Toys n Playthings July 2023

LEADER

July is the month where toy and film worlds collide as the eagerly-awaited Barbie movie finally arrives in cinemas, after what seems like an interminable wait.

The long-mooted project was first announced as far back as 2009 and is now in its third incarnation at a trio of different studios, as first Marvel and then Sony both held options, explored the possibilities, paid for scripts, treatments and endless rewrites and investigated all sorts of different actors in the lead role.

Mattel must be breathing a sigh of relief that it has finally hit paydirt with the project, and it does appear as if it will have been worth the wait. For after all those rewrites, the early word is positive and the film has got fans clamouring to see it.

Where it seems to have succeeded – with the movie itself –is in marrying the different potential audiences. There’s the older, kitschier crowd drawn in by some of the talent involved – millennial favourite and the thinking person’s crumpet post-Drive Ryan Gosling as Ken, Margot Robbie as Barbie herself, American indie cinema wunderkinds Greta Gerwig and Noah Baumbach on writing duties with the former also directing. These will be drawn in by Warner’s expansive marketing and clever promotional partners tied in to the film, as well as the knowing winks from press junkets that everyone, filmmakers and the audience, are in on the joke. And elsewhere, there’s the younger audience, child fans of Barbie, fans of Mattel’s product. These are the core fans, the ones who will buy not only Mattel’s product, but much of the licensed gear out there, too.

Beyond those two key groups, there are scores of other sub-sets, many of whom Warner appears to be winning over.

The studio’s marketing campaign is

impressive, with scores of partners, both promotional and for licensing, and it is embarking on a global PR tour to take the stars and publicity machine to territories around the world, The global nature of journalism means relentless coverage for the film worldwide.

Hollywood badly needs a hit, with a slightly flat summer box office for blockbusters, the latest Spider-verse instalment aside, the success of Barbie is essential not just for cinemas, but for the licensing business too.

Barbie’s big box office, which looks more than likely and many analysts believe will happen, will give a real lift to the toy sector. In the kind of me-too world that Hollywood executives inhabit, they are probably already rushing to diarise meetings with toy companies to see what they can turn into movie magic.

Some of summer’s successes thus far have been toy-related – Transformers Rise Of The Beasts has performed solidly and seemed to bring with it some of the critical acclaim that has been missing from recent Michael Bay Transformers outings, moreover it tantalisingly teased a future collaboration in the end credits that will make for huge toy news in the coming years, while the new Teenage Mutant Ninja Turtles iteration is also shaping up to be another summer hit.

In a time when superhero movies are stuttering, at least in audience reaction, then toy movies could become even more in favour, and, moreover, create a double-win scenario for toy retailers.

We’ve covered one of those big summer theatrical releases, specifically its toy product, with a look at Character Options’ special event to launch its range of toys based on the new Teenage Mutant Ninja Turtles film in this issue of TnP, alongside all your usual favourites and special looks at tech toys, STEM and plush - three key sectors.

There’s also an exclusive interview with the man now installed at Asmodee to head up both its purchasing and marketing teams, Greg Stanton.

We hope you enjoy the issue and enjoy the summer, especially going to the cinema to sample some of the summer blockbusters.

Also by Lema Publishing

At the heart of retail

Hollywood badly needs a hit, with a slightly flat summer box office for blockbusters, the latest Spiderverse instalment aside, the success of Barbie is essential not just for cinemas, but for the licensing business, too

Tim Murray

the number of teachers, in 100 schools, who worked with iChild and Leapfrog to look at the latter’s educational toys. They carried out product testing as part of the research to see if they would recommend

Leapfrog product to parents. A whopping 96% said they would. Leapfrog added that the learnings will help the company formulate its key marketing messaging for the brand in the upcoming Autumn/ Winter marketing campaigns for 2023.

The month in numbers

Some of the past month’s news highlights as offered up by the Toys n Playthings newsflash and more. To sign up for daily bulletins, go to www.toysnplaythings.media

57.7 million

the number of different special Squishmallow plush toys being developed by Jazwares as the brand heads to McDonald’s for a Happy Meal promotion. The global deal will see 10-12 different versions being offered with the junior meal at the fastfood restaurant. “In partnering with McDonald’s we are able to bring fans a 360-degree Squishmallows experience that includes exclusive digital playlists, and special edition Squishmallows that will create one of the most elevated Happy Meal programs to date,” said Gerhard Runken, senior vice president of brand & marketing at Jazwares. “This is a tremendous milestone for Squishmallows as we join forces with McDonald’s.’’

the amount of steps taken by Character Options staffers worldwide as part of the Toy Trust’s May Mayhem, challenge. Employees at the company’s five global offices, including the UK, took part to raise funds for the Trust and the Fence Club. The team doubled their initial target, walking the equivalent of circumnavigating the globe.

Jon Elliott, head of research and development, Character Options, said: “Each year, Character participates in industry fundraising activities, but until this year, we’ve never been able to take part as a collective. For this I would like to thank The Toy Trust and Jeff Taylor for the idea for May Mayhem, which offered a unique opportunity for us all to get behind it.Together, we’ve really stepped up, walking 57.5million steps – which would take us around the world, in just 31 days.

“I’ve felt so proud to see the Group come together on this. It’s been great to hear the banter and observe people connecting with others outside of their usual roles in the business. Of course, it’s also been amazing to watch the money come tumbling in.

To date, the initiative has raised £8,129 for children’s charities that so desperately need the support, with this total continuing to climb towards our £10,000 target.’’

1 million

the number of Purrfect dollhouses sold from Spin Master’s Gabby‘s Dollhouse range. The figure is just one of a number of impressive milestones notched up by the brand as it continues to grow. These include more than one billion views on the YouTube channel and 23 million downloads of Spin Master’s app. Universal products & experiences SVP for franchise strategy Shannon Vacca said:

“There’s incredible excitement and momentum around Gabby’s Dollhouse. Fans around the world have embraced Gabby’s Dollhouse so enthusiastically, and we couldn’t be more excited about celebrating one million dollhouses sold. We know there’s something really special about Gabby-- with endless opportunities to surprise and delight fans through new content, engaging products, theme park events, innovative retail experiences and more.”

207,850 the amount in pounds distributed by the Toy Trust to assorted child-friendly charities in 2022. The figure was revealed by the industry’s fundraising arm at the BTHA AGM. For a full report, see p10-11…

Bringing people together

In bringing together two separate arms, purchasing and marketing, Asmodee is aiming to innovate and improve in bringing product to market. New Head of Product – Commercial at the company Greg Stanton outlines his vision and why he loves adding value and is enthused by data…

“It’s all about adding value,” says newlyinstalled Head of Product – Commercial at Asmodee, Greg Stanton, outlining his vision for the company and its future.

said, noting how

He’s keen to force the point home, repeatedly referring back to adding value and ensuring that TnP mentions it in the published interview.

TnP is chatting to Greg at the UK Games Expo, four weeks into his new job, and things are going well for Asmodee.

It has just released its latest Star Wars board game, Shatterpoint™, and the product is much in demand as it landed at the company’s assorted sites across the NEC in Birmingham and other retailers’ stands dotted around the show. It is growing proof that the strategy and vision the full team has set out is already beginning to work.

Greg has worked across the divide throughout his career, moving seamlessly from buying and retail to the other side, working at Asmodee to oversee its Amazon account and now in

this newly-created role.

With his fierce passion for the business as a whole – and, most crucially as he again reiterates – data and insights, he makes a logical argument about bringing the disparate arms of Asmodee closer together; so much so, in fact, that you wonder why other companies aren’t doing it already, and whether they’ll follow suit.

“I’m passionate about data,” he says, noting how insight is key to understanding the business and using it to maximise sales across different channels.

“We have an amazing team of experts here,” he says, outlining the thinking behind the move.

His job, he says, is being a people person, to bring the different people at the company together, so the left arm knows what the right arm is doing.

He stresses it’s not about criticising what has gone before – and Asmodee’s successes show that it’s worked well with the more standard set-up in recent

Greg Stanton

years – but as he states: “I’m making sure we can progress cohesively as a team.”

It’s a pressured environment, he notes, where the work is “relentless”, but he is clear he wants to challenge the norm.

“It’s about asking ‘what are the opportunities?’, about being innovative and entrepreneurial,” he says.

That was, he explains, the hallmark of his time at the coal face – 19 years or so in retail buying, after a placement at Mothercare from university ended up with him landing a job at the company.

Starting off with product development, he says, he “fell in love with retail product, brand management, getting things right for the consumers”.

Those skills are transferable, he adds. “You spend two years developing a product concept to market; you have to ask lots of questions, you have to be relentless, to get the best product portfolio for the end consumer.”

Those rigid disciplines have stood him in good stead beyond Mothercare. “I’m huge on data and insights, I love learning something every day in my job. GIve me an insight, I’ll congratulate you; it will help us do a better job and we can implement it. It’s all about challenging yourself.”

Greg has most recently been working with Amazon, where he ended up as EU account director with Asmodee, and the work he’s done there is indicative of how he plans to work in his new role moving forward.

“Negotiating terms was at times mindbending, but I think it was more about asking the right questions, not about horse trading. It was looking at how we got the best from the relationship.”

When we speak, Greg is only in his fourth week, but it’s already working well, he explains, with purchasing and marketing working closer together under his stewardship. “Straight away there’s a benefit of understanding what the business is trying to achieve,” he says. “We can look at what’s purchased, what the targets are, making sure everyone knows the business directives. Understanding the overall goals and

aims, where a product should be, is crucial,” he continues. “There’s a constant progression, asking ‘what can I do to the next stage?”

Shatterpoint™ is among the first fruits product-wise and again it points to the way forward for the company. “When we have some big product to launch, such as Shatterpoint™, it’s about getting the marketing right as early as possible. We’re now in a scenario with me sitting in both camps, where we can do that. It’s about working at the intersection of purchasing and marketing, and working closer with the sales team, too.”

One key element is letting marketing know a lot earlier about a product, but also about who it’s aimed at and where they should be targeting their marketing efforts and skills.

“It’s not a one size fits all marketing approach. Something might work for one type of customer and market, but not another. Some of our products are for hobby, they’re not necessarily mass market.

“We need to think differently, to have that awareness as it affects how you approach it and how you market it. We need to be commercially aware.”

And, as he noted, the separate teams are rising to the challenge. “I’m delighted by the pace the team is showing and responding to it.

“It’s all about sharing the information, looking at what products are driving the business, what objectives they are trying to achieve. It’s having a big impact on what we’re trying to do, to deliver more quickly.”

Earlier planning from the new system will, he adds, enable the marketing team to be better acquainted with who a product is aimed at and the best way to reach them. “Your target market and consumer should have an effect on how you market.”

He points then to discussions the company has already had with retailers, brainstorming ideas on how to reach the end consumer. And it enabled Asmodee, he notes returning to a theme, to add value to what the company is doing because of that understanding. This, coupled with his passion for product and product development, would help generate new thought processes.

This new way of thinking is informing both sides of Asmodee’s business. He notes: “We have two businesses –our own in-house team, designing games and owning the IP, but we’re also out shopping for games we can bring to market.

“We’re using all sorts of data, market share, marketplace insights, customer research… Great data helps you feel more confident; it reinforces your gut feeling for things. Being data reliant

is music to my ears; I’m a firm believer in data, both qualitative and quantitative. A good feel for something has a place, but data removes the emotion. We don’t want to stifle creativity, but data is critical to everything we do.”

In terms of the games they’re looking for, Greg, who counts the likes of Dobble, Catan and Ticket To Ride among his favourites from the Asmodee portfolio, says it is looking for things that will add to its existing titles. Dobble is, he notes, a perfect example of a simple idea that works, with the new variant, Dobble Connect, adding to the concept and making it ‘more of a team game’. The Ticket To Ride series is, he adds, “really exciting, and about as commercial as it gets. It’s not just about development, it’s about finding the right amount of that product to meet continually changing customer needs, that’s just as important.

“We’re looking for true unique selling points… Something different, something that gives us a different angle, we’re not here to do me-toos. We’re looking at identifying games that will be different; we have to be an innovator.

“The barriers to entry are a lot lower than they used to be for the industry, so we can look for rough diamonds.”

And then it comes down to Asmodee’s ability and its new “visionary” way of working. “We’re experts with complex accounts. We’re not just shifting boxes, we’re providing a service.”

And, he adds: “Our job is to make sure we’re adding value, adding value to everyone.”

Concluding, Greg’s passion for the job and his vision is summed up by his parting words: “It’s a privilege to be working here, it’s absolutely invigorating. I can’t get over what a privilege it is.”

We have two businesses – our own inhouse team, designing games and owning the IP, but we’re also out shopping for games we can bring to market ”

Polar opposites at BTHA AGM

TnP editor Tim Murray reports from the BTHA annual AGM at the Great Fosters venue in Egham, Surrey, where attendees were kept up to date with forecasts on the economy and retail trends

Following a sometimes chilly look at the state of the economy and retail landscape, BTHA AGM attendees were taken to even chillier climes. For as well as a presentation from the retail experts at KPMG, industry representatives were given a look at something even colder in the shape of an inspirational talk from a polar explorer.

After the business side of the AGM and ahead of the talks, the BTHA’s head of digital and Toy Trust Services, Matt Jones, talked about the Toy Trust and its ongoing charity efforts. The organisation, he noted, “continues to go from strength to strength”, raising some £202,343 in 2022, distributing a total of £207,850 to assorted children’s charities.

And 2023 had got off to an “amazing” start, with its media auction around Toy Fair in January raising its highest-ever total of more than £107,000.

Matt went on to outline May Mayhem, its repurposed monthly event which “has been absolutely brilliant, offering a whole range of different levels of engagement”, with the money going to young people’s disability charity Whizz Kidz. He

said more was to come this year, and further told the delegates: “Thank you for all your support.”

After the Golden Teddy presentation (see page, opposite), KPMG’s head of retail Amanda Myatt, looked at three areas for her presentation –current forecasts for the UK economy; retail trading trends and what they mean for retailers and suppliers; and the “themes that should be at the forefront of retailers’ minds in managing current trends”.

“I’ll try and be upbeat,” she noted, but, she continued, the backdrop “doesn’t make for pretty reading”.

2022 was, she said, “a year of inflation”, while KPMG thinks that even if the UK avoids recession, growth will be weak. She looked at how inflation is adversely affecting lower income families more and how this in turn is leading to less disposable income.

Although consumer confidence fell to an all-time low in 2022, the year had supposedly seen more people booking holidays and so on.

“There are conflicting messages from the British public about what they are feeling and what spending patterns are showing.

“We are expecting consumer spending to be flat in real terms and we’re expecting it to drop; it will affect leisure and hospitality. Retail spending is flat, but there are improving travel numbers. People are saying ‘we are strapped for cash’, but still going on holidays.” She added that consumer confidence and spending fears may instead continue and worsen in Q4.

Still on retail spending, she noted that the changes in spending patterns between physical and online - hastened by the pandemic - were changing. “Retailers need an omni channel approach; they have to have a strategy to be with both channels [physical and online].’’

She noted nine key retail trends across three different areas - the three P’s - which are:

People – employees (attracting and retaining them),

customers (understanding what they want), and stakeholders (shareholders, media etc).

Profit – protection (maintaining profitability), growth (how to drive it) and business model (evolving retail business models as consumer behaviour changes).

Planet – sustainability (ethical and sustainable practices), society (how retailers can become a part of society) and regulation (how to stay ahead of regulation without being accused of greenwashing and the like).

The final speaker was polar explorer Ann Daniels, who wowed the audience (“who doesn’t want to talk to the toy industry,” she began) with tales of derring-do and bravery across the North and South Poles and how she went from working class mum of triplets in Bradford to the Arctic and Antarctic explorer.

BTHA presents Golden Teddy Award to Mark Foster

The BTHA Industry Day gave the industry the opportunity to hand over a prestigious Golden Teddy award to a long-standing industry stalwart.

Mark Foster, managing director – UK & North America at Playmobil, was given the gong by BTHA chairman Graham Canning.

According to the BTHA, Foster is described by his proposer and seconder as a calm and honest individual who leads his team with selflessness and empathy, and those in his teams trust him completely. He is the ultimate team player who always seeks to bring the best out of everyone he works with. Over the years he has gained many friends within the industry and is highly respected by all his peers.

Remarking on his award, outgoing BTHA chairman Canning said: “Mark is the complete 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 Mark, and my huge congratulations go to him for this recognition.”

Pilkington in the chair

The BTHA has unveiled its new chairman as Simon Pilkington of John Adams.

As Pilkington (pictured, left) steps up to the role, Colin Houlihan of HTI has succeeded him as the Association’s vice-chairman.

Phil Ratcliffe of MV Sports and Jon Diver of Character remain as the Association’s president and vice-president respectively.

The BTHA said: ‘‘Graham Canning [pictured right] has completed his term as chairman of the Association and the Association wishes to express its immense gratitude to Graham for his hugely skilled leadership of the Association over the past two and a quarter years, during the turbulent period of Covid and the challenges that has presented. The Association wishes Simon and Colin well in their new roles and thanks both of them and Phil and Jon for their continued service to the Association.’’ The membership at the recent AGM joined in wishing Graham and the new management team well.

BTHA BRIEFING

More fundraisers as BTHA gets busy in June…

In its latest briefing on activity, the BTHA outlines its busy June and looks ahead to more charity initiatives following hot on the heels of May Mayhem…

Last month was a busy month for the BTHA event-wise. Firstly, we attended the Charted Trading Standards Institute’s Conference, hosting two seminars on ‘Online Marketplace illegal and unsafe product analysis’.

At the end of the month we hosted our annual AGM and Toy Industry Day at the Great Fosters Hotel in Surrey. It was a great day full of networking opportunities as well as keynote talks by Amanda Myatt from KPMG, who spoke about the current retail market, as well as Polar Explorer, Ann Daniels, who inspired everyone with stories about her great adventures.

Elsewhere, the Toy Trust has secured a number of places for members to run in The Big Half, which takes place on Sunday September 3. Places in the event are FREE (subject to availability) and provided courtesy of the Toy Trust, with a suggested minimum fundraising target of £500 per runner.

The half marathon, organised by the London Marathon organisers, is a day for all the family. You will end your run at the Vitality Big Festival, which features music on The Vitality Big Stage. There are lots of food options, health and wellbeing classes and lots of opportunities to keep active throughout the day.

We are looking for members to sign up to run at the event now, to secure their place in a great half marathon in central London while raising money for the industry’s charity, the Toy Trust. If you would like to get involved, please contact Matt@btha.co.uk.

