Toys n Playthings December 2022

Features

Toys TnP looks at the launch of the top toys for Christmas

Toy Fair TV we chat to the hosts of Olympia’s own TV channel

Interview Karen Dorn at The Forgotten Toy Shop talks about reigniting the magic of play

Retail Interview Lucy Willoughby founder of Good Things talks about positive changes

LEADER

The DreamToys launch is, as one or two attendees said at the event over in the hinterland between the City and east London, the traditional sign of the beginning of Christmas. Although, on a cold but not freezing November day, with rain pelting down as it seems to have done for weeks on end, it didn’t feel very Christmassy at all.

But what it missed in seasonal weather was more than made up by other elements of the event, which saw, as ever, the great and good of the industry showing off their wares and laying claim to being the year’s must-have items.

discussed the items that made the final 10. Even before becoming a parent, I went to a Disney and Pixar event during my lengthy stint in the home entertainment business for the launch of Toy Story – the first one – and was gifted a Buzz Lightyear, the toy that became 1996’s must-have item come Christmas, which was part of the excitement, making me the envy of many (no, I didn’t flog it, perish the thought).

As a long-time watcher of the toy industry, I was familiar with the list, along with others written about in the last issue of TnP as well as here, from seeing the amount of coverage these events garner across hungry newspapers and thirsty television and radio outfits.

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The list is covered religiously in national outlets and the rise of influencers across social media has also added to the depth and weight of coverage. (And, from my experience, influencers can make journalists seem well-behaved and relatively modest when it comes to not only accepting freebies, but helping themselves to anything that isn’t nailed down, so respect to the DreamToys crew for having all their products still on show when I arrived towards the end of the stint.)

It really does highlight just how the toy industry can marshall itself to work together for the good of the industry as a whole and can develop common themes and newsworthy items that can earn column inches and air-time. And, as a parent, before I joined the industry, the list would spark debate among our family at dinner-time, as we

These and the other events I’ve been to since the last issue came out (I’ve been to Hamleys for the launch of its Christmas grotto, and to a Spielwarenmesse press event to talk about the February show), also go to illustrate the importance of getting up close and personal with products and also the benefits of face-to-face meetings. That will come into play both before Christmas and throughout December as we head into the final pre-Christmas retail rush and after as we head to Toy Fair and Spielwarenmesse early in 2023. The tactile nature of toys, the importance of actually meeting up with someone… these are what we’ve missed and these are now there.

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All of these – DreamToys, a Hamleys event, Toy Fair and Spielwarenmesse – are featured in this, our December issue, as we head into the new year and 2023 in style. We’ve brought in another new feature, our Month In Numbers page, outlining some of the news highlights of the past few weeks, adding to our recently launched Retail Barometer – expect a few more of these in the coming months as the magazine slowly evolves and we add, rather than take away, elements. Elsewhere, there’s a look ahead to Q1 ranges and a further bit of crystal ballgazing into the rest of 2023 and all our usual regulars and more.

And, of course, remember that the following January issue, will include a full guide to both Toy Fair and Spielwarenmesse.

Lastly, we hope your December business is all you’ve wished for and we hope you’re looking forward to 2023 – going to shows, getting up close and personal with product, and meeting each other face-to-face and all –as much as we are.

Dream Toys really does highlight how the toy industry can marshall itself to work together for the good of the industry as a whole

Tim Murray

At the heart of retail AWARDS OF EXCELLENCE

TableWare INTERNATIONAL

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30the percentage increase in searches for Black Panther toys after the opening of Marvel sequel Black Panther Wakanda Forever. The figure, from bargainmax.co.uk, came across its range of T’Challa-related toys.

Eli Haffner, digital marketing manager, at BargainMax.co.uk said:

“The original Black Panther film was one of the biggest superhero movies of all time, making over $1billion worldwide back in 2018. Superhero films are always a huge inspiration for toy trends and the latest release is no different, causing a massive surge in popularity for Marvel toys on site.”

the number that Barbie toys will be at Christmas, eclipsing other brands, according to the folk at OnBuy.com. The online operator was the latest to reveal its predictions for big Christmas toys towards the end of November, stating that Barbie was ahead of the pack as part of the Mattel brand’s recent renaissance.

Liam Tickner, category manager at OnBuy said:

“Barbie is an iconic toy, which has kept multiple generations entertained. Although the doll fell out of favour with children in the 2010s, recently Barbie has seen a surge in popularity, and our trends insight points towards her topping the 2022 Christmas toy charts”

The month in numbers

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

7the percentage increase in sales of mid-price toys – those costing between £20 and £49.99 – over the first three quarters of 2022 according to NPD. It was one of the best-performing areas in the January to December figures. And while the cost of living crisis and increasing inflation has had an impact on higher-ticket items – sales of toys priced at £50 and upwards were down 8% year on year – customers aren’t trading down to the lowest price points – those under a tenner saw sales decrease by 15%. Items between £10 and £20 were up by 1%, with the biggest rise coming in the aforementioned mid-price range.

Melissa Symonds, executive director, UK Toys said: “With money tight for so many, consumers have been cutting back on buying toys at the lowest and highest ends of the price scale. Now we are in the run-up to Christmas, we would expect sales to increase and it will be fascinating to see at what price point. Today, the challenge is one of affordability and canny consumers will be looking for discounts and promotions to help make their Christmas budgets go further. With Christmas Eve falling on a Saturday, we predict that sales will be made right up to 24 December.”

FOUR

the number of awards and nominations picked up by

Playmobil’s Wiltopia range of sustainable toys in recent weeks. The range, the most successful new launch in the sustainable toys sector this year in the UK according to NPD, has succeeded in a raft of UK-based eco toy awards. It includes two gongs at the Blog On Awards, a third place in the MadeForMums awards and as a finalist in the Progressive Pre School Eco Awards. The company said: “Playmobil regards the awards as recognition of the new product line’s concept: The Wiltopia playsets consist on average of more than 80% sustainable material. They teach children exciting knowledge about animals, nature, and the environment.’’

the number of days in May, which has been declared May Mayhem by the Toy Trust for its fundraising drive for 2023. It is encouraging industry types to take part individually or in groups and teams, with the aim of covering 18,000 miles in assorted initiatives – the equivalent to travelling around the entire coastline of mainland Britain. It is also encouraging nonphysical activities and opportunities. Follow @TheToyTrust on Instagram for more.

the height in feet above the earth attained by the Hey Duggee Transforming Duggee Rocket Toy, sent into space by BBC Studios on a stratospheric balloon. It floated back down to earth and landed in Cambridgeshire, with the launch featuring on all the character’s social channels.

Credit BBC Studios

Spin Master’s new puzzle dimension

Spin Master has announced it is to acquire Canadian 4D Brands International Inc, a puzzle model construction innovator.

Making its name with its Cityscape puzzles, the company has since developed a range of 3D model kits that allow consumers to build replicas of “well-known historical landmarks, pop culture elements and movie memorabilia”, including ranges from the likes of Star Wars, Disney, Harry Potter, Marvel, DC and more.

The deal is expected to be finalised in January 2023 and will boost Spin Master’s standing in the games and puzzles market, where it’s the third largest manufacturer globally and second largest in the US.

Spin Master co-founder Anton Rabie said: “At Spin Master, we’ve always been attracted to the timelessness and yearround enjoyment of puzzles. 4D puzzles offer innovation for a classic pastime and put puzzling under a new lens with new form factors, fantastic detail and a rich constructing experience.

“We love Shaun’s [4D Brands founder Shaun Sakdinan] approach to creative development, and as fellow entrepreneurs, have admired

his journey to become a disruptive force within puzzles. We can’t wait to collaborate and grow together in our latest quest to infuse innovation into this strategic category.”

Spin Master’s global president and CEO Max Rangel added: “As part of our long-term growth strategy, we’re focused on finding new pathbreaking acquisitions that will further expand our presence in key categories of play, as well as expanding our reach and connection with consumers. The acquisition of 4D will give Spin Master the opportunity to inject innovation into our puzzle portfolio with new form factors, iconic licences and elevated construction models that will inspire puzzlers, kids and families to reach for new heights in their next puzzle experience.”

Wrappers’ delight

In its latest PR initiative, Little Tikes has announced a search to find the best present wrappers in the UK to take on the mantle of Little Tikes Chief Present Officers.

The company is encouraging consumers to upload, share or post footage of them wrapping up Little TIkes products –using @officiallittletikesuk and #LittleTikesCPO - with the best winning not only the title, but also a toy bundle worth £100. That will go to regional winners in the four nations with a further Republic of Ireland winner too. And the overall winner will pick up £1,000 worth of product for a nursery or school of their choice. Submissions are open until the end of the year.

Alaina Cornish, senior brand manager at Little Tikes UK said: “We’re on the lookout for our new Chief Present Officers and while competition will be fierce, applicants who champion imagination, creativity, presentation and of course, Christmas spirit will stand in good stead to be the winner.”

A night on the tiles

Mattel has enlisted the help of Internet pranksters Sam Thompson and Zara McDermott to help push its new take on Scrabble, Trap Tiles.

The duo signed up as part of the marketing for the first new change in the word game’s near-75 year history as Mattel also unveiled research into board game habits of the British public.

The game sees players being allowed to set traps for their rivals, as well as stealing points and tiles, with the idea of sabotaging opponents adding a new dimension.

Mattel’s research showed that more than half of adults – almost six in 10 – admitted to bending the rules but they rarely get away with it. Of those that had cheated, two-thirds had been caught.

The research also highlighted some interesting points for the trade, not least that 57% saw playing board games as a Christmas family tradition and respondents would play an average of FOUR different games over the seasonal period. More than a quarter – 27% – play the same games over the festive period, but, intriguingly, almost a third (31%) play a mixture of old AND new games.

Playmobil takes the Mickey

Playmobil has scored a coup by inking its first-ever deal with the mighty Disney that will see characters from the Mouse House joining the company’s 1.2.3 range.

It’s the first major licensing deal for the range and the first fruits of the deal will appear in summer 2023 with the launch of six playsets. These will feature Disney stalwarts Mickey and Minnie Mouse as well as Winnie the Pooh and pals Tigger and Piglet.

The announcement of the deal noted: “Each of the Disney playsets includes multiple educational features based on three connected learning stages, that support a child’s individual development. Thus, parents can easily choose the right toy to help improve their toddler’s skills.”

It continued: “The cute Playmobil toy sets inspired by both Disney characters help toddlers explore the world and support them in developing skills needed as a foundation for their future.’’

Taking over the Universe

Curious Universe has scooped a prestigious gong at the Lloyds Bank British Business Excellence Awards, earning itself the title of Business of the Year in the small to medium-sized category.

The company, which creates toys, craft, books and stationery products, fought off stiff competition to be recognised in a number of different areas, including financial performance, growth, understanding its customers, engaging the workforce and having effective leadership, and using technology and digital media to reach customers and employees and innovation.

The award joins a packed trophy cabinet at the company’s Bath HQ, including the city’s own Business Awards and inclusion in the Sunday Times 100 listing.

Curious Universe founder and CEO John Styring said: “To come out on top against such a high-quality field is a massive endorsement from the judges for what we have achieved so far in our relatively short life.’’

Taking place from September 30 to October 3, 2023, in the media and financial capital of the world - New York City - Toy Fair’s new fall timeline better aligns with today’s shifting buying cycles and accelerated delivery timelines.

Toy manufacturers have already committed to 80% of available booth space at the show, reinforcing the event’s impact on the play community and its unique positioning to showcase in-year priority items for the 2023 holiday season; help finalise spring 2024 launches; and, behind closed doors, preview holiday 2024 product to trusted buyers and media partners.

“Toy Fair will be the meeting grounds for the global play community to come together in 2023, and we are eager to welcome even more global brands and innovative things,” said Kimberly Carcone, executive vice president of global market events at The U.S. Toy Association, the producer of Toy Fair.

“The show remains the industry’s premier event for toymakers, retailers, the global media, licensors, inventors, and everyone across the universal play community. No matter your place in the play ecosystem, there is an opportunity to strengthen your business and expand your reach at Toy Fair.”

Spielwarenmesse adds new elements as show approaches

With more than 85% of exhibition space booked and new elements added to the mix alongside traditional recognised parts, organisers of Spielwarenmesse have said they are “very positive and looking ahead to the event”.

The team behind the Nuremberg event, due to take place over the first five days of February in 2023 and finally returning after the pandemic, unveiled some of next year’s new elements at a recent launch in London’s West End.

Executive board member Florian Hess and communications director Scarlett Wisotzki outlined some of the new elements as well as highlighting the inportance of the show and the benefits of attending.

As Hess said: “On a product level, it’s important to experience the produce with senses, to touch and feel. And nothing beats a live meeting.”

The show gives the potential to see new toys ad product up close and personal and connect on an emotional level.

Hess added: “More than 85% [of exhibition space] is booked compared to pre-pandemic.

It’s very reassuring and a very good sign.” He further noted that industry heavyweights would all be in the room together and the pandemicenforced break meant they were looking at their stands and presenting things in a different way, giving a renewed boost to the returning event.

• See page 12 for more.

New show initiatives such as the event’s visual merchandising initiative, which requires exhibitors to make product visible in at least 20% of their aisle-facing exhibit space, will encourage more buyer and media interactions for the 2023 holiday season and reward exhibitors for the most creative, hospitable, interactive, and thoughtfully designed exhibit displays during Toy Fair’s first-ever exhibit design awards, the Reimagination Awards. Toy Fair University’s on-floor educational programming, likewise, will engage show attendees and exhibitors with business-building sessions that provide insights into the global play industry and capitalise on the reimagined energy of the new fall timeframe.

Carcone added: “With myriad initiatives underway for exhibitors and every Toy Fair guest to network, learn, and grow their business, now is the time to secure your spot at Toy Fair and ensure you and your company are well represented at the most eagerly anticipated event in 2023.”

