Toys n Playthings July 2022 by Lema Publishing

toysnplaythings.media

022 July 2 No. 7 1 Vol. 4

Helping everyone sell more

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CONTENTS Regulars 022 July 2 1 No. 7 4 l. Vo

Leader - with Tim Murray

News - the latest toy industry headlines

People News - all the movers and shakers

14 Media News - the multimedia rundown

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Editor Tim Murray tim@lemapublishing.co.uk

Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

icensing News - what’s hot in licensed L products

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

24 What’s New - fresh launches that you need to get your hands on 26

alking Retail - retailers share their best T sellers for summer

56 Trade Talk - suppliers look to the second half of the year

Features 34 STEM Toys - a look at new products in this core sector 44 Plush Toys - a round-up of what’s new and trending 50 Construction Toys - check out these handson toys and kits

Special Reports 16

I s the industry inflation proof, Tim Murray asks

Cover Story There’s a new extension – quite literally – to the Sylvanian Families range as budding young hairdressers can style their pony’s hair with the mane attraction of Pony’s Stylish Hair Salon launches. And there’s plenty more from Epoch Games too…

etail Interview - with Alan Wright, category R lead for toys & books at John Lewis & Partners

etail Interview - with Bryony TaylorR Edwards, toy, gift & home buyer at Yarnton Home & Garden

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

At the heart of retail toysnplaythings.media

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7 Trends Column - the U.S. Toy Association focuses on next-gen creators 15 Media Analysis - Generation Media examines non-traditional TV advertising 18 Retail Opinion - John Ryan explores contactless shopping 19

I ndie Opinion - Diary of a Toy Shop by Amanda Alexander, owner of Giddy Goat Toys in Manchester

onsumer Insight - The Insights Family C discusses the uptick in creative toys

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LEADER

Tim Murray

H At the heart of retail Also by Lema Publishing

ello there, and I’d like to welcome Action Man and assorted offshoots and Me-Too you all to the first issue of Toys ‘n’ toys (Little Big Man, for example) saw my mum, a dab hand with a sewing machine, making Playthings under my editorship. bespoke clothing items for my Action Men, I just want to say what a privilege it is including monogrammed polo shirts (seriously). for me to be helping oversee such a During the 90s I started buying vinyl toys and prestigious and storied title. collectables that included, again, Planet Of The I’ve received a very warm welcome Apes figures and loads more, limited edition myself from people in and around goodies picked up around the world, more Star the industry – it really is a very Wars, and shelves heaving under all kinds of friendly business. weird and wonderful characters and vehicles. For those who might have missed the Having kids meant spending the best part of story, I’ve started here after spending what seems like almost 15 years playing with the past 30 or so years working in B2B LEGO and assorted board and card games and trade journalism, covering home and more (I still marvel at how Dobble is entertainment, from VHS through to constructed) and an opportunity to immerse Blu-ray and streaming, across games myself once again in toys. and film, and, in recent years, in And now my youngest son is well into his addition to home entertainment, I’ve teenage years, I get to write about toys, and I also been working on a business title must say, I’m hugely excited to be here. for the newsagent and convenience I’ve got bags of ideas about what I want to store sector, covering, most recently, do with the magazine, but the first newspapers and I’ve often eyed hurdle is to steady the ship, get magazines. settled in, get a few issues of the I’ve often eyed the toy the toy industry magazine out and then see where industry with a a certain with a a certain we are. I’m not going to ring the amount of jealousy, amount of changes immediately, I’m going to having first signed up wait until I’ve spoken to you the to TnP more than jealousy, having readers, on both sides of the fence, 10 years ago at Toy first signed up to retailer and supplier, to see what Fair and thinking “here’s TnP more than you want from the magazine. an industry that appeals So please tell me what you want to me”. 10 years ago at to see in these pages – email me at Ever since I received Toy Fair and tim@lemapublishing.co.uk… a Stingray vehicle as thinking ‘here’s an Meanwhile, what’s in store for a reward for putting this issue? We’ve got loads of up with awful sunburn industry that news, including sustainability in Broadstairs as a appeals to me’ (something we’ll be featuring toddler, I’ve been more of in the coming months), a obsessed with toys. look at inflationary pressures on the toy trade From Gerry Anderson toys such as the and potential fallout for the industry, as well as aforementioned car from Marineville, major features on construction, STEM and plush including assorted hand-me-down toys. Moreover, we’ve got the excellent array of Thunderbirds and Captain Scarlet vehicles (I still own an original Spectrum columnists, as well as some cracking interviews with retailers and suppliers from across the Pursuit Vehicle), through Kenner board. Expect more of the same in the coming superhero action figures picked up on a months – and some new elements too. trip to the US during the 1970s; Planet I’m really looking forward to getting my teeth Of The Apes, Star Wars, Subbuteo and stuck in, to meeting you all and to expanding my more, I’ve continued this obsession well toy collection. And I’ll see you soon… into my adulthood. My obsession with

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TableWare INTERNATIONAL

AWARDS OF EXCELLENCE

J i

”

NEWS

Hasbro influences the judges Hasbro scooped five gongs at the prestigious Influencer Marketing Awards on June 9, including two gold prizes. It picked up Gold Awards at the event, now in its fourth year, for Best MultiChannel Campaign and for Best Family and Parenting Campaign, with the gongs centring on its Nerf Upload activity. The campaign helped the Nerf brand hit its 2021 targets, with a series of YouTube masterclasses helping to teach children about content creation and highlighting to parents the skill involved in Nerf. It won two further silver awards for its Nerf Upload activity, in the Best Use Of Data and Most Creative Influencer Marketing Campaign, as well as a further silver award in the Best Multi-Channel Campaign for its work on the Play Doh Home Protection Service initiative.

Mattel wheels out new

Legends comp The Hot Wheels Legends competition, which offers UK custom car and modified vehicle owners the chance to have their automobile turned into a Hot Wheels die-cast model, is returning for the fifth year. And to mark the event, UK car owners are getting double the

chance to have their real-life cars turned into a Hot Wheels to join the Mattel range. The judging panel made up of assorted experts is looking for cars which “best embody Hot

Wheels performance, authenticity and ‘garage spirit’. Entrants need to apply online, with judging for the UK competition taking place at a live event in the autumn in conjunction with Car Throttle YouTube channel, with followers voting for the winner. The successful UK candidate will then go on to a grand final taking place against 13 other territories in the US in November. Both the international and one regional winner will see their cars getting the Hot Wheels replica treatment Ted Wu, global head of vehicle design at Mattel, said: “As the Hot Wheels Legends Tour expands around the globe, we have been blown away by the passion, enthusiasm and effort that goes into creating these spectacular cars that fuel popular culture and deserve to be Hot Wheels models. Having seen how fans loved our first winner outside the US, we decided to immortalise a regional winner alongside the overall victor. Two Legends are better than one!” More details are at www. hotwheelsuklegendstour.co.uk.

Toy Trust calls for runners to tackle The Big Half The Toy Trust is calling on all keen runners to get involved with a half marathon fundraiser to boost the charity’s coffers. The Trust has 10 free places up for grabs in The Big Half, a halfmarathon due to take place in London on 4 September, with runners in turn pledging to raise a target total of £500 from sponsors after taking part. The Big Half follows the route of the first part of the London Marathon, kicking off in historic Greenwich, with a festival at the end offering food, fun and loads of healthy activities for all the family. And as well as taking part and enjoying the fun afterwards with friends and family, the runners will be able to raise funds for the Toy Trust and its chosen charities. To book one of the 10 places (subject to availability), potential entrants need to contact Matt Jones at the BTHA on matt@btha.co.uk. More details on The Big Half can be found at www.thebighalf.co.uk

Mattel cashes in on the buzz around Lightyear With the big screen adventure Lightyear landing in cinemas last month, master toy licensee Mattel is letting fans bring the action home with a range of toys. The Disney and Pixar film outlines the origins of Buzz Lightyear and Star Command, and Mattel’s range includes action figures, vehicles, roleplay, preschool and plush toys. It includes the Disney and Pixar Lightyear Laser Blade Buzz Lightyear Figure, complete with sounds and lines from the movie, The big Buzz – standing at 11.5 inches – contains 13 poseable joints. Other highlights include the Disney and Pixar Lightyear Blast & Battle XL-15 Vehicle, complete with button-activated missiles, landing gear and a Buzz figure. There’s also a Disney and Pixar Lightyear Zurg figure, featuring the film’s baddie, with Buzz through the ages and other Star Command heroes in the Disney and Pixar Lightyear Core Feature Assortment. Fans can also sign up to become a Star Ranger with the Disney and Pixar Lightyear Laser Blade DX, a sword-like blade as seen in the movie with authentic swooshing noises.

toysnplaythings.media

INSPIRING THE NEXT GENERATION OF CREATORS There is an exciting array of toys and games hitting shelves this year that encourage kids (and kids-atheart) to flex their creative muscles and customise their own play experiences.

IMC targets tweens IMC Toys has entered the fashion doll market with the launch of its new BFF by Cry Babies range, which effectively extends the brand journey of Cry Babies to an older audience. The launch means the Cry Babies now goes from baby dolls for younger kids, to its smaller Cry Babies Magic Tears collectable dolls and now through to BFF, aka Best Friends Forever, a range of eight 20cm dolls for older girls. Each doll comes with trendy outfits and silky, colourful hair for styling. There’s also a twin-pack featuring two dolls with a raft of more than 20 accessories and a necklace for children to wear. The launch is being supported by what IMC said is a ‘robust’ marketing

campaign, which will include TV, digital, social, PR and experiential activity. It is also being promoted through 13 seven-minute animated adventures, which will air on IMC’s Kitoons YouTube channel, its own over-the-top platform and streaming networks. IMC Toys UK marketing manager Kerry Tarrant said: “As with all our brands, content development came first, followed by a toy line to enhance that on-screen experience into physical play. We’ve translated this on-screen experience into a stand-out fashion doll range. The new animated series focuses on key tween and teen drivers such as friendships, comedy, self-esteem, and emotions.’’

Outdoor toy gongs The Outdoor Toy Awards has called for earlier entrants for the gongs after celebrating its 2022 event and beginning preparation for next year’s ceremony. The event, now in its sixth year, is the only one of its kind dedicated to outdoor toys, and organisers said the 2022 event highlighted ongoing innovation in the category from manufacturers and distributors. The 2022 Outdoor Toy Awards drew more than 60 entries from across the UK and there was also ‘strong interest’ from mainland Europe. Organisers said the 2023 process would be brought forward to encourage more and earlier entries. The oveall winner voted for being best in play was the Wahu Zoom Ball Hydro. Other winners included: in the climbing and adventure category, Feber Eco Playhouse; in outdoor sports it was Golden Bear Skills Ball Smart Ball; flying toys was won by Aerobie Sonic Fin; the Torq Ruff 200mm big wheel scooter scooped the ride-on section; trampolines and inflatables winner was the Sportspower 10ft x 8ft Trampoline; the preschool category saw Fisher Price’s 4.5ft Trampoline winning through, and science and nature was picked up by the Wooden Potting Bench from TP toys. In the final three categories, outdoor games and play was won by Winning Moves’ Giant Pass the Pugs; battle and blaster toys by Zuru’s X-Shot FaZe Clan and Crazy Fort from DKB won in houses, tents and hideaways.

JULY 2022

Named one of the top toy trends to watch in 2022 by the U.S. Toy Association’s trend experts, the ‘NextGen Creator’ trend includes everything from arts & crafts and activity toys for aspiring young content creators to STEAM toys that encourage hands-on exploration, as well as cooperative adventure board games for every age. While this trend is fuelled by content creation on and for the digital world, it is one that inspires skill-building across every format, from hands-on construction to drawing and more. It also encourages intergenerational play as families create, build, and play together. Here’s a few examples of fun toys and games for creative kids of all ages: Lite-Brite Stranger Things (Basic Fun!) lets kids-at-heart and fans of the Netflix series create art with lights inspired by scenes from season four of Stranger Things. Older fans will also appreciate the retro packaging and classic features of the set. Create and Discover Dino Craft (Galt Toys) introduces little ones to early STEAM learning and creative thinking as they craft. Using the included 24-page project book, kids can learn about dinosaurs as they construct a 3-D dinosaur scene, create their own fossils, and mould a stegosaurus. Echoes: The Microchip (Ravensburger) is a co-operative audio mystery game for ages 14 and up. Using the free app, players are given hints from the mysterious noises and voices that are connected to the playing material. They must then work collaboratively to piece together the story and solve the case. Dragon Inferno (Smart Toys & Games) is a two-player strategy game in which players need to think creatively to build the biggest kingdom in the Dragon valley. But watch out for fire-breathing dragons that can turn kingdoms into ashes. Crayola Colour ‘n’ Style Friends Bluebell Coupe (Crayola) is a real working toy vehicle that kids can colour in and personalise. Just wipe off the car and colour over and over again. It also comes with a Bluebell doll that can also be coloured for added customisation. Want to know what will be trending in toys and play in 2023 and beyond? Be sure to mark your calendars for two can’t-miss, inperson marketplace events. The Toy Association’s 2023 Preview & 2022 Holiday Market, taking place 20-22 September in Dallas, Texas, invites play professionals to take advantage of the show’s unique position as both a long-lead and Q4-focused event and will also host the prestigious Toy of the Year (TOTY) Awards. Then, 2023 marks the return of the biggest North American toy show! Toy Fair returns to New York City next autumn to showcase hundreds of thousands of innovative and never-before-seen toys and games and bring thousands in the global play community back together for business.

NEWS

From small Acorns…

Toynamics on track with rail campaign Toynamics has pulled a raft of TV celebrities and influencers together as part of an ongoing digital campaign to push its Hape brand. The campaign is aimed at boh driving awareness of the brand and pushing sales at retail, enlisting the likes of Christine McGuinness, Cara Delahodye, Mario Falcone and Day With Dad. All are parents with children in the target age range, and they were sent the wooden railway Hape toys and set up their own systems and builds. Toynamics UK and Ireland MD David Allan said: “Over the past 12 months, we’ve worked hard to drive awareness of Hape railway with consumers and our retail partners. We wanted to build on this success, with family-focused influencer activity, to amplify that brand awareness and help drive sales. “We’re thrilled with the content created, it shows the quality of our railway toys, the compatibility of product within the range, and that Hape is all about play! The content achieved great engagement and reach across Instagram, and has hopefully helped influence more families to invest in Hape railway.” The company has also pledged support with promotional activity for retailers in the form of offering up gifts to give away with purchase, play tables and ‘bespoke activity’ for individual retailers.

Dodo comes alive as Thames and Kosmos celebrates at UKGE Dodo is alive, long live Dodo. For while the creature may be long extinct, the game with the same name, from Thames and Kosmos, received a rapturous reception at the UK Games Expo. The Jubilee weekend saw the company putting its wares on show at the table top gaming event.

Dodo is, the company said, ‘a family friendly game of memory matching, which features an almost magical and definitely gravity defying wibbly wobbly egg!’. It sold out on the first day of the event, receiving rave reviews from not just fans but content creators and influencers too, such as the renowned Shut Up and Sit Down crew. Its success was just one of the higlights for Thames and Kosmos, with Bitoku winning the judges’ choice award for the best Euro-style game at the show. In addition, its latest EXIT game, Shadows over Middleearth and Switch and Signal also sold out at the event.

With the European football tournament currently boosting the profile of the women’s game even further, My Top Trumps has signalled its support for the game with a new deal with AFC Acorns. The club is going from strength to strength after back-to-back promotions in its two-year history and My Top Trumps’ support will help its outreach and community efforts for the women’s game too. And the company has also created one of its bespoke personalised sporting decks for the club. A My Top Trumps spokesperson said: “Women’s and girls’ football is a growing and exciting sport; it impacts the community and challenges society on topics such as diversity and inclusion. We are delighted to support AFC Acorns with their long-term plan to grow and raise awareness of the women’s and girls’ game.’’

Diversity is hot topic

for parents

Less screen time. More diversity. More playtime with children. And more inclusion. Those are among the key findings from a report into the hot topics of diversity and inclusion by familybased marketing agency Kids Industries (KI). The agency asked both parents and their offspring to see how the issues affected them and what they meant for the toy and game sectors. KI said that the report showed that parents wanted to see less differentiation between girl and boy toys, as well as more positive role models. As well as wanting more traditional educational benefits from toys, parents also wanted better representation for racial groups, people with disabilities and LGBTQ+ groups. When it comes to video games, parents also believe that children are on screens too much, and more than a third in both the US and UK were keen to get more involved with gaming with their kids, too. Gary Pope, CEO and co-founder at Kids Industries, and Children’s Commissioner for Products of Change, commented: “Play underpins everything that our children will become – it is as Maria Montessori said: ‘The work of the child’.’’

toysnplaythings.media

Jump IN for joy

The Right stuff

Smart Toys and Games has launched a new limited edition variant of one of its bestsellers Jump IN. The original game sees bunnies trying to jump over animals and objects to make it safely to their burrows before being nabbed by sliding foxes. The new limited edition version – which Smart is urging consumers to pick up before it goes – offers a raft of new challenges and difficulties for players. UK brand director at Smart Toys and Games Karen Clarke said: “We are thrilled to unveil our limited-edition version of Jump IN. This game has been a real favourite among customers over the years, so it’s fantastic we can now offer this special version with even more brain-teasing challenges to complete and enjoy!”

Wilton Bradley is celebrating after scooping four gongs in the annual Right Start Awards. The awards come after the rigorous testing process applied by judges to give their seal of excellence on goods. The company scooped two awards in the Active category, for its Xootz Bumper Car and Xootz Bubble-Go Scooter, picking up a further brace of gongs in the Outdoor category. These came for its Playhouse Waterwall and Xootz Ride Ons BMW Z4. The quartet made it the joint bestperforming company and as well as featuring in the Right Start catalogue and site, the company can also emblazon its product with a rosette on the relevant products.

Smart deal makes everyone Happy

Universe is growing fast Arts, crafts and toy supplier Curious Universe is celebrating after being included in the prestigious Sunday Times 100 list for 2022. The list recognises the fastest-growing companies in their respective sectors and has spotted Curious Universe’s achievements and growth in recent years. With an E.P.I.C. ethos – focusing on Explore.Play.Imagine. Create. – the company has products spanning arts and crafts, books, stationery, toys and jigsaws. It produces 500-plus products and employs more than 70 people. It was launched by husband and wife team John Styring, 49, and Briony Britten, 45, in 2017 with the support of Australianbased publisher Hinkler after the pair, chief executive and creative director of Curious Universe respectively, had built up and sold Igloo. “We are over the moon to be included in this internationally recognised list as it represents the hard work and dedication of our very talented team across all areas of our business” commented John Styring, CEO of Curious Universe. “Our creative and passionate team strive to develop innovative and exciting products as we take the business forward into new markets for 2022 and beyond.”

