Toys n Playthings August 2023

LEADER

It’s impossible, and would be remiss, to go through this column without mentioning the phenomenon that is Barbie, despite having already devoted much of last month’s leader to talking about Warner and Mattel’s hugely impressive marketing for the film.

For it really is a bona fide phenomenon, a near-once-in-a-lifetime achievement to have a film dominate the agenda so much; to become such a cultural milestone that it generates its own publicity outside of the corporate marketing machine, where its PR almost creates itself thanks to legions of fans taking up the baton on behalf of the brand, is a real rarity.

Having worked in and around various aspects of the wider entertainment industry for more than 30 years, I’ve seen this kind of thing happen before, but, in a world of evershortening attention spans and social media obsessions that quickly move from one subject to the next, to dominate the cultural agenda and conversations as much as this film is not the kind of thing that happens that often.

So again, praise and plaudits must be heaped upon the film studio and the toy giant for working so seamlessly together to promote the title.

Like Sonic the Hedgehog and Super Mario Bros in recent years, and Lego before it, Barbie has shown that when a toy or video game property is transferred to the big screen correctly, when the marketing and promotional activity hits the right spot, when the film actually works because of, you know, important elements such as getting the tone of the film and the plot just right, with the right attention to detail, when the stars are all aligned properly, then the real magic happens.

It’s just a crying shame that just as social media is beginning to debate what toy can successfully make the big jump into cinemas, the double threat of strikes has hit the entertainment industry as first writers then actors have walked out, as the big studios and streamers have refused to cough up what the talent on both sides of the camera thinks its worth.

And just as Hollywood, always a copycat

business at the best of times, starts scrambling around looking for potential properties that can make the jump from retail shelves to the big screen and back again, the twin industrial actions and picket lines have put a spanner in the works.

The studios seem intransigent and are battening down the hatches for a long strike, which is, in itself, something of a warning sign.

Next summer’s blockbusters – and beyond – are already being hit. Disney’s live-action Lilo & Stitch movie is among the casualties, as is the next instalment of Deadpool and other big tentpole titles. (The former has proved to be a big franchise for some 20 years now, and is still working for licensees; the latter may be out of youngsters’ age ranges, bur I know from my own experience that the foul-mouthed superhero is an aspirational one for kids.)

Titles such as Kung Fu Panda 4 , Spider-Man: Beyond the Spider-Verse, Despicable Me 4 and Transformers One are among those due next year, while others beyond this, into 2025 and 2026, are all likely to be delayed.

New toy-to-film properties will gestate as writers won’t be there to pen drafts and scripts (as noted last issue, Barbie went through many iterations before the live action film got the go-ahead and hit paydirt). Moreover, acting talent, also on strike because of the Screen Actors’ Guild action, won’t be there to appear either in films in production, or, crucially, to promote the film.

Warner’s Barbie world tour, taking Margot Robbie, Ryan Gosling and co around the globe, showed just how the talent can plug a film and turn it into box office gold; the walkout by the stars of Oppenheimer during its premiere, even though it’s not a toy property by any stretch of the imagination (although I’d love an Einstein action figure) showed how their lack of co-operation can instantly hold a film back,

Just as things go right, just as toy properties show their true worth and generate a cycle of profit, from retail to cinemas and back again, Hollywood has managed to shoot itself in the foot.

All we can do is hope that the situation is resolved before it drags on even further.

As Marvel studio boss Kevin Feige told staffers: “We deeply appreciate all your efforts to make the best of the situation, and we can all hope that a new agreement will be finalized soon so we can resume the great work we have in process.”

Fingers crossed for a speedy resolution…

Also

Tim Murray

the amount earned in dollars by the Barbie film in its first weekend worldwide. It was one of a raft of hugely impressive figures attained by the Mattel and Warner collaboration during its opening frame at cinemas globally. Of that mammoth total, some $155 million came from the US box office, with $182 million representing the rest of the worldwide total. Its box office figures shattered a number of records, including being the biggest ever debut for a toy-to-film feature. Its current score on film review aggregator Rotten Tomatoes is at 90%, with the raves including those such as the Metro newspaper (“A summer movie so unexpected and so unpredictable that

it will demand repeat viewings and future essays galore”), which gave it 4.5 out of five.

One of the highest rated was London’s Evening Standard, which as well as assigning top marks said: “Weird and wonderful, it’s one of the funnest and funniest movies ever made – and is brilliantly spearheaded by actress and producer Margot Robbie, along with writerdirector Greta Gerwig.”

The month in numbers

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

the number of its properties that Mattel is said to have in development at studios as revealed following the success of Barbie. They include Barney, Polly Pocket, Hot Wheels, Magic 8 Ball, UNO, Rock ‘Em Sock ‘Em Robots, Christmas Balloon, Thomas and Friends, American Girl, View Master, Matchbox, Wishbone, Major Matt Mason, Masters of the Universe. And, of course, there are further Barbie films planned. Mattel’s aim is to create a whole film franchise business around Barbie and then the other properties as part of what trade paper Variety called a ”Mattel cinematic universe”. “Barbie, as a brand, has many different iterations. The product lines of Barbie is a very broad brand. In addition to the main Barbie figure, she has family, she has a lot of elements around in her universe,” Mattel’s Ynon Kreiz told Variety. “It’s a very rich universe… It’s a very broad and very elastic brand, in terms of opportunities. Successful movies lend themselves to more movies. Our ambition is to create film franchises.”

Producer Robbie Brenner, who worked on Barbie and on other Mattel properties said:

4.5

the length, in inches, of Character Options’ newly launched Goo Jit Zu Goo Mobiles, the latest addition to the Goo Jit Zu range. The vehicles got off to a flying start, backed by TV advertising and digital support, alongside influencer reviews and social media activity, with sales far exceeding expectations.

Marketing director Mark Hunt said:

“Heroes of Goo Jit Zu is now in its fifth year, with the Goo Mobiles simultaneously launching alongside Deep Goo Sea and King Hydra, which have also started exceptionally well. Goo Mobiles widens the reach of the brand, introducing tactile vehicle play to an even younger audience, assuring natural progression into the core action figure collection.”

Five – the position in Circana’s new properties chart attained by MGA’s latest Miniverse release since its late spring launch. It’s number three in the miscellaneous toys chart. The rest of this year will see Miniverse expand further with the launch of Make It Mini Food collection, a new miniature lifestyle collection, a miniature food multipack, kitchen set, and an All You Can Eat set which includes more than 100+ collectables.

MGA marketing manager Pamela Justice said: “The move to Top 5 positioning for MGA’s Miniverse in Circana’s roundup of New Properties represents how fast the demand for the brand is growing. Product development and innovation driven by of-the-moment cultural trends is at the core of MGA’s Miniverse and is the reason why the launch of the brand into market has been so successful this year. Our growth runs parallel with the rapid increase in popularity in mini food and DIY crafting trends on social and as we expand our range this year, we anticipate only more success for the brand as we engage with more fans.”

“Everybody hopes that when you create a movie that there is going to be a franchise. That’s the hope — that it goes on and on and it’s a gift that keeps giving. But, in this day and age, you just want to get the first one right.”

Disney Lorcana, an

June 2023. An unseasonably warm day in early summer and TnP is in Birmingham for the vast UK Games Expo.

In the packed halls at the NEC, there’s one game that is making its mark to the devotees of trading card and tabletop games. It’s Disney Lorcana, Ravensburger’s first entry into the world of TCG.

For Ryan Miller, over from the US for the event, it’s another stage in a

and, as the late summer/early autumn launch date looms, it’s a key moment for the TCG (trading card games) veteran who is both co-creator and brand manager for the game.

And he’s positively beaming at the reaction.

“There’s been a constant queue,” he tells TnP. “At one point people were waiting an hour to see it and get to play, we had to put more tables in for the demand.”

And the reaction has, he says, been overwhelming. “The customers are loving it. We’ve played it, retailers have played it, but it’s really good to see the fans playing it. Everyone wants to know more about it.”

After 25 years making trading card games, he’s still as excited as ever, but with Disney Lorcana it’s even sweeter.

“I’ve made a lot of games,” he explains, “I’m not trying to brag, but each one is like when you give someone a gift, you can’t wait for them to open it. It’s been like this for three years and to finally come to a place like this it’s just wonderful to see people playing it.” Similarly he’s noticed the thrill of players opening packs and looking at the cards –there are more than 200 in the first set – finding their favourite characters.

Miller is keen to

point out it’s not just the big, popular characters in Disney Lorcana either. Rewind some three years ago and Miller outlines how a fellow game designer and long-time collaborator Steve Warner first spoke to him about a game that he knew would appeal to his sensibilities. For, as Miller notes, “I’ve been a Disney fan since I was four and in TCGs for 25 years. I thought ‘how come we’ve not thought of this before?’”

The three year-long process saw a number of different demands placed on Miller and his team, not least in terms of the gameplay – an essential part – and the bespoke artwork that gives the game its unique look and feel.

There’s more, too – Miller and Ravensburger were keen to take Disney Lorcana beyond the traditional realms of TCGs, making it more female friendly. As he says: ‘‘TCGs are traditionally very male dominated, we’re hoping to change that.” The Disney IP certainly helps this right from the off, but they wanted to woo nontraditional players and Disney fans, by making it accessible and easy to play, without turning off the diehards. Striking the right balance was key.

He is full of praise for Ravensburger and its efforts in this field, not least its patience throughout the lengthy development process.

“It’s a testament to Ravensburger’s commitment that we had time to get it right,” he explains. They’re really committed and put their money where their mouth is. I’ve never seen a company so committed to a project.”

After designing the initial skeleton of the game and testing it out – “We knew we were on to something here and the game skeleton changed very little” – it was a case of developing the characters and working out which ones would go where.

With the eagerly awaited Disney Lorcana poised to launch, TnP sat down for a chat with one of the team behind the trading card game due from Ravensburger to discuss its inception and the “overwhelmingly positive” reaction to it…

Ryan Miller

exciting adventure

‘Appy days

Ahead of the launch – August 18 for specialist stores and September 1 for all stores –Ravensburger has launched the Disney Lorcana app for fans. It offers up everything a player needs to know about the TCG.

The game is in its own unique galaxy within the Disney universe and Miller again is effusive in his praise for the major studio. “Disney has been an amazing collaborator,” he says. They’ve been amazing champions to work with.”

As ever with Disney, the story is key –studio executives at the Mouse House dating back years have stressed the importance of the story. While having freedom within Disney Lorcana with favourite Disney characters, Miller and co couldn’t stray from the core of the characters (“We couldn’t change a hero to a villain,” he laughs), there are still plenty of curve balls and unique elements in the game. “We want to surprise and delight fans within the game and give them things they didn’t expect.”

The artwork followed from the game play, Ravensburger working closely with Walt Disney Animation Studios and Miller enlisted a veritable army of talented freelancers and artists to pull it together. With 204 cards planned per quarter (Miller is tight-lipped about any future plans, so don’t expect an exclusive here), the aim is to have distinctive interpretations of beloved characters but all within the very unique world of Disney Lorcana.

“The art style is fairly consistent but it’s been very exciting working with all these artists.”

Miller reveals he even managed to get his own personal favourites such as The Sword And The Stone and The Princess And The Frog into the game (“I used some of my powers to get them in there,” he laughs).

He’s been amazed by the reaction so far. He recalls taking Disney Lorcana first to D23, the major Disney-themed expo where the company unveils different projects across media, last year. “We were absolutely unprepared for the reception we got.”

Now the first part of his journey is almost over as the first wave is launched, but, as he notes, it’s just the start, as there are further quarters to be planned and more cards to be dreamt up as he expands the Disney Lorcana universe. “It’s been a dream job for me,” he says. Finally being able to talk about it is great, so many Disney fans are excited, excited about the art, excited about the characters.

“I’m floored and humbled by the reaction. I believe we’ve made something very special here, and people are having a lot of fun with it.”

Ahead lies a lot more work as noted but, interview with TnP over, Miller is heading off to play more with the fans. As he heads to another table to demonstrate, he concludes:

“Normally I’m sitting down in front of a computer putting numbers on cards, but now I’ve been sitting down doing some demos, I really enjoy playing it. This is why I do it - people coming together, sitting down, making memories… It’s a lot of fun.”

In its announcement, the company said: “The Disney Lorcana TCG Companion app features a complete card catalogue, which can be used by players to keep track of cards in their collection as well as ‘wish list’ cards they hope to add to their deck. TCG rookies and experts alike will also appreciate the app’s deckbuilding feature, which allows them to create and manage their own custom deck right from their phone. Other highlights of the app include easily accessible how-to-play information and videos, a lore points counter tool and the latest news updates from Disney Lorcana TCG.”

The app can be downloaded now at the Apple App and Google Play Stores or by visiting DisneyLorcana.com.

Mayhem at Sambro

With the summer’s next big toy flm after the Barbie movie, Teenage Mutant Ninja Turtles: Mutant Mayhem, set to launch in August, Sambro International is introducing a range of product based on the ever-popular characters.

The range will feature plush, novelty, stationery and outdoor toy lines and follows on the heels of Sambro extending its contract with Paramount Consumer Products.

We have been working closely with the hugely talented Paramount team over the recent months to develop this exciting plush, stationery and

Plush, novelty and stationery will all launch this summer on the back of the flm detailing the revived exploits of Donatello, Leonardo, Raphael and Michelangelo, with outdoor toys to follow.

The plush range takes in 28cm characters featuring all four Turtles, as well as a range of Lil Bodz toys using Sambro’s own range with small bodies and oversized heads.

Stationery sets include pens and pencils, notebooks, pencil cases, erasers and more, alongside Puzzle Palz novelty collectables.

The deal will see Sambro working with Paramount in the “development and distribution” of Turtles product through until the end of 2025.

Jellystone parks at Halilit

Halilit has said it is “absolutely thrilled” to unveil a new partnership with Jellystone Designs.

The deal covers Jellystone’s safe and stylish silicone toys and, Halilit said, furthers its commitment to “providing innovative and engaging products that promote early childhood development and sensory exploration”.

Jellystone product is tox free and safe for children of all ages. It includes teething toys, interactive stackers through to sensory bottles and educational blocks.

Halilit sales and marketing director Amy Wildman said: “We are absolutely overjoyed to welcome Jellystone Designs to the Halilit family. Its unwavering commitment to safety, design, and functionality perfectly aligns with our mission of providing exceptional products for children. We couldn’t be prouder to represent Jellystone Designs and expand our portfolio, ofering even more choices for retailers, parents and caregivers who seek the very best toys for their children’s development.”

Playmobil clicks with Click

Family-run business Click Europe has signed on the dotted line with German powerhouse Playmobil in a deal that sees it becoming an approved UK distributor.

The deal will see Click distributing new and exclusive ranges into the UK market, as well as discounted, end of line products and pre-flled FSDUs with in-store support materials.

It furthers the existing relationship between the two, which follows Click becoming an approved Playmobil UK stockist and the company’s recent expansion of its wholesale distribution network that has seen it furthering its scale and product offering.

More marketing activity is planned for this summer too, following the inking of the deal.

They have also collaborated on marketing, running promotional and infuencer campaigns. The last half-term school holiday saw a Playmobil City Action competition running. It was deemed a huge success, with a reach of more than 10,000 views across Facebook and Instagram and over 1,500 entries.

It also sees Click Europe further expanding its catalogue and range, which takes in both in-house products and name brands and covers every age from early years through to adult ftness and leisure product.

Steve Finch, managing director of Click Europe, commented, “At

Click Europe, we’re always looking to enhance our product portfolio with brands that are known and trusted.”

He added, “Playmobil, with its heritage and reputation for imaginative play truly fts with our core values of timeless, family, fun. I’m so proud that we can now add ‘approved UK distributor’ to our ofering and am excited to see where our already fourishing relationship with Playmobil takes us.”

Alf Blohm, head of sales and operations at Playmobil, shares the sentiment, remarking: “We are delighted to have Click Europe as an approved UK distributor. Their commitment to quality and their understanding of the toy market make them an ideal partner for us. We look forward to working closely with Click Europe to bring our beloved Playmobil toys to even more families across the UK.”

Brainstorm continues EUGY range expansion

Brainstorm has added a further range of three new 3D models to its bestselling eco-friendly Eugy range, taking it up to a whopping 58 diferent SKUs. Just launched, the new Eugy additions include Platypus, Tasmanian Devil and a new-look Eugy Cat Mocha who comes in a cute box printed with ‘Adopt Me’.

It follows the same principles as the rest of the Eugy range, encouraging children to use a simple numerical sequence to create solid characters using sustainable card and nontoxic glue.

Further down the line, there’s a festive Eugy now available to pre-order. The Eugy Christmas Elf is a cute character standing with an over-sized giftwrapped present. It joins the existing Christmas Eugy range, which includes Snowman, Santa and Reindeer.

Brainstorm is advising pre-orders as the festive Eugy range was hugely popular last Christmas.

novelty toys line-up

Anniversary Toy Fair sees exhibitors focking back

With around six months to go before the 2024 edition of Toy Fair – which will celebrate its 70th anniversary at the January 23-25 event taking place at Olympia – the event has achieved its highest rebooking rate for returning companies for many years.

More than 90% of exhibition space has been re-sold to companies planning to return after a successful 2023 event, with 60 new applications from potential exhibitors, some returning and some brand new.

Golden Bear Toys, Vivid Goliath, LEGO, Ty, Hasbro UK Limited, Orchard Toys, Zapf Creation, Basic Fun!, Character Options Ltd and Funko are all among those coming back to Toy Fair in 2024.

Testimonials have come from across the board from exhibitors pleased with how this year’s sold-out event went. Vivid Goliath senior director for

“2024 will be our third year at Toy Fair. Our frst two visits have been hugely successful, and we have had many exciting partnerships arise out of it. The Greenhouse represents innovation, newness, ambition and hunger. The Toy Fair holds a very emotional place in our hearts – and we can’t imagine having to miss it.”

Organiser British Toy and Hobby Association’s head of Toy Fair, Majen Immink, said: “We are blown away by the support and loyalty the show continues to receive from its returning exhibitors. It’s incredible to achieve such a high rate of re-bookings especially in the current climate, which reafrms the value and importance the industry places on the fair. We continue to work hard to maintain the event’s relevance and hugely appreciate and acknowledge this ongoing support notably as we

‘BACK TO BASICS’ TREND SPOTLIGHTS CLASSIC PLAY & FOCUS ON OVERALL WELLBEING

With 79% of U.S. parents reporting that play is an important form of self-care, The U.S. Toy Association’s 2023 Back to Basics trend highlights how toy manufacturers are helping to instill healthy habits and providing new outlets for kids through toys and games.

From toys that helps kids self-regulate and focus, to games that get kids up and moving, to toys that teach social emotional awareness through nurturing play, here is a sampling of new playthings hitting the market that reflect this trend:

The new Tonies Peppa Pig Peppa’s Bedtime Stories character is designed to entice kids to adapt to a nightly routine and lull them to sleep with three engaging stories. Like all Tonies figures, this one attaches to any Toniebox, letting kids control the stories through screen-free play.

WowWee’s Fingerlings interactive pet monkeys are back, featuring even more reactions and features to encourage hands-on nurturing play. Each features a different personality for kids to engage with and a new posable tail means you can also put them in a seated position.

Cubendi is a new magnetic shape-shifting puzzle cube from Fun in Motion Toys. With each turn of the puzzle, users can create new colorful shapes. The toy is designed to inspire creativity and help users destress as they fidget and play.

licensing and marketing Emma Weber said: “UK Toy Fair is always a key part of the calendar for Vivid Goliath. All our retailer partners attend the show and it allows us the perfect opportunity to display the entire portfolio across Toys, Games and Crayola for retailers to see our extensive ranges. We also see Toy Fair as a great point in the calendar to meet with our Licensor, Inventor and Media partners who all enjoy attending the show.”

