rainbow Designs is celebrating its 50th anniversary with a number of new arrivals this autumn including fun additions to The Adventures of Paddington toy range and a new Disney Classic Pooh Always and Forever Winnie the Pooh Collection.

Disney’s Winnie the Pooh commemorates his incredible 95th birthday this year but this bear is still as treasured today as he was nearly a century ago. Launching this autumn is a new Always and Forever Winnie the Pooh collection: a range of heirloom gifts for babies that can be treasured for years to come. The new range includes soft toys, a comforter and a ring rattle, and has been designed to last a lifetime with a focus on sustainable materials, FSC packaging, stuffing made from recycled plastic bottles and recycled plush fabric.

Classic licences are proving exceptionally popular as consumers seek character products that they know and love, so Rainbow Designs is delighted to welcome back the Peanuts brand and the coolest beagle on the planet, Snoopy! The Everybody Loves Snoopy range features Charles Schulz’s cartoon characters including a super soft Snoopy Soft Toy, a Cuddly lying down Snoopy and the Cuddly Snoopy and Woodstock Soft Toy. This autumn, several additions join the Adventures of Paddington toy range for preschoolers, including a fun-packed Talking Paddington Soft Toy and Giant 55cm Soft Toy. There are also two new fun-packed playsets - the Rescue Set and Figure Set - that will join the existing range of the Play Bus Set, collectable figures and Adventures of Paddington Soft Toys. The Adventures of Paddington toy range is perfect to help spark imaginations and encourage preschoolers to create their own adventures with Paddington.

The Home of Classic Character’s extensive soft toy portfolio features some of the most cherished and well known children’s characters including Peter Rabbit, The Very Hungry Caterpillar, Elmer, Miffy, Guess How Much I Love You, That’s Not My, We’re Going on a Bear Hunt, Snoopy, Spot and The Snowman and The Snowdog.

52

From a light-up, super-soft sleeping companion to Mickey and Minnie Mouse feature plush, all the way through to its premium plush range Trudi, Flair and Just Play have the plush category covered with a selection of soft toy lines across its eclectic collection of brands.

Flair and Just Play have some lovely feature plush lines in the all-new Mickey & Minnie Master Toy range. An absolute must-see is the E-I-Oh Mickey Mouse Feature Plush, which sees Mickey wearing a farmer outfit, singing the ‘Old McDonald’ song, and performing his chicken dance. This fun toy even plays a game: ‘What’s that animal sound?’. Other lines in the range are the Minnie and Mickey Singing Fun Plush. These soft toys will have kids singing along with Minnie and Mickey for hours at a time. Press Mickey's hand and sing along with the new Hot Dog Dance Break Song. Or press Minnie’s hand to hear The Happy Helper Song.

Plush goes interactive DIMIAN 07877 443733/07850 779797 sales@sjr-associates.co.uk www.dimian.com Dimian specialises in dolls and doll accessories but in recent years the business has also focused on interactive plush toys.

Four years ago Dimian introduced Luna, the magic unicorn: a soft plush that tells three different fairy tales simply by touching her back. Luna was successful from the start and the fairy tales are now translated into more than 25 languages. Dimian’s range of fairy tale teller plush has now widened to six assortments: Hugo the Teddy Bear, Stella the Narwhal, Tino the Dinosaur, Lola the Elephant and, new for 2021, Daisy the Little Fawn.

All these six SKUs have different packaging artwork, but the shape and size of each gift box is the same. The packaging is made from recycled materials.

In addition, there is a new line of plush with movement. Betty the Cat and Rocco the Dog can walk alongside kids: by pressing Betty’s magic fish or Rocco’s bone, little ones can have a friend that plays with them and follows them wherever they go.

More Animigos join the Tobar stable H. GROSSMAN sales@tobar.co.uk | www.tobar.co.uk The extensive Animigos range covers plush and interactive plush from domestic cats to the wildest lion. The Animigos World of Nature range features 26 animals and birds from all over the world.

Including some domestic animals such as a grey tabby cat, goat, pig and a rabbit, the range focuses mainly on wildlife including a Toucan, Rhino and Emperor Penguin. This premium plush range looks just like the real thing and comes with a miniature booklet that is packed with facts about each animal.

