Toys n Plaything June 2023

LEADER

“The best advertisement for Toymaster is the retailers themselves,” Toymaster’s Brian McLaughlin told me as this year’s show in Harrogate was coming to an end. “I’ll always say to anyone who is thinking of joining [the buying group], ask the retailer members how they have found it.”

We were chatting towards the end of the event, after two (and for some, more) days and nights of perusing the show and all its nooks, crannies and marquees around the Majestic in the centre of one of Yorkshire’s finest towns, as well as partying (hard in some cases) with assorted retailers, suppliers, toy companies and other interested parties in the hotel.

It was the Thursday and some, myself included, were slowly drifting away and back to reality.

I had mentioned one or two of the retailers we’d spoken to over the days of the event and how they’d been raving about the organisation and the benefits of membership.

I had, as McLaughlin later recommended, asked them about the benefits of being a Toymaster member. One such retailer, Rob West at Firestorm Games (who will, fingers crossed, be featuring in the next issue of TnP) was positively effusive in his support for the buying group and how well it worked.

West’s three-store chain specialises more in the table top gaming and roleplaying end of the toy spectrum, but with one store based in a giant Tesco, he has to have a wider selection of other toys and games, hence his membership. He raved about how great it was and the wonders Toymaster had done for his business.

One retailer, Hazel McCarthy of Toy Corner, Moycullen, Galway, part of a large Irish

contingent from both sides of the border at the event (so much so, the first evening’s festivities were Irish-themed, as a tribute to those from across the Irish Sea), didn’t even get time for our arranged meet as she was so busy. But the returning TnP columnist, who features in the current issue) was similar in her praise for the event and the organisation.

What an event such as this does for retailers is no end of uses, not least in the contacts they make with each other. A whole new raft of WhatsApp groups have been set up following the event. One of my previous outings, on a trade magazine for news and convenience store retailers, had seen similar groups set up and many were reliant on them.

It’s similar to what I think the role of a good B2B publication such as Toys n Playthings can offer – the equivalent of retailers chatting with each other as they bump into each other at a trade show; “have you seen [a particular product]? You stocking it? It’s flying off the shelves…”). Sharing knowledge and passing on hints and tips. This is why retailers always have been at the heart of any good retail trade and any good retail trade magazine and why we feature interviews, comments and more from them in this, and every issue.

It’s not just the indies though – at the opening of the new LEGO store in south London’s swish Battersea Power Station, which has gone from disused Pink Floyd album cover relic to ultra-swanky shopping centre, I chatted to store manager Matthew Flint, who had joined the brick giant’s retail arm. (There is, incidentally, a certain irony in the world’s largest toy brick company opening a new outlet in one of the world’s –and certainly Europe’s – biggest brick-built buildings.) He talked me through the offering in the lovely new retailer, highlighting difficult-to-come by items in stock and more.

The store opening is also featured in this issue, with some exclusive words from LEGO Retail’s EMEA marketing director about the store.

Which just goes to show – if you really want to know what’s going on, ask a retailer.

Tim Murray

Also by Lema Publishing

At

A good B2B publication such as Toys n Playthings can offer the equivalent of retailers chatting with each other as they bump into each other at a trade show

30,000

the sum in pounds expected to be raised by the Toy Trust’s May Mayhem fundraising drive. It was raising cash for Whizz Kids, a charity that aims to help young wheelchair users. Rachel Backshall, director of fundraising & communications at the charity, said: “We truly appreciate the support of Toy Trust and its supporters for assisting our transformative work with young wheelchair users.’’

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

5,000,000

the number of steps completed by staffers at Evolution PR as part of their contribution to the May Mayhem charity fundraiser organised by the Toy Trust. It was completed throughout May, and director Ellie Bates said: “With only 18 of us, I’m so proud of the team for rising to this challenge. The steps equate to around 2,500 miles – the equivalent of walking from Land’s End to John o’Groats four times, making this quite the achievement! Not only have we helped raise essential funds for Whizz-Kidz – the UK’s leading charity for young wheelchair users – but we’ve had such a fantastic time doing so.’’

the number ranking achieved in the miscellaneous toy listings by MGA’s Miniverse in its first month on sale. It was also number nine in Circana’s round-up of Top 10 New Properties.

MGA marketing manager Pamela Justice said: “These results demonstrate how MGA is at the forefront of driving cultural trends. We identified how huge the craze for mini foods and DIY crafting was and these strong results underline that. MGA’s Miniverse combines both trends and offers the consumer something truly unique and fun. The Café and Diner Editions are just the start for this brand, we have big marketing and communication plans to unveil as we expand the range significantly later this year.” The brand was set to reach a further 4,000,000 TikTok fans on the platform to tie in with National Doughnut Day.

the percentage growth in sales enjoyed by Magic Mixies in the plush category in 2022. It’s enjoyed more growth this year too, as Bulldog Licensing and Moose Toys proclaimed it for showing “astonishing strength at retail”, as well as a raft of new licensing deals.

Sophie Yates, brand manager at Bulldog Licensing, commented: “Magic Mixies is the latest Moose Toys original brand to take off beyond the toy aisle – and already one of the biggest. Its entertainment and licensing extensions have translated into incredible sales and helped fuel growth for the property. We’re looking forward to many more announcements in 2023.”

Lucy Wynn-Jones, Licensing Director at Moose Toys, added: “We’re delighted with the phenomenal growth in popularity of the Magic Mixies brand. With retail demand still high, a hit streaming show and discussions under way with a number of potential partners about licensing in ever-more diverse categories, this is going to be a very busy year!”

“Over the course of the 31 days, we monitored our collective progress via an online dashboard. It was great to see our combined efforts gradually tapping away at the ambitious goal. Already we’re putting our heads together to come up with our next team challenge.”

500,000 – the number of consumers reached by One For Fun’s ongoing summer social media campaign aimed at reaching influencers and their followers, pushing its Scrunchems range as well as what the company said will be the big fidget toy brand for 2023, Micro Fidgetz. David Mordecai, CEO of One for Fun, said: “The feedback we are getting from the Influencers and consumers alike is great, Micro Fidgetz are unique and watching the delight as the kids reveal the fidget surprises just shows how popular and collectable these ranges are. We are planning more Influencer campaigns for Q4 to boost sales of these well priced, high play value items before Christmas.”

Heading for the fall

With a new time on the calendar – moving seasons from spring to the autumn – the US Toy Fair is feeling reinvigorated as it readies itself for its first post-pandemic inperson event. US Toy Association chief Steve Pasierb explains why…

Get ready for the fall. Or autumn, as one might say in the UK. For Toy Fair has upped sticks from the late winter and early spring of February through to the end of September and beginning of October.

And it is finally returning fitter and healthier after the pandemic in its new guise, too.

What’s more, with wholesale support from across the sector, US Toy Association president and CEO Steve Pasierb is feeling buoyant about the new timing for the show and more.

As he boldly stated: “The much-anticipated 2023 iteration of Toy Fair – the first in-person Toy Fair in New York since before the pandemic – will take place September 30 to October 3 at the Jacob Javits Convention Center in New York City.”

So how did it come about? Well, for starters, as in many areas of life, Covid made people stop and take stock of where they were at. As the pandemic receded in the rearview mirror, change was afoot.

“ ”

“It was evident several years ago and

clear coming out of Toy Fair 2020, that the February timing of Toy Fair was no longer right for many in the industry, as development and sellingin calendars and retail buying cycles have progressively shifted earlier, putting greater pressure on February as a viable time for the majority of these sectors,” he said, recalling the thinking that led to the date shift.

But it wasn’t a mere throwaway decision, the Toy Association carefully considered and researched the plan. Pasierb said: “The decision to shift Toy Fair to autumn was made concurrent with a multi-year Toy Fair Reimagination Project guided by our Trade Show Committee and ultimately decided by our Board of Directors (made up of executives from companies of all sizes), as part of a process that included focus groups, research, surveys among individual toy manufacturers and retailers, and input from an outside consulting firm with expertise in trade shows.

“Though it feels like – and is – a big change for the industry, our goal is to help the greatest number of members successfully grow their businesses

as the August through early October timeframe now represents the largest period of retail-buying decisions in the North American market. For independent toy stores, actually a bit later than February makes the most sense, so there is no perfect solution.”

It’s not just change for the sake of change, however. As Pasierb explained, many of the more popular and successful elements of the show will be remaining in the autumn. “Toy Fair is beloved and brings a long, recognised, and cherished history, marrying the industry’s entire ecosystem with key players to help with business development and sourcing the latest products from across all forms and stages of play. Featuring thousands of new and unique toys, games, edutainment, entertainment-driven experiences, and more from around the world, Toy Fair continues to offer attendees a competitive edge no other trade event can match,” he said.

“Its heritage as the largest toy, game, and play product experience will carry forward, bringing the global toy industry together to make even more

Though it feels like – and is – a big change for the industry, our goal is to help the greatest number of members successfully grow their businesses

connections, share innovations, and preview what’s coming to market the following year.”

The traditional curtain-raiser for the event – The Toy Foundation’s Toy of the Yea Awards – will kick off the event on the Friday night (September 29), after which will follow, as the Toy Association chief shrewdly put it. “four days of business and networking at Toy Fair”.

But – and this is key – there are what Pasierb said are “several new innovations and enhanced opportunities for the entire global toy and play community”.

“One of the most exciting additions this year,” he continued, “is a new visual merchandising initiative that will require exhibitors to make product visible in at least 20% of their booth space. The initiative, in direct response to extensive attendee feedback, is designed to encourage exhibitors to create visually creative and inviting booths to welcome buyers, global press, and play professionals into their space. The most playful, welcoming, and attractive booths will be up for one of Toy Fair’s inaugural Reimagination Awards.

“The show will also boast new neighbourhood areas for product discovery, including the Pet PLAYce (featuring pet products) and a Hot for Holiday showcase, as well as pavilions,

including Spielwarenmesse’s World of Toys, one dedicated to Halloween, and more to be announced.”

The beauty of the new timing means that retailers and attendees will get the best of both worlds, both seeing finished versions of 2023 toys – not prototypes – and topping up orders for Q4, as well as looking ahead into 2024 too.

How does Pasierb see the balance working?

“Toymakers will be able to leverage the new fall timing of the show to highlight their on-shelf Q4 items to press and buyers just in time for the holiday shopping season,” he said. “In addition to previewing 2024 toys and taking buyer feedback, retailers will have a chance to make last-minute decisions for the fourth quarter to stay on-trend and set themselves up for a successful holiday, while press will benefit from seeing both what’s hot in that moment as well as get exclusive sneak peeks at 2024 lines.”

There’s more than just the stands themselves though. As ever, the event will bring together a community running the entire gamut of the toy business. And there’ll be plenty for people to learn too. “From retailers, inventors, and designers, to licensors, manufacturers, distributors,

Toy Fair continues to offer attendees a competitive edge no other trade event can match

and importers, the toy community will come together to transfer knowledge, see the latest trends, and learn from a wide range of experts across many disciplines who will present their ideas at Toy Fair University,” said Pasierb. “Sessions covering manufacturing and packaging, retail, social media and influencers, technology, safety, and intellectual property will support businesses of all sizes.”

The reaction has been good. As this issue went to press, almost all of the exhibition space had been snapped up.

As Pasierb concluded: “With 98% of available exhibit space already sold out as of writing, we are looking forward to a Toy Fair that will continue its 100+ year legacy of helping the industry build valuable business and networking connections while offering a reimagined show that best serves all in the toy and play community!”

For more information...

including resources to help businesses not only prepare logistically for the show, but also set themselves up for success at Toy Fair – visit www.ToyFairNY.com.

TurbochargingBRIO

Celebrating 65 years and delighting generations of children, BRIO has relaunched one of its most popular sets and speeds into the future with the Turbo Train, read on to find out more

a boost button lasting for five seconds!

From the early days of magnetically connected trains, the wooden track and accessories expanded year on year to complement the play landscape and draw creative young minds into an immersive BRIO World.

And so, BRIO World was conceived. There are no limitations, just endless possibilities for play, reflecting the real world that children can experience and learn from. BRIO embraces everyone, appealing to all children, and grown-ups too.

The Smart Tech Sound Record and Play Engine enables players to record their own sounds and when used with the Action Tunnels the train can slow down, flash its lights or play a sound; the linked BRIO Smart Tech Sound App can even change the station to New York, London or even Malmo, where BRIO’s headquarters are today, located in the eaves of one of Sweden’s busy working train stations.

It may not be widely known, but BRIO’s origins began with producing wooden baskets in 1884, in a small village called Osby in southern Sweden and a young entrepreneur called Ivar Bengtsson. From making baskets, to the first toy, the Osby horse in 1907, the company he founded became a Purveyor to the Royal Court of Sweden in the 1940’s.

In 1908 Ivar transferred the company to his three sons and the company was thereafter known as BRIO, an acronym for the Ivarsson brothers of Osby.

Four decades later in 1958 the first BRIO ‘classic wooden railway’ launched and was sold to retailers across Europe; 65 years on, BRIO remains an aspirational brand to children around the world with continued evolution in product development. Distributed in more than 20 countries across the world the famous red and white BRIO logo stands for quality, creativity and entertainment.

To celebrate 65 years of BRIO one of the most popular train sets has been relaunched and is testament to the enduring popularity of the muchloved brand.

Alongside this heritage launch is 2023’s innovation, the Turbo Train: it’s the fastest train in BRIO World and has

A passing train can make farm animals come to life with young playful hands; a bridge can collapse letting the child become the hero and decide what’s going to happen next. We call this openended play.

Subsequently, BRIO World was launched with a variety of destinations, trains, bridges, tunnels, lift and load sites, locations, mountains and accessories all with a focus to create a deep and enriched experience, as well as many hours of captivating play. Every year new lines are launched and expand the BRIO universe.

But BRIO’s innovation and growth story doesn’t end there. In 2020 Smart Tech Sound launched, adding layers of functionality and play value with integrated technology and design bringing together sound, light and action, all of which can be controlled by the creatively minded child.

BRIO is no longer just a wooden railway brand, but a universe of play with decades of innovation, embracing technology alongside tradition, in harmony.

From the famed Mighty Red Action Locomotive which famously took BRIO to new dimensions with battery power and bright front lights, to the introduction of BRIO characters on products such as the Travel Train, right up to recent innovation with the 2021 launch of the Battery-Operated Steaming Train (as seen on ITV’s This Morning), which uses water to create real steam as it choo choo’s around BRIO World.

The 2023 launch of the Turbo Train is the brand’s latest nod in ensuring that BRIO remains as relevant today as it did back when its first wooden train set made its mark in toy shops around the world more than six decades ago.

Sixty five years on, the BRIO wooden track railway system is a brand with a bright future that continues to entertain tomorrow’s generation of inquisitive minds.

BRIO is no longer just a wooden railway brand, but a universe of play with decades of innovation, embracing technology alongside tradition

Games for a laugh

Spread across three giant halls at the NEC in Birmingham, with toy and game companies featuring heavily – including Asmodee with no less than nine stands and Ravensburger unveiling its Disney trading card game Lorcana to fans – the UK Games Expo held over three days at the start of June has been hailed a success.

The event saw games companies, both those instantly recognisable to toy retailers and smaller, independent outfits, all showing off their wares to scores of table top and board games fanatics at the event.

Asmodee hailed its presence, attended by everyone at the company including new marketing and purchasing chief Greg Stanton, “visionary, onwards, as being hugely important. It used the event to launch its Shatter Point game, and, as Stanton noted, the Star Wars game proved to be hugely popular. So much so, in fact, that retailers with their own stands were desperate to get their hands on more stock to satisfy the demand at the show. Asmodee was showing off everything from its family-oriented games, including those developed by radio DJ, TV personality and game inventor Matt Edmondson, through to evergreens such as Catan and new items such as Shatter Point.

Over on Ravensburger’s stand, much of its activity centred on the new and eagerly awaited trading card game (TGC) Lorcana.

It’s the first TCG officially approved and put together featuring Disney characters and has a huge appeal, bringing in Disney fans new to TCGs, as well as those well versed in gaming.

And this was proved by the demand at its stand.