Next year’s show will again span both Grand and National Halls at the west London location, with the ground foor and Greenhouse area both already sold out.

The Greenhouse area ofers up a “hub of creativity”, dedicated to smaller, upand-coming companies, and organisers have encouraged a community feel, with companies supporting and helping each other out.

Greenhouse returnee, Nazneen Yasin, director of Fabula Toys, said:

refect back on the success of the past 70 years of Toy Fair.

“With many new applicants still to allocate and considerable ongoing enquiries, we are working with the venue throughout the redevelopments with regards to possible expansion of the show’s footprint in order to accommodate the growing appetite for space.

“The team very much looks forward to welcoming the industry back in January and celebrating the show’s 70th year by creating some nostalgic moments whilst also eager to witness the many incredible new products launching at the show and throughout 2024.”

The BTHA is urging anyone interested in exhibiting to apply as soon as possible before the event sells out. Head to www.toyfair.co.uk.

Anyone with exhibitor and sponsorship enquiries should get in touch via Rebecca@btha.co.uk or phone 020 7701 7271.

The Cookeez Makery Scent-sational Bakery from Moose Toys lets kids mix and shape their dough into either a puppy, kitten, or bunny before placing it in a giant-sized Cookeez ‘oven’, where it will be magically transformed into a sweet-scented, interactive plush pet.

IMC Toys’ Dance Fever Rock is a new party game that challenges kids aged six and up to create and perform choreography to the latest hit songs.

More information about all the top trends predicted to drive global toy sales through the holiday season can be found at ToyAssociation.org/trends.

To learn about what will be trending in 2024, mark your calendar for Toy Fair this fall. Taking place September 30 to October 3, 2023, Toy Fair will showcase hundreds of thousands of innovative and never-before-seen toys and games and bring the global play community back together for business in the heart of New York City. Visit ToyFairNY.com to learn more.

TRUST HEADS INTO AUTUMN TO RAISE MORE CASH

The Toy Trust is gearing up for a busy late summer into autumn and winter as its fundraising eforts for 2023 continue.

The organisation has raised more than £170,000 this year so far and has distributed a further £138,000 to a wealth of diferent children’s charities.

Next on the agenda for the Toy Trust is the opportunity for would-be fundraisers and keen runners to take part in London’s half marathon The Big Half and raise cash for the Trust. Places are available for the September 3 event by contacting Matt@btha.co.uk.

A mere fve days later, on September 8, comes the Hasbro football and netball tournaments held at Brunel University, with the annual event taking place for the whole day. Contact donna.crook@partners. hasbro.com for more details.

Beyond this, October sees the annual Toy Trust Christmas Card Initiative, where monies otherwise spent on Christmas cards will go to the charity and companies donating can get their logos in trade magazines. Contact tracey@btha.co.uk for more.

Some £170,000 has already been raised this year, with more than £100,000 coming from January’s media auction event, while early summer’s May Mayhem is set to raise more than £40,000. The Trust has raised a mammoth £6.77 million since its inception just over 30 years ago.

The 41 charities to have benefted from cash handouts totalling almost £140,000 this year alone are Antoin Akpom Achievements Foundation, AT Society, Baby Bank Network Exeter, Baby Necessities Southampton, B.J.O Amara Association, Carers Trust Tyne & Wear, Comfort Cases UK, Crackerjacks Children’s Trust, Creative Support for Vulnerable Families & Children, Cyclists Fighting Cancer, Feeling Volunteer Library, Foundations Furniture & Gardening Project Ltd, Friends of Castledon School, Friends of Gilbrook, Friends of Sandon and Ambergate, Gloucestershire Bundles, Greenfngers Charity, Helping Angels Charitable Association, Islay & Jura Community Enterprises Limited, Kingswood Trust, The Krazy Kat Theatre Company, Let us Play, Made4U in ML2, Mentoring Plus, Mustard Seed Autism Trust, Nottingham Children Young people & their Families Project, Reading Family Aid Group, ROKT Foundation, Rotherham Rise, Sensory Kids, Sonshine Club, Southfeld School Friends Association, Spring Community Hub, The No Way Trust, The Rock Currock Youth Project, WAVES Additional Needs Support Group, Worcestershire Parents and Carers Community and Whizz Kidz.

Spin Master on the road

Assorted Spin Master brands have been out and about at festivals and events for the summer to heighten their profle among diehard fans.

The company has taken to the road frst at the street culture NASS festival, then got involved with the annual Monster Jam event.

The NASS festival was sponsored by Spin Master’s Tech Deck brand, with the fnger boarding phenomenon having its own Tech Deck Mini Ramp, with sample products and demonstrations taking place throughout the four-day event.

Richard Dickson, Spin Master General Manager UK & ROI said: “NASS is unlike any other festival in its celebration of all things music, street art, skate and BMX. We’re excited to have been asked back and to be one of the lead sponsors for a second consecutive year.

“Tech Deck is a global premier experience which entertains and delights millions around the planet, bringing families of all ages together and we’re delighted to have seen just that happening at NASS Festival this weekend.”

Elliott Brough, Brand Partnerships Lead for NASS Festival, said: “NASS festival proudly celebrates street culture and all that it encompasses. An important part of that celebration is partnering with fresh and exciting brands with real relevancy to our festival goers. Tech Deck is just that and it’s been a pleasure to have them back on site this year to sponsor the pro park and mini ramp. It’s a brand partnership that delivers with absolute authenticity, providing a fantastic experience for all of our attendees from festival goers to skate and BMX pros who head to NASS from all over the world. Thanks to the Tech Deck team for their role in making NASS such a huge success for 2023.”

Spin Master was also at the huge Monster Jam event at the London Stadium, where a sold-out crowd witnessed the monster trucks taking over. Spin Master took a number of key infuencers along, not least for a meet and greet event.

General manager Richard Dickson said: “We had so much fun at the Monster Jam event, it was a real adrenaline flled spectacle that was truly an unforgettable experience.

“With our new Monster Jam product range, big and little kids have the opportunity to recreate at home the epic stunts and skills they witnessed at the London Stadium over the weekend.”

Neymar’s Sequence of events

Footballing superstar Neymar has got away from the stresses of life as the world’s most expensive player by playing one of the world’s bestselling a games.

The Brazilian and Paris St Germain ace shrugged of the constant rumours and turmoil around his and his teammates’ future at PSG as well as the rigours of preseason training by playing Goliath Games’ Sequence.

The star was shown playing the bestselling strategy game on Instagram as rumours continue about his future, although there’s no doubting his status as one of the world’s greatest, nor the boost his support and endorsement will give the game.

MAYHEM AS TURTLES REVIEWS LAND

went one further, giving it five stars and saying: “This is the seventh — and by far the best — Teenage Mutant Ninja Turtle film...”

Monday July 31 saw the release of the latest Teenage Mutant Ninja Turtles film, Mutant Mayhem and the movie landed in cinemas with arguably the best reviews for the franchise ever.

The film, which boasts the involvement of comedy actor Seth Rogen and an all-star voice cast, gives a post-Spider-man Into the Spiderverse kind of animation to the adventures of the martial arts weapon-wielding reptiles and has won over critics in its latest iteration.

It arrived with an overall rating on review aggregator site Rotten Tomatoes of some 96%, an impressive score that sees reviewers and critics turning back towards the oft-revived franchise.

Among the most positive was the Daily Telegraph’s Robbie Collin, who said in his four-star review: “Since 1990, a new Teenage Mutant Ninja Turtles film has arrived just over once every five years on average, so it stands to reason that eventually one of them wouldn’t be hideous.

“The most surprising thing about this new cartoon take from Nickelodeon Movies isn’t just that it’s bearable, however: it’s that its makers have gone so far above and beyond the call of churning out another Turtles film that it stands on its own merits as a thrillingly kinetic piece of pop art.

“Every frame crackles over with energy and colour; in the best possible way, it actually looks teenage.”

In another four-star review, the Evening Standard said: “This New York-based cartoon is peppy, anarchic, doesn’t talk down to teens, looks scrumdiddlyumptious, boasts an impeccably laconic soundtrack and gives us April O’Neil as we’ve never seen her before.” The Sun

The UK’s film magazines also dished out four-star reviews, with Empire noting; “Inventively animated, giddily funny, and a surprisingly authentic take on the outsider experience: it is virtually impossible not to be charmed by these reptilian bros.”

And rival Total Film said: “Turtle Power is back, thanks to a potent combo of winning humour and gnarly animation. Cowabunga!”

Websites and online reviews were similarly positive, with most pointing out that this was the best the Turtles had ever looked or sounded. As Movie Nation noted: ”All hail Seth Rogen for making the first big screen version of Teenage Mutant Ninja Turtles that doesn’t suck.”

CineXpress added: “Mutant Mayhem is the best Teenage Mutant Ninja Turtles film ever. This new refreshing, modern take manages to capture the very essence of the fun, lovable characters and their wacky world. A total delight. Cowabunga!”

And another, Flickering Myth, noted its ability to crossover to different age groups, saying: “Somehow, these turtles figure out how to work for every generation. This latest rendition is contemporary, fresh, and stunning to look at.”

Toys n Playthings was present for a press and influencer screening held on Sunday morning and was similarly wowed by the film.

And having lived through the franchise since its first big screen iteration more than 40 years ago, it’s great to see one that lands with all ages. Young kids in the audience were squealing with delight, our teenage attendee loved it and there’s enough to appeal to older more cynical types, not least thanks to its 90s-fused hip hop soundtrack.

The screening was followed by a Turtles event held in Waterloo, which will certainly help get people talking about the film too.

Mighty line-up from Spin Master for PAW Patrol

Spin Master has unveiled its line-up to tie in with the forthcoming feature film outing for the PAW Patrol – Mighty Movie.

The pups’ second big screen outing lands at cinemas this August and Spin Master is supporting the release with a raft of toys taking in vehicles and playsets to plush and roleplay items based on the film’s plot, which sees the gang gaining superpowers

The film lands in a busy summer for the PAW Patrol, as Spin Master’s franchise celebrates its 10th anniversary and also sees the launch of a new app, PAW Patrol Academy, a subscription offering that features “daring missions, games and content that blends story and interactivity with educational and emotional learning”. It will offer exclusive content and clips from the show.

Big Potato gets students to cook up ideas

Big Potato has launched a big challenge to inspire students to create games that could become part of its line-up.

The Big Inventor Challenge is aimed at students aged between 11 and 18, and will school them in all aspects of game development.

It will take in everything from coming up with the idea, making a demo, refining and testing it and presenting it to Big Potato’s inventor relations team, right through to working on a finished game.

Big Potato has developed slides and information to help teachers work with students on the project and there are opportunities to check in, too.

As the company’s information outlined: “It’s also an opportunity to get a real-life product out into the world. Around 35% of the Big Potato line-up is inventor submitted. So, if we see a game that we like the look of, there’s a very real chance that we’ll make it into a full game, sell it around the world and pay the students a royalty.’’

James Vaughan, head of game development at Big Potato Games said: “We launched the Big Inventor Challenge for its first test run last year and had a great time doing it. We loved seeing the projects that students came up with - a lot of them were fresh and exciting ideas that we’d never seen in the industry before. It’s super exciting to launch it for real this time, and we can’t wait to see what type of games we get pitched this year.”

The Retail Barometer

A regular column in which retailers and more tell us about the positive – and negative –things happening in stores around the country. All comments are provided anonymously, but verified and checked by us at TnP…

To have your contributions potentially included, email tim@lemapublishing.co.uk with what’s doing well and what’s doing not so well in stores, what’s making you happy, confident and optimistic for the future – and what’s giving you cause for concern…

Barbie - Literally everyone is talking about it. Seriously. Totally dominating the conversation and proving just how good the twin strike force of Mattel and Warner are at marketing – and converting the huge toy property into the year’s most talked about and most successful film. One retailer, however, suggested the film was skewing too old to truly cause a big spike in sales…

A wet summer - The weather’s miserable and, as we went to press, it was tipping down outside. “A wet summer is really good for us,” said one retailer. “When it’s raining in the summer, activities and crafts do really well for us.”

Pocket money toys - Pocket money items generally are still doing well, as one retailer said, “particularly Pokemon cards and squishy animals, LEGO sets in the under £15 price point, Galt craft kits in the under £10 range, Tonies, Top Model.”

Outdoor toys - And, conversely to the point above, early summer and the pre-school holiday heatwave meant that outdoor sales were booming too. “The demand for outdoor toys has soared, driven by the arrival of warmer weather - it’s all about keeping the little ones active and enjoying the great outdoors,” said one correspondent.

STEM - Another strong performer in the summer, with STEM-based toys, especially the ones that smartly blend the educational elements with fun and entertainment, are still doing well. “STEM is one area in which we are seeing strong sales These toys continue to be a top choice among parents.”

Q3 - Some retailers are already noting a difference in the second half of the year, with a further lift in sales, bringing it to a year-on-year growth rather than the slight decline in the first half of the year. “We’re feeling more optimistic now as we’ve had a strong start to the third quarter.”

Higher ticket items - Some of the bigger, pricier items in store are hanging around a bit too long. And once the big retailers start selling them below RRP, they become even more difficult to shift. :We have faced challenges with certain products, specifically the larger Schleich playsets. Despite their high-quality and fantastic features, these playsets have been slow to sell.’’ Another added: “Anything over £50 is gathering dust.”

Rising costs - All costs are increasing, with marketing costs being particularly notable. As one retailer added: “The situation is further complicated by some of our suppliers selling directly to customers or through online marketplaces at significantly lower prices than the recommended retail price. This unfortunate practice devalues the brand and sometimes leaves us with excess inventory of certain products.”

Whirligig adds two new stores

“I’m based in Brighton and we were initially looking in London, the Midlands, East Anglia and further afield, but we decided we wanted to be a big ship in smaller towns, like our existing stores, rather than out of town shopping centres, and we wanted to stay in the south east. This enables us to stay on top of things, manage the stores and keep an eye on everything.”

He added that both Worthing and Horsham were taking off, with more Londoners and others moving into the towns, with new developments going up.

Whirligig is set to add not one but two stores to the group, taking its outlets to six and making it, the retailer said, one of the UK’s biggest independent chains.

The two new outlets will be based around Whirligig’s traditional home in and around the south coast and south-east of England, with Worthing and Horsham being added – in August and September respectively – to Brighton, Canterbury, Chichester and Tunbridge Wells.

The retailer, featured in this month’s TnP, said it had been looking for new outlets and the two new additions proved too good to resist, even at the same time.

Founder Peter Allinson (pictured above) said: “We’ve been trying for the last couple of years and looking for new outlets.

“We specialise in things to make and do,” he added, noting that both towns were ripe for Whirligig which was “something different, not the average toy shop”. He said that it would be looking to expand further next year once these openings were out of the way.

* For more, see interview page 46.

SMOBY HEADS INDOORS FOR SUMMER

With children poised to flood into parks, shopping centres and more as the schools break up for summer holidays, Simba Smoby has unveiled plans to entertain under-fours at KidZania in London’s Westfield shopping centre in west London.

Simba Smoby’s month-long partnership with the play zone for young children in the mall will see its Smoby indoor toys appearing in a branded, dedicated section within KidZania.

It’s part of the company’s summer activity, which includes sponsorship at August’s Gloworm family-friendly festival and will be highlighted by celebrity ambassador Ashley James, with the DJ and presenter highlighting the activity on her Instagram, with other influencers also taking up the baton.

Sophie Bryan, brand manager at Simba Smoby UK, said: “Smoby prides itself on providing toys that transport children into new worlds and possibilities. KidZania, with its purpose-built role play city for children, is therefore the perfect partner for our brand. Offering families the opportunity to play with Smoby products at length and experience first-hand their quality and play value is integral to our marketing strategy.”

Patricia Rayneau, chief operating officer at KidZania London, said: “We are thrilled to partner with Smoby this August to enhance our role play experience for families with preschoolers. At KidZania, we are well-known for our school-age offering, and now, with the support of Smoby, we can take our existing early-years play zone to the next level during the summer holidays.”

Hey Presto, it’s Banpresto

Bandai UK is moving into the summer holidays with its first major brand level launch in the UK for its collector and hobby channel at two key Hamleys stores.

The company has secured spots in the windows for GUNPLA at Hamleys Regent Street and Banpresto at Hamleys Westfield for the six-week duration of the holidays. It marks the landing of stock for both brands in Hamleys stores.

The windows will both introduce the brands to those who have yet to discover them, as well as setting up Hamleys as the place to get GUNPLA and Banpresto for those in the know. The company said both brands, born out of Japan and its anime product, are continuing to grow in the UK.

Jack Sturman, collector & hobby channel brand manager at Bandai said: “This is a huge moment-in-time for Bandai’s collector portfolio. We are currently seeing unprecedented category growth and the Hamleys launch is the first step in establishing a highly-visible UK presence for two of our core collector brands, showing our commitment to both customers and consumers of our intention to grow and support these brands in the UK market.”

L.O.L. Day takes over Croydon store

Retailer promotions and a takeover of a Smyths Toy Store were among the highlights of this year’s annual L.O.L. Day celebrating the brand.

The L.O.L. Surprise takeover took place at the Smyths store in Croydon, south London, with TV personality Adam Thomas was among those present, along with his five-yearold daughter Elsie and assorted influencers and families.

Showcasing the brand’s new Bubble Surprise range, it included activities such as bespoke face airbrushing, product demonstrations and the chance to strike a pose in the L.O.L. Surprise photobooth. There were also giveaways. Influencers were also sent a Bubble Surprise mailer and there were giveaways on Instagram.

SELFRIDGES IN THE PINK

Selfridges has got the Barbie bug taking over the UK and is, like much of the country, getting in the pink to coincide with the release of the Barbie movie. The landmark London store at one end of the Oxford Street shopping thoroughfare was taken over by Barbie and pals as the July 21 release date for the blockbuster approached.

The collaboration with the retailer saw Barbie taking over the Corner Shop in the store, turning the kind of shop that Barbie herself would browse into reality with, as the statement noted: “Customers can enjoy the first ever Barbie Dream Wardrobe Rental by Selfridges Rental, curated by stylist and art director Theo White, featuring looks from the doll’s 64-year history, with era-defining outfits from the 70s, 80s, and 90s. Fans can also pay tribute to Barbie’s 250+ careers with looks inspired by ‘Dream CEO Barbie,’ ‘Dream Fairytale Barbie, ‘Barbiecore’ edits and more, inspired by what Barbie would wear today and presented against a spectacular backdrop.”

The Corner Shop also offered up Barbie hair and nail treatments, plus other beauty tips, real-life clothes that Barbie and Ken might themselves buy, film merchandise, Barbie movie toys, roller-skates and more. There was also a pop-up in the toy shop, with the in-store cinema at Selfridges also hosting back-to-back screenings of the film after it opened. There were also two windows devoted to Barbie, featuring original costumes and recreating scenes from the film. Other Selfridges stores took part too, with both Trafford and Birmingham offering Barbie goodies.

Judd Crane, Selfridges executive buying director, said: “Barbie is such an interesting pop culture icon. We fell in love with the idea of Barbie shopping and spending time at Selfridges. We’ve been following the creative trajectory of the World of Barbie over the last decade, embracing inclusive attitudes and positivity. The Barbie brand today and new movie inspired us to take action and bring Barbie to life for this conceptual take on Barbie’s dream world.”