Another event that will be raising money for the Toy Trust is the Hasbro football and netball tournaments. Initially due to take place in July, there has now been a date change and the tournaments will take place on Friday September 8 at Brunel University Sports Ground, 11:30am-5pm. If you would like to participate please contact donna.crook@partners. hasbro.com.

For more information about becoming a member of the BTHA, please contact tracey@btha.co.uk.

Mutant Mayhem as Character Options launches Turtles toys

It wasn’t quite the New York sewers, but in a stark venue by the Thames in the City of London, complete with railway arches for full underground-style atmosphere, Character Options launched its toy range based on forthcoming summer blockbuster Teenage Mutant Ninja Turtles.

The event came ahead of the retail bow this weekend, with celebrities, influencers, young fans of the franchise, press, industry figures, Toys ‘n ’Playthings staffers and more all getting to see not just the collection of TMNT: Mutant Mayhem goodies from Playmates Toys available from Character Options, but live skateboard shows and the debut of the four movie walk around characters in the UK. And as well as showcasing the toys at the Steel Yard in Moorgate deep in the heart of the City on the banks of the river, the event also had activities for the kids, drinks for the grown-ups and pizza for all. The transformed venue featured graffiti and backdrops as well as display cases full of the toys, as well as a skateboard ramp being used by Turtles-friendly skaters. Among the attendees were Emmerdale star Verity Rushworth, Bird Of A Feather’s Linda Robson, and star of E4’s Tattoo

Fixers, Sketch, alongside assorted influencers and more.

Mark Hunt, marketing director, Character Options said: “We are hugely proud to be a part of this epic Teenage Mutant Ninja Turtles adventure, working alongside Playmates Toys and Paramount Consumer Products, for this iconic launch. Since we first previewed the range to our retail partners there has been a great deal of excitement in the air. We are thrilled that it’s finally in-stores.

“The team worked incredibly hard to pull this event together. And I’m delighted to report on how much of a success it was.”

Katy Sorkin, VP, Europe business development at Playmates Toys, added: “What a fitting way to introduce the new Teenage Mutant Ninja Turtles: Mutant Mayhem toys to long-time fans and a new generation of kids. The excitement and enthusiasm for the upcoming film and Playmates’ all new toy range was infectious. As always, Paramount Consumer Products and the Character Group put on a great event – here we go….Cowabunga!”

Venetia Davie, vice president, consumer

products, UK & Ireland at Paramount, said: “The Teenage Mutant Ninja Turtles have captured the hearts of millions for nearly 40 years and we couldn’t be more excited for the release of Teenage Mutant Ninja Turtles: Mutant Mayhem. The toy range redefines the meaning of epic and really embodies the spirit and energy of the film, allowing fans to truly immerse themselves in the world of the Turtles. We have some real Turtle power here with Character Options and Playmates!”

The Teenage Mutant Ninja Turtles: Mutant Mayhem toy line includes action figures, vehicles and roleplay toys. Among those on show were The Mutant Mayhem Sewer Lair Playset “a real crowd-pleaser at the London event, with its impressive scale, fun features, and multiple levels of play,” said Character Options, alongside the Pizza Fire Van, with its electronically-fired pizza pies. But, the company noted, “perhaps fans were most excited to see the action figure line-up, which comprises three sets of scaled figures, all based on the teenage heroes depicted in the film”.

It was, attendees suggested, “a proper oldschool toy launch”, one that was good to have back. And who better to do it than Character, which delivered a great turnout and, with lots of youngsters there, introduced a new generation to the characters as well as pleasing the older Turtles fans.

Tamagotchi heads to Uni via London launch

Bandai UK launched its new iteration of classic Tamagotchi – Tamagotchi Uni –at a swish event at the Century Club in the middle of London’s West End.

The event was attended by media, influencers and celebrities, including the likes of Vanessa Feltz, Nicky Clarke and Imogen Thomas, as well as Toys n Playthings. A host of activities and photo opportunities kept the celebs and their kids busy, while TnP took the chance to get an early look at the new take on the old favourite.

The new virtual pet takes the 90s Tamagotchi into the digital age, with Wifi connectivity and an in-toy social

media platform, as well as coming on a natty wristband.

The original sold more than 91 million worldwide, and Bandai’s launch, on July 15, was timed with other events in other territories, including New York, further boosting the PR and social media buzz.

Bandai is promising further PR and marketing activity, with cinema ads likely in the latter part of the year.

“The Tamagotchi Uni launch event was fantastic,” commented Priya Jadeja, Tamagotchi brand manager at Bandai UK. “Everything came together brilliantly and there was a real buzz in the room, with everyone really engaged and

excited about what the new Tamagotchi Uni offers, It was a fantastic way to kick off the launch in the UK and we’re looking forward to it hitting shelves next month.”

What a fitting way to introduce the new Teenage Mutant Ninja Turtles: Mutant Mayhem toys to long-time fans and a new generation of kids

“ ”

Fence Club tees off, raising record £32,000

Report by Malcolm Naish

The 50th anniversary of the Fence Club golf day could not have wished for better weather, and saw more than 60 industry golfers taking part.

It was a fantastic day’s golf for Jacqueline Taylor-Foo; armed with a new driver, Jacky won the Fence Club’s best individual Stableford score with 37 points - and her four-ball team captained by Martin Whitaker playing off 6 and including Michele Bates and new Fence Club member Dawn Lavett led the way with a team score of 113 points.

Jacqueline complimented Martin on his patience in keeping the team fully informed on distances and best club usage – it obviously did the trick! She also won the Ladies’ Longest Drive.

Winner of the best individual score on the day was John White, playing off 13.6, John’s score of 44 points was outstanding.

Longest Drive was won by Craig Kidd.

The total of £32,000 was the biggest amount raised for the golf day and it was fitting that it was the 50th anniversary of the golf day. With Jon Gregory organising the fines, chairman Simon Anslow organising the raffle and Steve Wells most expertly handling the auction, this amazing amount was the result.

Our thanks to all those generous souls for giving the various auction prizes, although as Joe Kissane said “They weren’t really prizes, as people paid for them!’’

For my part, a pathetic round of golf including something of a hang-over saw me winning the Fence Club ‘Don’t give up the day job’ trophy, but thanks to my team of captain Collin Farrow, Paul Reader and James Waddelove for keeping me going. A special word of praise for Paul Reader. His score of 27 was his best score ever and I marked his card. Given that Paul only plays twice a year, his was a great result.

Special thanks should be given to Fence Club Chairman Simon Anslow who headed up the sub-committee for organising a fantastic day.

It’s for the children, and the day proved what a great club the Fence Club is.

Xootz you, officers!

Ride-on expert Wilton Bradley, the home of Xootz and more, has partnered with local police and other authprities in the south west to help cut road deaths and injuries in the region.

The company officially handed over a number of its top-of-the-range BMW X5 and electric motorbike ride-ons specially customised with a new police-style look to help teach road safety to kids.

It has been working with Vision Zero South West, a collaboration across Devon, Cornwall and Somerset that involves Devon & Cornwall police, fire rescue, the NHS and city councils. The organisation attends multiple local events throughout the year, teaching kids and adults about road safety.

Marketing manager Tom Ellyat said: “We’re super pleased to announce that this summer, Xootz has partnered with Vision Zero South West to help them with teaching the importance of road safety across Devon & Cornwall.”

The Toy Association’s ‘Macro to Micro’ Trend Shows How Toymakers are Scaling for Success

The U.S. Toy Association’s 2023 ‘Macro to Micro’ trend highlights how today’s toy makers are playing with the size of their toys and games to make an even bigger impact at market, from jumbo-sized plush to microsized functional collectables.

“This trend is being largely driven by social media, where consumers are finding a whimsical novelty factor to collecting, playing, and displaying toys that are either super-sized or micro,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “But in addition to their sheer scale, these toys are also being sought out for unique play elements that adds to their collectability and fun.”

Here is a sampling of new playthings hitting the market that reflect this trend:

Funko Pop! figures have become a staple in the collectable space and this year adds a whole new world to the popular line with Funko Bitty Pop!, which make the pop culture collectables even smaller. Each standing at 1in tall, they are sold as three-packs.

LEGO Disney 100 Years of Disney Animation Icons set allows fans to build up to 12 mini framed portraits of popular Disney characters at a time or link them together to make a larger collage to hang and display.

My First Barbie dolls from Mattel were designed in a larger scale with features that make it easier for preschoolers to explore fashion play, including easy-todress, on-off fashions.

Real Littles Backpacks from Moose Toys are miniature backpacks with collectable surprises hidden inside, such as real-working tiny pencils, teeny highlighters, micro rulers, small stickers, wee notebooks, and more.

Inspired by the #ififitsisits trend on social media in which cats are often photographed sitting inside objects you might not think they’d fit in, Basic Fun!’s line of Misfittens features collectable plush kitty characters that come packaged in small ‘jars’. Pop the jars open to watch the kittens expand into jumbo-sized plush.

More information about all the top trends predicted to drive global toy sales through the holiday season can be found at www.ToyAssociation.org/trends.

To learn about what will be trending in 2024, mark your calendar for Toy Fair this autumn. Taking place from September 30 to October 3, 2023, Toy Fair will showcase hundreds of thousands of innovative and never-before-seen toys and games and bring the global play community back together for business in the heart of New York City. Visit ToyFairNY.com to learn more.

The Retail Barometer

A regular column in which retailers and more tell us about the positive – and negative – things happening in stores around the country. All comments are provided anonymously, but verified and checked by us at TnP…

To have your contributions potentially included, email tim@lemapublishing.co.uk with what’s doing well and what’s doing not so well in stores, what’s making you happy, confident and optimistic for the future – and what’s giving you cause for concern…

Barbie marketing – literally everyone in the country is talking about the movie, with Warner and Mattel’s marketing appearing almost everywhere you look. It’s earning across-the-board comments… Construction toys – selling well throughout the summer…

Pocket money toys – as the cost-of-living crisis begins to bite, items such as Hot Wheels, Pokémon cards, Sylvanian families mini-sets and more are all selling through nicely. Basically, it’s the lines for under £10 but that are still nice gifts that are selling well. Pocket money and lines under a tenner are growing sectors.

Business – starting to pick up again after a relatively quiet spring, with summer looking a lot better than the previous season. Footfall is, according to some, still a worry…

Supply issues – “I can’t believe what a worry this was for us and it isn’t now, a lot of it has been sorted,” one major retailer told us. Another added: “We have found that stock levels and speed of delivery are much better this year and we have even seen a few price reductions, which is great.”

Spiralling costs – still a worry and still making many nervous. One buyer said: “Plan ahead is the only way, understand your fixed costs, heat and power especially so that there are no surprises and then at least you can deal with any rising costs.”

Another added: “Costs are a real worry with footfall being down. Utilities and staff costs are spiralling and we are saving where we can: fewer lights and fewer staff. ‘‘

Big ticket items – some are languishing on the shelves, although, as one retailer noted: ‘‘Having said that, I sold a £90 wooden play kitchen this morning, so you have to have the big items in stock for the random requests.”

Support – more is needed from suppliers to help out retail, especially he independents. As one told us: “The support from a lot of companies is still very important to us and we do receive it from a few (Hasbro, Epoch, LEGO, and more), but there is also a lack of support from others who just have online B2B sites and this is a concern for the future.”

Building memories

There are further considerations to be noted. Hamleys’ listed status means you can’t just add a floor or extend, there’s only limited space.

“It’s always the challenge with bricks and mortar, you only have so much physical space. But this warranted it.’’

That’s one of the key messages from toy retail powerhouse Hamleys, with executives at the company noting the return of shoppers in their droves to the flagship store in London’s Regent Street.

They were talking exclusively to TnP at the opening of the new look Build-A-Bear workshop in the famous store housed in a listed building.

“Tourists are back,” said buyer Karen Dennett, talking as kids queued at the opening to get a close look at the handpicked and designed bears. “Footfall in the West End is back up to pre-Covid times. We’ve also had the Coronation, which helped with that, and our new Westfield store [which opened at the White City, west London shopping centre last year] has really helped.”

Hamleys MD Darshan Mehta concurred: Business is back, the Coronation has really helped too.”

The new Build-A-Bear store should further add business to the retailer.

“The last few years, come Christmas-time there’s always been a queue,” said Dennett, “we’ve had to have a system in place. There was only one stuffing machine to make the bears, so that was the first thing we had to look at.”

There are now two stuffing machines, which should speed up the process, eliminate the queues and pull in more business. But it’s more than just that.

“We wanted more theatre and more of a presence,” Dennett added. “We wanted it to be a real shop within a shop. It’s always been a good thing for us, and it’s a natural evolution. It’s much more impactful, with signage that really shows it’s here.”

It was a natural progression, the idea came easily and once agreed, there was, Dennett noted, “no holding it back”.

Build-A-Bear also adds in-store excitement. “Hamleys is not just a store, it’s a theme park,” said Mehta. “It’s not just about the return per square foot, it’s about bringing to life a child’s imagination.”

“It’s wonderful, it’s very exciting,” said Build-A-Bear chief executive Sharon Price John, over from the US for the launch. “We’ve significantly improved the space, added to the size and given it a new look and feel. It still had our old look and this has really freshened it up.’’

Hamleys CEO Sumeet Yadav added: “We are delighted to unveil our refurbished BuildA-Bear experience at Hamleys Regent Street. At Hamleys, we strive to create unforgettable moments for children and families and working with Build-A-Bear to create a brandnew, updated and immersive retail experience, is another step in that direction. We have worked diligently to bring an enhanced, larger-than-life retail area that will capture the hearts of all who visit and give the opportunity to take home a cherished memory of their family day out at Hamleys.”

Back at the launch, TnP is discussing the current state of play in the market from Hamleys’ perspective, as well as future plans and openings.

On the former, Karen Dennett said: “Construction is doing well, soft toys are doing well. And with Turtles, Transformers and Barbie films coming out, things are looking good. We think Christmas will be strong, we had a good Christmas last year, and stock issues have all been resolved.

“As for cost of living issues, we do have pocket money toys and we go right up to the high end. We’re conscious of it and we try to cover the whole market.”

As for openings, Mehta said: “Westfield is doing well – we’ve got awesome neightbours and the best spot in the mall. We’ve got Milan and Rome stores, we’re looking at more travel retailing. There’s a huge footfall there.”

But, he concluded, there’s no rush. “We’re not a convenience store business, it’s about creating a theme park, we always want to be special.”

Business in the West End of London is back up to where it was pre-pandemic and tourists and shoppers flocking back to the capital

It’s always been a good thing for us, and it’s a natural evolution. It’s much more impactful, with signage that really shows it’s here

Still squishing

The Squishmallows brand unveiled a raft of recent deals as it headed to Vegas for the Licensing Expo, celebrating the ongoing success of the brand.

Among those wares it was showing off at the event were a number of new licensees, with recent additions to the everexpanding roster including:

Winning Moves, which is launching a new range of Squishmallows products, including Top Trumps, Top Trumps Match and the official Monopoly game with an exclusive plush.

Andrews McMeel, an independent, global publishing company, which will extend the Squishmallows sensation across books and calendars.

Blueprint is set to unveil an exciting line of stationery and back-to-school essentials for Squishmallows fans.

Buffalo Games has been a leading puzzle expert for more than 40 years and will offer must-have Squishmallows puzzles for all ages and skill levels.

Curious Universe is creating an exciting array of arts and crafts products.

Happy Helpers, add gentle therapeutic heat to lovable, huggable characters.

H.E.R. Accessories is set to develop lines of Squishmallows hair accessories and jewellery.

Top Trenz, the maker of fidget and sensory toys, is set to debut a line of Squishmallows magnetic sliders, pop fidgets, water wigglers and more.

Brands head to Brum

With a panel that included Jazwares, MGA, Spin Master as well as a market expert from KidsKnowBest, Toys ‘n’ Playthings took part in a toy industry debate at this summer’s Brands & Retail event held at Birmingham’s Millennium Point venue.

TnP editor Tim Murray hosted the panel and was joined on stage by Sarah Fletcher, vice president for global licensing, UK and MENA at MGA, Joel Silverman, the founder of KidsKnowBest, Tina-Louise Foster, global outbound licensing at Spin Master, and Samantha Bourne, licensing director EMEA at Jazwares.

They discussed everything from the current state of the industry, how things were progressing, how best to reach children and what brands,

other than theirs, they thought were working in the marketplace (all were effusive in their praise for Mattel and its current work around the Barbie feature film).

The panel was part of a busy day at the event, which included presentations from brands and companies to retailers, and further panel debate, including a look at the current retail landscape, a panel made up of licensees, a panel made up of CEOs, and one looking at women in licensing.

The event was capped off with a gala dinner, while most attendees further praised the venue and the move from London to Birmingham. The next Brands & Retail event will take place at the same venue in February 2024.

Bear with us

Toikido has joined forces with European football body UEFA and Euro 2024 master licensee Fanatic to unveil the mascot for the forthcoming football tournament.

It’s a teddy bear – tying in with host nation Germany, the home of the teddy - and children across Europe were given the chance to help choose its name.

The mascot will be taking to YouTube and Roblox to encourage children to get active and get involved, with the campaign ahead of next year’s tournament bearing the name #makemoves.

Darran Garnham, CEO of Toikido, said: “We’re delighted with the opportunity to have the UEFA EURO2024 inspire kids by unleashing their creativity and passion for football, while also providing a unique and innovative way to play with friends online via our own UEFA EURO2024 football island via our game Piñata Smashlings on Roblox. The island will include a host of interactive mini-games and challenges, which focus on the importance of physical activity and well-being.”

Bluey stages tour

Bluey is hitting the road as the character’s latest step in taking over the world.

A live stage show of Bluey and pals’ antics has already successfully translated to the board from television and toured the US and Australia.

Now plans have been unveiled for a mammoth tour starting later this year and continuing around the UK and Ireland until summer 2024. It includes a prestigious stint at London’s Southbank Centre.

Natasha Spence, head of attractions at BBC Studios Live Entertainment said: “We are so excited to bring Bluey’s Big Play The Stage Show to fans across the UK and Ireland.”

Mob rules for Disguise

Jakks Pacific’s costume arm Disguise has partnered with Mob Entertainment in a multiyear deal that will see it “design, develop and manufacture costumes and costume accessories” across EMEA and North America based on Mob’s horror game Poppy Playtime.

The deal will see product hitting the shelves in the autumn of 2023. For the uninitiated, the game focuses on toy manufacturer Playtime Co, where players have to take on vengeful toys in an abandoned factory.

