Toys n Playthings December 2021 by Lema Publishing

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Helping everyone sell more

Games And Puzzles For Every Occasion

SAN FRANCISCO • LONDON • SYDNEY

r 2021 e b m Dece No. 3 1 Vol. 4

University Games UK Ltd SAN FRANCISCO • LONDON • SYDNEY

Telephone: 020 7254 0100 Email: office@ugames.uk.com

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CONTENTS P26 21 ber 20 Novem . 2 1 No Vol. 4

Regulars 7

Leader - with Clare Turner

9 News - the latest toy industry headlines 12 Retail News - what’s happening across the retail landscape 14 People News - all the movers and shakers 15 Licensing News – what’s hot in licensed products 16 Media News - the multimedia rundown

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Editor Clare Turner clare@lemapublishing.co.uk

Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk

Advertisement Manager Athee Waran athee@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

22 T oy Talk - retailers reveal what’s selling well in the run-up to Christmas 28 What’s New - fresh launches that you need to get your hands on

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34 Trade Talk - suppliers reflect on their key achievements and challenges of 2021 50 Don’t Miss - a sneak peek at unmissable products for buyers

Features

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20 Elves Behavin’ Badly – the mischievous dolls are back with a new prankster in tow! 30 T he Toy Fair 2022 - a sneak peek at what’s on show in January 38 DreamToys – check out The Toy Retailers Association’s 12 top picks for Christmas 46 Aspirational & Inspirational Play - a round-up of the latest lines in this core sector

Special Reports 26 T he Big Interview - with Rebecca Lazarus, senior brand manager of VTech 32 Retail Interview - with Gwen Ottenberg, owner of Imagine That Toys, in the US state of Kansas 42 Retail Interview - with Carla Ringer, children’s toy and book buyer of Blue Diamond 43 Retail Interview - with Charlotte Khan, founder and owner of Moo Like a Monkey 44 Retail Interview - with Martin Blyth, director of Heart of England Wildlife Park

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Columnists 11

rends Column - the U.S. Toy Association T highlights four trends to watch for the festive season

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17 M edia Analysis - Generation Media discusses the role of ad slots in family films on free-to-view TV

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

At the heart of retail

18 Retail Opinion - John Ryan writes about the implication of the cut in business rates for retailers 19 C onsumer Insight - The Insights Family explores the merging of online and offline worlds 24 I ndie Opinion - Diary of a Toy Shop by Hazel McCarthy, owner of Toy Corner in Galway

P46 P36

LEADER Clare Turner

W At the heart of retail Also by Lema Publishing

TableWare INTERNATIONAL

AWARDS OF EXCELLENCE

J i

e’re on the home straight now in the run-up to Christmas, and the toy industry is pulling out all the stops to deliver an unforgettable festive season for children, after last year’s celebrations were scaled back by the pandemic. In early November, the Toy Retailers Association issued 2021’s DreamToys: a tally of the top 12 toys, regarded as the most authoritative predictive list of what will be the most sought-after gifts under the tree for little ones this year. At the time, Gary Grant, chair of the DreamToys selection committee and founder of The Entertainer toy chain, told me: “After lockdown last year, it’s going to be fantastic when we can all get together for a Christmas meal and have some fun. That’s why I think we’ve got everything to play for. With 40% of the year’s annual turnover to take in the next seven and a half weeks, we’re ready for it and I think we’re going to have a really strong finish.” This positive attitude has been echoed by many of the toy retailers that I have spoken to over the past few weeks. And with the latest ONS Retail Sales Index figures showing that we’re moving in the right direction with a 0.7% year-on-year sales growth in October, the outlook is definitely feeling more positive. According to the BRC (British Retail Consortium), footfall growth on UK streets is the highest among major EU economies, and this is clearly translating into consumer spend, while online sales remain well above pre-pandemic levels as retailers ramp up their delivery and click-and-collect services. With Halloween heavily curtailed by Covid restrictions last year, this October showed children’s costumes selling a treat as families made the most of the occasion. And as indie toy retailer Marion Super of Dazzle & Inkspot notes in our Talking Retail section: “Being a fancy dress retailer too allows us to get a taste of what the ‘Christmas rush’ may be like at the pre-Halloween rush. If Christmas trading is going to be anything like Halloween, then we are all in for a pleasant surprise.” Meanwhile, Carla Ringer, children’s toy and book buyer for garden centre group

“

Blue Diamond, reports that sales are off to a flying start, and she too is expecting a strong Christmas. But as BRC chief executive Helen Dickinson has pointed out, while retailers are putting in a gargantuan effort to ensure that gifts are ready for Christmas, they continue to be dogged by ongoing supply chain problems. Labour shortages are pushing up costs and creating some gaps on the shelves. Nonetheless, she says, retailers are prioritising Christmas essentials, and many have laid out their festive offerings a little earlier to ensure everyone has time to buy treats before the big day. This is certainly the case for several toy retailers we interviewed for this issue. Martin Blyth of Tickly Tapir held his Christmas preview event in late September and has been busy planning for the peak season ever since. Emma Scott of Birmingham Museums Trust started preparing for Christmas trading in early autumn and launched after the October half-term, while our columnist Hazel McCarthy of Toy Corner has even made sure that “those last-minute things that complete a present” - add-ons such as sticky tape, giftwrap and labels have been on display since the start of November, so her customers take note where to come when they need to buy those items. But as we go to press, a new priority has emerged for retailers, with the government’s decision to re-introduce the compulsory wearing of face coverings in shops in England to help stop the spread of the new Omicron variant of Covid-19. Notices and signs advising customers to wear masks must be visible and staff are expected to ‘remind’ customers to wear masks - but enforcement can only be carried out by police and local authorities. Finally, I’d like to second these words from BRC’s Helen: “Retailers have worked incredibly hard to get shops and warehouses prepared for Christmas despite a variety of challenges. While there may be small changes in the way we shop, we remain confident that everyone can get what they need for a fun Christmas this year.” How was the festive trading experience for you and your business? I’d love you to get in touch after the Yuletide break and share your story. You can connect with me via LinkedIn or email me at clare@lemapublishing.co.uk. I look forward to hearing from you.

Retailers have worked incredibly hard to get shops and warehouses prepared for Christmas despite a variety of challenges

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NEWS

Toy industry on the starting blocks for Spielwarenmesse Planning for the 72nd edition of the Spielwarenmesse fair has moved into top gear for the organiser Spielwarenmesse eG. Retailers, buyers and exhibitors are looking forward to meeting again in person at the Nuremberg Exhibition Centre from 2 to 6 February, when the leading international trade show for toys, hobbies and leisure will give them the opportunity to discover innovations and new trends and glean fresh ideas for their businesses. Retailers can expect to encounter 1,700 leading producers and innovative start-ups from 62 countries, including all the market

leaders. Already, total bookings account for about 80% of the floor space occupied at the last fair. As far as retailers are concerned, willingness to make the journey is similarly massive: a representative survey of visitors by Spielwarenmesse eG found a clear vote in favour, with 77% planning to visit. To ensure the Spielwarenmesse runs smoothly, a sound and workable hygiene plan has been developed in consultation with the health authorities and the Nuremberg Exhibition Centre. The list of exhibitors is now available online.

Time to apply for 2021 Toy Retailer of the Year Awards The British Toy & Hobby Association (BTHA), organiser of the Toy Retailer of the Year Awards, has announced that the 2021 retailer application process is now open. Retailers can compete nationally in like-for-like categories and can apply in more than one category, if applicable. Self-nominations are permitted, together with nominations from a panel of nationwide industry experts. The BTHA will continue this year with the option for independent and smaller multiple retailers to include short testimonials from their suppliers. Entry has been designed to be a straightforward online process where retailers have the opportunity to support their applications with photos. To enter visit: www.btha.co.uk/awards/toy-industryawards/retailer-awards/ The evening ceremony will take place during London Toy Fair in Olympia’s Pillar Hall. For enquiries about the event or the awards process, email BTHA head of digital & services Matt Jones at Matt@btha.co.uk.

Voting open for TOTY Awards The 114 finalists for the 2022 Toy of the Year (TOTY) Awards have been revealed. Now it’s up to the global play community to help determine who will earn top honours at the February 18 TOTY gala, which serves as a critical fundraiser for The Toy Foundation. Consumers, retailers, media, and U.S. Toy Association members have between now and 4 January to cast their votes across 16 categories of toys, games, and entertainment properties. One product will also take home the ‘People’s Choice’ award (based solely on consumer votes), and one will win the coveted ‘Toy of the Year’ title chosen by a select panel of industry experts. Registration for the 18 February ceremony will open on 6 December at totyawards.org. To view the finalists, cast your vote, and learn more about the TOTY voting and selection process, visit ToyAwards.org.

Spring Fair: 90% of stands sold out

Following the success of Autumn Fair and the highest ever re-book, Spring Fair has announced that 90% of its stand space has been sold, and organiser Hyve Group is looking to increase the floorplan to accommodate the flurry of new brands keen to join the show. Spring Fair takes place at NEC Birmingham from 6 February to 9 February and comprises four buying destinations: Home, Gift, Fashion and Design & Source. Sustainability continues to be top of the agenda with 82% of visitors stating their interest in sustainable and ethical brands. Existing initiatives such as the Sustainability Trail will continue to highlight and champion sustainable brands and the work they are doing. Further sustainability initiatives, including the reintroduction of the Power of One campaign, will be announced soon. The Kids, Toys & Play sector will feature the latest products from Aurora World, Keel Toys, Ty UK, Noble Collection, The Puppet Company, Orange Tree Toys, House of Marbles, The Playwrite Group, Gibsons, Usborne Publishing, Berg Toys, Bigjigs Toys, and Moulin Roty, among others. For further information, visit www.springfair.com

toysnplaythings.media

NEWS

Spin Master donates toys to charities Buckinghamshire-based supplier Spin Master UK recently completed its Step Up September Challenge, which challenged staff to travel the furthest distance they could in 30 days. Employees smashed their previous goal of 3,650 miles set back in March, by collectively clocking up 9,008 miles throughout the month. Each 10 miles travelled equalled one toy donation to charity. So in total, staff donated 900 toys to children most in need. The four charities that will be receiving toys from Spin Master UK are Home Start Slough, Wycombe Women’s Aid, The Dash and Little Village. Each does important work supporting those experiencing the effects of domestic violence and those who need help providing clothes and toys for their families.

Rainbow accolades The Rainbow Toy Awards for Excellence results for 2021 are in! The Awards recognise the best new toys, helping consumers to make smart choices in the run-up to Christmas and beyond. Each toy is tested by children and their carers and assessed by bloggers. This winners are: Disney Advent Calendar by Cartamundi (preschool toys category), Cityblocks by Mideer Toys (imaginative toys), Magic Sand Set by Mideer Toys (art & craft toys), My First Puzzles Set by Toi World (games & puzzles younger toys - birth to 10 years), Twisted History by Cartamundi (games & puzzles older toys - 11+ years), Mindful Story Pillow – Cloud by World Alive (soft toys), My First Mighty Blasters Dual Blaster by Little Tikes (outdoor toys), T-Rex Truck by Little Tikes (wheeled toys), Tiny Gardening by The Quarto Group (educational toys), Vex Robotics Construction Zone by Hexbug (STEM toys), Shuffle Junior Paw Patrol Dominoes by Cartamundi (pocket money toys), and Vex Robotics Construction Zone by Hexbug (overall champion 2021).

Jazwares extends its Pokémon master toy manufacturing rights Jazwares, the master toy manufacturing partner for Pokémon, has extended its agreement with The Pokémon Company international to add further direct distribution rights to its existing list of territories, which include the US, Canada and Mexico. From January, distribution of the Jazwares line will transition from Character Options in the UK and Ireland to the local Jazwares’ team. From Q2, distribution will transition from BOTI in Germany, Switzerland and Austria to Jazwares’ local German team. BOTI will continue to distribute the line in Benelux.

Simba Smoby Toys UK to launch eco-conscious doll line Simba Smoby Toys UK has announced plans to launch the B-Kind eco-friendly doll range early next year, following a strong initial response to the collection in the US. The B-Kind collection made its A/W21 debut online and on shelves exclusively at Walmart. With the range attracting a great deal of interest, both in the US and overseas, Simba Smoby Toys UK is anticipating a promising start for B-Kind in the UK in S/S22. Designed to be eco-conscious, the B-Kind brand also promotes kindness, creativity, and compassion. The range comprises five core characters - Brianna, Koral, Ivy, Nora, and Daisy (B.K.I.N.D.) - which will be available in the UK as solids for online retailers and as an assortment of the five dolls for in-store. The dolls are made from recycled materials and come dressed in eco-fashions. They are boxed in reusable packaging made from recycled materials and created from ink made from soybeans. A ribbon serves as the box handle, which can also be used as a bracelet, and creative families can use the packaging to construct their own Kindness Board - a space to display and share kindness goals, which can also be used as a background play scene for the dolls.

Brit wins Hot Wheels Legends Tour Global Grand Finale The winner of the 2021 Hot Wheels Legends Tour was announced last month during a global livestream event at US TV host Jay Leno’s garage. The 1969 Volvo P1800 built by Somerset-based Lee Johnstone will be inducted into the Hot Wheels Garage of Legends and immortalised as a 1:64 Hot Wheels die-cast toy sold around the world. This Volvo P1800 ‘Ain’t No Saint’ Gasser was originally registered as new in 1969. Its owner, 71-year-old mechanic Lee, acquired the vehicle as a rusty rolling shell before thoroughly restoring it.

Obituary: Malcolm Rose By Michael Angel TnP is sad to report that Malcolm Rose has passed away at the age of 81. Malcolm had a long and distinguished career in the toy trade, holding senior roles with several companies, starting with Angel Toys in the mid-1960s, followed by Illco and Mookie Toys, where he was sales director and - over a 10-year period played an instrumental part in the growth of Mookie Toys and its establishment as a pre-eminent force in the outdoor toy market, both in the UK and internationally. He retired from Mookie Toys in 2005. Affectionately known as ‘Grumps’ by his family and many of his colleagues, Malcolm is survived by his wife Sandra, children Simon and Jo, and grandchildren Sophie and Sam.

Dad’s Choice Awards: winners revealed With weeks to go until Christmas Day, the Dads Choice Awards programme helps parents pick out presents with the confidence that they’ve already made the grade, offering creativity, fun, value for money and impressing a selection of Dad testers and their children. Eleven products were deemed worthy of the highest award. A further eight got a Highly Commended Award and six received the Commended Award. The 11 Winners are: Scalextric ARC AIR GT Challenge (Mercedes GT3 v Ford GT GTE); Little Tikes T-Rex Truck; Trends UK Science Mad Digital Metal Detector; Golden Bear Windy Bums Panda, Monkey and Unicorn; Orchard Toys Wiggly Words Game; Build Your Own Mini Build - Ladybird; HUE Animation Hue Animation Studio; Marvin’s Magic Marvin’s 30 Amazing Magic Pens; Viga Toys Balancing Game - Space; McMiller Entertainment UpRoar!; and Tig Tag’s Tig Tag.

Obituary: Harry Jondorf By TnP founder Malcolm Naish I am sad to announce the passing of Harry Jondorf at the age of 90. Harry spent most of his working life in the toy trade, originally working for Tower Press - a well-known jigsaw company. I first met Harry in the mid-1960s when he, along with Harry Fryer and Peter Adby, created Arrow Games. Eventually bought by Milton Bradley, Harry left when the company wanted to move to Ireland. He then formed Falcon Games in the mid1970s with Peter as his art director. Harry was most knowledgeable and a real gentleman. It was always a pleasure to conduct business with him, and he was a great supporter of Toys ‘n’ Playthings. He will be greatly missed. Up until a fall hospitalised Harry, he was very fit and swam daily. Succumbing to Covid while in hospital meant no family visits. At the very end, his wife Jan was able to care for him along with his family. Our sincere condolences go to Jan, his son Darrell, daughter-inlaw Marie and two granddaughters Alex and Tashie.

