Toys n Playthings February 2021

ELECTRIC GO KART

Front Cover February 2021 outline.indd 1

14/01/2021 10:04

01626 835400

Xootz Electric Scooters TNP Double Page Advert 2021.indd 2-3

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

ELECTRIC GO KART

Video ads available on youtube

14/01/2021 10:06

01626 835400

Mi-Mic Ad 2021.indd 1

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

14/01/2021 10:00

CONTENTS 21 ary 20 Febru 3 . o N 0 Vol. 4

Regulars 7

Leader – with Clare Turner

8

News – the latest toy industry headlines

12

People News – all the movers and shakers

P26

14 Retail News – the latest from the retail landscape

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Editor Clare Turner clare@lemapublishing.co.uk

Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk

Advertisement Manager Athee Waran athee@lemapublishing.co.uk

Sales Simon Davis simon@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

16 Licensing News – the latest on licensed products

P28

22 What’s New – new products that you need to get your hands on 28 Ambassadors– our tiny testers try out three electric products in Wilton Bradley’s portfolio 30 Trade Talk – suppliers tell us how the Free Trade Deal is affecting their businesses, plus their responses to lockdown 34 Toy Talk – TnP catches up with four Retailer of the Year award-winners

P48

Features 40 Girls Collectables – TnP looks at how this ever-reliable category is evolving 48 Eco Toys – eco-friendly and ethnically-sourced products are the watchwords of the moment.

How are toy suppliers joining the green revolution?

Special Reports 21 Toy Trust – how the industry charity has continued to help kids’ charities despite the pandemic 24 Cover Story – what’s new for Wilton Bradley in 2021 26 The Big Interview – TnP talks to three Wilton Bradley directors about products, plans and projections for 2021

P21

32 Awards Special – we focus on the Toy of the Year and Retailer of the Year awards 38 Retail Interview – Clare Turner catches up with Lisa Clay of Armadillo Toys, winner of the BTHA Ultimate Superhero award

Columnists 10 Trends Column – the US Toy Association is ready to unveil its hottest trends for 2021 12 BTHA Column – 2021 has got off to a busy start with awards and a webinar 17 Media Analysis – Generation Media looks at the position of traditional media

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

At the heart of retail

18 Gaining Insight – Kids’ Insights highlights the trend for family wellbeing 19 Retail Opinion – John Ryan considers how service is changing in the current climate 20 The Independent and Secret Supplier - the pair look forward to brighter times ahead

P40

VAN

01626 835400

Play House Ice Cream Truck Ad.indd 1

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

13/01/2021 16:55

LEADER A At the heart of retail Also by Lema Publishing

TableWare INTERNATIONAL

s the nation works through the that played a part in keeping the Clare third national lockdown, toy UK’s children smiling, entertained and Turner suppliers and toy retailers are educated through the Covid-19 crisis. successfully finding ways to pivot their Turn to our Awards Special on pages businesses through 32-33 to find out who made the pandemic. the cut. Several of the retailer winners I continue to be - including the recipient of the Ultimate impressed by how Superhero award Lisa Clay of Armadillo independent toy Toys in Leeds (pictured, left) - have retailers across the kindly shared their stories with us on country are picking pages 34-39. up the gauntlet Although quite different in terms of to keep their size, product offer and geographical businesses running spread, each has one key challenge in many of them taking common: as we face another period of their wares online restrictions, they have acknowledged for the first time. that it’s time to double-down on digital. p38 It’s a trend that One winner admits she would Nuremberg’s never have gone online without this I continue situation, while another is in the process Spielwarenmesse is following. As I write this, of creating a new ecommerce platform, to be the show’s organiser has impressed by and a third is improving her existing announced that the digital website. But all were keen to point out how service Spielwarenmesse that, in the words of Julia Wingate of BrandNew, which provides independent The Trading Post in Kingsbridge, Devon: information about this year’s “Even though our doors are closed, we’re toy retailers innovations and trends in the still open for business. Behind every door across the global toy sector, has been there is a website or phone - and we’re well received by the industry. country are still able to trade our wares.”

In the first days of going Covid-19 has undoubtedly been a picking up live, from 25 to 29 January, catalyst for change and retailers willing the gauntlet 55,442 visitors viewed more to adopt a flexible approach can not than 400,000 actions on to keep their only survive the impact but can thrive. its website. Companies also It’s not that people aren’t making toy businesses used Spielwarenmesse’s purchases; they are just making them in running social media channels to different ways. present their products to If you would like to share your story the international audience, with our readers too, I’d love for you unveiling their innovations in live to get in touch. You can link up with me via video sessions.

LinkedIn or email me at clare@lemapublishing.

Spielwarenmesse BrandNew at co.uk. I look forward to hearing from you! www.spielwarenmesse.de/en/brandnew can be accessed free of charge until the end of April.

The summer edition of the show is now scheduled to open its doors at the Exhibition Centre in Nuremberg from 20 to 24 July. Let’s hope that we may all be able to meet there at last!

Meanwhile, closer to home, the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) have demonstrated their resilience during lockdown by locking into our new online habits. Last month they announced the winners of their annual awards virtually.

Both organisations adopted a different approach to the selection process for their awards this year, giving recognition Ernst Kick, CEO of to retailers who showed great altruism Spielwarenmesse eG and innovation in 2020, and products

“

”

J i

NEWS

Pokémon celebrates jubilee

NPD reveals toy award winners Warner Bros. Harry Potter Franchise has received The NPD Group’s Toy Industry Award for Top Gaining Toy Property of 2020 in the games & puzzles category.

Julian Moon, SVP, EMEA Warner Bros.

Consumer Products, said: “We are thrilled to receive this award from The NPD Group and have them recognise the strength of the Harry Potter franchise. During these challenging times, it has been uplifting to see children and families come together to play games and puzzles while experiencing the magic of Harry Potter.”

Meanwhile, Mattel’s Barbie brand was named the 2020 top global toy property of the year and Hot Wheels Singles 1/64 assortment was recognised as the global top-selling toy of the year.

Mattel chairman and CEO Ynon Kreiz said: “We are honored to have our power brands Barbie and Hot Wheels recognised in such an unprecedented year. This is a testament to our mission to create innovative products and experiences that inspire, entertain and develop children through play. All of us at Mattel are proud that parents trust us, and we are particularly excited that children and families chose our quality products again and again in 2020.”

8

2021 is set to be a big year for Asmodee’s Pokémon Trading Card Game (TCG), which is set to release the Shining Fates expansion this month - its first major product release in the year in which it celebrates 25 years since the launch of the original Pokémon video games.

The Shining Fates set - which spotlights the game’s ultra-rare and powerful Shiny Pokémon variants - is a special expansion sitting outside of the current Sword & Shield expansion block, the latest instalment of which will follow in March.

This is the first time the game has released such a set this early in a year, having previously only done so in Q4.

The set will be led by Pikachu, who stars in the Pokémon TCG: Shining Fates – Pikachu V collection. This boxed set features Pikachu V in the form of both a full-art foil promo card and a foil oversize card, as well as coming with four booster packs.

Another fan-favourite Pokémon, Eevee, will take a turn in the spotlight too as it fronts the set’s Elite Trainer Box in gigantic VMAX form.

IMC Toys sponsors Kids Fashion Week

Timber Tots given a voice

IMC Toys is to partner with Mini Mode: Global Kids Fashion Week in a collaboration for its collectable doll range VIP Pets.

Following 2020’s UK launch of the pet-themed dolls, the latest VIP Pets Mini Fans will make their debut on Mini Mode’s virtual runway, which sees mini models showcasing the hottest pieces in childrenswear.

Taking place during London Fashion Week on 20 February at 3pm on social media channels, IMC Toys is an event sponsor and is working with the Mini Mode team to create a collection of wigs for the children to wear, duplicating the long, colourful hairstyles of the dolls. The dolls themselves will also feature on the catwalk.

IMC UK marketing manager Kerry Tarrant said: “When it comes to hair, the VIP Pets Mini Fans dolls have a passion for styling.’’

Bandai UK has successfully relaunched retro toy Timber Tots, following its popularity in the 1970s. With its hero playset the Magic Tree, which has been delighting kids since 1975, now we can hear the characters singing with the release of the first Timber Tots nursery rhyme.

The Timber Tots Song, which is available to download through music platforms including Apple Music, iTunes, Shazam, TikTok and Deezer, is one of the many investments being made into the brand. A new Timber Tots website hosts the full product range, along with story books and activity sheets.

Bandai UK senior brand manager Magali Clouzet said: “The toys have a multi-generational appeal, from nostalgic grandparents and parents to pure joy from preschoolers when they learn how to ‘pop’ open the Magic Tree and let their imaginations run wild.”

She added: “We are thrilled to be expanding on the collection of toys in 2021, which will not only engage little ones but teach them about nature and the world around them. And what fun to have a song that helps bring the wonderful woodland characters to life.”

toysnplaythings.media

S N O E RID

01626 835400

Xootz 2020 Toyworld AD X5.indd 1

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

13/11/2020 15:21

NEWS

Thames & Kosmos donates to charity

MV Sports brings Banksy on board MV Sports is introducing to the market hot new licence Brandalised, presenting Banksy’s Graffiti.

Encapsulating inspiring works by the anonymous artist Banksy, the range features stunt scooters, a lithium scooter, skateboards, a BMX bike and a ramp helmet, with bright colour pops to give edge and teen appeal.

The company said: “With a variety of scooter specs, including ABEC 7 and 9 bearings, a lightweight aluminium box deck for strength and reduced injury, and a threadless headset for frictionless 360-degree spins, stunts will not be in short supply.

“Likewise, the skateboards feature durable, aluminium trucks with PVC cushions for a smoother ride, a double kicktail deck for advanced tricks and a concave deck, allowing for more foothold to enable next level sliding, drifting and turning.’

Also new is the Barbie refresh design, featuring bold pantones and Barbie graphics. Demonstrating key modern themes, such as wellness, outdoor pursuits and empowerment, this new look aims to inspire the young generation ‘to go anywhere, be anything’.

Kent-based company Thames & Kosmos joined The One Show’s Christmas Toy Appeal, which ran on the BBC One live magazine programme in December, and was delighted to be able to donate to its local Salvation Army branches in Tonbridge and Tunbridge Wells.

Managing director Stephen O’Connor said: “We felt compelled to answer The One Show’s appeal as soon as we saw it. We all know of families who have been hard hit by this pandemic, and it was a privilege to be able to help to put a present under the tree for these children. It felt natural for us to support this incredible worthy cause.”

Britains marks 100year milestone Britains, Europe’s oldest specialist in agricultural toys and collectables, is celebrating its 100th anniversary this year with the launch of its original Fordson Major Tractor, which will be one of only 7,500 units available from July.

To drive demand, Britains will be hiding 100 gold-finished tractors within the 7,500 range for collectors to find, and creating 10 silver versions for social media and press giveaways.

The brand has also expanded its global licensed offering, with the introduction of CLAAS - one of the biggest licensees in the world.

TRENDS: TOY AND PLAY TRENDS FOR 2021 The U.S. Toy Association’s trends team is set to unveil its predictions for 2021, says senior communications specialist Kristin Morency Goldman

“

The U.S. Toy Association’s trends team will unveil the hottest toy and play trends of the upcoming year during its 2021 Toy Trends Briefing, which will take place virtually on 16 February. Usually held at Toy Fair New York, the Briefing will be featured on The Toy Association’s YouTube channel at www.YouTube. com/TheToyAssociation.

New for this year, the briefing will include an overview of the state of the toy industry from The Toy Association president & CEO Steve Pasierb and an analysis from The NPD Group vice president & industry advisor for toys Juli Lennett. She will cover the U.S. toy industry’s results for 2020 and set the stage for what is expected to unfold in 2021.

The Toy Association’s trends team has been meeting virtually with toy companies of all types over the past few months to gather information

10

We can’t wait to share the innovative products that kids and adults will be clamouring for and delve deeper into the impact of Covid-19 on the future of play

about new product launches and line extensions. All information is being kept under embargo until the Toy Trends Briefing, which will unveil the top six trends and share relevant product examples to illustrate each one.

The presentation annually attracts media, buyers, and other industry professionals who want to know what kids will be asking for throughout the year - and is a great way to see a sampling of the toys that will drive global industry sales through the holiday season.

The U.S. Toy Association senior vice president of marketing communications Adrienne Appell said: “We can’t wait to share the innovative products that kids and adults will be clamouring for and delve deeper into the impact of Covid-19 on the future of play, in our much-anticipated annual presentation.”

”

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

The Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and the media. It has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on programmes to ensure safe and fun play.

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

toysnplaythings.media

OVE R

01626 835400

Bestway Advert 2021.indd 1

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

13/01/2021 17:00

PEOPLE

NEWS

BTHA Briefing

Ravensburger recruits Adam Sheppard

Adam Sheppard has joined Ravensburger in the role of ecommerce analyst.

He brings a wealth of ecommerce experience to the toy and games industry, having previously worked for Profitero: an ecommerce analytics company specialising in working with brands, manufacturers and agencies to support growth on key online channels such as Amazon.

Ravensburger head of sales Derek Scott commented: “I am delighted to welcome Adam to the team. He is joining us at an exciting time for our business. We are seeing continued strong growth and his analytics experience will be instrumental as we build on this momentum.”

Adam added: “Supporting clients in the toys and games industry interested me and drove me to brand-side with Ravensburger”.

Hasbro appoints chief purpose officer Hasbro has announced the creation of a new Global Purpose Organization to accelerate the company’s efforts to make the world a better place for all children and all families. The team integrates key functions including global government relations, global communications, corporate social responsibility, sustainability, ethical sourcing, philanthropy, and social impact.

To lead this team, Kathrin Belliveau has been appointed chief purpose officer, reporting to Hasbro chairman and CEO Brian Goldner.

Kathrin joined Hasbro in 1997 as an attorney supporting corporate, brand, licensing, global operations, and commercial legal matters,

and has since held a series of leadership roles.

Brian Goldner said: “Hasbro has a proud legacy as a responsible corporate citizen, and the extraordinary events of the past year have reinforced the importance of putting our purpose and values at the centre of all that we do. As a global play and entertainment company, we have an opportunity - as well as a responsibility - to use our business as a force for good. I’m confident Kathrin’s appointment and the creation of the new Global Purpose Organization will allow us to harness the full power of our efforts and have an even greater positive impact on the world.”

Good Play Guide restructures for global growth The Good Play Guide is developing new guides which, alongside international expansion and a redesign of its website, has prompted a restructure of the business.

Nicola Jenkins has joined as head of the Good App Guide, which is one of the most popular sections of the Good Play Guide website, and Frances Cain will oversee the international expansion.

The Good Toy Guide continues to grow as the ecommerce site evolves, with a vacancy for an ecommerce manager to support the expansion of this new aspect of the company. The Good Activities Guide Good Kids Book Guide and Good Nursery Guide are being included in the new structure and senior appointments for these divisions will be announced in due course.

12

It’s been a busy start to the year for the BTHA, with the association hosting its biggest-ever webinar for members and adapting the format of its annual Toy Industry Awards, as BTHA public relations and events manager Rebecca Deeming explains Last month we hosted our first training webinar of the year for members.

The free Brexit Transition webinar was our biggest webinar to date, with more than 80 individuals from member companies in attendance.

The webinar covered a summary of the impact of Brexit on the industry, from technical requirements, duty payments and import VAT to customs and legal requirements, with a Q&A at the end. Members can request a copy of the recording of the webinar and presentation slides by emailing me at Rebecca@btha. co.uk. The Public Affairs team has also updated the BTHA’s Brexit Guide, which is now in its fourth version following the end of the transition period and the signing of a trade deal with the EU. Members can view the Guide on the BTHA website (www.btha.co.uk).

We were all hugely disappointed that we were unable to host the industry at Toy Fair last month due to Covid-19, and we send our best wishes to everyone at this difficult time. We look forward to seeing everyone again and welcoming you back on 25-27 January 2022. Companies who were scheduled to exhibit at Toy Fair 2021 have completed extended profile listings on the Toy Fair website, offering ‘would-be’ visitors a snapshot of product information along with company contact details - see www.toyfair. co.uk/exhibitor-list-2021.

The Toy Industry Awards 2020 ceremony was also unable to go ahead. However, winners were still announced as the Awards took a different tack: the Retailer of the Year awards celebrated innovation and altruism in 2020, and the Toy of the Year awards recognised certain categories of toys that have kept the nation happy and smiling over the past year.

The four winning categories were games and puzzles, building and construction, outdoor and sports and arts and crafts. The highly commended winners of each category respectively were Ravensburger, LEGO, Mookie Toys and Hasbro.

For the Retailer of the Year Awards, there was not just one winner. Instead, Toy Corner from Galway, The Trading Post from Kingsbridge in Devon, The Entertainer and Smyths Toys were all recognised for their efforts throughout 2020. This year the BTHA also introduced the Superhero Awards to recognise and celebrate staff in retail who went above and beyond normal service in 2020. The winner of the ‘Ultimate Superhero Award’ was Lisa Clay from Armadillo Toys in Leeds. Full details of all the winners can be found on the awards section of the BTHA website.