JULY 2022

Two companies formed 30 years ago within days of each other have joined forces after the acquisition of The Happy Puzzle Company by Smart Toys And Games. The former, based in Hertfordshire, boasts a customer base of more than 400,000 consumers, a presence in more than 14,000 schools, and is distributed in 23 countries. Smart Toys and Games, based in Belgium, is known for its brands such as Smartmax, Smartgames and Happy Cube. It said that the deal will bring The Happy Puzzle’s products into its growing portfolio and will widen the distribution even further through Smart’s worldwide network. Smart’s global CEO, Rolf Vandoren said: “Many of the great puzzles and games developed by The Happy Puzzle Company will find their way to many more families of puzzle fans through the Smartgame brand’s wide international presence.” The Happy Puzzle Company CEO Gavin Ucko will remain in the role alongside the Happy Puzzle team, operating from its existing Elstree base. He said: “Smart and Happy Puzzle have already been working together for more than 20 years and the synergies between the two companies are clear. It’s incredibly exciting and the whole of the Happy Puzzle family is both proud and excited to be joining Smart’s wonderful team.” Vandoren and Ucko each launched their companies themselves and remain at the helm, with both launching within a fortnight of each other in the winter of 1992. 9

NEWS

Sales to make your

hair curl

Still trending after 20 years Independent toy company Trends UK marked its 20th anniversary with a trip to the home of British motorracing, Silverstone. The company launched 20 years ago after a crew of UK toy professionals banded together to rescue a company that had gone into liquidation. From its initial focus on science and nature toys it has gone on to develop its own toys and lines with a portfolio that takes in preschool learning toys, science toys, detailed replica engine kits, spy role play gadgets, magic sets, and creative play categories. Additionally it also gives sales, marketing and distribution for the UK market to international suppliers. Describing itself as a “small but vibrant business in the UK toy industry’’, it works

with such brands as Numberblocks & Alphablocks, Hey Duggee, Peppa Pig, Paw Patrol, The Adventures of Paddington, Something Special and Thomas & Friends for licensed electronic products, as well as developing its Science Mad, Machine Works and SpyX brands for older children. The Silverstone trip coincided with the British Formula 1 Grand Prix, and MD Lee Clowes said: “What better way to celebrate our 20th anniversary than a day out at Silverstone, right on our doorstep, and with a guest appearance on the podium from a British icon (Lewis was robbed…. again!). A wonderful day organised as a special thank you to our great team at Trends, by capping off 20 years of thrills, spills, and adventure!’’

Golden Bear has announced sales of its newly launched Curlimals range of of interactive plush toys have “exceeded its wildest expectations”. The range has, the company said, achieved its triple forecast targets and held the top three slots in Amazon’s hot new toys chart for its initial two-week launch period. The range is made up of three different toys; Blue the badger, Bibi the bunny and Higgle the hedgehog, woodland creatures that respond to touch with more than 50 different sounds and reactions. All three uncurl to play and curl back into a ball to sleep, hence the name. Golden Bear has now revised its Q4 sales forecast and is analysing data both for ongoing marketing plans and to shape forthcoming ranges and development of the toy. The company added that the accompanying website, www.curlimalstoys.com had achieved strong visitor and download numbers. It is continuing to market the range with ‘robust’ marketing to the end of 2022, plans include “TV advertising and sponsorship, influencer partnerships, and digital, social, and PR campaigns”. Golden Bear MD Barry Hughes said: “We always knew that we’d have a hit on our hands with Curlimals after we saw the reaction of kids during our research. The internal buzz continued during development and then we had such positive retailer responses during previews and trade show season. A special thank you must go out to our primary UK and Ireland launch partner, Smyths Toys, for their initial enthusiasm and support.’’

Duggee hits the road

Big beano to mark Beano birthday

Preschool brand Hey Duggee is taking to the road for its first-ever nationwide tour, on a marathon slog around the country taking in almost 100 dates. Live Nation promoters Cuffe and Taylor are working with BBC Studios and Kenny Wax Family Entertainment for their biggest ever live touring theatre production. The tour will run through from December until the summer of 2023, including a prestigious month-long residency at the Royal Festival Hall on London’s Southbank. Ben Hatton, Cuffe and Taylor’s director of theatre touring, said: “We are incredibly excited to be working with both Kenny Wax and BBC Studios to present Hey Duggee live for the first time ever. The TV show has proved to be an absolute phenomenon and we hope to enjoy the same success in theatres across the UK. This is a great relationship for us all and one that we look forward to developing further.” Kenny Wax said: “We are so thrilled to be working with Live Nation, Cuffe & Taylor, Studio AKA and BBC Studios to create a new stage show with lots of surprises touring the country with a sit-down month in London over Christmas. I can’t wait.”

The Beano is readying itself for another landmark in 2023 as the title reaches 85 years on the shelves, with a support package to give it a further boost for fans young and old. It’s the world’s longest-running comic and has just enjoyed a fifth consecutive year of sales growth as it was boosted by stay-at-home fans during the pandemic. The celebrations will see a special issue, a national press and media campaign, and support from celebrity fans as well as a licensing programme to match. Rocket Licensing said it is planning an “exciting schedule” of consumer products featuring not just the iconic dog and chief property Dennis the Menace, but a cast including Roger the Dodger, Minnie the Minx and the Bash Street Kids. Charlie Donaldson, joint MD at Rocket Licensing, commented: “Beano is part of the culture of Britain, and we’re thrilled to be able to honour the brand’s 85th birthday.’’

toysnplaythings.media

ECO NEWS Vtech unveils latest

sustainability report Vtech has published its ninth sustainability report and is aiming to bolter its global strategy with specific action for the UK. The report highlights its current strategies and plans to move towards clean energy. This will include more solar panels and lamps installed in its manufacturing and operating sites. With water- and energy-saving efforts already in place, the company said it had “achieved notable reduction in Greenhouse Gas (GHG) emissions by 14.8% and water consumption by 18.0%”. It is also aiming to introduce more recycled items. These will add to the Busy Musical Bee and Soft Discovery Turtle, which uses recycled PET bottles for its fabrics and the Touch &

Feel Sensory Keys and Stack, Rattle & Link Elephant, which uses plant-based plastics. London Toy Fair winner Busy Musical Bee uses six recycled water bottles. It is also committed to reducing packaging through sourcing and other developments. The report noted: “Currently, almost 95% of toy packaging materials is recyclable, of which about 85% is from recycled materials. VTech are committed to eliminating fossil-based blister packaging and replacing it with plant-based alternative in 99% of the electronic learning products by 2025. In the UK, by adding QR codes for full instruction menus, the leaflet size has reduced in size by 40% and over 50% of all packaging now features the OPRL labels and recyclenow.com information.” It is also aiming to recycle old toys. Clive Richardson, UK marketing director, said: “The team here are complementing this award-winning global sustainability plan with specific UK action such as

Sambro opts for

sustainable filling Sambro has set the standard for sustainable plush delivery after announcing that all its toys will feature 100% recycled filling. The move includes its Disney range of plush toys as well as Care Bears, Peppa Pig and other licensed product, and will avoid using harmful virgin polyester. The recycled fillings will come mainly from plastic bottles and will save them from being used as landfill, thus offering two separate eco-friendly solutions. The move has been made under Global Recycle Guidelines, while Sambro has also been certified by the Forestry Stewardship Council and is aiming to replace all its cardboard with officially certified packaging taken from sustainable forests. The plan is to achieve this within 12 months. Awareness for its sustainability initiatives will be highlighted by labelling. Paul Blackaby, Sambro CEO, said: “Managing the products we create and the impact they have on the environment is a key consideration for all of us at Sambro. Sustainability is important to us, our licensors, and our customers, which is why we’ve ensured our range of plush toys are as eco-friendly as possible. “As a business we are driving forward our ESG strategy, with commitments to reduce carbon footprints and improve practices and operations across all areas of our business.”

JULY 2022

the non-plastic pack, OPRL labels and volunteering to help the local community.” The report also looked at UK initiatives, saying: “Participating in initiatives for the local environment, VTech UK staff built a wild flower area and bug hotel in the grounds of the VTech offices, went meat free on Mondays, cycled to work, swapped-not-shopped initiatives and homed plants on work desks. A team also volunteered for a community litter pick, going out weekly to clean up the local area. Partnering with Ecologi, every one of VTech’s UK staff will have their entire carbon footprint offset to become climate positive in 2022.”

Playback to the future Mattel has expanded its Playback reuse initiative, which aims to turn the company into a 100% recycled, recyclable or bio-based supplier within a decade, by including FisherPrice toys in the scheme. The move comes as the scheme, which sees consumers sending old Mattel products they’ve outgrown back to the company for it to then reuse and recycle, celebrates its first anniversary. Non-electronic Fisher-Price toys, taking in the likes of Laugh & Learn, Little People, Imaginext brands and more, join other Mattel brands Barbie, MEGA and Matchbox in the Playback initiative. “The Mattel PlayBack program has been eagerly received by consumers and has provided tremendous learning specific to the durability and disassembly of our products, which will aid in the future design of products made for the circular economy,” said Pamela GillAlabaster, SVP global head of sustainability and social impact, Mattel. “We are also exploring new technologies in plastic processing and recycling, with our longer-term goal to use materials collected through Mattel PlayBack in future toy production.” Fisher-Price infant and preschool SVP and GM Chuck Scothon added: “At Fisher-Price, we design toys to be loved, cherished and passed on from one generation to the next. The Mattel PlayBack programme, aimed at repurposing these materials into new products and helping the environment, now provides parents and caregivers the opportunity to give these beloved Fisher-Price toys a new lease on life.”

PEOPLE

NEWS

Carolina Perez-Amaya joins IMC Toys IMC Toys has appointed Carolina Perez-Amaya as national account manager for the UK. She joins the company from Tesco, where for the last four years she was the lead buyer for boys’ toys. In a 16-year stint at the supermarket giant, Perez-Amaya worked her way up from trainee buyer to assistant buyer, then buying manager, across a variety of sectors including cook and dine, party, stationery, home textiles and toys. Bringing a wealth of buying experience to her new sales role, she will work across IMC Toys brand portfolio, including best-selling Cry Babies, Cry Babies Magic Tears, Bubiloons and Bloopies, as well as new brands launching for A/W22 and S/S23. She will report into UK sales manager, Lisa Cox.

Page

turns over a new leaf Verity Page has rejoined Flair GP, taking up the role of head of marketing at the company where she had previously spent six years. Page, née Groom, had been marketing manager at the company, and was, Flair said, integral to the success of Shopkins and had worked on a number of key brands. Commenting on rejoining the sales and marketing division at Flair, Page said: “This is a great time to be re-joining the Flair team. The existing brand portfolio combines an exciting mix of fresh IPs and heritage favourites, with the likes of Plasticine, MonsterVerse, the Messi Training System, Stickle Bricks, Unique Eyes and more. And that’s not to mention everything that’s still to come for A/W22: Action Heroes, Hamstars and Super Cute Little Babies to name but a few. It really is such a privilege to have the opportunity to work across such iconic and innovative brands and I am delighted to be a part of the incredible Flair family, once again!” Julia Cake, UK MD at Flair GP, said: “We’re so thrilled to be able to welcome Verity back into the Flair fold. She played a huge role in launching Shopkins and multiple other Flair brands, and her experience in developing and executing impactful campaigns is going to make her a real asset to the team. “I very much look forward to working with Verity to ensure the continued development and growth of the business.” 12

Sara Taylor takes top role at MGA UK and Ireland Sara Taylor is set to join MGA Entertainment as managing director for the UK and Ireland. Taylor boasts more than 30 years’ experience in the international toy business; – her 13-year spell at Spin Master where she oversaw the UK, Ireland and Amazon Europe businesses, was preceded by stints at Funrise Toys and Mattel. In her new role at MGA she will be overseeing key brands such as L.O.L. Surprise!, Rainbow High and Little Tikes. Taylor said: “There’s no doubt that MGA Entertainment is at the forefront of the toy industry – and I am very much looking forward to the opportunity to play such a critical role within it. Working with such a passionate team – and on such innovative brands – both drives and excites me. I am

thrilled to be able to bring my experience, gained over three decades working in the industry, to this role and to take the UK and Ireland operations to the next level.” Isaac Larian, CEO and founder at MGA Entertainment added: “Sara has the great owner-operator mentality to fuel MGA’s growth to the next level. Her wealth of experience, combined with our incredible UK team and market-leading brands, is definitely a recipe for success. “I am truly excited to see what the future holds for the UK and Ireland business under such experienced and inspiring new leadership.”

University challenge

“Victoria is an absolute pleasure to work with and is a huge asset to the marketing team and the business as a whole”

After barely 12 months at University Games, Victoria Reece has been promoted from marketing assistant to the role of marketing executive. The company said Reece will play a key role in its Q4 campaigns and marketing activity, which will include a TV advertising burst, radio partnerships, YouTube and social media activity for Subbuteo, as well as multimedia campaigns for family game Smart Ass and assorted online activity for the likes of 5 Star Review, Question of Sport Board Game, Judge Your Friends and Quicksand. Marketing director Gemma Lewington is delighted to see this promotion: “Victoria is an absolute pleasure to work with and is a huge asset to the marketing team and the business as a whole. She has shown great diversity in her work and takes on every task she is given with dedication and focus. “Over the past year, Victoria has been instrumental in the development of two new trade websites for our businesses, working with creativity and initiative to ensure these major projects were delivered on time. It has been a joy to watch Victoria grow and develop in the role, to become the accomplished marketeer she now is, and achieve this promotion that she very much deserves.”

toysnplaythings.media

Rubies promotion for Graham Gardiner Rubies has announced that long-term staffer Graham Gardiner has been promoted to the role of commercial director for the UK, Central and Northern Europe. The move, part of the company’s renewed strategy and ‘continued business reinvigoration’ means Graham will oversee new business, sales strategy and product life cycle. He has already been involved in much of this in his current position as general manager for EMEA. Since joining Rubies in 2006, Graham has been pivotal for business growth,

retail relationship management and sales across the Middle East, Central and Eastern Europe, CIS and Asia. He is also responsible for warehousing expansions and B2B commercial opportunities. With more than 30 years’ experience in the international toy industry and licensing, Graham has worked for some of the biggest names in the market including Hasbro, Mattel and Kids2. His skills and responsibilities range from European Domestic to FOB business. Rubies MD Mike O’Connell said: “Commercially, Rubies couldn’t be

Playtime PR restructures team Specialist toy and game PR agency Playtime PR has restructured its team after celebrating an eighth year of ‘continued growth’ for the company. The company has appointed Mary Bobroff, Louise Hathaway and Chrissie Williams as joint heads of consumer campaigns. The move follows the appointment last year of Ceriann Smith to work as director of strategy and creative to work alongside Playtime founder Lesley Singleton. All three have worked as freelancers for a number of years at Playtime, with Bobroff and Williams now permanent staffers and Hathaway acting as an independent consultant. Meanwhile, Amy Hayward-Paine has taken on the role of head of social media at the company, working as an independent consultant, reflecting the company’s growing workload in this area.

in better hands. With the combination of over 30 years of experience in the industry and 16 at Rubies, Graham understands the company direction and 365 Business Plans thoroughly. “A natural evolution from his existing role as general manager EMEA, the role of commercial director will be the driving force behind Rubies new forward-thinking vision while spearheading new trade initiatives.”

Golden Teddy for Tim The British Toy & Hobby Association (BTHA) has presented a prestigious Golden Teddy award to industry stalwart Tim Hall. Hall, who has been in the industry for more than 35 years, has been MD at Ravensburger since 2020. He has recently announced his retirement, with past and present colleagues and friends getting together for a celebration dinner. He was praised in nominations as someone who was always encouraging, positive and available to his team, and described as “a gentleman, a genuine human, and with a great sense of humour”. BTHA chairman Graham Canning said “Tim is the perfect representation of what a Golden Teddy Award winner should be; someone who is loyal, respected and has served with dedication over a sustained period in the toy industry. I cannot think of anyone more deserving for this award than Tim and my huge congratulations go to him for this recognition.”

MEDIA

NEWS Hello Kitty purrs back into life on screen

Character boards YouTube Character Options has launched its own YouTube channel for young viewers, with bespoke content and videos created by children themselves. Kid-facing channel Character Kids TV (www.youtube. com/channel/UCThikV-NiSvga4I46e2ErHg) went live on 21 May and already boasts a raft of different shorts and more. Its launch coincided with that of GooZonians, the company’s new squishy collectable doll line, with an animated 11-minute webisode heralding their arrival. As well as GooZonians, there’s plenty from Heroes Of Goo Jit Zu as well as preschool stop-frame animated adventures for preschoolers. There are also videos crated by the Character Kidz, Character Options’ own kidfluencers and content creators. The company’s marketing director Mark Hunt said: “Our decision to create this entertainment space for children has in large come from the multiple changes to YouTube’s digital space for kids. The Character Kidz TV channel is a place where kids can come to watch premium fun videos – be it skits from kids, CGI animated content, or entertaining toy play. “A part of our development strategy is to create great, storyline-based content for our own IPs, so we’ve created a platform to house them. Since the channel’s launch, we have been amazed at how many views have already been achieved (more than three million and rising daily). Our task now is to keep populating the channel with content that kids will seek out.” The launch comes ahead of the summer’s Character Kidz events, which sees the team highlighting Character Options launches and activity. This has now grown into a series of events due to take place between July and November, rather than one single bash. Hunt added: “Character Kidz is our annual showcase; it’s an established part of our autumn marketing strategy and each year we come up with innovative ways to keep it fresh for our followers. This year, Character Kidz will kick off at the end of July, at the BlogOn Kids family event, where we have our own special Character Kidz room. Thereafter, each month, we will choose key brands to promote.’’ 14

Legendary character Hello Kitty continues to spread her wings as more broadcasters across Europe and the Americas sign on the dotted line for the new adventures of the moggy. The new original 3D animation kids programme, Hello Kitty: Super Style, is the latest iteration of the franchise created by Sanrio, and will launch with 52 x 11-minute episodes later this year, under the watchful eye of producers Watch Next, Monello and Maga Animation Studio and distributor Kids First alongside co-developer Amazon Kids+, which commissioned the series. Deals inked include Canal+ and M6 in France, RAI in Italy, Tiny Pop in the UK, Discovery Kids across Latin America, RTS in Switzerland, and Hop in Israel. Head of kids and foreign series at Canal+ Audrey Brugere said: “Hello Kitty is a world-famous brand loved by kids and their parents across generations. Watch Next Media and Monello Productions have successfully respected the DNA of this pop culture icon while creating modern, creative and fun new graphics and stories. We are very excited to be part of this ambitious show!”

Numbers add up for the squad

Mia and Me movie spin-off heads to cinemas Studio 100’s Mia and Me movie spinoff is heading to cinemas around the globe after making its debut at this year’s Cannes Film Festival. The film follows three successful seasons of the series airing in more than 170 territories worldwide. The film, which blends CGI and live action, has opened in Germany, Austria and Switzerland, with France, Spain and the Frenchspeaking part of Switzerland in July, and Hungary and Bulgaria in August and September. Distributor Viva Kids has acquired US rights for a release in 2023 and president Victor Elizalde said: “From 100% Wolf to Vic the Viking, Viva has had tremendous successreleasing Studio 100 titles in the US. We are thrilled to be adding such a charming and entertaining film to our 2023 slate. Mia and Me will definitely be a favourite for young audiences.”