Mattel hits the road

Barbie – alongside Hot Wheels – is taking to the road again as Mattel takes the movie star and the cars on a national tour taking in 30 events at Smyths stores.

The Barbie Camper and the Hot Wheels Hauler will be visiting locations in August until the 20th of the month, with both starting in Glasgow.

Travelling up and down the UK, each truck offers all kinds of fun entertainment for kids. As Mattel noted: “The Barbie Dream Camper has Barbie photo opportunities, a Barbie slide, toy play areas with the new Dreamhouse on display and prize giveaways, while the Hot Wheels Hauler will include a gaming station, exclusive toy demos, photo opps and play activities, plus giveaways.”

Rubies appoints new CEO for UK

Rubies Masquerade has announced the appointment of former Hornby Hobbies executive Tim Mulhall to the role of CEO for the UK.

Mulhall, who took up the position as of August 1, boasts more than 25 years’ experience “in business transformation and sales growth”, and has worked across design, manufacturing, marketing, sales, B2B and B2C channels.

He will be responsible for the sales and operations strategy as well as the day-to-day running of the company in the UK and will also work alongside EU counterparts at what proudly claims to be the world’s largest designer, manufacturer and distributor of costumes and accessories as it continues to expand across Europe and the rest of the world.

Mulhall’s track record at Hornby, where he was COO, saw him grow the international business fourfold over four years, and was among those credited with helping revive the company’s fortunes. Other achievements included a Chamber of Commerce Exporter of the Year gong for the company in 2022 as well as being shortlisted for the Queen’s Award for Enterprise. In his time at Hornby, the company grew sales and profits, as well as increasing global market share and also restructured its teams and relaunched e-commerce while also signing new licences for the company. His previous experience includes stints at the likes of Oxford Diecast Ltd and he is also on the BTHA’s management board.

Pete Warton, executive director Rubies, said: “Tim’s comprehensive consumer products experience and business acumen in the areas of finance, administration, sales and operations will come to the fore as we establish a very exciting next chapter here in the UK for Rubies. Add to that Tim’s passion for the toy industry and licensing and we couldn’t be happier to welcome him onboard.”

Mulhall himself added: “I am delighted and honoured to be invited to lead Rubies UK on the next stage of their growth. I’m excited to be joining a strong and resourceful leadership team both here in the UK and across the entire Rubies organisation. We’ve exciting times ahead!”

Pat Avenue announces new sales agent

Pat Avenue has announced the appointment of a new sales agent for the North and Midlands, with Helen Webb taking on the role.

She boasts more than 18 years’ experience in the industry, bringing this knowledge to the business. It will cover selling in all Pat Avenue’s assorted brands, taking in Battle Heads, Hama, Keyriders, Mascutties, Ecoplush and BiOBUDDi. It will also further the company’s growth and expansion into these regions of the UK.

Guy Rooney, managing director, said: “We’re so pleased Helen has agreed to join the Pat Avenue UK team. It’s an exciting period of expansion for the business, as we launch some great new brands, including Battle Heads collectables, and continue to invest in our

Moose adds to company growth

The fast-growing Moose Toys has appointed Sara Gibson as its UK sales director.

She joins from Tesco, bringing almost two decades’ worth of experience and success at the retailer, with experience across different categories and taking in buying and operations roles for the supermarket giant in central Europe.

Moose has enjoyed success in recent years, with sales up more than 48% according to NPD, with Gibson aiming to further boost its growth.

“We are extremely pleased and excited to have Sara on board. Her experience and talent will help keep Moose on its continuing growth path,” said Emily Maclennan, SVP sales & marketing UK & Europe for Moose Toys. “We know that Sara will be a wonderful addition to our team and a fantastic fit within our Moose culture, that has led to the UK office being accredited as a ‘Great Place to Work’ since 2021.”

Gibson added:

“It’s a brilliant time to be joining Moose Toys. The company’s growth over the last years has been phenomenal. Moose’s development to become the most innovative toy company in the world, combined with its fun and unique family values, were incredibly attractive to me and I’m looking forward to contributing to its success moving forward.”

Rainbow adds to sales team

Rainbow Designs has strengthened its sales team with the appointment of a new key account manager.

established, evergreen brands like Hama. We know Helen will be a huge asset for Pat Avenue UK, with almost two decades’ worth of industry knowledge. She will help drive our brand portfolio and allow us to better engage with our customers in the North/Midlands area.”

Webb said: “I am delighted to be representing Pat Avenue UK, in this important phase of growth for the business. There are some brilliant brands in portfolio – be it in the collectables category, ride-ons, arts and crafts, construction or plush. I am very much looking forward to growing the business in the North/Midlands.”

She joins a team of agents that includes Graham Burnett, Tony Jones, Rob Staff, and David Prentice.

Brett Bamberger joins the team at Rainbow with a wealth of experience in the baby and nursery industry, boasting more than eight years’ experience at Mamas & Papas and Artsana.

Bamberger said he was delighted with the move, saying: “I am really proud to join and be a part of the family here at Rainbow Designs, The home of Classic Characters. With over 50 years of bringing innovative and contemporary soft toys and gifts to babies and young children, I am looking forward to delivering these exciting brands to retailers.”

Rainbow Designs national accounts controller Gary Hughes said:

“I’m delighted to have Brett join our team, he brings with him some great experience in the Baby and Nursery category. Rainbow continues to grow, even in these tough economic times and Brett is very much a part of our future growth plans for both brands and customers alike.”

“Tim’s comprehensive consumer products experience and business acumen in the areas of finance, administration, sales and operations will come to the fore as we establish a very exciting next chapter here in the UK for Rubies”

Dickson exits as Barbie reigns

Just as Barbie was seizing control of cinemas around the world, Mattel, Inc. announced the departure of president and chief operating ofcer Richard Dickson, Dickson, who was a keynote speaker at 2022’s Brand Licensing Europe and was part of the team that helped revitalise the brand and bring it into the 21st century and beyond, ofcially stepped down from his position with the company at the start of August.

In what he said was a difcult decision,

design innovation, cultural relevance, and executional excellence. I thank Ynon, the Board, the leadership team, and the entire Mattel organisation for their partnership and the incredible work we did together. It has been an inspiring journey and a true honor to be part of this amazing community and company.”

PR appointments

There have been a slew of recent PR-related appointments across the industry, with a trio of high-profle contracts being picked up over the past weeks.

he is set to join Gap as president and CEO. In a statement on LinkedIn outlining his reasons, Dickson said:

“Today we announced my departure from Mattel to join GAP Inc. as President and CEO.

“The decision to leave Mattel wasn’t easy. It’s a company and a community I’ve loved across two chapters and 20 years of my career. But it’s also enormously gratifying to move on knowing that brands like Barbie, Hot Wheels, and Fisher-Price, to name a few, are thriving.

“Although the credits are rolling for me at Mattel, Inc., I know that momentum for this amazing company will continue.

“My deepest thanks to Ynon Kreiz and the people of Mattel at every level and in every corner of the globe. You are simply the best in the industry. And I know that the future you’re leading will be very bright indeed. Onward!”

As well as moving swiftly to announce a raft of senior promotions and more, Mattel paid tribute to Dickson and thanked him for his eforts.

Mattel’s chairman and CEO Ynon Kreiz said: “On behalf of our Board and everyone at Mattel, I thank Richard for his tremendous contributions. Among his many achievements, Richard has led the growth of some of the world’s most iconic and purpose-driven brands. I am personally grateful for the friendship, the partnership, and for his work in developing and growing the best brand and franchise team in the business today. We wish Richard great success in his new role.”

In a company statement, Dickson added: “Mattel is a remarkable company that is heading into an exciting new era. I’m immensely proud of the work we did together driving brand purpose,

Its further moves included the promotion of Lisa McKnight to executive vice president and chief brand ofcer, overseeing all of Mattel’s toy categories and global brands, as well as design and development. Josh Silverman has been promoted to EVP and chief franchise ofcer, with a role that has been widened to to include leadership of digital gaming and licensed entertainment, alongside global consumer products, publishing, promotions, location-based entertainment and franchise management. Both executives will assume Dickson’s responsibilities and report to Kreiz. The company has also promoted Chris Down to executive vice president and chief design ofcer, reporting to McKnight.

Kreiz said: “Our strong and talented leadership team and the entire brand management organisation are in an excellent position to continue to execute our strategy to grow our IP-driven toy business and expand our entertainment ofering. Following the incredibly successful Barbie movie release, we look forward to further capitalising on the many exciting opportunities to capture the full value of our iconic brands outside the toy aisle.”

McKnight has held senior leadership positions at Mattel for almost a quarter of a century and has been the global head of Barbie since 2016 and dolls since 2019. In this role she has led the transformation of Barbie and has driven signifcant portfolio expansion. Under her leadership, Barbie was the #1 Global Toy Property for 2020 and 2021 and the #1 Global Doll Property for 2020 through 2022, per Circana. She also led the successful relaunch of Monster High and played a key role in winning back the licensing rights to Disney Princess and Disney Frozen franchises. She said: “It is an honour to oversee brands, products, and partnerships that are rooted in purpose and help children explore the wonder of childhood and reach their full potential. I could not be prouder to lead this exciting next chapter of our iconic portfolio of brands.”

Cartamundi has taken on Norton PR to look after its publicity taking in consumer and trade, the latter to highlight the company’s growth and achievements across the UK and Europe. Its consumer activity will, Cartamundi said; “further drive consumer awareness of its extensive games portfolio, Bicycle brand and Hro collectable trading card range in the UK”.

“Norton PR’s experience with adult fans, licensed range launches and ability to generate a buzz around both new and established brands makes them a perfect partner for us moving forward,” commented Andrew Brown, marketing director Northern Europe at Cartamundi Entertainment. “As a company we are moving through a period of exciting opportunities both here in the UK and across Europe so we are really looking forward to having Norton PR partner with us on this journey.”

Elsewhere, VTech Electronics Europe has appointed Azaria to handle its PR after it won a four-way pitch covering both the VTech and Leapfrog brands. The deal will cover press ofce activity as well as infuencers and celebrities alongside new product launches and brand extensions.

Rebecca Lazarus, UK marketing manager, said: “Azaria were the frst to pitch, within three weeks of being briefed, and impressed us from the start. They nailed their proposal; packing it full of fun, exciting and ambitious ideas, which everyone at VTech was immediately buzzing to see come to fruition in the year ahead.“

Azaria managing director Amber Steventon added: “With all our family expertise, VTech and LeapFrog is a dream client for us. We connected with the team straight away and are all excited to get started on a fun calendar of activities in the months ahead. Bring it on!”

And in the north-west, Blackpool-based roleplay specialist Casdon has appointed Manchester outft Carousel PR to handle its publicity including “product placement, key launches and events, media and infuencer partnerships and social media for the UK”.

Simone Inskip, marketing manager at Casdon, said: “It’s a busy and exciting time for us here at Casdon and we are delighted to be working with Carousel PR. Their experience and understanding of our brief and our brand speaks volumes. We look forward to a successful relationship and the support of the Carousel team as Casdon continues to grow.”

Gawen Higgins, founder and joint MD of Carousel, added: “We’re excited to be adding Casdon to our portfolio of clients. The brief was well suited to Carousel thanks to our extensive lifestyle and family experience and we look forward to working together.”

“Richard has led the growth of some of the world’s most iconic and purposedriven brands. I am personally grateful for the friendship”

Mattel’s chairman and CEO Ynon Kreiz

Getting animated about toons

The team behind the Brands & Retail licensing conference has launched a new event, The Business Of Animation. The event, taking place under the banner of Get Animated, will take place on October 2 at Wellcome Collection Museum near Kings Cross in the heart of London, from 11am to 5pm.

Aimed at senior executives across animation studios, licensing and merchandising, commissioning, finance and

distribution and retail, it will feature panels looking at numerous subjects. Among those being covered in this debut event and planned for further events throughout 2024 are licensing and merchandising, trademarks, copyright, contract law, employment, raising finance, ideas on commercial potential through development, product development of merchandise and how IPs become commercial hits - right through to what it takes to become entrepreneurial and run independent studios

Those committed to panels already include AnimationUK (association), The Department for Business and Trade (government), Aardman (producer and distributor), Cloth Cat (studio), Character.com (retailer), Bulldog Licensing (brand agent),

Retail Monster (brand agent), Reemsborko (brand agent), Light Boat Media (TV consultant) and Cantilever Media (finance consultant).

Ryan Beaird, CEO of Get Animated and Brands Retail conferences, said: “Those that know me see that I straddle both the creative side of animation to the commercial and branding side of the industry.

“The global animation industry is going through massive changes, and international competition is huge – so we want the UK animation industry workforce to have a better understanding of the business from the ground up.

“This will create more entrepreneurs, more UK created IP that stays British and diversify our creation and output of UK IP such as adult animation, anime and digital animated short form content.”

Tickets and registration for the first conference can be bought at www. GetAnimated.uk

BLE platform open for business

Brand Licensing Europe’s online meeting platform is now open for business, and attendees to the event can get booking time slots to meet with exhibitors and more.

Attendees can search for relevant exhibitors across different licensing areas, taking in entertainment, sports, gaming, heritage & non-profit, food and beverage, celebrity, automotive, art and more, to request meetings and plan their itineraries for the October 4-6 event taking place at its regular home of ExCel, east London.

The opening of the platform comes as BLE organisers confirm 190 exhibitors and “thousands of retailers and manufacturers” have signed up for the show.

Brands due to appear on the show floor include Barbie, Peppa Pig, Care Bears, Keith Haring, Sonic the Hedgehog, Pokémon, Banana Republic, Lizzo, DragonBall-Z, FC Barcelona, Barbapapa, Peanuts, Bluey, Shaun the Sheep, Kellogg’s, Smiley, Squishmallows, Monopoly, Moomin, Assassin’s Creed, V&A Photography, Pringles, Peter Rabbit, Le Petit Prince and thousands more.

Retail and licensing attendees already signed up include representatives from Amazon, ASOS, Primark, Unilever, Marks &

Spencer, Morrisons, HMV, Clementoni, Difuzed, Panini France, DeAgostini, Selfridges, Lush, World Duty Free, Aldi, EMP Merchandising, Tendam, Dreamland, C&A, Benetton, Iceland, Lipsy, Jules, Nails Inc, Hachette, Butlins, Finsbury Food group, Funko and Scribbler.

BLE event director Ella Haynes said: “The number one reason people attend BLE is to meet and do deals with brands, so the online Meetings Platform makes it much easier to pinpoint which exhibitor owns which brands and where to find them on the show floor. Visitors don’t always realise who owns the rights to which brands, so this really makes searching the thousands of brands easy based on your customers and business needs.

“Visitors can also use the platform to check out company profiles, view the content agenda and networking events, and request meetings with exhibitors to start planning their show itinerary. We always say that having all of this in one place is like having a pocket PA – it’s a brilliant tool for maximising time at the show and making sure they don’t miss anything.”

Visitors can also use the platform to check out company profiles, view the content agenda and networking events, and request meetings with exhibitors to start planning their show itinerary

Tara Duncan continues growth

Smashlings launches game ahead of toys

After months of preparation, a raft of licensing and toy deals, oodles of publicity and more, IP specialist Toikido and its gaming partner Supersocial have unveiled the launch of Pinata Smashlings, which is, they said, “an imaginative, visually stunning, multiplayer game that will captivate audiences worldwide and kids of all ages”.

plans, telling TnP: “It’s really exciting. Our first focus is on the toy specialists and we’ll be doing dedicated marketing for them. The range includes action figures, plush, and collectables.

Princess Sam Consumer Products continues to ramp up its activity around hit children’s animated adventure/comedy/fantasy series Tara Duncan after appointing more licensing agents.

bRAND-WARD Services will manage the UK, while Consumer Products Connection will take responsibility for Spain and Portugal, adding further to the series.

Tara Duncan is based on a 2003 bestselling book series and has converted successful to animated TV, airing on Disney and Disney+ and other broadcasters around the globe. A second series is currently in production.

Jean-Philippe Randisi, company director at bRAND-WARD Services, said: “I am very proud and happy that bRAND-WARD has been given the opportunity to work with Laurent Taieb and the team at Princess Sam Consumer Products. The enduring appeal of the Tara Duncan books is now going to take all screens and UK audiences by storm.”

Julien Barbier, CEO, Consumer Product Connection, added: “We are delighted to collaborate with Princess Sam Consumer Products and thrilled at having been chosen as its licensing agent for Iberia. It’s clear that both the brand and the show have enormous potential and we are convinced it will have a great broadcasting and consumer product success in Spain and Portugal.”

Princess Sam head of licensing Laurent Taieb noted: “As viewer figures and the number of broadcast agreements continue to rise we are moving quickly to appoint best-in-class licensing agents for Tara Duncan to meet growing consumer demand. We are therefore delighted to announce the appointments of bRAND-WARD and Consumer Product Connection – two highly respected names in their territories.”

The move comes after Princess Sam Consumer Products signed on the dotted line with Tonies in a move that will see Tara Duncan appearing on the toniebox in territories around Europe, starting with France, later this year.

Taieb added: “The Toniebox is ideal for the fun, excitement and fantasy that has made so many youngsters fans of the show and its delightful characters. We are enormously excited to be bringing Tara Duncan to this major toy brand.”

The game launch, the first ever fully native entertainment franchise to come from a Roblox game world, is the key plank central to the development of Toikido’s own franchise, which is set to expand into toys and associated product, from apparel through to comics, in the coming months and years.

“Piñata Smashlings is in a unique position to help reshape the global gaming landscape and become the next breakout worldwide IP from a gaming platform,” said Darran Garnham, founder and CEO of Toikido. “We are extremely excited about our partnership with Supersocial, and look forward to seeing how players engage with this immersive universe that encourages connections, imagination, and interactive fun.”

“We’re incredibly excited to bring the vibrant universe of Piñata Smashlings to life inside the digital realm,” said Yonatan Raz-Fridman, founder and CEO of Supersocial. “Leveraging Toikido’s inspiring and creative characters, we have crafted a rich, engaging world within Roblox, and are giving fans the opportunity to engage with the Smashlings characters in new, tangible ways in their daily lives. This is more than just a game; it’s a whole new adventure that starts in the digital sphere and echoes into the real world.”

Now the key for Toikido, alongside Supersocial and its product partners, is to get the message out to potential players about the game and subsequent toy and product launches. The first toys will roll out through traditional toy retailers in September, followed by supermarkets and grocery chains in the autumn.

Toikido marketing director Andy Matjaszek outlined the forthcoming

“Every physical product will have a bit of DLC [downloadable content] attached to it.”

Marketing will be dual-pronged, with digital advertising and influencers being used to highlight the game and more.

Matjaszek added: “Our objective is to build global awareness for Piñata Smashlings and acquire players globally on Roblox and through the use of content creators who will be working with us collaboratively to create unique and compelling content promoting the game and our physical products. One partner in particular will be entering the Piñataverse as a Smashling!

“In addition, we will be building the cultural relevance of Piñata Smashlings in the real world with a number of high-profile brand promotions, such as our partnership with next summer’s European Championships, when UEFA’s mascot, Albärt (which Toikido designed) will enter the Piñataverse and open a dedicated football island promoting the tournaments to players worldwide.

“We will also be supporting our toy launch heavily and are working on bespoke plans with both Smyths Toys and The Entertainer in time for our launch this September.”

Expecting the unexpected; Bandai Namco hits London

Bandai Namco the Tokyo-based video game publisher that also happens to own the licences for a number of brands, including Pac-Man, that are known (by the cognoscenti) the world over. The outfit has a small number of stores in which visitors can eat, drink, play games and get a view of arcade-style machines that they probably wouldn’t have access to at home.