President and GM of Disguise, Tara Cortner, said: “Year after year, Disguise keeps expanding its collection of costumes in this ever-growing genre of episodic horror games. As the popularity of this genre continues to surge, we are thrilled to be a part of it. Our passion lies in developing costumes that bring kids, adults and fans into the world of their favourite characters. Poppy Playtime is sure to be a hit this year.”

Mob Entertainment, Inc.’s director of business development and licensing, Arsenio Navarro, added: “Poppy Playtime is a pop culture phenomenon with a massive worldwide following, and, like other influential brands, has captured the imagination of the masses, inspiring fan fiction, cosplay, music videos, dance challenges and hundreds of hours of gameplay commentary. Poppy-related content has over 5 billion views on TikTok and over a billion views on YouTube; a true testament to the appeal of the game’s characters and universe and its loyal, ever-growing fanbase that spans all ages. We are thrilled to add Disguise as an official licensee to bring the Poppy Playtime universe to life for our fans. Get ready to dive into the heart-pounding world of Poppy Playtime and become Huggy Wuggy this Halloween!”

Monster deal for Bing

Acamar Films, the home of popular preschool character Bing, has inked a deal with Retail Monster to work alongside its licensing team and ‘‘accelerate’’ the consumer product programme for the character at retail.

The partnership comes ahead of big plans for the 10th anniversary of Bing’s debut in the UK next year. Acamar is promising an “exciting year” with “new partnerships, products and content launches planned, to build on Bing’s existing success in the market”.

“Bing is a timeless preschool property, which still delights young audiences now, as much as it did 10 years ago,” said Katie Rollings, chief licensing officer at Acamar Films. “By tapping into Retail Monster’s retail activation expertise, we will be able to create truly special initiatives.”

Clans unite for licensing

WildBrain has inked a deal with gaming company Supercell which will see its World Of Clash gaming franchise getting its first major licensing program.

The deal takes in World Of Clash brands Clash Of Clans and spin-off Clash Royale and covers worldwide apart from China. The program will take in categories such as toys, apparel, publishing, promotions, gifting, collectibles, consumables and houseware.

World Of Clash has been a bona fide mobile gaming phenomenon for more than a decade, with the separate games together enjoying more than 4 billion downloads.

Maarten Weck, EVP and Managing Director at WildBrain CPLG, said: “Supercell’s hugely successful World of Clash franchise set the gold standard for online strategy games, capturing the imaginations of millions of fans around the world, who love the

In the Mixie

Moose Toys’ successful Magic Mixies brand is moving further into other areas after the success of the toys, with WildBrain CPLG inking a raft of deals to take it beyond the Mixlings collectables and more.

Those deals include Bentex for apparel; Centric for sleepwear, hosiery and beauty; Franco Manufacturing for homewares and bedding; HarperCollins for publishing; InnovativeDesigns for stationery, arts and crafts; and Mad Engine Canada for apparel and hosiery (Canada only).

The deals follow on from strong sales for the brand in the toy arena, and Moose has expanded content across YouTube and Netflix, furthering its reach.

Jasen Wright, VP North America at WildBrain CPLG, said: “The Magic Mixies toy range has quickly captured the imaginations of kids and families around the world and become a true sales juggernaut, with Moose Toys building a fantastic content offering as part of its magical success. As Magic Mixies’ fandom continues to build, we’re thrilled to elevate the brand’s merchandise offering through these new licensing partnerships, which will see the celebrated property enter new aisles and bring many more fresh and creative ways for fans to engage with this enchanting property.”

Ronnie Frankowski, chief commercial officer, Moose Toys, added: “All toys are truly magical in their ability to spark kids’ imaginations, and with Magic Mixies, we take it one step further by bringing real magic to wow and delight kids around the world.

‘‘We can’t wait for the newest Magic Mixies BIG reveals, which will give kids new ways to ‘mix’ Mixies into their day. In WildBrain CPLG we have a partner who delivers an impressive licensing line-up that ranges from fun to functional to fanciful for kids to expand their magical world of Magic Mixies.”

Epoch appoints David Allan

Epoch Making Toys has appointed industry stalwart David Allan to the newly-created role of sales manager for UK and Ireland.

Using experience gained at the likes of Toynamics, DKL and Brio, Allan will, Epoch said, drive the business across all categories and both territories, as well as “strengthen and maintain existing retailer relationships in all categories” too. He will manage the sales team and report to the business directors.

Commercial director John Briggs said: “The business is excited to have been able to secure David with his level of experience to boost the sales team. David’s longstanding reputation within the industry is not in question and with his extensive contact list, and combined years in the industry, the business should only go forward with confidence.”

Allan added: “This is a very exciting time to be joining Epoch. Sylvanian Families is in a consistent period of growth and very visible across the retail landscape, commanding excellent shelf space and execution. The Games Division of the business has huge plans for 2024, building on the success of Super Mario with new and exciting games and licences. Aquabeads remains highly sought after in the Arts & Crafts category. I am really looking forward to working with the team to help build and continue the growth of the UK and Ireland business.”

Gibsons appoints

Gibsons has appointed Gemma Briant to the role of marketing manager at the family-owned games and puzzle company.

Briant has previously worked at Coiledspring Games, having formerly headed up marketing and product for the company.

Amanda Chaplin said “We are delighted to welcome Gemma to the Gibsons team. Her years of experience in the toy industry will help drive our exciting growth plans in the UK and worldwide. The addition of Gemma to the team allows us to focus our marketing efforts and deliver our strategic goals.”

Kay to Cartamundi

Cartamundi has made the latest in what the card and board games distributor said is a number of strategic appointments, installing Nigel Kay as sales director.

The company said the appointment of Kay, is part of its ongoing growth around Europe.

Javier Berasategui, VP retail & gaming EU at Cartamundi, said: “Nigel joins Cartamundi Entertainment at an exciting time when we are investing heavily in building and creating teams within our business and are dedicated to creating and bringing our brands to market. Nigel is a perfect fit for the business and brings a wealth of knowledge to the role as we focus heavily on building strong relationships with key accounts and in particular, the independent trade.”

Obituary: Simon Hedge

26th August 1966 – 20th June 2023

By Nicola Bergot

Simon Hedge lost his short battle with cancer on 20th June. He will be best remembered for his long, and hugely successful career at the company he started with Peter Brown 24 years ago – Flair Leisure Products PLC

Simon began his career not in the toy industry but at Beechams (now GlaxoSmithKline) having left college at the age of 18.

He made his debut in the Toy Industry when he joined Hasbro UK in the Operations Dept in the early ‘90’s.

A few years later when K’Nex opened its UK business in 1994, headed up by Peter Brown and Russ Ward, Simon joined them in 1995 to manage the supply chain and operations.

This team built a highly successful business over 4 years, but when the whole K’Nex International business transferred to Hasbro at the end of 1998 Simon moved back to Hasbro for a brief period before joining forces with Peter once again to start a completely new company, Flair Leisure Products PLC.

Peter, Simon and fellow K’Nex employee Carl Moran, put their redundancy payments and life savings into the start-up business which went on to become a huge success in the UK and a powerhouse in the trade with an enviable reputation.

Flair started trading on 1st March 1999 with Simon in the role of Commercial Director overseeing Marketing and Operations.

Simon’s wife Tina whom he married in December 1998, recalls that he was very concerned that he had ploughed their entire savings into this new enterprise having only just started a family with their first child, Ellie barely a year old. But with encouragement and support from his family and the talented team he, Peter and Carl brought into the fledgling company, the business began to flourish.

Based in the same building as the old K’Nex office in Cheam, they started with a small product portfolio consisting largely of ‘forgotten’ Hasbro brands including PlayDoh, Stickle Bricks and Weebles along with an agreement from Epoch to re-launch Sylvanian Families in the UK. Flair became known for breathing new life into abandoned brands which had strong consumer awareness but were in need of a little ‘TLC’.

In 2001 they negotiated a deal on the Thomas Wooden Railway licence and launched the Learning Curve range.

Along with distribution brands, Flair also began developing many of its own products including top selling Arts and Crafts brands Cool Cardz, Comic Maker and Paper FX, as well as redeveloping the brand, Shaker Maker. The company also bought the brand Plasticine to add to their growing portfolio of creative play ranges.

Flair forged vital and enduring partnerships in the early years, that continued right through Simon’s career with the company, most notably with Generation Media and Evolution PR.

In 2003, just 4 years after the company was created, Flair achieved the status of being a ‘Sunday Times Fast Track 100’ company. It was a significant moment for the company, and in Simon’s career, and vindication of his bold decision to invest everything in the business.

In 2003 Flair was named Company of the Year at the 2004 Toy Fair industry awards evening.

In 2008 Peter, Simon and Carl decided to sell the business to Italian Toy giants Giochi Preziosi. They all stayed on to run the business, along with many of the original team, and with some successful negotiations

they began to secure high profile brands including Shopkins from Moose, Teenage Mutant Ninja Turtles and Ben 10 from Playmates, Doc McStuffins from Just Play as well as licences from the major licencing partners.

Flair also progressed rapidly up the NPD industry charts and in 2009 the company was awarded not only ‘Supplier of the Year’ but also Girls’ Toy of the Year for Sylvanian Families. 2011 saw the company achieve what Simon (an avid football fan!) referred to as the ‘champions league’ spot when it became the No 4 toy company in the UK.

The business peaked at a turnover of over £80M.

In 2013 when Peter decided to take more of a back seat and became the company chairman, Simon took on the role of Managing Director of Flair, a position he held for further 8 years, and led the company to further success despite many changes and challenges. Newly developed partnerships including the US toy company Just Play saw Flair achieve new heights with properties such as PJ Masks and Ryan’s World.

Simon eventually decided to leave the Flair business in July 2021 and to start a new chapter in his life and career. Potentially, a more relaxing one, but doing something that made good use of his entrepreneurial spirit and experience. And so, he began working with Marc Sivner and David Greenberg at Singleton on various projects.

In the main, Simon kept his business and personal lives very separate. He had his family and a very close personal friendship circle, along with a small group of close industry colleagues. A passionate football fan, he followed his beloved Fulham FC, where he was a season ticket holder for many years, and this was his relaxation away from the busy world of toys.

A family man with his wife Tina and his girls - Ellie (25) who was born just before he started Flair and Ruby (22) who was born in the early Flair years. He would have been celebrating his 25th wedding anniversary on Christmas Eve this year. Unfortunately, Simon lost his father Peter in 2019. His mother Phyllis says that his father was incredibly proud of Simon’s achievements.

He was a big man with an enormous sense of humour – very cheeky and quick witted. Those who knew him well will remember his wicked sense of humour and the way he rocked in his chair as he laughed uncontrollably at something that really tickled him or a joke or comment he had made himself. There was a lot of laughter in the Flair years – he worked hard (probably too hard!). Work was a huge part of his life. He was a workaholic, and rarely took holidays, but he also laughed a lot.

He had an abundance of new ideas, backed by sound commercial acumen. He was driven and passionate and could spot a commercial opportunity and how to make it work profitably.

His loss will be felt by a great many people – not least by his family, Phyliss, Tina, Ellie and Ruby and his sister Helen. Our thoughts and condolences go out to each of them. Also, he will be missed by his many industry friends and colleagues who have known him or worked with him during his industry career.

He will be remembered as a respected and successful business leader, one who didn’t seek the limelight and certainly didn’t like too much formality. We will treasure our many fond memories of our time with this unforgettable man – our boss, our friend, and all the silly jokes, fun and laughter we shared with him.

Toys”R”Usis backintheUK, courtesyofa ‘collaboration’ withWHSmith, butwillitwork?

Ourretail correspondent JohnRyan assesses

Geoffrey roams the UK once more

Anybody in the toy business or who has children that are probably now in their teens will be aware of Geoffrey the Giraffe. Geoffrey is the cartoon figure associated with Toys”R”Us, and for some time now he has not called the UK home.

It is in fact five years since the US retailer departed these shores, and latterly its disappearance was probably not mourned as the UK operation had been allowed to deteriorate and the edge-of-town stores, for the most part, looked very tired. There was perhaps a bit of a chicken and egg about its UK failure. The stores looked bad, so the shoppers stopped shopping and as footfall fell, Toys”R”Us scrimped and saved as far as the interior of its branches was concerned.

But now it’s back. In a ‘collaboration’ with WHSmith, Toys”R”Us shopin-shops will be in nine of the stationer’s stores across the country. And at first glance, there is much to remind the visitor of the brand’s heritage, from royal blue wallpaper with coloured stars, to, yes, Geoffrey sitting on a cartoon bench in the middle of the space. The equipment that has been used in the mid-shop looks like adapted WHSmith gondolas and in terms of display, this is a very densely merchandised resurrection.

This is a trial for both parties and it’s a little hard not to wonder whether this is about WHSmith finding a willing tenant for excess space in some of its larger stores, rather than something that is going to boost footfall as potential Toys”R”Us shoppers storm the doors. In truth, it may well be a bit of both. It would hardly be unfair to say that in a lot of locations WHSmith has come in for some criticism for the appearance of its stores and the obvious fact that not a lot of money has been spent on keeping the interiors up to scratch.

The Twitter feed known as WHSmith Carpet (@WHS_ Carpet), which points out the retailer’s shortcomings on a store-by-store basis, has around 27,000 followers, which points to general disenchantment about the appearance of many of the retailer’s stores. That said, this is a profitable concern, although this may indicate cost saving, rather than increasing the bottom line (although things in the travel division, train stations and airports, do look very rosy currently).

A good bet for a revived Toys”R”Us therefore, as this is a retailer that remains a high street stalwart in multiple locations. To put the point in reverse, however, why would WHSmith opt to put a toy retailer under its roof that failed a few years back and which was, by the end, a distinctly lacklustre proposition?

To an extent, the Toys”R”Us demise was a

self-fulling prophecy. If you look bad, you probably will be. Is it therefore good enough this time round not only to make the retail grade, but to improve the WHSmith branches in which it appears, making them better than they were before Geoffrey sidled along the aisles?

Possibly, but perhaps the days of Toys”R”Us being a repository of brightly coloured plastic in various shapes and forms are behind us and what will be involved will be a bit of a rethink as far as product is concerned. These are eco-aware times and the sense that filling a child’s room with items that cannot be easily disposed of when they have served their purpose has a feel about it that is not positive.

In fairness, a quick look at the retailer’s UK website makes clear that the offer is pretty much like many other toy outfits, with LEGO, Sylvanian Families and multiple board games, for example, all featuring. It may be, therefore, that what’s on view in WHSmith is in line with the efforts of others. It will be its ability as a WHSmith collaborator to pull ‘em through the doors of the shop as a whole that will determine its chances of success.

The real point about Toys”R”Us then is not the product - that’s more or less where it should be - but the fact that it is not a standalone Toys”R”Us. Such was the drab conclusion to the retailer’s UK tenure last time round that anything that doesn’t look like one of its edge-of-town monoliths has a better chance than that which preceded it.

There is also the point that it will be on the high street, which does rather improve the chances that impulse purchasing by parents when on a different shopping mission may prove a possibility.

So, is there room for it second-time around in this country? Well here’s the positive bit: yes there is. In many town centres we have reached the point where retail units that do not have To Let hoardings across their frontage do sterling work in terms of keeping shoppers doing what shoppers do, and a boost to WHSmith can only be to the good.

As WHSmith Carpet remarks, however, the press release that states that a ‘life-size’ Geoffrey the Giraffe will be gracing each of the new stores is a little puzzling. The best efforts of the VM teams of both retailers would be hard put to accommodate a full-size giraffe and presumably what is meant is a creature that is (human) life size. All of which notwithstanding, it’s good to see something being given a second chance, even if memories about it are mixed.

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

Immersive entertainment: does Apple have the vision?

Will Apple’s Vision Pro be a vision into the future? The tech giant has recently announced its latest Mixed Reality headset, which promises to lead technology into ‘the era of spatial computing’. Vision Pro will be available for early adopters in the US as early as Q1 of 2024, but it will carry quite a hefty price tag, starting at US$3,499.

Vision Pro’s underlying technology can be helpful in professional settings and could revolutionise industries such as healthcare and education. However, arguably, its current features are primarily based around entertainment, with Apple teaming up with Disney+ to bring AR and VR into streaming. In turn, we expect Vision Pro as well as any other models Apple will release in the following few years, to be especially appealing to young audiences. This being said, how much of a barrier its high price will be for kids, remains a question.

Of all kids aged three to 18 in the US who during Mar-May 2023 have said they own wearable technology (smart watches, VR sets etc.), 21% owned Oculus Quest (any series). Meta’s critically acclaimed VR gadget was initially marketed as a portal into the metaverse. However, since ChatGPT came into the picture, the metaverse has arguably taken a backseat and everyone started talking about AI instead. Is Vision Pro going to be another gadget in direct competition with Meta, or is it going to revolutionise the VR and AR space?

Using Kids Insights data, we looked into kids’ views on technology and VR. Furthermore, we investigated the profile of the typical kid aged 10-15 in the US (sweet spot) who owns wearable technology.

According to global Kids Insights data

gathered during Mar-May 2023, with 10-15s (sweet spot) Virtual Reality ranks 15th as ‘the next big thing’. In the US, it ranks 11th.

Globally, 57% of tweens and young teens say they want to have access to the latest technology and design. The country where 10-15s are the most likely to say so, is the US (78%) where year-on-year, this notion has become more popular by 14%. This is perhaps unsurprising, as the US is a leading technology hub and the market where some of the world’s most innovative products have been launched first. According to Statista, approximately 40% of Apple’s revenue comes from the US, which further justifies Apple’s decision to initially make Vision Pro available for US citizens.

Furthermore, the US is the country where 10-15s are the most likely to own wearable technology. Specifically, 18% say that they do – a figure representing a 12% year-onyear increase. Other countries where wearable technology is popular include the UK (9.3%, up 7% year-on-year), Saudi Arabia (7.8%, up 42%) and Australia (6.9%, up 68%). It won’t be surprising if these countries are Vision Pro’s next destinations.

Using our Question Time tool, we’ve taken a closer look into the profile of the typical wearable technology user in the US. We found that wearable technology owners (aged 10-15) are 45% more likely than average to state Apple as their favourite brand. Despite Vision Pro just being announced, the data indicates a highly lucrative market for it, with those who embrace wearable technology already showing higher-than-average affinity with Apple. This is an example of how our Audience Segmentation tools can be used to reveal promising strategies, or partnership opportunities.

Download your free copy here: get.theinsightsfamily.com/familyreport2022

With regards to gaming preferences, we see Fortnite (28% higher than average) and Roblox (plus 49%) featuring as these kids’ favourite PC games, ahead of Grand Theft Auto, which overall, ranks first with all 1015s surveyed.

