Toys n Playthings July 2021 by Lema Publishing

toysnplaythings.media

021 July 2 No. 8 0 Vol. 4

Helping everyone sell more

713B+DWFKLPDOVB$'B-XO\ B$: LQGG

P28

CONTENTS 021 July 2 8 0 No. 4 l. Vo

Regulars 5

Leader - with Clare Turner

News - the latest toy industry headlines

People News - all the movers and shakers

Retail News - what’s happening on the retail landscape

Media News - the multimedia rundown

Licensing News - what’s hot in licensed products

Trade Talk - suppliers reveal their expectations for Christmas trading

Toy Talk - retailers share their trading experiences and preparations for Q4

What’s New - fresh launches that you need to get your hands on

Clare Turner clare@lemapublishing.co.uk

Don’t Miss - a sneak peek at unmissable products for buyers

Assistant Editor

Step Back In Time - a slice of toy history from the industry’s longest-running magazine

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Editor

Naomi MacKay naomi@lemapublishing.co.uk

Advertisement Manager Athee Waran athee@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

P38

Features 38

Girls Collectables - Spin Master Special

STEM & STEAM Educational Toys - a review of products designed for learning through play

Gross & Sparkles – a round-up of the latest slimy, sticky, sensory and sparkly innovations

Action Vehicles – TnP takes a spin around this evergreen category

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

P36

P61

Special Reports 27

Retail Interview - with Bus Stop Toy Shop MD Duncan Conner

Retail Interview - with The Entertainer founder and executive chairman Gary Grant

Retail Interview - with Ideal World toy buyer Lesley Williams

Cover Story - with Spin Master senior commercial director of marketing Phil Hooper

The MD Interview - with Gibsons MD Kate Gibson

P42

Columnists 9

Trends Column - the U.S. Toy Association shares toys and games to keep kids active this summer

Gaining Insight - The Insights Family discusses sales opportunities for movie-themed toys

Retail Opinion - John Ryan examines ways for indies to sell the ‘shop local’ dream

Media Analysis - Giraffe Insights explains why Europe is at a digital online tipping point

Indie Opinion - Diary of a Toy Shop by Amanda Alexander, owner of Giddy Goat Toys

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

At the heart of retail

Contentsnm.indd 1

P32

P52

07/07/2021 10:39

713B:2:B$'B-XO\ B$: LQGG

LEADER W At the heart of retail Also by Lema Publishing

TableWare INTERNATIONAL

AWARDS OF EXCELLENCE

J i

Leader.indd 1

e’ve been subjected to more than a year of unprecedented restrictions but now, largely thanks to the vaccination programme, an end is in sight on July 19. At the time of writing, government ministers seem pretty set on going ahead with the final easing of restrictions (although, as always, caution is being urged), paving the way for a further opening of society - although the drive is still on to get as many people jabbed as possible. And retail has moved further forward on the long road to recovery. British retailers reported their third month of rising sales in June, according to the latest figures from ONS (Office for National Statistics). This news will be warmly welcomed by toy retailers, who are still recovering from months of lockdown when they were unable to open their stores. And as Helen Dickinson, chief executive of the British Retail Consortium (BRC) notes, the reopening of hospitality has provided extra impetus for many consumers to hit the streets, particularly as the summer weather kicks in. She says retailers are reporting an increase in purchasing over browsing, suggesting shopping trips are becoming more purposeful. Consumer confidence appears to be rising fast, thanks to both the widespread vaccination and testing programme and the extensive measures taken by retailers. But, as Helen points out, challenges remain. Many retailers built up considerable debt - some of it from rent payments - during the periods of lockdown and will be relying on continued consumer demand to trade their way out. Those based in larger cities have also been hardest hit by the drop in footfall, as many city workers continue to work from home. She adds that the changes caused by the pandemic are being bolstered by a fundamental transformation in consumer behaviour, which started long before Covid. Internet sales continue to rise, albeit at a reduced pace, supported by the massive investment in digital channels, logistics operations, and click-and-collect options, ensuring UK consumers continue to benefit from a world-leading shopping experience whether they are in their homes or on their high streets.

“

Meanwhile, retailers’ costs are continuing to mount due to Brexit red-tape, Clare Turner Covid-related supply chain disruption, raw commodity shortages and increased shipping and petrol charges. Helen says the cost burden on retailers may be passed onto consumers, threatening price rises as the pressure mounts in the months ahead, especially with additional Brexit checks this autumn. Her views are reflected by the experiences of leading toy executives interviewed in this issue. Kate Gibson, MD of British toys and games business Gibsons, confirms that “costs are rising across the board”. She says that whether it’s the current freight situation and costs associated with container shipping or the price of raw materials, suppliers “will be navigating their way through this challenge for the foreseeable future”, adding “this also extends to retailers, as prices will inevitably have to rise”. Gibsons turns 102 this year and Kate admits that 2021 has probably been the most challenging year of her career and one of Gibsons’ most challenging periods – but has also brought opportunities for the company such as growing its website and understanding of the digital world. Gary Grant, founder and executive chairman of The Entertainer, says: “The very biggest challenge in the 40-year life of our business is Covid. We’ve just endured a period of huge upheaval and it’s difficult to know where bricksand-mortar retail will level down to in a normal year. But one thing is for sure: our website won’t drop back to its prepandemic level. Therefore it’s important to invest…” In the words of KPMG Retail Partner Don Williams, retailers now face an interesting few months as they assess how they best entice their customers back to stores and what the right blend of offline and online will be as spending patterns settle in a post-Covid world. He predicts that with the prospect of the full lifting of Covid restrictions coming into force this month, there will be increased competition for share of wallet as consumers focus on those leisure and hospitality activities that have been denied to them due to lockdown. It is a summer that starts with cautious optimism for many toy retailers, who will be hoping that the continued success of the vaccine rollout and an improving economy will offer scope to spark a big surge in consumer spending. So, what’s been your trading experience, as a toy retailer or supplier? I’d love you to get in touch and share your story. You can connect with me via LinkedIn or email me at clare@lemapublishing. co.uk. I look forward to hearing from you!

It is a summer that starts with cautious optimism for many toy retailers, who will be hoping that the continued success of the vaccine rollout and an improving economy will offer scope to spark a big surge in consumer spending

”

06/07/2021 15:15

NEWS

Mattel launches fantasy themed dolls

Character Options puts on a show with GLO-Up Girls Character Options The A/W21 collection of is gearing up for the Character Option’s Little summer launch of fashion Live Pets has an extended doll line Glo-Up Girls. The and refreshed line-up, which range goes on sale from will be supported with August with the support the firm’s most ambitious of a live-action YouTube marketing campaign for the series, a social media interactive pet brand to date. content house, and influencer partnerships. Retailers can look forward to Inspired by the the launch of Gotta Go Turdle #GlowUp trend - a - a singing, eating, pooping hashtag with more than turtle - and My Pet Pig 28 billion video views Piggly the walking pig, who on TikTok - Glo-Up Girls wiggles his nose and makes dolls feature elevated adorable piggy noises, plus styling and offer the Lil’ Hamsters. full ‘Glo-Up’ experience The range benefits from a including spa, nails, hair, high-impact marketing drive, makeup and fashion wherein TV remains key choices. Each doll comes across children’s channels, in stylish pyjamas and underpinned with YouTube 25-plus surprises to give pre-roll activity. From now the character a total Glountil Christmas, Character Up. A real face mask is Options is adopting an also included so the child always-on digital strategy can get involved with the for the brand and ensuring Glo Up process. celebrity product placement Kathryn Ludlum, brand and activity on social media manager at Character platforms such as TikTok. Options, said: “Our aim for Glo-Up Girls is to build on what we delivered for InstaGlam in 2020, with dedicated advertising, as well as integration within the ongoing activity for the InstaGlam brand as a whole. This includes TV, multi-tiered influencer support with celebrity endorsement, YouTube pre-roll, and more. Plus, with the UK and US launches set to coincide, our plans will be fully intertwined with the huge marketing campaign that’s running in the US.” 6

News (Mark Amended).indd 1

Mattel’s new launch in the nurturing doll category, My Garden Baby, offers classic baby doll play in a fantastical way. My Garden Baby introduces diverse dolls, new colourways and butterfly babies, encouraging kids to cultivate an appreciation for nature and the world around them. The range includes the My Garden Baby Feed and Change doll assortment (aged three years-plus), which is a fantasy-themed baby doll with a drink-towet feature, reusable nappy, removable clothes, and wings - and the packaging also becomes a crib. The Berry Hungry Baby Butterfly Assortment (aged two years-plus) offers a colour-change feature, detachable wings for dress-up play, and scented hair. For younger fans, the My First Baby Butterfly Assortment (aged 18 months) have soft bodies and plush wings that fold into swaddles.

Industry rises to Toy Trust challenge The toy industry’s charity The Toy Trust has reported that a mammoth 26,425km was covered during last month’s Around the World in 80 Hours fundraising event. Starting at 9am on 11 June, the toy industry was invited to participate in an attempt to circumnavigate the globe (40,075km) in 80 hours. The distances could be covered through any activity that was non-motorised. More than 375 individuals representing manufacturers, retailers and licensors, ran, walked, swam, cycled, walked while hula hooping, paddle-boarded, kayaked and rode on horseback. The distance covered did not manage to circumnavigate the entire globe but did cover all land mass on Earth joined together (with no oceans included). The event is expected to raise in excess of £20,000 for the Toy Trust, which will go on to support two UK-based children’s charities - myAFK and HCAG – which both provide specialist mobility equipment for children. Toy Trust Committee chairman Graham Canning said: “This year’s event was like no other, and while we were not able to gather together to take on the challenge in one place, I’m so proud of the efforts of everyone from across the toy industry in getting involved. Thank you to everyone.’’

toysnplaythings.media 06/07/2021 19:39

EDE\ D HªV K 6

JURZV LQ H K WR 6 D

OH GG U $QG WR D

ELJ

B%DE\ $OLYHB [ Y LQGG

NEWS

TFNY to host Spielwarenmesse pavilion

Octonauts make waves Silvergate Media and Merlin Entertainments are extending their Octonauts partnership with an interactive brand experience. Activity-based Octonauts trails will launch at 11 Sea Life centres across the UK this summer, ahead of the highly anticipated launch of new spin-off series, Octonauts: Above and Beyond in the autumn, which has inspired a new line from Moose Toys including figures, vehicles, playsets, plush, and games set to debut at retail in 2022.

The events allow preschoolers and their families to ‘Be Captain For A Day’ as part of a themed and immersive experience that puts them centre stage of their very own real-life Octonauts adventure, looking for Captain Barnacles alongside favourite characters from the show such as Kwazii, Peso and Inkling. Guests at the attractions will also learn about conserving the world’s oceans as they complete tasks, challenges and activities as part of their mission.

Playmonster launches campaign

University Games is on the move University Games bid farewell last month to a building that has been home to the Paul Lamond Games part of the business for more than 25 years, and opened the doors on a new chapter at new premises in Royston, Hertfordshire. With a portfolio of more than 700 games, puzzles and gifts, following the acquisition of The Lagoon Group last summer, the company is ready to move onto its next phase. Richard Wells, managing director of University Games, “The new offices offer us greater flexibility to develop and grow the business.’’ 8

News (Mark Amended).indd 2

Playmonster has revealed details of a major marketing campaign for My Fairy Garden. As part of the #Fairiesfornature initiative, 20,000 activity packs have been distributed throughout primary school Key Stage 1 settings and via digital and social platforms, complete with wildflower seed packs and details of tasks to help kids care for nature. Challenges include completing litter picks, de-weeding, and building hedgehog homes. So far more than 10,000 families have visited www.myfairygarden.co.uk to download the free Fairies For Nature Activity Book. Face of ITV’s First Time Mum and nature lover Ferne McCann is also supporting the campaign across her social channels.

The U.S. Toy Association, producer of Toy Fair New York, has announced a new partnership with Spielwarenmesse to bring the Nuremberg exhibition provider’s World of Toys Pavilion to Toy Fair New York 2022, which will be held from 19 February to 22 February at Jacob K. Javits Convention Center. Spielwarenmesse World of Toys programme offers a platform for exhibiting at international industry events, providing companies with access to global markets and retailers. Exhibitors will receive comprehensive support, including a readymade booth with basic furniture and fixtures. The service package covers initial planning, organisational and marketing services, and on-site support. The 2,153sq ft pavilion will be housed in a central location on Level 3 of the Javits Center. Steve Pasierb, president & CEO of the U.S. Toy Association, said: “Toy Fair New York is a world-renowned, international marketplace celebrating its 118th year and we are eager to welcome even more new global brands and innovative toys from all over the world. This opportunity leverages the newly expanded and renovated Javits Convention Center that will house the pavilion, along with many more show enhancements. We are thrilled to offer attendees an even more enriching global experience at Toy Fair New York ’22 thanks to the addition of the pavilion.” Manufacturers can book a space in the World of Toys Pavilion at Toy Fair New York until the end of October. Contact Martin von Vopelius at m.vopelius@spielwarenmesse.de.

Rex London launches EU hub Rex London has established a distribution centre in Belgium to better serve its customers in the European Union - without customs delays or additional costs. This means Rex London customers in the EU can continue to order with confidence, with all orders being imported into the EU by new Belgian company, Rex London BV, which is wholly owned and managed by the UK company. Trade customers will still have access to thousands of products, which they will be able to order online or with their dedicated account managers in the usual way. Current delivery forecasts estimate a transit time of up to two weeks for most EU orders.

toysnplaythings.media 07/07/2021 10:15

Goliath completes Fun Promotion acquisition Toys and games manufacturer Goliath has completed the acquisition of Fun Promotion from Toi-Toys International. Fun Promotion has been creating novelty toys since 1978 and is best known for Magic Twisty - a product that has sold more than 20 million units in 30-plus countries. Other successful products include the rainbow rope Ztringz, Skippy Dance, and Super Balloon. The business was acquired by Toi-Toys in 2020. Toi-Toys CEO Rob Rooijackers said: “As we will be focusing more on products under our own brand name in the future, we believe Goliath is a better fit to further develop the legacy and brand of Fun Promotion.” Goliath has acquired Tucker Toys, Britz’n’Pieces, Wahu and Vivid in recent years. CEO Jochanan Golad commented: “We expect impulse products and retail business to be completely back to normal by spring 2022. We will be launching a range of exciting new products under the Fun Promotion portfolio and further strengthening its excellent in-store marketing strategy and relationships with retailers and distributors.”

TRENDS: KIDS CAN’T WAIT TO PLAY THIS SUMMER This summer will be all about making up for lost play time, according to The U.S. Toy Association’s senior communications specialist Kristin Morency Goldman Families missed out on so much last summer due to Covid-19, and with online learning, face masks, and social distancing, the past school year has been anything but easy. This summer will be all about making up for lost time, according to a recent survey commissioned by The U.S. Toy Association’s Genius of Play initiative and conducted by OnePoll. When asked what their ideal summer would look like, 2,000 parents and their children (aged from five to 14) said this summer should include five pool parties in the backyard, three road trips, and five trips to the beach. The average child also included three trips to amusement parks in their plans - and wished for five new toys to play with. Thankfully, families should be able to deliver on their kids’ requests. Read on for some toys and games that will keep kids active outdoors - or entertained inside on a rainy day - all summer long: Obstacle Course in a Box from Endless Games: Designed to play inside or outside, this comes with physical challenges to keep you moving. It features 27 floor tiles, a stopwatch, a jump rope, and a booklet filled with obstacle course ideas. Slackers Swingline from B4 Adventure: Set up the ultimate challenge in your backyard between two trees. The set includes a ninja line, mesh swings, a steel monkey bar, and gym rings. Wing Ball from Hog Wild: Wing Ball can reach speeds of 88mph. Air will pass through this tube-shaped toy to help lift it and create spirals.

Fun on the farm with Britains Agricultural toys and collectables brand Britains is marking its centenary year by teaming up with the Rural Life Living Museum in Farnham, Surrey, to create an experience for the whole family - just in time for summer. The Museum features a collection of old rural buildings, tractors and farm equipment, complete with its own small railway. Launched on 20 June, visitors are being treated to a specially designed Britains-inspired toy trail where Britains products will be ‘hidden’ around the site, challenging families to spot them along their route. The experience will run until 12 September, and the team have designed a fun activity sheet to keep children entertained throughout the day. There are plenty of photo opportunities available to capture memories, and visitors can upload their best snap with the Britains frame to Facebook or Instagram to be in with a chance of winning one of Britains’ Farm in a Box toys.

JULY 2021 News (Mark Amended).indd 3

Articulate from Tomy: Articulate is a team game of rapid descriptions. Players describe as many card entries as possible in 30 seconds. The first team to move around the board wins. I Wish I Didn’t Know Family Edition from What Do You Meme?: Players draw trivia cards while the rest of the group competes to guess which answer is correct. Once everyone has guessed, the judge reveals the correct answer and awards one point to those who chose correctly.

Founded in 1916, The U.S. Toy Association is a not-for-profit trade association representing businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The U.S. toy industry has an annual U.S. economic impact of $97.2 billion and its 1,000-plus members drive the annual $27 billion U.S. domestic toy market. The Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development to consumers and the media. It has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, government, consumers, and industry on programmes to ensure safe and fun play. The organisation produces the world-renowned Toy Fair New York and Toy Fair Dallas; advocates on behalf of members around the world; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.

06/07/2021 19:41

NEWS

LBP reveals award winners Family-focused online parenting magazine Lovedbyparents.com announced the winners of its 11th annual Loved by Parents (LPA) Awards during a live virtual Twitter party that attracted more than 15.6 million impressions. Billed as one of the largest and most trusted parenting awards programmes worldwide, each product is tested and voted for by parents.

Casdon celebrates 75 years of play

The 2021 winners of the playtime category are:

Blackpool-based family-run supplier Casdon Toys commemorated its 75th anniversary on 8 June. With roleplay being at the heart of the company, Casdon launched a ‘Helping out in the Home Corner’ initiative last month to coincide with this milestone. The campaign sees 100 primary schools benefit through an interactive and resource-led programme packed full of fun activity sheets, certificates and stickers for kids to take home as well as child-sized home corner favourites from Casdon’s range of toys. Phil Cassidy, managing director of Casdon and grandson of founder Thomas Cassidy, said: “Celebrating our 75th anniversary is a fantastic milestone. Casdon was built on my grandfather’s belief that toys need to have a role in children’s learning and development, as well as being fun to play with. We’re excited about the launch of our primary school initiative and look forward to continuing to develop products that capture the imaginations of children.”

Best Doll L.O.L. OMG Dance Dance Dance Fashion Doll – Platinum

Best Activity Toy 3-6 yrs

Sparkle Girlz Hair Dreams by Zuru - Gold

Early Fun All Purpose Swingball - Gold

L.O.L. Surprise! Big B.B.s - Silver

TP Splash & Play Happy Chef Mud Kitchen - Silver

Best Roleplay Toy GLTC Coffee Cup Wooden Toy Kitchen Platinum Baby Annabell/Baby Alexander/Baby Leah - Gold Little Tikes First Self-Checkout Stand Platinum Best Soft Toy Rainbocorns Wild Heart Surprise Series 3 by Zuru - Platinum Best Ride on 1-3yrs Y Glider Luna - Platinum

TP Treehouse Wooden Play Tower Platinum

Best Activity Toy 6+ L.O.L. Surprise! Dance Machine Platinum Best Outdoor Toy 1-3yrs+ TP 4 in 1 Trike Dino Discovery - Platinum Y Glider Luna - Gold Best Outdoor Toy 3-6yrs+ TP Treehouse Wooden Play Tower Platinum Early Fun All Purpose Swingball - Gold

Best Preschool Toy

TP Splash & Play Happy Chef Mud Kitchen - Gold

TP 4 in 1 Trike Dino Discovery - Platinum

Crazy Bunch O Balloons - Silver

Orchard Toys First Jungle Friends Jigsaw Puzzle - Gold

Best Interactive Toy 3+

Best Toddler Toy Orchard Toys First Jungle Friends Jigsaw Puzzle - Platinum TP Splash & Play Happy Chef Mud Kitchen - Platinum Tonies Toniebox - Gold TP 4 in 1 Trike Dino Discovery- Silver Best Educational Toy Tonies Toniebox – Platinum Yoto Player - Gold Orchard Toys Dino-Snore-Us Game Silver Best Wooden Toy 0-1yrs Sawdust and Rainbows Wee’Un Platinum Best Wooden Toy 1-3yrs Sawdust and Rainbows Wee’Un Platinum Best Activity Toy 0-1 yrs Sawdust and Rainbows Wee’Un Platinum

News (Mark Amended).indd 4

Crazy Bunch O Balloons - Platinum Best Interactive Toy 6+ L.O.L. Surprise! O.M.G. 4-In-1 Glamper Platinum Best Innovative Toy 2021 SmartMax ‘My First’ Acrobats- Platinum Yoto Player - Gold Orchard Toys Dino-Snore-Us Game Silver Best Musical Toy Tonies Toniebox - Platinum Best Stimulative Toy 1-3 yrs Platinum SmartMax ‘My First’ Acrobats Platinum Best Construction Toy1-3 yrs SmartMax ‘My First’ Acrobats - Platinum Best Toy Design GLTC Coffee Cup Wooden Toy Kitchen Platinum Best Ride On 1-3 yrs+ TP 4 in 1 Trike Dino Discovery - Platinum

Get set for Autumn Fair Autumn Fair will reopen its doors for the first time in 18 months from 5-8 September at the NEC in Birmingham. Show organiser Hyve Group said that with UK government and AEO (Association of Event Organisers) approved ‘Safe & Secure Guidelines’ in place, the event will offer ‘the definitive space for Covid-safe trading, networking, inspiration and more, as the retail industry gets back up and running’. The full guidelines can be viewed at www.autumnfair.com. Hyve Group managing director, retail & fashion Julie Driscoll said: “With our long-standing heritage and experience, we can deliver a trusted platform and inspirational marketplace for physical business to take place again.’’

toysnplaythings.media 06/07/2021 19:41

Hasbro powers up with Panasonic

Toys accredited by the British Skin Foundation

Battery manufacturer Panasonic Energy has launched a new campaign and collaboration with Hasbro, owner of the Power Rangers franchise. Power Up is an action-packed online game, where players’ Power Rangers mission is to collect as many Panasonic batteries as possible. Submitting a high score to compete for the grand prize can be done once a month. Three winners will have chance to win a spot at the Power Rangers karate boot camp. Each will be offered a four-day trip, including flights and accommodation, to a top-secret location. Additionally, 50 runners-up will receive prizes: a Power Rangers Dino Fury Morpher and a Nerf Ultra AMP. Monthly prizes include Panasonic battery packs, a Power Rangers Dino Fury Battle Attackers two-pack, a Nerf Ultra AMP, and a Nerf Elite 2.0 Phoenix CS-6. You can play as often as you like at poweryourday. win. The competition ends on 31 December 2021.

Zimpli Kids’ Gelli Baff and Slime Baff toys have received accreditation from the British Skin Foundation (BSF) research charity. This recognition helps give parents buying Zimpli Kids products peace of mind that they are not only fun but 100% safe on their child’s skin. Both toys are certified biodegradable powders that transform water into colourful slime or goo. Gelli Baff has been around for more than 10 years but recently Zimpli discovered that it’s beneficial to people who suffer from dry skin and, in some cases, skin conditions such as eczema and psoriasis. BSF head of partnerships Phil Brady said: “Protecting our children is something close to all our hearts, so the BSF is delighted to be partnering with Zimpli Kids in promoting skin safety and the use of child-friendly products.” Zimpli Kids will feature the BSF approved logo on all retail boxes and promote the accreditation through a marketing and social media campaign.

Fall Guys joins Wow! Stuff’s Pods line-up

TOIKIDO and Winning Moves team up Toikido has partnered with games company Winning Moves and Top Trumps USA to bring puzzles to its global fanbase. The games specialist will initially launch four challenging and fun puzzle designs globally in A/W21, with Top Trumps USA exclusively distributing for the North America market. Fans will be able to choose their difficulty level as the puzzles will be released in 100, 250, 500 and 1,000 piece formats. Winning Moves senior licensing manager Megan Wain said Winning Moves has always had a big focus on the latest trends, so is looking forward to being part of the Toikido - Among Us family. She added: “Both Among Us and jigsaw puzzles have solidified their place in our daily lives culture with massive fan bases, and we are excited to bring these worlds together for the first time.”