All this and toys, anime-style for the most part, which can be bought in situ. That’s in Tokyo. In Europe, Bandai Namco is headquartered in Lyons and in the US in Irvine, California. Before supressing a yawn gentle reader, you might also care to know that the first Bandai Namco store outside Japan has opened in Camden, in North London.

The reason for this location is straightforward. Camden has long been a destination for youth and off-kilter retail of the kind that will have a limited but cult-like following. It also happens to be a major tourist attraction with hordes of young and youngish visitors who have sprayed their hair pink, green or purple for the day, in order to fit in, crowding the rough-and-ready Camden Market. Perfect, therefore, for Bandai Namco whose North London outpost will be eponymously known as the Bandai Namco Cross Store.

A quick look, courtesy of YouTube, at one of the Bandai stores in Tokyo reveals the fact that there is not a grey hair in sight. Yet many of the machines on view and the ambiance as a whole will not be unfamiliar to those of more mature years for whom arcade-gaming was a thing, back in Super Mario days.

The Bandai Namco Cross Store will, in fact, be a backwards-looking affair that will mix a certain amount of nostalgia with an overlay of anime and high-resolution screens that could only have been dreamt of back in the day.

According to Bandai Namco, the store will in fact function as an entertainment centre with six different ‘official shops’ offering Bandai Namco Group content, ranging from ‘collectables’ (models of cartoon characters, for the most part) to card games and all of them with a Japanese imprint, as it were.

The real question might be why and will this be a profitable exercise? In answer to the first, the assumption has to be made that this is a company that has found physical retailing to be a money-maker and now it is looking for new markets that will expand both its reach as well as increasing brand awareness.

If Bandai’s bet on Camden is a good one (even allowing for the fact that retail leases do not come cheap in this part of the world) then profits will follow and the art student meets manga comic crowd will beat a path to its door. But all of this remains to be seen, and with all the best marketing will in the world there can be no certainty about the outcome.

Which brings us to the matter of how do you choose where to take your brand and what needs to be done to ensure that your proposal will have a reasonable chance of success?

For what are essentially metropolitan propositions, such as that embodied by Bandai Namco, it is a matter of finding an appropriate location in a city large enough that you can function as a niche operator. Expecting that something along the lines of a Japanese comic book brought to life will work anywhere is, unfortunately, a pipedream, and Camden Market is the result of a lot of research about who tends to shop in the area.

And if that sounds like a blinding glimpse of the obvious, it is perhaps worth commenting how often retailers of every kind get it wrong with To Let signs following not long after an initial opening.

Then there is the matter of the product mix. Currently, among the young and alternative crowd in the UK, things Japanese have been having a moment for what might seem a good deal longer than the term might imply. This will, of course, change, either through the market becoming saturated or because the vanguard moves on to something new (Korean food and culture has been establishing itself in the past couple of years and from having been a Tokyo also-ran, Seoul is now a cultural hotspot waiting to be exported more generally).

All of which means that Bandai Namco will be riding a wave and there really isn’t much like it across London, albeit Japanese food has become more egalitarian over the years.

Bandai Namco Cross Store looks to be in with a chance and as toys and playthings go it has the attraction of being a one-off, for the moment at least. The other small point, and it is one which the folk at the Lyons HQ will be assessing as quickly as possible, is whether this is a format that could work in any major city, with a little judicious neighbourhood selection.

If crystal ball gazing’s your thing, then expect there to be more like this with Berlin, Paris and probably New York all in with a shot. Beyond that, it’s a little hard to predict anything.

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

Ourretail

LIGHTS, CAMERA, BARBIE

Barbie will remain in history as one of the most hyped and creatively advertised films and it will set a new template and raise the bar for future releases and their disruptive promotion, partnership and licensing possibilities. It is a marketing triumph and a much-needed boost for cinema, licensing and toy industries - you cannot move without seeing Barbie fever spreading across the globe, and the impact is here to stay.

The trend for toy-related cinematic experiences started a while ago and is having a deep impact on cinema trends. In the past few years in the UK, there has been an increase of 79% in the number of teens (aged 13-18) who visit the cinema monthly (67%). Could this be related to the fact that across the past year we have seen some of the most critically acclaimed films making a comeback (such as Avatar and Spider-Man)? This key trend of popular IP from the toys and video games industries delving into the cinema space has far-reaching benefits for franchises like the Spiderman franchise, Sonic the Hedgehog, The Super Mario Bros, and obviously the most talked about of all, Barbie.

Based on data from 22 markets surveyed, Barbie has emerged as the most anticipated film with girls in all age groups, ranging from teens and tweens to preschoolers. Barbie has even secured a spot in the top 10 most anticipated films for boys across all age groups, even ranking fifth with older teens aged 16-18. Following such an enthusiastic response, has Mattel just managed to broaden its key demographic? Furthermore, this raises the question of whether virality can challenge and

break through traditional gender norms and stereotypes.

With toys being Mattel’s ultimate pride and joy, we investigated girls’ changing attitudes towards Barbie toys. Using our Side-by-Side tool, we compared British kids’ attitudes towards Barbie toys between May 20 and July 20 2023 with the same period in 2022. Although preschoolers continue to be Barbie toys’ most loyal fans (15%), we identified a steep increase in the number of girls aged 6-9 (+41%), 10-12 (+13%) and 13-15 (+450%) who say that Barbie is their favourite toy; with this indicating that the hype around the film’s release has caused affinity with Barbie to age up.

In London, the few months leading up to the release of the film have seen not only taxis and buses, but even London Eye and Canary Wharf buildings turning Barbie-pink, while in Malibu, a life-sized Barbie Dreamhouse has been listed on Airbnb. Meanwhile, the world’s most loved artists including Billie Eilish, Lizzo and Dua Lipa have released official Barbie soundtrack songs.

As the real-world transforms into a ‘Barbie world’, the power of UserGenerated-Content has flourished.

Whether by design, or delightful coincidence, word-of-mouth has become a key driving force behind the film’s soaring anticipation. From Barbie filters on TikTok, to fans placing ‘Barbie’ stickers over London’s Barbican Station sign (which went viral on social media) the magic of User-Generated-Content has elevated Barbie into an unstoppable social media trend – so much so, that according to our Kids Insights data gathered during the two months leading up to the release of the film, Barbie has been the most highly anticipated film among girls aged 13-18 (sweet spot) across 13 countries.

While it’s likely that Barbie dolls will continue being mostly loved by younger girls, the increase in their popularity with teenage girls indicates a strong interest boost in the IP, possibly triggered by the nostalgia the film’s promotion has influenced. This sudden surge of interest may even pave the way for a surge in collectable toy sales among teenagers, or even older Barbie fans.

Similar to how the Super Mario Bros film captured the hearts of all age demographics, Mattel’s exploration of alternative touchpoint (in this case the cinema space) is enabling the IP to remain evergreen and re-engage audiences which no longer are/are not its key focus, including older kids, boys and even adults.

Sign

Thehype around the film’s release has causedaffinity with Barbie to age up

In the latest column from regulars The Insights Family, SVP for marketing and partnership Rachel Bardill looks at the Barbie phenomenon and girls’ –and boys’ –attitudes to the perennial favourite doll…

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns.

up to receive our latest Industry Knowledge report discussing the growing influence that British kids have over family spending here: www.go.theinsightsfamily.com/kids-influence

Paul Wohl Argosy Toys

Westcliff-on-Sea

Essex

What products do you sell that aren’t strictly toys, but do well for you?

Records and CDs. I’ve always wanted a record shop so I opened a small one upstairs in the LEGO and Funko department. Based on sales per square metre, it’s our fifth best product.

Which toys do you think will be the big Christmas hits?

The Jellycat Christmas collection, Pokémon cards, Funko and the whole LEGO range; we stock everything, even the sets that are exclusive to other retailers, as we buy a lot of collections back from our customers, meaning we often have more than 500 SKUs.

Is Halloween something you take advantage of?

No, apart from a few Sylvanian, Playmobil or LEGO sets.

Any licences doing particularly well for you?

Paw Patrol and Peppa Pig are still doing the business. Transformers has also been good.

How is the weather affecting sales?

When it’s too hot, we are quiet. When it’s raining we are busy. It never used to be like that, it was the other way round.

Karen Dorn

The ForgottenToyshop

Online retailer

What products do you sell that aren’t strictly toys, but do well for you?

The best seller we have is the Personalised Wooden Name Train. They are a great gift for any child. Perfect for newborn, christening or first birthday gifts. They look great in any nursery and as the child grows they can be played with as they will travel along any wooden train track sets.

How important is pre-Christmas TV/digital advertising to you?

I wouldn’t say it is important to me as I don’t sell the ‘on-trend’ toys and games, we are traditional toy based.

Which toys do you think will be the big Christmas hits?

It’s hard to say as all across the range of toys we sell do well for Christmas gifts as many make great stocking filler gifts

Any licences doing particularly well for you?

The Sooty, Sweep & Soo Puppets seem to sell very well and Care Bears are also popular.

Talking retail

Jasmine Borastero

Kids StuffToymaster Wells, Somerset

What products do you sell that aren’t strictly toys, but do well for you?

Products that sell well for us that aren’t strictly toys are things like Pokémon cards, which have surged in popularity in recent years. We have other things like knitted booties and hats, all lovingly made by my mum and boss, Sarah. She’s been knitting for more than 30 years now, and we’ve seen some that were bought years ago being passed down the generations! Play sand and bath products like Zimpli Kids Bath Bombs and Crackle Baff have also proved to be massively popular.

Christmas hits this year will still be the ever-strong Lego, with an amazing number of lines being launched beforehand. Other things like Orchard Toys, board games like Monopoly (play if you dare…) and Ticket to Ride are always strong contenders at

How important is pre-Christmas TV/ digital advertising to you?

It’s crucially important! Letting consumers know how many days are left or what offers, and specials are on are very important, but just general exposure is key too. Letting customers know that proper toy shops are still around - especially as internet shopping can be very unpredictable - is greatly important. We have a Christmas countdown on display in the shop that my Dad and other boss love to show. It makes customers realise how long is left and makes a good joke out of it too.

Which toys do you think will be the big Christmas hits?

I think the big Christmas hits this year will still be the ever-strong Lego, with an amazing number of lines being launched beforehand. Other things like Orchard Toys, board games like Monopoly (play if you dare…) and Ticket to Ride are always strong contenders at Christmas. Lastly, I think a big hit will be anything Barbie. With the launch of the movie, the Mattel line will surely surge in popularity.

Is Halloween something you take advantage of?

Halloween has been something we haven’t dabbled too much in as it’s not really something British culture has delved much into until the past 10 or so years. This year however, we will have some fun with it. Pokémon are releasing a Halloween themed line of cards and we’re all thinking of dressing up and having some fun!

Ifyouwould like to take part inToyTalk,we’d love to hear fromyou. Please email tim@lemapublishing.co.uk

This month we ask retailers about what's selling well and what will be big this Christmas

Allthe fun ofthe Autumn Fair…

As Autumn Fair nears – the show is taking place in September at its traditional home in Birmingham - we speak to organiser Hyve about its enduring appeal and its place in a post-pandemic world, and preview just a couple of the key toy outfits attending…

Retailers can, she notes, explore further way from the toy area and move seamlessly into related products without even necessarily realising. Those fringes of the toy area can offer up all sorts of new and exciting ideas for retailers.

Autumn Fair is nearly upon us and, as oft reported since the pandemic, the event really is back to its pre-lockdown best, as the organiser Hyve readily acknowledges. And if last year’s autumn event was a real return to form, then Spring Fair earlier in 2023 was even better.

“Spring was absolutely phenomenal,” says Bhavika Pattni, key account director at Hyve. “We had great shows, exhibitors got lots of new orders and new accounts, it was very busy and there was a lot of positivity from buyers, exhibitors were really happy… There was a real buzz about it.”

Autumn Fair is, she adds, essential for retailers as it offers a two-fold opportunity for them and is as keenly timed as ever.

“Exhibitors are showing a lot more previews for the following year, it’s a great time to start showing ranges,” she explains, “but there’s also the lead-up to Christmas and there’s lots of different products leading up to Christmas; people love buying at Autumn Fair, it’s great for Q4 product and, of course, we have a dedicated toy sector in the show.”

Those last-minute orders are crucial for retailers looking for stocking fillers and the show is perfectly timed for this, Pattni adds.

And, of course, there’s the whole trade show experience.

Part of Autumn (and Spring) Fair’s

successes in the post-pandemic world have come from that feeling that trade shows really are the best way to experience product up close and personal.

“I think a lot of people realised when they couldn’t go that they did miss the trade show. People came back to the show and realised you can’t take away from that experience.”

Exhibitors too have responded to the return and this year’s there more, as Pattni explains: “We’ve got new exhibitors this year as well as returning ones.”

Pattni says the show is boosted for retailers by the sheer breadth on offer.

For as well as toys there are plenty of other different elements that dovetail with a toy retailer’s more traditional lines and offer something slightly different from toy shows.

“Sometimes with specific toy fairs,” outlines Pattni, “there are just toys on offer. Here, retailers can pick up lots of different ideas from other sectors.

“The beauty of Autumn Fair is it’s not just toys, it’s children’s gifts, it’s nursery product, it’s licensed gifts, it’s plush… There’s such a range of product on offer that retailers might not have thought of before but that works in stores.”

“All the halls flow into each other, so you can walk through and find different things that you might never have thought of before that will work.”

This view is backed up by attendees. As retailer Maggie Tibbenham from Imagine Toy Shop in Holmfirth, Yorkshire, wrote in a recent TnP column: “I always have a look at gifts and accessories, which sell well too.”

Exhibitors agree as to its potential.

“Autumn Fair is an excellent opportunity to introduce new customers to the Thames and Kosmos brand, what we stand for, and all of our award-winning products,” says Thames and Kosmos board game sales and science kit marketing executive Libby Everett. “We are very much looking forward to another year exhibiting at the show; we find it to be hugely beneficial to meet face to face with our customers and to show off our exciting new products that are set to hit the shelves in the latter half of 2023! This year we have many products that will be available for a ‘sneak peek’ prior to their release, Autumn Fair provides the perfect environment to showcase these”

Exhibitors are showingalot morepreviewsfor thefollowingyear, it’sagreattimeto startshowing ranges

Thames & Kosmos

Micro means more

One For Fun

0141 613 2525

sales@oneforfun.com

www.oneforfun.com

It’s all about micro toys this year and Micro Fidgetz have the ultimate USP – filled with tiny toys that can actually be played with, not static collectables. This new sensory concept combines the mystery of blind bags with the collectability of a range of Micro Fidgetz collections. Each round tub has a see-through panel at the top displaying one fidget toy, underneath another four toys are stacked in blind bags, waiting to be revealed. Each Micro Fidgetz tub has a full list of the whole range to collect. Every toy will be playable! A real micro version of the larger toy. Already picked as a winner by Right Start for their 2023 Christmas line-up.

Stretchy, squishy, spikey, shiny, sparkly, furry, sweet and foody are the themes for 2023’s pocket money lines with the Scrunchems lines of sensory squishy balls front and centre. There's a whole range of Scrunchem styles in a variety of packs to complete a comprehensive range of everything sensory. Scrunchem squishy Neon scented bears

combine scented squishiness with bright neon colours. Pushpoppers are certainly still in the top tier of sensory sensations! Squeeze push and pop in all new variations. Look out for Loom Twisters, these perennially popular sets are back in stock this month and are selling out to a new generation of Loom fans! These additions strengthen and consolidate the company’s reputation as THE one stop shop for all things pocket money Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals. Meet the Okapi, Arctic Fox, Malayan Tapir, Snow Leopard and Capybara, some of the more unusual additions whilst a Pointer puppy, grey fluffy cat, seal pup, dolphin, hamster, European rabbit and a bat are more well known and loved.

One for Fun also distributes Dream Beams, the glow-in-the-dark plush character companions.

Venturing into the great outdoors wouldn’t be the same without the Ozbozz range of outdoor toys. 2023 has seen the introduction

of some great new outdoor lines including a whole range of mirrored skateboards (they’ve just been announced as a winner in the Right Start Awards). These come in a variety of sizes and with some stunning design work designed to appeal to all tastes. Don’t miss the Chaotic and Dinosaur Scooters, which were both highly commended by The Outdoor Toy Awards judging panel. They’re ideal for performing tricks and stunts.

As distributors for Maisto and Bburago, One For Fun introduced a whole host of vehicles for 2023 – standouts are the Farmland Play Sets with tractors, a combine harvester and many new farm vehicles which are such a popular range. For the speedsters there is a fleet of new Ferraris including a brand new SUV.

Arguably the hero product this year is the highly detailed model of the RB18 car driven by Max Verstappen – a real collectors’ item.

BB Junior has picked up many consumer awards in recent years. The key lines for this year also take this nursery range into the fast lane with the BB Junior first collection of both Bugatti and Lamborghini cars, the BB Junior My First Carry along garage and the BB Junior Push n Glow F1 Car. Additions to the bathtime range include the Splash n Play Light Up Sailboat and the Splash n Play Music Tugboat.

EXIT through the gift fair

Thames and Kosmos

01580713000

libby@thamesandkosmos.co.uk

www.thamesandkosmos.co.uk

At Thames and Kosmos there is a bounty of exciting new toys, STEM kits and board games about to be seen for the first time at Autumn Fair

The EXiT advent calendars have now become firmly established as a riddle solving tradition at Christmas in many households. While the old favourites are still available, look out for The Silent Storm - a new title for Christmas ’23.

Along with riddle solving, it will now also be the season for science. With the release of a new STEM-based Advent calendar, Christmas time is now experimentation time. Children can discover something new and amazing every day leading up to the holiday. Each day, one of the 24 beautifully designed boxes is opened, which includes unique experiment materials and expertly written and illustrated instructions. The experiments are quick to execute and cover a variety of

scientific topics related to chemistry, biology, and physics. Adding an educational twist to a fun and wholesome family tradition.

But that is not all that will be debuting at the show. Visitors to Autumn Fair will see some highly anticipated boardgames such as My Island -the sequel to the Spiel des Jahres nominated, My City, Dragonkeepers and the Lord of the Rings themed, Adventure to Mount Doom.

New science and STEM kits will also be abundant, with a variety of exciting kits these include the Spy Labs range, Newtons Apple, a tightrope walking gyrobot, Gummy Candy lab and the Toy Award winning KAI, a robot that will introduce children to artificial intelligence, improving and learning each time it is programmed.

Little and often

Toys n Playthings spoke to two key players in the sector – One For Fun and MGA Entertainment – about the current market, trends and latest products.

We asked Michelle Lilley, vice president marketing EMA at MGA Entertainment if playground crazes and collectables are still as popular as ever with modern kids.

She says: ‘‘The collectable toy trend has been a huge market for the toy industry for many years. However, most recently there has

been a huge increase in miniature collectables and plush toy popularity among adults and children alike and it’s showing no signs of slowing down.

“Innovation driven by trends is at the forefront of what MGA Entertainment does and we are constantly widening our portfolio with new launches and releases in the collectables market from brands including MGA’s Miniverse, which was named in Circana’s round-up of the Top 10 New Properties (at number five) and ranked as the number three Miscellaneous Toy in the UK market in June*, as well as new girls’ collectable plush range Fluffie Stuffiez.

‘‘L.O.L. Surprise! continues to dominate the collectables market.

According to Circana data, the brand is currently the number one UK Playset Dolls and Collectibles in total value sales**. The success of the brand is down to its offering of engaging and everevolving surprising unboxing experiences and this season fans will be able to reveal even more new unboxing methods which we’re sure they’re going to love.’’

