32 minute read
Don’t Miss - a sneak peek at unmissable products for buyers
January 2022 Vol. 41 No. 3
At the heart of retail
Also by Lema Publishing
TableWare
INTERNATIONAL
TableWare
INTERNATIONAL
AWARDS
OF EXCELLENCE
Ji LEADER
Clare Turner
Following a hiatus in 2021 due to the pandemic, Spielwarenmesse is back! For toy retailers from around the world, this exhibition is the key event of the year, and from February 2 to February 6 visitors will once again have a live opportunity to discover a wealth of new products, licences, trends, and ideas at the Nuremberg Exhibition Centre.
To ensure a relaxed visit in these Covid times, show organiser Spielwarenmesse eG has advised international visitors to make sure they are up to date with the current requirements for trade fair participants entering Germany.
At the time of going to press, the latest news is that all ‘areas of virus variants of concern’ - including the UK - have been downgraded to ‘high risk areas’, meaning that individuals who have been fully vaccinated or have recovered from Covid are now allowed to enter the country without the need to quarantine. In addition, there are exceptions for unvaccinated trade fair participants from high-risk areas. Such visitors are permitted to enter with a negative test result and to stay for up to five days.
Christian Ulrich, spokesperson of the executive board of Spielwarenmesse eG, said he is “pleased with this development, which gives interested buyers from the UK the opportunity to visit the Spielwarenmesse”.
An overview of the latest changes is available on the website of AUMA (Association of the German Trade Fair Industry) at www.auma.de/ en/exhibit/legal-matters/entry-requirements.
2022 marks the 72nd edition of Spielwarenmesse, which is unquestionably the largest international trade fair for toys, hobbies, and leisure. Its presentation of innovations represents a valuable pool of information for retailers, guiding them through the market every year.
The attraction of the show is that it offers visitors the chance to meet with the biggest names in the toy sphere, yet still catch up with niche and small players that offer something no one else does. This year, visitors can expect to see more than 1,800 companies from 64 countries.
In the words of Christian Ulrich: “We are bringing together in Nuremberg all the market leaders, along with innovative startups, so retailers will find a uniquely diverse range of products all in one place. In addition, we are showing them tomorrow’s innovations and trends, while the Special Areas provide new ideas for designing their own range. What’s more, they can gain useful knowledge about the industry from the various forms of information that we provide. This combination - a wide range of products, a great source of inspiration and dissemination of current knowledge - makes Spielwarenmesse the leading industry event.”
In recognition of its importance, we have once again created our signature TnP flip cover, so you can focus on the companies and products you want to see in Nuremberg and keep them entirely separate from the information for the London Toy Fair, to help you easily navigate both exhibitions.
Enjoy our previews and see you there!
Contents
8
4 Trade Talk
A selection of suppliers exhibiting at the Nuremberg Toy
Fair share their plans for the show 6 Spielwarenmesse 2022
Christian Ulrich, spokesperson of the executive board at
Spielwarenmesse eG, gives
TnP readers a preview of what will be happening at this year’s event 8 Cover Story
As show exhibitor Jazwares celebrates its silver anniversary,
TnP catches up with SVP Europe
Jonny Taylor, MD UK & Nordics
Holly Oldham, and MD gmbH
Marcus Abt to talk about the company’s European expansion plans - and the next 25 years! 10 Product Preview
A round-up of some of the show’s key product launches
TRADE OPINION Trade talk
This month we ask suppliers exhibiting at Spielwarenmesse about their plans for the show
Calling all suppliers and distributors! We’d love to hear your views. Get in touch with Clare@lemapublishing.co.uk to have your say!
PHIL RATCLIFFE
Sales & Marketing Director
MV Sports
We’ve got lots to show: new e-scooters, new stunt scooters, new licences, and new innovation.
What are you hoping to achieve at the show?
We want new distributors, new retail relationships and new business.
What makes this show special for you?
It offers the opportunity for significant expansion and helps us pick up on any new trends in different countries.
Any top tips for visitors?
Just do the halls that are relevant to your business. For lunch, have the Nuremberg Sausages with Potato Salad and Sauerkraut. In the evenings, always find time to eat at the Heilig Geist (an atmospheric taste of old Nuremberg). Or the Irish bar if you’re brave/foolish!