Animation production company Omens Studios has signed on the dotted line with Sky Kids in a deal that will see its new 123 Number Squad series airing on the channel and the associated streaming service Now from February 2023. Sky Kids has pre-bought the first two seasons of the CG animated series, which follows the adventures of Paula, Billy and Tim, the three members of the team who just love numbers and help out their friends and neighbours solving problems. Executive producer Sally Marchant said: “The writing team on 123 Number Squad has a raft of credentials and it’s a pleasure for us to be working with talent of such high calibre.” Chi Sim Tang, CEO of Omens Studios, added: “Our talented team have produced a show that will excite and educate preschoolers.’’

toysnplaythings.media

MEDIA

ANALYSIS

Fancy watching

SVOD Mum? L

inear TV is in decline, that is undeniable. Children’s total viewing hours across Q1 this year fell by 34% year-on-year (YOY) for children aged four to nine years old, to an average of four hours and 31 minutes per week. Looking at kids commercial channels alone, viewing from kids four to 15 years old fell by an astonishing 50% Q1 YOY. Do not, however, let the statistics trick you into thinking that this means TV is dead. The physical TV set is still as prominent in the lives of many as it has ever has been. True, there are many video services now competing with linear for attention across a multitude of physical platforms, as our audience of content chasers watch their favourite characters across multiple devices. However, the TV set itself has diversified. Acronyms such as SVOD (Subscription Video On Demand), AVOD (Ad-funded), BVOD (Broadcaster), TVOD (Transaction), OLV (Online Video) and POLV (Premium Online Video) The reality are now commonplace for is that no single advertisers – but certainly not across the nation! channel in the ‘Fancy watching SVOD Connected tonight?’ - a question no one has asked – ever. In TV landscape essence, however, these has the scale are all, or at least all can be, considered Connected required to TV (CTV) services by deliver the definition – 'video content consumed on a TV screen, reach and delivered via an internet frequency connection' (IAB Changing the Channel). required of CTV is already a brand prominent part of the UK media landscape, and last campaigns year accounted for 38% of all viewing time for two- to 12 year olds. Netflix accounts for half of this, with other SVOD services such as Disney+ and Amazon Prime Video accounting for a further 9%. Advertiser-friendly solutions now command a 10% share of viewing, and this is only set to grow as new services find their way onto Connected TV platforms offered by Samsung, LG et al. Compared with linear TV advertising, CTV services

“

can come at a slight premium, however there are many advantages to using them, for example:

■ Increased Share Of Voice – fewer ads per 'break'. ■ Data led targeting – for non-kids’ audiences. ■ No BCAP restrictions – place licensed product next to content.

■ Growth – we have reached a tipping point which sees linear TV in potentially irreversible decline. Therefore, where cost-effective to do so, we encourage advertisers to take advantage of CTV services. However, with the vast array of choice available, we encourage investments within GM On Demand, our programmatic service to navigate the CTV marketplace. The reality is that no single channel in the CTV landscape has the scale required to deliver the reach and frequency required of brand campaigns. Working in combination however, they do. GM On Demand uses contextual data provided by KATS (Kids & the Screen) to select the most relevant content for your brand across the plethora of services, be that Sky Kids, CITV, Virgin Media, Kidoodle.TV, Happy Kids.TV, Toon Goggles, Ketchup, Pocket Watch, Moonbug or even Roku (to name but a few). Utilising these platforms in good measure, alongside investments in YouTube (we estimate a third of the industry’s YouTube impressions are being delivered on the TV screen), and traditional linear TV advertising, will result in advertisers delivering comparable video marketing solutions to the age-old days of buying 1,000 TVRs and considering the job of building awareness done. As the market continues to become more complex for advertisers to navigate, we at Generation Media will continue our investment in developing Optimus AI, through the integration of unique research from Giraffe Insights, and millions of data points from the thousands of campaigns we run annually. These tools combined with our expert analysis, help brands make better strategic decisions, ultimately leading to stronger levels of ROI If you’d like advice or guidance on how Generation Media can help strategise your media investments, please contact us on the listed details.

“

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

With a bewildering array of nontraditional TV options available for advertising and brand building, how best to fund the right mix? Alex Taylor-Smith, business development director at Generation Media on how to get the balance right…

NEWS

Photo by Andrea Piacquadio

Is the toy industry

inflation-proof? Inflation is rising, and the talk everywhere is of the cost-of-living crisis. But what does this mean for the toy trade? And with a potential recession lurking around the corner, does the old maxim that the toy industry is recession-proof hold water, asks Tim Murray

ith the cost-of-living crisis threatening to spiral even further, the toy trade, in keeping with many other “Without being businesses and industries, is readying itself for further turmoil, arrogant or over-confident, as inflationary pressures add to ongoing supply chain woes and people will the after-effects of the pandemic. still buy toys The traditional perceived wisdom – that the toy trade is fairly for their kids inflation-proof compared with at Christmas. other, pricier and potentially more Consumers volatile sectors – still holds true in may choose – many respects, but, as with the during times of past few years, it must be noted that we are in uncharted territory. hardship – to There are now few senior buy less or at executives in the toy trade lower prices, who will remember the last they will be great inflationary period during the 1970s and the 1980s, looking for a when the recession took hold, bargain, but unemployment was high and they’ll still inflation rose and rose. A look back through the archives buy toys” is revealing. During the early 1980s, many toy manufacturers in the UK were listed on the Stock Exchange, with analysts poring over their figures, and the recession had hit hard, causing financial problems for suppliers and distributors. Airfix was among the biggest casualties. And associated problems with companies heading into receivership made analysts jittery about the business. As an early issue of TnP noted: “Airfix’s financial problems were all the more surprising given the bullish reports coming from the company in the weeks before the collapse. This has led city analysts to treat with some scepticism the public statements of the toy trade at this time of year.”

And, it continued: “Instead the City seems likely to rely on its own judgement of consumer spending patterns during the present deep recession. The verdict, not surprisingly, is somewhat gloomy.” One similar pattern, then as now, is that although the conventional wisdom is that ‘even during the bad times, most parents can still manage to buy toys for their children at Christmas’, there is nothing conventional about the current state of not just the UK economy in a post-Brexit world, but the global economy, too. The perfect storm currently facing the UK – trying to navigate the after-effects of the pandemic as well as the lingering issues caused by changing business practices from leaving the EU – means that this is a problem unlike any ever experienced by the business before. There’s more too – as one industry insider noted: “It’s so uncertain. The raw material costs to make the toys are rising, electricity and energy prices are soaring, there are so many different factors.” But – and this is a big but – there are always the lower cost options. “Toys, generally speaking, have an average price of £10,” says one expert I chatted too. “It’s not a major investment, like a car or big new electrical equipment. “Without being arrogant or overconfident, people will still buy toys for their kids at Christmas. Consumers may choose – during times of hardship – to buy less or at lower prices, they will be looking for a bargain, but they’ll still buy toys.” With this in mind, retailers may want to look for the kind of bargains and offers that will appeal to cost-conscious shoppers. They want to buy goodies for friends and family, but they want to leave the store with enough money to get their food shopping in too…

And while it’s now easy to see the effects of the current cost-of-living crisis – you’ll have noticed it in your shopping basket and when the energy bills plop through the letterbox – what isn’t yet entirely clear is what this is going to do to discretionary money in parents’ pockets. Ironically, living in a post-Covid world means parents may be more inclined to treat their kids and skimp and save elsewhere. After the mental anguish children have been through during assorted lockdowns and restrictions, some believe that parents will still want to treat their children to make up for the torrid times they have just lived through. What isn’t yet certain is how the current problems will affect the supply chain. For with container costs having risen sharply over the past few years, what will happen to these? That’s a question, like consumer behaviour and what will happen in stores, and whether or not retailers will pass on increased costs to their customers, that is unclear. Proceeding with caution may be a favoured option, but remember, no one wants to up the cost of toys or see the industry failing. For, like the conventional wisdom of toys being fairly inflationproof, so too is the belief that acting like a Scrooge in the run-up to Christmas, especially where toys are concerned, is not necessarily a good look. As TnP stated in 1981: “While the prevailing mood of the City as Christmas approaches remains pessimistic about the trade, one analyst was at pains to point out that the City did not enjoy this Scrooge-like role. ‘After all, we’re all parents as well as stockbrokers and we want to say the trade is doing well. It’s just a pity the industry never lives up to expectations.’’

toysnplaythings.media

THE INDEPENDENT

OPINION

Diary of a Toy Shop There’s an air of uncertainty for Amanda Alexander at Giddy Goat Toys in Didsbury, Manchester, as her shop building has been put up for sale…

JULY 2022

in a thriving little suburb, which has some lovely shops including a cheese shop, butchers, fishmonger, a few nice clothes shops and lots of bars and restaurants, as well as plenty of good primary schools nearby and a few decent secondary schools. It’s an ideal demographic for us, so while a city centre location would be bigger footfall for sure, I reckon the percentage of customers entering the shop who went on to make a sale would be significantly less. At the moment probably 80% of people who come in actually buy something and we’re the sixth emergency service for those parents who empty their children’s book bags on a Friday evening and find out their child has two party invites that have been sat in there for a week for parties the next day! A recent column by John Ryan in TnP about retail partnerships and concessions made me wonder whether that could be another option to consider if I discover our new landlord wants to redevelop this site or open their own shop. In many respects new premises would be great; I often say I could fill a shop twice this size as there are so many amazing products on the market, and I’ve been watching Midco’s new shop fitting and filling with a bit of envy. It would be amazing to have a whole new unit to redesign and fill, and a stockroom and packing room to organise properly rather than ad hoc, like having an empty fridge and food cupboard before big shop

“

We’re the sixth emergency service for those parents who empty their children’s book bags on a Friday evening and find out their child has two party invites that have been sat in there for a week for parties the next day!

“

obody needs me to tell them that things are unsettling at the moment. Covid has obviously dominated everything everywhere for two years, and in the past month I’ve had three members of staff off ill with it, despite the general feeling that it’s behind us. Issues with shipping containers and soaring fuel prices have simultaneously increased product costs and depleted expendable incomes, while war in Ukraine is clearly awful on a human level as well as having economic repercussions. So all in all it’s a fairly unsettling world to exist in, let alone try to run a business in. For our little Manchester shop we’ve also had the added uncertainty of our property being put up for sale and, although it was marketed as an ‘investment opportunity’ with a rent-paying tenant (us), because our lease had actually expired and was about as watertight as a bucket made of Loom Bands, it has been a bit of a worrying time. I had initially thought that buying the property myself would be a cracking idea until I found out that commercial mortgages required at least a 25% deposit and, having checked down the side of the sofa and found a lack of £10,000 notes, I realised that short of remortgaging my house, that was not an option. (The idea of borrowing against our house did cross my mind but being the wrong side of 50 and with interest rates set to rise and goodness only knows what could happen to high street retail over the next few months and years, I filed that idea alongside paragliding and sitting in the front row of a Frankie Boyle gig as being for the young, carefree, brave and fearless.) I didn’t initially tell the staff as I didn’t want to worry anyone. But the estate agent brought round potential investors, plus someone had helpfully shared the link to the property listing on a local Facebook group so I also had customers asking if I was closing. So I had to let the rest of the team know the situation. It did prompt me to start investigating other properties and locations, and even to consider whether a city centre location might be worthwhile. Our shop is about six miles outside of Manchester

day and being able to go crazy. But like many people I fear change and am fairly risk averse – better the devil you know, the grass isn’t always greener, and if it ain’t broken don’t fix it are all phrases that resonate with me so I don’t think I’ll jump unless I’m pushed… So as I write this I’m still not entirely sure what is going to happen. I’ve been told the landlady has accepted an offer and that the new buyers are buying it as an investment, but as my lease has run out I won’t feel entirely comfortable until I know that for sure and a new lease is signed. So I have been telling suppliers that I’m sitting on my hands and not ordering stock for now… and in true toy industry style most people have been lovely and very understanding and concerned that I must be feeling stressed and anxious (even if they are also secretly thinking ‘damn I don’t want to lose an account’!). Meanwhile, we have, of course, been trying to carry on regardless, serving customers with a smile and keeping stock at decent levels but without filling the stock room to capacity - just in case. Online sales remain low but our shop is ticking along. I’m overstaffed really but keeping things as they are in case online picks back up and in the meantime I can always find jobs for staff to do such as unpacking deliveries, scanning new products onto the website, tidying the stockroom and stamping bags with our logo, although it will be getting to the point of asking them to clean the fridge if I’m not able to start ordering new stock soon! As ever, my thanks to those suppliers who have been lovely enough to express concern at our situation and hopefully normal service will be resumed shortly and I’ll be gaily ordering again. I really hope so; there are just too many amazing toys out just now and trying to restrain myself is killing me!

RETAIL

OPINION

Technology and service with a smile? Retail expert John Ryan heads south of the River Thames to check out Aldi’s entrance into the cashless world to see whether the concept will ever replace a friendly smile…

t the time of writing, it’s six months since German budget grocer Aldi decided that Greenwich would be a good place to trial a checkout-free store. What could possibly go wrong? Amazon had been unveiling branch after branch of its Amazon Fresh checkout-free format in central and inner London for more than a year and so there must be something in it. The premise is simple. When you enter a store of this kind you download an app, link it to your bank by uploading a debit/ credit card and then use the app to generate a QR code that gets you into the store. Once inside, select what you want and then walk out… you will have been charged thanks to the many cameras and motion sensors working out what you’ve taken off the shelves during your visit. A survey has just arrived in your correspondent’s inbox asking for feedback about the Aldi Greenwich store and, to be honest, it’s not all positive from this end. Standing watching numerous shoppers trying to download the app and then form a link with their bank was instructive as it was both time-consuming and frustrating. Some gave up and headed to Sainsbury’s across the square. But on a broader point, could this sort of thing work for those whose business it is to sell toys from a physical store? On the Amazon Fresh stores it is perhaps worth observing that a lot of us already have the Amazon app on our phones and therefore the initial hurdle is not perhaps quite so difficult to clear. Equally, it is worth noting that Amazon has, for some time, been selling the technology that underpins its Amazon Fresh portfolio, and the outcome has been that a number of travel retailers now feature the ‘just walk out’ system, which they have bought under licence. To return to toy shops then, would there be anything to be gained from a store in which shoppers could be left to their own devices, as it were, without the burden of having to physically pay for their purchases at the conclusion of their shopping journey? And here, on a straw poll of one, there is no hard answer. Yes, we’re British and deeply reticent when it comes to being either sold anything or to having to interact with people, but the matter of payment at a counter is deeply ingrained. Not only does it mark the triumphant end of a mission that began when the realisation dawned that tomorrow is Joshua’s 11th birthday, but in talking to somebody while a purchase is made there is the psychological comfort of knowing that should something go wrong there is a human side to the process. Technology of almost any kind is only as good as the manner in which it is presented, and while there

are currently a lot of pundits intent on telling us that stafffree stores are the way of the future, it’s still good to have somebody on hand when help is required. There is also the matter of consumer suspicion. It just doesn’t, as things stand, feel entirely correct seemingly not paying for an item before leaving a store. Yes, there may be the vicarious thrill of feeling that you have been involved in a spot of shoplifting, but that sense is quashed within a couple of minutes of heading beyond the threshold when your phone informs you that you a sum of money has been removed from your bank account. Times have changed, however. We’ve been through a pandemic and are now familiar with contactless shopping, and ideas of money and what it means have undergone a fundamental shift. Hard currency – aka coins and notes – increasingly looks to be a thing of the past, with most of us prepared instead to wave a card or phone over a reader. From here it is a smaller jump than might be imagined to the checkout-free store - and there is another point to be considered. In almost every checkout-out free enterprise there are staff waiting to assist. For those in the toy shop business this may indeed mean that not manning the till translates to more time spent with your customers. As a category, toys are unusual in retail insofar as much of what can be found in a store may not be entirely selfexplanatory and a degree of demonstration/help/selling will be required. This could mean a future in which toys are more readily understood for the simple reason that there are more people at hand to explain what they do and why the recipient might like them. The question then is whether we will adopt checkout-free en masse, regardless of the nature of the product being sold? For younger, more tech-savvy folk the answer will almost certainly be yes, but this comes with qualifications. The idea that stores won’t need staff is a little wayward for anything but the most basic items. We may not like to admit it, but we want people to help on our terms: when it is needed. As ever, it’s a matter of balance and knowing how many staff will be needed and how far the no-checkouts idea can be pushed. This is a change that is on its way and the toy retail sector will be as affected as any other in the medium to long term. Meanwhile, it’s probably best to wait and see. Early adoption of anything new is not without its perils and it is certain that what’s being used now will be improved upon. Technology and people may yet equate to physical service with a smile.

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.

Huffy reveals key lines for Summer 2022! US bike brand showcases must-stock toys to get kids out and active Now available for stock from Huffy. The famed bike brand, a household name in the US, is all set to bring the family adventures this spring. The brand whose strapline is ‘We make fun’ is pleased to reveal its offerings to obtain those all-important outdoor toy sales. Together with retailers, they aim to get outside to get active and encourage consumers to #livetheride with Huffy in 2022.

Here’s the five-star line-up available to stock this summer: Huffy Pro Thunder Bike First bikes are an exciting milestone. The Pro Thunder range from Huffy is begging for fun adventures with family and friends. Vibrant colours and cool graphics, the Pro Thunder has what you need for miles of memories. The durable steel frame comes with fast rolling air tyres on coloured rims. A fun ride with a striking look. All Pro Thunder bikes arrive 85% assembled, meaning that parents can build this bicycle ready to ride in just a short time. Available in wheel sizes 12in, 16in and 20in. Stabilisers are also included on the smaller models.

Huffy Inline Kick Scooter E13 PRO ELITE The E13 Pro Elite Scooter is fully decked out with an upgraded nylon/steel Triad brake, CNC wheels and concealed ABEC 9 sealed bearings, enabling a faster, smoother and more controlled ride, making it ideal for expert riders. The added anodised pegs help kids to increase their stunts and tricks, as well as opening up more street-riding options. The lightweight aluminium frame and extra-long deck, paired with a steel hydroformed fork, makes this a versatile scooter that can soak up the abuse, without sacrificing weight. With a ride for all ages to get out and active this summer, there’s no need to look any further than Huffy. For more information, contact salesuk@huffy.com, call HQ on 01525 664041 or visit www.huffybikes.co.uk

Huffy Glimmer Bike The Huffy Glimmer kids’ bike is a favourite for young riders looking to learn to ride in style. It has removable stabilisers, making it great for early riders. The bright, bold design and fabric front storage pouch on the handlebars, along with sparkly graphics, will make them feel like a star. Glimmer also features a comfortable padded and decorated seat. The easy rolling tyre tread, supported by lightweight alloy spokes, are great for families looking to get out and active. Available in wheel sizes 12in, 16in, 18in and 20in. All Glimmer bikes features Huffy’s patented Quick Connect system for assembly in super-quick time with minimal need for tools.

Huffy Green Machine Mini 10in Kids can take to the streets with the unique drift and spin action of the Huffy Green Machine! 180-degree turns and skids make the Green Machine a true legend of tricycles and go karts. Kids can use the control levers to spin, drift and have fun. The sport bucket seat provides excellent lateral support. Use of the pedal brakes means that the Green Machine can be safely brought to a stop. The 10in front wheel and two rear wheels made of reinforced plastic, combined in a rugged metal construction make this drifter extra safe. Furthermore, this showstopping go kart is simple to build for parents, and easy to drive for kids, too.