When it comes to talking about the next big trend, One for Fun CEO David Mordecai

is keeping his cards close to his chest: ‘‘Now why would we tell you that?!

Needless to say, we are on it, watching the trends, sourcing the product. That’s why we have won so many ‘craze of the year’ awards.’’

Like MGA, One for Fun is also experiencing a surge in mini toys, he adds: ‘‘Micro toys continue to grow, and our Micro Fidgetz range has it all; a tub with a clear display showing one mini fidget toy with four bagged secret fidgets individually bagged underneath. There are 25 to collect and each fidget actually works; they are mini versions of the real thing not static copies. Bags of play value.’’

With the cost-of-living crisis, many of our retailers tell us they are doing well with these kinds of toys – so are suppliers increasing the number/variety of products to cope with demand? David Mordecai says that One for Fun has ‘’the largest offering of pocket money and collectables that we have ever had, every year introducing hundreds of items in various colourways and themes. They are mainly impulse buys as a low-cost, grab-and-go item.’’

Keeping up with kids’ interest is of course key – and with the rise in digital influences, it’s something both suppliers must keep on top of.

Michelle Lilley says: ‘‘Kids and kidults’ social media usage hasn’t slowed down and only continues to increase with the

Playground crazes and pocket money toys are the bread and butter that keeps many toy retailers ticking over. We find out what’s selling well and how the current cost-of-living crisis is affecting the market…

We keep a close eye on social media and also global trends so that we can be first to the market

David Mordecai, CEO, One For Fun

popularity of channels such as TikTok and YouTube shorts on the rise. Keeping up with trends and the latest crazes is key to MGA Entertainment’s success, we’re constantly working to innovate our popular collectables portfolio.

‘‘MGA’s Miniverse launched in the UK earlier this year and has seen phenomenal growth, racking up impressive follower numbers across social media channels, partnering with some of the biggest crafting and Gen Z influencers on TikTok, achieving more than 7.6 million views and gaining more than 1 million likes on social media

‘‘Kidults love mini content on social as it gives them a sense of escapism from the everyday. The miniature collectable brand has so much more exciting online activity planned for Q3watch this space!’’

One For Fun also has its eye on the digital world, says David Mordecai: ‘‘We keep a close eye on social media and also global trends so that we can be first to the market. As we were with Pushpoppers and before that Spinners and Loom Bands.’’

So what are the latest and/or upcoming trends in this sector? Loom Bands are back, says David. ‘‘Here for a new generation, a great crafting range at a low price with bags of play value.

“Also sensory toys, we have a massively popular range of Scrunchems, which are really tactile and ‘unputdownable’.’’

Michelle Lilley adds: ‘‘Fuelled by a surge in popularity on social platforms such as TikTok, the trend for mini everyday items – and in particular, mini

food is huge and shows no sign of stopping. New miniature collectable brand, MGA’s Miniverse, has been leading this trend since it launched. The next trend will be mini homewares, which is already a big social trend.

‘‘MGA’s new brand, Fluffie Stuffiez brings something totally unique to the existing plush toy sector, featuring a new never-seen-before fluff plucking element, which is set to satisfy the nation’s obsession for all things ASMR.

‘‘As seen often on TikTok, relaxation videos and in particular ASMR is a popular trend followed by both children and adults. Each Fluffie Stuffiez brings the joy of unboxing, collectability and fidget fun.

‘‘The L.O.L. Surprise! range will also drive collectability with the introduction of new surprise elements including a

Ask the retailers

What’s selling well in playground craze/pocket money toys?

Pokémon, cats cradles, skipping ropes and the classic toy of Jacks have been immensely popular of late. All at really good price points for pocket money and small enough that most kids can take anywhere.

Have you increased your range in light of the cost-ofliving crisis ?

sand reveal play feature with the launch of the new L.O.L. Surprise! Squish Sand Magic House and Squish Sand Magic Hair Tots.’’

The last word on the future of this arena goes to One For Fun’s David Mordecai: ‘’The future is bright for this sector, its cost effectiveness ensures continued popularity and the growing focus on sensory toys adds to the mix. Pocket money items will always benefit from that impulse buy moment at a price that everyone can afford.”

*Retail Tracking Service/UK/YTD

June 23 Circana Inc.

**Circana, UK POS Retail Tracker, YTD May 2023

Putting the WOW! into collectables

Wow! Stuff

emma.prendaglia@wowstuff.com www.wowstuff.com

Nano Pods is the surprise-reveal collectable range that takes iconic licensed characters and houses them within nano-sized hexagonal pods. As fans collect brands such as Wednesday, Marvel, Disney, DC, and the Wizarding World, they simply connect the pods together, and build any desired pattern or shape they wish. Having launched this spring, Nano Pods benefits from the support of a fully integrated marketing campaign, expanding significantly going into Autumn/Winter. And longevity is assured with heaps of new characters and brands before the end of the year.

Then, get ready to see things from an exciting new perspective with Pods 4D. These cool pods feature a super-high-resolution 3D lenticular background, making the characters appear as if they’re bursting right out of their world into ours.

We’ve carefully selected a large range of low-cost and pocket money-friendly toys as the cost-of-living crisis has been going on. We have noticed customers are careful in their spending and we’ve reflected that by what we select for the shop.

Jasmine

Borastero

Kids Stuff Toymaster Wells, Somerset

What’s selling well in playground craze/Pocket money toys?

Amazingly Beyblades and LOL are still performing well. Have you increased your range in light of the cost-of-living crisis?

I’ve stocked a lot of better value lines; instead of Barbie, I’ve stocked up on Steffi Love, instead of Hot Wheels, Siku and Majorette. Palm Pals from Aurora have also been a very good seller.

Paul Wohl

Argosy Toys

Westcliff on Sea Essex

What’s selling well in playground craze/Pocket money toys?

Pop Guns, Poly Glider Planes and yo-yos seem to sell well for me as pocket money toys

Have you increased your range in light of the cost-ofliving crisis?

I’ve already got quite a good range of pocket money toys so have not had to increase it much.

Karen Dorn

The Forgotten Toy Shop Online retailer

Did know?you

The first thrust of the Miniverse launch marketing campaign reached some 37 million people in the UK, achieving more than 280,000 organic views in the first week of social activity

Cooking up a mini treat

MGA

Entertainment

01908 268480

www.mgae.com

MGA’s Miniverse launched with a bang earlier this year and was recently named in Circana’s round up of the Top 10 New Properties (#6) and ranked as the Number 3 Miscellaneous Toy in May in the UK market, in its first month of launch in the UK.

The brand has just announced that it’s set to launch Series 2 of its hugely popular food themed collections - Make It Mini Food Café Edition and Make It Mini Food Diner Edition – with the new series, the brand continues to combine the latest TikTok crazes with miniature items.

The love for crafting accelerated and the trend of ‘mini-crafting’ emerged amid the global pandemic and has risen at a rapid rate with the hashtag for mini crafting being viewed more than 1.3 million times on TikTok. This has also led to the rise in other mini trends such as #minikitchen, viewed over 2.3 billion times alone on TikTok.

MGA’s Miniverse is the perfect way for collectors to embrace their creative side, delivering handson fun and offering a fun and engaging method to craft in their own unique way, as well as offering an aesthetically pleasing way to display their personalised creations.

The launch of the Series 2 collection will see an abundance of Gen Z favourite recipes introduced into the range, including ramen, tiny churros, mini pizzas, mini mac and cheese and so much more.

Polly for less lolly

01628 500000 |

Mattel

www.mattel.com

Mattel presents an impressive range of collectables and pocket money toys in 2023 from its portfolio of world class brands, including Barbie, Hot Wheels, Polly Pocket and Disney Frozen.

In 2022 Barbie launched the cutest unboxing experience ever with the Barbie Cutie Reveal range, and this year Barbie expands the range with the Cozy Cute Tees Series, which includes, a Lamb, Teddy, Lion, Poodle and four surprise bags. Hot Wheels diecast is the world’s #1 selling toy with fresh new cars to collect in every mix. Fans can create an impressive collection of Hot Wheels vehicles, from car culture to the boulevard ranges, to the new fast and furious collections.

Mattel introduces the Disney Princess and Disney Frozen range this year, with exciting new lines including core dolls, small dolls and exciting reveal assortments. The Disney Princess and Frozen Core dolls include a posable fashion doll who is shown in her signature look. The small doll assortments include doll houses fit for adventure, in a charming small scale. The Disney Princess Royal Color Reveal dolls and Disney Frozen Snow Color Reveal dolls, provide an exciting boxing experience inspired by the beloved characters, with six magical surprises in each package. Polly Pocket, the original micro doll, adds new themed compacts to the Pocket World Assortment, including the Groom & Glam Poodle, Flower Garden Bunny, Sparkle Cove Adventure Unicorn Floatie and Pajama Party Snowy Sleepover Owl.

Micro means more One for Fun

www.oneforfun.com sales@oneforfun.com

One for Fun has won the most awards for its toy craze lines and is adding even more to its Impulse buy range. Squishy fidgety micro toys remain popular, so the company that brought you Pushpoppers is pushing the boundaries yet again with a brilliant range of Micro Fidgetz – tiny toys that can actually be played with, not static collectables. This new concept combines the mystery of blind bags with the collectability of a range of 25 Micro Fidgetz. Each round tub has a see-through panel at the top displaying one fidget toy, underneath another four toys are stacked in blind bags, waiting to be revealed. Each Micro Fidgetz tub has a list of the whole range to collect. Every toy will be playable!

Fun fact

One for Fun is backing its products including Scrunchems and Micro Fidgetz with a summer marketing campaign targeting influencers and using other social media activity

One for Fun is the company for sensory fidgets and has provided millions of innovations to keep interest high and provide new line extensions that cover all price points. Across all brands the company has more than 550 items in this impulse buy category.

‘Smash’ hit collectables

Character Options

0161 633 9800

sales@charactergroup.plc.uk

Fingerlings are back and Piñata Smashlings are coming to the toy aisle, making Character Options THE destination for playground crazes and pocket money collectables this season…

Piñata Smashlings is set to take the gaming and toy sector by storm. This new IP has been developed to enrich fans’ engagement by connecting offline toys with online play. Already kids can play the Piñata Smashlings Roblox game and watch super-cool animated shorts. And soon they’ll be able to collect anarray of collectables and plush, all based on the Piñataverse.

The core pocket money line will be the 3.5cm Smashlings Figures, which are available as onepack and two-pack Blind Pod Collectibles, as well as 5-pack Blister Packs. There are 48 Smashlings characters to find, including rare chase figures. Another collectable line in the range are the Blind Box Plushies. There are six cute soft toy characters to collect in the range.

Meanwhile, the all-new Fingerlings bring a heartto-heart connection to interactive toy play. with soft, flocked fur, come in new colours and have a unique personality, while 70+ sounds and reactions bring them to life. They introduce exciting, updated ways to play, while staying true to the ‘Friendship @ Your Fingertips’ promise of the original toy that won the 2018 Toy of the Year Award.

A new Lil’ world of Care Bears

Basic Fun!

0118 925 3270

Tim.Ives@basicfun.com

Care Bears Lil’ Besties from Basic Fun! are here, and they’re set to take the collectables aisle and playground by storm.

The beloved Care Bears BFFs are available now as collectable mini figures, in a huge development for the newstalgic brand. Care Bears Lil Besties launches with 50+ Lil’ Besties to collect, featuring different expressions and fun action poses. This exciting new pocket money line includes Lil’ Besties Surprise Figures that come blind-boxed, with a single Lil’ Bestie hiding inside and two fun accessories. Fans can open the box to play, then store everything back inside to transport them to their next sharing and caring adventure.

Pinata Smashings

There are also Lil’ Besties Surprise Cubbies – the mini playsets that offer fans their very own miniature world to play with Lil’ Besties. Each Surprise Cubby comes with two Care Bears Lil’ Besties figures and lots of fun, colourful accessories. The sides of the cubby fold down to reveal two hidden mini rooms inside, for magical 360-degree play. When on-the-go, the sides can be folded back up, making the cubby travel ready. Care Bears fans will be rushing to collect all 10 colourful Care Bears Lil’ Besties to expand their miniature world. There are lots of fun themes to find, including a karaoke station, pool lounge and more. Clip the cubby to backpacks and more –ready for play on the go.

Stik with it

Brainstorm Ltd

01200 445 113 sales@brainstormltd.co.uk www.brainstormltd.co.uk

StikBot is the ultimate collectable toy thanks to both the breadth of the range and the many different play possibilities. The new StikBot Legendz range come in an exclusive two-pack. Download the free app to create your own stop-frame animation movies. Also new for 2023 are StikBot Monsters including a Werewolf and a Cyborg pack.

Like StikBot, Klikbot is an accredited STEAM toy with new exciting lines added. The Klikbot Galaxy pack features three exclusive Klikbot figures in cool colours with unique accessories. Made for easy-animation with articulated limbs, Hero Ice, Villain Maze and Scorpion the Guardian can be collected to create stopframe animation or played with as a fidget toy.

Also new from Zing and distributed exclusively by Brainstorm in the UK, is the new KliXX Creaturez range. Like StikBot, they can be used to create highly intricate stopframe animations that children can create and share. However, KliXX has even more fidget play possibilities with more than 200 points of articulation.

After its summer launch on Roblox and forthcoming toy launch, Pinata Smashlings will be heading to TV with a series commissionedbeingwith production powerhouse Nelvana, with apparel, homewares and a magazine from Redan all set to follow…

Bitz will be hitz

Spin Master

01628 535000

www.spinmaster.com/en-GB

Playgrounds up and down the country are packed with kids enjoying some of the exciting options from Spin Master. From new must-have launches such as interactive pet Bitzee to beloved favourites from iconic brands Monster Jam and Tech Deck, Spin Master offers options for everyone.

Fun fact

“We had so much fun at the Monster Jam event, it was a real adrenaline-filled spectacle that was truly an unforgettable experience. With our new Monster Jam product range, big and little kids have the opportunity to recreate at home the epic stunts and skills they witnessed at the London Stadium over the weekend.”

Set to be a massive playground craze this year, Bitzee pets are the first interactive toy to break out of the screen, allowing kids to really touch, feel, and interact with their digital pet. Not only does this allow for a new playing experience but it will also have kids hooked as they nurture and watch their new pet grow. The unique innovation and design of this new toy has pushed the boundaries of play by reimagining a once two-dimensional interaction and infusing it with colour, gamification, and collectability.

Richard Dickson, general manager UK and ROI at Spin Master

Little ones up and down the country are already enjoying the fun of playing with a Bitzee pet so it’s sure to be a playground hit when school returns in September.

Those looking for a bit more action in the

playground will love some of the wheeled toys on offer from Spin Master. The official 1:64 scale die-cast Monster Jam monster truck is the perfect option for fans looking to recreate the epic stunts of the Monster Jam live shows. The trucks feature official BKT tires, stylized chrome rims, and an authentic chassis with chrome detailing, making them the perfect miniature version of their real-life counterpart. With so many options in the range, children will love collecting each Monster Jam truck and racing their friends in the playground. Also loved by action seekers, Tech Deck’s authentic 96mm fingerboards are perfect to show off epic tricks in the playground. Tech Deck fingerboards are engineered to replicate the feel of a real skateboard and each board features graphics from the biggest skate companies in the world. With so many to collect, fingerboard fans can build out a truly impressive collection of boards and unique accessories, like epic decal sheets sure to wow all their friends.

Little ones looking for something a little cuter will love collecting Hatchimals. Brand new launch Hatchimals Alive magically come to life in a whole new way as the self-hatching eggs hatch like real eggs when activated by water. Available, as single packs, two egg ‘Nurture Packs’ or in a multiple egg carton, kids will want to collect them all as they create endless pretend-play adventures with their new Hatchimal family.

Magic in the collectables aisle

Magicbox

01293 222500 | sales@magicbox-toys.co.uk

Magicbox continues to make magic in the pocket money collectables arena, with fresh themes for its ever-popular T-Racers, SuperThings and KookyLoos brands.

SuperThings continues its domination on the Action Figure Collectibles arena, recognised as number two in the category by Circana’s Retail Tracking Service YTD May 23. A go-to for action, adventure, collectability and affordability. And like all collections past, the latest lines look set to outperform the last, with SuperThings ready to maintain its reign on the playground.

Launching this month are Mutant Battle SuperThings, which will deliver character mix-ups, 100+ new characters, and a new colourchange effect. Wild Kids are another exciting addition. Professor K has discovered a green energy, from which eggs have hatched. When a boy or girl touches one of them, they gain animal powers, turning them into a Wild Kid. From the eggs hatch never-seenbefore animal SuperThings that will accompany the Wild Kids on their adventures.

Did you know?

Magicbox believes in maximum investment across all its brands and its new ranges will benefit from the support of creative PR campaigns, as well as digital preroll and TV

Pat Avenue prepares for Battle!

Pat Avenue

01604 678780

enquiries@patavenue.co.uk

Pat Avenue has some superfun toys for kids to spend their pocket money on this season, ticking the box for both the creative play and collectable crazes. Pat Avenue’s new collectable range Battle Heads invites children to enjoy action-packed imaginative play that is both fun and exciting. Battle Heads are a species born of a dangerous planet. There are five different clans who compete against one another for food and territory, in a bid to survive. And now kids can help their favourite Battle Heads go up against their rivals, using multiple battle techniques. One thing’s for sure - this range offers long-lasting repeat play value, with 90 characters to collect in the first wave, including rare gold and silver pieces. They can be purchased as blind foil-bagged collectables and blister-packs. Longevity for the range is assured, with new characters to come, as well as awesome Battle Heads playsets that will launch later in the year. What’s more, children can scan the QR code found on each collectable to unlock a series of webisodes.

Pocket money can also be well spent with Pat Avenue’s Hama range. The original arts and crafts bead brand offers a creative challenge for all, with affordable blister packs that provide hours of creative play. The Small Bead Kits are just a few pounds; each comes with 275-450 beads, a pegboard, design card and ironing paper to create one design. There are seven kits to find across two CDU assortments. The Large Bead Kits also carry a sub-£10 price tag, with a multitude of themed designs to discover. Each comes with 1,100 to 2,000 beads and at least one pegboard. All create two set designs.

Fairy tale babies bag new fans

Epoch Making Toys

0208 049 1377

sales@epochmakingtoys.com

Sylvanian Families popular Baby Collectible Series launched its 10th series, Baby Fairy Tales, in the spring. The collectable blind bags feature seven baby Sylvanian Families characters each based on a classic fairytale theme and dressed in a unique outfit with an accessory. Plus, there’s a secret figure to collect too. Fans can combine the characters with the Baby Amusement Park range, which includes the newly launched Baby Mermaid Castle. The next wave of Baby Collectibles, Seashore Friends, are launching for the Autumn/Winter season. As the brand further enhances its offering of baby characters, two other new pocket money sets available now include the Fennec Fox Twins with statement ears, and the Reindeer Twins - perfect for Christmas.

Massive demand for Simba’s nano figures

Simba Smoby

01620 674 778

sales@simbasmoby.com

Simba Smoby Toys UK has a winning line-up of blindbagged, licensed, collectable nano figures that’ll have kids spoiled for choice this season.

Retailers should take note of the success of the Minecraft Blind Bags, having remained Simba’s number-one volume item in the first half of the year. Based on one of the most popular gaming licences, each pack contains one die-cast nano collectable figure that measures 1.65-inch tall.

And what better way to commemorate Disney’s centenary anniversary than with the adorable blindbagged Disney 100 Collectable Figures? These 1.65-inch tall die-cast figures have already got off to a fantastic start, featuring on Amazon’s top sellers lists. Super affordable, they are perfect for all Disney fans, who can play with and display all their favourite characters. There are lots of characters to collect, including Mickey, Minnie, Winnie the Pooh, Toy Story’s Woody, and many more.