DECEMBER 2021

TRENDS: HOT TOYS FOR THE HOLIDAYS The U.S. Toy Association’s trends team has unveiled the hottest toy trends for the Christmas holidays, says senior communications specialist Kirstin Morency Goldman As a follow-up to the 2021 toy trends announced by the U.S. Toy Association’s trends team earlier this year, a recently announced Q4 Briefing has revealed four trends to watch for the festive season. “Trends in the toy and youth entertainment space are evolving at lightning speeds and what’s hot now continues to evolve since we first convened earlier this year,” says Adrienne Appell, senior vice president of marketing communications at The U.S. Toy Association. “From toys fuelled by the many ways that kids consume entertainment, to toys that can be enjoyed by all ages, today’s consumers are looking for variety in the toy aisles. That said, with shortages still expected to have a significant impact on holiday shopping, shopping early isn’t just a suggestion this year, it’s a necessity.” The trends team will reconvene to present its 2022 toy trends briefing at Toy Fair New York, which takes place from 18 February to 22 February. FIDGET FEVER: Toys that promote sensory play while easing anxieties. These include slimes, putties, and other compounds as well as popit fidget toys - the latest viral fidget toys on every kid’s wish list. CATERING TO KIDULTS: Toys that prove you don’t need to be a kid to have fun playing. This trend includes relaunched retro toys, collector-driven action figures and games, and fan-driven toys. BUILDING A BETTER TOMORROW: Toys made of more sustainably sourced materials, coupled with messaging that encourages kids to be more socially responsible. This trend also highlights toymakers’ commitments to going green and giving back to social causes that families care about. HOT FOR HOLIDAY: Toys inspired by how kids consume entertainment (such as via streaming services, hybrid film releases, social media, and online gaming) and the brands emerging in these channels. This trend also includes toys infused with innovative new play features. Founded in 1916, The U.S. Toy Association is a not-for-profit trade association representing businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The U.S. toy industry has an annual U.S. economic impact of $97.2 billion and its 1,000-plus members drive the annual $27 billion U.S. domestic toy market. The Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and the media. It has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on programmes to ensure safe and fun play. The organisation produces the world-renowned Toy Fair New York and Toy Fair Dallas; advocates on behalf of members around the world; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.

RETAIL

NEWS

Consumers prepare to spend £21 billion this festive season

The Entertainer runs The Big Toy Appeal

The Entertainer joined forces with The Salvation Army last month to launch The Big Toy Appeal: a campaign that aims to give as many underprivileged children as possible the joy of opening a present on Christmas Day. The initiative encouraged customers to pick up an extra toy to donate when they visited The Entertainer’s stores. For every toy donated, the retailer also donated a toy, doubling the number of donations. Shoppers at the retailer’s website TheToyShop. com were able to join in too by adding a gift to their online basket.

Smyths opens in

Merry Hill

Smyths Toys Superstores cut the ribbon on a new branch on 5 November at the Merry Hill shopping centre in Brierley Hill, West Midlands. On opening day, shoppers were treated to free candy floss and plenty of goodies. On the weekend of 6 November and 7 November, the party continued in-store with special guests including Chase & Rubble from Paw Patrol and CoComelon’s JJ, and many more dropping by at various intervals. Meanwhile, Smyths recently partnered with Hasbro to offer the nation their very own personalised Cluedo boards for the festive season. The Cluedo Personalisation Tour travelled across the country with 21 live dates at seven Smyths stores between 22 October and 28 November, giving shoppers the chance to create their very own family edition of the whodunnit game. From Colonel Mustard to Miss Scarlett, fans were able to replace famous suspects with pictures of their own friends or family - making games night that bit more personal this Christmas.

Customers have donated more than 60,000 toys since the appeal launched in 2018. This year the appeal aimed to reach a total of 100,000 toys. The chain also brought back its Letters to Santa workshops. Children attended sessions in-store, where letter-writing elves helped add a little extra sparkle to their Christmas list letters and delivered them direct to the North Pole. Kids can expect a personal reply from Father Christmas himself before the big day. The workshops were a huge success in 2019, with more than 22,757 children taking part.

Asda partners

with Peppa Pig George at Asda has partnered with Peppa Pig and Ecologi to offer a range of clothing made from responsibly sourced cotton through the Better Cotton Initiative (BCI) as well footwear, accessories and wooden toys and playsets made with FSC-certified wood from responsibly managed forests, as part of Hasbro’s Plant with Peppa campaign. Plant with Peppa aims to teach children about the importance of trees, and Peppa Pig’s reforestation programme pledges to plant 10,000 trees at projects based in England, Wales and Scotland. A variety of trees including oak, maple, crab apple, cherry, silver birch and Scots pine will be planted, and families will be able to check their progress either at the virtual Peppa Forest on the Ecologi website.

One in four consumers intend to splash out more this festive season, with an average spend of £428 per person - up from £384 last year, according to PwC. This increase, which is across all age ranges and regions, means a total predicted spend of £21 billion on presents and celebrations: up 12% on 2020. PwC forecasts that given the disruptions of last year, the increased spend will be driven in part by more people planning to spend Christmas with extended family, leading to more gifting opportunities. Meanwhile, recent price inflation means people expect they will need to spend more. It adds that the first two weeks of December will be the busiest for Christmas shopping, but more than half of consumers will have bought most of their presents by the end of November. Concerns over stock levels, delivery times and further impacts of Covid are forcing consumers to shop earlier than usual to avoid disappointment.

Hamleys heads for Westfield London Hamleys has signed a lease for an 11,000sq ft permanent store at Westfield London, scheduled to open in Spring 2022. To maximise on the Christmas shopping period, a pop-up Hamleys shop opened in the shopping centre on 19 November, which will operate until the permanent store’s launch. Visitors to the pop-up can expect Hamleys’ world-famous in-store experiences, including live demonstrations, special guests, and festive entertainment. The permanent shop will showcase a new store concept, featuring engaging and educational play areas, with interactive and exciting installations, as well as a year-round programme of in-store events and character appearances, adding to the centre’s already established family brands, including LEGO, The Entertainer and KidZania London. Meanwhile, Hamleys has announced a Christmas partnership with Great Ormond Street Hospital children’s charity GOSH. The initiative includes the launch of a limited edition run of 1,500 Hamleys GOSH Bears, with £16 from the sale of every bear being donated to the charity to support seriously ill children from across the UK.

toysnplaythings.media

Menkind acquires Hawkin’s Bazaar

Strong half-year sales for The Works The Works has published its half-year trading update for the 26 weeks to 31 October, which shows some promising trends. Trading for the multi-channel value retailer of toys, arts, crafts, books, and stationery has been ‘stronger than expected’ with a two-year like-for-like sales increase of 14.5% and total two-year sales growth of 17.9%. Gavin Peck, CEO of The Works, commented: “It’s clear from these results that our products resonated extremely well with customers during the pandemic, helping them to read, learn, play and craft through lockdown. “Our strong sales in recent months demonstrate that demand has been

maintained and customers continue to value our offer. It’s particularly pleasing to see that whilst our online sales continue to run at almost double their pre-pandemic levels, store sales are also growing. “Looking ahead, we have a fantastic range of products for our customers this Christmas with initial demand for them already very strong. We are cautiously optimistic about prospects for our peak sales season and our ability to trade through the ongoing supply chain challenges faced by the majority of our sector.” The Works opened three new stores, closed five and relocated four, trading from 526 stores at the end of the half-year period.

M&S launches FAO Schwarz

online and in stores

M&S is launching FAO Schwarz in 20 stores across the UK and on M&S.com. A bespoke offer of about 50 bestselling items (a mix of FAO Schwarz, Discovery, Discovery #Mindblown and Sharper Image products) has been selected, including toy racing cars, music mats, craft kits and plush toys. The M&S store openings are billed as the first time the toy brand has been available on local UK high streets. The FAO shops will be trialled next to M&S gift shops and located within M&S Kids product areas. An experiential approach is also being tested with magicians set to perform at two of the biggest stores (Stratford and Bluewater) every weekend. FAO is the latest addition to the ‘Brands at M&S’ strategy, which aims to offer a wider selection within its core categories and introduce complementary categories where the retailer doesn’t have a full offer such as kids’ toys and stationery. M&S said: “Having this breadth of range is crucial for growth, with over 30% of our customers planning to purchase toys this Christmas.’’ Toys have already proved a popular new product option for M&S customers: 64% of orders for an Early Learning Centre product (which landed on the M&S website last year) also include at least one product from another M&S department.

DECEMBER 2021

Gifts and gadgets retailer Menkind has completed the acquisition of Hawkin’s Bazaar and Stocking Fillers, previously owned by H Grossman, for an undisclosed sum. Hawkin’s Bazaar was created in 1973 as the go-to place gifts for children of all ages. Stocking Fillers was established in 2007 and was set up to make shopping for Christmas stockings and presents easier. Under the deal, Menkind will take over the websites, customer data and stock. For now, customers will have access to the existing websites but in due course they will be redirected to www. Menkind.co.uk. The acquisition will provide customers with a significantly larger range to choose from and the benefit of a more seamless customer experience journey, thanks to Menkind’s years of expertise in the gifting industry. Its first store opened in 2002 and it can now be found in more than 60 locations around the country and online. In the lead-up to Christmas, Menkind is expanding its presence with pop-up stores in key locations. Hawkin’s Bazaar CEO David Mordecai commented: “We are delighted to have been acquired by Menkind. They are market leaders in the gifting industry and bring a world of experience, which makes it truly exciting for this deal to take place.” Paul Kraftman, CEO at Menkind, added: “We are proud to continue the growth of our business through the acquisitions of these great brands. Reflecting back to 10 years ago, we were among the three main independent gifting retailers alongside Red5 and Hawkin, and thanks to our dedicated team and expertise we’ve gone from strength to strength, enabling us to acquire these businesses and offer an unrivalled proposition to our customers.”

Aldi removes plastic from wooden toy range Aldi is removing all plastic packaging from its entire wooden toy range. The supermarket chain’s Specialbuy range includes 26 items, including medical carts and pirate ships. The wooden toy range originally launched in 2016 and has proved very popular with customers looking for unusual and sustainable Christmas gifts. Shoppers can also pick up giant soft toys, which have also had their plastic packaging removed, and an eco plush toy made from recycled plastic bottles. Available either as a bear in Aldi uniform or a selection of endangered animals including a Galapagos penguin, sea turtle and blue whale – these toys are made from 100% recycled polyester. This change across Aldi’s toy range will result in a 54-tonne reduction in plastic packaging each year. This initiative has been achieved by making several adjustments, including substituting paper tape for plastic and replacing bubble wrap with paper wrap, meaning the range’s packaging is now made from 93% recyclable materials.

PEOPLE

NEWS

Toynamics recruits

sales agent for North and Scotland

Jon Elliott

Mark Hunt

Character Options announces two senior staff promotions

Character Options has announced the promotions of Jon Elliott and Mark Hunt. Jon has been promoted to R&D commercial director. He will work alongside creative director Al Dewar and senior R&D manager Gary Parker in the company’s in-house development team. Mark has been promoted to marketing director, reporting to group marketing director Jerry Healy. Mark’s primary objective will be to focus on the continuing development of Character Options and proxy new marketing directives on all product ranges to maintain their growth across all marketing platforms. Character Options managing director Joe Kissane said: “I hope you will join me in congratulating both Jon and Mark for this well-deserved recognition and wish them every success in their new roles.”

Mike Brighty moves on University Games senior vice president of international sales Mike Brighty has retired from the company and the toy industry. Mike has been a mainstay of the UK toy industry scene since joining Hasbro in 1989. His career has taken him on international stints with Hasbro as well as Jakks Pacific and Toy Lobster. From 2006 to 2014 Mike served as the head of international sales for Colorific, where he established the Australian company in Europe, US, and Canada and more than two dozen other international markets. In 2015 he became the first vice president of international sales for University Games, where he held a leadership role serving on the board of directors and building the company’s international business. University Games is commencing a search for a new head of international to fill Mike’s shoes.

Toynamics UK and Ireland has announced the appointment of Stephanie Malinowski as sales agent for the Northern area and Scotland. Stephanie brings a wealth of selling experience and knowledge to the role. She will be exclusively selling all Toynamics brands including Hape, Hape/Baby Einstein, Skip Hop, Nebulous Stars, DinosArt, TIMIO, and Nanoblock. Toynamics managing director David Allan said: “I welcome Stephanie to the sales team; her area knowledge and enthusiasm for our ranges convinced me that she will grow our business as part of our team.” Stephanie added: “I’m super pleased and excited to have gained the Toynamics UK agency. There are so many great brands, and I believe that the Northern and Scotland area has never seen its full potential and has so many opportunities.” To contact Stephanie, email her at sm@jsmsales.co.uk or call her on 07984 446 272.

Vivid Goliath

Group expands sales team Mark Standen has joined Vivid Goliath Group as national account manager working on its toy and games portfolio. Mark has been in the toy industry for more than 17 years, working on global brands. From his most recent role at Rainbow, he brings a wealth of experience in the independent sector across the buying groups Toymaster and plaY-room (the toy division of AIS). Sales director Gerbie Quilter said: ‘With the latest acquisition of Endless Games and a striking lineup of new games, new categories and new innovations in toys, this is an exciting time for Mark to join.” Mark added: “There is a lot to learn as the games portfolio has diversified into lots of exciting market segments, and toy brand innovations are taking the company into new categories.”

Jeff Goldstein joins Wilton Bradley Wilton Bradley’s new recruit, country manager US and Canada Jeff Goldstein and his team of agents will be manning a Wilton Bradley prominent stand on Level 3 of Toy Fair New York. They are keen to introduce themselves and the supplier’s brands to new customers. Jeff will be based in New Jersey and will be responsible for managing growth in the US and Canada. He has a wealth of experience in the toy industry, having previously held senior sales positions with Hasbro, Ohio Art and more recently Kid Station Toys. Wilton Bradley head of international sales Laetitia Westerman commented: “We’re absolutely delighted to welcome Jeff as a key member of the team. His insight and experience are invaluable, and he joins a dynamic team that continues to drive Wilton Bradley’s international growth and presence forward as a force within the industry.”

toysnplaythings.media

LICENSING

Magic Mixies joins Bulldog portfolio Bulldog Licensing has extended its range of brands under the Moose Toys umbrella with its new launch, Magic Mixies Magic Cauldron, which appears on the DreamToys list. Bulldog will be working with licensing partners across a wide range of categories to leverage the power of the brand. Paul Solomon, co-owner of Moose Toys, said: “Magic Mixies will be the next mega franchise to launch from a hit toy. We’re looking forward to seeing the magic our partners bring to a vast array of consumer products through our world-class global licensing and entertainment programmes.” PR activity is being supported by a fully integrated campaign from Moose Toys with three million impressions to date across YouTube pre-roll, animated preroll, and an interactive interstitial to bring the magic to life digitally. A TV campaign has been running since

1 October, and is planned for eight weeks of airtime across linear and VOD, as well as family together media, including the ad breaks of movies including The Addams Family and Harry Potter films.

First UK licensees for Pip and Posy

Wildbrain takes Chip & Potato from screen to toy shelf WildBrain has appointed Jakks Pacific as master global toy partner for its hit animated preschool brand, Chip & Potato. The partnership will launch the brand from the screen to the toy shelf, as Jakks Pacific develops a range across multiple toy categories, including plush, figures, playsets, and roleplay for North America, the UK and Australia. Launch for the range is scheduled from Autumn 2022. An original series produced by WildBrain and Darrall Macqueen, Chip & Potato launched on Netflix in 2019 and is also available on Netflix Junior’s YouTube channel. Netflix has picked up Season 3 of Chip & Potato plus three seasonal specials.

DECEMBER 2021

NEWS

Magic Light Pictures has secured the first raft of licensing partners for its preschool TV series Pip and Posy. Leading the way is Nosy Crow, the publisher of the picture books that inspired the show, with a range of board, activity, sticker and lift-the-flap formats that showcase the series’ CGI artwork. Amscan International has signed for dress-up, balloons and party goods, while Ravensburger will produce Pip and Posy puzzles and games. Pip and Posy premiered on Channel 5’s Milkshake! in March. With almost three million viewers since launch, it is currently one of its top-rated shows. Sky Kids launched a box set of 20 episodes in May, and the series will air on Nick Junior in Spring 2022. It is also proving popular on social media, reaching 3.5 million people across Facebook and Instagram with more than 9 million video views, and a further 5.5 million views on its YouTube channel.

Jurassic World roars back Jurassic World Dominion rumbles into cinemas around the globe in June. While fans eagerly await the latest film in the multi-billiondollar franchise, Universal Brand Development has been maintaining the dinosaur brand by creating new products, retail programmes, games and digital content, plus new seasons of the Jurassic World: Camp Cretaceous animated series. A raft of licensing partners, led by Mattel and LEGO, as well as new gaming experiences, are offering immersive digital experiences that should keep fans engaged on multiple platforms. 2021 has also marked a welcome return to physical in-store promotions with ‘Dino Days’ - a cross-category in-store and online shopper campaign running throughout Q4 in the UK, Germany and France across retailers including Smyths Toys Superstores, Carrefour and Amazon. The campaign includes promotional videos on YouTube, targeted Facebook advertising, competitions and influencer outreach supporting new toy lines from Mattel and LEGO.

MEDIA

NEWS

Funrise joins Psyonix for Rocket League cars launch Funrise has announced a partnership with video game developer Psyonix to create a range of customisable and remote-controlled Rocket League replica cars. The Rocket League branded collection will feature several customisable cars, including mini-RCs and full-size RCs, which allow players to bring the video game Rocket League to life. The replicas are based on some of the most popular cars from the Rocket League franchise including Octane, Dominus, Fennec, and Takumi. The range will launch globally in Autumn 2022 and will offer a variety of price points. A high-powered hybrid of arcade-style soccer and vehicular mayhem, easy-to-understand controls and fluid, physics-driven competition, Rocket League is one of the most popular video game brands worldwide. Rocket League is free to play and available on Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, and PC on Epic Games Store.