CONSUMER

INSIGHT

An appetite for

arts & crafts E

ven with the rise of digital ecosystems and increased online access, the daily lives of preschool kids are still largely based in the offline world. The hobbies they choose, the toys they play with and the activities that take up their time tend to be physical, in-person spaces, partly due to age-appropriate restrictions and parental monitoring. Eight of the top 10 favourite hobbies among kids aged three to five years old in the UK are offline activities, showing how this demographic can be reached via offline touchpoints.* Looking more closely at the top hobbies among younger kids, there has been significant growth in the appetite for arts & crafts. Currently, kids aged three to five in the UK are the second biggest consumers of arts & crafts in Europe. This demographic spends an hour a day on average doing arts & crafts, showing that they invest a large proportion of their time into being creative. Arts & crafts have many key benefits for kids. They can develop motor skills, increase dexterity, improve hand-eye coordination, boost self-esteem, encourage self-expression, help decision-making skills and promote innovation. It is no wonder that kids and parents alike are keen to encourage these hobbies. Creative toys are the eighth favourite toy type among preschoolers in the UK (18%)

and 45% of parents report doing art & UK has purchased stationery, stickers or crafts as a family at least once a week. The posters related to their favourite characters; continued popularity of these hobbies more than 17% higher than the European presents a key market for brands and average. This demographic is most inclined companies to move into, to play a part in to buy stationery in relation to their favourite the development of the next generation. TV shows (20%); however film-related Creativity and art are not simply stationery purchases have also become offline interests. The growth increasingly favoured, growing by over 19% of customisable products or in the last quarter. By developing stationery personalisation in video games and products, brands can capitalise on the advertising means that rising avidity towards arts & kids are growing used crafts, highlighting the need The continued to keep track of the trends in to being able to express popularity of these themselves across their this space in order to optimise ecosystems. Over the licensing revenue. hobbies presents a past 12 months, the From an advertising key market for popularity of artist as a perspective, TV is the favourite brands and future career has grown advertising location among companies to move three- to five-year-olds (46%) by more than 35% among into, to play a part preschoolers, and the meaning that TV adverts, product number of kids saying in the development placement or featured use of they know how to code related toys/stationery within the of the next has also grown by over programming of the most popular generation 7%. As both of these TV shows is likely to optimise interests grow, creative hobbies should awareness of new products and motivate be seen as the foundation for future purchase. Younger kids are most likely to ask digital engineers, designers, architects their parents to buy a product upon seeing and technology experts. their favourite advert (39%), underlining There is much potential for brands the importance of parental purchase power. to appeal to creative hobbies as they It is crucial for brands to understand their look to engage their younger audience. audience at a deeper level, in terms of what Developing licensed merchandise in this they enjoy, how they feel and why they choose space can create additional touchpoints new products or hobbies. for kids to engage with their favourite * All statistics taken from the last six IPs and drive licensing revenue. One months of data collected by Kids Insights in 10 kids aged three to five in the (September 2021 – March 2022).

“

Creative toys are enjoying an uptick in interest from children - and licensed and digital products increase appeal further, says Nick Richardson, CEO and founder of The Insights Family

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns. Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds. Download your free copy at: try.theinsightsfamily.com/tnp

LICENSING

NEWS

Barbie headlines Mattel chief’s keynote at BLE Fashion icon Barbie will be up on the catwalk for the keynote speech given by Mattel president and COO Richard Dickson at September’s Brand Licensing Europe (BLE). The theme for the 2022 BLE event is fashion, and the subject of the keynote from Dickson is entitled Barbie x Fashion. Dickson’s keynote presentation, taking place on the first day of the 20-22 September conference at ExCel, London, comes as Barbie readies for her first big screen adventure and another big licensing boost for the biggest global toy property of 2021. Dickson, who has been at Mattel for more than 20 years, will follow Barbie’s ‘rollercoaster ride’ over six decades, studying her legacy and the path ahead for the pop culture figure. Informa Markets SVP of licensing Anna Knight said: “Barbie is one of the world’s greatest fashion and licensing icons, collaborating with everyone from Balmain, Karl Largerfeld, Moschino and Diane von Furstenberg, to M.A.C. and River Island. “And, like all fashion icons, she has evolved, disrupted, inspired and led from the front - she is the perfect star to take centre stage during BLE’s fashionthemed year and it’s no surprise she was labelled ‘The forever icon’ by Italian Vogue. Thank you, Mattel and Richard Dickson – we can’t wait for your keynote at BLE in September.” Free registration for BLE is now open at https://registration.gesevent.com/survey/1g9us2nr571h0

Morph’s on the trail…

Jazwares goes squish Jazwares said demand for the Toy of the Year plush Squishmallows was skyrocketing as the brand made its Licensing Expo debut. With more than 125 million sold, and buoyed by social media, notably TikTok, the brand is growing and stretching across categories including beauty, games, apparel, and home decor. Executive VP at Jazwares, Judd Karofsky, said: “As Squishmallows continues its evolution as a preeminent global lifestyle brand, we’re opening the door for big sky opportunities... We’re more than ready for millions of people to enjoy Squishmallows characters via a wide array of growing product categories and experiences.”

JULY 2022

Aardman’s classic character Morph is to get his own adventure trail across the capital in London as part of a new partnership involving family-focused marketing agency Kids Industries (KI). The accessible, step-free trail, which goes under the banner of Morph’s Epic Art Adventure, will see the character, who was integral in Aardman’s rise to becoming a leading UK-based animation studio, appearing in as many as 70 sculptures across the capital. Fans can trek across London landmarks on the trail to spot the Morphs using an app, guidebook, website and map, with social media supporting the summer 2023 initiative. KI is working with charity WhizzKidz alongside Aardman and Wild In Art, with sculptures being sold after the trail has closed to raise cash for the charity.

KI’s Gary Poppin with Morph

Bulldog adds more bite to Match Attax With the football season set to kick off within weeks, Bulldog has made two major signings for Topps Match Attax, with Farshore and Football Billionaire signing on the dotted line for the football trading card brand. Farshore is producing a range of books, annuals, gift sets and more featuring the Match Attax brand, with the Match Attax Annual 2023 ready for the whistle in September 2022. Football Billionaire has launched a jointly branded board game with Match Attax, which sees players building their own team to take on friends and family. Bulldog noted its licensing programme, which includes the likes of Cooneen, Fashion UK, Misirli and others, adding that the brand was proving to be a hit at retail and conversations were taking place to further expand the brand categories. Rob Corney, MD, Bulldog Licensing, said: “As long as our nation continues to love football, Topps Match Attax will continue to be a huge part of UK culture. The trading card games and swapping are a rite of passage for school children and, as such, the brand is instantly recognisable. The consumer products programme is equally successful, and we’re thrilled to be welcoming this duo of best-in-class partners on board to bring new products to Topps Match Attax fans.” Emma Cairns-Smith, who signed the deal for Farshore, added: “Topps Match Attax is a household name and we are delighted to be partnering with them on annuals.”

Making more dough European production and distribution powerhouse Mondo TV Group has inked a deal with games and puzzles supplier Ravensburger to produce goods for the Italian market based on the hit Korean show Bread Barbershop. The Monster Studio programme has followed its huge success on its home turf with a strong performance in Italy. The deal will see Ravensburger producing puzzles, memory games and its own CreArt painting-by-numbers sets for the Italian market. The range will launch in 2023. The series, a 3D animated show that’s a makeover show “unlike any you’ve ever seen” sees characters and cakes and desserts vying to get a new look from the eponymous craftsman Bread. It has been a huge licensing success in its native Korea, with Mondo TV Group looking after the licensing in Italy.

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: Pixicade Company: Mookie Toys Tel: 01525 722722 Web: www.mookie.co.uk

Product: George Tonie Company: Tonies Tel: 020 3192 1492 Web: www.tonies.com

Product: At The Museum Company: Orchard Toys Tel: 01953 859539 Web: www.orchardtoys.com

Product: Crazy Aarons Company: DKB Site: www.dkbtoys.com

Product: Dodo Company: Thames and Kosmos, Tel: 01580 713000 Web: www.thamesand kosmos.co.uk

Product: Super Mario The Mighty Bowser Company: LEGO Tel: 00800 53465555 Web: www.LEGO.com

WHAT’S N WH Potty for benches Mookie Toys

01525 722722 | www.mookie.co.uk Budding young gardeners can get help growing their own thanks to TP Potting Benches, The range is aimed at encouraging children with green fingers to get even more involved, with their own garden stations, including a trellis for tomatoes and other vegetables, a viewing window to see what goes on under the surface, and plenty of storage for seeds and tools.

Fintastic Magformers Sales@magformers.co.uk | www.magformers.co.uk The viral Baby Shark sensation continues to make waves in the toy sector, with the latest Magformers set giving children the chance to make their own Baby, Daddy and Mummy Sharks using Stick-O magnetic sticks and balls. The 17-piece set uses Magformers’ magnetic building block concept and allows children to make the family of sharks popularised by the most-viewed YouTube clip, as well as other sea-themed characters.

The full Schylling Bigjigs Toys

01303 212691 | www.bigjigstoys..co.uk Product from US toy outfit Schyllings, which boasts a history stretching back more than 40 years, is now available from Bigjigs Toys. The Boston, Massachusetts-based company specialises in heritage and classic tin toys, as well as innovating with newer product. Its range includes Jack in the Boxes, tin drums, kaleidoscopes, tin ball mazes and the NeeDoh Grooby Glob stress ball and fidget toy. The latter has become a social media hit, with more than 150 million views on TikTok helping drive sales and interest in the brand.

Off the shelf Tonies

sales@tonies.com | www.tonies.com Fans of the children’s audio system Tonies can liven up their bedrooms and store their collections with a range of new magnetic shelves. The shelves – rainbow, mountain and cloud – can store up to 25 of the characters as well as a Toniebox and charging station. The company said the shelves mean kids can keep their stories and songs close to hand at the same time as offering a centrepiece to their bedroom.

toysnplaythings.media

NEW Jurassic japes from Tomy’s Toomies Tomy 01932 281928 | Uk.tomy.com/toomies Tomy’s Toomies are riding on the back of the latest dino-blockbuster Jurassic World Dominion’s box office success with a range of four new products. The dinosaur-based quartet is inspired by characters and vehicles from the prehistoric franchise, and includes Chase & Roll Raptors and a Dino Rescue Ranger, as well as twists on existing Toomies toys in the shape of a Pic & Push Trex and Spin & Hatch Dino Eggs. The range complements the Tomy Pop Up T-Rex.

Blast off Thames and Kosmos 01580 713000 www.thamesandkosmos.co.uk

A new engineering project for kids that has the added bonus of being a blast when built, the Ultra Bionic Blaster is an air-powered robotic glove that fires darts. The 100-piece project will teach young users about mechanics and physics and requires no batteries or motors. It comes with a full colour step-bystep manual and lands this month.

A bumper package Wilton Bradley 01626 835400 | www.wiltonbradley.com Wilton Bradley is bringing all the fun of the fair to the wheeled toy market with its Xootz Electric Bumper Car. Reqdy to go straight from the box, kids can spin a full 360 degrees using the joystick or remote control, and can speed off at up to 0.75mph.

Academy awards Wilton Bradley 01626 835400 www.wiltonbradley.com Budding musicians and keen keyboardists will be in tune with the T100 61 key Keyboard Kit from Wilton Bradley, the latest addition to its Academy of Music range. The keyboard has 200 different tones and rhythms, five different percussion settings and even offers miniMozarts and would-be Wagners the chance to record and playback their their own creations.

JULY 2022

RETAIL

OPINION

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 tim@lem apublishin g.co.uk

Talking retail

TnP loves to hear your views. This month we ask retailers what’s selling well, and what caught their eye at Toy Fair

Paul Wohl Owner, Argosy Toys Westcliff-on-Sea, Essex How’s business and what’s selling well? 2022 has been very good so far. It is a bit quiet at the moment but then often it is in the summer for us anyway. It’s not anything we worry about - after the past few years we don’t worry about anything any more! We’re clearing out a bit of old stock now and working towards getting stock in for Christmas - we’re getting it done early so we’re ready. I don’t normally hold stock this early - this year we’ve got additional stock. We've had to rent a storage unit (although it’s not the first time we’ve done that). We have hardly any stock room any more as we turned all our upstairs into retail space during lockdown. It means there’s so much more to do and see here. I’ve noticed that people are shopping differently - they want better value for money. They are also telling me when things are out of their price range. We’re doing lots of value products, though the premium brands like Barbie, Jellycat and LEGO are still selling well. I’m doing lots of alternative brands - Steffi Love from Simba for instance - it’s like Barbie but a third of the price. I’m selling a lot of BigJigs and less Brio - that is a general feeling. So budget brands - and some premium brands - are doing well, but for the brands in the middle, if they don’t look high quality or good value, they are not going. We’ve been going round with the price crash stickers. We’ve been asking suppliers for help - some have been brilliant and have been helping where things haven’t sold. Lots of our good customers 26

"We’re doing lots of value products, though the premium brands like Barbie, Jellycat and LEGO are still selling well"

are the ones that haven’t got children. They’re adults but still live at home, and spend money on LEGO, Funko and Pokémon cards. Then there’s grandparents buying jigsaw puzzles for themselves or for grandchildren. It’s the parents who are feeling the pinch - everything has gone up; petrol, electricity, food. We’ve cut our margins - where a company might say to us it was £9.99 and it’s 11.99 this year - we’re sticking at £9.99 and taking the hit. For things like the new movie merchandise, some of the margins are so poor, we just don't stock them. It’s better than turning things over for a penny profit.

Has the start of the nice weather affected sales of outdoor toys? We’re selling fewer summer items and more indoor items, like new games and construction toys. Maybe people keep children out of the sun a bit. I definitely feel there will be more staycations this year. We’ve had quite a few customers come in and they’re spending up - they’re supposed to have been on holiday but because of flights or Covid they’ve not gone.

What has been selling well in outdoor toys? The category ticks along quite nicely - but less and less people have got a garden now around here. Every time a house comes up for sale it’s turned into flats. We’ve been asked several times for a paddling pool that fits on

a balcony. This is my 35th year in retail and it’s fascinating watching how it’s changed. And yet some things are very familiar.

Are supply issues affecting your stock levels? Some suppliers have been slower than they used to be. A lot of the basics are hard to get - frisbees, water guns, tea sets - that kind of thing. It just takes so much longer to get stock in. I’ve got stock all over the place - the shop is full, the storage is quite busy. My garage and my parents' loft - that’s stacked up too. You’ve got to be ready for that final push for Christmas.

Will you be running events during the summer holidays? We used to do LEGO building competitions, and had art clubs, and in-store puppet shows - they’ll come back before too long. We tried to get the Punch and Judy man in and he’s booked for Glastonbury! He used to come three times a year and packed the shop out. We’ll be doing the art classes again - and we’ll see what the suppliers have to help with that too. It’s early days. I think all of us little guys (and the big ones!) are just hoping to stay open until the end of the year and not close down again. We’re all very resilient - if you look at what we’ve been through supermarkets than eBay and Amazon, then various discounters - and now the German supermarkets have come along. We've all been through loads - my Mum and Dad bought the shop in 1987. The man who sold it to them said he was selling because Toys R Us was going to take him to the cleaners. He said they’d have to turn it into a newsagents - and here we are!

toysnplaythings.media

Aamir Usef Owner, Totally Awesome Hebden Bridge and Halifax, West Yorkshire, and York How’s business and what’s selling well? Business is good, considering February, March and April are our slower months - but they give us time to reflect, visit trade fairs and look for new products. Last year was our best trading year ever, despite being closed for, gosh how many months? Family-based table-top games and card games have a huge attraction with many of our customers, and we are huge fans of Big Potato Games, which has an appeal to a wide age group. 3D puzzles from both University Games and Coiled Spring Games, especially the Star Wars and Wizarding World franchise have been a big hit, as have collectables.

How has the start of the nice weather affected sales of outdoor toys? We have seen a big uptick in customers buying kites, gliders and flying toys, which is a key line for us. We've noticed a gradual drop in the stunt scooter market, which was massive a few years ago; it is holding its own but equally balanced by a considerable increase in the skateboarding trend, especially with teenage girls. I guess due to the GB athlete Sky Brown taking the bronze medal at the 2021 Olympics at the age of only 13. Go girl! In one case I can mention, ordering four lines resulted in the delivery of only two. It’s like playing back-order bingo! The supply chain has not yet returned to normal and we have some trouble sourcing skateboard and scooter parts and accessories and longer lead times on others.

Talking of supply issues, are they affecting your stock levels - and if so how? Yes, most definitely. We are facing issues with product availability, price rises - which in some cases we stomach ourselves - a squeeze on margins and in some cases we have decided not to stock certain products that we feel have exceeded the value for money threshold for our customers. We try, in almost all cases, to sell at RRP or SRP but if that price seems out of kilter with what we believe is a fair price we sometimes don't feel comfortable passing on the price increase to customers. That has resulted in us dropping around 10% of our lines. As a comparison, in spite of its appeal, if we sold white sliced bread for £3 a loaf, I personally would feel embarrassed.

Now there are no Covid restrictions, will you be running events during the summer holidays? Yes. We are cautiously restarting with some outdoor games sessions this summer, starting with an event with Mytholmroyd Rebels, a junior cricket academy that we sponsor.

Dan Lovett Manager, The Toy Box Beccles, Suffolk How is business and what’s selling well? Business has been good, but May has always been a funny month having two bank holidays either end. This year being slightly different with the Queen doing her job for 70 years! (I’ve got some catching up to do as I'm only at year 21!) Outdoor toys have been strong with a good start this summer, and all the classics such as Swingball, Nerf, water guns and especially stomp rockets have been very good. Despite us being allowed to go abroad again I think a lot of people will stay here and play in the garden or down the beach.

"We have already started doing events; so far two Pokémon trading days (they are already asking for a third!)" friends are down the road at Bill Bulstrode in Framlingham; we all help each other out if we can. Will you hold events in the summer holidays? We have already started doing events; so far two Pokemon trading days (they are already asking for a third!). And for the summer holidays our annual (10th) LEGO build will be under way soon, with this year's theme - build a shop in Beccles.

Have supply issues affected you?

What’s selling well generally?

Supply of outdoor toys has been fine so far but that could change in the future; our stock levels are pretty spot on at the moment. It does help that the boss also has another shop, Halesworth Toy shop, and our good

Well it's got to be Pokémon; it's flying, in one day, gone the next. Plus the usual LEGO, pocket money toys, Hot Wheels, Ty and, dare I say it, Squishmallows if you can get hold of any stock!

JULY 2022

RETAIL

OPINION

Talking retail Liz Amphlett Peter Allinson, Director Whirligig Toys Brighton, Canterbury, Chichester, Tunbridge Wells How’s business and what’s selling well? Business is good – a little strange and unpredictable at the moment, with lots of doubt around, but people are out and are happy to spend on children and presents. We are finding that people are looking for smaller items at the moment – good presents that cost under £10 and smaller treats for their own children. We continue to do really well with our logic and thinking games – they are always popular and we are really pleased to see that people have continued their love of making after lockdown and are looking for more projects for themselves and their families.

How has the start of the nice weather affected sales of outdoor toys - are there other factors affecting this? We have seen lots of kites flying out of the door and people are looking for great games that they can take on picnics, so yes, the good weather is having a good impact. I think that the Jubilee made people think about traditional games and toys and we saw lots of our classic ranges doing well during this period.

What has been selling well? We are finding that arts and crafts, our main focus, has seen an increase again – people really wanted to find good-quality activities for holidays and now that they are planning trips away, they’re looking for great games that they can pack and take with them.

Talking of supply issues, are they affecting your stock levels - and if so how? Not really – we have seen some European suppliers finding it more difficult to work in the UK and I know of a couple who have just given up post-Brexit. However, we work with lots of smaller and really responsive companies, so overall, no real problems here.