For more information about becoming a BTHA member, please contact Tracey@btha.co.uk.

tnp.media9

RETAIL

NEWS

John Lewis supports NHS workers In partnership with the British Medical Association (BMA), the John Lewis Partnership (JLP) is providing frontline NHS workers with care packages to keep them refuelled and refreshed as they continue facing extreme pressure caring for patients in UK hospitals.

Some 500 boxes have been sent to acute hospital trusts in the UK to distribute to high-intensity clinical areas such as Critical Care and Intensive Care units.

Based on advice from the BMA, the packages comprise a combination of non-clinical essentials including toiletries such as deodorant, shaving foam, hand cream and lip balm, plus socks, snacks, tea and coffee. The boxes also contain a wellbeing leaflet with information about a 24/7 counselling service and guidance from the BMA on a range of issues.

In total, JLP will have delivered almost 2,000 boxes of essentials to more than 500 Hospital Trust locations during the pandemic, including care packages for Mental Health Trusts.

Boohoo buys Debenhams brands and websites FRP Advisory, the administrator of Debenhams UK, has confirmed that online fashion retailer Boohoo Group has signed an agreement to buy the Debenhams brand and other business assets, including all the department store group’s in-house brands and websites, in a £55 million deal.

This will take full effect following the completion of the current stock liquidation programme, which is continuing online.

Boohoo Group paid £55 million to acquire the global rights to Debenhams’ brands and its websites. Once Debenhams stores are able to reopen and the stock liquidation can continue in stores, the website will be operated by Boohoo. The closing down sale will continue in stores for several weeks until the stock liquidation is completed, and the value of this stock will be retained for creditors.

All the UK stores will then be permanently closed.

Geoff Rowley, joint administrator and partner of FRP Advisory, said: “We are pleased to have secured the future for this great brand, and to have created the opportunity for a new Debenhams-branded business to emerge in a different shape beyond the pandemic.”

Shop vacancies increase as crisis deepens BeeZee gets busy A new app and website that launched last month gives independent retailers the chance to benefit from an online storefront and delivery service.

Designed and developed by Georgina Green, CEO of international app marketing company GMT Hub, BeeZee allows users to shop locally from the comfort of their own homes and purchase products that are then delivered directly to their doors via courier.

Acknowledging that small businesses often do not have the infrastructure to make online sales possible, or the funds to invest in building a digital platform, the BeeZee app aims to offer a solution.

Signing up to BeeZee as a retailer is free. All retailers who sign up are entitled to a free trial and following this trial, a nominal fee of 12 per cent is charged on sales to cover app running costs. During lockdown, all fees are being waived to further help retailers during these challenging times.

14

In the fourth quarter of 2020, the overall GB shop vacancy rate increased to 13.7 per cent from 13.2 per cent in Q3: 1.6 percentage points higher than the same point in 2019. This represents the 10th consecutive quarter of increasing vacancy rates, from Q2 2018.

Helen Dickinson OBE, chief executive of the British Retail Consortium, said: “With the country in and out of lockdown, the forced closures of thousands of shops, and consumers reluctant to visit town and city centres, it’s unsurprising that the number of shuttered stores continues to rise.

“Over the past two years, one in every 50 outlets has permanently closed, and this number will only go up. The big increase in vacancy rates during the crucial golden retail quarter, when demand is usually high, serves as a stark reminder of the pandemic’s impact.

“If the government wants to avoid unnecessary shop closures and the loss of tens of thousands of jobs, it must urgently extend the business rates relief beyond April, providing additional targeted financial support to the hardest hit retailers, and extend the moratorium of aggressive debt enforcement. Without these interventions, not only will retail firms go under, but the vibrancy of our town centres and local communities across the country will be lost.”

toysnplaythings.media

LICENSING

NEWS

New Hey Duggee toys on horizon BBC Studios has renewed licensing deals with Hey Duggee toy partners Golden Bear and 8th Wonder.

2021 will see the launch of an extensive new range of Hey Duggee toys from Golden Bear. Hero SKUs will include: bathroom play products Toothbrush & Hey Duggee Handwashing Time with Duggee and Duggee’s Light became the mostShow River Boat; toys aimed at aiding the expression of emotions, mindfulness, and focus, such as My Best watched kids’ Friend Duggee Soft Toy and Duggee Hug Squirrel Club show of 2020, Soft Toy; and toys designed to inspire creativity, such with more than 192 as the Interactive Club House and the Spin & Groove DJ Duggee. million requests on Hey Duggee is also a top performing brand for 8th BBC iPlayer Wonder and more new wooden toy product is on the horizon. This month, 8th Wonder launches further Hey Duggee educational toys at retail, such as the Hey Duggee Word Match and Spell, along with products in new categories including games, arts & crafts and outdoor, such as the Hey Duggee Tumbling Tower game and a 3-in-1 Hey Duggee Table Top Easel.

8th Wonder’s Hey Duggee wooden toy range was nominated in the best toy category at the licensing awards at the end of last year.

Other partners include: Trends for electronic learning toys and Ravensburger for puzzles and games.

Fact!

Licensing Industry loses legend Kelvyn Gardner Kelvyn Gardner, who only relaunched his consultancy business Asgard Media last year and was previously managing director of Licensing International UK, died on 26 January.

His wife Michelle posted the following on LinkedIn: “I have sad news to tell everyone, Kelvyn’s sadly passed away at 06.30 on the 26th of January. It was almost instant, he had tingling pains in his arms and felt a slight pain in his chest, (we rang 111 but to be honest I wouldn’t bother it was pointless) I was getting dressed to take him to emergency as I wasn’t happy with what was going on, when he fell back and started not breathing properly, I called 999 and was on the phone whilst doing heart massage (cpr).

The ambulances took only 10 minutes to arrive, where they worked on Kelvyn for about an hour. Although they were extremely kind saying they were taking him in to MK Hospital where the resuscitation team were waiting, myself, Regan & Eliot (his children) knew that he had passed away. As I am typing this I just cannot tell you how we feel, we are at a loss... It was Kelvyn’s 66th birthday on the 22nd of January 2021 & was going to be our big wedding anniversary 40 years. We had joked that he wouldn’t know one end of a ruby if it bit him, so I think I might have got some ruby-coloured Warrington gear!

Please feel free to get in touch, as covid is so crap you know that funerals are 30 people, so in time we think a memorial service in its stead (covid not withstanding).’’

The post was followed by heartfelt messages of condolences from Kelvyn’s many licensing friends.

Tomy digs up roarsome deal Tomy is introducing a line of Jurassic World preschool toys, thanks to a new licensing collaboration with Universal Brand Development.

With Jurassic World: Dominion scheduled for release in June 2022, this brand looks set to be one of Tomy’s biggest-ever collaborations for the preschool category.

Launching in June 2021, the line will include Chase & Roll Raptors and a Dino Rescue Ranger, inspired by the iconic vehicles in the films; Spin & Hatch Dino Eggs, a clever twist on Toomies best-selling Hide and Squeak Eggs; and Pic & Push T. rex, a large T. rex dinosaur with a fun take on the iconic gyrosphere from the 2015 Jurassic World film.

The line will also support Tomy’s classic action game, Pop Up Pirate, with the launch of a Pop Up T. rex from July. The best-selling game recently celebrated its 45th anniversary.

16

Surprise uses Poetic licence

Dennis gets on board The Beano’s Dennis and his Beanotown friends appear in a new board game.

Released by award-winning board game creator Rachel Lowe and licensed by Rocket Licensing on behalf of Beano Studios, the new Beano game is being released to celebrate the 70th anniversary of Dennis first appearing in the comic.

The game focuses on an average day in the school playground when the gang decide that it is time to play some pranks. Players take turns to travel around Beanotown and try to complete pranks while avoiding being caught by the teacher.

Poetic Brands has snapped up a licensing deal with toy giant MGA Entertainment for its latest collectable doll range, Na! Na! Na! Surprise.

The specialist apparel licensee is working on a range of children’s apparel, outerwear and swimwear, nightwear and essentials based on the new property aimed at children aged three and older.

Poetic Brands will also launch a range of face masks for Na! Na! Na! Surprise and LOL Surprise OMG dolls in the coming months.

Na! Na! Na! Surprise launched in the UK in September 2020.

The collectable dolls offer a new unboxing experience, featuring a balloon that when blown up and then popped provides fans with a confetti surprise.

Inside the balloon is a plush pom, which holds one of six soft poseable fashion dolls, outfits and shoes. Each doll has a special nametag that explains more about their style and personality.

1

RETAIL

OPINION

Getting creative

about service G

iven that for the most part we have all been holed up and not venturing anywhere (well, the local supermarket, but that’s about it, if you’re following the rules), the idea of a column talking about retail and ‘service’ might seem curious - if not a considerable waste of time.

But stop for a moment and consider what the term actually means. In a retail context, most people take it to be what happens when you enter a store, and somebody comes over to ‘help’ you.

This can be somewhat unwelcome if you’re a Brit; we generally like to be left to our own devices and will call for someone when we feel they might be needed. Nonetheless, that is what we tend to think of when service is mentioned.

In toy shops, service can actually be pretty essential. It’s in the nature of many toys today that those buying them may well not understand what they do or how they work. Equally, toys do need to be sold and demonstrators are what might be termed ‘service providers’, helping to make this a reality.

Yet all of that is pretty much last year’s thing, for the moment at least.

Service is virtually non-existent, unless you count the delivery person who comes knocking as being something of the kind. All of which is certainly the case if you take a narrow view of what the word entails. But there are alternatives.

One of these might be vending machines. Yes, vending machines. These, surely, are the ultimate nonservice items. Press a few buttons, insert some coins, or wave a credit card in the general direction of a small screen and out comes the object of your desire.

The point, however, about vending machines en masse is that they are used, for the most part, for a fairly specific range of items with food, drink or small electronic items being top of the list.

Yet talking to a retailer last year who was looking to do something different, the decision was taken to put a vending machine more or less in the window of a swish shop selling design-led homewares. The view was that by taking a limited range of what was on offer in the store and putting it into a glassfronted machine, the store would have a relatively inexpensive and, in some ways, entertaining feature.

It proved its worth and since that eureka moment, more vending machines have been ordered as they seem to be almost as effective as selling tools as staff members (although, I hasten to add that the retailer in question uses humans every bit as enthusiastically as machines). Some of these will be branded up as standalones, located away from the stores and, assuming they are relatively vandal-proof, might even represent a new form of service and a different route to market.

The other point that should perhaps be borne in mind is that service does not have to be limited to face-to-face interactions.

Browsable shops accessed online, rather than digital catalogues,

“

seem to be having a bit of a moment - giving those used to shopping in shops something that approximates to this with a computer mouse and a few keystrokes.

For the most part, this has been limited to beauty and fashion to date. But there is absolutely no reason why this shouldn’t be a possibility for those in the business of selling toys. It also happens to be considerably easier to remerchandise a digital shop that looks like the real thing, than rolling up your sleeves and hoping for inspiration in a physical environment.

Service, then, is not necessarily about being approached and talked at. It can take a variety of forms, and thought should be given to the options. The other point at which service comes into play is when it’s time to dig deep. Paying for goods in stores ranges from somebody positioned behind a desk to ‘self-serve’ (the inference, presumably, being that some of us would actually prefer not to have to deal with a store associate and that we’re perfectly happy to do it ourselves, thank you).

There are now even stores where ‘self-serve’ is taken a stage further in the shape of Amazon Go (among others) where once you’ve downloaded an app, you just take items off the shelf, walk out and then find that you’ve been charged for them.

The latter is unlikely to find favour with those entering a toy shop, as the notion of ‘experience’ has been entirely stripped out of the equation.

Yet if stores are locked up, isn’t it the case that making payment simpler online should sit alongside the virtual shop that you may have chosen to browse, rather than flicking through page after page of merchandise options?

Service then is something that should be given very careful thought - and it means a lot more than just a person behind a desk, or a demonstrator. We may be confined to e-commerce for a few months more, which means that the experience of things being made easier and information provision being readily available should be uppermost in the minds of those whose job it is to sell stock of any kind.

If nothing else, service turns out to mean more than might initially meet the eye. And if it isn’t considered more broadly, then declining sales may be an obvious outcome. And even when the pandemic comes to an end, if this link of thinking is followed, you’ll be a better retailer.

In toy shops, service can actually be pretty essential.

It’s in the nature of many toys today that those buying them may well not understand what they do or how they work

”

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

17

Service does not have to be limited to face-to-face interactions. It can take a variety of forms, and thought should be given to the options, says John Ryan

CONSUMER

INSIGHT

Wellbeing comes first T

he Insights People has but the report also predicts that moving highlighted a trend in its realinto 2021 there will be more emphasis time data portal, which sees placed on wellbeing experiences that emphasis placed on wellbeing will benefit the whole family. The Insights experiences to benefit the whole People data is already showing how kids family. Millennial parents are playing track their own health status through a driving role, as they place a much smart devices, such as Apple Watches higher importance on ownership has increased by 540 emotional wellbeing per cent for six-to 12-year-olds in Wellbeing and self-care than the UK since the start of 2020. previous generations.

Wellbeing, selfcare and as a family The trend features improving mental health could pastime is a key in the first-ever well become a daily focus for Parents Insights Future trend, with families as the world navigates Forecast report, which ownership of back to some sort of normality, makes 10 predictions Apple Watches and brands that can help enable for the parents and this are likely to resonate with increasing by family sector in 2021. parents and kids alike. +540% for kids The report has been Another key theme from the produced to mark Parents Insights Future Forecast aged six to 12 the enhanced and Report is gaming as a family improved Parents Insights. The new pastime. In the UK, six-to-nine-year olds service went live on 1 January and whose parents monitor their video game surveys more than 2,600 parents of usage are 29 per cent more likely to children aged one to 16 every week, own a Nintendo Switch, a console that totalling more than 130,000 parents per prioritises local multiplayer functionality. year across 13 countries.

This enables different generations to The report discusses wellbeing as bond over a mutual hobby. As this a family pastime and is a trend that generation of kids become parents The Insights People are tracking. With themselves, it’s possible they will millennials taking the lead, this trend pass down their interests to the next will most certainly continue to grow, generation and the audience for esports

“

“

Millennial parents are driving a movement towards making family wellbeing a priority, says Nick Richardson, founder and CEO of The Insights People

could grow exponentially. Could gaming take over TV as the go-to on-screen activity for the family in the future?

Growth of the connected family also features as a key takeaway from the report. In the past year there has been a 22 per cent increase in the use of WhatsApp and a 28 per cent increase for Facebook Messenger among eight-to-10year-olds in the UK. Apps that facilitate group conversation saw a surge among kids throughout the pandemic - not just to contact their friends, but their extended family, too.

This opens up many opportunities for brands to gain traction - offering rewards for recommendations that encourage group interaction, or the chance to develop a level of trust within a certain family or friendship group to warrant word of mouth. As wider family units have connected digitally throughout the pandemic, there is potential for more influence on purchasing decisions from the extended family than ever, so marketeers need to not only think about the nuclear family.

Since launching our Parents Insights service in the UK in 2018, clients have wanted to gain more insights on families and parents of older children not just in the UK, but globally. As a result, our expert team of researchers, strategists and developers have been working on this and from 1 January we started collecting data of parents in all of the 13 countries we currently operate in.

2021 is shaping up to a very exciting year for our business, but more importantly we are best positioned to help our clients understand the changing landscape and maximise their ROI across their businesses.

Download the complimentary Parents Insights Future Forecast 2021 report from www.parentsinsights.com/futureforecast

Experts in kids, tweens and teens market intelligence, The Insights People specialises in research and insights on kids aged three to 18 and their ecosystems. It surveys more than 5,000 children every week, across five continents and 13 countries - that’s more than 277,000 children a year. The annual Kids Insights Future Forecast report, which makes 10 predictions based on its extensive experience of the kids’ ecosystem, is available to download at www.kidsinsights.com/toysandplaythings

MEDIA

ANALYSIS

Taking stock of 2020 W

channels ended at -22 per cent for four-to-15-year-olds, with ith 2020 now over, it is imperative to take stock the girls four to nine audience (-16 per cent) faring better and look back at the previous year to evaluate the than boys four to nine (-24 per cent) – see chart for monthly performance of traditional forms of media, before impact performance. getting into the all-important battle plans for the year ahead.

The sizable decline of boys four to nine viewing compared As TV remains the largest single medium of toys & games to girls four to nine has also had a negative effect on the cost advertising, this is a good place to start! efficiency of the audience. TVR conversions from the children According to Nielsen spend data (based on estimates only four to 15 buying audience to the girls four to nine audience so should only be used to assess broad trends), UK toys & have remained flat YoY (full toys & games market, channel games expenditure declined by 32 per cent year-on-year mix dependent), while boys four to nine has decreased by an (YoY), with the month of April seeing the largest YoY declines, average of 10 per cent. which can of course be largely attributed to uncertainty This pattern of double-digit year-on-year decline in ad around the first national lockdown. Comparing this to TV data spend, alongside audience declines is of course nothing new, provided by BARB (Broadcasters Audience Research Board), however the benefits of linear TV remain unchanged. TV the total weight of toys & games TV still remains one of the lowest cost means of increasing activity was 26 per cent lower than share of voice en masse. The largest of campaigns last 2019 (based on children’s equivalent TV year achieved 65 per cent and 62 per cent coverage TVRs). This decline correlates with investments of girls and boys four to nine audiences, respectively. a decrease in campaign count, need to work the latest research from Giraffe Insights with a sizable 471 toys & games TV even harder than Furthermore, Kids & the Screen research indicates that with the campaigns deployed in 2020 versus they did, even 12 exclusion of ‘in shops’ (46 per cent), ‘Adverts on TV’ (39 650 in 2019, a considerable decline of months ago per cent) is the primary means of inspiring children to around 27 per cent year-on-year request the gifts they want.

