018 July 2 No. 10 7 Vol. 3
Independently audited ABC circulation of 5,121
1 July 2016 to 30 June 2017
CONTENTS
P58
P21
Regular 018 July 2 No. 10 7 3 Vol.
TEAM TnP Group Editor Mirella Anstey mirella@lemapublishing.co.uk
Editor Mairead Wilmot mairead@lemapublishing.co.uk
Editor Rhys Thomas rhys@lemapublishing.co.uk
Group Advertisement Manager Ryan Horwood ryan@lemapublishing.co.uk
Publisher Mark Naish mark@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Design and Production Marian McNamara marian@lemapublishing.co.uk
Managing Director Malcolm Naish malcolm@lemapublishing.co.uk
Circulation Manager Robert Thomas robert@lemapublishing.co.uk
5
Leader – with Mirella Anstey
6
News – the latest toy industry headlines
10 Movie News – what’s happening on the big screen 12 Media News – the multimedia rundown 13 M edia Charts – the latest kids’ TV viewing figures and toy TV advertising spend
P48
14 R etail News – the latest round up of news from retailers 22 W hat’s New – new products that you need to get your hands on 53 Licensing News – the latest on licensed products 54 Spotlight on… Ravensburger – one new product, all the USPs explained 55 Don’t Miss – unmissable products for all buyers and retailers
Features 24 Arts and crafts – a beloved category that continues to thrive 42 Wooden toys – nature’s finest and adored by all
Special Report 21 Cover Story – Spin Master celebrates the arrival of Party Popteenies 44 Property Focus – TnP digs into Character Options’ new collectable range Treasure X
P50
48 Spotlight – The magic behind Funko’s Harry Potter range revealed 50 Spotlight – Toy State reveals more about its dominance in the lights and sounds category
Columnists 11 The Insights People – market intelligence specialists tell us what makes kids tick
P42
16 T he Independent – time to take a break and take stock – just from a beach and not a stock room, say our dynamic duo 18 R etail Opinion – John Ryan looks at the fun side of retail technology 20 Media Analysis – Generation Media looks at the fluctuating impact of TVRs in the school holidays
P50
Lema Publishing Ltd
PUBLISHING
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
At the heart of retail A member of the Audit Bureau of Circulation
Independently audited ABC circulation of 5,125
P24
1 July 2015 to 30 June 2016
toysnplaythings.co.uk
Helping everyone sell more
LEADER
F
A member of the Audit Bureau of Circulation
Independently audited ABC circulation of 5,121 1 July 2015 to 30 June 2017
PUBLISHING
At the heart of retail
ootball’s coming home — or, at the very least at the time of writing, everyone in the country seems to think so. England are currently well on their way to the final 16 and, dare I jinx it, the final. That’s a reason to celebrate if ever there was — even if you’ve no interest in 22 men running after a ball and instead head out to do your weekly shop while it’s quiet — because the better England do, the better we all do. Retailers stand to make a fair whack out of the World Cup, particularly toy shops who are currently selling football stickers, balls and goals of all sorts and sizes by the lorry-load. According to NPD, more than 6.5 million football-related toys and stickers worth a whopping £11 million in combined sales have been sold in the UK since the year began – and those figures are from the beginning of June before the first game even kicked off! A nice start to the summer then, whether you’re a football fanatic or a toy retailer looking to make 2018 a successful year despite the
Also published by Lema Publishing
licensing T O D A Y
W O R L D W I D E
David Bottomley took the TnP golf day trophy
magazine
TableWare INTERNATIONAL
If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to robert@ lemapublishing.co.uk
obvious hardships — doubly so if you're both. Sticking with the sporting theme, we celebrated 10 years of the TnP Goring & Streatley golf day at the end of June. Lema Publishing MD and founder Malcolm “Bubba” Naish was on fine form as ever — even if we are talking about his hosting abilities and not his putting! Congrats to David Bottomley on winning the Stableford — head over to page 37 for our full report from the day’s goings on. This month there was cause for even more celebration, namely with Spin Master’s Party Popteenies, which takes our cover story this month. It’s a really brilliant new collectable range that brings the fun of a party to the unboxing phenomenon, and there’s a really lovely message of Everyone’s Invited behind the brand. Head on over to page 21 for a rundown from the Spin Master team – it’s wholesome fun and though it’s aimed at girls its clear all kids are absolutely going to love it. And that’s not all from the world of
Mirella Anstey
Party Popteenies is the latest from Spin Master
collectables this month. We caught up with Character Options to learn all about their amazing — and I mean really clever — new boys’ collectable line Treasure X. It’s the latest thing from the super-smart guys at Moose Toys, and is part Indiana Jones, part pirate treasure hunt. This is one of those toys that packs tonnes of play value According into everything, from the to NPD, more packaging to the final fizzing than 6.5 million reveal, and there’s even real gold involved. We’ve been football-related itching to share more since toys and stickers we learned about it a little while back, and you can dig worth a in to our in-depth feature whopping £11 on page 38 for a rundown million in from Character and a TnP Ambassadors special. combined sales Finally, and not wanting to have been sold in panic you, but next month the UK since the we’re tackling our annual Autumn Fair preview as year began the autumn/winter season arrives. If you’re exhibiting or visiting the show and want to share your news or views with us, you can, as ever, get in touch with me at mirella@lemapublishing.co.uk. But for now, let’s all enjoy the sun, summer, World Cup, and the sales that come with all that.
“
”
Dig into Treasure X on page 38
news
Foye takes the Chair Hasbro’s Foye Pascoe took her new role as Chair of the BTHA at the BTHA and TRA Industry Day last month, which will see her succeed Character Options’ Jon Diver. This is the first time in BTHA history that there will be both a female President — Golden Bear’s Christine Nicholls currently holds the position — and female Chair at the same time. Jeff Taylor of Arena Azure was also honoured at the event with a Toy Trust Outstanding Contribution accolade for his efforts mediating the annual media auction fundraising. His work has so far helped raise more than £400,000 for charity.
Argos unwraps Top Toys for Christmas With 200 days to go until the big day, Argos unveiled its pick of the top toys for Christmas 2018. The list features 13 new and exciting toys that the retailer expects to feature on every child’s wish list come December.
“This year’s list is arguably our most exciting and eclectic to date,” said Juliet Ward, Head of Toy Buying, at Argos. “The list shows how toys are continuing to progress with interactive items amongst the most popular. We’re also seeing the modernisation of more classic and traditional toys resulting in a varied and extensive list.”
Argos’ top toys for 2018: ■■ Fingerlings Untamed T-Rex ■■ Fingerlings Untamed Dino Cage ■■ Nerf Laser Ops Two-Pack ■■ LEGO City Arctic Mobile Exploration Base ■■ Boxer ■■ Treasure X 3-Pack Chest ■■ My Lovely Unicorn Electric Ride-On ■■ VTech Fantasy Unicorn ■■ Paw Patrol Rescue Fire Truck Playset ■■ Chad Valley Tiny Treasures Doll ■■ Fingerlings Hugs ■■ LOL Surprise Under Wraps ■■ Poopsie Unicorn Surprise
Trends – Inspiring Imaginations Kristin Morency Goldman of The Toy Association looks at the trend for toys that promote creative, make-believe play Parents and caregivers are becoming more attuned to the fact that creative toys and games can be highly beneficial in helping children build lifelong skills through play. In fact, studies show that kids who play make-believe games are better able to self-regulate their emotions, develop a problemsolving approach to learning, and much more. “Imaginative play inspires children to picture themselves in adult roles or future careers, create new worlds, and explore their
6
“
Studies show that kids who play make-believe games are better able to selfregulate their emotions
”
talents – whether it be baking, art, coding, robotics, or anything else a child puts their mind to,” said Adrienne Appell, trend expert at The Toy Association. “In 2018, we are seeing a huge influx of toys that motivate kids to be creative.” Inspiring Imaginations was one of the top toy trends of the year announced by The Toy Association at the 115th North American International Toy Fair. Read on for some examples of terrific toys and games that are sure to inspire kids of all ages:
toysnplaythings.co.uk
Tomy strengthens Europe business
Toys R Us Europe revived? A social media post by Isaac Larian, the founder and CEO of MGA Entertainment who earlier this year spearheaded a campaign to save Toys R Us in the USA, suggests some of the bankrupt toy retailer’s vestigial European business could be saved. The post, seen on LinkedIn, said he’d heard news that the GM of Toys R Us Iberia is “close to a management take over and save TRU in France, Spain and Portugal”, hailing the result as “great news”. There have been no further developments or confirmation at time of print.
Verity promoted GP Flair has promoted Senior Brand Manager Verity Groom to the position of Marketing Manager after five years with the company. The promotion is effective immediately and will see her manage Flair’s extensive portfolio of girls’ and creative brands. Emmanuelle Cadet, Head of Marketing at GP Flair, said: “Verity has been a strong asset to the Flair team since joining the company in January 2013. The past five years have seen her play an instrumental role in the successful launch of multiple brands. I am very pleased to offer her this next step in her career and have no doubt she will rise to the challenge.”
Tomy has announced a number of changes to its leadership structure in order to better align and strengthen its regional divisions, particularly in Europe, and advance global expansion. The move will see Tomy International, the North America and Latin America subsidiary of Tomy Company Ltd., take over responsibility of the firm’s European business. Mark Foster, formerly Executive Vice President of Tomy Europe, left the organisation on 18 June, with Tomy International President Pete Henseler and COO Greg Kilrea taking the reins. Mary Wood, who joined Tomy UK last year from Vivid, remains at the helm of the UK business, reporting in to the global team.
Remembering Mike Beloved toy industry man Mike Stevens sadly passed away on 26 May 2018 at the age of 79. Mike spent his working life in the toy trade, joining his father Leonard in sales at Cowan De Groot, later to become Dekker Toys. He loved his job, and enjoyed trips to China with Derek Cowan in the early years. He retired from Dekkers at the age of 65 and immediately joined Wizard Limited, bringing the company great success with his usual enthusiasm and hard work. “Everybody loved Mike,” said Wizard colleague and friend Barry Robson. “He will be sadly missed.”
Nickelodeon Chalkboard Slime use a magical spoon and bottle bring the dump truck, front loader, Kit (Cra-Z-Art): Kids can make their to feed their baby food that really excavator and cement mixer vehicles own slime – and then paint it with the disappears. Soon after, the doll to life. Kids push the vehicle forwards included paints over and over again. will need a nappy change – just and backwards, and work the Once a drawing is complete and like a real baby. Comes in three mechanical feature of each vehicle to they’re ready to start anew, they can different fashions and includes fun for lights and sounds. roll up the slime and the colours will accessories. Trooper Bot (PlayVisions): This disappear. Tonka Power Movers (Funrise, 14” tall robot will perform amazing Mini Bake Shop (Klutz): This kit Inc.): The innovative line of functions by reacting to commands includes all the ingredients and TONKA Power Movers are rugged from 15 to 20 feet away with instructions for rolling out clay just construction vehicles featuring new infrared technology. The bot can be like fondant, so crafty kids can make motion drive technology, allowing programmed to perform 50 different faux flowers, stack on sprinkles, add for fun and intuitive play that actions, and even shoots foam darts! expressive faces, and more. Cabbage Patch Kids Mealtime Mark your calendar now for the 116th North American International Toy Fair, taking place Magic (Wicked Cool Toys): Little Saturday, February 16 to Tuesday, February 19 in New York City, and count yourself among the ones will embrace special life-like 30,000 global guests who will preview the hottest new toys and games. mummy moments when they
Visit: www.ToyFairNY.com for more information.
July 2018
7
news Big Challenge, big success
The elves are coming! PMS International Group PLC is stepping up the marketing for Elves Behavin’ Badly this year with the appointment of award-winning creative PR agency Taylor Herring to create and lead a major national campaign. Elves Behavin’ Badly was a breakout phenomenon in 2017, with over 2,000,000 Elf dolls sold in the run-up to Christmas, and this year that figure is set to grow. A substantial six figure sum has been put up for the campaign to rapidly grow the brand. “We are thrilled that the renowned Taylor Herring will be running our Elves Behavin’ Badly Christmas 2018 campaign,” said Paul Beverley, MD at PMS. “We are confident the naughty Elves will rival Christmas campaigns from the likes of John Lewis and others. Elves Behavin’ Badly’s brand of participating in festive humour is very ‘now’ and ticks all the boxes for being a campaign to remember in 2018”. The hard-hitting PR campaign for the cheeky Elves will include a viral video series, Facebook and Twitter promotions and a national fan photography competition. A number of high profile publicity stunts will also be rolled out nationwide and particularly in London.
Maralyn passes away Maralyn Redfern, the co-founder of leading licensed stationery company Blueprint Collections, has passed away. It was in the late 90s that Maralyn and husband Mike felt the time was right to set up a new business, Blueprint Collections. Maralyn was very much involved with all aspects of the business. Known for her strong character, friends and colleagues will remember Maralyn for her big heart and no-nonsense approach to life. Many people have been lucky enough to have met Maralyn over the years, and she had hundreds of friends across the toy, stationery, publishing and licensing industries around the world who will all hold dear memories of her.
The Toy Trust Big Challenge last month saw 200 industry professionals walk, run, swim and cycle in a bid to raise £200,000 towards this year’s Giving the Gift of Play theme. As a result of the fundraising, the Toy Trust will be able to provide a week-long activity camp for 65 profoundly disabled and poorly children and their siblings in partnership with inspiring charity Over The Wall. “The Toy Trust Big Challenge continues to be a fantastic annual event that unites people from all corners of the toy industry to generate amazing amounts of money for the children’s charities that we support across the year,” said Toy Trust Chair Foye Pascoe. “It is fantastic to see toymakers, licensors and retailers all pulling together for such a brilliant cause. Thank you to everyone who supported the event; either participating, stewarding or donating to the overall result – your contribution highlights what a big-hearted, philanthropic industry we are!”
David is coming home A crowdfunding campaign to help injured toy industry man David Stephen return to the UK for medical care has been a resounding success. Airline tickets for his flight from the US to the UK have been purchased with generous donations from the industry, and an ambulance will take David onwards to Addenbrooke’s Nursing Home when he touches down on 16 July. The fundraising page has almost reached its full target. Visit justgiving.com/fundraising/Robert-Hookway to donate.