Plane Characters announces Binge Networks deal

Cantilever launches campaign for The Amazing Maurice Cantilever Media is launching the consumer products campaign for its upcoming Sky original animated feature film The Amazing Maurice, based on Terry Pratchett’s best-selling novel. The movie is set to debut in 2022 on Sky Cinema in the UK and will also be available on streaming service NOW via the Sky Cinema Membership. Two leading licensors have already been secured. Titan Books has come on board as publishing partner and specialist retailer Forbidden Planet is launching an eclectic range including adults and kids’ clothes, gift and home product. Cantilever has also partnered with Fryday Brands to build a consumer products range including digital and board games, plush, stationery and gifts.

Children’s animation Let’s Go See from Plane Characters Productions has inked a deal with video-ondemand solution, Binge Networks. Binge will distribute Let’s Go See episodes and a new pipeline of content to on-demand audiences reaching 100 million-plus viewers across its syndicated platforms, which have more than 2.5 million weekly visitors. Plane Characters co-founer Rob Johnson (pictured) said: “To be able to announce a global deal with Binge Networks, just as ink is drying on our commitment from Little Dot Studios, is exciting.” Plane Characters Productions has also launched an award-winning, free to download, edutainment app.

Love Monster collaborates

with Comic Relief

Love Monster, the star of CBeebies’ quirky animated adventure series for preschoolers, is teaming up with Comic Relief to help raise money for Red Nose Day, which takes place on 22 March. The collaboration will see the heartwarming hero feature on Red Nose Day early years fundraising packs. Tying in with Love Monster’s love of DJing and partying, the pack has a festival theme and contains ideas and tips for nursery fundraising activities, along with sponsorship forms and information on how to submit donations. Comic Relief is also producing a range of bespoke mental health learning resources for nurseries. These will support early years practitioners increase awareness with young children around mental health and how to explore emotions. This reflects the values and messages of Love Monster, which helps preschoolers understand and manage different emotions and showcases the importance of kindness, empathy, connection and instinct.

Minions set to return to the big screen in Summer 2022 Minions: The Rise of Gru - the long-awaited next instalment of the most successful animated franchise in history - is set to hit cinemas across the globe in July. Universal Brand Development (UBD) has pulled out all the stops to support the feature film with global toy partners Mattel and The LEGO Group. The toy collection will feature action figures, construction sets, electronics, plush, collectables and playsets. Other partners include Topps, Asmodee, Ravensburger, Clementoni, Posh Paws, Danilo and Boxine. UBD is taking a tailored approach to retail activations and licensing and merchandising opportunities. Last summer, it developed a series of online-only promotions including a Free the Fun digital pop-up event in the UK that included giveaways and prizes that enlisted grocers Aldi, Asda, Sainsbury’s and Tesco, and toy chains Smyths Toys Superstores, The Entertainer and Hamleys.

toysnplaythings.media

MEDIA

ANALYSIS

The family that watches together... “

Cats & Dogs 2. By taking this approach, these relevant spots will benefit from further standout within the ad break which features in most instances from other categories. The ‘family films effect’ is clearly evident when reviewing the latest Google trends. Take the example of Looney Tunes Back In Action, which was broadcast in early August. We can break down that spot list, which included melscience.com – a science and educational website made just for kids. That particular spot was shown to more than 43,000 CH415 (kids aged 4-15) and 24,000 HWCH (housewives with children), which resulted in their Google search data showing an all-time high for the week. See graph, below left. While of course this is only showing one element of the mix, this positive correlation goes some way to suggest that advertising investment to free-toair channels such as ITV2 has a positive effect on consumers going online to find out more. When looking at the norm for TV investments outside traditional kids’ commercial channels, we can see that 134 brands used ITV2 family films last year – a huge 43% increase on 2019’s 94 brands. This number will no doubt increase as we review the effect of Q4. For example, last year, brands such as LEGO City, Hasbro’s Play-Doh, MGA L.O.L. Surprise, Interplay’s Home Drone Game, and Spin Master’s Present Pets - as well as many others made investments to air across adult channels in November and December. As we look beyond Q4, it is key to add an importance to these ‘appointment to view placements’ to the overall media mix. Of course, not every TV plan will have sufficient budget levels to afford placements on these channels that are less cost-effective than kids’ commercial channels, which remain the most cost-effective means of reaching mass awareness among kids in the UK & ROI. If you need assistance determining the optimal marketing split for your brands, please do contact us.

Demand on kids’ commercial airtime in Q4 often encourages advertisers and agencies to invest in alternative means

Source: Google Trends, 2021 August. UK Search Term: Melscience

“

s we edge ever closer to the Christmas period, the number of family films broadcast increases on the likes of ITV2 and Channel 4, with favourites such as Harry Potter, The Looney Tunes and Nanny McPhee attracting family audiences on those rather dark and dreary weekend evenings. Film spots have been popular within the toys and games market for the past couple of years, mainly due to the key benefit - the additional coverage points to traditional TV campaigns that these spots offer - as well as the chance to attract families who are sitting down to watch together. Traditionally, costs outside of kids’ commercial TV for a toy advertiser to deploy a heavyweight campaign on adult channels can be higher than traditional budget levels. However, demand on kids’ commercial airtime in Q4 often encourages advertisers and agencies to invest in alternative means. These spots, if strategically placed, can certainly aid in building awareness with a family audience. As allocations to these placements are likely to be reflective of only a small percentage of the overall marketing budget, it is important to be smart and choose those spots that are related to the advertised product in attempts to drive engagement and potential online search. For example, a plush bear featured within Yogi Bear or a toy animal in

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

Ad slots in family films on free-to-view TV can really drive engagement as long as your product is relevant, says Kate Moncur, associate director at Generation Media

RETAIL

OPINION

Business rate cut: a drop in the ocean? John Ryan asks: at first glance, a 50% cut in business rates looks like it could be heaven-sent help for toy indies - but is it too good to be true?

t may not be helping you just yet, but in Chancellor Rishi Sunak’s Budget speech in October, he unveiled a package that will allow retailers (among others) to benefit from a 50% cut in business rates, up to a maximum of £110,000. On the face of it, this would seem like pretty good news. But (and it’s a substantial but) what remains unclear is how this will be applied. If the view taken is that every store in the land is a business in its own right, then the measure would be something of a jamboree, and even with price pressure on everything from utilities to the products that go on the shelves, there might even be a net gain in all of this. Sadly, this seems unlikely. More likely is that the tax cut will be applied per business as a whole, meaning that single store owners will breathe a massive sigh of relief. But if you have just a few shops, let alone a chain, then this will be a drop in the fiscal ocean. The physical toy retailing business actually has relatively few large players, with much of the sector being the preserve of the standalone store. The other point is that the 50% cut is only temporary and will hold good for the tax year 2022-23. Or put another way, that’s a year from next April - and meanwhile the heavy hand of the taxman will continue to feel your collar. But look on the bright side. At least the shops stand a good chance of being open right through the festive period and beyond - and you don’t need to have a terribly good memory to remember when this was not the case. The real question is: will the business rates discount be a temporary one-year stay of execution as toy shop proprietors face a bewildering array of costs that may not have been anticipated at the beginning of the year? And the answer is, as almost always, it depends. Success in retail used to be contingent on there being enough left over, after product costs and the price of operating from your own premises was taken into account. As such, it was fairly predictable, and the real operators put themselves in a position where they were able to buy products for less and sell at the same price as others. That was largely in pre-branding days and the whip hand has long since passed to the supplier as far as the cost of things is concerned. Brands worked out some time back that by limiting the supply of specific items, they can control demand and, where something is sold below the price they expect it to be retailed at, they

“

limit that supply (or cut it off entirely) accordingly. It’s simple economics - as is the business rates cut that Rishi has dished out. In Micawber-like fashion - as tends to be the case with governmental balance sheets - the Chancellor has looked at what has been spent and has divvied up what he can hand out, in the face of an economy that has performed slightly better over the past six months than had been predicted. Yet the apparent similarity between running a toy retail business and macro-economics is not as straightforward as it might appear. The major difference between the two is that if the Government overshoots, it just borrows some money and, over time, it may not even have to pay it back. Not so if you happen to be a single store owner who has to make ends meet. Head down to the bank and ask for a loan extension, but patiently explain that you’re not quite sure when exactly you’ll be able to pay it back, and you’ll not be entirely surprised to be politely shown the door. In the real retail world, if your store doesn’t show a net profit, the premises are likely to end up in the hands of somebody else who can make the space work a little harder. But back to business rates. The 2022-23 cut is still a positive move and, given the notoriously short-term view of finance taken by all retailers, from toy shops to supermarkets, it should be welcomed. A year is long enough to make changes, and who knows, the constraints on utilities, inflation and the cost of materials might all be unpleasant blips by the time April 2023 hoves into view. In the meantime, it’s heads down and get on with it. Don’t expect things to be easier, but Rishi might just have offered enough leeway for things to rumble. Be positive: around this time a year ago, it continued to look as if the world might be heading for a total crash. That has not materialised, and it is certain that after a difficult year, shoppers will be looking to treat their loved ones - and that will mean sales… I may have omitted to mention the little matter of getting goods off the boats and into the shops, but this seems almost a minor consideration when set against what’s been going on. You wouldn’t be in retail if you weren’t something of an optimist, and there do seem to be, in spite of everything that suggests the contrary, grounds for cautious optimism. If you don’t agree with any of this, Seasons Greetings to you, as one door shuts...

Be positive: around this time a year ago, it continued to look as if the world might be heading for a total crash

”

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

CONSUMER

INSIGHT

Merging online and offline worlds to their favourite YouTuber, and 37% for next year’s sequel on Disney+. It will are buying products that relate to their include souvenirs such as a wallet, a longfavourite TV shows. sleeve top and a chrome Hocus Pocus This trend goes both ways, as we can mug shaped like a cauldron. see how toys continue to explore the digital world. What this means for you… For example, one of the most popular Kids ecosystems are continuously shifting. soft toys – Squishmallows - announced that With a variety of streaming platforms and its YouTube animated series will air weekly different content featuring hundreds of new until the end of October. Our data shows characters, these IPs rapidly come into kids’ that almost one-third of three to 12-yearlives on many different levels. olds report soft toys One trend observed as their favourite during the pandemic was The main thing that kids found comfort in toy type. that can be seen MGA Entertainment, the familiarity of brands, meanwhile, released new characters, and IPs they can across the most L.O.L. Dolls along with an most engage with. popular IP in kids’ accompanying 45-minute They feel comfortable animated movie L.O.L. choosing something related ecosystems is Surprise: The Movie!, which to their favourite movie consistent is showing on Netflix. or TV show for example, engagement with Meanwhile, shopDisney which they probably has announced a special watched many times during certain characters line - Hocus Pocus the lockdowns. across multiple celebrating the classic film The main thing that and getting people excited platforms can be seen across the most popular IP in kids’ ecosystems is consistent engagement with certain characters across multiple platforms, whether that’s watching the latest TV show or their favourite YouTube channel. With this in mind, The Insights Family has just released a new IP INDEX. This tool is a holistic performance monitor, which identifies the strength and opportunities for your brand. It enables you to measure your performance against competitors and also discover up-and-coming IP/brands. To learn more about IP INDEX and to get freemium access to The Insights Family real-time data portal, visit: https://get. theinsightsfamily.com/ipindex

“

s the UK has reopened, kids, parents and families are returning to high streets. Our Kids Insights data shows that the popularity of offline shopping has slightly increased by 8% among kids aged three to five in the UK since July 2021. In turn, online shopping dropped by 13% at the same time for the same consumers. Among preschoolers (aged three to five) toys are a clear motivator in determining favourite shops, with Smyths Toys Superstores (8%) being almost twice as popular as their third favourite, Tesco (5%), and Primark ranking in second place. The popularity of Smyths has increased by 60% since July 2021, showing how kids and parents are more than happy to visit their favourite stores again, just as they did before the pandemic. So what are they looking forward to finding this winter? The influence of kids’ favourite YouTubers and TV shows on their toy purchasing decisions continues to grow. In fact, 16% of children have bought or intend to - buy products that relate

The Insights Family specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, every year the company surveys more than 383,760 kids and 187,200 parents.

The outlook for high street shopping looks optimistic, with toys influenced by TV, YouTube and other streaming platforms, says Nick Richardson, founder and CEO of The Insights Family

PROFILE

Happy

Pranksmas! Christmas is nearly here and with it, the return of the Elves Behavin’ Badly dolls causing mischief and mayhem - and this year, they’re back with a new prankster in tow!

he Elves Behavin’ Badly dolls are upping the ante this Christmas and have hired mischief-maker and reality star Sam Thompson as Chief Prankster to help spread chaos in homes and workplaces up and down the country. Known for his banter and practical jokes on long-suffering girlfriend Zara, Sam has joined the Elves Behavin’ Badly line-up to inspire the nation to get pranking! Sam, who is leading the pranking charge along with a host of celebrities, will be encouraging people to embrace their mischievous side this festive season with his festive pranking 101. Whether it’s tips on executing classic pranks such as adding festive wrap to everything in the bathroom - right down to the toothbrush - or ideas for pranking festive bakes with the addition of hot chilli, Pranksmas is back with a bang! Donning stripey tights and taking his new role seriously, the TV personality is inspiring people to unleash their inner prankster and get on Santa’s naughty list. Sam said: “Being assigned Chief

“

This year, Elves Behavin’ Badly are upping the ante, taking pranking to a whole new level with the help of the naughty elves

”

Prankster for Elves Behavin’ Badly is right up my street - it’s basically my calling, as everyone who knows me knows I live for winding up anyone around me. Coming up with Pranksmas ideas with the Elves and being encouraged to cause chaos and taunt Zara for basically the whole month of December is amazing – she won’t know what’s hit her!” Paul Beverley, a director of PMS International - the worldwide distributor for the Elves Behavin’ Badly dolls - thinks this year’s campaign will bring a whole new level of mischief. He said: “This year, Elves Behavin’ Badly are upping the ante, taking pranking to a whole new level with the help of the naughty elves. Following restrictions around the festivities last year and limited household mixing, this year - with the help of Sam and other familiar faces - we are going all-out and want to inspire everyone to get involved this Christmas.” Following concerns of shortages with up to a million Elves Behavin’ Badly dolls previously stranded in China, the stock is now arriving in the UK having been flown in, and the cheeky Elves will be here just in time to cause their traditional festive mayhem. For more information and pranking tips, visit www.elvesbehavinbadly.com.

Sam’s

Top 5 Pranks 1. Rice Krispies prank The mischievous Elves Behavin’ Badly dolls place a cascade of Rice Krispies in the cupboard and Sam is showered in the cereal as he goes to open the cupboard doors!

2. Whipped cream in pool noodle prank Sam sprays whipped cream on a pool noodle and when Zara goes to open the fridge, she gets whipped cream all over her face! Sam then puts on headphones and blocks out her reaction!

3. Fart spray prank Sam pretends that he and Pete are going to do a Carpool Karaoke, only for Sam to continuously use fart spray in Pete’s direction and cause a hilarious reaction!

4. Leaf blower toothpaste prank Sam takes inspiration from the internet with the leaf blower prank. While Zara is brushing her teeth, Sam comes into the bathroom and turns on the leaf blower, causing toothpaste to go everywhere!

5. Talcum powder in hairdryer prank Zara comes out of the shower expecting to blow-dry her hair, only for Sam to have placed talcum powder in the hairdryer and it blows directly into her face!

toysnplaythings.media

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RETAIL

OPINION

Talking retail Partner Will’s Toy Shop Aberdeen What big-ticket items are proving popular?

“All things Pokémon are flying, with both children and adult collectors”

What stocking fillers are selling well? Collectables - Pokémon cards, Cutetitos, Babitos and even small Lego sets. Animal Planet [animal figurines] by Legler are very popular, and Eugy [build your own 3D animal figures made from environmentally-friendly, biodegradable card and printed with eco-friendly ink]. Customers love the fact that they have very little plastic in them. They’re lightweight for posting too.

If Santa gave you three wishes this Christmas for your business, what would they be? First, more space. Second, for Covid to be under control, so we can have a welcoming space for our younger visitors. When playing demos, a screen and masks make it hard to interact with them. And third, for the Toymaster May show to go ahead in 2022.

Julia Lowe

Owner, Farm Toys Online (www.farmtoysonline.co.uk)

Maggie Tibbenham Director, Imagine Toy Shop Holmfirth, West Yorkshire

I've been trying not to believe the media panicking about big stock level disruptions for the last quarter, but after receiving emails from distributors and toy makers about stock shortages I got struck with a feeling I'd rather get ready for Christmas earlier rather than later. So I ordered Christmas stock in August/September and had it delivered quite promptly. I even had to store it in my house as the shop isn’t big enough! That’s allowed me to keep calm and be sure that I won't be left with empty shelves. For Christmas, I always order toys that I don't easily sell during the rest of the year: products of bigger monetary value - large LEGO sets above £40-£50, robots and robotic toys. The tonies box sells amazingly for Christmas, along with large train sets and definitely games.