While overall ad spend was Now, more than ever, TV investments need to work reportedly down in 2020, digital even harder than they did, even 12 months ago. This means investments grew by 43 per cent according to Nielsen. These more spots, additional channels to reach children not viewing estimated figures must again be caveated, but they are across children’s commercial channels, and reactive spend relatively aligned with the continued decline of children’s TV allocations. Campaigns with the aim of building awareness viewing, and the continued movement onto digital platforms. of course should not be limited to TV, and advertisers and Linear TV audience declines on the commercial children’s marketers alike should refocus their thinking to consider video as the biggest part of their overall marketing strategy and not exclusively TV. Video comprises TV but also investment to VOD (video on demand), YouTube, PreRoll, TikTok, Social and programmatic investments – essentially anywhere a video message can be showcased.

In addition, and with several uncertainties that continue to lie ahead this year, it is essential that brands continue to be both proactive and reactive to ensure they are cautious with investments while maximising on the opportunities to maximise SOV (share of voice) among the competition. For more information on how to get the AV mix right using expertise, insight and proprietary tools, please get in touch.

Source: BARB, 2021

“

“

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

Alex TaylorSmith, director of business development at Generation Media, advises that you evaluate the performance of traditional media such as TV before making plans for 2021

THE INDEPENDENT

OPINION

The only way is up…

The indie is trying to stay positive in these coronavirus times and is looking forward to the High Street coming out of hibernation

I

’m currently sitting in my house, ‘working’ from home, and wondering what to do with myself. The whole world seems to be on its head, and I can’t help but feel that, nearly a full year after Covid-19 struck us and sent us into a global pandemic, we aren’t anywhere near the end of this thing.

People generally call me negative and pessimistic, but I usually have quite a good gut feel for these things, and I almost have to choke back a bit of laughter every time I hear someone say to me that things will look brighter in a couple of months. I have been hearing this since last March - and yet, here we stand.

As someone who works within the toy industry, you will be aware that we have to wear two hats on a continuous basis. Whether it’s trading through a (normal) Christmas while selecting our ranges for the next year or working on getting things moving early in the year while selecting ranges for the coming Christmas, I

Best sellers VOLUME: 1. Fart Ninjas - Funrise 2. Hot Wheels Cars - Mattel 3. Pokemon Cards - Asmodee VALUE: 1. 5 Surprise Mini Brands - HTI 2. LEGO Technic Land Rover Defender - LEGO 3. P aw Patrol Dino Patroller Spin Master

spend a lot of time going into meetings.

I spend some time studying what’s currently going on, and then focus on what’s coming down the line so that as a business, we are totally on top of what’s happening now and what’s going to be happening in the future.

This year that ‘comfort’ or familiar feeling is almost depressing for me. I’m a creature of habit, and I love nothing more than knowing what’s coming up and going through the usual timings and procedures of daily/weekly/monthly life to keep a smile on my face.

For anyone who shares my apparently boring enjoyment of life, I have found the past couple of months extremely testing. I’m intelligent enough to understand that coronavirus was never going to disappear by the end of 2020; there was no way that Covid-19 was going to have a New Year’s Eve party and then vanish.

But I think subconsciously we were all keen to get 2020 over with - whether it was the fact that we had been living with the virus for a lengthy period and therefore it was more ‘normal’ to us, or that we hoped we would be on top of the virus and its effect on us and were therefore seeing the light at the end of the tunnel. But unfortunately what we have ahead is more trouble and more issues.

My stores have been closed for most of this year. I can do nothing to stop people making their purchases online and the impact this has on consumers’ shopping habits. In the same way, I have a strong belief that smartphones and social media, despite their benefits, have almost ruined the younger generation and their ability to carry out a simple conversation.

My major fear, as I mentioned in my last

column, is that we have now pushed such a large percentage of the population of the UK to buy online - and they have a feel for just how easy, convenient (and often cheap) it is - that going forward we will lose a portion of our usual customer base.

Regardless of any restrictions that prevent us from selling, when we do reopen properly, we will be working off a smaller customer base and will still have our overheads to pay every month - and that is quite literally keeping me up at night.

On a more positive note, I do believe from what I’ve seen over the plast few months from our wonderful suppliers that there is a lot of good product due to come, to keep our shelves fresh when we are able to invite customers back into our stores.

I love the developments coming from many companies, and I believe our major suppliers have a lot of exciting toy ranges coming out that I’m excited to sell.

This list isn’t exhaustive but when I look at ranges such as Paw Patrol, CoComelon, Squishmallows, Tech Deck, Barbie, Britains (with its 100-year anniversary), Vlad & Niki and Harry Potter (Wizarding Worlds), there is a lot to go at for 2021. And I suppose that if there’s nothing else to look forward to than new products, we should make our focus even more so on these new ranges and the excitement that they will bring to our customers.

I hope that everyone can stay positive and that we have better news over the coming months, especially as we are in the coldest months of the year. At the very least, it can’t get much worse.

So, as the saying goes, 'the only way is up'.

THE SECRET SUPPLIER

Roll on summer!

The Secret Supplier predicts 2021 will be a successful year for those companies that adjust to the new demands of toy-hungry consumers

T

his month’s article from the Indie arrived coincidentally on what is known as Blue Monday. This is apparently the most depressing day of the year and the chief message of the Indie’s story certainly adds proof to the validity of Blue Monday.

The interesting point of the story, which posed the following question to me, is: who is involved in the retail business and does not share a similar outlook?

It would be perfectly normal after such a depressing year if we all felt the same: no Toy Fair, no containers, two major lockdowns, loss of five per cent in the GDP, Brexit, and of

20

course the deadly virus - plus near civil war in America following the failure of President Trump to win a second term. Nevertheless, the impact of the year has been the same for everyone, whether you are the smallest independent toy retailer or an Entertainer or a Smyths.

Apparently, the happiest day in the year is in mid June when we can all afford to be optimistic, looking forward to a new-style Toy Fair, the steady arrival of shipping containers, favourable rates of exchange (hopefully!) and lots of safely vaccinated shoppers.

It is important to realise that in 2020,

we suppliers were as adversely affected as retailers, so optimism is the key word across the whole industry for 2021. The feeling the Indie describes is common to many of us and is part of the stressful impact that Covid-19 has had on our lives.

Where I would differ from him though, is that the key to a successful 2021 will not be in selecting the right products - important though that may be - but instead in the ability to return to normal trading practices.

In the meantime, we can be thankful for having survived this long, but let us think of and remember those who haven’t. Roll on mid-June!

toysnplaythings.media

SPECIAL

TOY TRUST

No ordinary year Toy Trust committee chairman Graham Canning reflects on how the industry’s charity supported children in 2020 Handicapped Children’s Action Group (HCAG): HCAG has a long waiting list of children requiring trikes, buggies, car seats, wheelchairs and sensory equipment. Covid-19 has depleted its income and priority has been given to children requiring trikes and buggies, since these provide mobility to those who cannot walk. The Toy Trust gave £5,000 to this very well-run charity.

Charities supported in 2020: The Daisy Garland The Voice that makes a difference All Hallows Bow Cedarwood Trust Dingley’s Promise NARA The Breathing Charity The Bradford Toy Library Handicapped Children’s Action Group Shepherds Bush Families Projects Walsall Bereavement Support Service Quaker Service Dorset Children’s Foundation Tarka Child Contact Centre Brighter Opportunities through Supported Play Barton Community Association WHISH – Whitby Hidden Impairments Support & Help Beryl Thyer Memorial Africa Trust Devon Development Education Christchurch Open Awards Centre Special Stars Foundation Bag Books Children’s Aid Team Friends of Alfreton Park Reading Family Aid Group Three Ways School The Jessie May Trust Special Educational Needs Families Support CP Sport The Churn Project Friends of St Luke’s Living Paintings Pontllanfraith Children’s Contact Centre Families United Network Noreen’s Kids Wyvern School Foundation Trust

FEBRUARY 2021

2

020 was certainly no ordinary year and I wanted to share with you a summary of the projects that the Toy Trust supported over the 12 months. Covid-19 made for an extremely challenging time for many UK children’s charities that the Toy Trust supports.

Many saw their income severely impacted and, in some cases, completely depleted during the pandemic.

But I’m pleased to report that the Toy Trust committee remained active in 2020 and felt compelled to respond positively. So, we invited small UK children’s charities that were known to us already to apply for funding. We assessed applications carefully in line with the Toy Trust’s application criteria to ensure funds achieved the best possible outcome for disadvantaged children all over the UK through grants given.

The Toy Trust remains active in 2021 and we will shortly be reopening applications for funding, which will be open again to small UK children’s charities. Support for the charities we support would not be possible without you.

So on behalf of the Toy Trust committee, thank you.

Here are five stories from five charities that we supported in 2020:

Library with a donation of £5,000 to fund a Boredom Buster Bags initiative during lockdowns. Founders Michelle and Emma said: “With help from the Toy Trust, we were able to help families with bags that included food, kitchen essentials and a selection of specialist toys or sensory equipment. Thank you for supporting us and enabling our families to have something to look forward to every week.”

All Hallows Bow

Handicapped Children’s Action Group (HCAG)

NARA The Breathing Charity: NARA chair Ann Jiggle said: “We were delighted to receive the Toy Trust’s wonderful gift of £5,000 in July 2020 to support work being carried out by our UK Child Health Community Care Programme. Offering a simple thank you for your generosity never quite feels enough. You help us to continue to provide and strengthen vital services to children who struggle to breathe. Thank you.”

Bag Books: This charity designs and produces multisensory books for children with profound and multiple learning disabilities. The books are in 94 per cent of special schools and it also trains people in multisensory storytelling techniques.

The Toy Trust grant helped Bag Books produce 350 of its handcrafted workbooks.

Bradford Toy Library: The Toy Trust supported Bradford Toy

All Hallows Bow: Sara Brayford, fundraising manager at All Hallows Bow, said: “Toy Trust’s support meant we had the resources to provide flexible and Covid-safe support to vulnerable families with young children throughout the changing restrictions. We used our funding to put together 36 story sacks, which we used to run socially distanced play sessions at our centre and lent to families to use at home, with video support from our team when in-person work was no longer possible.”

Inspired to do Bradford Toy something for Library the Toy Trust in 2021? Visit www.toytrust.co.uk to make a donation, view our events or download your own fundraising materials.

If you have a fundraising idea of your own, email Matt@btha.co.uk to discuss.

21

WHAT’S N Time for ice cream Wilton Bradley 01626 835400 www.wiltonbradley.com

Elves in action

It’s no secret that when it comes to outdoor play, kids need no help in creating their own, imaginary worlds.

Playhouse complements their desire to imagine and dream thanks to its range of kids’ garden play furniture.

With this Playhouse Ice Cream Truck, littles ones can pretend to scoop ice cream in their own food van, before serving their creations from the serving hatch, and then taking control of the steering wheel and pretending to drive to their next destination. With an internal kitchen space, the roleplay truck includes several accessories such as a slide-top ice cream fridge and a blackboard menu. With a colourful print design inside and out, it comes in reusable packaging.

PMS INTERNATIONAL GROUP 01268 505050 www.elvesbehavinbadly.com The pranking but lovable Elves Behavin’ Badly range is proving to be as popular as ever.

The affordable Elf Dolls - Elfie and Elvie - are distributed by PMS International, which offers a wide range of Elf Doll choices. These vary from poseable Elves to Elves with 14 electronic sounds, from laughter and giggling to some rather unsavoury noises!

PMS has sold more than seven million Elf Dolls in the UK. It also offers a range of more than 100 accessories for dressing up the Elves and to serve as props to assist in the Elves’ pranking escapades.

By far one of the greatest growth areas has been in pranking and joke-related accessories. The collection, which includes Elves Pooey Friends (joke ‘poo’ with googly eyes), a new range of quality jokes and pranks, Farting and Laughing Bags, and even a Complete Fart Kit for Naughty Elves, have all proved to be extremely popular.

Joining the collection in 2021 will be packs of six assorted designs of Elf Christmas cards, available in both kids and adult selections.

Other additions are melamine Elf designed partyware consisting of bowls, plates, tumblers and matching serving trays, and an enlarged range of Elf dress-up outfits including Rainy Day, Banana Onesie, Santa and Snowman outfits.

The trademark and registered design associated with the Elves Behavin’ Badly collection is heavily protected by IP rights, which PMS vigorously enforces on all occasions.

22

Climb the walls Thames & Kosmos 01580 713000 www.thamesandkosmos.co.uk

Cool crafts Great Gizmos 01293 543221 www.ggtrade. co.uk Great Gizmos’ new venture sees the launch of its Disney licence.

Here is just a snippet of what the Disney range Great Gizmos has to offer: Toy Story Mould & Paint contains six different Toy Story characters to make. Children can create dazzling patterns with the Frozen II Kaleidoscope Making Kit or grow crystals with the Frozen II Crystal Terrarium. Finally, the Frozen II Mirror Chest lets them paint and decorate a mirror chest for trinkets.

tnp.media

Meet the latest addition to the FEAK range: Gravity Bugs - The FreeClimbing MicroBot. This nifty kit lets children from the age of eight build a beetlebot that walks up walls. The bot is the third-generation wall-walking technology in the company’s award-winning range, and while it’s smaller than the Nexo, it’s just as mighty!

NEW Digging for fun!

Bruder 00353 67 63800 | www.bruder.dewww Distributor in UK: Alpha Toys Ltd The new generation of Cat Excavators is designed for the most demanding tasks. With optimised load-bearing capacity, a wide range of shovels and buckets and efficient latestgeneration diesel engines, this excavator is one of the most modern vehicles on any construction site.

For tasks in the sandpit and children’s room, this excavator has now arrived as a new model in Bruder’s selection of construction vehicles. The optional Bruder bworld figure has an advanced workplace in the modern and fully glazed driver’s cab. The excavator arm is fully functional via the hand lever and can also work below vehicle level. The excavator reaches even the most difficult terrain thanks to genuine chain links. Two engine hatches can be opened for upcoming maintenance work.

Music and motion MV Sports 0121 748 8000 | www.mvsports.com Hedstrom continues to hold strong in the outdoor arena with a co-ordinated range of quality metal play equipment including slides, swings, trampolines and multi-plays. New category innovation has been well received in the form of its Musical Toddler Swing, which features a built-in speaker to connect your phone and play songs. With an additional 20 pre-set soothing sounds to choose from, your little one will certainly swing into action. The speaker fits under the seat for easy access.

The steel frame is powder coated for UV protection and features a fast-folding mechanism for easy storage, while the bright orange, chunky, blow-moulded seat, five-point safety harness, full fabric lower body surround and high back support ensure maximum security during play. The soft touch, nylon ropes are adjustable for use as your child grows. The Swing can be used outdoors or indoors, with non-scratch rubber feet suitable for most surfaces.

Pretend play with Love, Diana Vivid

01483 449944 | www. vividtoysandgames.co.uk

Vivid’s talent for picking out hot new brands in the YouTube space is enhanced with the launch of the Love, Diana range for 2021. With more than five billion views a month globally of the YouTube channel Kids Diana Show (Tubefilter, August 2020), the six-year-old star’s growth and popularity continues to rise.

Vivid is working with some industry-leading suppliers to launch an all-encompassing product range based around Diana, her family and their adventures, focusing on the positivity of friendship, family, creativity and the power of play.

The Love, Diana Collectables range consists of a selection of articulated mini figures of Diana, her brother Roma and other characters from her channel, along with a selection of playsets. Based on popular themes from Kids Diana Show, the range includes exclusive figures and accessories perfect for children to create pretend play in their homes.

Stars in the Baff!

Zimpli Kids

0845 459 1818 | www.ZimpliKids.com Zimpli Kids has created a new range of children’s biodegradable Baff Bombz. Debossed with the Zimpli Kids logo, the white Star Baff Bomb releases a multicoloured starburst effect as it enters the water. Kids can watch while it fizzes and releases special effects once submerged. The Bombz are 100 per cent safe, stain-free, drain-safe and easy-clean.

23

713 ;RRWV 5LGH 2QV '36 BFRQYHUWHG LQGG $OO 3DJHV

NEW

COMPANY FOCUS WILTON BRADLEY

The showroom near Exeter has separate access to the rest of the business

Full steam ahead!

Three Wilton Bradley directors discuss the company’s products, plans and projections for 2021 Can you tell us a bit about Wilton Bradley and the scale of the business?

Ross: We specialise in the design,

Sales director Ross Bradley

development, distribution and marketing of consumer products in the toy, sports and outdoor leisure markets. We supply our own brands and products to a broad range of customers, from independent and multi-national retailers to distributors.

We also design, develop and manufacture OEM products for other brand owners. While product design and development are at the centre of what we do, we also distribute a number of market-leading brands in the UK. We are proud of the fact that this year marks 25 years of working as Bestway’s UK office, one of the world’s leading inflatable and leisure brands.

What changes have you made in light of the restrictions that Covid-19 has created?