JULY 2021 News (Mark Amended).indd 5

Wow! Stuff’s collectable Wow! Pods, dubbed the collectable for fans of character brands, has added games developer Mediatonic’s Fall Guys: Ultimate Knockout to its roster of tier 1 brands. Billed as the breakout gaming hit of 2020, players of Fall Guys tumble over bizarre obstacles, shove through unruly competitors, and overcome the laws of physics to avoid elimination in their quest for the crown. Now, Fall Guys’ brightly coloured beans are stumbling into the spotlight as main characters of the new Wow! Pods Fall Guys collectables range. The products will feature the unique Wow! Stuff patent-applied-for Swipe to Light function, which reveals mystery icons under the UV light. Wow! Stuff co-founder and head of licensing Kenny McAndrew said: “Fall Guys is a phenomenal hit, and the characters are loved by thousands of players around the world. Fall Guys fits perfectly within our ethos of ensuring Wow! Pods meets the fandom thirst from fans of character brands.”

06/07/2021 19:41

PEOPLE

NEWS Lesley Whitehouse joins Plum Play Plum Play has appointed Lesley Whitehouse as product manager. She will be responsible for facilitating the introduction of new items into the Plum portfolio, making sure that brand guidelines and ethics are maintained. Lesley brings more than 20 years of experience to Plum Play, having spent more than 16 years working for Toys R Us as lead buyer for Europe, and most recently working for Mothercare and The Entertainer as a senior buyer. She said: “I’m looking forward to working with the Plum family and team, whom I have known for many years.’’

U.S. Toy Association promotes Kimberly Carcone The U.S. Toy Association has promoted Kimberly Carcone from vice president of market events to senior vice president of global market events. She will be responsible for the management of Toy Fair New York, Toy Fair Dallas, Toy Fair Everywhere and Private Previews. Kimberly, who joined the association in 2007, has 30 years of experience in nonproﬁt and corporate event management, marketing, and publishing. She was named one of EXPO Magazine’s Expo Elites and was a nominee for Event Marketer Magazine’s B2B Dream Team in 2017.

Craft Buddy names head of marketing Andrew Welch has taken up the newly created position of head of marketing at Craft Buddy. He brings a wealth of experience to the role, with more than 16 years spent in a variety of posts across the toy industry including ﬁve years at Bandai as senior product manager, six years with Creative Toys Company, and experience in R&D gained at Vivid, Flair and most recently John Adams. Andrew has been instrumental in developing TV, digital campaigns and retail launches for high-proﬁle brands and working on a host of arts & crafts products. 12

News AMENDED Retail, People.indd 1

Casdon Toys’ Roger Howard retires Toy industry veteran Roger Howard is retiring from Casdon Toys after 45 years of service. He joined the company in 1976, at the age of 16. Starting as an office junior, he was put in charge of the warehouse and sales office after Roger Howard (middle) with Peter Cassidy (left) just a few years. Heading up UK sales since and Phil Cassidy (right), MDs of Casdon Toys 2000, Roger has seen the business grow from a UK operation to the international business it is today. Roger said: “I’ve had 45 amazing years at Casdon experiencing some fantastic times, from my very first Toy Fair as sales manager, to travelling the world with the job. I have worked with some great people and watched the company change and grow over the years. I’ve built up some great relationships with customers and fellow workers and would like to wish all at Casdon the very best for future success.” Casdon managing director Phil Cassidy commented: “I would like to thank Roger for his unrelenting commitment and loyalty. His hard work over four decades has been instrumental to Casdon’s continued success.” Anyone that would like to wish Roger well in his retirement can contact him at rogerhoward20@yahoo.com.

Spielwarenmesse says Auf Wiedersehen to two board members Ernst Kick and Dr Hans-Juergen Richter stepped down from the executive board of German toy show organiser Spielwarenmesse when their terms came to an end on 30 June. Ernst Kick was appointed CEO in 2002. His reorganised the fair’s structure to provide a more focused market overview. The ToyAward and the annual trends are also a direct result of his drive. Dr Hans-Juergen Richter joined in 2005. For six months in 2002, the lawyer acted as interim CEO of Spielwarenmesse until Ernst took over. In 2013, the pair set a milestone in the company’s history by registering Spielwarenmesse as a word mark with the German Patent and Trade Mark Ofﬁce.

New executive board at Spielwarenmesse eG Following the departure of executive board members Ernst Kick (CEO) and Dr Hans-Juergen Richter on 30 June, the new three-strong board comprising Florian Hess, Jens Pﬂüger and Christian Ulrich (spokesperson) took over the helm of Spielwarenmesse eG on July 1. The trio have many years of experience at the company. They intend to continue building and expanding the events organised by Spielwarenmesse eG – especially the world-leading Spielwarenmesse. They also plan to venture down new avenues as they rise to current challenges and equip the company for the future demands placed on organisers and service providers in the exhibition business.

Jazwares appoints Sara Rosales Jazwares has named Sara Rosales as senior vice president of communications. Her focus will be on corporate communications, brand public relations, and the company’s philanthropic efforts, collaborating closely with digital marketing on earned media, and the strategic management of the corporate website. With 20 years of industry experience, Sara brings global brands expertise from her roles at toy manufacturers Mattel and Jakks Pacific. Her most recent post was senior vice president of communications for medical apparel manufacturer Careismatic Brands. Sara’s appointment further reflects Jazwares’ evolution as the company concentrates on developing and expanding its portfolio, most recently with its announced expansions into the costumes and pet toys categories. Laura Zebersky, president and chief commercial officer of Jazwares, said: “Sara is a seasoned leader who has successfully driven corporate communication strategies, developed high-performing teams and executed on major initiatives. We are thrilled to have Sara along on the journey as Jazwares continues to grow and expand as a whole.”

toysnplaythings.media 06/07/2021 12:16

RETAIL

NEWS

Bargain Max stocked for growth plan

Shuffle Junior launches range into John Lewis A new range of games from Shuffle Junior has gained major nationwide distribution through John Lewis & Partners. Into The Wild is designed to aid cognitive, fine motor, and recognition development in little ones. It includes twists on bingo and dominoes, flashcards, a jigsaw and a giant alphabet and number floor puzzle – all aimed at supporting early years learning, for children aged three and over.

Retail Mentoring Programme breaks records With 84 delegates from 21 retailers taking part, 2021 was a record-breaking year for Brand Licensing Europe’s Retail Mentoring Programme. Thanks to the organisers offering a fully virtual as well as hybrid option this year, making it possible for European retailers to participate, GameStop and Bershka were among the first-ever European retailers to take part in the free-to-attend CPDaccredited course held in June. Other new retailers included Maqio, Merlin Entertainments, RSPCA, The Hut Group, and ZSL. Delegates from Marks & Spencer, John Lewis & Partners, Selfridges, Halfords, Asda George, Tesco, Sainsbury’s, Toymaster, The Entertainer and Morrisons are among hundreds of alumni.

Thames & Kosmos supports #ukindieday Thames & Kosmossupported #ukindieday by offering its customers a little bit of magic. On Saturday 3 July and Sunday 4 July independent retail businesses across the UK came together to celebrate Independents’ Day UK 2021: a national campaign to support and promote indies across the UK all year round, but with an annual focus on July 4. Thames & Kosmos sales director Jo Drage said: “The toy industry has continued to display resilience in 2021 and independent toy and gift shop retailers in particular keep going above and beyond to keep local high streets thriving.” The company offered customers either a free Magic Hat Display or a Magic Hat Wand Display with any order of £250 net placed between 21 June and 28 June.

JULY 2021 News AMENDED Retail, People.indd 2

Online toy retailer BargainMax.co.uk has secured a seven-figure funding package from HSBC UK to support its ambitious growth plans. BargainMax.co.uk aims to use the funding to increase its product range and stock by over 60% in the next 12 months. This expansion of the business follows consistent successful performance since the start of the company in 2014 and high levels of growth, especially over the past year. The funding will also be used to increase brand awareness via targeted social media campaigns and support ongoing website development. The expansion means the business is anticipating a staff increase this year in both its Manchester head office and warehouse. Gigi Mechlowitz, managing director of BargainMax.co.uk, said: “Being an online-only retailer, we were well-prepared when the pandemic started and could continue our two-tofour-day lead time on deliveries while experiencing a significant boost in demand. We will continue to deliver this quality of service through investments in new products and e-commerce solutions.”

Edx Education goes live with retail website Educational toy brand Edx Education has launched a UK retail website offering deals and discounts to British parents and educators, alongside advice from educational experts to support families on all aspects of home learning. The launch follows a hugely successful year for UK retailers in the home learning market. Initially fuelled by pandemic school closures, toy trend forecasters predict the growth in the educational toy market is set to continue well into 2022, as parents demand more educational value from toy purchases, alongside inclusive family play opportunities. Heather Welch, international brand manager at Edx Education, said: “We hope to inspire families to play, learn and bond together with our ever-growing product range and play ideas on shopedx.co.uk. Children have curious minds; they love to explore and experiment - and what better way to do that than through play!”

06/07/2021 12:16

MEDIA

Baby Born turns 30

NEWS

BABY Born, celebrates a major milestone in 2021 – turning 30. To kickstart a new season of celebrations, the brand launched a multi-channel campaign centred around National Best Friend Day in June, which harnessed PR, social and digital to drive direct traffic to its website and further position the doll as the ultimate best friend.

Welcome to Squishville

AR collectables launch A pioneering company has launched a range of collectable discs on Amazon. AR Discs has partnered with Universal Studios, creator of family-friendly movies such as Shrek, Trolls, How to Train Your Dragon and Kung Fu Panda, to deliver physical collectable discs with augmented reality (AR) technology. Collectors and children alike can take home their favourite animated characters by purchasing an AR Discs DreamWorks Starter Pack with Collectors Folder and two packs of AR Discs. Each pack contains ‘blind bags’ with a collectable character disc stored inside that can be saved in a collection or traded with friends. The discs are designed to bring physical and digital together, and can be physically held in the hand before unlocking additional interactive functionality through app software. Once collectors have downloaded the AR Discs app onto their smartphone or tablet device, they are able to unlock movie clips, 3D images of DreamWorks characters, and further information - all by hovering the camera lens over the discs themselves.

The Gruffalo returns in AR app Taking family forest walks to new heights, the Gruffalo is returning to the deep, dark wood in the latest partnership between Forestry England, Magic Light Pictures and Nexus Studios. The Gruffalo Spotter 2 app builds on the success of the BAFTA-nominated original, and brings The Gruffalo characters to life in the forest. Families will be able to use the new app to follow a trail and learn about the characters from the story. The augmented reality (AR) app mixes the animated characters with the real world environment. Responding to instructions such as waving, stomping, flying, dancing and roaring, visitors will trigger the AR characters to magically come to life and interact with them. Through cutting-edge face and body recognition technology, the characters now look at the children directly, encouraging them to play along. These moments can be recorded and saved to mobile devices for families to revisit and share later via the #GruffaloSpotters hashtag. Gruffalo Spotter 2 has been designed for exclusive use at up to 24 forests across England until winter 2021.

PIC CREDIT: Tom Donald

New Medianm.indd 1

Jazwares and its subsidiary Kellytoy, is expanding the world of Squishmallows with the launch of animated YouTube series Squishville. The original content, produced by Moonbug Entertainment, an award-winning global entertainment company behind breakout properties such as CoComelon, kicked off in June, with new episodes released every Saturday through to October. This follows on the heels of the retail debut of Squishville, a line of Squishmallows-inspired collectable plush and soft, fabric playsets and accessories, which arrived in stores earlier this year. The new animated series is based on the lovable personalities, and character details authentic to the Squishville line at retail.

Did you know? More than 86 million Squishmallows have been sold since their launch in 2017

Baby Bum on BBC Hit kids’ show Little Baby Bum can now be enjoyed on BBC iPlayer. Little ones can also enjoy watching their favourite show while recreating the scenes in real time with the Little Tikes exclusive range of Little Baby Bum toys, including the Wheels on the Bus Scoot, the Bounce & Sing Buster and Twinkle the Star Plush.

Pooh is 95! Winnie the Pooh’s 95th anniversary celebrations launched with a charming new animation that sees Pooh and Friends set off on a special adventure. The bear of very little brain also pays tribute to Her Majesty The Queen – who also turned 95 this year. The 45-second film is available to fans on Disney UK’s social channels, while shopDisney offers a range of new products for adults and kids.

OddBods get busy One Animation is launching a new iteration of its three-time Emmy Award nominated animated series Oddbods. Oddbods: Busy Bodies uses a live-actionanimation hybrid format and is aimed at helping kids relieve stress, move their bodies, and engage in imaginative play. The series is hosted by veteran yoga therapist and teacher trainer Hersha Chellaram, who specialises in children’s and accessible yoga.

IMC goes OTT with new content IMC Toys is leading the way with its new OverThe-Top (OTT) platform that combines content with e-commerce. Setting the Kitoons OTT platform apart from other streaming services, and making it the first of its kind from a toy brand, is its ability to suggest products based on the video being watched and drive viewers directly to retailers. Launched in late June, the platform has more than 150 high-quality videos from IMC Toys brands such as Cry Babies Magic Tears, VIP Pets and Bloopies, and will be the premier destination for new custom content. While watching, viewers have the opportunity to learn about products

related to the video and add them to a COPPA (Children’s Online Privacy Protection Act) compliant wish list, with parents having the ability to place orders through links. “The launch of our own OTT platform is a monumental moment for IMC Toys,” said Raquel Roca, corporate communication manager. “Our goal is always to provide the best possible experience for our consumers and this platform takes a holistic approach - conveniently providing everything from content, to product information, to purchasing ability all in one place.” Kitoons OTT will be available through Smart TVs, mobile, tablets and the web.

tnp.media 06/07/2021 12:17

LICENSING

NEWS

Bulldog snaps up Moley deal British-made children’s property Moley has announced the appointment of Bulldog Licensing as its global licensing agency. The new animated children’s property, Moley follows the adventures of a fun-loving mole who lives deep in a burrow in the bustling city of MoleTown. This lovable character, voiced by Warwick Davis, finds himself on a series of exciting escapades as he explores the world around him with accompanying magic, comedy and adventure. Bulldog will be launching the brand to the licensing world at a star-studded event, including talent from the series, at Chelsea’s Physic Garden this July. Alongside Warwick Davis (Star Wars, Harry Potter, Maleficent), the voice cast includes Julie Walters (Harry Potter, Paddington, Billy Elliot), Charles Dance

Guess what… Bulldog has also signed a deal to represent Marcus & Marcus in Europe and is looking to translate the popular characters, including Marcus the lion cub, Lola the giraffe, Ollie the elephant, Lucas the hippo, Willo the whale and Pokey the piglet into a wide range of licensed products including toys and gifts. (Game of Thrones, The Crown), Gemma Arterton (Tamara Drewe, Saint Trinians), Richard E Grant (Withnail and I, Logan) and Togo Igawa (Mama Mia, Star Wars). Rob Corney, MD of Bulldog Licensing, said: “We are delighted to add Moley to Bulldog Licensing’s carefully selected portfolio of brands. Moley has an endearing appeal which really connects with children and their families.’’

WildBrain picks up knockout deal WildBrain CPLG will manage the licensing programme for Moose Toys’ Akedo – Ultimate Arcade Warriors, launching this summer. The name Akedo Combining realistic battling action figures at a microcomes from the collectable scale, Akedo marks the toymaker’s biggest Japanese word boys’ launch to date and will be backed by a full-scale for arcade marketing campaign. The initiative kicked off with the release of a trailer for a new animated series, produced in partnership with WildBrain’s premium kids and family AVOD network, WildBrain Spark. Nickelodeon has joined the team with The Akedo Super Ultimate Ultimate Tournament, a branded programming video showcasing an exclusive bracket-style tournament that fans can watch on Nickelodeon’s YouTube Channel. Derived from the Japanese word for arcade, Akedo has a retro gaming look and combines it with kids battling oneon-one with 39 warriors including ninjas, robots, gladiators and Vikings, alongside teddy bears, a dinosaur and clowns.

Fact!

BLE Licensing awards finalists revealed The finalists in the product, property and retail categories for the Brand & Lifestyle Licensing Awards 2021 have now been revealed. In the Best Brand Licensed Children’s Product or Range category, the finalists are: • Classic LEGO Bricks Collection from Adidas • Crayola Bathtime Range from H&A • Formula E Panasonic Jaguar Racing Gen2 car and Jaguar I-PACE eTrophy Speed Champions from LEGO • Mother & Baby All Gold Mattress from CuddleCo • Nadiya Hussain Bake Me A Story Children’s Bakeware range from Wilton Bradley • National Trust Woodland Wanders Range from Frugi • Natural History Museum + The Roald Dahl Story Company Extraordinary Explorers from Marks & Spencer • Nerf Christmas Range from Fashion UK Global Licensing • Mini Brands from Zuru The B&LLAs 2021 Awards event will take place this month at the Hilton Park Lane Hotel in London. Each entry was judged by a panel that comprised entirely of retail buyers from right across the spectrum, including John Lewis, The Very Group, Tesco, HMV, TJ Morris, Matalan, FatFace, Sainsbury’s, DFS, Toymaster, Morrisons, Smyths Toys, Pets at Home and Asda.

Minions take over top card game Exploding Kittens, the hit tabletop game creator, has announced the launch of its first licensed game, Exploding Minions, in collaboration with Illumination and Universal Brand Development. Inspired by Minions, billed as the most successful animation franchise of all time, the themed edition of the flagship Exploding Kittens card game is easy to learn, quick to play, and fun for kids and adults to enjoy together. “We’re excited to combine one of the biggest card games with Illumination’s

JULY 2021 News Licensingnm.indd 1

global pop-culture phenomenon, the Minions, to create a new family game night essential,” said Elan Lee, co-creator and CEO of Exploding Kittens. “Exploding Minions marries these two universes to create a simple yet strategic game for all to enjoy.” Suitable for players aged seven and up, Exploding Minions is a family-friendly spin-off of the core Russian Roulette-style game that includes new card types and fun illustrations of Minions as imagined by The Oatmeal. 15

06/07/2021 12:18

CONSUMER

INSIGHT

At cinemas now: Emma Stone stars as Disney villain Cruella De Vil Pic: Disney Studios/Spirit Untamed/ Dreamworks

Movies set to spark sales A

fter a difficult 18 months for the film and cinema industry, the second half of 2021 is set to be an exciting time with a host of highlyanticipated films due to be released, as well as several that have been pushed back from 2020. Before the pandemic, over half of children aged six to nine (55%) reported that they visited the cinema at least once a month in Q4 2019. Having been closed for the majority of 2020, cinemas finally reopened on 17 May 2021 in the UK, which created a buzz about subsequent film releases. As a result, brands can utilise this heightened sense of excitement to appeal to a receptive audience. Over 10% of four-to-eight-year-olds in the UK are buying food and 30% are buying toys related to their favourite movie. Kids aged three to 12 report that they visit the cinema more with their family than their friends. Suggestive of the type of content that will reign as most successful in 2021, it is likely

that kid and family-friendly films will prove to be the most popular as things return to normal. Meanwhile, production companies have not been standing still and are trying to open up new avenues for profit. Acamar Films recently launched ‘The Bing Store’: an online shop centred around the Bing character with ranges of clothing, homeware and personalised products. Bing currently ranks as the 20th favourite character of preschoolers in the UK and peaks as the seventh favourite for threeyear-olds. The availability and variety of licensed material is especially critical among younger kids who rely on these products to engage with their favourites. Establishing an online store means that the accessibility of licensed Bing material has been significantly

“

heightened, thus pushing engagement. As a result, over five times as many three-to-five-year-olds identified Bing as their favourite character in February 2021 than in September 2020.

Over 30% of four-to-eightyear-olds buying toys related to their favourite movie

What this means to you…

This summer, after so many months of lockdown, families may regularly be visiting cinemas again, providing excitement for kids to engage with their favourite characters. One trend observed during the pandemic was that kids found comfort in the familiarity of brands, characters, and IPs that they engaged with the most. They feel comfortable choosing something related to their favourite movie or TV show for example, which they have probably watched many times during the lockdowns. The main factor that can be seen across the most popular IP in kids’ ecosystems is consistent engagement with certain characters across multiple platforms, whether that’s watching the latest TV show or playing the next big video game. With this in mind, The Insights Family has just released a new IP Tracker. This tool is a holistic performance monitor, which identifies the strength and opportunities for your brand. It enables you to measure your performance against competitors and also discover up and coming IP/brands. To learn more about IP Tracker and to get freemium access to The Insights Family real-time data portal, visit https://get.theinsightsfamily.com/ iptracker.

“

As kids in the UK return to the cinema, the opportunities for sales of licensed products should be grabbed with both hands, says The Insight Family’s founder and CEO Nick Richardson

The Insights Family (formerly The Insights People) specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, the company surveys 6,970 children aged three to 18 and 3,400 parents every week across 17 countries. To learn more and to get freemium access to The Insights Family realtime data portal, visit: https://try.theinsightsfamily.com/toysnplaythings.

Insight Familynm.indd 1

06/07/2021 12:39

RETAIL

OPINION

Selling the

shop local dream I

moved house in February. Free of London after more than 35 years, I’m now in a market town that is described by the Financial Times and The Sunday Times as ‘fashionable’ and one of the UK’s best places in which to live. It may well be, although it’s been hard to tell, as for most of my brief sojourn here things have been closed. Now they’re pretty much all open again and there is a toy shop in the middle of town that is among the many that make this place something of an indie haven. All of which should be to the good, and days spent walking the dog through the streets have revealed both the strengths and the weaknesses of a location in which the big merchants hold less sway than elsewhere. The most obvious of these is that shoppers here can find stuff that might not be available in other towns of a similar size, and each of the many small shops are the result of what is loosely termed ‘curation’, in modern retail parlance. Yet what is seen as an advantage is also a mild handicap, inasmuch as many things that might be regarded as mainstream norm are absent. There is also the matter of how a small shop goes about calling out to its potential customers. The toy shop in question has a relatively small frontage and much of the very crowded window is filled with pieces of home computer printed messages in a variety of fonts, sizes and colours. One, however, does stand out: ‘Resist Amazon. Shop local’. It’s on mustard-yellow A4 paper and the font is in black. Hard to miss really. The point about it, however, is that instinctively you find yourself in agreement with the sentiment. Nobody likes big bad corporates and everybody likes user-friendly local. Except that this comes with a number of caveats. Primary among these is going to be price. Many of those professing to buy everything local are likely to be found wandering the aisles of the local discounter as, well, y’know, got to make ends meet... Price aside (and that’s a pretty big item to sideline), there are three other major elements: range, ease and display. Unless it’s a matter of remarkable must-have one-offs, the chances are 100/1 that Amazon will have everything that is on display in a local toy shop. There is, of course, the fact that the prospective purchaser can get up close and personal with the merchandise before any money is parted with. On the other hand, however, given the super-smooth logistic effort that tends to characterise delivery and return via Amazon, this is less of a problem than it might at first seem. But what about ease of shopping? If you happen to be in town and your local shop has the item that you want, then it’s child’s play, as it were, to buy the appropriate toy. Instant gratification has long been the justification for physical shops. But if you happen to have got

used to doing almost everything online, thanks to lockdown, then why would you venture downtown to inspect a smaller range than would be available online, with rapid fulfilment? So where does all of this leave the local toy shop owner? The cards are stacked against any physical retailer. Why bother? It may be local, but equally it may well be more expensive. The range will be smaller - that’s a certainty. But what about selling and display? The gentle art of persuasion should come into play. Just how good is the shopkeeper at providing some kind of benefits audit of an item, rather than just a product description that you’d find on a website? This is where there is a chance to make things better. Yet all too often ‘local’ means someone sat behind a counter waiting for the shekels to pour in. This may all sound like a hatchet job on local stores. It’s not intended to be. It’s just that the idea of putting a sign in the window lambasting Amazon for doing what it’s pretty good at and then providing something that is somewhat second best, doesn’t really cut much ice. Viewed this way, the subtext for this sign is ‘We know Amazon is better, but please put up with us anyway’. A thought therefore: don’t rage against the online machine because you won’t win. Think instead about how your store looks and the level of service you offer as an alternative to online shopping. A well-presented window (devoid of angry signage), which shows the wonders of what lies within, is the path to shopper temptation. And once inside, the shopper should feel at ease, happy to talk about what is being sought. The rest is down to you. There are, in fact, quite a number of local stores where I now live that do exactly this, and do it well. Being local means being attractive, and emphasising that which can’t be replicated online. As a retailer, you might even want to have a chat with your local café (because there will, inevitably, be several) to enquire about whether they might want some of your wares in their space - a sprat to catch a mackerel. Being local is not about complaining. It’s about being different and there is certainly a demand for this. I will continue to shop local(ly), but only when there is a reason to do so.

