Trends Column - the U.S. Toy Association unveils its pick of ‘Zen-sational Toys’

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 fi lm, 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.

TRENDS: FIDGET TOYS RISE AGAIN RISE AGAIN

Toys aren’t just for fun but can provide emotional support provide emotional support and relief in times of stress. and relief in times of stress. The U.S. Toy Association’s trends team has identifi ed ‘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 fi dget 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 fi dgeting 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. Check out The U.S. Toy Association’s 2021 Toy Trends Briefi ng 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

Sensory FX trends update in conjunction with ASMR Bars Toy Fair Dallas, which takes place & Pods (Just from 5 October to 7 October in Play) Dallas, Texas.

BLE’s character parade is back!

Brand Licensing Europe (BLE) has confi rmed 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 selfi es taken with the characters in the past. There will be a prize for the best selfi e, 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. Founded in 1916, The U.S. Toy Association is a not-for-profi t 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 benefi ts 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 fi rst 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.

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.”

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 franchise marketing Roz Nowicki Richard Dickson 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 importance of purposeful play Roz and the ways Mattel is addressing Nowicki 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.