What stocking fillers are selling well? The newest Mini GooJitZu from Character Options is selling super well for boys. The newest TY Mini Squish-a-boos from TY UK are a great seller for girls, as well as Running Robo Hamsters from Character Options and Fuzzikins from Playmonster. Small gadgets are disappearing off the shelves too, such as Disco Fingers from Funtime and Mini USB Disco Lights from The Source.

“For Christmas, I always order toys that I don't easily sell during the rest of the year: products of bigger monetary value”

If Santa gave you three wishes for your business, what would they be? Recently some customers came to my shop from further away and said they really wished such a shop existed where they live, as it's ‘a magical Aladdin's cave’. So my wish would be that people don't take my shop for granted. I’m here because of my fabulous customers, and I always need them to keep going.

“We would love to stock more brands of British toy manufacturers”

What’s proving popular for big-ticket presents?

Our pedal tractors start from around £50 and always sell well at this time of year. If your little one loves tractors, then what could be a better Christmas present than a ride-on tractor?! What stocking fillers are selling well?

Our festive range of Farmer Christmas books are currently our most popular stocking fillers. They are written by Devonbased farmer’s daughter Catherine Baddeley and beautifully illustrated by Somerset-based artist Sophie Baugh-Jones. We try to promote them as much as possible because we love supporting small, local businesses.

TnP loves to hear your views. In this issue we ask retailers what's selling well in the run-up to Christmas

What’s proving popular for big-ticket presents?

Brendan Will

All things Pokémon: the 25th anniversary collection is flying, with both children and adult collectors. Care Bears are proving popular as a lot of mums remember having them as kids. And Steiff Bears’ Soft Cuddly Friends range (Winnie The Pooh and Tiger) seem to be the teddies to have for babies.

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

If Santa gave you three wishes this Christmas for your business, what would they be?

First, more stock. Many of our suppliers are struggling to meet our demand, with best sellers becoming increasingly difficult to come by. We’ve been urging our customers to ‘buy it when they see it’ for some time now as we get fewer deliveries. Second, a level playing field. It’s becoming more and more difficult for small independents like us to compete with the likes of Amazon. Suppliers could help level the playing field a little by simply offering the same price to everyone - no one gets a discount.

toysnplaythings.media

Marion Super Director, Dazzle & Inkspot Hamilton, South Lanarkshire How have you been preparing your store for the Christmas trading period?

Rainbow High Dolls. Core Christmas lines like our big Playmobil and Sylvanian Family sets are selling through nicely. Games and jigsaws are always a must-have for those last couple of weeks too.

We have been well prepared this year. Our buying always starts early, and throughout the year we stock up on what we believe will be key lines at key selling times. This year, more than ever, we have “If Christmas What stocking fillers are a great range of toys and games in our warehouse. Also being a fancy dress retailer allows us to get a trading is going selling well? taste of what the ‘Christmas rush’ may be like at the preto be anything Mini Brands are ideal: they tick the surprise box, they are Halloween rush. If Christmas trading is going to be anything suitable for a range of ages, and for boys or girls, and they like Halloween, then we are all in for a pleasant surprise like Halloween, are great value for money. Tech Deck finger skate boards with an increase in footfall. At Halloween we had many then we are all are still popular and again, good value for money. Disney customers who were disappointed by purchasing online, Doorables are fun and again, full of surprises. in for a pleasant only to be let down at the last minute! This will inevitably If Santa gave you three wishes this Christmas for happen at Christmas too. Given the huge increase in buying surprise with your business, what would they be? online, this in turn creates greater pressure in those last an increase in First, for Christmas trading to be like a traditional store couple of weeks when things are impossible to source online and have delivered on time. The retailers who have footfall“ Christmas shopping experience. For happy shoppers to delight at what we have to offer, and for them to come in healthy stock levels will be able to maximise sales in those laden with bags from the other (one or two) independent retailers in the precious few days. town - and leave with even more bags from our store. Second, to have What’s proving popular for big-ticket presents? plenty of stock right up until Christmas Eve, and at finishing time the So far we are seeing lots of Mattel product - Thomas and Barbie being stock room is empty (and miraculously cleaned)! Third, for all the staff to the key players here. And Spin Master, Paw Patrol lines continue to sell have a well-deserved festive break with their families. We hope to close well. Hasbro, Nerf and roleplay lines have been great too. There has the shop for at least four days over Christmas. also been a recent increase in demand for MGA’s L.O.L. OMG dolls and

Vannessa Clarke

Zac Chapman

Owner, Live & Learn Paddock Wood, Kent

Toys Buyer, Downtown Boston and Grantham, Lincolnshire How have you been preparing for Christmas trading? Getting stock onto shelves is our number one priority and we’ve been working hard to ensure we have as good a level of stock as possible in the build-up to our peak trading time. We’ve also set up some themed tables near the till point to highlight advent calendars and other more seasonal product, to maximise potential sales on these more time-sensitive products.

What’s proving popular for big-ticket presents? Our Generation is a key brand for us and we’re seeing great sales on the bigger ticket items. The bunk bed in particular has been a real highlight, with anything equestrian-related also selling strongly. Larger LEGO sets always pick up at this time of year, with the Technic range being strongest.

What stocking fillers sell well?

“Getting stock onto shelves is our number one priority”

Hot Wheels cars are a fantastic line for us and they sell well across all ranges. The Cars licensed range from Mattel has been a real highlight. Pokémon cards, of course, have been a big hit and we continue to see sales here. The booster packs make a great stocking filler for kids and big kids alike!

What’s proving popular for big-ticket presents? We opened three months ago, and trading has been really good. People are travelling to us from surrounding villages and Tunbridge Wells [the nearest town], and suppliers have been contacting us too, so the word is getting out! We’ve got quite a wide range of products. Our biggest sections are science, art, and baby, and we try to make sure all the toys are either FSC-certified wooden or educational in some way that will benefit the child. We’re trying to encourage learning through play. Popular big-ticket purchases include GraviTrax from Ravensburger, Papo’s castles, classic family board games like Trivial Pursuit and Mouse Trap, and Brio.

What stocking fillers are selling well?

If Santa gave you three wishes for your

Our pocket money toys are also great stocking fillers. Kids particularly love the skipping ropes and pull-back racing animals from Bigjigs Toys, and the KidzLabs Pocket Volcano and Lemon Clock from Great Gizmos. In our baby section, Best Years knitted toys are popular, especially dinosaurs. In the art section, the Scratch It! stencil sheets From Kreative Kids are really good for small presents.

business, what would they be?

If Santa gave you three wishes this Christmas for

I would wish for a high December footfall to help us maximise sales across all our departments; all deliveries to be on time and complete; and finally, I’d wish for everyone in the business to have a fantastic Christmas!

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your business, what would they be? That we continue with our repeat custom. We continue to support learning throughout the year with our products - not just at Christmas! And we expand our range ready for the New Year.

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THE INDEPENDENT

OPINION

Toy Corner’s 2020 Christmas windows

Diary of a toy shop Hazel McCarthy, owner of Toy Corner in Galway, reflects on the past 12 months of trading and looks forward to a very special Christmas gift

ell, here we are, peak season! Where did 2021 go? This is the time that will tell us whether all the hard work throughout the year paid off. I’m feeling quite positive; the ‘shop local’ sentiment has continued, and the investments and improvements I’ve made across the business to tailor them even more closely to our consumers’ desires seem to be recognised and appreciated. Despite being closed for almost half the year, I’ve continued the 2020 trend of working twice as hard - as I’m sure is the case for most independents. Almost weekly, goalposts have been changing with pricing, delivery schedules, carriage levels, and import charges across the majority of suppliers. So I feel more mentally exhausted, with less of a sense of where I am financially, than I did last year when the world was even more up in the air. So much of my time is spent chasing deliveries and figuring out how to get orders released, that I’m so glad to finally have some staff. There’s no way I would have time to do all of that, plus covering the counter - which I’m delighted to say has been nice and busy in October and November. Even non-stock related projects, such as getting my bilingual department signage installed, which was scheduled for a few months ago, has only just been completed. And that was due to the signage company’s own stock issues! It shows how complex supply chains are across all different kinds of industries. I feel indies always have the advantage of having a lovely busy feeling right up to closing on Christmas Eve, because we

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I feel indies always have the advantage of having a lovely busy feeling right up to closing on Christmas Eve, because we also specialise in the small stuff

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also specialise in the small stuff - the lastminute things that complete a present or a stocking such as add-ons like giftwrap, Sellotape and labels. I’ve made sure to stock up and have had them all on display since the start of November, so my customers take note where to come when they need those items. At the time of writing, I’m trying to decide my theme for my Christmas window. I like to put it in for the whole of December, and to pick products that I have a lot of stock of (mostly to minimise the need to get in and out of the window for the ‘last one’ of any toy!). Last year my husband made a little scale model of my corner of the village to go around the base of the tree, accompanied by a model of our Toy Corner train logo to go around the front. It was really magical, so I think I’ll have to use that again. I do love getting creative with the windows, and with toys we are blessed, because children don’t generally go in for the minimalist aesthetic! I’d love to see everyone else’s Christmas windows this year; share them using #toyshopwindow on Instagram and I’ll keep an eye out! On the subject of this issue’s feature on Inspirational and Aspirational Play (one of my favourite sections, of course, for a shop with the tagline ‘toys powered by imagination’!) one of the decisions I’ve battled with over the past month is deciding whether to do my Magic of Christmas Boxes again this year. I loved doing them last year and there was a great uptake, but they were extremely time-consuming. I designed the Boxes as gifts to give before Christmas Day to keep children entertained and excitement at bay

on Christmas Eve, and to create an opportunity for memory-making as a family. However, I still haven’t decided if I have the capacity to offer those again, given everything else that needs to be done at the moment. Again, another potential knock-on effect of our supply chain issues! Online trading has been small but steady. The peak for this will always be earlier than the in-store peak, so it’s nice to try to ride both waves - but the marketing strategy for both is so different that it’s hard to be sure you’re being effective in either by trying to do both. Sometimes, if orders are slow, I find it hard to prioritise updating the website with new products when we have so much else to do. But all it takes is hearing a customer in-store saying they use the site to browse, to refresh my incentive to stay on top of it as it’s truly a digital shop window. With only a few weeks left to go until my baby arrives, I’m looking forward to putting my feet up. I remember the feeling so clearly when I got to closing time on Christmas Eve last year - the sense that I’d made it! The anticipation of that mood is what’s getting me through the rest of this month, and I’m sure it will be even greater this year knowing that January will be brightened by our new arrival. Knowing that I now have some staff to share the burden in the busiest month of the year is also lightening the load. Considering I have been so used to doing everything myself, this pregnancy has been a fantastic learning curve for letting go of the reins - fast! Here’s wishing everyone a profitable Christmas, and a bit more normality in 2022.

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BMW Z4 ROADSTER ELECTRIC RIDE-ON

THE BIG INTERVIEW REBECCA LAZARUS

‘We strive to be

pioneers’ This month Clare Turner talks to Rebecca Lazarus, senior brand manager of leading electronic toy company VTech What’s your background? I’ve worked in a few different sectors and industries, the most exciting being at ITV. I worked on the [daytime magazine show] This Morning, bringing the brand to life in the consumer goods space. Then I worked for a global video game publisher that released games on all leading console and handheld platforms. I was responsible for marketing a broad selection of games for different target audiences from Zumba on the Nintendo Wii, Cooking Mama on Nintendo 3DS, and Sniper Elite on the PlayStation and Xbox consoles.

Tell us a bit about VTech.

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

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We have some fantastic new products planned for our licensed portfolio

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Lots of things had to change. For example, our product development team had to preview products from their houses to ensure our customers still got to see the fantastic products. Initially the office team was at home, where we adapted very quickly to ensure that it was business as usual. We used Zoom for regular team catch-ups. Now we have adopted a flexible approach where we do a combination of going to the office and working from home.

As we emerge from the pandemic, what will VTech look like and what

VTech is a world leader in ageappropriate and developmental stage-based electronic learning products for children. It develops high-quality, innovative educational products that enrich children’s development and make learning fun.

Which of your brands are performing well? We are proud of being the number one infant and toddler manufacturer 2021 YTD (January-September 2021 NPD). Our KidiCreative range is performing well, and the Kidizoom Duo camera and Kidizoom Smartwatch DX2 are consistent best sellers.

positive changes will be made? We’ve had to change the way we do some things, but still get the same result. For example, we are designing and developing category-leading products without travelling to Hong Kong - just lots of early hours Zoom meetings instead!

What are your core goals for Q4? Research and development is a huge focus for VTech. We strive to be pioneers in our sector by identifying trends in other sectors such as adult/ teenage consumer electronics, and transferring the technology into children’s toy categories, ensuring that [products] not only have the durability required for this sector but are fun for children to play with. For example, VTech has launched its very own version of the on-trend cameras that give instant images. The Kidizoom Print Cam is a fun

What opportunities has the pandemic created? As a manufacturer of electronic learning products for children, we noticed a huge demand for some of our products such as the Touch and Learn Activity Desk. This is an example of a great product to assist families trying to homeschool children or even trying to keep little ones entertained.

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What advice would you give to someone starting out in the toy industry? Go for it! It’s a great industry to be in. There’s lots to learn from colleagues and peers who have been in it for a long time, but because of the nature of the industry there are always opportunities for new ideas.

camera that children can use to take a photo and print instantly. The flip-up lens allows for easy selfies, and it is jam-packed with features such as special photo effects, stamps and borders, three games, panoramic prints, and a comic strip maker.

What new product launches can you reveal for 2022? We are just starting to preview some new and exciting additions and refreshes for 2022 to our retailers. We will then showcase them all again with more final samples at London Toy Fair in January. So, I would urge everyone to book an appointment to come and have a look for themselves.

What are your ambitions for your current brands? After seeing the exciting new additions planned for VTech Baby in 2022, we would like to maintain our number one manufacturer position in the infant and toddler category.

Where do you see opportunities for growth? We have some fantastic new products planned for our licensed portfolio. These are with licences that are performing really well in the preschool market. Pairing that with VTech’s electronic and educational proposition, the products are set to be very popular among this demographic.

VTech is continually looking at alternative categories, identifying opportunities to bring our USP of electronic innovation to and, by doing so, improving play experience for all ages. For example, in A/W21 we launched a new brand: Marble Rush. Compatible with each other, these easy-to-construct modular marble runs include electronic modules that trigger track splits, sound effects and reset the run. The electronic element adds to the fun and enhances the play experience of a popular play pattern.

During your time in the toy industry, which retailers have impressed you most and why? They have all been so impressive in the way they have adapted to the challenges set by Covid.

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VTech is continually looking at alternative categories, identifying opportunities to bring our USP of electronic innovation to and, by doing so improving play experience for all ages

What’s the biggest change you’ve seen since you joined the toy industry? One of the biggest changes was the demise of the largest toy specialist Toys R Us, which I have fond memories from as a child. Shopping habits have also changed a lot in this time, with online shopping becoming more popular than ever.

What’s your earliest memory of your toy career? I’ve only been in the toy industry for seven years so I’m still relatively new, especially compared with some. One of my earliest memories after joining in October was attending the DreamToys event in

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November, where I met [TV presenter, actor, choreographer, and leader of dance troupe Diversity] Ashley Banjo and ate a roast dinner for breakfast!

Are you looking to expand into other categories or add more brands in the near future?

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What one change would you like to see in the toy industry? This one is for Graham Canning [VTech sales director and chairman of the British Toy and Hobby Association]! But as both a parent and someone that works in the toy industry, I would love to see the UK government change legislation to prevent the sale of unsafe toys being sold by third-party sellers via online marketplaces.

What’s the most rewarding aspect of your job? I find it really interesting seeing toys come to life from concept drawings to actual toys, and find it really rewarding to see babies and children playing with them and having fun - which is usually in a very different manner than we expect!

What’s the most challenging aspect of your job? Telling my children that they can’t have everything they see on my computer!

WHAT’S N Festive favourites Winning Moves

020 3920 8151 | www.winning-moves.com Winning Moves has unveiled several festive favourites this season. The much-beloved staple of the Winning Moves range, the Christmas 1,000-piece puzzle, launches with its usual certificate and collectable coin, and a new design of Santa’s arrival at a small town, surrounded by snow, elves, and the aurora borealis (the Northern Lights). Christmas wouldn’t be Christmas without board games and festive films. Which is why Winning Moves is combining the two. Fans of all ages can challenge friends and family in its Elf Top Trumps Match, where players must match five cubes in a row (and avoid the Top Trumps Twist). They can also piece together scenes from the smash hit movie in the Elf 1,000-piece puzzle. Similarly, fans of the Christmas-themed romantic comedy film Love Actually can sit around the table and trade their way to success with Love Actually Monopoly. Alternatively, if they’re looking for a jigsaw, they can piece their favourite scenes together in the Love Actually 1,000-piece puzzle.

