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

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.

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.

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.

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.

From small Acorns…

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’.’’

The Right stuff

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.

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.” 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!”

Smart deal makes everyone Happy

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.

Still trending after 20 years Sales to make your

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!’’

Duggee hits the road

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.”

hair curl

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.’’

Big beano to mark Beano birthday

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.’’

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 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.”

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.”

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.”