“There’s been a constant queue since we opened,” said Ravensburger UK chief Richard Collins. “At one point it was taking more than an hour to get from the back of the queue to play the game – we had to put more stands on to satisfy the demand.

“The customers are absolutely loving it and it’s great to see the reaction. We’ve played it, retailers have played it, but it’s really good to see the fans playing it. Everyone wants to have a go.”

Game designer Ryan Miller – a seasoned TCG expert and Disney fanatic – had travelled from the States to introduce the game to would-be fans, and was also on hand for PR and more. (His full thoughts will be featured in the next issue of TnP.) He told TnP it was hugely fulfilling seeing the reaction to the game in person. “It’s been three years in the making and to finally come to a place like this and play it and see the reaction is just wonderful. It’s gone really well.”

Tomy was out in force too, making its debut at the show, with its wares on display including Screwball Scramble, which came complete with a competition offering. As the company said: “Tomy challenges visitors to put their skills to the test by taking on the Screwball Scramble Challenge, aiming to surpass the current Guinness World Record time of 20.2 seconds and claim the title of the new champion. The challenge will be held daily from 10am to 4pm, promising intense competition and rewarding those who emerge victorious. Notably, every participant’s attempt will be recorded, and if they manage to

surpass the current record time, Tomy will submit the evidence to the Guinness Book of Records for consideration.”

Natalie Frow, European senior brand manager at Tomy, said: “We were delighted to make our debut at the UK Games Expo; we know the event attracts a broad spectrum of game-loving fans and it was a great opportunity to play our games – established and new – with people who love games!”

Asmodee appoints Greg Stanton as head of product

Asmodee has a new “visionary” overseeing its marketing, purchasing and quality assurance, with Greg Stanton taking over as head of product – commercial at the thriving independent.

It’s a first for the company, with Stanton looking after both purchasing and marketing, two previously distinctly separate teams, in the newly-created position.

He said: “This new company role will mean that information is shared across the teams much earlier and means that all parts of the creation to delivery are more collaborative. Historically, purchasing and marketing have always wanted to be more integrated; this new role sets this out perfectly. Now we are encouraging a wider thinking and a better insight for all to enhance the brand, product development and retail/consumer offering even more.

“I am both delighted and privileged to head up such an amazing team of experts and such a fabulous portfolio of brands.”

Stanton continued: “We plan to be more innovative and more acquisitive of joint ventures to help our awareness and yet still be in pursuit of our mantra, which is ‘more people playing more games more often’; that hasn’t changed but what has is the way we will deliver even more to our brands, our partners and our ‘gamers’, be they family, first-time players or super-serious competitors.

“I have been part of the Asmodee Group for some time but this role brings me to the heart of Asmodee UK. I want the UK team to be more collaborative and to get better and better at our route to market to massively improve that journey. It’s going to be my job to bring everyone together and to constantly challenge and improve, always being innovative in everything we do, and it’s going to be a huge fun game in itself.”

• For a full interview see the next issue of TnP.

Toys ‘‘R’’ Us returns to UK high streets

Toys”R”Us is returning to the High Street in the UK after forging a partnership with WHSmith that will see it opening store-within-a-store concepts at nine UK locations.

The deal has been announced by Toys”R”Us parent WHP Global, and the first store within a WHS outlet will throw its doors open to the public in York on June 10.

The concept will see the Toys”R”Us welcoming customers with a life-size giraffe in stores, giving a perfect Instagram/selfie opportunity for families, with product ranged, according to the announcement, by age, interest and category, “with interactive experiences, demonstration tables and iconic visual elements throughout”. Items stocked will include such names as Barbie, Bluey, Fisher Price, Hot Wheels, LEGO, Marvel, Paw Patrol, Peppa Pig, Playmobil, Star Wars and more.

After York, there will be further openings in Canterbury (St George Street). Chelmsford (High Street), Cheltenham (High Street), Cwmbran (The Mall), Oxford (Cornmarket Street), Poole (Towngate Shopping Centre), Reading (Broad Street), and Solihull (Mell Square).

The announcement follows the brand’s successful return to UK shores after launching its ecommerce operation at

www.toysrus.co.uk last year.

Simon Cartey, UK commercial director at Toys”R”Us said: “Our new Toys”R”Us shop-in-shops at WHSmith create the perfect home for Toys”R”Us as it returns to the UK high street shopping scene. With this collaboration, we are not only bringing back the beloved Toys”R”Us experience but also providing convenient access to a wide range of toys and games. Together, we hope to create a magical and joyful shopping destination for families across the country.”

Sean Toal, MD, WHSmith High Street, commented: “We’re always exploring new opportunities to launch exciting, new product ranges to our customers on the high street, and our partnership with Toys “R” Us certainly does this! The brand has long been known for its exceptional range of toys and games and complements our existing offer well. Across each of the nine locations, we have a great team of colleagues who look forward to welcoming many new and existing customers.’’

Toy Of The Year awards adds six gongs

The Toy Foundation has added six new gongs to its Toy Of The Year awards, taking in both marketing and people-based categories. The event is due to be held at Cipriani 42nd Street, New York and is among the traditional curtainraisers to Toy Fair, with the 24th annual event taking place on September 29, and kicking off the fair, which has moved to the early autumn.

The six new awards include two campaignfocused – Marketing Campaign of the Year (recognising the best marketing campaign that captured the attention of its target audience and generated sales); and Corporate Social Responsibility Campaign of the Year (recognising a program that demonstrates a commitment to corporate social responsibility, either through charitable causes, environmental

THE RISE OF ANIME CREATES NEW

OPPORTUNITIES

sustainability, or fostering DEI within the toy industry).

The four peoplefocused are Champion of Sustainability (recognising an individual who has made outstanding environmentallyfriendly programmes and contributions to create a better future for the toy industry); Champion of Diversity & Inclusion (recognising an individual who has shown a strong commitment to creating a more inclusive and equitable industry); Packaging Designer of the Year (recognising an individual who has demonstrated exceptional creativity in designing packaging for toys) and PR/Marketer of the Year (recognising an individual who has achieved outstanding results in promoting toys to consumers).

With content more discoverable than ever, thanks to streaming services such as Netflix, Crunchyroll, and YouTube, the once niche market of anime has steadily become a regular fixture in pop culture and is now predicted to grow to $48.3 million by 2030.

Part of the U.S. Toy Association’s ‘Pop Culture Lifestyle’ trend for 2023, which more broadly explores how fandoms for today’s shoppers have evolved into lifestyles, the anime sector is one example of a lesser tapped fanbase that now offers new opportunities for toymakers to expand their revenue streams.

“Today, the impact of pop culture properties such as these are seen across every product categories,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “With market growth expected to continue, this genre also emphasises the additional opportunities for toymakers to engage multiple audiences, from the invested kidult with deeper pockets to buy the collectorgeared products to younger kids being introduced to the programming for the first time and demanding characterrelated toys.”

Here is a sampling of the toys and playthings based on this trend to look out for in 2023:

Bandai’s Anime Heroes

6-inch range of anime action figures brings characters from the most popular anime series to life for fans. This includes characters from Naruto and One Piece.

The Perilous Pursuit Kingdom Hearts from The Op (USAopoly) is a cooperative dice game based on storylines from the popular anime and video game series.

One Piece fans can add the skilled fighter and cook of the Straw Hat Pirates to their collections with the Funko Pop! Anime One Piece Soba Mask (Raid Suit) Sanji Vinyl Figure, an exclusive special-edition figure.

The Guide to Anime Movies Top Trumps card game from Winning Moves is a new edition of the classic card game, featuring trivia from 30 anime movies from decades past.

Jazwares released Pokémon Center-exclusive Togepi and Snorlax Squishmallows plush this year, bringing each Pokemon character’s iconic features to life in Squishmallows form.

Want to know what will be trending in toys and play in 2024? Be sure to mark your calendar this autumn for Toy Fair. Taking place 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 www.ToyFairNY.com to learn more.

In the latest letter from America, the US Toy Association’s Jennifer Lynch looks at the growth of Manga and anime and how it is becoming big toy news…

Gongs, two Teddies awards as Toymaster celebrates

which, as Toymaster noted, didn’t have an account for some time but had “elevated” itself into becoming one of its top

Roland Earl from the BTHA presented Neil Leah from KAP Toys with his Golden Teddy. Like Fitzpatrick, he boasted more than 40 years’ service in the industry. He also reminded retailers that the judging process for who gets one of the statues. “They’re not handed out

show, with further awards being handed out by the buying group to suppliers.

The coveted gongs went to two industry stalwarts, with one on the supplier side – Neil Leah of KAP Toys – and a retailer – Dublin’s Ciaran Fitzpatrick, a long time Toymaster figure – both awarded.

There was a distinct Irish flavour to the first night at the Toymaster show in

“a special person to be held in such high regard” not just by Toymaster colleagues but the whole business.

Industry stalwart Roger Dyson, who, along with Paul Reader nominated him for the prestigious gong, presented Fitzpatrick with the Golden Teddy, said he was honoured to be a friend of his, and recalled the number of times Fitzpatrick had chauffeured him around Ireland.

Other awards at the Irishthemed night at the Majestic Hotel in Harrogate were given to Toymaster members with 25 years within the organisation, including Ciaran and Helen Burns, of C&H Burns, Cookstown; Richard and Mary Creedon from Mary’s Toymaster, Macroom; and Fiona and Jonty Chippendale from The Toy Shop, Cockermouth.

Speaking after the Roland Earl, Director General of the British Toy & Hobby Association said: “My congratulations go to both Ciaran and Neil for their very well-deserved Golden Teddy Awards. Their loyal and substantial individual contributions to the companies they have served and people they have worked with over many years is without question. They both fully deserve these awards and perfectly embody all that is good about this fantastic industry.”

Exhibitors views

Suppliers and toy companies exhibiting at the Toymaster show praised the event, both for the relaxed approach to doing business and the orders they’d taken.

Mark Hunt from Character Options said: “We’ve got the orders in and it’s been a very good show. We’ve been buys and there’s a buoyant mood, which is good too. And it’s been a great atmosphere.”

The Marvin’s Magic stand was busy throughout, the company said, not least because of the amazing demonstrations of the company’s tricks which wowed the crowd (and TnP ourselves). Senior national account manager Andrew Reynolds said: “It’s been busy for us. We’ve created a bit of theatre and entertainment – it works with children and it works with adults and customers. People stop by, have a little show and we write out the orders!”

Harrogate as retailers from Ireland were among the award winners at an Irishthemed event complete with dancers and a ceilidh band.

Fitzpatrick, of Banba Toymaster, Dublin, became the first recipient of

Wednesday night’s awards were handed out between a gospel choir and live band, with Friends of Toymaster Awards going to Erica Heythornthwaite (Orchard Toys) and Kingsley Matthews (Tomy). The Supplier of the Year went to Kandy Toys,

While presenting a Golden Teddy award to Neil Leah of KAP Toys thanked the Toymaster team for putting the show together and told the retailers: “What you do is important.”

Brian McLaughlin from Toymaster told TnP: “It’s been a fantastic show. It’s been very well attended, we’ve had really positive feedback. Suppliers are really happy about the number of orders being placed, we’ve had great weather and everyone’s enjoyed themselves too.”

My congratulations go to both Ciaran and Neil for their very welldeserved Golden Teddy Awards. Their loyal and substantial individual contributions to the companies they have served and people they have worked with over many years is without question

Roland Earl, Director General of the British Toy & Hobby Association

Neil Leah

Ciaran Fitzpatrick

Half-term Hamleys

Hamleys kept itself busy during the half-term week as the school holidays saw the final flourish in its regal celebrations and more at the specialist retailer.

The Coronation activity finished at the end of the week-long break, in its flagship Regent Street and Westfield stores in London.

The former included its giant King Charles made of LEGO used for photo opportunities, as well as a Royal Opening every day, and its own changing of the guard. There was also a Rag Doll’s Tea Party, a Puppet Royal Variety Show and more. There were similar activities over at its store in the west London Westfield shopping centre, all of which continued until Sunday June 4.

Hamleys also marked the holiday week with an exclusive launch of Ty Beanie Babies 30th anniversary editions, boasting exclusive sales at Regent Street from May 31 ahead of a wider launch on June 5, with special super-limited editions as well as the three anniversary products.

The anniversary edition also featured in windows. “Hamleys is delighted to be the first retailer to bring the 30th anniversary Ty Beanie Babies collection to our customers,” said Sumeet Yadav, CEO, Hamleys. “We have always strived to offer the latest and most sought-after toys, including limited editions, and this exclusive partnership with Ty further strengthens our commitment to providing a magical and unforgettable toy shopping experience for our visitors.”

Pokémon on tour

The Pokémon Company International hit the road during half-term for a tour of Smyths Toys Superstores around the UK.

The company showed off a range of Pokémon products, taking in trading card items, new Jazwares toys and plush items, more Squishmallows and Pokémon collaborations, Funko Pop! Figures and Abysse products, all in a Pokémon bus. Activities included facepainting, a colouring wall, giveaways, appearances from Pikachu and photo opportunities.

Venues throughout the school holiday took in Hedge End, Milton Keynes, Norwich, Mansfield, York, Hull and Leeds.

“We are thrilled to celebrate our strong and successful relationship with Smyths Toys with this exciting new Pokémon May Half-Term Tour,” said Simon

LEGO powers up in Battersea

Benton, VP of TCG sales for The Pokémon Company International.

“We are always looking at new ways to engage with customers, and with our Pokémon bus, a host of Pokémon product and a range of fun activities on offer, we hope to provide an inspiring and engaging experience that will encourage Pokémon fans old and new to come and join the party.”

With the usual fanfare it musters for store openings, LEGO’s retail arm flung open the doors of its latest outlet in the UK at 10am on Thursday May 25.

The 223 sq metre shop in London’s latest swish retail development, Battersea Power Station, is the 18th UK store for the brick giant and its first south of the river Thames in the capital.

The serendipitous opening came just ahead of the halfterm holidays, while opening weekend activity included families building their own replicas of the listed building and famous London landmark which houses the store and shopping centre.

The store features LEGO product including its top-of-therange hero sets, which are likely to attract the interest of the more affluent shoppers at the swanky shopping district, which opened in the autumn of 2022. LEGO was keen to point out that with everything from pocket money sets to large adult-oriented product, “it really does have something for everyone’’.

Insiders said the store also had plentiful supplies of currently hard to come by LEGO items such as the Disney minifigures and the Up house from the Pixar film of the same name.

In keeping with LEGO’s retail ethos, the store features a nod to the local area, including a 14,000-plus brick replica of Battersea Power Station and a giant mural featuring the iconic art deco building famously featured on a Pink Floyd album cover.

“We always like to pay homage to the local community,” said LEGO Retail’s marketing director for EMEA Amy Pearson, speaking to TnP at the launch.

It features other elements familiar to LEGO shoppers worldwide, as Pearson continued: “It’s a really immersive experience. It’s not just about the amazing sets, it’s about kids and families having a great hands-on play experience.”

LEGO is working with Battersea Power Station executives to market locally to consumers and, like its other stores, experiential events are, Pearson added, “really important”.

The opening follows hot on the heels of the revamp and relaunch of its flagship store. “We’ve been blown away with Leicester Square,” said Pearson. “This is an amazing location too, and what they’ve done here is incredible.”

WildBrain ups Scherba to top job

Children’s and family entertainment giant WildBrain has promoted Josh Scherba to the role of president and chief executive officer, as well as appointing him to the board.

Scherba, who has been at the company since 2006, replaces Eric Ellenbogen, who has stepped down as CEO and vice chair.

Don Wright, Chair of WildBrain’s Board of Directors, said: “WildBrain has made significant progress over the past three years to emerge as a leading platform for the monetisation of kids and family IP in the global market. As we look to the future, our focus is to continue building on this strategy to accelerate the growth of key franchises globally. As President, Josh played an integral role in setting and implementing WildBrain’s 360-degree strategy, and he has been a driving force behind all aspects of the company’s highly successful content business, from its award-winning animation studio through to its world-leading global distribution business. We’re confident Josh has the right combination of strategic vision, deep industry expertise and operational insights to take WildBrain forward into this next

Martin gets Curious

Curious Universe has appointed a new head of business development in its toy division, with industry stalwart David Martin joining to look after the department established in 2021.