It complements the New Born Animigos range: baby animals that come with their own feeding bottle and make sipping noises when fed.

toysnplaythings.media

PREVIEW

AUTUMN FAIR

Ask the

exhibitors…

With Autumn Fair round the corner, TnP asks toys and games exhibitors for a sneak preview of what’s on offer for show visitors MARK JONES Sales director, University Games Why have you decided to exhibit at Autumn Fair?

Autumn Fair has always been a staple in our exhibition calendar and after nearly 18 months of no events and not being able to showcase our games and puzzles range (on a larger scale) to customers, we can’t wait to be back there, catching up with customers and meeting new retailers! It will also be our first Autumn Fair with The Lagoon Group as part of our portfolio, so we’re looking forward to showcasing all the great games and gifts in the range.

What products will you be promoting?

With both the University Games and Lagoon portfolios combined we have more than 700 games, puzzles, and gifts in our range. However, we are looking forward to launching some great new additions this autumn.

Joining our best-selling Harry Potter 3D Puzzle range will be the magical home of the Weasley family, The Burrow, the transforming Knight Bus, and Hagrid’s Hut: the home of the Hogwarts Keeper of the Keys.

New to the Lagoon range is a great range of Toolbox-styled games with Charades, Tough Trivia and drinking games to choose from, with titles that include Hammered! and Nailed it!, making them great gifts for DIY enthusiasts.

We also have a brilliant range of new Mindfulness puzzles, along with some great additions to our Murder Mystery category including new Murder Mystery Case Files Puzzles such as a large ‘murder board’ puzzle and loads of physical evidence including five smaller evidence puzzles to help you solve the case.

Are you offering any special incentives for orders placed at the show?

We certainly will have a special offer incentive for Autumn Fair, which we will be sending out to our retailers just before the show!

AUGUST 2021

JO DRAGE Sales director, Thames & Kosmos UK Why have you decided to exhibit at Autumn Fair?

We have a long-standing history of exhibiting at both Spring and Autumn Fair and we have really missed trade shows, having not exhibited since Spring Fair 2020. We have attended a variety of virtual fairs and managed to stay in contact with our customers via zoom but it’s just not the same. I for one have really missed interacting with our customers and I’m very excited to see as many as possible in a Covid-safe way over a cuppa and chat.

What products will you be promoting?

We have exciting new arrivals for A/W, which we are planning to showcase at Autumn Fair. In our board game range, we will be showing off the hotly-anticipated English language version of our parent company’s best selling EXIT: Advent Calendar, which will incorporate another dimension to our successful EXIT: The Game range.

We will be bringing a selection of our existing bestsellers and new arrivals such as the thrilling Massive Erupting Volcano, which has been making waves since we introduced it to the trade earlier in the year.

Another range we will be showcasing is our ever-popular Creatto light-up craft kits which were a sell-out in the run up to Christmas last year and which we anticipate will be a very popular present choice for children big and small this year. Make sure to visit us at our stand to build ºyour own!

Are you offering any special incentives for orders placed at the show?

We will be offering our usual 5% discount on orders over £500 net value and 10% off orders over £1,000 net value for any firm orders placed at Autumn Fair.

53

MARK STANDEN Sales manager Rainbow Designs, The Home of Classic Characters Why have you decided to exhibit at Autumn Fair?

Autumn Fair will be our first show in 18 months and the team are really looking forward to the opportunity to spend some quality face-to-face time with our dedicated and loyal retailers and to meet some new customers too! The timing also makes for the perfect opportunity for retailers to top up on Christmas gift ideas ahead of the festive period, and we are looking forward to showing off all our new collections.

What products will you be promoting?

Along with our much-loved and contemporary character collections including Peter Rabbit, Elmer and Miffy, we will be showcasing a number of exciting new lines and collections including Disney’s Classic Pooh Always and Forever range. In a year when Winnie the Pooh celebrates his 95th milestone, this exquisite new Always and Forever collection of infant toys, featuring a bespoke and contemporary print, offers beautiful heirloom gifts for babies that can be treasured for years to come.