These open-world games/social communities have been heavily regarded as kids’ version of the metaverse and as our data suggests, they are associated with immersive experiences. It’s likely that Vision Pro’s arrival will further reinforce the social gaming space, while boosting kids’ desire for customisation, creation and free exploration.

Finally, this group of kids over-index on aspiring to a career as an IT specialist ( up 30%) and saying that IT is their favourite school subject (up 78%). The use of such devices, which leads to appreciation for computing indicates that beyond being entertaining, the role of Vision Pro, or any other wearable device, can be educational.

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on 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 of our Inaugural Brand Management Playbook at: https://go.theinsightsfamily. com/brand

Stavros

Will they all be switching to headsets?

57%of tweens and youngteenssay theywantaccess to the latest technology “ “

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.

Triseliotis looks at Apple’s new virtual reality launch and assesses kids’ interest in hitech kit.

Families’ Fortunes

With ongoing sales and new product launches helping the brand stay in the upper echelons of the dolls category – and even growing year-on-year – 2023 is shaping up to be another strong year for the ever-popular Sylvanian Families. Epoch Making Toys’ marketing manager Matt Shaw talks to TnP about the longevity of the brand – almost 40 years and counting – and looks ahead to its latest Amusement Park range and more great product…

How has Sylvanian Families been performing in 2023?

We’ve had a very positive start to the year with re-stocking in retail channels and new SS23 product launches all helping the brand growth YoY. We remain a top four dolls brand (NPD) and the new Spring/ Summer releases have been very well received. In particular, the Floating Cloud Rainbow Train, a new addition to our Baby Amusement Park, has proved very popular with fans.

What are the reasons for its longevity?

The secret is fairly simple: the brand offers and is focused on a nurturing and loving environment that allows children to expand their imagination to create their own roleplay scenarios. With the focus on a wide array of different characters, buildings and themes to collect, Sylvanian Families gives children

the freedom to explore and create their own space in the Sylvanian Village in an immersive and endearing way.

How important is collectability? How do you keep enticing new collectors and fans?

Collectability is a huge part of Sylvanian Families, whether it’s through our Families, our popular Baby Collectible blind bags - of which we released our 10th series this year - or our playsets. The introduction of new themes annually as well as the extension of existing ones are key to keeping our collectors and fans coming back for more. What’s more, our sets are highly connectible, allowing fans to grow their own, unique world of Sylvanian Families.

How has the Amusement Park series been performing?

The Amusement Park collection is celebrating its third year in the Sylvanian Village and it is very much becoming a

key part of our range, proving a popular choice with fans. This is partly down to the focus of the theme being on our extensive range of Babies, Twins & Triplets collectible figures taking ‘days out’ to the park and enjoying the rides. Many of our new and updated ‘out-ofbox’ play patterns include the Babies characters to add more relevancy for children at the lower end of our key age range and allow them to be more involved with the brand.

One of our Ambassadors was apparently distraught when the specialist Sylvanian shop shut down – although it was sad, how did the surrounding publicity help the brand in terms of PR?

The reaction to the closure of the store is evidence of the special place Sylvanian Families holds in the hearts of our fans both young and old. The surrounding publicity simply worked to further communicate the love for the brand, the

We’ll be supporting our range with strong, traditional TV advertising while also focusing on increasing visibility, with more marketing across a varied digital platform base designed to maximise the opportunities to be seen

nostalgic feelings it stirs up and the fact that it is still, 38 years on from its launch, very much a part of playrooms across the country.

So what’s next in terms of product? What’s due out this summer and later this year?

We’re really excited to introduce the Baby Mermaid Castle to the Amusement Park collection. Designed to complement the existing range, it introduces a new attraction to the park. The set is packed with 12 fun ocean-themed features including a marine merry-go-round and a jellyfish swing and also includes three baby figures in under-the-sea outfits. It has room for more than 50 baby figures, while the dream ship can be removed and played with on its own or used as a display piece. The castle can be easily combined with the Baby Amusement Park (sold separately) using the elevator to connect the two areas of the theme park by ropeway or add the Floating Cloud Rainbow Train and Royal Princess Set (both launched in January) for a full theme park play experience!

Other new sets launching this summer include the Baby’s Toy Box Set; the Pony Vanity’s Dresser Set, part of the Style & Play theme introduced in 2022; and the Village Doctor Starter Set, which can be connected with the Red Roof Country Home to turn it in to a surgery, or the Family Picnic Van to create an ambulance. There are also three new families including an updated version of the evergreen Milk Rabbit Family and several complementary baby sets.

How is Christmas looking for Sylvanian Families?

We’ve got something for everybody this Christmas including two new, fun, festive themed families. The Penguin Family comes complete with mini ice cream cart and ice creams, which they can actually hold, and the Reindeer Family come wearing festive outfits, and with a pastel sleigh which the two babies can play and ride in. Also available will be the complementary Penguin Babies Ride ‘n Play Set and the Reindeer Twins Set; both great stocking fillers.

The Red Roof Country Home, which is always a bestseller for us at Christmas, also recently saw an update with an opening and closing letterbox and a secret attic room, which is accessed up a pop-down ladder for increased play space.

We’re also really excited about the launch of the first-ever Sylvanian Families books published by Pan Macmillan, which will hit shelves this autumn!

Are sales driven by new releases and extensions or by old classics?

It’s very much a combination of both. New releases serve to drive collectability, particularly among the hardcore fans, enabling them to build their collections through new themes and expand their own Sylvanian Families village. While our core evergreen range, such as the Red Roof Cosy Cottage and our many Families, provide the perfect introduction to the brand for new fans looking to start their collections.

Where do you hope to be by the end of the year and into 2024?

We hope to see continued growth in the specialist and independent retail channels. This is where our brands are most supported and visible to the consumer. We will also be looking to further grow our own e-commerce channel, which in particular, offers dedicated collectors a chance to enjoy products that are not available to wider retail channels.

What are the key aims when you’re introducing new product into the market?

Innovation is key! We are always thinking outside-of-the-box to understand where a heritage brand like ours can sit in what is a relatively limited but ever-changing market driven in part by playground trends, movies, and highvolume collectability. This means we are constantly looking at how we can bring newness to the range while retaining the heritage that Sylvanian Families is known and loved for. In addition, recent consumer trends have required us to ensure our range offers ‘out-of-box play’ as well as lower RRP levels, which keep the brand in front of consumers eyes.

How will you be supporting it in terms of marketing?

We’ll be supporting our range with strong, traditional TV advertising while also focusing upon increasing visibility, with more marketing across a varied digital platform base designed to maximise the opportunities to be seen.

We will be continuing with a full programme of PR, designed to grow awareness around our new product offerings and capitalise on the Christmas opportunity. This will include influencer partnerships and media-facing events.

And what about support for retailers in stores?

We work with a varied retail base across all channels and as such offer many different packages including a bespoke support service, which is available to every retail account and/or channel. Options include in-store theatre executions, simple but effective POS of various styles and functions, loyalty programmes for consumers, promotional support on brands at key periods and growth rebates.

We hope to see continued growth in the specialist and independent retail channels. This is where our brands are most supported and visible to the consumer

“

Wild things!

Rose:

Sadie:

Rose, 6

and

Our tiny testers took a walk on the wild side to unwrap and discover Spin Master’s Wild Vibes Zombaes Forever collection

Sadie, 4 and a half Mum Mairead

What did you like about this toy?

“I quite liked the Zombaes Forever range – we received three pieces to trial (there are 15 to collect in total). I thought the packaging was clever, they come with a little stand so you can keep each doll in place, and you can put a card on the lid of the Zombae’s coffin so you know what you’ve collected. There are a few nice little extras too – the dolls have real eyelashes for example and the 'coffins are nice storage options. Overall, in comparison to similar toys on the market, I think these have more play value – there are stickers, you can change their clothes, take them apart, swap hair from one and add it to another etc – it all just gives a bit oomph. I can see myself picking a few of these up as birthday gifts.”

What did the child like about the toy?

My girls are at the age where they just love these collectable type toys and they really enjoyed swapping the different elements from the toys – that was the biggest hit. Not so keen on the names though, they wanted them to be called something more relatable. They ended up naming one of their dolls Sally' – not quite in the Zombae vibe.

Explain how easy it was to set up

Fine, there is no set up really.

What were your/their first impressions?

They loved the element of surprise – it’s a fun little collectable. Would this toy be something the child would play with again and again? Please elaborate!

Yes I do think the girls will come back to these toys again, particularly because they have been able to keep all the bits and pieces together in the coffin which is a great bonus.

Mairead - what do you like about the toys?

“The girls love these blind bag type toys and these made a nice change from others on the market. Big thumbs up from me for the packaging. I could see the company made an effort to be more environmentally conscious – extra pieces were wrapped in tissue paper rather than plastic bags for example, and that’s the sort of thing that will make me pick one up again.”

“Did you know you can take the hair off and see their brain?! That is so funny!”

“STICKERS!”

Blossom, age 6 Dad, Alex

What did you like about this toy?

The Zombaes are brightly coloured and very inviting for kids. The good news for parents is that there’s no assembly needed, and each box (shaped like a cofn) contained a number of items, which kept Blossom busy as she discovered each new element. These blind-reveal toys really up the excitement as Blossom was keen to unwrap each one and discover what was inside.

There are also lots of simple descriptions, to encourage reading, and Blossom was really excited to discover that there were rare characters included. She also thought it was cool that their hair and body parts can be removed and switched about.

Blossom also enjoyed checking out the included leafet to discover what she had and what other characters and accessories she could collect. We’re all animal lovers, so the little animal character accessories were a big hit. There is no set play so Blossom could use her imagination to play with the characters as she wants. Blossom was keen to collect the set, so we will defnitely look out for more Zombaes.

Dad Alex says:

''Blossom was amazed at all the little extras, such as stickers, that were included – and she loved the animal theme''

Blossom

''They are great! I even got rare version Zombaes in the box!''

Strivingfor excellence

Congratulations on winning the Multiple Toy Retailer of the Year category of this year’s Toy Industry Awards. How did you feel when you heard the news?

Of course we’re delighted when we are recognised for our efforts in the toy industry, and we continue on a daily basis to strive for excellence, even though we are a small family business. With us being based in Northern Ireland, it can be difficult to build strong relationships with our suppliers in order to work together for our mutual benefit. But we go the extra mile to ensure what we do is recognised, and this has certainly proven to be crucial over the past few years, as our business continues to grow and our brand improves.

What do you think sets you apart from competitors?

I honestly believe what sets Toytown apart is the relationship we carry with our suppliers. We firmly believe that profit is a partnership, and this has been proved time and time again as we work with our suppliers to get their toys on shelf in the most efficient and presentable manner possible.

Internally, we try to keep business as simple as possible, which can be quite a challenge in itself. But we are passionate about selling toys that kids love, and that doesn’t have to be a complicated thing.

I believe our range is one of the best across the independents in the industry, and I appreciate that can sound arrogant but, with our size, we are able to buy in direct import products to offer great quality, value toys. We also ensure that we have full stocks of all the top-selling product ranges domestically, so we have something for everyone.

I wouldn’t like to venture a guess at the number of brands we carry - it can be quite daunting! But, as a business, we operate stores from as little as 3,000sq ft (Newtownards) up to 8,000sq ft (Merry Hill). So it’s key for us to keep our ranges as tight as possible, while still having those products that customers expect to find in a great toy store.

Our supply base is approximately 110 suppliers, but this includes our FOB [Free On Board: goods that are bought on a direct import basis] business, nursery suppliers and so on. Regardless of this, it can be difficult to manage. But I believe we work well with everyone that we trade with.

Tell us about Toytown’s store portfolio.

Toytown has 31 stores with a relatively balanced spread across Northern Ireland, Scotland and England. We opened branches in Perth and Coventry in 2022 and so far this year, we’ve opened in [the Kent town of] Maidstone - with multiple other new stores being progressed for the remainder of 2023. One of the things that makes us unique is the variety of stores we occupy, with no ‘one-size-fits-all’ approach to our business model.

If we carry out our market research and believe we can make a profit in a town or location, while providing a service to the local community, then as a business we have that hunger and drive to make it happen - and deliver an enjoyable and friendly shopping experience to our customers.

Our most recent shop opening in Maidstone has been fantastic, and is currently trading as our number one store. This unit opened in late April and will be a great addition to our portfolio.

What’s selling well?

Top sellers at the moment are the usual culprits: LEGO, TY Beanies,

We are passionate aboutselling toysthatkids love, and that doesn’t have to be a complicated thing ”

“

Toytown commercial director Brian Simpson updates Clare Turner on the award-winning independent chain’s current profile and plans

Brian Simpson

Toytown’s 8,000sq ft flagship branch is at Merry Hill Shopping Centre in Birmingham

■ LEGO

■ Ty Beanies

Best Sellers

■ Squishmallows

■ Pokémon

■ LankyBox

Squishmallows, Pokémon, LankyBox, Aphmau, and many others - all of which our customers are going mad for, and we have good stocks to fulfill that demand.

How has trading been for you so far this year?

Trade is currently +11.2% versus 2022. But we have noticed it getting tougher over the past couple of weeks.

I believe we’ve done a brilliant job to get ourselves into this position. But families have huge demands on them financially at the moment, with energy costs, holidays to pay off, and prices of most things increasing wherever you look.

It will be a tough few months ahead, but we’re confident of our current sales, and our aim is to hold the growth we’ve seen in the first part of the year, and continue to drive sales across all of the stores.

One of our key aims is to have good stock levels of our FOB and promotional items in all stores. We’ve been reviewing the sales data and the trend would suggest that people are looking for a bargain, be it a branded item at a lower price or a good quality unbranded product. So it’s key for us to ensure we capture these sales.

What are your hopes for the summer?

Summer stock is always very interesting to study for our business. We carry a nice tight range of all the usual products you would expect to find in a toy store, and this range works well for us.

The sun is currently shining brightly outside and my forearms are nice and pink after a lazy Sunday sipping cold beer, so we look forward to seeing a nice spike in our pools, water guns and outdoor games stock soon! Long may it continue.

What are your predictions for the festive season?

Christmas is the really exciting time for us retailers, and it feels like this year there is plenty to go at in terms of newness to keep kids’ Christmas lists nice and full - driving their parents mad.

I particularly love the new toys that are coming out this year. In particular I love Bitzee from Spin Master; and Cookeez Makery, Bio Beasts, and Little Live Pets’ My Puppy’s Home - three awesome products from Moose Toys. These will definitely be on my kids’ Christmas lists this year!

What’s the most rewarding part of your job?

The most rewarding aspect is working with such a great team. As I mentioned earlier, our aim is to provide a service to our customers in the local community where our stores are based, to make profit to allow us to continue to do this, and to do what we are passionate about. And although things can get stressful and extremely busy, we are doing that daily.

I know that when I take my kids into one of our stores, they love shopping the various sections (usually creating a bit of a mess at the same time) and choosing a toy that they treasure. This is what it’s all about for us.

What’s the most challenging part of your job?

Contrary to the above, the most challenging part is making the profit to allow us to continue to do what we are passionate about. We are under pressure from every aspect: reduced customer spend, increasing costs of staffing and running costs… It all mounts up to squeeze an already very tight profit percentage.

What’s your all-time favourite toy or game?

It has to be LEGO. Even as an adult, I still get a set or two every Christmas, and thoroughly enjoy spending a few hours building and displaying them at my desk (mainly because my wife won’t allow me to have them in the house).

It brings back fond memories of building one of the LEGO castles (a Wolf Castle if my mind is accurate) on Christmas Day when I was a young lad.

One of thethings that makes usunique is the varietyof stores we occupy, with no ‘one-sizefits-all’ approach to our business model ”

Happy Families

Fox Family and Royal Princess Set

Our trio of young toy-testers got a treat this month as Epoch Making Toys shared three of the latest additions to its ongoing Sylvanian Families range, including the new Amusement Park set, Baby Mermaid Castle, as well as Fennec

Sadie four and a half Mum Mairead

What did you like about this toy?

Mum Mairead

“The absolute star of the show is the Baby Mermaid Castle. It’s quite magical. Even I found myself gasping with excitement as the box was being opened!”

As a household we are already Sylvanian Families fans so Sadie was particularly excited to play with the set. The Baby Mermaid Castle is really gorgeous and actually I’m very impressed with how much Epoch has managed to pack into the playset – there's a lot of different play elements for what is a small enough piece in the terms of size. I might go so far as to say it’s one of the better playsets I’ve come across. Also, it’s quite sturdy which is a bonus.

The Royal Princess Set is a lovely addition to have – very pretty and Sadie immediately wanted to dress the characters. The highlight of the Fennec Fox Family set is undoubtedly the babies and the double buggy. Daddy Fox has been very busy walking the babies to sleep!

What did the child like about the toy?

Sadie loves imaginary play so, as mentioned, she is a big Sylvanians fan already. The colourways in this set are really lovely with lots of pinks, purples and blues. Mermaids are a hot topic in our house at the moment with Disney’s Little Mermaid being released so Sadie has really tapped into full mermaid energy and just loves all the different play elements.

Explain how easy it was to set up

Sadie’s daddy set the Baby Mermaid Castle up and said it was “very easy. You just click a few bits into each other, and it’s done. It is noticeably of a higher quality that some of the toys I’ve had to put together.”

What were your/their first impressions?

Magical! Sadie genuinely loves this toy. She’s still playing with it!

What features does it have and what makes them fun?

There are lots for a small playset. A spinning swing that sits three Sylvanians. A carousel, which again sits three Sylvanians. A detachable boat with a lookout that sits atop the piece. A separate little yellow swing and a pretty shell, which a Sylvanian can sit in. It’s all lovely. We were pleased to have the Royal Princess Set and the Fennec Fox Family to play with too as the original Baby Mermaid Castle comes with just three Sylvanians and there is plenty of scope to play with more in the playset.

Would this toy be something the child would play with again and again?

Absolutely – it’s a huge hit. Lots of play value here and Sadie will come back to it time and time again as she does with her older Sylvanian toys. As a parent with three children agedfive and under, I consider myself a bit of an expert in toys and this is one of the better ones on the market at the moment. My only critique is the packaging – I felt there was a lot of it and also, I need something to store all of Sylvanians safely because there are a lot of different elements. But overall, we love this.

Sadie

“Thisismynewvery specialtoyandmy brother and sister are NOTallowed to playwithit.Ilikethe mermaids and the babies.”

Colette – eight years old Mum Emilie

The toys are very clearly of high quality compared to many out there and were great for encouraging my daughter to use her imagination. She loves animals and cute babies, so this was right up her street. She was patient helping me put the castle together.

Explain how easy it was to set up

The castle took a little while but ultimately we followed the instructions and used the picture on the front of the box as a guide.