More fun from Mookie Mookie Toys 01525 722769 | www.mookie.co.uk Mookie Toys has recently launched Tybo XL, bringing a simple option to mess-free and kid-safe tie-dye. The Tybo XL’s mixing chamber expands up to 25cm, meaning you can create bigger and unique results time and time again. Tybo XL is being supported with a strong social and TV campaign. Presenter and influencer AMBI C has created a fun ‘How To’ YouTube video, which has achieved more than 257,000 views. Meanwhile, Axetreme is going to be a must-have for every child’s toy box. A fun, interactive game of throwing lightweight axes at a target, kids can play with friends or build up their skills on their own. Axetreme is being supported by a TV campaign and can be spotted on social media. Finally, Happy Hamsters is a modular marble track system where little ones can build unique and crazy designs day after day. Encouraging imaginative play, children can direct as their parents help them build a fun Happy Hamster world. You can find Happy Hamsters on TV and social media.

Let’s go

eco-walkies

The Puppet Company 01462 446040 www.thepuppetcompany.com The Puppet Company has introduced Eco Walking Puppets made from 100% recycled materials. Described as incredibly functional, the collection is produced from recycled plastic bottles, which means you can help save the planet while having fun! The Eco Walking Puppets are the first in a line of eco products and will be joined by Wilberry Eco Cuddlies soft toys next year from sister company Wilberry Toys.

NEW Start your adventure Bruder

Alfresco fun

00353-6763800 | www.bruder.de Distributor in UK: Alpha Toys Ltd

Wilton Bradley

Camping is absolutely on trend, and this leisure activity can now be experienced by youngsters with Bruder’s new Mercedes Benz Sprinter Camper, which has an impressive level of detail and versatility. The driver’s cab door and rear doors open. Here, the supplied bworld figure has access to an integrated double bed and large storage compartment. A particular highlight is the newly developed sliding door on the co-driver’s side, which provides access to the kitchen unit. The camper van has an extendable awning for sunny days, as well as camping furniture and tableware. Great accessories for the camper are the bworld Kayak which can be transported on the roof, as well as the bworld Mountain bike and bworld Road Bike.

It’s no secret that when it comes to outdoor play, kids need no help in creating their own make-believe worlds. Waterwall, the new product in Wilton Bradley’s Playhouse brand, is a must-have for households with imaginative toddlers. Teaching kids about gravity, angles and water flow, this wall is packed with limitless combinations for them to enjoy a different creation every time they move the pieces. With a range of modular accessories included, kids can have fun creating their own water flows and seeing their problem-solving skills come to life as they pour water from the top. Made from quality sustainably sourced wood, this weather-resistant product can be used outdoors or indoors thanks to the included bucket which catches the water when it reaches the bottom. This unique design and concept are currently under Design Registration and is Patent Pending ref. GB 2105957.1. Wheeled toys have long been a specialism of Wilton Bradley. The company has been creating a real buzz around its new Xootz Ride-On toy range and is working with the best factories to create officially licensed products that are exclusive to them in the UK. A new breed of grandeur, the Xootz BMW Z4 Roadster Electric Ride-On makes a powerful statement. This officially licensed BMW rideon offers all the details of the full-scale powerhouse. Featuring a kidney grille, sculptured bonnet and working front lights, this ride-on has presence. With a slow start function, three-speed drive and reverse gear, little ones can practise their driving in the machine. If they are too young to take the wheel parents don’t need to worry; the included carry handle under the car head, training wheels under the rear bumper and remote control allows them to take control. Open the doors, climb on board, and notice the MP3 player with AUX input. Beneath the bonnet is a rechargeable 12V battery. Great for indoors or outdoors, this ride-on makes light work of carpet, garden terrain or tarmac thanks to its front wheel suspension. Finally, growing on the success of the BMW K1300S and Police Motorbike, Wilton Bradley has secured the licence for the Xootz Ducati Panigale 1299RR Electric Ride-On Motorbike. This is the closest kids will get to the real deal, with all the premium features of a full-sized bike. Safe, fast, and exciting, this ride-on has a rechargeable 12V battery, a realistic engine sound and front light. It boasts a slow start function, three-speed drive, and reverse gear, plus dashboard displayer and MP3 player.

Cuddle time Wilberry Toys 01462 446040 | www.wilberrytoys.com Wilberry Toys (the sister company of The Puppet Company) has introduced additions to the Wilberry Minis collection including a Lion, Tiger, Elephant, Giraffe, Chimp, Orangutan, Wolf, and Penguin. There are now more than 35 of the miniature size toys to collect, with more new creations on the way. Wilberry Toys will also be launching new products in 2022, including the Wilberry Eco Cuddlies: soft toys made from recycled plastic bottles. Also new are giant versions of the popular Wilberry Knitted Dinosaurs.

Cast a spell Thames and Kosmos Tel: 01580 713000 www.thamesandkosmos.co.uk The Lost Spells is a beautifully illustrated card game based on the book by best-selling author Robert MacFarlane, and Illustrator Jackie Morris. As with its predecessor The Lost Words Card Game, the game is won by placing your Spell cards over your nature cards before your opponent. The Spells cards are placed as a clockface and are only revealed when you collect the correct amount of key cards. This easy-to-learn family game for ages eight-plus will be a hit with lovers of the books.

For pinball wizards JURATOYS UK 020 8878 2133 | www.janod.com This pinball game is made of FSC-certified wood and decorated in warm colours. For children aged five-plus, this toy will develop their concentration and keep them alert. Launch the metal ball, ring the bell, and then do everything you can to stop it falling back to the bottom of the tray. It’s seconds out for hours of solo or multiplayer fun for anyone who loves a challenge. The three metal balls will help you break all your records - and you can use the wheels and elastic bands to earn bonus points.

01626 835400 | www.wiltonbradley.com

SNEAK PEEK TOY FAIR 2022

Games, puzzles, and cuddles! Following an enforced fallow year in 2021, Toy Fair is well and truly back for 2022 and set to showcase the best trend-setting toys for the year ahead round 260 exhibiting (E35) is reimagining a classic game

companies will be displaying their wares at Toy Fair, including the industry’s biggest names such as LEGO, Playmobil UK and Hasbro, plus many exciting new companies such as LearnBots and ToyTopic, who will be attending the event for the first time. Between them, the companies will be unveiling hundreds of new products covering multiple sectors and a wide range of prices at the exhibition, which takes place from 25 January to 27 January at Olympia London. As always, there will be a wealth of games and puzzles, including big franchise tie-ins and original IP. Schmidt Spiele (E35), for example, is launching a 1,000-piece jigsaw featuring Disney’s Dumbo painted by the world-famous Thomas Kinkade. In family games, we will see from the world of Harry Potter, the Mini Knight Bus from Wrebbit3D (E35): a scaled-down version of the London-style bus from the magical series of books and films. Educational Insights (E35) will be testing brainpower in Word on the Street - a race against the clock to beat your opponents - while Blue Orange

in the form of Kingdominos Origins. For cuddles galore, it’s all about the soft/plush sector! Keel Toys (F10) is expanding its sustainable Keeleco range by launching the First Fashion range in its Adoptable World collection. And with 20 years’ experience in soft toys, Felix Europe BV (GH01) is keeping things classic with the super-cute Organic Cotton animal range. For little ones, there will be plenty of new preschool toys opening them up to the world of play. Golden Bear (E69) will be returning with everyone’s favourite pooch Duggee! The transforming Duggee Space Rocket will be launching Duggee and the squirrels into the stratosphere. This two-in-one transforming toy sees astronaut Duggee magically transform into a space rocket with loads of fun features and surprises. To see all these new products plus many more, register for a free visitor pass at www.toyfair.co.uk.

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RETAIL INTERVIEW IMAGINE THAT TOYS

‘It’s all about the game face’ Gwen Ottenberg, owner of Imagine That Toys in Kansas, gives a fascinating perspective on the Stateside toy scene What’s your background? Before owning my store, I was the gift shop buyer for a children’s museum. Even in high school I knew I didn’t want a corporate job, so I had jobs that were fun. I worked in the games department of an amusement park as well as in a family fun centre. My husband actually convinced me that we could open a toy store and do it successfully. We also figured that if we did it when we were young and we messed up, we had lots of time to fix it! We opened in 2007, just before my 25th birthday. It was very interesting to see how people treated me as a new owner because of my age. Many thought we purchased the business from someone else or were working for our parents. When they knew it was ours, they were shocked.

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This year has been more challenging than ever before. All parts of the toy ecosystem are stressed

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Tell us about your business. Imagine That Toys has about 5,000sq ft of selling space and is located in Wichita [the largest city in the US state of Kansas]. My goal is always to get the right toy in the right hands at the right time. This mindset involves talking with customers to find out where the person they’re buying for is at, so they can have the best play experience possible.

Are you a member of any trade associations? I’m a member of the American Specialty Toy Retailing Association known as ASTRA [a non-profit association that provides education, networking, product sourcing and discounts, and consumer public relations to grow the US specialty toy industry]. I’m also a member of The Good Toy Group [a member-owned co-operative venture of 100-plus independentlyowned toy stores in more than 175 locations across the US, which produces a holiday catalogue each year in addition to three seasonal catalogues]. I sit on the product selection team for The Good Toy Group, deciding which products to feature in the catalogues that we print.

What do you offer that other toy shops don't? I’m in business for the long haul. I want to sell customers something that will be played with, and I want them to come back in the future. If I don’t think a toy is right, we will tell the customer and not try to just make the sale for that day. We work to develop relationships with our customers, so in the end the child wins! In our services, we offer free gift wrap, wish lists, and shipping all over the world.

How do you attract new customers and maintain the interest of existing ones? We have a very strong presence on social media, especially Facebook and Instagram. We showcase new toys and fun items as well as provide some humour. Our best advertising is normally word of mouth - we jokingly ask customers: ‘Please don’t keep us a secret'. When a customer talks about you and says how thrilled they are with the toy or game that they purchased, that’s better than any advertising could ever pay for. We try to engage our customers, and when they think toys, we want them to think of us.

toysnplaythings.media

How would you describe the range? We really start at birth all the way through to things that I want to play with! We are a LEGO Gold Standard store, which means we have items for a LEGO collector (who is typically an adult) to purchase. LEGO is our biggest brand and vendor. We also carry lots of Fat Brain toys, Crazy Aaron’s Thinking Putty, Jellycat plush and Thames & Kosmos science kits.

How do you source new products? Because of my affiliations with The Good Toy Group and ASTRA, manufacturers come to me to showcase new products. I also have amazing sales reps that keep me informed. In the past 18 months, we’ve got very creative on finding and sharing information. I have many friends [in the toy business] and we trade information all the time on what’s selling or what isn’t, or a new line that someone has shown us. Since we are all across the country, we’re getting very different information. In a normal year, I attend the Dallas Gift Show, Toy Fair New York in February, ASTRA Marketplace in June, and Toy Fair Dallas in October.

What’s your selection criteria? I want the best, whatever that means. I want things that I understand: what they do, how they work, and how they can be used. A good product is a good product.

What lines have you started stocking recently? It seems like just about everything fidgets! But a new company that has been doing extremely well is Gel Blaster. It reminds me of a safer paintball gun that doesn’t make a big mess. U.S. Toy out of Kansas City has really focused on specialty toy retailers recently and I’ve found some toys with excellent margins that I can get in my store quickly. Being able to get products has become a very large issue, so knowing which company you can rely on to get your products and communicate with has changed some of my buying habits.

What are you most excited about for the upcoming season? I think this season will be the year when specialty retailers are more able to help customers because of our nimbleness. I think price will not be the issue and availability will be king.

What are your predictions for what will be popular for Christmas? I think customers want children to have a great experience with toys and use

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Top

them over and over. People will think about play value over quantity.

What’s been the Covid situation in the US? The US has been all over the place based on location. Being in the middle of the country, I’ve not had the ‘low lows’ that many of my friends have experienced. I have good friends in large cities in New York and California that have had many more lockdowns and rules placed on them. When we did close our doors, we went kerbside [equivalent to the UK’s click and collect, with parcels brought out to the customer’s car] and online with a vengeance. Since we didn’t have other restrictions and are in the middle of the country, we were able to ship all over the US in a relatively fast manner. Getting back to ‘normal’ still seems months and months away but only time will tell. My store is now open for business, and we are still doing kerbside online and telephone orders.

What opportunities has the pandemic created for you? I have been in the online game for at least 10 years, but not nearly at the level that has been opened up for me. When we had to start closing, I put considerably more effort into my online sales. The online animal is just different to the in-store customer.

Where are you taking your product offering next? At this moment I’m very much focused on Christmas and the holiday season. I believe supply chain issues, shipping issues, and forecasting issues will cause hurdles. I’m working to be nimble and make decisions quickly, as well as leverage resources for the best possible season. This year it’s all about the game face.

Best Sellers

■ G el Blaster Surge from Gel Blaster ■ L EGO Star Wars Mos Eisley Cantina ■ S pinAgain from Fat Brain Toys ■ S imple Dimple keychain from Fat Brain Toys ■ M ega Fun Doh Ball from U.S. Toy

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If I don’t think a toy is right, we will tell the customer and not try to just make the sale for that day. We work to develop relationships with our customers, so in the end the child wins!

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What’s planned for Imagine That Toys in the future? More toys, more playing, and focusing on fun.

What’s the most rewarding part of your job? Having a child come in after Christmas and tell me what Santa brought them and how amazing it is - and knowing I had a small part in that joy.

And the most challenging? This year has been more challenging than ever before. All parts of the toy ecosystem are stressed. Retailers, sales reps, and manufacturers appear to be selling lots more inventory to consumers, and sales are up! We are all trying to work faster than ever before. To me that means lots more mistakes are getting through. At least 50% of my shipments are missing boxes, or the incorrect product was pulled or damaged. This just makes for extra work on everyone’s part.

Where do you perceive the biggest opportunities? Small companies that are able to ship product immediately will be able to take the place of some larger vendors on shelves. This will give them a huge growth opportunity. The challenges are definitely going to be for vendors who are unable to ship and lose that shelf space. I can change one arts & crafts company for another arts & crafts company with relatively little pushback from my customers, so it’s just being informed enough to know who is shipping and when.

What’s your favourite toy or game? I actually think that the best toy is a toy that a child can use in many ways and use for many years. I think giving children something like wooden blocks is the most amazing thing for them and their imagination. When you can spark a child, and you see it, it’s just incredible.

TRADE

OPINION

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

Trade talk

This month we ask suppliers to reflect on their key achievements and challenges of 2021 KATE GIBSON Managing Director Gibsons

What’s your company’s biggest achievement in 2021?

SCOTT EDEN Product Director Wilton Bradley

What’s your company’s biggest achievement in 2021?

We had a huge year of growth in 2020, so to match this with a great year in 2021 has been quite an achievement, and building our stocks and availability has been a key priority.

What have you learned from the challenges of 2021? There have certainly been a few challenges to contend with this “Returning to the office year, not least Brexit, widespread as a whole team was a cost increases and implementing an powerful moment” entirely new IT system. Returning to the office as a whole team was a powerful moment and although we are fully embracing hybrid working, we’ve seen such a positive impact on collaboration, planning and ideas generation through all being together again. Having the right people in your business driving it forward is key to your success, and we’ve made some fantastic appointments this year.

Our electric ride-on vehicle range has had huge success this year. This range of exclusive, officially licensed models allows kids to experience the thrill of getting behind the wheel of their very own electric ride-on car. Many of these products were recognised for their design and innovation, bringing home some of the top awards in the industry. Our BMW X5 won Gold in the Best Outdoor category at the Made for Mums Awards and the Gold Top WOW Factor at the Right Start Awards.

JACK PROBYN

What have you learned from the challenges of 2021?

UK Marketing Manager Winning Moves

Of course 2021 has thrown plenty of challenges our way, but our business has adapted very well, and our foundations have allowed us to continue to move forward. We have a vast supplier base, many of whom we have been working with for several years. So, despite the lack of buying trips and shipping delays, we have still managed to push on with developing and delivering great new products - all on time to launch to our customers.

What’s your company’s biggest achievement in 2021? Without a doubt, our biggest achievement has been a year of promo opportunities with one of the biggest companies in the world, McDonald’s. Together, we’ve produced several ranges of Top Trumps that have gone into millions of Happy Meals up and down the country. In addition to that, we’re also immensely proud of aligning our Top Trumps brand with COP26 [the 2021 United Nations Climate Change Conference] and NatWest by hosting a competition for schoolchildren to raise awareness and ideas about climate change and how it can be stopped.

What have you learned from the challenges of 2021? Above all, we’ve learned that people still know we’re in a pandemic and, while they’re all starting to adjust to a new life after it, they need some help along the way times with loved ones, friends, family, and using games and toys to aid with that. All we can do is try to deliver the best possible products.