Sambro soars A strong year of sales growth for Sambro in 2017 has seen pre-tax profits nearly double, despite tough trading conditions at retail. For the year to 31 December 2017, profits rose to £4.1m compared with £2.1m the year before, and the company added nearly £1m to its annual turnover, taking it to £71.96m from £71m in 2016. UK sales accounted for much of the sales growth, rising from £36.5m to £28.2m, while European business was dented primarily by a “sluggish” market in Spain. A report accompanying the results noted: “The directors are satisfied with the state of affairs of the company, are optimistic regarding growth in both revenue and profitability, and remain focused on the strategy of delivering organic growth.”
8
toysnplaythings.co.uk
Dracco UK changes hands Dracco UK has been acquired in a management buyout and will trade under the new banner Bliss Distribution Ltd. Cathryn Dunstan, described as a key manager at the company, acquired the firm’s UK wholesale arm and will sell non-Dracco branded toys, trading cards and collectables. Dracco co-owner and Managing Director Henrik Andersen said business will go on as normal under the new Bliss banner to “provide continuity to our staff, customers and suppliers,” and wished the new owner success. “I am delighted to have acquired the company and am looking forward to ensuring the further growth and success of the business,” said Cathryn.
Cartamundi names new CEO Cartamundi has named Stefaan Merckx as its new CEO. He joins the card and games specialist from baked goods company Vandemoortele, and succeeds Chris Van Doorslaer, who passed away in December 2017.
“I am excited at the prospect of joining a talented team that has displayed the capacity to innovate and grow with customers thanks to a track record of trustworthiness and reliability developed over the years,” said Stefaan.
July 2018
Posh Paws welcomes Sally Posh Paws International has welcomed Sally Fielding to the role of Sales Director. From past positions in the gifting and housewares industry, including time at Hallmark, she has worked with leading brands and retailers and brings with her a wealth of knowledge. Alan Smith, Managing Director of Posh Paws commented:
“We are thrilled to welcome Sally to the team,” said Posh Paws MD Alan Smith. “Sally’s strong understanding and connections in gifting and retail will be invaluable to the growth of the Posh Paws business. We couldn’t think of anyone better for the job.”
9
Movie
news
Incredible opening Incredibles 2 made its mark in the history books as it swooped into cinemas across the States in June. The long-awaited Disney-Pixar sequel opened with a record-breaking $180m in its first weekend, the biggest ever for an animated movie. The superhero flick, which doesn’t open in the UK until 13 July, stole the crown from another Disney-Pixar animation, Finding Dory, which took $135m in its opening and held the record since 2016. Including international markets, the movie grossed a total of $231.5m — a monumental opening for the studio’s 20th release.
Ralph returns! Disney has released a new trailer and film poster for the muchawaited Ralph Breaks the Internet: Wreck It Ralph 2. The film is due to hit UK cinema screens on 30 November and follows the hero, video game bad guy Ralph, voiced by John C. Reilly, and fellow misfit Vanellope von Schweetz, voiced by Sarah Silverman, as they navigate the vast and dynamic World Wide Web in search of a replacement part to save Vanellope’s game, Sugar Rush.
Disney-Fox takeover develops A bidding war for 21st Century Fox opened up after US communications giant Comcast fired off a $65bn all-cash offer for the Murdoch empire in response to Disney’s $52.4bn bid. It was understood that Disney’s takeover, paid for in stock, was all but in the books, but Fox took a step back after Comcast’s offer. Disney has since countered with a new $71.3bn offer, this time an even 50/50 split of cash and shares — around 19 per cent of Disney — to further sweeten the deal. But it seems Disney’s most recent offering has cemented the deal, with Fox chief Rupert Murdoch saying the merger would “unlock even more value for shareholders”. Disney CEO Bob Iger revealed both companies had already been deep in discussion on how best to merge the companies: “And after six months of integration planning we’re even more enthusiastic and confident in the strategic fit of the assets and the talent at Fox.”
Turtles rebooted Is it a bird, is it a plane… In a month packed with Disney animation news, the studio also unveiled the first teaser of its next live-action remake, Dumbo. The trailer gave fans their first glimpse of the CGI elephant, and fans went wild on social media. From director Tim Burton, Dumbo expands on the beloved classic story where differences are celebrated, family is cherished and dreams take flight. Circus owner Max Medici enlists former star Holt Farrier and his children to care for a newborn elephant whose oversized ears make him a laughing stock in an already struggling circus. But when they discover that Dumbo can fly, the circus makes an incredible comeback. Dumbo flies into cinemas 29 March, 2019. 10
Work has begun on a third Teenage Mutant Ninja Turtles movie at Paramount, with the aim to reboot the series after a soft box office bow for 2016’s Teenage Mutant Ninja Turtles: Out of the Shadows (pictured). Michael Bay will return as executive producer through his company Platinum Dunes.
toysnplaythings.co.uk11
Consumer
insight
Creating big worlds T
here are many trends that occur within children’s from Marvel and DC. The Harry Potter prequel, Fantastic ecosystems that seem completely unpredictable. But Beasts, was one of the most popular films in our data last what if there’s a way to see these trends coming? By year. This is set to be followed up with the next instalment opening a line of communication with children themselves, due out later this year. we can spot the movements before they occur. Kids Insights This proves that origin stories can provide fans with survey 400 kids aged four to 18 every single week, which is new content, whilst at the same time exploring characters more than 20,000 every year — making us children already know and love. Recent the most comprehensive and dynamic market success stories include Young Sheldon, intelligence resource on all things kids, tweens prequel of The Big Bang Theory, Prequels and the and teens in the UK. which has seen the show and character spin-offs are One turn of events which may have come become a firm favourite with teenagers. proving to be a key In teenagers, Sheldon has risen from 10th as a surprise to some is the recent box office disappointment surrounding the latest Star to second favourite character following trend in film and Wars release. Our data shows that, overall, the new spin-off series — which is the TV... This type of the franchise is relatively popular amongst third most popular new show watched by content is children. Star Wars toys have climbed the children in this age bracket. increasingly ranks to be the fifth favourite amongst boys This also gives us insight into the enjoyed by young aged four to 18 over the last six months, and power of characters. This year 14-yearfans and represents old Millie Bobby Brown’s Stranger Things in the 30 days preceding the release of Star Wars: The Last Jedi on 14 December, it was a dependable way character Eleven has entered the top the film children were most looking forward to. to extend a 10 favourites with teenagers’ favourite Yet Solo, a Star Wars prequel which came characters. She has 16m followers on franchise out on 25 May, is reported to potentially be Instagram and recently became the the first Star Wars film under Disney to lose youngest ever person to be included on money. This is something which our data has anticipated. In Time magazine’s 100 most influential people. This is the the 30 days preceding the release of the film, only two per first time a Netflix original character has appeared in the cent of children aged four to 18 cited Solo as the film they top 10 favourites of children in our data. are most looking forward to, behind Avengers: Infinity War, With these sorts of shifts occurring, it’s Deadpool 2, Peter Rabbit, Jurassic World: Fallen Kingdom more important than ever for brands to and Incredibles 2. be able to anticipate how to expand Although this could be used to suggest that prequels and engagement with an audience that’s spin-offs are not the best avenue for brands to explore, it offered more choice than ever. seems children’s ecosystems are far more nuanced than that. To receive a complimentary Our data suggests that, overall, prequels and spin-offs are copy of Kids Insights Q1 proving to be a key trend in film and TV. Trend Alert report and a free Over the last 12 months, this type of content is increasingly demonstration of their award enjoyed by young fans and represents a dependable way winning online portal, visit to extend a franchise. One the most common genres for www.kidsinsights.co.uk/ prequels (or origin stories) is the superhero franchises, toysnplaythings
“
When choice is at an all time high, knowing and understanding the details is vital for brands to expand engagement with young audiences
”
toysnplaythings.co.uk
MEDIA
news
Two thirds of toddlers use tablets
Hama’s on the box DKL Marketing has unveiled its second TV campaign of 2018 for hit creative brand Hama Beads, coming to screens this autumn. Running throughout October and November, the advert will feature nationwide on popular channels including Channel 5, Nickelodeon, Nickelodeon Junior, Disney Junior and Boomerang. “We ask customers to get in contact with us, as there are many opportunities for in-store support such as free demonstration days, competitions and social media support,” said David Allan, Sales and Marketing Director.
Kick it, Duggee! Forget Harry Kane, the true hero of England’s World Cup campaign is Hey Duggee and his catchy song Kick! Kick! Kick! (Kick Song). Dubbed the “unofficial World Cup song” by BBC Radio 6’s Shaun Keaveny, the catchy pre-school anthem has proven so popular with the masses that it’s been released as a commercial download. The track has been made available to download and stream globally (excluding the US) by BBC Studio’s Demon Music Group. 12
Almost two thirds of children under the age of two are allowed to use tablets, and a third can open apps and turn the device on themselves according to new data by market research specialists Parents Insights. The findings, from Parents Insights’ Q2 report on a study of 2500 parents, also shows that one in five tech-savvy little ones can unlock a smart device
Rainbow site goes live Rainbow Designs has launched a newly designed website embracing the benefits of the digital world, including a slew of high-tech features like 360-degree product images. It’s been designed with navigation in mind along with giving users a rich level of functionality. As well as 360-degree product images, the new site features brand video clips and links to Rainbow’s social media activity. Visit www. rainbowdesigns.co.uk to check it out and order today.
completely unaided. When children are allowed on a tablet, the main activities they choose to spend their time on are games (24 per cent) and YouTube (18 per cent). But the study found that parents are alive to potential problems occurring from too much tablet use, with more than half (63 per cent) limiting their kids’ time on the device to less than half an hour a day.
Game on! Cartoon Network and Korean game developer SundayToz have launched We Bare Bears Match3 Repairs, a new puzzle game based on Cartoon Network’s hit animated series We Bare Bears. Launched in Korea in January 2018, the mobile game was number one overall on both Apple’s App Store and Google Play at release, and has amassed nearly three million downloads in the region.
toysnplaythings.co.uk
media
3000
Charts
2500 2000
May day W
1500 1000 500
V B
V iT
C
ar
C
iT
C
IT V B
Po p N et w B o oo rk m er a C ng ar to on it o D D is is n ne ey y Ju ni D or is ne y X D n
to o
N ic
C
ha nn ke el 5 lo de N o ic kt n oo N ic ns k Ju N JR ni or Ju ni or 2 Ti ny po p
0
Housewives with Children May 17 vs May 18
May-17 May-18
6000 5000 4000 3000
“
2000 1000
IT V
B
IT V
C
C
B IT V
N ic
C
ha nn ke el 5 lo de N o ic kt n oo N ic ns k Ju N ic n k i Ju or ni or 2 Ti ny po C p ar to Po on p N et w B or oo k m er an C ar g to on it o D D i sn is ne ey y Ju ni D or is ne y X D
0
Boys 4-9 TVRs May 17 vs May 18
May-17 May-18
4500 4000 3500 3000 2500 2000 1500 1000 500
B IT V
IT V
C
C
IT V
B
C
ha nn N ic ke el 5 lo de N o ic kt n N o o ic ns k Ju N ic ni k or Ju ni or 2 Ti ny po C p ar to Po on p N et w B or oo k m er an C ar g to on it o D D is is ne ne y y Ju ni D or is ne y X D
0
Girls 4-9 TVRs May 17 vs May 18
elcome to the Media Report for May 2018. We are reporting on Girls and Boys 4-9 years and Housewives with Children. Looking at the viewing levels for the girls, the overall market is down by 12.4 per cent, with the biggest casualty Disney XD followed by Nickelodeon. Good news for Cartoonito, which is one of the only stations showing an increase for this period. Channel 5 is only slightly down, while Nick Junior Too is doing very well, up by 17 per cent. The viewing levels for the boys is a very different story; we are seeing an overall decrease in viewing here of 42.9 per cent. Channel 5 is up, and so is Nick Junior Too, however everyone else is down. I’m not sure we have seen this before — the month of May is not t sure I’m no een normally a period we s witness such a large have re… e w drop in viewing. Again efo this b not we see an increase for Cartoonito, which is May is lly a a delivering more ratings norm we see than Disney, Disney XD d perio large and CiTVB. It’s unusual a such to see such a big drop p in viewing for Pop, dro down by 45.9 per cent. Viewing levels for Housewives with Children is only slightly down by 6.2 per cent. Again we see Disney XD being one of the biggest losses, down 72.6 per cent, with Cartoonito showing a massive increase — we would suggest at the expense of Nick Junior and Disney Junior. ITV is showing a small increase, which is good news. The top 10 spenders are down on reported expenditure by 13.7 per cent, and the total market is down by 5.6 per cent. WowWee enters the top 10 for the first time, but apart from this it’s business as normal with the chart showing the usual suspects. The next issue we will continue to report on the above target markets.
May-17 May-18
May 2017 Toy Company TV Expenditure
May 2018 Toy Company TV Expenditure
Company Name
TV Expenditure
Company Name
TV Expenditure
Playmobil UK Ltd Mattel UK Ltd Little Tikes Ltd Vivid Imaginations Ltd Pokemon Co Intl MGA Entertainment LEGO UK Ltd Flair Leisure Products Ltd Spin Master Toys Ltd Hasbro (UK) Ltd
200,626 203,448 253,259 260,168 314,168 359,253 454,220 566,051 631,836 1,205,835
LEGO UK Ltd WowWee Group Ltd (HK) Mattel UK Ltd Playmobil UK Ltd Zuru Toys Inc Vivid Imaginations Ltd MGA Entertainment Spin Master Toys Ltd Flair Leisure Products Ltd Hasbro (UK) Ltd
245,971 186,113 242,708 277,655 364,492 368,064 424,277 528,209 616,394 589,123
For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 07774 713182. All graphs and information supplied by Global Media Services
1
toysnplaythings.co.uk
Retail
news
Harrods opens new toy department Harrods has opened a new toy department on the fourth floor of its iconic London building. The department has been carefully designed with a unique, adult-friendly concept. The rooms are divided into eight mood-enhancing sections, distinguished by the use of colour and designed to capture the imagination of customers, with dedicated staff on hand to guide parents to the appropriate room and help them find the perfect toys. Popular elements of the original Toy Kingdom still remain in the new department. These include Toy Concierge, a complimentary service offered to all customers who may be looking for an extra-special gift or want expert advice from our specially trained Toy Stylists Annalise Fard, Harrods’ Director of Home, Technology, Toys and Beauty, said: “This understanding of the consumer journey shaped the brief to both the Harrods buyers – who have sourced the very best in toys and games from around the globe centred on our three essential pillars: Educate, Entertain and Engage – and also to the incredibly talented design team at Farshid Moussavi, allowing them to create an environment which puts adults first, while also celebrating children’s love of toys.”