A slate of educational and networking programming will continue to roll out in the coming months. For the most up-todate Toy Fair news, visit ToyFairNY.com.

SEIZE THE PLAY: SHAPE YOUR FUTURE AT A REIMAGINED TOY FAIR 2023

Anticipation is building for the return of Toy Fair 2023, and the North American toy show is evolving right alongside the business of play to offer businesses even more ways to connect and more of the targeted business intelligence that attendees demand.

The great and the good from all sides of the toy industry convened on the Grosvenor Square Marriott in London for their annual Christmas Ball. The glittering event hosted by The Fence Club entertained more than 360 guests with entertainment from performers of the hit West End show We Will Rock You. Guests danced with the singers as they belted out many of Queen’s greatest hits.

As well as the entertainment, the raffle raised over £13,000 with all money going to family and children’s charities. As charity secretary, Character Options’ Joe Kissane, said: “Saturday night’s Christmas ball was a tremendous success, I have had so much positive feedback from my guests and others saying how good the food was, the entertainment, the venue, the staff, but more importantly what we do as a charity. It’s important to me that we don’t forget our motto ‘To strive mightily and eat and drink as friends’, which is the

Fence Club Christmas Ball raises more than £13,000 Toy Trust’s Merry Month of Mayhem

ethos of our small group of members, but at the same time we want to help as many children has possible. Raising £13k-plus from the raffle was down to the very generous people on the evening and is a great start to our year’s target of £100m. I can’t thank you all enough for your wonderful generosity. Have a lovely Christmas and a healthy New Year.” Simon Anslow from the Harrogate Christmas and Gift Show, this year’s chairman of the Fence Club, added: “What a wonderful experience being the Fence Club Chairman on what is the highlight weekend of the year in the organisation’s calendar, starting on Thursday night with the Chairman’s Curry Night, Wall Members’ lunch on the Friday and the Christmas Ball on the Saturday night! The latter event was a truly great night. The night is only made possible by the attendance of the Fence Club members bringing their guests to the party helping to raise money for the children.’’

Big Potato chips in for TV spots

Indie board game operator Big Potato has launched its first-ever Christmas TV ad, airing across some of ITV’s biggest shows.

Spots booked during such highprofile shows as I’m A Celebrity and The Chase were set to give its product an estimated reach of 20 million viewers.

The ad was put together by Lux Studio and features a soundtrack from Ben Pope and eyecatching animated visuals, while highlighting games such as Herd Mentality and Colourbrain.

Big Potato head of marketing Becky McKinlay said: “We’re really excited to show off our first proper TV ad. We’ve put a lot of work into it, so we hope it brings a smile. There’s even a cameo from Dean, one of our founders, at the end — listen out for it!”

Disney’s Xmas Gift

Disney has launched its third annual Christmas advert, with the 2022 instalment becoming the third in a trilogy under the banner of From My Family To Yours.

Get set for May Mayhem next year, as the Toy Trust has unveiled its charity fundraising plans for 2023.

The organisation has revealed its Big Challenge for next year and is aiming to build on the success of its Around the World in 80 Hours event where toy industry individuals attempted to circumnavigate the globe, albeit virtually.

And among the activity due to take place at the end of spring is a similar attempt to circumnavigate the 18,000 km coastline of mainland Britain – again, virtually –by non-motorised means.

The May Mayhem initiative from the Trust is challenging the toy industry to carry out a month of fundraising anywhere in the UK, taking part in activities devised by themselves either individually or as part of a team. As well as the

non-motorised circumnavigation – measured using popular app Strava – there will also be nonphysical activity opportunities for would-be fundraisers.

The month-long idea enables entrants flexibility to organise events with colleagues or the wider industry, and also take part as individuals on lengthier challenges. Weekly progress reports will be issued by the Toy Trust highlighting initiatives and efforts, with a totaliser showing the distances covered.

Further queries can be directed to matt@btha.co.uk and also check @TheToyTrust on Instagram.

The advert, a three-minute animated short entitled The Gift, again sees the company supporting long-term charity partner Make-AWish, at the same time as highlighting its toys and consumer products.

The advert, which follows the same family as the two previous years, highlights the “comfort that storytelling brings families during times of change and how it deepens their bonds through togetherness”.

It will air on TV and digital as well as Disney’s own channels across the UK, EMEA territories and beyond. Previous ads each drew more than 184 million viewers.

Sarah Fox, VP marketing & comms, Disney Consumer Products, EMEA, said: “For the last three years millions have watched our characters in our ‘From Our Family To Yours’ animated series, as they spend time together building connections and making memories. We set out to create a family unit that would resonate with audiences worldwide. We are truly grateful for the support we have received for this festive campaign and hope that families and fans enjoy this fitting, heart-warming final instalment of the trilogy.”

BTHA BRIEFING

Flair’s fair for Lionel

With Argentina recovering from a shaky start at this year’s World Cup and, not entirely unpredictably, Lionel Messi proving to be their star player on the field, Flair GP is using the tournament and the star’s skills to highlight its Messi Training System.

As part of the ongoing marketing for the system, which features assorted training balls and poop-up goals, Flair GP and Tigerhead Toys arranged for one lucky fan to meet and greet arguably one of the greatest footballers ever to try out the system in person.

Seven-year-old Kasper got to travel from the UK to Paris just before the World Cup kicked off to meet his idol in a once-in-a-lifetime opportunity after winning a competition on social media. It was part of the ongoing efforts to market the system and Verity Page, head of marketing at Flair, commented: “The Messi Training System has been part of our portfolio for a number of years and its appeal continues to grow. The products are well designed and offer plenty of play value for fans of the sport. It was an honour to join forces with Tigerhead and organise this meet and greet for Kasper, who I’m sure will cherish this memory for the rest of his life.

“This year’s World Cup was an important marketing opportunity for us and we are thrilled that our plans to capitalise on the tournament have paid off. Sales have risen and retailers are happy with how Messi Training System has performed this year, proving that our marketing activations have been effective in influencing people to shop the range. We’re looking forward to building on this momentum throughout 2023 and encourage customers to visit us at London Toy Fair to hear more.”

LEGO figures in fundraising drive

Just as the industry was gearing itself up for next year’s big Toy Trust fundraising activity – see elsewhere on this page – one young LEGO fan was carrying out his own charity efforts for the organisation.

Ten-year-old Bodi Clark was planning to spend almost the whole of December – from the first of the final month of the year right up to Christmas Eve on the 24th – walking at least a mile a day to help raise cash after getting up at 6am while it was still dark.

What’s more Clark, from Cornwall, decided to do his daily walk, which will add up to a marathon’s worth of mileage of more than 26 miles, while dressed as a LEGO figure.

The keen building block fan came up with the idea to help less fortunate kids while writing his Christmas list.

He has been covering some of Cornwall’s most famous landmark while walking and doing the additional mileage by covering further distances at weekends, even heading to London to pound the pavements; all the while updating on his progress via Strava.

He said: “There are so many children who aren’t as lucky as me, not just at Christmas, but all through the year. Lots won’t be worrying about what presents they have, but whether they are warm and have food to eat this winter. I’m not a big fan of walking, so thought that completing a marathonlength walk during December would be properly challenging.’’

Focusing on safety and sustainability

BTHA communications & events manager Rebecca Deeming writes:

Last month, we published the findings of the latest BTHA toy safety report investigating the sale of unsafe toys being sold by third-party sellers via online marketplaces to government, MPs, and enforcement authorities. Forty toys were randomly selected and tested, with 100% found to be illegal to sell into the UK, and 90% failing independent toy safety testing against UK regulations. Despite four years of campaigning, which has resulted in the government committing to take regulatory action through its Product Safety Review, this has been delayed several times during the year due to changes in government. The latest evidence is being used to raise the profile of this issue with the new government Minister.

Elsewhere, from January 1 2023, toy companies in scope on the new packaging waste regulations, Extended Producer Responsibility, will have to start meeting their new obligations. Toy companies with more than £1m annual turnover and 25 tonnes of packaging handled will need to act. In recent months, the BTHA has been discussing the new requirements with government on behalf of members and supporting members with further guidance and clarification of the changes. Any BTHA member with questions on the new regulations should contact kerri@btha.co.uk.

We have also just announced the theme for next year’s Toy Trust fundraising initiative, ‘May Mayhem’. Taking place throughout May, under the banner of May Mayhem, the challenge invites members of the toy industry to carry out a month of fundraising collectively, from anywhere in the UK in activities chosen by participants themselves taking part as individuals and/or as part of a team. As part of the initiative, there will be an attempt to circumnavigate the 18,000km coastline of mainland Great Britain (on a virtual basis) by any non-motorised means. There will also be opportunities for non-physical activity as part of the month of fundraising.

The Toy Trust will release further details shortly on how to register along with a catalogue of activity ideas participants designed to inspire budding fundraisers. The event is free to join and will be hosted on exercise tracking app Strava. For any queries please contact Matt@btha.co.uk.

The spiel on Spielwarenmesse

With the return of Spielwarenmesse after the Covid crisis, and more than four-fifths of the exhibition space taken and new areas and elements added, the trade show is in rude health for next year’s event and things are shaping uo nicely for February 2023. TnP got the lowdown from Florian Hess about the Nuremberg event, what’s been added and how it’s progressing…

How are things going with the show?

Florian Hess: The countdown has started. Our team is really happy to be putting on the leading event for the international toy industry again after a two-year break, and to be welcoming so many representatives of the sector to Nuremberg. We will be providing a unique and efficient meeting point for industry and retail. As the world’s leading trade fair, the Spielwarenmesse can offer

forward-looking ideas for everyone who attends – whether they are there to present their product innovations or to make use of a networking platform.

How has the take-up been from exhibitors?

FH: Compared with the 2020 Spielwarenmesse, more than 80% of the exhibition space has already been booked, which is a very good start for us following the pandemic. Exhibitor interest remains undimmed, as we have discovered through personal conversations in recent months. On our Dialogue Tour we visited more than 20 countries for discussions with exhibitors, visitors, media representatives and promoters. Demand for information about the Spielwarenmesse was huge, as we discovered in particular from the extended question-and-answer sessions. After such a long time, everyone is looking forward to making contacts in person and meeting up with longestablished trading partners again.

How is the exhibition area shaping up and what new elements are there going to be on the floor?

FH: From well-known brands through to local players and newcomers, with 13 products groups extending across 18

halls, a vast range is assured. To a great extent, we have retained the familiar structure. In ‘Services for retailers and producers’ we have added a new product group where providers of various services for retail and industry are to be found. At the end of the day on the Thursday of the fair, all participants are invited to RedNight – the big exhibitor party night in the exhibition halls. And by integrating the established Game Inventors Convention on the Friday we are strengthening our commitment to the field of toys. A further highlight is the Model Railway and Model Construction Open Day. On February 4 and 5 the product group will be opening up to consumers in Hall 7A. This fulfills a long-held wish of exhibitors in this sector of the market.

What favourites are returning to the show in 2023?

FH: Sustainability and climate protection are more than just a trend.

“ “

Florian Hess

Consciousness of these issues is becoming embedded ever more firmly in consumers’ minds. For that reason, we are continuing with ‘Toys go Green’ in a Special Area of that name and are presenting relevant products and additional information in Hall 2. The Tech2Play Special in Hall 4A will once again have the latest new products from the fields of Robot Toys, RC Toys, Virtual Play and Electronic Learning on show for retailers and buyers. Hall 3A is again devoted entirely to ‘Knowledge and Trends’. Every day in the Toy Business Forum, top-level experts will be giving presentations on topical industry and retail subjects such as digitalisation, sustainability, trends in toys, diversity and marketing. And in addition, the LicenseTalks taking place here in the mornings from Wednesday to Saturday will offer valuable insights into the topic of licensing, with examples of best practice and tips for newcomers. Next door, the nominees and winners of the ToyAward will be presenting themselves. This is the prize with which we recognise outstanding product innovations in six different categories.

And what elements are you introducing? FH: Still in Hall 3A, there will also be several innovations. The New Product Gallery will provide retailers and buyers with creative ideas for range selection. For anyone seeking out innovative product ideas from young German and international companies, the StartupArea is the place to be. And in addition, the redesigned World of Experience brings the coming year’s ToyTrends to life: in ‘Discover!’ everything is about the discovery of unfamiliar worlds, while in ‘Brands for Fans’, the focus is on licences from current films and series as well as retro-licences. The ‘MetaToys’ trend covers not only products that are brought to life using VR or AR technology, but also toys as NFTs. This year, the Insights-X Area celebrates its premiere in Hall 4, as a Special presenting products from the stationery sector under the motto ‘Stationery meets toys’.

How important is it to add new ideas and innovations to the show?

Florian Hess: To us as organisers, continuous development of the fair’s concept is fundamental. For one thing, it is our way of taking recent changes in the toy market into account. Not only that, but we are in constant discussion with both exhibitors and trade visitors, and the incorporation of new elements is purposely designed to meet the needs of our customers. And finally, the nature of trade fairs themselves is subject to changes that we take into consideration in the design of our fair. Everything we do is with the aim of ensuring the Spielwarenmesse is fit for the future.

After the Covid chaos of recent years, what kind of feeling are you getting about Spielwarenmesse for 2023?

Florian Hess: The dominant feeling is one of joy at finally being allowed to hold trade fairs again. The positive feedback we’ve had in advance from our participants is part of that, too. The present situation makes us highly confident. In recent months, many trade fairs have been a success in Germany – including our own stationery fair, Insights-X in Nuremberg, and SPIEL in Essen. At the moment it doesn’t look as though the government will be imposing any stricter regulations on us. Nonetheless, we shall be taking steps to ensure that all participants can safely visit the Spielwarenmesse. These include, for example, providing access to the

Spielwarenmesse only by e-tickets that have to be obtained in advance.