Retailers need to accentuate the benefits of what local indies can offer shoppers, rather than hitting out at the online giants, says John Ryan

John Ryan is Stores Editor of business magazine Retail Week. He has worked for the title for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life, he was a buyer. 17

John Ryannm.indd 1

06/07/2021 12:55

MEDIA

ANALYSIS

Europe’s digital

online tipping point P

rior to Covid-19 we had been moving towards a digital future, with kids watching more and more content on digital rather than linear platforms. The pandemic accelerated this trend, and now we are at the tipping point. But what does this digitalisation of viewing actually mean for how brands, broadcasters and content creators distribute content and market to kids? Our The Critical Media Point study indicates that across nine European markets, 56% of kids are watching content digitally on a regular basis - just 4% less than those regularly watching content on linear TV. Even in more traditionally linear dominated markets such as Poland, Italy and Belgium, the gap between linear and digital viewing is narrowing. It looks like we are fast approaching an era of digital dominance across Europe, sooner than predicted. Some European markets are already at the point of no return, with digital dominating kids viewing experiences. The UK has seen SVOD [Subscription Video On Demand] viewing figures rapidly overtake linear, with more than two-thirds of UK children regularly viewing SVOD content, compared with fewer than 50% engaging with linear. The Netherlands and Germany are not far behind the UK. In fact, they are just peering over the precipice, with SVOD viewing nearing 60%, while linear is falling to 50%. So, what has tipped so many European markets over the edge? Lockdown and restrictions certainly had a significant impact. Across Europe kids have, of course, been spending more time at home, unable to follow their normal weekday routines. Instead of engaging with scheduled linear TV they are looking to SVOD and online content to immediately fulfil their needs. But does increased viewing equal increased impact? Although digital viewing reigns supreme in a selection of markets, TV shows and adverts are still kids’ main source of purchase/gift inspiration. Across Europe, 50% of children get their inspiration for gifts from TV shows and adverts, over and above

“

Identifying the platform that has the most influence might be more fruitful than the platform that has the most eyeballs

“

We are undeniably in a moment of rapid societal change - and kids and family viewing is no exception, says Giraffe Insights managing director Maxine Fox

more traditional sources such as shops (35%) and friends (29%). TV’s influence over gift/purchase inspiration is even more significant when compared with the influence of digital, with just 25% getting inspiration from online searches and a third being motivated by YouTube ads and YouTube videos. Linear TV has the most significant influence in Poland, Germany, Italy, Spain and the UK, despite some of these markets (particularly the UK and Germany) being well past the digital tipping point when it comes to viewing. This is because although we see linear viewing in decline, it is still the primary source of kids’ inspiration. Understanding the balance between viewing and influence is important for brands looking to enter specific markets. As the findings of The Critical Media Point study suggest, identifying the platform that has the most influence might be more fruitful than the platform that has the most eyeballs.

Prioritising quality viewing But what makes linear TV currently more influential and impactful than digital? The answer is simple: time. On average, kids across the nine markets covered by The Critical Media Point study spend double the time watching linear TV each day compared with SVOD or online videos. Although they are increasingly likely to watch content on SVOD or online, particularly in digital-first markets like the UK, Germany and the Netherlands, they spend more of their time viewing linear TV. So, although we are at the edge - or beyond the edge - of a digital tipping point in many markets, linear TV is still king when it comes to viewing time and impact. It is a destination where many kids still start their journey with their favourite shows and in particular their adoration of funny cartoons. According to our Kids and the Screen study, shows on linear channels that remain firm favourites include established brands such as The Simpsons, Tom & Jerry and Mr. Bean. Across digital we see different content needs being fulfilled, with films viewed as a family on SVOD platforms, and content that is more targeted to kids’ interests being most successful online. Looking ahead, it’s likely that the time kids spend watching online content and SVOD will increase as we move closer and closer to a totally digital future. In the next couple of years, digital may become the primary source of quality viewing time. And with many SVOD platforms currently uncommercialised, this will have a great impact for brands and where we will likely see the growth in AVOD [Advertising-Based Video on Demand] platforms continue. But for now, it’s vital for content makers, broadcasters and marketers to understand how close different markets are to reaching the digital tipping point, and the impact of these viewing occasions on kids purchase/gift inspiration. To find out more about how you can access data from The Critical Media Point study, contact Giraffe Insights at info@giraffeinsights.co.uk.

Giraffe Insights are kids, youth and family insight specialists conducting research in the UK and across international markets.

THE INDEPENDENT

OPINION

Diary of a toy shop Amanda Alexander, owner of Giddy Goat Toys in Didsbury, Manchester, believes there will always be a cherished spot on the high street for the indie toy shop

ike the rest of the world, I’ve speculated with friends, family and colleagues about whether life will ever be sane again. And from a business perspective, I’ve wondered what the future will hold for my little Manchester-based independent toy shop. I’ve been incredibly lucky personally and in business over the past 18 months or so. Plenty of friends have had Covid to varying degrees (but thankfully all relatively mild) and professionally, I’ve done okay through the online sales I’ve got via Down Your High Street, OnBuy and my own website, thanks to traffic from Clearpay and Klarna. Web sales A year prior to signing up with these platforms, I had barely any web sales at all. So I realise how very fortunate I’ve been. But as online sales started to drop off once we hit the new year, I knew that we had to be able to reopen the shop soon if I wanted to thrive and not just tick over. I used government grants to upgrade the shop - organising new LED light panels, an upgrade to fibre optic broadband, a new card terminal and lots and lots of stock - but I honestly didn’t know what to expect: whether shoppers would flock in, or whether they’d all have converted to Amazon during the long, cold and bleak lockdown 3. April 12 arrived and although I was excited at reopening, I didn’t go to work. It was my son’s birthday and, as a family, we’ve always taken the day off as his

JULY 2021 Diary of a Toy Shopnm.indd 1

“

I feel really strongly that there is a place for the independent toy shop on our streets: a place just for kids, where they can browse and learn to interact with ‘the lady behind the counter'

birthday is within the school holidays. So I left my two most experienced staff members to reopen. Ironically, my child being now 15, he rose late and decided he didn’t want to spend his birthday with his parents after all. Our plan to take him shopping was ditched in favour of him playing basketball with his mates in the park, followed by pizza in the garden. So my husband and I cycled to Manchester’s Trafford Centre (I had a wristwatch that needed fixing) without the birthday boy. Reopening day Once there, we shook our heads at the queue for Primark in an otherwise fairly quiet shopping centre, which left me worried about how my own shop was doing - though of course I checked in with the staff a few times. It’s the curse of the working mother - and I say mother, not parent, quite purposely here - that you often feel you’re in the wrong place: you should be at work when you’re with the kids and vice versa. And I did feel bad that I wasn’t at work on the first day of reopening but my marvellous staff did good, and takings were great - around four times what I would expect for a normal weekday. The rest of the week was pretty good, with takings two or three times more than those usual for weekdays, so I felt relieved and thankful. Then the kids went back to school and sales plummeted below what I would have expected for an average weekday. I’m in a WhatsApp group with a lovely bunch of indie toy shops and the other English toy shops said the same, which was both a relief but sad. Was reopening week just a blip of bored kids and parents? Would people be slipping down the side streets of our provincial towns? Or was there going to be a nation of panicked shopkeepers?

The Scottish shops reopened with similar stories; their kids were already back at school so there wasn’t the mad rush we’d enjoyed in our opening week. So here we are, a few more weeks on, and things have settled back down. Despite it having been largely cold and wet since we reopened, sales have been buoyant and I’m hopeful that once kids’ parties start up again that will help enormously, as party presents have been the mainstay of my shop over the years. I think we will have lost some customers to the convenience of shopping by smartphone but we will hopefully have gained some homeworking lunchtime shoppers. I’m enjoying having people back in the shop, listening to children getting giddy about the toys, working out what they can afford with their ‘spends’, and chatting with my regulars. It’s also been lovely seeing reps face-to-face again and finding out about the new lines that are due out. A place just for kids I feel strongly that there is a place for the independent toy shop on our streets: a place just for kids, where they can browse, learn to interact with ‘the lady behind the counter’, and learn to budget and negotiate - I’ve seen some genuinely splendid negotiating between children and parents. A place they can be nostalgic about in the future. I’m positive for myself and my fellow indie toy shops but I’ve also learned that you can’t have all your eggs in one basket. Online shopping is only going to increase, but thanks to the indiesupporting marketplace websites such as Down Your High Street and OnBuy, hopefully little shops like mine can elbow their way into the online mosh pit and carry on bringing fun, colour and joy to our local high streets.

06/07/2021 12:43

TRADE

OPINION

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

Trade talk

As we move into the second half, we quiz suppliers on their expectations for Christmas trading and ask them to share some advice for retailers ordering stock for the golden quarter LAURA CRUMBLEY Account manager Big Potato Games Have you noticed any interesting trends in orders? Because most people seem to be going down the staycation route for holidays in the UK, the trend really does seem to be travel games such as OK Play and P For Pizza - the perfect size (and price point!) to pop in your bag. Even though lockdown is slowly coming to an end, sales of jigsaw puzzles are still rapidly on the rise. We are super excited about our first jigsaw puzzles (complete with an extra game), which are coming out very soon… watch this space.

“Even though lockdown is slowly coming to an end, sales of jigsaw puzzles are still rapidly on the rise”

What are your current best sellers? At the moment we’re selling a lot of OK Play (perfect for playing in the park) and Muffin Time (great for large groups). And our best-selling Herd Mentality has just arrived back in stock! What are your expectations for festive trading? This year will be a big one with families and friends reuniting over the Christmas period. Party games for more than four players will be popular. Our brand new social deduction game Snakesss (which comes out this summer) will be a great one to play around the Christmas dinner table.

MICHELLE LILLEY Head of marketing Little Tikes UK Have you noticed any interesting trends in orders? In the first half of the year we noticed that consumers were buying summer toys much earlier, with a focus on garden toys and outdoor role play. Additionally, customers have been investing in classic outdoor toys such as water tables, the Turtle Sandbox and Cozy Coupe, which are all items that can be used season after season. What are your current best sellers? Our iconic toys have been great sellers as people are buying outdoor toys ahead of a warm summer. In particular, we are experiencing good sales with the First Slide, our water tables such as the Fountain Factory Water Table and the Turtle Sandbox. As well as our classics, new launches from Little Tikes like Growing Garden and First Washer Dryer are proving popular as children move towards roleplay toys. What are your expectations for festive trading? We expect Christmas trading to be strong this year and we are looking to build on the successes of spring and summer into the autumn and winter seasons by expanding our current categories and building our collections. We have a great line of new launches for autumn, which are sure to be at the top of children’s Christmas lists. With families being back together and enjoying Christmas shopping trips, we are hopeful that Christmas will be better than ever, with children picking out their favourite toys on the high streets.

What’s your advice to retailers ordering Christmas stock? Get your pre-orders in early. We’ve already seen some pre-orders coming in - scary! We also completely sold out of our best seller Herd Mentality towards the end of last year, so: get your orders in quick! Which toy do you wish you kept from your childhood? My Fisher-Price record player. I absolutely LOVED it and wish I could have passed it on to my boys.

What’s your advice to retailers ordering Christmas stock? In the early months of 2021 we saw consumers researching and buying toys for summer much earlier, so we expect Christmas to follow a similar pattern, with a lot more preparation for presents so they aren’t disappointed. We think in-store experiences will be vital to retail success and, with our refreshed packaging, our products will be eye-catching for consumers in the run-up to Christmas. Other advice to retailers would be to inspire Christmas choices earlier rather than later. Which toy do you wish you kept from your childhood? Where do I start? I definitely went through many childhood crazes from Pogs and Care Bears, to making the Blue Peter Tracy Island playset. A toy that I wish I still had, to pass onto my children, would be my toy Post Office. I loved roleplay very much as a child.

Trade Talknm.indd 1

“In the early months of 2021 we saw consumers researching and buying toys for summer much earlier, so we expect Christmas to follow a similar pattern, with a lot more preparation for presents so they aren’t disappointed”

19 toysnplaythings.media

06/07/2021 12:19

GERHARD RUNKEN

LINDSAY HARDY

Senior vice president, brand strategy, Jazwares

Marketing director Trends UK What are your current best sellers? Demand is very healthy for science equipment, especially outdoorsy things, despite rotten weather for most of April and May. Science kits are selling well too – they’re not just a Christmas purchase. What are your expectations for festive trading? I’d rather not make any predictions; I think we’re all a bit exhausted after the roller-coaster of the last 16 months. ‘Normal’ would be lovely - whatever that is! What’s your advice to retailers ordering Christmas stock?

Have you noticed any interesting trends in orders? The popularity of Squishmallows continues to skyrocket. We saw a huge uptick in sales during the pandemic that was driven to a frenzy by the passionate online community and our Gen Z fans who have turned the brand into a social media sensation. This in turn has led to increased demand from retailers, as they work to keep Squishmallows on shelves to meet the insatiable fan demand. What are your current best sellers?

Which toy do you wish you kept from your childhood?

Squishmallows, Pokémon, and CoComelon are on fire and continue to fly off the shelves at retail. These brands are resonating with fans in exciting ways, and we are working closely with retailers to help them keep product in stock to meet the tremendous fan demand.

I’m very fortunate that I seem to have quite a few, which I discovered when we cleared the old family home, and couldn’t bring myself to throw them out.

What are your expectations for Christmas trading?

Don’t hang about! If you think you need it, then put your orders in early. The difficulties with containers/shipping/freight will cause disruption to everyone.

JULIA LOESER Science Kit sales, marketing & PR manager Thames & Kosmos Have you noticed any trends in orders? Our medium price point ranges such as the Feak range continue to be popular, particularly our Ultralight Airplanes, Solar Powered Rovers and Rubber Band Racers which can be played with indoors and outdoors. Additionally, games that can be taken out and about have recently seen a surge in sales. A new arrival in June, Lost Cities – Roll and Write, has proved hugely popular as it’s compact enough to take along with you on a day out. We’ve also had first conversations with our retail customers about high-ticket ranges and what to stock for the busy A/W period. What are your current best sellers? Anything space- and outdoor-related continues to sell very well for us such as our new arrival, the Orbiting Solar System. This kit lets children from the age of eight build a mechanical model of the solar system including the sun and eight planets (also known as an orrery). Wind it up, and watch the planets revolve around the sun. Keeping with the space theme, our My Discovery Telescope is also very popular due to its top quality and versatility. Little explorers from the age of six can

JULY 2021 Trade Talknm.indd 2

gaze at the stars, discover wildlife, or become the next Jack Sparrow!

What are your expectations for festive trading? We are already receiving enquiries from our retail customers for our high-ticket ranges and new arrivals due to be released later this year, especially the hotly anticipated EXIT: Advent Calendar. So we are preparing for another bumper Christmas. We are also hoping to go to some trade shows so we can meet up with high street retailers and bricks-andmortar shops to find ways to support them as best we can. What’s your advice to retailers ordering Christmas stock? My strongest advice would be to contact us sooner rather than later, giving details of any ranges you are looking to stock for the busy Christmas period. We’ve built in contingencies to combat transport and customs delays experienced across the retail sector since the start of the year. We are still in a position to place orders for stock as a lot of our products are manufactured in Europe, which has not been as affected by the transportation price rises or delays. However, some of our lines do come from Asia, and I suspect securing stock without any issues there may be a rarity. A large proportion of our board games and science kits are manufactured in Germany which, looking at recent issues experienced in south-east Asia, is enabling us to have a reliable source of stock for the Christmas period.

We are gearing up for a great year for retail. As an industry, we are still dealing with challenges that began as a result of the pandemic, but demand for toys hasn’t slowed down at all. As we head into the holiday season and the world continues to open back up, we are going to see people seeking out in-person shopping experiences again and getting back to brick-and-mortar. Online will still be hugely popular, but I suspect the toy aisle will be seeing more foot traffic than it has in a while! Which toy do you wish you kept from your childhood? LEGO! I always loved building and rebuilding new things. It inspired me to be creative and push my imagination to new limits.

SARAH DAYUS Sales director Great Gizmos What are your current best sellers? We are doing really well with our KidzRobitix and Mould & Paint ranges at the moment. There is a real trend towards STEM products, and these fit the bill perfectly. What are your expectations for Christmas trading? It’s just so refreshing to see shops open and performing strongly again! We had a really busy first half and early indications are good for this to continue through the second half of the year. We already have a very healthy order book. What’s your advice to retailers ordering Christmas stock? Get it done early! With shipping being more challenging this year, there will be fewer opportunities to bring in more stock if needed later in the year.

07/07/2021 10:18

RETAIL

OPINION

Talking retail

If you wo uld like t o take pa in Toy Ta rt lk, we’d lo ve to hea from you r . Please e mail clare@lem apublishin g.co.uk

TnP loves to hear your views. This month we ask retailers about trading and preparing for the all-important Q4

Sam Muxworthy Founder Love From Aunty Cirencester Gloucestershire

Tell us about Love From Aunty. It’s an online children’s gift shop. When I lived overseas, I found finding nice things to send to my UK-based nieces and nephews a challenge. I once accidentally bought a counterfeit toy on Amazon. It was so embarrassing - especially with my 20 years of buying and merchandising experience! So I created a gift shop where everything is gift wrapped, and a tracking number is sent to the purchaser so they know when it’s delivered. Gift notes are included so no more ‘did someone send me something nice but didn’t put their name on it?’ Facebook posts. Plus, no prices on the packing list. I also only stock great products, with new items added daily to keep it fresh. I’m delighted with how popular it has become and how supportive my suppliers are.

“

More gift than toy: lovely things that are fun to browse. My core product categories are plush, wooden toys, arts & crafts, and books. I have 55 brands from 28 suppliers. Key brands are Moulin Roty, Tender Leaf Toys and Wilberry Toys. How has trading been for you?

I’m tiny compared with others so it’s less of an issue for me. Plus, with online, if something is out of stock I can just buy into another product. I don’t have to worry about planograms and shelf sizes! There are so many 'out of stocks' with my suppliers currently on key lines, but they’re all telling me the issue will be sorted by Q4. I can’t buy heavily into stock due to cash flow and storage constraints. I’m relying on my experience to get me through and end up with the perfect stock package!

There are so many 'out of stocks' but my suppliers are telling me the issue will be sorted by Q4

I’m such a new business - launching in September 2020 – so I don’t have previous years to compare to. As I get more established, I’m finding sales grow every month. I didn’t notice any difference when non-essential retailers reopened. Good weather and school holidays have a much more noticeable (negative) impact on my trade.

What’s your favourite toy and game of all time? LEGO, obviously. It transcends age and decades: it’s just as great now as it was 50 years ago. I do my own builds yet can also play happily with my five-year-old nephew. When I worked for LEGO Certified Stores in Dubai, I’d spend weekends building huge models for the stores, so I got to play with really expensive sets. Best hobby ever. My favourite game is Articulate - my sister and I are unbeatable!

“

Describe your range.

What are your thoughts on ordering stock for Christmas?

What’s selling well? Plush accounts for 50% of my trade. I have one soft toy that just flies out. I once had 14 orders in a row just for this one item!

NEW Talk Retailnm-2-2.indd 1

toysnplaythings.media 06/07/2021 13:07

Founder/owner The Forgotten Toy Shop Nottingham Tell us about The Forgotten Toy Shop. My business is primarily an online store specialising in traditional toys and games for all the family. Pre-Covid, I took my store on the road to local seasonal markets and events - I’m hoping to restart again in 2022. I also have a small selection of stock in a local children’s clothing boutique. The idea behind starting the business grew out of the desire to help bring back the magic of childhood. My goal is to provide safe, quality products that inspire customers and the children in their lives to relax into a space where the magic of childhood can flourish, kids can be kids, and people can interact and revel in the pleasure of simply spending time together.

“

The idea behind starting the business grew out of the desire to help bring back the magic of childhood

Describe your range. I specialise in traditional toys and games, bringing back the memories of toys forgotten. When selecting my range, I look for high-quality products that inspire children to create, discover and imagine. My key product categories are pocket money toys and games, traditional family games and preschool wooden toys. I recently expanded my brands and now deal with about 10 suppliers. My key brands are House of Marbles, The Puppet Company, Ryantown Toys, Pretend to Bee and Melissa & Doug. How has trading been for you?

“

When non-essential retail opened, trading slowed a bit. Being an online business during the 2020 lockdowns was a really good time for me. People were stuck at home and bored, so they spent more on things they normally wouldn’t. When all the shops reopened alongside beauty salons, pubs and restaurants, I believe people first went to beauty salons and pubs as they had not had them for a long time, so [trading] became quieter for non-essential shops.

Dan Lovett Manager The Toy Box Beccles Suffolk

The Toy Box socia l media crew: Fir eman Fre d, Marla, Mike the Knight a nd Billyb (all nam Tell us about The Toy Box. ob ed by Da n’s sons) We are a small, independent toy shop. The boss (Nigel Kemp) also owns Halesworth Toy Shop, so we have two shops to mix stock. We are also Toymaster members.

Describe your range. We stock a wide range of toys from pocket money, LEGO, Playmobil and Orchard Toys to a growing range of wooden toys. We deal with most toy suppliers including Hape, Spin Master, Character Options, Tomy and Bruder to name just a few, plus several wholesalers. How has trading been for you? Since reopening it’s been pretty good, considering all the stuff that has been bought online. What’s selling well? So far this year it’s got to be Pokémon, especially with its 25th anniversary, and that’s showing no signs of slowing down. LEGO, Hot Wheels and Squishmallows have also been very good for us. What are your thoughts on ordering stock for Christmas?

“

Ordering for the second half has already started. Several orders have been placed to secure stock

“

Karen Dorn

Ordering for the second half has already started. Several orders have been placed to hopefully secure stock. What’s your favourite toy and game of all time? It has to be LEGO, with Hot Wheels a close second. But if I were a kid now (still am!) it would be Playmobil. And the best game for me is back round again from Tomy: Screwball Scramble. It was out years ago when I was a kid in the ’90s.

What’s selling well? My best seller is always the Personalised Wooden Name Train. It’s a perfect gift for newborns and we are going through a lockdown baby boom! What are your thoughts on ordering stock for Christmas? I’m always looking for new stock ranges throughout the year and bookmarking all the products I’d like to stock. Depending on how trading goes over the next few months, I’m hoping to bring in some new stock for the Christmas period. What’s your favourite toy and game of all time? A go-kart that I made by myself with some old pram wheels and offcuts of wood. My favourite family game would have to be Yahtzee. We still have the original one from when I was a child, including the scoresheets. It brings back so many memories.

JULY 2021 NEW Talk Retailnm-2-2.indd 2

06/07/2021 13:07

RETAIL

OPINION Maggie Tibbenham Director Imagine Toy Shop Holmfirth West Yorkshire

Tell us about Imagine Toy Shop. The shop was established 17 years ago, and I bought it two and a half years ago when the previous owner decided to retire. It’s the only toy shop in a vast area and Holmfirth is famous [as the filming location] for the Last of the Summer Wine [BBC sitcom series], so it attracts visitors, especially over weekends. Since buying the shop I’ve made many changes such as making it more spacious (for prams and pushchairs), brighter (as a Grade II old weaver’s stone cottage, it was really dark inside), and more customer-oriented which required listening to their needs for the first few months and expanding the variety of products.

much...! from baby products including Blade & Rose clothes and bedroom accessories, through to toddler toys (wooden and recycled plastic), jigsaws and games for every age, and books and craft products, plus jokes and party bag fillers. I deal with around 50 suppliers and my key brands are LEGO, Ty, Bigjigs, Hape, Lanka Kade, Janod, Djeco, Tobar, Usborne, Magformers, Klutz and Great Gizmos although it varies and changes with trends and seasons.

concerned that I won’t be able to get the required amount of stock easily. I’ve already started pre-ordering for Christmas… will that be enough? What if I need a quick replenishment but it won’t be available any more? Last Christmas went really well, and I hope my delightful customers will make their way to me this year to see what I can offer.

How has trading been for you?

LEGO is a “ fab and steady

seller, but Pushpoppers have been a massive hit! I cannot stop ordering those. It seems that TechDeck finger skateboards are back in trend too, as I sell them so fast

I always say I try to sell everything I can BUT I very rarely sell licensed products, because the trends change too quickly for a small independent shop to compete with the giants. I focus on timeless, niche and unique products, which you don’t easily see anywhere else. My core product categories? I sell so

“

Describe your range.

It’s been really good. Straight after non-essential retail reopened, it was excellent: people seemed to have missed being able to go out and shop and children had their pockets full of pennies, which they had collected over lockdown months. I ordered much more stock for reopening to look full and inviting - plus I added new brands to my portfolio such as SES (I love its outdoor and bath range) and Character Options (for Goo Jit Zu). The only struggle I’ve noticed - and the reason is most probably the pandemic as well as Brexit - is the constant lack of stock or limited stock available; delays in deliveries, sometimes by weeks; being forced to make large orders or pay high custom fees if a product comes from the EU; and increases in prices. There is still some uncertainty about how the next few months will look like with the pandemic.