19 toysnplaythings.media

RICHARD NORTH CEO, Wow! Stuff

What’s your company’s biggest achievement in 2021? Growth. We are back in significant growth mode so I’m very proud of the innovation the team is creating and their ‘never give up’ attitude. We have moved into different categories such as preschool, which we’ve long wanted to do, and now we have three major brands in the toddlertech category: Gruffalo and Friends, where we are Master Toy; Peppa Pig; and CoComelon. Another big goal was to expand geographically, and we now have a German warehouse supporting Europe and boots on the ground in Spain, France and Latin America, which adds to our UK and Asia sales teams. We now have a good product presence in 32 countries - up from 16 in 2020 - and we’re just scratching the surface on our sales potential.

“It’s all about the people and the culture you create that helps you weather all storms” What have you learned from the challenges of 2021? You need the right team. It’s all about the people and the culture you create that helps you weather all storms.

EEJAY ENYI Sales Director Zimpli Kids

What’s your company’s biggest achievement in 2021? Managing to not only rise above all the challenges that Covid threw at us, but to excel in very difficult times. We’ve had several record-breaking months of “We’ve sales, managed to bring manufacture had of our fastest growing sector (Bath Bombs) in-house and mitigate all the several China supply issues that the industry recordhas seen, by working together as a breaking team and carefully planning to ensure months we have no breaks in supply. We’re proud to say that we kept our team of sales” safe with robust Covid-safe protocols in place in all aspects of the business, while increasing output and keeping customers happy.

What have you learned from the challenges of 2021? We’ve learned that we have an amazing team here at Zimpli Kids, who genuinely care about the business and are happy to work flexibly and think outside the box to ensure that all our goals are met, while having fun along the way!

“I’ve learned how to turn on a sixpence, and that staff CAN be just as productive at home”

SAM IRELAND Operations Director, Bigjigs Toys

What’s your company’s biggest achievement in 2021? To keep the stock moving through the business. There have been so many delays and changes to shipping, that it’s been a massive achievement to have shipped as much as we have.

What have you learned from the challenges of 2021? That we as a business and an industry can deal with almost anything that is thrown at us. We’ve all had so many challenges to deal with this year, but we’ve overcome them and are here to tell the tale.

CHRISTINA AIKMAN International Marketing Manager Mookie Toys

What’s been your company’s biggest achievement in 2021? It’s been an important and exciting year for Mookie Toys after officially opening Mookie France. Our European HQ is based in La Ciotat and is the new home to all of Mookie’s exciting brands.

What have you learned from the challenges of 2021? We’ve learned the importance of planning ahead within every aspect of the business, but to always be prepared to be reactive due to unpredictables in the market that may occur.

DECEMBER 2021

JO DRAGE Sales Director, Thames & Kosmos

What’s your company’s biggest achievement in 2021? Apart from getting through the year without too much drama, I’d say our biggest achievement was to translate, amend and sell a record amount of Exit calendars. We have committed to sell the same advent calendar next year, due to unexpectedly selling out in weeks, and we will also add another to our range.

What have you learned from the challenges of 2021? I’ve learned how to turn on a sixpence, and that staff CAN be just as productive at home. I’ve also learned how important it is to have a good team around you - which we are lucky to have.

TRADE

OPINION

Trade talk

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

This month we ask suppliers to reflect on their key achievements and challenges of 2021 ALEXANDER SMITH Managing Director, Wotch Creations

What’s your company’s biggest achievement in 2021? The company’s biggest achievement was being issued a granted patent in the US.

What have you learned from the challenges of 2021?

“The learnings of 2021 were to establish a strong retailer network and engage the online audience with regular content that is not just about product”

The learnings of 2021 were to establish a strong retailer network and engage the online audience with regular content that is not just about product.

KERRIE CORRIGAN General Manager Coiledspring Games

What’s your company’s biggest achievement in 2021? This year has seen the Coiledspring team expand with additions to the sales team and a successful launch of our Coiledspring Heroes range. The heroes are a selection of leading, family-friendly titles that represent a cross-section of our entire range. We’ve also adapted to the virtual world and are remaining flexible in the ever-changing digital environment. Our marketing has more emphasis on the digital sphere, and we’ve seen immense growth in this space this year.

“Supply chain and logistics have been the main challenge”

What have you learned from the challenges of 2021?

Supply chain and logistics have been the main challenge across the industry. We’ve overcome these challenges by consolidating orders and keeping open and transparent lines of communication with our customers. We’ve been working hard to maintain these high levels of communication around stock levels and shipping and are actively ensuring our retail partners reciprocate this as well. Maintaining this communication level will be key going into 2022. We’ve certainly learned to be more resilient and flexible as we continue to adapt to changes and mitigate the risk of factors that are largely out of our control.

ANTHONY MARKS Managing Director, Fanattik

What’s your company’s biggest achievement in 2021? Where to begin? We signed licensing agreements with ViacomCBS for SpongeBob and TMNT, and with Hasbro for Dungeons & Dragons and Magic The Gathering. To think that this company started from my spare room and is now producing toys, gifts and collectables for “To think that two global players such as this company these is mind-blowing. We started from also won a Business Masters Award, were nominated my spare room for Gift of the Year in the and is now UK, and won pop culture producing awards in the US for our collectables, home goods toys, gifts and and accessories. To top it collectables off, we recruited more team for two global members and moved into players is our new Fanattik HQ.

What have you learned from the challenges of 2021?

mind-blowing”

To delegate. With Brexit, shipping issues and Covid, rather than let all that pressure sit on the shoulders of one or two people, we recognised the need to create new positions within the company and recruited team members to help with these challenges. Having more head space to focus has enabled the team to drive the huge growth that the company has been experiencing these past 24 months.

toysnplaythings.media

RETAIL

OPINION

PAUL SCHAFFER Managing Director, Plum Play

What’s your company’s biggest achievement in 2021? We have a lot to be proud of this year! We have launched many new products and have adapted to a whole new industry amid the pandemic. But Plum Play’s biggest achievement has got to “Our business be our expansion into model has international markets. become much We now export to more than 50 countries, have more flexible and offices in the UK, Hong nimbler” Kong and Sydney, and are set to be bigger internationally than domestically this year for the first time in our history.

What have you learned from the challenges of 2021? Like all businesses over the past 18 months, we have had to adapt our business model in response to unprecedented changes brought about by the pandemic - most recently, the supply chain disruptions that have affected many businesses like ours. Our business model has become much more flexible and nimbler, which has helped us deal with new challenges over the past few months and will make our business much more resilient to new changes in the months ahead.

Director, Boppi

Navigating this far! It’s been such a tough year, what with Brexit and Covid. Such events might normally happen every 50 years, let alone two big events in the space of a year. But the first proper trade show we attended - Autumn Fair - was fantastic. It was great to interact with so many new customers and open so many new accounts.

DECEMBER 2020

Dr Wendy Hamilton CEO, Grasshopper Toys (Curious Minds Science Ltd) Helensburgh, Scotland What’s proving popular for big-ticket presents? LEGO Defender, LEGO Ferrari, LEGO Lamborghini, and LEGO Porsche; the big Tamiya kits; and the huge Melissa & Doug plush items.

What stocking fillers are selling well? Playmobil figures, Chattering Teeth, Stretchy Santas, and slimes and putties - will they ever go out of fashion?

If Santa gave you three wishes this Christmas for your business, what would they be?

“Slimes and putties - will they ever go out of fashion?”

That Christmas was postponed until March - get those containers into the port and unloaded! That our government gets a grip of its knickers and starts to listen to the concerns of SMEs. And finally, I’d like a paperwork fairy to come and action and file all our paperwork please.

Emma Scott

How have you been preparing for Christmas trading?

What’s your company’s biggest achievement in 2021?

To adapt to change better. You can become a little rigid as the business matures and I think this year has shown how adaptable businesses and people can be if needed.

TnP loves to hear your views. In this issue we ask retailers what's selling well in the run-up to Christmas

Retail Operations Manager Birmingham Museums Trust

STEVE FINCH

What have you learned from the challenges of 2021?

Talking retail

“This year has shown how adaptable businesses and people can be if needed”

We start preparing in early autumn and launched after the October half-term holiday. So our Christmas gifts and ranges are already out and on display at our museum sites: Thinktank, Aston Hall and Sarehole Mill.

What’s proving popular for bigticket presents? LEGO: we have Star Wars and Harry Potter sets.

What stocking fillers are selling well? Cuddly animals from Ravensden such as meerkats and lions do well.

If Santa gave you three wishes this Christmas for your business, what would they be? First, to make it easier for us to get our products currently any that are coming from outside the UK are proving difficult to get hold of and take a long time. Second, for everyone in Birmingham to make Birmingham Museums’ online shop their first port of call when buying presents! We are a charity and rely on self-generated income. Buying a gift from us means customers are also giving back to and helping preserve the city’s heritage. And third, that the world gets back to normal in 2022!

FEATURE

DREAM TOYS

The dream dozen The Toy Retailers Association has revealed the top 12 toys for Christmas

“

This year’s list is an exciting blend of evergreen favourites and the year’s biggest brands that we believe will be the most sought after under the Christmas tree this festive season

“

he biggest licences from film and TV are driving the must-have toy wish lists this Christmas, with Star Wars, Pokémon, Jurassic World and Paw Patrol alongside perennial favourites such as Barbie, Hot Wheels and L.O.L. That’s the verdict of 2021’s DreamToys: a list of the top 12 toys, which is issued annually by the Toy Retailers Association (TRA). Regarded as the most authoritative predictive tally of what will be hot this Christmas, this year’s roll call was selected by an independent panel of retailers comprising representatives from buying groups AIS and Toymaster; toy chains The Entertainer, Smyths Toys Superstores, SMF Toytown and Hamleys; and department store group Selfridges. The panel was supported by market analysts from The NPD Group. Gary Grant, chair of the DreamToys

selection committee and founder of The Entertainer toy chain, said: “This year’s DreamToys list is an exciting blend of evergreen favourites and the year’s biggest brands that we believe will be the most sought after under the Christmas tree this festive season. Toys have played such a vital role in family life over the past two years, and this Christmas will be no exception. That’s why the industry is working to overcome supply chain challenges to ensure there will be toys on shelves throughout the festive period.” He added: “The top 12 shows the toy industry at its best - just great, wholesome toys. There are some new licences like Bluey and CoComelon but there are also established names like Paw Patrol, Barbie, Jurassic World, Hot Wheels, Star Wars, L.O.L. and of course Pokémon with Pikachu, who first showed his face over 20 years ago. “I especially like Little Live Pets My Pet Pig Piggly - it’s a really cute walking pig. If you walk round

London, you see lots of people with little cute dogs and if they’re not walking, they’re sitting in handbags or dog prams, so I wonder - what if it catches on? You could see little pigs walking round London – that would be quite amazing! “Gassy Gus is the toy that’s attracted most attention. I think this has got a lot of playground humour and has the advantage of appealing to all ages. It says suitable for players aged four-plus but I have seven grandchildren from three to 15. I think the younger ones will have great fun playing this, so it’s going to bring the family together. And after lockdown last year, it’s going to be fantastic when we can all get together for a Christmas meal and have some fun. “And that’s why I think we’ve got everything to play for. Dreamtoys is in early November, and with 40% of the year’s annual turnover to take in the next seven and a half weeks, we’re ready for it and I think we’re going to have a really strong finish.” Frederique Tutt, vice president -

toysnplaythings.media

global industry expert, toys, of The NPD Group commented: “Brits have continued their love affair with toys this year and sales have been strong. Compared with 2019, pre-Covid, sales are up 9% for the nine months ending September 2021. “We expect the final sales quarter of the year to deliver a solid performance despite supply chain challenges. Toy manufacturers and retailers have planned ahead and stocked up to avoid anticipated shortages, so most toy shoppers will be able to get the items they want. But as we always say at the DreamToys event, if you know what particular toy the child in your life is dreaming of this Christmas, it is best to buy it now.” Alongside the Top 12, the TRA released a longer list of 81 toys demonstrating the depth and quality of choice available to consumers. The average price of this year’s Top 12 list is £36. To see the Top 12 in more detail, and the full longlist of DreamToys, head to www.facebook.com/dreamtoysUK.

The Top

Barbie Dreamtopia Rainbow Magic Mermaid – Mattel Bluey Family Home Playset – Moose Toys CoComelon Deluxe Interactive JJ Doll – Bandai Gassy Gus – John Adams Hot Wheels Massive Loop Mayhem – Mattel Jurassic World Scorpios Rex – Mattel L.O.L. Surprise! Movie Magic Doll – MGA Entertainment Little Live Pets My Pig Piggly – Character Options Magic Mixies Magic Cauldron – Moose Toys Paw Patrol Chase’s Deluxe Transforming Vehicle – Spin Master Pokemon 8in Plush Pikachu – Character Options Star Wars Boba Fett’s Starship – LEGO

Barbie Dreamtopia Rainbow Magic Mermaid MATTEL 01628 500000 www.mattel.com

Bluey Family Home Playset MOOSE TOYS 01637 882201 | www.moosetoys.com

Bluey’s Family Home Playset brings to life the actual home in the hit Disney TV show, Bluey. Bluey is the beloved six-year-old Blue Heeler pup who loves to play, and Bluey’s Family Home Playset invites kids to recreate some of the most memorable moments from the show. The playset features four different rooms to play in (living room, kitchen, bedroom, and bathroom), one Bluey figure, and furniture accessories for added play.

Bring a fantastical colour-change transformation to playtime with the Barbie Dreamtopia Rainbow Magic Mermaid doll. This Barbie mermaid doll features a neonbright fantasy look with a tiara in her rainbow hair, and a multicoloured tail. Dip Barbie in warm water to see her hair, bodice and tail instantly transform to reveal a rainbow of pretty pastels. Dip her in ice-cold water to see her change back to her original neon-bright look. Fairy-tale lovers will have lots of fun transforming this Barbie doll’s look and taking her on enchanted undersea adventures. The dolls make great bath toys or gifts for three to seven-year-olds.

CoComelon Deluxe Interactive JJ Doll BANDAI www.bandai.co.uk The CoComelon Deluxe Interactive JJ Doll offers a fun and educational toy for young children, reflective of the show’s philosophy of learning everyday activities with a sense of enthusiasm, such as eating your vegetables, or learning to tie your shoes. The doll brings endless roleplay possibilities, plus features including familiar sounds and phrases from the show, and sings three songs, such as the highly catchy ‘Yes, Yes Vegetables’ song, which has seen more than 2.6billion views on YouTube.

L.O.L. Surprise! Movie Magic Doll MGA ENTERTAINMENT 0800 521 558 Lwww.lolsurprise.com

Global fashion doll and collectable brand L.O.L. Surprise! has been the must-have toy for children throughout the UK since launching in December 2016, quickly becoming a global phenomenon as the world’s best-selling toy - and retaining its position over the past five years. This Autumn saw the launch of the Movie Magic theme, bringing together the worlds of toy and entertainment. For the first time ever, the brand launched an official L.O.L. Surprise! Movie which showcases the House of Surprises doll house along with L.O.L. characters, as well as the Movie Magic toy range which includes dolls, O.M.G. Fashion dolls and playsets.

The top 12 toys are listed alphabetically (the dozen toys are not selected in any particular order).

DECEMBER 2021

Hot Wheels Massive Loop Mayhem MATTEL 01628 500000 | www.mattel.com Hot Wheels Massive Loop Mayhem is a track set billed as a huge looping challenge that’s full of excitement and thrills. The 70cm wide loop is designed for multi-car play - vehicles whip around the loop and avoid nailbiting near-misses with each other! Kids send the first car into action using the slam launcher, then add more and more cars until there’s the inevitable crash. The track comes with one 1:64 scale Hot Wheels vehicle to get the action started, but the challenge lies in how many cars can run at once - it’s a trick of timing and skill. A battery booster keeps the cars in continuous motion through the epic loop.

Pokémon 8in Plush Pikachu

Jurassic World Scorpios Rex

CHARACTER OPTIONS

MATTEL

0161 633 9800 |sales@charactergroup.plc.uk

The Slash ‘N Battle Scorpios Rex action figure is based on the animated series Jurassic World: Camp Cretaceous. Inspired by the fast, dangerous, and unpredictable dinosaur with terrifying quills, this large-scale dinosaur action figure features a claw slashing feature, a chomp and roar, plus a mighty tail whip. Push the button to start a full-on arm extending slash and grab attack! The figure has movable joints, authentic sculpting and realistic colours and textures for fun action play and dynamic posing. It’s a great for children aged four-plus, especially Jurassic World fans and those who love collecting dinosaurs.

Suitable for children aged two-plus, the Pokémon 8in Plush Pikachu brings to life one of the best-loved Pokémon characters in super-soft plush. Cute, cuddly and collectable, this toy is perfectly sized for taking on-the-go. Character Options executive director & group marketing Jerry Healy commented: “Since the DreamToys listing was set up, Character Options has always been strongly represented. As the pinnacle in our annual marketing calendar, it is excellent to be able to demonstrate some of our leading products to the media in person, once more. When it comes to making purchasing decisions, gift buyers look to the best toy stories at Christmas time. We are therefore delighted to once again be well represented in this year’s official DreamToys list.”