Cleaning house The Entertainer heads to Egypt The Entertainer is expanding into Egypt in partnership with the country’s leading toy retailer, Arabic Triangle. This will see seven Toy World Egypt stores converted into The Entertainer locations, and a brand new store due to open in November 2018 in the Mall of Egypt.
“Egypt has a growing population and we’re excited to introduce The Entertainer as a destination for play to new consumers,” said The Entertainer’s founder and Chairman Gary Grant. “When it comes to our international growth, we’re very ambitious and are already looking at additional launches across central Europe and South East Asia throughout the rest of the year. In addition, we’re also expecting to expand with our existing partners across the world.”
14
House of Fraser’s plans to close 31 of its 59 stores as part of a CVA — which will also see rent cuts seured on remaining stores — has been approved by the retailer’s creditors.
The department chain’s flagship Oxford Street location will be among the locations to go, though those earmarked will remain open until early next year. Around 6,000 jobs will be affected.
Toy Barnhaus expands Toy Barnhaus has opened a new unit in Staines. The retailer was established almost a decade ago by ex-Woolworths employees Mark Buschaus and Stephen Barnes. The new store in Unit 20, The Elmsleigh Centre, Staines, Middlesex brings the number of Toy Barnhaus stores to eight, along with shops in Crawley, Red Hill, Epsom, Croydon, Worthing, Sutton and Horsham.
Carollan Ferriday of Primark with Viacom Nickelodeon Consumer Products’ Mark Kingston and Marianne James
Nick honours retail partners The Entertainer and Primark were the big winners at Viacom Nickelodeon Consumer Products’ annual UK Achievement Awards, held in June. The independent toy chain was named Outstanding Partner for its range of licensed products in partnership with Addo, while fashion retailer Primark was honoured for Retail Programme of the Year and Retail Partnership of the Year. Shopping centre operator intu took the gong for Collaboration or Promotion of the year. “These annual awards provide us an opportunity to recognise the truly outstanding work from our stakeholders which make Viacom Nickelodeon Consumer Products the success story that it is today”, said Marianne James, VP Commercial Partnerships, Consumer Products and Experiences, Nickelodeon UK & Ireland.
toysnplaythings.co.uk
Toys and Playthings Lil Secrets.indd 1
20/06/2018 09:02:53
the independent
opinion
Take a break A 10-day break with lashings of beer and sun puts The Independent in good mood — could work-life balance be the key to staying on top of your game at retail?
I
work at all in 2017. The last time I pro-actively took a complete break from my working life was in May 2016, so this particular break was both well overdue and extremely important. I had almost forgotten what it was like not to check emails, study sales figures, speak to suppliers and visit stores. But now that I have
’m not sure if an apology is required or not, but for this month I want to continue what I have been doing over the last glorious 10 days and not think or write about toys. What I mean is, I have just taken the last 10 days off on holiday with the sole aim of recharging my extremely run down batteries. And as we all find when this comes up, it always comes at just the right time! This year was even more critical as, for reasons I won’t bore you with, I didn’t get to take any proper break from
“
For us indies, the word tough probably doesn’t do it justice
”
had a taste for it again, I will be spending a bit of time over the comings weeks looking for my next adventure. For us indies, the word tough probably doesn’t do it justice. We have an important advantage over the majors in that, if we are staying on top of our business, we should be able to react faster than anyone else and this helps to keep us in stock of the trendy products that are boosting sales
Best sellers VOLUME: 1) L.O.L Surprise Glitter Dolls – MGA 2) L.O.L Surprise Pets – MGA 3) Moj Moj Squishy – MGA VALUE: 1) L.O.L Surprise Glitter Dolls – MGA 2) L.O.L Surprise Pets – MGA 3) Squish Dee-Lish Jumbo – Jakks Pacific
The Secret Supplier
Time out Our Secret Supplier fully believes that running a business well also means taking time away and giving the team responsiblity — but can the megalomaniac within us all handle that?
16
unconsciously detract from the important show of enthusiasm which must always be on display no matter how demanding the responsibilities of running the business become. And that is why a holiday is so important to both reinvigorate and at the same time to reengage with the family. Do we work harder than other industries? It is difficult to be
“
Running a business either as a retailer or a supplier is a lonely occupation.
“
I
t would be difficult to argue with our hard-working Independent regarding the importance of a well-deserved holiday or break. Running a business either as a retailer or a supplier is a lonely occupation. The big decisions must be made on your own, usually after much deep thought and anxiety. That in itself is very demanding and can
sure but the fact is we work in an exciting and demanding international business with a huge amount of seasonality — and that sounds tough! The other problem is that all of us generally enjoy the vibes of a fast-moving, highly competitive industry to the extent that holidays are a luxury that sometimes don’t
toysnplaythings.co.uk
and the kids are looking for. But I think this fact has caused me to over-focus on doing this every day. It has become a habit that I had to get out of, even if just for a short while. I cannot stress enough how important it is for all of us to take a break from what we work so hard at every day. If you have good staff members, don’t be afraid to give them some of the responsibilities for a short time. The chances are they will be more than happy to do this, knowing that you in turn will cover for them when they need to take some personal time. I took a full 10 days off, and the closest thing I kept on top of in terms of my working life was how many unread emails I had building up — I really started to hate that little red bubble with numbers in it. But even though I was tempted to scan through them a few times, just to weed out the spam and reduce the number from hundreds down to the handful of important ones randomly in there somewhere, I didn’t, and with every passing day it became easier and easier to ignore. Now that I am back into work, I was honestly overwhelmed for a total of about 10 minutes, before I realised that nothing of significance has happened and my business is, in fact, still in tact. We seem to, as a culture, want to impress our friends and colleagues about how much work
we do. I regularly sit on flights (because I work harder than you could imagine…) and hear people make phone calls to make sure those around them get a feeling that they can’t even enjoy relaxing on a flight. Then, when the crew tells everyone to settle in, it is as if the 60 minutes they can’t be working because they are in the air is such a major inconvenience to them that they will not sleep at all that night because there will simply be no time. I have appreciated the holiday I took more than I could express in words, and I think the good Lord must read my articles because as soon as I had noted about the weather being so poor this year we just happened to take off the best 10 days of the year — my evenings spent with a craft beer in my hands, and the sun on my shiny, balding head. I feel like the TnP editors will shout at me if I don’t mention toys
get the priority they deserve. Is that because we think the business can run as well without us there? In fact, being away from the business is good for the rest of the team and encourages them to feel responsible and engaged to make the business
run effectively. Reading this month’s article by The Independent gives us some indication of the type of person he is. We know for example that he enjoys sun and lashings of beer, and is follicly-challenged.
“
I cannot stress enough how important it is for all of us to take a break from what we work so hard at every day
“
We work in an exciting and demanding international business with a huge amount of seasonality July 2018
”
”
as well, so here it goes. My tip of the month is, that if you haven’t bought into either of the following for worry about over-ranging, you are missing a massive amount of sales: Large Squish Dee-Lish from Jakks Pacific and Medium Squeezamals from Vivid. I was originally on the fence, as these were a bit different than what the kids seemed to be looking for, but they have become some of our top-selling items, so grab some while you can. Other than that, as I mentioned before, my holiday came just at the right time. I was almost bored of seeing sales figures, no matter how good they were, and that was definitely telling me it was time for a break. Also, if you were on the fence with Moj Moj from MGA, buy into them. They are flying. Final note: enjoy a bit of time off, things will still be there when you get back, but for your own sanity, take a break from this industry for everyone’s benefit.
But at the same time we know he has a young family and he has built a successful retail business in tough and demanding category and quite rightly he encourages us all to take time off to recharge our batteries And who can argue with that?
17
Source: www.alizila.com
retail
opinion
Are you an anthopper? A trip to China’s ‘new retail’ pioneer Alibaba gives our retail guru some insight into how tech is best used to inject fun, not efficiency, into the shopping experience
I
t’s batten down the hatches time isn’t it? Every time people in Hema were enjoying themselves because the you look at your phone, glance at the news or, God store had been designed to help them do this. forbid, pick up a newspaper to read, it’s another high Practically, this meant massive fish tanks from which street tale of woe with the receivers poised to ‘help’ in you could choose your lunch – ready to eat in 10 difficult times. minutes. It meant a smile-o-meter where you grinned And if you’re a retailer, perhaps the natural reaction to all at a screen and if your smirk was sufficiently appealing of this is to run scared. This surely is not the time to invest a discount voucher appeared on your phone. But most in your store, and doesn’t it make more sense to make do of all, it meant just having a good time. All this, and in a until a rather black cloud blows over and the sun is shining supermarket where the shopping journey had obviously once more? Well, maybe, but you’d better been very carefully considered less with be pretty sure that what you’ve got is very the aim of being efficient and more good indeed, because if you do nothing, giving shoppers a good time. The shopping about you can be stone cold certain that others Now skip back to Blighty and ask journey had will be busy. yourself if there are any shops that obviously been In truth, this looks suspiciously like bring a smile to your face? Toy shops in the tale of the grasshopper and the ant particular should be places that by their very carefully – you know, the one where the ant toils very nature are about enjoyment. And, considered less ceaselessly while the grasshopper makes as the turgid aisles of Toys R Us until with the aim of hay in the summer months. Yet somewhat its recent demise showed us, efficiency counter-intuitively, if making hay in this being efficient and and a seemingly limitless range are not instance means showing off and being more about giving what toy shops are about. It’s actually carefree, then what is needed is presumably quite easy to be very efficient and shoppers a good ceaseless toil (hasn’t that always been the allow transaction speed to dominate case?) combined with a bit of showing off – time when it comes to setting out your stall, an anthopper perhaps? but ultimately this isn’t going to mean It’s the stores that look good when all hordes of grateful customers. Instead, around them are making do that will see they are likely to head off to somewhere their way out of current travails. All of which is a somewhat with a bit of good old-fashioned diversion. roundabout way of saying that now, perhaps more than So as you scan the media for the latest piece of ever, store design matters – it’s what gives shoppers news that will cause the heart to skip a beat or two, reasons to keep coming into your stores. consider how you will secure your own future by means The temptation in these digital days is to assume this of your shop(s). Good design is rarely, if ever, cheap, means some augmented reality, a few screens and perhaps but it is about making more of what everybody else is an area in a store that allows shoppers to personalise their also going to have on their shelves. Retail, now more purchases. Again, possibly, but on a trip to China a couple than ever, must be about more than stuff. Tech has of weeks ago, one of the things that really stood out a part to play in all of this, but it is not the be all and is that the best digital retail in a physical store really end all. Shopkeepers need to be aware that in-store doesn’t look digital. entertainment is a communal thing and people will only The purpose of my trip was to visit a few outposts gather when it is worth their while and then, and only of online giant Alibaba, the Chinese equivalent of then, they may buy something. Amazon. This meant heading to a supermarket called Back to China once more and one of the more Hema in Alibaba’s hometown of Hangzhou, a modest amusing widgets was a robot shopping trolley that hamlet of nine million people a couple of hours down follows you around, keeping a tally of how much you’ve the road from Shanghai. People in China today tend spent as you load it up with products. Surprisingly, to use their phones to shop. They scan everything shoppers are rejecting this, as it means that hard, cold in a store and when it comes time to pay the phone economic reality is there to be seen from the moment suddenly becomes a walking wallet as Alibaba dips into something is put in the cart. Even in the brave new your bank account. world that is Chinese retail there are, it would appear, All very clever, yet this was not the part limits. Go on, have some fun, redesign your shop – you’ll that mattered. What was important was that be ahead of others in doing so and it will pay off.
“
”
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
toysnplaythings.co.uk
DESIGNED FOR the Youtube generation
OOZE MAGIC REVEAL
ARISe Se the sme smelly squishy smashy mashy creatures
© 2017 OLO Industries, Inc. All product names and logos are property of their respective owners.
From the Creators of
6 TO COLLECT
FSDU from launch
DEDICATED MARKETING CAMPAIGN TV DIGITAL PR PRESS For more information, contact Sales on 020 8324 6160 or sales@bandai.co.uk
media
Analysis
Holidays heat up Panini delivered TVRs in volume from Jan-May
With school breaks key to reaching kids and cutting through the noise, Generation Media’s Kate Moncur looks at the fluctuating impact and strategies for kids' TVRs during the holidays
B
ack in April, the toy industry was focused on the a total of 2,043 Boys 4-9 TVRs from January-May this shining sun, the bank holiday weekend and, of year, but Panini has really scored by delivering a total course, the three-week Easter break. February of 2,591 Boys 4-9 TVRs. Interestingly however, with May and May had their similar fair share of bank half-term still being a key sell-in time for both collectable holidays, school half-terms and the expected increase in brands, Panini’s and Pokémon’s approach differs. Where toys and games campaigns vying for airtime. As the spring/ Panini focused on a higher frequency of messaging by summer period now comes to a close, how do the three delivering twice as many 10” as 20” spots, Pokémon largely sought-after holiday periods in 2018 compare to reversed this with twice as many 20” as 10”. years before? With the collectable category not requiring longer time Our chart here indicates the number of toys and games formats to explain their brands, this could be another commercial campaigns seen over the three key S/S holiday periods from 2012. As you can see, the Easter break is the clear frontrunner in terms of key sell-in period for toys and games, but how does this fair against the other kids’ holiday breaks? Although significantly lower than Easter’s share, the two half-term breaks still dictate a key target for the sell-in period with advertisers. As you can see from the chart, February and May half-terms air around 50 per cent fewer toys and games campaigns. Over the past few years up until 2016, we have seen a comparable level of toys and games campaigns on air in both the February and May half-terms. Kids have the opportunity to see 17 per cent more kids’ TV brands Source: BARB June 2018 on air in 2018 than they did back in 2012. Noticeably, the number of advertisers within the toys and games sector over contributing factor as to why the average total TVR this time has fallen over the past two years by 11 per cent. delivery per campaign continues to increase each year. As the average total TVR delivery per campaign creeps When you look at the month-on-month fluctuations in up and up each year, this could suggest an approach viewing to the kids’ commercial channels this year to date from advertisers to support fewer campaigns but with (-10 per cent decline in children’s eq. impacts Jan-May heavier investments. 2017 v 2018), the impending importance of campaigns Due to the low costs throughout the S/S seasons working harder than ever before in order to achieve however, lower price point brands are able to competitive cut-through within the cluttered market take full advantage of the cost-efficiency that is vital. That being said, we have seen the number of these months present. Collectable brands in kids’ TVRs each campaign needs to deliver in order to particular benefit, largely through their nonmaintain the same level of reach increase by 33 per cent seasonal nature and low average price since 2012. point. So far this year, we have seen 48 Despite there being fluctuations in viewing, TV remains collectables on air from January-May, the most cost-efficient channel to build mass awareness which is a 20 per cent increase YoY. across a short period. Delivering successful campaigns The largest of those collectables is is a combination of ensuring your TV campaigns no surprise, with Pokémon Trading are reaching their full potential but also supporting Cards and Panini stickers battling for alternative media during the key seasons. For assistance the top spot. Pokémon has delivered in this area, please do contact us on the provided details.
Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 to learn more. 1
toysnplaythings.co.uk1
cover Feature Spin master
Party people! Spin Master has just launched a cool, new, must-have range of collectables with a twist — and a pop. Let’s all welcome Party Popteenies to the shop shelves — TnP finds out more about this exciting line…
T
here ain’t no party like a Spin Master party, and that’s never been more true than with the launch of Party Popteenies. Aimed at girls, this new collectable doll and accessories range ticks a whole host of boxes — quite literally! In fact, Party Popteenies takes unboxing to the next level by combining excitement, surprises and parties. Mix this up with an amazing theme song, Everyone’s Invited, and a truly unique music video, and you’ve got the perfect ingredients for a hit toy line. Designed to look like party favours and gift boxes, there are four super-cute, party-themed toys to choose from. So what sets Party Popteenies apart in the girls’ collectables market? Spin Master’s UK Marketing Manager Charlotte Yates tells TnP: “We’ve created a line that welcomes girls into a world that turns everyday moments into reasons to celebrate. The brand’s inclusive message ‘Everyone’s Invited’ is important and relevant in today’s world. Many collectables do not give girls the ability to create stories of their own. Party Popteenies has all of the elements needed to create a miniature party with friends. “The dolls and accessories are beautiful and highly detailed, the designs are on-trend, and the party themes are inspired by some of the top girls’ parties today. Everything in our product line ties back to the theme of the party — the girls’ outfits, accessories, foods, and even the stickers and confetti pull together to create a fully integrated way to play.” Charlotte adds that feedback from focus groups and influencers to the range has been “fantastic” with girls falling in love with the POP reveal and element of surprise. UK-born YouTube star Rosie McClelland hosted a Party Popteenies party of her own with her friends and posted on her channel for all her fans to see! Music to the ears of retailers, quite
literally, will be the news that Party Popteenies is being supported by a really robust marketing campaign. Along with the specially crafted theme song, Everyone’s Invited, there is also a music video featuring signature Party Popteenies dance moves. “The music video has been a knock-out success as a strategy to engage our audience. Just two weeks into launch the video hit two million views,” Charlotte tells TnP. “We were confident in the catchy nature of the tune but the immediate uptake is hugely encouraging and is opening up more opportunities to get behind the brand to help ensure its success.” Add to that a heavyweight TV and digital campaign, plus Spin Master is also exploring We’ve new platforms such as created a line Music.ly, and Charlotte adds: “We have impactful that welcomes POS display items girls into a available for retail and world that we will be supporting turns everyday the summer launch with moments into giveaways and in-store reasons to activities with some of celebrate our key retailers.” Charlotte Yates, UK So the question Marketing Manager remains, are you ready to party?!
Did you know… There are more than 25 dolls to collect from three different themed parties — Winter Wonderland Surprise, Cutie Animal Surprise and Rainbow Unicorn Surprise.
“
”
These are the fun and exciting toys to look forward to… Surprise Popper: Find out which celebration is inside — all with a burst of collectable confetti! With three different party themes to pop, including Rainbow Unicorn, Cutie Animal or Winter Wonderland, there is something for everyone.
Double Surprise Popper: Experience twice the excitement with these added layers of fun! Fans will discover many surprises along the way, including mini and deluxe party accessories and an exclusive Party Popteenie. With one of three possible party squads to collect, kids could pop a Rainbow Unicorn, Cutie Animal or Winter Wonderland Popteenie. Each Double Popper includes themed stickers and chip décor for even more party fun!
Party Surprise Box Playset: Wrapped like a gift, this playset has a small window into what’s hidden inside: a Popteenie stands beside her mini-confetti popper, waiting to party! Unwrap the playset to discover treats and party essentials that will help girls transform their Party Surprise Box into a party scene.
Poptastic Party Playset:
Fact! The hit music video stars social media sensations Heaven King and Piper Rockelle.
July 2018
Unwrap the Poptastic Party Playset for the ultimate Party Popteenies bash! Featuring a spinning dance floor, photo booth, banquet room, and a swanky elevator, this venue is poppin’.
Visit: www.partypopteenies.com 19 toysnplaythings.co.uk
what’s n Brand spanking new launches from top toy companies to help you sell more!
Comeback king Bandai
0208 324 6160 www.bandai.co.uk
A summer launch that must be seen to be believed is Hyper Cluster from Bandai. Hyper Cluster is a line of precisionengineered, high-performance yo-yos which can be customised to match the user’s style and performance needs. Interchangeable skateboard-style skins can be combined for kids to show off their style and personality while they yo-yo, and Hyper Clusters can also be customised with high-performance ball-bearings to adjust spin, stamina or looping abilities.
Jett set Alpha Toys and Animation 01293 804599
Fact! The range will be supported by an allencompassing marketing and PR campaign, including TV, kids’ press and digital activity.
Did you know… Super Wings airs on both Cartoonitoo and Tiny Pop.
New for Super Wings in A/W18 is Robot Ready Jett, a new interactive role-play toy that takes kids on new adventures. Fans can listen to Jett as he instructs them with multiple sounds and phrases from the show. Follow Jett’s instructions and save the day: “Tilt left!” “Tilt right!” “Tilt down and fly away!” Push his nose to hear him speak over 15 phrases and sounds featured on the hit TV show. His eyes and the booster under his feet light up when Jett speaks, and he even makes fun facial expressions. Kids can open his arm panel to hear Jett’s flight commands or open his leg panel to hear his flight status. Robot Ready Jett is suitable for Super Wings fans aged three years and over and requires 3 AAA batteries (not included). Robot Ready Jett is a great role-playing product that allows kids to create new adventures and is a musthave for any young Super Wings fan.
20
Do the robot! GP Flair 020 8643 0320 www.flairplc.co.uk Fans of hit pre-school series PJ Masks are in for even more actionpacked adventures alongside their favourite pyjama-clad heroes as they launch into space this September on a Super Moon Adventure! Central to this theme will be the Super Moon Adventure Rocketship, which will help the heroes in their journey to the moon. And another exciting development is the introduction to the team of the amazing new PJ Masks Robot. This latest member adds electronic play into the mix and features lights, sounds and bendable arms. Press PJ Robot’s head to change his expression, which in turn activates separate sound modes as he rolls along just as he does in the show!
toysnplaythings.co.uk
new Learning buddies Mattel 01628 500000 www.mattel.com Fisher-Price introduces the fun, new interactive Smart Moves Rockit and Glow, which are designed to play and learn with baby. The fun duo interact with each other and little ones, offering interactive lights, music, and phrases that teach the alphabet, counting, and more. Children will love exploring all the hands-on play and watching these two pals interact with each other with bright lights and cool motions. Rockit can even record what you say and repeat it back with three voices. Plus, with Smart Stages technology, the learning content changes as little ones grow. Smart Moves Rockit supports little one’s development by teaching the alphabet, colours, counting, shapes, French, and more through tunes and phrases. It also helps develop baby’s senses with bright, colourful lights, exciting music and motion, and different textures. Toddlers are introduced to cause and effect as they discover how to get Rockit and Glow moving with fun lights and sounds.
Make a masterpiece Jumbo Games 01707 289289 www.jumbo.eu Dessineo Painting Easel is a specially designed artistic learning aid perfect for stimulating the creativity and imagination in children. Dessineo teaches children to paint in a fun and simple step-by-step way. Kids start off using the Dessineo basic stencil to paint the outline of the body before choosing one of the other stencils to create an animal. They can then paint the large areas using the roller and use the brush for the details — art in just three easy steps. The studio contains everything needed to paint more than 30 different animals, with 12 templates, 10 sheets, coloured paints, two rollers, a brush, palette and painting easel.
July 2018
23
Feature
Arts and Crafts
Keep it crafty
Mookie
A real favourite category with kids – and one that keeps them entertained for hours – there is lots happening in Arts and Crafts. TnP finds out more…
H
ow do you keep kids of a certain age group entertained for a few hours? Well, many parents will tell you a decent arts and crafts set will do the trick. This is definitely not a category for the faint hearted: it’s fiercely creative, it’s competitive, but if you bag yourself a winner in the toy aisles, it can be endlessly rewarding. Take Tomy’s Aquadoodle for example, it’s an arts and crafts stalwart. Brand Manager Jorge Augusto reveals Aquadoodle is still top of the charts for Tomy: “Aquadoodle is the number one brand in mechanical design and was the
Jumbo Games
brand with the highest velocity rate per store in 2016, showing the brand vitality in the market. Having a diversified range of quality products, Super Colour Deluxe is still our top seller, followed by Classic Colour and the licensed mats Paw Patrol and Peppa Pig.” Since launching And while Tybo in February, Aquadoodle is an sales have exceeded already familiar name, Siso Toys UK our expectations so is just about to enter far and we are the market with an entirely new arts and looking to continue crafts proposition. the trend into 2019 Managing Director Christina Aikman, Mookie Martin Whitaker tells TnP that the Simba Enchantimals product line, due to launch this A/W, is inspired by the Enchantimals stories of friendship, empathy and compassion towards Siso UK all living things. “For the launch Simba offers a range of cuddly plush animals of the main characters in 20cm, 35cm and 50cm. In addition there will be the Bunny Bree Styling Head with nylon hair and makeup for girls
Did you know… The Enchantimals makeup line from Simba Toys combines creativity, beauty, fantasy and roleplay.
24
“
like Enchantimals Nail Polish Sets, Glitter Tattoos, a Makeup Case and cool Facial Paint Kits.” Meanwhile, Juratoys UK’s Sales and Marketing Manager Michelle Probert tells TnP that the company has a new selection of arts and crafts toys within the Janod range which has had a great reaction from customers. “In particular the Animal Lanterns and Paper Characters have been popular this year,” says Michelle. Another player in the marketplace is Mookie. “Tybo is performing really well for us this year,” says Marketing Executive Christina Aikman. “Since launching in February, sales have exceeded our expectations and we are looking to continue the trend into 2019 by expanding the range, while adding more creative elements to the tie dye experience.”
Keep it creative Suppliers definitely can’t rest on their laurels when it comes to bringing exciting product to market in arts and crafts. After all, they need to keep retailers and customers happy. So how do they keep on top of what’s hot and not in this trend-driven category? Brendan Taylor, Key Account Manager at West Design says creative momentum is paramount.
toysnplaythings.co.uk
“
“Ongoing research and selecting the right products is always hard but we have For AW 2018, a team that work to we will launch the ensure that the products we are bringing through new Aquadoodle are the products kids are Dress Designer, a after,” he says. “We are completely unique always keen to try and make sure that products product in the are fun not only for the market child but also for parents and grandparents, so Jorge Augusto, Tomy we can entice the family to sit down and create projects together.” Similarly Mookie’s Christina says the Mookie team is always looking to push the boundaries. “We have a UK-based design team who are always coming up with new exciting ideas,” she say. “We also keep a close eye on the market, as well as other areas, to see if there are any new trends coming through. Juratoys
July 2018
Connecting with retailers Arts and Crafts is really a product which can benefit from being showcased on the shop floor, that’s why Michelle says JuraToys UK launched a creative play day last year. “It’s been great for our retailers,” she reveals. “We supply the retailers with marketing material and some freebies to give out during the creative play day. Retailers invite customers along to play and try the products which is a great way to build momentum around the brand.” As it prepares for the A/W launch of Enchantimals, Siso Toys’ Martin says supporting retailers will be front and centre, and that they will work “in close coordination with other licensees and we will try where possible to realise a holistic brand solution within the store — be that physical store or online.” With so much happen in the category, take a look at the following pages for an idea of what you need on your shelves!
We asked… How have sales been for you in the category? “We have seen a huge increase in sales for the Creativity for Kids range this year. Now with over 180 products in the Creativity for Kids family we are looking forward to increased sales in Q3 and Q4.” Brendan Taylor, West Design
“We are bucking the trend at the moment in terms of sales and with a consistent approach to customer service, NPD and new business.” Michelle Probert, Juratoys “2017 was a challenging year for toys. Aquadoodle followed that trend but kept the number one position in mechanical design and was the brand with the highest velocity rate per store.” Jorge Augusto, Tomy
25
Feature
Arts, Craft and Messy play
Mega creativity Tomy 01392 281928 www.tomy.com With over 15 years of success, Aquadoodle from Tomy is still market leader in the mechanical design category and has the highest velocity rate per store. Aquadoodle encourages creative play with a diverse collection that uses only water and provides huge developmental benefits for infants and pre-schoolers, encouraging drawing ability and learning – without the mess! Aquadoodle is making huge innovation developments this year as it enters a new territory with the launch of its first 3D model, Dress Designer. Launching in AW18, Aquadoodle Dress Designer allows children aged two-plus to have fun designing their own dresses. Included is one stamper and one pen for children to create endless designs. Little-ones are able to stamp or draw their way to the perfect dress and when they are finished, watch the designs fade and be ready to create another award-winning design. Aquadoodle will also launch a rehydrated version of its best-selling Super Colour Deluxe – now Super Rainbow Deluxe. As children create doodles on the super-sized mat they’ll reveal the scene underneath. The mat features one pen, three stampers, paintbrush and water tray. At retail Tomy will be pushing Megasketcher with a new display unit for its Megasketcher Classic. The new FSDU features a unique try me screen, allowing budding young artists to try out the magnetic canvas. The new Megasketcher will have a refreshed look and will be available across several big and independent toy stores. Suitable for infants aged 3 years plus, Megasketcher’s drawing board has a special screen that allows budding artists to draw clear, crisp pictures. The pictures magically disappear with one sweep of the eraser, ready to start again. There is also a pen to draw with and four shape stampers included.