Ross: As Covid-19 continues to present

Buying director Carl Bradley

Design director Scott Eden

26

new challenges, we’ve introduced a number of strategies to help our customers view our exciting new 2021 ranges. We are offering live video conference presentations from our showroom, allowing buyers to meet their salesmen from the comfort of their own homes to review the products and ask questions live.

We have also created new recorded video presentations for every new product, allowing customers to revisit certain products and watch at their convenience. The videos were created by the Wilton Bradley buying team, who share their detailed knowledge and explain the specifications of each product line.

While we are encouraging customers

to meet virtually, our showroom will be open when legally allowed for customers to visit in person who feel they cannot effectively review the products virtually. The showroom can be accessed directly without coming into contact with other areas of the business and is kept safe with increased cleaning and PPE.

What have been the company’s most successful products in the past year?

Ross: With the launch of the new electric range, our Xootz brand has had a real buzz around it this year, which has led to considerable growth.

At the forefront of this charge were our Elements kids’ electric scooters, which have been one of our best-selling products across the group, as well as the award-winning Typhoon Power Drifter, created using in-house tooling and design.

Our electric ride-on range has also been a driveaway success. This range of exclusive, officially licensed electric ride-on models allows kids to experience the thrill of getting behind the wheel of their very own electric ride-on car. Many of these products were recognised for their design and innovation, bringing home some of the top awards in the industry. Our Typhoon Power Drifter won the Top WOW factor within the active category in the Right Start Awards. Additionally, our Xootz Bubble Scooter and Mi Mic & X-Factor Karaoke Disco Cube Speaker both won Gold in the MadeForMums Awards.

How was trading for Wilton Bradley in 2020?

Ross: The past 12 months have been exceptionally strong for the Wilton

Bradley Group. Today we supply a range of more than 4,000 products to more than 30 countries, employing 125 people across the UK and in Hong Kong. We are eager to continue this momentum into 2021, with lots of exciting new products for retailers to see and clear direction for our brands and ongoing new product development.

This year we will be celebrating our seventh year of having a permanently manned showroom in Hong Kong, helping to serve our global customer base and enhancing their sourcing capabilities, with four full-time staff working in the showroom.

We were also proud to be recognised in the London Stock Exchange Group’s ‘1000 Companies to Inspire Britain’ report last year, which acknowledges the fastest-growing businesses across sectors and regions that have achieved ‘significant performance not only in consistent YOY revenue growth but also against sector peers’.

What are the team’s ambitions for 2021?

Ross: The toy industry continues to be an exciting sector to be a part of heading into 2021. As our new products arrive in stock and land on shelves, we will continue to stay supportive of our lines in stores, while displaying our products well online.

What’s the biggest challenge and opportunity facing toy suppliers?

Carl: In a normal year, we plan our buying trips around various trade fairs which generally align with our development timeline. We have multiple members of the team travelling to attend these exhibitions, looking to source new products and seek out new

toysnplaythings.media

Videos of the buying managers describe the features of all of the new products

Sales reps are available to talk you through the products live from the showroom

suppliers. We always ensure we have a presence at the trade fairs, but our trips do not finish when they end.

We spend most of our time travelling to the Far East visiting prospective suppliers and, of course, our many existing partner suppliers that we have worked with for decades. During these visits we continue to develop new products as well as conducting quality inspections on our current production.

Of course, 2020 was a different year for everyone and threw plenty of challenges our way. But our business has adapted very well, and our foundations have allowed us to continue to move forward. We have a vast supply base, many of which we have been working with for several years. So, despite the lack of buying trips in 2020, we have still managed to push on with developing great new products, all on time to launch to our customers.

What support is your team able to offer retailers?

Carl: Many of our customers value the flexibility that we offer when it comes to product selection. Because of our strength in product design and sourcing, we can provide a range of options. These include buying our own finished products or working on joint projects, from concept to delivery, in the customer’s own branding.

We’ve always had extremely high standards when it comes to compliance and quality control. We have strict processes in place for vendor selection, product certification and QA, with a compliance team that spans across both the UK and Hong Kong.

How has the direction for new product development changed over the past few years?

Carl: Over the past five years or so, our focus has really changed to developing new exciting, unique products, through a combination of licensing products, setting up our own tooling or securing factory exclusives. We have a core range of products across each of our sub-brands that continues

FEBRUARY 2021

to grow year on year, and this allows us to invest time in creating new concepts, ensuring we stay relevant and exciting to our customers.

How important is new product development?

Scott: Product development is at the heart of our operations at Wilton Bradley, and we’re constantly investing in our varied product range. We are launching 130 new toy SKUs this year including previously unexplored categories, developing existing ranges, and exciting innovations.

We pride ourselves on creating the right product at the right price. Therefore investing in and refining our product development process has always been vital.

How do you ensure all your products are fairly represented in the portfolio and managed at all levels of the business?

Scott: Within our different in-

“

The past 12 months have been exceptionally strong for the Wilton Bradley Group. Today we supply a range of more than 4,000 products to more than 30 countries, employing 125 people across the UK and in Hong Kong

house teams we have experts who specialise in, and are responsible for, their own categories.

Our in-house teams - including 3D design, photography studios and customer services - support the daily running of the company as well as the overall buying process for all of our customers. These in-house facilities allow us to deliver consistency, quality and innovation, saving us both time and money. That, in turn, can be passed on to our customers.

Our in-house design team are experts in developing innovative new products for our own brands, as well as helping retailers to conceptualise their own product ideas. Starting with the product, our design team ensures that the packaging is eye-catching, appealing and communicates the USPs. Our in-house photographers, videographer and copywriters produce quality product content and ensure it’s accessible for our customers to use.

”

3D design and 3D printing help with new product development

Our design and marketing teams create packaging, POS and FSDUs that help products to stand out in store. We invest in brand marketing campaigns to drive demand and awareness for our products as well as working together with customers on marketing campaigns. Finally, our after-sales team makes sure that the customer is satisfied and supported with their purchase, helping to avoid retail returns.

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

Scott: You can expect some other new products from Wilton Bradley.

We are ‘full steam ahead’ and developing about 18 new lines. Most are within the brands we already own and work with, but there are new products that are exclusively ours.

At a time when most companies are playing it safe, it offers an opportunity to be more creative.

I’m excited about 2021/2022! We have the mix right and I think we have huge potential. Summer 2020 went well for us and we are known for our summer products, but our brands and toys are becoming more and more recognised and we are gaining credibility in the toy market.

27

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

! e v o o r g nd

a e v o m s ’ t Le

y r TnP Tco products in u o f o s r membea trio of electri w e n o w t winter, n ned with i a g t n r i r e t u d e n ockdowhave been kept l n i s d i With k sadors team tfolio Ambas Bradley’s por Wilton

Ride with me “My daughters Tamba (aged six) and True (aged seven) love playing outside, whatever the weather, so they were thrilled when we were asked to try out the Xootz Elements Electric Scooter,” says mum Amber.

"They were really excited when they saw it and have been riding on it non-stop, in the house and outside, ever since. They are constantly taking turns and practically haven’t stopped playing on it since it arrived!

The scooter is sturdy and easy for any child to hop on and go, with no complications. It’s simple to assemble and can be adjusted for height. With a maximum speed of up to 8km/hr, it’s ideal for youngsters. As a mum, I like the fact that it’s fast enough - but not too fast to be scary for them. The speed is controlled by a button on the handlebar and there’s a rear brake too.

It’s easy to charge, ready for the next time they want to jump on, and the run time is up to 60 minutes, so that’s one hour of riding time and guaranteed fun.

Tamba says: “It’s fun and fast – and I can beat my sister in a race!”

28

It has a 12v battery which is a bit more powerful, so that’s a plus for a bigger child.

My girls love the bright green unisex design and are particularly impressed with the light-up LED front wheel. My older son Tag (aged 10) even had a go and enjoyed it as well - when he got the chance!

Another benefit is that it is collapsible and folds away compactly and neatly for storage (when my kids have finally dismounted and are tucked up in bed).

It’s definitely a hit with them and with me - so much so that I’m contemplating getting a second one for the school run for tired legs.”

toysnplaythings.media

Sing out sister Sisters Tamba (aged six) and True (aged seven) are musical divas in the making, so the duo were delighted when they saw the Academy of Music 61 Key Electric Keyboard.

Tamba says:

“It’s really fun - and I like pressing the buttons to change the sounds”

True says:

Mum Amber says: “This is absolutely brilliant for keeping kids entertained. It works great and my daughters thoroughly enjoy playing with it. They love hammering the keys and singing into the microphone as if they were pop stars!

It’s so simple to set up - you just plug in and go! The keyboard is lightweight so it’s easy for them to move it around themselves. It’s a great size for little hands too - not too big nor too small. It looks very smart and professional and has an excellent sound.

They have loads of fun pressing all the buttons and there are plenty of options to try. Features include demos, sounds, rhythms, percussions and a sound effects kit. There are also two speakers, along with a recording function and even audio output/MP3 play and a music book stand. They like the sound effects and find it easy to change the sounds, volume and tempo. And the microphone is such a fun addition!

This is a perfect first keyboard. It’s simple to use

“Singing into the microphone is cool”

Tag says: “It’s wicked - I feel like a rock star! Such flashy colours, just the right size - and it sounds amazing!”

and ideal for younger children who want to take their first musical steps. As it’s designed especially for kids, it removes the frustration of trying to learn on a full-size keyboard designed for adult hands.

I’m hoping to inspire them to learn an instrument, so this is good for beginners. I had fun too. I’m not a pianist by any means but I enjoyed playing the theme tunes to the Wombles, Chariots of Fire and good old Chopsticks, which I learned when I was young, to give them a taster - and hopefully motivate them.

The result? Two very happy girls! And at least I know where the pair are when they’re playing on this keyboard.”

Strumming along "This was a special lockdown treat for my 10-year-old son Tag,'' say mum Amber. "He has expressed an interest in learning to play the guitar, so he was very excited by the arrival of the Academy of Music Union Jack Electric Guitar.

This product has the wow factor. It’s an actual playable electric guitar, that fits comfortably into smaller hands. And it really is a child-friendly size: solid but not too heavy. It’s basically a junior version of an adult electric guitar, so it’s perfect for beginners.

It’s extremely easy to set up with just one amp cable - and there’s the bonus of a built-in speaker, which gives outstanding sound quality.

It also comes with a plectrum, carry bag, shoulder strap and spare strings, in case one string happens to go twang!

Very well made with a nice finish, this is a great quality product that has given Tag hours of fun - and has kept him away from his games console, which gets a big thumbs-up from me.

He is particularly impressed with the Union Jack design on the front and the built-in speaker. In fact, all my four children want to have a strum and I know the kids will play with it again and again.”

Contact Wilton Bradley 01626 835400 | www.wiltonbradley.co.uk sales@wiltonbradley.co.uk

TRADE

OPINION

Trade talk

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

This month we find out how suppliers are helping their customers during the latest lockdown, how product ranges have changed because of Covid-19… and more JULIA LOESER Science kit sales, marketing & PR manager, Thames & Kosmos With every part of the UK now in lockdown, what systems have you put in place to service your customers?

We are in the very lucky position that our warehouse can operate while socially distancing to protect their workers and still fulfil our orders within the fast turnaround time our customers have become accustomed to.

We are also continuing to support our bricks-and-mortar customers via social media sharing of their posts and encouraging end users to #shoplocal.

A ‘first order back’ discount of 10 per cent on retailers’ first orders placed in either December or January proved popular and in light of lockdown 3.0, we have decided to extend this offer until Easter, alongside our promise to not increase any of our trade prices this year.

With London Toy Fair cancelled, as well as many other key trade shows either cancelled or going digital this year, our Virtual Showroom, which is open until 31 March, is in high demand.

How have you prepared for the anticipated surge in online sales?

Ever since the first lockdown announcement in March 2020 we have been experiencing a surge in sales, with year-on-year board games sales increasing by 115 per cent and more than 250,000 English-language Exit - The Game units sold in the UK alone.

Throughout this period, we have maintained our famously quick turnaround time from receiving an order to it being dispatched to our retail customers, and have also managed to maintain our high standard of customer service.

What is your working week like now?

With this latest lockdown the team are now working from home, with only one of us manning the office on a rota-basis. We are all set up to work remotely and are always available via email.

It is strange to not have the face-to-face interaction we usually would have, and I miss my colleagues terribly. I can’t wait for us to all be in the office again together, and for trade shows to reopen.

30

CARL BRADLEY Buying director, Wilton Bradley With every part of the UK now in lockdown, what systems have you put in place to service your customers?

We have put in place a range of options for customers to view our new 2021 ranges. We are offering live video conference presentations from our showroom, allowing buyers to meet their account managers from the comfort of their own homes to review the products and ask questions live.

We have also created new video presentations for every new product, which allows customers to watch at their own convenience. The videos were created by our buying team, who share their detailed knowledge and explain the specifications of each product line.

Have you altered/expanded/cut back on certain product launches to reflect how life is now?

Product development is continually important for us, so we are still pushing ahead with our product launches. We will have more than 25 new toy SKUs this year, including new categories, new developments within ranges, and innovation.

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

How have you prepared for the anticipated surge in online sales?

Online sales have been a key part of our business for a while now so we are well prepared for any surges that might happen. Many of our customers trade online so over recent years we have invested heavily in creating high-quality content and assets for each of them to use. We have an impressive new photographic and videography studio, which boasts a 120m2 Cyclorama/infinity wall and all the latest equipment required to produce great content in-house.

Along with that, we continue to review and implement new operational processes to make sure we’re working as efficiently as possible to service our customers and the end consumer.

MARY WOOD General manager, Tomy Have you altered/expanded/cut back on certain product launches to reflect how life is now?

In 2020, we saw consumers turning to brands they knew and trusted. At Tomy we are fortunate to have a vast portfolio of long-term, well-established brands, which consumers are familiar with and confident in purchasing. All of our core brands - Lamaze, Toomies, Aquadoodle, Britains, John Deere Farm Preschool, Tomy Games and Drumond Park Games - performed very well in 2020, all reaching double-digit growth.

Due to the ongoing lockdown restrictions, we are somewhat cautious when it comes to launching new brands in 2021. It is easier to browse an in-store aisle to discover new product launches compared with online shopping when you usually know what you are looking for. So we are focusing new product development within our core brands as well as launching two new brands - Mache Magic within a core competency of ours (arts & crafts), and Sing 2 – launching pre-Christmas 21.

toysnplaythings.media

COFFEE BREAK PHIL RATCLIFFE Joint managing director, MV Sports How does the Free Trade Deal affect your business?

It increases red tape massively and there is still confusion out there. I’m not sure much has changed in terms of trading, and if anything the deal does not help exporters to the EU, and increases competition at home Have you altered/expanded/cut back on certain product launches to reflect how life is now?

We have expanded our overall range and increased our domestic range of stocked in products by over 19 per cent.

What is your working week like now?

We are all back at home now, having gravitated back towards normal working patterns between July and September last year.

JUDITH DAYUS Director, Great Gizmos With every part of the UK now in lockdown, what systems have you put in place to service your customers?

We have established and reinforced a wide range of Covid-related protocols and procedures to minimise the risks. As a result we expect to be able to maintain operations through this challenging period. Our office staff are all working from home and have been doing so since March 2020. With all of our staff being long-term employees, this is working really well. We are lucky enough to have been able to continue to supply and support our customers throughout the pandemic and will do everything we can to ensure we can continue to do so.

Have you altered/expanded/cut back on certain product launches to reflect how life is now?

We have expanded on our range of science and craft products as we have seen such a huge increase in demand since the beginning of the pandemic. They are great kits for parents and grandparents to sit and do with their kids, and are also useful for homeschooling.

How have you prepared for the anticipated surge in online sales?

We have spent a lot of time planning our stock over the past few months. We currently have really good stock levels, with more on the way!

STEVE COX UK sales director, Keel Toys With every part of the UK now in lockdown, what systems have you put in place to service your customers?

The skeleton team at the head office can service all requirements of customers.

Video meetings ensure we keep in touch with customers and present new ranges.

Have you altered/expanded/cut back on certain product launches to reflect how life is now?

Our product launches are targeted rather than speculative, expanding on key ranges Keeleco and Animotsu.

FEBRUARY 2021

TnP catches up with Basic Fun! head of marketing UK & Ireland Holly Lackey to find out about the company’s plans for the year In the absence of trade fairs, how have you been getting your message out to retailers?

We have worked hard to remain in close contact with our retail partners amid lockdown restrictions. In the absence of trade shows, it’s been more important than ever to ensure that these channels of communication remain open. I think we have adapted well without trade shows, and virtual previews are now the new norm! I think they are working well but it’s still not the same as holding a physical product in your hands… we’ll be pleased when we can start meeting up again face-to-face.

Basic Fun! reintroduced Care Bears following the successful TV show - how has that gone, and what can we look forward to?

We launched our Care Bears toy range in A/W20 and we couldn’t have hoped for a better response. We completely sold out of several lines and sales continue to exceed expectations.

This year, we are keeping the range fresh with exciting additions in the popular TV advertised 14in Medium Plush. For spring, we have introduced to the range Love-A-Lot Bear, the little bear who truly believes in the power of love; and Wish Bear, who loves to help make wishes come true.