01628 500000 | www.mattel.com

Magic Mixies Magic Cauldron MOOSE TOYS 01637 882201 | www.moosetoys.com Magic Mixies Magic Cauldron is billed as a first-of-its kind interactive toy created to ignite imaginations by putting real magic into kids’ hands. The cauldron comes with a spell book and everything else needed to mix a potion to create an interactive Mixie pet. Kids add water and are prompted by the cauldron to add a variety of ingredients that foam, bubble and help create the Mixie, including sparkle for its eyes and a magic feather to give it wings. After all the ingredients are mixed into the potion, tap and wave the magic wand, say the magic words ‘MAGICUS MIXUS’ and a mist rises above the cauldron, and then clears to reveal a Mixie creature that makes sounds, lights up and interacts with the wand. After revealing the Mixie, kids can continue the magic by making their own potions and recreating the mist with additional modes of play. Moose Toys co-CEO Paul Solomon said: “The worldwide excitement surrounding Magic Mixies has been extraordinary. We planned an incredibly aggressive forecast, but sales have far exceeded what we imagined.’’

toysnplaythings.media

Paw Patrol Chase’s Deluxe Transforming Vehicle SPIN MASTER 01628 535 000 | www.spinmastertoys.co.uk This 2-in-1 police car and motorcycle brings the action and excitement of Paw Patrol: The Movie to life. It features authentic movie details and graphics, a projectile launcher, flashing lights and realistic sounds. When Adventure City is in trouble, place Chase (the action figure is included) behind the wheel of his police car and race to the rescue. Once you reach the scene, push the yellow button to activate the lights and sounds. Protect Chase from falling debris by transforming into armour mode. Press the blue button to armour up the vehicle: the front expands, a canopy covers Chase, and the projectile launcher is revealed. Load the discs (there are three included) and press the button to launch and take down obstacles. Need to reach a tight space in your mission? Simply press the red button to open the vehicle’s inner compartment, then press again to launch Chase and his motorcycle. To reset, place the motorcycle back inside the car and push the wheels together to retract the canopy and launcher. With two Paw Patrol vehicles in one and so many fun features, this 2-in-1 transforming vehicle is described as the perfect gift for kids. Phil Hooper, senior commercial director of marketing of Spin Master UK, said: “We are delighted. We know that we have a fantastic toy that Paw fans will love, but to be recognised by the Toy Retailers Association is an accolade to be proud of.”

Star Wars Boba Fett’s Starship LEGO 01753 826000 | www.lego.com Kids can recreate Star Wars: The Mandalorian Season 2 battle scenes and play out their own bounty-hunting missions with this LEGO brick version of Boba Fett’s Starship. It features a handle for easy flying, an opening LEGO minifigure cockpit, rotating wings, two stud shooters and two rotating dual blaster cannons (non-shooting). This premium-quality set also includes Boba Fett and The Mandalorian LEGO minifigures with weapons, plus a Carbonite brick that fits in a compartment of the Starship.

Gassy Gus Little Live Pets My Pet Pig Piggly CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk Piggly is an incredibly sweet electronic micro pig with more than 25 adorable piggy noises and reactions. She makes the cutest pet with super-soft skin and a wiggly tail! Piggly moves, acts and sounds just like a real pig. Her nose snuffles and sniffles as she nuzzles, and she loves cuddles and dancing. The toy includes a leash and feeding bottle so kids can take their new pet Piggly for a walk on her lead and feed her with the bottle. The Little Live Pets brand benefits from full support, including TV and always-on digital activity including YouTube, TikTok, microsites, filmstrips, and pre-roll.

DECEMBER 2021

JOHN ADAMS LEISURE 01480 414361 www.johnadams.co.uk We all overeat a little around Christmas time, but Gassy Gus really is a gut-buster! The game is set at dinner time and Gus loves to eat. There’s just one big problem: the more Gus eats, the more he gets gassy! Players must take it in turns to feed Gus all sorts of food (via food cards) while pumping his head - and watch as his belly starts to bulge. But if Gus passes gas on your turn, you have to take extra food cards. The first player to feed Gus all of their food cards, wins the game. Suitable for two to four players aged four years-plus, Gassy Gus is sure to come up trumps this Christmas! John Adams Leisure marketing manager Lynette Leet said: “We’re delighted that Gassy Gus has been listed in the Top 12 Toys for Christmas. The list is all about capturing the magic of Christmas, and Gassy Gus is a great game to bring the family together for fun and laughter to create those magical moments at Christmas time.”

RETAIL INTERVIEW BLUE DIAMOND

‘Sales are off to a

flying start’ Blue Diamond children’s toy and book buyer Carla Ringer is expecting a strong Christmas for the garden centre group

have been in retail for too many years to count, with a very varied buying history. I’ve been lucky enough to work for some fantastic businesses such as Harrods, Laura Ashley, and Toys R Us. I’ve been with Blue Diamond for three and a half years as the children’s toy and book buyer – and my son certainly thinks I have the coolest job! Blue Diamond grew out of a Guernsey fruit export company and is a very exciting business to be a part of. Managing director Alan Roper is a creative and visionary man who has a very clear picture of how he wants the garden centres to look. Blue Diamond is about offering our customers a unique shopping experience within an aspirational environment. The portfolio of centres is ever-changing: we are currently at 38 and we are spread throughout England, Wales, and the Channel Islands. We don’t want to range products you can find everywhere. We are constantly looking for newness, and love to support smaller newer businesses. That’s what makes us different to other garden centres. We also develop some own-label lines that can’t be found elsewhere. The great part of working at Blue Diamond is that we don’t have to stick to a critical path and can add in new ranges at any time, which means we keep our customers returning. In the past year we’ve seen strong sales in the craft category for children.

“

Our bestsellers are a build-your-own You T-Rex mask and build-your-own unicorn mask (both from Fiesta won’t find Crafts) which are fun because once boxes lined made, you can wear them. Also, the up on fidget category has seen really strong sales in the latter half of the year and shelves in will be a winner for Christmas. our centres There is a definite move from - it’s all parents wanting to get their children about away from technology, and our offering is not about iPads or mobile theatre and phones. It’s about parents and visual grandparents spending quality time impact with children: doing puzzles, craft kits, getting outside to search for bugs and wildlife and, of course, reading. We try and steer away from following the movies and licensing trends as these tend to be shortlived and don’t fit with our brand. We do support the classic licences ■ Fiesta Crafts T-Rex though, such as Peter Rabbit and 3D Mask Card Winnie the Pooh. We also have a large selection of wooden toys and ■ Fiesta Crafts Unicorn 3D work with brands such as Bigjigs Mask Card Toys and Orange Tree Toys.

”

Top 5 Best Sellers

Our visual merchandising is ■ Teleview Marketing exciting and continually changing Magic Bubbles to keep the centres looking fresh. ■ Teleview Marketing You won’t find boxes lined up Blizzard Bubbles on shelves in our centres - it’s all ■ H. Grossman Tobar about theatre and visual impact. Bumper Fidget Box We try to offer our customers a day out for all the family, with restaurants and, in some centres, play areas for the children. You could easily get lost in one of our centres for a whole day.

We are expecting a strong Christmas and sales are already off to a flying start. Christmas books are already doing really well, and customers have really got behind the book advent calendars this year. We are bringing our Grottos back again too, after the disappointment of last Christmas. 2022 will be another exciting year for Blue Diamond, with the continual improvements of our existing centres and working on the offering within our newest acquisitions to ensure they reflect the look and feel of Blue Diamond. For children specifically, we have got some new exciting outdoor lines coming for the summer and will be building on the successes of this year. I’m very lucky that I’m a shopaholic, so what other job could I have?! It’s so rewarding when you look at the sales every week and know you have bought something that the customers love - and I love that we can be in the shopfloor and hear what customers are saying. My favourites are the more traditional items that I remember from my youth like Tiddlywinks and Pick-Up Sticks. I’m also partial to decorating the pebbles, which are sold in hessian bags alongside pens, when I get five minutes to myself… This year has brought with it different challenges and trying to get stock in the doors in time for Christmas has been very time-consuming and stressful. Luckily, we are in a strong position now, and ready for a fantastic Christmas at Blue Diamond.

toysnplaythings.media

RETAIL INTERVIEW

A contemporary

twist

MOO LIKE A MONKEY

TnP chats to Charlotte Khan, founder and owner of independent children's store Moo Like a Monkey What’s your background? Film distribution and technology nothing retail-related at all! My youngest daughter had just turned one when I decided to leave my steady corporate job in London to start a business in an area I had absolutely no experience in. I wanted to take control of my worklife balance: to be a full-time parent as well as providing for our family.

Tell us a bit about Moo Like a Monkey.

“

I wanted to showcase some of the brands I felt were more suited to modern parenting

We have an online store and a bricksand-mortar shop based in the Kent coastal town of Folkestone’s Creative Quarter. We moved from a tiny unit into a much larger one on the same street during the pandemic. We opened our doors in 2018. The first year was incredible, tough, crazy and empowering. In 2019, I won the Kent Women in Business Award for Mumprenuner of the year. This was a ■ huge turning point. To be recognised for something I was working towards so early in our journey has really ■ spurred me on. I still have a lot of work to do. Running a business, being open seven days a week and ■ having two children isn’t easy. But I’m having a great time.

”

Best

Colour Me Crayons

■ T ender Leaf Toys Peacock Colours

I found the mainstream kids’ market lacked diversity and sometimes ■ Maileg Mice reinforced harmful stereotypes. I wanted to showcase some of the brands I felt were more suited to modern parenting. So, I’ve curated a collection of sustainable and ethically

DECEMBER 2021

What do you offer that other children’s shops don’t?

A child-friendly shopping experience, a large range of constantly changing products, and awesome customer service. How people feel when they come to our shop is really important to us. We want everyone who walks in to feel welcome. If they have children with them, we want them to feel relaxed and comfortable. We encourage children to play with Sellers anything they can reach. And we can take toys down from the CandyLab shelves if they want to play with them, Toys Candy which leaves parents free to browse. Cars We have a small play area full of Sand Pal Castle display toys in the shop window, and a Builders Kit movie snug. So parents can even plug their children in for five minutes of Colour Me Kids peace while they enjoy the shop!

Top

How would you describe your range?

made products targeted at kids aged up to 10, with a focus on diversity, representation, and great design. We source books that empower and represent all children, toys that entertain, and clothes that suit any little individual. Toys and games account for about 60% of sales and our key brands are Maileg, Tender Leaf Toys and Plan Toys.

What techniques do you use to target new customers and maintain the interest of existing ones? We run free events in the shop, social media and email marketing for the national online customers, and free gift wrapping - we often gain customers after they’ve been sent a gift direct from another customer.

How do you source new products? Trade fairs, Instagram, recommendations - we never stop searching for beautiful new things.

What’s your selection criteria? Design/quality, price point, and efforts made to reduce harm to the planet. I’m on the lookout for some high-end home educational toys. Since the pandemic, parents are a little more involved and aware of their kids’ schooling.

How is trading for you? Trading is going well, and we have big plans for next year. What do I predict will be popular at Christmas? I wish I knew! But I’m excited because it will be our first Christmas in our new larger shop without having to be in lockdown for most of the season.

Have there been any surprise items that have sold particularly well? The 100% recycled plastic submarine, tug boat and wagon from Green Toys (distributed by BigJigs Toys) have sold consistently since we opened four years ago. The sales never seem to slow down.

What’s your favourite toy or game? The Bird’s Nest Café from Tender Leaf Toys. We have one out on display, and the adults play with it in the shop just as much as the kids. Also, Dr Zigs Giant bubbles: I could play with them all day long!

RETAIL INTERVIEW TICKLY TAPIR

Planning

L-r: Martin with Paul Dearlove, trade marketing manager of Schleich UK

for peak time TnP catches up with Martin Blyth, director of Heart of England Wildlife Park, who has expanded his retail operation from clicks to bricks When we spoke in April, you were preparing to open a Heart of England Wildlife Park in Worcestershire and had launched an online shop. What’s been happening since? I don’t think anybody could have predicted what’s happened in the past 12 months. We had been working tirelessly on creating plans for Heart of England Wildlife Park, but a combination of problems arising from the pandemic and planning bureaucracy delayed our main

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We wanted to create a brand with character and tie it closely to the animal kingdom

”

plans. We’re currently working with a range of important stakeholders to get back on the right track for 2022. With plans postponed, at the start of Lockdown 3 we realised we had a huge number of trade accounts open with key suppliers across the toy and gift industry, ready for creating a jungle-themed retail experience at the Wildlife Park. We decided to relaunch our online shop and start trading across Amazon and eBay. Our initial foray into ecommerce outgrew every possible space in the home and the double garage. We initially searched for a warehouse unit to house our online operation, but eventually decided to open a physical environment, to give the

What’s in a name? Martin called his toy shop Tickly Tapir because “we wanted to create a brand with character and tie it closely to the animal kingdom. The Tapir has always been one of my favourite animals, but it’s not as well as known as many other animals you might find in a British wildlife park. If you’ve ever met a Tapir, you’ll know that they LOVE tickles. We had a few different names that came out in the planning process, but Tickly Tapir always got the reaction we wanted; a smile! “My favourite toy is the vintage Schleich Tapir, which sits on top of my desk. Having named our store Tickly Tapir, I’m so glad that Schleich is bringing the Tapir and Baby Figure back to its range at the start of 2022.”

local community and our supporters the opportunity to visit us and get a flavour of the unique retail experience we are striving to create. Our bricks-and-mortar store, Tickly Tapir, opened in June at Blackminster Park and Shopping Village in Evesham. It’s true to our original mission and is entirely jungle themed. We have tried to create a unique toy store. The walls are lined with artificial ferns and palms to create an immersive experience for young guests and their older companions. It’s also home to Sarah, our giant Playmobil zookeeper, who greets customers at the door (at the time of her installation, she was one of only four giant Playmobil zookeepers in the country alongside her counterparts at ZSL London Zoo, ZSL Whipsnade Zoo and Chester Zoo). The flagship piece in the store is our Schleich display stand, which is topped by a giant Schleich tiger and her cubs. We’ve also introduced a few other lifesize models in our miniature jungle, with a giant Dilophosaurus and zebra calf also on display. These showpieces are great selfie spots and have really helped to spread the word on social media.

toysnplaythings.media

The Tickly Tapir team Do you hold any special events? We always had visions of holding excellent events at the Wildlife Park and our enthusiasm has extended to our store. Tickly Tapir is relatively small at 72sq m but we have the benefit of being in a shopping courtyard, which allows us to sprawl out for events. In August we held our inaugural Schleich Fan Day and, with the help of Paul Dearlove and Jamie Tank (trade marketing manager and regional sales manager respectively at Schleich UK), we were able to welcome the Giant Schleich T-Rex to the store. We had customers visit our store for the first time, travelling all the way from Bristol, Nottingham and Hertfordshire! We aim to host one event per month and recently hosted a book signing with children’s author Hannah Shaw. We recorded our best ever in-store sales day at our October half-term event, when the spotlight was on Tonies, and we even had a visit from the lovable dragon Zog from the Julia Donaldson book series. We’re busy making preparations for our second Schleich Fan Day over the Black Friday weekend, featuring a life-size Black Schleich T-Rex.

How is trading for you? Our online sales continue to go from strength to strength with more direct hits to our online store as a result of launching the physical store at Blackminster. We believe that having a physical premises adds a greater legitimacy to our business, as we can create better content for our social platforms in a themed store than in a dark warehouse. In-store trading during our events has exceeded all expectations and our regular footfall is continually increasing as our social media marketing activities begin to pay off and word-ofmouth referrals increase.

What are your key product categories? Initially we were referred to locally as the ‘zoo shop’ but over the past few months our local market has begun to refer to us as the ‘toy shop’. The vast majority of our products are animal-themed to fit the store’s concept, and we stock a range of plush, pretend play toys and jigsaw puzzles. Our key brand is Schleich, and we have worked really hard to offer a phenomenal service to Schleich fans and hardcore collectors. Customers travel a significant distance to see our Schleich offering, which is genuinely on a par with some of the big hitters in the industry such as Hamleys. We have dedicated a significant amount of space in our store to the brand and it has paid dividends.

What products perform well? Schleich’s latest releases - the innovative Eldrador Minis and Meerkat Hangout

DECEMBER 2021

cases. We’ve also expanded our plush toys range and introduced Living Nature in-store. The dinosaurs from the range have already proved popular.

What’s the most surprising customer request you’ve received?

play set - have sold incredibly well. We’ve decimated our stock reserves and are currently waiting patiently for our latest shipment. In recent weeks we’ve seen a shift from customers purchasing small items or low-value goods. Instead, larger play sets are selling more frequently as customers begin the Christmas countdown.

L-r: MP for Mid Worcestershire Nigel Huddleston with Martin

What are your best sellers? Every day, without fail, we sell more Schleich than any other brand. Aside from Schleich, a number of our best sellers come from Melissa & Doug. Its highquality wooden puzzles continue to be best sellers and its large baby giraffe plush is a fantastic seller online. The Mary Meyer plush toys have been overwhelmingly popular too, as they make the ideal gift for babies and toddlers.

