Chairman Malcolm Naish
malcolm@lemapublishing.co.uk
Managing Director
Mark Naish mark@lemapublishing.co.uk 01442 289930
Media & Sales Manager
Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Anthony Clarke ant@tnpmeida.co.uk 01442 289939
Assistant Editor
Naomi MacKay naomi@lemapublishing.co.uk 01442 289930
Retail Editor
Clare Turner clare@lemapublishing.co.uk 01442 289930
Production Director
Paul Naish paul@lemapublishing.co.uk 01442 289933
5 Leader with Anthony Clarke
6 What’s New the latest products that you need to get your hands on
8 News the latest from the industry, including: People News the latest movers and shakers in the industry
Retail News what’s happening at the shops Media news from TV, online and more Licensing News licensed products and what brands are up to
21 Trade Talk industry figures give us their take on the second half of the year and more
24 Ambassadors Young toy tester Amelia tries out her artistic skills with Maped’s Creativ Lumi Board
38 Talking Retail retailers around the country talk about sales figures, and look ahead to summer
52 The month in numbers a snapshot of the industry in figures
54 Don’t Miss must-stock items for retail
17 Cover story Character Options introduces the wonderfully gross Terror Fried range!
26 The Toymaster Show review looking back on another successful event in Harrogate
Lema Publishing Ltd
18 Tech toys the latest techie toys and gadgets
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
At the heart of retail
32 Dolls and collectibles suppliers comment on this evergreen sector, plus the latest product for your shelves
40 Wheeled toys we look at the current market and roll out new toys for your customers
28 Retail Interview Clare Turner talks to John Bentley, trading manager of the four-strong Toymaster chain Howleys Toys
49 Retail Interview Andrew Olley, manager of City Cycle Centre in Ely, gives us a whistle-stop tour of the Cambridgeshire department store’s toy department
9 U.S. Toy Association Jennifer Lynch on the rise of the anime trend
31 Retail Opinion John Ryan considers whether the supermarket and hypermarket toy offering is a threat to indies
48 Insights Needa Khan at The Insights Family explores toys that combine physical and digital play
50 Indie opinion Paul Wohl at Argosy Toys makes his columnist debut, and shares tales of shifty shoplifters and cheeky customers
Anthony Clarke
May. Done but not quite dusted, especially when the Toymaster show is still fresh in our minds. Bad weather but a good few days. As you will see in our show review, business was a little slow at times but generous offers from suppliers helped things along a little – and retailers were happy to engage after what has been a poor business climate in the toy sector and the wider economies beyond.
The report from the Las Vegas Licensing Expo describes a positive experience too – 12,000 attendees engaging with 5,000 brands tells a good story in its own right. Anyway, back to Harrogate. There was a major announcement on day two of the show. There were Toymaster declarations, of course - not least Bruno Gallone winning the Special Recognition award before leading a stomping performance by Toy Division - but this was the Prime Minister calling a general election.
Amelia back in tester mode – this time using her talents to enjoy drawing on the Maped Creativ Lumi Board.
On the TnP columnist front, we have a new writer, Needa Kahn, from the Insights Family, exploring the ‘phygital’ world. And if you are unfamiliar with that word, have a read about this rapidly evolving trend. Meanwhile, a familiar face, Paul Wohl of Argosy Toys, has written a great column for us – this time on his 46 years in the retail trade, 37 of them in a toy shop. Shoplifting, long-distance travel in his 25 year-old van (well, not that long actually, he says didn’t make it to Harrogate). And what to do with his ageing stock of 160 sledges when the snow doesn’t fall any more. Not in Essex, anyway.
Also on the retail front, we have a very interesting chat with John Bentley of the four-store Howleys Toys West Country Toymaster chain. He talks about the evergreen successful ranges and categoriesSlinky, Rubik’s Cube and… well you can guess the rest - and the new arrivals that are selling well.
What we really need is a good blockbuster of Barbieesque proportions “ ”
Don’t worry, I’m not going to slide into politics here, more just to say that, had Mr Sunak called it a week or two earlier, a number of the show stands may well have had cartoon-like politician dolls prominently displayed (especially the ones designed to become the family dog’s favourite chew toy). A quick google images search demonstrates their (un-?) popularity.