What has the pandemic taught you about trade shows and their importance?

Florian Hess: Trade shows continue to represent a core business and networking platform for industries. In our sector in particular, it is important to be able to experience products with all the senses, to discover new companies and to build business relationships on a basis of trust. Because the pandemic has demonstrated that nothing can replace meeting people in person.

After an enforced absence, retailers may have learned to live without a show such as Spielwarenmesse, why do you think they should attend?

Florian Hess: There are plenty of good reasons for attending the Spielwarenmesse. First of all, visitors save time and money, because the entire industry comes together here – they can meet all the important decision-makers in one place. Nowhere else is the range so vast, which means they can put together their own, quite individual selections. But personal contact and face-to-face discussion in particular should not be underestimated. Our networking parties such as the RedNight are also intended for this purpose. On top of all that, there is the dissemination of knowledge about the latest trends in retail and in the market. It makes the business efficiency quite unique.

What constitutes a successful show?

Florian Hess: We organise trade fairs for our exhibitors and visitors. They are the focus of everything we do. If they are satisfied, if they can discover exciting new ideas, take new knowledge away with them and make some successful deals, then all the effort and consideration that we put into planning and implementing the best possible event will have been worthwhile. Ultimately, the deciding factor for us is the atmosphere and the mood of all the participants.

What are the key messages from yourselves to retailers and potential visitors this year?

Florian Hess: As the most important industry event, the Spielwarenmesse should be a firm appointment in everyone’s calendar. We live by the service ethic and we want to make our visitors’ attendance as pleasant and efficient as we can.

Florian Hess: As a company providing trade fairs and services, we always keep a close eye on the market. From our experiences of the pandemic in recent years, we have learnt to react even more flexibly to the latest situation. We have also seen that nothing can replace personal contact. With our Spielwarenmesse Digital platform we can provide support all year round, which is ideal for networking and stimulates curiosity and interest in the next event.

Where will the show go beyond 2023?

The dominant feeling is one of joy at finally being allowed to hold trade fairs again. The positive feedback we’ve had in advance from our participants is part of that, too

“ “

The Retail Barometer

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

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

LEGO – one of the big pre-Christmas winners, with sales continuing to grow from their already strong position. As one major retailer noted, Lego City Express Passenger Train was one of the early winners out of the station (obviously not run by Avanti then), before adding “in fact, everything LEGO is selling well!)’’. But – and there is a downside – independent retailers who also noted the brand’s ongoing success were less happy with the brick giant’s support for the indie sector…

Family games – looks like consumers are keeping it in the family again this year. After the pandemic brought the family unit together (for better or worse!) and saw a boom in family games, the trend is continuing in the post-pandemic era too, working at both majors and indies…

Arts and crafts – like family games (see above) this trend is continuing beyond the Covidinspired boom too. “It’s not going out of fashion,” said one retailer.

Christmas sales – finally – and slowly but surely, it’s starting to happen for retailers. “We are getting there – we are tracking last year and previous years and expect to be on par with them,” said one retailer. Another noted: “It’s challenging, but we’re still hopeful for a good December.

Air fryers – apparently, as one retailer told us, this is, outside of toys, the buzziest item at retail this year!

Recessionary fears – it’s not all doom and gloom. And independents, who can be nimble and react to changes, are well-placed to be able to monitor what’s going on. As one said: “The financial implications of the global recession will no doubt hit every business in the next couple of years, we can only hope that if we continue to do what we think we do best, we will weather the storm and look forward to better times for everyone.” And, they added: “As an independent, we are probably in the privileged position to gauge public feeling and spending habits without having to simply look at spreadsheets. We can adapt easily on instinct unlike the bigger chains who answer to a board and change can take too long as a result.”

Wage rises – we’re not talking strikes yet, but with inflation riding high, costs at home for the weekly shop and monthly leccy bills rising, retailers are beginning to brace themselves for a round of wage rises in the New Year. As one said while discussing the threat of spiralling costs: “We are keeping a close eye on our energy costs but have a good plan in place. Wages will be the key growth in costs next year.”

Busy November for The Entertainer

Saturdays in November saw The Entertainer hosting weekly events to help kids craft their wish lists to Father Christmas with the help of some friendly elves.

The Letters To Santa workshops were held across the retailer’s estate throughout the month, complete with a worksheet from The Entertainer. The elves were then set to personally deliver the letters.

Craig Lowe, events coordinator at The Entertainer, commented: “We are delighted to be hosting our Letters to Santa workshops once again this year, helping to create a memorable day out for all this Christmas.

“The workshops are fantastic for children as they not only help with developing important letter-writing skills, but also provide plenty of festive fun. Our elves were in store from November 5, and all set to spread festive cheer and help little ones write the perfect letter for Santa.”

As well as the letters, the end of November also saw the retailer taking part in Pennies donations across its estores, matching customer contributions by weighing in with the same amount raised. The longrunning initiative sees customers being offered the chance to round-up sums spent in store with the difference being donated to charity. Giving Tuesday on November 29 saw The Entertainer matching the monies donated itself.

Gary Grant, founder and executive chairman of The Entertainer, said: “At The Entertainer, we believe that business should be a force for good, and through this partnership we’re really driving this belief forward. Our customers should feel enormous pride in the incredible amount that they have raised over the past year – it demonstrates that every penny really does count. We are so grateful to each and every one of our customers for the kindness they have shown through their individual donations.

“We’ve been in partnership with Pennies for over 11 years and each year it is lovely to see more and more of our customers sparing their pennies to support local children’s hospitals and other children’s charities across the UK.’’

Building up to Christmas

A whole host of television personalities, assorted celebrities, influencers and social media stars turned out for a festive event at LEGO’s flagship store in London’s Leicester Square.

Sam Faiers, Binky Felstead, Lydia Bright, Ashley James, Joe Sugg, James Buckley, Annie Mac and others were on hand to play, build their own Minifigures and also see the dress worn by Katy Perry in LEGO’s Build A Playful Holiday ad.

They could also learn more about the company’s Build to Give initiative, which is aiming to give 2 million LEGO sets to children in need.

Nine facts about the New 9

Winning Moves has made a clutch of key products from the drawing board stores in a matter of weeks after coming up with trend-based topics for games based around its popular Top Trumps and Monopoly titles.

It includes some based around the Euro-winning England women’s football team as well as a raft that will appeal to Gen Z consumers.

Here we outline nine facts about the products it is dubbing its ‘New 9’.

It’s all about supporting retail

For a company like Winning Moves, much of its efforts are about finding ways to support retail with innovative product. As the company’s Jack Probyn said: “Retailers are having a tough time at the moment. We get it. And as a business we looked at ways we can help retailers of all shapes and sizes. It’s great for retailers to know that we are able to jump on the latest trends and deliver stock while they’re still red hot.”

Seventeen million people watched the England women’s team’s Euros 2022 triumph

A nation woke up to women’s football as the England team booked their place in the final of the summer tournament, with increasing numbers catching the bug throughout the tournament. And the final itself drew record audiences. And as the whole country went women’s football crazy, sharp-eyed and business savvy Winning Moves was looking at England women’s products it could bring to the market.

Probyn said: “The nation’s interest was obvious. As such, we wanted to provide fun and inspiring games - a Monopoly and Top Trumps pack - to girls of all ages, which celebrated this immense success. We’ve already got a full range of men’s world football stars, so now it’s nice to see us targeting a different demographic.”

Things moved quickly

All of the New 9 made it speedily from the design and concept stage into stores.

Probyn said: “The turnaround from initial idea to delivery of stock in our warehouses is a total of three months. We started work in the middle of August, and stock is due to land in the middle of November. It’s unheard of in the industry, we know.”

And it wasn’t as tough as you might think

While it is almost unheard of, the Winning Moves team was fired up for the challenge and things ran smoothly. Like a well-oiled machine, all the necessary teams worked efficiently and effectively to produce these games before Christmas,” said Probyn. “From designers, to project managers, from our creative teams to the logistics teams, everyone’s pitched in. In addition, the games are being produced in the UK/IRE, which has helped us hit these ambitious delivery dates. As for the design of the game, we have a crack team of copywriters, designers and product developers who each had a unique role to play in producing the games which are, above all, fun, memorable and inspiring.”

It wasn’t just a hunch

The projects weren’t just brought to market after sitting around in the WM office – the company backed up its creative thinking with proper insight. Probyn said: “After undertaking some market research, it was obvious to see there were no products celebrating the women’s football team’s achievement, so we like to think we’re leading the way for products, as much as they are for women and girls getting into football.”

Gen Z is not always catered for

The Top Trumps Gen Z product came from spotting a particular gap in the marketplace, as outlined by Probyn. He said: “You may remember, in early 2021, Top Trumps was rebranded to hit three key demographics: preschoolers, tweens, and kidults. Which left a large audience behind: Generation Z.

“After scouring the market and conducting some more market research of our own, we discovered the top six trends that are hot among Gen Z right now: Spotify, YouTube, TikTok, Trainers, Fashion and NFTs. That’s why we’ve created six unique packs, all offering a guide to these latest trends - they’re the Ultimate Guide to Life as a Gen Zer!’’

There’s more to come

As the company’s Probyn noted: “You didn’t think we’d stop there, did you?

After the continued success of Top Trumps Match, where players must match five character cubes in a row, and the fact that there are over several hundred thousand daily players of one of the hottest online word games, we hereby launch… Lex Match.

“The game combines the fast-paced, cubeswapping competition that is Top Trumps Match with the spelling and vocabulary challenge of Lex-Go for a whole new dimension of wordplay. Players have to line up five letters to spell out a word by pushing out their opponents’ cubes and inserting new ones to disrupt their words.

“There is also a simplified gameplay for younger players, where they have to create three- or four- letter words instead. We did this so that the game could appeal to lexicographers of all ages - we believe the gameplay will not only help the younger audience with developing their vocabulary, but also their strategy and cunning.

“The response to Lex Match has, as with the other products, been similarly exciting. So much so that the initial stock in November is already sold out, with more to arrive at the end of December. So get your orders in!”

It’s

important to think on your feet

“Our Top Trumps motto is ‘whatever you’re into, so are we’,” said Probyn. “And that’s what we aim to do: produce new products and keep up with the latest trends. As mentioned earlier, the retail landscape is tough at the moment, and having this kind of initiative has not only excited ourselves, but it’s also garnered attention from many of our customers. We can’t wait to see the product on shelves - both digital and physical.”

The response to the New 9 from retail has been great

“Overall, the response has been amazing,” said Probyn, referring to the England women’s product. “As such, there will be availability in every channel”

It’s a similar case with the Gen Z titles too. “We’re already looking at replenishment for 2023 after the first hit lands before Christmas.”

Living the dream

There are various events and moments that, for the great British public, signify the start of Christmas – the arrival of the John Lewis Christmas ad, the tree or Christmas lights going up at home, the publication of the seasonal double issue of the Radio Times being chief among them.

For toy retailers and the rest of the trade, it’s that date early in November when the industry unveils its DreamToys list for the coming weeks.

As retailer Alan Simpson of 30-plus chain Toy Town told TnP on the day of the launch: “The timing is vital, it’s the kickstarter to Christmas. It’s not just about the toys, it’s about saying to parents there are six weeks to go until Christmas.”

TnP was, along with assorted journalists, influencers and representatives from the industry, in London’s trendy Spitalfields area for this year’s launch.

The list, revealed by the Toy Retailers’ Association from its panel of toy retailers and industry experts, reflects current concerns over the cost of living, with prices starting at less than a tenner and no item on the top 12 costing more than £80.

The list, (opposite, in alphabetical

order), was culled from an initial shortlist of 72 names and includes old favourites - Barbie and LEGO chief among themalongside newer brands and toys.

New DreamToys selection committee chair Paul Reader said: “Featuring an exciting mixture of classic toys and the year’s biggest brands, the DreamToys 2022 list encapsulates what we believe will be the most sought-after products this Christmas.

“2022 has been a challenging year for many families and the committee took this into consideration when selecting this year’s list, with eight of the top 12 priced under £35. We know many use the DreamToys list for guidance when it comes to making purchasing decisions and we feel we’ve selected the best toys to delight children this Christmas while suiting different budgets.”

Melissa Symonds, executive director, UK Toys, The NPD Group, commented, “Despite the current cost-of-living crisis, Christmas remains a key event for families and a celebratory event to look forward to at the end of the year. With the average price of a toy in December just £13.11, parents and gift buyers don’t have to spend a fortune on presents that will guarantee some fun and smiles

during the festive period.”

The next day saw Associated Independent Stores (AIS) revealing more about the thought processes behind the selection of this year’s DreamToys list.

And Rosie Marshall, head of toys and children’s gifts at AIS, said it was “key to ensure all budgets were catered for” during the current economic climate.

She further urged retailers to promote DreamToys stock in store and on social media channels.

In a detailed statement, Marshall said: “Over the past few months, myself and the wider DreamToys team have been hard at work compiling the top 12 toys for Christmas 2022. Narrowing down our selection from the long list of 72 toys has been no mean feat, but through the collaborative efforts of our panel of retailers and toy experts, we are pleased to finally share our top 12 with the public.

“Every year, my role as head of toys and children’s gifts at AIS is integral to the selection process. I am regularly in conversation with our diverse member base on what toys are selling well and where they’re observing demand, and this ultimately feeds into the creation of both our long and short lists.

relationship between DreamToys

The launch of the DreamToys list is now as much a part of the Christmas season as tree lightings, turkey, and tinsel. TnP editor Tim Murray looks at how the launch is helping to drive those all-important consumers in store

“The

“Despite the current cost of living crisis, Christmas remains a key event for families and a celebratory event to look forward to at the end of the year’’ Rosie Marshall, head of toys and children’s gifts, Associated Independent Stores

and AIS is important not only to the selection of these lists, but to AIS’ member base too, ensuring that independents have an influential voice in an industry that is so often dominated by large retailers. Moreover, with our list being influenced by products that are already selling well with independent retailers, we are driving further attention towards these lines for a boost in sales ahead of Christmas.