What were your/their first impressions?

"Wow!" She was really excited. “THIS. IS . AWESOME.” She already knew Sylvanian Families and was looking to own more.

"The mermaid castle was like nothing else I've seen before."

What features does it have and what makes them fun

"I like the animal swirly rollercoaster and how it spins." She liked adding all the finishing touches like the algae, fish etc.

Would this toy be something the child would play with again and again? Please elaborate!

"Yes, of course." You can also play with characters that don't belong in the mermaid world.

Blossom, 6 Dad Alex

Fennec fox

Dad Alex says: “There’s a good amount of accessories, and the clothes are removable, which gave Blossom plenty of play options. She liked that they were fennec foxes – not just ordinary foxes - as she had learnt about them at school so recognised their features – like their big ears!

We got them straight out of the box, no setup needed –that was nice!

Royal princess set

Colette

Baby Mermaid Castle

There are lots of things you can spin around. I like the little clamshell. The submarine is very cute. I like that you can put a character on the top of the ship, above everyone.

Fennec Fox Family

I really like their furry little tails. I think it's fun to play with them and I especially like getting one of the parents to push the buggy. I like the tray on the buggy where you can put mini food.

Royal Princess Set I like the accessories that they use to dress up. I really like the witch hat.

Emilie

She kept saying how cute they are and was amazed at the scale of the castle and all the different rides and opportunities.play

The set came with a booklet with simple to read descriptions, which encouraged Blossom to read, as well as play with toy.

What did you like about this toy?

It was easy to open and the interchangeable accessories could be used on any/each of the characters to suit the child and their play options.

What did the child like about the toy?

There were lots of accessories includedBlossom liked that it was a complete family of characters.

Explain how easy it was to set up

Blossom

I

No setup required. Blossom was able to play with it straight out of box.

What were your/their first impressions?

There is a really good amount of characters and accessories included.

What features does it have and what makes them fun

The included booklet gave Blossom ideas for play but also encouraged her own imaginative play, and the accessories were interchangeable to suit Blossom’s ideas.

Contact:

For more about the Sylvanian Families range, contact Epoch Making Toys on 0208 049 1377 or via email, sales@epochmakingtoys.com

DadAlexsays:

“Thesearelovely characters–good qualitylikeallSylvanianFamiliestoys’’

love their dresses and tiaras

Blinded by

The STEM (science, technology, engineering, maths) toy sector experienced a resurgence as parents tried to make home-schooling as interesting as possible during Covid lockdowns, but has that interest continued three years on?

It’s good news, according to Libby Everett, board game sales and science kit marketing at Thames and Kosmos: ‘‘There was a fear that the industry would be hit hard after the pandemic, STEM toys had seen an influx in sales in order to assist home schooling, but would the industry see a slump and suffer afterwards? In fact, this did not happen, last year’s sales were in line with the increase.’’

And Brainbox marketing manager Debra Tiffany, agrees: ‘’The STEM toys category really came into its own in 2020 during the pandemic as everyone tried to find ways to engage their children in home schooling. I think this growing popularity has sustained, and consumers understand that STEM products aren’t just a toy that you would buy just because it says educational on the box, rather they see the real play value in these products and how much benefit children get from them.’’

However, Lindsay Hardy, Marketing Director, Trends UK, adds a note of caution, and says while the STEM arena is ‘’still possibly buoyed by the impact of home schooling during the pandemic; the sector seems to be in reasonable health but (like all toy categories) is incredibly competitive.’’

And STEM toys certainly are an important part of children’s educational development, according to Sophie Beart, a former Montessori teacher who is the head of partnerships and Montessori lead at Babbu (www.babbu.co.uk), an awardwinning online learning platform.

She says: ‘‘STEM-based toys in children’s learning are hugely beneficial. STEM learning provides children with the opportunities to develop skills such as problem-solving, critical thinking and creativity. These skills are essential for life! For example, problem-solving supports children’s independence and helps them to become more self-directed. This means that they can learn how to solve problems independently, thus playing a positive role towards positive confidence levels. Additionally, skills associated with STEM support children in understanding new concepts and to retain new information. Creativity plays an active role here too, as it allows children to come up with new ideas. The ability to share these new ideas and understanding concepts

with others is also important so that they can communicate these with others, thus developing collaborative and social skills.’’ So this important sector looks like it has some important work to do, as Debra Tiffany points out: ‘’The demand for innovative 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 – all subjects hugely fascinating and inspiring for kids.’’

As parents continue to support children’s learning after the pandemic, does the STEM sector continue to be a sure-fire cert for retailers looking to stock their shelves with educational toys?

Consumers understand that STEM products aren’t just a toy that you would buy just because it says educational on the box, rather they see the real play value in these products and how much benefit children get from them

Debra Tiffany, marketing manager, Brainbox

Mookie

science

So what trends should we be looking out for going forward?

At Brainbox, it’s all about the connection between parents and their own childhood, says Debra Tiffany: “Our Brainstorm Toys have the element of nostalgia, and parents love them because they take them back to their own childhood. Everyone remembers discovering the world through the lens of a microscope or being fascinated by the stars, and parents want to try to inspire this awe in their own children. So products like ours and those similar on the market will continue to be popular.’’

There are three elements that Trends UK focuses on in its own Science Mad brand, explains Lindsay Hardy:

“Outdoor & Adventure: Childappropriate equipment to encourage getting outside and being active, (such as its award-winning compact walkie talkies, metal detectors and so on).

“Exploration: Up-close examination of small things (microscopes) and making far away things bigger (telescopes).

“Science Kits: Real science kits with proper equipment and all the relevant chemicals that are allowed under toy safety directives.”

So, with so much to choose from, what should retailers look at if they want to introduce more STEM toys into their own offering in-store?

Libby Everett at Thames and Kosmos says that the science specialist’s key lines ‘’continue to be extremely popular and new additions to our range have

had a very positive launch, in particular the gyroscope from the essential STEM range. This year we have expanded our STEM products even further and are very excited to launch our science advent calendar, which has very positive pre-sales numbers.’’

Debra Tiffany finds it hard to choose: ‘‘We have products that span lots of science themes’’, but ultimately opts for Brainbox’s space toys. ‘’They are always hugely popular, and that range includes My Very Own Moon, My Very Own Solar System and Night Sky, which allows retailers to stock lots of different themed products that not only teach children about planets and the solar system but also double as night lights.’’

Lindsay Hardy has a product in mind – she says: ‘’Our multi awardwinning Science Mad Chemistry Lab is acknowledged to be the best on the market!’’

And there are plenty more to choose from in this feature.

Character Options, for instance, has brought to market a building system that lets kids create and customise their own pixel art. Simbrix allows them to build 2D and 3D shapes without glueing, ironing or adding water. The brix pieces are also fully reusable, increasing value for money and play value.

Another popular and long-running construction brand is Basic Fun!’s K’NEX. The latest release is the

K’Nexosaurus Rex Building Set, which enables children to build a motorised model of an impressive prehistoric beast that stomps and swings both its head and tail as it moves! More play value is added with the ability to build a second Megasaurus model from the kit.

Meccano, meanwhile, is an iconic name in construction kits. Spin Master’s hugely recognised brand may have been created 125 years ago, but it is not standing still. New is the Meccano Maker’s Toolbox, a 437-piece intermediate STEAM model-building kit designed for open-ended play and endless creativity.

Geomag toys, meanwhile, let children experiment with magnetism, learning about fundamental scientific concepts and creating intricate mechanical constructions. The Mechanical Motion Flywheels set is made from 98% recycled material

There are more experiments from The History of Life on Earth, the latest addition to Clementoni’s Science & Play Range, which won the Spielwarenmesse 2023 Toy Award under the School Kids (6-10 years) category. about how life evolved on planet Earth.

Toynamics has a host of STEM-related toys, including the bestselling Monster Maths Scale, encouraging children to learn about different aspects of maths. Learning certainly never needs to be dull with such a rich offering in the STEM sector, and toys that offer educational and play value in abundance are always going to be attractive to your customers.

STEMbased toys in children’s learning are hugely beneficial. STEM learning provides children with the opportunities to develop skills such as problemsolving, critical thinking and creativity

Sophie Beart, head of partnerships and Montessori lead, Babbu

Clementoni

Brain Box

Get hands-on

Clementoni paul.fogarty@clementoni.com www.clementoni.com/en

The Clementoni Science & Play range of games and products give free rein to children’s imagination and creativity while teaching the principles of science in a simple, engaging way.

The History of Life on Earth is the latest addition to the Science & Play Range and has won the prestigious Spielwarenmesse 2023 Toy Award under the School Kids (6-10 years) category. With its rich content, The History of Life on Earth allows children to move between hands-on science experiments and the digital experience of Augmented, Virtual and Mixed Reality for the ultimate interactive and immersive experience. Using the viewer included and a smartphone, children can discover how life evolved on Earth, from the Archeozoic Era (approximately 4.5 billion years ago) right up to the appearance of Homo sapiens.

Fact!

The History of Life on Earth taps into one of the most important and hottest trends of 2023, MetaToys, which explores the ever-growing relevance of Augmented and Virtual Reality in the world of toys. The product includes everything needed for real life science experiments and activities covering botany, anatomy, paleoethology, geology and paleoanthropology with the tools to create and erupt a gypsum volcano, build a T-rex skeleton, and unearth real meteorite (Chondrite).

With the timeline map, children can activate digital content and immerse themselves in a 3D world.

By holding their smartphone over the relevant hot-spots, they can view immersive 360 videos, mixed reality, which merges the physical and the digital, and augmented reality, which allows children to interact.

Building strong foundations with Simbrix

Character Options

0161 633 9800

sales@charactergroup.plc.uk www.charactergroup.co.uk

Simbrix is an exciting new offering from Character Options that offers a fun, creative project for all children to enjoy, with elements of STEAM learning that provides educational benefits as kids play.

Designed to be enjoyed by all ages, Simbrix is a unique building system that invites kids to create and customise their own pixel art. With Simbrix, children can connect, create and play one brix at a time, mastering developmental and cognitive skills along the way. Totally mess free, Simbrix do not require any ironing, gluing or water; simply interlock Simbrix to construct amazing 2D and 3D designs. All the while children will be challenging their creativity, refining motor abilities, sharpening their planning and critical thinking skills as they create. Simbrix also offers a fantastic outlet for self-expression.

Not just heaps of fun, with educational and developmental benefits, Simbrix offers great play value and value for money, with the brix pieces fully reusable! Children can rebuild time and time again with Simbrix, for endless creative play experiences.

Did you know?

Simbrix was dreamed up by Nottinghambased engineer (and inventor) Assim Ishaque, who came up with the idea to keep his kids entertained before developing it as a commercial proposition…

Available in the range are starter packs, themed packs, and special feature packs with 3,000-plus pieces. There is also the Simbrix Maker Studio which is the ultimate set for little artists: this carry case holds 4,800 Brix in 16 colours and the easy to unclip lid doubles as a build platform.

The History of Life on Earth, the latest addition to the Science & Play Range, has won the Spielwarenmesse 2023 Toy Award (School Kids 6-10 years category)

All the right tools

Fun fact

Spin Master

01628 535000

www.spinmaster.com

New from Spin Master’s iconic brand Meccano, is the Meccano Maker’s Toolbox, a 437-piece intermediate STEAM modelbuilding kit designed for open-ended play and endless creativity. Sure to be a hit with little builders and parents alike, this engaging and educational toy is perfect for boys and girls aged 10-plus, inspiring them to tinker, learn and build amazing real-world creations.

The Meccano Maker’s Toolbox features more than 400 interchangeable building pieces that spark children’s imaginations while promoting skill development and problem-solving abilities. The set comes with a handy instruction manual to help guide them when creating three fun, moveable builds: a race car, the world-famous Eiffel Tower, and a robot.

Alternatively, kids can let their imaginations run wild and create their own mechanical masterpieces. The open-ended design of the building kits mean that the possibilities are limitless, encouraging kids to explore their own unique creations.

But parents needn’t worry as staying organised is a breeze thanks to the compact toolbox, which makes it easy to keep all parts in one place and transport little one’s inventions wherever they go. The Meccano Maker’s Toolbox is the perfect gift for budding engineers, robotics enthusiasts or kids who just love to build and innovate.

Gameplay

Toynamics

0116 478 5230

sales@toynamics.co.uk www.toynamics.com

Toynamics UK & Ireland offers retailers a vast range of STEM/Educational toys for a mix of ages and price points across a variety of different brands within its portfolio.

The Meccano Toolbox is the perfect gift for any occasion including birthdays and Christmas.

Another great STEM option from Spin Master is the New Kinetic Sand’s Deluxe Beach Castle Playset, the portable sandy play-space in a box that’s sure to be a hit with kids everywhere.

This fun and engaging playset is perfect for boys and girls aged 3+ allowing them to invent new sand creations every day.

Hama-zing Educational Play!

Pat Avenue 01604 678780

enquiries@patavenue.co.uk

Award-winning educational brand Beleduc offers a range of STEM and educational toys from puzzles to board games and magnetic boards. Board game Torreta has two difficulty levels depending on the age of the children playing. For two to four players using colours and numbers, children build corresponding towers out of the blocks, encouraging the development of children's strategic thinking, engineering, and mathematic skills, suitable for ages four-plus. Beleduc also features a range of Magnetic Drawing Boards, the original red board uses a magnetic pen and little metal balls to form cool pictures that can easily be removed for hours of entertainment; also available in a travel-sized version for onthe-go fun. The Bright Colours version has five different colours included and inspiration cards for colourful picture creations, with the Letters version bringing more of an educational aspect, teaching little ones how to structure their letters when learning to write.

Beleduc also boasts a range of educational puzzles. Cognito’s aim is to get children thinking logically and recognising similarities or opposites in a series of images. Nawito is a difficulty level up from Cognito and focuses more on natural sciences and processes.

Exclusively distributed by Pat Avenue in the UK and Ireland, Hama is the original arts and crafts bead brand that offers a creative challenge for ages threeplus. Hama play helps train motor and logical skills, supporting a child’s development.

Preschoolers will love the Hama Maxi Bead Sets, which come with 10mm diameter beads that are ideal for littler fingers that aren’t so practised in fine motor skills. A great place to start are the Maxi Blister Packs, which offer great value – both in terms of cost and play value.

For a next-level developmental challenge, children aged five-plus will enjoy the 3D Hama Midi Sets, which come with all the items you’d expect from a Hama set – colourful beads, pegboard, design guide and ironing

Meccano was initially created by Frank Hornby in 1898, 125 years ago, although it wasn’t patented until three years later and the name wasn’t registered until 10 years after that…

Scoping it out

Thames and Kosmos

01580 713000

www.thamesandkosmos.co.uk

Jane@thamesandkosmos.co.uk

Did you know?

The Planetarium Projector has a nightlight mode that automatically turns it off after 15, 30, or 60 minutes

Thames and Kosmos has launched its essential STEM range, which complements the award-winning STEM toys and games that the company is already renowned for. This new range features timeless classics of science, which have been reimagined into new modern designs, set to delight new generations and spark imaginations. The range currently has three exciting and interactive products.

The first from the line was the Thames and Kosmos Gyroscope. This classic executive toy appeals to young and old alike. It teaches the user about the physics of motion and gravity and is hypnotising to watch, no matter how many times it is spun. Each Gyroscope comes with a clear plastic sphere, which is multi-functional. It acts as a stand, an area to conduct more experiments and a storage case. The wholesale box is packed with 12 individual units and includes a POS display box.

Next comes the Thames and Kosmos Plasma Ball. The Plasma Ball has us all marvelling at the wonders of the universe with its electrifying light show, which is formed from the same supercharged ionised gas found in every star! Watch the glowing tentacles – like lightning flowing from your fingertips – on the globe, and carry out mesmerising experiments to see how the plasma reacts. There’s even a sound-activated mode, which will captivate viewers as the plasma arcs dance to the beat of theirr favourite songs.

Just launched from the Essential STEM range is the Thames and Kosmos Planetarium Projector. Illuminate a darkened room by casting projections of the stars in the night sky and space-themed images across the ceiling and walls. This home planetarium is actually two projectors in one. The first is a rotating star map dome that projects astronomically accurate maps of the stars. The second projects all eight planets, space objects such as rockets and satellites, and eight extragalactic phenomena such as nebula and galaxies.

Arcade fun

Mookie

01525 722722

www.mookie.co.uk

Fun Fact

Pixicade won the Editor’s Choice Award in the category for Best Art/ Craft Toy or Kit at the MadeForMums Awards as well as being listed as the number one toy in the Daily Mails MadeForMums article for the top 15 toys for Christmas 2022…

From paper to screen, Pixicade allows children to create video games like they have never played before. Just draw a game with Pixicade pens, snap a picture of the drawing on the Pixicade app, and in 30 seconds the game comes to life. Pixicade lets the user edit and animate games then share and play games on the Pixciade Arcade. Suitable for various ages, this product can be enjoyed as a family project with younger children and the older children can design and play on their own. Displayed at London Toy Fair 2023, industry professionals were impressed by this advanced product that is both engaging and educational.

Build,

develop and grow

Flair GP

0208

643 0320

sales@flairplc.co.uk

www.flairplc.co.uk

Flair GP’s Play-Doh

Blocks and Stickle Bricks construction sets are perfect for little ones in their early learning journeys.

The all-new Play-Doh Blocks launch this month as part of Flair GP’s Bildo toys distribution deal. Delivering both value for money and play value, Play-Doh Blocks combines the much-loved dough compound with hybrid building blocks, offering a creative, sensory experience. The launch collection includes educational Activity Packs that are ideal for children aged three-plus. With the Shapes & Colours Activity Pack children can use the two-in-one activity playmat to mould shapes out of the included Play-Doh, learning colours as they go. It also comes with dough tools, a two-piece character, and 16 different shaped block pieces that can be stacked traditionally or assembled horizontally. The Letters & Numbers Activity Pack comes with two reversible playmats to mould and learn letters and numbers with Play-Doh, plus 16 Play-Doh Block pieces for building fun.

Meanwhile, Flair’s heritage Stickle Bricks brand makes for a great choice when it comes to a fun first toy that packs a host of educational benefits. Ideal for children aged 18-months-plus.

Thinking is fun

Ravensburger

01869 363800

www,ravensburger.co.uk

Did you know?