Now there are no Covid restrictions, will you be running events during the summer holidays - if so what will they be? Sadly, our shops don’t really allow us space to run events in store.

Co-owner, ToyTastik Chepstow, Monmouthshire, Wales How is business and what is selling well? Business is doing well, even in such dark times financially with the increasing cost in living for everyone, we notice that people will always want to make sure that their children don't go without. As a result, they perhaps don't impulse buy but choose more selectively. One of the biggest hits over the past few months have been Eugy models from Brainstorm. These fabulous cardboard kits have caught the imagination of our customers and so many are coming back to collect the different animals on offer. Sustainable play at its best!

"Business is doing well, even in such dark times financially with the increasing cost in living for everyone, we notice that people will always want to make sure that their children don't go without"

How has the start of the nice weather affected the sale of outdoor toys?

We always try at this time of year to make sure that we stock a variety of outdoor toys and because of the unpredictable weather, lots of outside toys that can work inside too! This year we were so pleased to start stocking The Den Kit, which is a great concept that kids can use to explore their imagination and that offers unrestricted play inside and out. Bigjigs, Galt and Simba also offer great toys that have equal value if they have to be brought inside. Firm favourites from TKC are always Aerobie, Stomp Rockets and Nerf as these always sell well once the weather improves. We have also recently added South Beach Bubbles Wowmazing Giant Bubbles, which I have to say I have tried and are great fun for every age!

Have supply issues affected you at all? We understand that disruptions globally have affected shipping and manufacturing of everything and in turn availability. As a small independent, we probably don't get too troubled by demand outstripping supply of our toys; if we can't get certain toys, we simply find an alternative! We are so fortunate to have such a wonderful loyal customer base that tends not to request particular items, instead they seem more than happy to be introduced to new ideas and new brands.

Will you be holding any in-store events? We haven't any plans at the moment to run events through the summer, although we always support the local schools with prizes for fetes etc. We recently sponsored the children's tent at a local mini music festival, which was such fun! We’re so happy that things are starting to get back to normal and everyone is able to enjoy time together.

toysnplaythings.media

713B+$7&+,0$/6B5$,1%2: &$7,21B$' LQGG

RETAIL INTERVIEW

JOHN LEWIS & PARTNERS

Exciting

plans

John Lewis & Partners Category Lead for Toys & Books Alan Wright is looking forward to a strong summer season and is impatient for Autumn/Winter to arrive! What’s your background? I've been at John Lewis for just over 17 years, working across multiple categories. I started out as the merchandiser for Christmas Shop & Gift Food (the year of the Black Tree, if you can remember that far back?). But the majority of my career has been spent as the senior merchandiser for Beauty, where we introduced our first concessions and doubled the size of the business in eight years. I was appointed category lead for toys & books in August 2021 and it's fair to say the first season was certainly lively! Tell us a bit about John Lewis & Partners. We sell toys in 30 John Lewis locations and 150 Waitrose locations, with exciting plans to make toys available in more 30

Alan Wright

“

I love the dynamism of this category and how every supplier I meet is keen to give something a go

”

shops across both brands in Autumn/Winter.

lines, to them being some of our largest suppliers.

How would you describe your range? We don't have the largest toy departments in the UK, so we have to carefully curate our ranges to ensure we have a mix of the most popular lines and things you wouldn't find anywhere else. I want our toy offer to appeal to the whole family; making it easy for those who have lists to fulfil and fun for the kids (who write the lists!).

How do you find products? As a team we attended the London Toy Fair this year - it was the most exhilarating and exhausting three days. We now know to leave ourselves time to breathe next time! In terms of finding products, it's been a mix so far of seeing new things at Toy Fair, Googling toy trends to see what's hot, and finding out what my friends’ kids are playing with.

How many brands do you carry? Amazingly, we sell more than 100 brands across our shops and johnlewis.com, with plans to add 17 more this Autumn/Winter. How many suppliers do you deal with? I'm pleased to say we have long-standing relationships with all the largest toy suppliers. I'm also very proud to see how some of those relationships have developed over time, moving from us taking just a few of their

What’s proving popular at the moment? It's been really pleasing to see so many of our key brands in growth: LEGO, VTech, Micro Scooters, Barbie, Melissa & Doug and Hot Wheels are all trading well. And I mustn't forget our own brand range - it's our second largest brand! What lines have you started stocking recently? We have recently expanded our 'wheels' offer based on customer feedback, which is delivering

toysnplaythings.media

more than expected. We were known for selling scooters, and I'm pleased we could add skateboards, roller skates and a bike subscription service to the range. Have you been affected by stock shortages - and if so, how have you dealt with that? Stock shortages certainly made for an interesting first peak for me and the team! We got through it by sourcing alternatives (where possible) and redirecting web traffic away from out-of-stock lines to products we did have. Our own brand was as affected and so - as a business - we chartered our own boats to move our stock from China. What are you looking forward to stocking for the summer? Predictably, it's all about Outdoor! So, I'm looking forward to seeing how our expanded 'wheels' category performs, plus seeing how customers react to our first range of bouncy castles, along with a larger outdoor toy range. What are you most excited about for the A/W season? I'm quite impatient, so I'd like A/W to arrive now! This is the first season that my new team and I have fully curated, so I'm most excited to see how our 17 new brands perform. We have some very exciting plans for

JULY 2022

Christmas too, but I'll have to keep quiet about those for now.

What’s your personal favourite toy and game?

What’s the most rewarding aspect of your job? I love the dynamism of this category and how every supplier I meet is keen to give something a go. My team and I are all newcomers to this category, and it's been great to build on what we've all learned in our previous categories and to help them develop.

My favourite game is easy: UNO. I absolutely love to play it with my nephews and niece although I’m regularly destroyed! As a kid, I had a huge number of Matchbox cars and Transformers. As an adult, I wouldn't have said that I had a favourite toy prior to joining this category... However, I do now own a few LEGO items. 31

COVER STORY EPOCH

Style & play There’s a new extension – quite literally – to the Sylvanian Families range as budding young hairdressers can style their pony’s hair with the mane attraction of Pony’s Stylish Hair Salon launches. And there’s plenty more from Epoch Games too…

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ans of Sylvanian Families Mini-stylists can step into the brand’s can unleash new Pony’s Stylish Hair Salon and hone their hairdressing their creativity skills on Sally the Pony Girl. by picking a Mini-stylists can unleash their hair style from creativity by picking a hair style from the styling book and giving the styling Sally a makeover while sat at the book and beautiful dresser. They can wash, giving Sally brush and blow dry her long, silky mane before using a makeover a curling iron. Then finish by while sat at adding cool extensions and cute clips. Afterwards, they can treat her the beautiful to a pampering face mask, and use dresser the colourful cosmetics to apply a slick of lipstick and a sweep of eyeshadow. The centre of Sylvanian Families’ new Style & Play theme, the highly detailed two-storey beauty salon, features a shampoo station with shower head on the side of the sink, hair and makeup station and reception desk. It also comes with more than 30 cute accessories for imaginative hair and makeup roleplay. The accessories can be arranged on the dresser and the extensions hung up on the salon walls. The set can be paired with the new Pony Friends

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Set as well as Pony’s Hair Stylist Set and the Princess Dress Up Set for extended stylingthemed play. Building on the success of the Amusement Land-themed sets launched in 2021, two adorable new amusement vehicles also launch this summer. The new vehicles include the Ice Cream Van and Popcorn Delivery Trike. With more than 30 accessories, the pastelcoloured Ice Cream Van provides personalised treats to hungry Sylvanians including a variety of ice cream flavours and decorations, which can be made to look like the Sylvanian characters. The Popcorn Delivery Trike comes complete with the Sheep Mother, Barbara, and a popcorn machine that pops fresh popcorn when a child turns the handle. Also this summer, Aquabeads fans can look forward to

Finally...

taking their fabulous creations with them wherever they go with the introduction of the best-selling art and craft brand’s Deluxe Carry Case, which follows hot on the heels of the first-ever portable offering, the Beginners Carry Case, launched in January. Ideal for summer holidays, birthday gifting, crafting activities or a fun travel companion, the case includes more than 1,400 beads in 40 colours, which allow children to make out-of-the-box creations and develop their creativity even further than before. With a creation display, design pegs as well as rings and bracelet bases, there are more ways than ever to use end creations including decorating the beautiful quilted case with the crafter’s favourite creations to add individuality.

Epoch Games introduces its latest offering under the Super Mario licence. The Super Mario Adventure Game DX is an exciting action game designed to test players’ ability to deliver their playing marble to the goal using the three buttons and two revolving wheels while tackling seven tricky obstacles. There’s lots of gimmicks and movement without the need for batteries. The game forms part of the Super Mario Link System, which allows playing figures to be swapped from one game to another so fans can always play as their favourite character.

FEATURE STEM

Galt

The science of STEM Toys After a pandemic and home schooling inspired surge in recent years, the STEM market is still enjoying a post-Covid-19 surge, and is, many believe, set to grow even further

“

Without doubt there were real concerns that 2022 would be the continuation of the last two years, but thankfully we seem to be seeing the back of Covid finally

Geomag’s Nikki Jeffrey

Bandai

“

f there was one category in the toy market that benefited from the ongoing lockdowns during the dark pandemic days of 2020 and 2021, then it’s STEM. For as children were forced to stay at home as Covid-19 took hold and school gates were shuttered, increasingly fraught parents were forced into home schooling and teaching their children. And a desire to make it as entertaining as possible and to encourage children to play

and learn at the same time, STEM – the acronym, of course, for Science, Technology, Engineering and Mathematics – really came into its own. As Debra Tiffany, marketing manager at Brainstorm, says: “STEM Toys proved their worth during periods of lockdown as parents looked for more unique ways to supplement their home schooling. For Brainstorm this has always been our territory; offering fun and educational items to help inspire kids to learn more about their environment.” The feeling that an unlikely beneficiary of the global pandemic was STEM toys is further backed by regular TnP contributors at The Insights Family, which, working with the BTHA, announced at the start of the year within its annual report in to the toy business that 2021 had been “the year of STEM”. As the company’s Nick Richardson (and TnP columnist) noted at the time: “The speed of change is significant and it has never been more important for brands to understand the changing attitudes, behaviours and consumption patterns of their audience. Although Covid has caused significant disruption to all of our lives, it has also

caused significant innovation in the education sector, which no doubt represents an exciting opportunity for the toy and edutainment industries.” The figures presented in the report showed just how much of an increased impact STEM toys were having. For children aged between three and 12 years old, popularity of STEM toys had increased by 122% over the 12 months. Much of that increase, it further noted, came from girls, who were increasingly moving towards STEM-based toys. And as the pandemic and restrictions have slowly eased, with some semblance of normality returning, it does appear as if that increased interest and popularity of STEM hasn’t waned. Although the fears that Covid and accompanying lockdowns would return have proved largely unfounded, STEM is still enjoying growth, proving it was no fluke. As Geomag’s Nikki Jeffrey says: “Without doubt there were real concerns that 2022 would be the continuation of the last two years, but thankfully we seem to be seeing the back of Covid finally. That said the pandemic pushed families to be together more than usual which led to them indulging more in games

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Mattel

JULY 2022

Science, Technology, Engineering, and/or Math standards; support the development of student’s 21st Century Skills; engage students through hands-on learning and collaboration and ensure a secure, third-party review and evaluation process.” Suppliers say that the continued growth in the sector in 2022 is heartening. Brainstorm’s Debra Tiffany says: “Exceeding our expectations; we are very pleased with domestic and international results with all our core brands performing well. “The value of learning through play is huge and toys that teach children via stealth is key to our product development. We want kids to be entertained and learn at the same time. Brainstorm Toys products are educational, but they are often room décor, comforting nightlights, torches or fun room guards. The Insights Family said that STEM toy popularity The value was up 122% in 2021 so we think that trajectory will of learning continue.” through play is Meanwhile, those involved in huge and toys the business can only see the STEM category growing. While that teach children via part of this will be technology driven, as you’d expect from stealth is key to a category with the T-word at our product its very heart, traditional STEM development. toys will also provide impetus and, in keeping with the rest of Brainstorm’s the industry, there’s a further Debra Tiffany move towards sustainability. Brainstorm’s Tiffany says: “Although some products are very technology focused, such as robots or connected toys, Brainstorm Toys items tend to focus very Toynamics much on a traditional play pattern. Even our StikBot and KLIKBOT items, that have an app allowing you to make stop frame animation, also have strong pretend play and collectability element. “We foresee that the appetite for STEM toys will continue to grow. This interest in science and nature is fed by broadcast and online news full of technological progress and projects, such as rewilding. However, parents

“

that stimulated children’s creativity and learning by playing. Even postcovid we are thrilled to see that trend continuing. ”Without a doubt, the postpandemic love of play and the importance of learning through play is continuing. Covid had an immeasurable amount of negative side effects on families and businesses, but it did also bring families together and for many it was a time they could reconnect, play and, get involved in their children’s learning. We hear many wonderful stores from our consumers that they still like to get their Geomag sets out that were bought to help with maths in lockdown. That’s just so heartwarming to hear. “ Jeffrey and Geomag say what’s happened to STEM toys in recent years has been nothing short of revolutionary. But wih this increased interest, comes increasing responsibility too. For the company believes that STEM should mean STEM and that less scrupulous suppliers shouldn’t try and jump on the STEM bandwagon. “The STEM TOYS market has evolved over the years and has become a global revolution,” says Jeffrey. “It is indeed to be expected that this growth will have an impact on even the most remote regions of the globe. However, it is critical that the industry that does its bit to ensure it protects consumers within this category and is responsible with marketing of STEM toys? Who decides if a toy truly STEM? The manufacturers? Should it be allowed to be marketed as STEM if it only ticks one of those boxes? As the market continues to grow, we should all be conscious and responsible to protect our consumers. We are thrilled that Geomag products have been awarded the STEM™ certification by stem.org so consumers can trust that our products are genuinely STEM products.” The STEM.org truystmark is, it says, key. “The STEM.org Authenticated™ trustmark streamlines consumer’s ability to identify goods that conform to the organisation’s vetted standards, thus assisting with quick decision-making in favour of quality,” says the organisation. outlining its plans. “When parents and educators observe the STEM. org Authenticated™ Seal, they know products will integrate seamlessly into STEM friendly homes and programs; align to

also look to Brainstorm Toys to take them back to their own childhood, where they have fond memories of discovering the world through the lens of a microscope or being fascinated by the stars. They hope to recreate these experiences and inspire their own children in a love of science and nature.” Geomag’s Jeffrey concurs. “Whilst technology has a part in STEM toys, at Geomag we much prefer the traditional play approach. All our products are free from batteries and electronic connections. Magnetism is the key to our philosophy of play and learn. “Without question, the market has and will increasingly continue to move towards sustainability. Simply having a STEM association will not be enough for consumers. Producing in a more responsible way for the environment will be the heart of the industry. Distributors, retailers, buyers and consumers alike will dig much deeper to find out under what conditions the toys were produced. How can we spend time caring about the healthy development of children and not be responsible for the health and future of the environment they live in? The answer is: we can’t! For this reason, Geomag has made sustainability and social responsibility the two pillars of our company philosophy.”

FEATURE STEM

Fiendish fun GALT 0161 428 9111 www.galttoys.com The Science and Construction ranges from Galt Toys allow children to think outside the box and create fun-filled home laboratories with enriching handson activities. With the Explore & Discover range designed for ages five and up, budding scientists can discover chemistry, biology, astronomy, and more. The Giant Science Lab is a bumper science set, compatible with the National Curriculum, and features 30 fascinating experiments. Curious children can explore chemistry by powering a clock with an apple, investigate biology by examining their fingerprints and discover fantastic physics using mysterious magnets! All of which are sure to provide hours of educational and rainy-day fun. Several smaller sets are ideal as gifts or party favours, such as the roarsome Dino Lab and leafy Nature Lab, with seeds to grow and fun activities to teach children about the natural world. The new and engaging Create and Discover range offers plenty of opportunities for hands-on learning. With these stimulating sets, children can explore a world of knowledge as they

Did you know? The very first Horrible Science game, Germ Attack! challenges players to beat germs in a ruthless race to the heart. It’s an exciting game for two to six players, designed to teach children fun and foul facts about germs and the human body

craft. These fun kits for creative thinkers include a full-colour project book with themed activities around prehistoric Dino Craft, cosmic Space Craft, and nautical Ocean Craft. Create and Discover Craft Kits for children aged five to eight encourage early STEAM learning, problem-solving, and creativity. The Horrible Science range is science with a terrible twist, guaranteed to turn your stomach and blow your mind! Based on the bestselling books written by Nick Arnold and illustrated by Tony De Saulles, these gruesome sets such as Ugly Bugs, Creepy Crystals, and Bouncy Eyeballs are perfect for children looking to expand their gnarly knowledge. The Bulging Box of Experiments is simply bubbling over with fiendishly fun activities, including a 52-page lab notebook and a Horrible Science lab coat and safety goggles. Learn how to make chaotic chemical cocktails, dig up some ferocious fossils, investigate how planes fly, blow up a volcano and create a beastly bar of soap with a creepycrawly surprise! The Sneaky Spies kit teaches young detectives to

hone their sleuthing skills by learning to lift fingerprints and memorise freaky facial features with this pocket money science set. The very first Horrible Science game, Germ Attack! challenges players to beat germs in a ruthless race to the heart. It’s an exciting game for two to six players, designed to teach children fun and foul facts about germs and the human body and is Good Toy Guide recommended. Play as shrunken scientists or gruesome germs and be the first team to race through the body to reach the heart, answering questions for bonus moves along the way. The Construction range has had an exciting redesign and repack for 2022. The Octons and Marble Run sets have received all-new box designs that feature brighter colours and a uniform look across the range. These engaging and educational construction sets assist STEM learning and the development of logical thinking, problem-solving and patience.

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FEATURE STEM

Science

delves deep VIVID GOLIATH

Fact!

01483 449944 | vividtoysandgames.co.uk A key focus for Science4you is the growth of its Eco-Science range, which puts the environment, sustainability and learning to the fore. Children can learn about renewable energy, plants, weather, climate change and much more. To expand the range further into the eco-verse for A/W22, the brand will introduce Ocean Rescue, allowing a child to become a sea guardian and embark on an adventure to save the ocean. Discover more about the effects of pollution on marine life and how it affects the future of the planet. The Science 4 You range continues to balance STEM education with a play experience for kids and parents alike by delivering educational science kits across a variety of classic and new themes.

Tap into the TikTok trends with Be A Tiktoker Pranks Lab. Kids can fool their friends and family with scientific tricks as they become the true TikTok prank master

New introductions for 2022 include Be A Tiktoker Pranks Lab - kids can fool their friends and family with scientific tricks as they become the true TikTok prank master. To infinity and beyond, Science 4 You is launching into space! Become a spatial engineer and lead your own space mission.

Watch as your rocket flies 15m in the air with Super Rocket Launch, and learn about how chemical reactions cause blastoff. Or, pop it, spin it or flip it with DIY Fidget Toys. Create your own fidget toys, including the TikTok reversible octopus and ASMR relaxing slime and learn why the world is fidget toy crazy!