EMMA HANLON
International Account Manager Thames & Kosmos
We are very excited to launch our new ReBotz range. This is a range of four STEM kits aimed at teaching children basic engineering principles in a fun and accessible way. We will also be displaying our evergrowing range of award-winning board games including the best-selling EXIT range, which now spans 23 titles.
What are you hoping to achieve at the show?
We are looking forward to meeting old friends and making new contacts.
What makes this show special for you?
We are always thrilled to see valued customers and catch up on how everyone is getting on, especially as we haven’t seen many of them face-to-face since before the pandemic. Nuremberg is always a highlight in my show calendar, as it’s the meeting point for our International customers, who we don’t get the opportunity to meet very often.
Any top tips for visitors?
Book your flights and hotel rooms in advance, take lots of business cards, and wear comfy shoes - or better still, trainers.
LAETITIA WESTERMAN
Head of International Sales Wilton Bradley
We will be unveiling some very exciting innovations within the outdoor category under our Playhouse brand including Waterwall, which will be supported with a media campaign, and the Ice Cream Van. Both will have additional designs for 2023 and beyond. We are most excited “We are most about the grand launch of excited about Waterwall, a gravity-fed the grand learning wall that teaches kids about gravity, angles launch of and water flow. It is packed Waterwall” with limitless combinations for them to enjoy a different creation every time they move the pieces. With a range of modular accessories included, kids can have fun creating their own water flows and seeing their problem-solving skills come to life as they pour water from the top.
It’s made from quality sustainably-sourced wood, so it blends perfectly into the garden. This weatherresistant Waterwall can be used outdoors or indoors, thanks to the bucket, which catches the water when it reaches the bottom. 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.
What are you hoping to achieve at the show?
Our customers will be able to discover all our new product lines, many of which extend the offer in our existing successful brands. Plus, there will be a chance for a first look at our exciting new product developments.
What makes this show special for you?
We’re looking forward to finally returning to Nuremberg for the 2022 edition of Spielwarenmesse, giving us the opportunity to meet again with our existing partners, and introduce Wilton Bradley to new retailers and distributors. This is our main international trade show and our first chance to show off new products - in the flesh.
RICHARD NORTH CEO Wow! Stuff
At Spielwarenmesse and Toy Fair New York we are revealing three toys that we internally class as ‘Blockbusters’ (with lots of fingers crossed of course). All three are in licensed brands and have movie releases tied to them.
What are you hoping to achieve at the show?
Lots of PR! Our business is geared around creating products that are on brand and very unique. When we get this “We are revealing right, the result is a real three toys that we hero line for the licensed internally class as brands. This gets their brand the ‘wow’ that we ‘Blockbusters’” look for and a warm glow across their consumer base. It moves the needle for everyone and even draws attention to the overall broader merchandise within the brand. I’m sounding like a licensee now!
Sales Director Disguise
All of them - we have a fantastic portfolio of licences and properties. From our already best-selling Mario, Minecraft, My Little Pony and Power Ranger costumes, to our all-new Disney portfolio. We also have an innovative range of Funko Collectable masks, which had everybody talking at the Deauville trade show in France. We’re really excited to get the reaction from our partners on the “We’re going quality and design of our new styles. all out with
our stand and
What are you hoping to achieve at the show? To introduce Disguise to the wider Euro market and supporting promotion for work with our distributors and retailers to develop this show” the best range fit for the relevant markets. We’re going all out with our stand and supporting promotion for this show.
What makes this show special for you?
This will be the first time Disguise has a dedicated stand. The stand will showcase our ranges in a 100-plus sq m area. We can’t wait to welcome everyone in Hall 9. It’s a fantastic opportunity to showcase our phenomenal offer.
STEVE FINCH
Director Boppi
We’re very excited to be displaying our Boppi Bamboo Marble Runs for the first time at Spielwarenmesse. They were a very popular choice in the run-up to Christmas, so that tells us that we’re on the right track with a great family toy that also allows for adult participation in the construction, and in the play too.
What are you hoping to achieve?