Martin boasts some 18 years’ experience at Crayola before joining InspirationWorks (KD Group), and will help to oversee the launch of the likes of Crystalverse and Cutesville at the toy division of his new employer.

Martin said: “I am delighted to be joining Curious Universe as part of a fast-growing and dynamic team expanding both here in the UK and Internationally. What John Styring and his home grown team have delivered in terms of growth and product innovation in under six years is truly amazing. The company is now almost 90 people strong and all elements of the business are under one roof, based here the UK. So we’re nimble, creative, flexible to customer requirements, and fast to market. It’s truly an honour to be given the opportunity to help set up this new toy division.’’

Character adds and promotes in sales team shift

Character Options has restructured its sales department, promoting one senior executive and adding a new member.

It has upped Leanne Scott, who joined in April 2019, to the role of senior national account manager. The company paid tribute to her “influential” work in the four years at Character and her rapid progression through the ranks.

Sales director David Bramford said: “I am really pleased for Leanne. She has worked tirelessly to build strong relationships both internally and with retailers. She is a popular member of the team and her dedication to the job has paid off.”

Elsewhere, the company has also appointed Phil Mather to the role of key account manager, bringing, as Character noted, a “wealth of experience” to the team.

Bramford added: ““It’s great to have Phil on board. His professionalism and enthusiasm make him a perfect fit for us. We look forward to seeing him progress and make the role his own.

Toikido gets creative

Entertainment IP start-up Toikido has made a major new appointment to its expanding team of creatives.

Johnny Taylor, who boasts experience at Mind Candy (where Toikido founder and CEO Darran Garnham also made his name), King and Meta, has joined the company as chief creative officer.

He will be responsible for, among other things, Toikido’s flagship fledgling brand, Pinata Smashlings, and will, the company said, “play a fundamental role in further developing Toikido’s portfolio of in-house IPs, with four new and exciting toy-focused games already in early-stage development and set for release within the next two years”.

Taylor said: “I am so excited to join the team at Toikido. Their philosophy is one that is streamlined, fast moving and ultra-creative. They have a strong desire to make a massive and needed impact in the entertainment industry. This is something that really resonated with me. They have a highly talented, fun team with a desire to do things differently, and the creative energy here at Toikido is palpable. I couldn’t pass on this amazing opportunity.’’

“We’re in such an exciting position heading into Autumn/Winter. Our sales team is stronger than ever, and we’ve got some huge launches coming up, including TMNT, Piñata Smashlings, Fingerlings, Minted Dog-E and Simbrix among others. I can’t wait to see everyone get behind the full brand portfolio to see what we can achieve.”

Staff joins the staff

Toy and comic pop culture specialist retailer Forbidden Planet International has appointed a new managing director, with Andrew Staff joining the 18-store chain.

He has previous experience across both retail and within the toy business, with stints as CEO of Notcutts Garden Centres, COO of the EMEA region for Funko, and more recently MD of Builders Merchants UP Building Products.

Kenny Penman , a founding director at Forbidden Planet International, said: “We are delighted to welcome Andrew as the new MD of Forbidden Planet International. Andrew brings a wealth of experience and expertise to the role, and we are confident that he will be a great asset to our team. We look forward to working with him to continue growing the Forbidden Planet brand.”

Staff added: “I am thrilled to be joining Forbidden Planet International, a fantastic brand with a loyal customer base and a rich history in the retail sector.’’

Gabby’s on the road

Gabby’s Dollhouse has kicked off a European tour, with the popular toy and Netflix brand hitting the road in the UK and beyond this summer.

Gabby’s On The Go has and will be landing in everywhere from Thurrock to Paris acrross nine dates throughout May, June and July.

The tour, launched by celebrities Ola Jordon and Rachel Riley, wil give families the chance to meet their favourite character and also pick up a free magazine. It is being supported by Smyths Toys for the UK leg.

“There’s nothing else out there in the preschool space quite like Gabby’s Dollhouse and it’s really special to watch the reaction of fans as they step into Gabby’s world through this incredible interactive tour,” said Paul Bufton, vice president EMEA, Universal Products and Experiences. “The series comes to life so naturally through play, so we’re delighted that Gabby On The Go! will give children the opportunity to touch, feel and

Well springs for WildBrain

WildBrain has announced it has greenlit a third season of Ruby And The Well, with the series set to air again in Canada, while at the same time the company has announced further sales to other territories.

The first and second season of the popular series will be transmitted across AMC Networks International for Spain and YLE for Finland, Prime Video (Germany), Showmax (Africa), TVNZ (New Zealand) and MBC Mauritius (Africa), SIC (Portugal) and Canada’s national public broadcast Radio-Canada’s online streaming platform, ICI Tou.tv ETXRA.

“We’re delighted that families at home and abroad are embracing this wonderful Canadian drama,” said Katie Wilson, VP, Channels and Global Acquisitions at WildBrain Television. “With charming characters and magical storylines, Ruby and the Well is a truly heartwarming series offering a shared experience that our audience needs right now.’’

interact with their favourite elements and characters to extend their love of the brand beyond the TV show. Consumer marketing activations are central to our global brand strategy for Gabby’s Dollhouse and we can’t wait for more kids across the UK and France to enjoy this unforgettable experience.”

Strawberry grows in summer

The third season of Strawberry Shortcake’s adventures as Berry In The Big City is due to land on YouTube in July as the brand further comes to fruition with new media activity and a raft of licensing deals.

The series – which eagle-eyed viewers will have caught a glimpse of in My Night Shyamalan’s recent theatrical hit Knock At The Cabin – is also heading to Netflix again, where it already airs, with the first in a series of four seasonal specials due to drop on to the streaming service later in 2023.

Licensing deals have seen global partnerships, with, as WildBrain outlined, “Funko for their iconic pop figures, A Leading Role for costume apparel and accessories, SkinnyDip for phone cases, and Diamond Art Club for craft projects. Existing partner Dolls Kill has also launched a second collection globally, which has expanded to include homewares alongside apparel and accessories”.

Fandom sees kids seeking out more info

Almost two thirds of children aged between four and 13 worldwide now have a fandom, and are, according to insights agency Kids Industries (KI), “actively seeking out others and communities who share their likes and preferences to engage in social, cultural and media activities around it”. The company said: “The study of 5,000 families, carried out across 10 countries spanning six continents, reveals that children are expressing their fandoms in an average of 3.5 different ways – making fandoms a lot more comprehensive than just watching a video or playing a game - 39% are sharing moments with others, 31% are buying or receiving products, and 30% are engaging with as many touchpoints – for example books, music, gaming, TV and film, sports and lifestyle - as possible.”

KI’s senior researcher Joshua Brocklehurst said: “Our research demonstrates the appetite for fandom among young people, yet the reality is that fandoms are harder than ever to develop. Thanks to the overwhelming access and volume of content available achieving cut-through is incredibly challenging. Add in the growing partial attention span issue thanks to multiple screening, and you can see the challenges that brands are facing in building fan communities.”

“ ”

Smashlings bed in

Toikido’s first homegrown IP Pinata Smashlings has got into bed with Character World Brands for a new range of home lifestyle.

The range will include bedding and textile products featuring the brand. It’s the latest thrust in Toikido’s massive licensing plans for the series, which is set to air on Roblox from July alongside a wealth of toys, collectables and more.

Tim Kilby, licensing and brand director at Character World Brands, said: “We’re really excited to collaborate with the Toikido team, having signed a deal to bring Smashlings Home Lifestyle categories and products to retailers across the UK.

‘‘Gaming brands remain one of the hottest categories and Roblox-based games are on the rise, so we are confident Smashlings will be a huge success in our space. We look forward to working with retailers in the coming months, with a SS24 launch as our shared focus.”

Will Ochoa, chief commercial officer at Toikido, added: “In developing the Pinata Smashlings IP, we had a very clear vision to enable children to immerse themselves in the ‘Piñataverse’ both on and off screen by connecting the digital with the physical. Partnering with Character World Brands supports this objective and will enable children across the UK to enjoy Pinata Smashlings bedding, towels and more.‘‘

Teletubbies still saying ‘eh oh!’

Tinky Winky, Dipsy, Laa-laa and Po are on the march again as the Teletubbies moves into its second quarter-century with a raft of new deals and ever-widening TV sales.

What’s more, as well as still appealing to young children with new episodes relaunching the brand on Netflix and YouTube last year, the brand is now celebrating its characters’ place as pop culture icons.

Teletubbies has been celebrated in a collection from designer Christian Cowan and has also guested at RuPaul’s DragCon event.

Recent deals inked include, said WIldBrain, with “The Loyal Subjects for collectable figures launching worldwide, designer ONCH for a unique jewellery and accessories collection, set to launch in North America in 2024, and A Leading Role for elevated costume apparel and accessories launching worldwide later this year”. There’s also a deal with Brand Alliance, which will launch a new apparel range including loungewear later this year in UK and Eire. On the sales side, new CG animated series Teletubbies Let’s Go has sold to ITV in the UK.

Elizabeth Litten Miller, vice president, franchise strategy at WildBrain, said: “It’s wonderful to see the huge wave of love and popularity for the Teletubbies all around the world, which keeps growing and growing. The characters, with their messages of love, acceptance and fun, continue to resonate with fans.’’

Thing can only get better

Toy innovator Wow! Stuff is working with MGM’s consumer product in a deal that will see the indie bringing a range of product form Netflix hit series Wednesday to market.

Chief among the product due on shelves from this autumn will be a take on the Addams Family spin-off series hand character Thing. It will utilise Wow! Stuff’s Real FX technology – Look Real, Feel Real and Sound Real – and be a lifelike dismembered hand crawling around on its own.

Wednesday and the accompanying TikTok dance craze will also feature in Wow! Stuff’s Nano Pod series, with a range of 12 featuring characters from the programme.

There’s more too, with the company adding: “A CDU of ‘Blacker Than Black’ Wednesday putty, an illuminating Mood Light Window, and heat-reveal and 3D mugs will also become the hottest buys in the Wow! Stuff innovation collection.”

The series became a global hit, topping English language series charts for six weeks worldwide on release and amassing more than 1 billion views. TikTok videos featuring dances have done similar numbers.

Dawn Lavalette, managing director at Wow! Stuff, said: “MGM’s Wednesday is a hugely exciting property that has taken the world by storm since the release of the Netflix series in 2022 – not to mention the continued popularity for The Addams Family brand. We are delighted to be introducing a range of hugely innovative gifts and toys to market that reflect our passion for bringing great brands

IMG takes the tube with TfL

London transport operation TfL has appointed IMG to expand licensing and brand engagement both in the UK and globally after signing a multi-year deal.

It will take in genuinely iconic elements such as the world-famous tube map and Underground roundel logo, Routemaster buses, fonts and more. It also covers the legendary underground poster designs.

IMG will introduce TfL to children’s and wellness brands as well as travel products and is expected to take in apparel and accessories, home, gift and stationery, publishing, food and beverage, toy and games, and experiential experiences.

It covers existing licensing, which includes recent collaborations with the likes of Uniqlo, Arsenal and Kurt Geiger.

“Partnering with Character World Brands and developing a suite of exciting home lifestyle products supports this objective and will enable children across the UK to enjoy Pinata Smashlings bedding”

Disguise in love with you

Favourite brands from MGA such as L.O.L. Surprise!, Rainbow High, Little Tikes, and Bratz will be appearing on Disguise costumes after the two companies signed on the dotted line.

The multi-year contract will, they said, take the brands “to the next level” with costumes and dress-up.

Tara Cortner, president and general manager of Disguise, Inc., stated: “We have prior experience collaborating with MGA Entertainment and are well aware of the immense popularity of their brands in retail, as well as the fervour for dressing up as these characters.” She added: “We have exciting and innovative ideas for these lines, and you can look forward to seeing them in stores and online all over the world later this year.”

“We are pleased to be extending our relationship with Disguise inc. Their attention to detail and creative ideas for costumes and dress up bring a new level of interactive play to L.O.L. Surprise! and Rainbow High,” said Mindy Puente-Escalera, senior vice president, global licensing, MGA Entertainment. “It’s important to us that our brands continue to have many touchpoints allowing us to engage with our fans, and we believe these new products will be fan favourites from the start.”

We care because you do

The Care Bears brand is back with a bang as a new series of programmes is readied to air on Tiny Pop with the addition of a number of new brands signing up to the lcensing programme.

The evergreen brand has seen sales grow by almost 900% between 2019 when it was revitalised, and the end of 2022.

Six new programmes of Care Bear Unlock The Magic are set to appear on Tiny Pop, which is further seeing growth across “TV, in retail, on social media and YouTube, and across audiences of all demographics and genres”.

According to the latest news announced by Cloudco Entertainment: “Bulldog Licensing, Care Bears’ UK agent, has recently signed new brand partners, including Gibson’s Games for jigsaw puzzles, Flamingo Candles for candles, Pawprint Trading for pin badges and embroidered badges, and Famous Forever for apparel such as t-shirts, hoodies, and sweatshirts. These new partners join a family of strongly performing UK Care Bears partners that include Fizz (gifting), Somerbond (loungewear and nightwear), Basic Fun! (toys, plush, and collectables), Bioworld (clothes, bags, gifts, and accessories), Dennicci (infant and babywear), and many others.”

“We’re thrilled to announce that the first of six brand-new Care Bears: Unlock the Magic 22’ specials. This fresh content continues the Care Bears’ commitment to promoting empathy and positivity, but also showcases a ton of (perhaps unexpected!) wild fantasy, humor, and fun.” said Sean Gorman, president of Cloudco Entertainment. “We’ve always promoted The Care Bears as the rare commercial brand that’s also authentically caring, sharing, and emotionally impactful.”

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.”

Vicki Ingram, senior brand and retail manager at Retail Monster, added: “Bing is a much-loved brand and the way in which the series reflects every day, relatable experiences for preschoolers means that we will have lots of opportunity to create campaigns that not only drive sales but are also meaningful to families.”

Let’s get moving

The whole licensing business is being urged to get involved in new industry-wide charity License To Move, which will encourage not only wellness but also raise cash for the industry’s own charity.

The initiative, supported by Informa Markets’ Global Licensing Group, and trade body Licensing International, will see people in and around the business trying to get moving and cover distance whether it’s walking, running, cycling, swimming or any other activity. It will raise cash for The Light Fund.

Kicking off in May, it will aim to cover more than 6,000 miles in total – the equivalent distance between Las Vegas and London, home for the business’ key conventions.

Find out more at Licensetomove.com.

Why does LEGO continue to work?

Asthemighty

Millions of bricks, all carefully arranged on top of each other to create something worth looking at.

There are two views of what this might refer to. One is a bricks-and-mortar structure of old, a replacement, back in the day, for stone slabs, when fashioning a new building with the raw materials being baked and shaped, rather than hewn from a rockface.

The other is what you are likely to see at the entrance to a LEGO store. Whether it’s a particular car, Big Ben or maybe Berlin’s TV tower, iconic items that anchor a store to its location tend to be the way of things when a new branch from the Billund behemoth welcomes its first customers. And it’s as much for locals as it is about capturing the admiring glances of tourists. These are carefully put-together models that remind the onlooker of where they are and what it means to be, say, a Londoner or a Berliner.

Usually, the models in question have a plaque next to them detailing how long it took to create and how many bricks were used, in order that the effort can be appreciated and a sense of wonder inculcated. This also helps in creating the sense of a destination. A LEGO store is a place where children, young and not so young (aka adults), go to play, it’s what toys should be about, but all too frequently are not.

A visit to a LEGO store is a bit like heading into Hamleys on Regent Street. These are places in which the journey, the retailer hopes, is every bit as important as the conclusion at the till. Longsuffering parents put up with sometimes hours spent in the Regent Street toy palace, simply because they are places that are releases from the norm. For children, there’s something in the idea that purchases made are almost a reminder of where they’ve been and how they’d like to be there again, as much as things to divert them when they have left the store.

