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