Building on success BASIC FUN! 0118 925 3270 | www.BasicFun.com For a construction range that readily supports learning at all stages of development and helps to teach STEM-based concepts, look no further than K’nex from Basic Fun! With the brand celebrating its 30th anniversary this year, there are some very exciting developments to discover. K’nex Classics, the multi-build sub-category, helps to underpin classroombased learning at home. Each Classics set includes an easy-to-follow, colour-coded instruction manual to build multiple models. Sure to excite is the Beginner Builds set, a 10-model build 125-piece kit. Or, for a competitively priced set that lets kids build multiple, motorised creations, there’s the 325-piece/25 Model Motorised Creations Set. Kids can see engineering and physics in action with the K’nex Rollercoasters. Basic Fun! has brought back two best-selling, spiralising rollercoasters: the Amazing 8 Roller Coaster, as well as the Typhoon Frenzy – a two-in-one build, with 19ft of track.

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FEATURE STEM

Cute, cuddly and cool! FLAIR 0208 643 0320 sales@flairplc.co.uk

Monster learning fun TOYNAMICS 0116 4785230 | www.toynamics.co.uk Toynamics UK & Ireland offers retailers a range of STEM toys for a mix of ages and price points, from its Hape brand portfolio. Monster Math Scale teaches children aged three-plus the basics of math and gravity. The toy is a monster-themed scale with a variety of fun shapes and coloured weights, which can be placed on each of the monster’s arms. Children can join this funny monster family to learn about basic mathematics including addition and subtraction, weights, measurements, and balance. Bestseller, the Hape Discovery Scientific Workbench, lets children explore the basics of physics and learn how scientific principles apply to the real world. The workbench features child-friendly pieces, which are simple to assemble, alongside components and tools designed for a range of skill levels.

Look Smart! CHARACTER OPTIONS 0161 633 9800 | sales@charactergroup.plc.uk

Flair’s educational ranges include a cute and cuddly mindfulness buddy, cool construction toys and heritage favourites. Mindful Lil Minds Breathing Meditation Plush teaches little ones how to practise an everyday meditation exercise. This soft and cuddly sensory feature plush is designed to help manage stress levels and anxiety, through play. Kids can press the toy’s paw to begin a five-minute guided meditation – the perfect amount of time to allow the child to calm down without losing interest. Flair’s heritage brand Stickle Bricks is a fun first toy that packs a host of educational benefits. Ideal for children aged 18-months-plus, an exciting development within the range is the addition of new lines under the Explorer range, which are designed to widen the appeal of Stickle Bricks, introducing the brand to a new consumer. The Stickle Bricks Little Builder set is a perfect entry point into the range, with its fun assortment of brightly coloured bricks. The Stickle Bricks Farm Set comes with themed pieces to build a chunky colourful tractor project. For a more nostalgic educational brand, there is Plasticine. Two new licensed lines include the Plasticine Shaun the Sheep Model Maker Farmyard Fun set and the Plasticine Morph Animation Maker, designed for budding stop -motion film directors. Children can model their very own Morph and Chas characters, create a scene, and then download the app to begin the film shoot.

Guess what… The smART sketcher 2.0 brings together technology and creativity to help kids hone their drawing and handwriting skills

Character Options has a host of tech toys to support children’s learning journeys as they play (offline). A must-have for educational toys is the Smarty PAD, which offers children aged three to five an interactive approach to education by gamifying the standard curriculum. Smarty PAD is an LED tablet, which contains 12 Smart games and an educator-vetted curriculum. Motion sensors give Smarty PAD an innovative spin, encouraging sensory play. Vibrant LED visuals complement activities, including colours, coding, ABCs, and numbers up to 25. With more than 100 different responses, kids rarely play the same way twice! Smarty PAD is bilingual, empowering kids to play and learn in two languages. There’s also the smART sketcher 2.0, which brings together technology and creativity for some fun art and handwriting classes. A reimagining of the original smART sketcher, which was developed to encourage kids to project, sketch, and hone their drawing and handwriting skills, the 2.0 model has improved quality, usability and technology. Kids can work with both pre-loaded ‘learn to draw’ pictures and their own photos, thanks to the free smART sketcher app. Once a picture has been selected, they can move through the drawing steps, using the buttons on the device.

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Inspired by teachers GEOMAGWORLD www.geomagworld.com The folk at Geomagworld aim to encourage learning through play with magnetic construction platforms and the magic of invisible forces. Inspiration comes directly from teachers who spontaneously over the years have used Geomag products as teaching tools, creating a unique educational experience. The fun, challenging and engaging play platforms aim to create enthusiastic learners by providing creative and imaginative play for all ages, encouraging logical thinking and stimulating resourceful solutions. All three platforms, Magicube, Geomag, and Mechanics encourage hands-on activities that perfect fine motor skills and hand-eye coordination as well as concentration, making them perfectly aligned with the STEM concept.

Up, up and away! THAMES AND KOSMOS 01580 713000 | ben@thamesandkosmos.co.uk www.thamesand kosmos.co.uk This old faithful STEM kit continues to be one of Thames and Kosmos’ best sellers. It teaches how wings provide lift and how planes stay up in the air. Ultralight Airplanes contains all that is needed to construct five awesome flying gliders each with a different wing configuration, all made using ultralight plastic and bamboo parts. This STEM kit was the winner of the Outdoor Toy Awards 2019 in the Flying Toys category.

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JULY 2022

FEATURE STEM

Did you know? The canal-inspired AquaPlay range was introduced almost 50 years ago

Making a

splash

SIMBA SMOBY TOYS UK 01620 674 778 | sales@simbasmoby.com The exciting world of AquaPlay, from Simba Smoby Toys UK, offers children a wealth of fun and educational toys to enjoy. First introduced almost 50 years ago, the canal-inspired AquaPlay collection has been making a splash in children’s learning journeys for generations. Offering an exciting array of sets that deliver splishy, splashy fun, the AquaPlay brand lets kids see and experience engineering in action in a superfun and engaging way. Thanks to the ingenious AquaPlay designs, children can gain an understanding of how water moves, and how it lifts and climbs, while also learning the correlation between cause and effect. Unmissable sets from within the collection include the AquaPlay LockBox, which can be folded up and packed away once playtime has ended. Other more detailed sets include the AquaPlay Adventureland and the AquaPlay MountainLake sets – both presenting plenty of opportunities for wet, watery adventures.

Monkeying around BANDAI 020 8324 6160 | www.bandai.co.uk Bandai continues to develop and evolve its portfolio of evergreen STEM toys brands. One of its most successful long-term licensed partnerships – National Geographic – remains a focus for the company, with seasonal introductions to maintain a fresh and competitive range. Bandai’s National Geographic sets offer children aged eight years-plus the opportunity to engage with real-life specimens while learning through hands-on experiments. Committed to supporting work within the areas of science, exploration, conservation, and education, Bandai’s partnership sees National Geographic give back 27% of all its licensing proceeds to the National Geographic Trust. A robust collection of Dig, Large, Experiment, Crystal, Rock &

Did you know Bandai’s partnership sees National Geographic give back 27% of all its licensing proceeds to the National Geographic Trust

Mineral, Sand, and Slimebased kits are available within the range. Product lines have undergone a packaging refresh to remove all plastic, with new, optimised retail packaging designed for greater impact on shelf, while clearly displaying kit contents, allowing for immediate and informed consumer consideration. Each of these highly educational kits includes genuine samples of the natural world – from shark’s teeth, and dino poo, to gemstones, and fossils – tools, equipment, and learning guides full of facts and inspiration for children to learn new skills and interests. Igniting a passion for, and an interest in nature and the planet, Original Sea-Monkeys allows children to embrace their curiosity and hatch, grow and nurture their very own ‘pets’ in the form of minuscule hybrid brine shrimp. Encouraging responsibility for other living organisms, the Sea-Monkeys are available in a choice of themed, colourful tanks, bringing a taste of the ocean directly into the home. One of the latest lines is the Ocean Treasure Tank, which comes complete with LED colour-changing treasure chest feature, for watching the Sea-Monkeys swim day or night. Introduced in the 60s, the brand has additional kidult and retro appeal, and the range currently consists of a six-tank assortment plus accessory lines to provide a wider choice on shelf and extended brand experience. A new impulse/treat option purchase has been introduced in the form of Mystery Eggs. Allowing consumers to experience and grow their Sea-Monkeys colonies repeatedly, each egg contains everything needed for adding to existing tanks to continue their journey. Both the National Geographic and Sea-Monkeys brands are supported with full marketing campaigns.

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Going Science Mad! TRENDS UK 01295 768078 | salesadmin@trendsuk.co.uk.www.trendsuk.co.uk Trends UK is expanding the award-winning Science Mad brand with a new Science Mad Planetarium Star Globe. Children can learn about the different stars and constellations in the night sky with this rotating, projecting planetarium. Turn out the lights and watch the magical light show of stars and how they move across the night sky in the galaxy. It displays the patterns that the stars make with the names of these constellations clearly shown: Orion, Ursa Major (Big Bear), Pegasus (winged horse) and more. The popular Science Mad range features educational toys with working features including telescopes, microscopes, digital metal detector, walkie talkies and more, creating a very strong branded presence at retail. For the first time, kids can learn how a hybrid engine really works! Trends UK’s newest launch in the successful built your own engine kit range, the Machine Works 4-Cylinder Hybrid Engine Kit, will reveal what really goes on under the bonnet. This kit creates a working model of a 4-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. The best-selling Machine Works engine kit range now comprises 6 engine sets, offering insights into a variety of motor functions & engineering skills. The V8 and 4-Cylinder versions also come with an AR feature. Download a free App and explore machine functions via animated AR features plus several engine components described in detail. Trends UK will be supporting the STEM lines with marketing, PR support and influencer campaigns.

Learning for little ones MATTEL UK 01628 500000 | www.mattel.com Fisher-Price continues to showcase a range of educationally led toys, with new launches that enable little ones to experience hours of fun through learning, from musical fun to the alphabet and counting. The Fisher-Price infant portfolio sees expansion with the new DJ Bouncin Beats - an interactive musical learning toy with a spring bottom for motorised bouncing action, which has three Smart Stages learning levels, teaching the alphabet, colours, counting 1-10, and opposites. Press the music and learning buttons for 75+ songs, sounds and phrases, multicolour lights and fun bouncing action. Press the mic button to record and play back with fun remix effects. Also new to the Fisher-Price infant portfolio is the 2-Sided Steady Speed Walker, an interactive baby walker with two sides of activities and three ways to play as baby grows from sitting to standing to walking all around. Finally, the Linkimals Light Up and Learn Owl is an interactive musical learning toy. Toddlers can press the seven buttons or rock Owl side to side to activate lights, and 90+ songs, sounds and phrases. that teach the alphabet, counting, weather, days, months and emotions.

JULY 2022

A Genius collection LISCIANI (TWO IN 1 DIRECT) Danny@allin1products.com From the family-owned, global toy company Lisciani comes an exciting portfolio of science kits that are sure to be a hit with both children and their parents. The company has three decades of experience in designing, developing and manufacturing educational toys, and the team prides itself on being able to make learning fun with its innovative teaching methods. The I’m a Genius range is one of the firm’s most established and successful brands, and includes a wide range of fun, experimental sets to support learning at home. Aimed at children aged eight- to 12-years-old, who are taking their first steps into the world of science and scientific method, the collection covers all scientific bases: from magnetism and electricity, all the way through to botany, geophysics, meteorology, and more. Super fun and safe, top picks in the range include Science at Home Magnetism, Science at Home Electricity, and The Super Laboratory of 101 Experiments. With Science at Home Magnetism, children can learn how magnetic fields and magnetism work using objects that can be easily found around the home. The Science at Home Electricity kit teaches children about how electricity works, through 50-plus fun experiments, while the Super Laboratory of 101 Experiments was awarded ‘Best Scientific Game’ in the Italian TG TuttoGiocattoli Toys Awards 2021.

FEATURE PLUSH TOYS

The cuddle

factor

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Soft toys are able to offer that important cuddle factor at story time, bedtime and when life feels a little hard

“

t the beginning of the year, NPD stated that the Plush Toys sector had grown by 9%. We caught up with some suppliers to find out how the market is performing now, and what we can expect from it in the near future… Anthony Temple, managing director of Rainbow Designs, says: “Traditionally, the plush sector has always been a strong and stable category in the toy sector and the past two years have only proved to cement this. However, with the overall increases in the cost of living, consumers are likely to be more cautious with their spend, and nonessential retail is potentially likely to feel this the most. Although Christmas is on the horizon, and the plush sector is fairly resilient, as babies and children don’t just want toys, they need them. Children can develop strong bonds with plush toys that can help them feel safe and secure as they navigate childhood, they are part of their sensory development and education. Unlike

Anthony Temple, Rainbow Designs

Plush toys are an evergreen category that never seems to go out of fashion. TnP talks to suppliers and retailers to find out how the sector is faring…

other sectors of the toy industry, soft toys are able to offer that important cuddle factor at story time, bedtime and just when life feels a little hard.” Over at Posh Paws, group brand & marketing director Lauren Shipman is equally positive: “The plush market has been one that has seen growth as seen on NPD data, and we can confirm this with strong sales for our licensed soft toys including Jurassic World, Sesame Street, and BBC Earth, which have been great for younger kids, and our Swizzels Love Hearts gifting ranges have been one of our strongest performing, with older audiences from teens to adults. “While online sales are a significant part of our business, plush is a very tactile product and we are seeing an increase in sales post-pandemic, which is largely down to more consumers visiting the bricks-and-mortar stores and being able to touch and feel our products, which is an important part of the purchasing decision and converting the sale.’’ So are there any key trends emerging in the sector? For Posh Paws it’s about licensed toys inspired by screen stars, explains Lauren Shipman: “NPD has just announced that it is predicting

2022 as the ‘year of the movie licensed toy’ and we are seeing this already. But it’s not just movies that are driving product sales, our Gabby’s Dollhouse soft toys that launch in September have had a fantastic response from retailers and with the show a favourite for kids and families on Netflix, we’re confident our soft toys will be must-haves.’’ Over at Rainbow Designs, Anthony Temple says: “Over the past few years in particular, we have seen wellestablished, much-loved brands such as Paddington Bear, Peter Rabbit and Winnie the Pooh perform exceptionally well against brand ranges that are in their infancy. However, investment in the care, innovation and evolution of our toy ranges with such brand heritage is important to ensure that our collections are kept fresh and on trend. Consumers today are looking for something that is contemporary but will stand the test of time, that is safe and will support their child’s development, and of course, something that will not be harmful to the environment.” Talking of which, how important is sustainability in the plush toys sector? Sambro has a range of plush toys made with 100% recycled filling – including the latest Disney feature plush range. The filling used in each toy is made from

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100% recycled post-consumer plastic, coming mostly from plastic bottles. It is also reviewing its packaging and is working with a packaging specialist to identify how it can reduce the use of plastics and increase the use of sustainable materials. Paul Blackaby, Sambro CEO, says: “Managing the products we create and the impact they have on the environment is a key consideration for all of us at Sambro. Sustainability is important to us, our licensors, and our customers, which is why we’ve ensured our range of plush toys are as eco-friendly as possible. As a business we are driving forward our ESG strategy, with commitments to reduce carbon footprints Paul Blackaby, and improve practices and Sambro CEO operations across all areas of our business.” It’s a key factor at Rainbow Designs, too: “Sustainability has always been very important to our business and continues to be,’’ says Anthony Temple. “And, sustainability is definitely

“

Managing the products we create and the impact they have on the environment is a key consideration for all of us at Sambro

something that consumers, and therefore retailers, are looking for from brands and products they spend their money on. We have produced soft toys using recycled plastic bottles for a long time now, and we are making big changes to reduce the amount of singleuse plastic used to pack our toys. Earlier this year we launched our Classic Pooh Always and Forever collection, an adorable selection of luxury soft toys and plush nursery gifts that has been designed and created with FSC and reusable packaging, stuffing made from recycled plastic bottles and recycled plush fabric.” It’s a vital part of Posh Paws’ business plan too, says Lauren Shipman: “The stuffing in all of our products - both licensed and nonlicensed - uses 100% recycled postconsumer plastic, in addition to the majority of our products using completely sustainable cardboard hang-tags. This month we are excited to be launching our ownbrand collection of Eco Earth animal soft toys collection that are 100% eco-friendly from head to paw.’’

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e m i t Play uddles! C and

Ask the retailer... We asked Paul Wohl, owner of Argosy Toys in Westcliff-on-Sea, Essex… What plush toys brands do you stock and what sells well?

We do very well with Ty - and the people at Ty are fantastic at making sure we have the right stuff at the right time. Our Ty rep must be one of the hardest working reps around. We also do very well with Squishmallows from Jazwares. We have a 20ft x10ft display of Jellycat in the shop. Even on a quiet day in the shop we sell so many Jellycats online that we can say that was a good day. Jellycat sells really well to teenagers, young adults, children, adults - and it’s a really good company to deal with as they don’t generally supply major retailers. Is there anything you would like to stock but can’t find a supplier for?

I’d like to do more traditional bears - we get a few from Steiff. I’d love to stock Charlie Bears - but they seem exclusive with their accounts, which is fair enough.

Adorable Plush and Wooden Character Toys Guess How Much I Love You Wooden Balancing Toy Guess How Much I Love You Large Nutbrown Hare

Very Hungry Caterpillar Large Plush

mall Spot Small Soft Toy

Very Hungry Caterpillar Shape Puzzle

My First Peter Rabbit™ and Flopsy Bunny™

Peter Rabbit Wooden Pull Along

Spot Wooden Blocks

inspiring kids’ imaginations for 50 years

JULY 2022

FEATURE PLUSH TOYS

Cuddly new friends RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk Rainbow Designs has been inspiring kids for over 50 years, developing and creating high-quality, joyful forever soft toys for some of the most loved story book characters such as Peter Rabbit, Paddington Bear and Disney’s Winnie the Pooh. New to Rainbow Designs’ award-winning Classic Pooh Hundred Acre Wood collection, and joining the best-selling Cuddly Winnie the Pooh soft toy, are the super cuddly 25cm versions of Pooh’s best friends, Piglet, Eeyore and Tigger. These new super soft and cuddly Eeyore, Piglet and Tigger, inspired by A.A Milne’s wonderful stories, Tales from Hundred Acre Wood, makes the perfect playtime, story time and bedtime, companions for any little fan of Winnie the Pooh and his friends. Exciting, fun new additions to Rainbow’s ever-popular Peter Rabbit range this summer are the Playtime Peter Rabbit and Flopsy soft toys. Beatrix Potter’s Peter Rabbit and Flopsy Bunny are two of the most-loved children’s book characters, and these super soft toys, that are available in both 16cm and 24cm and suitable from birth, make wonderful playtime friends for inquisitive little ones. Two new stylish friends have joined Peter Rabbit and Flopsy Bunny in the exquisite Signature Collection. The luxury soft toys of the dapper Mr Todd and Jeremy Fisher make the perfect keepsake gifts for any young fan of the Beatrix Potter tales, creating life-long cuddly friends for little ones, and allowing parents and gift-givers to share happy memories and traditional values from their own childhood. It’s also time for play and discovery with David McKee’s colourful little patchwork elephant, Elmer. The vibrant Elmer Unfold and Discover Activity Toy is a new plush developmental toy to help encourage and explore the bond between baby and parent through play. The fun-packed Activity Toy features multiple textures, crinkles and activities and includes a baby-safe mirror, teether and high contrast colours for early visual stimulation, encouraging sensory play and helping to develop baby’s early motor skills. The Elmer Activity Toy joins a range of Unfold and Discover toys in The vibrant Elmer Unfold the Peter Rabbit, and Discover Activity Toy is Paddington Bear, a new plush developmental Disney’s Winnie the toy featuring multiple Pooh, Guess How textures, crinkles and Much I Love activities It includes a You and The baby-safe mirror, teether Very Hungry and high-contrast colours Caterpillar for early visual stimulation,

Fact!