Did you know?

Sylvanian Familes was launched by Epoch in Japan in 1985 under the banner of Shirubania Famirī

Elsewhere in the Epoch portfolio, Aquabeads offers a range of products priced under £10. The themed refill sets enable Aquabeaders to extend existing collections, including the two most recent launches, the Fancy Nail Refill and Dreamy Nail Refill sets, which allow fans to create magical manicures with just water!

Last but not least, Super Mario Balancing Games allow players to pit their balancing skills against friends, or alternatively, play alone.

Just imagine!

Toys n Playthings caught up with suppliers to find out how the sector is performing…

Phil Cassidy, managing director of Casdon, says: ‘’The roleplay category continues to be a competitive marketplace however, it is (and always will be) a classic play-pattern; well recognised for its contribution to children’s learning and development. While 2022 was a challenging one, we (as a business) ended on a high through our continuous commitment to developing new and innovative products as well as supporting our core products which continue stand the test of time.’’

And he believes that there is still a place for these kinds of toys – even in our technology-led society: ‘’Nothing beats good ‘oldfashioned’ roleplay with items that children associate with home - like the Henry vacuum and Kenwood mixer. It stimulates young minds and really does give parents the ‘feel good’ factor.’’

Smiffys Dominique Peckett

agrees that the sector is in a good place: ‘’Despite the cost of living on the

rise for everyone in the UK, the costume business for us seems to continue to thrive. The children’s costume market remains strong –imaginative play will always be a key part of children’s development and dressing up is synonymous with this. Our children’s licensed portfolio also continues to grow, with character products increasing in popularity.’’

So what does Dominique think will be the ‘next big thing’ for the category?

‘’One of the biggest trends we have seen in roleplay is the increase in demand for careers based and icons costumes,’’ she says, ‘’as kids look up to influential icons making a difference, and future careers they aspire towards. This trend was seen for Book Day earlier this year, with children choosing to dress as characters seen in books such as Little People, Big Dreams, and icons seen in the media.’’

Over at Casdon, it’s all about looking for new trends and products in the real world, says Phil Cassidy: ‘’We know children love to ‘mirror’ parents, carers and grandparents around the home so what may seem like a mundane task for adults is actually the perfect opportunity for children to learn

through play. What better way than having toys to match real-life household items they see on a daily basis? From recent research we know that parents and carers often struggle to get into the playful mindset of role-playing with little ones, having ‘mini versions’ of recognisable household items in the home helps to give parents and carers the tools to play with their children.’’

Products that fulfil this include The Dyson Supersonic & Corrale Deluxe Styling Set, which offers an abundance of features and functions, which enables little ones to mirror their parents’ hair styling routine safely while aiding development, and this season’s launch - the De’Longhi Barista Coffee Machine. Packed full of functions and features, the machine is an exact replica (in miniature form) of the De’Longhi La Specialista Barista Coffee Machine – bringing the trend for bean-to-cup brews at home into preschool roleplay – allowing little ones to (safely) mirror adults.

Bringing imagination to life from Little Tikes are the new Adventure Rocket, First Dishwasher and Cozy E-Charging Station. Alaina Cornish, senior brand manager, says they are ‘’perfect for bringing imagination to life and helping develop social and emotional skills while also encouraging active play. Creativity is a crucial part of play and Little Tikes roleplay toys including Sizzle & Serve Grill play an important part in helping

Dress up and roleplay toys encourage children to use their imagination – and it’s an evergreen category that parents love. We take a look at what’s new and where the sector is heading…

The children’s costume market remains strong – imaginative play will always be a key part of children’s development and dressing up is synonymous with this

Barbie shows licensing is key…

Rubies Masquerade’s head of portfolio Fran Hales on how the company currently views the dress-up category…

How would you say business is for this sector?

Our industry continues to evolve and stay relevant for consumer demands and budgets. We are always looking to serve the needs of our customer base and their consumers but everyone is facing the same challenges across every industry and dress-up has to

than ever before, whenever a fan sees a character on screen they want to escape into a world of imaginative play. The phenomenal success over the past couple of decades of superhero franchises like Marvel and DC, and other world-famous series like the Wizarding World of Harry Potter and Miraculous Ladybug, and most recently Barbie, they form an integral part of our business. As a company, we are proud to be able to bring these characters and worlds to life for fans globally.

How influenced is it by latest movie and small-screen releases?

Massively. Look at Barbie as a prime example of a brilliant theatrical release causing halo effects across categories. from apparel to dress up, of which we are very lucky to have some brilliant adult and kid options. Yes, some trends tend to come and go, however there are core themes that continue to thrive year-on-year due to phased content release boosts. Wizarding World of Harry Potter is another fantastic example of this pattern.

develop little one’s communication skills and development from a young age.”

While these roleplay and dress up toys echo the real world (and the world of TV and movies), just how important is licensing? Dominique Peckett says: ‘’Licensed costumes will always be popular in the kids’ roleplay market as children want to transform into their favourite characters they see on TV screens, and on the pages of their storybooks. Character costumes and accessories help to encourage imaginative play as kids emulate their favourite characters and bring them to life. Movie and new series releases are always followed by a spike in sales as the characters get a boost in popularity. We’ve seen this recently with the release of Super Mario Bros movie seeing us sell out of the costumes in a matter of days.’’

Phil Cassidy adds that Casdon’s licensed toys ‘’give little ones (and adults) the tools to learn through play using well-loved mini versions of household items, which we know parents recognise and trust and which is reflected in the quality of our products. Partnering with some of the biggest brands globally such as Dyson and Joseph enables us to take inspiration directly from the creators of the real life working items. Working closely with our partners allows us to bring to the market, the latest and greatest miniatures of items which children see in the home today.

‘’Our latest launch, the De’Longhi Barista Coffee Machine by Casdon is a great example of this - we like to ensure that little ones have the latest roleplay item – so of course with the increase in demand for adults to have their very own barista coffee machines in the home, why should budding baristas go without?’’

So aside from licensing, what trends are up and coming?

work harder than most as a niche market to finding ways to create fun with imaginative products. We are very confident in our strategy which enables us to continue to deliver play value by incorporating attractive new properties while complementing and supporting our existing ranges. In terms of broader business, we are looking forward to a very busy final quarter to the year and what Carnival will bring across Europe.

What's the next big thing in dress-up and/or roleplay?

With dress-up and roleplay, we’re seeing a resurgence of generic products and demand for accessories. Consumers are looking for ways to personalise their own clothes or costumes, and accessories; we can help bridge that gap and allow them to experience the joy of dressing up without committing to a full costume. On top of this, favourable price points with accessorising allows more consumers to become their favourite licensed characters.

How important are licensed products in this sector?

Licensed products are incredibly valuable and important to our sector growth. A licence provides purchasing power with desirability and mass reach behind it. With more multimedia outputs for engaging content

What are the latest and/or upcoming trends in this sector?

We keep it simple by focusing on creativity and fun at the heart of everything we do. We pivot with trends but keep to what we know works all year round. Halloween is right around the corner, and we’re already seeing a positive response to new styles we’ve introduced.

What does the future hold for this sector?

In the past few years there have been a lot of changes to industry globally, and the world in general. Dress-up stands out on its own; no toy can truly make you become the character you want to be, we offer a valuable dimension to play-power that is unique in our industry.

We’re proud to keep moving and exploring new avenues to ensure we stay ahead-of-the-curve, and by focusing on innovative ranges of costumes and dress-up with ideas that have never been done before. From our Green Collection, featuring 100% recycled bottles in the fabric, to our Adaptive range, which is specifically engineered and quality tested for those who use wheelchairs or other mobility aids, we’re proud to keep our consumers at the heart of what we do and tap into their trends, needs and wants to fulfil them.

Phil Cassidy believes that the ongoing nostalgia trend stands Casdon in good stead: ‘’Like any brand that has been going as long as we have, we have our firm favourites which continue to stand the test of time - Henry and Hetty alongside our line of Dyson vacuums have continued to lead the way for years. I am a strong believer in nostalgia and as many of today’s parents once played with their very own Casdon Toys - there is a desire to bring the same fun and enjoyment to their own children, too.‘’

And at Smiffys, Dominique Peckette says that ‘’sustainability is a key focus. We know our customer is increasingly eco conscious and as a brand we are always looking at ways we can reduce our impact on the environment. We have switched all our costume bags to a recyclable plastic, which also contains recycled materials. Our accessory packaging has been reworked to ‘right size’ packaging to reduce our cardboard usage. We continue to review our products and packaging to ensure we’re making more eco conscious decisions.’’

And finally, with plenty of new releases and new licences coming along, how do things look for this sector in the future? Phil Cassidy sees no let-up in children enjoying imaginative play: ‘’Classic roleplay is an important part of children’s learning, as they love to mirror adults. Our toys give little ones (and adults) the tools to learn through play – helping to develop social and language skills, core motor skills as well as coordination and numeracy. We are always looking to expand our existing portfolio with our longstanding brand partners to ensure we’re leading the way .’’

And Smiffys’ Dominique Peckett is equally as optimistic:

‘’The future for the roleplay and costume sector is looking strong; we’re seeing growth across our children’s costume range and demand for both licensed character and generic product. As customers become more conscious of the effect products are having on our planet, one of the key aspects brands need to focus on for the future is ensuring they are working towards more sustainable products.’’

If it’s Wednesday, it must be Rubies

Rubies

customerservices@rubiesuk.com

uk.rubiesmasquerade.com

Fact!

Rubies Masquerade provides a mixture of the latest in-demand and evergreen dress up solutions using its incredible portfolio of the biggest brands in the world. It’s a company that believes in the product it produces, through passion, investment in people while significantly investing in technological advances and innovation. Keeping imagination centric to creation is the core of everything it does. Rubies is a global company that prides itself on delivering superior play value to all its consumers.

Wednesday star Jenna Ortega’s dance to The Cramps’ Goo Goo Muck became a viral sensation and, after racking up millions of views across social media, spread to scores of fans recreating the dance on TikTok…

It is one of the first brands to bring Gabby’s Dollhouse dress up to life for fans, following a strong reception off the back of the master toy demand. Focusing on Gabby, Mercat and Cakey Cat as primary characters, the vibrant collection joins Rubies’ mammoth portfolio of licences and brands globally. The new product range will include costume and accessory kit options. These feature dresses, tutus and headbands in each, all finished off with a highly realistic all-over print little fans of the series will love; the dress-up is perfect for early years, one of the most popular markets for fancy-dress.

Building on the incredible year of Barbie in 2024, Rubies continue to expand its Mattel properties by launching its hotly anticipated Monster High costume and accessory range in time for peak season 2023.

With a successful relaunch of the franchise through new media content, including a movie release, series and more, the new dressup designs support the Monster High ethos to embrace your “freaky flaws”. Favourite characters like Clawdeen Wolf, Draculaura and Frankie Stein will be available in standard and deluxe editions with matching wigs. The officially licensed costumes will have wide appeal with young fans, especially for Halloween, due to the strong fashion-led franchise identity, as the teenage children of legendary monsters are back for a new generation!

Speaking of Halloween, there will be another big-name character to join the Rubies ranks as it welcomes MGM’s Wednesday dress-up

collection, from the hit Netflix series. Get set for more recreations of that TikTok phenomenon dance with the famous Rave’N dress, and if dancing isn’t your style, then there’s always the iconic school uniforms for kids and adults.

Accessories include wickedly cool wigs, and an ingeniously designed magnetic Thing shoulder sitter – a must have.

There are many reasons why Rubies has become trusted and loved by generations, but one of the most important is that it delivers not only with the highest standard of safety regulations, in line with the European Toy Safety Directive, but also its established distribution network across Europe and beyond.

Rubies is proud to inspire and delight its audience; from masks to party supplies to costumes of your favourite characters, Rubies stocks everything you need to have fun.

Tonka Tough gets going

Basic Fun!

0118 925 3270. Tim.Ives@basicfun.com

It’s a big year for Basic Fun! UK’s classic Tonka brand, with the youngest of children now gaining access to the Tonka Tough! experience, with the brilliant new roleplay collection.

Fun fact

Tonka was launched in Minnesota in the US in 1946, with Basic Fun! inking the deal to license the brand in 2019…

There are two additions to the range this season, following the launch of the popular Tonka Tough! Hard Hat and Building Blocks Set, this spring. The Tonka Tough! Toolbox comes with three tools, accessories and a buildable workbench. Once work on the construction is done for the day, it can all be stored away in the handy carry-along toolbox.

The wearable Tonka Tough! Toolbelt allows budding builders to take their favourite tools with them wherever they go. It comes with 11 tools and a hard hat – all that’s needed to get to work on the home’s many projects.

Just the job for Smiffys

Smiffys

0800 590 599

sales@smiffys.com smiffystrade.co.uk

New for 2023, Smiffys has added exciting new products to its children’s licensed costume collection. The Julia Donaldson range continues to be among its most popular costumes, and the company has added to its offering with more key characters from well-loved titles. Adding to The Gruffalo range, is a Gruffalo’s Mouse and Gruffalo’s Child costume, and Princess Peal joins the Zog range.

L.O.L. Surprise! remains one of the top global toy brands, and Smiffys has launched a deluxe dress-up range featuring key characters for both Halloween and everyday dress-up. The Halloween lines

Fun fact

Spice Devil and Countess Kitty combine iconic

L.O.L. Surprise!

design elements

and colours with classic Halloween character elements. The everyday costumes feature deluxe sequin and ruffle embellishments with key character motifs, the perfect party costumes!

One of the biggest trends Smiffys has seen in roleplay is the increase in demand for careers based and icons costumes. As kids look up to influential icons making a difference, and future careers they aspire towards, Smiffys has increased its range of costumes for 2023 including Albert Einstein, Artist and Racing Driver costumes.

Tikes sizzle for summer

Little Tikes

01908 268480 | Uklittle.tikes@mgae.com www.littletikes.co.uk

Roleplay is essential for children’s development - it allows them to stretch and develop their imagination while discovering more about the world around them, all while learning skills like empathy and responsibility. For more than 50 years, Little Tikes has firmly established itself as a leader in UK roleplay toys, consistently creating ranges that have gone on to become firm family favourites.

Little ones can pretend to do the dishes just like their parents with the super realistic Little Tikes First Dishwasher. The sleek, modern, pretend play dishwasher is packed with interactive features: a working door, a sliding detergent drawer, removable dish racks and a drying mat. Plus, it includes realistic lights and sounds. The knob clicks as it turns, and kids can activate the washing light effects on the door. Pretending to do the dishes and other chores helps kids gain a sense of responsibility, an important part of social-emotional learning. Little Tikes First Dishwasher is suitable for children ages 2+ years. Children can blast off to fun and adventure with Little Tikes Adventure Rocket. So many kids dream of becoming an astronaut, space explorer, astronomer, or rocket scientist when they grow up and now, they don’t have to wait. Little ones can travel through space, the stars and the planets with this realistic role play rocket ship. Kids can pilot the starship, look through the telescope, fix wires on the exterior maintenance panel or crawl through the escape hatch. The Adventure Rocket comes complete with a swivel chair and star viewer screen so children can pretend to fly through the galaxy. Little Tikes Adventure Rocket is suitable for children aged 2-6 years.

Little ones can pretend to charge their iconic Cozy Coupe with Little Tikes Cozy E-Charging Station. The Cozy E-Charging Station plugs right into any of the Cozy Coupe line of vehicles, allowing kids to pretend to charge and go.

Get into role

Simba Smoby

01620 674 778

sales@simbasmoby.com

Little ones can enrol in beauty school and then learn a trade, with the Smoby roleplay portfolio.

The Smoby Beauty Salon is sure to provide hours of imaginative playtime by combining three fun activities in one convenient playset. The versatile table combines three different play areas: a dressing table with tilting mirror, shampoo area with basin and merchant counter with a cash register. Kids can display the salon’s products on the shelves and countertops and their clients can pick their

preferred treatment from the salon treatment card. Children can play the role of salesman, hairdresser or makeup artist.

The Smoby Black + Decker replica range offers little builders all they need to get to work with their big construction plans!

Designed to look just like the real thing, the Black + Decker Bricolo Ultimate Workbench comes equipped with 90+ accessories, including a mechanical drill to assemble the free-wheeling buildable car, as well as a mechanical saw with sound effects! Once play has come to an end, the accessories can be neatly stored away, in the large storage compartments.

Just 700 words long, The Gruffalo has sold more than 13.5 million copies since it was launched back in 1999…

Coffee is served

Casdon

01253 766411

toys@casdon.com

www.casdon.com

As a third generation familyfocused business, Casdon strongly believes in the power of roleplay, creating mini versions of well-known household items used in the home, for children to enjoy and learn with.

Fun fact

De’Longhi

Roleplay is an important part of children’s learning as they love to mirror adults. These toys give little ones (and adults) the tools to learn through play – helping to develop social and language skills, core motor skills as well as coordination and numeracy.

As Casdon is always looking to extend its licensed ranges, it is proud to be bringing another De’Longhi roleplay item to the UK market: the De’Longhi Barista Coffee Machine by Casdon. In true Casdon style, they like to ensure that little ones have the latest and greatest – so of course with the increase in demand for adults to have their very own barista coffee machines in the home – why should budding barista’s go without?

Launching in summer 2023 for ages three and older, the De’Longhi Barista Coffee Machine by Casdon is the second De’Longhi product in the range, preceded by the De’longhi microwave by Casdon. Casdon is proud to be working with so many brands that are seen as

Did know?you

a staple in British homes and worldwide too.

The company says it can’t wait to see how the new De’Longhi Barista Coffee Machine by Casdon is received by children and families nationwide. Having little ones mimic making pretend cups of coffee will build their confidence and help them develop while also having fun and feeling like grown-ups.

With Casdon’s 75-year heritage and huge presence in the roleplay world, it is always looking to expand on its ranges and contribute to children’s future development. The team puts a lot of care into all licensed products - in this day and age, consumers want nothing but the best and it has been trusted by its partners at De’Longhi to make the toy version of the coffee machine as detailed as the real thing.

Doctor, doctor!

Pretend to Bee

0115 984 7838

www.pretendtobee.co.uk

Slice of life

Leapfrog

01235 555545 | www.vtech.co.uk

The Scoop & Learn Ice Cream Cart, the success of which led to the launch of its new pizza cart, includes four ice cream flavours (vanilla, chocolate, strawberry, mint), three toppings (orange sprinkles, cherry sauce, whipped cream) and three syrup flavours (blueberry, caramel and grape

Following the success of the Scoop & Learn Ice Cream Cart, LeapFrog has just launched its next big roleplay product. Order up with the Build-a-Slice Pizza Cart, featuring a feast of learning and delicious roleplay fun. This food cart has everything needed to run a small pretend pizza business including six toppings, a pizza cutter, plate, cheese shaker and more. Ding! Ring the bell to hear a customer’s order and explore colours, shapes and food names. They may ask for a slice of pizza with crunchy onion, cheese triangles or red pepperoni. Scoop up the pizza with the magic spatula and it will let you know if you got the order right. You can mix and match toppings to create your own pizza too. Put it in the oven, set the temperature and the oven will say words in Italian, cooking phrases and play music while you wait. Pop the finished pizza in the box and complete the order. Collect and count the play money. Encouraging creativity and imagination with a side of street food, LeapFrog’s Build-a-Slice Pizza Cart is bound to be the new in thing.