What are your latest new arrivals?

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Tickly Tapir has really taken on a life of its own and there is potential for a second store in the near future

We welcomed Tonies to our brand portfolio earlier in the year and that has got off to an exceptional start. We recently started selling the Steiff Tonies products and these innovative plush toys have really captured the imagination of customers. The most appealing aspect of this brand for a retailer is that the initial customer purchase is high value in the Toniebox Starter Set - but then customers come back time and time again to purchase additional Tonie figures or even headphones and carry

”

I must get asked twice a day if a customer can buy the giant tiger that tops our Schleich display stand. We’ve now sourced giant fibreglass animals for customers who aim to recreate a jungle paradise in their own home or garden!

How are you preparing for Christmas? In the first week of September, we really noticed the transition in consumer behaviour towards focusing on Christmas gift-giving. So, we’ve ordered stock with our key brands in advance to ensure that we don’t experience shortages. We held our Christmas preview event in late September and have been incredibly busy planning for peak ever since. Our store has received a festive makeover, with the entrance display transformed from tropical jungle to arctic tundra with the introduction of giant polar bears and penguins. We noticed at Easter that customers love buying seasonally themed items, so we have ordered higher quantities of festive animal-themed toys and books. Our Schleich Black Friday event will be the highlight of our year. We are really looking forward to selling the exclusive Black Friday range from Schleich, while helping collectors to finalise their Christmas shopping. We have also planned our ‘Christmas Magic at Tickly Tapir’ event and will be welcoming Santa and his reindeer to our store to meet customers.

What’s next for your business? Tickly Tapir has really taken on a life of its own and there is potential for a second store to open in the near future. Our business model is built on immersion and storytelling, and we believe there is potential for themed toy stores across the country. It would be nice to get the Wildlife Park open too. I really wish there were more hours in the day!

FEATURE

ASPIRATIONAL INSPIRATIONAL PLAY

Enesco

Flair

Use your imagination! Being able to inspire imagination and aspiration in young children is one of the great things about being in the toy industry. TnP looks at what’s in store for the sector...

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We love that children choose toys that have educational value, and we love that these toys can help steer them into highpaying career paths - what’s not love about that?

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oys are always fun, of course - but the products in the inspirational and aspirational play sector go way beyond that. They can encourage children to aspire to great careers. According to the UK Market report from TnP columnist Kids Insights, the toys that kids play with can have a huge influence over what they will do in later life. For example, kids aged six to nine who mostly play with construction toys are 38% more likely than average to aspire to be engineers when they’re older, while children who favour digital and electronic toys are likely to lean towards careers in a computer or IT-related field. With this in mind, awardAlison Quill winning online educational toy Owner retailer BrightMinds has taken a BrightMinds look at which toys might set children on a path to a high-earning career. “Most of our best-selling toys are based on occupational activities such as our Stethoscopes, Wooden

Doctor’s Kits and our Junior Carpenter Tool Set. We love that children choose toys that have educational value, and we love that these toys can help steer them into high-paying career paths - what’s not to love about that?’’ asks owner Alison Quill. Top of BrightMinds’ earning leaderboard is a pilot - encourage kids to play with a toy aeroplane and they could be earning more than £103,000 a year! BrightMinds suggests the Learning Resources Design and Drill Helicopter Power Play as a suitable gift for a young would-be aviator. Or maybe children could be encouraged into medicine with the Bigjigs Wooden Doctor’s Kit. With potential earnings of £76,300 gross per year (and more as they go up the career ladder), doctors can benefit not only from a good salary, but also from an incredibly rewarding job. Surprisingly, number three on the list is an athlete - with a chance of earning around £55,000 a year.

BrightMinds suggests getting them on the starting blocks for a career following in the footsteps of Greg Rutherford, Mo Farrah and Jessica Ennis-Hill by buying a Tug of War set. This sector offers plenty of opportunities for learning, as David Allan, MD of Toynamiucs UK & Ireland, points out: “Roleplay is a brilliant and valuable way for children to utilise what they pick up and learn in everyday life - and recreating reallife scenarios helps to develop their imagination and social skills.’’ Like everything else over the past couple of years, this sector has changed and is changing. So what can we expect to see now? “The sector is growing very well, as there is a greater appreciation for imaginative play and roleplay since the pandemic, with families spending more time with each other and continuing to do so. We are seeing a lot more options and innovation of toys within this category now,’’ says Andrew Bacon, MD of Fiesta Crafts. Boppi director Steve Finch adds: “Supply issues have dominated the year and we have not been able to

toysnplaythings.media

“

There is a greater appreciation for imaginative play and roleplay since the pandemic, with families spending more time with each other and continuing to do so

sustainability is the way forward: “I think there will be a greater push to make all toys from sustainable materials. Business will find a way to make this happen. I Andrew Bacon, think there will Fiesta Crafts. be a stronger movement to be able to upcycle toys and hopefully some of the big players in the market will help facilitate that.’’ Of course for retailers, a big part of selling the product is how they can be displayed in store. So how do these suppliers help with that? Andrew Bacon at Fiesta Crafts says: “We have a range of FSDUs and CDUs to help displays. We also can provide some free stock to help display certain items.’’ Boppi’s Steve Finch is still navigating the world of bricks-andmortar retail: “It’s all pretty new to us, as we have been mainly online until this year, but we have big plans for next year to give various POS options for our Boppi Tiny Trekker Luggage range and our Halftoys.’’ Enesco’s Helen Cottrill adds: “Gund made the move to display packaging for the animated series, meaning the product can remain carefully fixed in the box. It clearly

MD,

“

take anything for granted with delivery times and cost. It has turned the industry on its head. That said, I see a huge change in demand for eco toys. Everyone quite rightly wants to do their bit to help the environment.’’ For Helen Cottrill, marketing & product director at Enesco, there’s a sea change happening: “The major change has been the big transition from high street to online. With soft toys, the consumer generally likes to feel the quality of the plush and also be reassured of the quality. We are in the fortunate position that Gund has a great reputation for quality and we have ensured we have images and videos of our interactive toys available on our DAM, to make it both easier for the retailer to sell but also for the consumer to make an informed decision.’’ So what can we expect from the sector over the next few years? “In my opinion, this is the most important sector in toys. Growing children’s imaginations and creativity is vital for their development. I can see the trend of sales growth in this category growing immensely over the next few years,’’ says Fiesta Crafts’ Andrew Bacon Meanwhile, Enesco’s Helen Cottrill thinks it’s all about the brand: “I believe licensing will become more and more important. Consumers like to see a brand they recognise, it gives a feeling of comfort and quality.’’ Boppi’s Steve Finch maintains that

describes what the item does and also allows the consumer to feel the quality of the item before they buy.’’ Finally, Toynamics’ David Allan says: “Toynamics provides marketing support for all brands, and in-store product promotion is available including shop-inshop installations and attractive display solutions.’’

Ask the retailers What brands do you sell in this category? We love Plan and Grapat for unstructured inspirational play. And Brio for pure traditional imagination - it’s so hard to beat. For the big boys and girls, Games Workshop is incredibly popular. What sells really well for you? Brio, Playmobil and LEGO. Are there products you’d love to see in this category? I’d love to see more toys about the outdoors in the imagination range. We see lots of wooden dinosaurs, bug viewers and so on, but garden play sets and woodland play sets are not so common.

Dr Wendy Hamilton Grasshopper Toys (Curious Minds Science Ltd) What brands do you sell in this category? Fiesta Crafts, Sassi 3D books and Kapla. What sells really well for you? I must say Kapla is my absolutely favourite open imagination toy, and it’s for all ages with the endless fun of building everything! And fingers and hand puppets from Fiesta Crafts are a must for every toddler.

Maggie Tibbenham Imagine Toy Shop

DECEMBER 2021

FEATURE

ASPIRATIONAL INSPIRATIONAL PLAY

Ask the

retailers What brands do you sell in this category? I can’t think of any brands that we stock that are not inspirational and aspirational. We like to stock toys that children can use to act out farm or equestrian scenes - toys that come to life in their imagination and get them excited about the world of farming and horses.

Explore and learn

What sells really well for you?

MATTEL

Our customers go mad for limited edition toys. In 2020 Siku released a limited edition Christmas tractor that was so popular it sold out immediately.

01628 500000 | www.mattel.com

Is there a product you’d love to see in this category? We would love to see more farm or horsethemed family board games. Board games are such a simple, fun way to enjoy quality family time, so it would be wonderful to offer our customers more in this category.

Julia Lowe Farm Toys Online (www.farmtoysonline.co.uk)

Since 1959, Barbie’s purpose has been to inspire the limitless potential in every girl and remind them they can be anything. The UK number one toy property YTD (NPD October 2021), Barbie has inspired three generations of girls, highlighted more than 200 careers, and sold more than a billion dolls in the brand’s lifetime. Barbie’s Career segment inspires children to explore and learn about careers underrepresented by women, along with showcasing fun and aspirational careers that kids know and love. Barbie offers careers from pet vet to tennis player and new for A/W21 are the Doctor and Paramedic dolls. This year’s Barbie Career of the Year (COTY) is a Music Producer doll.

Spa play

CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk The Cra-Z-Art Shimmer ‘n Sparkle 6-in-1 Real Massaging Foot Spa comes with all the tools children need to enjoy a pampered pedicure experience at home. Kids will love designing their tailor-made foot spa treatment. There are six features to enjoy: massaging foot rollers, skin smoothing butter, cascading waterfall, relaxing bubbling action, colour-changing lights, and a scented pedi-soak. The set even comes with a pair of spa slippers.

Firing up

One of the latest additions to the Tonka tough construction vehicle Steel Classics range is the Toughest Mighty Crane, which is almost 2ft tall. It comes with a movable arm, working winch and grabber. There is also the Tow Truck, which lets kids add rescuing broken-down vehicles to their imaginative play. Meanwhile, the Dig & Dirt playset is sure to inspire fun with the 500g of Tonka Tough Dirt that comes included. This mess-free sand compound mimics construction site conditions, adding to the realism of pretend play. And there’s more fun to come in S/S22, with a meaty offering of Monster Metal Movers. These vehicles combine the thrill of Monster Trucks with Tonka tough styling and construction and service vehicles. Each Monster Metal Mover comes with Monster Grip Tyres with the signature ‘T’ tyre tread. Plus, watch out for the A/W22 arrival of Monster Truck playsets.

imaginations

Added play value FIESTA CRAFTS sales@fiestacrafts.co.uk 020 8804 0563 Fiesta Crafts has a huge array of products designed to inspire imaginative play among children of all ages. Its 3D Card Craft Construction Sets don’t need glue, scissors or glue to build. Children get added play value with each set which brings together the joy of puzzles while building the set, and hours of imaginative play once the model is completed. The range includes a Princess Castle, Hospital, Train Station and Fire Station, with more lines to be added in 2022.

BASIC FUN! UK Tim.Ives@basicfun.com www.BasicFun.com

toysnplaythings.media

Animal magic

For budding restaurateurs

ENESCO

uksales@enesco.co.uk www.enesco.co.uk Each Gund animated and interactive soft toy is created using super soft fabric with the addition of music lights, movement, and interaction. This year a host of new characters includes Kissy the Penguin. This cute penguin sings Frere Jacques while blowing kisses. Her little flippers come up to her beak in time with the music to blow kisses. She also plays a sweet kissing game. Sleepy Eyes Bedtime Owl, meanwhile, is perfect for bedtime and play. Press his head and watch his eyes slowly close, and hear soothing sounds as his belly gently glows. Press it again and the owl wakes up, with upbeat songs and coloured lights in the belly.

For junior DIYers JURATOYS UK 020 8878 2133 www.janod.com The FSC-certified wooden Janod Brico’Kids collection will have little ones feeling like a handy grown up in no time! The Brico Drill has a realistic rotating mechanical system (the central part rotates to ‘select’ the type of drilling) while the Chainsaw has a mechanical sound. And wearing the Toolbelt really is the icing on the cake for little ones engaged in their environment as they roleplay putting up shelves, or help their parents assemble flatpack furniture. Suitable for three years-plus, toddlers can have endless moments of creative play, fixing and making whatever their imagination can create. Perfect for keeping little hands busy, the Brico Drill also encourages problem solving.

Shoot like a pro! FLAIR

0208 643 0320 | sales@flairplc.co.uk Flair’s Messi Training range, which is endorsed by professional footballer Lionel Messi, is designed to help kids improve their football skills with a professional training method and equipment. Essential to the range is the Soft Touch Training Ball, which helps them work on their aim and control. It’s ideal for youngsters, thanks to the extendable, height adjustable cord and size-2 ball, which is printed with an image of Messi in his No10 shirt. For older kids there’s the Pro Training Ball S3, which has the benefits of the Soft Touch Training Ball but with a size3 ball and two fresh designs.

DECEMBER 2021

SIMBA SMOBY TOYS UK 01620 674 778 | sales@simbasmoby.com The Smoby Kids Restaurant offers an early introduction to the world of hospitality. Budding restaurateurs can set up a café with this playset. Comprising two separate spaces representing a kitchen area and a table service section, kids will be able to act as both chef and consumer. The comprehensive kitchen offers many play patterns in one, featuring everything a child needs to cook up a feast for guests including a fridge, oven, hotplate, and sound effects for the food prep - plus more than 70 accessories to make the meal complete, including colour-changing edible treats, and utensils. A sink with a tap and real water function is the perfect place to wash up, while customers relax over coffee from the espresso machine. When play is over, kids will love using the working calculator to ring up their guests’ bills. Meanwhile, the Smoby Black + Decker replica range, which combines pretend play with a renowned name in DIY, offers little builders all they need to get to work on their big construction plans! Designed to look just like the real thing, a bestseller is the Smoby Giant Black + Decker Bricolo Ultimate Workbench. It comes equipped with 90-plus accessories, including a mechanical drill to assemble the free-wheeling buildable car, as well as a mechanical saw with sound effects.

On the

right track

TOYNAMICS UK & IRELAND 0116 478 5230 | www.toynamics.com Toynamics UK & Ireland’s Hape wooden toys are a popular choice with parents as they fuel roleplay. The company’s bestselling roleplay toy is the Hape Wooden City Fire Station. This feature-packed station is crafted in wood, with realistic details that brings children’s fire-themed imagination to life. As well as emergency services, other strong roleplay themes include cooking, space, and transport such as the company’s railway offer. Children love to copy the adults around them from an early age, so toys such as the Toddler Kitchen and Dollhouse range are a consistently popular choice for little ones and a great gifting option.

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: Wrebbit3D Harry Potter Mini Knight Bus Company: Coiledspring Games Email: 020 3301 1160 Web: www.coiledspring.co.uk

Product: Xmoke Company: Mookie Toys Tel: 01525 722769 Web: www.mookie.co.uk

Product: Knock Knock! Company: Small Fries Games Tel: 07785 231702 Web: www.smallfriesgames.com

Product: Lillipuitens Alice Activity Cuddle Company: Juratoys UK Tel: 020 8878 2133 Web: www.lillipuitens.be/en

Product: 70885 Recycling Truck with Flashing Light Company: Playmobil UK Tel: 01268 548111 Web: www.playmobil.co.uk

Product: Creatto Dragon Company: Thames and Kosmos Tel: 01580 713000 Web: www.thamesandkosmos.co.uk

Product: Guinea Pig Duo Company: Living Nature Tel: 01779 478078 Web: uk.livingnatureworld.com

Product: The Christmas House Limited Edition, 1000pc Company: Ravensburger Tel: 01689 363800 Web: www.ravensburger.co.uk

Product: James Bond Cluedo Company: Winning Moves Tel: 020 3920 8151 Email: sales@winningmoves.co.uk

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Toys n Playthings December 2021

Articles inside

Retail Interview - with Martin Blyth, director of Heart of England Wildlife Park

Don’t Miss - a sneak peek at unmissable products for buyers

Retail Interview - with Carla Ringer, children’s toy and book buyer of Blue Diamond

Trade Talk - suppliers reflect on their key achievements and challenges of 2021

Retail Interview - with Gwen Ottenberg, owner of Imagine That Toys, in the US state of Kansas

The Toy Fair 2022 - a sneak peek at what’s on show in January

Indie Opinion - Diary of a Toy Shop by Hazel McCarthy, owner of Toy Corner in Galway

The Big Interview - with Rebecca Lazarus, senior brand manager of VTech

Consumer Insight - The Insights Family explores the merging of online and offline worlds

Elves Behavin’ Badly – the mischievous dolls are back with a new prankster in tow!

Retail Opinion - John Ryan writes about the implication of the cut in business rates for retailers

Retail News - what’s happening across the retail landscape

Media Analysis - Generation Media discusses the role of ad slots in family films on free-to-view TV

Media News - the multimedia rundown

News - the latest toy industry headlines

Leader - with Clare Turner

Licensing News – what’s hot in licensed products

Trends Column - the U.S. Toy Association highlights four trends to watch for the festive season

People News - all the movers and shakers