There will also be some exciting new lines joining the highly successful Adventures of Paddington toy range. There will be a fun-packed Talking Paddington Soft Toy with five much-loved

Paddington phrases including ‘Hello, my name is Paddington’, ‘Where’s my marmalade sandwich?’ and ‘I wonder what adventures I shall have today?’. In addition, there will be a Giant 55cm Paddington Soft Toy as well as two new fun-packed playsets, the Rescue Set and a Figure Set, which will join the existing range of the Play Bus Set, collectable figures, and Adventures of Paddington Soft Toys.

We will also have our new Everybody Loves Snoopy and We’re Going on a Bear collections on show, along with our fun new Unfold and Discover Activity Toys that are available in a number of our bestselling character collections including Peter Rabbit, Winnie the Pooh, Paddington and The Very Hungry Caterpillar.

Are you offering any special incentives for orders placed at the show?

We most certainly are! With Christmas right around the corner, we will have some strong offers to support all our customers, existing and new.

KERRIE CORRIGAN General manager Coiledspring Games

JACK PROBYN UK retail manager Winning Moves Why have you decided to exhibit at Autumn Fair?

Because it’s been a long time since we last saw everyone and had a chance to showcase our products. We’ve missed the social interaction that comes from attending these events, and we’ve also missed speaking with buyers in an intimate, face-toface environment. With the country looking like it’s getting back to normal again, we’re excited to see customers both existing and new, and we can’t wait to show you what we’ve got.

What products will you be promoting?

Since we last saw everyone, our puzzle range has quadrupled from 10 lines to more than 40, and counting. We’ve got a variety of licences, from one end of the spectrum to the other.

Latest and greatest, we’ve got Nostalgia puzzles from the eighties, all available in either 500-piece or 1,000-piece. In addition, our Top Trumps Match has had an overhaul. We’re launching several exciting lines such as Elf, Batman, Marvel, Animal Crossing and Minions 2. The product we’re most excited about, however, is our new Elf Monopoly, based on the classic and much-loved seasonal hit, Elf. Players can join Buddy the Elf as they traverse round the board, buying their favourite locations from the movie.

Are you offering any special incentives for orders placed at the show?

We will be offering our standard trade show deal of 5% off £500 order, and 10% off £1,000 order. Delivery by the end of October, and other terms and conditions apply.

54

Why have you decided to exhibit at Autumn Fair?

Autumn Fair provides a stage for us to showcase new releases that are perfect gifts, as we prepare to launch our Autumn Supplement catalogue. We have a great lineup of new releases from top suppliers such as MindWare, Gamewright and Schmidt, and we look forward to sharing these.

We also aim to touch base with any existing retailer partners and welcome the fantastic opportunity to connect with new retailers that are interested in working with us.

What products will you be promoting?

Prepare to experience The Mind from NSV, a card game like no other!

Along with a creative CDU, this game is sure to stand out on shelves, as the ‘must have’ game of the year. Sushi Go! by Gamewright and Helvetiq’s Bandida are also brilliant fan favourites.

3D puzzle master Wrebbit 3D serves up some ’90s nostalgia with the iconic Central Perk Café from the hit TV show Friends. And the magic of Harry Potter continues with the addition of The Clock Tower to the Hogwarts collection.

Combined, the three puzzles create a 2,145-piece challenge!

The Coiledspring Heroes range will be front and centre at Autumn Fair. These heroes feature bestselling titles including the likes of Anomia and Kingdomino and they represent a wonderful crosssection of our range.

Are you offering any special incentives for orders placed at the show?

We will be making the most of Autumn Fair with some fantastic, limited time show offers!

31 toysnplaythings.media

PREVIEW

AUTUMN FAIR Exciting newcomers THAMES & KOSMOS UK 01580 713000 | www.thamesandkosmos.co.uk Thames and Kosmos says it cannot wait to attend the Autumn Fair and finally be able to engage with its customers in person again! The company will be featuring products of proven popularity alongside some exciting newcomers.

On display will be the range of Creatto light-up craft kits, which enable children aged eight-plus to practise building and artistry through play. Beautiful in their simplicity, these kits are ideal for gifting.