There are the obvious American ones, including one who has a very orange face. Away from the US there’s a scruffy blonde bloke with seriously unkempt hair and a couple of dictators (one the spitting image of Dobby the house elf and the other Winnie the Pooh) who are putting the world on a war footing. Oh, and Michael Gove - this one is likely to go on special offer in the near future. For balance I should mention that the Keir Starmer toys don’t look like him at all so far (though, for you licensing types, he does bear an uncanny resemblance to Buzz Lightyear).
Away from the fun and frolics, there has been some very sad news this last month with the unexpected loss of some prominent, popular and much-loved figures in our industry. We have obituaries for two of them, Jane Garner and Clive Wooster. Both were written by those who knew them well.
Returning to happier places, our Ambassador’s Special sees seven-year-old
When it comes to licensing it will be interesting to see how the summer kids’ movies fare. Looking out of the window as I write, the sun is bright, the day a corker of a hot one and the season itself is in full swing (helped by the fact that the Red Arrows flew low overhead just a few minutes ago – they were on their way back from a south Devon air show). So, here’s hoping that, if this continues, it will have some influence. What we really need is a good blockbuster of Barbie-esque proportions. This year’s Garfield movie was still showing at cinemas as we went to press and Disney Pixar’s Inside Out 2 is due later this month. These will be followed swiftly by Despicable Me 4 - already gaining traction - in July. We will of course monitor the numbers going into the autumn. This will include the much-anticipated Paddington in Peru (can’t wait).
Finally, a quick mention of our July issue. For the first time this will be in partnership with our sister publication, Gifts Today, with the production of a separate Garden Centre supplement, which will be mailed out to all three circulations (the third being readers of our Christmas in January magazine).
I’d love to hear from readers, whether suppliers or retailers - if you have news or opinions to share, get in touch with me at ant@tnpmedia.co.uk.
01217488000 | info@mvsports.com | www.mvsports.co.uk
Gear up for a summer of adventure with the MoVe Peppa Pig and Paw Patrol Rollacases. These vibrant 2-in-1 pull-along, ride-on, and carry cases are the ultimate travel companions for young explorers. Perfectly sized for cabin travel and bursting with features, they promise endless fun under the sun. With ergonomic seat shapes and easy-to-use locks, they ensure maximum comfort and convenience on the go. Featuring officially licensed Peppa Pig and Paw Patrol graphics, they add a touch of charm to every journey, sparking imaginations and creating memories to last a lifetime. Say goodbye to travel boredom and hello to summer adventures with Peppa Pig, Paw Patrol, and MoVe – where every trip is filled with laughter, fun, and endless possibilities.
0207 262 9696 | www.winningmoves.co.uk
Winning Moves is celebrating the launch of its first instalment in the World Football Stars Top 200 range. Winning Moves will be releasing six Top Trumps packs - one per month up until November - to increase the collectability of the packs. Each pack will contain
30-plus players and a manager in premium, gold-foiled cards. There will be a few in there that form part of the TTXI, Top Trumps’ very own best 11 players of world football.
Also launching is the World Football Stars Top Trumps Top 200 Starter Kit. This special edition contains the first pack, a small tuck box including 18 legends of the game (featuring Maradona, Beckham, Pelé), a display case for all six packs, as well as a TTXI Team Sheet that can be used for players to build their own team of 11 and battle it out on the pitch.
To support the games, Winning Moves has produced a freestanding display unit, designed in the shape of a football stadium. It has also partnered with The Rest Is Football podcast and YouTube football sensation Tekkerz Kid to promote the range.
01303 250400 | help@bigjigstoys.co.uk | www.bigjigstoys.co.uk
Meet Bigjigs Toys’ new cuddle crew, Maisie Doll and Georgia Doll! Super snuggly and satisfyingly soft, these two cosy companions promise to charm the hearts of young shoppers.
Sun-seeking Maisie comes dressed in a shell and starfishprinted blue dress. She loves the seaside and is ready for a day at the beach. She wears matching blue shoes and her light brown hair is tied in bunches with blue ribbons.