Ravensburger’s ThinkFun offering continues to inspire STEM learning that’s full of fun with a range of logic and brainteaser games. The brand’s awardwinning Rush Hour game encourages players aged eight and over to rescue a car from traffic gridlock. By applying their logical thinking skills, they must attempt to slide vehicles out of the way in the correct order to succeed in their mission. Forty different challenges keep players engaged as they progress in difficulty. Packed with attention to detail, the game is self-contained and complete with a handy storage bag – a great choice for on-the-go learning fun. Younger players can also get involved in the mind-boggling motor-theme fun with Rush Hour Junior edition, which is suitable from age five.

Another popular choice from the ThinkFun range, Gravity Maze, encourages players to put their visual perception and reasoning skills into action as they combine blocks to build successful marble-run-style pathways. Over a series of 60 challenges increasing in difficulty from beginner to expert, players must use skill and gravity to get their marble to reach the target tower.

Adventure time

Leapfrog

01235 555545

marketing.uk@vtecheu.com

LeapFrog is committed to its core values, where education takes centre stage and learning is an integral part of every product. In light of this, LeapFrog introduces another new toy to the Magic Adventures range.

The new Magic Adventures Telescope immerses young explorers into the wonders of the universe with incorporated educational NASA content. Explore the solar system, the Moon, star life cycles, constellations and space discoveries with the built in images and videos provided by NASA. Have fun helping Mission Control fix planets in our solar system while dodging hazards and learning cool facts in the fun Adventure Game. You can also use this fully functioning telescope to focus on animals and nature in the day and the Moon and stars at night. Capture and share up to 100 photos and take thousands more with the SD card slot. Embark on this out-of-this-world adventure with LeapFrog.

K’NEX: a STEM range built on fun!

Basic Fun!

0118 925 3270 | Tim.Ives@basicfun.com www.BasicFun.com

K’NEX from Basic Fun! UK is a construction range that supports learning at all stages of development, while helping to teach STEM-based concepts.

The K’NEX Classics range is sure to excite. These multi-build sets each come with a clear, colourcoded instruction manual, allowing kids to follow a design. Alternatively, they can think outside the blocks and build from their imaginations. Fun features such as movement and motors make this an educational range that is sure to excite.

Fun Fact

Come back down to earth to explore the world. Race around the world, discover new places and solve mysteries with the Magic Adventures Globe. Go on a geographical adventure with this 10in interactive learning globe and experience countries, languages, cultures,

The Magic Adventures Telescope features more than 650 facts about the solar system, Moon, star life cycles, constellations and space discoveries, as well as more than 100 NASA videos and images

New to the K’NEX Classics range is the ROARSOME K’Nexosaurus Rex Building Set. It lets kids create a motorised model of an impressive prehistoric beast that stomps and swings its head and tail. The set also builds a second Megasaurus model.

Plus, children can take on larger projects and experience engineering and physics in action with the K’NEX 3-in-1 Marble Run with Motor Set.

The ThinkFun brand is supported with impactful POS, and event activity, PR and online marketing throughout the second half will continue to showcase the brand’s commitment to making learning fun for all

Mad for it

Trends UK

01295 768078 | salesadmin@trendsuk.co.uk. www.trendsuk.co.uk

With gold awards from MadeForMums, Creative Play and Dad’s Choice Awards, Trends UK’s Science Mad range provides fun learning with cool experiments and STEM themed projects.

The magnetic sets that keep expanding

GEOMAGWORLD

www.geomagworld.com

Fact!

All Geomag toys are magnetic and make science and STEM education fun and interactive. By combining magnetic elements with creative play, children can engage in hands-on experiments that bring the magic of magnetism to life. Through these experiments, children learn about fundamental scientific concepts such as magnetism and geometry while enhancing their ability to think critically and solve problems creatively. Geomag toys are a great way for parents to help foster curiosity and build problem-solving skills in their children.

Geomag’s Mechanics

Motion Flywheels set is made from 98% recycled material, making it ecofriendly as well as truly educational…

Did you know?

Trends UK will be supporting the STEM lines with social media marketing, PR support and influencer campaigns

Including scientific equipment with real working features, the line-up is supported with a very strong brand presence at retail offering chemistry sets, crystal growing kits, telescopes, microscopes, digital metal detector and walkie talkies, electronics and more.

The Early Skills Science Lab is a new initiative. This is a simple laboratory set specially designed for younger children aged four and above. With 10 simple experiments to awaken an early interest in science. Study colours, plants, liquids and solids by creating soap bubbles, coloured icebergs and much more.

Children will gain basic laboratory skills while learning about colours, plants, crystals and much more.

Also new is a Discovery Mini Globe with AR App. Compact enough to fit on any desk, the globe interacts with an additional interactive augmented reality (AR) function, enhancing the experience of looking at our planet. For ages six-plus.

As well as the earth’s surface, the app shows its structure, magnetic field, climate zones, continents and the wider solar system.

Geomag Mechanics is a revolutionary construction platform that uses the power of gravity and magnetism to create movement within its intricate mechanical constructions. With a maximum of three moves, the Easy-Combo System means each set can be joined together to make limitless creations, allowing playtime to expand with your child. It combines the forces of magnetism with an everexpanding world of mechanical possibilities, providing an engaging and educational way for creative minds to explore the science behind magnetism and mechanics. With Geomag Mechanics, kids and adults alike can have fun while learning about basic physics principles in a hands-on way. For 2023 Geomag has released two more products to their award-winning Mechanics line.

The Geomag Mechanics Gravity Recycled Combo Starter set (with 153 pieces) is a unique product for 2023 that includes both mechanical and chain elements. The mechanical elements within the constructions allow for a variety of building possibilities, with each creation offering a different experience and challenge. The chain element adds an extra level of complexity to the constructions, creating endless creative possibilities.

Geomag Mechanics Motion Flywheels is another fun and educational release. Made from 98% recycled plastic it is great for the environment and great for the mind with strong STEM-based learning. The new set has opened a new chapter in the history of magnetic model building by recreating Leonardo Da Vinci's classic ball bearings. Using modern magnetic engineering, Geomag has enabled users to build amazing models with motion.

Technology takeover

Tech meets toys to appeal to 21st century children

When it comes to technology, kids are way ahead of most of us adults. And as they grow up in a world that revolves around the latest tech, it’s no surprise that they will warm to toys that appear in that sector.

As The Insights Family’s Stavros Triseliotis points out in this issue’s column, around the world, 57% of tweens and young teens say they want to have access to the latest technology and design.

And with kids who show an interest in tech looking to aspire to careers in the IT sector, and listing IT as their favourite school subject, it is no surprise that toy companies should tap into this interest and bring technology to an ever-younger age group.

And that is no bad thing, as Sophie Beart at online learning platform Bubba (www.bubba.co.uk), who points out: ‘’Toys that explore coding, robotics and engineering allow children to experience digital tools and learn how they work. In addition to hands-on experiences, they also support children’s mathematical skills, develop spatial awareness and logical reasoning. In particular, it is important to

expose girls to STEM-based skills and toys early so that they are introduced to a world that has primarily been infuenced by boys. Breaking down these gender-stereotypes early will help girls to encourage them to pursue STEM careers. By doing so, this will in turn support young girls’ confdence and self-esteem when considering careers in STEM.’’

VTech is jumping straight into introducing younger kids to technology with its Genio Max My First Laptop. Aimed at kids aged fve to 10, the laptop ofers much of the functionality that they will see on their parents’ machines, from word processing and digital diary to calendar and even printable revision sheets to keep them up on their homework. Kidsafe controls allow children to browse the web safely – and have screen time designated by an adult.

Robotics is another major area to explore. Once the stuf of science fction, now, robots are taking functional role in a number of arenas – in fact the Frankfurt-based International Federation of Robotics states that the global stock of functional robots has hit an all-time high of 3.5 million this year. And toy robots are becoming more sophisticated

every year. Take Character Options’ MINTiD Dog-E – a robot dog that ofers more than one million possible combinations of colourful lights, sounds, and personality traits.

The robotic canine, due to launch in September, has life-like movements, can hear sounds, identify touch, and displays icons and messages to communicate. This perfect family pet can be trained by its young owners to learn names, and do tricks. Like the pocket digital pets of our childhood, the dog needs to be fed, played with and cared for to keep it happy. And talking of pocket pets, they have been brought frmly into the 21st century by Spin Master. Bitzee has brought digital pets of the screen and into the real world. These pocket pets need love and attention from their owner to grow. Children can virtually interact with the pet puppy and watch them grow into an adult.

Mookie’s Rescue Penguin also requires kids to look after a creature to transform it from sad and mud covered to a happy, dancing bird. Like the Bitzee, the Rescue Penguin needs feeding, petting and having its needs met – but be careful not to feed it too much!

There’s more inspiration for techbased toys on the following pages…

Toys that explore coding, robotics and engineering allow children to experience digital tools and learn how they work

Sophie Beart, bubba.co.uk

“ ”

Spin Master Mookie

Pocket pets get interactive

SPIN MASTER

01628 535000

www.spinmaster.com

This season sees the tech launch of Bitzee, the interactive pet in your pocket from Spin Master Toys set to grab the attention of kids everywhere.

Housed inside an eye-catching purple pod, Bitzee pets are the frst interactive toy to break out of the screen, allowing kids to really touch, feel, and interact with their digital pet. Not only does this allow for a new playing experience but it will also have kids hooked as they nurture and watch their new pet grow. The design of this new toy has pushed the boundaries of play by reimagining a once two-dimensional interaction and infusing it with colour, gamifcation, and collectability. Bitzee pets are just one of many tech toys Spin Master has available.

Dog-E in numbers

One million-plus combinations of lights, sounds and personalities

200-plus sounds and reactions

Six touch sensors

12 LED lights

One microphone

Two speakers

Guess what…

Bitzee pets begin life as an 8-bit puppy character and, just like any pet, need love and attention from their owner to grow. Through innovative technology, Bitzee pets will respond to children’s tilts, swipes, and shakes with adorable sounds and reactions. Virtual interaction allows players to feed their pet, rock them to sleep, clean up after them, and watch as they blossom into an adult pet. Jam-packed with tricks such as the ability to roll over, little ones will never be tired of caring for and playing with Bitzee.

Bitzee is pushing the boundaries of play by reimagining a once twodimensional interaction and infusing it with colour, gamifcation, and collectability

Meet Dog-E!

Character Options

0161 633 9800 sales@charactergroup.plc.uk www.charactergroup.co.uk

From birthdays to Christmas, or for kids who just really want a pet of their own, Bitzee is the perfect present for any occasion. Its lightweight design and fxtures make it easy to carry around, meaning it’s perfect to take on holiday or to play with friends all summer long. Kids will be entertained all day every day as they bond and care for their new Bitzee pet.

But the fun doesn’t end there, as there are 15 Bitzees to collect, including rare characters such as butterfy and poodle. The possibilities are endless with the new interactive Bitzee; the musthave new tech toy launch of this year.

Get ready to meet MINTiD Dog-E – the robot dog that is one in a million. Dog-E is a ground-breaking, smart, app-connected robot dog that is unique to every owner, thanks to over a million possible combinations of colourful lights, sounds, and personality traits. Launching this September, with strong retail distribution, and the support of a massive programme of marketing activity. Dog-E is so much more than your average interactive pet.

This robotic canine features life-like movements, audio sensors to hear sounds, multiple touch sensors, and a POV (persistence of vision) tail that displays icons and messages to communicate. It’s the perfect family pet. With just one Dog-E, multiple members can mint, save and load unique profiles, by using the companion app. Depending on the person who is using the app, Dog-E will adjust to the profile, changing its look and personality by ‘minting’.

There’s so much fun to be had with Dog-E. Train Dog-E to learn names, do tricks, and program movements within the app. Dog-E needs its family to care for it. Track Dog-E’s needs, and feed, pet and play games with Dog-E to keep it happy.

This one-of-a-kind line will be supported with a 360-degree marketing plan. Heavyweight preroll activity and a Character Kidz virtual launch will introduce Dog-E to the masses. Infuential channels, including one lead celebrity channel will help drive further demand through across all social channels. Expect all this and plenty more ahead of the key gifting period.

Beware of shark infested foors

Flair GP 0208 643 0320

sales@fairplc.co.uk

www.fairplc.co.uk

Fun fact

Sharks movies continue to be hugely popular, with The Meg 2, this summer’s big don’t- go-in-the-water blockbuster, opening in August. Highest rated of the bunch (anywhere between 80 and 180 according to assorted flm sites) on Rotten Tomatoes is Jaws, with so-bad-it’s-good flm Sharknado also in the top 10…

Roarsome motorised action!

Basic Fun!

0118 925 3270 | Tim.Ives@basicfun.com | www.BasicFun.com

As part of its exclusive distribution deal with Skyrocket Toys, Flair GP has added to its AW23 portfolio the hilarious RC shark: Mega Chomp.

Beware of shark-infested foors! Mega Chomp is a hilariously diferent RC toy that strikes from the depths of the living room. Kids will have great fun plotting shark attacks and terrorising parents and siblings with this 18-inch remote-controlled shark!

Mega Chomp can travel easily on land, moving his multi-segmented articulated tail and chomping his jaws in a hilarious way that looks like he is swimming half-submerged in water!

Did you know?

K’NEX is the brand that always builds bigger than the box and ofers a construction project for all. And there’s an exciting, motorised set to be discovered in the K’NEX Classics range. Like all K’NEX Classics multi-build sets, the K’Nexosaurus Rex set comes with a colour-coded instruction manual that dinosaur fans can follow to build two ROARSOME prehistoric beasts. Alternatively, they can think outside the blocks and build from their imagination.

K’Nexosaurus Rex is the ultimate dino! Once built, this motorised model will stomp and swing both its head and tail as it moves! The set builds a second Megasaurus model, too, ofering great play value and value for money.

K’NEX was created when inventor Joel Glickman started playing with straws while at a noisy, crowded wedding – his thinking of what he could do with the straws led to K’NEX…

P-p-p-pick up a penguin

Mookie

01525 722722

www.mookie.co.uk

Introducing the adorable Rescue Penguin. This charming and lovable Penguin will be children’s new favourite companion as they learn to nurture and care for their very own pet from the moment it comes out the box, with its one-of-a-kind unboxing experience.

This super cute Penguin arrives sad, muddy, and lonely in its box; children are challenged to make them happy again. When opening the box, the Penguin is crying and dirty. Behind each door in the box item can be discovered to make the Penguin clean and happy, like a magic towel, woolly hat, snuggly scarf and even its favourite food. But be careful not to feed them too much, or they might fart!

Introducing kids to tech

VTech

www.vtech.co.uk

03306780149

Did you know?

The Rescue Penguin will be supported by a strong digital campaign and infuencer activity across launch and peak season…

The Rescue Penguin comes complete with a glowing, colour-changing heart on its chest to refect its emotions. Children can fgure out the emotion and help to give it what it needs to stay happy. Once the Penguin is happy, it will show 20-plus sounds and emotions, like cheering and dancing! The more you play and interact with your Penguin the more sounds and dance moves are unlocked, so make sure you keep your Penguin entertained or their mood might change.

Did you know?

With Genio MAX, My First Laptop from VTech, your child will be introduced to the multimedia world in a safe and guided way. With its 7-inch screen, the Genio MAX is specially designed for kids aged fve to 10, and will lead the child through the use of a laptop that will accompany them during their primary school years. This laptop is not only useful for homework studies and online research, but also for fun times with games and creativity. Genio MAX contains all the necessary applications a child will need. The word processor ofers them everything required to create their frst documents. The diary, clock and calendar apps provide tools to help children develop autonomy and forward planning. For leisure time, the games will help them relax while having fun as they learn!

The Genio Max My First Laptop will be backed by TV and Digital Advertising…

Children can use Genio MAX to complete their homework. The calculator, notes and word processor applications can help children get a head start with their studies. Write, add pictures, select the layout then, once the document is ready, export it in pdf format using a microSD card (sold separately) to print it from another computer. There are also 20 printable revision sheets available to help children study maths, language, history and more.

The Genio MAX is like a real laptop, but with kid safety controls that include a secured web browser with controls and App Permissions. Parents can set the days and times when their child can use the Genio MAX, allow access to specifc websites and help them take their frst steps into the multimedia and Internet world.

The Genio MAX, My First Laptop is the ideal laptop for kids’ frst steps into browsing, coding, word processing and much more.

The soft spot

The plush market continues to impress. The category was the best performing for 2022, according to NPD (now Circana) figures published at the start of 2023, with a year-on-year increase of 29%. And according to market analysts Statista, the market is expected to grow annually by 4.16% up to 2028.

Do our suppliers agree that the plush sector looks like it has a rosy future? The answer is a resounding yes, as Patrick Downs, head of design at Keel Toys, points out: ‘’In our experience the plush sector is continuing to go from strength to strength even in these tough trading times,‘’ he says. ‘’Our strength in the market is very much based on our core company values, having innovative, well-designed product ranges, competitively priced with a sustainable message delivered with first-class customer service.

‘’The best example of this is our market-leading Keeleco range, a range of beautiful soft toys made completely from 100% recycled materials. In just the three years

Ask the retailer

What sells well?

I do very well with Rainbow Designs’ Peter Rabbit rattles and comforters. The Coronation also brought in good sales of Paddington from their range. I think thery sell well because their characters are very traditional, reminding the purchaser of reading the books as a child, or to their own children.

Is there anything you would like to source in that sector that you haven’t been able to find?

There is another stockist of Jellycat in the town, so I am always looking for a good, affordable range (with a low minimum order), which takes the same risks with unusual pieces. Perhaps a stockist may see this and contact me!

Sally Wilde, Planet Sal, Honiton, Devon

after launching Keeleco we have recycled more than 100 million water bottles in the manufacture of the range, and over 70% of the entire Keel Toys collection is now made from 100% recycled materials.’’

The news is just as heartening over at Jazwares, Heather Corbett, head of brand & marketing - Squishmallows & Plush, Europe, tells us: ‘‘The plush category is extremely buoyant; top performing in the toy sector, with Squishmallows leading the way. In 2022 Squishmallows became the best-selling toy in the UK, US and Canada - winning an unprecedented eight Toy of The Year Awards from the US Toy Association and the UK Toy Industry Award for Toy of the Year 2022! And Jazwares is launching more innovation over the coming months, introducing more collectable plush brands, boosting the category with huge growth potential.’’

There’s no doubt that the plush sector has benefited from the rise in collectability, and its strategy of targeting different age groups. So what trends can we see coming this way in order to bolster its current success?

According to Heather Corbett, plush has become more than just a soft toy: ‘’Plush is part of a growing lifestyle trend with fans who lean into plush as a unique way to express who they are and build solidarity among friendship groups. Plush are more than toys; they are now life companions.