Board games featured will include the hotly-anticipated English-language EXIT: Advent Calendar, which promises weeks of cryptic fun for players or teams aged 10-plus, as they solve all 24 riddles.

Also on show will be the aesthetic The Lost Spells card game. Based on the books by Robert Macfarlane and Jackie Morris, this poetic game provides a bewitching evening for all players aged seven-plus.

Countdown to Christmas CRAFT BUDDY 0203 417 6565 www.craftbuddyltd.co.uk Building on the successful launch of Craft Buddy’s Disney licensed Crystal Art range, the company will be showcasing a new Disney Christmas-themed Crystal Art Collection. This is the first time Craft Buddy has produced a Disney Christmas - Crystal Art range and it has developed a collection that will appeal to Disney fans of all ages, featuring iconic characters delicately recreated in sparkling crystal across a variety of different products.

Disney Christmas Crystal Art Cards offer a seasonal twist on classic movie favourites with designs including Festive Bambi, Festive Minnie, Festive The Lion King, Winter Winnie The Pooh, and Winter Olaf. The Disney Christmas range also extends to Disney Princess and Bambi Christmas Wreaths.

From classics to crazes H. GROSSMAN 01603 397105 | www.tobar.co.uk From the classics to current crazes is the theme of this year’s show for H. Grossman - along with a few new surprises to be revealed on the stand!

Keeping it simple is the classic wooden collection from Tobar. These exclusively designed toys include the award-winning Learning Clock, interlocking building blocks, Stack and Play Safari Animals and a collection of three Sound and Play vehicles: a fire engine, ambulance and police car. There are lots of wooden characters too.

Of course this year has been all about Pushpoppers for HGL and this multi-million selling line continues to grow with a 24-piece Fidget Box packed with finger-fiddling goodies.

56

Fun-packed play with Paddington RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk Celebrating its 50th birthday at Autumn Fair, Rainbow Designs will be presenting its collections of much-loved classic brands including the Adventures of Paddington range and the new Always and Forever Winnie the Pooh collection.

This autumn there are several additions joining the tremendously successful Adventures of Paddington toy range for preschoolers.

New lines include a fun-packed Talking Paddington Soft Toy with five phrases including ‘Hello, my name is Paddington’, ‘Where’s my marmalade sandwich?’ and ‘I wonder what adventures I shall have today?’.

There are plenty of fun, games, and cuddles with the new Giant Paddington from The Adventures of Paddington TV series. This super-sized and super soft 55cm tall soft toy of everyone’s favourite bear wears his famous blue duffle coat and red hat. Plus, two new playsets - the Rescue Set and Figure Set - join the existing range of the Play Bus Set, collectable figures and the Adventures of Paddington soft toys.

In Rainbow’s golden anniversary year, The Home of Classic Characters is excited to introduce a new Disney Classic Pooh Always and Forever Collection. In a year when Winnie the Pooh also celebrates a big anniversary - his 95th - this range of heirloom baby toys features special soft toys, a comfort blanket and a ring rattle. Created from high-quality fabrics and featuring a bespoke and contemporary print, the collection makes beautiful gifts that are steeped in heritage and values to be treasured for years to come.

Rainbow Designs’ Autumn Fair stand wouldn’t be complete without the ever-popular Peter Rabbit Once Upon a Time range, and the new Peter Rabbit Signature collection which features a range of ‘Forever’ heirloom toys, created to be shared across generations. These two adorable collections, which feature two of the most traditional and much-loved children’s book characters - Peter Rabbit and Flopsy Bunny - evoke nostalgia in parents and gift buyers to share happy memories and the traditional values of their own childhoods.

toysnplaythings.media

Fresh arrivals

Game on!

WINNING MOVES

UNIVERSITY GAMES

020 3920 8151 | www.winningmoves.co.uk

020 7254 0100 www.university-games.co.uk It will be games and puzzles galore from University Games and The Lagoon Group at Autumn Fair. The games, puzzles and gift specialist will be adding some new lines to its 700-strong range that will keep the whole family entertained, from preschoolers through to adults.