What’s your favourite toy and game of all time? I absolutely love Brainbo! It’s a fantastic quick game for the whole family. If you like games like Dobble or Uno or Snap, this is an absolute must! It’s very hard to choose my favourite toy. My top three would be a Lottie Doll (distributed by Bigjigs), the LEGO Ninjago range, and a tonies’ Toniebox.

What’s selling well? LEGO is a fab and steady seller, but Pushpoppers have been a massive hit! I cannot stop ordering those. It seems that TechDeck finger skateboards are back in trend too, as I sell them so fast. Plus, of course, Pokémon cards, which are really hard to get hold of at the moment. What are your thoughts on ordering stock for Christmas? I try to stay positive but I’m a bit 24

NEW Talk Retailnm-2-2.indd 3

toysnplaythings.media 06/07/2021 13:07

Zac Chapman

Toys buyer Oldrids & Downtown Lincolnshire Tell us about Oldrids & Downtown. It’s a family-run department store based in Lincolnshire. We have been operating in retail since 1804, with stores established in the region in Boston, Grantham and Scunthorpe. Describe your range. As a department store, we like to cover a number of ranges and the same can be said of our toy department. Gift purchases are a large part of our business, but we take pride in stocking big brand names on toys. Construction has always been at the heart of our toy department, with jigsaw puzzles and plush becoming more and more popular with our customer base. The past 12 months has seen a big shift into our online business, with these categories proving to be just as popular online as they are in store. The last year has really focused us in on our supplier base and we are now working closer with fewer suppliers. As a department store our supplier base is vast, as you can imagine. Within toys, I deal with roughly 30 suppliers. Key to our business are LEGO, Gibsons, Mattel and Playmobil. How has trading been for you? Trade was great when the doors reopened, and it was lovely to see people back in our stores. After the initial honeymoon period of reopening, footfall did drop - but this was helped by our in-store restaurants being able to serve again, which provided another welcome boost to visitors.

NEW Talk Retailnm-2-2.indd 4

Although perhaps not in as large numbers as pre-Covid, those customers we do have in store do have intentions of spending, with average basket size on the increase. What’s selling well? Gibsons jigsaw puzzles were a huge part of our lockdown online sales and I’m delighted to see this continuing in store now we are open. Playmobil and LEGO are also great brands for us, with dedicated areas in our stores in Boston and Grantham performing well. What are your thoughts on ordering stock for Christmas? With the ongoing issues with shipping from overseas and lack of raw materials in certain areas, it’s going to be another strange second half for a lot of our departments, not just toys! Where we have history and confidence, however, we will be looking to place larger orders to see us through the Christmas period - as I can see in-season top-ups being difficult to come by. I’m hopeful of a bumper Christmas with the prospect of lockdown limitations being fully lifted by then. What’s your favourite toy and game of all time? My brother and I absolutely loved Playmobil as kids. We had a motocross set that we had hours and hours of fun with. Choosing a favourite game is difficult as I love board games of all types. A recent favourite is Wingspan which, once you get the hang of it, is great fun!

07/07/2021 11:18

RETAIL

OPINION

Nikki Agravat

Owner Pingo Pongo King’s Rd, London Tell us about Pingo Pongo. It’s a small family run independent toy store, passionate about toys that enable children to learn through play. We opened in September 2018 with the idea of bringing many of our favourite brands under one roof. The nicknames of our two eldest children are Pingo and Pongo - hence the name! Pingo and Pongo were the key drivers to the ethos of the store and the curation we put together. Since opening, and Covid, we have broadened our offerings to full personal shopping, party planning and décor. Describe your range. Classic. The store has been curated with longevity and purpose in mind. The majority of our range is made from wood and a few items are battery powered. We have an extensive range of toys, crafts, dress up and games suitable from birth all the way to 16. Key product categories are open ended play, pretend play, role play, games, logic, arts and crafts, and construction. We deal with 40-plus suppliers and carry over 60 brands. In store, Maileg has become one of our iconic brands and Djeco is a staple brand that keep regulars coming back. We love the synergy that we have with all of the brands we stock; Great

Nicky Tossell

Manager/buyer Youings Toymaster Barnstaple Devon Tell us about Youings Toymaster. We are a traditional toy shop with a traditional range. And we’re big, because we’ve got the toy shop and a model section (with all the kits and paints and a lovely range of Hornby trains). We even do sweets, too. Describe your range.

We are “having

to preorder now to avoid being short for Christmas

We deal with about 40 companies, but LEGO is our main brand. That’s our biggest seller. In the construction category, we also do K’Nex, Playmobil and Meccano. We stock dolls and Barbie is good, but sales of traditional dolls are slow. You’ve got to get the right range in, or you really do struggle with them. We do puzzles and games like Rubik’s Cube - as I say, we’re very traditional - and we do a great range of science toys and crafts. There’s also a fantastic range of soft toys that we’ve just brought in from Keel Toys. They’re very good and the pricing is excellent on it. How has trading been for you? People are coming in, but the footfall is low. We’re on the high street but the high street itself is quiet. I don’t think confidence is fully back yet. We hope it will pick up for the summer holidays. 26

NEW Talk Retailnm-2-2.indd 5

Pretenders, Kapla, Brio, Moluk, Le Toy Van and Corolle are just a handful of popular brands we carry. How has trading been for you? The store has been busy. Many have continued to shop remotely with us; our slowly growing social media following has really helped us maintain our audience. We’ve seen a move to purchasing gifts and more purposeful shopping with a decline in impulse purchases in-store. What’s selling well? We’ve seen a rise in games, arts and crafts and open-ended play. What are your thoughts on ordering stock for Christmas? I’ve started to place sizeable orders. I do worry about another lockdown, but also, I don’t want to get caught short. As a business we’ve learned a great deal about operating through closed doors and we’re confident we will be able to thrive should this scenario arise again. What’s your favourite game of all time? One of my favourites is Scrabble. It evokes wonderful childhood memories. Kapla is another favourite. I find it calming and amazing how such a simple idea can present endless outcomes.

What’s selling well? LEGO. It’s our saviour - it really is. Every day without fail we sell some. Our range starts at £7.99 and goes up to £350. On the day we reopened, our first sale was to a local customer who spent over £200 on LEGO because he didn’t want to buy on a website, he wanted to use his local toy shop. So that was lovely. The Papo range of figurines is popular too. It’s brilliant quality and the detail is fantastic. One customer recently bought £185 worth in one go. What are your thoughts on ordering stock for Christmas? I’m finding a lot of companies are struggling themselves to supply stock at the moment. We are having to pre-order now to avoid being short for Christmas. It’s a big gamble but we have to stay positive. What’s your favourite toy and game of all time? I play a lot of games with my grandchildren: traditional ones like Cluedo and Monopoly. We literally play for hours. My nine-yearold granddaughter is a fantastic Monopoly player - she beats her grandad every time. I think sometimes parents are too quick to ‘plug’ kids in - don’t! Get a board game out! There’s such a great choice out there.

toysnplaythings.media 06/07/2021 13:07

RETAIL INTERVIEW

Bus Stop Toy Shop

On gaming and geek culture TnP chats to Scottish independent retailer Duncan Conner, managing director of Bus Stop Toy Shop in Largs, about how his product offer has evolved over the years Tell us a bit about your business. We’re approaching our 15th birthday now, and Bus Stop Toy Shop is very different from when we first opened. Initially we were purely a toy shop and, while we still sell some traditional ranges, we've evolved into predominantly being about hobby gaming and geek culture. Early in our life, we began offering in-store opportunities to play hobby games - long before the explosion of gaming cafes and stores - making it up as we went along. Now, half our floor space is taken up by gaming tables and, in normal times, we run events for all the major trading card, war and roleplaying games. We've successfully built a community around our store by focusing on customer service. Rule number one is ‘Everyone Gets A Game’ - and there isn't a second rule.

Describe your range. It's eclectic. You'll find some of the trappings of a traditional toy shop: there's model and building kits, preschool wooden toys, arts & crafts, board games and so on. But you'll also find trading cards, Pop! vinyl, plush, war and roleplaying games, Manga and comic books, and a whole lot of other stuff too. Trading cards make up our biggest product category. War gaming is second. Then we have a long tail of other product categories that contribute well. We deal with approximately 20 different suppliers, ranging from ones ordered from every week, through to suppliers used a couple of times a year. Pokémon has been our single most important brand for a long time. The excitement around the 25th anniversary

JULY 2021 Retail Interview Bus Stop Shopnm.indd 1

and the huge new customer base that discovered trading card collecting over lockdown has made the brand even more crucial for us. Beyond that, Magic: The Gathering, Warhammer, Dungeons & Dragons, Yu-Gi-Oh!, Funko and Dragon Ball Z are all important brands for us.

Since reopening on 26 April, how has trading been for you? May was our first full month of being open again here in Scotland and I'm delighted to say we beat our monthly turnover from two years ago, which is quite incredible since in-store play is still to restart. The support from our customer community has been out of this world and truly humbling. We've also seen a wave of new customers arrive, having discovered new hobbies over lockdown. Plus, day-trippers to our small seaside town seem to have more money in their pockets, since they're not going on foreign holidays this year. Overall it's been an incredibly positive restart footfall hasn't changed much but average spend is well up.

What’s selling well? At the risk of sounding like a broken record, I can't keep Pokémon on the shelves. Demand is still outstripping supply by a long way. Plush has sold really strongly too. It's hard to spot too many trends beyond that. The hobby

“

The support from our customer community has been out of this world and truly humbling

”

side of the business is driven by product launches, so in May, the Dragon Ball Super Card Game and Dungeons & Dragons both had big releases that did well. Last month it was the turn of Yu-Gi-Oh! and Pokémon. It'll take a couple of full cycles of hobby releases before I really have an understanding of which have emerged the strongest from lockdown.

Best

What are your thoughts on Christmas trading?

■ Magic: The Gathering Wizards of the Coast

I think consumers who have missed out on so many family gatherings in the past 18 months will want to make Christmas a big event this year. I'm also confident that lots will choose to support bricks-and-mortar retailers rather than buy online. I'll be ordering absolutely as normal this Christmas and I might live to regret not ordering even more heavily.

■ Warhammer 40k Games Workshop

What’s your favourite toy and game of all time?

sellers ■ Pokémon Trading Card Game – Pokémon

■ Dungeons & Dragons - Wizards of the Coast ■ Dragon Ball Super Card Game – Bandai

Almost 40 years ago, I played my first game of Dungeons & Dragons and I still play today. I won't even enter into a debate with anyone who doesn't think it's the greatest and most important game ever made!

06/07/2021 12:45

RETAIL INTERVIEW

The Entertainer

Growing fast at 40 Gary Grant, founder and executive chairman of The Entertainer, speaks to Clare Turner about the pandemic, product trends, partnerships and new projects for the UK’s largest independent toy retailer

n May, The Entertainer celebrated 40 years of trading. The company was founded by husband and wife team Gary and Catherine Grant in 1981, when Gary purchased a toy shop in his hometown of Amersham in Buckinghamshire. The specialist chain now operates 170 stores in the UK, 30 in Spain trading as Poly and over 280 others around the world as part of its international franchising programme. The Entertainer is part of Teal Group Holdings, a family of brands which also includes Early Learning Centre, Poly and Addo Play (of which more later). Reﬂecting on four decades of toy trading, Gary says: “There have been milestones over the years, but two challenges and one turning point stick out. The first challenge was the financial crisis of 2008, which was so sudden. Within a year, so much confidence drained out of society and a lot of fear and worry about job losses existed. That really had an impact on Christmas 2008 - and it was in the last quarter of that year that Woolworths called in the

Retail Interview The Entertainernm.indd 1

administrators and finally closed in January 2009.” At that time, The Entertainer had 42 stores - and 35 of them were within close proximity of a branch of Woolworths. “So We are 2009 was actually a really good year of recovery. It was looking at a challenge that turned into other an opportunity.” opportunities But, he says, “the very on the high biggest challenge in the 40year life of our business is street obviously Covid. Who could have thought that something like a pandemic could wipe through not just our nation but the world, affecting supply chains, stock availability, and ultimately closing our businesses? When we reopened on 12 April 2021, over the past 13 months we had been closed for seven and a half months. “Yes, we have a website, and it did very well during lockdown, but the effectiveness and capacity of the internet side was capped because the most important thing was to socially distance all our workers in the warehouse and ensuring their

“

”

working environment was safe. At the peak of the pandemic, we were shipping huge volumes and still quoting 15-day delivery times, whereas normally we’d expect to have boxes on people’s doorsteps either the next day or two days after they ordered. So our service level dropped. “Without government support, last year would have been a complete disaster. But with that support, it was at best an okay year. I’ve often said this: we survived but we didn’t thrive. But we made nobody redundant, all our staff are still employed, and they received more than the basic government furlough pay for the whole period.” Since non-essential retail shops rolled back into action, trading has been “quite exceptional. We are absolutely delighted with the response we’ve had as people have returned to the high street and not only that, web sales are running at about double 2019’s level.” During lockdown, parents were obviously looking to keep their children entertained and online purchasing patterns reﬂected that. “A whole

toysnplaythings.media 07/07/2021 11:01

In December 2018 The Entertainer acquired Poly: a chain of 33 toy stores in shopping centres and high streets across Spain

collectors, in particular, skimming along our hooks to find a certain Star Wars figure and children going through the Thomas the Tank Engines, because it’s so much easier to sort through assortments in-store than it is online.” The Entertainer is known for its ‘retailtainment’ approach and has started introducing some limited instore activities. But character visits are on hold for now, due to Covid restrictions. “We’re cautious. and shopping centres are not anxious to do things that create crowds. A character visit brings in a crowd and at the moment, that’s not on the agenda. But demos are definitely happening again, because it’s really important that we bring back the enjoyment that children get when visiting an exciting toy shop where there are activities and fun.”

“

Our website will continue to be one of the fastestgrowing divisions of our business

“

number of categories performed exceedingly well than we’d previously experienced,” Gary recalls. Garden toys, sand play tables, slides, swings, and trampolines were “absolutely phenomenal - and some of those high level of sales has continued. I think it’s because we’ve now seen that market size and demand - we weren’t an active player in it prepandemic but now we’ve seen that there’s good all-round sales on products we didn’t previously stock.” He adds that jigsaw puzzle sales “rocketed” but have dropped back this year, while craft sales surpassed his expectations and continue to do so. “So last year we were selling items in volumes that we hadn’t previously experienced. But since the shops reopened, there’s been more of a rebalancing.” Pocket money items are doing well in-store, along with collectable figures because shoppers now have the opportunity to go into shops and dive into the racks. “We’re seeing

In March 2019 The Entertainer acquired the Early Learning Centre (ELC) brand from Mothercare

Partnerships Over the past five years, The Entertainer has been developing

Did you know? Teal Group Holdings is the company that owns The Entertainer, Early Learning Centre, Addo Play, Poly, a 50% JV of Leisure stores and John G Cassar in Malta. Its main activity is to set the strategic direction for the Group and oversee the growth and development of all the group companies, as well being the interface between the Grant family and the operating company boards JULY 2021 Retail Interview The Entertainernm.indd 2

partnerships with UK retailers, starting with 150 in-store toy departments in value fashion and homeware chain Matalan. “Our involvement and engagement with other companies through partnerships has been growing for a number of years,” says Gary. In March 2019 The Entertainer acquired the Early Learning Centre (ELC) brand from Mothercare. With the deal came franchise partnerships around the world. There are 280 ELC departments or shops of varying sizes in 30 countries. ELC was established in 1974 by John Beale, whose vision was born out of a personal frustration - he simply couldn’t find sufficiently inspiring toys for his own children. After building ELC to a much loved and trusted brand by families across the UK and globally, ELC was acquired by Mothercare in 2007, which continued to grow the brand’s international following. The Entertainer acquired ELC with a clear mission: to support parents with their children’s early years learning and development through play. Now, Gary says, “we’re looking at the ELC brand as to how we reposition it in the UK market, and as a brand that started in the mid1970s, how do you make it relevant for today? Because I’m not sure

07/07/2021 11:01

RETAIL INTERVIEW

The Entertainer

Two months ago the Poly store in Valencia was refurbished and rebranded The Entertainer

that 100 standalone ELCs would work economically in this current market, compared with however well the stores operated in the 1970s and 1980s. I think the market’s moved on - if the market hasn’t, costs have! “We’re experimenting with some different display concepts within The Entertainer. We’ve branded up dedicated areas in some stores; we’ve stock in unbranded areas in others, but all the stock is together; and we’ve other stores with ELC product in relevant departments… craft with craft and dolls with dolls for example. These experiments will guide us to see how the ELC brand thrives within The Entertainer retail environment.” In 2020, the ELC brand launched on Marks & Spencer’s website. Gary says that it worked really well, because this is the only presence of ELC products in the UK except within all The Entertainers, plus a store-in-store ELC department in the refurbished Birmingham Bullring branch that opened in the middle of 2020. So are we likely to see ELC products on M&S’ physical shelves soon? “Currently it’s only on their website. You trial things with a hope that maybe trials will grow. I’m unable to say if there will be further developments; my team

Retail Interview The Entertainernm.indd 3

think it’s been successful.” In February, The Entertainer agreed a trial with Asda in eight of its supermarkets. Gary says: “We were looking to experiment: take a toy aisle, take the best of The Entertainer’s range and, in ASDA’s bigger supermarkets, actually man the toy aisle with a full or parttime Entertainer employee who is dedicated to merchandising and more importantly, dedicated to customer service and giving advice and talking to customers about toys. “The advantage is that our staff keep picking up The Entertainer knowledge - they see what’s actually happening in our stores, what’s moving and shaking, and it gives them a wider perspective on toys that they can then offer within the toy aisle of Asda. “We just wanted to know how that might affect sales, because a supermarket has tremendous footfall and already sells toys. But what if you could add a little bit more customer service and magic from someone who is dedicated to that toy aisle, rather than a member of staff who has many responsibilities for lots of other departments? “From our perspective, the trial has ticked many of our objectives in terms of deliveries, merchandising,

“

Our involvement and engagement with other companies through partnerships has been growing for a number of years

”

store standards, stock levels, customer service, and creating some theatre in-store. We want to thank our suppliers that have helped us bring that theatre, that magic… It’s still a trial and it’s really early days but I’d say it’s going reasonably well.” Moving forward, are there plans in the pipeline to team up with more retailers? Gary is tight-lipped on the subject, saying only that “a number of live discussions are going on at the moment and those aren’t concluded”. But he does add: “One thing we are trying to do is differentiate between our partners. So Matalan has a ‘Totally toys’ toy department, Marks & Spencer’s website has an ELC toy department with other supporting branded toys within that toy area, and Asda has an Entertainer toy department. We’re trying to make the offering slightly different but just as appealing.”

Investment Gary says there are no current intentions to open (or close) any The Entertainer stores in the UK… but deals do come along! “When you’ve 170 stores in the portfolio, you’ve always got things churning; any business of our size would have stores opening, closing, relocating… but there is no store which is ﬂagged for closure. We are right in the middle

toysnplaythings.media 07/07/2021 11:01

of relocating our Shrewsbury shop to a larger unit; and we will almost certainly be relocating one of our larger shops in a shopping centre again, to a larger unit, and there will be a further extension of the ELC presence within that store. We are also looking at other opportunities on the high street. “But we’ve just endured a period of huge upheaval and it’s difficult to know where bricks-and-mortar retail will level down to in a normal year. Because our current trading experience is so strong - and if I knew the next five years were going to carry on like this, then I’d open another 100 shops! But I think it will settle down to a new norm level and I don’t know if that level is going to be a pre-pandemic level or ahead of a pre-pandemic level… we will just have to wait and see. “But one thing is for sure: the website won’t drop back to its pre-pandemic level. Therefore it’s important to invest… we’ve just signed off a near half a million-pound investment to improve aspects (like the ‘search’ function) because we need to make sure our website is easy to use, and easy to search. “Another web investment we are making is to fully integrate a process for managing drop-ship shipments; ie we sell it on our website, and a partner delivers it. From a logistics and supply chain perspective it is very cost-effective. Enhancing the customer experience is really important as it will continue to be one of the fastest-growing divisions of our business over the coming years. “We continue to have the confidence in our business to invest both in stores - we’re moving stores, we’re fitting one out now and we’ll start another in July and we’re looking into new stores - and we’re looking to heavily invest in our website.” At the time of writing, the company is in the middle of moving its head office to a bigger building literally up the road, with three times as much office space. All operational teams - finance, buying, marketing, web, international - are scheduled to relocate by early August. “So we’re gradually putting our business back together,” Gary says. “During the pandemic I felt we lost our ‘buzz’ because we didn’t see anybody in the corridors like we used to.” The new premises is a light, airy, open plan environment “which supports our Covid-safe approach.

JULY 2021 Retail Interview The Entertainernm.indd 4

So we can recreate that hub, buzz and trading environment, which is critical to the way The Entertainer operates. We will bring all our teams back to the office. We are a teambased business and cannot achieve this as well when we are dispersed.”

Going global

Top ■ L .O.L. Surprise! Outrageous Millennial Girls Remix Super Surprise

Best Sellers

■ D olu Big Red Garden Slide With Water Feature

On the international front, Entertainer stores are popping ■ Fidget poppers up through franchising all round the world in countries as far afield ■ Hot Wheels cars as Indonesia, Egypt, Malaysia, Singapore, Greece, and Cyprus. ■ Paw Patrol vehicles “Our partners have had a tough year in the same way as The Entertainer has in the UK,” says committed employees and they Gary. “They’ve had their stores just know The Entertainer way. closed but the world is beginning to They know our ethos and they make reopen - maybe not as consistently it happen.” as the UK: some countries have He also believes his product offer recently gone back into lockdown is a key factor. As mentioned earlier, so we’re not out of the woods yet. Teal Group Holdings also owns It’s sort of one step forward and Addo Play: a British firm founded in half a step back.” 2015 by David Martin and Mary Price Closer to home, in December who aim to create ‘intelligently 2018 The Entertainer acquired designed, safe, trustworthy toys Poly: a chain of 33 toy stores in offering outstanding value to shopping centres and high streets our customers’. across Spain. In May the Poly store Gary says: “One of the things in Valencia was refurbished and that we’ve spent the past five years rebranded The Entertainer developing with our sister company and, Gary reveals, “we’ve just Addo Play, run by toy veterans Dave What sets and Mary, is a fantastic range of signed off the refurbishment of two more Poly stores and a own-brand toys. And when I mean us apart? new site that I expect to open own-brand, I don’t mean items that First, I think in late September. We will we’ve found in Hong Kong and our amazing continue investing in Spain. put our name on the box. I mean staff: 150 of We have owned the business items that have been designed for two years and without and sourced by Addo. This gives them have Covid we would have started us a point of difference because worked for us these conversions last year. these are items that you can’t get for more than But we’re really excited about anywhere else. And if people like 10 years and our opportunities in Spain.” what they buy, they come back to The Entertainer is widely us and buy some more. They can’t six have billed as one of the world’s get them on Amazon unless we sell worked for us fastest-growing toy retailers. them on Amazon. for more than So what differentiates it from “Addo’s ranges are performing its competitors? Quite simply, really well. Addo’s six years old 30 years he says: “There’s nobody now. It had a really strong year else doing quite what we do. last year. Its international business, We’re not an out-of-town retailer; which also supplies major retailers that’s not our bag. We don’t sell in 30 countries with Addo and ELC other products - we only sell toys branded toys, has really started to and we’re a toy retailer in local mature. For example, it’s working communities, in towns, in traditional with [toy manufacturer] Just Play high streets and shopping centres in America which now has an ELC around the UK. We will continue to toy department on Amazon in look for opportunities where we can the US.” open viable toy shops that pass our So would the States be a potential quite stringent appraisal process market for The Entertainer to move from a profitability point of view. into? “Never say never. As with “What sets us apart? First, I think other markets we need to find a our amazing staff: 150 of them have good retail partner like Just Play. worked for us for more than 10 which has been a great partner on years and six have worked for us for the supply side.” more than 30 years. So we’ve great Watch this space…

“

”

07/07/2021 11:01

RETAIL INTERVIEW

IDEAL WORLD

Ideal World comes of age

TnP chats to Lesley Williams, toy buyer of Ideal World: the ﬂagship free-to-view TV shopping channel owned by Ideal Shopping Direct What’s your background? I’ve spent the past 11 years with Ideal World as a buyer for the toys and homes & interiors categories. Before joining Ideal World, I had a variety of roles with FMCG and discount retail brands.