Designer plushies SPIN MASTER 01628 535000 www.spinmaster.com/en-GB This season there is a great selection of plush toys on offer from Spin Master Toys, with stylish options from P.Lushes and preschool favourites, Gund. The perfect choice for little style icons, P.Lushes Pets are a great pocket money option for children aged fiveplus. These designer plushies from all around the world love to look their best. The stylish squad of fabulous fashionistas serve chic with a sprinkle of attitude and a whole lot of glitter. Luxe, premium fabric and a sparkling collar enhance their fashion-inspired looks. Collect them all, including the Limited Edition and Special Edition rare plush. For preschoolers, Spin Master offers an adorable selection of soft toys from 124 year-old plush company, Gund. Guaranteed to deliver unparalleled huggability, smiles and a plush friend for life, Gund toys are perfect for new parents and their little ones.

Guess what… Gund’s Kissy The Penguin is packed with cute features including interactive song and game modes that teach children how to blow kisses. This animated plush is made from a soft, huggable material Little ones looking for cuddles will love Gund’s Kissy The Penguin. Packed with cute features including interactive song and game modes that teach children how to blow kisses. This animated plush is made from a soft, huggable material and is a firm favourite with customers due to its beautiful styling.

encouraging sensory play and helping to develop baby’s early motor skills 46

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A kind of Animagic VIVID GOLIATH 01483 449944 vividtoysandgames.co.uk Vivid Goliath’s longstanding interactive plush brand Animagic continues to perform well and gives children the opportunity to experience all the love and fun of New this year a pet without the mess. Waggles is the palmMy Wigglin’ Walkin’ Pup is moving sized, hurrying, into its successful fourth year following scurrying Let’s Go a sellout year in 2021 and there’s no signs of it slowing down this year. Just and content-driven PR activity highlighting the Gecko, with LED like a real sausage dog, he wiggles his bum and waggles similarities between real-life geckos and our eyes and more his tail with cute barking sound effects. palm-sized friend. than 50 sounds Animagic will add a new dimension to the range, Sustainability is at the forefront for to discover stepping outside of plush with a palm pet. Let’s Go Recyclings, an S/S22 launch to the Gecko is a hurrying, scurrying, palmcollectables sector, which sees a range that is sized best friend that offers endless made from 70% recycled plastic, stopping five character, sounds, and lights. Full of bottle caps going into landfill for each lovable personality, he is a curious creature little cutie character made. Series 2 sees all- a little shy to start with but very new characters to collect, with everything from keen to learn. Play with your Gecko Hotdogs to Handbags, and also introduces and his series of sensors see him some eco-friendly plush items into the range. really start to come alive and show Resoftables are the new soft ‘n’ cuddly pals you more. His LED eyes express made from plastic bottles. Resoftables are a number of emotions and there made from 100% recycled plastic. Each are more than 50 sounds inside to Resoftable is made from an average of three discover. Enjoy its ability to walk plastic bottles saving them from landfill; these over your palm, up your arm or run freestyle on the floor. The Let’s Go are the super soft plush with none of the guilt. Their labels are Gecko will be launched with a 360 marketing plan with an impossibly recycled and recyclable too. There are six adorable characters to cute TVC showing off the Gecko’s array of features, influencer activity collect, with everything from Pandas to Unicorns.

Did you know?

So many soft toy pals BASIC FUN! 0118 925 3270. | Tim.Ives@basicfun.com Lynne.Swatton-Reed@basicfun.com

Did you know?

Basic Fun! has the plush toy category covered, with iconic lines from the world of Care Bears, as well as fun, collectable soft toy pals. Care Bears are 40 years With Care Bears celebrating its 40th year, Basic Fun! is launching old this year. A new a special edition 40th anniversary bear. Care-a-Lot was the first version of Care-a-Lot, bear to exist in Care-a-Lot, so is the perfect bear to celebrate this the very first Care Bear, special occasion, and will include an authenticity certificate. Exclusive is being released to mark celebration digital content will also be available. the occasion This new bear complements the new 35cm Care Bears that are also launching this Summer: Superstar Bear, True Heart Bear and Daydream Bear. This follows a successful Spring launch of the new Dress Up Beanies, 22cm bean-filled bears adorned with springtime accents. Also new was Dream Bright, who encourages all to follow their dreams; she has beautiful ombre style fur. Plus don’t miss I Care Bear, who is made entirely from recyclable materials. Now in its ninth selling season, Cutetitos has become an evergreen seller, thanks to regular refreshes and new collectable themes. Fresh for spring is a fresh wave of Carnivalitos, the candy floss-scented animals that wrap up the delights of the carnival. Plus, there are two new waves of Unicornitos to discover, and say aloha to - the all-new for AW/22 Islanditos, the tutti fruity furry scented friends that smell deliciously tropical. From evergreen and iconic brands to new IP: Misfittens. This hilarious, surprise reveal range of misfitting kittens is based on the internet sensation #IfitsIsits. Misfittens come squished inside an assortment of cat pun, meme-ishly themed packs. Rescue the Misfittens, they need your help to get them MEOWT! Supported with a multifaceted campaign and eye-catching point of sale.

JULY 2022

FEATURE PLUSH TOYS

Screen stars go soft POSH PAWS INTERNATIONAL 01268 567317 sales@poshpawsinternational.co.uk www.@poshpawsinternational.co.uk Gabby’s Dollhouse is the latest preschool sensation that kids can’t get enough of on Netflix, and this autumn Posh Paws will launch their new soft toys. Perfect for Christmas gifting, you can bring Gabby and her host of six feline friends to life with a soft and cuddly range of 10in characters and an assortment of smaller 7in characters in a bright and eye-catching CDU that kids will love. The new range is available to order now for a September launch. Meanwhile, the latest instalment of the blockbuster Jurassic World franchise, Dominion, has stomped its way to the top of the cinema charts since its release and Posh Paws’ range of soft and chunky dinosaurs toys are a must-have this summer. In the range is the bestselling Blue the Velociraptor, the T-Rex and the new Giganotosaurus dinosaur that appears in the movie. For Autumn, you can hatch your own mini 6in dinosaurs with Posh Paws’ new Dino Egg assortment that kids will love. After five years, the lovable Minions are back with the new Minions 2: Rise of Gru movie and kids will want to take home the movie magic with Posh Paws' range of the softest, most huggable soft toys available. Ready to order now are the adorably squishy 7in ‘Too Cute’ Minions in an assorted CDU, the 10in Kevin and Bob Minions and a larger 12in Stuart Minion in a display box.

Fact! Jurassic Park fans can look forward to hatching their own 6in dinos with Posh Paws’ new Dino Egg assortment this Autumn

Licensed to snuggle MATTEL 01628 500000 | www.mattel.com In 2022, Mattel presents an impressive range of plush and soft toys, with new and exciting licensed ranges from popular brands Winnie the Pooh, Star Wars, Marvel and Minecraft. Disney fans will love these plush figures inspired by their favourite characters, like Winnie the Pooh and Tigger. The Disney Winnie the Pooh Your Friend Feature Plush are 12 inches tall and are made with premium fabrics, making them soft to hold and snuggle. Fun features bring the classic characters to life squeeze the plush toy’s hand to see them walk or bounce as they wiggle their head and arms. As the Winnie the Pooh plush figure walks and Tigger bounces, they’ll sing or speak familiar tunes and phrases. Winnie the Pooh fans can pick a favourite or collect them both. Mattel is also swinging into the world of superheroes with the Marvel City Swinging Spider-Man Plush. The 11in soft figure comes to life with lights and sounds when the web handles are pulled from his hands together; pull just one to see him kick his opposite leg in a dynamic web-swingin’ pose. The action is accompanied by light-up eyes and wise-cracking quotes such as ‘Friendly neighborhood Spider-Man comin’ through!’. The soft Superhero plush toy makes a great gift for collectors and fans of Spider-Man and the Marvel universe. For fans of The Mandalorian, Mattel offers a wide range of Grogu-inspired plush toys that will capture the hearts of Star Wars fans everywhere! What looks like ‘Baby Yoda’ (otherwise known as The Child), is inspired by the adorable Grogu character, with green skin, big ears and adorable large eyes. The range includes The Child 11 Inch Plush Figure, which has a soft body, Mattel produces a licensed plus a sturdy base filled with beans, perfect for range of Minecraft plush cuddling or display as a collectable. Also in the characters - perfect for range is the Star Wars Squeeze & Blink Grogu plush, which features movement and sounds inspired by the video game fans of any beloved character onscreen. age! Each soft doll is 8in Minecraft fans can create snuggles and stories with the Minecraft tall and wears the iconic 8in plush figures inspired by favourite characters from the video game costumes so they’re easily universe. Each soft doll is 8in tall and wears the iconic costumes so recognisable they’re easily recognisable and ready for dreams of adventure!

Did you know?

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Going wild for plush FLAIR 0208 643 0320 sales@flairplc.co.uk.

Sambro goes green SAMBRO 0845 8739380 | sales@sambro.com www.sambro.com Sambro is paving the way for sustainability in the plush aisles, with its range of plush toys made with 100% recycled filling – including the latest Disney feature plush range. The supplier of licensed and own brand children’s toys, creative play, novelty and collectables and outdoor play, has made the switch to recycled filling across its entire plush range. The filling used in each toy is made from 100% recycled post-consumer plastic, coming mostly from plastic bottles. Sambro’s Disney plush range of toys features a selection of 27 characters from the Disney franchise, such as Disney Classics, Disney Princess, Disney Frozen, Lilo & Stitch, Winnie the Pooh, Monsters Inc and Marvel. Sambro also distributes Care Bears in the UK, as well as the EU, and has extended rights for Paw Patrol, Peppa Pig, Teletubbies and Hello Kitty distribution rights across Europe.

Get up and glow ONE FOR FUN sales@oneforfun.com www.oneforfun.com Check out the new glow-in-the-dark plush range, Dream Beams. This brand from Happy Line Toys has cute, plush glow-in-the-dark characters, each given added collectability with imaginative back stories from a Dream Beams World. Dream Beams World is full of colour, hope and happiness and, in this world, everyone is special. Each Dream Beam character that lives in Dream Beams World has its own personality. They are designed to be cuddly companions 24/7 with their unique glow-in-the-dark capability. These bedtime buddies even glow differently. Every Dream Beam has its own talents: singing, dancing, swimming, and some of the Dream Beams even have superpowers. They are friendly and supportive of each other in different ways. All the Dream Beams have the same single mission: to let every child have a good night’s sleep and sweet dreams. They do this by providing emotional support and an opportunity to release stress by giving a multi-sensory experience – through cuddling, squeezing and providing comfort through the glow-in-the-dark feature. Dream Beams World is an amazing place full of storytelling, allowing the space to develop innovative, new products and experiences that will keep up with the trends and meet consumer needs. Each new wave of characters is related to the existing ones within Dream Beams World, ensuring continuity. There are 10 beautifully soft, seriously squishy, Dream Beams characters to collect in every Dreamscovery. The launch

JULY 2022

Wild Alive is an all-new collection of fiercely cute, super soft and cuddly, photo-real printed plush animals that are so adorable you won’t be able to put them down. There are eight different characters to collect, each made with extra soft and bouncy material for maximum cuddling. Available in three sizes - 3in, 5in and 12in - with wacky designs including a hedgehog, snow leopard, koala, Yorkie and more. Mindful Lil Minds Breathing Meditation Plush is an electronic tech toy designed to educate little ones on the importance of creating an everyday meditation practice. This soft and cuddly koala toy will help young children become more present, offering them strategies to manage their emotions in stressful situations. Kids can press its paw to begin a five-minute guided meditation. The Magic Dreamlight is a beautiful plush unicorn toy, which babies can snuggle up to. Simply turn on the Dreamlight and soothing music will be played, accompanied with soft, colour-changing lights that automatically switch off after 30 minutes.

Guess what… There are 10 beautifully soft, seriously squishy, Dream Beams characters to collect in every Dreamscovery. The launch collection includes Dana the Dinosaur, Lola the Ladybug, and Nickie the Narwhal, among others collection includes Dana the Dinosaur, Lola the Ladybug, and Nickie the Narwhal, among others. All Dream Beams characters come in the standard 18cm size and some are also available in a special 30cm size. There will be mini collectables available too later in the year. Tobar’s award-winning Animigos range also continues to grow, with the addition of great family favourites the Flipping Panda (he literally does a flip!), the Walking Cockapoo with lead, the Walking Maltese Dog and the Walking Elephant. The Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals. This year saw the introduction of a Koala and her cub, a hanging Lemur, a hanging Sloth and hanging Chimpanzee. Other additions include a non-animated Cockapoo puppy, a Westie, a small Rat with a squeak, a small Budgie, a rare red Panda and a cute black and white Guinea Pig. Let’s not forget Poppy the Booty Shakin’ Pug – she caused a stir at the start of the year and this canine cutie from Zuru’s Pets Alive range is proving to be very popular. She twirls her head and shakes her booty, and is guaranteed to make you smile.

FEATURE

CONSTRUCTION

Spin Master

Still building after

all these years The construction market has been one of the foundations of the modern toy market, the building blocks on which the entire business is built. And it’s only set to

rends may come and go, but construction toys are timeless. The construction toys sector is a perennial favourite and one with a history stretching back across decades – one of the undisputed leaders in the field, LEGO, is celebrating its 90th anniversary in 2022, while Meccano has been a mainstay of the UK toy market for more than 120 years since Frank Hornby first dreamt it up in Liverpool at the end of the 19th century. And while it has always welcomed change and technological upgrades, the fundamentals are the same. The global market for construction toys, analysts believe, is set to grow in 2022, rising by more than 6% to a mammoth $9.6 billion (up from just over $9 billion last year). The expected growth this year and beyond – the annual increase of around the 6% mark is set to

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Constructive play is a developmental process that continues and should be encouraged, for several year

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continue for some time and will see the worldwide construction category rise to a total value of more than $12 billion by 2026 – is being partly fuelled by a move to more sustainable toys and a warmer, eco-friendly structure. As experts at Reaearch and Markets outlined in their most recent report into the construction arena: “The introduction of ecofriendly construction toys is the key trend gaining popularity in the construction toys market. Key players are coming up with ecofriendly and sustainable products as concerns over the safety of the raw materials used in construction toys have grown and to maintain a competitive edge over the other players.” It is this innovation and ability to adapt to current trends that marks the development of the construction sector. Innovation and a refusal to stand still is helping take construction

forward, agree many of those involved in the business. As Mattel UK marketing director Kelly Philp notes: “Innovation is a key development and business driver when it comes to creating all toys and we are constantly innovating to create construction toys that will evoke children’s senses and encourage development and creating products from durable materials, so our toys can be passed down to future builders.” Mattel has gone even further, not just using sustainable materials, but also using its construction sets to highlight the imprtance of green values. Marketing firector Philp explains: “As sustainability has become an important factor in people’s everyday lives, and the Mega Green Town line was designed to help teach kids to respect and care for the environment, which reflects the changes in the market of making sure brands and products are taking a step forward to

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JULY 2022

As the child gets older, the more sophisticated the play becomes. The sets get more complex and, as Mattel’s Philp notes, not only are they more ambitious, but as a child gets older, licensed product comes into play even more. She says: “For the older builders we are constantly looking for great licenses to partner with that appeal across the ages and we are excited to continue making great strides in 2022 and look forward to sharing our AW2022 range!” Toy giant LEGO similarly starts off with basic sets – under its Duplo banner – and then enhances and develops these themes for older children, adding licenses and going right through to adult fare. The company also recognises not just the educational ability of construction, but its social aspects too. Julia Goldin, Chief Product and Marketing Officer, the LEGO Group, says: “Play has always been the cornerstone of humanity. It’s not only fun, but it’s crucial to helping children develop essential life skills, strengthening family bonds and building communities. But with competing pressures on the lives of parents and children, play is often deprioritised.” LEGO is currently celebrating another milestone in its storied history, as it marks 90 years in the business. It has launched a whole brand campaign that not just highlights its own products, but stresses the importance of play of this kind. A new study commissioned by the company, LEGO Play Well 2022, asked 55,000 parents and children in 30 countries around the world and it again highlights its importance. The study found “almost all parents think play helps children develop lifelong skills like creativity (93%), communication (92%), problem-solving skills (92%), and confidence (91%). Play also makes the whole family happier, builds stronger family bonds and improves their wellbeing according to 95% of parents”. The 90th birthday campaign further highlights the benefits of play, from

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LEGO is currently celebrating another milestone in its storied history, as it marks 90 years in the business.

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being sustainable! “Each toy teaches different green behaviours like waste sorting, using electric transportation, protecting the honeybees, choosing renewable energy sources and more. The playsets also help teach kids to respect and care for each other by increasing representation through the use of diverse and inclusive characters in each set.” Developments such as this only further enhances the educational aspect of the toys themselves. Chief among the benefits of construction sets is their educational ability. Young users may not realise it – their urge is to build and develop – but construction sets, from the most basic building blocks upwards, are encouraging all sorts of positive benefits and have a huge educational value. “Construction play is an important part of a child’s healthy development,” says Tanja McIlroy of website Empowered Parents. “The child explores the materials and objects around him and learns how to create intentionally with them. Children learn so much while constructing that the focus should always be on the process, not the product. “Construction play often leads to pretend play, as children bring their ideas to life in a physical form and then use them as part of a game of ‘acting out’ life scenarios.” And it starts early too, as McIlroy at Empowered Parents notes. She says: “There are different stages of construction play but it begins as soon as toddlers start creating intentionally, at about two years of age. There are also levels to their maturity and understanding of intentional building and creating. “Let’s take the example of building a tower. A 2-year-old may begin to start intentionally stacking blocks to make a tall ‘tower’ but is not yet trying to construct an actual building of a tower – she has learned this word by hearing an adult use it to describe her constructions. Her intention is to see if she can successfully stack them without the tower falling, and how many she can stack. Sometimes the intention is just to stack the blocks in order to knock them over. An older child may decide to build an actual tower to keep a princess inside, complete with windows, a moat, a bridge, etc. “Constructive play is a developmental process that continues and should be encouraged, for several years.

One For Fun

a special film, We Are All Builders, through to involving creatives and celebrities to stress the importance of play. It will culminate in the LEGO Group’s World Play Day in August. Julia Goldin says: “To mark our 90th Anniversary this summer, we’re launching our largest ever celebration of play to inspire people around the world to play more; whatever their age, location or interests. We’re delighted to be joined by a host of the world’s most creative brands and personalities that are just as passionate as we are about play and reminding the world how easy, fun and beneficial it can be.” LEGO’s marketing muscle and clout is not to sniffed at,but pushing the importance of play and construction could have positive spin-offs for other companies in this area too. How else though, do you reach parents and children with marketing? Mattel is using digital marketing throughout the year to get its message and products in front of eyes. As marketing director Kelly Philp notes: “Mattel has a strong digital marketing campaign in place for this year. We’ll be talking to parents about how MEGA Bloks is the perfect toy for little hands, helping them to enhance their fine motor skills. How MEGA Paw Patrol offers pre-schoolers the chance to build their favourite characters and recreate their favourite scenes. Then through You Tube and other relevant digital platforms, we will be exciting Pokemon fans with our fantastic new construction sets. Illustrating how they can build the world of Pokemon in stunning detail. Barbie fans will also be thrilled to see they too can build their favourite Barbie locations.”