26
All that glitters John Adams 01480 414361 www.johnadams.co.uk John Adams Leisure will be expanding its creative play portfolio in 2018, with over 20 new and refreshed product lines. Continuing to build on the success of the BloPens range, an adorable new Puppies and Kittens set will be introduced. A Mini BloPens Kit with 4 mini BloPens and 10 mini stencils will also be available. With four new lines across key price points, eZee Beads continues to expand with the Emergency Vehicles, Trucks, Jewellery and Blossom Tree sets. There’s also a new refill and accessory pack for added play value. Face painting just got easier with Face Art. Just choose a stamp design, paint it and apply for perfect results every time! It’s super easy for parents to apply on their child, for friends to do together or for a child to do by themselves. Kids can discover a whole glitter universe with the new Glitterizz range. Personalise pictures with five themed sets to add sparkle to, while keeping mess to a minimum using a special tray and funnel. Simply take the glitter tube and pour it over to the drawing, to add those sparkly finishing touches, then sweep excess glitter from your picture and return it to the tube using the funnel. The Eraser Studio is a fun way to make erasers with moulds and magic clay. Kids can mix up their stationery with super cute, bespoke erasers. Collect, create and erase! Pre-schoolers can bring their little imaginations to life with the Playstuff Dough Play Worlds. This unique range of dough kits all come with fold out double play area packaging, which is wipe clean and has a beautifully illustrated play scene on it. All key lines will be TV advertised and benefit from heavyweight digital, social and PR plans.
In the weave Spin Master 01628 535000 www.spinmaster.com New to the Cool Maker line in 2018 is the innovative KumiKreator Bracelet Studio, a breakthrough way to braid beautiful friendship bracelets. Drawing inspiration from the art of Japanese Kumi bracelets (Kumihimo in Japanese means “gathered threads”), the KumiKreator makes it easy to create stylish and intricate Kumi friendship bracelets. The DIY kit includes 88 spools of string and everything kids need to make up to 10 unique bracelets.
toysnplaythings.co.uk
80549_AZ_Glibbi_240x315_ZW.pdf
C
M
Y
CM
MY
CY
CMY
K
1
18.06.18
11:37
Feature
Arts and Crafts
Light up the place Juratoys 020 8878 2133 www.juratoys.co.uk Breathe life into these four magnificent lanterns. The Janod animal lanterns are super cute and are a perfect afternoon activity for children who love arts and crafts. Each lantern is beautifully designed using pastel colours and lots of intricate detail. The rabbit, owl, cat and butterfly characters are sure to impress! The contents are placed neatly in a lovely gift case with fabric handle. Simply lift the different zones – such as the feathers of the owl or the hairs of the cat – assemble the different parts of each animal and glue pretty sequins to make them shine. All that’s left to do is place the lantern over a candle so that it sparkles with a thousand beams of light in the night. This activity is perfect for developing concentration and manual dexterity. Contents: five sheets (19,5 x 24,5 cm), four transparent sheets of different colours, one sheet of diamonds, and one LED candle with on/off button (battery included but packed separately).
Splash of colour Bandai 0208 324 6160 www.bandai.co.uk
Looks enchanting Siso Toys UK sales@sisotoysuk.com The Simba Enchantimals product line is inspired by the Enchantimals stories of friendship, empathy and compassion towards all living things. For the launch in A/W 2018, Simba offers a range of cuddly plush animals of the main characters in 20cm, 35cm and 50cm. In addition there will be the Bunny Bree Styling Head with nylon hair and enchanting makeup for girls like Enchantimals Nail Polish Sets, Glitter Tattoos, a Makeup Case and cool Facial Paint Kits. With these amazing sets Enchantimals fans can look like their favourite character from the series and bring their own stories alive.
28
Trusted brand Crayola comes to the arts and crafts aisle in the form of dough as Bandai UK enters the category with a stunning line up of colourful dough and playsets. Creating things with dough is an ever-present feature of creative play and with Bandai’s Crayola Dough collection, parents and grandparents can be sure of safe and high-quality dough in the brightest of colours. Made from the finest Japanese flour and presented in attractive non-PVC packaging, it looks just like the much-loved Crayola crayons. All the colours are true to their fully patented Crayola pantones. Available as affordable foil wrapped refill packs, the dough can be placed into existing tubs ensuring less plastic is used making these much kinder to the environment. Crayola has many of the most popular pre-school themes to choose from when it comes to playsets, at a variety of price points. What’s more, each set complements the next ensuring no cross over of accessories and encouraging additional purchases in store. Smaller sets include the Bakery and Candy Shop, Burger Chef and Ice Cream Parlour. Each set contains moulds, tools and accessories. Another popular play pattern includes hair play and the Crayola Dough Hairstylist Sets will see the extruder character sit in his or her barber’s chair only to receive the neatest of dough ‘do’s that can be re-styled time and time again. Or why not create a building site with the Construction Zone playset, which includes road making tools and more. The Crayola Dough collection will launch with a mass sampling campaign and awareness drive designed to reach parents and grandparents.
toysnplaythings.co.uk
Feature
Arts and Crafts
World of opportunity West Design 01303 297888 www.westdesignproducts.co.uk Craft Planet will blow the minds of kids and adults alike with its abundance of creative and colourful goodies that are easy to use and super-fun to craft with. The mightiest tub you have ever laid eyes on, the Craft Planet Craft Tub is jam-packed with over 200 bits and pieces such as pom-poms, chenille, lollipop sticks, beads, corrugated cardboard, foam shapes, glitter glue, scissors, and much more. Not only does it look like a sweet shop to little nippers, but adults can also ensure children are going to take themselves off and craft for hours on end to explore their imaginations safely. The Craft Planet Messy Pad, which comes in A2 size with 24 white sheets of plain paper, is the ultimate staple for the craft table, not only does it give kids a wide surface to get messy, but what can they not do with it? They can practise their cutting skills, spread glue to their heart’s content, draw and paint with every colour of the rainbow, or even glitter the whole, great, big, whopping sheet. It’s their very own canvas. Every Craft Planet product comes in swish new packaging that features super-cute and smiley cartoon characters on a space-inspired background of standout colours. Each piece is a great value art and craft essential that is ideal for kids’ creative play.
All sewn up!
Tres chic! Clementoni
Wilton Bradley
020 3206 1101 www.clementoni.com
01626 835400 www.wiltonbradley.com Wilton Bradley has brought The Great British Sewing Bee to life for a generation of crafty kids. This popular programme has captured the nation’s imagination as contestants battle it out in a series of sewing challenges and returns to our screens in 2018 on BBC 2. Now kids can make their own fashion using the GBSB Sewing Station and the GBSB Sewing Studio.Both machines have foot pedal control, a safety guard, two speed settings toploading and front-loading bobbins and can be battery or mains-operated. An assortment of accessories is included with both sewing machines.
30
Make a splash Epoch making toys 08435 574062 www.aquabeadart.com/uk
Clementoni is excited to launch its new fashion and lifestyle brand Crazy Chic — a fantastic world of hair, make-up and accessories. High quality materials, European manufacturing and stringent testing have all gone into making Crazy Chic the must-have fashion and beauty brand this year. Budding nail artists can design their ultimate looks with the Superstar Nail Art set. Make Up Artist is a super glamourous case filled with exciting products for every budding make-up artist. The Tattoo Lab lets children create trendy tattoos with its array of stencils, body paints and glitter.
Epoch making toys is set to launch an exciting new range of Aquabeads sets in July 2018. Inspired by one of the biggest trends of recent years, the new Aquabeads Magical Unicorn Set contains over 2,000 beads in 14 different colours. Children can make a whole range of the beautiful mythical creatures, and special plastic pins are included in the sets, allowing the brightly coloured tails of the unicorns to move up and down — a first for the brand.
toysnplaythings.co.uk
Children can learn to draw and paint with our fun & entertaining educational Arts & Crafts range...
30 Templates 3 Levels
Learn to draw in
Award Winning
4 steps
+30
animals
12
templates Washable paint
Learn to paint in
3 steps
Learn to paint by numbers
Learn to paint by stencils
CONTACT YOUR JUMBO SALES REP FOR MORE INFORMATION Jumbo Games &DUWHUV 5RZ +DW¿HOG 3DUN +DW¿HOG 8. $/ 1% 7HOHSKRQH (PDLO XN VDOHVKRWOLQH#MXPER HX www.jumbo.eu
Feature
Arts and Crafts
Passion for fashion Mookie Toys 01525 722722 www.mookie.co.uk After successfully launching Tybo early on in the year, Mookie is looking to build on this success by launching Aqua Crystals, as well as supporting existing brand Plush Craft and investing heavily in product development for 2019. Tybo is a unique, mess-free tie-dye experience that children can use with great results every time. The Tybo Tidy Tie-Dye Design Studio comes with a unique patented easy-to-use magic mixing orb, using a one-way valve system to allow the dye into the orb while stopping it escaping back out. The Design Studio and Mixing Orb Pack both include an instruction leaflet, providing design ideas and how-tos of possible creations. Tybo will have a heavy media presence in 2018 including over 1200 TVRs and a range of social media activities. Current play patterns show that children love to create their own keepsakes and jewellery. The innovative new Aqua Crystals for A/W 2018 allows children to create and make jewellery, accessories and gifts by adding water to the magical crystals provided. The Aqua Crystals Creation Station comes with moulds to create sparkly rings, hair accessories, dream charms, and much more. The range includes; Aqua Crystals Creation Station, Unicorn Dream Charms Refill Pack, Crazy Creature Pendants and Festival Chic Hair Accessories. A strong marketing campaign with over 1000 TVRs and a social media strategy will support the brand. Plush Craft products are easy and fun for children to get creative with. Children just need to push the fabric pieces into the sections on the pillow with the stylus tool, no sewing required. This mess free craft kit will allow young children to create lovely colourful friends.
6
Learning to draw Jumbo Games 01707 289289 www.jumbo.eu Having launched the Dessineo Learn to Draw and received extremely positive responses from consumers and several award wins last year, Jumbo is expanding its educational arts and crafts range this June with the launch of four brand new Dessineo Learn to Paint craft kits. Children will be able to learn to paint by stencils using the specially designed step-by-step picture stencils to build a painting in three easy steps. Children can create and paint four different pictures. The painting by stencils Animals and Character sets all include five paint colours, a paintbrush, roller brush, artist palette and sheets of paper with picture frames printed on them. There will also be two painting by numbers Farm and Jungle Animals sets, which each include four picture painting sheets and six paint colours, a brush and, of course, an artist’s palette. In August, Jumbo will also be introducing the Dessineo artist painting easel into the range. The durable and easy-to-use easel rotates so children can paint on a horizontal or vertical platform and lets them create over 30 different animal combinations. There are compartments so that children can store the paints, paper, roller and brushes, and stencils in the easel, so that aspiring artists can take it with them anywhere they like!
toysnplaythings.co.uk
ENDLESS DESIGNS
NEW
x7
ACCESSORIES
Nº1
MECHANICAL DESIGN PROPERTY
TV CAMPAIGN
1,000 TVRS STRONG
DIGITAL CAMPAIGN
ON YOUTUBE FACEBOOK AND INSTAGRAM
INFLUENCERS CAMPAIGN
INNOVATIVE PR ACTIVATION
CONTACT US TODAY
TO FIND OUT MORE ABOUT AQUADOODLE — CALL 01392 281927 OR EMAIL ukcustomerservices@tomy.com TnP-Aquadoodle_240x315.indd 1
13/06/2018 13:44
Feature
Arts and Crafts
Mess-free fun
Foam fun
Trends UK
Learning Resoures
01295 768078 01353 724140 (Independents, Wind Design) www.trendsuk.co.uk The multi award-winning Paint Sticks range developed by Little Brian has just been given a thumbs up by The Good Toy Guide. Securing a rare 5/5 in all three assessment criteria, the Paint Sticks 24 pack comes recommended by the site. Already immensely popular with preschoolers, parents and teachers, Paint Sticks offer mess-free painting on multiple surfaces with the unique twist-up format and the paint dries in 90 seconds. Distributed to retailers by Trends UK and Wind Designs, the Paint Sticks range is being expanded in 2018 with exciting new products.
Super models Hasbro 020 8569 1234 www.hasbro.com With Play-Doh’s AW18 offering, kids have a range of possibilities, from imagining themselves as barbers to becoming ice cream conoisseurs or getting wild and wacky with Play-Doh’s new poo-themed tool set. With the Poop Troop set, kids can squish, squash and roll the Play-Doh, to make more than 50 hilarious emojis with facial expressions. With the eyes, mouth and arms, as well as other accessories, these can be plugged into places to mould characters, or use the decorating tool to squeeze out the pile of poo or poo mould using the 12 cans of modelling compound.
7
01553 819 380 www.learningresources.co.uk Playfoam was a best-seller for Learning Resources in 2017 and has had an impressive start to 2018. Playfoam never dries out and is mess-free, meaning the opportunities for creative play are endless as children squish, squash and mould any shape they like. The non-stick formula means it can be used over and over again and also means it can be taken anywhere for creative fun on the go. Produced in a number of colours, Playfoam is available in eye-catching hanging blister packs of four and eight pods, a boxed combo party pack of 20 and a CDU containing 64 pods. For children who want to add a little sparkle to their creative play, there’s also the Playfoam Sparkle Starter 4-pack, and for even more excitement there is Playfoam Glow-in-the-Dark available in packs of four and eight. Targeting the growing collectables market, Playfoam Pals combines creativity with hidden animal friends inside Playfoam pods. There are 12 to collect in Series 1, plus a super-rare gold version of each animal. Playfoam Pals are supplied in 2 pack or 12 pack shelf ready display packaging.