It is also worth noting that in the case of the LEGO store, there is a heavy emphasis on creativity, engineering skills and intellectual challenge, rather than just a collection bricks that can be attached to each other.

It’s also probable that a visit to a LEGO store will involve older parents marvelling at the development of the product, as well as the prices. This is the moment when you will hear them reminiscing about how when they were children there were just a few brick sizes and colours with the occasional translucent brick or maybe a framed window that could be inserted when building something new.

Now, of course, whether it’s an architectural model, the Death Star from Star Wars, or perhaps something from the LEGO movie (not forgetting the many opportunities to engage with the product virtually via YouTube), the stores are focal points for a brand that extends across all media.

It is tempting to say at this point that LEGO is about more than bricks, it’s a lifestyle, or something equally trite. It is not. This is simply a product that has, forgive the pun, been built, starting with simple beginnings and becoming something vastly complex, but which is still very recognisably composed of the building blocks, as it were, that gave it its start. There may be a lot of the digital about a LEGO store these days (create your own LEGO Minifigure anybody?), but this is a toy that always had an eye over its shoulder back towards where it came from.

So is there a lesson to be learned from all of this? Perhaps the newly-opened LEGO store in London’s Battersea Power Station shows what is possible. This is a store that from the outside (but within the Art Deco power station-turned-shopping centre) has a rather more industrial feel about it than might normally be the case. The monotone logo on the outside and the use of black steel frames for the windows make this is a little like a set from Fritz Lang’s Metropolis, a place in which brick, steel and maybe the odd robot or two should be found.

Enter the store, however, and while the exterior may be an homage to the Power Station in terms of look and feel, the interior is LEGO store familiar. And, of course, there is that model of Battersea Power Station, consisting in this instance of 14,500 bricks and 160 hours of work. All the kits are here, the digital elements and the chance to buy bricks, should you wish to keep thing simple. But most importantly this is a Battersea Power Station store, one designed to be for those living ‘south of the river’, as Londoners have it.

Which is rather the point. The nature of the best stores is that they should fit in with their locale and few can equal LEGO when it comes to this sort of thing. If you get the chance, board the water bus at Westminster and take the short, but inspiring journey eastwards to the jetty at Battersea Power Station. Not only will this be worth the relatively modest fare (and one of the quickest ways of getting there), but on arrival you can marvel at the scale of the 1930s building and then head into the LEGO store that complements its surroundings. Do this and you may understand perhaps why a brand that has been around for almost exactly the same time as the Power Station itself continues to be relevant to all those who visit it.

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.

Meccano means mayhem!

Spike and Rémy, aged 8 ¾ Mum, Marie-Claire

Our young testers put their building skills to the test as they tried out a trio of the latet batch of Spin Master Meccano kits, including the Maker's Toolbox, a Junior Bucket and Multi Model Set Racing Vehicle

What did you like about this toy?

The boys were able to play with the sets without too much help from us, so on the few occasions they asked for help, it was just ‘help’ that they needed, they didn’t get bored or lose interest. It was great to see the progress they were making, without us having to take over.

It was very interesting to see the difference in ability of each boy. The more academic child was a little overwhelmed by the number of stages in the older play sets, so he started with the Jumbo bucket and quickly completed ‘Meccy’, his little robot.

His brother got stuck into a piece from the Toolkit for age 10+ with 50 stages, and while it was fairly challenging for him, he slowly, methodically completed it without any help from either parent.

What did the children like about the toy?

They liked that they could swipe all the pieces off the table and into the bucket for easy clean-up. They liked the Tool Holder and the separate compartments in the kit.

They loved making the robots; they will be joining us on our trip to Devon!

really easy - lots of internal packaging though and I’d like some clearer guidance on whether I can put those packets in my mixed recycling or take to the supermarket - I don’t understand the

What were your/their first

They were really excited, they love Meccano and they couldn’t wait to get it open. I was happy to see there were multiple possibilities, which should keep them engaged and entertained for a while.

What features does it have and what makes them fun?

The jumbo bucket has big and chunky pieces for small hands. The tool holder in the top and the bucket for keeping all the bits in are handy for clearing away. The boys usually enjoy playing with the older age play sets but in fact the bigger Meccano was more appealing to one of the boys, who’s more keen on playing with the end product than the build itself.

Would this toy be something they would play with again

I think so, the fact that there’s multiple build options means it has the potential to be used several times.

Marie-ClaireThese sets areboys’sustainedgreat.Theythe interestforagoodhour

Jem, aged eight Dad, James

What did you like about this toy?

The end car looked great and the instructions were well presented.

What did the child like about the toy? He loved the car and the fact that it came with stickers to customise it at the end

Explain how easy it was to set up

The instructions were good but there were a few bits where I needed to help him. At the beginning Jem was less confident about getting it right.

What were your/their first impressions?

It looked impressive but quite difficult at the start

What features does it have and what makes them fun It has great detail and he loved putting it together

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

He just wanted to put it on this shelf on display in his room so didn’t want to take it apart again.

Freddy, aged 11 Dad, James

What did you like about this toy?

The range of things to make was great and I think there was the right balance of the set being easy enough for the children to follow while being challenging enough.

What did the child like about the toy?

He loved how the items looked.

Explain how easy it was to set up

The case was well made to make the organisation of the pieces easy. Instructions most importantly were well presented.

What were your/their first impressions?

He hadn’t played with Meccano before and was excited about trying it out

What features does it have and what makes them fun?

That you can build multiple things and that they all look impressive when finished

Would this toy be something the child would play with again and again? I could see them building a few things from this set but once the first item was built he wanted to keep it in his room for a while.

Jem: I really liked the pieces and tools for building it and I love

One of the highlights of Toy Fair in January 2023 was to be found on Character Options’ stand in Olympia, west London. For there, stood next to his own creation, was entrepreneur and toy inventor Assim Ishaque. He was showing off his pixel craft creation, Simbrix, an idea that took years to develop –through 400 or more prototype versions – but has now been signed up by the toy giant and is getting huge support for a mainstream launch from the company.

The Nottingham-based inventor had already launched his product but now has the clout of Character to take it to a far wider audience. Having built up a loyal, devoted audience, Character Options is now putting its marketing weight behind a major launch for the product –no wonder the amiable Ishaque was looking so pleased.

Brix to the future

After wowing attendees at Toy Fair with its versatility and great background story behind the product, Character Options is now bringing Simbrix to market with an ambitious launch plan. The company’s marketing director Mark Hunt talks us through the process…

So what then is Simbrix?

“Simbrix is a unique building system that allows kids to connect, create and customise their own pixel art,” says Character’s marketing director Mark Hunt, one of the team bringing Simbrix to toy stores in 2023, a decade or so since Ishaque started toying with the idea in the East Midlands.

“The sets are totally mess-free.. Kids can simply interlock the pieces to create amazing 2D designs, connecting them together like a jigsaw puzzle. For a next level challenge, they can give their designs some dimension, by using the Sim Stix to construct in 3D.”

Bright, exciting with a rainbow and then some’s worth of colours, it also, as Mark Hunt explains, offers endless opportunities for kids’ play: “One of the best bits about Simbrix is the pieces are reusable and customisable; with the same Brix, children can rebuild time and time again for endless creative play. And with more than 25 colours to pick from, kids can build

whatever their imaginations dream up. It’s the perfect way to encourage children to be creative, and will provide fantastic play experiences along the way.”

Hunt expands on the idea behind Simbrix. “The original concept came from seeing children’s frustrations when the creations they had made with their favourite bead toys would easily fall apart,” he notes. “Created by an inventor during lockdown, Simbrix was designed as a frustration-free alternative for creative kids that could be constructed without the need for heat, water, or glue. The result… a positive, mess-free (and tear-free!) experience for all.”

The soft launch means something of a built-in fanbase for the product, which should help with word of mouth. “We’re really excited about this collaboration,” says Hunt, “and we’re fortunate that the brand has already amassed a loyal community. We can’t wait to reintroduce Simbrix to the fans with a bigger range, expanded play

The original concept came from seeing children’s frustrations when the creations they had made with their favourite bead toys would easily fall apart

pattern and a fantastic new look.”

Another key selling point is the fact that it has a wide appeal too, which means Character Options can cast its net wider and further. “The beauty of Simbrix is that it can be enjoyed by all ages; though the sweet point for kids to start creating with the brand is from around six-years-old,” says Hunt. “Its wide appeal comes from its versatility and its ability to provide an outlet for self-expression and creative thinking, whilst offering a fantastic play experience for all.”

In a similar vein, the launch will see a variety of different Simbrix offerings come to market, with something to suit most pockets. “The launch collection will comprise 10 kits, across multiple price points. The sets start at just £4.99 RRP, with all offering great value and quality product. A great place to start with the range is the Alphabrix Pack, which lets kids create simple letter designs that can be built into 3D words.

“For young fashionistas, there is the Simbrix Jewellery Pack, which allows children to design, create and wear their own unique and inspiring jewellery. It comes with 750 Brix and 17 mini build templates. There are also Starter Packs, Theme Packs, and Feature Packs that feature an assortment of super-cool themes to appeal to all. Finally, with its carry case design, the Maker Studio is perfect for fun on-the-go. It comes with 4,800 Simbrix, in 16 different colours, as well as 40 Sim Stix to build in 3D.” Character is putting its full marketing muscle behind the launch too. It ranges from above the line TV spots to YouTube support,

Simbrix creator Assim Ishaque:

“I originally invented Simbrix to entertain my own children some years ago, for tear-free creative bead play that was of the highest quality I could make.

‘‘My family and I remain blown away with the positive reaction that these little bricks have had from fans around the world. I’ve met over a thousand fans over the years, read countless reviews and seen beautiful Simbrix creations.

“My vision for Simbrix has always been to produce quality toys that encourage creative problem solving for people who are young at heart. It has been clear for a while that Simbrix was ready for a step up beyond our capabilities. So, for some time, we have been searching for partners that shared our passion for

and the company hopes its social media activity and wealth of content created around the phenomenon will see it having a life of its own.

“We have stacks of video content to demonstrate the set builds and inspire creativity among the crafting and construction community,” explains Hunt. “This fresh content will be showcased on the Simbrix website, on the Character Kidz TV YouTube channel, and shared as part of the social media strategy.

“From this we hope to encourage a raft of usergenerated content whereby fans can share their own creations. We plan to collaborate with key

quality play experiences that could deliver our longterm hopes for Simbrix.

partners for Simbrix (almost like the Willy Wonka moment in selecting Charlie!) was that we could trust them to deliver our vision, and we are delighted to be working in close collaboration with UK leading toy manufacturer, Character Options.

“The entire team has been impressed by Simbrix and I am excited by their ambitions, creativity and work, I trust them completely. Simbrix will not change, and the brand ethos will remain.”

crafting influencers to ensure the brand is visible across YouTube and TikTok. We can’t wait to see their creations, whether that’s artwork, puzzles or their favourite licensed characters brought to life using this easy build system. A branded TV spot will lead the Linear TV and YouTube Preroll campaign to build awareness with the target audience from launch through to the Christmas trading period.”

And as if that’s not enough, there’s point of sale support in stores too. Hunt concludes: “To build strong presence in store, we are launching with an impactful FSDU, providing POS kits, and we have a sampling campaign to help get Simbrix into kids’ hands and kick start our drive to recruit fans.”

Created by an inventor during lockdown, Simbrix was designed as a frustration-free alternative for creative kids that could be constructed without the need for heat, water, or glue

“

Ready Player 1

Once upon a time, video game characters were rarely seen outside the collectables arena, but as the crossover between games and movies becomes more apparent, and there are more ways for children to encounter these characters - whether it’s through streaming services and cartoons, or popular YouTubers and Tiktokers, we are seeing video game characters enter the mainstream toys sector.

As Nick Richardson at Insights Family explains: ‘‘The Sonic films have completely transformed the Sonic IP. So originally Sonic as a favourite character

Small wonder

TOYNAMICS UK & IRELAND

0116 478 5230

sales@toynamics.co.uk

www.toynamics.com

Toynamics UK & Ireland holds the licence for the video game Pokémon with a collection of characters to create out of Nanoblock.

Nanoblock is the world’s smallest micro-sized building block. It allows children to construct amazingly detailed and realistic threedimensional creations. The range has a clever selection of themed pieces, for an ever-expanding nanoverse. Within the huge range of licensed characters, with all the models featuring unique details, the licence for Pokémon is the best-selling Nanoblock. The Nanoblock Pokémon collection has 10 new characters to collect including Garchomp, Kubfu, Turtwig, Chimcar, Piplup, Entei, Suicune, Gardevoir, Milotic, Metagross. All come with a piece count between 130 – 250 and a difficulty level, marked out of five, with five being the hardest.

with kids in the UK was nowhere really. It was maybe a top 20 or top 30 character before anticipation of the first film [released in 2020] began - and then it was the most anticipated film that we had in our data.

‘‘Since then [and with Sonic the Hedgehog 2 movie taking the NIckelodeon Kids’ Choice Awards ‘favourite movie’ category in March, ahead of the likes of Hocus Pocus 2, Jurassic World Dominion, Black Panther: Wakanda Forever, Monster High the Movie, and Black Adam] Sonic has now firmly established itself as a top five or six character in the UK data.’’

Nick attributes the success to the ‘‘lasting impact of the new content created, the Sonic Prime show on Netflix’’. He points out that Kids Insights data showed nowhere near the same anticipation for the Super Mario Bros movie, which was released in April, although since its release it is ‘‘resonating well with UK kids’’.

Nick adds that kids are now spending less time watching linear TV and more time gaming, so it makes sense that they are really relating to gaming IPs now: ‘‘And video game characters are now being built into content on other platforms, across the whole ecosystem. It’s very smart.’’

He concludes: ‘‘Sonic is a revolutionary character partly because of the great job everyone did on working the character. Retail is now seriously starting to look at video game IP and UK retailers are benefiting. Sega had to do the hard work but it’s paid off.’’

And those results from online influences are being seen in launches from a number of toy makers - whether they are inspired by games such as Street Fighter or popular gaming streamers such as Megan.

MeganPlays more

Basic Fun!

0118 925 3270.

Tim.Ives@basicfun.com www.BasicFun.com

The world of gaming is coming to the Basic Fun! portfolio, this Autumn/Winter, with a new range inspired by one of the most popular female gamers.

Fact!

The Nanoblock Pokémon collection has 10 new characters to collect including Garchomp, Kubfu, Turtwig, Chimcar, Piplup, Entei, Suicune, Gardevoir, Milotic, and Metagross

Nanoblock is fun to build, display and collect. It’s a creative construction process, where the miniature, coloured blocks (4mm x 4mm x 5mm), connect securely to create extremely detailed objects of varying size and complexity - sculptures that fit in the palm of the hand. They get children (from 12 years) and adults hooked!

MeganPlays is the hugely popular game streamer and Roblox content creator who attracts more than 71 million monthly viewers. And now her dedicated fanbase can get their hands on a super-cool collectable range designed in conjunction with Megan and based on her favourite characters that feature in her Roblox world. Offering the full 360-degree ‘phygital’ experience, this surprise-reveal range lets fans unbox a host of lovable characters from cute mystery boxes.

Key to the line-up is the MeganPlays Mystery Plush boxes. Each box holds a cuddly 20cm character. There are four to collect in the launch collection: Bubbles the bee, Honey the unicorn, Mochi the cow and Sparkz the giraffe.

As video games become more popular with a younger demographic, and there is more crossover into the movie and online world, videogame licences are rising in prominence in the toy sector…

Videogame characters are now being built into content on other platforms, across the whole ecosystem

Nick Richardson, Insights Family

A soft touch

TOMY 01271 336155

uk.tomy.com

Designed in Japan, Club MocchiMocchi is super soft and huggable! Unlike other ordinary plush, it has a squishy texture and is super soft to touch.

Boxing clever CHARACTER OPTIONS

0161 633 9800

sales@charactergroup.plc.uk.

Character Options is levelling up its portfolio by tapping into the world of game streaming, with two supercool collectable ranges inspired by acclaimed gamers.

Lankybox is the most highly viewed YouTube gaming duo in the world, featuring stars Justin and Adam, and their cast of animated characters.