Launching at the show and joining the bestselling Harry Potter Wizarding World 3D Puzzle series will be four new 3D Puzzle Models. The magical home of the Weasley Family, the Burrow and the enchanted Great Hall 3D Puzzles will be joined by the transforming Knight Bus and the home of Hogwarts’ Keeper of the Keys, Hagrid’s Hut. These detailed puzzles can be assembled with no need for tools or scissors and make a brilliant gift for any Harry Potter fan.

A new licence joining the Lagoon Group this autumn is the beverage brand Guinness.

With the addition of four pub-focused games, this new range includes a Guinness styled version of the classic Shut-the-Box game. Players must spell out GUINNESS and the Harp to Shut-the-Box! Along with a traditional Guinness Pub Quiz there are also Guinness Coaster Games and Guinness World’s Best Dice Games available.

Arriving this autumn are additions to University Games’ children’s and family portfolios including Quicksand, Anti-Monopoly, Auto Correct and 5 Star Review. Joining its evergrowing murder mystery range are two new Crime Case Files to be solved. These will keep individuals occupied or can be completed as a group, reviewing all the evidence as they attempt to identify the assailant and solve the crime.

The new series of Toolbox Games - You Know the Drill, Nailed it! and Hammered! - make perfect gifts for any DIY fan. With Charades, Tough Trivia and Drinking Games to choose from, these pick up and play games are a great way to liven up a party in the man cave.

Winning Moves will be promoting recently-released products and revealing a new launch at the show. Experience one of the best-loved family Christmas movies in a different format this year with Elf Monopoly. Out in September, players can choose a festive token and tour classic Elf moments as they join Buddy the Elf on his journey through New York. This fastdealing property trading game is fun for the whole family.

And it’s time for players to don the mask of a hero and match five identical cubes in a row in a new edition of Top Trumps Match: Batman! Join Batman, Robin, Catwoman, Riddler, Poison Ivy and the Joker in this twist on the crazy cube game, which features villains like the Penguin, Mr. Freeze and Batgirl, and heroes like Commissioner Gordon.

Plus, relive 007’s illustrious career with the James Bond 1,000-piece jigsaw puzzle, which features 25 classic James Bond movie posters - one for every appearance of the timeless British spy. Perfect for veteran puzzlers and Bond fans alike, this jigsaw would make a great gift or family activity and would be ideal for framing afterwards.

See us at Autumn Fair Hall 20, Stand A40 – B41 NEW

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AUGUST 2021

57

DON’T MISS…

Here’s a quick peek at some of the hottest and newest products.

Buyers and retailers, get in touch with your sales contact now!

Product: Wrebbit 3D Harry Potter Hogwarts Clock Tower Company: Coiledspring Games Tel: 02033011160 Web: coiledspring.co.uk

Product: Disney Avengers Mega Hydraulic Arm Company: Great Gizmos Tel 01293 543221 Web www.ggtrade.co.uk

Product: Puzzly-Do! Farm Friends Dubbl-Puzzl Company: Magformers UK Tel: 01270 446252 Web: www.puzzlydo.com

Product: Barbie Mermaid In-Line Scooter Company: MV Sports & Leisure Tel: 01217488000 Web: www.mvsports.com

Product: Novelmore Nights Violet Vale - Wizard Tower Company: Playmobil Tel: 01268 548111 Web: www.playmobil.co.uk

Product: Kid-Friendly Gear4 Orlando iPad Case Company: Zagg Brands Tel: 07494 060725 Web: www.zagg.com/en_uk/orlando-ipad-10-2

Product: Star Baff Bomb Company: Zimpli Kids Tel: 0845 459 1818 Email: sales@Zimplikids.com

Product: Creatto Polar Bear Company: Thames & Kosmos UK Tel: 01580 713000 Web: www.thamesandkosmos.co.uk

Product: Nerf Blaster Go Kart Company: MV Sports & Leisure Tel: 01217488000 Web: www.mvsports.com

TNP

LOOKS BACK

Step back in time TnP founder Malcolm Naish takes a look back through time to reflect on industry goings-on in August 2011, 2001, 1991 and 1982

August 1982

August 2001

•

•

I am surprised to learn that Sid Heyde is leaving VTech. Sid had been the driving force behind VTech’s emergence in the UK and the rest of Europe as a major force in preschool.