Pretend to Bee is renowned for its high-quality dress up and roleplay offering and is the number one brand trusted by the education sector for generic roleplay costumes and accessories. With a wide range of themes including People Who Help Us, Occupations, road safety, animals and more, the educational values of the ranges coupled with the durability and quality, washable fabrics make them a go-to for both early years settings and parents.

New to the range this year is the eco-friendly collection of Doctor and Nurses dress up. The first-to-market fully sustainable costumes are the same quality as the standard doctor and nurse sets and are made from 100% postconsumer recycled polyester fabric. The royal blue collared shift nurse dress features white piping and an attached ‘Nurse on Call’ apron with printed watch, scissors, thermometer and pen. It also comes with a white ‘first aid’ headband. The Doctor white medical coat comes with navy trim and usable pockets with a red stethoscope motif and ‘Doctor on Duty’ graphic. It also comes with a navy blue medical mask. Both ranges come in sizes 1824 mths up to five to seven years.

was launched 121 years ago, with the original Italian company – it is still based in Treviso – initially selling industrial parts before moving into kitchen appliances…

Sustainability becomes

Aquick stroll around Toy Fair – or any other trade show in 2023 for that matter – reveals a few universal truths about the direction the industry is going in, and there’s no denying that this year, the trend is definitely heading towards sustainability. And ‘eco’, ‘ecofriendly’ and other green-related phrases are commonplace, no longer merely buzzwords, but achievable goals.

For the wider industry is now making good on the promises this year and moving towards eco-friendly and

sustainable practices. The pledges, from reducing plastic packaging, to making more environmentally friendly toys, have moved beyond mere hollow promises.

Zapf Creations’ stand at Toy Fair was typical of those. As Kasia Leskow told TnP on the stand while unveiling the company’s new look packaging, she positively beamed, saying: “All our packaging is absolutely plastic free. It’s been quite challenging, but we’re very, very consciuous about leaving a better world for our children.”

The cost of the move towards plastic-free packaging is not only financial, but also has an impact on time and practicalities too. The Zapf box for its trademark dolls still

had to offer the the see-through window so consumers could see the product, but without the plastic. To get it right took nearly a year, which is again indicative of the efforts that toy companies have taken, but it does require both perspiration and inspiration: “It’s not just plastic free, it has to be a nice experience for parents and children,” said Leskow at the time.

Almost every company is now either exploring eco alternatives or already well on the way to working with them and further improving their sustainability credentials. As the warnings about the impending climate crisis have become more dire in recent months and over the past few years, the movement from the industry has become faster too.

As Heather Welch, general manager, Edx Education UK notes: “Edx Education has been

Making the toy business sustainable at every step of the supply chain has gone beyond being a mere pipe dream and is slowly becoming a reality as more and more companies introduce ecofriendly strategies. Ahead of profiling some of the key players, TnP assesses the state of the market and looks at developments in this crucial arena

becomes a reality

producing educational toys for over 25 years, and during this time we have seen a real shift in awareness of the impact of the toy industry on the environment.

“We are taking decisive action to make sustainability a priority, from our manufacturing processes right through to the end product. We are continually seeking out new innovative ecofriendly materials for products and packaging, reviewing manufacturing processes to ensure minimal impact on the environment, while also supporting local ecological charities.”

Edx Education has explored alternatives and found some unique answers along the way. And yet, at the same time, it has aimed to ensure that its products are still popular and appeal to children. It’s no use being eco-friendly if you’re not kidfriendly. Edx’s Welch further explains: “We are now using FSC certified packaging and producing toys made from discarded rice husks and stems as an alternative to plastic. We have also developed new Green-n-Learn and Green-n-Play ranges, which are made from high-grade recycled milk bottles. As a toy brand we also want to ensure that our products can be enjoyed and used for many years. This means using the highest-grade materials that will stand the test of time so toys can be reused, producing versatile ranges that have multiple educational uses, and also providing 100+ free online resources to extend longevity of play.”

The move towards eco-friendly is interesting too because much of it is consumer-led. What’s more, it’s often children themselves who are pushing companies to go plastic-free and more. In a move that goes against the traditional grain, much of the drive has come from consumers telling toy retailers, who have in turn called on toy companies to move faster. (Ironically, one of the few grumbles from toy companies – mostly non-attributable – is that after persuading them to pursue more eco-friendly policies and strategies, retailers have not in turn stocked the new sustainable lines being introduced. Some are privately saying that retailers should be doing more to embrace eco-friendly product and buy into it, rather than just paying lip service.)

Meanwhile, Bigjigs Toys offers another prime example of how toy companies are responding to demands and to the quickening of concern over what is

happening to the environment.

The company’s operations director Sam Ireland says: “The move towards sustainability is something we’ve been working on for a while, but now we have the opportunity and resources to give it an even bigger push. Offering sustainable products to the market is in addition to our business commitments, which involve recycling, generating power from the solar system on our warehouse roof, using LED lighting, and moving towards driving electric cars.

“Attitudes and awareness around climate change have progressed over recent years, and we feel strongly that as a brand we must do all that we can to make positive changes that lessen our environmental impact.”

Bigjigs has done this thanks to the fact its whole company has been built on sustainable materials even before sustainability was a buzzword, but now it sees the rest of the world is catching up and it is responding by going even further.

“Eco-friendly playrooms are a big toy box trend right now, as parents’ awareness of environmental issues continues to evolve,” says Ireland. “This is paving the way for families to switch up how they shop, opting for toys that are kinder to the planet. We are 100% behind the eco toys movement, and, while we have been crafting sustainable toys for almost 40 years, it has never been a bigger focus for us than it is now.

“By the end of December 2024, we have committed to crafting all of our wooden toys from ethically-sourced FSC® Certified wood (and are currently ahead of schedule!). We are also adopting a zero-tolerance approach to plastic packaging for all new products. As well as looking forward, we have recently completed a four-year project to reengineer, in 90% recycled cardboard, the internal packaging of all Bigjigs Toys’

branded products to ensure plastic, in whatever form, is no longer used as a supporting material.”

As noted above by Bigjigs, it’s not just about packaging and the toys you sell either. More toy companies are leaning towards making their whole businesses green friendly.

As Curious Universe notes in its mission statement: “At Curious Universe we care about sustainability and our impact on the world. We are committed to becoming a sustainably aware company, employer, and community member. Part of this commitment is reducing unnecessary packaging and resizing our products to reduce our carbon footprint during production.”

Sambro is another company making inroads in this arena. It has appointed an ESG manager to ensure it is leading the way in sustainable policies. Lisa Longley, Sambro’s ethical and sustainability manager, says: “Our ESG strategy is now firmly cemented in the way we operate, and with this year’s targets, which have seen us commit to 16 sustainable development goals, we see a genuine shift change in the way we manage our business. These goals cover all aspects of the environmental, social and governance pillars of ESG and include targets like ensuring all the materials we use in our warehouse are recycled or recyclable, setting up an internal system for charity donations, and introducing a programme for menopause awareness.

“We are committed to calculating our carbon footprint each year to understand our emissions and how best to reduce them. This most recent data set puts us in a strong place to reach our 2023 targets. Despite the addition of scope 3 metrics, in 2022, we still achieved an overall emission reduction of 4.8% compared to our 2019 baseline, where scope 3 was not considered, so that’s a huge accomplishment. We continue to move forward on this journey, liaising with both licensors and investors where appropriate, aiming to be fully transparent in our reporting and its outcome for the business.”

What’s certain is, in the months to come, there’s going to be more sustainable packaging, more ESG strategies, more eco-friendly product and plenty more innovation. As Bigjigs’ Sam Ireland concludes: “We are continuing to work with like-minded brands who share our commitment to sustainability. This year, Bigjigs Toys will be launching a collection of 100% recycled Green Toys made from ocean-bound plastic, alongside Tiger Tribe, which has launched its new ECO range, featuring rattles, building blocks and stacking toys made from plantbased bioplastic.”

“

We are committed to calculating our carbon footprint each year to understand our emissions and how best to reduce them. This most recent data set puts us in a strong place to reach our 2023 targets

Lisa Longley, Sambro’s ethical and sustainability manager

Keel

Great Gizmos goes green

Great Gizmos

01293 543221

sales@greatgizmos.co.uk

www.ggtrade.co.uk

Did you know?

Many of Great Gizmos’ eco-friendly products include hybrid power, utilising solar power for the main part and batteries when it’s dark…

Great Gizmos’ Green Science range from 4M focuses on environmental issues and making renewable energy fun and interesting for young minds. Kids love to explore the wonders of physics and chemistry. The range teaches how to generate electricity with solar power, wind and salt water, as well as understand weather patterns and explore the amazing life of plants. Hybrid technology has also recently been introduced to products in the range, combining solar and battery power.

Green Paper Craft is its first completely green kit. The packaging is FSC and there is absolutely no single-use plastic in the kit. Kids will have fun making paper beads, pressed flower art pieces and learning

Toynamics puts a cork in it

0116 478 5230

sales@toynamics.co.uk

www.toynamics.com

Toynamics UK & Ireland has multiple sustainable brands in its portfolio, including Korko, a range of playful educational toys made from sustainable Portuguese cork, and best-selling Hape.

Fun fact

The Hape brand owns 18 acres of bamboo forest, the world’s fastest-growing plant

Hape has become the world’s largest manufacturer of toys made from renewable raw materials – there’s wooden toys, and products made using rice, fasal and bamboo. Hape Nature Fun is a range of best-selling sustainable and eco-friendly outdoor toys. New for this year are the Outdoor Kitchen, Portable Microscope and Garden Tool Set. Korko, the playful educational toys made from sustainable Portuguese cork, give little ones from 18 months the opportunity to explore sustainable products, and stimulate creativity and early development skills. The cork building bricks come in fun colours and shapes to encourage spatial thinking and fine motor skills.

the ancient technique of paper making with this all-in-one environmentally friendly science craft kit.

Also new for 2023, Magic Water Tap. Build this stunning water tap that magically makes a non-stop stream of water. It pumps out water like a normal tap but it seems to float in mid air.

Other popular lines include Paper Making. Children can learn to master the traditional technique of paper making. They will also learn how to recycle paper to make environmentally friendly science craft projects.

Kids are fascinated by the new Hybrid Crabot. Once constructed, this clever hybrid robot crawls along using solar power, and can also take batteries when there is no sunlight. The Hybrid Series also includes a number of other titles. Motorised Solar System; children will enjoy constructing the model of our solar system and watching the planets move around the sun, powered by the sun, or by battery. Water Pump; the water pump pumps water along by solar power or battery. Rover Robot; kids will love building this rover that rolls along the floor on solar energy or battery. Aqua Robot; build the robot and watch as this Aqua Robot swims along when the sun shines on its solar cells.

Bears that Care for the Earth

Basic Fun!

0118 925 3270

Tim.Ives@basicfun.

Basic Fun! UK’s Care Bears plush collection is to see not one but two new bears that have been produced with future generations in mind.

Launching this autumn, Destiny Bear is the never-seenbefore UK Exclusive, whose fur is a vivid magenta - the 2023 colour of the year. This kind, inclusive and optimistic Bear believes you are your own King or Queen, and you rule your own destiny. With regal gold detailing and a belly badge that features a crowned tri-coloured smiling heart, this bear is fit for a Coronation and commands attention and love.

Also arriving for the second

Fun fact

As well as being made from recyclable materials, each of the trio of Care Bears featured here comes displayed in presentation boxes made from 100 per cent recycled card and printed with plant- based inks

Bigjigs puts planet first

Bigjigs Toys

01303 250400

sales@bigjigstoys.com

Green parenting is a growing trend in family homes across the world, and Bigjigs Toys is on a mission to support mums and dads on their path to sustainable living. This family-run company has been a pioneer of quality wooden toys for almost 40 years, and now it’s putting the planet first with a bunch of new eco-friendly toys designed to nurture and nourish young minds.

Planetfriendly plush pups Pat Avenue

01604 678780

enquiries@patavenue.co.uk

Fun fact

Bigjigs’ commitment to sustainability includes its Folkestone HQ, where solar panels on the roof of the Kent building provide all its electrical output…

Made from 100% food-grade silicone and ethically harvested FSC Certified wood, the new range is part of Bigjigs Toys’ award-winning Simply Scandi collection and is perfect for babies and toddlers aged 12+ months. It features stacking cups, nesting toys, shape sorters, teethers, puzzles, playsets and more.

Parents could ‘peak’ the interest of their mini explorers with the alpine-themed Mountain Stacker, featuring five silicone pieces which can be stacked into creative shapes or nested together. They could ‘guac’ their kid’s world with the quirky new Rocking Avocado, help tiny tots hone their matching skills with an out-of-this-world Shooting Star Sorter, or ‘squeeze’ the day with a set of three mischievous Bath Buddies. As well as crafting its own sustainable products, Bigjigs Toys also works with ecoconscious brands like Green Toys, whose products are made from 100% recycled plastic, and Tiger Tribe, which is set to launch a creative new ECO range.

Simba’s sustainable soft toys

Simba Smoby

01620 674 778

sales@simbasmoby.com

Simba’s sustainable range of Disney Recycled Plush Toys is produced with future generations in mind.

Fun fact

The Aristocats, one of the films featured in the Disney Recycled Plush Toys range, was the last film to be given the greenlight by Walt Disney himself and the first to be produced after his death…

Baby soft and made with 100% recycled materials and fillings, these 25cm characters make the perfect, planet-friendly gift for Disney fans of all ages. Suitable from birth, there are five to collect in the range. Minnie and Mickey Mouse come dressed in their iconic red outfits, and Winnie the Pooh comes wearing his familiar red top. Also available is a super-cute and cuddly Stitch and a lovable Marie from The Aristocats.

Saving the ocean one bottle at a time, Pat Avenue’s beautiful Ecoplush collection is a sustainable plush line made from 100% recycled materials.

All Ecoplush characters are made of high-quality fabrics and the softest stuffing composed of plastic PET bottles reclaimed from the sea. And there are exciting new characters to welcome to the range this year, including the fun Ecoplush Fashion Dogs.

Did know?you

The Cocker Spaniel, part of the Ecoplush range, is the fifth most popular breed in the UK

The Fashion Dogs are a sweet new theme that will see six adorable dog breeds join the line-up. Like all other Ecoplush characters that have come before, these sweet fashionable pups are super-soft and huggable!

Sized at 25cm and suitable from birth, there’s a Cocker Spaniel, Dalmatian, Husky, Pomeranian, Poodle and Yorkshire Terrier to collect – the challenge will be picking just one bedtime and playtime favourite.

100% recycled, 100% huggable

Keel Toys Limited

01233 506363

sales@keeltoys.com

www.keeltoys.com

Step into the world of Keel Toys, the proud home of Keeleco, a remarkable range crafted from 100% recycled materials. Get ready to embark on an eco-friendly adventure as you explore the Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal, and Keeleco Adoptable World collections.

With more than 450 products and

Did you know?

Make sure to visit the Keel Toys stand at Autumn Fair (Stand: 20D40-E41) for a warm welcome and a fantastic selection of products that blend sustainability and huggable joy

A whale of a time

Edx Education

01949 844 117

sue@edxeducation.com

counting, Keel Toys remains committed to expanding this sustainable collection.

Indulge your senses with Keeleco Bakery, an exquisitely designed collection of sweet treat-scented characters. Sloths, Leopards, and Mice that will steal your heart. Each character comes in a cute and collectable cupcake version, or an icing-inspired coat adorned with delightful sprinkles.

The whimsical Keeleco Blush range continues the enchantment with sustainable, beautifully textured toys. Exclusive fabrics and embroideries bring Unicorns, Seahorses, Mermaids, Starfish, Octopuses and even a Clam Shell to life, complete with eye-catching gold crowns and pink tutus.

But the surprises don’t end there. Keeleco has further additions in store for its core ranges. Experience the playful magic of Wild, Farm, and Dinosaur hand puppets, accompanied by a striking multi-sided floor standing display unit.

Ditching the plastic

Curious Universe

01225 614 310

www.curiousuniverse.co.uk

Educational toy brand Edx Education has launched a new STEAM Whales Story Counter Set in the UK as part of its new sustainable Green-n-Learn play range.

The Whales Story Counter Set has been inspired by Edx Education’s work with its charitable partner, the Kuro Shio Ocean Oasis project. The project is based in the brand’s home country of Taiwan and is an ocean conservation charity that helps clean the oceans of pollutants, such as single-use plastics, while also educating locals on how to care for their aquatic environment.

The Whales Story Counters Set includes a picture book printed with soy dyes and made from FSC certified paper, and is accompanied by a set of 36 whale counters in three colours, which are made from high-grade recycled plastic, derived from milk bottles. The set is also housed in FSC packaging which has been printed with soy dyes, and all the contents are fully recyclable.

The picture book takes children on an educational journey about the effects of single-use plastics on our ocean’s ecosystem, with the aim of educating children from a young age for a more sustainable and planet-friendly future. The accompanying whale counters can be used for imaginative play and early maths learning.

Fine motor skills are also honed as the counters have been designed to be used for balancing and stacking activities, furthering their educational potential.

An exciting new zero-plastic range launch being introduced later this year, the Curious Universe Games collection has been developed with sustainability at its core. Completely plastic-free, the family games consist of card and wood-based playing pieces with exciting themes designed to inspire children and encourage family game play from an early age. Experience a 3D Race Through Space or become Unicorn Racers complete with slot-together card-based playing sections! Whizz around the board with the ultimate piece-together Giant Road Race floor game featuring puzzle track sections, car movers, die cut passengers and more! The company believes in creating products that stand the test of time and will become family favourites for years to come while also having as little impact on our world as possible. These recyclable alternatives to plastic allow it to create fantastic products in an eco-conscious way.

The Junior Jigsaw brand is a bestseller within its puzzle range. For 2023 Curious Universe is continuing to invest in new designs and manufacturing to further develop the range and introduce exciting new titles in different, sustainable formats. Encouraging Early Years development and sensory awareness, the Junior Jigsaw range includes 4-in-1 Shaped Puzzles and tactile Touch and Feel Jigsaws in a host of colourful and engaging themes and designs.

Eugy adds more animals

Brainstorm Ltd

sales@brainstormltd.co.uk

www.brainstormltd.co.uk

The Eugy craft craze shows no signs of abating in 2023 and retailers can now add more additions than ever to their existing range with the collection now totalling 58 models and counting.

Eugy is an eco-friendly arts and crafts phenomenon, launched in the UK in 2019 by Brainstorm and is owned by New Zealand-based Dodoland. Made from environmentally friendly, biodegradable card with natural eco-friendly ink and non-toxic glue, Eugy models can be built by following a simple number sequence. Each pack features educational fun facts about the animal. Children love the Eugy range because of its creative and collectable possibilities and parents love the impulse price point and the all-important sustainability factor.

New additions include Platypus, Tasmanian Devil and Cat Mocha. Brand awareness continues to grow with the range supported by marketing and PR initiatives throughout the year.

Brainstorm has developed an environmentally friendly range of FSC certified wooden POS including FDUs and CDUs to allow retailers to merchandise the product while staying true to the brand’s sustainability values.

Your Planet Eco Plush: a more sustainable option for cute toys

PMS International

01268 505050

www.pmsb2b.com

sales@pmsplc.com

As we become more aware of the impact of plastic waste on the environment, it’s important to find ways to reduce our footprint and make a positive change. In response to this need, PMS International has introduced an exciting line of eco-friendly plush toys that are made entirely from recycled plastic.

The Your Planet Eco Plush collection is a prime example of how something new can be made from plastic waste. By using 100% post-consumer materials, primarily recycled bottles, these plush toys are reducing the harmful impact of plastic waste on our planet.

Did you know?