Guess what…

Kirby - the irresistible pink puffball that absorbs the power of its enemies –started life in the 1992 Game Boy title Kirby’s Dream Land, and has since starred in more than 40 games

Club Mocchi-Mocchi’s Sonic The Hedgehog megasized plush toy, which launched in 2021, remains a popular choice among gaming fanatics, and coming in August 2023 is a new addition to the Sonic collection, the fan-favourite antihero Shadow the Hedgehog. This summer, fans will be able to join Kirby on their exciting escapades through Dream Land via the launch of Club Mocchi- Mocchi Kirby Mega Plush Collection. While incredibly cute and extremely cuddly, Kirby is known for their bravery. This squishy friend is certain to help little ones create their own imaginative adventures on Dream Land .

Sonic speeds into Nano Pods

WOW! STUFF

emma.prendaglia@wowstuff.com

www.wowstuff.com

In the second half of the year, toy innovation company Wow! Stuff is adding an iconic video game licence to its patent-pending Nano Pods and PODS 4D ranges. Fans can level-up their connectable collectable ranges with new characters to collect from the world of Sonic The Hedgehog. Sonic fans can take their fandom to a whole new level, as they discover and display their favourite characters from the game in an innovative new way. Nano Pods is the ultimate surprise-reveal collectable range that takes licensed characters and houses them within nano-sized hexagonal pods. Each super-cute blind mystery boxed Nano Pod has a super-satisfying to the touch slot-together system. In the launch collection, there are 12 characters to collect from Sonic The Hedgehog, as well as others from the Marvel Universe, DC, the Wizarding World, Disney and more. Supported with an integrated, always-on marketing campaign, that includes robust YouTube pre-roll activity and collaboration with influential YouTube and TikTok influencers.

This wildly popular channel is renowned for its hilarious, high-energy content, which includes challenges, gaming and shorts. And now fans can get their hands on some cool toys inspired by the channel. Key to the line-up is the Giant Mystery Box, which lets kids unbox super-fun collectables, including figures, a glow-in-thedark plush, a squishy, fidget toy and more. The case doubles as a roleplay helmet, so fans can dress-up as LankyBox’s Boxy character. Another must-have is the assortment of soft, satisfying-to-touch Mystery Squishies. There are six to collect, each based on a well-known LankyBox character. Following the same surprise reveal theme, the Mini Mystery Figures let kids unwrap and collect characters based on the channel’s bizarre cast. And the 8in Plush are not to be missed. These super-soft versions of Shark, Foxy, and Boxy are the perfect addition to any fan’s collection.

Did you know?

Lankybox is the most highly viewed YouTube gaming duo in the world, featuring Justin and Adam, and their cast of animated characters

Young gaming enthusiasts can also get their hands on a super-cute collectable range inspired by the number-one female-led YouTuber Aphmau. This game streamer is known for her love of cats and has a fast-growing, engaged following that currently stands at 15 million, creating huge demand for mini versions of her animated feline friends. Meeting this demand are the Aphmau Mystery MeeMeow Figures. With these blind-boxed figures, fans can collect eight surprise pocket companions in each series, with a mix of fantastical themed cats to discover. Meanwhile, the Mystery Plush are super soft and squeezable! These plushies make the perfect companions – be it bedtime-buddies, or travel pals. There are eight 6in cat characters to collect in each litter.

Super selection

SIMBA SMOBY UK 01620 674 778 sales@simbasmoby.com

Super Mario, the $30bn video game franchise, has seen strong brand resurgence in recent times.. The Super Mario plush collection includes a variety of different-sized plush pals: 20cm, 30cm and 50cm. There are also four Super Mario 12.5cm Plush Key Chains. From the award-winning, blocky world of Minecraft, the Minecraft Blister Pack is based on one of the most popular gaming licences. Each pack contains one die-cast nano collectable figure that measures 1.65in tall. This new CDU assortment replaces the blind bag collectable from last year, which was Simba’s number-one volume item. And anime fans will be thrilled with the Jada Toys Hollywood Anime Rides. Licensed from popular anime brands such as Street Fighter and One Punch Man, these 1:24 die-cast vehicles each come with a scaled figure and are perfect for fans of these popular Manga series.

A piece of

buyers aged 12 and over - and accounting for almost 30% of UK toy sales (according to figures announced at Toy Fair) there appears to be plenty of scope for retailers to benefit.

Action figures and collectables are sectors that continue to see growth. The action figures and accessories supercategory for instance, has been driven by the likes of Funko Pop and Jurassic World over the past year, while strategic trading cards - most notably Pokèmon - are helping collectables to fly off the shelves.

Globally, 2022 saw both Strategic Trading Cards and Action Figures

And according to industry expert Kids Insights, trading cards, such as Pokèmon, are seeing a year-on-year increase in 10- to 15-year-olds buying trading cards with their own money. Based on data gathered between May 2022 and April 2023, 28.2 million tweens and young teens (10-15-year-olds, representing the sweet spot) have used their own money to buy trading cards - with many not only enjoying collecting them, but also showing an entrepreneurial spirit in identifying their increasing value and trading and selling cards. (Read more on this trend in our Insights column on page 24.)

Sadly there

Kids Insights

tells us ‘’recently I had a man come into the shop with his toddler son; he managed to steal from right under my nose one and a half packs of Pokemon cards, estimated between £120 and £150 at cost.’’ (You can read more about Armadillo Toys in an upcoming retail interview).

Action figures meanwhile, benefit from a number of licences, with upcoming films sparking interest. Character Options is banking on the success of the latest turtle-powered movie - Teenage Mutant Ninja Turtles: Mutant Mayhem - which comes to the big screen this summer. A core collection of action figures will recreate the best-loved characters from the film with action figures with spring-loaded arms and legs and electronic phrasing voiced by the movie talent.

Fully articulated Mutant Mayhem Action Figures will include both hero and mutant characters, and bigger spend can be encouraged with the addition of the Mutant Mayhem Sewer Lair Playset and Pizzafire Van. Flair GP, meanwhile, is holding Monsterverse fans’ interest until the release of Godzilla X Kong: The New Empire, next spring with a host of

Leeds,

Action figures and collectables are growing ever-popular - and with many appealing to an older age group, it’s a sector you shouldn’t miss out on…

Between May 2022 and April 2023, 28.2 million tweens and young teens (10-15-yearolds, representing the sweet spot) have used their own money to buy trading cards

WOW! Stuff

Flair GP

Flair GP

the action

cool characters, including the Deluxe Transforming Godzilla and King Kong Figures. Collectors will no doubt be keen to get their hands on the City Battle Diorama and Figures Set.

It’s not just movies that inspire toy buying, though - videogames are another key licence (read more in our videogame licence feature on page 26). And Simba Smoby is tapping into the recent release of iconic Japanese game Street Fighter 6 with its Street Fighter Deluxe Collector Action Figures, which each come boxed in premium arcade game styled packaging.

Flair is also combining collectables and action figures with its Action Heroes range, which offers a host of interchangeable figures to collect, with pop and swap head and body pieces, and double-sided faces with different expressions.

It’s also bringing an eco-friendly twist to the collectables sector with CapStars; pencil toppers made from 100% recycled materials, and featuring characters from DC and Marvel universes as well as the Disney Kingdom.

Magicbox’s SuperThings, meanwhile, was named No.1 in Action Figure Collectibles YTD in the NPD Group’s figures - another range that successfully combines collectability and action figures - look out for the latest WildKids figures.

As well as being fun, Dr Amanda Gummer, founder of The Good Play Guide (www.goodtoyguide.com), says there are significant benefits to children collecting and trading toys: ‘’Children who struggle with making friends can find it easier to start a conversation, or are more likely to have other children come and talk to them if they have a common interest - a conversation starter. As well as promoting social interactions, collecting gives children a sense of accomplishment when they complete a set and may also help them develop skills such as negotiation when agreeing trades.’’ While collecting and trading can

Ask the retailers

What’s selling well in the sector?

Action figures:

Goo jit zu

Transformers

Star Wars

WWF Wrestlers

Collectables:

No 1 Pokèmon - all the LEGO minifigures

Lankybox Pet Simulator

Crazy Aaron’s Putty

Dan Lovett

their kids’ collections tidy - which is why Wow Stuff’s latest launch is such a clever idea, as it combines the collectable and display method in one. Nano Pods is a surprise-reveal collectable range that takes licensed characters and houses them within nano-sized hexagonal pods. As fans collect brands such as Marvel, Disney, DC, and the Wizarding World, they simply connect the pods together, and build any desired pattern or shape they wish they can be arranged on a shelf or attached to a wall.

The Toy Box, Beccles, Suffolk Collectable pocket money ranges such as Mash’ems from Character Options, Misfittens from Basic Fun! and LEGO Blind Bags.

Kate Hately Toy buyer British Garden Centres

Pokèmon trading cards, TY new Beanie Bellies and Hot Wheels Monster Jam Trucks.

Helen Bellenie

Toys n Trends

Whitstable, Kent

Benefits of action figures

Ruth Lue-Quee, founder & educational consultant at www.mymummyteacher.com, says: ‘‘Action figures are invaluable for developing a child’s understanding of the world, communication and language skills and personal, social and emotional development.

Through play, children make sense of the world around them and using action

figures is the perfect way for them to act out scenarios/role play/test and explore experiences they see in real life through their play, enabling them to truly make sense and understand situations.

Action figures also allow them to develop their creative thinking where they can create their own small worlds to explore a range of emotions, social skills and develop empathetic values.’’

Character Options

Fighting for top spot

Fact!

Minecraft Blind Bags were Simba’s number-one volume item last year; each pack contains one die-cast nano collectable figure

SIMBA SMOBY UK

01620 674 778

sales@simbasmoby.com

Simba Smoby Toys UK has a winning line-up of action figures and collectables that will have movie buffs and gaming fans spoilt for choice.

With Street Fighter 6 launching this month, fans of the iconic Japanese game can celebrate their fandom with Simba’s Jada Toys 6in Street Fighter Deluxe Collector Action Figures. The Ryu, Chun-Li, Fei Long, Ken, M.Bison, and Dalsim action figures come boxed in premium arcade game styled packaging. Each authentically styled character features more than 25 points of articulation and comes with an alternate head and hands, as well as accessories.

That’s not all. There’s a host of other super-cool collectables to discover in Simba’s Jada Toys range. Retailers should take note of the success of the Minecraft Blind Bags; they were Simba’s number-one volume item last year. Based on one of the most popular gaming licences, each pack contains one die-cast nano collectable figure that measures 1.65-inch tall.

And what better way to commemorate Disney’s centenary anniversary than with the adorable blind-bagged Disney 100 Collectible Figures? These 1.65-inch tall die-cast figures are super affordable and they are perfect for all Disney fans, who can play with and display all their favourite characters. There are lots of characters to collect, including

Prepare for Battle!

PAT AVENUE

01604 678780 ǀ enquiries@patavenue.co.uk

Kids can enter the ‘Danger Zone’ with Pat Avenue’s new collectable brand: Battle Heads. Launching next month, this epic range is designed to encourage kids to tap into their imaginations, for plenty of affordable, action-fuelled fun.

Did you know?

The launch series of Battle Heads includes 90 characters, including rare gold and silver pieces. They can be purchased as blind foil-bag collectables or blister-packs

Born of a dangerous planet, known as the Danger Zone, the Battle Heads are a species comprising five different clans, who compete against one another for food and territory in a bid to survive. And now kids can help their favourite Battle Heads face up against their rivals, collecting characters and doing battle with their favourites. The launch series includes 90 characters to discover, including rare gold and silver pieces. They can be purchased as blind foilbag collectables or blister-packs. Offering long-lasting, repeat play value, Battle Heads can be battled in multiple ways. Their main defence: they can shoot their jaw! Kids simply press the top of their Battle Heads to send their jaws flying at the enemy. Recharge the jaw by simply sliding it back into the Battle Head. Knock the opposition down with the Battle Head’s jaw to eliminate them and continue to survive.

Children can scan the QR code found on each collectable to unlock a series of webisodes that follow the life of the Battle Heads. The brand will also be supported with all new social media channels to build the community of collectors and a 360-marketing campaign. Longevity for the range is assured, according to Pat Avenue, with new characters to come, as well as awesome Battle Heads playsets that will launch later in the year, letting kids further extend their world of Battle Head play.

Wild things!

MAGICBOX

01293 222500

sales@magicbox-toys.co.uk

Magicbox is ready for action, with its T-Racers mix-and-race vehicles and cool SuperThings figures.

With the SuperThings range, a winning cocktail of action, adventure, collectability and affordability makes it the ultimate pocket money pick-up and a staple in any action figure collection. The NPD Group’s March report named SuperThings No.1 in Action Figure Collectibles YTD, and each new collection outperforms the last. And there’s more success to come, with new lines to discover this autumn.

An exciting addition are the Wild Kids figures. These Kids are wilder than ever! Professor K has discovered a green energy, from which strange eggs have hatched. When a boy or girl touches one of the eggs, they gain strange animal powers, turning them into a Wild Kid. And from the eggs are born never-seen-before animal SuperThings that will accompany the Wild Kids on all their adventures.

These figures join the Superbot Power Arms, which have unbelievably flexible arms. There are two to collect; one is made from all things sugar and fun, while the other is born of trash. Offering more robot-themed fun, the Wild Tigerbot has big cat

characteristics. In closed position it sits back on all fours, but with one simple move it springs into ‘attack’. Included is an exclusive SuperThing and Kazoom Kid that can pilot the Transformer from its mouth.

More action-packed fun will come this August from the new Mutant Battle SuperThings. The theme promises character mix-ups aplenty, 100-plus characters to find, and a colour-change

Then there’s the T-Racers mix and race vehicles and drivers. This cool collection will speed into Autumn/Winter with a new Color Rush series. This exciting new theme will bring with it eight new cars and racers to collect, unlocking more than 500 combinations and possibilities. The more kids collect, the more car combinations they can create. A key chase item in the Color Rush Series will be the ultra-rare, colour-change Tagmalion. The race is on to collect

Getting connected

WOW! STUFF

emma.prendaglia@wowstuff.com

www.wowstuff.com

Collect, connect, display! Toy innovation company Wow! Stuff is taking fandom to a whole new level with its unique, patent-pending connectable collectable ranges: Nano Pods and Pods 4D.

Nano Pods is the ultimate surprise-reveal collectable range that takes iconic licensed characters and houses them within nano-sized hexagonal pods. Each super-cute blind mystery boxed Nano Pod has a super-satisfying to the touch slot-together system. As fans collect brands such as Marvel, Disney, DC, and the Wizarding World, they simply connect the pods together, and build any desired pattern or shape they wish. Arrange them on a shelf or present them on a wall – Nano Pods let kids and kidults create original displays in their own unique way. It’s the must-have, pocket-money-priced range that’s been developed for all fans of character brands: girls, boys and adults alike! Having launched this spring,

Pods

Nano Pods benefit from the support of a fully integrated marketing campaign. And longevity for the range is assured with heaps of new characters and brands to introduce later in

4D are mid-sized hexagonal pods featuring a 3D lenticular background, making the characters appear as if they’re bursting right out of their world into ours!

Monsters on the move

BASIC FUN

0118 925 3270

Tim.Ives@basicfun.com

www.basicfun.com

Basic Fun! UK’s classic collection of Tonka tough collection of Tonka tough vehicles come in all shapes and sizes, including the super-collectable Tonka Monster Metal Movers.

At 3in tall, the Tonka Monster Metal Movers are double the size of other Tonka Metal Movers and they are ready to dominate any construction zone, serve the city, or tackle any emergency in town. These cool collectable vehicles combine Tonka Tough styling with meaty, monster truck designs.

The only monster construction collection in the diecast aisle, Tonka Monster Metal Movers is a range that’s been met with great enthusiasm. In fact, demand has been so high for these monster collectables that Basic Fun! has introduced new designs this year: Monster Truck 4x4 and Monster Bucket Truck. The Tonka Monster Metal Movers fleet also includes a Dump Truck, Front Loader, Cement Mixer, Garbage Truck, EMT Truck, and Fire Truck.