Also joining the S/S21 line-up is the 16in scented Birthday Bear and a refreshed 9in Bean Plush collection, which features new Bears to choose from. For A/W21 there is even more newness and excitement with a never-seen-before Care Bear!

One of your recent initiatives was a tie-in with the Dogs Trust to raise funds with each sale of Pound Puppies - how is that going?

For each Pound Puppy sold, we are making a donation to Dogs Trust, which is helping to find loving new homes for dogs living in rehoming centres. The premise of Pound Puppies is that these are plush puppies who are ready for adoption; they feed into caring and nurturing play. So, this is a charity partnership that just works: it ties in with the whole brand ethos. And, for that reason, it has been really popular with consumers.

Basic Fun! has a retro feel with Pound Puppies and Care Bears.

What drives the appeal for these characters?

Pound Puppies and Care Bears were some of the hottest toys in the 1980s and 1990s and today, there’s so much nostalgia surrounding these brands. There are adult collectors, parents who buy the toys they loved as kids for their own children, and there is a new generation who have discovered the toys.

In terms of other factors driving that appeal, we are really proactive in our marketing and PR efforts: social media, influencer activity, preroll and TV all help to create that pull at retail.

Finally, what is your beverage of choice when you’re taking a break?

After a long day at the desk, it’s a G&T. But during the day, it’s coffee with a dash of milk.

31

SPECIAL

TRA AWARDS

Product categories win plaudits Del Crookes, director general of the Toy Retailers Association (TRA), explains why the 2020 Toy of the Year Awards has taken a different approach to reflect a challenging trading year

T

here is no doubt that 2020 was a very different year in many ways. The impact on retail could not have been more pronounced with online sales accounting for just under half of the market.

As such, the Toy of the Year committee of the Toy Retailers Association (TRA) adopted a different approach to the selection process for its awards this year.

Toy suppliers and retailers have played a major part in helping to keep the nation’s children smiling, entertained, healthy and educated, resulting in a 5 per cent increase in the overall sales achieved in a very challenging trading year, heavily influenced by Covid-19.

There have been four outstanding categories that have played their part in delivering this growth, all of which have outperformed the overall market.

The TRA recognises that multiple

Del Crooks, director general, Toy Retailers Association

“We are so pleased that a classic toy like Swingball inspired families to get outdoors and active in 2020. This year, the Swingball range will have a new and improved look, continuing to encourage children and adults to embrace their competitive side. As well as outdoor toys, we have a number of new launches for 2021 in a range of other categories such as games and arts & crafts that we are excited to share with everyone” Christina Aikman, international marketing manager, Mookie Toys

32

suppliers have played an integral part in each of the categories, but the selection panel decided to highlight a ‘winner’ in each of these categories to represent the largest overall contribution to the category in a unique year for the industry.

So, we have four main category winners that went ‘above and beyond’ during a pandemic-hit 2020, alongside a group of highly commended suppliers.

We sincerely hope that ‘normal service’ resumes this year, when we can revert to our customary criteria and identify the actual toy winners and allocate awards accordingly. We will continue to have a joint awards ceremony with the British Toy & Hobby Association next January at the London Toy Fair. But for one year only, we’re splitting the awards in two as the content is so different from previous years. In the meantime, we wish you all a successful and healthy 2021.

Games & puzzles This was a key performer in the overall market. As well as helping educate and entertain children, this category topped the growth (year-on-year) performance with various suppliers driving this increase. Ravensburger, Orchard, Gibsons Games, Asmodee, Hasbro and Tomy (Drumond Park) all performed superbly well.

The panel chose Ravensburger as its standout performer in this category.

Building & construction This is an area dominated by one supplier, although Hornby with its Airfix range added a different dimension to this category with notable ranges from K’Nex and Geomag.

The winner in this category is LEGO. Delivering remarkable growth consistently over the past 10 years, LEGO has yet again outperformed the market and is to be commended for keeping the nation's children (and kidults) entertained and amused throughout the Covid-19 pandemic and various lockdowns.

Outdoor & sports In a category that benefitted from people having to stay at home, it was inevitable that growth would be achieved in this area. Many products helped with our children’s mental and physical health such as bicycles, trampolines and skateboards, as well as outdoor ranges from the likes of Little Tikes. The standout performer in this category is Mookie Toys for its Swingball range.

Arts & crafts Again, a variety of suppliers contributed to making this category such a success.

They were Galt, Crayola, John Adams and Spin Master with its Kinetic Sand, to name but a few. The winner in this category is Hasbro for its domination in the arts and crafts sector through its Play Doh brand.

Highly commended suppliers Many other suppliers contributed to the success of 2020 and the panel recognised nine of the most notable. These will all receive a ‘Highly Commended’ certificate: Bandai for its launch of the CoComelon range ■ Character Options for continued success with its Peppa Pig, Goo Jit Zu and Pokemon ranges ■ Funrise for its Fart Ninja line ■ Golden Bear for its Hey Duggee and Bing ranges ■ MGA Entertainment for its L.O.L. Surprise! range ■ Mattel for its success with its Barbie, Hot Wheels and Star Wars’ The Child ranges ■ Spin Master for Paw Patrol ■ VTech for its varied pre-school learning range ■ Zuru for the successful launch of its 5 Surprise Mini Brands range Licences ■

Licences continued to play a big part in 2020. In addition to the licences already mentioned, Frozen, Super Mario and Harry Potter all continued to deliver throughout the year.

13 toysnplaythings.media

SPECIAL

BTHA AWARDS

Top of the shops Phil Ratcliffe, president of the British Toy & Hobby Association (BTHA) which organises the annual Retailer of the Year awards, reveals the 2020 winners

I

n what was a challenging year for not only the toy industry but retail in general, the Retailer of the Year awards organised by the British Toy & Hobby Association (BTHA) celebrate those who showed great altruism and innovation in 2020.

This was a change from our usual awards. We made a conscious decision in the retail landscape to take a completely different tack and celebrate retailers who have gone the extra mile.

We did not use our historic categories.

Instead we celebrated altruism and innovation and we received lots of entries demonstrating this. We decided not to award an overall Retailer of the Year, as toy retail from every quarter contributed massively.

Retailers across the industry, both small and large, showed great spirit and dedication in adapting and shaping their businesses to help support and provide for customers despite the challenges they faced throughout the continuing pandemic. We are mindful that there have been many great acts of support and generosity across the industry, but the panel can only judge those who entered or were nominated.

Four retailers were recognised for their efforts throughout 2020: Toy Corner of Galway in Ireland, The Trading Post of Kingsbridge in Devon, The Entertainer and Smyths Toys. These retailers all displayed great community spirit in various ways, such as partnering with other local businesses and providing toys and packages to local food banks and those in need during the pandemic and providing free resources online and toys in boredom-busting boxes to keep children occupied while at home.

The BTHA also introduced the Superhero Awards, to recognise and

“

The awards celebrate retailers for altruistic efforts throughout a challenging year

”

Phil Ratcliffe, BTHA president and chair of the Retailer of the Year judging panel

“Winning the Ultimate Superhero Award is really humbling and I’m proud that an independent shop can stand above the multiples and be seen.

I’m very happy - not just for myself, but for all the independents up and down the country. We’re all fighting the same battle and trying our hardest. We did what we did to survive and keep going” Lisa Clay, owner of Armadillo Toys

“

The real winner in 2020 was toy retail in general, and we are grateful to the whole toy industry, which did masses last year BTHA chairman Andrew Laughton

FEBRUARY 2021

celebrate staff within retail who went above and beyond normal service last year. The winner of the inaugural Ultimate Superhero Award is Lisa Clay of Armadillo Toys in Leeds, who continued to deliver excellent services to her customers and community, while using innovative ideas to make safety restrictions in her shop child-friendly and fun.

Lisa worked every single day throughout lockdown and delivered toys to customers herself as well as sorting postal orders and arranging for collection. She also created her own character, Sally the Social Distancing Spinosaurus, who had socially distanced dinosaur footprints around the shop as well as Sally’s special sanitising station, among other initiatives and activities.

Alongside Lisa, there are lots of brilliant examples of how individuals went above and beyond to help their

”

communities last year and in turn have been awarded a Superhero Award. Their efforts ranged from volunteering for the NHS, helping in their local community and raising funds, to volunteering for local charities.

BTHA chairman Andrew Laughton adds: “It’s been incredibly heartwarming reading through all the inspiring efforts by individuals and retailers who have shown great

TOY RETAILER WINNERS Toy Corner Galway, Ireland The Trading Post Kingsbridge, Devon The Entertainer Smyths Toys

INDIVIDUAL HERO AWARD WINNERS Ultimate Superhero Award: Lisa Clay, owner, Armadillo Toys, Chapel Allerton, Leeds Superhero Awards: Lisa Dyson, owner, Games Crusade, Harrogate, North Yorkshire Nouman Qureshi, category manager, toys & games, eBay Jade Oliver-Deacon, owner, The Toy Shop, Okehampton, Devon Craig Whiting, The Entertainer, store manager, East Kilbride Julie Robbins, The Entertainer, sales assistant, Jersey Karen Stacey, The Entertainer, supervisor, Brent Cross Layla Owen, The Entertainer, sales assistant, Llandudno Chantel Lopez, The Entertainer, assistant manager, Ashford Inna Nikolova, The Entertainer, sales assistant, Stratford Kelsey Davis, The Entertainer, sales assistant, Hereford Paul Hart, The Entertainer, store manager, Telford Kelly Martin, The Entertainer, sales assistant, Brighton Karen Emery, The Entertainer, area manager creativity, selflessness and spirit while adjusting to keep not only the toy industry going but also to help those in need during these difficult times. While we have highlighted just a few of the extraordinary efforts, we are sure there are many more unsung heroes that we are unaware of.

“The real winner in 2020 was toy retail in general, and we are grateful to the whole toy industry, which did masses last year. I’d also like to give a special thank you to Golden Bear, which created the bespoke Superhero awards for us. The toy industry has proved just how special it is in coming together and I congratulate everyone involved.”

33

RETAIL

OPINION

Talking retail

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

TnP loves to hear your views . This month we chat to some of the winners of the Retailer of the Year aw ards, organised by the British Toy & Hobby Association (BTHA)

Julia Wingate Owner, The Trading Post, Kingsbridge, Devon Tell us about The Trading Post.

Gary Grant Founder and executive chairman , The Entertainer, 171 stores nationwide How did you feel when you heard the news that you are a Toy Retailer Winner?

We were delighted to be awarded by the BTHA for our efforts to support our communities during the challenging year that was 2020. We have always firmly believed that businesses can, and should, be a force for good. And with the challenges 2020 presented for us all, it was more important than ever for us to support our communities wherever we could. We are so proud of our employees for supporting their communities and are delighted that the BTHA has “We have recognised 10 of them always firmly as Superheroes.

believed that businesses can, and should, be a force for good”

What do you think set you apart from the competition?

While our stores were closed, we decided to use the reduced workload of our distribution centre in Banbury to support the increased use of food banks within our communities.

We were delighted to partner with the Trussell Trust and FareShare charities and a handful of other businesses to distribute greater volumes of food to families nationwide who desperately needed it. Our team picked and distributed more than nine million meals on behalf of the two charities.

In addition to this, Restore Hope (a charity founded by the Grant family) converted barns into packing stations for food parcels distributed to more than 1,000 local families in Buckinghamshire, with more than 30,000 meals distributed since April. This included more than 300 families receiving a full Christmas dinner.

Our Big Toy Appeal, in partnership with the Salvation Army, saw 32,000 toys being given to families in need at Christmas. It was a very busy year supporting families facing very difficult situations.

It was also important to us to support families trying to entertain their children during the lockdown periods, so we created our Boredom Busting Hub and offered free activity and colouring sheets for parents to access for their children, as well as a Learning Activity Hub for our Early Learning Centre brand, to help support parents’ homeschooling efforts.

34

It’s a medium-sized business in the heart of a market town.

I’ve owned the shop for nearly 25 years, and it’s been here for nearly 50 years. We stock traditional toys and the latest crazes - we do a bit of everything - and our key brands are LEGO, Sylvanian Families, Playmobil, Zapf and Orchard Toys. We are three miles from the beach so in the summer we sell wetsuits and body boards. We also have a bicycle department where we sell, service and repair bikes.

How did you feel when you heard the news that you are a Toy Retailer Winner?

I was quite shocked but very honoured!

What do you think set you apart from the competition?

Last year we partnered up with a local bookshop to create a bird-spotting package to keep kids enterained. They provided a book on birds, and we added a magnifying glass and bug viewing jar. We also combined efforts with a local vegetable shop that does deliveries: if customers ordered veg and wanted to buy some LEGO or a jigsaw puzzle, it all got delivered in the same box.

We worked very closely with our local food bank too, providing free toys as a gift. Last Christmas they put out an appeal to the public to provide them with new toys for presents, and we gave those customers a discount.

How is lockdown affecting your business?

We are doing online sales and offer a click and collect service. As we are also a bike shop [classified as an essential retailer] we open for a couple of hours each day for bicycle sales and repairs.

We had a very small web shop last year and in the first lockdown we added a lot more items. We also have an Instagram page, which we update with our ‘new arrivals’.

So far this year there have been fewer sales but that’s because children are still playing with their Christmas toys and people have less disposable income. Of the sales we’ve made, most are for hands-on creative arts and crafts products (to get kids away from screen time).

What’s your biggest challenge right now?

Reminding customers to shop local - with independents.

It’s easy to shop with multiples but if you shop local, it has much more of an impact on your local community.

toysnplaythings.media

Jade Oliver-Deacon Owner, The Toy Shop, Okehampton, Devon

“

I tried to use my initiative and think outside the box to help my customers wherever I could

“

Tell us about The Toy Shop.

Situated on the edge of Dartmoor in the heart of the market town of Okehampton, I’m a small independent toy shop. I used to work for the previous owner and then purchased the business. I celebrated my fifth anniversary last November and the shop has changed and evolved quite a bit in that time.

How would you describe your range?

I like to stock items that you wouldn’t find in other shops. Obviously, I sell LEGO and Playmobil and certainly in my top 10 would be Orchard Toys and Green Toys. But I also stock products from a French company called Djeco and the Fairtrade company Lanka Kade, which specialises in wooden toys and gifts.

What are your key categories?

Books, craft, educational toys and STEM products. I deal with about 40 suppliers in total.

What’s selling well at the moment?

Puzzles, craft activities and books - I’ve been tailoring Orchard Toys’ home learning packs for pre-school KS1 and KS2. But the Toniebox is my number one seller by miles.

This audio box from Tonies is amazing.

I bought it in at the start of 2020 after seeing it at Toy Fair and did 18 reorders last year. I think it does so well because it’s a way for family members to stay engaged during lockdown: grandparents, aunts and uncles can record stories, songs or personal messages on it for their young relatives to listen to.

How did you feel when you heard the news that you are a Superhero Award Winner?

Well, I received an email and I actually thought it was a scam! So I went back to Matt Jones [BTHA head of digital & services] who sent the email and said, ‘thank you, but I think you’ve sent this in

FEBRUARY 2021

error’ and he said ‘no, it’s genuine - and you’re deserving of it’. So after I picked myself off the floor with surprise and shock, I was absolutely elated. I was over the moon.

What do you think set you apart from the competition?

It’s probably a combination of things. My key priority - above and beyond everything else – is my service to my customers. It’s paramount that they receive the very best service they could possibly ask for and that’s what I pride myself on.

During the first lockdown, I moved everything onto my Facebook page so my customers could see what was available in the shop. I also set up dedicated WhatsApp video calls with customers who wanted to buy birthday presents. So they had a virtual shopping experience and could pick products off the shelf - and it became very personal to them. I then delivered their purchases to them. I tried to use my initiative and think outside the box to help my customers wherever I could. And I’m in touch with them regularly. I was on the phone to one lady this morning who rang because she

wants to purchase another one of the Tonies audio boxes, and I will deliver it to her this afternoon.

I also ran a fundraising campaign for the local hospice [Exeter Hospiscare] at the back end of last year. All my suppliers very kindly donated products such as books, toys or learning activities. I sold them in the shop for the recommended retail price, and 100 per cent of the profits went to the hospice. I raised just short of £1,300 in three months.

How is lockdown affecting your business?

Of course there’s been a drop in sales, particularly for independents without a transactional website. There’s only a certain amount you can do by Facebook or phone. But I’m doing everything that I possibly can. And I’m very lucky that my customers are incredibly supportive.

I’m now in the process of getting a brand new ecommerce site built because unfortunately I think lockdowns will probably continue on and off through this year. But I’m keeping my high street presence. A lot of my customers like coming into the shop and they love to pick something up, look at it, and ask questions about it - and you can’t do that with a website. So it’s time to run the two together.

What’s your biggest challenge right now?

It’s probably the uncertainty of how long this lockdown is going to go on for, because I don’t want to be purchasing stock at the moment if the shop is going to remain closed for another couple of months. On the other hand, I need it to be fully ready for when we do get to open.

35

RETAIL

OPINION

Talking retail ‘I love a challenge’ Hazel McCarthy, owner of Toy Corner at Moycullen in County Galway, shares an insight into her award-winning business with Clare Turner What’s your background?

I grew up working in the family business: John P. Hopkins in Wicklow. Known locally as the shop that has everything, it stocks toys upstairs and stationery, art, craft, DIY and household downstairs.