Flower-power Georgia Doll is perfect and pretty in pink! She wears her strawberry-blonde hair in bunches with adorable pink bows, which perfectly match her bright pink shoes and floral print dress, featuring frilly white sleeves. Both Maisie and Georgia fit into Bigjigs Toys’ collection of small-size doll clothes, so future fashionistas can experiment with a new outfit every day of the week.
www.smartmax.eu/en
SmartMax, the brand behind the award-winning preschool magnetic construction sets, unveils its latest toy in its bestselling ‘My First’ range. Introducing My First Stacking Rings, a classic toy for little ones, with a magnetic twist.
Experience stacking and balancing like never before with this super cute and colourful take on the childhood classic toy. With engaging play mechanics, this open-ended magnetic discovery set allows children to create funny-looking figures that balance, wiggle, and wobble to their hearts' content!
Ideal for children aged 18 months to five years, My First Stacking Rings are great for nurturing little ones’ skills and imagination, sparking boundless creativity. Watch as magnetic rings split in half and connect in quirky ways, bringing these fun figures to life.
www.jokinghazardgame.com
New and hot off the grill from Joking Hazard, Sosig is sure to become your new go-to choice for family game night!
In Sosig, each player must work to create the tastiest Sosig using head and body cards. Each Sosig card scores different points and offers unique effects, and you can accrue more points by fulfilling ever-changing unique Order Goals and aim for the ultimate Award Goal.
01235 555545 | trade.sales@vtecheu.com
www.vtech.co.uk
New for Autumn/Winter, light-up electronic drum kit, Kidi DJ Drums, is designed to make music creation fun for kids. It features four light-up drum rings and two cymbals, with included drumsticks to keep the beat. The Kidi DJ Drums includes built-in Bluetooth and a 3.5mm audio port, allowing users to drum along to their own music! With 10-plus drum set sounds and more than 25 builtin songs, the Kidi DJ Drums offer plenty of options for discovery and play. The Coach mode teaches kids how to play by following the lights, and the built-in microphone allows for recording fun drum sounds. Additionally, the drum kit includes three rhythm and timing games displayed on a backlit LCD screen.
And, coming soon – Hoddog. Matching Sosig in profile and theming, Hoddog has players race to create the longest hot dog before the last ketchup splats.
www.trendsuk.co.uk
The Night Ops kit has four fantastic gadgets for spies!
The Night Ops Glasses radiate an LED glow in red, green or yellow, plus a clear beam - work out a series of signals to alert fellow agents. Use the Invisible Ink Pen to create secret messages, and listen in with the SpyX Micro Listener. Plus protect your stuff with the Motion Alarm. For ages six and up.
01420 593593
www.asmodee.co.uk
You’ll soon be able to satisfy your hunger for (Arkham) Horror with the release of the tabletop roleplaying game set. You heard it right – doom has come to Arkham and you and your friends are all that stand in the way of an ancient horror – so load your tommy gun, grab a book of occult magic and use your guts, guile and investigative skills to save the world!
Release date in the UK is set for Summer 2024 and you can play with up to six players.
Rubies is adding to its preschool range by partnering with Acamar Films to bring a dress-up collection for the award-winning Bing! animation.
The new Bing range will be available to pre-order toward the end of this year.
The costumes will be designed for everyday roleplay, which is essential for the development of their imagination.
Fran Hales, head of portfolio and marketing at Rubies, said: “It’s incredible to think that Bing, a character originating from a series of preschool books, has now become one of the most well-known characters globally.”
The new partnership demonstrates Rubies’ dedication to child development through imaginative play, while also ensuring its massive portfolio of licences is up to date with everyone’s favourite characters.
Acamar Films is an independent creative studio based in Camden. In addition to producing Bing, it specialises in animations for young children, many of which have been seen on CBeebies.
Katie Rollings, chief licensing officer at Acamar Films, said:
“We look forward to offering our young fans a beautiful dress-up range –a crucial play category for preschoolers.”
Marvin’s Magic has a new distribution partnership with the company behind the increasingly popular ZipString toy, which floats a seemingly standard loop of string in the air.