‘’Trend plush is a huge priority for Jazwares within the category. We continue to tap into hot trends to grow our portfolio in meaningful ways we know consumers will love. A great example is the upcoming launch of BumBumz which brings trendy, soft, super-sensory plush and cute characters together in a plush that’s perfect for all ages. BumBumz has already gathered fans among ITV’s This Morning team when featured following London Toy Fair.

‘’Looking at social trends, we are also bringing all things fruit and vegetable into plush with the new Living on the Veg line.’’

This is a trend echoed at Keel Toys, along with a continued focus on sustainability, says Patrick Downs: ‘’Trends to look out for in the Plush arena throughout the later part of 2023 and into 2024 are certainly the continued use of 100% recycled materials, also more unusual quirky collectable plush such as food and plants. Keel Toys will be presenting more than 100 new lines at Autumn Fair , which will certainly be setting the trends going forward.’’

It appears that there is plenty of incentive to increase the plush offering on shelves. So if retailers only had space for one product or range, what would our suppliers recommend?

‘’If retailers had space for only one Keel Toys product range I would recommend the Keeleco Mini Adoptable World collection. This range is 100% recycled and the very first fashion eco soft toy!,’’ says Patrick Downs.

‘’The Mini Adoptable World collection is a range of 24 cute and collectable characters complete with an eye-catching tiered floor standing display unit. This will be a musthave product through the later part of the year and beyond.’’

Heather Corbett says Squishmallows is the top choice: ‘’A global lifestyle phenomenon, Squishmallows has emerged beyond the toy aisle into an industryleading lifestyle franchise. Now sold in more than 55 countries, Squishmallows’ vast audience and multi-generational appeal have fuelled a milestone of over 200+ million plush sold globally YTD.’’

She adds that its presence on social media has been a key driver: ‘’Squishmallows content has officially squished through the roof, generating over 11 billion impressions on TikTok.’’ Fans can look forward to new Harry Potter Squishmallows and the limited edition D100 range featuring classic Disney characters in a unique silver style.

Plush toys is an evergreen category, but with more licensed product, and toy makers targeting tweens, teens and kidults, the sector looks like it’s hitting a sweet spot for success…

Trends to look out for in the Plush arena throughout the later part of 2023 and into 2024 are certainly the continued use 100% recycled materials, also more unusual quirky collectable plush such as food and plants

Patrick Downs, head of design, Keel Toys

Glowing example of plush

Character Options

0161 633 9800 | sales@charactergroup.plc.uk www.charactergroup.co.uk

The second half of the year brings with it a new wave of Glowies Fireflies feature plush, with super-cute pom-pom antenna.

Glowies are the super-soft Fireflies that glow in the dark as well as play soothing lullabies and sounds. The ultimate bedtime companion, Glowies help soothe and comfort children as they drift off to sleep, ‘glowing-up’ their dreams!

When squeezed, Glowies Fireflies will light up their tail with a warm glow – serving as the perfect night light. There are other glow-in-the dark elements to look out for too, on the wings, eyes, antenna and button. What’s more, Glowies Fireflies have inbuilt music and sounds to help little ones get ready for bed. Children will drift off to sleep peacefully with the help of three gentle lullabies and the two nature sound effects.

There is no need to disturb children when they have fallen asleep, as Glowies Fireflies have a clever in-built timer that can be set to 15 or 30 minutes so that the lighting and music will automatically switch off. It’s the best gift little ones aged 12-months-plus (and their parents) will receive this year.

Did you know?

Glowies Fireflies have a built- in timer, meaning parents won’t have to go back and disturb their kids once they’ve fallen asleep…

A Bum deal

Jazwares

0203 598 0270 | www.jazwares.uk

New launch Bum Bumz, are super-soft, trendy, collectable sensory plush with slouchy bean bag style offering endless fidget play. Quirky designs with continuous waves of themes, leveraging anything and everything from pop culture, means there is a Bum Bumz for everyone. Available in 4.5in and 7.5in scales, AW23 will see more than 48 new characters hit the shelves. This new exciting plush range will have character bios and unique stickers giving them their own personalities, as diverse as the people that collect them. A huge marketing campaign will accompany the launch.

Jazwares is also introducing new additions to Squishville by Original Squishmallows and launching another new plush brand, Living on the Veg alongside CoComelon Squishmallows HugMees from Q3.

Squishville by Original Squishmallows welcome fans to join them in their home sweet hometown in AW23 with new blinds, multipack options, play scenes, fashion accessories and the large ‘Day at the Museum’ themed play set plus a new Dream Squad with an adorable plush rainbow and star.

Fun fact

Squishmallows has generated more than 11 billion impression on TikTok and @squishmallows and related hashtags have appeared in one million Instagram messages…

Fun fact

The Adventures Of Paddington

TV series, which airs on Nick Jr in the UK, now runs to more than 100 episodes, picking up a Daytimeprestigious Emmy along the way…

Bears, rabbits, caterpillars and more…

Rainbow Designs

01329 227300

www.rainbowdesigns.co.uk

Rainbow Designs’ extensive plush collection is full of adored childhood storybook characters that have been loved and nurtured through family generations and continue to ignite the imaginations of children today. From Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh and Guess How Much I Love You, to Elmer, Spot and The Very Hungry Caterpillar, Rainbow really does have a cuddly character for kids of all ages.

The Adventures of Paddington best-selling preschool toy range of plush toys and playsets is based on the award-winning TV show, which is back for a third series on Nick Jr. An inspiring cuddly addition to the range, joining the Talking Paddington Soft Toy is the Adventures of Paddington Dress Me Up Soft Toy. In addition to his traditional blue duffle coat and red bush hat, this new line includes four outfits to dress up Paddington as a doctor, baker or magician.

The Peter Rabbit TV toy range is an adorable collection of toys based on the popular animated series that follows the mischievous and brave Peter Rabbit as he embarks on a series of exciting adventures with his best friends Benjamin and Lily. Rainbow’s soft cuddly character collection includes the fun-packed Talking Peter Rabbit and Lily Bobtail toys, now at a new bigger size, with adorable phrases such as “Let’s hop to it!” and “All rabbits need a little help from their friends”.

Living on the Veg invites you to join the Crop Crew, a unique bunch of fun, collectable 6in and 14in plush veggie characters with personalities to match their styles.

Harvesting in late summer 2023 with the Fun Guys …party-loving mushrooms, followed by the Cornies, a bunch of Corns that love a dad joke or two!

Meet the Animal Adventure range at Rainbow Designs, a carefully curated range of Everyday Softs for Baby and the cutest and most adorable line up of Animal Soft Toys for kids of all ages. The Animal Adventure Cuddles Collection for Kids is an extensive range of Soft Toys in a wide variety of themes and formats, including the Little Luxuries Plush, Dangle Bears, and Puppy Pals, featuring an adorable Husky and Corgi. In addition, there is also the vibrant Dinoriffics collection as well as the Barnyard Buddies and Puddle Jumpers ranges that includes the super cute Booplesnoots Highland Cow. There is also the oh-so-cute and squishy Squeeze with Love Little Dumplings. These ultra-soft, totally squeezable plush toys are made with pillowy-soft stuffing and are available in a variety of adorable characters including a dog, a cat, a hedgehog and a turtle! And for little ones, there is the Under the Sea Collection that features Octopus and Turtle cuddly toys, comforters, and a developmental Soft Book.

Did you know?

The second series of Pinocchio and Friends, made up of 26 episodes, is currently being made, with the first episodes due to air this autumn. Flair has already promised its toys will be “supported by a marketing and PR activities that also extends across the year and includes digital campaigns, third-party partnerships with the core target age-group and brand activations”

Gigantosaurus stomps into the plush aisle

Flair GP

0208 643 0320 | sales@flairplc.co.uk | www.flairplc.co.uk

Flair GP is bringing fans of Gigantosaurus and Pinocchio and Friends all their favourite on-screen characters in adorable plush form!

Launching this month, following the roaring success of the animated kids’ series on Netflix, Disney+ and Tiny Pop, the Gigantosaurus toy range is perfect for recreating on-screen adventures at home. The 25cm Soft Buddies Plush assortment will win little fans over with four supersoft characters to cherish, while the super-soft 25cm Giganto Plush with Sounds will impress with its roaring, stomping sounds.

Adding to the fun for little ones is the Pinocchio and Friends collection, which is inspired by the popular series that has been confirmed for a second season on CBeebies. Perfect for preschool fans, Flair’s Pinocchio plush offering includes the adorable Pinocchio Musical Plush, which stands 36cm tall. Press the toy’s tummy to hear it play the original theme song for the TV series. The 25cm soft and cuddly character plush pals are another unmissable line. They’re available as a ninepiece, eye-catching CDU assortment, with Pinocchio, Freeda and the Talking Cricket to collect.

Did you know?

All Dream Beams characters come in the standard 18cm size and some are also available in a special 30cm size. There are also mini collectables available…

Making friends with Animigos

One For Fun

0141 613 2525 | www.oneforfun.com

The Animigos World of Nature range from Tobar has won acclaim and awards for the lifelike depiction in plush of the world’s animals. This year even more exotic beasts join the family along with some more familiar friends. The Okapi, Arctic Fox, Malayan Tapir, Snow Leopard and Capybara are some of the more unusual additions, while a Pointer puppy, grey fluffy cat, seal pup, dolphin, hamster and a bat are more well known and loved. Nearly every animal you can think of is represented in this range which has constant appeal.

There are animated Animigos too, which include a Flipping Panda, which shuffles along then backflips! The Baby Elephant trumpets along as he swings his trunk, and a Magnificent Maltese, walks and yaps. There are all sorts of animals real and imagined from a fancy French Bulldog, a trotting pony, to a Mischievous Moggie and a Rainbow Unicorn, all with animation to delight young children.

Dream Beams are cute, plush glow-in-the dark characters, each given added collectability with imaginative back stories from Dream Beams World and a fantastic interactive website.

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. 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. Each new wave of characters is related to the existing ones within Dream Beams World, ensuring continuity.

Plushie Pals from Pat Avenue

Pat Avenue

01604 678780 | enquiries@patavenue.co.uk

Pat Avenue’s beautiful Mascutties and Ecoplush soft toy ranges make the cutest, cuddly companions.

Did you know?

The Ecoplush range is, Pat Avenue says, “saving the ocean one bottle at a time:. It’s made using 100% recycled high quality fabrics and “the softest stuffing composed of bottles removed from the ocean”….

Mascutties is a beautiful range of feature plush that delivers play value from birth. Kami is the coolest chameleon around. When it’s dinnertime, kids can press his stomach and watch him catch plushie flies with his Velcro tongue. Magic Wingz is a colourful assortment of butterflies that need help discovering their wings! Little ones can lend them a hand by removing their PJs to reveal their magnificent wings. Great for taking on the go, children can re-dress their Magic

A second plush range is Pat Avenue’s Ecoplush. Saving the ocean one bottle at a time, this sustainable line is made entirely from recycled materials. All super-soft Ecoplush characters are made of quality fabrics and stuffing composed of plastic PET bottles reclaimed from the sea. The lovable, snuggly Ecoplush Sloth has super-long arms that are all the better for cuddling. There’s also a Ecoplush Tiger, who’s sure to be a bedtime favourite.

And the Ecoplush Fashion Dogs are not to be missed. These six fashionable, huggable pups are sized at 25cm.

Fun fact

Care Bears were first launched in 1981 on greetings cards, and the brand celebrates its 40th year in plush form this year…

Basic Fun! UK

Cares about Plush

Basic Fun!

0118 925 3270

Tim.Ives@basicfun.com

www.BasicFun.com

Basic Fun! UK’s ever-popular newstalgic Care Bears Master Toy collection is a one-stop-shop for plush toys.

New and sure to be sought after is Always Here Bear, who is made from recycled plastic bottles. Always Here Bear is the big-hearted bear who believes everything is better when shared with the people who matter most. This blue-and-white bear with heart-shaped paw pads believes friends and family are the best reason to smile. His belly badge is a smiling heart topped with other coloured hearts floating above.

The never-seen-before Destiny Bear will be a must-have this season. This optimistic Bear is bold, bright, kind and inclusive and believes we are each our own King or Queen, who rules our own destiny. With regal gold detailing this bear is fit for a Coronation year and commands attention and love.

Meanwhile, the special edition Dare To Care Gold Bear will take pride of place in any collection and comes with a collectable gold figurine. Plus, the stunning limited-edition Bedtime Bear with deep blue velvet fur and gold stars and a belly that lights up like the moon lite night sky will be loved by all!

Fans can also look forward to a variety of 22cm Themed Care Bears to collect. Spooky Sparkle Bear is ready for Halloween, with fangs, cape and a bat-winged heart belly badge design. The witching hour continues with Trick or Treat Bear, who has a pumpkin on her belly and a witch’s hat atop her head. And who could resist Skeleton Tenderheart Bear – check out the rib cage that keeps his sweet heart safe! There are festive Bears, too: Wish Bear Snowman, Great Giving Elf and Christmas Wishes Bear. Plus, expect favourite characters in adorable animal themes, including Wish Bear as a Racoon and Cheer Bear as Pegasus.

Warm and Kosy

03306780149

Say hello to Kosy the Kissing Puppy! With her irresistible charm and lovable personality, she is the perfect best friend. Whether you’re looking for a cuddly companion or a playful friend, Kosy is always ready to shower you with cute puppy kisses. Watch as her expressive eyes open and close, and be amazed as her head magically moves, just like a real puppy.

Kosy is incredibly inquisitive and eager to learn all about you. Press her paw button, and she will listen attentively as you share your favourite things. However, that’s not all – she will repeat what you say in her adorable puppy voice, adding an extra dose of charm to every conversation. For musical fun, press her other paw button and you can sing along with Kosy, creating delightful duets together.

Unleash the playful side of Kosy with her beautiful charm button. Activate the funny sounds mode and challenge Kosy to be a cat – she will meow right along with you. With her built-in detectors, Kosy knows when she’s upright and ready to play or when it’s time to lay down and relax, making her the perfect companion for both playtime and quiet moments.

But wait, there’s more! For an extra surprise, boop Kosy’s nose, and prepare to be delighted by a sweet surprise that will make you smile from ear to ear.

Kosy the Kissing Puppy is more than just a toy; she is a source of endless joy and companionship. With her lifelike features, interactive responses, and adorable charm, Kosy is sure to capture the hearts of children and adults alike.

Did you know?

Kosy will be supported by TV and digital advertising from VTech

Best Sellers

■ Pokémon

■ Playmobil

■ Crazy Aaron’s Thinking Putty

■ Pocket money toys

■ LEGO

KidsStuffToymaster turns25

What’s your background?

After I left school I had a couple of jobs, from working in a pub kitchen to picking in the Clarks Shoes distribution centre. After that I went into retail, working for a supermarket for a few years until I had my first baby. Then I went back to workthis time for myself at Kids Stuff - and I’ve been here for the past 25 years.

Why did you decide to move into toy retailing?

I always loved playing ‘shop’ as a child.

Tell us a bit about your business.

We first opened the doors on April 1 1998 as a shop selling good quality secondhand nursery equipment and clothes. In 2010 we were approached by Toymaster to become a member. We’re in the Somerset city of Wells on Queen Street. We started off small, in just one room, and then quickly opened a bigger showroom.

How many brands do you carry?

We carry a wide range of items from many of the big brands and a few of the lesser brands too. Our key suppliers include LEGO, House of Marbles, Asmodee, Kayes of Cardiff, Toynamics, DKB, Peterkin, Hippychick, and Keeleco from Keel Toys, to name just a few.

How do you find products?

Many reps and agents visit us - they also keep us updated by email. We like to go to as many trade shows as possible such as Toy Fair, Spring Fair, Toymaster regionals - and a few times we’ve been to the Toymaster May Show in Harrogate.

What's your selection criteria?

If we don’t like it, we won’t stock it.

What are your hot products?

Pokémon, Playmobil, Crazy Aaron’s Thinking Putty, pocket money toys and, last but not least, LEGO.

What lines are new for you?

We recently started selling Crazy Aaron’s Thinking Putty.

How has trading been for you so far this year?

Well, the beginning of the year was a disaster because we had a water leak in the roof and it took four months to get sorted. We had to shut two-thirds of the shop. But since it was repaired in the week after Easter, we are doing well.

Have you been affected by price rises and stock shortages?

Yes, some of the price increases have

been quite big, and we have scaled back some of our ranges.

Have you noticed a change in purchasing patterns in light of the cost-of-living crisis?

The spending patterns of our customers have changed; they are shopping around and price-checking on websites like Amazon.

But we offer a better shopping experience because they can see and feel the product and take it with them, rather than having to wait at home for a delivery.

What's next for your business?

We have four children that are rapidly taking over the business as we slow down and take a bit more of a back step: manager Jasmine (aged 31), book-keeper Thomas (28), sales assistant Meghan (17), and Florence (11) who is head of research and development!

What's your favourite toy or game of all time?

Downfall from Hasbro Gaming.

What's your favourite toy or game on your shelf?

LEGO’s Harry Potter sets.

Christmas isthereally excitingtime for us retailers, and it feels likethisyear thereisplenty togoatin terms of newness to keepkids’ Christmas lists nice and fulldrivingtheir parentsmad”

“

Clare Turner chats to Sarah Borastero, co-owner of Kids Stuff Toymaster, in Wells, Somerset, which is celebrating its silver jubilee

© Trustees at Natural History Museum London

Keepingupthe momentum

What’s your career background?

I started with a finance background with Bank of New York, and quickly realised I wanted to utilise my financial skills with my creative side. I’ve been in retail ever since, moving categories to know the entire business over the past eight years at WHSmith.

How did you get into online retail?

In 2020 I moved within WHSmith to the online team, to support with expanding our greeting cards and gifting ranges, which had a limited presence on our website. In the past few years, we’ve been successful in increasing volumes, and this has driven real growth in my categories and allowed us to partner with some amazing companies to keep up the momentum.

Tell us a bit about WHSmith Online. We are continuing to grow as a multichannel retailer. Whsmith.co.uk sells a range of books, stationery, cards, gifts, and magazines that complements our offer in stores.

Online, we aim to provide customers with a store-and-more offering. This includes click-and-collect and amazing pre-order offerings, so our customers really can get whatever they want wherever they find us.

How would you describe your toys & games range?

Our range is really diverse. We have lots of educational toys, party games, our great value own-brand puzzles - and not forgetting the family favourites of LEGO and Playmobil!

How many brands do you carry?

Again, this is really broad and ever-growing!

How many suppliers do you deal with?

My brand relationships are really expanding and the industry has been so friendly and welcoming as I’m new to trading toys. We have some big names that deliver exactly what our customers expect of us.

How do you find products?