It’s now in its 194th year and I’m the seventh generation, so retail is probably in my DNA. Looking back at it now, it seems like my return to retail was inevitable. However, my career has been... eclectic! My education

PHOTOS: Heather Hodgins

36

culminated in a Masters degree in Festival Management. I then worked in a variety of sectors, from managing a commercial vehicle test centre to managing artistic development programmes for a professional dance organisation.

I moved to Galway to be closer to my partner (now husband) where I worked in weddings for a time before the idea for Toy Corner emerged in September 2019 - and I opened one month later!

I love a challenge and learning new things, and I also love people. Running Toy Corner gives me an environment

“Every day of the past year has brought a need to innovate further”

that allows me to be constantly learning and thinking, to be creative, and to connect with people. It's a great balance - for me at least!

Tell us about Toy Corner.

It’s in the wonderful village of Moycullen, which is just 10km from Galway city centre but is also the gateway to the stunning landscapes of Connemara and the Connemara Gaeltacht (a native Irish speaking region).

My sister opened a gym in the village six months before I opened Toy Corner right next door. Seeing the positive response from the community to her venture - and her bravery in taking on such a big project - inspired me to finally take my own leap.

The shop is about 600sq ft, so my challenge is making sure that every inch pays its way, while keeping a spacious, contemporary feel. With extremely limited storage space and no separate goods inwards entrance, my approach is just to do it first and figure out any problems as I go. I used to talk myself out of ideas before I had even tried them but I've found that usually, if I just jump in with two feet, a solution will emerge!

The location of the shop in the Gaeltacht is very important to the identity of Toy Corner, and I try to bring the language into my operations as much as I can. All my signage is bilingual, my gift vouchers are in English and Irish, and I try to use a cúpla focal [‘a couple of words’] where

PHOTOS: Heather Hodgins

toysnplaythings.media

I can in conversation. I’m continuing to develop my Irish language skills, and to find more ways to increase the presence of the language in the business.

How would you describe your range?

My tagline is ‘toys powered by imagination’. I don't do anything that connects to a screen or anything inspired by computer games. I focus on products that have real play value, which will be valuable additions to my customers' homes. I do (selectively) stock on-trend collectables, but I really back the classics and try to introduce and educate my customers about them when I have the opportunity. I'm still refining the range in response to customer feedback, as I believe the value in an independent toy shop is that it can really reflect the needs and wants of local customers.

What are your key categories?

I do a lot in pocket money toys. I have three different categories Jokes, Sensory and Nostalgic - which is great because it captures children and adults alike. I love seeing adults show children the toys they had when they were young and how they work, such as peg tops and cat’s cradle. I think my background in events feeds in a little bit here. I do feel more like I'm in the business of creating memories: the products and the store is just a vehicle for that.

What’s selling well at the moment?

Jigsaws, for children and adults. It's been brilliant seeing the rebirth of the jigsaw as a pastime. I’ve even done a few myself this past year. It's a wonderful way to switch off, and I hope that continues even when life eventually speeds up again.

With no trade fairs, how are you sourcing new products?

Luckily, with my background growing up in the family business in Wicklow, I’ve encountered the ranges of hundreds of toy companies. So to be able to fall back on that industry knowledge and relationships with many of the reps has been vital.

FEBRUARY 2021

How did you feel when you heard the news that you are a Toy Retailer Winner?

Delighted, of course, and so surprised! I had a feeling all year that I was doing good and interesting work but when you work by yourself, in a year of isolation, you just don't know for sure! So it’s truly wonderful to have that work recognised externally at an industrywide level.

What do you think set you apart from the competition?

I think it was my Boredom Busting Boxes. Each box is unique and tailored to the age and preferences of the recipient. It was a wonderful way to give the gift of an experience to a family when new experiences were in very short supply. It also allowed friends and family to send something really special to children that they couldn't visit but wanted to let know that they were being thought of. I made sure to include products that provided a vehicle for lots of independent play, with some subtle learning included, to make both working from home and homeschooling a little easier. All in all, brilliant value for ¤50!

I also introduced Magic of Christmas Boxes, which were, again, an experience in a box: a way to get the festive spirit going. Each one contained a craft, a game, a squishy/ fidget toy, a little packet of nostalgic pick ’n’ mix curated by me, a 'Santa scroll' to write a note to Santa on Christmas Eve, the 'Santa Catcher' (a mixture we created to be sprinkled carefully somewhere that you think you might catch Santa's footprints), a sheet containing 12 days of magic Christmas activities, and a little selection of biscuits for Santa too.

They were very popular with business customers who ordered them for their employees’

“Running Toy Corner gives me an environment that allows me to be constantly learning and thinking, to be creative, and to connect with people. It's a great balance - for me at least!”

children in place of having their usual Christmas parties.

Every day of the past year has brought a need to innovate further.

This time last year I had a one-page website with an 'About' and 'Contact' section. I now have 90 per cent of my stock (almost 1,500 products) online with delivery available locally and nationwide, offer a click and collect service (when permitted under current restrictions), and have increased my social media followings on Facebook and Instagram by 400 per cent.

I’ve put a lot of effort into my video content for social media rather than in-store signage, which originally was higher on the list, which is a reflection of all that has changed this year. Next stop - TikTok! I really enjoyed creating my Boredom Busting Boxes and my Magic of Christmas Boxes so I will keep going with those, and I have a few other ideas up my sleeve.

Aside from innovation, the classic ideas also got a new life. I opened a Christmas Club, which seemed so natural to me as the shop in Wicklow has operated one for decades, but it was almost a forgotten concept for customers here in Moycullen! I even had club members who I never met: they were online and their goods were shipped once they were paid for in full.

It was really rewarding, as it really did help people: some with storage, some with spreading the payments, and some with both.

How is lockdown affecting your business?

It's hard to know whether it’s a positive, negative or neutral effect as I don't have any previous years to compare it to! So I choose to look at it as a positive. I do think I’ve had an acceleration of people finding the shop that I wouldn't have had otherwise, as customers are looking to shop locally.

I would never have gone online without this situation, but I’ve certainly learned a lot this past year: building the online store myself, product by product, category by category. I do know that I’ve never worked so hard in my life and that’s saying something!

37

RETAIL INTERVIEW

ARMADILLO TOYS

Armadillo Toys comes of age

Armadillo Toys is in celebratory mood: the business celebrates its 18th anniversary this year and last month owner Lisa Clay was crowned the Ultimate Superhero in the Retailer of the Year awards, organised by the BTHA. Clare Turner finds out more Every single product I have in the shop I believe in and back it and stand by it. Whether it’s 20p or £100, I think it’s worth what the customer is paying for.

Tell us about Armadillo Toys.

I started the business in 2003. It’s in Chapel Allerton, which is a busy and vibrant suburb of north-east Leeds in West Yorkshire. The shop is small, but not tiny. I try to make it a bit pretty and special inside.

How would you describe your range?

I look for products that have got a good ‘play value’. I define that as something that a child would pick up and play with, and then play with again and again - not something that is a ‘wow’ when you open the box and then put away and never touched again.

That can encompass anything from books to pocket money items. I hope most of the products I stock will be kept and passed on to the next child or a different person in the family. That’s the aim: I want high-quality toys that are good value for money and stand the test of time.

I hate the word ‘traditional’ because you instantly have images of what traditional is and I don’t only stock wooden toys, for example. I stock a huge range. But I’m not brand-led or TV marketing-led. I go on my ‘likes’.

I do have bigger brands, of course, but I don’t stock all of them by any means. I can’t compete with the multiples on price anyway, so I don’t try to. I have to be different, so I sell more niche brands.

38

What are your key brands?

“

When we open again, there will be a huge bounceback and I’m looking forward to that

”

I like the Fairtrade company Lanka Kade, which I’ve stocked from day one - Orchard Toys followed a few months later. Then there’s The Puppet Company, Janod, Schleich, Playmobil, Melissa & Doug, and I recently brought in Djeco.

With no trade fairs, how are you sourcing products?

I’ve got plenty of Zoom calls and virtual showrooms lined up. Some suppliers have sent catalogues either paper or by email - and I’m looking through those. I’ve got other meetings booked as well.

It will be far harder this year to choose products and I think the reps and agents are going to be very important to toy companies, to get products seen and out there. When they’re allowed to come into shops, they can bring samples, but while they’re not able to… a lot have been in touch already and I think they’re going to be working extremely hard.

The trade shows are very hard for them anyway - they’re hard for everybody because they’re very tiring days. But we retailers just walk in and come to them. It’s a lot harder the other way round.

How did you feel when you heard the news that you are the Ultimate Superhero Award winner?

Really humbled and proud that an independent shop can stand above the multiples and be seen. For that reason, I’m very happy about it - not just for myself, but for all the independents up and down the country. We’re all fighting the same battle against the larger stores and the online giants and we’re trying our hardest.

I’m passionate about independent shops. When I was younger, you would go shopping in a town or city and see different shops and it would be exciting and interesting. Now, every town or city has another branch of the same retailer and you don’t have that feeling of going somewhere unique and special. We need to make sure we protect independents because they are all precious, and we need to appreciate them more. And being an independent business is hard; we don’t have all the advantages that multiples and chains have, so we have to try harder. So that’s what I’m proudest of: that I’ve managed to be seen above all the rest. I’m fighting the fight for everybody, let’s just say that!

What do you think set you apart from the competition?

The BTHA said you worked every single day throughout lockdown and delivered toys to customers yourself as

toysnplaythings.media

“

I’m passionate about independent shops

”

well as sorting postal orders and arranging for collection.

I’m sure independent toy shops did that up and down the country.

We all did what we could to survive and keep going.

There was a lot of FaceTime and WhatsApp calls with customers too, which I don’t think you’d get from the larger stores.

For example, one customer rang and said: ‘I’ve got to buy a present for a one-year-old and I don’t know what they like’. So, I did a one-to-one call and took the customer round the shop, showing different toys. That was very time-consuming, but we had to do it because it was another stream of getting sales. I’m sure other indies were doing the same.

“

I've been through quite a journey with my website

The BTHA also noted that you created your own character, Sally the social distancing Spinosaurus, to make safety restrictions in the shop child-friendly and fun

Yes, Sally is unique to me. In the first lockdown, there were so many rules and people were really scared. It was such an alien landscape for us all, and I was as wary of customers coming into the shop as they were.

So I created Sally the social distancing Spinosaurus to make children more comfortable and relaxed when they visited, because it was obviously all so different: the layout had changed, there was a one-

FEBRUARY 2021

”

way system, and we had to limit numbers.

I chose a dinosaur because they’re universal, and I wanted to make it female because if I called it Vicious Velociraptor or something like that, it might alienate girls. I set up a sanitising station with bottles of ‘Sally’s Special Sanitiser’ and a notice that read ‘Sally says please use our hand sanitiser as you enter the shop’ so the little ones weren’t scared to use the gel. We’re all used to using it now, but in the initial stages it was something quite different.

Sally went on social media and was advertised on the sandwich board outside and I put socially distanced dinosaur footprints around the shop for children to follow, because unless they’re holding their parents’ hands, they do meander a bit. I just tried to make it a more friendly environment.

How is lockdown affecting your business?

We are trading online, but the majority of sales are to customers in our area, because we are very well supported locally. Some of the orders are collections, some are deliveries, and quite often locals are buying something to post to friends and families who are further away.

I’ve been through quite a journey with my website, from initially not having one (because they didn’t exist in 2003 when I first opened)

to doing very well with it until the bigger companies really got their acts together. Then it all got wiped out and I stopped selling online for a few years.

But during the first lockdown, I brought the website back again. So now we get some orders but not a huge amount. By no means am I an online business: I’m a shop, and the money that comes in through the website is so insignificant compared with what we get through the door.

In the second lockdown, it was crazy busy with online orders because it was the run-up to Christmas. Local customers were contacting me for deliveries, and I was working like a mad woman to fulfil all the orders. It was doing really well.

But we’re in a different situation now. Everybody has already bought their presents and been through two lots of homeschooling. They all know what they’re doing, so they’re not looking to us for educational products or for toys to keep their children occupied, because they did that at Christmas.

So this side of Christmas, it’s fallen off a cliff basically! But I’m optimistic.

When we open again, we will be fine.

There will be a huge bounce-back and I’m looking forward to that.

What’s your biggest challenge right now?

I’m trying to improve the website and I’m working on our social media presence. Obviously, I’m doing online sales as well. And customers are still contacting me through Facebook. So all that is still going on - just not to the same extent as before Christmas.

39

FEATURE

GIRLS COLLECTABLES

Vivid Love Diana

Girls just wanna have fun!

The girls have had it their own way for the past couple of years with the likes of L.O.L. Dolls taking the crown in all the polls. TnP asks if the category is still a dead cert for sales and how is it changing during the current climate?

G

irls collectables has been a reliable category for most toy retailers over the past few years, spearheaded by the mighty L.O.L. Dolls, but with plenty of other contenders making their mark.

According to sector experts Kids Insights, TV-related collectables are experiencing a surge in popularity, with the number of girls under 13 buying collectables related to their favourite TV shows increasing by 70 per cent in October-December 2020 compared with the same period in the preceding year).

Cards and stickers are also popular in the collectables category, with girls aged three to 12 more likely to use their pocket money to buy stickers (+80 per cent) and trading cards (+33 per cent) in Q4 2020 compared with Q4 2020.

Meanwhile, Jelena Stosic, strategy director at research, strategy and creative agency Kids Industries, says: “Reporting in 2020, NPD data placed collectables as one of the ‘losers’ of lockdown, with sales of collectables dropping 29 per cent between January - May 2020 compared to the same period last year.

She adds: “Perhaps unsurprisingly, during the same timeframe, games and

40

“

Brands are funnelling more resources into their content strategy, hoping to support and supplement engagement

Jelena Stosic, Kids Industries

puzzles were up 43 per cent, outdoor toys up 31 per cent and building sets up 17 per cent. The audience was looking for toys that would give longer-term interest and help keep children busy for a period of time rather than offer short-term delight. In addition, we’ve seen a rise of intergenerational play, which would have supported the sales of board games.

“If we consider financial difficulty as part of the mix, too, and the fact that we’re very much living through a time when purchases will need to be more considered, it certainly looks like the next year could be very challenging for a number of players as well. Of course, many will thrive – but their success

will require a careful consideration of product development, distribution and marketing strategies.

“From the outside in, it seems that this is something the key players are responding to, as both Hatchimals and L.O.L. Surprise have been releasing biggerticket items suited for longer-term play in addition to their collectable lines. Also – and this has been important for a number of years now – brands are funnelling more resources into their content strategy, hoping to support and supplement their engagement as well as by word of mouth.

“And – thinking about the trends – there is an important conversation to be had regarding representation in collectables.

Join our club “Collecting is like being in a club and is popular with primary-aged children as it coincides with their developing sense of identity and their need to ‘belong’,’’ explains Dr Amanda Gummer, founder and CEO of the Good Play Guide.

“Collecting the same toys as their friends gives children a common topic of conversation and is often used to cement friendships through swaps. During lockdown it can be a way of keeping connected with friends and provides shyer children with a reason to communicate and something to talk about.’’

toysnplaythings.media

Ask the retailers We asked: How have collectables sold during lockdown and has your marketing strategy changed?

“We’ve just added quite a few to the pocket money section of our website, for weekend treats.

Normally kids come to the toy shop on Saturday mornings with their pocket money, so to get them to do that online, our pocket money section sells collectables such as L.O.L. We’ve added some more L.O.L. Dolls and Slyvanian blind bags.’’

Julia Wingate, owner, The Trading Post, Kingsbridge, Devon

“I actually changed a lot of my buying structure last year and decided to bring in a lot more collectable type toys because I think one thing we see is that we as adults love learning products (learning games, recycled toys, wooden toys or whatever it happens to be) but, when you watch my customers come in - and my customers are children - the toys they aim for are what they see on television.

They want Barbies, Hatchimals, Twisty Petz by Spin Master and so on. So I did start introducing other brands last year including Polly Pocket from Mattel. I have to say, Polly Pocket is quite different now to what it was when I was a child, but Polly Pocket goes very well.

The Cry Babies from IMC Toys did fantastically well, and they were supplied to indies only, which was great. Likewise VIP Pets were very popular. KindieKids did very well, as did the Bloopies Shellies from IMC Toys and again, they were for indies only so weren’t available in the chains. I used to stock L.O.L. years ago. I did stock the L.O.L. OMG Winter Chill range though and its done very well.

Hatchimals, Twisty Petz and Twisty Girlz are also way up there on my best sellers list.”

Jade Oliver-Deacon, owner, The Toy Shop, Okehampton, Devon

“We have a website, but we don’t have an online business. So we’ve been posting on Facebook. Our biggest collectables in girls are L.O.L. Dolls and Barbies. Sylvanians are also still doing very well, along with the Depesche TOP Model range of colouring books and diaries. TY soft toys have always been popular and continue to be so. But the biggest seller by far is L.O.L.’’ Julie Murphy, toy buyer, Creaseys Department Store, Guernsey

FEBRUARY 2021

After all, collectables are little universes all by themselves and we need them to be more open, and more diverse. So, while we as industry folk seem to be discussing girls’ collectables as a separate theme, our audience is shifting into a world where gender is not a defining category. Can we follow them? Can we lead the conversation?’’