Add some sparkle Character Options 0161 633 9800 www.character-online.com With Shimmer and Sparkle, Oonies and Orbeez to discover, there’s plenty to inspire the most creative imaginations from Character Options this year. Add some sweetsmelling sparkle to your craft offering with the new Shimmer & Sparkle Spa Creations Bath Bomb Maker. This kit contains everything needed to colour, scent and shape the perfect bath bombs. There are also new additions for the incredibly successful Orbeez and Oonies brands. Oonies are the incredibly popular mini balloons that magically stick together. The new entry point to the range is the Oonies Oober Refill Pack, which has super-sized Oonies that inflate to 30 times the size of regular Oonies. The pack comes complete with an inflation straw and the Oober Oonies can be re-inflated over and over again. For lovers of all things Orbeez, are the Orbeez Wowzer Surprise Pets which bring peel, reveal, spin and display play-patterns to the Orbeez World (using a magical water trick!). A perfect pocket money collectable for kids to wow their friends!
toysnplaythings.co.uk
Feature
Arts and Crafts
Burst of colour Vivid Imaginations
Easel does it Marbel 0845 6000 286 www.marbel.co.uk
01483 449944 www.vividtoysandgames.co.uk Color Wonder continues to go from strength to strength with sales growing and momentum building as more parents learn about the mess-free magic of the brand. Color Wonder remains a core focus for 2018, with range support to include TV advertising and digital activation alongside social media initiatives. The Color Wonder range features the best and most current licenses with new licenses launching in A/W18. Following a great reception at trade fairs and numerous awards at New York Toy Fair, the Ultimelt Pen is set to be the hottest new creative toy for 2018. Ultimelt Pen is the safe and easy way for kids to get involved in creating crayon melting art. Simply unwrap Crayola crayons, break them up and insert into the end of the pen. The Melter will be ready to go in seconds, when it can be used just like a pen, but one that draws with melted wax. Also new for A/W18 are cute and adorable Washimals Pets. With cats and dogs in the Washimals Pets packs and in the Washimals Pets Scrubbie Tub Playset, Washimals Pets are the pets that kids can colour, wash and colour again and again. AW18 also sees the expansion of the Silly Scents stationery range with new core tools as well as kits and the Silly Scents Tub. New scents include garlic, mud and even sock!
The Create and Display Easel from Hape nurtures those multitalented artists, perfect for drawing, painting and much more! The easel offers two height settings for children of different statures. This thoughtfully designed easel uses rubber wheel speed reducers to ensure a movable yet safe transition. Perfect to create and display this set includes a blackboard, magnetic whiteboard as well as plenty of art accessories. It’s time to embrace a child’s creativity whether that’s drawing their favourite cartoon characters or sketching a family portrait, experiment and play with colours! Suitable for ages three years-plus. The Play Station & Stool Set offers a multi-purpose kid-sized studio for plenty of play and learning. With its clever design, solid wood structure, easy clean and convenient storage keep those art supplies in the seat so everything is close to hand but also tidy. With this station and stool set there is plenty of space for playtime activities! Suitable for ages three years-plus.
Cool creations! GP Flair 0208 643 0320 www.flairplc.co.uk GP Flair’s Cool Create portfolio has a host of famous brands for those with creative imaginations. The Cool Create favourite, Cool Cardz, provides the perfect way for kids to make their own club cards, swing tags and bookmarks, which can be swapped and traded with friends. Each set comes with a handbag style design studio and cool contents for artistic results every time. New for 2018 is the JoJo Siwa Cool Cardz Design Studio which, inspired by the online superstar‘s favourite fashion themes. Another classic brand is the Original Spirograph, which achieves proven sales for retailers of all sizes. This year the Original Spirograph Travel Set is added to the existing Spirograph line up which includes the Original Spirograph Design and Deluxe sets. Each set comes with its own assortment of accessories. The return of Remarkables will see floor bound creative play for fans of the PJ Masks, where kids can colour, doodle and draw on the activity mat using the fun stencils and chunky markers included. Once the adventure is complete, the mat wipes clean, so kids can create new stories with the fearless trio time and time again. Creativity with a foody theme is a winning combination and the famous Mr Frosty has all that is needed for a wide choice of frozen treats. This TV-promoted brand includes the Original Mr Frosty Crunchy Ice Maker and The Mr Frosty Choc Ice Maker, where kids can create their own 3D yoghurt lollies.
8
toysnplaythings.co.uk
In full swing Glorious weather and the usual fairway banter made TnP’s 10th annual Goring & Streatley Golf day one to remember. Malcolm “Bubba” Naish reports back with the day’s winners and goings on
T
nP celebrated the 10th annual Goring & Streatley Golf day in June, hosted as ever by Lema Publishing MD and founder Malcolm “Bubba” Naish, who picks up the story: “With 38 playing, we all began the morning nine hole Texas Scramble with a little bit of a chill in the morning air. Following a sumptuous lunch of ham, egg and chips we were all ready for the afternoon individual Stableford and team four-ball. The weather by now was warm, and as those of you who have played the course before will know, the course is always in great condition and along with the beautiful surrounding countryside typifies why we all love playing Goring & Streatley. Wonderful views, fabulous fairways with greens to die for. There were some most impressive scores and we welcomed back a number of toy boys including Neal Leah, Colin Rossiter, Rinchard Dinham, David Bottomley, Clive Jones and Mark Hyndman. It was also great to see the Ruby’s team back, made up of Graham Gardner, Harry Isitt and Mark Whittaker. Apologies if I’ve missed anyone out! The individual Stableford was a cliffhanger, with three players coming in with 40
July 2018
points. We had to go down to the last three holes to find a winner. This was David Bottomley who scored 8 points on the last three holes, with Martin Stone scoring 6 and Dave Howard 4 on the last three holes. David, playing off 10, also won the Mike Arnold trophy for Best Gross with 77 – net 67. Mike Barratt, Harry Isitt, Graham Gardiner and Mark Whittaker won the afternoon teamfourball, with 116 points. Second, just one point behind the champs, were the Jakks team of Martin Stone, Martin Marriott, Tony Mace and Richard Harris on 115. We made a cock-up on third place that should have gone to Steve Wells, Dave Howard, Kevin Moore and Adrian Whyles on 113 – so it’s a bottle of wine each that I owe you for next year. At least the wine will have
matured an extra year! Our yellow ball competition was won by Steve Wilkes, Steve Richardson, Clive Jones and Philip Morris. Only three teams managed to keep their yellow ball for all 18 holes, so well done! The morning Texas Scramble was won by David Winstanley, Simon Prest, Neal Leah and John Nicholas with a score of 24.6. Just .4 behind were the Jakks Pacific team on 25.0. We were all able to enjoy predinner drinks on the patio, sitting down at 7.30 for a lovely threecourse meal. Goring & Streatley have a great chef and we were all able to leave for home by 9.30. My thanks to Vicki, our front of house manager, and to John Nicholas for scoring the cards. Our usual scorer Keith Elmer, was enjoying a Mediterranean Cruise and will be back with us next year. Spare a thought for Kingsley Mathew of Tomy fame. In ripping a shot with his 3 iron in the morning he tore a back muscle and had to retire hurt during the afternoon. As I said to Kingsley: “At least you had a reason for your play, I didn’t!”
Property Focus
Treasure X
Golden touch Character Options is set to strike gold in the boys’ collectable market with the intriguing new Treasure X. TnP digs deep to learn all there is about this multi-faceted new toy This month, Character Options will be launching Treasure X, the coolest and most adventurous boys’ collectable to grace the toy shelf. Developed by Moose Enterprise, the Australian powerhouse whose creativity knows no bounds, the range will be supported by a comprehensive marketing campaign across in-store POS, TV, print, in-store events and digital. Character’s Marketing Manager Mark Hunt explains why this summer, X marks the spot! Mark, Character Options is about to launch an exciting new boys’ concept — go on, tell us all about it! Treasure X is the ultimate surprisereveal collectable with a multi-layered reveal process and cool, buildable action figures. Kids get to rip, dig and fizz their way to find real gold treasure! So Treasure X allows a child to become a little Indiana Jones and go on a massive treasure hunt — all with a great toy at the end of it? Exactly. Treasure X is an unboxing experience with 10 levels of adventure. Firstly, kids find the map and uncover a
coin to locate which treasure they are searching for; they then use the digging tool to dig and chip away the brick to reveal the bones and weapons of their Treasure Hunter action figure. Next, they find and open the chest, add water to fizz and reveal hidden treasure. There are 24 action figures to reveal and collect in series 1 along with 32 pieces of treasure, of which eight are rare real gold-dipped artefacts. How’s the reaction been from retailers? Yes, we presented the range to retail and feedback has been phenomenal. They are all very excited because of its multi levels of play and the fact it really brings adventure to kids. The opportunity for them to find real golden treasure will really drive collectability and differentiate itself from competition in the category. The packaging is iconic, bold and striking and will jump off shelves. The concept is certainly exciting — tell us what the focus groups have said about it.
Did you know? Treasure X has already made it into a number of retailers’ top toy lists for Christmas before it’s even launched!
38
“The launch itself this month starts with us showcasing the line in FSDUs at key retailers. Alongside this we have a teaser TV campaign starting in early July”
The opportunity for boys to become a treasure hunter, the multi layers, hidden reveals and surprises have struck a chord with the target market as it’s not been available to them at this level. The action figures are fully articulated and look fantastic with 24 available — it’s highly collectable! How will Character Options be supporting the launch? We have a two-phase launch that is as multi-faceted as the product itself. The launch itself this month starts with us showcasing the line in FSDUs at key retailers. Alongside this we have a teaser TV campaign starting in early July to build awareness with a full 30” spot to follow delivering over 500 TVRs in the launch campaign alone. Our plans also include a full digital strategy which sees us promoting Treasure X across two central platforms. One is an epic 90 second CGI video game-style trailer that
The world has been blown away by the recent success of so many girls’ collectables — do you think the time is now for more boy-centric lines?
takes the child into the Treasure X experience through an adrenalinefuelled adventure. The second is the dedicated YouTube channel. This acts as a central hub for kids searching for the latest news and updates and new ways to play. We are really excited about this as well as the kids’ magazine and press coverage and advertising to engage them in the play pattern through the summer months. We are really behind this launch in a huge way and, as with everything Character Options does, we look to support retailers in a comprehensive and diverse way. And what about developing the plans for supporting Treasure X beyond launch? We have really great and detailed plans in place. Phase two will aim to make Treasure X the number one boys’ toy for this Christmas. The Hunt for the Golden X global campaign begins in October and will lend itself to great PR and driving sales in-store. Essentially, this comprises of golden tickets and gold foil confetti which will be randomly packed into stock and shipped to retail. Each golden ticket has a unique code to redeem a real goldplated X, valued at over £700 — a great prize! This promotion will be supported via TV, digital and print media too. So again, we are working really hard to ensure retailers have a great plan to help them sell more How do you see this range developing and expanding in the future? There is a tonne of innovation to come, believe me. There are new waves of action figures, new treasure
July 2018
“We are really behind this launch in a huge way and, as with everything Character Options does, we look to support retailers in a comprehensive and diverse way” and new themes, and this is all being developed as we speak. So Treasure X is exciting not just at launch but the whole concept of its potential really is engaging and mind-blowing! What is about the team at Character that can really make Treasure X a big hit at retail in the coming months and years? Character Options has a history of identifying trends and delivering an aggressive marketing plan that delivers wide reach from day one. We have three clear objectives to ensure we establish and build longevity of the brand. Firstly, we clearly differentiate ourselves from similar competitor brands by creating a treasure hunting range of toys that has more levels of play and more innovation, with a truly adventurous play pattern and immersive marketing campaign. Secondly, Treasure X was made for great social media moments, so we
“Treasure X is the ultimate unboxing toy for boys aged five-plus. Treasure X delivers on many fronts and will drive innovation within the boys’ category. It encourages a sense of adventure and has a real tangible play pattern that will become infectious among boys as they repeatedly search for hidden treasures.”
aim to maximise views across social platforms, focusing on YouTube. Moose have created some unbelievable assets to engage the consumer and will encourage a mass of user-generated content. And additionally, we work hard to create amazing in-store experiences. We can repeat the treasure hunt activity each season, enhancing collectability with new themes, teams and characters so we build anticipation and a demand for newness across the brand.
39
re X Treasu sadors
ambas
Six-year-old La ttimer was exci ted to get his hands on C haracter Optio ns ’ brand new collectable, Trea sure X. “This lo oks really cool, I can’t wait to fi nd treasure!” he said.
ng!” Lattimer “Oh, I found somethi many treasures and uncovers the first of in to uncover more. loves digging back
Multi-tool in hand, begins excavating. tools are the little s rake, but the chise for smashing chun
“Is this real go ld?” Lattimer g rabs his map and st arts his treasure hunt. 18
toysnplaythings.co.uk
Retail opinion It’s not just kids who are loving Treasure X, the range has retailers just as excited: “For me, Treasure X brings together the surprise element that is so popular in toys, but with a twist that boys will love. I am a massive fan of this and am hoping it revitalises the boys’ market.” Brian Simpson, GM, SMF Toytown
ere there w t c a f e h t nts. r loved Lattime erent compone iff which lots of d ding more bits r!” fin “I keep en coole v e y o t he makes t
ol in hand, Lattimer st excavating. “The be d the an e e the little spad good ut the chisel is really shing chunks off!”
gging to find “I have to keep on di X kept little the gold!” Treasure ternoon. Lattimer busy all af
“Mum, I found it!” The final piece of th e treasure trove is the bes t of all — a glittering gold en artefact.