I love visiting trade shows. They give you a real feel for a brand and its values. But I’m always on the lookout - if I see a great product somewhere, I need to find out who it is from and make that connection. There’s no better way to find a great toy than to see it in action!

What's your selection criteria?

The product needs to be of the best quality and represent great value. It’s my job to not only make sure it’s commercially right for the business, but that it’s attainable, affordable and desirable for the customer. With toys this is incredibly important - we want to offer the safest and most reputable brands to give the very best options for our young or young-at-heart customers.

Are you looking at expanding into new categories?

Our aim has always been to offer our customers something for everyone in their life. Keeping my eye on trends always leads me somewhere magical.

What are you most excited about for the next season?

I’m incredibly excited about our continued approach to serve the customer better

together as a business - and having such a breadth of expertise in the group is so refreshing to work with.

What’s next for WHSmith Online - do you have any exciting plans you can share?

I’m really looking to expand our offering in the toys category online. We have some amazing contacts to drive this and bring in some on-trend lines that are hot for 2023.

What’s the most rewarding aspect of your job?

Seeing a product I’ve selected perform really well and meet the demands of our customers. This tells me it’s been really well received and keeps guiding me on what to do next with the categories.

What’s the most challenging aspect of your job?

Making sure we have the right product available to our customers when demand is high, so nobody is disappointed.

What business achievement are you most proud of?

Being asked to be a judge for The Giftware Association’s 2023 Gift of the Year Awards. It was an incredible achievement for me to be asked, and reassures me that my opinion is valued in the industry - your reputation is everything

Finally, is there anything that you would like to add?

We’re excited about the development of our business over the next year, and can’t wait to see what great products we can present to our customers for 2023 and beyond.

I’mreally lookingto expandour offeringin thetoys category online. We have some amazing contacts to drive this and bringin some ontrend lines that are hot for2023 ”

Amanda Corrigan, trading manager for general merchandise at WHSmith Online, talks to Clare Turner about how the multiple retailer aims to provide customers with a ‘store-and-more’ offering

Amanda Corrigan

Talking retail

Sally Wilde Owner, Planet Sal Honiton, East Devon.

What can you currently not keep on your shelves?

Just at the moment, weirdly, it is Colour-changing Lizards by One For Fun. I wasn’t sure about them at the start, but it just shows how retail is always full of surprises! These are closely followed by their light-up squash monsters and anything at all involving tractors.

What is your current most expensive toy – when does that sell – and to whom?

My most expensive are the Trousselier range of musical jewellery boxes. The most traditional Ballerina one outsells all the others - mainly as a gift for granddaughters. I had one as a child and loved it, so am always happy to sell one. They sell all year, but are especially popular at Christmas.

At the halfway point in the year, how is 2023 shaping up compared with last year?

I am very surprised to be quite a bit up on 2022 so far, but interest rate increases are a worry. I can’t even guess how Christmas will go, so the budgeting will be tricky. Meanwhile, we are at the start of the main tourist season here, which is always great. People still like to treat themselves when they can, and take little gifts back. Toys and books to keep children amused on the rainy days always go well.

Has the hot weather changed your footfall patterns?

It definitely affected Father’s Day sales for me, which really only took off on the Saturday, when it finally cooled down. I had a very busy day, but it did not make up for the slow week, sadly. I worry that customers ordered online, rather than go out shopping in the heat. On the plus side, the weather is perfect this week and I have been really busy.

Peter Allinson Director, WhirligigToys Kent and Sussex

What’s proving popular?

Our adult model-making kits from Robotime are really strong at the moment. We have a new range that is suitable for older children as well. They are really strong projects that involve construction and arts and crafts. Also the Paper Engine Build Your Own Wallace & Gromit activity set

What are you most excited about for the summer season?

Summer is always good for children who love to do arts and crafts, as they have time to work on their projects. So we see lots of young customers coming for things to keep them occupied over the holidays.

Louise Moss Head of Retail, Yorkshire Wildlife Park

What lines have you started stocking recently?

Additional bespoke lines, pin badges, keyrings, bottles with the addition of new eco soft toys also introduced.

What are your current top five best sellers?

In the plush range its Polar Bear, Red Panda, Giraffe, Tiger and Lion but there is an additional Capybaras range that we don’t seem to be able to keep on the shelves for very long at all.

How has trading been for you so far this year?

It has continued to be challenging especially at the beginning of the year as we still had several challenges to work with but I’ve continued to work closely with our key suppliers to understand their current stock holdings and adapt wherever possible to ensure we can continue to provide the wide variety we do. They have all been very supportive and its allowed me to introduce new suppliers into the stores this year as the forward planning has given me the opportunity.

Have you been affected by price rises and stock shortages - if so, how have you dealt with that?

Price increases have been seen throughout but we have tried to limit the impact its had within the stores by gradually increasing where needed.

Have you noticed a change in purchasing patterns as a result of the cost-of-living crunch?

I would like to say yes as this would make it a little easy when planning ahead, however it continues to vary dependant on the month or if we have special event days.

you would like to take part in Toy Talk, we’d love to hear from you. Please email

This month we ask retailers about what's selling well and how business looks halfway through the year

Julia Lowe

Founder, FarmToys Online

farmtoysonline.co.uk based in Ilminster, Somerset.

What can you currently not keep on your shelves?

Our top-selling toys each week usually come from our core range of tractors. However, with the fantastic weather we've been having lately, our garden toys are absolutely flying off the shelves! In this carefully selected collection, I prioritise toys that offer great value and are perfect for sandbox or beach play, catering to customers who are enthusiastic about getting their children playing outside.

Is there anything that is selling surprisingly well – if so why do you think that is?

We've been pleasantly surprised by the remarkable success of our Insect Lore Butterfly Gardens. Admittedly, we were initially sceptical about how it would fit in with the Farm Toys Online product offering. However, thanks to the recommendation of our agent, John Cairn, we decided to give it a chance. Our customers have absolutely loved this

range! Its engaging hands-on experience not only educates but also fosters a sense of wonder about the incredible process of butterfly transformation. What is your current most expensive toy – when does that sell – and to whom?

The Britains Fordson Major 100th Anniversary Tractor is among the higher-priced toys in our inventory. As a limited edition replica of a vintage farm tractor, this intricately detailed collectable appeals to dedicated farm toy enthusiasts and devoted Britains collectors. Demand remains consistent throughout the year, with notable surges during special occasions like Father's Day when customers seek out unique gifts. At the halfway point in the year, how is 2023 shaping up compared with last year?

We've certainly had our fair share of challenges in the first half of 2023, with inflation and increased competition from marketplaces and brands selling directly

Debra Maloney Senior manager AustinsToy Store, NewtonAbbot, Devon

What can you currently not keep on your shelves?

Squishmallows, LEGO mini figures, Aphmau

Is there anything that is selling surprisingly well – if so why do you think that is?

Pokémon is consistently a strong seller – it still has such a large fan base.

What is your current most expensive toy – when does that sell –and to whom?

LEGO Technic BMW M 1000 RR at £179.99 – several of our regular LEGO customers are collectors.

At the halfway point in the year, how is 2023 shaping up compared with last year?

We are 1% up on this time last year.

Brendan Will

Director, and Ellen Will Toy buyer and merchandiser

WillsToy Shop,Aberdeen

What ‘s selling well?

Pokémon, LEGO Toymaster exclusive Mercedes f1, Warhammer, Charlie bears and Hasbro.

How has trading been for you so far this year?

Generally positive, with an upward trend compared to the previous year, though we experienced a slight setback in April, pdue to the impact of Easter and the extra holidays.

What's your current favourite toy or game on your shelves? Kluster, distributed by Big Potato, and happy chick balls; we love the print.

to consumers keeping us on our toes. It's created a highly competitive landscape, but we’re committed to keeping a watchful eye on pricing and maintaining open communication with brand

owners to minimise potential conflicts. However, despite these obstacles, I am feeling cautiously optimistic about the upcoming months as we see sales gradually picking up.

Has the hot weather changed your footfall patterns?

The warmer weather has been fantastic for boosting sales of our garden toys! However, on extremely hot days, we do notice a slight dip in sales since customers are naturally drawn to spending time outdoors rather than shopping online.

Bryony Taylor-Edwards Head of Marketing and Home, Gift &Toy Buyer

Yarnton Home & Garden, North of Oxford

What can you currently not keep on your shelves?

At the moment our big sellers are the gorgeous balls from Crocodile Creek. We just love them and so do customers.

Is there anything that is selling surprisingly well – if so why do you think that is?

House of Marbles pocket money toys are doing very well, and travel activity books.

What is your current most expensive toy – when does that sell – and to whom?

A dolls house and a balance bike, these are our big-ticket Christmas items. We also do giant Jellycat bunnies. They are always popular at Christmas time.

At the halfway point in the year, how is 2023 shaping up compared with last year?

We are looking okay; the weather tends to take people up to the plants area but our Magic Garden play barn ensures a steady flow of customers.

WH AT’S

On the Flymo

Casdon

01253 766411 | toys@casdon.com | www.casdon.com

With summer in full flow, Casdon is getting its summer gear out, with plenty of outdoors product, including the Flymo Lawn Mower, for budding young garderners.

Treasure Island

Thames and Kosmos

01580713000

libby@thamesandkosmos.co.uk

www.thamesandkosmos.co.uk

My Island will soon be hitting our shores! This familyfriendly, competitive legacy game is a standalone follow-up to My City, the best-selling 2020 Spiel des Jahres nominee, designed by Dr Reiner Knizia. The game has a short play time, and rules and gameboards that are always evolving.

Each player is vying to make the best island possible by placing new hexagonal pieces on their individual player boards. The simple, yet everchanging rules keep things interesting for both casual and experienced gamers.

My Island consists of 24 chapters that each have their own unique rules and story, but also includes an eternal game for continued play.

Up your street

Tonies

sales@tonies.com | www.tonies.com

Tonies has joined forces with former Coronation Street star Catherine Tyldesley to release an Angelina Ballerina Tonie featuring the TV actor narrating 10 stories about the popular character.

Liz Peters, head of portfolio at tonies UK, said: “We’re so excited to bring the inspiring Angelina Ballerina stories to our little listeners. It’s been such a pleasure working the talented Catherine Tyldesley, who has narrated the stories with her wonderfully delightful enthusiasm.’’

Trio for travel

Smart Games

uk@smart.be | 01903 885669

Smart Games has released a trio of games that are perfect for travel and more during the holiday season. The three include Plug & Play Ball (fidget game featuring seven puzzles), more puzzle fun in IQ Twins, which features 120 different challenges, and Pole Position, a magnetic racing game.

Commenting on the new summer launches, Karen Clarke, UK brand director at Smart Toys and Games said: “They make fantastic travel companions to take with you on your adventures.’’

Forever blowing bubbles

MGA

01908 268480 | www.mgae.com

MGA is taking its brand L.O.L. Surprise outdoors for the summer with a new quartet of products. The company is pushing these bubble-friendly collectables as being the perfect way to get children away from screens and into the garden to play. uk.rubiesmasquerade.com

Rubies has announced the officially licensed dress-up of one of the most popular preschool brands of the moment, DreamWorks Animation’s Gabby’s Dollhouse. Featuring Gabby, Mercat and Cakey Cat, the collection is set to join Rubies’ mammoth portfolio of licences and brands globally. As one of the first brands to bring Gabby’s Dollhouse costumes to life for fans, Rubies is excited to see an already strong reception to the range of dress-up.

With four complete costumes including dresses and headbands in each, all finished off with a highly realistic all-over print that little fans of the series will love, the dress-up is perfect for early years, one of the most popular markets for fancy-dress. The costumes include a Gabby Tutu dress based on the main character’s outfit, a Gabby and Pandy Paws costume, a Cakey Cat tutu dress, and a Mercat tutu dress, each with a corresponding headband. Designed to let little ones embrace their imagination and enjoy the world of Gabby’s Dollhouse, this collectable range is already incredibly well anticipated by fans.

New product is already in development for 2024, strengthening the range and brand, aligning with Rubies 365 strategy. The new range will launch in EMEA in time for peak season including World Book Day in the UK and Carnival in greater Europe.

Pop goes Funko’s Bitty range Funko

NewTradeEnquiries.EMEA@funko.com | www.funko.com

Inspired by its own Pop! Series, Funko has launched Bitty Pop, a series of 7.8in (2.5cm) collectable figures.

It is initially launching in four separate ranges taking in Classic Disney characters and Lucasfilm’s Star Wars, alongside Warner Bros. Harry Potter and DC Comics. Each of the launch quartet features 16 miniatures.

Malcolm Ottley, senior vice president of global sales, said: “We’ve always known Bitty Pop! was a huge idea encased in a little form factor since the idea’s infancy. Bitty Pop! will set a new precedent in the collectables industry, and we are tremendously excited about it! To not only add to our Pop! category family but to give fans around the world another way to express their fandom is really important to us at Funko."

As the company noted: “The innovative Bitty Pop! packaging also doubles up as a display shelf so fans can collect and display anywhere.”

Teaming up

Vivid Goliath

0333 207 2041 www.vividtoysandgames.co.uk

Goliath Games has signed up indie family board game sensation Green Team Wins and bringing it to a wider audience.

Chad Elkins, founder and publisher at 25th Century Games, said: “When we originally released Green Team Wins, we knew it was a super fun game, but had no idea how quickly buzz surrounding the game would catch on. After our initial print run sold out, the decision to team up with Goliath to scale the game to an even broader audience was an easy one.”

Goliath North American president Brian Weiss added: “Green Team Wins is an absolute riot, you’ll be addicted after just a few rounds with your friends & family. Partners like 25th Century feel like an extension of the Goliath family, because of the values we share: they’re passionate about games, are embedded in the community, and are energised to bring new ideas to new categories.”

Gabby dresses up RUBIES

Stepping into summer

The busy staff at Giddy Goat Toy s in Didsbury, Manchester, have been stepping out in style to raise Toy Trust charity cash, while also wooing post-Covid parents who may not have been into a toy shop since their kids were born during or after the pandemic. The store’s Amanda Alexander reports from the frontline…

Well here we are in June already, and as always it’s been a busy few months for the Giddy Goats.

I’d love to say sales were booming and we were all working our socks off packing online orders, serving customers and unpacking new deliveries, but sadly after what was generally a strong start to the year, sales definitely took a downturn in April and May. It’s always hard to know exactly why this happens as I can only ask the people who do come into the shop how they feel about the cost-of-living crisis and not the ones that don’t, but anecdotally the people I have chatted to have said that it’s the ongoing feeling of money not going very far, particularly in terms of the supermarket shop, that is leaving people feeling their disposable income is down.

Being proactive and of a positive disposition, I’ve tried to adapt and to source things that are under a tenner but still look like they are good value and good quality gifts to give. Galt does a fantastic range of craft kits that sell for under £8; Orchard Toys has a great range of games and puzzles I can sell for under £10; and Keel Toys’ Bobballs and Mini Motsu are both under a fiver - and we have made sure to keep a good stock of these lines in. We’ve also ordered a wider range of pocket money toys, such as several different Mash’ems and a whole load of squishy things including cats, balls, sausage dogs, carrots, bananas and chillis. Average basket value is down and I am

faced with the dilemma of wondering whether this is a ‘bad thing’ as it’s due to having a wider range of lower-priced items in stock, or a ‘good thing’ as it means that at least customers are buying something, even if it’s a £2.99 toy instead of a £10.99 toy.

Being customer focused, I’m working on it being a good thing as we’re giving customers a choice of good-value products, and I hope that in time we will benefit from being a wellstocked yet affordable toy shop, but it’s not easy when a couple of quiet days turn into a few quiet weeks.

As we also recognise that there’s a customer life span and that our customers generally drop off the conveyor belt once the youngest child reaches high school, we figured we needed to reach out to new local parents, especially given that those who had babies during Covid had only ever shopped online for kids’ stuff initially and might not know our shop existed. So, we approached a number of local baby classes and offered vouchers to give to their customers. Five different groups immediately took us up on our offer, recognising the value of being able to offer a voucher to parents who signed up to their next group of classes - and so we have given out approximately 200 £5 vouchers. The vouchers can only be redeemed when customers spend £25 or more and they only have a few weeks to spend them. Potentially we are giving away £1,000 but taking £4,000, hopefully more as people go over the £25 mark. More than that though, we're hoping that people find out about our shop, come in, like what they see and become a long-term customer. Planning this and sorting out vouchers has kept us pretty busy during May and doing something proactive makes you feel more positive.

We’ve also been kept busy trying to get our steps in as team Giddy Goat signed up to do One Million Steps In May, as part of the Toy Trust’s May Mayhem Fundraiser. As well

as raising money, the challenge has been beneficial to our staff through encouraging everyone to look at their daily steps and think about how they can increase them. Exercise has so many benefits for both our physical health and mental well-being; and it’s often cited that we should be aiming to achieve 10,000 steps a day, and walking is a great way of working towards this goal, so I hope that by taking part in the challenge I have encouraged my staff to gently increase their own exercise levels. As the members of our team range in age from 17 to 70 it’s been really interesting to compare what different people do on a daily basis and to create a little bit of literally healthy competition between them.

I’ve also been taking part in a programme of Netwalks for Small Business Britain (again helping the step count!) and have met some really lovely people. The Netwalks are aimed at anyone who runs or works for a small business and are as much about encouraging exercise and well-being as networking and swapping business cards. We swap tips about what social media channels work best, and we’ve had digital marketing experts provided by BT on some of the walks and they have let us pick their brains and given us tips on all things digital, from SEO to Google Analytics and setting up Facebook adverts. I’d definitely recommend seeing if there is one near you as it’s a national programme and overwhelmingly positive (plus you get free coffee and cake at the end of the walks!).

We’re also happy to have had a much-needed shop makeover recently. The scruffy tatty old exterior was sanded, undercoated and repainted in a fantastically bright poppy red.

So we’re hoping the makeover, the lower priced lines and the vouchers offer will bring people in and then when in they’ll find something they like and that they can afford and that they’ll become regular customers. Let’s see…

We needed to reach out to new local parents, especially given that those who had babies during Covid had only ever shopped online for kids’ stuff initially and might not know our shop existed

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: Spirit Of London/Spirit Of New York jigsaw puzzles Company: Batsford Books Web: www.batsfordbooks.com

Product: LEGO Icons

Chevrolet Corvette Company: LEGO Tel: 01753 495000 Web: www.lego.com

Product: Advent calendars 2023

Company: Thames and Kosmos

Tel: 01580713000

Email: libby@thamesandkosmos.co.uk

Web: www.thamesandkosmos.co.uk

Product: Jurassic Park collectables

Company: Fanattik

Email: trade@fanattiktrade.com