Our main goal for the show will be to find wholesale and retail partners to help bring our toys, puzzles and games to kids around Europe and across the globe. This marks the first time that Click Europe Ltd have showcased our entire product range at the world’s leading toy fair.
Any top tips for visitors?
Seriously, plan your visit meticulously and pre-book appointments. Network in advance and set up meetings outside show hours. Breakfast and dinner should not be wasted!
CHRISTINE LAWSON Director
Eduk8 Worldwide
We’ve been visiting
Spielwarenmesse since 2002 but this is an extraspecial year for us, as we are showcasing our new Alertz
Noise Management System: a unique innovation in the noise management segment. We are all aware of environments such as classrooms, libraries, offices, and sensory spaces where noise needs to be controlled. This traffic light noise warning system is accurate and so simple with its light and audible warning alerts that it’s easily understood by a wide range of audiences, including those with additional needs or auditory/visual impairment. We can already see the huge range of applications in which it could work, so we are hugely excited to be launching it to market at the fair.
What are you hoping to achieve at the show?
It will just be wonderful to be able to meet peers and networks that we have not been able to see face-to-face for such a long time. Seeing our customers and having the chance to meet new ones in person makes all the difference to long-term relationship building. It’s also a long-awaited opportunity to physically show new products to target audiences, which is a very important part of the sales journey.
What makes this show special for you?
Spielwarenmesse is a truly international affair. This is our chance to network with customers on a global scale. Its sheer size also allows us to absorb trends and innovations in the industry in real life, which makes a huge difference.
Any top tips for visitors?
Try to know what your objectives are in advance and stick to one or two, otherwise it can become overwhelming. Wherever possible, try to schedule important meetings, as exhibitors often fill their calendars quite quickly and you don’t want to waste time waiting about. If something interests you, maybe think of different locations where you could have deeper conversations, such as the bar or over a meal in the old town. Often the show environment can be so hectic that you don’t get all the details you need to make decisions further down the line.
Christian Ulrich, spokesperson of the executive board at Spielwarenmesse eG, gives TnP a preview of what will be happening at this year’s Spielwarenmesse in Nuremberg
Exhibitors Visitors can expect to see more than 1,800 companies from 64 countries exhibiting at the show
What makes Spielwarenmesse so special? We are bringing together in Nuremberg all the market leaders along with innovative startups, so retailers will find a uniquely diverse range of products all in one place.
In addition, we are showing them tomorrow’s innovations and trends, while the Special Areas provide new ideas for designing their own range.
What’s more, they can gain useful knowledge about the industry from the various forms of information that we provide. This combination - a wide range of products, a great source of inspiration and dissemination of current knowledge - makes Spielwarenmesse the leading industry event.
Christian Ulrich
Is there anything new this year that visitors should look out for? Highlights of this year’s fair programme include new Special Areas with some valuable new ideas for retailers. In Hall 3A, buyers can take advantage of our major theme, sustainability, with the Toys go Green megatrend and the latest developments in the industry. Sustainability is a new “ For those interested in new products, Hall 8 will be the first port of call. The TrendGallery category in the brings stimulating innovations ToyAwards - our together in a compact space. Right next door, in the new prizes for new StartupArea, young German products - which and international companies will now be will be presenting their creative awarded in six categories ” product ideas. High-volume stationery products, particularly those from the back-to-school sector, are in the spotlight at the Insights-X Area in Hall 4A.
In Hall 3A, trade visitors will also find the new Service Providers’ Area, where suppliers from the fields of packaging, marketing, and cash and commerce systems will be presenting their products and services. Test institutes are also to be found here.
One further highlight is the ‘Internationale Spieleerfindermesse – Game Inventors Convention’, which moves to Nuremberg and takes place on the Friday of the fair. This one-day event provides a relaxed atmosphere in which international games authors have the opportunity to present their prototypes to editors from games publishing companies and open up new international markets.
Have you made any changes with Covid in mind? The pandemic has increased the pace of the digitalisation process in our business. This will become apparent from mid-January onwards, even before the Spielwarenmesse itself.
Spielwarenmesse Digital will, for the first time, join up the online and offline worlds, providing participants with an innovative business platform to enrich the personal experience of the fair with new digital functions. At the show itself, visitors can also be reassured that the familiar structures will still be there: the product groups will
Essentials
What: Spielwarenmesse 2022 (Nuremberg Toy Fair) When: Wednesday February 2 to Sunday February 6 Where: Nuremberg Exhibition Centre
be largely arranged as they have been previously. After this long break, they will therefore still find things consistent with what they have come to expect from previous years.
What are you expecting in terms of exhibitor and visitor numbers? On the exhibitor side, we’ve had a really good response: at the moment more than 1,800 companies from 64 countries have registered for the coming Spielwarenmesse. These include all the key players in the industry.
We’re also getting positive feedback from retail, where a survey of our trade visitors has shown that 77% want to come to Nuremberg. This gives us enormous confidence and underlines the terrific reputation that the Spielwarenmesse enjoys in the sector internationally as a networking and ordering platform.
How important is sustainability at the show? Sustainability is a major theme of Spielwarenmesse 2022. Our Toys go Green megatrend will contribute to this. It has so many facets and it’s here for the long term, I’m sure of that.
In Hall 3A, buyers can experience relevant products on four topic islands: ‘Made by Nature’, ‘Inspired by Nature’ and ‘Recycle & Create’ each focus on specific materials, while in ‘Discover Sustainability’ the topics of environment and climate are portrayed through toys “- so this one is all about the value of play.
The trend will be complemented by daily Toys go Green presentations in the Toy Business Forum. In parallel we have commissioned an international consumer study on the topic of sustainability from the Spanish market research agency AIJU. The findings of ‘Toys and Sustainability’ will be presented for the first time at the main press conference on January 27.
Last but not least, sustainability is also a new category in the ToyAwards - our prizes for new products - which will now be awarded in six categories. How will you make it accessible for those who can’t travel due to Covid or travel restrictions? With the mix of familiar and new themes, our aim is to make sure all participants have a good experience at the fair again, after such a long time. The steps we are taking that I’ve just outlined should help with that. What drives us is the desire to have a successful trade fair but we’re also aware that regrettably not all those who would like to visit or exhibit will be able to do so, given the We’re aware that not all those who would like to visit or exhibit will be able to do so, given the present situation. That’s why we’ve created Spielwarenmesse Digital ”
present situation. That’s why we’ve created Spielwarenmesse Digital. For the live event, our sound and workable safety and hygiene policy is what’s most important.
Will the Toy Cocktail competition return this year? In the past, the Toy Cocktail competition has always been held in advance of the Spielwarenmesse. In 2022 we’re integrating it for the first time as a live event into the PressPreview: the show for new introductions, which takes place the day before the fair.
Local bars will have the opportunity to create the 2022 Toy Cocktail, which will be judged by a jury of three experts. We’re excited to see all the creative ideas - and, of course, the winning entry.
25 years
of playtime innovation
As Jazwares celebrates its silver anniversary, TnP catches up with SVP Europe Jonny Taylor, MD UK & Nordics Holly Oldham, and MD GmbH Marcus Abt to talk
about European expansion plans - and the next 25 years!
This is a special year for Jazwares, as you celebrate your jubilee. What does this milestone year represent for you?
Jonny: When our CEO Judd Zebersky launched Jazwares 25 years ago, his dream was to make amazing toys that would delight kids and collectors alike. Still, today, making great toys is intrinsic to the DNA of the company. Judd and his wife Laura Zerbersky [Jazwares president] are the driving force behind the business, making better and better products, constantly pushing new boundaries, and taking us to the next level. Our 25th anniversary is an opportunity to celebrate the remarkable Over the past 12 months “ we have built a division within Jazwares called Blue J, focused solely on delivering innovation into our product lines, along with private IP creation “
Did you know?
Jazwares opened a new sales office in France in December 2021
Jonny Taylor Holly Oldham Marcus Abt
journey that Jazwares has been on, and there is definitely a sense of anticipation and excitement about what the next 25 years will bring.
How have the past 12 months been for Jazwares?
Holly: It’s been a crazy year. Consumer demand in the toy industry has been exceptionally high. However, navigating the global supply chain has been extremely challenging. Despite these challenges, we have achieved solid growth globally, in every region. We have a superb team to thank for these results. You have ambitious growth plans for the European market. Can you tell us more about your aims?
Marcus: One of the most exciting developments is our new sales office, which opened in France in the middle of December 2021. Over the past nine years, we have built successful operations across Europe, servicing retail customers directly in the UK, Ireland, Germany, Switzerland, Austria and Benelux.
Despite the challenges the industry has been facing with the global supply chain, we have been
Fact!
Over 100 million Squishmallows have been sold worldwide
experiencing decent levels of growth over the past few years. During this period we have worked directly with French customers but without the support of a local French sales force.
By opening a sales branch in Paris and adding local sales professionals to work with our strong portfolio of brands and products, we have the opportunity to scale the business in this market significantly. Outside of direct-to-retail distribution, our growth is also being driven by our best-in-class partnerships with our in-market distributors, who are delivering excellent results.
You have an incredible portfolio of brands. Squishmallows is a hot brand globally - can you tell us more about your strategy for owned IP?
Jonny Squishmallows is one of the hottest girls’ brands globally right now. We feel there is something very special and truly unique about it. One of the reasons Squishmallows performs so well is that it strikes an emotional response among fans young and old, who feel compelled to collect the evergrowing range of cute characters.
Squishmallows is a Jazwares private IP brand and we are committed to developing more of our own brands in-house. Over the past 12 months we have built a division within Jazwares called Blue J, focused solely on delivering innovation into our product lines, along with private IP creation. Expect to see new Jazwares brand launches developed by Blue J from 2023 and beyond.
Licensed toys are at the heart of what you do. Tell us about your licensed brand portfolio. Holly: We’ve got such a broad portfolio. In boys, Roblox and Fortnite are incredibly strong and adding Pokémon to our direct distribution retail portfolio for the UK and Germany takes things to another level.
In preschool, Spidey and his Amazing Friends has had an incredible start. The content on Dino Ranch looks exceptional and the TV placement across Europe is robust. One of our favourite brands, CoComelon, looks on track to join the When our CEO Judd “ select club of preschool powerhouse brands across the globe. In girls, we have Squishmallows Zebersky and, my personal favourite, launched Squishville: the collectable miniature Jazwares 25 version of Squishmallows that comes with vehicles and playsets. We have years ago, a thriving product portfolio and the his dream team is working hard to strengthen was to make things even further. We also have some very exciting amazing toys new brand launches to be that would announced. delight kids and collectors alike “
What are you most looking forward to as we move into the Toy Fair season?
Marcus: Seeing products and showcasing all the opportunities. Spending time with our customers and partners energises our team, so hopefully there will be plenty more of this to come in 2022 and onwards.
Wheely exciting!
MV SPORTS & LEISURE
01217488000 www.mvsports.com
Stand A-29. Hall 7
As a market leader in character wheeled toys, MV Sports & Leisure’s portfolio of licences is being further strengthened with the addition of several new properties such as the latest preschool phenomena CoComelon and Bluey. The company says these collections have been very well received by retailers and meet the growing demand from consumers for successful new preschool wheeled toys. The new line-up of ride-ons, tri-scooters, bikes and pop-up tents accentuates the cute and quirky nature of both increasingly popular properties. The new Lightyear range is certain to blast off, bringing to life this all-new movie through an array of scooters, skateboards, and bikes. With vibrant colourways and superb graphics, the distinctive Lightyear artwork will shout loudly off-shelf or off-page.
Did you know?
MV Sports’ new Lightyear range will bring to life the new movie of the same name, which tells the origin story of Toy Story’s Buzz Lightyear. The film is due for release in June
Bigger and better STAND 12 B-08
FUNKO
eventseu@funko.com funkoeurope.com
Funko Europe will again attend the Nuremberg International Toy Fair, bringing its selection of licensor and original products beloved the world over. The creator of Pop! collectables continues to innovate and evolve its line, which now includes more new and exciting products than ever before. Pop! Albums take centre stage this year with a placement spot in the Trend Gallery. Masterpieces include Queen’s Greatest Hits, Metallica’s The Black Album and Notorious B.I.G’s Ready to Die. Many more have also received the Pop! Album treatment, which features artists in Pop! form in their iconic album poses.
Among the numerous categories on display, the Funko team is especially excited to present its line of premium new vinyl figures. The first wave of the latest range - Gold - will feature both 5in and 12in figures of some of the world’s most beloved music, NBA and NFL icons - with many more to follow across the entertainment, music and sporting landscape.
Funko’s other lines continue to deliver, year in and year out. Expect immersive gameplay for fans young and old when Marvel’s Battleworld flies in with its next wave,
while Something Wild - a unique and thrilling card game - is set to continue its expansion with new lines in fan-favourite properties Star Wars and Marvel. There are also strategic, party and card games sure to keep the whole family entertained, including Pan Am, The Goonies, Fast and Furious: Highway Heist, Never Say Die, and Disney Hidden Mickeys. If fashion is more your customers’ bag and they’re keen to show their fandom through style, Loungefly continues to push the envelope with high-concept, quality made bags and wallets sure to get everyone talking. Loungefly’s rapid expansion into the European marketplace has been one to watch as it continues to Fact! combine a love of fashion and fandom with inventive and fresh design. Further Funko’s space in Hall 12 features a apparel from the new business zone for scheduled Funko team celebrates meetings as well as a display its extensive ranges of exclusive and unique showcase featuring the entire Pop! & Tees featuring array of Funko products on offer stylised artwork alongside Pop! Pins, both wearable and decorative. Never to be outshone, the Pop! collectables continue to evolve with new sizing formats, with the 6in Super Pop!, the 10in Jumbo Pop! and the 18in Mega Pop! stretching further than ever into specialised fandom zones with extensive selections of genres now available within sports, anime and gaming. Funko’s space in Hall 12 is now larger and better than ever, featuring a new business zone for scheduled meetings as well as a display showcase featuring the entire array of Funko products on offer. To schedule an appointment, contact the events team at eventseu@funko.com.
Giving noise the red light
EDUK8 WORLDWIDE
01661 831 080 www2.eduk8worldwide.com STAND
Fact! Educational toy designer and distributor Alertz is a traffic light Eduk8 Worldwide is launching its Electronic noise warning system, Noise Management System at designed to be Spielwarenmesse. An easy-to-understand used in classrooms, traffic light noise warning libraries, hospitals system, Alertz can be used in a variety of applications and special needs such as classrooms, libraries, hospitals and special needs settings. With seven different sound level settings, adjustable from as low as 50 decibels, the product has been years in development and is launching at the 2022 fair.
The flexible design allows use of both audible and/or visual warnings and it can be used across indoor and outdoor settings in mounted and free-standing positions.
Christine Lawson, director of Eduk8, said: “This represents real innovation in the noise management segment to help teachers in classrooms and managers in noise-controlled settings regulate their sound levels. Thanks to the simple traffic-light and audible warning alerts, it is easily understood by a wide range of audiences, including those with additional needs.”
According to the World Health Organization: ‘Excessive noise seriously harms human health and interferes with people’s daily
F09. Hall 1H12
activities at school, at work, at home and during leisure time. It can disturb sleep, cause cardiovascular and psychophysiological effects, reduce performance and provoke annoyance responses and changes in social behaviour.’
Soft sells
THE PUPPET COMPANY
01462 446040 info@thepuppetcompany.com www.thepuppetcompany.com
STAND F09. Hall 1
The Puppet Company will be showcasing a range of new puppets and new soft toys from its sister company Wilberry Toys.
Eco Walking Puppets are made from 100% recycled plastic bottles.
These incredibly functional puppets for both adults and children come with access to the arms and legs so you can make them walk, run, dance and more! And Wilberry Eco Cuddlies are beautiful soft toys, also made from 100% recycled plastic bottles, which are super soft and extra cuddly. Then there’s new Wilberry Mini - the latest addition to this incredibly popular collection - which the company says is one of the most appealing ranges it has ever designed. Finally, look out for Golf Club Covers. These new additions not only look great but work well too! They are fully lined and provide a secure fit, keeping your driver safe while looking great.
Toys that don’t cost the earth
KEEL TOYS
01233 506363 www.keeltoys.com
Since the launch of Keeleco in 2020, Keel Toys has used the equivalent of more than 14 million water bottles in the manufacture of the range!