19
Feature
Wooden toys
Always in vogue
A.B.Gee
Wooden toys never go out of fashion, thanks to a winning combination of play value, good price points and fond memories. TnP finds out what is selling well…
T
his is an industry which thrives on the new. It’s fast, it’s furious and it’s all about Sales sales. And that applies to are really every category, from tech to trikes. But one category strong. There stands slightly aloft. is a real Arguably, it may even be seen as the purest of all the growth in toy categories — yes, that’s traditional, right, wooden toys. They’re nostalgic, they’re retro-style pure, it’s like playing with mother earth – it’s an toys attractive mix for parents. Steve Washbourne, “Wooden toys are timeless, Jumbo educational, durable and carefully designed to grow with your child, encouraging imagination, incorporating real life skills, and building fine motor skills,” says A.B. Gee’s Marketing Manager Alex Minchin. “These traditional toys offer a real alternative to tech, tablets, phones,
“
”
Marbel
television. This is what appeals to the parent when deciding to make a purchase.” In terms of which product is the most popular for A.B Gee, Alex tells us it’s a little too early to tell. “This year A.B Gee signed an exclusive to bring Tooky Toy to the UK. So perhaps it’s a little early to point to just one hit as our wooden range extends to over 250 new lines!” However, he does reveal that the company’s wooden and traditional toys have more than doubled in the last 12 months (YOY) – and the team expects that to continue growing in well into 2019 and beyond. Jumbo’s Sales Director Steve Washbourne agrees, pointing out that “kids love the simplicity, they love the way a wooden toy feels and smells, and they can always play with confidence.” He reveals that the Goula Calendar Clock is
proving a real hit with customers. “Kids love it because it is big, bright, busy and fun! Parents love it for all of the above plus it is educational, creative, traditional and is a real feature in any room!” In terms of sales for the Goula range this year, Steve is positive. “Sales are really strong, wiht YTD double-digit growth. There is a real growth in traditional, retrostyle toys. Joe Rushworth, Marbel’s Sales Manager picks up on another point: “Wooden toys are so long lasting you can rely on them to never go out of fashion!” Joe adds that over the past 12 months he has seen “the wooden toy sector go from strength to strength”, and reveals that for Hape, the top sellers continually consist of the railway range “which is one reason it has extended for 2018 due to its demand and rise in popularity”.
We asked… Tell us one fact about your wooden toys range. “Hape is the world’s largest producer of wooden toys from sustainable materials, and tries to use natural materials whenever possible.” Joe Rushworth, Marbel “As a company, we have been producing and developing our Goula range of products for over 75 years, which is testament to the quality, innovation and customer-satisfaction with our range.” Steve Washbourne, Jumbo “The range is designed in Germany, beautifully made and packaged, with strong retail appeal.” Alex Minchin, A.B. Gee
42
toysnplaythings.co.uk
PLAY DIFFERENT….. With Janod THE NO 1 FRENCH WOODEN TOY BRAND
32 High Park Road • Kew Gardens • Richmond • TW9 4BH • United Kingdom Tel: +44 (0)20 8878 2133 | janod.com - kaloo.com - alexbrands.com
Feature
Wooden Toys
Forest-friendly fun Gibsons 020 8661 8866 www.gibsonsgames.co.uk
On the right track Marbel 0845 6000 286 www.marbel.co.uk For Hape, it is all about fusing traditional ways to play with new, modern day inventions — and what better way to showcase this than with Hape’s three years-plus railway sets. At first glance they may just look like your classic wooden railway sets, but take a closer look and there are a whole host of new editions. From the Solar Power Circuit, kids step into the future as this rail set comes complete with its very own solar powered engine that generates enough power to make this little train’s lights glow. Next up is the Grand City Station, which includes a nifty image projector to highlight the train’s next destination, whether that be Paris, London, New York, Beijing or Berlin. This station even comes with a recorder and speaker for kids to create their very own station announcements for upcoming arrivals and departures. Here children can really enjoy the thrills of the big city with this fantastic two level station. Why not try the Remote Control Train, which comes with Micro USB charging cable? This little train can be led to its next exciting destination through a mobile phone device via the free Bluetooth phone app. Kids can then select from five unique sounds for this little engine’s soundtrack. From start to finish Hape’s railway range continues to flourish aiming to bring train play to life, designs are as lifelike as possible to grow alongside children as they do.
Gibsons is experienced in the art of producing traditional games. Gibsons’ wooden games range is not only great fun to play but is also forestfriendly, as the classic games and four mini travel games are all manufactured from reforested rubberwood. There are nine products in the range, from the challenging game of traditional Solitaire to Chinese Chequers, that can be enjoyed by up to six players. The range also includes four much-loved travel games Travel Chess, Mini Shut the Box, Mini Tiddlywinks, and Mini Solitaire.
Classic characters Rainbow Designs 01329 227300 www.rainbowdesigns.co.uk Rainbow Designs has a beautiful range of high quality wooden toys. New to The Very Hungry Caterpillar Nursery Collection this year are two My First-style wooden puzzles. Rainbow Designs’ beautifully illustrated Wooden Blocks sets also provide the perfect activity to encourage creative building as well as number and letter recognition. They’re available in Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar designs.
Don’t be square! Juratoys 020 8878 2133 www.juratoys.co.uk The new Janod Multi-activity Looping Cube is a beautiful, design-led piece that’s a great addition to any nursery – and an ideal gift for children from 18 months. Little ones can let their imaginations run free as they learn through play with the cubes’ unique and interactive sides! One side has a rotating mill full of wooden eggs of different sizes, and children can enjoy turning the handle and rotating moon button, making a fun noise to stimulate hearing. The cube has a three-wheel gear, a mirror and a caterpillar with rings that kids can flip – perfect for developing dexterity, concentration and motor skills, while learning shapes, colours and counting. The abacus can be removed for ease of storage. This beautifully designed activity cube is made from MDF and Plywood with a cheerful transfer print.
toysnplaythings.co.uk
New and E from A.B.G xclusive ee of Riple y.
Call us today for further detail s!
Creative, Imaginative play! W!
WO
Over 250 fantastic, beautifully crafted eco-friendly, quality wooden toys
b a gee First Choice in dŽLJ Θ ,ŽďďLJ ŝƐƚƌŝďƵƟŽŶ͊
A .B.Gee of Ripley Ltd, Asher Lane Business Park, Ripley, Derbyshire, DE5 3SW. Tel: 01773 570444 www.abgee.co.uk Email: sales@abgee.co.uk
Feature
Wooden Toys
Soaring sales A.B. Gee of Ripley 01773 570444 www.abgee.co.uk A.B.Gee of Ripley has the most comprehensive range of premium wooden and traditional toys available from one UK supplier. The company has recently teamed up with Tooky Toy, bringing a range of fresh, beautifully designed and made wooden toys exclusively to the UK. The range of more than 250 lines covers everything from infant and pre-school, push and pull, educational, puzzles, and music, to furniture, scene and outdoor toys – and they have already proved to be popular. A.B. Gee of Ripley has seen its sales more than double in the last 12 months, a trend the company believes will continue through the rest of 2018 and beyond. The diversity of product, great price and quality of finish for said price is the major contributor to its growing success. The company offers retailers a fantastic POR opportunity, and is keen to open new doors with promotional deals, combined with great point of sale. A.B. Gee offers retailers a range of quality branded display stands and marketing material to create a strong retail display experience in any shop. New for Q3 is the beautiful Space Rocket. With a classic retro design, durable build quality and a superb price point, it’s sure to be popular in the run up to Christmas!
Build it yourself
Pop ‘til you drop
Fiesta Crafts
Le Toy Van
020 8804 0563 www.fiestacrafts.co.uk
020 8979 2036 www.letoyvan.com
Fiesta Crafts has a range of wooden build-your-own craft toys that will engage, entertain, and fascinate all children. The Firing Catapult, Rolling Tank and the Firing Wooden Cannon Craft Kits, recommended for ages six to 11, will give children a sense of achievement as they build up their own toy and enjoy hours of entertainment playing with it. Once the kits have been built, children can paint on their own designs, whether camouflage or something brighter.
Le Toy Van’s award-winning, vintage-style Popcorn Machine is part of the Honeybake Range. This tactile and exciting toy is currently Le Toy Van’s top seller from the 2018 collection. Designed in-house, the Popcorn Machine has been made using high quality woods, including ethically produced, sustainable, legal rubberwood and quality, safe paints.
Real-life learning Bigjigs Toys 01303 250400 trade.bigjigstoys.co.uk Bigjigs’ wooden role-play toys are perfect for aiding imaginative play sessions and developing creativity. These toys often take the form of items from cooking and everyday life. From a fully furnished Play Kitchen to the Workbench, the extensive Bigjigs Pretend Play range, is made using child-friendly paints, stains and lacquers, and are BPA-free.
3
Traditional play Jumbo Games 01707 289289 www.jumbo.eu Goula is the trustworthy, high quality, traditional wooden toys brand from Jumbo Games, which encompasses fun and engaging play through fundamental learning skills. There are a variety of product categories to choose from: puzzles, construction and ability toys, my first games, educational toys and balance toys. New items for 2018 include the 3 Little Pigs Game, Pull-Along Duck and Dog, Antarctica Matching Game, as well as the Wooden Construction Pack that features 40 chunky and child-friendly pieces for little ones to create their own towns and villages. With over 120 products to choose from, there’s something for everyone.
toysnplaythings.co.uk
Feature
Wooden Toys
Home sweet home
Band on the fun
Mookie Toys
DKL Marketing
01525 722722 www.mookie.co.uk
01604 678780 www.dkl.co.uk
TP Toys is one of Mookie’s most successful and established brands, offering high quality, innovative wooden products. For 2018, TP has built on its success with a new range of beautifully painted playhouses, including the spectacular Loft House, a two-storey, hand-painted wooden playhouse featuring spacious verandas at both levels and a fun wavy slide. As well as the Loft House, TP also has smaller offerings such as the Alpine Cottage, which is all-wood floor to roof with hand-painted features. Mookie’s range of Mud Kitchens are the perfect outdoor toy for children as young as three years old, helping to get them outdoors. With a trio of designs to choose from, each mud kitchen comes complete with removable splash tub, DIY stencils for hob rings, and stainless steel pots and pans. As with all TP products, the mud kitchens are beautifully designed and built to last with pressure-treated wood.
Scratch Toys, distributed by DKL Marketing Ltd, offers fun wooden toys in design-led packaging that attracts adults and children with its colour, fun and humour — all made to the highest quality at a very competitive price. The Furniture Collection has become the best seller from Scratch, with themed tables and chairs such as cars, owls, fish and more in the finest quality. Look out for Circus Truck, beautifully designed and packaged. Great wooden pick up lines are the Pull Back Cars, Colourful Shape Sorters, and Pull Alongs with Nodding Heads. Scratch’s wooden musical instrument range cannot be missed with the vast range in fun designs with great sound — from drums to maracas and ukuleles. Maurice the 3 in 1 Musical Fish Bench is a beautifully finished smiling fish bench that includes a drum, cymbal and a xylophone for ages 12 months plus. Don’t miss uniquely styled Guitars and Drums in various colours.
July 2018
47
Spotlight
Funko EMEA
The magic of Funko
There’s no secret spell that guarantees success, but the combination of J.K Rowling’s Wizarding World and Funko is about as close as it gets. TnP learns more about its plans for Harry Potter in 2018
M
uch of what Funko does looks like magic from the outside. Every week the company launches its latest waves of licensed collectables, capturing the essence of the world’s biggest and best-loved pop culture phenomenon, and some licenses you might not expect to see transformed into the cute, doe-eyed Pop! style that fans love — Stranger Things’ monstrous but brilliant Demogorgon springs to mind. But there’s no hocus pocus going on, simply a dedicated team with an eye for a winning license. One of the hottest properties of the past decade and set for big business this year is Harry Potter, and Funko is adding its charms to J.K. Rowling’s Wizarding World with a full range of collectables set for success. Funko’s collectables have always been a big part of the Harry Potter business, and this year is no different, as Andy Oddie, MD Funko EMEA reveals: “Harry Potter has always been an evergreen license for us so sales are strong no matter what time of year. Having said that, we will expect a spike in sales before, during and after the Fantastic Beasts: The Crimes of Grindelwald film comes out in November.” It’s a property Funko has had longtime success with, and Andy is excited for its potential in 2018.
Int ro du cin g 5 St ar:
and pop into the world of storytelling Funko is thrilled to dive deeper ! ollectable vinyl figures – 5 Star culture with its latest line of c erisation, attention to detail and charact l usua In addition to Funko’s points of e thre g udin incl unique features the 5 Star line boasts several ning ope the ics mim that ing kag box pac articulation, window display e. ativ narr r hich further the characte of a book, and fun accessories w with ld, Wor ng the magical Wizardi The 5 Star line launches with ore and Ron Weasley, Albus Dumbled ger, Gran ne mio Harry Potter, Her Rubeus Hagrid.
“The continued drip feeding of new Wizarding World plots and characters be it through films like Fantastic Beasts or via the West End have only helped to further augment its place in the hearts of millions of fans worldwide and Funko are at the forefront of providing those fans with the physical connection to Harry Potter that they crave so much,” he says. With such a well-known brand, it would be easy to become complacent — but not at Funko, says Andy, “no matter how popular the brand is”. “Our focus this year will obviously be around the launch of Fantastic Beasts: The Crimes of Grindelwald with key retailer and licensor support including Wizarding World
Vy nl.: Ha rry Pot ter Ro n & He rm ion e The re’s no ‘I’ in Vyn l – bec aus e there’s always two of them ! The late st add itio ns to the Har ry Pot ter Vyn l line are Ron Wea sley and Her mio ne Gra nge r! The dist inct ive cha racteris atio n of thes e figu res makes this n to a Har ry duo the per fect new add itio on! ecti Pot ter coll
48
H ar ry Potter
FSDUs to house our many products, 5ft acrylic standees of Harry and giant statues of other Funko products. However, the interaction we have with fans across social media cannot be underestimated. Understanding the end consumer and relating to them is always the best way to stay on-trend, ensuring that any marketing we do is relatable and effective.”
Pop ! Movie s: Ha rry Pot ter S5
Harry Potter and other iconic characters are back again as all-new Funko Pop! Vinyl figu res. This series includes Harr y Potter, Ron Weasley and Her mione Granger dressed read y for Herbology class. In addition, look for Ginny Weasley with Tom Riddle’s diary, Gilderoy Lockha rt, Tom Riddle aka young Lord Voldemort and Nearly Headles s Nick!
Myste ry Minis: Harry Potte r S3 Enjoy even more Harry Potter fun with Funko Myster y Minis! These blindboxes include a host of memorable and muchloved charac ters from the Wizard ing World, includi ng Harry Potter himself, Draco Malfoy, Dolore s Umbrid ge, Argus Filtch and even his cat Mrs. Norris!
BOTTL TLE BOTTLE STOPP STOP STOPPER S PP
EGG G CUP CUPS CUTTING C UTT TTIN NG BOARD BOAR AR RD R
APRONS
STORAGE TIN OVEN GLOVE
TRAVEL MUGS
COMING SOON!
For any queries please contact us via email at inquiriesuk@funko.com
Spotlight Toy State
Selling at the speed of light Toy State’s Executive Director Philip Redmond talks to TnP about the company’s stand-out lights and sound range “Children fall in love with the toys from Toy State,” the company’s Executive Director Philip Redmond says confidently. And he is right. Last year, Toy State sold 33 pieces of toys per minute globally. Yes, you read that stat right. Explaining why Toy State’s product stand out from the crowd, Philip says it’s because “we create product from the users’ perspective. We always focus on keeping their fun, experience and imagination with our toys as priority. We have our own R&D centre with more than 300 employees who are constantly and passionately listening to the users and working on new product lines to bring the fun, experience and imagination of our children to the next level.”
Speaking specifically about Toy State’s epic lights and sound range, Philip points out that over the course of decades, Toy State has built-up an extensive knowledge of specific light and sound product development, making its products highly innovative, cost efficient and extremely competitive. “We thrive to offer more play-value by producing quality toys with extensive chip programming, and surprising wow factors. Our toys generally consist of multiple light and sound effects instead of just one. We offer mechanical and motorised features that kids normally don’t expect, for example, a big turbo boost engine that projects out of the back of a car; or a surprising light effect that changes the colour of the complete
Real Works Rescue Squad Fire Truck
Hot Wheels Flame Thrower - Two Timer
It's kids' turn to burn down the highway as they choose from the Two Timer or Boneshaker, each with motor ised drive, lights and sounds and simula ted illuminated flames rising from their engine s. Ages 3+
Aim the light-up water cannon at the glowing fire and control the fire to put out the blaze and save the day! The Real Work s Fire Truck with motorized drive, lights and sounds and an extending ladder and lightup flame. Batteries included. Ages 3+
50
car body, or perhaps a motorised vehicle that not only drives, but makes burnouts. All of these features enhance the play value significantly.” In saying all that, Philip is aware that when it comes to what they play with, children have more choice than ever before. So how can you put the lights and sounds category front and centre for them? It’s a question Toy State grapples with. “Children nowadays are exposed to a huge variety of options as far as playing goes,” Philip agrees. “The digital area of computer games and social media sources is bringing a new dimension in speed and excitement, so children are getting bored more quickly with traditional toys. For our lights and sound category it’s crucial to include features that create a big surprise and excitement effect, but also features that feed the imagination in role-playing.”
t Vortex™ e e r t S s r e Road Ripepr car from Road Rippearsp. oMpo-up and hy p Futuristic ts, sounds h g li h ration! it w ve um accele im x a torised dri m r r reveal fo turbo roto Ages 3+ included. Batteries
With such an exciting offering in the lights and sound category, we asked Philip what gives Toy State its marketleading position, beyond the products themselves. It’s simple, Philip tells us: “We aim to be a brand preferred by both users and retailers. We are proud that Toy State has very customer and consumer centric sales, marketing and R&D teams. This community is capable of staying close to the market, realising and launching desirable products. "Moreover, we are a global company with wide distribution all over the world. Our philosophy is not just to move boxes but to deliver outstanding play experience with strong, established brands like Nikko™, Road Rippers®, Hot Wheels™, Barbie™, Cat® and more.”
“
Our philosophy is not just to move boxes but to deliver outstanding play experience with strong, established brands
Philip Redmond, Executive Director, Toy State
Site Cat® Job Machines s with d machine
se d Cat motori ds, music, lights an n u o s e c d ti realis ucket, bla ed bed, b models a motoris n. Several o ti c a m o ries per or bo rk tool va o + W . le b a ed. Ages 3 avail ries includ e tt a B l. e mod
Before we let him go, we asked Philip to name three Toy State lines that no retailer should be without. “Toy State offers many lines of remote control play vehicles, pre-school toys, construction and lights and sound toys. But looking at the lights and sound range, the top three that each retailer needs on its shelves are: Road Rippers®: Maximum boost and Street Vortex™, Hot Wheels™: Extreme action: Sharkruiser™ and Street Creeper™ and the Cat: Heavy Haulers™ Dump Truck.”
We asked… How has business been in general so far this year?
Cat® Heavy
H
aulers Realistic Cat machines w ith revealing cabin driver light effect, realistic soun music and m ds, echanically moving par Available in ts. several mod els. Batteries included. Ag es 3+
The toy industry all-round is under tremendous pressure due to the financial crisis of several key retailers, and of course the ongoing TRU situation. More than ever it’s a time for toy manufacturers to be creative, flexible and find new opportunities with ecommerce and to better engage with end-consumers. This is something the Toy State team has been focusing over recent months and that has brought new opportunities. This is going to be an exciting year!
51
Trade
opinion
Trade talk This month, Team TnP catches up with some of the industry’s finest to discover their thoughts on trading in 2017 and the impat of crazes in 2018 to date
TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds. We explore the hottest topics
Luke Hillier Chief Operating Officer, Click Distribution How is trading going at the halfway point of the year? Retail has been very challenging of course but overall we are delighted with the first half results. Meegos Series 1 has got off to a strong start and it’s looking good for future series. The World Cup Sticker Collection has been incredible, as we expected, and the whole squishy craze has been phenomenal. Heading into the second half it’s looking very strong, we have Meegos Series 2 launching later in the year. We have also recently signed the exclusive distribution rights for Europe on Master Toy for Bendy and the Ink Machine, stock is arriving now and sales have been so strong. Bendy is a brand that is huge in the US right now and we are very proud to have this as part of our program. Poo-eez, and our Bijou Bracelets are looking very strong. Which of your lines can retailers not get enough of? World Cup - we have never been out of stock which is incredible and a credit to Panini! Squishies have been coming in and disappearing quickly but we have been flying product in to keep our retailers stocked.
Martin Grossman Managing Director, H. Grossman How is trading going at the halfway point of the year? It’s very good this year — we are very pleased so far! This time last year we were deep in the fidget spinner craze. Do you see anything in a similar position his year? This year we have lots of hot lines — squidgies, unicorn poo, putty, slime — there’s a lot going on which children are very excited about and want to get their hands on. Is this a positive or negative to the trade overall? Last year fidget spinners were the thing nothing came close to in terms of competition from a hot line. This year there are a few different very popular lines and that is very positive for the trade. We all know these can disappear overnight so instead of looking at one line I am watching three or four. Which of your lines can retailers not get enough of? All of our hottest lines are on allocation now. They are all selling well, for instance Unicorn Poo has sold in excess of 2.5 million pieces.
Neil Bandtock Managing Director, Epoch Making Toys How is trading going at the halfway point of the year? Business has been great for us, so far we are up by 50% YoY! This year has been very exciting with the launch of the new Sylvanian Families Town range at Easter, which generated a lot of incremental consumer interest in the brand. Aquabeads has also continued to be the number one craft kits brand, according to NPD. This time last year we were deep in the fidget spinner craze. Do you see anything in a similar position this year? Blind bags continue to be increasing in popularity, especially in the dolls collectable category. I believe buying blind bags and unboxing them has now become a part of children’s everyday lives, and it is great to see that, in the current market situation, there is a category that is showing strong performance. Is this a positive or negative to the trade overall? I think it’s a positive trend, especially for bricks and mortar customers. These pocket money purchase habits will encourage consumers to visit stores more often during the year. It’s also a great way to
52
provide fun and excitement for children, during days that are not their birthday and holidays. Which of your lines can retailers not get enough of? The new Aquabeads Beginner Studio has been extremely popular with customers. It is a great value set at a perfect price point and includes everything you need to play and design with Aquabeads. For Sylvanian Families, the Cosy Cottage Starter Home has been the star product within the range, performing consistently well with its affordable price point and the incredible value you get from the set. It includes a Chocolate Rabbit figure, furniture sets, and the perfect sized Cosy Cottage for those who want to start playing with Sylvanian Families.
toysnplaythings.co.uk
Brought to you by
licensing T O D A Y
Licensing
news
W O R L D W I D E
BLE revamps License This! competition Brand Licensing Europe has revamped its License This! competition for 2018, doubling the awards to one each for art & design, and brands & lifestyle entrepreneurs. The announcement comes as the show gets ready to celebrate its 20th anniversary and visitor registration opens online. The increased emphasis on the art & design and brands & lifestyle categories is also reflected on the show floor as, for the first time, BLE will occupy both the Grand and National Halls to bring all of its exhibitors together on one level. BLE Brand Director Anna Knight, said: “It’s really important that BLE represents and supports the entire licensing industry and that we offer maximum discoverability, so all of our exhibitors and visitors can have their best show. We are confident this will be facilitated by having everyone on one level across the ground floor of the Grand and National Halls. We’re also excited about the reaction from expanding License This!, which will result in two winners this year. Our 2016 and 2017 winners are both exhibiting at this year’s BLE, which shows what a valuable leg up the competition provides for start-ups.”
£200k raised for Light Fund The licensing industry raised a whopping £200k for the Light Fund charity, following an epic 325mile cycle challenge. The four-day Bristol to Dublin trip was braved by 65 licensing professionals and the amount is the largest raised for the Light Fund charity by any single event. In fact, the original target was £150,000. Wallace & Gromit’s Grand Appeal in Bristol and the Welsh children’s hospice Ty Hafan both received donations during the Bristol to Dublin Cycle Challenge. Other beneficiaries from the funds raised by this event will be announced later in the year.
July 2018
It’s coming home Prior to the World Cup taking place in Russia in mid-June. The NPD Group revealed football fever had taken over UK toy market sales. Just two weeks before England’s first game, £11 million had already been spent in the UK on football and FIFA World Cup-themed toys, including Panini Moscow stickers, Match Attax and Trump Cards. The Single pack of Panini FIFA World Cup 2018 stickers was the second best-selling item in the week ending 19 May, at an average price of 80p, with the six-pack (£4.55) ranked at number six. We’re sure the latest figures will show even more football fever!
Incredible on a Jumbo scale Jumbo Games recently released two new Disney Incredibles puzzles — ahead of the film’s UK release on 13 July. Aimed at children aged five to seven and above, the puzzles depict eye catching, colourful images of the favourite Superhero family; Bob, Helen, Violet, Dash and baby Jack-Jack, across a 100XL and 200XL piece format. “We’re thrilled to have launched these new Incredibles II children’s puzzles,” said Steven Russell, Marketing Manager at Jumbo Games. “This movie has been a long time coming, and we’re certain that our offering will be a perfect fit for young fans and make great additions to retailers offering for the movie!”
Paddington turns 60 Rainbow Designs has launched a new Paddington Bear Classic collection and commemorative 60th Anniversary lines. The new Classic collection includes the premium Large Classic Paddington Bear with Boots and Suitcase, the Classic Cuddly Paddington Bear and the Classic Paddington Bear in a Union flag-designed bag. Fans of all ages will also love the Classic Bean Toy Paddington and the Classic Paddington Key Chains. A Bear Called Paddington was first published in 1958 and 2018 marks the 60th Anniversary of this great story. To commemorate this momentous occasion Rainbow Designs have created two special edition Paddington Bears inspired by Peggy Fortnum’s original illustrations and featuring special anniversary artwork. Anthony Temple, Managing Director of Rainbow Designs said, “We are, without a doubt, a nation of Paddington Bear-lovers and so we’re delighted to be launching these two stunning ranges in this landmark year – and giving retailers more of what their customers want.”
Spotlight on... Ravensburger With unlimited ways to play, the new Gravitrax Starter Set from Ravensburger combines the thrill of marble runs with STEM principles to get kids building. More than 100 precision designed components let kids play with gravity, magnetism, kinetic energy and their own imagination to propel marbles down their unique creations!
des over Starter Set inclu 100 components
layout Endless ons and ti combina ilities possib
ren Encourages child to explore STEM
Clever and c r track racing eative system
Contact Ravensburger 01869 363 800 www.ravensburger.com
Over 120 TVR July TV cam s in paign
Discover the forc es of nature, including magnetism and kin gravity, etic energy
ays to w d e t i Unlim dd to a d n a d expan l sets a n o i t i d with ad
don’t miss… We bring to the fore a selection of the hottest and newest products that will help you sell more. Buyers and retailers, get in touch with your sales contact now!
Product: Aquabeads Magical Unicorn Set Company: Epoch making toys Tel: 08435 574 062 Web: www.aquabeadart.com/uk
Product: Playmobil The Explorers Hidden Temple with T-Rex Company: Playmobil Tel: 01268 548111 Web: www.playmobil.co.uk
Product: GeoSmart Moon Lander Company: Smart Toys and Games Tel: 01903 885669 Web: www.geosmart.eu
Product: My Little Pony Cutie Mark Crew Company: Hasbro Tel: 020 8569 1234 Web: www.hasbro.com
Product: Personalised Putty Company: Instant Gift Int. Ltd Tel: 01580 765040 Web: www.instant-gifts.co.uk
Product: Hatchimals CollEGGtibles S3 Hatch Friends Forever Company: Spin Master Tel: 01628 535000 Web: www.spinmaster.com
Product: Plum Discovery Nature Play Hideaway Company: Plum Tel: 01522 737126 Web: www.plumplay.co.uk
Product: Break Free Company: Ravensburger Tel: 01869 363800 Web: www.ravensburger.co.uk
Product: Mi-Mic X Factor XF2 Company: Wilton Bradley Tel: 01626 835400 Web: www.wiltonbradley.com
RAV_TnP_FullPage_July2018_FINAL.pdf
N
1
6/12/18
2:03 PM
EW
HUGE TV
Campaign
27597 Starter Set C
M
Y
CM
MY
Endless creativity
CY
CMY
K
Stock available NOW! Speed through the track!
sales@ravensburger.com Sales Hotline 01869 363800