Basic Fun’s Tonka portfolio benefits from major PR and marketing support.

Did you know?

At 3in tall, the Tonka Monster Metal Movers are double the size of other Tonka Metal Movers

Action to save the planet

FLAIR GP

0208 643 0320

sales@flairplc.co.uk.

Flair has a host of action figures and collectable lines to keep kids and kidults entertained this year, with pop-and-swap mini-figures, licensed movie-inspired action figures, as

Fact!

collect, with pop and swap head and body pieces, and double-sided faces with different expressions. The more figures kids collect, the more characters they can create. Storytelling is central to the play pattern, with two core themes to collect: Dinosaurs and the Police Force. Kids will love building their own Action Heroes play world, complete with figures, playsets and vehicles.

From AW23, kids and kidults can help put a lid on plastic waste with CapStars, a seriously cool new collectable. CapStars are the purpose-built, sustainable pencil toppers. The first collectables to be made from 100% recycled materials, each CapStar prevents at least seven plastic bottle caps from going into landfill. Collect characters from across the DC and Marvel universes,

Kingdom - all pocket money priced and perfect for kids aged fiveplus, as well as older fans. Each CapStar comes blind packaged, in sustainable paper packaging, offering a super-fun reveal experience, with a heroic, ecoconscious twist. The hunt is on to find the limited-edition characters!

Meanwhile, with MonsterVerse fans eagerly awaiting the 2024 box office release of Godzilla X Kong: The New Empire, on March 15, Flair’s Master Toy range keeps the monster war alive. The collection includes a host of cool characters and SKUs to discover, including the Deluxe Transforming Godzilla and King Kong Figures.

Another must-have for collectors is the City Battle Diorama and Figures Set, which is a fresh concept for the MonsterVerse collection.

CapStars are sustainable and collectable pencil toppers made from 100% recycled materials – preventing at least seven bottle caps from going into landfill

Heroes worship

CHARACTER OPTIONS

0161 633 9800

sales@charactergroup.plc.uk

The Character Options portfolio is packed with super-cool action hero figures and collectable lines, and includes some of the hottest licences for 2023.

With Teenage Mutant Ninja Turtles: Mutant Mayhem hitting the big screen this summer, Character is to bring to the UK Playmates’ Master Toy line. And because no Turtles range would be complete without a core collection of action figures, this movie line-up features three sets of figures to collect. All figures are inspired by Seth Rogen’s movie vision and are based on the teenage heroes depicted in the film. The Deluxe Ninja Shouts Action Figures are perfect for re-enacting key movie scenes, with their spring-loaded arms and legs and electronic phrasing voiced by the movie talent.

Also launching is an assortment of 4-5in tall Mutant Mayhem Action Figures – a range that includes both hero and mutant characters – and the impressively scaled 12in Giant Turtles Figures. Both sets of figures are fully articulated, poseable and come with their iconic weapon accessories. And fans can extend their world of TMNT play, with the epic Mutant Mayhem Sewer Lair Playset and Pizzafire Van.

Guess what…

Character’s Ninja Turtles Master Toy line is based on based on the teenage heroes depicted in the Teenage Mutant Ninja Turtles: Mutant Mayhem film that is set to hit the big screens this summer

Next month, fans can dive into the latest theme for Heroes of Goo Jit Zu: Deep Goo Sea. Expect new creatures and fresh features, filled with gooey sea life! There are six Heroes to collect in the range, each with a unique goo filling and head feature to discover. Plus, fans can get their hands on King Hydra, the ultimate ruler of the Deep Goo Sea, who comes ready to be squished and stretched with triple the Goo, and triple the features! This powerful hero has three heads - each with its own attack feature, lights and sounds and is super-sized at 9.5in scale. King Hydra is this king of all figures and is sure to excite!

Then, kids can get ready to Grip it! then Rip it! Flying

Heroes is the flying toy brand that gives kids the power to make their favourite heroes fly! To launch their favourite characters, kids simply pull back the rip cord handle from the base of the launcher to see the wings of their character extend to take flight! The harder they pull the cord, the faster their heroes spin and the higher they fly.

This kid-powered toy requires no batteries and is the perfect collectable for ages four-plus. There are lots of Flying Heroes to discover, including Batman, Sonic the Hedgehog, Flash, Jurassic World, and Transformers.

Kids who love action figures will enjoy mixing them with Stretch heroes. With 50-plus years of heritage, The Original Stretch Armstrong is a leader in stretchable toys, with numerous characters now available to collect in

Building on success

At the beginning of the year, when The British Toy & Hobby Association (BTHA), and The NPD Group announced their annual industry insights

despite the challenging economic backdrop in 2022, which saw UK toy sales drop 3% to £3.6bn, it was traditional toy categories – including building sets – which had seen growth during the year.

And the sector continues to look healthy - according to the Business Research Company, the global construction toys market grew 6% from $9.5 billion to $10.17 billion last year – and NPD figures showed that global sales of building sets were up 5% last year with much of the growth driven by LEGO Star Wars, LEGO Creator Expert and LEGO Technic.

Earlier this year, LEGO reported that its sales were up 12% for 2022 (its 90th anniversary year),

with the company citing that licences such as Harry Potter and Star Wars, as well as its diverse offering including flower sets and muscle car replicas, had helped to drive sales.

Lisa Fuller, country sales manager, Toynamics UK & Ireland agrees that the sector is looking positive: “We are seeing the construction toy category growing within the industry with increasing demand from consumers and retailers,’’ she says. “Retailers are also aware of the challenges consumers are facing in terms of cost, therefore, they are looking for products that have outstanding educational value, as well as aboveaverage play value, longevity, and durability from great quality products.

”“Toynamics has a range of products within this category across several

“As a category, construction toys are a great way to introduce children to the world of science and engineering, encouraging children to discover, experiment and learn

Lisa Fuller, country sales manager, Toynamics UK & Ireland

Construction toys continue to be popular with both parents and kids, and latest launches introduce collectability, preschool ranges and more…

Basic Fun!

Basic Fun!

brands, which are all noticing the increased demand, and for that reason several Toynamics brands are investing in expanding the product ranges in this sector. For 2023 Hape unveiled a new addition to the assortment, the Vehicle Service & Repair Workbench, which includes plenty of tools for a constructive day’s play, and conveniently all packs down into a storage box to save space.’’

At One for Fun, play value and value for money are also key, says CEO David Mordecai:“ Of course, pocket money and collectables are both markets in which we thrive. This year, more than ever, our research indicates that cost-effective toys with plenty of play value will be front and centre for most families.’’

One for Fun is also buying into the collectability trend: “The creative element of our Pocket Builds is immense. Children and parents love that built-in collectability and of course the trading/swopping element that adds to the ‘must have’ for any successful toy. The fact that the builds are not standalone adds to their value, too and of course, they engage on a creative level.

“We also found this with our Junior Engineer Construction range; that ability to create something other than the design on the box is a big selling factor.

“Construction toys have to be more than a one off. That built in flexibility especially in a pocket sized, pocket money item is a winning formula.’’

The construction sector certainly has its fair share of long-timers – from LEGO and its 90th anniversary to K’Nex, which has a 30-year history. What the two have in common is that they constantly update their offering – new this autumn is the K’Nexosaurus Rex – a motorised model that stomps and swings its head and tail.

And as David Mordecai points out above, toys need to be more than a oneoff – in the case of this set, it also builds a Megasaurus model, too, offering great play value and value for money.

GraviTrax may in comparison be a relatively new player to the sector, but in its six years on the market the GravitTrax Starter set has sold more than 5 million sets worldwide.

Ravensburger has expanded the range with the recent introduction of GraviTrax PRO and GraviTrax POWER collections, which add more ways for children to experiment with gravity and magnetism to devise the ultimate marble run track. There’s more marble run fun from Hape’s Hape Quadrilla Castle Escape, which aims to help to develop essential STEAM educational skills, along with handeye coordination, fine motor skills and problem-solving ability.

The construction aisle is more and more, trying to cater for younger kids - Kid K’NEX offers colourful, themed multi-build

Construction toys have to be more than a one off. That built-in flexibility, especially in a pocket sized, pocket money item, is a winning formula

David Mordecai, CEO, One for Fun

character sets with soft, chunky, flexible easy fit and pullapart pieces that are perfect for little ones’ hands. New in the range for autumn is the Kid K’NEX Farming Friends set, which builds 20 farm-themed models, including a scarecrow, chicken, barn and more.

Flair GP, meanwhile, is home to the heritage brand Stickle Bricks, which many of us will remember from our own childhoods – a key staple in reception classes and playschools up and down the country. And new for 2023 is Bildo’s Play-Doh Blocks range, which combines the much-loved dough compound with hybrid building blocks, offering kids a combined creative and sensory play experience. Flair will be supporting this range with an impactful marketing campaign to ensure strong awareness and demand.

Collectability is another key trend – and Magicbox has embraced it with T-Racers – the collectable, constructible, mix-and-race vehicles. July sees the addition of eight new vehicles in the Color Rush series, unlocking 500-plus new vehicle combinations – and your customers will all be hunting for the ultra-rare, colourchange Tagmalion.

Vehicle fans can also Build A Yellow Dump Truck and Tractor with new sets from John Deere. They have chunky parts that are perfect for little hands, and once built, they become fun pushalong toys, increasing play value.

Tobar’s The Junior Engineer’s Workshop steel kits also offer the chance to build vehicles including a helicopter, a plane, a racing car and a motorbike, as well as a Pull Back and Go Digger.

There’s more vehicle-based fun from Hape, with the new Hape Vehicle Service & Repair Workbench, a construction set which starts from the off with a suitcase that can be constructed into a work bench using the electric drill and screws. The set also includes a hammer, saw, bench screw, two gears, an L-square, wrench, screwdriver, tape measure, four tyres, two car bodies, a cardboard garage scene and nuts and bolts. When it’s time to tidy away, the set fits neatly back into the suitcase.

The construction toy sector has a strong foundation to build on, and

Expert comment

Ruth Lue-Quee, founder, educational & inclusion consultant at mymummyteacher.com, explains

the benefits of construction toys

‘‘Construction toys have a range of benefits.

First, when using large-scale construction equipment, children are developing their gross motor skills to lift, move and rearrange. They are also developing their cognitive thinking and problem skills as they test and experiment with what they can place where to design or build.

Second, when using smaller-scale construction toys such as LEGO or magnetic building blocks, not only are they still developing their cognitive thinking skills, but they are also developing their fine motor skills, which lays the foundations for future stages of development such as writing.

With all construction toys children are developing skills in shape and space, number, and design. Construction toys give children the gift of being able to imagine – they can experiment and become a master of their own thinking and play.

Anything can happen or be created; it stimulates their curiosity and they can create anything to challenge the boundaries of reality.’’

as Lisa Fuller concludes: “As a category, construction toys are a great way to introduce children to the world of science and engineering, encouraging children to discover, experiment and learn. With play at the heart of everything we do this is a category we hope consistently grows, allowing the expansion of our ranges full of fun and innovative products with lots of educational and exciting features to inspire the next generation.’’

Making Trax

RAVENSBURGER

01869 363 800

www.ravensburger.co.uk

Ravensburger continues to build on the popular GraviTrax trackbuilding system, growing the brand’s fanbase through heavyweight marketing and further product additions.

Hero product, the GraviTrax Starter-Set, remains an evergreen top seller, having sold more than 5 million sets globally since launch in 2017 - fans continue to discover this exciting and versatile system. In the system, track pieces and tiles can be combined in endless ways to build thrilling marble run courses, and the addition of action Elements injects trickshot stunts to the fun.

Starter-sets provide a gateway to the GraviTrax world, while a

Did you know?

GraviTrax has now sold more than 5 million sets around the world…

growing collection of elements and extension sets offer the chance to expand the GraviTrax universe in countless ways.

The recent introduction of GraviTrax PRO and GraviTrax POWER collections, also fully compatible with the GraviTrax core system, add further ways for children to experiment with gravity, magnetism and more to devise the ultimate marble run track.

The key to tractor success

TOMY

01271 336155

www.uk.tomy.com

John Deere’s construction range boasts an impressive collection of toys that are perfect for any young construction enthusiast. A new launch for 2023 is the Key-n-Go Johnny Tractor. This interactive toy features 15 exciting features that inspire curiosity and creative play, giving children the opportunity to unlock endless playtime fun.

By inserting the included key, five tractor sounds and lights can be activated. By turning the key, kids can witness Johnny spin his eyes and pull unique expressions, make Johnny drive in four patterns, and each turn produces delightful sounds, a light-up engine, and headlights.

Did you know?

The Key-n-Go Johnny Tractor – which went down a storm at the Toymaster show according to Tomy – has 15 different features

Another exciting new launch for John Deere this year is Build A Yellow Dump Truck. This 13-piece construction toy offers two ways to play. Use the drill to dismantle and reassemble the dump truck, promoting critical thinking skills. The chunky parts are perfect for little hands and

easy handling.

Once assembled, Johnny can be enjoyed through push-along playtime. Kids can also disassemble and rebuild Build-A-Johnny Tractor, enhancing fine motor skills and creativity.

Planet of the Hapes

TOYNAMICS

0116 478 5230

sales@toynamics.co.uk

www.toynamics.com

Did you know?

Nanoblocks is billed as the original micro-sized building block and the Japanese invention is, the company claims, the world’s smallest. The tiniest block measures a mere 4 mm × 4 mm × 5 mm

Toynamics UK & Ireland offers retailers a range of construction toys for preschooler children, designed to let them interact with mechanical phenomena and experiment with the physical world, encouraging little ones to be playful and learn through play. Best sellers and new for 2023 include:

New for 2023 is the Hape Vehicle Service & Repair Workbench, a construction set that starts from the off with a suitcase that can be constructed into a work bench using the electric drill and screws. The set also includes a hammer, saw, bench screw, two gears, an L-square, wrench, screwdriver, tape measure, four tyres, two car bodies, a cardboard garage scene and nuts and bolts. When it’s time to tidy away, the set fits neatly back into the suitcase.

Hape Quadrilla Castle Escape is a great construction toy; this bestselling marble system has endless possibilities for creativity. It is also perfect for developing essential STEAM educational skills, and helps build hand-eye coordination, fine motor skills and problem-solving ability. The 52-piece set includes a bell, transparent runs, a rotating tower, and convenient marble catcher.

Nanoblock is the world’s smallest micro-sized building block. It allows children to construct amazingly detailed and realistic three-dimensional creations. The range has a clever selection of themed pieces, for an ever-expanding nanoverse. Of the four product ranges - Mini Collection, Sights to See, Deluxe Editions and Licensed - the most popular category is the Nanoblock Licensed Collection.

Hape receives high-profile marketing support, from social media, to Shop in Shop installations and attractive display solutions.

It’s in the pocket

ONE FOR FUN

0141 613 2525

sales@oneforfun.com

Brand new for this year are Pocket Builds. These fun and creative eggs are the perfect way to get kids building and creating. Each egg contains a variety of colourful building unit blocks in different shapes and sizes. With these building blocks, kids can construct anything their imagination can dream up. The compact size of the eggs makes them perfect for on-the-go fun, so kids can bring their creativity wherever they go. Let their imaginations run wild and watch them build something amazing with these pocket money Pocket Builds.

Don’t forget The Junior Engineer’s Workshop from Tobar - a multi-award winning range of kits graded in difficulty to test the metal of any budding engineer. Using real nuts and bolts and real steel these kits allow all to design, build and play.

Did you know?

The Junior Engineer’s Workshop toys such as the Pull Back And Go Digger feature not just real nuts and bolts and parts, but come with the tools needed to build them…

Each kit has a difficulty rating to help consumers choose from the easy to the more challenging. The sets are available in a variety of sizes too, at different price points, from the small sets that include a helicopter, a plane, a racing car and a motorbike. Take a look at the Pull Back and Go Digger. The various pieces screw together using the spanner and screwdriver included and these pieces fix to a pull back and go motor to make the Digger run. Kits can also be combined to make bigger models from all of the parts, adding even more to the collectability and play value. Other items in the Junior Engineer’s Workshop range include an award-winning aeroplane which also has moveable parts.