Just two years after launching Keeleco. Keel Toys can now offer a complete sustainable soft toy collection, including traditional Wild, Farm, Dinosaurs, Teddy Bears, Nursery and a new Fashion range. The company says this reconfirms its position as the number one recycled soft toy supplier in the market today. The Keeleco range has been extended to more than 120 products including new larger size toys (up to 70cm) in Wildlife, and extensions into more British Wildlife and Farm designs. Keeleco
Dinosaurs come in four different styles and two sizes, featuring innovative fabrics and finishes, making them a must-have product. Keeleco Nursery launched in 2021 and has been an instant success with a new Unicorn character to be added in 2022 to the Fact! FSDU collection of Keel Toys has reused the equivalent of Stand C09 Hall 1 Lamb, Koala, Giraffe and Zebra. The nursery range also features a cute teddy bear and 14 million water bunny in variations of pink, bottles in the blue and white. making of its Dougie is a traditional-style teddy bear Keeleco range brought up to date using recycled polyester materials to make it the best of both worlds. There’s also a new sentiment bear range featuring Graduation, Happy Birthday, Thank You & Get Well Soon bears to complete the collection. Finally, Keeleco Adoptable World is the newest part of the sustainable soft range and is billed as the first fashion eco soft toy collection. With happy expressions and wide, expressive, adorable eyes, the collection of 12 characters simply beg to be picked up and adopted by a loving new owner. The luggage label featured on the toy and supporting point of sale depicts sustainable world travel by sailing boat, hot air balloon and bicycle. Keel Toys says people buy traditionally for the following three reasons: emotional - each toy is a beautiful soft toy that begs to be picked up and hugged; functionality - Keeleco soft toys feel exactly how they should feel; the only difference is that they are made from a recycled not virgin source of polyester; and money - Keeleco soft toys do not cost the earth. But now there’s a new dimension: sustainability - people feel better when the product ticks the sustainability box! As well as Spielwarenmesse, Keel Toys’ latest ranges will be on display at the Harrogate Christmas & Gift Fair, London Toy Fair and Spring Fair.
Aquarius makes show debut
AQUARIUS
01737 550837 www.nmrbrands.com/aquarius/
Stand D23, Hall 10
Creator of licensed products for the kidult and family markets, Aquarius will showcase its range of puzzles, board games, playing cards and more for the first time in Europe at Nuremberg Toy Fair.
The company will use the show to unveil licences that are new to the European market, including Dr Seuss, Peanuts, and special licensed products for Halloween and Christmas, alongside firm favourites such as Harry Potter, Friends and SpongeBob SquarePants.
Joining the line-up will be Aquarius’s exclusive range of licensed Grinch products, including The Grinch 1,000-Piece Puzzle. Featuring residents of Whoville and the most beloved villain of the holidays, this 1,000-piece puzzle will have families feeling merry long after Grinchmas is over.
New stand will deliver
WILTON BRADLEY
01626 835400 sales@wiltonbradley.com www.wiltonbradley.com
Did youknow?
Visitors can admire the new offerings from Wilton Bradley on a new 120sq m stand in a new central position - and discover all of the new product lines on offer. Many items are extending existing offers in successful brands, plus there are some exciting new developments.
Look out for the new Venom Go Kart, the Comet Electric Go Kart, as well as new additions in the licensed electric ride-ons categories.
In the music categories, new lines have been added in the successful Mi-Mic and Academy of Music brands.
Wilton Bradley will also unveil some innovations within the outdoor category under its Playhouse brand including Waterwall, which will be supported with a media campaign, and the Ice Cream Van. Both will have additional designs for 2023 and beyond.
Laetitia Westerman, head of international sales, said: “We are looking forward to finally returning to Nuremberg for the Spielwarenmesse 2022 edition, giving us the opportunity to meet again with our existing partners, and introduce Wilton Bradley to new retailers and distributors.
“As Wilton Bradley continues to develop and grow, we are very much looking forward to many years of fun and innovative new products.” New wheeled toys include the Venom Go Kart, the Comet Electric Go Kart, plus new additions in the licensed electric ride-ons categories
STAND B11-C10. Hall 7