Tell us about Ideal World. Ideal World launched in 2000 and this year is our 21st birthday! Based in Peterborough, Ideal World combines a live TV model with a strong online presence designed to bring customers a truly dynamic, entertaining and engaging shopping experience. We sell into millions of homes in the UK via our shopping channels which broadcast 24/7 across Sky,

Virgin, Freeview and Freesat, delivering more than 18 live hours of live TV shopping every day. Additionally, we have an arrangement with ITV for Ideal World whereby we broadcast from midnight until 3am, and we broadcast additional hours on our sister channel, Ideal Extra. Online we have thousands of followers across our dynamic platforms who enjoy our inspirational features, access-all-areas YouTube channel, and Facebook and Instagram communities, while the Ideal World website enables live viewing for customers around the globe.

“

We’re constantly extending our supplier and brand portfolio in the toy category

”

Did you know? Ideal Shopping Direct is one of the UK’s leading multichannel home shopping retailers, selling via its TV channels and the internet. The company sells a range of general merchandise from products for the home and garden to health, beauty and craft buys. Its ﬂagship TV channel is Ideal World (Sky, Virgin, Freeview, Freesat), which is supported by three sister channels: Create and Craft (Sky, Freeview and Freesat), Ideal Extra and Create and Craft Extra (Sky/Freesat)

Retail Interview Ideal World.indd 1

When did Ideal World move into toy retailing? We entered the toy market more than 10 years ago when we trialled a range of demonstrable toys on air. This was a big hit with customers, who would have only seen toys demonstrated this way if they visited a large London toy store. Over the years we have built on this success, extending our range of exciting, demonstrable toys and games and bringing the fun of the big toy stores into our customers’ homes. While it’s currently one of our smaller categories, it’s growing - and we’re seeing double-digit growth year on year. As you would expect, the percentage is highest in Q4 as we approach Christmas.

How would you describe your range? Dynamic, demonstrable, unique and excellent value for money. Our key categories are drones, remote control toys such as cars, and animated and interactive toys. We deal with suppliers such as Lexibook, Marvin’s Magic, Bladez Toys, The Source, Peak Developments, A.B.Gee, Wow! Stuff, PlayShifu, RDM Creations, and Coastal Products - plus we have extensive own-label ranges. But our brand selection is ever

toysnplaythings.media 06/07/2021 12:49

evolving and we’re constantly extending our supplier and brand portfolio in the toy category. New items include animated and interactive plush toys, musical toys, board and card games, and ride-on cars.

How do you find products? Via rep visits, trade press, and trade shows - plus we research the market and approach brands directly. As well as pre-planning seasonal ranges, we have the capability to react quickly to market trends and purchase stock offers in season.

How is trading compared with this time last year? Despite the challenges in the market, we have continued to trade very positively versus last year and against our forecasts. Outdoor products have been particularly successful for us. We’ve seen an overall increase in toy sales, partly driven by lockdown and the increased time customers have spent engaging with our on-air and online platforms. But growth has also come from our extended product ranges, which we’ve developed significantly year on year.

What’s hot? Animatronics has been and continues to be a big trend right now, with the Baby Yoda Animatronic doing really well. One of the challenges consumers face in this market is selecting quality products from the myriad of animatronic toys available on the web. Our customers can rest assured that anything they purchase from Ideal World has been tried and tested by

“

Our goal is to become a one-stop shop for all our customers’ toys and games needs

”

our QA team and complies with all UK standards. Remote control, interactive and animated toys continue to be big sellers for us too. But our best sellers have to be drones! We started selling our drone range earlier this year and have seen good traction, particularly in half term time.

What sets you apart from other online retailers? We combine the power of television retail with a strong online presence to deliver a unique multi-platform offering that brings products to life. Our platforms explain the products in detail, with every aspect of the product explored, enabling customers to make a considered purchase.

Where are you taking the business next? Our goal is to become a one-stop shop for all our customers’ toys and games needs. We’re doing this by extending our online offer with a host of new brands, categories and exclusive products to excite and engage audiences. We’re also maximising seasonal opportunities for outdoor toys.

Profits soar in challenging year The multi-channel home shopping giant Ideal Shopping Direct achieved record sales in 2020 of £150.6 million, up 16% yearon-year, with pre-tax profits of £8 million, up £2.2 million on the previous year. In addition, the company - which sells into more than 31 million homes in the UK via its shopping channels plus 35 million homes in the CEO Jamie Martin US and on its own websites - has reactivated nearly 22,000 previous customers and acquired more than 36,000 new customers in the past year alone. CEO Jamie Martin and COO Martin Purcell attribute this performance to ‘agility throughout the pandemic, flexible supply chain agreements in the face of Brexit and a reduced dependence on private-label brands’. Jamie says: “It would be too easy to point to changing consumer habits, increased time at home, and lockdowns as the secret to our success and simply say we were in the right place at the right time. “Before the pandemic we were already well on the way with our digital transformation, which laid the foundations to navigate these choppy waters. And while we may have seen organic growth on our Ideal World TV shopping channel of around 30 to 40% in some weeks during the pandemic, the reality is that our business is now more effective and cost-efficient. “We’ve done this by identifying and making the right strategic changes, whether trimming cost efficiency, margin efficiency or enhancing overall consumer appeal. It’s these small, but essential, tweaks that all add up at the same time to make the business more profitable. “By continuing to build on our solid foundations, innovate and tweak our business in new ways, our evolution and growth is continuing apace.”

Create and Craft launches exclusive die collections Create and Craft, part of the Ideal Shopping Direct Group, is an award-winning multichannel craft retailer. It broadcasts live on TV and online in the UK and US to more than 70 million homes. In May Create and Craft teamed up with Bulldog Licensing to launch two exclusive die craft collections for Care Bears and Popeye. The Care Bears collection of licensed products centres on a Care Bear Die with switchable belly badges, which allow crafters to customise their Care Bear to their chosen character. The collection also includes a range of colourful paper products suitable for card making including cacking papers, and cardstock that match the Care Bears, along with stamps that can add sentiments and icons. The Popeye collection is focused on the much-loved comic strip character, who recently celebrated his 90th anniversary, and his friends Olive Oyl and Bluto. Again, there is a range of colourful paper products including backing papers, cardstock and stamps.

JULY 2021 Retail Interview Ideal World.indd 2

In both cases, as a bonus for crafters keen to sell or share their makes, the licensed collections have an ‘angel policy’, which lets them sell up to 100 items per project annually rather than restricting them to gifted sharing only. Create and Craft managing director Frances Busby said: “We’re so excited to once again be working with Bulldog Licensing on this exclusive new Popeye collection. The iconic characters and designs are perfect for a host of projects and occasions.'' Bulldog Licensing managing director Rob Corney added: “We’re thrilled to again be working with the team at Create and Craft, developing high-quality crafting ranges to bring the fun and enjoyment of our brands into people’s homes. “With so many challenges facing people in the current world, we think Popeye’s reputation for resilience, strength and a willingness to stand up and be counted in the face of adversity are themes that will really resonate with Create and Craft’s customers.”

06/07/2021 12:49

COVER STORY SPIN MASTER

Putting a Spin on c TnP catches up with Phil Hooper, Spin Master’s senior commercial director of marketing, to ﬁnd out more about the new Zoobles range and what else is in store for girls collectables for the second half of 2021 Phil Hooper

Zoobles

Tell us about the Zoobles range. Zoobles are a unique and fashionable new collectable toy for children aged five and up. These adorable animal and doll minifigures start out as a colourful ball and then magically pop open using multi-step transformations to reveal cute characters for a dynamic play experience. There are more than 25 different Zoobles to choose from including characters such as Sparkelle the Crystal Narwhal, Hoppy Heartz the glittery Kawaii Bunny, and Bam

Cover Story Spin Masternm.indd 1

Bae the neon hip-hop Panda. Each Zooble features bright colours, bold patterns and has its own unique style. Zoobles are the perfect choice for children looking to carry out WOW reveals while growing their collection. You can push down to reset each character back into a ball, then roll, pop and transform again and again. Tell us about your other girls collectables ranges. Spin Master has an excellent roster

“We will be working with our retailers on joint marketing plans and in-store POS activity to optimise the consumer journey all the way from awareness to conversion”

of girl collectables, which we are expanding for A/W21. We have found among young collectors that Twisty Girlz - cute dolls that twist and turn into a wearable bracelet - have remained popular, so we will be adding winterthemed products to this range later in the year. Similarly, we have seen great popularity with the Hatchimals brand Wilder Wings theme. Each new Hatchimal theme brings a special individuality to the brand, so we are thrilled to be launching Shimmer Babies: adorable iridescent and sparkly Hatchimals CollEGGtibles characters that feature sweet surprises that kids will love. Also new for the coming season, we are excited to unveil our range of toys from the Wizarding World franchise including the Magical Minis Dolls and Hogwarts Castle

toysnplaythings.media 06/07/2021 12:18

n collectables Zoobies

Playset. These bring the magic of the Wizarding World to life and are not to be missed by Harry Potter fans. Is there anything else retailers can look forward to seeing from Spin Master in the next few months? Absolutely - we are very excited about our upcoming releases for A/ W21. There are lots of new launches to keep an eye out for including additions to a number of our popular brands. Highlights include P Lushes Pets from GUND, which are chic plush pets that will appeal to all young fashionistas, as well as new Purse Pets, the interactive pets that are packed with purse-onality! These purses respond to touch and have more than 25 exciting sounds and unique reactions including blinking. They are brand new to the market and are an exciting addition to our wearable accessories range.

is evident in recent sales figures. Hatchimals for example, was the number two brand in the playset dolls and collectables category for May with Twisty Petz at number four. In response to this demand, we will continue to bring new products to the collectable brands in A/W21 as we refresh the Colleggtibles theme to Hatchimals Shimmer Babies, arguably our cutest theme yet. We will also introduce a new theme of Sparkle Snow Vacation to our Twisty Girlz brand. How will you help your stockists for the rest of the year? To support our retailers, we will continue to support all our brands with ambitious marketing plans. In doing so we will be driving awareness and, in turn, demand which shall lead to the point of purchase. In addition to this, we will be working with our retailers on joint marketing plans and in-store POS activity to optimise the consumer journey all the way from awareness to conversion. What are Spin Master’s ambitions for 2021 and beyond - especially within the girls collectables arena?

“We have a number of new girls collectable brands launching in the second half of 2021 including Zoobles and Mini Present Pets. We also have refreshed themes on our long-standing brands, Hatchimals and Twisty Pets”

With the wider environment slowly returning back to normal, we’re excited about being able to bring new products to the girls collectables market. We believe consumers are ready and looking forward to seeing fresh ideas. We’re excited to be able to delight and surprise the kids that are now finally able to shop the toy aisles that have been closed for so long. We have a number of brand new girls collectable brands launching in the second half of 2021 including Zoobles, Mini Present Pets and Wizarding World, to name a few. In addition to this, we have also refreshed themes on our long-standing brands: Hatchimals and Twisty Pets.

Fact! Hatchimals was the

number two brand in the playset dolls and collectables category for May, with Twisty Petz at number four

How was trading for Spin Master in the first half? The momentum in the first quarter was positive for Spin Master in the UK. We have moved up to number four corporate manufacturer in NPD (NPD Data YTD May 21) with 6% YOY growth. Many of our key brands have seen great YOY growth. Have you noticed a change in demand for girls collectables since non-essential shops have reopened? Since stores reopened back in April, we have seen the warm return of our loyal collectors and this return

JULY 2021 Cover Story Spin Master.indd 2

Hatchimals

Spin Master 01628 535 000 www.spinmastertoys.co.uk 35

19/07/2021 16:34

WHAT’S N Sweet dreams Bebies sales@bebies.co.uk www.bebies.co.uk Bebies is a baby sleep aid - disguised as a plush toy - which is designed to send little ones off to sleep calmly and easily thanks to its soothing sound system. Combining a teddy and comforter in one, it comes with a hidden sound unit that allows parents to record settling words, sounds or songs in their own voice to help get babies back to sleep if they wake in the night. The system also offers a choice of the Bebies lullaby, or white noise. The built-in sensor is activated as soon as the baby wakes or stirs, and Bebies starts to work. There are three volume settings, and the recording can be set for 15, 30, 45 or 60 minutes. The soft toys are available in a choice of four animal friends: Milo the Monkey, Dusty the Donkey, Hettie the Hippo and Felix the Fox. Designed to be an all-in-one sleep toy, they can be played with and used as a comforter, so are perfect for parents on the go.

Get creative! Great Gizmos Limited 01293 543221 www.ggtrade.co.uk New additions to the ever-popular Mould & Paint range from 4M are two new 3D Mould & Paint styles: Glitter Unicorns and Dinosaurs. Children can use the ranges to mould, paint and design their very own colourful characters.

Maché away! Tomy 01932 281 928 uk.tomy.com/toomies New for this summer, Tomy is adding to its ever-growing arts and crafts category with the launch of Maché Magic. Combining the fun of DIY papermaché making with the ever-popular gifting trend, children will love making their own unique creations to give to their friends and family. Designed for six to nine-year-olds, Maché Magic couldn’t be easier to use, requiring only toilet paper and water - meaning no messy paste and no batteries required as the product runs simply on kid-powered creativity! The Maché Magic kit has everything included, complete with a heart-shaped and egg-shaped mould, glitter glue pens and decorative sticker sheets, alongside the Maché Magic Craft Maker.

More for Novelmore fans Playmobil 01268 548111 www.playmobil.co.uk Fans of the Novelmore Season II series can discover Sal’ahari Sands and its warriors from this month. One of 12 collectable skeleton warriors can be found in each Skeleton Surprise Box. These reusable boxes have a cool lenticular label with a changing display on the lid and come with various accessories. The highly detailed Skeleton Army Temple houses a mysterious energy source, which has a special induction feature that charges the eyes of figures included in the set with a spooky glow when they are nearby!

What's Newnm-2 (Mark's Amended).indd 1

06/07/2021 15:24

NEW High-voltage fun Thames & Kosmos UK 01580 713000 www.thamesandkosmos.co.uk Thames & Kosmos is strengthening its STEM range with the arrival of Easy Electric Circuits this month. Children aged eight-plus can explore and deepen their knowledge of the science of electricity in a fun, hands-on way with this kit, by building 20 electric circuits and motorised devices. Through conducting experiments, young scientists can learn about many electrical components and physical science principles first hand. The building system allows kids to easily piece together the circuits by sliding the connectors together and then sliding them apart when it’s time to build the next circuit. This is a great kit to learn through play and let knowledge grow!

Tasty treats Hancocks 0330 2020903 www.hancocks.co.uk Confectionery wholesaler Hancocks has introduced new products to its novelty range for children including novelty eggs, robo grabbers with tasty treats and sour flavoured candy. Each 3D Surprise Egg includes a collectable figure, candy and stickers. Eggs and figures include the Dino Hunt 3D Surprise Egg, Shark Attack 3D Surprise Egg and Snake Hunt 3D Surprise Egg. The Robo Rex Grabber is a toy robot dog grabber with strawberry flavour candy sweets in the handle. The Robo Hand Grabber is another novel choice with each robo hand containing strawberry candy. Other fun launches include Crazy Candy Factory Chaos Floss which is a sour flavour candy floss which paints the tongue blue, and Crazy Candy Factory Unicorn Light Pop. This fun treat consists of blue raspberry, grape and strawberry flavour lollipops with a light up unicorn head.

Tonies gives voice to a rebel role model Tonies sales@tonies.com www.tonies.com Children’s audio system tonies will launch its new Pippi Longstocking Tonie character figurine in the UK this autumn, voiced by award-winning presenter, comedian and writer Sandi Toksvig. The fictional redheaded nine-year-old Pippi has become a role model for generations. The Pippi Longstocking stories are among the most translated children’s books in the world, with more than 70 million copies sold in 70 languages to date. Pippi will be making her way to the Toniebox with the new ‘Pippi Longstocking’s Adventures’ Tonie that will be released on 14 October. It features the 11 stories of the first volume of Pippi Longstocking’s adventures and is suitable for children aged four and up. Pippi, who lives in a house with a horse, a monkey, a suitcase full of gold, and no grown-ups to tell her what to do, was created by Swedish author Astrid Lindgren to entertain her daughter during World War Two. Pippi was ahead of her time: a free-spirited girl with superhuman strength, who uses a powerful mix of anti-authoritarian thinking and kindness to challenge the status quo and bring joy to the lives of those around her.

JULY 2021 What's Newnm-2 (Mark's Amended).indd 2

06/07/2021 15:24

GIRLS COLLECTABLES SPECIAL SPIN MASTER

s d n e i r f t s e b ’ s l r i G and new ranges o tw h it w r te Autumn/Win

this get a boost to t e s is s ble ring Master offe Girls collecta in p S e th to ions other addit

Hatchimals Pixies Riders

Spin Maste r has a vari ety of colle ages includ ctable toys ing a numb on offer to er of popu children of of collectab lar choices all les had alre fr om Hatchim ady expand introductio als. The rost e d further earl n of the Hat er ier this yea chimals Wild introductio r with the er Wings ra n of Shimm nge, and w er Babies fo There’s a w ill see the r Autumn/W ide variety inter. of Hatchim Wings Pixie al s to buy and s. These sty collect, incl lish Pixies e uding Wild ach have th with bold p er eir own uniq atterns, and u e fabric wing ev ery characte s of egg with r comes in a different a new style lo o k an d two them Also in the ed accesso range are th ries. e Hatchima with even la ls Pixies Rid rger, more ers eye-catchin wings. Each g and more Pixie has it beautiful s own stylis h design and accompanie is d by an en chanting m creature th ythical at they can ride. Kids who lo ve collectin g will also e the Wilder njoy Wings CollE GGtibles ra featuring m nge, ore than 10 different st including a yles, ngel, flowe r, bat, cloud wings and , split more. Enca sed in a bri egg, these ghtly colou cute Hatch red im a ls figurines beautiful la have rge wings th at ca new and ex n all be com citing ways. bined in Twisty Girlz are great fo r an additio and style, nal dose of making the glamour m the perf love collect ect choice ing fashion fo r ki a ds that b le dolls. W Night Out’, ith the the each Twisty m e G ir o l f ‘Girls from a doll transforms with colourf stylish outfi ul hair and a t into an act ual wearab bracelet le the perfect accessory for any occ asion. Each Twisty Girlz also comes wit secret Twis h a ty Pet, wh ich can turn into a blingy ring .

Wilder Wings Pixies

Girls Collectables Spin Masternm.indd 1

toysnplaythings.media 06/07/2021 12:40

Shimmer Babies

Guess what…

Egg-citing collection

that every egg could hatch one New to Spin Master’s girls of the two ultra-rare Shimmer collectables category for Babies Pixies or the limitedAutumn/Winter 2021 is edition twins. Shimmer Babies, the exciting For even more ways to new release from Hatchimals. play with Shimmer Babies, These iridescent and sparkly the Multipack eggs baby Hatchimals CollEGGtibles magically transform any characters are adorable of the egg bases and feature sweet into a stroller or surprises, mobile with including allthe mystery new baby eggs and a gender reveal hatch. accessory. Shimmer Babies are the perfect toys for The children aged five-plus, and are available as a accessory single egg in a one-pack, in a five-pack or in The number snaps a larger multi-pack, which includes 12 exciting of Shimmer right onto and individual eggs. Babies to the base Inside each baby-themed egg, you’ll find a collect perfect for pretend play super-cute Shimmer Babies Hatchimal with a storytelling. Children can care for their rattle, baby bottle or pacifier accessory that can be Shimmer Babies with the help of Hatchimals Pixies Babysitters. held or placed in its mouth. One of the most exciting Sold separately, these pixie dolls are the perfect companions for features of these new eggs is the gender reveal element, which is newborn Shimmer Babies. activated by cracking the front of the egg to hatch the character and unveil a colourful inside - is it blue for a boy or pink for a girl? Play and individuality is enhanced further as children check out their character’s glittery wings and discover which wing colour indicates their baby’s birth month. With 40 Shimmer Babies to collect, Hatchimals invites children to add them all to their collection and discover their favourite characters - such as Draggle, Unikeet, Penguala, Tigrette and more - in playful poses. An additional element to add to the excitement Hatchimals Shimmer Babies and anticipation of these collectable toys is that there is a chance

Children can care for Shimmer Babies with the help of Hatchimals Pixies Babysitters. Sold separately, these pixie dolls are the perfect companions for the newborn Shimmer Babies

ou knesowwith? Did yob le com

Each Zo ppitit its own unique Ha atches m ch backdrop, whi atures fe d an its funky style 3D le ab ov a different m element

e Zooble! ctable range for this Autumn/Winter season is Pop goes th ive colle in Master’s extens

Sp A great addition to Zoobles line. ese adorable ing az ed five and up. Th ag the new and am n re ild ich r fo ys able to p open using mult nable new collect d then magically po an ll ba l rfu Zoobles are fashio lou co t as a inifigures start ou animal and doll m ore characters. te cu al ve s to re e style. There are m step transformation d has its own uniqu an s rn e tte th pa tz ld ar bo He hal, Hoppy res bright colours, lle the Crystal Narw ke ar Each Zooble featu Sp ing lud inc m obles to choose fro Panda. Simply than 25 different Zo the neon hip-hop e Ba m Ba d an y nn Bu ii roll, pop wa Ka ll, glittery ck into a ba then t each character ba se re to wn ! do ps sh pu n never sto and again - the fu and transform again th its own unique wi es m Zooble co In addition, every funky style and , which matches its Happitit backdrop d to imaginative le 3D element to ad features a movab reinforces the is different, which play. Each Happitit the Zoobles’ cting. By rotating excitement of colle , move the shine the spotlight Happitit, you can baking in switch up what’s hair dryer or even the oven. grown Once children have n take ca ey th , their collection level by w ne a to collectable play obles Zo e at im discovering the ult . Similar ion ns Ma gic hangout in the Ma Zoobles Happitit, to each individual of even more this playset is full ations that bring magical transform les world to life. the colourful Zoob

Zoobles Animal Panda

JULY 2021 Girls Collectables Spin Masternm.indd 2

Zoobles Playset

06/07/2021 12:40

THE BIG INTERVIEW KATE GIBSON

Fit for the

future

This month TnP talks to Kate Gibson, managing director of Gibsons, which was founded by her great-grandfather Harry Percy Gibson in 1919 What’s your background? I studied English Literature at university before working for Men’s Health magazine and then for the charity Breast Cancer Care in its fundraising and marketing departments. Joining Gibsons in 2005, my first role was in operations. But I quickly moved across into marketing and product development, gradually becoming more involved in people and strategy, before becoming managing director in 2016.

Tell us about your company. Gibsons is a British family business with a strong heritage. We produce games, jigsaw puzzles and playing cards for all generations. Our company is all about ‘bringing people together’ be it through our products, the responsibility we have to the community and the world around us, or by making Gibsons a great place to work.

What’s your working week like? No two weeks are the same. I try to keep big meetings to MondayWednesday, as well as one-to-one meetings with my team. We have virtual team chats twice a week; a chance to grab a cuppa and chat about things other than work with team members. And making time for exercise definitely keeps me sane and more resilient!

“

Costs are rising across the board. Whether it’s the freight situation and costs associated with container shipping, or the price of board and raw materials, suppliers will be navigating their way through this challenge for the foreseeable future

products in 2020, we are continuing to see the trend continue both domestically and internationally. As well as turning 102 years old, so far in 2021 we have taken on six new members of the team. It’s great to see so much development and innovation taking place. This year we launched our Made For You puzzle service, allowing people to upload their own photo memory and create a personalised jigsaw puzzle. Other highlights include winning the commemorative & collectable category of the 2021 Gift of the Year Awards (organised by the Giftware Association) for our Rainbow Heroes jigsaw puzzle - we donate £2 to the Samaritans

charity for every product sold. We also recently appeared in ITV4’s Made In Britain series, which followed the journey of one of our jigsaw puzzles from conception to shelf. And a personal highlight has to be receiving a letter from baking royalty Mary Berry, congratulating us on our puzzles getting her through lockdown!

What changes have you made in light of the restrictions that Covid-19 has created? Like all businesses, we’ve had to adapt to home working, ensuring we have the technology and systems in place for this. The restrictions have at times slowed production, which has been hugely frustrating but essential to keep our teams safe.

”

What’s keeping you busy? Gibsons has experienced a rapid period of growth and we are focused on ensuring the company is fit for the future in every sense, whether it be our systems, processes, production capacity or resources.

How has trading been for you so far this year? Following a fantastic period of trading and high demand for our

The Big Interview Gibsonnm.indd 1

Gift of the Year winner: The Rainbow Heroes 500-piece circular jigsaw puzzle celebrates the heroes who continue to help us through the pandemic, from nurses and doctors to delivery drivers and emergency services. To say thank you, Gibsons donates £2 from every Rainbow Heroes puzzle sold to the Samaritans charity

toysnplaythings.media 06/07/2021 12:59

Merry Mischief Jigsaw Puzzle Advent Calendar:

change in the way people are shopping have really impressed me.