The whole range has a quality finish and evocative vintage styled packaging.

mixing and matching parts from the T-Racer vehicles they’ve collected. Each T-Racer is made up of five interchangeable parts, including a driver, which can be mixed and matched to the max.

And from July, children can collect the eight new vehicles in the Color Rush series, unlocking 500-plus new vehicle combinations. The more kids collect, the more car combinations they can create. Look out for the ultra-rare, colour-change Tagmalion.

Kids can take the mix-andrace fun to the max with the Power Trucks Turbo Digger and Mega Striker vehicles, which come with an exclusive T-Racer vehicle and driver that can be snapped onto the monster wheels chassis. Fancy a change? The monster wheels chassis is compatible with any T-Racer, which means all T-Racers can become Power Trucks.

Did know?you

The T-Racers concept, blending construction with collectables, was a European sensation before roaring into the UK. Each racer in the mix and match series comes with its own back story and driver profile…

Build, develop and grow with Flair’s first construction kits

0208 643 0320 sales@flairplc.co.uk.

Flair GP’s portfolio offers little ones the best in construction toys, with two great collections to choose from: the heritage Stickle Bricks brand and Bildo’s all-new Play-Doh Blocks range.

Big news for 2023 is Flair’s exclusive distribution deal with Bildo toys. This agreement will see Bildo’s all-new Play-Doh Blocks collection added to the portfolio for Autumn/Winter. Delivering both value for money and play value, Play-Doh Blocks combines the much-loved dough compound with hybrid building blocks, offering kids a creative and sensory play experience. The launch collection will comprise eight SKUs, spanning entry point starter sets to larger playsets such as the School Play ‘n Learn Blocks Playset. Flair will support this range with an impactful marketing campaign that will ensure strong awareness and demand. The vibrant and engaging branding will also ensure the collection really stands out on shelf.

Meanwhile, Flair’s heritage

Stickle Bricks brand has been a trusted first construction toy brand

for generations. The Stickle Bricks Little Builder set is a perfect entry point into the range. With its fun assortment of brightly coloured bricks, it’s ideal for kids as young as 18 months. For bigger builds and more imaginative possibilities, there’s the Fun Tub, which is great for young builders with grand designs in mind. When play time is over the tub doubles as a handy storage container. There’s also the Stickle Bricks Farm Set, which comes with fun pieces that are perfect for a chunky colourful tractor project.

Fun fact

Bildo, which Flair GP now looks after in the UK and Ireland after inlking a distribution deal at the start of 2023, was founded in Greece more than 30 years ago…

Build bigger than the box with K’NEX

BASIC FUN

0118 925 3270

Tim.Ives@basicfun.com

www.basicfun.com

K’NEX sets always build bigger than the box, offering a construction project for all. And having marked the brand’s 30th anniversary last year, Basic Fun! has some exciting developments to unveil for AW23.

The K’NEX Classics range offers kids a next-level building challenge. These multi-build sets are packed with fun features such as movement and motors. Each comes with a colour-coded instruction manual to follow - or kids can opt to think outside the blocks and build from their imaginations.

New to the range this autumn-winter is a roar-some prehistoric beast to build. K’Nexosaurus Rex lets kids create a motorised model that stomps and swings both head and tail as he moves. The set builds a second Megasaurus model, too, offering great play value and value for money.

In Q3, children can also take on larger projects and experience engineering and physics in action with the K’NEX 3-in-1 Marble Run with Motor Set. Basic Fun! has leant into its 30-year history of creating chain reaction machines to launch a brilliant, buildable marble run that will foster curiosity and creativity with three build options to cater for three levels of complexity beginner up to K’NEXpert.

And the Kid K’NEX subcategory is an evergreen performer in the preschool aisle, offering kids a fun introduction to construction play. These colourful, themed multi-build character sets come with soft, chunky, flexible easy fit and pull apart pieces that are perfect for littler hands.

Did you know?

The K’NEX range benefits from marketing support from Basic Fun, which includes targeted digital advertising and YouTube pre-roll

There is a wide range of projects to choose from, including the new for AW23 62-piece Kid K’NEX Farming Friends. This set builds 20 farm-themed models, including a scarecrow, chicken, barn and more! From July, ages three-plus can also create 20 “wheely” creative wheeled builds with the Kid K’NEX Zoomin’ Buddies set.

Plus, don’t miss K’NEX CYBER X, with its ‘build and battle’ unique blasters.

Donkey Kong swings into the LEGO Super Mario Universe

LEGO

01753 495000

www.lego.com

The LEGO Super Mario franchise is expanding to introduce the Nintendo gaming icon, Donkey Kong, along with Cranky Kong, Diddy Kong, Funky Kong and Dixie Kong, for the first time ever in LEGO brick form.

The four new products include Donkey Kong’s Tree House Expansion Set, Diddy Kong’s Mine Cart Ride Expansion Set, Dixie Kong’s Jungle Jam Expansion Set and Rambi the Rhino Expansion Set.

The LEGO Super Mario Donkey Kong Expansion Sets offer fans a new Donkey Kong-inspired world to explore and new adventures to take on. It allows children and adults alike to use their imagination to fully immerse themselves in Donkey Kong’s jungle by providing exciting ways to play. The new Donkey Kong Expansion Sets and characters can also interact with LEGO Mario, LEGO Luigi and LEGO Peach.

Children aged eight-plus can use LEGO Mario, LEGO Luigi or LEGO Peach figures to jump onto Donkey Kong’s back and explore this colourful tree house. You’ll find a buildable TV and radio, option to play the conga drums, or even visit Cranky Kong to earn some digital coins. Look closely and you may discover a secret compartment! If you get tired after all the exploration, there’s a comfy hammock for Donkey Kong to have a nap in.

RETAIL INTERVIEW NATURAL HISTORY MUSEUM

The home ofthe dinosaur

Claire Bevan, head of retail at the Natural History Museum in London, talks to Clare Turner about the world-class visitor attraction’s retail offer, which is inspired by its specimens and collections

What’s your background?

I’ve worked in retail for 13 years, after starting my career on the shopfloor of [book retailer] Waterstones.

Christmas in the Covent Garden branch remains one of my favourite times working in retail! I worked for Waterstones on shop refits and café projects, and also had a brief stint in DEFRA [the Department for Environment Food & Rural Affairs], before coming to the Natural History Museum.

Tell us a bit about The Natural History Museum and its shops.

The Natural History Museum opened its doors in 1881 and has been a truly wonderful place to visit ever since. It’s home to 80 million specimens and 350 scientists, and we welcome millions of visitors each year.

We have three permanent shops. Our flagship Museum Shop has nearly every product we sell and is next to Hintze Hall, which is the largest public gallery in the Museum. A blue whale skeleton (called Hope) is suspended from the ceiling here as a reminder

of humanity's responsibility to protect our planet. It is surrounded by specimens that represent the history of our solar system and life on Earth. Our other two shops are Dino Store, with everything our dino-mad visitors could want, and Cranbourne Boutique, which has a smaller edit of our most popular ranges. Through the year you will also find exhibition shops selling specific merchandise, and we also sell online at nhmshop.co.uk.

How would you describe your range?

Our ranges are all inspired by the Museum - whether it’s the huge collection of specimens, our scientists, or our beautiful building. We are really passionate about making sure our customers find something to take home with them, and with so many each year that means we cater for a broad audience, so our ranges cover everything from a Dino plush to our delicious carbon-negative Discovery Gin, made in Yorkshire with renewable energy by Cooper King Distillery.

What are your key categories?

Toys and plush, as well as stationery and apparel.

How many brands do you carry?

The majority of our products are NHM (National History Museum)-branded. However, we also carry some key external brands. We recently had a fantastic LEGO pop-up celebrating the company’s 90 Years of Play campaign, and we have collaborated with Universal to open a Jurassic Park pop-up store [see box].

How do you find products?

We work closely with our suppliers on creating product inspired by a new specimen or collection that we think our customers would love. We also regularly visit trade fairs and also high street retailers and other heritage retailers for inspiration and to keep up to date with trends.

What's your selection criteria?

Sustainability is a really important factor in choosing products. For example, all the cotton sourced

We alwayshave an eye on new categories ” “

© Trustees at Natural History Museum London

directly for NHM retail is organic or recycled, and all our plush has at minimum a recycled RPET filling. The impact of the product materials, packaging, and life cycle, is factored into every buying decision, and we’re constantly trying to reduce the environmental impact of our range.

It’s also important we have something affordable for everyone, and products that are engaging and showcase our love of the natural world.

What’s proving popular at the moment?

We have a range of hatching eggs that are always popular, but we’ve recently moved them into new plastic-free packaging and our customers still love them. Over Christmas, we also had a lot of success with our exclusive T. rex Christmas Tree Topper!

What are your top five best sellers?

Our NHM branded lines: a T. rex hatching egg, the Wildlife Photographer of the Year Portfolio 32 (a gallery of all 100 pictures awarded in the 2022 Wildlife Photographer of the Year Competition, taken by more than 70 photographers from 30 countries), a Plush Baby Triceratops, a Butterfly Keyring, and the NHM Guess Who? Dinosaur Edition Board Game.

How has trading been for you this year?

This has been a record year for us, with big increases in revenue, volumes and profit! With our exciting plans for 2023 we hope to do even better.

A walk in the Park

A Jurassic Parkinspired shop made its debut at the Museum in February

Celebrating 30 years since Steven Spielberg's blockbuster Jurassic Park first stomped onto cinema screens, the Museum has collaborated with Universal Pictures and Amblin Entertainment to transform one of its stores into a nostalgia-inducing replica of the shop featured in the original 1993 film.

Are you looking at expanding into new categories?

We always have an eye on new categories, and at the moment we are exploring more ranges that we can bring into adult gifting, such as homeware and toiletries.

What’s next for the Museum?

We had our biggest exhibition ever opening on March 31: Titanosaur: Life as the Biggest Dinosaur! We brought in some great ranges as part of the exhibition, including a new character range featuring Titan the Titanosaur.

What’s the most rewarding aspect of your job?

My team is probably the most rewarding part of my job. I wouldn’t be able to talk about any of this success without them, and they make every day that bit brighter!

What’s the most challenging aspect of your job? Deciding what not to do! There are so

The shop is located near Earth Hall in the Museum’s Red Zone, home to the world’s most complete stegosaurus. There is a range of creative and entertaining toys, homeware gifts and apparel – all inspired by the blockbuster. More than just a store, visitors are able to follow in Dr. Grant’s footsteps to enter through towering ‘Jurassic Park’ gates, catch a glimpse of a T. rex snarling through the window, and snatch a selfie with a dinosaur.

Product highlights include Jurassic Park logo T-shirts, Funko POP! Jurassic Park dinosaur figures, LEGO sets, and a T. rex TUBBZ rubber duck from Numskull. Visitors can also bag a product from the exclusive Natural History Museum x Jurassic Park collaboration range, including pin badges and keyrings.

Adults who grew up with the original film can take a trip down memory lane, with limited-edition posters and prints, replica number plates, and clothing decked out with the instantly recognisable Jurassic Park branding.

Sam Barnes, retail commercial manager at the Natural History Museum, said: ‘The Museum is home to worldfamous dinosaurs so there couldn’t be a more appropriate location for this store. Our fantastic range of toys will inspire young minds to take interest in the fascinating world of natural history, while our homeware and prints will make great gifts for adults who grew up with this nostalgic treasure of a film.”

Paul Bufton, vice president EMEA, Universal products and experiences, added: ''It’s a privilege to be celebrating 30 years of Jurassic Park. The Natural History Museum is one of the UK’s most iconic attractions and we couldn’t think of a more fitting collaboration. Together, we’ve created an innovative and engaging retail experience, and we are excited to bring new and fun products to even more fans.’'

The replica shop will be open until September 30.

It’s important we have something affordable for everyone, and products that are engaging and showcase our love of the natural world ”

© Trustees at Natural History Museum London

Eve’sToyShopcomesofage

Clare Turner talks to Jayne Rees , managing director of Eve’s Toy Shop in Llandeilo, Wales, which is celebrating 21 years of trading

What’s your career background?

At the age of 18, I enrolled in college where I studied for two years, obtaining a NNEB [National Nursery Examination Board] qualification. Things have changed since then: it’s now been replaced by NVQ Level III.

Throughout my journey, I’ve always worked with children and babies in various settings such as schools and maternity hospitals. I worked as a nanny in Hong Kong for a period of time too.

Towards the end of my formal employment, I worked for 13 years in Welsh Women’s Aid [a charity working to end domestic abuse and all forms of violence against women and their children] with children escaping domestic violence.

As you can imagine, after 13 years of constantly seeing the effects of domestic violence on children, I finally reached a point where I couldn’t go on. I was burnt-out and, for the sake of my own four children, it was time for a change.

Why did you decide to move into toy retailing?

I needed to work and I needed to stick with what I knew best: children, child development, and the importance of real play. Eve’s Toy Shop was created!

Tell us a bit about your business. We opened Eve’s Toy Shop 21 years ago in the village of Mumbles on the Gower

coastline. It’s a lovely beachy town where the sun seems to shine every day (even in Wales!). We opened a second shop in Llandeilo about three years later and ran the two for a short time. Then the recession came!

After a while we realised that to survive the recession, one shop had to go. And although we loved our little shop in Mumbles, the decision to close it and stick with Llandeilo was an easy one. Llandeilo is a lovely little town with lots of independent shops, holidaymakers, and locals who support us.

Why is it called Eve’s Toy Shop?

We named the shop after our little surprise! At the age of 42, I gave birth to a baby girl: Abigail Eve. Her brothers and sister were teenagers by then, and had no desire to have a toy shop named after them.

How did you celebrate your 21st anniversary?

We ‘came of age’ on April 1. We kicked off celebrations with an Alice In Wonderland party on April 13. We had Alice characters, a face painter, cakes and chaos. It was great. We love our little visitors; they all dressed up for the occasion and were a joy to see. We all slept well that night!

We have lots going on throughout the year - we’re always planning what to do next.

There is a full list of our events throughout the year on our website at . www.evestoyshop.co.uk/pages/events.

Examples include National Children’s Gardening Week (May 27-June 3), LEGO Day (June 1), and coming up are National Insect Week (June 19-June 25), The Big Butterfly Count (July 14-August 6), LEGO Day (August 8), Eve’s Big Summer Party (August 17), Autumn Pre-Christmas Sale (September 11-September 30), October Late Nights At Eve’s Toy Shop (October 5-October 12), and A Visit From Father Christmas! (December 3).

How would you describe your range?

I’d describe our range as traditional. We’re pretty basic really. I love toys that look good, and are designed around children, their age, and their stage of development.

We stock beautiful wooden toys by companies such as Le Toy Van, Tenderleaf, Juratoys, Brio and Hippychick.

First games are from Haba, and for older children we sell gorgeous craft sets and figures by Djeco - and not forgetting Schleich figures, wonderful Jellycat, Moulin Roty, and amazing books by Usborne.

How do you find products?

I make it a priority each year to attend the London Toy Fair in Olympia, and both the Spring Fair and Autumn Fair at the NEC in Birmingham.

I’m always on the lookout for new products to keep the shop up-todate. We change with the seasons, so when customers call in, there’s always something new. The reps that visit us are great - it’s lovely to see them for a catchup and a coffee.

What’s your selection criteria?

When choosing toys, I’m like most toy retailers: the products have to be safe,

I’m alwayson the lookout for new productsto keepthe shopup-todate. We changewith the seasons, so when customers callin, there’s always something new ”

good quality, fit for purpose, and do what they say they’ll do.That’s it! What’s next for your toys: are you looking at expanding into new categories?

We’ve been thinking of expanding our baby range. In fact, we’re starting with a new baby clothing company in the autumn.

I’ve made a commitment to go to the Harrogate International Nursery Fair in October, so we’ll see where we go from there. I’m excited!

How has trading been for you so far this year?

Trading has slowed down a bit since Christmas. I had a bit of a panic at the end of April, after the Easter holiday. Suddenly, things became really quiet, and it reminded me of the last recession. Luckily, it didn’t last long. Once people received their pay, they were out shopping again.