It takes just nine plastic bottles to make enough fibre for a 6in toy in the Your Planet Eco Plush collection

But these plush toys aren’t just environmentally friendly - they’re also the perfect cute gift for all ages. Whether you’re buying a gift for a child, an animal lover, or simply someone who appreciates eco-friendly products, the Your Planet Eco Plush toys are the ideal choice. With over 40 ultra-soft adorable plush animals to choose from, there is something for everyone.

And there’s no better way to teach your kids the importance of caring for the environment than with these charming plush animals. With a wide range of cute animals to collect, parents can help their children learn about the natural world while also teaching them the importance of sustainability.

The Your Planet Eco Plush collection comes in a variety of sizes and options to choose from, catering to various preferences and budgets. From entry price point 4-inch clip-on plush toys, 6-inch, 9-inch, 11-inch, 12-inch and 16-inch styles as well as assorted ranges supplied in impactful CDUs. Whether you are looking for wildlife, sealife, arctic, barnyard, or woodland themed plush animals, this collection has it all.

As we continue to consider our impact on the planet, it is vital that we support companies like PMS International that are taking the initiative to create sustainable products. Our purchasing choices can make a difference, and the Your Planet Eco Plush collection is an excellent way to make a responsible choice for the environment without compromising on quality or cuteness.

CapStars puts a lid on plastic waste

Flair GP

0208 643 0320 | sales@flairplc.co.uk

From AW23, kids and kidults be able to start collecting a seriously cool collectable that’s helping to put a lid on plastic waste: CapStars. CapStars are purpose-built, sustainable pencil toppers. The first collectables to be made from 100% recycled materials, each CapStar prevents at least seven plastic bottle caps from going into landfill. Collect characters from across the DC and Marvel universes, and others from the Disney Kingdom. Each CapStar comes blind packaged, in sustainable paper packaging, offering a super-fun reveal experience, with a heroic, eco-conscious twist.

It’s time to

What’s your background?

After completing a degree in retail management, I joined the Toys R Us graduate trainee programme where I worked in their Oxford store as an assistant store manager. Two-and-a-half years later, an opportunity arose for a toy buyer in Boswells of Oxford, where I worked for several years. This family-run Oxford department store was a member of AIS until it closed when the building was sold in 2020.

My predecessor Miles Penhallow was retiring as head of toys and children’s gifts at AIS, so his vacancy became available. The rest, as they say, is history!

Tell us about AIS.

AIS (Associated Independent Stores) is the largest multi-category buying group for independent retailers in the UK and Ireland. Our product categories include furniture, fashion, home, flooring, sports and leisure and, of course, toys! Members can profit from the level of buying power and services normally enjoyed by bigger high street chains, but without the loss of their independence.

We are based in Shirley, near Solihull, and have purpose-built exhibition space. Our own shows are branded as INDX shows (standing for Independent

Exhibitions) and we host at least 20 a year. We welcome members and nonmembers to attend them.

Our current managing director Sue Kemp joined in 2019, and has been the key driver of the business, implementing new initiatives. We now have a digital portal, accessed only by members, which provides them with all the necessary tools to carry out their jobs, such as up-to-date product and supplier information.

We’ve also recently become a member of Diversity in Retail, signed up to the Living Wage Foundation, and added more electric car charging points at our offices - and our showroom and meeting rooms have been refurbished, enhancing the visitor experience.

‘Thrive independently’ is our strapline and something that we assist our members to do.

Tell us about Playroom

Playroom launched in April 2008. There is actually photographic evidence of me from the initial days when it was founded with Joyce Daly (who was controller of childrenswear, schoolwear, toys and gifts at AIS at that time) and Miles! We are a small team of three: me, toy selector Aimee Hill, and office co-ordinator Faz Akhtar.

We have 78 Playroom members who collectively have approximately 200

stores and outlets. We are really fortunate to have such lovely members, ranging from toy specialists to department stores, and garden centres to motorway services.

Toy suppliers are key to our members’ success and therefore we work closely to forge good working relationships with them - from global ones to UK-based and family-owned suppliers - sometimes bridging the gap between members and suppliers. We have worked closely with several suppliers where members have required additional support for an in-store event or a dedicated window.

Can you give some details about your Toy Import Programme and the INDX Toy & Gift show?

We operate two import programmes each year: a Spring Summer and an Autumn Winter offering for our members. These are classic, core, bread-and-butter lines across most product categories, that will sell all day long and offer members high margins.

Our next INDX Toy & Gift show will take place in 2024 [see box] and we look forward to welcoming exhibitors back. We would also encourage children’s gift suppliers to register their interest if they would like to exhibit.

What does your job entail?

My role is predominantly about helping our members trade successfully, so everything

Thrive independently’ isourstrapline andsomething that we assist our members to do ”

“

Rosie Marshall, head of toys and children's gifts at AIS, chats to Clare Turner about the buying group’s role and its plans for the future

we do revolves around this. We can offer advice on suggested product ranges to members and at the same time, work with suppliers to ensure their needs are met - whether that’s with promotions or support in other ways.

We want our members to be individual and unique while remaining profitable, so we help them do this by keeping them informed of the latest trends.

What are the benefits of being an AIS member?

We have Cenpac, which stands for Central Payment of Accounts, and we act as a paying agent for all the suppliers on Cenpac. As we are a multi-category buying group, there are more than 1,000 across our product divisions. It means members can pay their invoices in one weekly transaction, saving significant time on admin, so the benefit is huge.

In terms of Playroom, we have our annual show and Import shows, we offer margin enhanced promotions, and

And winning the Judges’ Special Recognition Award at this year’s Toy Industry Awards (organised by BTHA) has been the icing on the cake in my current role. We were absolutely blown away to receive this award and are so grateful. It was lovely to see that Toymaster also received the same award, as we both work hard to help our independent members trade successfully.

We are thrilled to receive such a prestigious accolade. It’s been a tough year for retailers and supporting our members with access to our global supplier base with exclusive offers and high margins has never been more important.

What’s the most rewarding aspect of your job?

Seeing and hearing success stories from members or suppliers, and sharing them with others. We can all learn from each other’s experiences!

Are there any exciting news or plans that you would like to share?

thrive!

members can take advantage of free membership of the Toy Retailers Association.

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

Without a doubt, it has to be the independents! They are quick to react, adaptable and resilient, which has been tested even more so over the past few years.

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

I’ve been in the industry for some time now and one of the changes I’ve noticed is that there are more women working in many different roles, whereas it was largely a male-dominated industry when I started.

The importance of STEM and consideration for the impact that toys have on the environment are the two areas that have developed.

What have been your career highlights to date?

In every role that I’ve had there’s been highlights, so I couldn’t whittle it down to one in particular. I was awarded ‘Graduate Trainee of the Programme’ while working at Toys R Us so that was unexpected and a highlight.

On several occasions, Boswells was shortlisted for Toy Shop of the Year. We never won, but it was fantastic recognition for the hard work that the whole toy department put in.

Date change for INDX Toy & Gift

In response to retailer and supplier feedback, from 2024 the INDX Toy & Gift show is moving from a spring calendar date to a September slot. The next show will be held on September 3 and 4 2024 and is open to all types of retailers.

Organised by AIS as part of the INDX Home trade show portfolio, the move was agreed by the INDX strategy group of suppliers and buyers who said they wanted to change the date to give them the opportunity to view new ranges later in the year, due to the congested period of shows in the spring.

We’ve made some changes to next year’s INDX Toy & Gift show and are excited to be holding it in September, at a time when there are few toy shows to attend. The move has been made with the support from members, visitors and suppliers alike, so we look forward to seeing how it pans out.

We think there are lots of reasons to attend it in September: securing Christmas stock after gaining product reads over the summer holidays, Boxing Day, and early January launches and newness for 2025!

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

We would be more than happy to have a conversation with any retailer who would like to enquire about membership. Please feel free to contact me, Aimee or Faz for more information.

You can call me on 0121 683 1424 or email me at Rosie.Marshall@play-room. uk.com, or visit www.aistores.co.uk. You can call Aimee on 0121 713 4468 or email her at aimee.hill@play-room.uk.com. For exhibitor enquiries, please email Faz at Faz. Akhtar@play-room.uk.com or call 0121 713 4473.

INDX Toy & Gift will now be the only dedicated toy industry show in the autumn season, and the September date will provide a great opportunity for retailers to take advantage of preChristmas buying.

Visitors to the show will also get a first look at suppliers' early launch new ranges, giving them a head start on their Spring 2025 buying.

AIS said: ‘The INDX Toy & Gift Show is the perfect place for toy and gift suppliers to present their new and bestselling toys & children’s gifts to retailers from the UK and Ireland. And, in addition to showcasing ranges from more than 70 exhibitors, the show also features mixed displays to inspire in-store merchandising.’

Admission is free and visitors can take advantage of free onsite parking, plus complimentary barista coffee and refreshments.

Rosie Marshall, head of toys and children's gifts at AIS, commented: “The unique proposition for INDX trade shows is that they are ‘curated by buyers, for buyers’ and therefore we are continually reviewing the best time to hold the shows for everyone to benefit commercially. “With a busy trade show run for the toy sector in spring, it made sense that we created an autumn event that allowed suppliers and buyers to meet, forward plan beyond the Christmas season, and maximise annual sales - not just seasonal.

“With a broad visitor base, which includes leading department stores, standalone toy and gift stores, garden centres, farm shops, and delis, it’s important that the INDX Toy & Gift show supports all year-round trading.”

Toy suppliersare keytoour members’ success and therefore we workclosely toforge good working relationships with them ”

“

L-R: Rosie Marshall; VTech sales director Graham Canning (outgoing BTHA Chairman); Aimee Hill

“Smallshops fullofjoy!”

What’s your background?

I started life as a primary school teacher, before moving into the world of adult and corporate training working as a project manager designing e-learning materials.

I then gave it all up and opened a café as my first mid-life crisis, and then it morphed into a toy shop! We now have a chain of four across the southeast, with two more opening soon.

Why did you decide to move into toy retailing?

We spotted a gap in the market. Many toy shops focus on early years, with lots of lovely toys for small children and babies. When our family members were reaching the ages of seven to 11 (the ages I used to teach), we realised that we couldn’t find good quality toys and games that were not part of a licence or a franchise. As a lifelong crafter and maker, I wanted to buy them things to make and do. So I did the research and came up with Whirligig as a response.

Tell us about your business.

We launched in 2012 and quickly grew, opening four shops in five years, at Brighton in East Sussex, Chichester in West Sussex, and Tunbridge Wells and

Canterbury, which are both in Kent. Each branch is approximately 300-400sq ft; they are small shops full of joy! We are adding two more stores this year in the West Sussex towns of Worthing (opening in August), and Horsham (opening in September). These will join our existing branches - making six in total.

How would you describe your range?

We specialise in things to make and do - creative gifts that really engage children. We carry arts and crafts, model-making, painting and drawing kits, family games, and a wide range of traditional toys. The unifying factor is that they all contain activity. If it’s something that they play with for five minutes and then throw away, we are just not interested.

You won’t find many licenced products or mainstream trends in the shops, but you will find lots of unusual suppliers who don’t always feature on the high street. The range has been handpicked by us, and now covers birth to 12 years and beyond.

How many suppliers do you deal with?

We have approximately 30 core suppliers and rotate these throughout the year. We work closely with Djeco

and Smart Games and Robotime is a very important part of our business. Other core brands carried are Usborne, Cheatwell Games, Chronicle Books, and Laurence King Publishing.

Smaller suppliers such as Clockwork Soldier and Timberkits are a key part of our mix too, and we try to meet new suppliers every year - often being the first retailer that they work with.

How do you find products?

This is a really important part of our business, because we are constantly researching new and emerging products. We attend Spring Fair, Autumn Fair, Top Drawer, Toy Fair and Nuremberg [Spielwarenmesse], as well as the The London Book Fair and other publishing events. We encourage reps to visit us as we like to see a wide range, and it helps them to identify products that are suitable for us.

What's your selection criteria?

We are really fussy! All our products have to be something that we love. If we don’t think it’s good enough, it just doesn’t make the cut. We do this by opening every box, playing as many games as we can, and making models so we can show customers the finished product.

Secondly, a product also has to have

Summer isalwaysgood for children who love to do arts and crafts,asthey have time to work on their projects.So we see lots of customers comingfor thingstokeep them occupiedover theholidays

“

Primary school teacher-turned-proprietor Peter Allinson, director of Whirligig Toys in Kent and Sussex, talks to Clare Turner about his six-strong chain that specialises in ‘things to make and do’

a make and do element: it should actively engage the children. Lastly, if it’s on the mainstream high street and in every shop in town, we probably won’t be interested in it. Our customers like to see unusual products and we pride ourselves on knowing all about them.

The shops are centred on giftgiving, as most people are looking for presents for other people’s children. Therefore, our gifts have everything you need in one box, so the parents don’t have to go out and buy additional materials or equipment to make the present work.

Our concept is that if you are going to visit a family with a gift, the children can open it and play straight away if they want to.

What’s proving popular? ‘

Our adult model-making kits from Robotime are really strong at the moment. We have a new range that is suitable for older children as well. They are really strong projects that involve construction and arts and crafts.

What are your newest arrivals? Recently, we met Dinosuit, which makes wearable puppets, and we’ve introduced a range of wooden viewers that glow in the dark and sparkle with glitter for younger children, from Commotion.

We run an ‘I Made This…’ competition where we reward children with vouchers for sendingin photosof whatthey have created. These are greatasthey show kids really achieving and, in turn, show other customers what we are all about ”

How has trading been for you so far this year?

Not bad at all. April was excellent, and while May was a little slower with time taken out for the Coronation, we feel very confident for this year.

Have you been affected by price rises and stock shortages - and if so, how have you dealt with that?

Everyone has, and we are not immune to it. We have raised some prices, swallowed others, and negotiated with our suppliers on some products. Generally, we are staying within our margins and customer expectations.

Are you looking at expanding into new categories?

Not new categories - we are really secure in what we do and who we are - but we are always looking at new products and new suppliers. It keeps it interesting for everyone.

What are you most excited about for the summer season?

Summer is always good for children who love to do arts and crafts, as they have time to work on their projects. So we see lots of young customers coming for things to keep them occupied over the holidays.

What’s the most rewarding aspect of your job?

Our customers’ reactions. People really appreciate what we are doing and how different we try to be, and we get positive reactions every day.

We run an ‘I Made This…’ competition where we reward children with vouchers for sending in photos of what they have created. These are great, as they show kids really achieving and, in turn, show other customers what we are all about.

Best Sellers

■ Robotime Wooden Book Nook Dollhouse Kit

■ Paper Engine Build Your Own Wallace & Gromit activity set

■ Robotime Wooden Marble Run

■ Smart Games Jump In logic game

■ Insect Lore Butterfly Garden

What’s the most challenging aspect of your job?

Stairs! Too many boxes arrive and they all need putting away before you can sell them. I have too many stairs in my life.

What's your favourite toy or game of all time?

It has to be Scrabble. I was basically weaned on it, and my mother was addicted to it. I still play today and while we don’t stock it in the shops (because it’s too mainstream for us), I love the values and the game play that it provides.

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

We have a new Smart Game called Cats In Boxes that is really challenging me at the moment. The cats are so cute, but I can’t get through the higher levels, and children seem to be much better at it than me!

WH AT’S

Fans will rally to Mario tennis

Epoch Making Toys

0208 049 1377

sales@epochmakingtoys.com

Epoch Making Toys is serving up an ace in the shape of Super Mario Rally Tennis. In this tabletop tennis game, players slide their characters left and right to receive the ball, hitting the button at the right time to serve and return! A scoreboard keeps track of the match in true tennis style and it comes with collectible Mario and Luigi figures. No batteries required. Suitable from age 5+.

A litter of new Kittens

Exploding Kittens

joeri@explodingkittens.com

www.explodingkittens.com

Exploding Kittens has birthed a new range of tabletop games aimed at children aged four and up.

The company said the quartet – I Want My Teeth Back, Hurry Up Chicken Butt, The Best Worst Ice Cream, and My Parents Might Be Martians – are a landmark, representing its first move into this sector, one it claims is “long overdue for a refresh”.

The idea came about after Exploding Kittens’ CEO and co-creator Elan Lee played games with his then fouryear-old, Avalon, but was left despairing over the lack of choice or range.

“When we played the standard games for my daughter’s age group, she would get distracted, she wasn’t learning anything, and I was getting bored,” said Lee. “So we used paper, markers, and stickers to make games we both loved to play. Kids won’t be kids forever, so we didn’t have any time for bad games!”

Mattel

01628 500000

www.mattel.com

Rachel, Ross, Monica, Chandler, Joey anf Phoebe are brought to life by Fisher Price in the first European release of the company’s Little People line.

The collectable characters – each featuring Easter eggs in the packaging bringing back memories of episodes for the diehard Friends viewers – are aimed at collectors of all ages.

“The Little People Collector Friends set embodies the spirit of friendship, laughter, and enduring fandom that Friends has brought into our lives,” said Kelly Philp, senior director marketing, “We are thrilled to collaborate with Warner Bros. Discovery Global Consumer Products. to offer fans an opportunity to own a piece of this beloved TV series and celebrate the iconic characters in a whole new way.”

LEGO from the vaults

LEGO 01753 495000 www.lego.com

LEGO has, alongside its partner Warner Bros Discovery, opened the doors for the latest addition to its Harry Potter range in the vast shape of the Harry Potter Gringotts Wizarding Bank. Compatible with the Diagon Alley set, it features more than 4,800 pieces as well as 13 minifigures, as well as a Ukrainian Ironbelly Dragon to recreate the Deathly Hallows scene. The bank building itself contains the exterior, main banking hall and the underground vault, complete with minecart rollercoaster.

Right up your Avenir KidAntics

01293 364364 enquiries@kidantics.co.uk www.kidantics.co.uk

Popular lines from the eco-friendly Avenie range include Scratch Butterfly - kids enjoy scratching away the black surface with the included scratch pen to uncover an amazing brightly coloured design; Under The Sea Scratch Book, a firm favourite, with 15 beautifully illustrated scratch pages to reveal; Stick n Play Dino World includes illustrated dinosaur-shaped cards and reusable brightly coloured stickers; Face Gems range; fun, safe and easy to apply and remove; and Magical Water Painting Books, which are jam packed with themed pictures for little ones to get creative with.The carry book includes lots of activities such as mazes, spot the difference and seek and find. Wet the brush and glide over the pages to reveal the colour. A great activity kit for kids on the go. The Water Painting Books are available in

Little People have magnetic personalities

SmartMax

01903 885669 uk@smart.be

Magnetic expert SmartMax has added to its ongoing and bestselling My First… range with two new products.

My First People is for kids aged between one and five, and preschoolers can mix and match with the other characters in this quartet. It features a chef, a builder, a gardener, and a firefighter and will build their hand-eye coordination.

My First Pirates is an ahoy me hearties set that features two characters and a ship to set sail to discover buried treasure. The metal playbox doubles up as a travel case and play area for preschoolers on the go.

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 name: Paw Patrol The Mighty Movie Collection Company: Spin Master Tel: 01628 535000

Web: www.spinmaster.com/en-GB

Product Name: KLiXX Company Name: Brainstorm

Tel: 01200 445 113

Email: sales@bertellicommunications.co.uk

Website:  www.brainstormltd.co.uk

Product: Barbie and Me Style Pedi Party With Doll; Barbie Fashion Sew and Style Sewing Machine With Doll; Barbie Ultimate Jewellery Creation Kit Company: Sambro

Tel: 0845 8739380

Web: www.sambro.com

Product: Bops n Tops Company: Sambro

Tel: 0845 8739380

Web: www.sambro.com