Gibsons’ advent calendar contains 22 festive jigsaw puzzles as well as puzzle glue and ribbon, so you can craft your own Christmas decorations.

What’s the biggest change since you joined the toy industry?

The puzzles come in four festive shapes

The changing face of the high street and the onset of online selling.

What challenges does working from home present? Working from home has been challenging at times, but it also brings positive change and a realisation of how productive teams can be from home. It has given us a window into a world where we work smarter, more flexibly and with a greater understanding of each other. You can’t replace face-to-face contact and the ideas generation and problem solving that happens when people are in the same room. But we are excited to move forward in a world where there is a balance of home and office working, and we will embrace the opportunities of both.

What opportunities has the pandemic created? We’ve been very fortunate that demand for our products soared during lockdown. It’s probably been the most challenging year of my career and one of Gibsons’ most challenging periods, but it’s brought many opportunities for the company, such as building relationships with new customers, growing our own website and understanding of the digital world, and developing our people to meet the needs of the business.

Apart from Covid-19, what’s the biggest challenge and opportunity facing toy suppliers? Costs are rising across the board. Whether it’s the freight situation and costs associated with container shipping, or the price of board and raw materials, suppliers will be navigating their way through this challenge for the foreseeable future. This also extends to retailers, as prices will inevitably have to rise. For some companies, this may spark innovation and opportunity longer term, to evaluate manufacturing options and the supply chain.

What are your core goals for this year? We are working hard with our partners to ensure we can increase capacity by investing in new machinery, IT, systems and processes - all of which should ensure we are able to meet the demand we are experiencing and be better set up for the future. We are continuing to prioritise our Green Game Plan to ensure we are a more sustainable business, and our goal is to be carbon neutral before the end of the year.

JULY 2021 The Big Interview Gibsonnm.indd 2

What one change would you like to see in the toy industry? Supported by the BTHA (British Toy & Hobby Association) and groups such as Products of Change (a global educational hub aimed at driving sustainable change), companies in the toy industry are making great progress on their journey of sustainability. There is still so much to do though, and the more we collaborate and learn from each other, the better chance we have of making things better.

Any big product launches we can look forward to? This year we launch the latest version of our awardwinning advent calendar jigsaw puzzle, and I can’t wait to see our new game Out of Order on shelves later this year: it’s a trivia game with a great twist!

Where do you see opportunities for growth? We are seeing strong growth from all sectors, which is really encouraging. The business we are doing with indies is very important to us and has been in growth during the past 12 months. We are also seeing uplift from our key accounts and a lot of untapped demand internationally.

“

We’ve been very fortunate that demand for our products soared during lockdown. It’s probably been the most challenging year of my career and one of Gibsons’ most challenging periods, but it’s brought many opportunities for the company

”

Bringing people together and making Gibsons a great place to work. Engaging our employees, developing and coaching them, and creating a culture where we are driven to achieve things together for a purpose that is bigger than each of us.

What’s the most challenging aspect of your job? At the moment, it has been change management on every level. But there is no doubt we are fortunate to be in the position we are in, following a very difficult year for many companies.

Which of your achievements are you most proud of? As a woman, I’m proud to be leading one of the companies in the toy industry alongside two other great female directors, and I’m encouraged by the progression that is now taking place.

What’s your earliest memory of your toy career?

During your time in the toy industry, which retailers have impressed you most and why? The past year has tested retailers across the board. I have huge admiration for the way some of the indies have adapted and found ways to support their customers and continue to trade. Whether indies or key accounts, those that have embraced technology and brought in new customer experiences to reflect the

What’s the most rewarding aspect of your job?

Made For You: this personalised photo puzzle service takes unforgettable moments and turns them into a lasting and unique gift. Each personalised puzzle comes in a choice of a blue, grey and cream box with the option to add your own message. The puzzles are handcrafted in the UK and made from 100% recycled puzzle board and FSC paper

Visiting the Toy Fair when I was about 12 years old and watching Trevor and Simon from Saturday morning TV help Gibsons promote its ‘How many games of Uno can you fit in a Fiat Uno?’ campaign. We were the UK distributor for Uno at the time. [Comedy duo Trevor Neal and Simon Hickson appeared on BBC1’s children’s series Going Live! (1987-1993) and Live & Kicking (1993-1997)].

What toy or game do you wish would make a comeback? I loved the game Downfall - does that still exist? If not, it should do!

06/07/2021 12:59

FEATURE

STEM & STEAM

All in the name of science Introducing children to STEM concepts through toys can nurture a lifelong love of learning

TEM has been a real buzzword over the past 18 months or so, as parents look to enhance their children’s learning at home. And it’s easy to understand why, as Georgina Durrant, author of the newly launched book, 100 Ways Your Child Can Learn Through Play, explains. “STEM toys: toys that engage children with early science, technology, engineering and maths are fantastic for helping form the initial building blocks that can develop into a lifelong love of science. Not only do STEM toys provide children with opportunities to develop their understanding of science through play (a really important way for children to learn) making them find the subject easier at school, but by enabling children to have fun at a young age with STEM toys we help to shape their view and opinion of science subjects as something exciting and interesting as opposed to difficult and dull. This ultimately helps them have a positive attitude towards science lessons in both primary and secondary school, hopefully supporting their success in the subject. “STEM toys that work well can range from the simple building block (not to be underestimated in its power to help develop a love of construction and engineering!) to coding robots that require children to utilise their problem-solving skills and understanding of technology to make it work. All the best STEM toys, in my opinion, are the ones where the child has to be an active participant in order for it to function. Children, especially young children, learn a lot through experiencing things themselves. These

STEMnm.indd 1

Trends

types of STEM toys help them to develop the skills crucial to STEM learning and future careers - such as problem solving, team building, critical thinking etc. My particular recommendations are marble runs, coding robots and chemistry experiment kits.’’ As Georgina explains, catching them young is the key to a lifelong love of science and STEM subjects. And STEM toys are being aimed at younger children, as Chloe Burrowes, brand manager of Vivid Toys, points out: “We’ve expanded our line architecture to include the Science Junior range aimed at children aged four-plus. These kits are made for inquisitive budding scientists as they take their first steps into the world of science. The hero line within this is My First Science Kit, with 26 miniexperiments for children to learn about everything from colours to growing plants. The range of smaller experiments makes it ideal for younger children and their slightly shorter attention spans!’’ Vivid is not alone in targeting little

ones. At Thames & Kosmos, science kit sales, marketing & PR manager Julia Loeser says: “Our award-winning Early Years range, Kids First, which is aimed at children from the age of three, continues to be a bestseller. Kids First is a line of science kits that allow parents to introduce scientific topics and handson empirical learning to preschoolers and gradually prepares them for more advanced science kits and schoolwork. Speaking to end users and our trade customers, we find that parents are a lot more involved in supporting their children throughout their learning journey, particularly after having been thrust into the world of homeschooling during 2020. I think a lot of parents have also rediscovered their passion for STEM throughout the pandemic and really enjoy the learning journey together.’’ Great Gizmos is another company that aims to introduce science to receptionage children, says sales director Sarah Dayus: “We have had a STEM range aimed at kids aged four-plus for quite a while now and we expand on this year on year. Our aim has always been for kids to learn while having fun and our

Bandai

Jura

06/07/2021 19:25

Ask the retailers

Vivid

STEAM products fit the bill perfectly. This year we have seen the introduction of Tornado Spin Art, Amazing Spiral Art and Light and Sound Art Pad to the fourplus range. We are really proud that we have products for such a young age that encourage learning.’’ Juratoys aims even younger, says commercial director Neil Montgomery: “We have launched 14 new products in 2021 across the Lalaboom collection, including cute animal characters. Lalaboom is a fun way for children to learn and play. Lalaboom educational beads provide children with a wonderful opportunity to learn through play. Their simple shapes allow children from the age of 10 months to practise and acquire the motor skills that are essential to their development.’’ Lockdowns aside, over the Chloe Burrows, past three years, the number of children who are homeschooled Vivid Toys has risen by 40%. So is this a market that suppliers of STEM schools should be tapping into? It’s certainly a market that Thames & Kosmos acknowledges, says Julia Loeser: “Our board games and STEM kits continue to be hugely popular among parents who are homeschooling as they appreciate that the high-quality kits span all scientific disciplines, and include a wealth of knowledge in their Geomagworld easy-to-follow manuals but still contain the fun factor! We are not targeting the homeschooling market as such but we do value their feedback and use it for future development purposes. We also recently bolstered our FEAK range further with the arrival of the revamped Genetics & DNA Lab, which is a great addition for Year 5/6 children learning about biology with a focus

“

The joy of opening up a Science 4 You kit is that your kitchen table can become a vet surgery, an ecosystem for plants or a detective lab - with both parent and child walking away having learned something

JULY 2021 STEMnm.indd 2

on heredity and the What products do you stock in this variation in organisms.’’ category? Vivid’s Chloe Burrows The STEM and educational toys we stock adds: “Our kits are are mainly from Hape, Orange Tree, and designed to straddle Orchard Toys with their great educational the line between games and puzzles. We also have a great education and play, science section from Great Gizmos and which makes them an Hexbug. Demand for these products is still ideal homeschooling the same as before lockdown began. aid. As part of our Dan Lovett, manager influencer programme The Toy Box, Beccles, Suffolk for the remainder of the year, we’re focusing on Although kids are now back at school, showing the experience there is still a high demand for educational a parent and child toys - it’s ongoing. For preschoolers we can have when they sell BigJigs toys. I’d say some of those are unbox a set. The joy of educational in the sense that kids can build opening up a Science something up and then take it down again. 4 You kit is that your kitchen table can Nicky Tossell, manager/buyer become a vet surgery, an Youings Toymaster, Barnstaple, Devon ecosystem for plants or a detective lab - with both the one in five children wanting to be a parent and child walking away having YouTuber when they’re older! It’s vital to learnt something.’’ keep a strong core of classic science kits, So, with the sector thriving thanks to a but ensure we’re innovating and staying rising interest in STEM and an increase in ahead of the curve as complementary home learning, what does the future hold options too.’’ for this category? Basic Fun! head of marketing Holly Julia Loeser at Thames & Kosmos says: Lackey adds: “I think one of the things “Homeschooling will continue to be a we’re most excited about this year are popular choice for parents who value the developments for K’NEX. After an a more varied education, and statistics amazingly successful year, due to home prior to Covid showed a steady rise in learning and how well the collection students being taught at home. There are lends itself to the teaching of STEAM a variety of reasons why parents make principles, we felt that to continue to this choice but it is one which we feel is grow the brand we needed to create here to stay. Thames & Kosmos continues easily identifiable subcategories. As to develop and add STEM ranges that such, we’re launching K’NEX Classics. are designed for retailers, but as the core A newly defined multi-build subvalues of our kits are parallel to that of segment, we’re reintroducing the core the homeschooling community, it means rollercoaster builds within the themed they are perfect for both sectors.’’ Thrill Rides & more subcategory, which Likewise, Vivid Toys will continue to will complement the entry-point Kid innovate within the STEM arena, says K’NEX subcategory and the advanced Chloe Burrowes: “The key for us is Architecture segment.” innovation. We are constantly looking at “We see this as a growing sector. a variety of factors from During lockdown kids and parents seem end-customer to have rediscovered how much fun reviews to they can have with our educational kits,’’ Google and points out Sarah Dayus at Great Gizmos. Amazon “We have introduced some larger kits searches to such as Scientific Discovery, which have work out lots of experiments to perform at home what the and come with an 18-page activity next trend booklet and 42 project cards with fun will be. The facts. Also in the range is STEAM Kitchen Science 4 Science, STEAM Magnet Exploration and You kits are two new additions: STEAM Knitting and on the pulse Crochet and STEAM Earth Science.’’ and reflective It’s clear that with growing demand of what’s and suppliers’ desire to innovate within in popular this sector, it’s only going to develop, culture. as H. Grossman’s MD David Mordecai Moving concludes: “It’s a definite growth sector into A/W21 and we are continually adding lines that we’ll see the will engage childrens’ natural curiosity in introduction of the world around them.’’ Be A YouTuber, tapping into

06/07/2021 19:25

FEATURE

STEM & STEAM

Smart about STEM CHARACTER OPTIONS Fun learning comes first with the Smarty range from Character Options. New for the second half of The Smarty range of the year, Character STEM toys is aimed at Options is adding kids aged three to five a brilliant selection of tech toys to its STEM toy offering. With kids drawn to technology, the Smarty range presents kids aged three to five with an exciting way to play (offline), as they also learn STEM concepts and develop social skills. Smarty JoJo is the cute, character plane that teaches preschoolers on-the-go as they zoom through the air! This super-charged learning toy uses Smart Technology that identifies colours, ‘magically’ naming the shades where JOJO lands. Kidspeak conversation calls out feelings, helping children learn to recognise their own emotions. Fun missions teach directions, shapes, and opposites, while motion sensors encourage active physical play as kids learn. Smarty JOJO features more than 150 random actions and reactions that make every experience different! What’s more, Smarty JOJO is bilingual, so kids can toggle between English and Spanish modes as they learn. Another toy that has been vetted by educators to match National Curriculum content is Smarty Flutter, which has been developed to offer preschoolers an immersive playand-learn experience that engages them with directional and colour-related command. Like Smarty JoJo, this cool STEM learning toy features fun sensor-based technology and 150plus random actions and reactions, helping to teach directions, colours, shapes, emotional intelligence and more. There’s also Smarty PAD, which offers children aged three to five a new interactive approach to preschool education by gamifying the standard curriculum. Smarty PAD is an interactive LED tablet, which is lightweight but sturdy. It contains 12 Smart games and an age-appropriate, educatorvetted curriculum. Motion sensors encourage sensory play. Vibrant LED visuals complement activities, including colours, coding, ABCs, and numbers up to 25.

Fact!

GraviTrax videos drop on YouTube every

STEMnm.indd 3

SIMBA SMOBY TOYS UK 01620 674 778 sales@sisotoysuk.com

0161 633 9800 sales@charactergroup.plc.uk.

Pretend preschool play The Smoby School Playset combines arts and crafts fun with educational play, and is designed to encourage children from the age of three to use their imagination and play-out a typical day in preschool. The compact, fold-out set comes with accessories and activities such as a reversible slate. One side is an erasable white board, which is also magnetic, so kids can doodle and then practise their writing and numerical skills with the magnetic letters and numbers included. The other side is a blackboard for use with chalks. There’s also a wheel to learn numbers and daily activities.‘birthday train’ with the months of the year; a weather tree to learn seasons and indicate the weather of the day; a clock to help kids learn how to tell the time; and cards to learn body parts.

Learning for little ones MATTEL

01628 500 000 www.mattel.com/en-gb Fisher-Price continues to showcase an impressive range of educationally led toys, including new launches that enable little ones to experience hours of fun through learning, from musical fun to the alphabet and counting. New to the Fisher-Price Infant range is the 4-in-1 Ultimate Learning Bot, with four toys in one to keep playtime going as baby grows from infant to toddler to preschooler. Each individual bot is filled with fun activities for babies to explore. This interactive electronic robot buddy has smart stages learning levels with 120-plus songs, sounds and phrases about numbers and counting, the alphabet, shapes, colours and more. The Fisher-Price Linkimals range continues to grow and help enhance baby’s development with innovative technology that enables the products to link, bringing together sounds, songs and phrases that teach numbers, colours and enhance motor skills. This Autumn/Winter sees more new cute animal friends join the range – Cool Beats Penguin is an interactive penguin with multi-colour lights and cool music that encourages baby to dance and get moving!

toysnplaythings.media 06/07/2021 19:25

5$9B7Q3B)XOOB7KLQNIXQB-XO\ B),1$/ SGI

&0<

FEATURE

STEM & STEAM

Making mechanics easy GEOMAGWORLD +41 91 696 17 40 www.geomagworld.com

Did you know?

Geomagworld has announced the complete overhaul of The Mechanics the Mechanics Gravity range. The new range will include Gravity range is four new items with piece counts varying between 67 and 207 pieces. made in a Swiss, The introduction of the ‘Easy Combo System’ allows hydro-powered all the Mechanics sets to be fully interchangeable and inter-connectible too; a great opportunity for cross sell factory and repeat purchases - all this while still ensuring the environment is protected thanks to the fact that the Once the Mechanics range is made using a high degree of recycled plastics. Gravity sets have been The new Geomag Mechanics Gravity Range features updated built the items feature packaging and graphics. cool playtrack fun such as With the help of magnetic cannons, and a Geomag magnets, 360 loop as well as a gravity children will learn to motor and elevator. Kids use gravity to turn will enjoy building the marble run and have fun watching the real magical motors, ball bearings travel around the circuit using the invisible forces of and see the spheres magnetism and gravity. running up and down The range can also be expanded with complete ease with the track system the introduction of the Easy Combo System. This new system that they build. allows for all Mechanics Sets to be joined together with just a few Mechanics Gravity amends to the layout. With a maximum of three changes, all sets provides children can be joined together simply and easily for an extended play with an introduction session. The Mechanic Sets each have an individual play function into understanding the by themselves but together the opportunities are endless! principal laws of physics.

Hands-on learning GREAT GIZMOS LIMITED 01293 543221 www.ggtrade.co.uk

Fact!

Kids can make a working traffic light system with the Traffic Control Light

KidzLabs is a whole lot of scientific hands-on learning through play. It combines basic science, thoughtful design, and a touch of technology to create toys with excellent playability. Understanding the science behind metal detectors, spy tools, or even magic is enlightening and inspires curiosity and confidence in children as they develop socially and intellectually. Through play, young minds are presented with scientific wonders that most of us take for granted every day. The fascinating physical world is wide open for exploration. This popular range is expanding with some fantastic new titles such as the Creepy Crawly Digging Kit - dig through the plaster block to unearth a bunch of creepy crawley bugs. The bugs can be mounted on specimen cards and there are cool facts to learn about them. Then there’s the Flashing Emergency Light – build this cool emergency light. Learn about basic circuits and how the motorised reflector makes the light flash. Discover the magnetic power of the earth with the Giant Magnetic Compass: amaze friends with this giant compass, which is 30cm wide when assembled. It’s perfect for science projects in school or at home. Children can make their own working traffic light system with Traffic Control Light with red, amber and green lights and an auto/manual switch function. And they will be amazed by Octopus Robotic Claw - this soft bionic robotic claw is flexible and able to pick up different-shaped objects.

STEMnm.indd 4

toysnplaythings.media 06/07/2021 19:25

BUILD YOUR BUSINESS WITH K’NEX. New modernized look, BIG scale an and nd a multifaceted marketing campaign social, influencer and school classroom iinitiative. nitiative.

COME BUILD WITH US

THINK OUTSIDE THE BLOCKS

For further information www.basicfun.com 01189253270

FEATURE

STEM & STEAM

Join the obstacle race Ravensburger

01869 363830 www.ravensburger.com The GraviTrax universe goes one step further with the all-new GraviTrax Starter-Set Obstacle from Ravensburger; which will be hitting shelves this month. Science meets creativity with the GraviTrax Starter-Set Obstacle.: this STEM toy encourages hands-on play where children lead the way. With a variety of gravity-based elements, kids can create near limitless obstacle course marble run tracks. This set features all the components from the GraviTrax Starter-Set, plus five additional Extensions, including the Trampoline, Zipline, Transfer, Spiral and Bridges. Experiment and problem solve by utilising different elements to send the marbles from start to finish. Once the basics have been mastered, simply add more marbles and elements to the designs to create more advanced tracks and endless possibilities. Perfect for budding engineers or experienced architects, the GraviTrax Academy offers a variety of free building challenges on the website, which kids can solve to become an Expert GraviTrax Master. All the challenges promote critical thinking and problem-solving. GraviTrax is the perfect STEM toy and the Starter-Set Obstacle is a great set for secret learning. The five additional Extensions in this Starter-Set offer a great way for kids to understand the laws of magnetism, kinetics and physics.

The appliance of science TRENDS UK 01295 768 078 www.trendsuk.co.uk Trends UK is expanding its award-winning Science Mad brand to include scientific equipment, with telescopes, microscopes, walkie talkies and a digital metal detector joining the line-up. Plus, the new Science Mad 5-in-1 Weather Station launches this month. This kit has everything a child needs to measure wind speed and direction, rainfall, and temperatures. We all love discussing the weather, so this is ideal for youngsters to measure and record daily variables and changes in the season. What’s more, kids (and kidults) can now build and see how a hybrid engine really works with the new Machine Works Hybrid Electric Engine Kit, which reveals what really goes on under the bonnet! This kit creates a working model of a four-cylinder hybrid car engine and provides a representation of how the internal combustion engine and electric motor work together in a hybrid system. With increasing interest in new eco technology in cars, this hybrid introduction is extremely topical. Meanwhile, the bestselling Machine Works V8 Engine comes with an AR (augmented reality) feature. Download a free app and explore machine functions with animated AR features and 11 engine components described in detail.

STEMnm.indd 5

A knowledge booster Thames & Kosmos UK 01580 713000 www. thamesandkosmos. co.uk Thames & Kosmos has launched its revamped bestselling Genetics & DNA Lab for 2021 with the same highquality components you’d expect from one of the company’s awardwinning STEM kits. Primary school children from the age of 10 who are looking to deepen their knowledge of genetics can do just that with this incredible kit. Aspiring biologists can learn about dominant and recessive genes, play inheritance games to determine how traits will be expressed, and assemble a model to see the elegant double-stranded helical structure of DNA, among other fascinating experiments. A full-colour 48-page manual provides step-by-step instructions and interesting facts and brainteasers to let knowledge grow.

toysnplaythings.

06/07/2021 19:25

FEATURE

STEM & STEAM

Kits for inquisitive minds VIVID 01483 449944 vividtoysandgames.co.uk Science4you continues to deliver inspiring, fun and educational science kits across a variety of classic and new themes. Kids who have social There’s new emphasis media ambitions will on offering product to a love the Be a YouTuber variety of age groups with kit, which includes some the addition of Science Junior products, aimed viral experiments to at children aged fourwow followers, including plus; whether you want to crazy dough, erupting understand more about the human body, explore space volcanos and magical or learn what it takes to visual experiments become a vet, there’s a kit for you. My First Science Kit is the perfect kit for inquisitive minds with 26 mini experiments ready made for scientific beginners. Fun experiments include making crazy dough, learning all the colours of the rainbow and growing your own flower patch. A/W21 also sees the introduction of Be a YouTuber, unleashing the creativity of viral experiments that kids can share with their friends. Start your own channel and create wow moments on video with crazy dough, erupting volcanos and magical visual experiments. The Eco-Science range puts the environment, sustainability and learning to the fore. Children can learn about renewable energy, plants, weather, climate change and much more. Become an eco-astronaut with the 15 experiments in Green Science as you grow your own plants and learn about their role in the environment and launch an incredible recycled rocket. Or, become an explorer of the natural world and discover the power of plant and animal kingdom with Nature Explorer. Children can learn about renewable energy, plants, weather, climate change and much more. Each Science4you kit delivers the right balance between fun and learning, with a range of exciting, creative experiments and the educational context, led by school curriculums, to allow children to really understand the science behind play. Science4you will continue to be supported by a strong TV and digital campaign across the A/W21 season, targeting both children and parents with engaging content.

Did you know?

STEMnm.indd 6

Building on STEM concepts BASIC FUN! Tim.Ives@basicfun.com www.BasicFun.com

For a fun construction range, which readily supports learning at all stages of development and helps to teach STEM-based concepts, look no further than the K’Nex collection from Basic Fun! Sales of K’Nex have surged in the past year, with families using K’Nex to entertain and support homeschooling efforts amid the lockdowns. With children now back at school, Basic Fun! is continuing to drive home how families and schools can use K’Nex to underpin classroom-based learning. To To help support teachers help support teachers and promote the application of and promote the K’Nex to STEAM learning in application of K’Nex schools, Basic Fun! recently to STEAM learning in pledged £10,000 worth of K’Nex education packs with schools, Basic Fun! lesson plans. recently pledged And there’s lots more to come £10,000 worth of K’Nex from K’Nex in the second half of education packs with the year, with a host of exciting developments that will help to lesson plans secure the brand’s long-term success. Part of the charm of K’Nex is that there is a project for all to enjoy, which will always build bigger than the box, so keeping the range fresh is a top priority for the firm. Launching this autumn is the all-new and dynamic K’Nex Rollercoasters, which will see the return of two of the best-selling classic high octane, spiralising rollercoasters. Look out for the Amazing 8 Roller Coaster, as well as the Typhoon Frenzy - a two-in-one build, with 19ft of track to construct. This new subcategory complements the entry-point Kid K’Nex multi-build character sets and the advanced K’Nex Architecture segment. Also new for A/W21 is the multi-build sub-segment, K’Nex Classics, which is great for a next-level building challenge. Each set includes an easy-to-follow colour-coded instruction manual to make various models. Alternatively, kids can think outside the blocks and build from their imaginations.