•

I miss the BTHA’s Christmas Ball. In 2001 the theme was ‘IN THE RED’.

Whilst I often see red, I’m hoping to see a lot more at the ‘Toy Trust’ ball.

None other than Tony Blackburn was the D.J. with his red hot disco inferno.

•

Falcon Games acquires the rights to ‘Porta Puzzle’ which remains today as one of its staple products.

•

I announce that BTHA has appointed a young marketing man as head of marketing. None other than lifelong Millwall supporter Roland Earl.

Roland has moved up the pecking order over the years and continues to direct their affairs.

•

We highlight a fantastic pair of ladies who opened a toy store in Edinburgh in 1981 – Toys Galore. As two young mums, they could not find a toy store in the vicinity that offered the type of toys they wanted for their kids. Gael McCullum and Elvin Bennett were a breath of fresh air at the time. Elvin decided after 12 years to move on, but Gael loves the toy trade - hence her 20 years in the business. The store is in a fairly affluent part of Edinburgh selling top brands such as Steiff, Playmobil, LEGO and Keel Toys to name but four.

•

In the games area ‘Who Wants to be a Millionaire’ continues to top the sales charts.

I receive a letter from Michael Leek who has run a toy and sports shop in Bingley for the last 20 years. Sadly, Michael is being forced to close down, primarily due to price cutting in his area that he just can’t compete with.

Too small to join a retail buying group to compete on a level playing field, sadly Michael is one of many Indies to close down. Luckily in his case Michael owns the freehold, so no doubt a retail outlet at least survived.

•

Many of our readers will remember this young man, none other than Mark Collinson, who had just joined Hales Ltd., covering the North of England.

•

I was sad to record the passing of Richard Spear – founder of Spears Games in the UK Sent over to the UK in 1932 to set up a UK company, move forward to 1983 and the company employed 450 staff and were a muchrespected public company. They later sold out to Mattel.

•

Waddingtons are successful in fighting off a takeover bid from Robert Maxwell. I loved Victor Watson’s summing up: “We managed to trump Mr. Maxwell’s aces, the game’s over and we still have some trumps left.”

August 1991 •

Business is tough in 1991. The economy is rocky, and buyers have been loath to place orders early which has created problems in organizing stock from the Far East. For once I’m happy to be a humble publisher!

•

Love this pic of Clive Jones as he takes over as sales director at Cowan de Groot.

•

Now celebrating 40 years in the toy business, I speak with a certain Mr Gary Grant of The Entertainer, when Gary had three branches in Amersham, Beaconsfield and Slough.

Slightly different to today!

I asked Gary then where his plans might take him. His response? “We’re always looking and I’m not totally disillusioned about this year.” The rest, as they say, is ‘history’.

August 2011 •

Tesco announces that Leapfrog’s ‘LeapPad’ is its most innovative toy for 2011.

•

Hamleys open the first of several planned toy stores in India.

•

Thanks to Global Media Services we publish our first ‘Media News’ page that highlights monthly TV spend.

Far ahead of its competitors, Hasbro was top with a £1,076,932 rate card spend.

•

We launch ‘The Independent’ – a monthly article penned by a major independent retailer. At the heart of retail, our writer tells it how it is, fighting a continual battle on behalf of the indie.

Still going strong today, our contributors continues to fight the good fight, (see Diary of a Toy Shop see p23).

•

I travel to Little Chalfont to interview Gary Grant as The Entertainer celebrates its 30th year. An amazing success story, as readers of our July 2021 article on the retailer’s 40th will attest.

• In our WHSmith games top forty, the biggest mover is M.B.’s ‘Pass the Pig’ up from seven to number three. Pictionary and Trivial Pursuit continue to hold the top two places.

• Hasbro acquires the Tonka brand. The new company will be known as KennerParker with Chris Burgin appointed as business head of this new group, based at Palitoy’s old premises in Coalville.

AUGUST 2021

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