“On this topic, one of the biggest talking points among our members is how to approach the festive season, given the significant reduction in spending power among consumers amid the cost-of-living crisis. Here, keeping a variety of stock is key, to ensure that all budgets are catered for, with options under £10 such as Jazwares’ Original 7.5” Squishmallows (£7.99), up to more premium options such as Spin Master Toys’ Gabby’s Purrfect Dollhouse (£79.99).

“Retailers should also promote any DreamToys stock they have both in store and on their social media channels. Here, the primary goal of retailers should be to drive customers in store, as sales will often take care of themselves after this point. Highdemand, low-margin products may not prove profitable alone, but provide wider value through the potential for upselling once customers are in store. After all, the influence of an enthusiastic child in a toy store environment simply cannot be understated, particularly in the lead-up to Christmas.”

Within days of the event, the coverage was looking impressive.

The DreamToys team and PR agency Bastion have revealed the first wave of coverage resulting from this

week’s announcement of the list of 12 top toys for Christmas.

It takes in everything from The Guardian to GB News, covering all points on the spectrum in between, and includes print media – with almost every national newspaper covering the big reveal – as well as radio and TV. There’s also been plenty of online activity and influencer coverage.

It’s certainly the kind of PR coverage that money can’t buy and illustrates just how important the event is in garnering coverage for the wider industry and directing consumers into stores.

The list of coverage includes online and print versions of newspapers and outlets ranging from BBC News, Daily Mail, Daily Mirror, Evening Standard, iNews, Independent, The Guardian, The Sun, The Telegraph, Yahoo, MSN, The Week and Wales Online. The launch itself was covered by the Daily Express, Daily Mirror, Daily Star, iNews, The Guardian, The Sun, and The Telegraph, which all published the story in print.

Organisers told TnP: “Regarding TV, we attended GB News’ for a live

breakfast broadcast. ITV regional news team also attended the preview day and aired their TV package across the ITV regional news network.”

Meanwhile, individual suppliers were also making headway with their own publicity.

For example, MGA Entertainment, was using the first-ever inclusion on the list for its Rainbow High brand, as well as its L.O.L. Surprise! brand to make headway with its own PR initiative.

As Michelle Lilley, UK marketing director for MGA Entertainment, said: “We are extremely delighted to have four products across two of our leading brands in the DreamToys Top 50 list this year – and are particularly thrilled for our most recent Rainbow High collection to have a place in the Top 12 for the first time. The Rainbow High Series 4 collection continues the brand’s focus on diversity and inclusivity, celebrating both a wide range of ethnicities and skin tones and visibile differences. We are truly excited to continue bringing Rainbow High fans on the journey with us, with so much more to come in 2023.”

Product Name Supplier RRP

Barbie Cutie Reveal Doll

Gabby’s Purrfect Dollhouse

Mattel UK £32.99

Spin Master Toys UK £79.99

Heroes of Goo Jit Zu Goo Shifters Hero Pack Character Options £10.99

GiGi the Giraffe

Character Options £27.99

Little Live Pets – Mama Surprise MooseToys £64.99

Magic Mixies Mixlings Magic Castle Playset MooseToys £29.99

Paw Patrol Big Truck Pups Themed Vehicles Spin Master Toys UK £17.99

Pokémon Elite Trainer Box Asmodee UK £42.50

Rainbow High Series 4 Fashion Doll MGA Entertainment £31.99

Sink N’ Sand Game

Spin Master Toys UK £19.99

Original 7.5in Squishmallows Jazwares £7.99

LEGO Star Wars Hoth AT-ST LEGO Company £44.99

“Retailers should also promote any DreamToys stock they have both in store and on their social media channels”

Julia

UK country

at Flair

Flair bolsters sales team

Flair has added two new recruits to its sales team which will, the company said, help the ongoing growth of the business and maintain its strong retail relationships and customer satisfaction.

Karl Young has joined as senior national account manager and Alex McKie has taken on the role of national account manager.

Young has looked after Amazon for Bandai UK for more than half a decade before, most recently, working at housewares company DNC. He will be responsible for the likes of Amazon, Asda and Sainsbury’s in his new role.

McKie has had roles within publishing, gifting and stationery, and, most recently, at Curious Universe. He will be looking after B&M, The Entertainer and Tesco among others.

Julia Cake, UK country manager at Flair, said: “Karl and Alex are a welcome addition to the team and we’re confident our national accounts

Rubies appoints new head of licensing

Rubies Masquerade has announced the appointment of a new head of licensing to look after its portfolio of brands.

The new staffer, Justin McGiffin, will be overseeing all of its EMEA licensing activities, taking in all categories, and will lead and manage the licensing team at the company. He will also further develop its stable.

McGiffin joins from Rovio Entertainment, where he was licensing director sales, which Rubies said makes him an ideal fit for the role. He also has experience at the likes of Disney and Jakks Pacific.

Rubies added that McGiffin’s experience at a global level and in looking after some of the biggest brands and properties in the world, as well as his track record of working with distribution platforms across multiple territories and building sales partnerships, further boosts his credentials and suitability.

Rubies MD Mike O’Connell said: “It’s exciting to see Rubies grow, as we acquire new licences, while building and expanding upon existing ones. To do this, we needed a head of licensing who is inspiring, ambitious and has experience within the industry. Justin is the perfect choice with his back-catalogue of senior roles at some of the most prestigious global brands in the toy and entertainment world, as well as his motivation and brand development skills.”

will go from strength to strength under their management. 2022 has been an excellent year so far and, with a fantastic brand portfolio and team in place, we are in an exciting position heading towards Christmas.”

Sambro aims to boost Euro business

With more than a decade under its belt for its European business, Sambro is aiming to further grow after appointing a new head of business development.

Sambro is aiming to develop retailer relations, develop new products and new exclusive relationships and the appointment fits in with these aims.

Hein Meurer, a customer relations expert, has joined in the new role with the aim of focusing on its development strategies, opening up new retail opportunities and speeding up growth.

Appointment a plus for Plus-Plus

Direct-to-market toy company Plus-Plus is heading to the UK and has made a major appointment in the shape of industry stalwart Phil Hooper

The Danish company is a big player in the Nordic markets and has successfully crossed the Atlantic to the US and has now set its sights on the UK market.

It will officially open its doors on these shores in January 2023 and Hooper has been appointed in the role of managing director for Plus-Plus UK & Ireland.

He boasts more than 25 years’ experience in the business, with senior roles at Mattel, Spin Master and Warner Bros Discovery, working with brands such as Hot Wheels, Fisher-Price, Bakugan, Tech Deck, Hatchimals, Kinetic Sand, and Meccano.

Hooper said: “The commitment to incorporating a UK & Ireland subsidiary is a clear reflection of Plus-Plus’ ambition to build a long-term brand in partnership with our retail customers.’’

“Karl and Alex are a welcome addition to the team and we’re confident our national accounts will go from strength to strength under their management”

Cake,

manager

Alex McKie

Karl Young

More Insights as Family announces new strategy

market intelligence company

The move from the company, which provides real-time market intelligence – as well as contributing to Toys ‘n’ Playthings – will also see it launching a new range of products and services. Company founder Nick Richardson said: “Over the past few months, I have been able to focus on auditing and reimagining our marketing, product, innovation, and commercial strategy. That process is now complete, which means our new strategy brings total alignment across our product, marketing, innovation, and commercial teams. The seven-stage model of how we do research, data & insights essentially enables us to provide our clients with the ‘who’, ‘what’, ‘when’, ‘where’, ‘why’, and ‘how’. We have repackaged our proposition and will be launching a series of new products and services, from specific vertical reports based on the success of our quarterly Toys & Games reports, and several exciting new tech innovations, which will enable us to put the right intel in the right hands at the right time.”

The first salvo in the restructuring of The Insights Family, which includes the likes of Amazon, BBC, Disney, Hasbro and Warner Bros as clients, as well as producing market intelligence and reports into the market, saw the appointment of Clive Maudsley as managing director. Meanwhile, founder Richardson is stepping down from his role as CEO, enabling him to concentrate on marketing, product and innovation at the company.

He said: “We are very proud of the consistent triple digit growth we have achieved since our inception but, for this to be sustainable moving forward, we

needed to take stock and review all aspects of our business. Bringing experienced leaders into our business is something we are 100% committed to and I am delighted to welcome Clive to The Insights Family, enabling me to focus on finding new ways that our data and insights can be used to drive ROI across our clients’ businesses”. Maudsley added: “There is no doubt that this business is already a global leader in many areas, and I look forward to using this as a starting point to establish the business in a class of one.”

The next move has seen the company make a raft of appontments to its Industry Advisory Board; with a quintet of people – Danielle Davies, Graham Saltmarsh, Ian Wickham, Mario Dubois and Rikhi Narula – joining to help Richardson implement The Insight Family’s new strategy.

Richardson said: “I am delighted and honoured to welcome Danielle, Graham, Ian, Mario and Rikhi to our new-look Industry Advisory Board. The board, who are representative of our clients, with significant experience across advertising and media, brand management, content, licensing, marketing, product development and management and sales and category management, will translate our market intelligence into our clients’ businesses to help us achieve our mission of being our client’s business-critical partner.”

Davies said: “Working with The Insights Family has allowed me to see data changing daily. Using this data, when acquiring and developing content, helps me look ahead at future trends and new markets, and developing content around this provides direction to a new brand. Never has the international content market been so exciting and challenging with the way brands are consumed on and off screens, and how the industry is learning to adapt, so I’m thrilled to be on the Advisory

Board, allowing me to help shape the information and ensure it is shared as widely as possible.”

Saltmarsh noted: “I was once told that knowledge is power, I have never seen knowledge in this way... knowledge is smart, it’s insightful, it helps you make better decisions and not only helps you make money it also helps you save money. Why would anyone make decisions in isolation when it is possible to make a better-informed decision using “knowledge”. This is why I’m very happy to be working with the Insights Family, to help the industry make better informed decisions.”

Wickham commented: “I am delighted to be joining the Advisory Board to facilitate and develop sales and category management focus within the business. Dynamic real-time consumer data is a hugely powerful medium for any company to take on board, digest and use to ensure they remain ahead of the curve in an ever-competitive marketplace and I’m looking forward to assisting in driving this focus.”

Dubois said: “I’m delighted to be working with The Insight Family to deliver such a game-changing opportunity and business-critical service. Creators and IP holders face an unprecedented challenge in a fiercely competitive market, to be more distinctive, innovative, and original, while meeting the demands of their audiences. Never has the detailed level of performance analysis and data, astute level of insight, and ability to apply this knowledge to IP and brand development, been so necessary and valuable.”

Narula added: “By providing tools to access real-time, relevant, and actionable information is a game-changer for any consumer company. I look forward to working with Nick and the wider team to translate their research, data and insights into their clients’ daily routines and operations.”

Danielle Davies

Graham Saltmarsh

Ian Wickham

Mario Dubois

Rikhi Narula

Kids and family

The Insights Family has unveiled a new strategy and a new leadership structure as well as boosting its Industry Knowledge Advisory Board.

Mermaid for TV

Barbie’s latest feature-length outing, Mermaid Power, has headed to the POP channel in the UK.

The film, which sees the brand further heightening its appeal to legions of fans, premiered on the free-to-air channel in November before appearing on its catch-up POP Player.

The film follows on from Barbie: Big City, Big Dreams, which followed a similar route to the public via POP in October 2021.

Disney partners with tonies

Tonies has joined forces with Disney for a seasonal ad that ties in with the latter’s ongoing From Our Family To Yours campaign.

The campaign shows the “magic and joy when playing with favourite Disney characters as Tonies” and follows hot on the heels of Disney’s latest thrust in the campaign.

Head of global brand at tonies, Shelly Sundag, said: “This is a special moment for us and a milestone in our brand history. We are so proud being one of a select group of brands working closely together with Disney to tell this story, which is also our first-ever global campaign commercial for all our markets. A Toniebox along with Disney Tonies are a perfect gift for your little one this festive season.”

Tony Youngman, licensing director EMEA at Disney, added: “We have a long-standing relationship with tonies, which enables millions of children worldwide to experience and play with their favourite Disney characters in new ways. The dedicated commercial shows this magic and joy.”

The stuff of Legend

Mattel’s Hot Wheels has crowned its Legends Tour winner at the same time as launching its first-ever adult-facing campaign for fans of the cars.

The 2022 Hot Wheels Legends Tour finished at TV personality Jay Leno’s garage, where the Texas Toot, a car from the US state, beat off competition from global cars and will now be turned into a Hot Wheels model. One of the vehices it triumphed over was UK winner The Misfit.

“The competition was strong in 2022, but turning a Japanese mini truck into a monster truck was hard to beat,” said Ted Wu, vice president, global head of design for Vehicles, Mattel. “As the first truck to be crowned since the inception

of the Hot Wheels Legends Tour, we hope Craig’s passion project inspires builders and fans from around the world to set big goals and follow their dreams. I cannot wait to see what this super-sized mini truck looks like in 1:64-scale.”

The competition came as Hot Wheels kicked off a new campaign targeting adults, under the banner of Where Legends Are Made.

Chief among the elements of the campaign, which will be used as an umbrella for all its grownup activity, was a video featuring “culturally relevant influencers from around the world who champion different categories of car fandom –exotics, muscle/hot rods, modified/ drift, EV/future, motorsports, trucks/off-road and retro/classic”.

Miko shall inherit the earth

AI robot and toy Miko has crossed over to become an animated TV star after Moonbug developed a series based on his adventures.

The first season features 20 two-minute episodes; the initial episode – which has notched up around 2 million views on YouTube – being followed by bi-weekly additions running through December and into February.

Miko co-founder and CEO Sneh Vaswani said: “Miko’s witty, lovable personality truly comes to life in this series. We’re thrilled to produce it alongside Moonbug Entertainment, a partner that shares our passion for innovation in the kids entertainment space.”

Head of global partnerships at Moonbug Entertainment Dan’l Hewitt said: “We are excited for families to connect with these beloved characters and enjoy Liza, Red and Blue’s adventures through the ease and accessibility of YouTube.”

Gemma makes magic with Fisher Price

TV star and celebrity mum Gemma Atkinson has enlisted her three-yearold daughter Mia to create a video to help support charity Family Action’s Christmas Make Theirs Magic campaign.

The star and her young offspring created a video of them wrapping Fisher Price toys being donated to the charity for families who need a helping hand.

The toy brand has donated 2,000 toys to the charity for families around the UK this year.

Atkinson and Mia created special home-made wrapping paper for their donated Fisher Price toys.

Gemma Atkinson said: “As

a mum myself, I know the challenges that parents face when it comes to certain times of the year, and I just think every family could do with a helping hand. It’s a wonderful positive thing to

be

Greg’s jumping for joy

Olympic long jumper Greg Rutherford has been going for gold on Instagram as part of Character Options’ ongoing Stay Active campaign highlighting its family activity games and toys.

The latest thrust of the six-month initiative has seen Rutherford and wife Susie taking on the Jump-It Wipeout Challenge. The game sees players having to jump to avoid a rotating soft foam jump bar, all set to music.

Speaking on Instagram, Rutherford said: “Out of all the things we’ve done recently to keep fit as a family, this is by far the most fun!”.

Mark Hunt, Character Options’ marketing director, commented: “Greg Rutherford is the perfect person to lead our core messaging for the Stay Active collection. He is known for both his triumphs in athletics and his family values and went over and above with his Jump-it Wipeout activity. We are delighted to have him at the centre of our campaign showcasing these must have fun products.”

Consumers seemed to agree too, with more than 1,300 swiping for more information. The campaign also used Instagram influencers and preroll advertising.

A Ferly good deal

Momolu, the kids’ animated brand from Finnish animation and licensing studio Ferly, is spreading its wings further after a raft of deals were announced by the company.

Momolu & Friends is heading to children’s YouTube channel Wizz, which will see the show being opened up to an audience of 2 million subscribers and 400,000 daily views on Wizz, while the deal also includes Little Dot Studios handling the social media channels for Momolu.

Momolu & Friends is also making its debut on ITV’s new streaming service ITVX.

Laura Nevanlinna, CEO of Ferly, said: “We’re super excited to start our collaboration with Little Dot Studios to bring Momolu to even more kids in the English-speaking territories, and in particular the UK. Wizz is known for quality kids’ content and we know Momolu will find himself right at home on its wonderful channel.”

James Loveridge, director of entertainment, Little Dot Studios added: “We can’t wait to add Momolu & Friends to Wizz. It will be joining some of the best preschool kids television shows on YouTube from around the world.’’

Magic on the box

Magicbox Toys UK has said it will be supporting retailers right through to Christmas with primetime TV advertising and “inventive” social media campaigns.

The company said it was ramping up its activitiy in the coming weeks as December 25 approaches, putting its weight behind its collectable brands such as KookyLoos, SuperThings and T-Racers.

All three brands will be pushed, with ITV and ITV2 joining children’s channels offering up family viewing opportunities. Moreover, the ITV spots will also target high-profile shows such as I’m A Celebrity Get Me Out Of Here, as well as quiz shows like In For A Penny and AllStar Family Fortunes.

Social activity will be driven through each of the three brands’ social channels, including an advent calendar countdown for KookyLoos. There’s a SuperThings Secret Santa campaign and T-Racers Quizmas, too.

UK head of marketing Suzie Howes, said: “It has been heavily reported that sales are just starting to rise across the whole industry after a slow start to the season. We want to ensure that our brands are top of mind not just with children but with the actual gift buyers; parents, grandparents, aunts, uncles and more. What better way than to reach them during the prime family viewing times of the weekend.

“It’s fair to say we are taking our marketing right though to the end of year. But we won’t rest there as plans are already being created for even more marketing initiatives for spring.”

involved in. I can’t wait to hear from the families who received these Fisher-Price toys that we helped to wrap, and hopefully a lot more children will have a better Christmas because of this.”

“It’s fair to say we are taking our marketing right though to the end of year”

Blade sharpens up

Battle franchise Beyblade has been keeping itself busy with a number of high-profile collaborations over the past few weeks, working with key support from Japanese IP specialist ADK Emotions and Hasbro.

The raft of activity has seen the brand working with the likes of WWE, on its end of November Survivor Series event; with online game Roblox to create a branded in-game activation, and also appearing at the huge Anime NYC event hosting a panel looking at the brand’s toy design and animation process.

“We pride ourselves on our agility and creativity, and the speed at which we continue to adapt to a constantly changing landscape,” says an ADK Emotions NY representative. “We’re able to adjust our strategy quickly to speak to consumers wherever they congregate – be it online or at live events – and as we continue to power Beyblade into the future, we’ll be looking for new partnerships in licensing, merchandising and content categories across an increasingly wide range of platforms, while staying true to the Beyblade values of community and creativity.”

Elf gets Happy

Rocket Licensing has worked with the Lumistella Company and McDonald’s in a move that has seen the first-ever Happy Meal featuring the Elf on the Shelf characters.

The meal offer saw branded packaging, and a choice of one of ten North Pole plush characters

– The Elf on the Shelf Scout Elves, Elf Pets and Elf Mates toys - or one of two books: Merry Christmas, It’s Your Elf and Merry Christmas, It’s Your Reindeer being offered from the middle of November until just five days before Christmas.

As well as offers, activity sheets and other in-store elements, the Meals are also being supported by marketing across assorted media, including TV advertising.

Christa Pitts, co-CEO at The Lumistella Company said: “This The Elf on the Shelf Happy Meal brings together these much-loved brands and characters.’’

BBC star Bluey cemented his growing global reputation by making his first appearance in the world-famous Macy’s Thanksgiving Day Parade in the US.

A giant balloon featuring the loveable puppy’s face was specially created for the huge event, marking the latest in his bid for world domination.

The helium-filled creation measured 51ft long, 37ft wide and 52ft tall. As the announcement noted: “That’s about as tall as a four-storey building and stretches as wide as seven taxi cabs.” It was hand-painted, using some 50 gallons of blue paint.

The Thanksgiving Day Parade appearance came as the feature Bluey’s Big Play premiered at cinemas in the US, with voice talents Dave McCormack and Melanie Zanetti appearing on the high-profile Jimmy Fallon chat show.

Bluey airs in more than 60 countries and, as the BBC noted: “In Australia, Bluey has been the number one children’s programme since launch in October 2018. It’s a standout series in the US too and ranks in Neilsen’s Top 10 titles on Streaming and Top 10 Acquired titles. Over in the UK, Bluey has been streamed on BBC iPlayer over 140 million times since it launched in April 2021.”

The organisation added: “Additionally, there are 8 Regional Bluey YouTube channels, with a combined 83.5 million hours of total watch time.’’

Bluey gives Thanks Meekah not mild

The Blippi franchise has expanded with the launch of a new series devoted to the adventures of the character’s best pal Meekah.

And as well as the new Netflix series, which began streaming on December 1, Meekah will also appear in a dedicated YouTube series, an album and merchandise including T-shirts, Halloween outfits and a doll from partner Jazwares.

“Meekah is our first addition to the Blippi universe and she has proven to be an instant hit. In fact, we see a double-digit increase in viewers for episodes that feature Meekah,” said Andy Yeatman, MD Director, Americas, Moonbug Entertainment.

In the mix

Bulldog Licensing has announced two new licences for Moose Toys’ Magic Mixies brand, which has continued to grow this year after its 2021 launch.

The brand, which shot to acclaim in Magic Mixies Magic Cauldron series, has expanded to include offshoot the Mixlings, which feature in a series of collectables released in May as well as the Magic Mixies Mixlings Magic Castle Playset, which features in this year’s DreamToys, and the Magic Mixies Crystal Ball. It has also expanded into a YouTube series.

Two new deals have been inked with health and beauty company Kokomo for a series of bath, body, dental and gifting products and RJ Bags for backpacks, bags and umbrellas.

“We pride ourselves on our agility and creativity, and the speed at which we continue to adapt to a constantly changing landscape”

Season of goodwill?

Wandering past Hamleys last week there was the usual seemingly inexhaustible pair of female elves giving it large to pop tunes you know but can’t quite remember who wrote or sings them. One of the windows that provided a backdrop for the green and redclad dancers had the outline of a reindeer, filled with an army of miniature reindeer. All was red and snowy and, just inside the door, was a graphic featuring a Hansel & Gretel-style house.

It would actually be quite hard to miss the point that the festive season is upon us or, perhaps rather more cogently, we are now well into the ‘golden quarter’, that period upon which most retailers rely to provide a fillip to their takings.

Toy shops, of course, need shoppers to do their thing at this time of year more than any other sector in order that the joy of Christmas (spending money) can be felt by toy recipients and retailers alike. The question on everybody’s mind, however, is whether enough has been done to put people in the mood for digging deep?

It’s always said that whether a turkey becomes a large chicken, a Christmas tree becomes artificial instead of real, or Cava takes the place of Champagne, gifts for children are the one thing that parents and grandparents will not skimp on. Yet, with heating now looking unfeasibly expensive and inflation roaring ahead, will this be a Cool Yule and will margins be preserved more or less intact?

Each month, for the past few, analysts have expressed surprise at how relatively robust retail sales have been in the face of what look like unsurmountable economic difficulties, and we keep being told that the cost of living crisis will take its toll in due course. Well, maybe, but in spite of the many stories being told of how we are all battening down the hatches, the tills seem to continue to ring out.

The nightmare scenario for retailers, of course, is that crunch time for consumers coincides with the Christmas rush, which then turns into a damp squib. This could happen, but it is worth considering what the effect of not spending (as much) during the pandemic has been. We may have felt that the world was closing in on us as Covid took hold, and online shopping may have proved one way in which we dealt with things, but most commentators seem agreed that while we worried we saved more – by not eating out, travelling and suchlike.

The net effect is that many of us actually have more in the way of savings than was the case when the first cases of the lurgy were being reported. And for retailers the

good news is that Christmas really is a time when other considerations go out of the window and spending goes ahead anyway.

A supplementary question, however, is what happens after that? Again, social and print media tend to be full of reports of ‘the most depressing day of the year’ (the third Monday in January, apparently), when the chickens come home to roost. Shoppers go into retrenchment mode and whether wallets emerge at some juncture in March, just in time for Easter, looks very much a moot point. It’s the opinion of your humble correspondent that this is the moment when we really will be seeing things heading south(ish)…but only for a while.

Back to Christmas, however. The signs are in place that when the numbers are crunched, immediately into the New Year, things will turn out to be rather better than anticipated (beware of making predictions that can demonstrably be shown to be incorrect). Head down to your local large shopping centre and things already look busy – in good quality space. The point was made by retail developer and mall owner British Land recently that the best shopping centres are actually doing rather well - and there’s the rub.

When times are a little harder than we might be used to we become more discerning. A lot of retailers (and toy shops are among them) have disappeared over the past couple of years and those that remain are in place largely because they were efficient merchants. There will, of course, still be some fat, but the retail sector as a whole knows what it’s doing, mostly because it’s already weathered a storm.

‘Fewer, but better’ has been the high street mantra of late and where things don’t seem to be going as well as hoped, the answer is to close poor performers. H&M is a case in point. One in five H&M UK stores have closed in the past few years, meaning that being a retail store passenger is not acceptable as far as large retail estates are concerned.

All of which means that we will see a reasonably Merry Christmas and that this will be followed by a modest downtown – the recession will be upon us. This will not necessarily be as calamitous as all the pundits are saying/ praying that the downturn will not have great depth. Coming on the back of poor trading thanks to Covid this is, to put it mildly, unfortunate, but not terminal.

Be of tempered good cheer therefore. All will not be lost and the overwhelming majority will live to fight another Christmas. It’s no good being gloomy. Just put your head down and battle through the next six weeks and then deal with things as they are. It could be better but it could certainly be a whole lot worse!

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

TV personalities

What’s your favourite toy category?

Anna: I’m just so excited to see them all! I haven’t had the joy of attending Toy Fair for a couple of years now, so I’m just looking forward to catching up with everybody and looking at all of the wonderful stands and incredible toys that I know will be plentiful. As a mum of two young children, I’m always particularly interested in the STEM products.

Gav: Board games. I love them! In fact this winter with my friends, I want to set up a Board Game Olympics where a couple of nights a month we play different games and have an Olympics-style leaderboard. Problem is, I have too many. I have a wardrobe full in my spare room; a unit in my living room – I can’t have any more!

After so many shows you must have a stand out moment/toy that you will always remember?!

Anna: Yes, Toy Fair is such a special

week for Gav and I, as the hosts of Toy Fair TV. There are too many amazing memories to list! But, one of the most memorable shall we say, was when Gav managed to lose control of a go-kart and take out half of the Greenhouse section… Thankfully everybody was unharmed and very good-natured about it.

Gav: I bet Anna mentioned the gokart incident…

How can Toy Fair TV help exhibiting companies in attendance?

Anna: It’s the exhibition of all exhibitions for the toy industry! Anybody who is anybody and no matter how big or small, established or new to the industry you are, everybody can enjoy what Toy Fair has to offer. It’s such a wonderful opportunity to get like-minded people together, under one roof, for three days to really get the year off to a great start business and industry wise.

Gav: We want to come to your

stand, so fill out the form you’ve been sent and book your slot. We haven’t been there for the past two years, so my goal this year is to do the most stand hits we’ve ever done. We do get swamped so make sure you get your form in, well now! And please think about what you want to show on camera. While standing and having a chat is nice, remember a lot of people on the screens around Olympia may be seeing, rather than hearing – so make sure you show us really cool stuff.

What are you most looking forward to seeing from exhibiting companies at the show?

Anna: It sounds clichéd, but just being back in the thick of all that Toy Fair has to offer. Due to the pandemic and having my last child, I haven’t been able to join everybody for the last couple of years. So, I’m just really excited to immerse myself back into the whole thing and see what the latest toy trends are going to be.

Gav: Honestly, I’m just so, so excited

Ahead of Toy Fair, we offer up special guest columnists and interviewees Anna Williamson and Gav Inskip, the co-hosts of Toy Fair

TV, and turn the spotlight on the people who ask the questions for the in-house programming at Olympia…

“Toy Fair is such a special week for Gav and I, as the hosts of Toy Fair TV”

Anna Williamson

to be back. January hasn’t felt like January the past two years without our week at Toy Fair. Even the little things such as the smell of Olympia, the bright carpet, walking in when it’s dark in the morning, leaving when it’s dark, checking my Apple Watch to see how many steps I’ve done; I’m looking forward to all of it.

What do you love about the toy industry?

Anna: The fact that it is so accessible and it’s something that everybody can get excited about, no matter the age. Nobody is too grown-up or important to not enjoy a good toy.

Gav: This sounds such a cliché, but it honestly is the people. Let’s be under no illusion – Anna and I don’t work in the toy industry, we’re media folk. But the whole industry makes us feel so much a part of it, we’re like some half-brother and sister of the industry. Doing our jobs, as you can imagine, we do lots of ‘corporate work’ but by far - and I’m not just saying this, so much so I hope anyone else who books me for corporate work sees this (as I’ve done some shockers) –but this is easily THE best gig by far. We start looking forward to it from Christmas.

Any top tips on how to make the most of Toy Fair 2023?

Anna: Book in your meetings and chats with whoever you want to rub shoulders with. Make sure you join us on Toy Fair TV as well for another opportunity to showcase your wares. My final tip, wear flat comfortable shoes… The three days take their toll on your feet!

Gav: First, there’s a different layout this year – so if you’ve been before don’t stick to your normal route.

Some of the best things I’ve ever found at Toy Fair are by heading into a corner, or up to the gallery to where some smaller stands are; they’ve got the most amazing stuff. And that’s another thing too, don’t judge the stand by what they’re showing at the front – go in, talk to them. Some of the best things I’ve seen there haven’t been displayed up front.

What is your favourite part of hosting Toy Fair TV?

Anna: Without a doubt being alongside one of my oldest mates, the fantastic Gav. Quite possibly the most excited man in the world when it comes to new toys!

Gav: Has Anna said working with me? I mean I’ll have to say the same I suppose. But the truth is we’ve known each other since we were 18; she’s one of my closest friends, we socialise together, we go away together and then I have to blooming spend four non-stop days FOR WORK. You know with someone when it’s a bit overkill? Hold on…you’re not recording this bit are you? Damn. Erm… Anna?

“Honestly, I’m just so, so excited to be back. January hasn’t felt like January the past two years without our week at Toy Fair” Gav Inskip

Everything Everywhere ALL AT ONCE

In her latest missive from the floor of Giddy Goat Toys in Didsbury, Manchester, Amanda Alexander talks aout the ever-expanding pile of boxes taking up space and looks ahead to the coming months and trade taking off at last…

It’s that most wonderful time of the year again when retailers up and down the country eagerly anticipate the Christmas season and an increase in sales.

I love the build-up to Christmas, ordering in all the new lines, seeing footfall and sales increase, helping people find the perfect gifts. But every year I forget how exhausting it is too – unpacking stock and putting products on shelves, or moving stock between storeroom and shop floor is hard work, while making sure all new products are added to our website means many evenings sitting with the laptop on my knee with half an eye on Netflix.

There are definite pluses and minuses to being a small retailer at this time of year. The pluses are that we can make decisions quickly, I don’t have to speak to a head of buying, marketing, merchandising, accounts or the warehouse to order stock in. If I think we’re running low on a particular brand I buy it in. Most of my suppliers are fantastically easy to order from with either websites

with trade ordering or sales reps who know how bombed out we are and take a hastily written email with stock requests on or a garbled phone call and kindly sort the order out. (Thank you for those that do that it’s much appreciated).

I did do some forward orders with a couple of suppliers in September in order to guarantee that I got set levels of stock, but in the main I prefer ordering on the hoof as and when I need the stock - not least because of the issues with storage we have in our teeny wee shop.

It’s lovely seeing the stock ordering process through from start to finish, seeing a product at Toy Fair in January and then seeing children enthusing about that product 11 months later in my shop. And I enjoy the Christmas build-up as I chat to customers, and pointing small children at our in-store Santacom – our direct line to Lapland - and telling them when the red light comes on that Santa is listening and getting them to shout their Christmas requests to him. (I told my kids our house alarm sensors were Santacams rather than Santacoms and that he was watching them if they were ever playing up, so it’s nice to roll that old trick out again, albeit it in Christmas list capacity rather than a 'Santa’s watching you' way).

There are downsides too of course not least of which is the difficulty in planning staffing to meet customer needs and stock coming in. I can order stock from seven different suppliers on seven different days and it seems that everything will arrive from seven different couriers in the same 40-minute window, leaving me faced with a wall of boxes, which is challenging, overwhelming and exhausting. We don’t have a large storage area so stock has to be unpacked in the shop and either put straight onto shelves or put into our packing/storage room or in our overflow storage cupboard, which at this time of year is very much like Monica from Friends’ secret cupboard.

The main thing is making sure the shop does not look a bombsite for customers and that’s honestly not easy if 40 boxes of stock arrive together. Add to that the online orders going out of the door and it can be chaos with boxes coming in and boxes going out and it really does feel like everything is everywhere all at once.

Most of the delivery drivers are lovely and will carry things into the shop, but where deliveries arrive on pallets the drivers can sometimes be somewhat less accommodating and state that it’s a

It’s lovely seeing the stock ordering process through from start to finish, seeing a product at Toy Fair in January and then seeing children enthusing about that product 11 months later in my shop

“ “

doorstop delivery only. I have known the occasional one refuse to budge an inch and stand there on their phone or sit in their cab while I single-handedly carry a pallet load of stock into the shop. If the Toy Trust decides to add a Krypton Factor style element into its fundraising challenge, particularly if it involved building a wall of boxes, I reckon us indies could give the bigger office-based retailers a run for their money.

Customers also often seem to arrive in the manner of the proverbial buses. I can go an hour and not see a soul and then have 12 people walk in together, which would be nothing for a big store but in a little shop you’re then torn between trying to help different people and not trip up over each other. I do increase staffing levels in the weeks leading up to Christmas, but it’s still a challenge getting it right, and this year it seems that it’s more difficult than ever to predict how sales will go and, like everyone else, I’m doing the usual buying, marketing and organising while anxiously waiting to see how things go.

We are jam-packed with stock and we trust that the usual Christmas rush will happen. August, September and October have all been lower than last year saleswise, but are comparable with 2018 and 2019 so I’m trying not to panic. Last year fewer people were going abroad and also people started Christmas shopping earlier in case another lockdown was imposed or Covid cases shot up again, so there was

more money spent in those three months for those reasons. We also, however, had our best November and December ever last year, which is obviously great but also makes me think maybe it wasn’t just that people were shopping early last year – maybe there was a swing back to supporting local shops again postcovid and perhaps that enthusiasm has waned a little again. Time will out, but so far it’s hard to call, suppliers will find out how well our Christmas went by my level of enthusiasm for buying come January's Toy Fair!

As I write this it’s the week approaching Black Friday. As a small independent retailer I’ve always firmly resisted the race-to-thebottom mentality in dropping prices and I refuse to sell on a particular marketplace platform. So I thought long and hard about whether to jump aboard the Black Friday train. In the end – and partly because of the issue of stock being piled high – I decided to choose 20 key big-ticket items to offer in a Black Friday promotion; we did a quick newsletter and I set up a Black Friday category on our website and we’ll do social media posts, so we’ll see how it goes. Retail is ever-changing and I just think you have to keep trying new things - whether it’s marketing tactics, promotions, sales channels, payment methods or products - in order to stay ahead of the game and adapt to everchanging consumer trends.

What we had no doubt about doing was being involved in Small Business Saturday, which falls the weekend after.

Small Business Saturday is a grass roots campaign that encourages shoppers to ‘shop small’ and support the shops on their local high street. It’s another idea that has crossed the pond from the States but it’s far more subtle in its approach and is all about the long-term sustainability of the high street rather than the short term gratification of a bargain. I’d recommend all fellow indie toy shops to get involved in the campaign and check out Small Business Britain’s website and Facebook page. They offer lots of support in the form of webinars and fellow businesses to chat to, and it’s a lovely community to be part of. It can be quite lonely and daunting running a small shop on your own. Even if you have staff, you might not want to share worries and doubts with those that rely on you for a salary, so having a community of fellow small businesses to turn to is invaluable.

The toy industry is of course similarly supportive and inclusive and it never ceases to amaze me how, as a small retailer, I get the time and support of suppliers when they must have huge retailers placing orders worth thousands and I might email questions about an order worth £275. Everyone is unfailingly lovely and on that note I’d like to thank each and every one of my suppliers for their ongoing support and help, and to wish everyone within the toy industry a very busy and joy-filled Christmas.

We are jam-packed with stock and we trust that the usual Christmas rush will happen. August, September and October have all been lower than last year sales-wise, but are comparable with 2018 and 2019 so I’m trying not to panic

“ “

Traditional and proud of it

of childhood play

What’s your background?

I’ve had quite a varied career over the years, from computer engineer to hotel duty manager to graphic designer. But in all my roles, giving excellent customer service has always been at the forefront of what I do.

Why did you decide to move into online retailing?

I always wanted a physical shop but financially it was not possible. With my background in computers, and my partner being a website developer, I had the knowledge to create an online store. We knew that going forward, having an internet presence would be very beneficial for my business, as shopping habits were starting to shift online.

Tell us about your business.

The Forgotten Toy Shop officially launched in 2015 but

I started out in 2010 when I returned to the UK after travelling. When I returned, we were in the midst of an economic crisis and finding a job was hard. I had a friend who was a supplier rep and, with a small family loan, I started my business.

I first began by doing market stalls and events. After five years of running this as a hobby business alongside employed jobs, I decided it was time to make the business official and run it full time. I kept the weekly market stall going and created my online store.

In 2017 I had to give up the stall as I was finding it difficult to do alongside looking after my young son Zachary (who is now my chief toy tester!). I then concentrated more on the online store - updating it and focusing on social media to build the business.

What’s the ethos behind it? I’m passionate about reigniting the magic of childhood play: giving the opportunity for children to flourish in the world of imaginative and creative play. And bringing back

toys and games that may have once been forgotten, which then allows parents and grandparents to reconnect with the magic of their childhood and, in turn, share it with those that matter most.

Why is it called The Forgotten Toy Shop?

I’m often asked this question!

It's simple really. I wanted to come up with a name that represented the traditional, nostalgic toys that I sell. But with most of the likely names such as 'Traditional Toy Shop' taken, I had to find something different.

Then one day a group of people were looking at my market stall and I heard them say “oh look, I forgot about that toy!” and I thought to myself, that's it… and the business name The Forgotten Toy Shop was born.

How would you describe your range?

The products I sell are from highquality brands and are toys, games and gifts that are perfect to inspire

Karen Dorn , owner/director of online retailer The Forgotten Toy Shop , explains why she’s passionate about reigniting the magic

children to create, discover and use their imagination.

We have about 30 toy brands and work with around 25 toy suppliers, from small independent designers to large international companies. We have worked for a long time with House of Marbles, The Puppet Company, and Tobar, and recently we have connected with companies such as The Toy Tribe, Inside Out Toys, and Professor Puzzle.

We also have our own brand of Traditional Wooden Snobs. I had them made for us because I couldn’t find a supplier. [The five 15mm wooden cubes in a linen bag are handmade in the UK exclusively for The Forgotten Toy Shop. The design is a replica of an original wooden set from the 1950s. The cubes are handdyed and have been distressed to give them an authentic 1950s look.]

How do you find products?

Mainly by visiting Spring Fair and Autumn Fair at the NEC in Birmingham.

I’ve also found some products via gifts that my son has received from friends and relatives. With small independent designers, I’ve been approached

by them to stock their products. I feel so honoured that they would like their products in my store and, as a small independent business myself, I love to be able to support them as much as I can.

How is trading for you?

Trading has been really good. The past few years have seen real growth in my business, which has enabled me to stock more brands. I’m finally starting to feel that I can be proud of what I’ve managed to achieve by myself.

What have you started stocking recently?

I’ve been channelling my 1980s childhood memories and have started stocking Care Bears, My Little Pony, Pound Puppies, Speak & Spell and classic family games such as Operation, Guess Who? and Mouse Trap.

What's your selection criteria?

When sourcing products for my store, I always look for high quality.

What do you predict will be popular Christmas presents?

I don’t stock the latest craze toys, so I can’t predict those. But among the products I do stock, I think small pocket money items for stocking fillers will do well.

What’s the most rewarding aspect of your job?

It’s when I receive emails from customers thanking me for their orders and saying what joy the products have given them and the recipients of the gifts.

To know that memories are being made, and the joy and happiness that the products can give, is very rewarding.

What’s the most challenging aspect of your job?

I started small with some books last year and I would like to expand that into a bigger range next year.

I guess it’s keeping all the plates spinning. When running a business all by yourself, there’s a lot that needs doing. The challenge is finding the right balance without falling behind, keeping everything running smoothly and efficiently for customers - and making sure that customer service is 100%.

What's your favourite toy or game and why?

I can’t really say I’ve seen any change. I guess the best time we will see anything is in the run-up to Christmas.

My favourite game of all time has to be Yahtzee. As a family, we play this game every holiday. We still have our original version from the 1980sand the scorecards that we’ve used over all the years.

There's a lot of memories there, and it always puts a smile on our faces remembering all the people that we have played the game with.

Are you looking at expanding into new product categories?

Have you noticed a change in purchasing patterns, in light of the cost-ofliving crisis?

“ ”

Karen with her son Zachary (who is now chief toy tester)

RETAIL INTERVIEW GOOD THINGS

A champion of choices

,

founder of

loves connecting with products and projects that are creating a positive change in the world

What’s your background?

I spent a number of years working in the charity sector, as well as in online dating and coach tourism prior to that!

While spending time in Nepal and Tanzania, I came across charities and social enterprises changing lives through products with purpose. I was inspired to let more people know about these ethical and sustainable products and the projects they support, and that’s how Good Things began.

Why did you decide to move into online retailing?

I have a background in digital, so online retailing was a natural choice for me. Online was clearly a growing market and, as we know, the pandemic boosted that growth. I wanted to create a platform that offered an easy and convenient userexperience, as well as ethically and sustainably sourced goods.

Tell us about Good Things.

Good Things launched in 2019. I realised that it was hard to find ethical and sustainable gifts for children, and I had come across some amazing small organisations creating upcycled products, and providing life-changing work and opportunities to people. I felt there was a gap for an online shop offering toys, games and gifts that make a positive difference.

What is the ethos behind it?

Good Things is a champion for choices that make a positive difference to

people and the planet. We seek out inspiring ethical and sustainable gifts that support charities, empower people, and protect our planet. Then we make it easy for people to find them in our online shop. We stock Fair Trade, recycled and plastic-free products, as well as many items that are made by, and support, the work of charities and social enterprises.

How would you describe your range?

It’s a small range of around 15 ethical and sustainable toy brands. Customers tell us they choose to shop with us because they’re looking for responsible choices that make a positive impact, so it’s important to work with organisations that fit with this ethos.

What's your selection criteria?

We look at what toys are made from, and what the manufacturing process is. We try to avoid plastic and choose upcycled or recycled materials where possible.

We also look at a product’s packaging and would hope the packaging would be plastic-free, recyclable and ideally made from recycled materials.

Trade accreditation.

Have you noticed a change in purchasing patterns, in light of the cost-of-living crisis?

People are spending a little less and are clearly more conscious of how much they’re spending. Having said that, this doesn’t seem to have changed people’s attitudes towards seeking out planet-friendly options, which is good to see. I hope we will continue to see people move towards making fewer, more conscious purchases.

What’s next for your business: do you have any exciting news or plans that you would like to share?

Along with continuing to develop our online offer, we’re very excited to be presenting our first physical retail space, at a pop-up in the centre of Bristol, which started in November and runs through December. We’re also introducing exciting new products for the Christmas season.

Lucy Willoughby

www.goodthingsgifts.co.uk

What’s the most rewarding aspect of your job?

I love connecting with projects that are creating a positive change in the world. Learning about what they do, and being able to share their products and support their work, is definitely the best part of my job.

We’re very excited to be planning our first physical retail space, at a pop-up in the centre of Bristol

“ ”

The wipe stuff

01661 831080

www.eduk8worldwide.com

The new Colour and Wipe Play Mats are a welcome addition to Eduk8’s bestselling play mat range. Exceptionally eye-catching, these new mats add an exciting new dimension to children’s play. Including six triangular, easy-to-grip coloured pens, which are easily erasable using a wet wipe or damp cloth for continuous play, and an all-weather clear protective coating, also featuring a cushioned backing, these play mats have been designed with safety, durability, and quality in mind.

Produced from 75% recycled materials and totally portable, when play has finished, just wipe clean, roll up and secure with the attached ribbon.

New year, new gear

Look beyond the Christmas rush to find out what’s going to be gracing your shelves in the first quarter of 2023…

It’s a busy time of year for the toy industry, but while retailers are hopefully busy fulfilling Christmas dreams for children across the country, you also need one eye on what’s going to happen after the last New Year’s Eve firework has fizzled out.

In the following pages we round up just some of the new ranges that are set to launch in the first quarter of 2023, from plush marking the celebrations of Disney’s 100th birthday, to treats for tots in the preschool sector.

A glowing Q1 preview

CHARACTER OPTIONS

0161 633 9800

sales@charactergroup.plc.uk

Character Options’ Q1 portfolio taps into popular play patterns, offering a host of brands to get 2023 off to an incredible start.

Guess what…

TapTap is the palm-sized fidget toy

Heroes of Goo Jit Zu remains a priority in 2023, with continued investment and new themes to drive collectability. The latest series in the goo-volution are Goo Jit Zu Glow Shifters; kids crush each character’s hidden core to activate their glow-in-the-dark goo-transformation. There’s Blazagon, Tyro, Scorpius, Bengal, Tritops, as well as the Ultra Rare Gigatusk to collect; each has a unique Goo Orb to explore. The Glow Shifter theme continues across two Versus packs and a Primal Pack.

Get ready to put your fingers to work with TapTap, the palm-sized fidget toy that syncs play and learning. Whether players are just tap-tap-tapping or playing to win, this new gamer keeps fingers on the pulse. TapTap comes with five games installed. With Match-It!, players flip the white pixels by tapping them, in a bid to find matching colour pairs. With Sequence, the objective is to repeat the sequence displayed on the outer corners. The other games are Stop&Go, Raindrops and Eat Greens.

Kids can continue transforming their skirting boards, with new playsets

collection, which brings to life the tiny town of Mouseville, benefits from the support of YouTube webisodes narrated by Helen Flanagan. Adding to a launch range, comprising micro-figures and food-themed playsets, cute Q1 lines include the baby bottle-shaped Little Paws Nursery, which is the perfect start for little bundles of squeaks. There’s also the Supa Scoops Ice Cream Van that has a two-scoop tub on the back that flips open to create a 50s-style parlour.

Character Options has unveiled the latest series of ChillFactor Slushy Maker, with fruit-inspired styles and refreshed packaging. There are five styles to collect: green and red Watermelon Crush; pink and purple Berry Burst; orange and purple Passion Fruit Party; Mango Mania; and the bright blue Blueberry Bonanza. The new series features a never seen before, brightly-coloured inner, and will be supported by a new TVC in the spring.

The wonder of Disney

SIMBA SMOBY TOYS UK

Simba Smoby Toys UK’s Q1 offering is sure to be widely sought-after, with its new Disney 100 Years of Wonder plush lines, its Street Fighter Deluxe Collector Figures from Jada Toys and its much-loved Smoby collection.

2023 is a special year for The Walt Disney Company, as the company marks its centenary. And with Simba Toys UK’s Disney 100 Years of Wonder master toy plush collection, fans can immerse themselves in a celebration of the past, present and future of Disney. The D100 Sparkly Mickey and Minnie 25cm lines will be must-haves. This iconic duo comes dressed in platinum outfits, made from sparkly fabric with embroidered polka dots or buttons. Fans will also be keen to collect the five characters in the D100 Platinum Colour Series. Grogu, Dumbo, Pooh, Simba and Stitch are available as 25cm plush pals, with shiny velour, satin and sparkly fabrics.

Meanwhile, Simba Toys UK’s Jada Toys portfolio will bring collectors more licensed lines in 2023. New to the range are the Street Fighter Deluxe Collector Figures. Street Fighter is the iconic Japanese game that first launched in 1987, amassing generations of fans along the way. And with Street Fighter 6 launching in 2023, there will no doubt be renewed enthusiasm for the much-loved game. To mark the occasion, Jada Toys is introducing three new six-inch Deluxe Collector Figures for fans to discover. The Ryu, Chun-Li, and Fei Long action figures come boxed in premium arcade game styled packaging. Each character features 20 points of articulation and comes with an alternate head and hands, as well as accessories.

The Smoby brand is a one-stop shop for tots, with its playhouses, ride-ons, activity toys and more. The Smoby Nature House is an existing favourite. Its cheery design features animal pictures embedded into plastic ‘brickwork’, and its shuttered windows and sliding panel open-up the playhouse to nature!, Budding restauranteurs will love the Smoby Chef House. It offers two separate spaces, representing a kitchen area and a table service section. And the Smoby House on Stilts is the popular treehouse-style playhouse, set on a 70cm platform. Children can climb the ladder to reach their hut and enjoy plenty of fun with the slide.

Did you know?

The new Care Bear, Calming Heart Bear, has a soothing scent. Calming Heart understands that from time to time everyone struggles with life’s ups and downs and is steadfast in her caring mission

still making mischief, with a second wave

spring. Following fantastic early reads for Season 1, in both the

initial

success, this new wave brings 12 new misfitting kittens to collect. Each comes squished inside a pun-tastic pack. And, like the big cats in small spaces that drove the #IFitsISits craze, these moggies require assistance in getting MEOWT. Kids will love watching their plush puss, sporting its unique bottom and bright tail, treble in size upon rescue from the can their stuck in. Spring will also see the evolution-ito of Cutetitos with a transformational makeover for these favourite collectables, with Fashion Puppyitos. Kids will be able to unbox the new showbox style packaging to discover 10 stylish puppies who are all about fashion. Fitting with the fashionista theme, each comes in a wrap that can be used as a bag, be it a clutch, duffle or wristlet design. After all, Fashion Puppyitos want their owners to look just as chic!

As master toy partner for Care Bears, Basic Fun! will continue to drive positivity and inclusivity, with new bears to collect, each delivering a strong message. Not to be missed is Calming Heart Bear, who has a soothing scent. Calming Heart understands that from time to time everyone struggles with life’s ups and downs and is steadfast in her caring mission. Also new is Dare To Care Bear; bold, strong and fierce and nothing ever gets in her way. Her belly badge is smiling stars leaving a rainbow trail of kindness, compassion and acceptance around her.

In the construction arena there’s a new, never-seen-before set from K’Nex. This item won’t disappoint; a 196-piece Cyborg Creatures kit, kids can build 15 biomechatronic creatures: gorilla, walrus, jaguar, scorpion and more. The darker-coloured build-pieces help to intensify the cyborg sci-fi designs.

From construction sets to the construction site… there’s a new Tonka roleplay category for preschoolers to discover in Q1, launching with the Hard Hat & Building Blocks set. Aspiring builders can don their Tonka hat as they build with BIG blocks. Plus, fans will be able to add new Monster Truck designs to their Mighty Monster Metal Movers collections, following the line’s sellout success this year. And there’s also a new Fire Rescue truck to discover in the Steel Classics range, complete with detachable ladder.

Sparkles, squishy and STEM

VIVID GOLIATH

01483 449944

Vividtoysandgames.co.uk

Vivid Goliath is bursting into Spring/Summer with on-trend collectables, innovation in STEM and plenty of outdoor fun.

In the plush aisle, meet EyeLuvs, a range of trend-setting colourful cuddly characters with Shake and Sparkle eye technology filled with glitter, sparkly gems, and lots of love. When you shake your Eyeluv, watch their eyes sparkle with an amazing snow globe effect. Available in 5in and 8in versions with characters including Rosemary the Unicorn, and Cohen, the Welsh Corgi

Vivid Goliath is bringing all things scented and squishy to the collectable aisle – meet Squishy Squad, a range of cute squishable buddies who love to be hugged, squashed, and stretched. There are also Squashies to collect, squishy doll characters based on your favourite sweet treats with stretchy hair and a squishy skirt. The range also includes Stretch and Smoosh Desserts, a range of delectable desserts with irresistible squeezy features.

And if squishing wasn’t enough, try Squeezing the soft, slow-rise foam cuddly characters from Squeezamals. This softest plush range has hundreds to collect and now features a new micro-sized version of Eenie Teenies to really drive collectability. Head from squishing and squeezing to the sky. Sky Dancers dolls were a sell-out success for A/W and will be joined by a new friend, Turquoise Twinkle, and continued to be

Play in the sand

SINCO CREATIONS

supported by a full media mix across TV / VOD, Digital and Social.

From Goliath’s acquisition of STEM expert Colorific, comes Build a Bots, which offers next-level robotics and personalisation to boys and girls aged four to six. Expect a core range of bestsellers alongside Licensed Paw Patrol Build A Bots launching for Easter.

Once the weather warms up, Wahu comes out to play with a range of outdoor and garden toys including bestseller Phlat Ball and Wingblade. New to the range for Spring/ Summer is Lawn is Lava, a twist on the sell-out success Floor is Lava Game, which includes water balloons and challenges to enjoy outdoors.

Fact!

Crayola will be helping spread the love with packs of Colors of Kindness Crayons, Markers and Pencils. Packs include printed, special-edition inspirational phrases of kindness

Aqua Pals brings innovation to outdoor play with these ‘take anywhere’ aquatic buddies that have an aqua dry, fade resistant material and buoyancy beads to allow your buddies to play with you in puddles, the pool or playground. A quick wash and fast-drying material mean you can be back in action and ready to play again with your favourite characters.

Big news for Sinco is the launch of its Little Tikes collection, which lets kids mould play sand and dough to their hearts’ content. It’s sure to be a hit with preschoolers, who love both the trusted Little Tikes brand and compound play. The Surprise Cozy Coupe Dough Capsules make a great entry point line. Each capsule is shaped as a Cozy Coupe and opens to reveal a cutter and dough. For activity play on a grander scale there’s the Super Sand Construction Carry Case and the Play Sand Farmyard Carry Case. The Super Sand set comes with play sand, moulds, tools and props to build sandcastles. Kids will love transforming the vehicle from digger to plough to steam roller. The Farmyard set comes with a Little Tikes Tractor & Trailer and allows children to make farm animals and hay from play sand.