Did you know?

toysnplaythings.media 06/07/2021 19:26

Jª ßXÀæ ‫ ۋ‬w Jy0ÀX! w ÀX y

IȌȲ ɈȲƊƮƵ ƵȁȱɐǞȲǞƵȺ ȯǶƵƊȺƵ ƧȌȁɈƊƧɈ ɐȺ ƊɈ ȺƊǶƵȺٌɐǲ‫ۊ‬ǐƵȌǿƊǐɩȌȲǶƮ‫خ‬ƧȌǿ

FEATURE

STEM & STEAM

Geometric artistry Flair 0208 643 0320 sales@flairplc.co.uk. Flair’s proven heritage brand Spirograph combines science, maths and arts for a fun yet educational way to while away a few fun hours. For traditionalists, Spirograph takes designs to a whole new imaginative level. The interchangeable Spiro-Tracks let kids create their own unique patterned shapes, and sets come in all sizes from the smaller Travel Set for artwork on-the-go, to the larger Design and Deluxe Sets that come with their own assortments of accessories to create fun designs. Keeping the line fresh to ensure year-on-year popularity, there’s a couple of exciting launches for A/W21. There’s the all-new Original Spirograph Animator, which offers a fun twist on this classic way of creating incredible, intricate designs. Battery-operated, the Animator brings Spirograph drawings to life, spinning them into amazing mesmerising motion. The set includes more than 10 pieces with precision parts, pens and a durable storage case incorporated within the Animator. Also new is the Original Spirograph Retro Deluxe Set – a commemorative edition set that is a reproduction of the original, featuring throwback packaging and retro graphics. With all the iconic wheels and rings of the original, the precision engineered Spirograph gears work with the three design pens included, as well as with most standard pens, markers and pencils.

A fun way to learn and play Juratoys 020 8878 2133 www.janod.com Juratoys has launched 14 new products across the Lalaboom collection, including cute animal characters. Lalaboom educational beads are described as a ‘wonderful opportunity for kids to learn through play’. Their simple shapes allow children from the age of 10 months to practise and acquire motor skills, which are essential to their development. Clipping, twisting, opening, lacing, stacking and creating can all be forms of playing that stimulate concentration and imagination. The many features of Lalaboom toys require youngsters to make use of their cognitive functions such as attention, perception, memory and reasoning.

Spinning with educational options SPIN MASTER

01628 535 000 www.spinmastertoys.co.uk Spin Master offers several educational toys, puzzles and games that assist in the development of skills such as hand-eye coordination, problem solving and creativity. From games and individual play to challenges for the whole family, each of the options plays to different aspects of a child’s development. For older kids, The Rubik’s Perplexus unites two mind-challenging puzzles into one. Similar to the original Rubik’s Cube, the puzzle twists to align the tracks by rolling the steel ball to allow users to manoeuvre the ball through the inner maze. The Rubik’s Perplexus helps build problem-solving skills through challenging and engaging gameplay and is the perfect size for on-the-go fun. For younger creators, The Meccano Junior Official Monster Jam Grave Digger Monster Truck is a great construction toy option. This set gives children the opportunity to build and customise their own Monster Jam machine. It includes two tools and 127 parts and a pull-back motor to pull off high-flying and gravity defying stunts. The set is a great way to help children learn key principles of science, technology, and engineering. Spin Master is also adding a variety of new and refreshed products to its roster of games and puzzles, with something for everyone in the family to enjoy. Refreshed versions of the company’s most popular family board games - Beat The Parents and Guess in 10 - offer exciting upgrades for even better play. Guess in 10 challenges kids aged five and older to ask questions that might help them guess the animal shown on a game card. It is perfect for promoting social and communication skills and well as problem solving, decision making and creative thinking. Beat the Parents brings kids together with their parents to go head-to-head in a fun-filled family trivia game. It’s the perfect way to show the parents who’s boss as the first team to get across the board wins.

STEMnm.indd 7

toysnplaythings.

06/07/2021 19:26

67($0 32:(5(' .,'6 6&,(17,),& ',6&29(5<

67($0 32:(5(' .,'6 0$*1(7 (;3/25$7,21 1(:

67($0 32:(5(' .,'6 .,7&+(1 6&,(1&( 1(:

67($0 32:(5(' .,'6 ($57+ 6&,(1&(

67($0 32:(5(' .,'6 .1,77,1* &52&+(7

6&,(1&( 7(&+12/2*< (1*,1((5,1* $57 0$7+6 JJWUDGH FR XN RUGHUV#JUHDWJL]PRV FR XN

FEATURE

STEM & STEAM

Discover the great outdoors H. GROSSMAN 01603 397 105 sales@tobar.co.uk

Guess what…

H. Grossman has a wide The Make Your Own variety of projects to interest Clock kit lets young any budding Einstein or scientists make a Attenborough. Lockdown has mechanical clock had us all paying more attention - no batteries to the great outdoors. needed! The Junior Explorer range has everything the budding scientist needs to discover more about the natural world. From bugs to binoculars, the range includes bug collecting tubes, a bug catcher and magnifying instruments for closer scrutiny. For the green-fingered brigade, grow a Venus Fly Trap or take a look at the bestselling Mr. Grasshead and cultivate his own hair: leave it to grow long or cut it short! When it comes to growing, Magic Growing Crystals are a must for those who don’t want to watch grass grow - just add a special liquid and watch as the crystals form into magical shapes. New for 2021 are the Magic Light Up Crystal Set and the Extreme Crystal Science Set, which provides seven different experiments. These will be added to the existing range, which includes a Growing Garden, the bestselling Magic Growing Tree, and a Mermaid, as well as a Unicorn. Learn through play Learning through play is encouraged with the Make Your Own Clock. Completely mechanical with no batteries, this best seller helps to develop mechanical skills too - as do items in the wooden range, including the award-winning Stack and Sounds Train and the Stack and Play Safari Animals. There are also special kits to make your own scented slime and putty in a variety of colours, that can be moulded, torn and bounced. The Tobar range has geography covered too, with inflatable globes and a compass – and for more scientific pursuits, choose from gyroscopes and a range of magnets. A popular seller last year, the Solar System Planetarium encourages children to study the stars. This self-assembly planetarium has glow-in-the-dark planets, which can be painted with glowin-the-dark paints, which are included. Learn even more about the solar system with the Putty Planets Solar System - this has planet globes that open up to each reveal a differentcoloured putty. Or choose the individual Putty planets, which are available in nine colours at pocket money prices in a tabletop display unit.

STEMnm.indd 8

Educating and excavating BANDAI

0208 324 6160 www.bandai. co.uk The STEM range from Bandai continues to go from strength to strength with the expansion of established ranges, creating a solid category within its overall business portfolio. The awardwinning National Geographic toy range has firmly established its position as an evergreen, goto STEM range. As a trusted science brand, National Geographic focuses on exploration, conservation and education, which is incorporated into each kit, providing children with the tools to learn. With a range of price points, the National Geographic range has something for everyone, supporting individual retail strategy and increasing purchase options for consumers. The collection of themed Dig Kits continues to be a best seller, offering kids the chance to excavate a genuine piece of the natural world and learn about their findings with the full colour guide. To maintain a fresh and exciting range, Bandai has introduced four new large sets including Explorer Science Sensory Kit, Explorer Science Earth Kit, Glow-In-The-Dark Mega Science Kit, and Ultimate Gemstone Dig Kit. Each of these kits includes multiple genuine specimens, equipment for handson learning and awesome science activities for conducting experiments at home. In addition, the Rock Tumbler Starter Kit is a fantastic way to start an exciting new rock tumbling hobby. The set enables children to transform rough rocks into extraordinary polished gemstones from all around the world and also contains five jewellery settings to make beautiful pieces. The Original Sea-Monkeys brand continues to grow since joining the Bandai family in 2018 and has firmly established itself as a heritage property with strong retro appeal. Through high-quality, great-value products and regular new product introduction, Sea-Monkeys has thrilled children for decades, allowing them to learn about nature by growing their own aquatic pets through nurture play. A newly launched range includes the glow-in-the-dark Magiquarium, Martian-inspired On Mars, and a pink Magic Castle for housing Sea-Monkeys. Marketing plans include a robust programme of digital, social, influencer, and consumer media platforms to directly target children, parents, and educator audiences.

toysnplaythings.media 06/07/2021 19:26

Colourful creativity EDX EDUCATION 020 7097 5173 www.edxeducation.com Edx Education has been designing and supplying educational products and materials for more than 25 years and is passionate about the ‘learning through play’ movement. The company’s award-winning Rainbow Pebbles is the ideal STEAM education range for the early years - and is one of its best-selling ranges worldwide. Children love the calming and tactile experience of playing with the smooth Pebbles that delight their senses, while stimulating their imagination and creative thinking skills. Allowing kids to collaborate, problem solve, be creative and build their confidence are key areas of STEAM education – and Rainbow Pebbles link learning with creativity and play, making it fun for children of all ages. The range can be used for a wide assortment of activities that are tailored to varying ages. The sets, for children aged from 18 months, include engaging activities that support classroom and home learning play, and teach essential maths basics such as counting, addition, subtraction, sorting, patterning, matching and measuring. Children can copy the activity cards or create their own 2D and 3D objects, buildings and more. Additional activity cards are available to download on www.edxeducation.com. There is also an eco-friendly Junior Rainbow Pebbles set made from an eco-friendly material.

JULY 2021 STEMnm.indd 9

06/07/2021 19:55

FEATURE

GROSS & SPARKLES

Something for everyone Whether they love slime and revolting toys, or prefer glitter and sparkle, this category has something that should appeal to all your small customers! children as they are the best natural scientists. I know. Science is part of What do you stock in this category? their everyday life We stock Crazy Aaron’s Thinking Putty and several as they question different slimes and putties from H. Grossman everything, ponder and wholesalers. We stocked Pushpoppers [from their surroundings H Grossman under its HGL brand] in time for and naturally Carrie Ann half-term. I’ve heard them called all sorts! One explore whatever Booth, founder customer said: ‘Bubble wrap out of rubber!’ They is put in front of The Science are a pocket money line, and pocket money toys Booth of them.’’ sell very well for us. And when it Dan Lovett, The Toy Box, Beccles, Suffolk comes to gross stuff, another popular workshop Ravensburger eat their creations. Most children think is Carrie’s edible poo session. “Why is it this is hilarious, but many of the adults that every five-year-old is obsessed with find this difficult to stomach!’’ wee and poo? My little girl talks about Slime is proving to be quite an it, draws it and looks at it in the toilet’’ ross slime and glittery sparkly evergreen product, according to Julia The Science Booth offers a disgusting toys can appeal to a variety Loeser, science kit sales, marketing & PR digestion demonstration and an edible of senses - and a variety manager at Thames & Kosmos: “Slime poo workshop; both are full of of children. is one of those products that just keeps laughs and squeals. Carrie Ann Booth is founder of The coming back, again and again. “Children love getting Science Booth, a science edu-tainment “We’ve recently seen an increase in down and dirty with the provider based in Cumbria. She buying interest among end-users in our ‘intestines’ and modelling says: “Slime is one of my best-selling award-winning Ooze Labs series, which how our food begins to workshops and from a scientist’s point allows children from the age of six to have turn into wee and poo! of view I couldn’t be happier. Slime is slippery, goopy fun while conducting Once we’ve fully explored science - not only that, it is high-level awesome chemistry experiments. The the biological journey of chemistry in which we can start having two kits we currently offer in the range, making wee and poo, we some engaging conversations about Alien Slime Lab and Ooze Labs Chemistry have the exciting task of polymers and non-Newtonian fluids. I’ve station, can be combined to create the making edible poo. Most even been known to use slime making Thames & ultimate laboratory.’’ children are absolutely with GCSE students in order to nail their Kosmos And it’s going nowhere any time ecstatic at creating their very own poo understanding of scientific enquiry. soon, she adds: “Forecast figures and out of simple ingredients (digestive Beyond that, we also must remember conversations we’ve had with our retail biscuits, golden syrup and melted that we don’t need to teach (in the customers strongly indicate that the chocolate). The real psychological twist traditional sense) science to very young buying power in slime kits is definitely comes when the children are allowed to here to stay.’’ H. Grossman CEO David Mordecai agrees: “Gross will always be funny to children and we will continue to marry Georgina Durrant, author of 100 Ways Your Child Can Learn Through Play, explains how the latest trends to this concept to beneficial sensory toys such as putty and slime can be. “Sensory toys are simply toys make it topical. Glittery items will that stimulate a child’s senses. Slime, for example, is wonderful for stimulating a child’s always be around, mesh balls are sense of touch. Sensory toys can be brilliant for helping children relax and de-stress. really popular at the moment, and our Squishing, rolling, kneading and generally playing with tactile resources such as putty new range of unicorn mesh balls are can be a great activity for children to take part in after a busy day, helping them to looking good - again it’s about tapping forget their worries and focus on the feel of the material in their hands instead. Some into what fashion trends are around and parents find that they can be extremely useful as a resource to use before bedtime, giving it extra sparkle!’’ helping children to go to sleep more easily. Play-Doh and similar toys are also amazing Sensory toys are a big market for H. for developing fine motor skills and hand strength, which are really important for Grossman, with Pushpoppers being the learning to write. latest big thing. Every retailer we speak “For some children with Special Educational Needs (SEN) sensory toys can to tells TnP how popular they are, so be particularly useful. They can help children who are feeling overwhelmed or what’s next? ”If I told you that we would overstimulated to find calm, by enabling them to focus on one sense. For children be giving away the very best of our trade who are blind or have some degree of visual impairment, tactile sensory toys can be secrets!’’ says David “Watch this space…’’ wonderfully accessible toys.’’

Ask the retailer

The benefits of sensory toys

Sparkles & Action Vehicles Featurenm.indd 1

toysnplaythings.media 07/07/2021 10:29

FEATURE

GROSS & SPARKLES

Popping to the loo! H. GROSSMAN 01603 397 105 sales@tobar.co.uk H. Grossman has all sides of this divide covered, and in this case all that glitters is most definitely sales gold! From the latest craze of the year, HGL Pushpoppers, there’s a range of glittery offerings in all shapes and sizes. As seen on This Morning on ITV, Pushpoppers are available in all shapes and sizes and at pocket money prices. HGL reports seeing sales numbering in the millions. Balls have been major sellers this year too, and as we head further into the outdoor season, H. Grossman has Glitter Balls to rival anything that Strictly can offer! Glitter mesh balls, Glitter puffer balls that light up, and Air Glitter Gel balls, which also light up when squeezed. The squishy air glitter animal assortment includes a crab, spider, manta ray, whale, rabbit and, of course, a unicorn. Another great popular combination are rainbows and glitter – the Rainbow Glitter Water Baton fits the bill; sparkling rainbows to accompany any would-be cheerleader. Continuing with the sparkly best sellers - where would we be without slime and putty? It seems as though the popularity of the squishy stuff continues to grow every year. Glitter putty and slime abound, and as a crossover into the ‘gross’ section, take a look at Unicorn Poo, a mega-selling line for HGL. And then we have the Gross…. there’s Toilet Noise Putty in its own toilet-shaped tub. Just push your fingers into the pan to make a series of flatulent sound effects! Or go for the more fanciful Dinosaur poo (and you can get this complete with a figurine) or opt for Flamingo poo or even mermaid poo. There’s even rainbow-shaped poo balloon balls. Really gross is the squeezy poo line of key chains – these assortments are available in jungle animals or farm animals, just squeeze and poo pops out! Thankfully it pops back in again too. The squeezy poo alien key ring has an alien figure which, when squeezed, has brown brains that pop out. Of course, the classic dog poo putty is always a winner (and very lifelike) and a real vintage classic shock toy is This summer’s craze the whoopee cushion, still a from H. Grossman best seller all year round. Pushpoppers - have For everything gross and sold in their millions! glitter, take a look at H. Grossman.

Guess what?

Sparkles & Action Vehicles Featurenm.indd 2

Coming up trumps! FUNRISE salesUK@Funrise.com https://funrise.com Funrise UK’s hilarious Fart Ninjas brand, which combines the evergreen play patterns of gross toys and collectables, continues to illustrate that hitting a bum note is never a bad thing when it comes to entertaining children! This frequently refreshed line-up of farting figures now comprises an impressive assortment of characters and poses. Kids can choose from a hilarious selection of outrageously crude names, as well as a variety of creative formats from this silent butt deadly property. Available at pocket money prices, there are motion sensor activated Fart Ninja Figures that produce realistic fart sounds for unsuspecting passers-by. And there are also the Fart Ninjas XL Figures that come with a remote control that allows kids to ‘fart on demand’, as well as a record and play back function for kids to capture their own fart noises. After all, what young boy wouldn’t want to launch a fart attack on his friends and family?!

Simba adds some sparkle SISO TOYS 01620 674 778 sales@sisotoysuk.com. When it comes to sparkles, no franchise offers more glamour than Disney Princess! And as the UK distributor of the Disney Plush range, Simba Smoby Toys UK presents a royal collection of Disney Princess Plush characters. Kids will love these adorable Disney Princess plush toys. Suitable for children from birth upwards (because everyone loves Disney), each cute and chunky, super soft Disney Princess toy is 17cm tall, which makes them perfect for bedtime snuggles and cuddles onthe-go! Thanks to their familiar styles, and the attention to detail, these Disney Princess toys will bring the magic of Disney to life. This lovable collection includes Cinderella, Belle, Mulan, Rapunzel, Snow White, Aurora, Moana, and Ariel. What child wouldn’t want to host a tea party for all their Disney Princess pals? Each collection benefits from its own focused PR and marketing activity.

toysnplaythings.media 07/07/2021 10:28

Oozing with gross collectables! CHARACTER OPTIONS 0161 633 9800 sales@charactergroup.plc.uk. Character Options’ Treasure X brand continues to illustrate the relentless demand for gross play patterns in the boys aisle, with fresh product lines launching for the second half that present kids with disgusting new compounds to discover! Treasure X remains a top choice when it comes to gross collectables, with each season introducing a new aspect to the reveal and collect concept. Big news for A/W21 is the Treasure X Monster Gold. Kids will love the Monster Coffin packs, which each contain a 5in monster-sized figure, submerged in a creepy new spider egg compound. Search to find hidden ingredients to create a bubbling slimy elixir, then pour over the coffin to watch the monster pop up! Kids can then continue their ghoulish quest by cracking open the creature’s head to discover glow-in-the-dark treasure. Finally, discover the Brain Jar and place the Monster’s Brain inside its head and bring him back to life again. Meanwhile, the hero line of the range is the Mega Monster Lab, which lets kids create the ultimate monster. Things don’t get much more disgusting than digging about in slime to find loose body parts, or injecting slime into the monster’s body to bring him to life. This mad scientist lab playset is packed with 20 levels of adventure and comes with multiple compound experiences, an exclusive figure and guaranteed real gold-dipped treasure!

Slime time THAMES & KOSMOS 01580 713000 www.thamesandkosmos.co.uk

Slime is one of those products that just keeps coming back, and with Thames & Kosmos’ Ooze Labs range, children from the age of six can conduct experiments with slippery, slimy, gloopy, oozy and awesome chemistry! With Alien Slime Lab you are the lead chemist in your very own out-of-thisworld laboratory. And with Ooze Labs Chemistry Station, kids from the age of eight can grab their beakers and test tubes and step up to their special laboratory station for exciting chemistry experiments. Combine both, and you get the ultimate laboratory experience.

Glitter by numbers RAVENSBURGER 01869 363830 www.ravensburger.com New to the arts & crafts category in 2021 from Ravensburger is CreArt, a range of painting-by-numbers products. The Royal Horse features a glitter frame, as well as glitter and varnish to add to the finished painting-bynumbers masterpiece. And the very cute Cuddly Bunny has glittering gems and varnish to add a 3D look to the painting. Autumn/Winter launches will see more additions to the glitter effect section with Festive Friends; a striking stag and red robin, a Pawesome Polar bear as well as a Delightful Deer with glittering gems to attach to the finished creation.

Glitter up! SPIN MASTER 01628 535 000 www.spinmastertoys.co.uk Spin Master has an exciting selection of sparkly toys that will add a little bit of glitter to anyone’s day. Kids who want to fully sparkle will love the new Cool Maker Go Glam Glitter Nails Kit. With six different colours of glitter and everything needed for the perfect manicure, it’s a great pocket money purchase for a budding beautician. In addition, Spin Master’s Twisty Girlz are great for an extra dose of glam and style. With the theme of ‘Girls Night Out’, each Twisty Girl transforms from a fashionable doll into an actual wearable bracelet. Each Twisty Girlz features a different stylish outfit and cool hairstyle and comes with a secret Twisty Pet, which can also turn into a blingy, sparkly ring.

JULY 2021 Sparkles & Action Vehicles Featurenm.indd 3

06/07/2021 12:32

FEATURE

GROSS & SPARKLES

Bright sparks CRAFT BUDDY 0203 417 6565 www.craftbuddyltd. co.uk At Craft Buddy, it’s all about sparkle with the Crystal Art range. In addition to its successful Disney licensed Crystal Art range, Craft Buddy continues to appeal to children of all ages with Crystal Art Frameables kits for younger crafters, incorporating all children need to make and display their creations. Luminous Tree Frog, colourful Rainbow Llama, starstudded Rainbow Cupcake and friendly Sea Turtle are all new additions for this summer. Dazzling and vibrant, eye-catching new designs have also been introduced across the company’s cards and notebook collections. The natural world can now be recreated as sparkling works of art featuring a host of lovable creatures and flora and fauna including 18 x 18cm Crystal Art cards depicting an array of animals and birds. Technicolor Rainbow Toucan and cute and cuddly Koala Hugs feature alongside Penguin Family, Turtle Paradise, and Unicorn Garland for crafters to create stunning cards. New Crystal Art Notebooks featuring detailed Elephant, Lion, Peacock and Rose images are being launched alongside multiple different designs introduced into the Crystal Art canvas kits.

Make and create JURATOYS 020 8878 2133 www.janod.com The 2021 Janod collection includes more than 115 fantastic craft products to choose from, aimed at ages three to 10. Jewellery and beads, cards to decorate, characters to make... children will have fun as they create their own works of art based on their favourite theme. A great way to keep kids entertained and to learn new skills along the way, Janod’s French designs, created in collaboration with Hachette, will not disappoint. Make adorable patterned dinosaur images with scratch art, suitable for ages five and over, or design a unicorn plaque that will take pride of place in any bedroom with the Spool Knit Unicorn Decor kit for kids aged eight and over. Children in that age group will also enjoy making some stylish bracelets for themselves and a friend with the 2 Multirow Bracelet kit. There are plenty more craft items in the range to get kids creative. The products are perfect for parents who are looking for new ways to keep their children entertained and away from screens, while teaching new skills such as crochet, beading, and mosaics for older kids, and learning colours for preschoolers.

A shining example FLAIR 0208 643 0320 sales@flairplc.co.uk. Flair and Just Play is putting on a dazzling display with its Disney Doorables and Love, Diana collections. There’s a sparkly surprise in store behind every door with Disney Doorables. Kids will love revealing all the characters hidden behind surprise doors. Available as Mini Peek Packs, Multi Peek Packs and as A’Doorable Mini Playsets, there are 62 glittery-eyed characters already available to collect, with a further 45 characters to find in the second half of the year. What’s more, come A/W21, fans can collect the special edition Disney Princess figures with glittery gold accents. Girls will love revealing the Disney Princesses hidden behind surprise doors in the new Disney Princess Glitter and Gold Collector Pack! Also new for A/W21 is the Beyond the Door Frozen Playset. It opens up to reveal a glistening ice rink on one side and Elsa’s bedroom on the other and it comes with three figures and four accessories. There’s also the Beyond the Door Little Mermaid Playset, which comes with Ariel, Sebastian and Flounder figures and four accessories. The set opens up to reveal an impressive underwater seascape, with an interactive feature – kids will love placing Ariel on the base and watching as the wave splashes up! Meanwhile, there is a whole love of sparkly princess play to be enjoyed with the Love, Diana roleplay range.