FEATURE

CONSTRUCTION

Build bigger than the box with K’nex BASIC FUN! 0118 9253270 www.BasicFun.com

Monster Line-up

From Meccano SPIN MASTER

“There’s a fresh new look for K’nex, this year, with vibrant, eyecatching waterfall packaging that will be seen across the range shouting out the multi-build per set ethos”

For construction lovers, there is one brand that always builds bigger than the box and has a project for everyone; K’nex. And with K’nex celebrating its 30th anniversary this year, there are some exciting developments, including the recently launched packaging refresh and some awesome new lines. There’s a fresh new look for K’nex, this year, with vibrant, eye-catching waterfall packaging that will be seen across the range shouting out the multi-build per set ethos. In other big news, K’nex has brought back two best-selling, spiralising K’nex Rollercoasters. Look out for the Amazing 8 Roller Coaster, as well as the Typhoon Frenzy – a two-in-one build, with 19ft of track.

01628 535 000 | www.spinmastertoys.co.uk Spin Master has an exciting selection of construction toys on offer that can encourage educational play for children of all ages. Construction play offers children multiple educational benefits and can assist in the development of skills such as hand-eye coordination, problem solving and creativity. With a great selection of building sets, children of all ages can enjoy immersing 2023 will mark 125 years themselves in the world since Frank Hornby first of Meccano. launched Meccano in the UK The Meccano 25 Model Supercar is a great construction toy option for older children and adults alike. For years, Meccano has created imaginative construction sets that inspire the next generation of innovators. This model can be built in 25 different ways, so it encourages decision making and helps children to explore concepts from science, technology, engineering, the arts and maths. This set is also perfect for inter-generational play as younger children can get involved with the help of parents or even older siblings. Also available from Meccano is the Monster Jam Truck. This construction set allows young builders to assemble their own Monster Jam Grave Digger truck from more than 100 different parts. The truck set comes with two tools to help with assembly and includes a pullback motor, BKT tyres and a working suspension system for tricks and stunts. Younger Meccano fans will love the new playsets on the way from the Meccano Junior range this Autumn/Winter. The new Tractor playset and Police Car RC will have fans building and racing around their living rooms. The motor from the Police Car RC can even be used with other models in the Meccano Junior range, so there’s no limit to the fun this playtime.

Did you know?

For a next-level building challenge there is K’nex Classics, the newly launched multi-build sub-segment. An ideal nextlevel building challenge, each set includes an easy-to-follow colour-coded instruction manual to build multiple models. Alternatively, kids can think outside the blocks and build from their imaginations. Sure to excite is the Beginner Builds set, a 10-model build 125-piece kit. Or, for a competitively priced set that lets kids build multiple, motorised creations, there’s the 325-piece/25 Model Motorised Creations Set. These subcategories complement the entry-point Kid K’nex sets, which are aimed at children aged three-plus. These multi-build character sets contain parts that are larger and softer than classic K’nex parts, so little ones will be building and creating in no time. There are also K’nex Education sets available in the range, which are aligned to national education standards; each comes with hands-on lesson plans that help teach STEAM topics. Plus, don’t miss the all-new K’nex CYBER X. This collection launches with three build and battle unique blasters.

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Flair shines in the construction aisle FLAIR 020 8643 0320 | www.flairgp.co.uk From a traditional heritage favourite to a fun range that will let kids light up their creations – and their imaginations – look no further than Flair GP’s cool construction portfolio. Flair’s heritage Stickle Bricks brand has been a trusted first construction toy brand for generations. An exciting development within the range is the addition of new lines under the Explorer banner, which are designed to widen the appeal of Stickle Bricks, introducing the brand to a new consumer. For kids as young as 18 months old, the Stickle Bricks Little Builder set is a perfect entry point into the range, with its fun assortment of brightly coloured bricks. For bigger builds and more imaginative possibilities, there’s the Fun Tub, which is great for young builders with grand designs in mind. When play time is over the tub doubles as a handy storage container. There’s also the Stickle

Bricks Farm Set, which comes with fun pieces that are perfect for a chunky colourful tractor project; complete with tractor wheels, a farmer to drive it along, a field full of crops and a pigpen. Meanwhile, Laser Pegs offers a fun alternative to traditional construction toys, letting kids light-up their creations. Each Laser Pegs set comes with patented light bricks, allowing builders to illuminate their toy. Not only heaps of fun, creating with Laser Pegs enhances a child’s understanding of spatial relations, creative abstract thinking, problem solving and more. The Laser Peg Multi-Models sets are a great place to start with the range, allowing children to build, play and rebuild over and over again. There are also Laser Peg Micro-Sparks 2-Pack sets that offer great value for money; they come with more than 100 pieces for quick, fast, fun builds.

BIG building fun for little ones with Peppa Pig SIMBA SMOBY TOYS UK 01620 674778 www.uk.simba-dickie-group.com The brilliant Peppa Pig Bloxx first construction collection from Simba Smoby Toys UK is packed with preschool appeal. A new addition to the Simba Smoby Toys UK portfolio for 2022, the Big Bloxx Peppa Pig construction range includes something for all budgets. From Starter Sets to Basic Sets, all the way through to playsets both big and small, little Peppa fans will have great fun building a world of Peppa Pig. Must-haves are the Big Bloxx Peppa’s House Construction Set and the BIG Bloxx Peppa Pig Campervan Construction Set. The Big Bloxx Peppa Pig Campervan Set comes with 54 pieces, including campervan building blocks, furniture, and accessory pieces, as well as four play figures. Kids will have plenty of fun, as they explore the exciting themes of adventure and camping. Meanwhile, Peppa’s House Construction Set comes with more than 100 exciting building pieces to create a cool three-story house and garden area where Peppa and the whole family can relax and play all day long.

JULY 2022

FEATURE

CONSTRUCTION

For budding engineers ONE FOR FUN 0141 613 2525 www.oneforfun.com

“Using real nuts and bolts and real steel, these kits allow all to design, build and play”

The Junior Engineer’s Workshop from Tobar is a multi-award-winning range of kits graded in difficulty to test the mettle of any budding engineer. Using real nuts and bolts and real steel these kits allow all to design, build and play. Each kit has a difficulty rating to help consumers choose from the easy to the more challenging. The sets are available in a variety of sizes too, at different price points, starting from the small sets, which include a helicopter, a plane, a racing car and a motorbike. Also available now are the the Pull Back and Go Robot and the Pull Back and Go Digger. The various pieces screw together using the spanner and screwdriver included and fix to a pull back and go motor to make the Robot or Digger. The number of pieces is listed on each box. Kits can also be combined to make bigger models from all of the parts, adding even more to the collectability and play value. The Pull Back and Go range is suitable for children of aged eight-plus. Other items in the Junior Engineer’s Workshop range include an aeroplane, which also has movable parts, and the award-winning Monster Truck, which also has movable wheels. Moving into even more challenging construction territory there is another multi-consumer awardwinning Action Bot with moving joints. The whole range has a quality finish and vintage styled packaging.

Constructable

collectables MAGICBOX TOYS 01293 222500 www.magicbox-toys.co.uk Discover the collectable, constructable, mix-and-race T-Racers vehicles from Magicbox Toys. The T-Racers collection will be zooming onto the mini vehicles scene next month, presenting kids with a new way to enjoy construction play. T-Racers is the collectable brand that lets kids design and build their own cars by mixing and matching parts. Each T-Racer is made up of five different parts, including a driver, which can be mixed and matched to the max. With its innovative play pattern and interchangeability, kids can collect 16 T-Racers vehicles to unlock 500+ vehicle combinations. No doubt the Fire and Ice vehicles, with their special crystal effect detailing, will be highly sought after. Kids can take on the challenge of racing their T-Racers wheels with the many playsets available. There’s a wide choice across multiple price points that will feed the need for speed, including the XRacer Turbo Truck and Dragon Loop. Magicbox Toys believes in maximum investment across its brands and T-Racers will benefit from heavyweight TV and digital advertising. Highly entertaining YouTube webisodes will introduce the characters and adventures within the T-Racers brand, plus active PR campaigns and social activity are planned throughout the season.

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TRADE

OPINION

Trade talk We talk to suppliers about how business is at the moment, and their plans for the second half of the year

DAVID ALLAN MD at Toynamics UK & Ireland Coming up to the halfway stage of the year, how has business been in 2022 so far? We’ve had a very positive first half; the Hape brand is doing particularly well for us, showing sustained growth. We’ve taken on a lot more national listings, and we’re seeing our investment in shows, marketing and PR pay off as Hape brand awareness is increasing. We started the year with the launch of a great selection of new products across multiple categories at Toy Fair. Some of the new toys have exceeded all our expectations, with some real stars, such as infant toy the Hape Bunny Stacker – for shoppers and retailers it’s a great entry product into the Hape brand, highlighting the quality and prices of our products.

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

renewable raw materials - in addition to wood, we make toys using rice, fasal and bamboo. To help futureproof our supply we own 18 acres of bamboo forest (it’s the most sustainable plant - by the time our Nature Fun Periscope is in a child’s hands the bamboo used to make it has already grown back) - and we rent an additional 50 more acres. We have also just launched a new brand called Korko; environmentally friendly toys made from cork, another very sustainable raw material. Since launching a limited number of SKUs, the quality of this toy and its fair price has shone, and we are thrilled with the uptake. What are the biggest challenges facing business? The uncertainty of the economy, what more can I say! And, across the board, shipping issues continue. We want our retailers to know, we are here to support them through the Christmas period – and with a global marketing campaign, and top-quality toy product at good prices, we have confidence. How are you planning to help retailers with their business in the latter part of 2022?

And how do you think the second half of 2022 will be? We hope the momentum of the first half year will continue, despite the ongoing economic turbulence. We’re hoping the enduring elements of our Hape toys, such as wooden railway and playsets, will shine through with retailers and consumers – their longevity and potential for handing down through the family are real benefits when the shopper purse is squeezed.

We are pleased to say we are continuing our ‘Toy of the month’ incentive, which provides discounts on certain lines. We also have in-store support for lines such as Hape Railway, which include gift with purchase and assets for colouring-in competitions. Not forgetting our popular railway play tables for in-store. Watch this space, we are currently working on a major marketing campaign for the run-up to Christmas.

Looking further forward beyond this year, where do you see your sector heading?

What are you most looking forward to for the rest of the year?

Sustainability is still very prevalent. It’s important to us that we’re selling toys that have an educational benefit and a sustainable arm. It’s perhaps not surprising then that Hape is the world’s largest manufacturer of toys made from

Continuing momentum following the shows we invested in this year, and the fantastic team effort put in to the first half of the year and reaping those rewards. And of course, Christmas. It is my favourite time of year!

JAMES ARNOLD Marketing Director, Asmodee Coming up to the halfway stage of the year, how has business been in 2022 so far? At Asmodee, we have seen a strong start to 2022, especially within collectables and trading card games: board games were pretty stable after a successful Q4. The two standouts were some of the perennial games, which go from strength to strength every year - such as Dobble - and some of our newer titles such as Taco Cat Goat Cheese Pizza, which is growing exponentially. Looking further forward beyond this year, where do you see your sector heading?

"The buzz around the business is definitely Dobble Friends we're all really excited about that one''

Only upwards! More consumers are playing games, and so while every sector has its moments of course, for us there is no doubt the category will continue to grow. What are you most looking forward to for the rest of the year? The buzz around the business is definitely Dobble Friends - we're all really excited about that one. Ticket To Ride San Francisco is also going to be fantastic new release and a welcome addition to the family. On a personal level, I think our incredible team here is also keen to get a holiday booked in as well!

19 toysnplaythings.media

LIBBY EVERETT Board Games Sales & Science Kit Marketing Thames and Kosmos Coming up to the halfway stage of the year, how has business been so far? Thames and Kosmos had a very successful launch of the latest EXIT Game in the first half of this year. For the first time in the EXIT series, a game features a licence. The Lord of the Rings has proven to be a very popular IP, which has led to this highlyanticipated game being extremely well received. Many outlets sold out almost as soon as they had them in stock. This leaves us all very excited for the next in the series, Return to the Abandoned Cabin, which arrives in July and is a sequel to our bestselling EXIT game, The Abandoned Cabin.

At the heart of retail Leading publisher in B2B and Digital

And how do you think the second half of 2022 will be? With some strong releases in the second half of the year including the Ultra Bionic Blaster, Gyroscope and the EXIT advent calendars, we expect to finish the year with a bang! Looking further forward beyond this year, where do you see your sector heading?

"Thames and Kosmos plans to aid the retailers by providing training on our products to enable more knowledgeable selling"

The consumer focus seems to be more considerate of environmental concerns lately. Thames and Kosmos believes that the demand for toys that teach about sustainability and which are produced using more sustainable materials will become increasingly popular. Our games are using less single-use plastic and our science kits are more environmentally focused, which taps into this trend perfectly. What are the biggest challenges facing business? With the costs of almost every element of production increasing, it will be a challenge for all of us in the industry to be able to produce the quality products we expect and are known for, at a price that is affordable to the retailer and therefore to the consumer. I expect most companies have put some new procedures in place to try to avoid these spiralling costs. How are you planning to help retailers with their business in the latter part of 2022? Thames and Kosmos plans to aid retailers by providing training on our products to enable more knowledgeable selling, and forming demo boxes, which can be booked out for set periods of time to enable stores to hold Thames and Kosmos events throughout the year. Please contact libby@thamesandkosmos. co.uk for more details, if this appeals to you. What are you most looking forward to for the rest of the year? The demand for the upcoming EXIT advent calendars has been phenomenal. After the success of last year, we not only have a new title - The Hunt for the Golden Book - but we have also have reprinted last year’s The Ice Cave. Pre-orders for both these titles have been extremely popular, with The Ice Cave reprint already sold out, and there are only a couple of hundred left of the Golden Book. Next year we will need to print more!

JULY 2022

RETAIL INTERVIEW

YARNTON HOME & GARDEN

“

We are an ambitious centre with a big vision

”

‘An exciting

journey’

TnP talks to Bryony Taylor-Edwards, Head of Marketing and Toy, Gift and Home Buyer for Yarnton Home & Garden, about the retailer’s evolving toys offer What’s your background? Very varied! I started my career in the halls of Westminster as a political lobbyist. I then moved to the Cotswolds when I had my children and worked for an independent, family-run garden centre, before joining Yarnton Home & Garden.

Tell us a bit about Yarnton Home & Garden. Yarnton Home & Garden is based just north of Oxford, close to Woodstock and the surrounding Cotswolds. The centre has been in existence for more than 50 years. It was run by twin brothers Richard and Nigel and was formerly known as Yarnton Nurseries. In 2016 it was acquired by investors and the rebrand to Yarnton Home & Garden began. Since then, it has been an exciting and busy journey to

“

We like to choose toys that have a positive and uplifting message for children, so there is a big focus on using imagination, nature and getting outdoors

”

where we are now: a new home and garden concept store. When I started here, one of the first things I did was work on the design and implementation of our beautiful Yarnton Home & Magic Garden play barn. This stunning Scandi-inspired area represents a magical garden with a life-size garden shed, indoor tree houses, and a tipi reading area. The Magic Garden is an indoor play and café area for children and their parents, grandparents and guardians. It was designed with both the adult and child in mind, so while there is plenty for children to see and do, we have made sure there is comfortable seating and a calm feel for the adults. We also host children’s parties in our dedicated party rooms and run a whole series of activities for children throughout the year. It’s an important part of the centre because it not only attracts a new demographic but also provides children

with a safe space to play. So, it felt only right to put in a toy shop to cater to this new customer base. The shop is located at the entrance to the Magic Garden. It’s smallish at the moment, with plans to possibly expand.

How would you describe your toys & games range? Our ranges are built around our key themes: our love of nature; our passion for gardening, fun, and games with friends and family; and of course, sustainability.

How many suppliers do you deal with? Gosh, too many to mention them all… we have well over 50. Some of our bigger suppliers include Jellycat, Bigjigs Toys and Inside Out Toys.

What are your key categories? The shop covers soft toys, nursery

toysnplaythings.media

Bryony Taylor-Edwards

Top

Best Sellers ■ Trains ■ T ransporter Lorries ■ S oft toy rabbits ■ J ellycat Amuseable soft toys ■ P ocket money toys

toys, gifts for new-borns, wooden roleplay toys, puzzles, and games. We also introduced pocket money toys this year and partyware.

How do you find products? We have sourced mainly from trade shows, Top Drawer in particular. It really has grown from there.

What's your selection criteria? We care about sustainability, so there is very little plastic in the shop. We have focused on wooden toys and plastic alternatives, like our trucks, which are made from sugar cane. We like to choose toys that have a positive and uplifting message for children, so there is a big focus on using imagination, nature and getting outdoors.

What’s proving popular at the moment?

into the garden. We also have some great children-sized gardening tools. These are a big hit in the summer.

Are you looking at expanding into new categories? We are certainly looking to introduce more for older children. We're also thinking about expanding our children’s clothing range.

What’s next for Yarnton Home & Garden? There are lots of plans afoot, none of which I’m at liberty to talk about yet… but stay tuned because we are an ambitious centre with a big vision.

What’s the most rewarding aspect of your job? The sourcing of new products excites me 100%! I also love working with

suppliers, from which I have made some brilliant friends. A lot of our suppliers have come on the journey with us from the very beginning, and their support and feedback has been amazing and often the driving factor. Suppliers wanting to be part of our journey has meant a lot to the whole team.

What’s the most challenging aspect of your job? Juggling two big remits: being a buyer and head of marketing. But this is also a massive opportunity for me.

What's your favourite toy or game? I love the Lottie dolls. I think they come with positive messaging for young children. These dolls work, have amazing hobbies, wear normal clothes and don’t have loads of makeup on!

The pocket money toys are a big hit. Initially we only stocked these at Christmas, but now we do them all year round.

What lines have you started stocking recently? We recently started stocking children’s pyjamas and nighties, and these have been a big hit.

What products do you hope will do well for the summer season? We find we do very well with children’s gardening. We have our own dedicated children’s Mr Men seeds’ stand so, of course, we want to encourage the children outside and

JULY 2022

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Toys n Playthings July 2022

Articles inside

Construction Toys - check out these hands on toys and kits

Plush Toys - a round-up of what’s new and trending

STEM Toys - a look at new products in this core sector

Retail Interview - with Alan Wright, category lead for toys & books at John Lewis & Partners

Cover Story There’s a new extension – quite literally – to the Sylvanian Families range as budding young hairdressers can style their pony’s hair with the mane attraction of Pony’s Stylish Hair Salon launches. And there’s plenty more from Epoch Games too…

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

Licensing News - what’s hot in licensed products

Consumer Insight - The Insights Family discusses the uptick in creative toys

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

People News - all the movers and shakers

Retail Opinion - John Ryan explores contactless shopping

Media Analysis - Generation Media examines non-traditional TV advertising

Trends Column - the U.S. Toy Association focuses on next-gen creators

News - the latest toy industry headlines

Leader - with Tim Murray

Is the industry inflation proof

Media News - the multimedia rundown