Did you know?

Sinco is adding another major gaming IP to its portfolio with the Brawl Stars toy line, based on Supercell’s battle royale for mobile. This game has amassed over 2.5million UK downloads, since December 2018, generating $12.6million in revenue

From spring, kids can glam up like their favourite gal pals from Rainbow High, the must-have fashion doll brand, with Sinco’s latest jewellery and accessory lines. The Rainbow High Shopper Locker offers kids a place to keep their style safe! Children will discover 20-plus fashion pieces inside, including a mini bag, hairbrush, fashion accessories and more. They can even customise their locker with the stickers included. Next, it’s time to have a sleepover in style, with the Rainbow High Sleepover Set with Carry Case. This mini suitcase comes with sleep mask, fluffy socks, hair scrunchy, hairbrush/mirror and other accessories stored inside.

Following the firm’s success with Among Us, Sinco is adding another major gaming IP. Get ready to unlock the Brawl Stars toy line, based on Supercell’s battle royale for mobile. With the game’s huge fanbase and TVC support, demand for the range is assured. Fans will now be able to collect 24 blind-boxed Collectable Figures, as well as blister packed and window boxed action figures.

Finding

balance

For younger children, learning to ride a bike is a very important moment, and Ozbozz has two balance bikes to help them find their way. In two colourways - pink/purple and blue/green - they are the perfect transition between a ride-on toy and a stabilised bike. Each featuring strong, puncture-proof EVA tyres, soft-grip handles and a durable steel frame that makes them super lightweight to transport and move around. The adjustable seat means children won’t grow out of them any time soon. All aspects that will be popular with parents.

Older children are catered for with the Big Wheel Torq Ruff Scooter. This sturdy scooter is suitable for on road and off - with large, 200mm wheels at the front and back. The bigger wheels allow this scooter to more easily traverse rougher terrain, such as cobblestones, potholes and kerbs, making light work of even the roughest roads, paths and surfaces. It features a handy kickstand to keep itself upright when you reach your destination, as well as a convenient folding design that makes it easy to store and transport.

With slightly smaller wheels, the Vyper Folding Scooter has 145mm wheels at the front and back. The bigger wheels still give this scooter a slightly smoother ride over surfaces. As such, it’s ideal for scooting about and with a more cost-effective price point, giving the consumer a choice of larger-wheeled ride-on scooters from Ozbozz.

Foot-to-floor fun

MOOKIE TOYS

help@mookie.co.uk www.mookie.co.uk

Mookie Toys has announced a new distribution deal with Falk Toys in the UK. Falk is known for its fun foot-to-floor and pedalled ride-ons that little ones can’t resist.

Falk is also committed to helping the environment; approximately 30% of the plastic used in most rideons is recycled.

The range includes tractors, bikes and diggers with many licensed options including JCB, Claas, New Holland and Massey Ferguson.

know?

The Big Wheel Torq Ruff Scooter is suitable for on road and off - with large, 200mm wheels at the front and back – it can handle cobblestones, potholes and kerbs

Talking retail

Edwards and Nicole Sweeney

Toys category managers

The Very Group

Tell us a little about your shop

The Very Group operates multi-category digital retailer Very. We combine more than 2,000 big brands with our popular own brand collections and a range of flexible payment options to offer families the convenience, flexibility and value they need.

What big-ticket items are selling well?

Family favourites like big-ticket Barbie and LEGO items have been winners for us this year, as well as Little Live Pets Mama Surprise, which is new in the market. Demand for high price pointed Pokemon trading card packs also remains strong.

What stocking filler items are doing well?

This Christmas, we have focused more than ever on creating a value proposition for our customers and the under £30 price point is proving very popular. Jiggly Pets Pups and Hot Wheels Colour Reveal are real favourites among our fun, low price point lines so far. Trading cards and stickers is a growing area, while classic family games such as Twister and Pop Up Pirate continue to perform well.

Any surprises in either of these – if so why?

We love to see new, innovative toys doing well and driving excitement. Very customers respond well to newness and there has been no shortage of that this year from the likes of Character, Moose, Mattel and Lego. Tonies has been a phenomenal success and is a great example of innovation in the market.

Peter Allinson Director WhirligigToys

Kent and Sussex

Tell us a little about your shop. We are a specialist in things to make and do – creative toys that really engage children. We stock a wide range of arts and crafts, construction and model-making kits alongside great family games. Focused on the independent sector, we avoid big brands and film licences, looking for quality play experiences. We have been established for 10 years.

What big-ticket items are selling well?

We are more of a children’s gift shop than a big ticket shop, so the majority of our items cost between £10 and £20, with a few items hitting a top price of £40. We find this is just what our customers are looking for; a good supply of presents for their children and other families that they know. Our best-selling ‘big ticket items’ are our miniature house making kits (Robotime, distributed by Fountasia) – these appeal to older children and adults and are crafting kits that have astonishing detail. We work with a wonderful company that makes, in our opinion, the best quality models, which are really hard to get hold of. We have them made up in all our shops as display items and people are really fascinated by them.

What stocking filler items are doing well?

IQ games are our strongest sellers at the moment. The wonderful range from Smart Games has so much variety and, while we can’t finish any of them, children love the challenge that they present. Alongside this, our puzzle cubes and traditional wooden toys such as yo-yos continue to be popular. We have also seen a demand for highquality stationery products such as 3D notebooks and erasable pens; not expensive things, but ones that children will really treasure.

Any surprises in either of these – if so why?

Not really – it is what we are known for! We are seeing people buying lots of little presents this year, but making sure that everyone gets something, so we think our average item price may be lower, but our basket spend seems to be the same.

If Santa could grant you three wishes for your business what would they be?

No more rain! Rain has been the biggest impact this year – economic uncertainty is clearly a factor, but rain stops play on every occasion!

If you would like to take part in Toy Talk, we’d love to hear from you. Please email tim@lemapublishing.co.uk

TnP loves to hear your views. This month we look at what’s selling well in the lead-up to Christmas

Ann-Marie

"This Christmas, we have focused more than ever on creating a value proposition for our customers and the under £30 price point is proving very popular."

Ann-Marie Edwards

Nicole Sweeney

“We are more of a children’s gift shop than a big ticket shop, so the majority of our items cost between £10 and £20, with a few items hitting a top price of £40”

Liz Amphlett

Owner Toytastik,Chepstow,SouthWales

Tell us about your shop.

It’s an independent familyrun shop specialising in traditional toys and games; always on the lookout to introduce items that our customers may not have seen before.

Always keen to support the smaller toy supplier while maintaining solid trading relationships with the bigger guys!

What big-ticket items are selling well?

Our highest selling big-ticket item would be Toniebox, which seems to be growing its appeal from year to year. Word has definitely spread!

In the £25 to £40 range, most definitely Smartian is a huge seller for us. What an absolutely fabulous toy; perfect for little hands but what we love most is that it is the perfect toy to engage older siblings/children with younger ones as everyone loves to play with this clever building system.

What about stocking fillers?

As for stocking fillers, well it has to be Eugy. We can’t get enough of these little craft sets from Brainstorm; they sell not only as stocking fillers for kids but also for big kids too! Also, Needoh from Bigjigs is proving very popular as an extra little

gift as is PlayinChoc, which I would highly recommend to any retailer out there; a little chocolate treat that is dairy, gluten and nut free with a lovely little plastic-free model to make. Plus Plus again is a great stocking filler, which has been a big part of our offer for many years.

Any surprises in either of these – if so, why?

No surprises of what is selling well, we pride ourselves on listening to our customer base and learning from them so very rarely have an item that doesn't sell. Some things may be slower than others but truly there’s nothing in our shop that I wish we hadn’t bought in.

If Santa could grant you three wishes for your business, what would they be?

If Santa could grant three wishes for our business it would be as simple as three words, affordability, growth and sustainability, We hope that despite the doom and gloom, our customers will always find our products affordable and good value, that we will continue to grow our customer base and in turn sales, and that we continue to offer products that are sustainable and do not damage our planet.

SALES REPRESENTATIVE REQUIRED

Role: Sales Representative/Account Manager

Area: Scotland, Northern England, NI

Salary: Basic £33k, OTE £10k, company car

The Business

Juratoys is a French group that has been designing and distributing games and toys for over 50 years. Its brands are recognised for their design, quality of materials used, and educational values, which contribute to children’s development. Juratoys manages over 1,400 references under its brands and pursues an intense innovation policy. The group relies on an international distribution network and is represented by commercial subsidiaries in several countries including the UK.

Juratoys UK

Established in 2014, Juratoys UK has driven growth in the UK market since its inception. The brands include Janod, Lilliputiens, Kaloo and Lalaboom.

Janod is the leading wooden toy brand in France and is fast becoming the most talked about wooden toy brand in the UK. Our “PLAY DIFFERENT” slogan captures how we feel about play.

Kaloo is a French love story made of softness and cuddles. For more than 20 years the Kaloo brand has been specializing in soft toys and bedding accessories.

Lillipuitens was created in 1995 by two friends, the brand has embarked on a quest to create the very best soft toys……Mission accomplished!

Debra

FOR SCOTLAND & NORTHERN ENGLAND

Lalaboom is an award winning brand. A colourful collection of 5 in 1 educational beads to help with children’s development needs through the early stages of learning.

Role & Responsibilities

Be part of a dynamic sales operation in the UK selling the portfolio of brands within Scotland, Northern England and Norther Ireland region.

The brands have already been established in the UK market with a proven rate of sale, you will pick up a portfolio of existing accounts as well as developing your own new accounts. The customer base will include; toy shops, garden centres, gift shops, book stores, nursery goods outlets, childrenswear boutiques and internet retailers, to suit the different brands.

You will be provided with samples and an extensive promotional support programme to help you achieve your goals.

The role will be field based, while office hours are 9 to 5, due to the nature of the role you may be expected to work additional hours as required to complete the role.

The role will report to the UK Commercial Director.

The UK office is based in Chiswick, London. Sales meetings are held here on a quarterly basis.

The work

Your key tasks as a Sales Representative / Account Manager would include:

• Making appointments to meet new and existing customers

• Understanding your customers’ needs

• Making presentations to promote new products and special deals

• Agreeing sales, prices, contracts and payments

• Advising customers about delivery schedules and after-sales service

• Keeping in contact with existing customers in person and by telephone

• Recording orders and sending details to the sales office

• Watching your competitors and the products they are offering

• Achieving sales targets

• Reporting sales trends to the business

The person

We are looking for a sales representative that can bring energy, enthusiasm and a can do attitude to the role.

They will be an excellent communicator with the ability to deal with a broad range of customers. They also need to be confident and resilient with the ability to negotiate and persuade customers when faced with rejections.

Preferably with some experience and contacts in the retail sectors that we are targeting. You may be from a Gift or Toy background (not exclusively) but the most important element is the determination to succeed.

Please email your application to neil. montgomery@juratoys.co.uk

Tell us a little about your shop. We’re an independent traditional toy store with a fantastic selection of toys. What big-ticket items are selling well? LEGO, Hot Wheels, Sylvanian Families. What stocking filler items are doing well? Squishmallows, anything squishy, pocket money toys.

WHAT’S

Shark attack!

Great Gizmos 01293 543221 www.greatgizmos.co.uk Mould, paint and design a range of shark plaster fridge magnets and badges that glow in the dark. The set includes seven different varieties of sharks and a great set of information cards.

Taco

belle Mookie Toys 01525 722722 www.moikie.co.uk | help@mookie.co.uk A new launch from Yulu Toys for AW22 is Taco Smash, a fun game that involves quick reactions to make sure no one sends your taco flying. Pick up a fiesta card and keep it under wraps, follow the colours on the card to build your taco. Don’t spill the beans as the first person to fill their taco and hit the sombrero wins. As everybody’s tacos go flying you can sit back and enjoy your delicious feast. This fun and interactive game can be enjoyed by the whole family.

Plenty of scope

Thames and Kosmos

01580713000 | sales@thamesandkosmos.co.uk www.thamesandkosmos.co.uk

The Thames and Kosmos Gyroscope is, the company says, the perfect stocking filler. This timeless scientific instrument has been reimagined in a fresh, new design. Experiment with the gyroscope to learn about the physics of motion, forces, and gravity. Learn about gyroscopic forces, and see and feel them in action. Have fun getting your gyroscope to do classic physics tricks. Make the gyroscope balance on a tabletop, on a stand, and on a string. Spin the gyroscope inside the included clear plastic sphere and see and feel the forces acting on the sphere, which doubles as a storage case for your gyroscope. Available as both an individual unit and as a 12pack bundle.

Carry on Tonies

Tonies

020 31921492 | sales@tonies.com www.tonies.com This, Tonies says, is the one its many young fans have been waiting for, as new travel accessories, including a Carry Case Max, have been launched as part of the latest additions to its range. Available in three designs – Blast Off, Over The Rainbow and Enchanted Forest – it allows for storage of up to 14 Tonies and folds out to make a backdrop for on-the-move fun with the fastest-growing preschool brand in the UK. Other launches include a Listen & Play Bag and a new range including Paw Patrol, Gabby’s Dollhouse and Gerald The Giraffe Tonies.

Rocket launches

WOW! Stuff 01902 948678 ella.wood@wowstuff.com www.wowstuff.com

WOW! Stuff is entering the outdoor market with a multi-patent rocket launcher that, the company said, includes the “fastest, farthest flying toy rocket in its category”.

The first launch in the HYPR Rockets range is the HYPR 500, which launches using a foot-stomping air pad. It’s currently pre-ordering for an early 2023 launch.