Sparkles & Action Vehicles Featurenm.indd 4

Slime is out of this world! ZIMPLI KIDS

01254 460006 www.zimplikids.com Zimpli Kids is taking its popular Slime Play into outer space with the new Galaxy Slime Play, which is launching very soon. Unleash your inner Slime Scientist and create a popping, colour-changing, multi-sensory experiment with the Galaxy Slime Play. First, turn your water into Clear Glitter Slime, then add in the Crackle Baff Colours to watch the colours change and listen to the Slime crackle. Finally, add in the glow-in-the-dark stars, switch off the light, and watch them glow! The Galaxy range is certified biodegradable, skin safe, stain-free and drain safe.

toysnplaythings.media 06/07/2021 12:32

FEATURE

ACTION VEHICLES

Action stations! Buckle up and hold on tight as we take a spin around the action vehicles arena. From traditional toys to licensed cars, which will be zooming off your shelves?

Funrise

“

Our aim is to bring our licences to life off screen in a way that is true to the brand or character and allows kids to create their own storytelling, inspired by their favourite content or game”

oy cars are a true evergreen category for toy retailers. Whether it’s pocket money priced cars for collecting, or larger models with all the bells and whistles, action vehicles are always going to be in fashion. Licences are an important part of the category, as Kelly Philp, director of marketing at Mattel UK, explains: “Licensed products are an important aspect in this category. Licences allow us to create some exciting toys with the added benefit of some of the hottest characters that kids love. Our aim is to bring our licences to life off screen in a way that is true to the brand or character and allows kids to create their own storytelling, inspired by their favourite content or game. “Our new licensed products for this year include Batman, Fast & Kelly Philp, Furious, Disney and Mario Kart. We director of also have action vehicle toys in our marketing, Disney Pixar Cars and WWE ranges.’’ Mattel UK Traditionally, action vehicles have sat firmly in the boys aisle, but are things changing? Kelly thinks so: “Although action vehicles do tend to be a boy-dominated sector, we always aim to create toys that will appeal to all children. We do this through our breadth of licences, which provide something for everyone. Our Hot Wheels Disney Character Assortment die-cast range - an assortment of 1:64 scale vehicles with realistic details and authentic decos - is as magical as the characters they represent, and suitable for all fans!’’ David Mordecai, CEO of H. Grossman, adds: “Bburago and Maisto action vehicles have a great brand name with a reputation

for quality and innovation. A regular updating of the range has What do you stock in this category? seen younger We stock Hot Wheels, Monster Jam, Paw Patrol, children being Playmobil, plus some remote controlled vehicles engaged with the from Tobar. Hot Wheels is by far the number one BB Junior range, as we sell hundreds every month. Monster Jam which brings from Spin Master is looking very strong this year remote control and the same for Paw Patrol. vehicles to an even Licensed products are very important I think, younger audience. especially in this category as customers like to The ranges appeal see the same as the real thing made into toys - for to both boys and example the Porsche range from Playmobil. girls although I think it’s still a very strong boy-dominated area, traditionally it but we do sell some products to girls, especially was seen as a boy the Sky Paw Patrol vehicle and Barbie van from sector. They have Hot Wheels. unrivalled licences Dan Lovett, manager, The Toy Box, Beccles, Suffolk for all the major car manufacturers We stock a lot of action vehicles. We do ranges in the world, from Mattel and Spin Master – the Monster Jams which keeps them and the Monster Trucks are always good. They’re ahead of other mainly bought for boys. die-cast brands Nicky Tossell, manager/buyer and enables them Youings Toymaster, Barnstaple, Devon to appeal to everyone.’’ most important themes in toys. This new And as tech range will continue to allow children to introduces itself into so many of the toy emulate our real-life heroes,’’ he says. categories, does it have a place in the Mattel’s Kelly Philp adds: “Hot Wheels action vehicles corner? continues to expand its range and Definitely, says Mattel’s Kelly Philp. drive ‘Challenge Accepted’ more than “Traditional action vehicle play provides ever in 2021 with new Hot Wheels City everyone with storytelling play based Playsets, including Hot Wheels City on imaginative action. Hot Wheels Toxic Gorilla Slam. The playset is loaded playsets provide open-ended play and with lots of fun: push-around play exploration with track diverters, and features like a movable petrol pump the ability to connect other Hot Wheels and a tyre shop mechanism. New to track sets through multiple points for the Track Builder segment is the Hot endless play opportunities. We know we Wheels Massive Loop Mayhem Track need to offer something for everyone so Set, which includes a 28in wide track we have recently launched our new Hot loop around which multiple cars race to Wheels Roblox Game ‘Hot Wheels Open avoid near-misses. Also new to the Track World’, which will appeal to Hot Wheels Builder segment is the Hot Wheels Roll fans who also love to game!’’ Out Raceway track set, which combines So with boys and girls keen to keep racing and storage in one cool and buying in the action vehicles arena, convenient package. what can we look forward to seeing on “Also expanding the world of Hot our shelves? Wheels Monster Trucks is the new Hot David Mordecai at H. Grossman is Wheels Monster Trucks Car Chompin’ really excited about its Emergency Mega-Wrex Vehicle: a fantastic new Vehicles range. “This new selection of addition that races around chomping up vehicles in UK livery makes a great cars; and the Hot Wheels Monster Truck gift set or can be purchased as Scorpion Sting Raceway, which is the first single vehicles. The emergency time Monster Trucks and Hot Wheels 1:64 services have always been vehicles have teamed up to take down a very popular and are creature nemesis in a track set.” currently one of the

Ask the retailer

Mattel

JULY 2021 Sparkles & Action Vehicles Featurenm.indd 5

06/07/2021 12:33

FEATURE

ACTION VEHICLES

It’s hero time

On the move

FLAIR

CHARACTER OPTIONS

0208 643 0320 sales@flairplc.co.uk

0161 633 9800 sales@charactergroup.plc.uk.

Fact!

Guess what… The Electronic Spray and Play Jupiter features an extendable rescue ladder platform, as well as opening panels and doors

Character Options gets ready to shift things up a gear in the action vehicles category, with the all-new Fireman Sam Electronic Spray and Play Jupiter fire engine. Everyone’s favourite hero next door is back, with this epic launch in the second half. The free-wheeling Fireman Sam Electronic Spray and Play Jupiter fire engine is action-packed with fun features. First, preschoolers can operate the flashing lights and siren sounds to get them to their emergency destination, with phrases from the show. Next, it’s time to douse the make-believe fires using the pumpaction water cannon to help Sam save the day. And that’s not all – just like Sam’s Jupiter fire engine and those that kids see in real life - the Electronic Spray and Play Jupiter features an extendable rescue ladder platform, as well as opening panels and doors. It also comes with an articulated Fireman Sam figure. Combining the best of preschool action vehicles, imaginative play and appealing to Fireman Sam fans, this hero feature toy is set to be a hot property for A/W21 and beyond.

Driving to succeed! SISO TOYS 01620 674 778. sales@sisotoysuk.com

From the heroic world of Ben 10 comes an awesome action vehicle from Flair. July sees the Ben Tennyson is the launch of the ultimate boy-hero who Ben 10 Wave gained the ability to 14 Metallic transform into one of 10 Themed different aliens when he Action Figures discovered an alien watch. Already a smash hit on the small screen, Ben 10 took to the big screen last October in his very own movie: Ben 10 Versus The Universe. And, with this renewed thirst for all things Ben 10, comes a new wave of licensed toys to collect. While Ben 10 fans can look forward to the July launch of the Wave 14 Metallic Themed Action Figures, there’s plenty of existing lines to ramp up the creative play, including Ben 10’s seriously cool Transforming OmniCycle – the ultimate action vehicle from kids TV. The Transforming Omni-Cycle comes with a Rustbuggy Ben figure – Ben 10 in his racing gear. Children will have a blast as they join Ben on his adventures, beating down all the alien villains along the way. After all, what Ben 10 fan wouldn’t love a transforming Omni-Cycle? This cool action bike, with its collapsible wheels, transforms from cycle to flight mode, meaning that kids can help Ben navigate both off-road terrain and the skies above. Together, they’ll always be ready to take on the bad guys.

Guess what…

collection comprises six Batman vehicles. These Simba Smoby Toys UK speeds into summer with an Toy Story fans can replica vehicles have been an absolute smash hit action-packed line-up of die-cast and RC vehicles choose remote with Bat-fans of all ages, Simba says. Each of the that will have movie buffs in a spin! controlled Forky, six packs contains a metal figure and a vehicle Zooming off the big screen and onto the shelf is Buggy Buzz, Buggy modelled on Batman’s on-screen appearances. the collectable die-cast brand JadaToys. Celebrating Woody or Crash Another Hollywood Rides line that has been the best in action film merchandising with scaled Buggy Buzz enjoying traction this year, thanks to the new F9 replicas of the most memorable wheels, these die-cast movie, is the Fast & Furious die-cast collection. Fans action vehicles feature an impressive level of detail. can collect popular cars from the franchise, as well as new A must-have in the range are the Batman 1:32 scale die-cast additions from Hobbs & Shaw. cars. Launched last year to mark Batman’s 80th birthday, this epic Meanwhile, movie buffs young and old can recreate the onscreen action from Toy Story, Disney Cars and SpiderMan thanks to the awesome RC collection. From the world of Toy Story, there’s everyone’s favourite disposable friend RC Forky. Another must-see is RC Buggy Buzz Lightyear. Kids can help Buzz get to where he needs to be, by taking control of his sweet buggy ride – just like in Toy Story 4. Kids can also collect RC Buggy Woody for the ultimate battle of the buggies.

Sparkles & Action Vehicles Featurenm.indd 6

toysnplaythings.media 07/07/2021 10:57

FEATURE

ACTION VEHICLES

From racetrack to farm track H. GROSSMAN 01603 397 105 www.tobar.co.uk H. Grossman is the distributor for Maisto and Bburago. This relationship enables it to meet all die-cast and R/C needs featuring prestige brands from Ferrari to Ford and from Porsche to Lamborghini. New for 2021 in the Fresh Metal range is a playset featuring five die-cast emergency vehicles in UK livery. Included in this playset is a police van, police truck, ambulance, and two police cars. The set comes with a selection of cones, road signs and barriers that are perfect for setting the scene for these emergency response vehicles. Another playset includes all of these plus a playmat for added play value. Emergency vehicles are also available separately in assortments. Maisto Tech R/C focuses on vehicles that thrive under tough conditions. This year sees the X Ranger coming into its own. This full-function remote control vehicle rolls on a pair of caterpillar tracks and navigates its surroundings with ease. It even spins on the spot.

Life’s a beach Bruder

Hitch a paw-some ride! SPIN MASTER 01628 535 000 www.spinmastertoys.co.uk Spin Master has a great range of new and refreshed vehicles from brands including Paw Patrol, Monster Jam and DC Batman that bring epic amounts of action to playtime. Younger kids will love Paw Patrol’s wide range of true metal 1:44 scale vehicles. With lots of awesome die-cast vehicles to collect, from classic to super rares, kids can enjoy all of their favourite vehicles from the show and create their very own action-packed adventures. Also from Paw Patrol are the Moto Pups Deluxe Vehicles. With authentic graphics and details, large wheels and a pull-back function allowing the motorcycle to perform wheelies, the Moto Pups Deluxe Vehicles bring the motorcycles from the hit show to life for extra realistic and adventurous roleplay. Spin Master’s Monster Jam trucks are authentically designed and provide kids with endless high-flying, car-crashing action. The collectable 1:24 and 1:64 scale trucks are compact in size and feature realistic graphics, official BKT rubber tires and embody the style and swagger of real-life Monster Jam trucks, allowing for some epic immersive play. In addition to Spin Master’s wide range of smaller collectable action vehicles, there’s also a selection of remote control vehicles, which bring the action to life. From Monster Jam, the 1:24 scale El Toro Loco RC delivers big, fast-paced fun and feels like driving the real thing. From a Monster Jam rally over to the streets of Gotham, the DC Batman Launch & Defend RC Batmobile is perfect for superhero fans big and small. This sleek 1:16 scale remote control vehicle includes an exclusive Batman action figure that can launch right out of the cockpit for extra-realistic, fast-paced adventures.

00353 6763800 www.bruder.de Distributor in the UK: Alpha Toys Relaxation and sport on and in the water is important at Bruder in the themed world of leisure. The safety of bworld water sports enthusiasts is ensured by the bworld lifeguard and his station which is equipped with the new rotating beacon for signalling hazardous situations. The new lifeguard quad is available for rapid access to seaside locations. The lifeguard uses the watercraft for water deployment. A new RAM Power Wagon in lifeguard version with figure and SUP is also available and makes a perfect addition to the Life Guard Station. The vehicle’s V8 HEMI engine produces 410 hp and generates a torque of 582 Nm. The manoeuvrable SUP and rescue buoy is also available separately with a female lifeguard. Another new item is the kayak. The paddler is protected with a helmet and life vest, while the floating kayak is equipped with a removable splash cover and has a holder for the supplied double paddle.

Sparkles & Action Vehicles Featurenm.indd 7

toysnplaythings.media 09/07/2021 08:05

Full speed ahead FUNRISE

All shapes and sizes BASIC FUN!

Guess what…

SalesUK@Funrise.com https://funrise.com

Tim.Ives@basicfun.com 0118 925 3270

The Funrise UK portfolio packs a whole lot of action, thanks to its range of Cat construction vehicles. Not to be missed, and all about the action, is the Cat Massive Mover RC. This rechargeable, remote-controlled beast of a machine is the ultimate RC vehicle for any action lover. Kids can’t help but get swept up in the immersive vehicle play, thanks to the incredible level of detail and brilliantly innovative functions. The Cat Massive Mover RC comes with all-terrain performance, real payload suspension and lights and sounds, as well as high-traction rubber wheels. There’s two modes of play to enjoy. Torque Mode allows the Massive Mover to haul and dump heavy loads of up to 10lb. In Torque Mode the Massive Mover will also climb steep inclines of up to 45 degrees. Or, if preferred, this machine can be slipped into Speed Mode, which will see it reach top speeds of 19.3kph (12mph). Other items in the Cat vehicle range to look out for include the Power Haulers, with their Motion Drive Technology. For preschoolers, there’s also the Cat Junior Crew collection, which includes the Junior Crew Power Tracks Friends Train Set. This interactive motorised

From fully functional Rollercoasters for rollercoasters to Tonka A/W21 include the tough construction vehicles, Amazin’ 8, a 2.5ft tall, action vehicles come in all chain-link, spiralising shapes and sizes in rollercoaster; and the the Basic Fun! collection Typhoon Frenzy, a twothis year. in-one build, with 19ft First up, Basic Fun!’s of track to construct – collection of Tonka tough once built it measures construction vehicles almost 3ft tall places kids at the centre of the action for plenty of immersive fun. Little ones will want a slice of the action when they discover the all-new, TV-advertised arrivals from Tonka in the second half of 2021. There’s the Dig & Dirt playset, which comes with a whopping 500g of Tonka Tough Dirt: a mess-free sand compound that mimics real construction site conditions. It makes a brilliant display piece. Also new for A/W21 is The Claw. With its demo packaging, claw grip wheels and lights and sounds effects, this Tonka toy is going to drive itself off the shelf! Another must-have for any action-packed storyline is the Tonka Mighty Machines Lights and Sounds assortment. This new lineup of emergency vehicles includes a Fire Truck, a Police Copter, a Police Car, and a Rubbish Truck. Each vehicle has a robust design and realistic light and sound effects. And more action comes in the form of the Tonka Mini Movers, with the introduction of Wave 2 Metal Movers Single Packs and Wave 3 Metal Movers Combo Pack. Built Tonka tough, each Metal Movers Single Pack includes one die-cast vehicle and Tonka Tough Dirt. Offering kids a whole new way to play with their favourite Tonka vehicles, Tonka Dirt makes play even more realistic and really helps to rev-up the pester power. Meanwhile, the Tonka Metal Movers combo pack is all about mighty construction vehicles. Each set comes with two die-cast vehicles and Tonka Tough Dirt. Next up for action, there’s the fun and dynamic K’Nex Rollercoasters, which launches for A/W21. This brilliant segment introduces an exciting series of K’Nex projects, which always build bigger than the box. There’s the Amazin’ 8 that presents children with the fabulous challenge of building a 2.5ft tall, chain-link, spiralising rollercoaster. There’s also the Typhoon Frenzy, a two-inone build, with 19ft of track to construct – once built it measures almost 3ft tall. Plus, there’s the 3-in-1 Classic Amusement Park Building Set and the Six-Foot Ferris Wheel to discover.

Hot lineup MATTEL

01628 500 000 www.mattel.com/en-gb In 2021 Mattel continues to showcase a lineup of some of the best-known world-class die-cast car brands including Hot Wheels and Disney Pixar Cars, as well as licensed action vehicles including WWE. Hot Wheels drives ‘Challenge Accepted’ further than ever in 2021 with new Hot Wheels City playsets, including Hot Wheels City Toxic Gorilla Slam, which is loaded with fun push-around play features such as a moveable petrol pump and a tyre-shop mechanism. New to the Track Builder segment is the Hot Wheels Massive Loop Mayhem Track Set – a huge looping challenge full of excitement and thrills. It includes a 28in wide track loop around on which multiple cars race and avoid near misses. Also new to the Track Builder segment is the Hot Wheels Roll Out Raceway track set, which combines racing and storage in one package. When collapsed, it serves as a bucket that can hold up to 80 diecast vehicles and five track pieces.

JULY 2021 Sparkles & Action Vehicles Featurenm.indd 8

New K’Nex

06/07/2021 20:07

DON’T MISS…

Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!

Product: YOU.FO outdoor game Company: Brookline Tel: +31 (0)55 301 2409 Web: brookline.nl/youfo

Company: Pebble Gear Product: Mickey and Friends Kids’ Tablet Tel: 01952 987897 Web: www.uk.pebble-gear.com

Product: Toomies Bubble & Bake Company: Tomy Tel: 01932 281 928 Web: uk.tomy.com/toomies

Don't Missnm.indd 1

Product: Crystal Growing Dinosaur Crystal Terrarium Company: Great Gizmos Tel: 01293 543221 Web: www.ggtrade.co.uk

Product: Princess Castle Company: Playmobil Tel: 01268 548111 Web: www.playmobil.co.uk

Product: The Famous Five: A Short Story Collection Tonie character figurine Company: Tonies Email: sales@tonies.com Web: www.tonies.com

Product: Janod Big Reverso Cooker Company: Juratoys UK Tel: 020 8878 2133 Web: www.janod.com

Product: Incredible Inflatable Aero Dancer Company: Thames & Kosmos Tel: 01580 713000 Web: www.thamesandkosmos.co.uk

Product: Trinidad & Tobago Map Puzzle Company: Very Puzzled Email: jambo@verypuzzled.com Web: www.verypuzzled.com

06/07/2021 12:47

TNP

LOOKS BACK

Step back in time TnP founder Malcolm Naish takes a look back through time to reflect on industry goings-on in July 2011, 2001, 1991 and 1983

July 1983

July 2001

• Our ‘In the Pink’ financial reporter - David Churchill - who wrote regularly on financial matters in The Times, told us that Woolies, which was Britain’s biggest toy retailer back in 1983, was having a mega clear-out of stock, by launching a massive price-cutting campaign on over £6.5 milion of stock. This was the latest attempt by the new owners who acquired the company in 1982 for £310 milion to clear the decks for a major revamping of its corporate image and style of operation.

•

I loved one of the products being advertised by Impact International; Crazy Golf Boy. As a golfer of international repute, I had so much fun honing my game with this little golfer!

•

Nick Curry left Toymaster after a 10-year stint.

•

Alex Kenyon of Padget Bros. fame told me his sad story of attempting to book in at the Belfry Hotel at Handforth in Cheshire for the toy trade tennis weekend. Unfortunately, the only Belfry Hotel that Alex knew happened to be the Belfry hotel in Birmingham. Leaving his home in Yorkshire and heading to Birmingham with much traffic on the road, it wasn’t until he produced his hotel confirmation to a bemused receptionist that it became apparent that Alex had chosen the wrong Belfry! ‘There but for the grace of God go I’, I hear you all say.

•

Disney purchased Fox Family Worldwide. Under the terms of the deal, Disney also acquired Saban Entertainment’s library of 6,500 episodes of Power Rangers and Digimon. The purchase meant that Disney would have 15 new channels worldwide with roughly 115 million new subscribers.

•

The Entertainer boasted 27 stores and celebrated the completion of its new 60,000sq ft HQ and warehouse in Amersham.

•

Hamleys issued a trading statement that showed like-for-like sales were tracking at 19% above the previous year.

• I learned on the grapevine that Argos buyer Jim Andrews was leaving the company to join American toy company Knickerbocker as sales director. It wasn’t too long before Hasbro bought the company and installed Jim as sales director. •

•

It’s always interesting to look back. In 1983 Sindy changed its packaging - a move that did not impress many toy retailers. Products selling well included Star Wars, Masters of the Universe, My Little Pony, Barbie and Dungeons & Dragons. I also noted that the wheel had turned full circle as a growing number of retail buying groups were going to Hong Kong to buy direct, cutting out importers. The reverse side of this in 1983 was that quite a few importers were opening their own retail stores – hence the full circle! The gorgeous Princess Diana visited the new Fisher-Price manufacturing facility at Peterlee in Co. Durham to officially open the factory.

July 1991 •

Appletree Toys was acquired from the receiver by Chicco, which appointed David Welsh as UK managing director.

•

A true toy trade legend sadly passed away: Georgie Pound. He was a very slick Cockney clearance specialist and many stories abound concerning him. One story related to a buyer at the Harrogate show ringing Georgie’s suite in the Majestic Hotel, suggesting a 9.30am appointment. His reply was “Get out! Only lunatics and criminals get up that early in the morning.” His bacon butties were famous in Hong Kong at his suite in the Harbour View Hotel.

•

Spears posted improved half-year results with sales up 19.2%.

•

One of the nicest and much-respected buyers in the early nineties was Granville Simpson. He had been a buyer for 30 years or so with a variety of department stores, and when I interviewed Granville he had just been appointed non-food buying director for Asda. • 1991 was proving to be a tough year in retailing. The country was in the grip of a major recession with many house-owners facing negative equity, and there was not a lot of cash around for splashing out on consumer goods. • Our WHSmith games top 40 was headed up by Pictionary, Trivial Pursuit Genius and Uno. It is amazing that around two-thirds of that top 40 are still being sold in 2021, which says much for the longevity of the games market.

JULY 2021 Step back in Timenm.indd 1

July 2011 •

The News of the World phone hacking scandal dominated news programmes but in the toy trade world, there was more interest in the blockbusting films making their debut in the summer. Cars 2, Transformers 3, Pirates of the Caribbean 4 plus the final Harry Potter film were all expected to set toy retailers’ tills ringing big-time.

•

I was sad to learn of the death of Mattel founder Elliot Handler. Cofounding Mattel with his wife Ruth, they were a most formidable duo starting from small beginnings in their garage in Southern California in 1945. They are best remembered for creating Barbie in 1959. Back then it was unheard of to have a child’s doll in the shape of a mature woman with a small waist, long legs and a bosom, so it was a big risk back in 1959. Named after their daughter, Barbie was soon joined by boyfriend Ken and the rest, as I’ve said many times, is history! •

The Handlers sold out in 1975.

• Liberal MP Joe Swinson was reported as saying that kids TV was sexist and lacking in strong female role models. Moving 10 years on I believe the pendulum has probably now swung full circle. As they say: “Don’t get me started!”

06/07/2021 19:21

Mini

ents m i r e p Ex

TV l a t i g i D & g

Designed for children

aged 4 +

sin Adverti

7R\V Q 3OD\WKLQJV 7UDGH $G 0\ VW 6 8 .LW LQGG

Toys n Playthings July 2021

Articles inside

Don’t Miss - a sneak peek at unmissable products for buyers

Girls Collectables - Spin Master Special

The MD Interview - with Gibsons MD Kate Gibson

Gross & Sparkles – a round-up of the latest slimy, sticky, sensory and sparkly innovations

What’s New - fresh launches that you need to get your hands on

Retail Interview - with Ideal World toy buyer Lesley Williams

Cover Story - with Spin Master senior commercial director of marketing Phil Hooper

Trade Talk - suppliers reveal their expectations for Christmas trading

Toy Talk - retailers share their trading experiences and preparations for Q4

Indie Opinion - Diary of a Toy Shop by Amanda Alexander, owner of Giddy Goat Toys

Media Analysis - Giraffe Insights explains why Europe is at a digital online tipping point

Retail Opinion - John Ryan examines ways for indies to sell the ‘shop local’ dream

Media News - the multimedia rundown

People News - all the movers and shakers

Licensing News - what’s hot in licensed products

News - the latest toy industry headlines

Gaining Insight - The Insights Family discusses sales opportunities for movie-themed toys

Leader - with Clare Turner

Retail News - what’s happening on the retail landscape

Trends Column - the U.S. Toy Association shares toys and games to keep kids active this summer