Holly Lackey, head of UK marketing at Basic Fun!, agrees that lockdown has affected the collectables market: “It’s been reported that the collectables category has felt the efforts of lockdown. Nonessential retail closures have impacted impulse purchasing, and school closures have reduced playground seeding.

“With this being said, we’re in a very fortunate position, where we can say that our collectable plush ranges – Cutetitos, Care Bears Bean Plush, and Pound Puppies – have continued to perform

Spin Master

Hatchimals - Pixies

strongly through lockdown.

“We attribute this to the fact that our collectables overlap a couple of our toy brands, so they don’t rely so heavily on pester power and impulse purchasing. Take the Care Bears Bean Plush range: it sits within our Care Bears range, where it’s not just the pocket money priced Bean Plush that’s been popular – it’s the range as a whole. The nostalgia factor and the new content for the property have really diversified our target audience - fans young and old can’t get enough of the collection!

“The other thing is that while these lines are very much collectable, they’re plush lines and kids can enjoy them for years to come.

“Another reason we’ve continued to see strong online sales and grocery sales is that we’ve been quick to respond to the change in consumer behaviour. People are spending more time online and that’s where we’re focusing our marketing/PR efforts. We’ve ramped up our social media presence, and we’ve collaborated with high-profile Insta mums/dads and parent bloggers to heighten engagement with our brand portfolio.’’

The nature of the product has also helped Epoch making toys’ Sylvanian Toys, says marketing manager Suzie Howes: “2020 saw Sylvanian Families continue to grow as a key girls’ collectable. During

lockdown customers place a higher level of importance on buying quality and educational toys to keep their children entertained, and Sylvanian Families fits both these criteria. The range is known worldwide for its high quality and durability, plus its long-lasting, imaginative play value. Being able to escape day-to-day life into the happy world of Sylvania provides children and adult fans with a much-needed break from reality.”

H. Grossman is another company that has seen great online sales of its collectables: “We have had a massive response to our pocket money selections, by packaging them in collections, which helped consumers buy online as well as in-store, says CEO David Mordecai.

David adds that “the love for all things rainbow and unicorn helped - especially the focus on rainbows during lockdown’’.

So what is the outlook for the collectables market? Basic Fun!’s Holly Lackey is optimistic: “There will always be a place for the collectables category. Collectables appeal to children’s natures.

Kids love to collect things - these toys are little treasures to children. Collectables feed into the ‘token economy’ as kids collect each item, all while working towards a bigger prize! They also offer kids a way of connecting with other children.

“As restrictions start to lift, schools start to reopen, and things return to normal, we’ll no doubt see the collectables market storm ahead again.’’

David Mordecai is also confident that engaging with the target audience and being agile reaps dividends: “We have really engaged with social media more than ever this year with weekly promotions across all platforms and some great blogger and influencer activity too. The outlook is buoyant.’’

Epoch’s Suzie Howes is also feeling upbeat about the future: “While there will be some challenges ahead, we have loyal customers who are willing to adapt to the changing market. The shift to digital shopping has allowed us to introduce the brand to new customers, engaging with them in a way that fits their changing lockdown needs.”

Flair

Disney Doorables

FEATURE

GIRLS COLLECTABLES

It’s a family affair EPOCH MAKING TOYS 0208 049 1362 sylvanianfamilies.net/uk

Did you know?

The new Sylvanian Families

Epoch making toys has had a positive start ‘Amusement Land’ range to 2021, with encouraging Q1 sales despite focuses on entertainment for continued Covid-19 setbacks. For its evergreen some of the younger members collectables brand Sylvanian Families, a pipeline of the Sylvanian Families of exciting new SKUs, featuring new characters and interactive features, is set to delight existing fans while also recruiting the next generation of children aged four-plus.

New 2021 SKUs focus on connectability, while also expanding the playability of the products. For spring/summer, the new Bakery Shop Starter Set epitomises this new focus, as it is specifically created to be added to other sets. For example, when combined with the Red Roof Cosy Cottage, it turns the house into a pretty bakery, or it can be added to a new Family Picnic Van, transforming it into a mobile food van.

Two new families have joined the Sylvanian Families range: the Midnight Cat Family, who replace the existing Tuxedo Cat Family, while the Pookie Panda Family has been given a new facial design. The latter is reminiscent of the popular vintage Bamboo Panda Family released in 1992.

Regarding autumn/winter releases, marketing manager Suzie Howes comments: “The new Sylvanian Families ‘Amusement Land’ range focuses on entertainment for some of the younger members of the Sylvanian Families.’’

The first hero product is the Baby Star Carousel: a pastel-coloured merry-go-round that moves – place Baby Panda (included) in his seat, turn the handle and watch as the seats magically spin.

The second hero item is the Spooky Surprise House, which features a moving lift and new character, Spookie the ghost, who wobbles his way round the house. Midnight Cat Baby (included) also enjoys wearing her spooky costume.

Disney surprises

Put a wing on it!

0208 643 0320 | www.flairgp.co.uk

01628 535 000 | www.spinmastertoys.co.uk

From surprise reveals to small-scale pretend food treats, all the way through to collectable doll lines, Flair is serving up a generous helping of girls collectables in 2021.

There’s a bigger surprise in store behind every door with Disney Doorables. This sensational spring launch offers a fresh take on unboxing. Girls will love revealing all the Disney characters hidden behind surprise doors! Available as Mini Peek Packs and as A’Doorable Mini Playsets, girls can collect all 45 characters and the cute playsets from spring. Then there’s more to come in A/W. In April, Series 6 Blow Dry Besties will launch, which will blow Hairdorables fans away! The dolls come styled with ‘blown away’ hairdos, a mini hairdryer, hair gel and and a cool colour-change hair streak. In A/W look out for Hairdorables Longest Hair Ever Mermaid Dolls and Hairdorables Hairmazing Series 3 Kaleidoscope Fashion Dolls.

Finally, there’s new deliveries in the Totally Tiny range this year. There are both sweet and savoury sets for girls to collect.

The cutest impulse purchase is the Tiny Lunchbox Collectibles; each of the 12 blind boxed sets come in a mini lunchbox with a mystery slimy ooze topping!

Spin Master has a great range of collectables for kids to enjoy, including freshly designed CollEGGtibles and Pixies from the new Hatchimals Wilder Wings range.

These adorable Hatchimals characters feature the most beautiful large wings that all mix and match.

There are more than 10 styles of Wilder Wings, including angel, flower, bat, cloud, split wings and more. Plus, there’s even more surprises to discover: a wild new hatch and nine different wing features like gummy, sugar glitter, printed and more! Each new egg has a wing-inspired design and the Wilder Wings can be found on the outside of the egg.

Hatchimals Wilder Wings Pixies include six collectable and superstylish Pixies, each with their own unique fabric wings with bold patterns and a special new reveal. Every Wilder Wings Pixie has a different look, two themed accessories and comes in a new style of egg.

Twisty Girlz are fashionable dolls that transform from cute girl into a wearable bracelet. Each Twisty Girlz features a different stylish outfit and cool hairstyle and comes with a secret Twisty Pet, including a unicorn, puppy, elephant and more. With a few simple twists the Twisty Girlz doll becomes a trendy bracelet, and her cute pet can also transform into a blingy ring.

FLAIR

5 42

SPIN MASTER

toysnplaythings.media

n+ o i l l i 85 B nel Chan s View

Inspir ed Diana by Kids Sh YouT ow u Chan be nel!

Unbox the fun of the Love, Diana Collectables range!

ini m f o e Rang es & figur ts e plays

Perfec t for Preten d Play

2 o s n shelf this e i r e S A/W ‘21!

TM & © 2021 PocketWatch, Inc. All Rights Reserved.

01483 449 944 www.vividtoysandgames.co.uk

FEATURE

GIRLS COLLECTABLES

A whole lot of Love!

Did you know?

Steffi and Evi Love dolls are fully articulated

SISO TOYS

01620 674 778. | sales@sisotoysuk.com

Animal magic VIVID TOY GROUP 01483 449944 | www.vividtoysandgames.co.uk Vivid’s 2021 ranges of Vet Squad and Love, Diana both feature girls collectables in their product line-up.

The launch of Vet Squad in A/W20 saw roaring successes with the introduction of Ava, Emily, Yara and Robin, their animal friends and fleet of rescue vehicles. The robust marketing campaign covered all touchpoints with more than 44 million impressions throughout the season. The dedicated Vet Squad YouTube channel has been a highlight, with the channel hitting over 1.8 million views allowing viewers the opportunity to see the Vet Squad rescue adventures alongside vet top tips from brand ambassador, TV’s James the Vet. The range, focusing on perennial nurture and care play patterns, will carry forward into 2021. The 2-pack and 5-pack Animal Assortments will undergo a refresh for S/S21 with new animals from across all environments of Paradise Paw to rescue and care for. The animals have magical colourchange injuries that disappear in front of your eyes as well as a selection of sculpted bandages for completing your animal care. The animals can be collected to interact with the fleet of rescue vehicles and playsets in the growing Vet Squad range.

The Love, Diana Collectables range includes a selection of articulated mini figures of Diana, her brother Roma and the myriad other characters from her channel.

A/W21 will allow Love, Diana fans to discover a whole new host of characters, outfits, accessories and two new themes of mash-up playsets at a mid-level price point.

The range will also welcome two larger-scale playsets with multiple levels of play; inviting children to create their own pretend play in their homes and integrate their other Love, Diana collectables too! Based on popular themes from the hit Kids Diana Show Youtube channel of family play and music, they will include exclusive figures and accessories to match the playset’s theme.

1.8m+

The Vet Squad YouTube channel has racked up more than 1.8 million views

44

From the beautiful world of Steffi Love and her younger sister Evi Love comes an exciting new offering of collectable dolls, fashions and accessories. Available at attractively low price points, this is a collectable range that girls can afford to fill up their toy boxes with.

Part of the charm of Steffi and Evi Love are the dolls’ fully articulated bodies, which allow little ones to dream up hours of imaginative play. New for 2021 are a variety of fresh themes and styles, including Steffi Love Baby Doctor. This pack comes with a Dr Steffi doll and a cute baby doll with a colour-change feature; little ones can use warm water to wash away baby’s fever. Plus, imaginations will head Down Under with the Steffi Love Koala pack. Kids can help Steffi, who comes dressed in her safari outfit, care for the koalas at the rescue centre.

There’s lots to come from Evi Love, too. Steffi’s younger sister is set to make a splash with her glittery mermaid outfit from the Evi Love Glitter Mermaid 3 assortment, and girls will go bananas for Evi Love Monkeys, thanks to Evi’s adorable expedition outfit, and the inclusion of two baby monkey figures.

Bring a rainbow!

H. GROSSMAN LTD 01603 397105 www.tobar.co.uk There’s lots of things for girls to collect from H. Grossman this year!

Rainbows are everywhere, especially at the moment and Tobar’s pot of gold includes pom pom pens, slime and putty, snap bracelets, rings and hair slides and bows. Unicorns too abound from money banks to finger puppets, fizzers and balloon balls, a Jellyball, pens, keyrings, pencils.

The range continues to include flamingos and Llamacorns, mermaids and sloths. All that glitters is turning to gold too, with glitter sparkling throughout the Tobar collectable range.

In particular squishy mesh balls have a great fidgety, fiddly, touchable element and are full of rainbows and glitter. The Nee Doh range from Schylling is a great groovy glob of squeezable, squashable fun. Glow in the dark, neon, colour-changing - this range has it all.

toysnplaythings.media

79 $GYHUWLVHG

&

0

<

1HZ IRU 66

&0

0<

&<

&0<

.

1HZ EDNHU 1HZ EDNHUȊV RXWILW ©EPOCH

FOR SALES AND ENQURIES:

EMAIL: SALES@EPOCHMAKINGTOYS.COM • PHONE: 0208 049 1377

FEATURE

GIRLS COLLECTABLES

All dolled up!

CHARACTER OPTIONS 0161 633 9800 www.character-online.com Character Options introduces a host of bankable brands to ensure the girls collectables category flourishes in 2021.

From a super-cool mash-up where collectable fashion doll meets makeup, there’s plenty more glamour to be had with new additions in Shimmer ‘n Sparkle’s InstaGlam range. Newly available for spring, InstaGlam Series 2 introduces a cool Neon theme to the collection.

This season sees the launch of six new dolls - each with their own super-bright neon look - that open to reveal colourful makeup compacts inside Perfect for gifting, these collectable dolls are great for on-the-go, creative play! Packed with play value, girls can first glam their doll with the secret sparkle reveal and then glam themselves using the makeup within.

Each of the 4in scale dolls has hair clips that act as secret makeup applicators, including a brush and sponge, for application of the eye shadows and lip glosses included. Plus, each InstaGlam doll comes with a personalised glamorous stand to display the doll on when playtime is finished.

Another exciting brand launch for S/S21 is Dream Seekers. Dream Seekers are beautifully crafted soft dolls with gorgeous long hair and pretty hair ribbons, as well as removable outfits and whimsical wings. Dream Seekers listen to children’s dreams and help them find the courage to make them come true by sharing their own dreams and revealing their unique personalities.

Found on every Dream Seeker’s wrist is their unique ‘Dream Mark’,

which represents the doll’s personality and the dream that they seek.

There are three beautiful 14in Dream Seeker dolls to discover. Girls can collect and create an enchanting bedroom display by placing their Dream Seeker dolls in their dream catchers. Each dream catcher features a special place for children to write down and hide their dreams. Dream Seekers will keep a child’s dreams safe and wish for them to come true.

Light it up FUNRISE UK 01908 555640 | www.funrise.com Funrise UK is lighting up the collectable fashion doll category with a bright new collection from BFF Bright Fairy Friends.

Fresh for spring, Funrise UK introduces BFF Bright Fairy Friends Series 2: a generous fairy dusting of new dolls and accessories for girls to collect.

This new season sees 12 new dolls added to the range; each housed in a pearlescent pink jar.

Since the brand’s A/W20 launch, BFF Bright Fairy Friends has been delivering a magical light-up experience, with lots of hidden surprises. Each beautiful, six-inch BFF doll has light-up wings and is packaged in an on-trend mason jar that doubles as her fairy home, becoming part of the play pattern and leaving no packaging waste. What’s more, there’s two light modes to choose from. In motion sensor mode, the jar magically lightsup when movement is detected. Alternatively, simply slide the switch to room light mode for a comforting night light.

There’s plenty of exciting marketing and PR plans in place for the year ahead, including global influencer activity, animated pre-roll, instore display options to create a bit of in-store POS theatre, and animated YouTube shorts.

46

Pick up a plush!

BASIC FUN! 0118 925 3270 | www.basicfun.com The Basic Fun! portfolio is bursting at the seams with colourful plush collectables in 2021.

Having reintroduced the iconic Care Bears brand in A/W20, there’s exciting new additions to look forward to in the popular nine-inch Bean Plush assortment. Perfect for collecting, each beanie bear carries its distinct Care Bear expression and belly badge. With six characters already available in the range, girls will be able to add Love-A-Lot Bear, the little bear who truly believes in the power of love, and Wish Bear, who loves to help make wishes come true, to their already colourful collections this spring. This is a collectable range that packs pop culture appeal, and fans will be eager to get their hands on the new arrivals!

Basic Fun will also be plating up an extended Cutetitos menu for S/ S21! Look out for the new limited edition Unicornitos theme.

Keeping in fashion BANDAI 020 8324 6160 | www.bandai.co.uk

A cat-chy new collectable!

TWO IN 1 DIRECT 07967004585 catsvpickles.com The hilarious silly world of Cats vs. Pickles is set to take the UK collectables market by storm in 2021. Created by Cepia LLC, this is the entertainment property in which Cats are nothing short of paw-trified of Pickles! But all Pickles want is a bit of love.

Having introduced early stock of Cats vs. Pickles Collectable Plushies in December 2020 to an incredible consumer response in the UK, thanks to bespoke YouTube content, Two In 1 is fully rolling out the collection for 2021.

Available as single packs and twopacks, there are already more than 100 different styles of Collectable Plushies to collect. Irresistibly squishy, these super-soft, bean-filled, plush characters feature a colourful print design with embroidered details that reflect the characters’ paw-sonalities. Fans can collect different themes of Cats, as well as four sought-after, rare plush Pickles - an exclusivity that will help drive collectability.

Watch out for paw-ticularly popular Categories! There are Foodie Cats like PawPurr-Oni; Scary cats like Skelecat; Sweet Cats like Mint Chippie; and even Smarty Cats like Mew-sical Meow. Each Collectable Plushie comes with a hangtag containing character details, as well as a QR code for a free Cats vs. Pickles app game download.

Further launches for spring include themed four-packs, which feature three special Cat characters, as well as a guaranteed, blind packaged Pickle character.

FEBRUARY 2021

Bandai UK continues to evolve its collectables portfolio throughout 2021 with the unveiling of new ranges and extensions to its best-selling brands.

Arts & crafts fashion IP Harumika brings a host of styles for the new season with new Nature Mood and Tie-Dye themes added to its popular line of Single Torso Sets. The sets allow budding fashionistas to channel their creativity without the need for gluing, sewing, or cutting.

Children simply arrange the fabrics around the mannequin torso, tuck into the slits using the stick and pins, and the design stays in place.

The Single Torso assortment comes with a torso, stick, 10 pins and three fabrics.

Existing mood boards include Street Blues, Neon Beast, Charming Countryside and Sweet Peru.

TV show Miraculous follows the adventures of high school student Marinette and her LadyBug alter ego. With a new TV season planned to air from Easter, and a feature film debut due in Q4 2021, the show’s popularity is expected to soar along with demand for licensed product. The company continues to invest in the brand with the introduction of new Kwami collectables to join its existing range of fashion dolls, playsets, role-play sets, and plush. The collectables are housed in Miraculous blind boxes. Pearlescent and glitter finishes to the packaging create stand-out and magic before the unboxing surprise reveal. Four of the show’s major characters feature - Ladybug, Marinette, Cat Noir and Rena Rouge.

Interactive plush pet range Nuzzy Luvs brings a range of responses of sound and movement combinations to offer a collection of cute plush characters that fit in the palm of a child’s hand. With five styles to collect, including a monkey, cat, husky and two rabbits, Nuzzy Luvs respond to one another and their ‘owners’, letting you know when they feel happy, frightened, tired or simply wanting attention. Bella the Rabbit is the latest character to join the Nuzzy Luvs collection, providing the perfect alternative Easter treat.

One of Bandai’s best-selling properties, Bananas has a new series of peelable, collectable fruit bunches and singles. Complete with new Crushie characters to collect inside, each Banana also includes stickers and a collector sheet.

47

FEATURE ECO TOYS

Keel Toys

Keeleco Eco Range

Keep it green As the interest in eco-friendly and sustainable product continues to grow, TnP finds out how retailers and suppliers are joining the green revolution

W

hen we think about eco-friendly and sustainably-sourced toys, we probably consider what parents are looking for, and if you read the comments from our retailers on these pages you’ll see that the eco-trend appears to be led by parents in their 20s and 30s.

However, according to Kids Insights, experts in kids market intelligence, the environment also rates highly among kids’ concerns.

Over the past 12 months, Kids Insights has seen the environment rank as the fifth biggest concern among three to 12-year-olds (15 per cent). And a whopping 53 per cent of under 13s think about their effect on the environment.

According to the Toy Association of the US, ‘woke’ toys will be bigger than ever this year, with parents looking to engage their children in socially conscious play (eco-friendly toys and toys that promote both diversity and inclusion).

So what is driving this trend?

“TV programmes such as Sir David Attenborough’s Our Planet have very much highlighted the effects of climate change and how it is impacting the future of the young generation,’’ says

48

“

We are launching Keeleco Baby to coincide with a possible lockdown baby boom

Steve Cox, Keel Toys

Julia Loeser, science kit sales, marketing & PR manager at Thames & Kosmos.

“Young activists such as Greta Thunberg have also highlighted the plight of our planet, and children are more aware and curious on such issues as they are brought home through social media, YouTube and other channels. Thames & Kosmos has long had an Alternative Energy series, which enables children to learn about how to harness energy without using fossil fuels, and will always support the learning of science that empowers the next generation to make the changes necessary for the planet’s survival.’’

Keel Toys UK sales director Steve Cox agrees: “People are becoming increasingly concerned about the planet and starting to make positive changes to buying behaviours to reduce personal impact on the planet. They are actively looking for the eco option.’’

“The green conversation is going on everywhere,’’ adds Judith Dayus, director at Great Gizmos. “Green technology is the industry of the future and kids are excited to be a part of it today. They feel proud to be green, proud to solve eco-problems and proud to do it themselves. Our Green Science range teaches the principles of renewable solar, hydro, magnetic, gravity, and wind power and teaches

kids to build cool, clean machines that really work!’’

Debra Tiffany, marketing manager at Brainstorm, agrees: “As a sector we are already seeing a reduction in plastic in toys and packaging and this quite naturally leads buyers to look for more alternative sustainable product ranges as well as how they market them. Our Eugy range [cardboard model kits] comes with a selection of eco-friendly POS options so that retailers can even display them in a sustainable format in store.’’

So how are our toy suppliers joining the green revolution?

“As with all Gibsons jigsaws, we use 100 per cent recycled puzzle board, and FSC paper,’’ says marketing executive Rebecca Hersee. “We now use biodegradable clear labels to secure the lid instead of shrink-wrap and no longer pack our Little Gibsons puzzle pieces in a plastic bag. Also, our game, Rockpool, helps children to understand the impact of littering on beaches and the destructive effect of plastic waste in our oceans.’’

Alternative energy is on the menu at Thames & Kosmos, says Julia Loeser.

“Along with our Alternative Energy series, in 2020 we introduced the Solar Powered Rovers into our FEAK range.

toysnplaythings.media media

recycled board using soy ink and each box The aim was to create a kit that enables children can be recycled.’’ aged eight-plus to understand the importance Packaging is also a focus for Gibsons, of alternative energy, such as solar power, while says Rebecca Hersee: “All of our new making it a fun experience. We’ve integrated puzzles are now in planet-friendly boxes. bamboo into many kits in place of plastic and We use vegetable-based inks, too. The gloss wood, which is highly sustainable and sourced in coating on the boxes gives extra protection an eco-friendly way.’’ and the puzzle pieces are stored in a plastic There’s more science on offer from Great bag that can be recycled by most councils.

Gizmos, as Judith Dayus explains: “All of our Our puzzles are made from thick, durable Green Science range teaches children how puzzle board that is 100 per cent recycled, to look after their environment. Salt Powered and we use FSC paper too.’’

Robot, Clean Water Science, Wind Turbine and any of the Solar Hybrid So what else can retailers powered items are all selling looking to source products very well, especially as parents in this category look look for ideas to teach and forward to? engage with their children Rebecca Hersee at Gibsons says: during homeschooling.’’

“We are working on getting more There’s less science but more of our puzzles and games made hugs at Keel Toys, which makes in the UK to reduce our carbon Keeleco, dubbed the 100 per emissions. These include some cent recycled, 100 per cent Little Gibsons Floor Puzzles and huggable soft toy brand. “They several new designs for our are selling exceptionally well as White Logo Collection of they are beautiful sustainable contemporary puzzles, which are soft toys without a premium coming in the spring and summer. price,’’ says Steve Cox. We are also looking at making it There’ll be messy fun in the easier for consumers to identify garden, says MV Sports’ joint Rebecca Hersee, which parts of our products can MD Phil Ratcliffe: “We are Gibsons be recycled.’’ launching some exciting new There’ll be more cuddles eco-friendly FSC certified mud kitchens, perfect from Keel toys, which is, says Steve Cox, to encourage active play and develop key motor “launching Keeleco Baby to coincide with a skills. The range features fillable sinks, hobs possible lockdown baby boom!’’ and other realistic kitchen features to bake the Green travel is under the microscope at perfect mud pie!’’

MV Sports, says Phil Ratcliffe: “With many Over at Bigjigs, it’s not just the toys that individuals seeking a more cost-effective are eco-friendly. “We are continually working and eco-friendly way to travel, the e-scooter towards improving our environmental certainly is the better way to commute. credentials,’’says managing director Liz Ireland.

Already ongoing trials in major cities are “From the generation of our own power derived proving successful, becoming ever popular from the 216 solar panels on the roof, down with the eco-conscious. to recycling the waste milk bottles from the “Our new e-scooter brand LIFE kitchen, we limit our environmental impact incorporates both kids and adult models, wherever we can within our operation. and more models will be coming on stream “Much of the wood we use in production in the second half of the year.’’ is from a sustainable source. Rubberwood, There are two new Green Science lines a by-product from latex production, is used for S/S21 from Great Gizmos - Techcraft extensively, and now, FSC accreditation allows Pneumatic Arm and Paper Making - with the ply, birch and beech to be sourced from a more ideas for later in the year to be traceable and sustainable source. We don’t stop revealed, while Brainstorm is launching there! The vast majority of Bigjigs packaging Christmas Eugy models - which will be is printed onto 90 per cent ready to order from May. Finally, Liz Ireland promises more additions to the Bigjigs FSC and sustainable range later in the year.

“

When consumers shop, sustainability will be an expectation rather than an extra, and this will determine what brands they buy into

Character Options

So it appears that this market is really on the rise. Is this upward trajectory going to continue?

“I believe that we will see far more in the ecofriendly market over the coming years. When consumers shop, sustainability will be an expectation rather than an extra, and this will determine what brands they buy into,’’ concludes Gibsons’ Rebecca Hersee.

FEBRUARY 2021

We ask retailers...

Are your customers keen to source eco-friendly toys, and which are your favourite eco products or brands?

“We have seen an increase in people asking for eco-friendly and ethically sourced products, and we’ve had an increase in what we stock. We stock a lot more wooden toys, more toys made from recycled paper, and products that are packaged in recycled materials.

Some customers say, ‘I need to buy a gift for someone, and it needs to be plastic-free’ or they only want wooden toys.’’

Julia Wingate, owner, The Trading Post, Kingsbridge, Devon

“I think more and more people are conscious of what they are buying and how they are buying it. We certainly have a high percentage of people who either want wooden toys or ethical toys and they are interested in that. It isn’t the majority, but it is certainly a high proportion, and we see that more coming through the younger parents now: those in their late 20s or early 30s with new babies. I stock Lanka Kade; their wooden figures that sell loose have done tremendously well. And Janod brought out a really nice range last year and they’re expanding on it, so I’m looking forward to that. They are in the pale Scandi colours (muted greys, blues, greens) which are popular. I think the Scandi colours are what people will be looking for this year.

That’s definitely going to be a trend - I know my customers are asking for things like that.’’

Lisa Clay, owner, Armadillo Toys, Chapel Allerton, Leeds

“I often have customers coming to me who have been told by a friend or relative that I stock, for example, Green Toys from Bigjºigs. They will say ‘oh, we understand you stock a toy that is made from recycled plastic’.’’

Jade Oliver-Deacon, owner, The Toy Shop, Okehampton, Devon

“It is absolutely a driver and a consideration for me. However the price point is always key. People want to shop eco-friendly and ethically-sourced products but not if it’s twice the price of regularly produced products - for toys anyway! Wooden is always brilliant because a higher price point is justified by the feel and durability. The Keeleco range has been the most successful for us as the quality is gorgeous, and the customer is getting something new and eco-friendly - at a very reasonable plush toy price point.’’

Hazel McCarthy, owner, Toy Corner, Moycullen, Galway County

49

FEATURE ECO TOYS

Green is the colour!

VIVID TOY GROUP 01483 449944 www.vividtoysandgames.co.uk Crayola may make virtually every colour under the sun but its current favourite is green. Crayola has been celebrating the 10th anniversary of its 20-acre solar farm in the US, which includes more than 33,000 panels and produces enough energy to make three billion crayons and 700 million markers annually. By using renewable energy, reducing waste and protecting the rainforests, Crayola’s green initiative is helping to ensure that today’s kids will have a healthy environment for their creative tomorrows.

But this isn’t a recent goal by Crayola.

The legacy of sustainability began when the company harnessed the power of the Bushkill Creek to generate electricity to manufacture slate pencils and chalk in the early 1900s and throughout its 117-year-old heritage, Crayola continued its environmental sustainability efforts by reusing excess wax created during the crayon moulding process, manufacturing coloured pencils with wood from well-managed forests and using solar energy to power its facilities.

The company is excited to announce that it has now reached its goal of 100 per cent renewable energy. Over the past decade Crayola has manufactured more than 10 billion crayons and seven billion markers all by the power of the sun, and now kids all around the world can say their Crayola crayons and markers are made with 100 per cent sun-harnessed renewable energy. Not only that but in a continued commitment to the environment, Crayola Coloured Pencils are produced with wood from well-managed forests to help preserve resources for the future so that kids can use Crayola pencils knowing that they are sourced responsibly and rainforests are being protected.

Crayola is committed to responsibly making its products and to spread this message in the UK from spring 2021, packs of Crayola coloured pencils and crayons will now feature key messages about Crayola’s sustainability effort, along with promotion across digital media.

Did you know?

The Crayola brand has a history of using renewable power. It was using the power of Bushkill Creek to generate electricity to manufacture slate pencils and chalk in the early 1900s

50

A rice idea!

EDX EDUCATION

020 7097 5173 | www.edxeducation.com At Edx Education, they love looking at new ways to manufacture educational toys. They are always testing materials, methods and even locations to push the boundaries of the manufacture processes.

To develop sustainable educational toys, many have found that products deteriorate too fast or aren’t as pleasing to hold and play with. Through trial and exploration, EDX education stumbled across one of the biggest agricultural wastes in Taiwan, the home of Edx Education’s manufacturing: rice husks.

The clever folk at Edx Education found that it is possible to use the rice husks to make a sustainable material, fibre particular composite or FPC. This, it turns out, produces minimal emissions to make, in an energy-efficient manufacturing process, which uses less water. What’s more, FPC is 100 per cent recyclable, non-toxic and safe for little hands and feet.

The natural choice for the first product to be made in FPC was Rainbow Pebbles, which has been one of Edx Education’s best-selling educational toys, encouraging creativity and STEAM learning - which are now available in the UK.

What a softie KEEL TOYS LTD

01233 506363 | www.keeltoys.com When you first pick up and snuggle into a Keeleco nursery soft toy the first thing you will notice is how soft the fabric is! It is quite amazing that it started out as waste plastic and has been transformed into a super cute and super soft toy.

The nursery collection consists of Cozy Koala, Huggy Giraffe, Cuddle Zebra and Lullaby Lamb. Each is available in two sizes of toy, comforter, stick rattle and ring rattle. Cozy Koala is also available as a musical version.

Each toy is manufactured from 100 per cent recycled filling and outer fabric with embroidered eyes and features. Recycled beans give that lovely weight to each toy. The ring rattle features an FSC wooden ring to build on Keel Toys’ sustainable approach to toys.

The range is offered with an FSDU unit to present Keeleco Nursery simply, with impact to boost sales within a compact space.

CDU options are available for the comforters, ring and stick rattles.

Keeleco offers nursery soft toys from the heart that do not cost the earth.

toysnplaythings.media

Going greener

Guess what…

The Peppa Pig eco plush is made from 100 per cent recycled materials

CHARACTER OPTIONS 0161 633 9800 www.character-online.com 2021 sees Character Options continue to expand its offering of ‘green’ toys and playthings. From sustainably-sourced wooden toys to planet-friendly plush, the portfolio brings to life children’s favourite licensed characters in a format that has been carefully produced with future generations in mind.

This spring sees Character Options extend its environmentally friendly offering to a new category – plush! The newly-available Peppa Pig eco plush range is an adorable collection of soft toys, which is made from 100 per cent recycled materials, with FSC certified packaging, using plant-based printing inks. The super soft eightinch Red Dress Peppa is supplied in its own platform box. Peppa’s dress features a green leaf emblem to indicate that she’s an eco-friendly toy option and the packaging also highlights that the toy is manufactured from 100 per cent recycled materials.

There’s also the six-inch collectable plush, which is available in a CDU assortment of Peppa and George. Again, the toys feature the green leaf mark, and the CDU and tags make these plush characters easily identifiable as an environmentally friendly option.

Character Options also invites retailers and buyers to step into its wonderful World of Wooden Toys. This licensed collection, which is crafted from FSC certified wood, continues to grow in 2021,

with new launches within the Peppa Pig Wood range, as well as two new licences added for spring: Disney Princess and Fireman Sam. What Disney Princess fan wouldn’t love Cinderella’s Wooden Carriage, complete with Cinderella, Jaq, and the Fairy Godmother double-sided wooden figures? This push-along carriage features smooth rolling wheels and drop ‘n’ play feet so that the characters can be easily slotted into place. Coming later in the year is the highly giftable Enchanted Royal Castle Wooden Playset, which includes eight wooden figures and features key rooms and beautiful accessories from the magical world of Disney.

Meanwhile, in the Fireman Sam Wood collection, the Four Figure Character set, featuring two-sided figures on individual bases, is perfect for imaginative play and storytelling.

Next up, call for Fireman Sam and his Jupiter Fire Engine, which features free-wheeling wheels, removable equipment panels and a poseable rescue platform, as well as a double-sided Fireman Sam and Penny figure. Finally, watch out for the feature-packed Pontypandy Fire Station playset, which is scaled for play with the other figures and wooden Jupiter Fire Engine.

Planet-friendly makeover GIBSONS 020 8661 8866 | www.gibsonsgames.co.uk sales@gibsonsgames.co.uk Alongside its planet-friendly puzzle boxes, this year Gibsons is starting to roll out a new packaging design for its traditional and wooden games. The Travel Folding Cribbage and Solitaire are the first to have a makeover and now come in contemporary and colourful plastic-free boxes.

What’s more, the games are made from the finest-quality reforested rubberwood. Keep an eye out for further traditional games being rolled out in this packaging throughout the year.

Last year, Gibsons launched two card games that are not only great fun but are both made in the UK and plastic-free. The Card Game for Rebel Girls is based on the Good Night Stories for Rebel Girls novels and teaches children about incredible women throughout history. Quirk! is the hilariously funny family card game that has you squawking, saving the world and breathing fire! Get your best impressions at the ready to gather characters and claim your quirky title by collecting the most ‘Quirks’.

FEBRUARY 2021

12

NADIYA’S

BAKING AND COOKING SETS

REAL COOKWARE FOR KIDS

01626 835400

Nadiya Advert 2020.indd 3

sales@wiltonbradley.co.uk

www.wiltonbradley.co.uk

12/10/2020 16:16