Some companies are being proactive and offering special deals like free delivery on smaller orders and split packages, which can be really helpful if you’re not sure what the future holds.

How do you market your business?

We do a little on social media, and send emails to our list of subscribers.

Our lovely social media expert Lian has just left to have a baby (she’s the proud new mum of a beautiful boy called Charlie) and to be honest we’re pretty lost without her. My aim next week is to tackle some of this myself with the help of my kids!

What’s next for Eve’s Toy Shop: do you have any news you can share?

A much-needed new website is on the way. Our web developer is great, but it’s taking up a great deal of my time just now - there’s so much to do and to get my head around. Hopefully, it will be ready in a few weeks, and we can move onto the next thing. I’m not sure what that is at the moment. Christmas, maybe?

What’s the most rewarding aspect of your job?

For me it's when children visit the shop and love it… when they have the full ‘toy shop experience’, which is something they will always remember.

What’s the most challenging aspect of your job?

The most challenging part would be not knowing what’s ahead and what to plan for, and the odd grumpy customer.

What’s your favourite toy?

At the moment it's the new Moulin Roty Three Little Rabbits [Trois Petits Lapins] range, which is really gorgeous.

Some companies arebeing proactive and offering special deals like free deliveryon smaller orders and split packages, which can bereally helpfulif you’renot sure what the future holds ”

Talking retail

Lisa Clay Owner ofArmadilloToys

ChapelAllerton, Leeds

Did the extra May bank holiday affect your sales?

The extra bank holiday was another day of lost sales for us; we are not in a tourist area and all the local independent shops close on bank holiday Mondays. The Coronation also affected sales on the Saturday too, many customers would have been watching on TV or meeting up with friends and family. Coronation Saturday was not a complete washout for business, just lower than it should have been for a Saturday.

What’s your go-to summer toy?

Well, let me think what is popular - we are selling lots of our medieval catapults, crossbows and bow and arrow sets, these come from a supplier in Barcelona, which originally was selling at Medieval reenactment events - the quality is great and the prices are reasonable too. Other than that - kites and balls always sell well for us and we love the Djeco range of both.

What’s selling better than expected?

I have recently taken on Cry Babies (IMC Toys) and the reaction to these has been great, and for just over a year we have taken in Pokémon cards. Unfortunately they have been too popular with one particular gentleman stealing about a box and a half from the counter, which really threw me back. So advice to anyone who takes Pokémon cards in, please make sure you either keep them behind the counter, locked up or you have another form of security.

What was your favourite toy from summer as a child?

Like many people of an older generation I didn't have a great deal and I remember being bored and having to make up my own games and activities. The amount of games we could come up with using a skipping rope etc! I loved drawing and painting too and had plenty of art and craft materials. I do believe children can be over-stimulated and technology is stifling children's ability to think for themselves and be creative. I prefer to sell toys and games that offer more open-ended play and encourage creativity.

Peter Allinson Director,WhirligigToys

Did the extra bank holiday affect business?

Yes, both positively and negatively. We saw a real upturn over the week with customers out and about and in a good mood. We decided to close for most of the day on the Saturday to give our team members a chance to take part in the event and with the rain that came with it, it wasn’t a great day for business.

What’s your go-to summer toy this year?

Summer is a great time for children to really get stuck into a project as they have time to finish things. We always see customers coming in looking for new model making and painting activities that really engage children.

Is there anything selling far better than you expected?

Our adult model making kits are really taking off. Miniature houses that are full of detail, with new kits suitable for older children are our top sellers.

Stuart Harper Owner, Harper’s Penrith Penrith, Cumbria

How did the extra bank holiday affect business?

It was busy in our shop especially on the afternoon of the Coronation, but quiet on the Bank Holiday.

What’s your go-to summer toy this year?

The £3.99 Mega Ball from Kandy Toys.

Is anything selling better than expected?

Aphmau from Character; and Tonies characters for the audio-play Tonie box.

How was the 2023 Toymaster Show?

It was a good opportunity to catch up with suppliers and see what’s new and what to order nearer to Christmas.

Was there anything you were looking for?

Yes, imaginative board games, quirky toy gifts, traditional teddy bears, and free stock!

Was there anything you couldn't find?

Separate chess and draughts games pieces.

The most exciting product at the show?

The fidget toys from Brainstorm; or the new range from Sequin Art. The imaginative board games from Asmodee and Coiledspring Games.

Vicky Brown Just Williams

Dulwich and Beckenham

How did the extra bank holiday affect sales?

The extra bank holiday was good for us. Usually on bank holidays we are quieter than normal due to our customers going away but the weekend of the Coronation we were busy.

What’s your go-to summer toy?

Our go to summer toy is the TKC stomp rocket, which we never seem to have enough of!

What is selling better than expected?

The Steffi dolls from Simba are currently selling better than expected.

If you would like to take part in Toy Talk, we’d love to hear from you. Please email tim@lemapublishing.co.uk

This month we ask retailers about orders coming in from Toy Fair and if spending patterns have changed

AsmodeepartnerswithAdagio

Asmodee's partnership with Aparthotel giant Adagio means it really is bringing its vision of 'more people playing games more often' to life

Asmodee, whose motto is “More People Playing More Games More Often” has teamed up with Aparthotel giant Adagio to create some memorable moments in seven of their UK hotels.

The relationship started in retail with Asmodee targeting independent toy and hobby shops to encourage new players in to board games, with an incentive to win a family apartment stay in one of seven UK city locations.

Almost 200 retailers took part in the promotion which was backed by a £50k marketing campaign including billboard advertising, local radio and digital. The campaign, which will be repeated early next year, was hugely successful and saw the introduction of more new players into the sector.

Speaking of the partnership Brendan Martin, Brand Manager at Asmodee said: “This is the first time that Asmodee has gone out to actively deliver the message of game-play in independent retail. It was met with enthusiasm as we all recognise the importance of getting more people

into playing games. And it did work with a very impressive 10,000 people engagement.”

Roger Martin Asmodee's Hobby and Independent Channel Director says it best: “At Asmodee, our vision is ‘more people playing more games more often’. Why? Because we believe that if more people played more games, the world would be a better place. Games bring many benefits (enjoyment, interaction, competition, education, fun). One of my most treasured memories is my two boys comprehensively out-playing my mum and my mother-in-law at Dobble much to the amusement of them

The role of trading cards and collectables in cultivating empowerment

Although AI enables the entertainment space to evolve in ways never imagined before, we are seeing young consumers increasingly turning to ‘retro’ hobbies that one could say have been popular with their parents. In the past years, film photography and Vinyl records have made a comeback with Gen Z and Millennials. With kids, we are seeing a growing affinity with collectables, specifically trading cards.

Whether it’s the rise of NFTs or simply, parental nostalgia passed down to kids, Global Kids Insights data notes a year-on-year increase of +20% in the number of 10- to 15-year-olds who report buying trading cards using their own money. In turn, trading cards are currently more popular than slime and even puzzles. But there’s more to trading cards and collectables than just playing. Kids Insights shows a direct relationship between affinity with trading cards and a desire for selfsufficiency, which is one of the key trends covered in our 2023 Future Forecast report (see boxout).

To put the extent to which trading cards have taken off into perspective, based on data gathered between May 2022 and April 2023, 28.2 million tweens and young teens (10-to

15-year-olds, representing the sweet spot) have used their own money to buy trading cards, compared with 26.2 million who bought puzzles and 20.6 million who bought slime. While stickers remain the most popular toy 10-15s spend their money on (indicative of 32.9 million tweens and young teens), in Germany, France, Italy, Canada, Australia and Japan, trading cards take the lead.

Some key differences exist between trading cards and slime, stickers, and puzzles. First, they are popular with adults. Second, they are treated as collectable items, whose value increases depending on their scarcity. This is not to say that adults cannot like puzzles, or aren’t collecting stickers; anything can be a collectable, as long as it’s rare enough. However, in the past, trading cards have sold for millions, with the most expensive Pokémon card ever sold, Pikachu Illustrator, being valued at US$6 million. This makes trading cards an excellent and purposeful pastime. In other words, besides playing and interacting with their favourite characters via trading cards, their holders can choose to keep them and sell them or exchange them when they increase in value. They make ideal entrepreneurial instruments for young users with limited access to NFTs or other financial instruments.

Using Question Time, our proprietary tool that allows us to delve into the behaviours and attitudes of specific consumer groups, we’ve made an interesting observation. Across all countries surveyed, 10-to 15-year-olds who buy trading cards, over-index on saying they’ve made money through selling. Specifically, they are between +10% and +108% more likely than average to say this, indicating a strong entrepreneurial spirit and desire for financial independence from a young age among this group; a trend that is consistent worldwide. On average, three in 10 tweens and young teens make money by selling, representing an increase of +27% since last year.

Compared with older generations, teens exhibit a higher degree of independence and empowerment. In the online space, this phenomenon is likely influenced by the ease of content creation and selfpromotion via social media and other platforms. In the past, we’ve seen teens as young as 12 making fortunes through designing NFTs or simply creating content on YouTube and TikTok. According to Kids Insights, with kids as young as six to nine, vlogger is a top three dreamed-of career. In the offline space, this growing desire for empowerment may take the form of managing a collection of trading cards, or another type of collectables.

Download your free copy of our Inaugural Brand Management Playbook at www. go.theinsightsfamily.com/brand

Trading cards are currentlymore popularthan slime and even puzzles “ “

Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns.

In thislatest column, the Insights Family outlines what’s happening in the world of trading cards and how kids are not only collecting, but also selling…

From socialising to more social media…

Returning retail columnist Hazel McCarthy , whose shop Toy Corner is based in Moycullen, Galway, made the journey to this year’s Toymaster show in Harrogate, flying solo after taking her baby son last year. Here she reports on who – and what – she saw, with product discoveries and more, as well as outlining her store’s increasing social media presence…

I am just back from my second Toymaster May Show. Last year I had my four month old (Cuan) and my husband with me, but this year I was able to leave them both at home to fend for themselves.

So many people remembered Cuan from last year, and they asked if it was easier flying solo, but without enforced breaks to feed him every couple of hours, this year my days were back-toback busy. And I might also have stayed up too late socialising on more than one of the nights…

It was great to spend time catching up with other members of the Toymaster family, such as Deirdre from ToyTown, Longford; Eileen from O’Sullivans, Skibbereen; Sean from McGillicuddy’s in Listowel, and of course a chance to spend some time with my mum and sister, Jean and Heather Hodgins, from Hopkins, Wicklow, plus many more.

Apart from the socialising though, I did manage to be very productive and the stock is already landing in-store. I am particularly excited about Moose Toys’ Cookeez Makery. I loved the new Scandi silicone baby toy range from BigJigs, especially the

bath toys that you can unscrew to empty properly, and are dishwasher safe. I loved the new sensory baby toy products from DKB, especially the Tissue Box. I love the packaging, personality, and finish of Hey Clay (Tomy) so I’m looking forward to stocking that for the Autumn/Winter period. It was a fabulous few days; a huge well done to many of the suppliers on the effort they took in sending a substantial team to the show to handle enquiries, as well as the effort made in merchandising their individual stands, which I acknowledged to many is not easy in a limited amount of time!

I really appreciated those who had as many product samples on display as possible. As it is the only trade show I go to in the year, it is the one chance I get to see, feel and pick up the products before I purchase them for my store. With a footprint as small as mine I have to be very selective, which makes it hard to take a chance on a new product unless I’ve seen it in person. Top marks to Halilit for the range of touchable product on display, and Tomy did a great job as well; having the demo of Word Poppers on their stand was great fun and also sold me on stocking the product (and not just because we won the prize!).

A huge well done and congratulations to the Toymaster Executive Team on another

fantastically executed show, and to Ciaran Fitzpatrick from Banba Toymaster on being recognised for his contribution to the trade with a Toymaster Special Award and as the recipient of a Golden Teddy Award. Ciaran has always been extremely generous with his time and knowledge, at the same time being equally respectful of mine, which is a combination you don’t normally find, so it was fantastic to have two opportunities in one night to give him a standing ovation. Of course, all of these happenings gave me some great content for social media. I had resisted it for a long time, but I am showing my face now in my Instagram posts. And actually, much like the gym, the thought of doing it was a lot worse than actually doing it! At the moment I’m doing two a week; the first is Humpday Highlights on a Wednesday (of course) highlighting a new product that might have got lost on the shelf, or might need some explaining to understand what it is. And the second is Fun Fact Friday. The aim is just to give a bit more content that is less salesy and more added value, which lends itself well to both Instagram and TikTok. You can follow me @toycornermoycullen on both platforms. And, if anyone was inspired by the Banshees of Inisherin movie to make Connemara their holiday destination this year, I hope you'll pop in to Toy Corner for a visit!

The aim is just to give a bit more content that is less salesy and more added value, which lends itself well to both Instagram and TikTok

“ “

WH AT’S

Prime numbers

Jakks Pacific

01344638900 www.jakks.com

Lights out from Tonies

Tonies

sales@tonies.com

www.tonies.com

Audio platform tonies has launched its first-ever night light for its legions of young fans. The Sleepy Friends Night Light features a Sleepy Sheep Tonie and can be used with or without the Toniebox. Without, it can provide a night for little ’uns who have trouble sleeping and can be timed to switch off, with the latter it can provide melodies and more to aid night-time sleeping.

More amusement from Sylvanian Families

Epoch Making Toys

0208 049 1377

sales@epochmakingtoys.com

The Sylvanian Families amusement park is adding more with the launch of a new Baby Mermaid Castle for the collection. It features 12 ocean-themed attractions.

Matt Shaw, marketing manager at Epoch Making Toys, said: “The Baby Mermaid Castle is the perfect addition to the existing Amusement Park theme and will form the basis of a lot of our Autumn/Winter Marketing plan. With 2023 being the Amusement Park’s third year in the range, it forms a core part of the Sylvanian World. As well as providing fans with new ways to expand their collections and plenty of opportunities for extended play, the baby figures included in the Baby Mermaid Castle meet the growing demand in the market for all things ‘miniature’.’’

Wave 1 of a series of launches includes a set of 5in articulated figures and the 2.5in figures multipack, both featuring the hasty hedgehog and pals, as well as Sonic Prime Angel’s Voyage Ship Playset, and Sonic Prime 13in Plus.

NEW

Cat’s the way to do it SmartGames

01903 885669

uk@smart.be

www.smarttoysandgames.co.uk

Players must help moggies find hiding places in SmartGames’ new puzzle-based brainteaser Cats & Boxes, which offers up 60 different challenges. Aimed at ages seven and above, it comes in a compact package purr-fect for home and travel.

Arcade fun

LEGO

01753 495000

www.lego.com

LEGO used the 43rd anniversary of the launch of legendary arcade game Pac-Man to announce a collaboration with gaming giant Bandai Namco to release a brick version of the classic coin-op. It includes an arcade-style version as well as the ghosts featured within it.

Sven Franic, LEGO Designer, said: “A cultural icon for the past 40 years, it was a delight to bring PacMan to brick life. Our team of talented designers worked tirelessly to capture the essence of the beloved Pac-Man arcade machine in brick form, from Pac-Man himself to the colourful, maze-like environment he inhabits. Every detail was carefully considered and crafted.’’

Chapter and Verse

Curious Universe

01225 614 310 www.curiousuniverse.co.uk

Arts and crafts specialist Curious Universe is moving into the toy world with crossover product Crystalverse, which blends its traditional skills with toys and play.

“Crystalverse presents us with a unique opportunity to bring our expertise in the world of arts & crafts to the UK toy market with what we believe is going to be one of the standout product launches for 2023,” said John Styring, CEO of Curious Universe. “We have developed a customisable character-based range to offer consumers a collectable, creative and affordable product which combines creative play with fashion,

Transport for a night on the tiles

Connetix

www.connetixtiles.com

The new Connetix Transport Pack enables young fans of the magnetic tiles to create their own vehicles and develop their building skills. The pack features “a reversible grey transport base, two clear motion bases with real rubber wheels, and a variety of magnetic tile shapes, perfect for building and creating endless vehicle designs”.

Product: