22 ary 20 u r b e F 1 No. 4 Vol. 4
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CONTENTS Regulars 22 ary 20 Febru 4 . o 1N Vol. 4
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Leader - with Clare Turner
8
News - the latest toy industry headlines
12 People News - all the movers and shakers 14 Media News - the multimedia rundown
Chairman
15
icensing News - what’s hot in licensed L products
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etail News - what’s happening on the R retail scene
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mbassadors - our junior testers put A three Wilton Bradley products through their paces
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over Story - Wilton Bradley presents its C new Playhouse product: Waterwall
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hat’s New - fresh launches that you need W to get your hands on
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rade Talk – suppliers look at the growth T areas in retail
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on’t Miss - a sneak peek at unmissable D products for buyers
Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk
Editor Clare Turner clare@lemapublishing.co.uk
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Advertisement Manager Athee Waran athee@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Circulation Manager Robert Thomas robert@lemapublishing.co.uk
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Features 32 Outdoor Toys - a look at new products in preparation for summer 44 Action vehicles - a round-up of the latest lines in this core category
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Special Reports 28 The Big Interview - with Phil Cassidy, managing director of Casdon 50 Toy Fair Review - a comprehensive overview of the UK’s premier toy industry event 56 Retail Interview - with Toys & Games of Worcester owner Tim Evans 58
etail Interview - with MIDCO Toymaster R managing director David Middleton
59 Retail Interview - with The Very Group toys category manager Ann-Marie Edwards 60
etail Interview - with Donard McGreevy, R managing director of McGreevy’s Toys Direct
61 Retail Interview - with Anne Borrett, category Manager - toys, nursery & sport of Tesco 61
etail Interview - with Geoff Sheffield, R chief commercial and marketing officer of The Entertainer
Columnists 10 Trends Column - the U.S. Toy Association explores which toy trends will shape 2022
Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
At the heart of retail
17
I ndie Opinion - Diary of a Toy Shop by Amanda Alexander, owner of Giddy Goat Toys
18 Retail Opinion - John Ryan pays a visit to US trade shows CES and NRF 19
onsumer Insight - The Insights Family C explores the role of STEM toys
20 Media Analysis - Generation Media discusses the ever-evolving media landscape
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LEADER Clare Turner
T At the heart of retail Also by Lema Publishing
he days are getting longer, and spring is very much in the air, so what better way to welcome in the new season than with a visit to the Toy Fair? The UK’s largest dedicated toy, game and hobby trade show, which took place from January 25 to January 27 at Olympia London, welcomed back exhibitors and visitors from around the world. This was the first Toy Fair since the Covid-19 pandemic, and the only dedicated toy fair that has been able to take place this year (with special measures in place, of course, to ensure the health and safety of attendees). During the show, 260 exhibiting companies unveiled thousands of new products. The event provided the first opportunity in 2022 for them to showcase their fresh lines ‘in person’ to both new and existing customers. And Toy Fair was certainly an event to remember! The atmosphere was buzzing with activity and excitement, and there was a real sense of optimism for times to come. In the words of Roland Earl, director general of the British Toy & Hobby Association (BTHA), which organised the Fair: “After a year away, it was a delight to see the industry come together again to kick-start 2022.” The feedback from exhibitors and retailers we spoke to at Toy Fair was resoundingly positive, as our comprehensive review of the exhibition in this issue reveals. We were hugely impressed by the new ranges that made their debut on many of the stands. The general consensus was, quite simply, that ‘it was good to be back’. Nothing
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TableWare INTERNATIONAL
TableWare INTERNATIONAL
AWARDS OF EXCELLENCE
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beats being able to see toys - and people - in the flesh. And for me personally, it was a longawaited chance to put faces to names, having started my role as editor in Lockdown 2.0. In terms of business, it seems order forms were exchanging hands like it was going out of fashion. As Keel Toys marketing director Richard Keel commented: “Toy Fair 2022 has been even better for business than in January 2020. We experienced a big increase in orders. It’s great that trade shows are back up and running. It was incredible; we were non-stop writing orders.” Brainstorm marketing manager Debra Tiffany summed up the view of many when she said: “Like all exhibitors, we of course returned to Toy Fair with some trepidation. But any fears were allayed as soon as the doors opened. It felt like business as usual and a real boost to be back at what is, for us, our main trade show of the year. Both exhibitors and visitors alike seemed buoyant, and we are delighted it went ahead, as it’s been great for the industry. Long may these face-to-face events continue.” Applications for Toy Fair 2023 will be announced at the end of March at www.toyfair.com. Congratulations to all who triumphed in the Toy Industry Awards, winning the Toy of the Year, Supplier of the Year, and Toy Retailer of the Year accolades. The results were announced during the show, along with the Editors’ Choice Awards and Toy Fair’s Hero Toys List. Our review of the show includes comments from exhibitors and interviews with the retail finalists and winners. So how was it for you? I’d love you to get in touch and share your story. You can connect with me via LinkedIn or email me at clare@lemapublishing.co.uk. I look forward to hearing from you!
Toy Fair was certainly an event to remember! The atmosphere was buzzing with activity and excitement, and there was a real sense of optimism for times to come
”
NEWS Flair GP kick-starts Meet Messi campaign
In celebration of the return of the Messi collection to the Flair GP portfolio, the team has unveiled details of its S/S22 campaign in which one lucky fan will have the chance to win a trip to meet the football legend Lionel Messi during an allexpenses-paid trip to Paris. The contest launches in March, in conjunction with Match of the Day and KICK! Magazines, and the winner will be announced in May. Supporting the campaign will be a series of YouTube videos, including an appeal by youth footballer and YouTube star Tash Baller, as well as parental outreach - all designed to spread the word about the competition and the return of Flair’s Messi Training collection, which comprises balls and accessories to hone football skills. Plus, expect to see more digital activity, as well as pre-roll and game advertising.
Sambro celebrates silver jubilee
Sambro is celebrating 25 years in the toy business having gone from strength to strength in terms of products, brands, and financial performance. The company, which grew its turnover by 38% in 2021 to £52 million, is confident that it will achieve similar growth targets in its silver jubilee year. This is attributed to a focus on customer relationships, product development and partnerships. Specifically, the business has benefitted from a more balanced approach to own-brand development alongside the development of licensed products. Sambro works with more than 10 brands who trust the toy developer with their IP, including Disney, Nickelodeon, Mattel, Hasbro, Viacom, Bull Dog and Cosatto. The range of products under these brands includes Barbie, Paw Patrol, Peppa Pig, Disney Princess and Care Bears. The Sambro team has also developed its own portfolio of brands with its in-house design and innovation team. These include Puzzle Palz: fun, character erasers that have sold more than 35 million units worldwide since their launch in 2019. 8
BTHA Briefing The British Toy & Hobby Association (BTHA) events and PR manager Rebecca Deeming looks back at Toy Fair and highlights two upcoming events for your diary With London Toy Fair resuming last month, it almost felt like a ‘normal’ start to the calendar year. After so many months of preparation, we were delighted to be able to welcome the toy industry back to Olympia London, which is a fantastic showcase of the industry. While the show may have looked and felt a bit different due to the extra health and safety measures in place, it didn’t detract from what was a busy three days of business, and increased excitement and buzz to be meeting in person again. We’ll be taking a momentary breath before announcing plans for Toy Fair 2023. During the show, we revealed the winners of the prestigious Toy Industry Awards 2021 alongside the Toy Retailers Association, to recognise the very best in toy retail, product, and supply. A huge congratulations to all the winners of 2021 who, in this unique year, were announced online. The event saw Dream Toys’ Gary Grant presented with a Special Recognition Award by the Toy Retailers Association for his many years of running Dream Toys - bringing toys to the attention of the media and families in the run-up to Christmas. We hope to bring the award ceremony back to Olympia London next year. Looking ahead, there are several government consultations expected in the coming months across the regulatory areas of toy safety, packaging waste, age-assurance, the UK designs system, exhaustion of IP rights regime, and new trade deals. The BTHA will be responding and representing the views of the UK toy industry to the government, keeping members informed on proposed changes, and offering guidance and advice when needed. Toy companies within scope should be preparing for the incoming Plastic Packaging Tax from April 1, and BTHA members can get in touch for further guidance. And, in 2022, the toy industry’s charity the Toy Trust pledges to continue supporting small UK children’s charities again. Following the success of this year’s Media Auction during Toy Fair there are two events for your diary which are upcoming for the Toy Trust: The Big Challenge on Saturday June 18 and London Marathon Events’ The Big Half 2022 on Sunday September 4 - there will be an exclusive number of places for runners available for the industry. Please contact Matt@btha.co.uk for more information. Finally, last month the BTHA was pleased to accept an additional two toy companies into membership. Toy firms can join the BTHA at any time, so please contact Tracey@btha.co.uk to find out more.
toysnplaythings.media
Obituary: Pamela Dyson By Malcolm Naish I am sad to report the passing of Pamela Dyson. Pam, as we all called her, was everpresent with her husband Roger at toy events and exhibitions for many years. He also played at many of the toy trade’s golf days and even once or twice had to put up with me for 18 holes. Pam also had a wicked sense of humour with her lovely Welsh lilt; we shared so many laughs across so many years, along with a number of riotous holidays. A real people-person, Pam always had time for everyone - and the world is a less well-off place with her passing.
INDX show to run in a Covidsecure format Buying group Associated Independent Stores (AIS) has confirmed that its INDX shows will go ahead under current government guidance for large indoor events and trade shows. INDX (short for Independent Exhibitions) represents a group of trade shows that take place at AIS’ own conference and event centre, Cranmore Park in Solihull, with free on-site parking. Cranmore Park has been awarded the Good to Go industry standard, showing that it has followed government and industry Covid-19 guidelines, has a Risk Assessment in place and has a process to maintain cleanliness and aid social distancing. As well as mandatory face coverings, visitors must present either their Covid-19 pass or proof of a recent negative lateral flow test on arrival. INDX Toys & Nursery (Formerly the Independent Toy and Gift Show) runs from April 6 to April 7. Curated by a team with over 25 years’ experience in the toy industry, the event will showcase market leading brands across licenced products, preschool toys, and children’s gifts, along with previews of upcoming launches. Details and registration can be found at www.indxshows.co.uk
Zapf Creation cuts singleuse plastic production In the first year of its commitment to plastic-free packaging, Zapf Creation has cut production of single-use plastic by over 65 tonnes. The manufacturer behind doll brands Baby Annabell and BABY born committed to plastic-free packaging in January 2021. It has since banned single-use plastics including cable ties, viewing windows, plastic bags and blister packs from all of its new packaging. This makes unboxing easier and more fun for children and parents, with fewer fiddly ties and no need for scissors - plus it can be disposed of alongside household recycling. Zapf’s plastic-free packaging is easily identifiable by the sunflower logo on the front of its boxes, which is being made even more prominent for its on-shelf presence this year.
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WHICH TOY TRENDS WILL SHAPE 2022? Families continued to seek refuge in play throughout 2021 while much in the world remained uncertain, and the U.S. Toy Association’s team of trends experts is predicting toys and games to provide exciting new ways for children and adults to prioritise play in 2022, says senior advisor, strategic communications Kristin Morency Goldman So what trends are expected to be the talk of the toy aisles? It’s a question that is arguably one of the most discussed topics every year (and hardest to predict). Buyers, media, and other play professionals will have the opportunity to get the inside track during The Toy Association’s Toy Trends Briefing, taking place virtually on Monday, February 21. Until then, here’s a sneak peek at what’s expected to drive sales through 2022: After nearly two years of travel limitations, cabin fever for kids and adults is an understatement. Whether families are looking to take a physical escape or a mental one in 2022, more toys and games will offer self-care through more creative-fuelled, and customisable play experiences, travel-ready and travel-themed toys, as well as toys that transport players into digital worlds. Think: metaverse [a virtual-reality space in which users can interact with a computer-generated environment and other users], AR [Augmented Reality]/VR [Virtual Reality] toys, and gaming tie-ins. Popits were on every kid’s wish list in 2021, and 2022 will bring a new wave of ASMR [Autonomous Sensory Meridian Response]friendly toys to market that are social media ready but grounded in tactile play. Look out for light-up toys that allow for mood expressions, as well as classics reinvented with new fidget play. New research commissioned by The U.S. Toy Association revealed that the sustainability of a toy for their child is important to most parents. Products that are putting in the investment behind the scenes (sustainability, DEI [Diversity, Equity, Inclusion] work, social good) will see the biggest pay off with consumers. Be sure to mark your calendars for the Toy Trends Briefing on February 21 for the full rundown on 2022’s hottest trends in toys and play. The presentation will be made available for viewing to at toyassociation.org/trends and on The Toy Association’s YouTube channel. Founded in 1916, The U.S. Toy Association is a not-for-profit trade association representing businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The U.S. toy industry has an annual U.S. economic impact of $97.2 billion and its 1,000-plus members drive the annual $27 billion U.S. domestic toy market. The Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and the media. It has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on programmes to ensure safe and fun play. The organisation produces the world-renowned Toy Fair New York and Toy Fair Dallas; advocates on behalf of members around the world; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.
toysnplaythings.media
PEOPLE
NEWS A change at Ravensburger Tim Hall has announced that he has decided to step down from his role as managing director of Ravensburger in Q2 after more than 20 years in the role. Tim said: “The decision is a purely personal one, but I have been fully supported by the super management team of the parent company. I have been very fortunate to have worked alongside such a talented and hard-working team in Bicester. In particular, over the past two years, they have worked tirelessly across all areas of the business to meet the sustained increase in demand for our products and I’m extremely grateful for all their efforts and support. “I’m also grateful for all the support I have received from our customers, licensors,
Rebecca Galligan
Toys R Us UK appoints buying director international colleagues and other partners. We have very ambitious plans for the next three years and I look forward to seeing the company go from strength to strength. “We are currently recruiting for my successor and then there will be a suitable handover period. I‘m delighted to say that I will not be leaving Ravensburger but will become part of the team looking after international licensing. I will therefore be able to keep in touch with all my Ravensburger colleagues and all our partners at retail and in the licensing community.”
Claire Hodgson
Sabine Dix
Changes at
Simba Smoby Toys UK
Simba Smoby Toys UK has promoted Sabine Dix to the role of head of sales, and appointed Claire Hodgson as national account manager and Rebecca Galligan as marketing consultant. Sabine previously held the position of senior national account manager and has been instrumental to the growth of the business, particularly the online and grocery channels, as well as the company’s national accounts. This, together with two decades of experience gained at Spin Master, Tomy, MGA, Trends and Theo Klein, will be invaluable to Sabine in her new role, which includes day-to-day management of the sales team. Claire joined the team in January as national account manager, supporting the company’s online customers. She brings more than 20 years of experience in toy and nursery industry sales, having most recently held roles with Spin Master and MGA Entertainment. The company has also confirmed the appointment of Rebecca Galligan as marketing consultant. She has a great deal of experience in marketing, brand strategy and franchise management, including senior marketing roles during a 14-year career at Mattel.
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Toys R Us has appointed Diane Lee as director of buying. She has more than 30 years of experience in merchandising and buying, and previously worked at Toys R Us UK, Hamleys, Early Learning Centre and Mothercare. Diane will be managing direct buying and product strategy within Toys R Us and Babies R Us, which will return to the UK this year, with dedicated websites in the first phase. This news follows the announcement last October that Toys R Us ANZ Limited and WHP Global, the parent company of Toys R Us and Babies R Us, had signed a landmark long-term exclusive licence agreement for Toys R Us ANZ to run digital and physical retail commerce for Toys R Us and Babies R Us in the UK.
New senior appointments at Rainbow Designs Rainbow Designs has strengthened its sales team with the appointment of Gary Hughes as national accounts controller. The company said Gary’s extensive experience in both the publishing and toy sectors, most recently managing the games category at Winning Moves across the high street and independents, will be a ‘fantastic and welcomed asset’ to the team. Meanwhile, Mandy McGough, who has been with Rainbow Gary Hughes Designs for five years and successfully developed the northern sales territory, has been promoted to field sales team leader. Rainbow Designs’ sales and marketing director Zara Grindrod said: “Kicking off 2022 with Gary at the helm of our national accounts base is going to be a huge benefit for us, and I’m looking forward to seeing what we can achieve this year. Mandy also absolutely deserves her promotion. She has worked really hard in the past few years and is a great ambassador for Mandy McGough Rainbow, with passion for our brands and products, and therefore the perfect candidate to head up the field sales team.”
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New faces for University Games and The Lagoon Group University Games and The Lagoon Group have strengthened their sales team with two new recruits. Carol Bradshaw Carol Bradshaw joins as national accounts manager, bringing more than 15 years of toy experience. She started in the industry in 2007 at Green Board Games and has spent the past 10 years at Bigjigs Toys. Sharon Gardener is the new account manager for south London and the south-east. She has a vast amount of experience, having spent 12 years at Bigjigs Toys. Sharon’s trade knowledge through both her sales and customer experience is key to her new role. Mark Jones, sales director for University Games and The Lagoon Group, is delighted to have Carol and Sharon onboard. He said: “They are both very valuable additions to our existing team. With the wealth of knowledge and experience they possess from many years in the industry, it can only benefit us as we enter our next Sharon Gardener exciting stage of growth.”
Asmodee appoints new business development executive Emily Catchpole Asmodee has announced that Emily Catchpole has joined the company’s national sales team as new business development executive, working across national accounts and exploring new avenues to drive its games into more hands. Emily has worked in the book industry since 2005 before becoming games and puzzles buyer at Waterstones. She brings a wealth of experience in retail, having started in store as a bookseller and working up to store manager, before moving across to head office. Asmodee director Anil Boodhoo said: “We’re thrilled to have Emily join us at a truly exciting time for the business. With her vast knowledge of games and the industry, she is a brilliant asset to the national sales team, and we wish her every success as she embarks on her career with us.” Emily commented: “I’m looking forward to the new challenges that a sales role will bring and working first-hand with the games that I love.”
Jazwares names chief brand officer Jazwares has announced that Jeremy Padawer joins the c-suite as chief brand officer, effective immediately. A toy industry veteran with deep Guy Thomas expertise in brand development across Arthur Ferreira multiple toy categories including collectables, as well as an experienced executive in e-commerce and animated content, Jeremy has been instrumental in Jazwares’ growth since joining the company in 2019. In this newly-created role prioritising brand and growth strategies, Jeremy will be responsible for the company’s global brand building, design, marketing, and communications across all business units. Herb Mitschele Jeremy Padawer Jazwares has also announced key promotions to the company’s sales organisation, elevating Herb Mitschele to executive vice president of global sales and planning, Guy Thomas to senior vice president of US sales, and Arthur Ferreira to senior vice president of international sales and marketing.
FEBRUARY 2022
Toy veteran wins Golden Teddy Award Alan Thompson has been awarded the prestigious BTHA Golden Teddy in recognition of his dedication and more than 50 years’ service to the toy industry, upon his retirement as a sales agent. Alan joined Tomy as a sales agent in 1983 following a wealth of experience in the toy industry, including roles at Mattel and Ravensburger. Tomy UK sales director Kingsley Matthews said: “Alan Thompson is a true man of character and integrity. He is dependable, honest, and credible - and fully deserving of his Golden Teddy Award. Alan is known in the industry for his enthusiasm for the ranges he sells and his relentless servicing of his retailers, and we shall certainly miss having him as a member of our team. We’d like to extend our thanks for his incredible 39 years of hard work here at Tomy.”
MGA and Zapf part ways with Neil Bandtock MGA Entertainment and Zapf Creation has announced that Neil Bandtock has resigned to seek new opportunities, following 15 months as MD for UK and Ireland. The company said it is thankful to Neil for his hard work over the past year, under extremely challenging circumstances for the industry, and wishes him well in the future. VP Sales and Marketing EMEA Marcel Deveny will cover the role in the interim.
New face at One for Fun One for Fun (formerly H. Grossman) recently appointed Valentine Jourdan to handle all content on its social media accounts under the new One for Fun company name. She was recruited to the role of senior export sales executive late last year and is already creating great content across all One For Fun’s social accounts. One for Fun encompasses the brands of HGL, Ozbozz, Tobar and all distribution products.
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MEDIA
NEWS
StoryToys launches LEGO DUPLO
MARVEL app for preschoolers The LEGO Group and Marvel Entertainment have teamed up with the award-winning app creator StoryToys to launch LEGO DUPLO MARVEL: a mobile app for preschoolers. The app aims to combine the learning benefits of LEGO DUPLO with the fun and adventure of Marvel. It’s aligned with the Headstart Early Learning Outcomes Framework, to ensure it meets the developmental needs of two- to five-year-olds. Each play pack features fun challenges to support learning and skills including early maths, creativity, reasoning, and problem-solving. Marvel fans can engage with their favourite superheroes including Spider-Man, Captain America, Ghost-Spider and more. In each activity, children help superheroes save the day, from shooting webs with SpiderMan to rescuing a cat with Captain America. Kids can also create and build structures with virtual 3D LEGO DUPLO bricks. Each activity is described as an open-ended play experience for endless fun. With more than one million pre-orders globally, the app is available from the App Store and Google Play in 25 languages, with more to come later this year. It’s free to download with additional content available to purchase.
E.T. comes home E.T. the Extra-Terrestrial - the beloved film from Universal Pictures and Amblin Entertainment celebrates its 40th anniversary in June and the milestone will be marked with a curated mix of special screenings, new consumer products, and digital and social media campaigns - as well as retail activations that capture the appeal of this classic movie. Warranted for a big screen anniversary of this stature, Universal Brand Development has lined up a roster of global licensees. Mattel has signed on to create E.T. feature plush that brings the character to life. Additional new global partnerships include Funko & Fisher Price (collectables), WOW Stuff (novelty), Basic Fun! (retro collections) and Ravensburger (puzzles). UK-specific partnerships have also been forged with Posh Paws (plush), RMS (amusement toys) and Nobel (chess). In addition, one of the most creative extensions to mark the anniversary is a replica of Elliot’s iconic BMX bike, that will hit mass retail later in the year.
Wildbrain and iQIYI greenlight Jonny Jetboy
Novel Entertainment speeds into partnership with P2 Games Novel Entertainment has partnered with P2 Games to develop and launch a racing game for its Horrid Henry brand. Targeting kids aged six-plus and families, Horrid Henry’s Krazy Karts is available exclusively from the Nintendo eShop on Nintendo Switch worldwide. Based on Novel Entertainment’s hit TV series Horrid Henry, the game will give players the chance to race as Horrid Henry, or go head-tohead with him as Rude Ralph, Moody Margaret, Perfect Peter, Brainy Brian or Singing Soraya, gaining cups and upgrades to become the ultimate ‘Horrid Hero’. The game features 40 levels set across four themed locations: Gross World, Ashton Town, Ashton Primary and the Park. During the races, players control their racing karts to swoop over jumps and dodge obstacles, farts, goo and slime. 14
Jonny Jetboy, a brand-new original animation series from Keith Chapman (pictured), creator of smash hits Paw Patrol and Bob the Builder, is set to be produced by iQIYI in collaboration with WildBrain. iQIYI is an online entertainment service in China, and WildBrain will act as supervisor on the show’s development and production, as well as handling its global distribution and licensing business outside Greater China. The action-packed show follows the adventures of 10-year-old Jonny, the youngest member of the hero family, who are secretly the ‘superteam’ known as JetForce. The 40 x 11’ series is targeted at kids aged four to seven and is slated for release in 2023. Keith said: “I’m thrilled to be working with the talented teams at iQIYI and WildBrain to build Jonny Jetboy into a global super-brand.’’
Xilam Animation
hits milestone Academy Award-nominated French animation studio Xilam Animation has reached significant milestones in its global digital content strategy, including debuting on Samsung TV Plus, and securing a YouTube Diamond Play Button. Now Xilam has been awarded a Diamond Play Button for its Oggy and the Cockroaches YouTube Channel, which has 10 million subscribers. This marks Xilam’s second Diamond Play Button after its Zig and Sharko channel received the award in 2020. Also on YouTube, Xilam has reached the 50 million subscriber mark across its network of dedicated brand channels. Across all digital platforms worldwide, Xilam cumulated 12.5 billion views for its content in 2021. Of this total, 1.5 billion views were generated from Facebook Watch, making Xilam the number one provider of kids’ content worldwide in terms of views on the VOD (Video on Demand) service.
toysnplaythings.media
LICENSING
Flair GP and Aardman sculpt deal for Plasticine collection
NEWS
Flair GP and the award-winning studio Aardman have signed a two-year deal to introduce new licensed lines to the Plasticine collection. The partnership will introduce two of Aardman’s much-loved animated characters to Flair’s popular heritage collection: Shaun the Sheep and Morph. Available from July, these licensed sets will offer children hours of creative play, allowing them to recreate their favourite on-screen characters from Plasticine - the modelling material that never dries out. The first addition to the range is the Plasticine Shaun the Sheep Farmyard Fun set, which will enable kids to create their own Shaun the Sheep characters from Plasticine, complete with the illusion of a woolly texture. Once modelled, the characters can be displayed in the 3D farmyard scene. The second line is the Plasticine Morph Animation Maker, which will allow children to create their own Morph - the clay character who made his TV debut on the children’s BBC art show Take Hart in the 1970s and is back in a new Sky Kids series: The Epic Adventures of Morph. Kids can use the props and accessories to create Morph and then place him on the famous desktop scene, to bring to life their favourite stop-motion sketches from the programme.
Bulldog signs Wow! Stuff for Odo
Mattel and Disney sign global deal
United Wheels UK brings magic of Disney, Marvel and Lucasfilm to the UK United Wheels UK has introduced its new licenced line for Disney, Marvel and Lucasfilm. Last month’s Toy Fair gave retailers an exclusive first look at the premium launch for Huffy. The range includes all sizes of children’s bikes from balance bikes, through 12in, 14in, 16in wheel, scooters and battery-powered ride-ons. Featuring characters from the global giant’s top-rating licences, the line includes family favourites from Disney Princess, Frozen, SpiderMan, Cars, Star Wars, and Minnie Mouse. Disney and United Wheels’ affiliate, Huffy Corporation, have worked together in the US since 1996, and this agreement between United Wheels and Disney expands their partnership to include EMEA. Lines from this collaboration include the Huffy Frozen 12in Bike, Huffy Spider-Man 6V Battery Ride On Bubble Scooter, and the Huffy Disney Princess Royal Horse and Carriage Electric Ride On.
FEBRUARY 2022
Mattel has announced a multi-year global licensing agreement for the Disney Princess and Frozen franchises. Mattel will have the global licensing rights to develop lines of toys for Disney consumer products, games, and publishing, including fashion dolls, small dolls, and figures. The collection is expected to launch at retailers around the globe at the beginning of 2023. Mattel president and chief operating officer Richard Dickson said: “We are incredibly proud to welcome back the Disney Princess and Frozen lines to Mattel. As the worldwide leader in dolls, we look forward to bringing our Mattel Playbook approach to brand management, product and marketing expertise, and unrelenting attention to detail and quality to create innovative and inspiring lines for these iconic stories and characters.”
Licensing agency Bulldog has penned a Master Toy global deal with Wow! Stuff to become the first licensee for the 2.5D animated series Odo, which has now sold into more than 128 countries. Wow! Stuff will create plush, dolls, figures and accessories, roleplay toys, play sets, track sets, construction and bath toys. Odo is a little owl with big ideas and joined the Bulldog family following its TV launch last year.
Moose Toys shares preview of new Octonauts toy line Moose Toys has revealed the first-look at its new Octonauts toy line, which launches in August. In partnership with Silvergate Media, Moose will release a range of vehicles, figures, plush and playsets based on the popular animated TV property Octonauts and its new series, Octonauts: Above & Beyond. The vehicle-based line is supported by figures and playsets, which allow Octonauts fans to recreate their favourite episodes and imagine new adventures. The first wave of the range includes: playsets (Octoray Transforming Headquarters Playset and Octopod Action Playset), vehicles and figures (Octonauts Deluxe Vehicles, Gup-A and Captain Barnacles, Gup-B and Kwazii, Terra-Gup 1 and Dashi), figures (Adventure Packs), gup racers (Gup Racer Assortment), plush and talking plush.
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NEWS First LEGO store in Ireland to open in summer The LEGO Group will open its first store in Ireland, on Grafton Street in Dublin, this summer. The shop will debut the company’s new ‘Retailtainment’ concept, which blends physical and digital immersive play experiences in-store. These include: the Minifigure Factory, which allows visitors to design and create a unique LEGO Minifigure; LEGO Expression, where visitors can have fun with LEGO Minifigures who mimic their facial expressions; LEGO Pick a Brick Wall, for fans to select the exact elements they require for their builds; Hands-on Play opportunities, including free build challenges and events each month; Build a Minifigure Tower for mixing and matching from a wide selection of bottoms, tops, heads, hair pieces and accessories to customise minifigures; and exclusive 3D LEGO models inspired by Dublin and Irish culture. There will also be benefits for LEGO VIP members including exclusive VIP gifts with purchase, double points events and more. The store will offer the full range of new products only available direct from LEGO stores and shop.lego.com including the likes of LEGO Boutique Hotel and LEGO Ideas Earth Globe. Simone Sweeney, vice president of global LEGO retail development, said: “We have been looking for the perfect site in Dublin, so we were very excited when the opportunity came about to open on vibrant Grafton Street. The city has been part of LEGO retail’s expansion strategy for many years. We are also excited to be revealing the new LEGO retail platform in this market with retail-first experiences and a destination for product launches and events and a hub for our Irish LEGO fan community.”
Bargain Max marks LEGO Day In a OnePoll survey of 2,000 UK adults commissioned by Bargainmax.co.uk, LEGO came first in the list of ‘top toys every child should own’, beating products such as Play Doh, Connect 4 and Rubik’s Cube to the top spot. To celebrate International LEGO Day on January 28, the online toy retailer revealed some of the LEGO sets flying off its virtual shelves, including LEGO Friends Heartlake City Grand Hotel, LEGO City Fire Command Unit, LEGO Minecraft Fox Lodge, and the LEGO Minecraft Mushroom House. Eli Haffner, digital marketing specialist at BargainMax.co.uk, said: “LEGO is one of the most universally loved toys, and is a consistently popular choice for kids and adults alike.’’
Target Australia launches Early Learning Centre in-store and online Addo Play (part of TEAL Group Holdings) has announced a multi-year partnership between Australian retailer Target Australia and the award-winning British toy and early years development brand Early Learning Centre. This collaboration will see Early Learning Centre’s best-selling toys in multi-bay shop-in-shops in all of Target’s 120 stores across Australia. The in-store activity will include full ELC branded point of sale. Alongside this, there will also be an Early Learning Centre online brand page on Target.com.au and on the Target app, available in the App Store for Easter. The launch will initially feature 95 preschool products across core categories including Baby, Toddler, Imagination, Learning and Creativity. To help children explore their Imagination, there are the Rosebud, Let’s Pretend and Let’s Pretend Wood ranges, and to encourage Learning there are options introducing children to have fun with learning games or to fuel their Creativity with arts & crafts toys.
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Poll reveals most-loved toys and games of all time A nationwide poll of 1,500 UK residents, commissioned by toy retailer The Entertainer in conjunction with its Big Home Rehoming campaign and conducted by Perspectus Global, has revealed a list of the most-adored toys and games from our childhoods. Old-fashioned teddy bears topped the list, with 33% of the vote and, according to the survey, as many as 10% of adults still sleep with their childhood teddy every night. Overall, 67% of the adults surveyed still reminisce about childhood toys, while three-quarters (74%) are hit by waves of nostalgia when thinking about them. The study revealed our favourites, with Rubik’s Cube (31%), Barbie doll (28%) and Care Bears (26%) all featuring high on the list. Polly Pocket (25%), My Little Pony (20%), Etch-a-Sketch (19%) and Hungry Hippos (17%) also made the final cut, as did Sylvanian Families (14%), Mousetrap (14%) and Buckaroo (14%). Scalextric (13%), Spacehoppers (13%), and the board game Operation (12%) also featured. Meanwhile, the research revealed that eight in ten (81%) parents admit that it fills their hearts with joy when they see their little ones playing with toys they loved themselves as children. And over a quarter (26%) cannot resist playing with their kids’ toys, when they are on their own. Almost half of British parents (45%) are hoarding mountains of boxes of their kids’ old toys - all sitting gathering dust at home - while 81% have a yearly spring clean to clear out older toys, with 24% admitting they have binned plenty of their children’s unloved toys, only to feel guilty and regretful that they were not passed onto other children who would have appreciated them more. Over two-thirds (67%) think unwanted toys should go to charity, and 13% aim to donate them to children’s hospitals or schools. Geoff Sheffield, chief commercial and marketing officer at The Entertainer, said: “We are not surprised to find toys like teddy bears, Rubik’s Cube and Barbie at the top of the list. These timeless toys have been enjoyed by every generation and bring back wonderful childhood memories, providing comfort for many.” Referring to the chain’s Big Home Rehoming campaign, he noted: “Since 2019 we’ve rehomed 40,000 toys with The Salvation Army, which may otherwise have ended up in landfill. We’re excited to announce this is returning for another year and we encourage everyone to bring in their much-loved toys which are no longer played with to their local stores, so these can be loved and played with by new families.” THE 20 MOST-LOVED TOYS AND GAMES FROM CHILDHOOD, ACCORDING TO ADULTS: 1. A teddy bear 33% 12. Sindy 14% 2. Rubik’s Cube 31% 13. Scalextric 13% 3. Barbie 28% 14. Space Hopper 13% 4. Care Bears 26% 15. Spirograph 12% 5. Polly Pocket 25% 16. Operation 12% 6. My Little Pony 20% 17. Teenage Mutant Ninja 7. Etch-a-Sketch 19% Turtles figures 10% 8. Hungry Hippos 17% 18. Baby Born 9% 9. Sylvanian Families 14% 19. Barbie Dreamhouse 10. Mousetrap 14% 9% 11. Buckaroo 14% 20. Gameboy Original 9%
13 toysnplaythings.media
THE INDEPENDENT
OPINION
Diary of a toy shop Columnist Amanda Alexander (left) with Gina Adams from Galt Toys at London Toy Fair
Amanda Alexander, owner of Giddy Goat Toys in Didsbury, Manchester, is forward planning for the year ahead, booking trade show trips, and co-opting her sons to help out with her new orders
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022 has started off well for our little Manchester toy shop. We had a cracking Christmas with online sales coming in up until December 18, after which it was actually quite nice to just focus on our in-store customers without picking online orders around them and printing off shipping labels. Online sales have now dropped off a cliff, but shop customers have returned in the form of children with Christmas cash to spend and parents buying for parties. For us, that’s the big difference in trading compared with the past two years. Party presents have always been our bread and butter (until March 2020), with an average basket value of around £18 comprising a gift, card, and a sheet of wrapping paper - often with a plea to wrap said gift as the customer was on their way to the party! This has picked up again, so I’m feeling positive about 2022. I hope this heralds a return to normality for all the kids who have missed out on parties and brings a boost to sales for all the toy shops that parents rely on when they suddenly realise their child has a party to attend the following morning! As I write this, I’m planning visits to Toy Fair and Spring Fair and thinking of what product gaps we have. Children’s jewellery is one of them and Spring Fair can be great for finding gifty things. We’ve got a sale going at the moment in a desperate attempt to reduce the number of things to count in the much-dreaded annual stocktake at the end of January. I’m avoiding buying anything until after stocktaking, but hate looking at gaps on shelves, so I have to sit on my hands! In terms of preparing for the year
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I won’t take my foot off the gas, as you can never take your business and your customers for granted. So I’ll be on the lookout for new products, new suppliers, new dropship partners and new sales channels
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FEBRUARY 2022
ahead, it’s obviously important to reflect on previous years and think about what worked for us and what didn’t. Staff-wise we were fine, though like many indies, I probably did way too many hours myself - especially if I think about the hours spent at home adding products to the website or ordering stock. But I have a great team of part-timers who are happy doing one or two half-days a week but will do extra as we go into Q4 or when I’m on holiday, so that works well. My two main members of staff both asked to not be furloughed again when we went into the third lockdown last January, which is not only a reflection of their work ethic but also an indication of how important workplaces are for people; not just to earn an income but to socialise and get a sense of achievement. Product-wise we have a few lines that I overbought for Christmas and by the end of December our LEGO shelves looked tragically empty, but generally I feel we pitched our buying levels about right in terms of amounts, variety, and different price points. But I’m still looking forward to viewing new lines (just not the process of adding them to our epos). My eldest son, who is at university, has been asked to help with this process but I fear the siren call of the student pool hall he and his friends have discovered is way too tempting. Keeping it in the family, my youngest son is being drafted in to help unpack and price up deliveries though. My boys might not be able to advise me on what the hottest new toys are any more, but I think it’s important for them to do a bit of work for me. It might not be as much fun as when they were little and would test how much play value certain toys had and how fun and robust they were, but I still insist on
us trying out new board games: Cheatwell Games’ Host Your Own Family Quiz Night was our post-Christmas dinner ’none-ofus-can-move-for-an-hour’ treat. My Diary of a Toy Shop columnist counterpart, Hazel McCarthy at Toy Corner in Galway, who has just had a baby - congratulations by the way to you, Hazel - has all this ahead of her: the chance to try out the lovely products in her shop with her new arrivals. Trade shows and trade magazines like TnP are therefore more important than ever for me for finding out about new toys, with my other sources of information being my customers and my social media guru Jo, who has a boy and girl aged seven and five, respectively. She has become invaluable, not merely for her amazing enthusiasm and understanding of the difference between ‘stories’ and ‘posts’ but for suggesting new toy ideas and taking samples home to try out with her children. (Suppliers take note: the occasional sample goes a long way in encouraging us to try specific new lines…). So, as far as forward planning goes, there are no big plans. Like many indies, I’ve bought an epos system and become an omnichannel retailer. I dealt with the shop being closed by jumping to online selling, and coped with reopening under restrictive conditions and the uncertainty of what was going to happen month on month. I won’t take my foot off the gas, as you can never take your business and your customers for granted. So I’ll be on the lookout for new products, suppliers, dropship partners and sales channels. But given that the past two years have been a rollercoaster, keeping the fairground analogy I hope 2022 is like a go on the teacups, followed by a walk on the beach with a bag of fresh, sugary doughnuts.
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OPINION
Retail’s still getting physical not phygital John Ryan heads to the US to discover what might be in store in retail’s future, and discovers that bricksand-mortar players have every reason to remain optimistic
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t this time of year, you will invariably stumble across predictions about what the year ahead holds, and although I’m a little late to the forecaster’s party there is some justification to what follows, largely owing to the fact that I’m recently back from both CES and NRF. ‘What and what?’ you’re probably saying. Well, CES is the Consumer Electronics Show. It’s in Vegas (baby) and is the biggest of its kind in the world. NRF is the National Retail Federation and it’s a bit like CES, except that it’s solely for retail. Both took place in January and, for a glimpse of what’s to come, it was worth the trip. So, what was new and what (in spite of the Covid-related diminished numbers at both events) did the punters reckon to what was on show? Well, if you’re in the business of selling toys in a store you might want to know which parts of your shop could be considered hotspots and which are not. Customer counting and monitoring is certainly one way of doing this, but is about as interesting as watching the proverbial paint dry. Unsurprisingly, there are now widgets that do the job for you. But what is surprising is that they needn’t be the stuff of big outfits. Microelectronics are relatively cheap, so knowing what’s happening is possible and worth the effort. Then there’s the matter of ‘phygital’ which for some means looking in-store and perhaps browsing online while you’re there. This can, of course, be done by phone. But in these pandemic-darkened days, what truly fastidious person would want to touch an in-store screen? You don’t have to. There are now screens that feature a camera that maps your hand to create an on-screen avatar, which mirrors what your hand does, without any requirement to actually touch anything. But then why bother going into a shop if all of this is the norm? Wouldn’t it be better to dive into the ‘metaverse’ and just become a virtual customer in a virtual store? Well, maybe, and there was a good deal of talk about this at both CES and NRF. But nothing was really landing, and there was rather more hope (on the part of the vendors) than any kind of digital reality, as it were. This is probably good news for those whose business it is to operate out of bricks-and-mortar shops. And if there was a single thing that emerged from both shows, it was that physical retail is worth designing new things for, and it’s to be expected that this state of affairs will continue for the foreseeable future. The prediction for 2022, therefore, is one of steady
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state. The worst is behind us and while we kept on getting hit, we’ve shown an uncanny ability to pick ourselves up and get on with it. All of which sounds pretty rosy when set against what we’ve been through, but there remains an elephant in the room: the economy. At the time of writing, the news was that inflation in the UK had hit a 30-year high and is currently running at over 5%. That sounds bad, and when coupled with the Bank of England raising interest rates, there will be less money all round over the next 12 months for the average man (or woman) in the street. Practically, this means that discretionary spending - and toys and playthings fall firmly into this category - may be hit. Except that as every consumer behaviour analyst will point out, spending on products that will bring a smile to the faces of our children is one of the last things that goes under the hammer. So, will 2022 be any good if you want to sell toys? The answer would appear to be a qualified yes. The tech merchants are certainly banking on it being so, and maybe they’re in the know (although hope does always spring eternal in this neck of the woods). As far as shops are concerned, if only a small fraction of what was on show at NRF and CES makes its way into the retail mainstream, then it’s reasonable to think things will be better for shoppers. And that in turn will feed through into sales, at the least, not going backwards. Oh yes, and if gaming is your thing, or you’re in the business of selling add-ons to what you currently show, look out for haptic suits. These are pieces of clothing that you wear while playing a video game, which react to what’s happening on the screen, allowing you to ‘feel’ the action. This was everywhere at CES and was one of the most sought-after items. It’s a fair bet that Christmas lists will include haptic vests, gloves, whole body suits or similar. Be of good cheer then! It’s a new year and although I’m stating the obvious, things really are very different from this time in 2021. Inflation will certainly be troublesome, but if you want a summary of 2022, it will be a year of recovery. Learning to live with Covid has meant accepting that while things are different (and will continue to be so), life does not have to grind to a halt. It hasn’t, and the retail shakeout that has marred the last two years looks to be at an end. Things are already better.
If there was a single thing that emerged from both shows, it was that physical retail is worth designing new things for, and it’s to be expected that this state of affairs will continue for the foreseeable future
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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.
CONSUMER
INSIGHT
How STEM toys are shaping the future generation as Germany (58% girls) and France (54% impact on their children. As education has girls), more girls than boys chose these been disrupted in many countries by the toys. In most countries surveyed, the pandemic, toys serve as an engaging medium gender split of kids picking to develop soft skills outside STEM toys as their favourite the classroom. Globally, one in Globally, one in is fairly equal. In light of the five parents of kids aged six five parents of kids ‘Girls in STEM’ movement, to 12 say that it’s important it’s crucial for toys and for the toys they buy for their aged six to 12 say that games to be inclusive kids to have some educational it is important for the and engaging for all kids. value, suggesting that they are toys they buy their kids In 2018, Mattel’s Barbie willing to pay more for toys to have some launched an engineer that help their offspring learn. educational value, doll and since then, other Furthermore, 62% of parents brands have introduced agree that STEM subjects are suggesting that they more representative toys. are willing to pay more the most important subjects Toys and content for kids to learn today. for toys that help their consumption are key At any given time, many kids kids learn factors that shape the have access to multiple screens development of kids and devices providing different everywhere. Science and technologysources of information. Although digital hobbies based careers are rising in popularity, are increasing in popularity, with video games with six of the top 10 career aspirations ranking as the number one pastime among kids of children globally being STEM-focused. in the UK, the rise of STEM toys asserts the value The Insights Family’s award-winning data of offline play. With 59% of parents in the UK portal shows that kids who play with reporting that they are concerned about their STEM toys are almost twice as likely to kids spending too much time online, STEM toys want to pursue a future in IT/computing have an opportunity to counterbalance digital and game design. time and be preferred by parents. It’s clear how much parents believe toys Parents and kids alike are beginning to focus and play can have a positive development on keeping a healthy mind, as well as a healthy body. Families are spending their money not only on entertainment, but also on experiences that will give them some emotional support in a time of stress and uncertainty. STEM toys can position and emphasise their credentials in this space. To find out what other trends will be popular this year, The Insights Family has launched its Future Forecast 2022 report, which contains 10 predictions and trends that will impact advertising, content, licensing, marketing, product and retail strategies for brand owners. To download the full complimentary Future Forecast 2022 report, visit: https:// try.theinsightsfamily.com/futureforecast.
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s the first generation of digital natives, the kids of today are fully immersed in technology - at home, at school and in their playtime. They are developing in an age where coding is mainstream, touchscreens are everywhere, and new content can be accessed all the time. These differences in the way children are learning mean that their interests, toys and hobbies are distinctly different from those of their parents. The excitement surrounding gaming, vlogging and streaming means that kids are leading the way when it comes to designing our future. Across the world, STEM subjects rank highly in the top 10 favourite subjects of kids aged six to 12. Maths ranked as the global favourite, with one in five kids choosing it as their preferred class in school. In correlation with this, the number of kids saying they play with STEM toys has grown exponentially over the past year. In the UK, the popularity of these toys among kids aged three to 12 has increased by 122%. Not only is this a significant change, but the majority of this growth has been driven by girls. In some countries, such
The Insights Family specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, every year the company surveys more than 383,760 kids and 187,200 parents.
As digital native pioneers, children are more immersed in the world of technology than any generation before, which is why STEM toys have such an important part to play in their development, says Nick Richardson, CEO and Founder of The Insights Family
MEDIA
ANALYSIS
What should my media mix look like? N
ow Toy Fair is over, it’s time to refine those media battle plans for the year ahead. As we do this, it’s vital to also look back and take forward key learnings to inform the media strategy of 2022. With an ever-evolving and For those fragmented landscape, what should your looking to really brand’s media mix look like in 2022? Here’s test whether some top tips to consider:
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fortune favours
Build AV awareness with multiple layers: the bold, we Starting at the very top of the traditional predict the time spent viewing video content by four-to-nine-yearfunnel, building awareness of your product olds, it offers advertisers the golden opportunity of Metaverse and/or brand will continue to remain a vital creating a viral video. will hold huge part of any marketing strategy this year. For those looking to really test whether fortune potential for As reported last month, we saw children's favours the bold, we predict the Metaverse will hold (aged four to 15) linear viewing to children’s children’s huge potential for children’s advertisers. Getting there commercial channels decline 22% YoY advertisers. first could hold golden opportunities. (year-on-year). Getting there first Be relevant socially with parents: Parents spend an These YoY declines for traditional TV are could hold golden average of two hours and 11 minutes on social media of course nothing new, but the need for multiple times daily. As social media provides an opportunities advertisers to layer-in additional AV channels intimate two-way conversation, where you earn eyeballs has never been so apparent, with 2020/2021 rather than buying them, consumers have begun to representing the tipping point. expect a deeper level of connection with a brand. This But where are children viewing content? For the most relationship is particularly important within the toys & games common audience of children aged four to nine, dominating sector, as buying for children is often emotionally-driven, and the landscape from a pure viewing occasions perspective, 87% of parents consult social media platforms before they it’s no surprise to see SVOD [Subscription Video On make a purchasing decision. Demand] platforms such as Netflix and Disney+ at the top. Earning these eyeballs on social requires strategy: persistent, When isolating to commercial channels, YouTube and linear impersonal, and overly salesy messaging can be ineffective and TV continue to fight for dominance, followed by BVOD reflect poorly on a brand. [Broadcaster Video On Demand] services and TikTok. Always be ecommerce ready: With 64% of UK parents Test & learn with new platforms: Whether it’s as simple surveyed going online to shop last Christmas (Giraffe Insights, as AB testing different creatives or testing approaches to Kids & The Screen – 2021), and with virtual shopping baskets new/look-a-like audiences, test & learns are vital to discover filling up quicker than ever before, it’s more important than more about your brand. ever to ensure you have a robust ecommerce strategy. What’s Last year, numerous brands took to the likes of TikTok to most important is to ensure that ecommerce investments work showcase their products and brands in new and innovative in conjunction with other areas of the media mix, delivering an ways. Here, a TVC [television commercial] message just omnichannel approach to to generate maximum efficiency. doesn’t cut it, and user-generated content that breaks Summary: Planning 2022 marketing activity is going to be through the traditional one-way communication is key. challenging for a whole host of external and Regardless of the fact that TikTok only represents 1% of environmental considerations. When it comes to media, the landscape continues to offer challenges as well opportunities for those that use research, AI technology, and Source: Giraffe Insights Little proprietary tools in good measure. Voices, November 2021, % of time To hear more about spent watching video content Optimus AI - our new suite of planning, buying and reporting tools - please get in touch with me or the Generation Media team.
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Being everready and relevant is key as we head into 2022. The media landscape continues to change and fragment so you need to be flexible, says Generation Media director of business development Alex TaylorSmith
Generation Media is the UK and Ireland's largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 or email contact@generationmedia.co.uk to learn more
BMW Z4 ROADSTER ELECTRIC RIDE-ON 01626 835400
sales@wiltonbradley.co.uk
www.wiltonbradley.co.uk
L A I C E P S S R O D A S S A B AM
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s e r u t adven
a trio of g in w ie ev n busy r ley’s portfolio e e b e v d ha ilton Bra testers r W io in n s ju t c Our y produ Tag says: la p r o o outd
Two-wheeling fun Suitable for kids from the age of eight to adult, with a maximum user weight of 100kg, the Osprey Neo Elite Stunt Scooter is packed with an array of high-spec features to help riders take on more complex manoeuvres. So it’s ideal for those who want to progress from a beginner to an advanced rider
“This scooter is well-built and strong, so it’s perfect for doing tricks o n! The colours are amazing too”
The full aluminium deck (500 x 108mm) offers stability and strength for long-lasting use, while maintaining lightness for performing tricks. Featuring PU HR Wheels (110 x 24mm) with high-quality ABEC 7 bearings, the Neo Elite benefits from a silky-smooth ride that's great for maintaining speed between tricks.
For when you need to slow down, the steel safety brake provides plenty of stopping power. At the base of the T-shaped steel handlebar is a sealed, threaded headset that ensures it remains protected from the elements during wet weather rides. The stunning neo chrome finish, coupled with Osprey branding across the bars, wheels and grip tape, make this one of the most eye-catching scooters that Wilton Bradley has ever produced. Tag, aged 13, took this scooter for a test ride. He says: “I rode to our local skate park to try it out on the ramps, and it was really easy to manoeuvre. The wheels are smooth, and the scooter is well-built and strong, so it’s perfect for doing tricks on! The colours are amazing too. They’re really cool and it's great how they change in the light.” Mum Amber adds: “I love this scooter myself! It's pretty with the neo chrome finish and so smooth and comfortable to ride that even I had a go! This will last for years, and it looks great. There's nothing not to like about this cool product!”
Go with the flow Waterwall is the name of Wilton Bradley’s new product in its Playhouse brand. It’s no secret that when it comes to outdoor play, kids need no help in creating their own imaginary worlds. Waterwall is a must-have for households with imaginative toddlers Teaching children about gravity, angles, and water flow, Waterwall offers limitless combinations for them to enjoy a different creation every time they move the pieces. With a range of interchangeable modular accessories included, which are fitted to the wall to create a water run from top to bottom, kids can have fun designing their own water flows and seeing their problem-solving skills come to life as they pour water from the top. Made from quality sustainably sourced wood, Waterwall also blends perfectly into the garden. This weather-resistant product can be used outdoors (or even indoors) thanks to the included bucket, which catches the water when it reaches the bottom. The design and concept are currently under Design Registration and is
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toysnplaythings.media
Skating in style The Xootz Sketch Ya Deck Skateboard is the ideal choice for beginner or amateur skaters who want the opportunity to practise their stunts and tricks With a supportive and durable 9-ply maple deck, 5in aluminium trucks and base, 6mm risers and 54 x 35mm PVC wheels, this 31in board provides a reliable and sturdy platform for skaters who are looking for a smooth ride. Kids will love the design on the bottom of the board too - and will have fun colouring it in with the four supplied marker pens to customise their own deck. All Xootz boards come fully assembled, so you don't have to worry about putting it together when it arrives. Kids can just unwrap, hop on, “Skateboarding and start pulling crazy tricks! fun!” Our two testers - sisters Tamba (aged five) and True (aged seven) both enjoyed taking turns putting the Xootz Sketch Ya Deck through its paces. Both are novice skaters, as Mum Amber explains: “My daughters hadn't used a skateboard before, but after practising in the kitchen, they’re now really good at balancing on it and
Tamba says: is
we’ve visited our local skate park several times. This is an excellent choice for beginners - and it will last for years as it’s not something they ever grow out of, so they will always play on it. Plus, the Sketch Ya Deck is a great concept, because they can personalise the board with the marker pens, which come in lovely, bright colours. My kids like arts and crafts so they really enjoyed getting creative.” But the last word goes to Tamba: “Skateboarding is fun!” she says. “The wheels are really smooth and your feet stick to the top, so it's easy. You can wear pads so you don't hurt yourself if you fall off - and you can colour in anything you want on the bottom with the pens!”
Patent Pending ref. GB 2105957.1 Mum Amber says: “This product is simple to assemble. The instructions are easy to follow and my daughters Tamba (aged five) and True (aged seven) enjoyed helping me put it together using the bolts. They loved creating their own water run and playing with the accessories such as the tap handle, water wheel, water mill, corkscrew, and waterfall. “It’s a really innovative design. It not only looks colourful and inviting, but it’s obviously well-crafted and built to last. It’s very sturdy so it won’t fall over, but light enough to move around with no problem. “This is a high-quality durable product to keep in the garden, which can be used any time of the year - summer or winter. My kids play with it Wilton Bradley whenever they go outside. It’s definitely a 01626 835400 great interactive outdoor toy for any age!'' www.wiltonbradley.com
True says: “I like watching the water moving down and seeing where it goes”
FEBRUARY 2022
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Wilton n Bradley Bra prese presents resents their new Playhous produc Pl Playhouse product: duct: uct: Waterwall. Wilton Bradleyy is proud to present their new n product in their Playhouse ayhouse brand; Waterwall! It’s no secr secrett that when itt comes es to outdoor ou play, kids n need no help in creating ating their own ow imaginary aginary worlds. Waterwall Waterwa is a must have for households with imaginative toddlers. toddlers Teaching kids about gravity, angles and water flow, this wall is packed with limitless combinations ons for them to enjoy a different creation every time they move the pieces. With a range of modular accessories included, kids can have fun creating their own water flows and seeing their problem-solving skills come to life as they pour water from the top.
Between the ages of 3 to 8, kids ssee a whole le host of developmental landmar landmarks rks such as the emergence off language, motor, otor, ccognitive, social, cial al, and em emot emotional otional skills skills. kills As ne new sskills develop develo elop children can participate ate in more m complex activities a d here at Playhouse we want to assist children in developing and these essential range e of skills skills. Mad from quality sustainably sourced wood, Waterwall Made also lso blends ble perfectly ctly into the garden! This we weather weath resistant nt Waterwall W t allll can be b used outdoors or indoors thanks to the included bucket b which catches the water when it reaches the bottom. t This Innovative design is a totally new concept and fills a real gap in the market. This unique que design and concept are currently under De Design esign Registration and is Patent Pending ref ref. GB 2105957 2105957.11 2
Design Director, Scott Eden: “After several rounds of product testing with children of different ages, we’re confident we’ve developed a high quality, durable outdoor toy that families will love and enjoy for many years.”
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TAINA The wa BLE ll is ma de from sustain quality ably so urced wood. Buying Director, Carl Bradley: “We wanted to build on our range of outdoor interactive toys and looked at how we can m school and nursery n sery bring some of the most fun and exciting activities from play areas back to family homes and gardens.”
WHAT’S N Character extends eco plush range
More play with Paddington Rainbow Designs 01329 227300 www.rainbowdesigns.co.uk Rainbow Designs has introduced new Autumn additions to its Adventures of Paddington preschool toy range. Based on the award-winning TV series, The Adventures of Paddington toy range has gone from strength to strength since its launch, and later this year three Playsets will join the line-up: Paddington’s Campervan Bessie, Paddington’s Football Set (in time for the FIFA World cup) and The Treehouse, where Paddington and his friends like to plan their next adventure. The Playset trio will join the Rescue Set with Dr Paddington and Pigeonton, the Play Bus with two Paddington figures including Paddington as a bus conductor; and the Multi Figure Set that includes the dynamic duo Paddington and Jonathan. The Adventures of Paddington range also features a series of cuddly soft toys including a Talking Paddington that says five of Paddington’s much-loved phrases such as ‘Where’s my marmalade sandwich?’, which won the Editors’ Choice Award at Toy Fair, and Deluxe Paddington Soft Toy.
Character Options 0161 633 9800 sales@charactergroup.plc.uk Character Options’ 100% recyclable range of licensed plush is the next sustainable chapter in the company’s eco-conscious product offering. Following the successful launch of Peppa Pig Eco Plush in 2021, the company showcased the extended range at last month’s London Toy Fair, including supersoft 8in characters from the worlds of CoComelon, Blippi, Barney, Teletubbies and My Little Pony. Suitable for children aged from 18 months, the collection is made entirely from recycled materials including the fabric, filling, and thread, and is displayed in an FSC-certified platform box. With a bespoke packaging style guide and green leaf emblem stitched onto each toy, parents and gift buyers will be able to quickly identify these toys as eco-conscious options. Character Options marketing director Mark Hunt said: “Character Options, like most toy companies worldwide, is having to work to reduce its environmental impact by reducing waste and build more sustainable materials into packaging and products. “Post-Covid, the demand for sustainable toys will grow and is set to become a fundamental part of the industry going forward. Our Eco Plush is the next evolution of that journey. By blending classic and trending brands wrapped up in a bespoke style guide, we aim to become the destination for collectable licensed eco soft toys, with dedicated retail space for the category that sits outside the core toy licence.’’
Funko Games launches titles eventseu@funko.com | funkoeurope.com
Funko Games has launched four products, including E.T. The ExtraTerrestrial: Light Years from Home Game. Inspired by the classic film, game’s arrival will be perfectly timed for the film’s 40th anniversary this year, introducing a new generation to the movie’s characters Elliott, Michael, Greg, and Gertie - who work together to get E.T. home. E.T. The Extra-Terrestrial: Light Years From Home is a co-operative game where you’ll play as Elliot, Gertie, Mike, or Greg as they try to find parts for E.T. to make a communication device to contact his home planet. Marvel Battleworld: Series 3 Ultimate Armory, meanwhile, is a cooperative, expandable, collectable adventure game featuring dozens of Heroes from all over the Marvel Universe. With Funkoverse: Peter Pan 100 2-Pack we’re off to Neverland! Play out the ongoing conflict between Peter Pan and Captain Hook.
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NEW
Skip Hop to the City Train Toynamics
01164 785230 | www.toynamics.com Toynamics UK & Ireland is launching new products across the Hape and Skip Hop brands. Hape is expanding its best-selling railway collection with the new City Train Bucket Set, which encourages roleplay and helps children learn to collect, organise and sort. Like the Bucket Builder Set, the City Train packaging is part of the toy - it’s printed with a cityscape and has a rocky lid cover that becomes part of the scenery, and is embossed with railway tracks so trains can travel over it. The packaging also doubles as a handy storage box. The set contains 48 pieces including S and Y-shaped tracks and lots of accessories. For lifestyle brand Skip Hop, new launches include Explore & More Pop N Play with surprise peek-a-boo characters and sounds, and a new cute and colourful mealtime set in the Skip Hop signature Zoo characters.
Getting a wriggle on! PMS International Group 01268 505050 | www.pmsinternational.com PMS International has been quick to respond to the first big craze line of 2022. The multi-section articulated plastic slug is yet another in the recent succession of fidget toy crazes. This attractive toy, tapered towards the head and the tail, is the PMS Wriggle Slug - difficult to put down once a consumer picks it up. Not only does it feel strangely compelling to fiddle the all-moving parts between the fingers but they make an interesting noise as the individual shell cases clatter against each other. These Wriggle Slugs have sprung up quickly almost from nowhere. The most popular size is the 20cm model, but smaller and larger sizes are in the pipeline. Arriving by air into the UK from the end of February initially are plain colours, two-tone colour, and the six-colour rainbow version - all made of virgin high-quality plastic. Not far behind the early air freight shipments are a host of other novel materials and colour combinations. Paul Beverley, a director of PMS International, said: “We are sure this fidget toy is going to outsell all the other recent fidget toy successes because it’s just one of those novelties that you can’t put down. I’ve seen plenty of people toying endlessly with Worry Beads and it’s only now I realise the fascination and the instant compulsion to articulate this toy through your fingers. “The huge variety of colours and colour combinations, with a quick follow-up of other sizes and different types of material, makes this a very collectable and swappable item. Within 24 hours of seeing it, we ordered more than half a million toys to get us started. This toy will be a pre-summer sensation whose popularity will stretch well into the summer.” Paul continued: “Our only concern is the Wriggle Slugs are a slow assembly process and need a lot of workers at a time of year when workers are slow in returning from their Chinese New Year holiday break. Additional moulds are under construction, but each set of moulds takes at least three weeks to produce, so large-scale production will take time to get under way. “So far we have secured the production from four sets of moulds so hopefully we can ship close to 25,000 units per day. One of my colleagues quipped that it will be a ‘sluggish’ start to a great item - but good items are always worth waiting for. Early ordering is strongly recommended!”
FEBRUARY 2022
Flair sets its sights on Unique Eyes Flair GP
0208 643 0320 | sales@flairplc.co.uk Hot off the win of a Hero Toy Award at Toy Fair, Flair has unveiled plans for new doll brand Unique Eyes. Billed as a first of its kind, the dolls have ‘magical’ eyes that follow the gaze of those observing them. With three core characters to collect, the Unique Eyes dolls are sure to be a hit - not just for their mesmerising eyes, but also for their long, brushable hair; their fun and distinctive styling; and their realistic bodies that allow them to stand alone. Longevity is assured for the brand, thanks to the comprehensive marketing plan for the collection, including TV advertising from late March, kids’ press, YouTube, parental influencers, and TikTok, as well as extensions for the second half including the Beauty Day Playset and Fun Ride Scooter with Exclusive Doll in autumn 2022. Flair GP marketing manager Iulia Toader said: “No expense has been spared in the development and production of Unique Eyes.’’
27
THE BIG INTERVIEW CASDON
‘Toy-making is in our DNA’
Phil Cassidy, managing director at Casdon, talks to Clare Turner about the company’s new rebrand, new licences, new products and more What’s your career background? I started out in the catering trade. I had 10 amazing years of fun and learning in bars, hotels, and restaurants. My first ‘proper job’ was in a hotel on Blackpool promenade working in the bars. I worked my way up to assistant manager in a relatively quick time. I then moved into more general management of a family-run hotel in Fleetwood, joining as assistant general manager. I finished my hospitality career helping a university friend manage an amazing gastro pub just outside Chester. I have very fond memories of my time in this trade but was equally as delighted when I ‘got the call’ to join the family business. From 24/7 - 365 days a year to 9-5 with weekends off! I’ll have that, I said!
Tell us a bit about Casdon. We’re a family-run business that has been going for over 75 years. Founded by my grandfather in 1946, the business has been passed down three generations, so we like to think toy-making is in our DNA. We still operate from the original premises in Blackpool and have grown the business from 18 employees in 2019 to a team of 38 in 2022. We’ve
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When my grandfather set up the business in 1946, he believed that toys should be both fun and developmental for children, and our toys capture this perfectly
”
also recently completed a full rebrand, which we unveiled at London Toy Fair. We needed to modernise our brand to better capture the sense of fun and excitement that our products bring to children. We landed on the tagline ‘live playfully’, which perfectly captures our company ethos to inject fun and play into everything we do.
In 2021, Casdon celebrated 75 years of trading. How did you mark the occasion - and what factors do you attribute to the company’s impressive longevity? As this important anniversary fell in Covid times, it was difficult to have any traditional celebration. But we did go big in celebrating with our customers and audience, and we launched a series of ‘Birthday Giveaways’ on our social channels. Our customers are so important to us, and we wanted to celebrate with them. We also embarked on our first-ever schools’ campaign during our anniversary year, which saw 100 education settings across the country benefit from our ‘Helping out in the Home Corner’ packs. It was brilliant to see such active and engaged play in the pictures that teachers kindly shared with us - and we had fantastic feedback across the board. We’ll be running another schools’ campaign this year as a result. 2021 was a year of change and growth for us - both among the team and within our product range. We reviewed our existing product range and are bringing new licences and toys to market in the very near future.
In terms of what has attributed to our success for all these years, I’d say that’s down to the fact that we’re a thirdgeneration, family-run business, which makes everything we do very personal. We care, so our team cares, and we’re passionate about the work we do. This shines through in our products, making them great fun and great quality - and we like to have fun along the way too.
A new licence - housewares brand Joseph Joseph - recently joined the Casdon portfolio. Can you tell us more about this partnership? Our partnership with Joseph Joseph is a great fit for Casdon. Not only are there great synergies in the fact that two brothers [twins Antony and Richard] own Joseph Joseph, in the same way my brother Peter and I operate at Casdon, but their line of innovative and vibrant products lends so perfectly to ‘toy’. We’re incredibly proud of this collection and to be working alongside such an iconic brand.
You have launched a new corporate logo and tagline. Tell us more about that. We recognised that we needed something more ‘toyetic’ and playful. After we’d completed our consumer research to better understand perceptions of the brand, we got to work on tackling some disconnects. Red will always be a core colour for us. However, we’ve adapted the tone to add more warmth and to better co-ordinate with the colour palettes of our fantastic licences too.
toysnplaythings.media
Did you know? At last month’s Toy Fair, Casdon added three Dyson SKUs to its range of vacuum cleaner toys. One addition, which brings together Dyson Hair and roleplay, is the Dyson Supersonic and Corrale Deluxe Styling Set. This duo includes miniature versions of the Dyson Supersonic Hairdryer and Dyson Corrale Straighteners - perfect for mini-me styling sessions. Incorporating a range of features to keep little ones occupied for hours, the set comes with two interchangeable nozzles, a barrel brush and a detangling comb. Also introduced were six products from fresh licence Joseph Joseph, including the Joseph Joseph Extend, which takes water play to a whole new level. Designed and officially licensed to look just like the real thing, the Joseph Joseph Extend set comes with a wash bowl and tray to capture small spills, while water can be pumped from the bowl through the dispenser and back again for endless play. The set includes a cleantech brush, extend dish rack, cutlery, plates, and bowls which change colour when added to water, for added play value. Another product that made its debut was the Joseph Joseph Bake. This colourful set features four interlocking measuring cups, a large mixing bowl, twist whisk, egg spatula and ergonomic rolling pin.
We switched from an uppercase font to a lowercase font which is more child-like; while the lozenge behind the ‘casdon’ wording (which has been part of our brand identity since our initial conception), sits at an angle to accentuate our playfulness further. Our new tagline is a natural evolution from our previous ‘real life fun and play’ line, which highlighted the product. ‘Live playfully’ better reflects the role that our toys play in everyday learning and development and cements all the great work we do as a team, from new product development to sales and marketing.
When marketing to consumers, what are your preferred channels? Digital has (for a long time) been a very successful channel for reaching our customers, whether it’s through social media, web, advertising, or more experiential online activations. However, people are often blown away by the quality of our products and the fact they actually work to mimic real-life play. For us, the balance lies somewhere in between in-store environments - which allow customers to really touch and feel the products - supported by meaningful and experiential online content.
Casdon is very well known for its licensed roleplay products. Why is this category so important? It’s no secret that children love to mirror adults and get involved in everyday activities. Our licensed toys are child-sized versions of real-life household items, which makes them the perfect play companion for both adult and child! When my grandfather set up the business in 1946, he believed that toys should be both fun and developmental for children, and our toys capture this perfectly.
FEBRUARY 2022
What changes have you made in light of the restrictions that Covid-19 has created? Pre-pandemic we had 19 employees working for Casdon - we are now a total of 38 staff and counting. We have a fantastic team, many of which are home-based. Growing the team in such a short space of time has really allowed us to employ the right people for the right roles - even if this means they live many miles away from our head office.
How much of your workforce has been working from home and what challenges does this present? As the pandemic evolved, the majority of the team were working from home - with the exception of the warehouse team who have been nothing short of amazing during this difficult time and I cannot thank them enough. I think it’s most challenging for new starters, as you cannot beat the office environment for learning and mentoring. But with regular virtual meetings and good old banter on the Teams chat, the entire Casdon team has been phenomenal.
What’s the most rewarding aspect of your job?
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Our partnership with Joseph Joseph is a great fit for Casdon
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In my current role, the best thing I get to do is recruit uber-talented people. My current mission to hire a market-leading team. The calibre of people we already have, and are continually introducing, is a delight to me. Seeing them all enjoying their roles and thriving is a joy.
What advice would you give to someone starting out in toys? Have fun and laugh a lot - we are producing and making toys. You’ve got to have fun.
What was your favourite toy? When I was young, I did love my Big Trak!
01253 766411 | www.casdon.com 29
TRADE
OPINION
Calling all suppliers and distributors! We’d love to hear your views. Get in touch with Clare@lemapublishing.co.uk to have your say!
Trade talk
This month we check in with suppliers to chat retail. We find out about their predicted areas of growth and ask what steps they are taking to support their customer base ANTHONY MARKS Managing Director Fanattik Where are your products performing well at retail?
NICKY THOMAS-DAVIES Board Game Sales and Marketing Manager Thames & Kosmos
Where are your products performing well at retail?
Our Exit range has continued to be a best seller around the world. We were particularly thrilled that our Exit Advent Calendar became a must-have for gamers and sold out by the end of October! Needless to say, we have high hopes for the success of the follow up Advent – The Hunt for the Golden Book. We are also expanding our children and family range this year with eye-catching fun games such as Dodo, Karak and our new ‘Open and Play’ range of easy-to-learn games such as My Gold Mine and Monster 12. Do you expect there to be any areas of growth for retail this year?
The success of the film ‘Don’t Look Up’ certainly sparked the curiosity of stargazers and we expect that to continue. We have restocked our phenomenally successful My Discovery Telescope and these are already winging their way out to stores. We also have a larger size telescope arriving later this year for more “The ecoserious astronomers. friendly wave The eco-friendly wave continues, and continues, we have responded with changes to our and we have games such as changing our inserts from responded with plastic to cardboard and removing plastic changes to our wrap in some of our games. We had already taken this step for many of our games” science kits and are constantly looking at ways that we can protect our planet through changes in our production and distribution. How do you support retailers?
We offer hi-resolution photos and links to reviews and product videos for our retailers to use on their websites or advertising. We also send out a newsletter with details of upcoming games and general company information that may be helpful.
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Fanattik has found a home within the TCG (trading card games) area. We are a licensee for Magic the Gathering, Yu-Gi-Oh! and Dungeons & Dragons, with more related licences on the way. The pandemic saw a massive rise in the popularity of this area, and we are not seeing any slowdown in demand as we enter 2022. It does take a little longer to develop product for this area compared with our film or video game licences; the fans are so invested in the titles that you really need to do a deep dive into the brand to create product they will appreciate.
“The growth of the kidultrelated product area is not just with the specialist retailers that we have traditionally supplied, or just in the UK market”
Do you expect there to be any areas of growth for retail this year?
Yes, with kidult-related product. The growth of this area is not just with the specialist retailers that we have traditionally supplied, or just in the UK market. We are a pan-European licensee for all the iconic brands in our portfolio, and every one of our customers is reporting the same thing. When retailers such as Toys R Us in Spain are telling us it’s a major growth area for them, then we know the category which we have worked on for so many years - is now finally getting the attention it deserves. How do you support retailers?
First, we create exclusive product for them. It is so competitive out there, so for a retailer to be able to offer something exclusively gives them a major advantage. Second, we offer major social media support, not just from us, but from our brand partners as well. A Willy Wonka piece we created for one retailer sold out in a few days when it was featured on a website where it received more than 100,000 Facebook likes. We co-ordinate social coverage between our brand and retail partners, as well as influencers.
19 toysnplaythings.media
GUY ROONEY UK Sales Director Zapf Creation
As an industry I’m sure we are all looking forward to the retail environment getting back to a healthy level of growth due to increased footfall on the high street as Covid restrictions come to an end.
How do you support retailers? Where are your products performing POS is also really important to us, and we’re fully invested in not only well at retail? growing our visibility online with retailers but also in their stores. As we continue to transition into a more We therefore work closely with all of our retail partners’ buyers and structured way of trading, we were marketing teams - be it grocers, independents or specialists - to thrilled to see the reopening of stores in regularly shape partnerships and develop in-store activations across our 2021. The move led to Baby Annabell and BABY born brands. our key retail partners “There is a We also ensure that every aspect of our 360 delivering both a strong marketing and PR plans link to retail to drive further growing call for in-store and online engagement, including heavy investment in TV, social environmentallycustomer offering across all our ranges, and as media and paid media ads. conscious options a company we also experienced great growth in Building on this, we have several exciting campaigns the independent and grocery sectors as well as in the toy market” in the works for 2022 from our marketing team, so I’m significant improvement for online retail. very much looking forward to seeing them come to In Autumn 2021 we introduced a variety of new accessories and life! We also have a strong PR team who are driving brand awareness saw them launch successfully in the market, especially towards the with customers by continually linking back any activity or press to tail end of the year with customers wanting to go ‘all out’ in the retail, creating that full 360 approach. search for a normal Christmas. It was rewarding for us to see the On a personal note, I have just completed my first preview season demand for these accessories, which support our ever-popular dolls with the team. It’s been great to meet all our retailers face-to-face where and help to expand play possibilities. possible, and I’m really looking forward to pushing these brands and Overall, it’s been fantastic seeing our retailers experiencing an supporting our retailers in 2022 and beyond. upswing in sales and, closer to home, our Baby Annabell and BABY born brands maintained the number one and number two positions in the UK nurturing doll category throughout 2021. We also continue to dominate the top 10 items in this category and are looking forward to growing this even further in 2022. Do you expect there to be any areas of growth for retail this year? I believe all retail growth areas stem from businesses listening to and adopting consumers’ preferences and demands that ultimately influence their buying decisions. One area where this is evident is in the growing call for environmentally-conscious options in the toy market. We’ve already seen a huge shift in sales towards sustainability and are certain this will be even more of a focus in 2022. To meet this demand, last year Zapf Creation introduced a plastic-free packaging initiative, with the aim to have every product in plastic-free packaging by the end of this year. To date we’ve saved over 40 tons of single-use plastic and are well on the way to fulfilling this requirement.
SIMON PREST Sales Director Orchard Toys Where are your products performing well at retail? Learning Made Fun sits at the heart of all our products - it means our games and jigsaws are interactive, fun, and appealing, and enhance learning and educational development. With a variety of themes, ages, and price points, it’s a winning combination for parents (and kids), and that consumer demand makes them appealing to retailers. Parents buy into Orchard Toys from an early age and stay loyal as their children grow. It’s why our preschool games perform so well, and why we’re confident that our new launches such as Dress Up Nelly (a colourmatching game) will do well at retail. Do you expect there to be any areas of growth for retail this year? In a world full of electronics, parents and children still enjoy simple, fun ‘traditional’ products. A good idea for a game will always be a good idea get it right and it’ll sell! Our educational games and puzzles support parents, who love and trust Orchard Toys, and their demand for our products continues to grow, which is good news for retailers.
“In a world full of electronics, parents and children still enjoy simple, fun ‘traditional’ products. A good idea for a game will always be a good idea get it right and it’ll sell!”
How do you support retailers? In addition to great products with customer appeal, we offer retailers extensive point of sale support, from display banners and headers to shelf strips, product barcode booklets and in-store merchandising support to help increase brand awareness and sales. Plus, our regular e-shots give retailers news, offers and materials, such as activity sheets and posters, to help with in-store promotions.
FEBRUARY 2022
31
FEATURE
Wilton Bradley
OUTDOOR TOYS
Let’s go
outside! As we look forward to spring, Naomi MacKay focuses on the outdoor toys category, which has experienced huge growth over the past couple of years Research shows great benefits to mental health for children and adults alike when getting outdoors Jo McMeehan, specialist paediatric physiotherapist
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O
utdoor toys have probably never been so popular. It’s the largest of the 11 supercategories that are tracked by NPD, last year generating $5.9bn in global sales, and experiencing 38% growth in the first part of 2021. Michelle Lilley, marketing director at MGA Entertainment UK, home of the Little Tikes brand, says: “We’re really excited about what is to come in 2022, and hope to see the continued trend of families playing outdoors in their gardens. Our core products such as the Cozy Coupe, Turtle Sandbox and Cape Cottage have been providing family fun for decades, and we are really looking forward to seeing parents reminiscing on their time with their Little Tikes toys and them providing a nostalgic bond with their children.” One For Fun has seen a steady increase in the popularity of outdoor toys, which saw sales soar during 2021 and continue to grow throughout the year, while Simba Smoby Toys UK reports massive growth for its ‘onestop-shop for outdoor toys’ Smoby brand in 2021, with hopes that this year will see more of the same thanks to a host of launches and significant investment into the range. So it’s an important sector for any retailer. And if the past couple of years have taught us anything, it’s that parents are keen to invest in toys that offer educational and developmental
Vivid value. There has also never been such a focus on mental health and wellbeing in children and young people. The good news is that outdoor play offers all kinds of benefits in both these areas. Sarah McCalden, PGDip (Professional Studies in Children’s Play) explains: “Outdoor play is essential to children’s overall health and wellbeing. Spending time outdoors in unstructured and child-led play helps children to thrive. They can practise decision-making, experiment, they can think creatively, learn to problem-solve and interact socially with others, develop friendships and deepen their understanding of the world and their place in it. And, of course, they can have fun doing it, which helps them to be happy.’’ Ripe for learning Jo McMeehan, a paediatric physiotherapist who specialises in brain development in children and young people, agrees: “Children’s brains are ripe for learning, and the more opportunities we expose them to through play, the more we embed learning that helps children to master skills they need in later life. “An outdoor environment is naturally enriching and full of sensory-motor experiences; children get to move around over different surfaces, perfecting balance and co-ordination skills outdoors that help them to problem solve. Their developing brains soak up these skills like a sponge! The sights, sounds, smells
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4 INTERCHANGEABLE plaques
converts from pedal to balance bike
Switch -it tri-scooter 2-IN-1 10” BIKE
Tilt’n’ turn with lights
Bobble ride-on
FEATURE
OUTDOOR TOYS and textures involved in mud, grass, crunchy leaves, sunshine and shade, birdsong and aeroplanes all enhance these new experiences by accessing the learning through lots of different brain pathways. Whether a child learns through movement, touch, doing, watching or listening (or a mixture of all of these things), playing outside offers a bit of everything for everyone!’’ Sarah explains how something like a Wendy house provides all kinds of developmental opportunities: “They can explore opening and closing the door, and make decisions to let someone in or not. They can sit on a seat and look out of the window at the wildlife around them. They can climb out of the window. They can climb on the roof. They can jump off the roof onto a mat. They can use the structure as part of a game of hide-and-seek or to run around the outside of and play tag. Having a structure like a Wendy house available in the outdoors really lends itself to promote children’s creativity, physical, social and emotional development, and the possibilities to use this in openended play are limitless.’’ Jo adds: “Adding toys into the mix can amplify the chance for communication, roleplay, movement and problem-solving even further. Throwing or chasing a Phlat Ball, for example, enhances co-ordination - children learn how much force to put behind a throw, how to navigate their body through space, and how to work on balance skills in the process. “The co-ordination required for scooters, balance bikes and bicycles is huge: asking arms and legs to move in different directions to one another while balancing, navigating obstacles, speed and direction is an epic skill for children’s brains and bodies to conquer. All of these skills have one thing in common - they are transferable. What children learn outdoors impacts development and skills they use again and again in everyday life.’’ Imagination-based fun Water-based outdoor toys offer more educational and imaginationbased fun, says Sarah. “Playing with water on a water table can help children learn about the flow of water, what things sink or float, and to feel cold water and warm water. They can create waterfalls. They can mix water with sand or add different colours to the water, and so much more. The possibilities are endless. 34
Playing with water in this way allows them to use their imagination in an unlimited way and helps them to gain an understanding of the natural environment.’’ Jo adds: “This is fabulous for fine motor co-ordination and hand function skills by helping children to connect cause and effect. Plus, being outdoors means we get to return the water to mother nature when we’re done, rather than mop up the mess indoors!’’ You may have customers who have children and grandchildren who are neurodiverse (with autism, ADHD, Dyspraxia etc). Being able to explain the benefits of certain toys for children with conditions such as ADHD and autism can be another string in the bow of the independent retailer. Sensory benefits Sarah points out: “It is imperative to allow children with additional needs to play out MORE than their peers. Outdoor play especially benefits children with sensory sensitivities - with autism and ADHD - because they are away from indoor distractions such as flickering lights and noisy classrooms, which might not affect us but can affect these children in a very negative way. And because they can move their bodies; they must be able to move their bodies outdoors.’’ Jo agrees: “The enriching environment that outdoor play brings is one of the best ways to support development in children with additional needs. Play is a natural way for learning to occur and there are so many spontaneous opportunities outside that amplify development. Children with sensory needs, commonly experienced by neurodiverse children for example, have the space to regulate themselves, and an outdoor environment can be a brilliant inclusive opportunity to play with friends and family members for children with physical needs. “Using a Super Wubble Bubble Ball in an outdoor space, for example, can work core muscles and balance reactions by sitting or lying over it; a great way to build foundations for movement with children with physical needs. Add in some bouncing and rolling activities, or hanging upside down over the Super Wubble, and we activate the brain’s vestibular system, which can be calming and
Having a structure like a Wendy house available in the outdoors really lends itself to promote children’s creativity, physical, social and emotional development Sarah McCalden, PGDip (Professional Studies in Children’s Play)
MV Sports
regulating, help body awareness and create opportunities for planning and problem-solving that help higher functions of the brain.’’ Sarah sums it up: “All children will benefit from an outdoor space full of interesting things that provoke their curiosity and imagination. A space where they have permission to play in the way they want. Equipment that helps develop their balance and co-ordination, especially those with additional needs, including riding balance bikes, scooters and of course graduating to regular bikes too, is essential. In outdoor provision, there has to be different equipment available to allow for children to explore and play in a way that excites them. Letting the children lead their own play will benefit them in every way.’’ Happy and healthy And Jo concludes that outdoor play, with all its additional benefits, has one very important effect - it makes kids happy: “Research shows great benefits to mental health for children and adults alike when getting outdoors. Physical activity releases endorphins (the happy hormone) and lowers cortisol (stress hormones) in the brain. Children and young people who have access to the outdoors for play have been shown to have lower anxiety and better self-esteem and attention levels.’’
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01626 835400
sales@wiltonbradley.co.uk
www.wiltonbradley.co.uk
FEATURE
OUTDOOR TOYS
Power play SPIN MASTER TOYS UK 01628 535000 www.spinmaster.com/en-GB Spin Master’s must-have outdoor toy this month is the new High Performance Sonic Fin. Officially endorsed by Seattle Seahawks’ quarterback Russell Wilson, this aerodynamic ball puts the power of a pro in the user’s hands. The hollow gyroscopic design creates ultimate lift and maximum distance in the air, meaning it can be thrown up to 100 yards. With its customisable calibration ring, this ball is great for both rightand left-handed throwers, letting every player challenge themselves while having fun outdoors. Wind up, throw, and listen to the whistling sound while it flies through the air. The Aerobie Sonic Fin is suitable for kids, adults, and anyone in between, making it great for outdoor family fun.
Fact! The hollow gyroscopic design of the High Performance Sonic Fin means it can be thrown up to 100 yards
On your bike TOYNAMICS 01164 785230 | www.toynamics.com Toynamics UK & Ireland distributes educational toy brand Hape, whose outdoor toy collection includes balance bikes. My First Balance Bike, suitable from 12 months-plus, is a three-wheeled adjustable bike. It’s quick to assemble, with no tools required, and features a lightweight aluminium frame, and slide-proof tyres that make little noise and don’t scratch floors. It’s available in a choice of colours - light pink, light green and light blue. For children aged three-plus, the Hape adjustable balance bikes are available in four colourways. Made from lightweight magnesium alloy, they feature an inbuilt handle - making it easy to carry - a comfortable seat and anti-slip handlebars that can be vertically adjusted to suit your child’s height. The soft and flexible wheels also boast an anti-skid grip pattern. These bikes are great for developing a child’s balance and sense of direction and encouraging muscle co-ordination and development.
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Down Under fun comes to the UK VIVID GOLIATH
01483 449944 www.vividtoysandgames.co.uk Vivid is launching Australia’s outdoor brand Wahu in the UK in 2022. The range features sport items such as Wingblade - a 10in throwing ring - and Wingblade Pro, a 13in throwing ring. Both feature performance stabilisers that create accuracy and lead to incredible flying distances. There’s also the Zoom Ball and Zoom Ball Hydro - the zip-it-to-rip-it flying ball - and Rip Rocket, the bouncing ball with a tail for flight and great bounce height. Plus, there’s the relaunch of Zoingo Boingo: the pogo stick with a boingo ball and a wider base that helps younger children balance while they bounce on whatever type of ground they want. You’ll also recognise the ever-successful Phlat Ball, frequently in the top five items in NPD’s Outdoor Sports Category, in eye-catching new Wahu packaging. The range includes the Phlat Ball Junior, Phlat Ball Classic and the Phlat Ball Flash. The Wahu range also includes a range of inflatable garden items to splash about with in the summer months. The Bash N Splash is a 1.2m-high punch bag that connects to a hose for continuous water blast and bounce-back action. Also in the range is Splash N Snake - a 4m-long snake projecting water in all directions - and Hop Skip N Splash, the classic game with a blast of water. Plus, there’s the 7.5m-long water Super Slide, and Score N Hoop; the inflatable garden game centre with hoops, targets and nets. Super Wubble, the bubble ball that is super squishy, squashy and lightweight, continues into 2022 after continuous success year after year. It is available without or with a pump, in pink or blue. And following on from its sellout success is this year’s launch, Wubble Rumblers, which will continue to provide hours of big bopping fun. Available as a Wrestler or a Ninja and inflating up to 3ft tall, it’s perfect for rough and tumble fun. All brands are supported by TV advertising from March throughout the summer.
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sales@wiltonbradley.co.uk
www.wiltonbradley.co.uk
FEATURE
OUTDOOR TOYS
Let’s pretend SIMBA SMOBY TOYS UK 01620 674 778 sales@simbasmoby.com
Guess what… Fans of Disney’s Frozen will love the Disney Frozen Playhouse
A one-stop shop for outdoor toys, Simba Smoby Toys UK’s Smoby brand continues to go from strength to strength, with the company reporting massive growth for the collection in 2021. And this year promises to be no different, thanks to a host of exciting launches and significant investment into the range. Not to be missed in Smoby’s S/S portfolio is the Sweet Corner Playhouse. This themed set looks just like an ice cream parlour and comes packed with fun features to make roleplay as realistic as possible. The set-up comes complete with a ‘Sweety Corner’ sign with sprinkles, as well as a sliding exterior sign to draw up the menu. Customers will be invited to place their orders at the window; then kids can pretend-play at preparing and serving treats. And there’s so much more to see, including the Garden Kitchen. Kids can host their own barbecue summer parties using this outdoor kitchen playset. With a grill, fryer, and sink with a water pump, children will have all the tools and accessories required to pretendplay at cooking up a treat. The set comes with all the utensils and sauces required for a full-on outdoor feast. Plus, expect to see some licensed lines in the Smoby portfolio this year. The magical Disney Frozen Playhouse is the perfect place for little ones to recreate all their favourite moments from Frozen. Presented in the Frozen colourway and themed with images of the best-loved characters from the popular Disney franchise, little Frozen fans will adore this playhouse.
Wheely good fun ONE FOR FUN 0141 613 2525 www.oneforfun.com The trusted Ozbozz brand from One For Fun (previously H. Grossman) continues to be the ‘go-to’ for outdoor products. This year sees the introduction of new scooters building on the popularity of the best-selling Unicorn, Dino and Rainbow Flashing wheeled scooters. My First Scooter has won many consumer awards over the years. This cost-saving scooter converts from a four-wheeler to a three-wheeler and then to a two-wheeler. At a great price and perfect for younger children, this little scooter has outlived many of its rivals. The Unicorn and Dinosaur My First Scooters continue for 2022, along with other colourways. Older children are catered for with the Big Wheel Torq Ruff Scooter. This sturdy scooter is suitable for on road and off - with large, 200mm wheels at the front and back. The bigger wheels allow this scooter to more easily traverse rougher terrain. It features a handy kickstand to keep it upright when you reach your destination, as well as a convenient folding design that makes it easy to store and transport. Success for skateboarding has promoted new generic boards, which are all available in different sizes - as are skates. Outdoor games are also catered for with the addition of a new soccer goal and ball, a cricket set, a badminton set and new sky fliers. A wide range of new outdoor products from the Tobar brand includes pogo balls, hoppers, and pop-up tunnels and tents. Traditional hula hoops, skipping elastics, a boxing kit and crazy golf are coming into stock now too, and are available to view and order on the website or through the sales
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Doubly bubbly! LITTLE TIKES 01908 268 480 uklittle.tikes@mgae.com www.littletikes.co.uk/contact-us New for 2022 is the Foamo 3-in-1 Water Table, which has a bubble machine and foam machine with a motor - perfect for engaging play. Included with the water table are water play accessories and a Ferris wheel that picks up the foam and spins it around, offering endless fun for little ones. The Fountain Factory Water Table inspires children to build endless combinations with 13 interchangeable pipes and fittings for pumping, spraying and playing. Simply pump water through the main tower to create splashing fountains. The Turtle Sandbox is a toy that will have parents reminiscing about their time in their sandbox when they were younger. It’s ideal for sunny days and versatile, so it can be used as either a sandpit or a ball pit. With moulded-in detail on the bottom to encourage digging, and two seats, it’s great for active play and social interaction. The First Slide gives children their first experience of sliding fun, and promotes fitness, balance and co-ordination. The slide is available in three colours - pink, blue and jungle - perfect for mini adventurers. Helping little ones create a home from home in the garden is the Cape Cottage. Encouraging roleplay and imagination, little ones can copy grown-ups in their very own mini abode. A new Little Tikes campaign launching in spring will build on outdoor play by encouraging families to play by making full use of the outdoors. It will be supported with heavy TV advertising.
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The Xootz brand was completely refreshed last year, centred around ‘attitude’ and ‘breaking boundaries’. Their mission is to promote, inspire and encourage kids to get outdoors and have fun without boundaries.
“We’ve made it our duty to get kids out exploring and spending less time cooped up indoors watching other people have fun on YouTube”. “Breaking the mould and setting new standards is what we do. After all, how can mini-humans truly have fun within the boundaries?” Wheeled toys have long been a specialism of the Wilton Bradley team with many years of experience in developing premium products. Now in over 40+ countries around the World it’s established as a serious and credible contender in the Wheeled Toy Market. Since 2014, Xootz’ mission has been to encourage kids to get out exploring, spend less time cooped up indoors - and to do it in style! Xootz has developed a multi-award-winning range of go-karts, electrified drift trikes and ride-ons to offer hours of thrills for kids. Xootz also offers a range of premium officially licensed vehicles from BMW to McLaren.
Wilton Bradley have been creating a real buzz around their new Xootz Ride-On electric wheeled toy range.. and are working with the best factories to create Officially Licensed products that are exclusive to them in the UK, working closely with their customers to provide them a competitive advantage. They also regularly invest in Location Photoshoots to create great imagery for POS and Marketing support – which is all available for retailers to use. Every product in the Xootz e-range includes a manufacturer warranty and complete aftersales service from their in-house customer support team.
%0: ; (OHFWULF 5LGH 2Q This multi-award-winning and officially licensed BMW X5 M Electric ride-on makes a powerful statement with It’s unmistakable detailing, such as the kidney grille, sculptured bonnet and fully working front lights. It’s the ultimate driving machine for little ones to practice their skills in with a 3-speed drive and reverse gear, and if they are too young to take to the wheel parents don’t need to worry, the wireless remote control allows them to take control.
%0: = (OHFWULF 5LGH 2Q The officially licensed sporty twin-seat BMW Z4 Roadster scale replica is the ultimate driving machine for your little ones to practice driving - either manually or with help from mum and dad thanks to the remote control. Like the real thing, it features the remodelled classic kidney grille, sculptured bonnet, frontwheel suspension and working front lights. What’s more, they’ll love cruising along listening to their favourite tunes plugged into the AUX.
%XEEOH *R 6FRRWHU The Xootz Bubble Go Scooter is a new way for kids to have fun. With a front-mounted bubble machine, you’ll see your little one’s face light up as they scoot past leaving a cloud of bubbles behind them. 3 large PU wheels and a wide footplate makes this scooter ideal for toddlers and the adjustable aluminium T-bar stem can be raised as they grow. It can easily be folded down for convenient carrying.. if your children ever comes off the scooter!
%XPSHU &DU The Xootz Bumper Car is the ultimate ride-on for young children to have fun with at home or in the garden. Operated with two simple joysticks, your little one can reach safe speeds of up to 0.7mph, spin a full 360 degrees, and has full parental control with a wireless remote. The rubberised base offers protection like a real bumper car and the built-in LED lights bring the fun of the funfair.
5DQJH 5RYHU 'LVFRYHU\ (OHFWULF 5LGH 2Q The officially licensed Land Rover Discovery 4 lets your kids drive in style. With realistic Land Rover detailing such as the grill, unique-shaped lights and a storage compartment, it’s every bit like the real-life luxury car. It has full four-wheel suspension for absorbing any bumps at home on the carpet or outside in the garden and, for less experienced drivers, it includes a remote control.
FEATURE
OUTDOOR TOYS
Stay active for family fun CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk www.character-online.com
Come out to play! MV SPORTS & LEISURE 0121 748 8000 | www.mvsports.com MV Sports & Leisure is showcasing lots of new products and licences this year, most notably Lightyear, Bluey and Rainbow High. As well as unveiling several new properties, the company has also revitalised a number of existing ranges with completely refreshed designs and colour palettes, ensuring that the products stay relevant to each successive generation of fans. This includes Thomas, Peppa, Batman, Paw Patrol, Disney Princess and Barbie. More newness for later in 2022 will include the popular Japanese stop-motion anime Molcar, featuring fuzzy guinea pig cars! For younger fans, MV Sports presents the colourful CoComelon, featuring nursery rhymes and fun-filled adventures. Or scoot into play on a life-size version of Bluey’s purple tilt ‘n’ turn scooter with multi-coloured lights and character graphics. Have just as much fun on the Switch-it Tri-Scooter, which includes four different character plaques for added play-value, a fully printed anti-slip footplate for stability, an adjustable handlebar height and moulded handlebar grips for extra comfort while riding. Or pedal along on the 2 in 1 bike: the ideal beginner bike, this easily converts from a pedal bike to a balance bike as your child grows in confidence. For younger fans, the Bobble is the ideal first ride-on for developing co-ordination and core balance. It comes complete with colourful character graphics, a sturdy steel frame, a double rear wheel design with anti-tip stability, puncture-proof EVA tyres and a moulded ergonomic seat (suitable for all floor types). Finally, ‘come out to play’ with Hedstrom swings, slides, and multi-plays. With a completely fresh look for 2022, Hedstrom has been revitalised from the logo to packaging. New products include the Triton multiplay (swing, goal, and basketball hoop combo), Musical Toddler Swing (complete with 20 pre-set lullabies and phone connectivity), and the 3 in 1 swing, which grows with the child converting easily from toddler to child to junior mode.
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With the ever-increasing demand for familyfriendly activities and toys, Character Options is set to launch its Stay Active collection: a range of family-inclusive toys that can be played both inside and outside, while having great active fun. For S/S, the Stay Active line will include some new items, as well as the previous year’s hit toys - Moon Shoes, Jump It and KickerBall - which will be rebranded and marketed within the Stay Active range. A fun addition to the portfolio is Splash Out, which requires players to throw the ball to another person to avoid getting splashed out! The core of Splash Out features a ball that can contain a water or air-filled balloon, as well as a wind-up timer. When the timer runs out, the water balloon is popped - and whoever is left holding the ball gets splashed with water! Other sure-fire hits include: the Hip Hoppa - a jumping ball toy with a handle and tether that packs the fun of a pogo stick into a more transportable format - and the Sling Ball, which lets kids hook the ball and launch it up to 60ft for a friend to catch. Plus, be sure to also check out the Electronic Jump-It Wipeout game, billed as the greatest jump skip challenge yet. Choose from three modes of play; tension builds with each level of increasing difficulty, as the music plays in time with the speed of the skip bar. The skip bar is made of detachable foam segments, making this game both fun and safe to play.
They shoot, they score FLAIR GP 020 8643 0320 | sales@flairplc.co.uk Flair’s Messi Training range, which is endorsed by footballing legend Lionel Messi, will take outdoor training to a whole new level in 2022, allowing kids to improve their football skills, with a professional training method and equipment. Essential to the range is the Soft Touch Training Ball, which will help children work on their aim and control. It’s ideal for young kids, thanks to the extendable, height-adjustable cord and the size-2 ball, which is printed with an image of Messi in his No 10 shirt, so kids can practise with their hero. For older kids there’s the Pro Training Ball S3, which has the benefits of the Soft Touch Ball, but with a size-3 ball and two fresh designs. Next, it’s time to brush up on fancy tricks with the Tricks & Effects Ball. Its streamlined design allows kids to make the best plays, while also helping them shoot like a pro. It’s available in size-3 or size-4. Meanwhile, for a high-resistance ball with quality rebound, there’s the Flexi Ball Pro. Available in size-3 and size-5, this ball has a hi-tech air chamber and a surface texture for better control. There will be a wide range of accessories too, including the Messi Large Foldable Goal, with a ball and pump, and the Messi Small Pop-Up Goal.
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LAUNCHING AUSTRALIA ȃS LEADING OUTDOOR O UTDOOR BRAND BRAND TO TO THE THE UK UKǣ
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Tel: 01483 449944
FEATURE
ACTION VEHICLES Bruder
Action stations! Toy cars and other vehicles are an evergreen category for toy retailers. After all, you really can never have too many toy cars - and they hold an appeal for kids of all ages
T
“
oy vehicles are a go-to for any parent looking A toy that for an affordable gift moves adds a for a classmate’s party whole other - because, you really never can have too many toy cars - or dimension to the for a weekend or after-school product. The play treat. They are also often the pattern for a subject of what researchers into child behavour call EIIs - or consumer of action vehicles ‘extremely intense interests’. These are obsessions with involves certain toys or objects that start imagination, reto become apparent at around enactment, and 18 months, and can be seen in creativity, and the around a third of preschoolers. result of this is it For many children, that delivers fun, obsession is cars, or vehicles such as diggers or tractors. excitement and These toys excite the senses: satisfaction children can engage with them, by spinning their wheels, Martyn Weaver, head moving them across the floor, of brand for Scalextric or listening to their sounds. Martyn Weaver, head of brand for Scalextric, says: “A toy that moves adds a whole other dimension to the product. The play pattern
Scalextric
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for a consumer of action vehicles involves imagination, re-enactment, and creativity, and the result of this is it delivers fun, excitement and satisfaction. Scalextric requires a level of skill to keep a car on the track - a fine judgement between going slow enough to stay on the track, but being competitive enough to win. It’s a relatively simple play pattern that appeals and delivers a positive experience.’’ Mattel’s Hot Wheels is listed in the top properties of 2021 by NPD*. Kelly Philp, director of marketing of Mattel UK, explains their appeal: “Traditional vehicle play provides storytelling play based on imaginative action, but Hot Wheels playsets provide open-ended play and exploration through track diverters and the ability to connect other Hot Wheels track sets through multiple points for endless play opportunities.’’ She continues: “We work with the biggest movie properties - and pop culture icons - that appeal to all age groups. And it’s not just replica cars; Hot Wheels also have unique and original cars that are complete creations and much-loved characters in their own right. Hot Wheels is the number one selling toy in the world, and our Hot Wheels single diecast finished 2021 is the number one selling toy in the UK as well*.’’ With such an ever-popular and evergreen category, how can brands keep it fresh in the sector? Scalextric’s Martyn Weaver says: “Every year our brands offer a new range of products that replicate the hottest vehicles that will deliver product appeal. In addition to this, the breadth of the range has vehicles that appeal to different
markets, channels and consumer demographics.’’ New designs are key, says Mattel’s Kelly Philps: “We will have fresh new cars to collect in every mix. We will also be introducing the Hot Wheels Car Culture Circuit Legend line, which features 1:64 scale vehicles with realistic castings and authentic decos. This premium assortment features a variety of special categories and themes that appeal to kids and collectors alike. So what’s next in this category? For Scalextric, Martyn Weaver believes that “while the subject matter and functionality is appealing and excites the consumer, the category has a bright future. Innovation is key but not essential. What is arguably more essential to the category is the generic or licensed content to promote and inspire action vehicles.’’ For Hot Wheels, we can expect digital formats to be added, says Kelly Philp: “We will drive the ‘Challenge Accepted’ further than ever in 2022. The new Hot Wheels City range will feature a new backward-compatible system of play, allowing kids to connect the new tile pieces and track together to unleash their creativity and create their own personal Hot Wheels City. The new products will feature QR codes on packs. “New to the city range is the Hot Wheels City Nemesis Lab Assortment, Hot Wheels City Super Twist Tire Shop and Hot Wheels City Dragon Drive Firefight. New to the Track Builder segment is the Fuel Can Stunt box, which lets kids build, stunt and boost. The Hot Wheels Monster Trucks range continues to expand.’’ *NPD Data Action Vehicles category 2021 - NPD DecisionKey Data Full Year 2021
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toys • jouets
spielwaren
BY BRU DE
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just like the real thing
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ALPHA TOYS LTD Batchworth House, Church Street, Rickmansworth, Hertfordshire, WD3 1 JE Tel: 00353 67 63800 Fax: 00353 67 63801 E-Mail: info@alpha-toys.co.uk bruder.spielwaren
www.bruder.de
FEATURE
ACTION VEHICLES
ngine annon,
Bruder gets off to a Sprinter start BRUDER +353 6763800 (Alpha Toys Ltd) info@alpha-toys.co.uk www.bruder.de
Fact! The MB Sprinter Fire engine features an extendable turntable ladder with rescue basket, fullyfunctional water jet with visibly working piston pump, water tank and extendable outriggers, various tool storage containers, as well as the light and sound module
Among all the new Bruder product for 2022, the MB Sprinter series really stands out. The company has announced the cabin facelift on all existing MB Sprinter vehicles. Starting with the high-volume municipal Sprinter in stable municipal optics, followed by further top-selling models: the fire engine - new with white ladder; the transporter - new with the blue metallic shining Roadster; the ambulance as well as the UPS car within the well-established licensing layout - new with an even more attractive colour and label design; and the light blue animal transporter with one animal. The MB Sprinter Municipal with driver features a tilting loading platform and opening side gates. Plug-in ramps have been enclosed to transport small vehicles. A Bruder construction worker, along with a wheelbarrow, tools, signs and traffic cones, has also been included so you can immediately start playing. The Sprinter features a light and sound module to increase its visibility, in addition to three different siren and engine sounds. Bruder has equipped the MB Sprinter Fire engine with a ladder, waterpump and L+S Module with many realistic functional details. The MB Sprinter Transporter, L+S Module and Roadster has a platform that was modelled down to the last detail of the original. In addition to the high-quality doors with interior panelling and the light and sound module, the cable winch is a partcular highlight. With this cable winch, broken-down vehicles can be removed from even the most difficult situations. The new MB Sprinter Ambulance with driver and L+S Module has now been added to round off the range. When recreating an emergency situation, this vehicle with its many functions is paramount. Thanks to the new light and sound module featuring various siren signals and lighting functions, the ambulance will quickly and safely reach any incident. Finally, the MB Sprinter Animal transporter with one horse has a modern, species-appropriate box body with an adjustable inner partition and two water troughs. The ramp can be folded down for loading and unloading horses. A scale horse is already included in the delivery.
Here comes Sam CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk Character Options gets ready to shift things up a gear in the action vehicles category, with the all-new Fireman Sam Electronic Spray and Play Jupiter fire engine. Everyone’s favourite hero next door is back, with this action vehicle line. The free-wheeling Fireman Sam Electronic Spray and Play Jupiter fire engine is packed with fun features. First, preschoolers can operate the flashing lights and siren sounds to get them to their emergency destination, with phrases from the show. Next, it’s time to douse make-believe fires using the pumpaction water cannon to help Sam save the day. And that’s not all - just like Sam’s Jupiter fire engine, the Electronic Spray and Play Jupiter features an extendable rescue ladder platform, as well as opening panels and doors. It also comes with an articulated Fireman Sam figure. Combining the best of preschool The Fireman Sam action vehicles and Electronic Spray imaginative play, and Play Jupiter this hero feature fire engine has toy has proved a smash hit since its flashing lights A/W21 launch, and and siren sounds, continues to be a a pump-action popular choice with Fireman Sam fans. water cannon, and
Did you know?
extendable rescue ladder platform
5
toysnplaythings.media
Holy turbo boost,
Batman! SPIN MASTER TOYS UK
01628 535000 | www.spinmaster.com/en-GB Ahead of the cinematic release of The Batman in March, Spin Master has launched a selection of movie-themed RC vehicles for fans to enjoy. The Batman is due Those looking for some fast-paced action for release in UK will love the Batmobile Turbo Boost RC. cinemas on March 4 The remote control Batmobile features authentic styling from The Batman movie, a light-up engine and turbo boost speed. Perform epic back wheelies with the dual joystick remote control. The Batmobile Turbo Boost RC can drive in any direction and race up to six vehicles at once without interference from up to 60 metres away with its 2.4GHz dual remote control. Similarly, the new movie Batcycle RC, with a fixed Batman figure, features an easy-to-drive remote control and authentic details inspired by The Batman that bring the Batcycle to life. It's a great option for any Batman fan who wants to act out scenes from the new Warner Bros. Pictures film and race through the streets of Gotham City.
Guess what…
Here come the Heroes! FLAIR GP 0208 643 0320 sales@flairplc.co.uk Get ready to delve into a world of action, with figures, playsets, and vehicles aplenty. Flair’s new action figures collection is here – introducing Action Heroes. Launching with two themed worlds to build, which bring the excitement of the police force and the era of dinosaurs to the fore, the Action Heroes collection centres around interchangeable mini figures with double-sided faces. Collectors can pop and swap head and body pieces to create new character combinations. Characters assembled, collectors can then build their worlds, with playsets and action vehicles. Flair’s Action Heroes The police-themed Action feature two worlds Heroes world includes a freethe police force and wheeling Segway, Car and dinosaurs Motorcycle to collect. There’s also a Mini Police Helicopter. Each set consists of accessories and a Police Officer figure. And don’t miss the larger vehicle sets, which come with two figures and accessories. The Police City Truck includes more than 15 accessories to create different crime scenes. Meanwhile, the dinosaur-themed Action Heroes world comes with its own collectable vehicle sets. Each includes a dinosaur and a range of features, as well as fun accessories. There’s the Quad and Dinosaur Set, as well as a Pickup with Dinosaur - a jeep-style vehicle with a removable canopy.
Guess what…
FEBRUARY 2022
Get the racing bug INNOVATION FIRST 01925 453144 | Gareth_Jones@innovationfirst.com New for 2022, Hexbug has reinvented the RC tuner car, with the launch of the fully customisable Hexmods Pro Series Elite and Pro Series Elite Raceway. Children can design their dream machine, with more than 100 combinations of aesthetic and performance modifications to choose from. With one racing chassis, kids can select from body styles, hoods, side skirts, bumpers, roof options, engine covers, spoilers, and alternate rims to adapt the look. The car’s performance can be enhanced with upgrades such as all-wheel drive and a selection of swappable suspensions, steering, tyre grips, and gear configurations. A choice of motor can ramp up the car’s speeds to 18m/ph, while a street legal lights kit (including working headlights, taillights, and LED under glow) will light up any circuit. Hexmonds Pro Series Kits come with a hobby-grade 2.4 GHz remote, which can be personalised for top-level steering and play. Plus, the Raceway edition features a bonus of more than 20ft of connectable barrier.
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FEATURE
ACTION VEHICLES
Fun on two and four wheels Guess what… The new FleXtreme features flexible track, which can be laid all around the house!
Off to a racing start SIMBA SMOBY TOYS UK 01620 674 778 | sales@simbasmoby.com www.smoby.com/en/home Simba Smoby Toys UK speeds in with an actionpacked line-up of motorised, die-cast and RC vehicles that will have movie buffs in a spin! There’s plenty of action-packed fun to be had with the latest launch from the firm’s trusted Smoby brand: FleXtreme. Promising to turn the imagination around, FleXtreme invites kids to connect the flexible track pieces to build new circuits for motorised vehicles to race around. The track pieces easily fit together and are designed to be flexible, allowing families to run tracks all over the house. A perfect place to start is the FleXtreme Discovery Set. It comes with 184 pieces of track, which build a circuit measuring 4.4 metres long. Each set also comes with one vehicle, an additional car body, and an entry/exit track. For kids who want to build bigger, there are Track Refill Packs, which add an extra 1.72m of circuit. Zooming off the big screen and onto the toy shelf is JADA Toys’ collectable die-cast Hollywood Rides range. With The Batman movie coming next month, fans can look forward to new 1:32 and 1:24 scale replicas to add to their collections this spring. Plus, there are new RC 1:16 scale lines to collect in the Fast & Furious collection - Dom’s Dodge Charger and Brian’s Toyota - plus the never-seenbefore Light and Sound 1:18 scale die-cast cars with light-up headlights and engine sounds. Meanwhile, movie buffs can recreate the onscreen action from Toy Story and Disney Cars thanks to the RC collection. From the world of Toy Story, there is everyone’s favourite disposable friend RC Forky, and don’t miss RC Buggy Buzz Lightyear. From Disney Cars, existing lines include 1:24 Mack Truck RC, which has light and sound features and a detachable trailer where 1:24 RC Turbo Racer Lightning McQueen fits. And launching this year is 1:16 scale RC Lightening McQueen, which features two channels, Turbo Speed, full direction steering, moving eyes and sound features.
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ONE FOR FUN sales@oneforfun.com www.oneforfun.com One For Fun is the distributor for Maisto and Bburago, offering prestige brands from Ferrari to Ford and from Porsche to Lamborghini. Maisto Tech R/C had a great year in 2021 with the Cyklone Remote control motorbike, and this year the range has been extended to include the Cyklone Buggy: an R/C car that has been specially designed for drifting. The wheel design features 32 individual rollers that allow the car to move in a range of unconventional ways, including along a diagonal path and sideways. This 4WD remote control vehicle can execute drift and spin manoeuvres with absolute ease. The Cyklone Monster, meanwhile, has all the attributes of the Buggy but comes in the form of a monster-wheeled truck. Fans who want to go faster can check out the new 1:24 scale remote control model of the Mercedes AMG W12 Formula One car, as driven by Lewis Hamilton in the 2021 F1 season. This model is extremely detailed, with all of the details from the original car clearly visible across the bodywork. It’s a full-function RC vehicle that is simple to drive, thanks to the intuitive controller included in the box. The Fresh Metal range from Maisto has seen the set, which features five die-cast emergency vehicles in UK livery, prove very popular - and that continues into 2022. Emergency vehicles are also still available separately. And new for 2022 from Bburago are more farm vehicles. Bburago has the famous Massey Ferguson brand as part of its licensed line-up.
Mighty fine trucks! SMARTZONE (HK) bobpagano@smartzone-hk.com | www.smartzone-hk.com A new range of Mighty Wheels toys from SmartZone (HK) will be available in the UK from September. Mighty Wheels are heavyduty, strong toy trucks, made from real steel and durable plastic and meant to last. Smart Zone’s Mighty Wheels are made to stand strong during playtime and last for years of imaginative play. Kids will love to put their Mighty Wheels vehicles to the test in the dirt and gravel. There are many different trucks and sizes to collect and play with - Dump Trucks, Front Loaders, Cement Mixers, Bulldozers, playsets and much more! Mighty Wheels is supported with the international launch of the first series of 12 animations featuring Mighty Man and his team of Mighty Wheels trucks, available to view on the Mighty Wheels YouTube channel. New for 2022, from the Mighty Wheels Mag Force collection comes Mighty Magnet Machines. Each construction vehicle has magnetic action - no batteries needed. Mighty Man powers up the vehicle with his instant attraction for a chain reaction!
toysnplaythings.media
DON’T MISS… Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Product: Boppi Bamboo Marble Run Company: Click Europe Tel: 020 8670 0223 Web: www.clickeurope.com
Product: Wrebbit3D - Harry Potter - Diagon Alley Collection: Weasleys Wizard Wheezes Company: Coiledspring Games Tel: 0203 3011160 Web: www.coiledspring.co.uk
Product: Brown Lop Eared Rabbits Set Company: Living Nature Tel: 01779 478078 Web: https://uk.livingnatureworld.com
Product: Goose on the Loose Company: Orchard Toys Tel: 01953 859539 Email: sales@orchardtoys.com
Product: ReCycleMe Comapny: Inside Out Toys Tel: 01908 969969 Web: www.insideouttoys.co.uk
Product: ReBotz Scootz Company: Thames & Kosmos Tel: 01580 713000 Web: www.thamesandkosmos.co.uk
Product: LEGO Ideas The Globe Company: LEGO Tel: 00800 5346 5555 Web: www.lego.com/globe
Product: The Plum Boathouse Wooden Playhouse Company: Plum Play Tel: 0344 880 5301 Web: Plumplay.co.uk
Product: Skip Hop Explore & More Activity Walker Company: Toynamics Tel: 01164 785230 Web: www.toynamics.com
SHOW REVIEW LONDON TOY FAIR
Welcome back! The London Toy Fair kicked off business for the toy industry with an event that was buzzing, as visitors and suppliers enjoyed meeting up in person for the first time in a very long time!
T
he 68th annual Toy Fair returned to Olympia London last month, welcoming back exhibitors and visitors from around the world. This was the first Toy Fair since the Covid-19 pandemic began, and the only dedicated toy fair that has been able to take place this year. During the show, 260 exhibiting companies unveiled thousands of new products for the year ahead. It provided the first opportunity in 2022 for them to showcase their new products ‘in person’ with both new and existing customers. “After a year away, it was a delight to see the industry come together
again at Toy Fair to kick-start 2022,” said Roland Earl, director general of the British Toy & Hobby Association (BTHA), which organised the event. “I would like to thank our exhibitors and contractors for the support and extra lengths they went to this year to put on a successful show. We were pleased to welcome a wider range of visitors from the UK and overseas to the show this year, and wish all participants well in the year ahead.” As Louise Clasby, director of exhibitor Paper Engine, noted: “Having tested our first two products at Toy Fair in 2020, the feedback and support from the industry was so encouraging we couldn’t wait to return this year with all our new products. To be able to showcase our expanded
After a year away, it was a delight to see the industry come together again at Toy Fair to kickstart 2022 Roland Earl, director general, BTHA
brand and new range of products was key to our plans, and we really appreciated being able to do this with people face-to-face. The feedback we have had - not only from buyers, but fellow exhibitors and licensors - has been fantastic. This has been such a worthwhile fair for us, with many follow-up discussions keeping the sales team busy.” The top trends and themes from the show included family play, licences and STEM toys, with science kits, build-your-own robots, and board games featuring in media coverage from the BBC, Daily Mirror, and the i newspaper, plus many others. The winners of Toy Fair’s Hero Toys List promoted outside the press office were once again a popular feature, with the roll-call attracting attention from visitors and the media, making it into national media coverage of the show. Applications for Toy Fair 2023 will be announced in March at www.toyfair.co.uk.
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Toy Trust Media Auction
Stands scoop awards During the show, Roland Earl, director general of Toy Fair organiser BTHA, presented ‘Best Stand’ trophies to three companies. The London Toy Company was presented with an award for best space only stand. Casdon won the best adaption of a stand in a Covid year, and Paper Engine was rewarded with the best shell scheme stand.
Industry remains resilient The BTHA and the NPD Group announced at Toy Fair that UK toy sales declined by 3% in 2021 to £3.2 billion. Despite the drop at a market level in 2021, some toy categories grew last year including plush (up 9%) and vehicles (up 7%) year-onyear. Top properties for toys in 2021 included classics such as Barbie, Star Wars and Paw Patrol, as well as fast-growing properties such as Pokémon, Bluey and Minecraft. And the last week of trading prior to Christmas registered 35% growth year-onyear, with December up 2%. “The toy industry faced huge challenges in 2021 including, but not limited to, supply chain concerns and the ongoing COVID-19 pandemic,” commented BTHA director general Roland Earl. “Despite these hurdles, the UK toy market has held relatively firm compared with pre-pandemic figures, and there are signs to be optimistic about the year ahead with some categories showing growth and a strong line-up of new releases for 2022.”
Melissa Symonds, NPD Group executive director, UK Toys, added: “Last year the UK toy market managed to retain 35% of the value it gained in 2020, with seven out of 11 categories up compared with 2019 figures. Even more impressive is that licensed toys grew for the third consecutive year, reaching 28% of the market - the highest-ever share. With a raft of toyetic film releases due this year, as well as the continued strong performance of streaming, YouTube, and video game licences, 2022 looks set to be a good year for toys.”
The 2022 Toy Trust Media Auction raised £77,550 during London Toy Fair, and the figure has risen to £1,072,390 since the event. The auction included airtime and printed media slots donated by leading online, print and trade journals – including TnP while major retailers also added valuable promotional slots in their catalogues, resulting in media space worth £100,000plus to bid for. The Media Auction has been live throughout Toy Fair since 2009, with final bids being placed via auction boards displayed in the BTHA Members’ Lounge on the Upper Gallery of Olympia London. Toy Trust committee chairman Graham Canning said: “Our thanks go to the Toy Trust’s generous media partners and toy companies for their incredible support over many years, as well as Havas Entertainment’s Jeff Taylor for his hard work and dedication in securing media items. I’d also like to thank my industry colleagues for their generous bids this year, which have got our 2022 fundraising off to a magnificent start and will help us in our quest to continue to support UK-based children’s charities this year.” Details of the winning bids can be viewed at www.toytrust.co.uk/media-auction.
To celebrate the launch of M.V. Sports’ new e-mobility division, the company held a prize draw on its stand to win a new easy-rider style electric motorbike worth £2,500 (modelled here by M.V.’s Phil Ratcliffe). The competition was open to UK trade buyers/retailers. All they had to do for a chance to win the vehicle was take a tour of the company’s latest range of Li-Fe & Wired Electric Scooters.
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SHOW REVIEW LONDON TOY FAIR
Around the stands… TnP checked in with a selection of exhibitors to find out which launches made a big impact with visitors at the show Mark Hunt Marketing Director Character Options “We’re really excited to be relaunching ChillFactor at the show, with the new Slushy Maker [which turns drinks into slushy treats in under a minute]. It’s available now, with lots more to come in the autumn.”
Katy Fletcher Head of Marketing & Product Development Ravensburger “We’ve had a very positive reaction to our new CreArt Painting By Numbers range at the Fair.”
Simon Newbery MD Orchard Toys “Our new products launched at the show have all been very well received by visitors. Highlights include the fun family game Goose on the Loose and educational hero Number Bears, plus jigsaws At The Museum and Animal World, and 3D board game Shape Aliens.”
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Sarah & Judith Dayus Sales Director & Owner Great Gizmos “There are new additions to the KidzLabs range, which children will be excited to get their hands on. The Colour Lab Mixer is all about water science and experimenting with colours and lights to create cool effects, while the Creepy Crawly Digging Kit is brilliant for bug lovers.”
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Amy Saunders Sales Director Just Play “With 75 years of heritage, Slinky is an iconic, retro toy that targets the kids of today. It’s the original fidget toy – and sales are rocketing!” With a specially designed Slinky Wall on its stand, Just Play showcased the product by presenting visitors with the #ThinkYouCanSlink? Challenge. Participants had their fastest time entered onto the #ThinkYouCanSlink Leader Board with the rules stating that Slinky must go from top to bottom and with each person having three chances to get their best time. There was a winner each day, with the best time winning a fun Slinky bundle.
Lucy Burton Marketing Assistant Mookie Toys “New for the show, Big Big Baby! got a lot of attention. It’s been very popular with visitors - and it’s one of our personal favourite products!” This interactive super-soft plush grows to 18in with an unboxing element and has 25-plus sounds and reactions. Pictured: (L-R) Lucy Burton, Christina Aikman, and Claire Olewnik
Logan Stone Marketing Director UK & Europe Moose Toys
Jack Probyn UK Marketing Manager Winning Moves “During the summer of 2020 we launched Pass the Pugs: an exciting update to our popular and muchloved Pass the Pigs. And for 2022, we’re releasing a giant inflatable version, perfect for holidays and pool parties.”
Moose Toys unveiled an exciting new game on its stand: “New for A/W, Clipology is the premier streaming board game, with all the best clips rolled into fun! It features real clips from the world’s best movies and TV shows.”
Steven Russell Marketing Manager Posh Paws “We’re delighted to have received the Hero Toy Award for our Sesame Street Talking Cookie Monster Feature Plush.”
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SHOW REVIEW LONDON TOY FAIR
And the winner is… London Toy Fair played host to several awards programmes for products and retailers. Read on to find out the results…
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arbie Day to Night Dreamhouse, Mattel and Smyths Toys Superstores triumphed at this year’s Toy Industry Awards, winning the Toy of the Year, Supplier of the Year and Toy Retailer of the Year categories, respectively. The Toy Industry Awards, which are organised by the British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) were announced on the first day of London Toy Fair. A TRA Outstanding Contribution Award was presented to Gary Grant, founder and executive chairman of The Entertainer, for his individual contribution to the Dream Toys event over many years. Dream Toys is a list of the top 12 toys, which is issued annually by the TRA. It is regarded as the most authoritative predictive tally of what will be hot sellers each Christmas.
TOY RETAILER OF THE YEAR WINNERS: Independent Toy Retailer of the Year (single store) - Toys & Games of Worcester Independent Multi-Store Toy Retailer of the Year (up to 10 stores) - MIDCO Toymaster Omnichannel Toy Retailer of the Year – Smyths Toys Superstores Multiple Toy Retailer of the Year - B&M Stores Online Excellence Award - The Very Group Overall Toy Retailer of the Year - Smyths Toys Superstores
TOY AND SUPPLIER OF THE YEAR AWARDS: Action Toy of the Year - Heroes of Goo Jit Zu Figures, Character Options Construction Toy of the Year - Harry Potter Hogwarts Express, The LEGO Group Kidult Toy of the Year - LEGO Technic Lamborghini, The LEGO Group Interactive Toy of the Year - Magic Mixies, Moose Toys Vehicle Brand of the Year - Hot Wheels, Mattel Outdoor Sports Toy of the Year - Moon Shoes, Character Options Craze of the Year - Fidget Box, One For Fun (formerly H Grossman) Fashion Doll of The Year - L.O.L. Surprise! Movie Doll, MGA Plush Toy of The Year - Squish-a-boos, TY Toys Trading Game of the Year - Pokémon Trading Cards, Asmodee Preschool Toy of The Year - CoComelon Bedtime JJ Doll, Bandai Collectable Toy of The Year - Mini Brands, Zuru Preschool Licence of the Year - Paw Patrol, Spin Master TRA Special Recognition Award - Gary Grant, Dream Toys Toy of the Year - Barbie Day to Night Dreamhouse, Mattel Toy Supplier of the Year - Mattel
BTHA chairman Graham Canning said: “On behalf of the BTHA, I would like to congratulate all the winners of this year’s Toy Retailer Awards. In what was another challenging year, all our judges were impressed with the high standard of entries received and the achievements made in 2021 by all the retailer finalists - who should be highly commended. Congratulations must also go to our worthy runners-up who,
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it should be remembered, were the best in their categories, and my sincere thanks goes to everyone for their participation.” TRA chairman Alan Simpson added: “TRA and our panel of retail judges were impressed with the choice of toys on sale throughout 2021 that brought education, entertainment and joy to children during the year. Congratulations to all the shortlisted toys, and especially the winners, that the retailers deemed to be the best of the year. I would also like to thank Gary Grant on behalf of the entire industry for his many years of running Dream Toys - bringing toys to the attention of the media and families in the runup to Christmas.”
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Editors’ Choice Award The Editors’ Choice Award returned to London Toy Fair, with prizes for the three most exciting toys at the show, as voted by attending journalists. Rainbow Designs’ Talking Paddington was the winner of the esteemed accolade. Second place was scooped by HoloToyz, while third place was garnered by Paper Engine’s Build Your Own Pinball Machine. Anthony Temple, managing director of Rainbow Designs, said: “We’re delighted to have won this prestigious award, particularly in our 50th anniversary year. Paddington has been one of our licences for more than 40 years and we’re pleased to pick up the award for our exciting new Paddington TV Adventures line. For 2022 we also have many exciting new lines, including fabulous playsets of Paddington’s TV Treehouse and Camper Van.” Declan Fahy, co-founder of HoloToyz, commented: “HoloToyz was imagined and created during the first lockdown in 2020. As a new start-up to the toy industry, we are beyond delighted with the overwhelming response we received at Toy Fair. At our
Hero Toys List The BTHA announced the winners of the Hero Toys List 2022 during Toy Fair. Used as a barometer for what themes will be fashionable in the month ahead, this year’s list consists of 23 products launched at the show. The finalists were deemed by an independent panel of retailers and industry experts to be the most exciting and creative toys unveiled at the event. All Hero Toys will be released over the next 12 months and cover a wide variety of price points, age ranges and play patterns. The BTHA’s Rebecca said: “The competition for selection has been strong, and the list is filled with the potential biggest sellers for 2022. While many themes are represented across the 23 products, educational toys are clearly becoming more popular with consumers, reflected in the higher demand for STEM toys. I’d expect more toy companies to respond to this demand in 2022.”
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core, we believe that children should be able to experiment, play and learn through emerging technologies in a kid-safe environment away from the open web, while not losing touch with the physical world.” Louise Clasby, director of Paper Engine, added: “We are delighted to have received third place in the Editors’ Choice award for our Build Your Own Pinball Machine. It’s our newest product so this is a great accolade for both our product range and our talented team. We were pleased that so many people enjoyed playing with it too!” The winners were chosen by journalists who visited on the opening day of Toy Fair. The event saw more than 260 exhibiting companies launching new toys that will become the must-have products over the year ahead. “It is great to be able to once again announce the winners of the Editors’ Choice Award,” said Rebecca Deeming, events and PR manager of BTHA. “We are proud to recognise the industry’s innovation and ingenuity during these unusual times, and the Editors’ Choice Award celebrates this. To be crowned winner is a major achievement.”
The full Toy Fair’s Hero Toys list: Bladez Toyz - 1:10 R/C Gotham City Racer Bandai UK - Tamagotchi 25th Anniversary Edition Character Options - SpyBots T.R.I.P Epoch Making Toys - Pony’s Stylish Hair salon Flair GP - Unique Eyes Gibsons - Troopers on Tour Golden Bear - Hey Duggee Transforming Space Rocket John Adams Leisure - Monster Mash Just Play - CoComelon Learning Adventure Bus MV Sports & Leisure - Spider-Man 6v Web Slinger Lights and Sounds Mini Quad Paper Engine - Build Your Own Pinball Machine Posh Paws International - Sesame Street Talking Cookie Monster feature plush Skyrocket Toys UK - Mega Chomp Smart Toys & Games - SmartMax Roboflex Simba Smoby Toys UK - B-Kind Eco Dolls Tactic Games UK - EscapeRun Alcatraz 2034 Tree Toys UK - Medical Science University Games - Tom Gates Monster Games Compendium Vivid Goliath Group - Recyclings Collector Cap Pack VTech - Busy Musical Bee Winning Moves - Peaky Blinders Risk Board Game TKC Sales - Stomp Racer Wow! Stuff - Peppa Pig Clever Plane
Turn th e page to read intervie ws with selectio a n of the retail finalist s and w inners. More re tail inte rviews will foll ow in t he next is sue! 55
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SHOW REVIEW LONDON TOY FAIR
Traditional and very proud of it TnP chats to Tim Evans, owner of Toys & Games of Worcester, winner of the Independent Toy Retailer of the Year (single store) award How did you feel when you heard the news of your win? Chuffed to bits, thrilled, honoured, excited and really proud! We’re just a small mom-andpop company, so when you’re listed against big players you think “wow!”. The Independent Toy Retailer of the Year (single store) is obviously a different category but it’s the same organisation [BTHA] doing the awards. The news is particularly brilliant for us and our team after the difficult couple of years that we’ve had. But our customers have stuck with us throughout and have been great - they’ve been congratulating us on our win and even the local press and radio have picked the story up!
Tell us a bit about Toys & Games of Worcester. I started the business in 1994, originally as a movie store selling VHS cassettes
and DVDs. Then we branched out into toys that were TVand film-related. When Woolworths went [into administration and stores closed] in 2009, that opened the gap for us to increase our toy offering a lot more. And with the decline in VHS and DVD, we got rid of the cassettes and discs completely and toys took over. So, we’ve been a toy shop since 2010. We’ve had to learn as we go over the past 12 years and I suppose each year we’ve got better and better as our knowledge and experience has increased. I’m still a movie enthusiast though - I love my films! The ground floor of the store, in Worcester city centre, is about 1,200sq ft and there’s a 500sq ft ancillary play area for trading card games on the first floor (though currently we’ve arranged alternative, more spacious premises to allow for socially-distanced Covid-safe play until things settle back to normal).
We are committed to being a traditional physical shop, open seven days a week
We are committed to being a traditional physical shop, open seven days a week. When customers come in, they are welcomed by a staff member on the shop floor. There’s always somebody here to speak to.
How would you describe your toys and games range? There’s always going to be a little bit of a bias because I’m a middle-aged man, so it’s easier for me to understand toys like Airfix kits rather than Ty plush toys or Sylvanian Families. But my wife Vicky and I share those responsibilities between us. And we know our customers so well that our range is not based around what we like - it’s based around what they like.
What are your key product categories? As the shop is very traditional, there are no electronic games at all. We don’t
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L-R: Vicky Evans, Tim Evans and Sue Charlton to have the knowledge and understand what different types of buyers, from children to older customers, want - and anticipate how strong demand will be for future releases. And because we’ve been stocking Pokémon for 25 years, we’ve managed to do that. In fact, Pokémon has been our best line for a year. I’m not an expert on Pokémon - I don’t play the game even though [in normal times] we have organised play in-store - but I know what people want. We’re quite heavily branded with LEGO as well. They have just done some really good releases with lots of different SKUs and that’s doing well. Virtually our whole range has been revamped for the year so that’s very strong for us.
Fact! Toys & Games of Worcester is a family-owned business run by husband-and-wife team Tim and Vicky Evans with their son and daughter Ieuan and Laura, and colleagues Sue, Amy, and Annie
LEGO. Everyone was homeschooling as well… so we were bringing ‘rewards’ for the kids who parents were trying to motivate. So, from a challenge came an opportunity. We just tried to find ways to survive and carry on.
What sets you apart from other toy retailers?
How has the pandemic affected your business?
want to do them. We have four key product areas. First, trading card games such as Pokémon, Yu-Gi-Oh! and Magic The Gathering. Second, board games - not so much the games you can buy in supermarkets but more the hobby/ serious games. We still do Monopoly and Cluedo and so on, but we also stock games such as Pandemic and Ticket To Ride. Next is LEGO. We have a full range and we’re always campaigning to get more. The fourth area is model kits. If you look down one side of the shop, you will see those four key areas displayed. The other side is general toys, from all the major brands from Sylvanian Families to Brio, Playmobil, and more.
What’s selling well? Since Christmas, Pokémon has been very strong, but the challenge is always getting the right product. You’ve got
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I like to think it’s because of our community focus. We’ve got a really smart shop and a nice attitude - we touch all those professional bases - but I’m prouder of the fact that we’re so in tune with our local community, thanks partly to the local deliveries during lockdown. Plus, we delivered products to schools and worked with Worcester Foodbank. We live locally too, and everybody who works here is local.
In Lockdown 1.0 in spring 2020, I said to Vicky: “I’m going to work. I don’t know what I’m going to do but I’ll find What’s your biggest challenge something.’’ We then put a post on right now? Facebook saying ‘if you want The continual uncertainty of knowing we anything, give us a call could close at any moment because of and we’ll take a Covid outbreak among staff because payment over we’re a small team. None of the phone and us has had Covid yet (we had we’ll deliver it Toys & Games extra windows put in the shop to you, if you’re in of Worcester is an between lockdown 1.0 and Worcester’ - and it went mad! official stockist of LEGO, 2.0 for ventilation purposes, It went completely ballistic! Ravensburger, Galt, Sylvanian which has probably helped). We’ve got a nice signwritten Families, Pokemon,Tamiya, But if two or more of us get it, van and I think it was a bit like Neca, YuGiOh!, Magic The we won’t have enough staff to ‘Oh, Santa’s sleigh has turned Gathering, Konami, Wizards open every day. up!’. We became the bestof the Coast, Brio, Playmobil, But my biggest challenge is known shop in Worcester. Britains, Winning Moves, Ty, that I need a holiday! I haven’t We wouldn’t normally be Revell , Kandy, Coiledspring been away for two and a that busy at that time of year. Games, University Games, half years and I’m exhausted. And when we reopened, we and Cartamundi. During lockdown I worked reopened to a different level Toys & games categories alone because I was too of business, and it’s just got include action figures, die nervous to have any staff in stronger and stronger for us. cast, models kits and paints, and I was doing seven days a So, we’re very much in board games, TCG & CCG, week for a long time. touch with our Worcester collectable figures, pocket And we’ve got our [late] community now, because money toys, outdoor toys Christmas party tonight - it so many people found us and games, jigsaws, will be the first time the whole during lockdown. They rang construction toys, arts & crafts team will be together since with an order, and we’d and memorabilia. pre-Covid! take round a jigsaw or some
W
tock s e w h at
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SHOW REVIEW LONDON TOY FAIR
“We always need to be on our game” TnP catches up with David Middleton, managing director of MIDCO Toymaster in Derby and Burton Upon Trent, winner of the Independent Multi-Store Toy Retailer of the Year award keeping stocks right, and customer service, along with shop presentation and marketing. It was a great honour to win the Independent Multi-Store Toy Retailer of the Year category and I want to thank all the suppliers who have looked after us, especially the ones who go above and beyond. I also want to thank [buying group] Toymaster for their support - not just this year but dating right back to when I first joined them. Finally, I want to thank Alan Caswell who taught me more about trading than any university course taught me about business - and it was far more useful. He deserves more than one Golden Teddy!
Tell us a bit about MIDCO Toymaster.
How did you feel when you heard the news of your win? It’s always nice to be nominated for an award. We work extremely hard: our stores are open seven days a week and late nights. We are based in the Midlands, which must be the most denselypopulated sea of national chains in the country. So, we always need to be on our game in regard to the latest crazes,
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I was 14 years-old when I started buying and selling toys: I bought and sold a Star Wars figure I got from a car boot sale (I paid 10p for £80). I’m 41 now and more enthusiastic than ever. I founded MIDCO in 2002. The first store was only about 200sq ft and located in Burton Upon Trent. The money to start the store was earned by buying and selling toys from car boot sales and other ‘flipping’ avenues. In 2007 we opened in the Westfield shopping centre in Derby, which at the time was a massive step. In 2010 we moved our Burton store into a bigger unit on the high street, allowing us to stock much bigger ranges. Last year we moved the Burton store again, into The Octagon shopping centre, allowing us again to expand our ranges.
This year we are looking to move in Derby to a much bigger store, still located in the same centre, which is now called Derbion.
What sets you apart from other toy retailers? MIDCO Toymaster is a regular well-rounded toy store with a difference. We sell all the big brands - LEGO, Sylvanian Families, Funko and so on - but we also like to venture into different items you can’t find anywhere else. If there is a craze or trend, we are always all over it and make ourselves a destination for whatever it is. I think having this point of difference is what sets us apart from others. We aim to bring customers in and have exactly what they want but, while in-store, wow them with something they have never seen before.
We aim to bring customers How has the pandemic affected your in and have business? The pandemic took a lot of the fun out exactly what of toy retailing, but we are all still here. It was tough initially, but we battened down they want the hatches and focused on online sales. but, while We cleared through stock and, when we reopened, we did so with a new store and in-store, fresh stock, with very little carry wow them brand-new over. Since reopening, the business is 70% up on 2019. with something What’s selling well? they have At the moment, Lego and Funko are never seen extremely steady for us with sales. Pokémon has had a phenomenal year, and we do well before with smaller brands that you won’t find elsewhere: on-trend items that haven’t quite hit mass retailers yet.
What’s your biggest challenge right now? Getting the new store in Derby ready to go, and just maintaining stock of those key items that drive the turnover.
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“We’ve seen recordbreaking growth” TnP talks to Ann-Marie Edwards, toys category manager of The Very Group, winner of the Online Excellence Award Did You Know?
How did you feel when you heard the news of your win? So excited! As always, we were up against some tough competition, but we’re very proud of our ranges, our supplier partnerships, and our marketing campaigns. It’s always fantastic to receive recognition within your own industry, so we were over the moon to hear we’d won the Online Excellence award category. I’m so proud of our whole team.
Tell us a bit about The Very Group. The Very Group operates a family of digital retail brands, led by Very. co.uk. Our purpose is to make good things easily accessible to more people so they can live life well, and we do that by offering more than 2,000 big brands and flexible ways to pay. Across electrical, home, fashion, sports, beauty and more we sell pretty much everything our customers could need, except food!
How would you describe your toys and games range? Our range is a diverse mix of products from baby and preschool to dolls, construction, outdoor toys, fancy dress and musical instruments. During the selection process, we focus on the
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biggest brands and ‘must have’ toys that we know our customers love all underpinned by our flexible ways to pay.
What are your key product categories?
With an annual revenue of £2.3 billion, The Very Group is a digital business that combines online retail and flexible payments. Its family of digital retail brands, led by Very. co.uk and supported by Littlewoods.com and LittlewoodsIreland.ie, helps to bring more than 2,000 labels within easy reach of customers. Across electrical, home, fashion and more, the retailer says it sells everything its 4.8 million customers could need, except food. And its flexible payment options, which are provided via its Very Pay platform and regulated by the Financial Conduct Authority, help customers manage their household budgets
Over the past year, our key product categories have been outdoor toys and construction. We’ve also seen phenomenal growth in arts & crafts during the pandemic, which has maintained momentum over the past six months.
What sets you apart from other toy retailers? We know a seamless digital customer experience is essential for driving customer consideration, perception, and loyalty. It’s also an important factor for the toy brands that work with us. Our brilliant tech team is always working on improvements to our app and website, like the recent deployment of a new image player. It means images on product pages load much faster and customers can interact with them more quickly. And we work collaboratively with our
We’re very proud of our ranges, our supplier partnerships, and our marketing campaigns
partners to build bespoke, relevant digital marketing campaigns that drive awareness and traffic to our brands and products. Our Very Pay platform also sets us apart, and we have a loyal customer base who love using our flexible ways to pay.
How has the pandemic affected your business? We’ve seen record-breaking growth throughout the pandemic driven by new customers and our multi-category offering. Being multi-category means we’ve been able to be flexible and adapt to changing customer needs and market conditions. We opened our new, highly-automated fulfilment centre the day the first national lockdown began, and it’s helped us get products out to our customers faster than ever. Overall, our strong performance during the pandemic reflects the resilience and relevance of our business model.
What’s selling well? Newness has been key for us already in S/S. We’ve launched lines from LEGO, Pokémon and Barbie and new licences such as Bluey. We’ve already seen a strong start to outdoor toys, and we’re excited about what the next few months will bring in that category.
What’s your biggest challenge right now? I don’t think it will come as a surprise that supply chain is our biggest challenge, but we’re working hard to mitigate that. We’ve got strong supply chain and supplier relationships, we’ve got more stock than we did this time last year, and we’ve got the ability to distribute these products through our new, highly automated fulfilment centre. We’ll keep doing everything we can to make sure our customers can access the products they need.
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SHOW REVIEW LONDON TOY FAIR
A family affair TnP chats to Donard McGreevy, managing director of finalist McGreevy’s Toys Direct in Westport, County Mayo, Ireland holiday. I’ve worked full time in the business for over 10 years now and we have grown and expanded again in that time. My wife Laura came to work with us full-time two years ago [as ecommerce/ social media manager] when we launched our website, www. toysdirect.ie.
How did you feel when you heard the news that you are a finalist? We were absolutely over the moon. It’s been a hard couple of years for independent retailers and we have had to make so many difficult decisions and changes to our business. It can be hard to know if you’re doing the right thing sometimes, so to be recognised by the BTHA means so much to us and really validates all the work we’ve put in. We found out that we were a finalist in the same week that we were featured in a documentary on Irish national television about independent toy shops, so that was a very nice few days.
Tell us a bit about your business. Our shop was opened by my greatgrandparents in 1904. It was originally a corner shop selling groceries, and over time toys were added into the mix. It was really in the 1950s, when my father Don took over the shop, that toys became such a big part of our business. You won’t meet a harder working man than him, and over the years he has built the shop into what it is today. We are lucky to live in a beautiful tourist town and our shop is a ‘mustdo’ for children (and adults!) from all over the country who are in the area on
just had a chat with you at the counter. We want every customer to come away feeling delighted with their experience - and that is something we strive towards 24/7.
How has the pandemic affected your business?
How would you describe your toys and games range? We are a traditional toy shop - you will find most items here except for electronics. We have a broad and varied range, both in terms of products and price. We really try to look at our range as a whole and ensure we have something for every interest. We only stock brands that we consider the highest quality, which we would be happy to recommend to our own family and friends. We cater for every age from birth-plus, and every budget from pocket money to high-end, occasion purchases.
What are your key categories? We are lucky to have a loyal customer base both in-store and online for several of our product categories. Farm toys are our biggest seller; I suppose given our location, that’s no surprise. Bruder, Britains, Siku and Kids Globe are consistently among our top brands. LEGO isn’t far behind, and we have significantly increased our range over the past couple of years. Wooden toys is another key category for us, and we’ve seen considerable growth in outdoor toys too.
We want every single customer to come away feeling delighted with their experience - and that is something we strive towards 24/7
The pandemic hit us hard like everyone else - I’ve lost track of how many months we’ve had to close due to government restrictions. We launched our website in April 2020. We had been planning it anyway, but that gave us a push to get it up and running asap - and it was our saving grace for that first year. The emphasis on supporting small businesses also helped us immensely and we will be forever grateful to those who supported us online in the beginning. The website has taken off in a way we couldn’t have imagined, and has kept growing. Last year was slightly better in-store as people were allowed to travel around the country again and we had a good summer and Christmas season. Stock has probably been our main issue over the past 12 months. But we did our best, and hopefully things will improve.
What’s selling well? Anything to do with Harry Potter has been flying out since the reunion programme [Harry Potter 20th Anniversary] aired on television. The new-release LEGO will be on the shelf any day now and is guaranteed to sell quickly. We can’t keep stock of Care Bears and Mood Bears at the moment, and Pokémon continues to be consistently strong.
What sets you apart? Along with must-have lines, we try to stock lines that the big retailers don’t. Some product ranges are so large that you simply can’t stock everything, so we try to pick and choose best sellers along with more unusual or harder to find pieces. But I think the main thing that sets us apart is our dedication to customer service, and I think that comes down to us being family-run. If you shop with us, you are dealing with me, my dad, or my wife. One of us is likely to have packed your order, answered your email, offered advice, or
What’s your biggest challenge now? Definitely the scaling up of our business. We really have seen such growth over the past couple of years that we need to stop and take stock and see where we want to go from here. So, we need to plan ahead in ways we haven’t had to before. The website is doing well, and we will likely need to look at a dedicated space to run that from, and all that goes with that. So, lots of challenges for the year ahead - but we can’t wait to see where we can go from here.
Don, Laura and Donald McGreevy
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‘It’s truly been a team effort’ TnP talks to Anne Borrett, category manager - toys, nursery & sport of finalist Tesco How did you feel when you heard the news that Tesco had made it as a finalist? Really proud of the incredible effort by the team over the past 18 months, in what has been probably two of the hardest years retail has ever seen. It’s truly been a team effort across the buying, merchandising and supply chain.
How would you describe your toys and games range? We try to achieve the right balance of optimal space allocation versus sales density, while offering incredible value for our customers and ensuring we have the ‘must have’ products during the peak trading moments.
How has the pandemic affected your business? As grocers we had the benefit of still being able to trade, unlike nonessential retail, which had to close. However, changes to customer shopping habits have made planning and anticipating the peaks and troughs quite an art.
What’s selling well? Action toys and vehicles are two strong categories for us at the moment, mainly due to the great licences and propositions from the industry.
What’s your biggest challenge right now? The industry issues regarding global supply chains have made managing our seasonal range changes challenging at times, but I’m very proud of how we have responded as a business. Every decision we’ve made has been to try and minimise disruption to our customers and ensure we maintain good availability.
Changes to customer shopping habits have made planning and anticipating the peaks and troughs quite an art
‘A great honour’ TnP speaks to Geoff Sheffield, chief commercial and marketing officer of finalist The Entertainer How did you feel when you heard the news that you are a finalist? Clearly, every time The Entertainer is shortlisted for an award is a great honour, especially given the quality of the competition. It gives our staff validation for all their work through the year to be recognised.
What sets you apart from other toy retailers? In fairness, the great thing about our industry is that most toy specialist retailers are made of tough stuff and are used to responding to challenges and trends through the year. I believe The Entertainer has proven over the decades the ability to move at pace and react to market dynamics. However, most of all, it’s our staff who really deserve a call out - given all that has been thrown at them over the past 12 months, they have continued to provide customers with fantastic service - and my inbox is often full of glowing feedback from people who have interacted with them.
How has the pandemic affected your business? Stores being closed for three months is never the start to a year we would choose. It’s driven our digital agenda faster and this is reflected in our investment in this channel and the records we are setting in this part of our omnichannel business. Of course, the biggest impact was around the supply chain. Whether it was container equipment, rates, drivers or warehouse staff, they all contributed to the imperfect storm.
What’s selling well? We are seeing great sales from a number of brands: Barbie, Hot Wheels, LOL, Squishmallows, Paw Patrol, Bluey and of course our great Addo ranges.
What’s your biggest challenge right now? Continued challenges around logistics are sadly still a theme and, like many I’m sure, everyone is waiting to see what postCNY [Chinese New Year] brings. Inflation is going to challenge everyone and the impact on consumer confidence will be one to monitor closely.
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SHOW REVIEW LONDON TOY FAIR
Retailers at Toy Fair TnP chatted with visiting retailers to find out what products they were looking to source at Toy Fair Peter Dobson (pictured centre with Craig Richardson and Jen Smith)
CEO Geek Retreat
Paul Copeland and Tania Brand Mulberry Bush Horsham, West Sussex
“It’s great to be back at the “We’re looking for Toy Fair this year - there’s more of the same - more no better way to experience wooden toys, more educational lines. And of products, meet suppliers course science kits - chemistry sets in particular. And and see upcoming trends. of course it’s nice to meet people face-to-face and Alongside our core inventory catch up.’’ of TCGs such as Pokémon and Warhammer products, we are also looking to build Aamir Yusef and a range of toys and products that would be engaging to our Lisa Fox neurodiverse communities.”
Darren Sanders (pictured left)
Manager Garden King Garden Centre Swadlincote Derbyshire “We are developing our Dinowoods attraction, so I’m looking for suitably themed toys for that.’’
Totally Awesome Hebden Bridge, Halifax, York, Yorkshire “We’re looking to extend our age range - we tend to go for the over-fives, so we’re looking for preschool options. Every year we discover something extraordinarily different here. This year at our Hebden Bridge shop it’s all about eco-friendly.’’
Gerald Ingram Amanda Alexander Giddy Goat Toys Didsbury Manchester “I went for two days but could have done three really - there were so many people to see. I caught up with lots of my existing suppliers and met with some potential new ones. I had visited just wanting to see new lines ‘in the flesh’ and actually discovered that what I thought were new lines had actually been out for a year or even more in some cases, which just shows that just as shops are crucial for customers to discover and look at things in a way they can’t online, so too are trade shows for allowing retailers to find, see and touch things in a way that we can’t by looking through catalogues or websites.’’
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(pictured above left with Darren Sanders)
Managing Director Planters Garden Centre Tamworth, Staffordshire “We’re looking to explore more of the toy market, as we expanded the centre a couple of years ago. We wanted something to link the aquatics areas with the rest of the garden centre and toys fit the bill. We stock Playmobil, Schleich, Sylvanian Families, and jigsaws from Gibsons and Ravensburger. We wanted to expand our sciences and crafts and have found products at Craft Buddy, Brainstorm Kits, and Toynamics - as well as outdoor toys from Mookie.’’
Warren Du Preez and Lauren Cano W J Daniel Department Store Windsor, Berkshire “We’re just trying to reconnect with the trade and with suppliers. So far it looks quite safe, with extensions to existing ranges - but we do think Moose Toys looks good.’’
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Dr Sam Wass, well known for his appearances on TV’s The Secret Life of Four Year Olds, appeared on the Melissa & Doug stand to talk about his research into the way that children play, and how the toy maker’s products promote real concentration in children, while the natural materials can have a calming and relaxing effect.
Small but mighty TnP chats to Amanda Alexander, owner of finalist Giddy Goat Toys in Didsbury, Manchester favourite products, so although many of us are similar, our differences are reflected in the items we offer.
What are your key categories? LEGO, Top Model, games, and craft.
What sets you apart from other toy retailers?
How did you feel when you heard the news that you are a finalist?
On the Toynamics stand, we found Dragons’ Den’s Touker Suleyman (pictured left), who has recently joined the board of advisors for Timio: a screen-free educational toy that encourages learning through play and is exclusively distributed by Toynamics UK & Ireland. Thanks to its multilingual offering, Touker said: “This product has definitely got legs, and not only in Europe.’’
I was really surprised but very pleased. There are so many amazing independent toy shops in the UK, so it was lovely to get shortlisted
Tell us a bit about Giddy Goat Toys. We’re a traditional toy shop in the suburb of Didsbury in south Manchester. We’ve been here for nine years, and we also sell online.
How would you describe your range? We are quite traditional really. We absolutely love Orchard Toys and Dobble and also have a range of games from Hasbro, Big Potato Games, University Games and Cheatwell Games. I’m a big fan of board games and have road-tested most things, which definitely helps when it comes to selling them. Similarly, our toy range is quite traditional with Playmobil, LEGO, Sylvanian Families, Le Toy Van, Djeco, Galt, Janod, Top Model, Papo and BigJigs’ wooden rail. But then I’ll have ranges from Character Options such as the dancing Jiggly Pets Tan Tan The Orangutan and Gotta Go Turdle, plus LOL dolls, that some indie toy shops might not have. I guess what makes independent toy shops unique is we cherry-pick our
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The variety of our range and products - not just having the traditional wooden toys, but also the TV advertised and licenced ranges.
How has the pandemic affected your business? Although the shop was shut earlier last year, we did well online, so we have ticked over. However, the main issue has been the lack of kids’ parties even after the shop reopened. But I’ve really noticed an uptick since January of purchases of toys for £15-plus for presents, plus cards and gift wrap, so people are partying again.
What’s selling well? Honestly, whenever I’m asked this, I find it hard to say. I think our success is based on the variety of stuff we have: more than 2,000 different skus in a fairly small space. People comment that we are a ‘treasure trove’ or an ‘Aladdin’s cave’ and a lot say they like coming here because there’s always something new and different. Online shopping is fine if you know what you want, but browsing a shop gives you ideas and inspiration.
What’s your biggest challenge right now? Keeping on top of adding new items to the epos and website, deciding what lines to stock going forward and needing an extra five hours in the day…!
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