Created by two young entrepreneurs, Stephen Fazio and Austin Hillam, the ZipString has become a viral sensation in the US, seen by more than 200 million people across various social media platforms. The toy balances several forces of gravity, lift, tension, and drag to fly the string, which follows any movement that a Zipster (a ZipString user) makes. Zipsters can perform tricks and stunts impressing their friends, families and social media audiences.
Marvin’s Magic CEO Tom Hudson said of the partnership: “We first met the ZipString team at New York Toy Fair last year and were immediately impressed. The ZipString has everything we look for in a product – it has instant impact, it’s attention-grabbing, innovative, cool and quality-made.”
ZipString’s co-founder, Austin Hillam, said: “This partnership was a no-brainer. ZipString in the hands of the world’s best demonstrators is a recipe for worldwide wonderment.”
According to new statistics from Maped Helix, 80% of parents want their children to be creative more frequently – and 90% believe it improves their mental health,
Stationery specialist Maped Helix has found a majority of its 2,000 survey respondents would like their children to engage in activities such as writing, drawing and modelling on a more regular basis.
Lianne Fletcher, head of marketing at Maped Helix, said: “Our innovative products are all about inspiring creativity in young people and creative writing is an excellent way for children to explore both their emotions and their imaginations.”
Maped Helix also launched a competition that began on May 13 – Once Upon a Classroom – in which schoolchildren in Years 3-5 team up to write a story. The best entries will be published in a book, with a front cover designed by pupils, which will be presented to the successful schools.
The competition is backed by children’s author and illustrator Ffion Jones, who said:
“I know from my work with young people that engaging with the arts and getting creative can make a huge difference to mood, both in the short- and long-term.”
Science and educational toys specialist Trends UK has won in three categories at The Marketplace Awards 2024. The awards were judged by a panel of 22 judges from across the Amazon ecosystem and announced at a packed event in Shoreditch in May, with Lindsay Hardy, marketing director, accepting them on behalf of the company. They are: Best Toys & Games Business of the Year Award
Best Kids & Baby Business of the Year Award
Best Use of Paid Advertising Award (jointly won with another brand)
Graham Spark, sales director, said: “This is fantastic news. It’s due to a lot of hard work by everyone at Trends and our colleagues at Venture Forge – take a bow, you lot! Bravo!”
The UK Marketplace Awards are organised by Venture Forge, an Amazon marketplace growth agency. The annual event introduces meaningful categories, judged by experts in both the field and the community. Every award is built on sound principles, with clear entry requirements and credibility.
Greg Ahearn has joined the US Toy Association as president & CEO. He will oversee the key objectives, which include industry trade shows and events, regulatory affairs and representation, toy safety and ethics initiatives and member education.
Ahearn said:
“Having first-hand experience at both emerging toy companies and large global corporations involving almost every aspect of the toy business, I am looking forward to bringing a fresh, well-informed perspective as we build on and develop new ways for The Toy Association to bring value to its members.”
Ahearn’s career includes experience in a variety of executive roles inside the toy industry at small and large manufacturers including Mattel, OddzOn, Hasbro, LeapFrog, and Toys ‘R’ Us on the retail side.
These experiences make him particularly well-suited to understanding and addressing industry challenges.
The announcement comes at an important moment for The Toy Association with the reestablishment of its flagship industry event, Toy Fair New York, as well as the recent creation of an Association-run Los Angeles market preview, amid industry evolution and convergence in the post-pandemic economic environment.
With just six months until his big ride, Colin Lisle was seen putting in the training to get match-fit for his Fence Club fundraising mission. As part of the training regime, Colin climbed aboard his Peloton cycle in the entrance of Harrogate’s Majestic Hotel during the Toymaster May Show,and raised £500 cycling 30 miles in three 60-minute stints. He has already raised nearly £20,000 overall and is fast approaching his £30,000 goal. The main challenge will take Colin to Cuba where he will cycle 380 km from one coastline to the other over five days.
All monies raised will go to the Fence Club. You can donate at www.justgiving.com (put ‘Colin Lisle’ into the JustGiving search field).
Autumn Fair has announced an exclusive partnership with Faire, Europe’s wholesale marketplace. Faire will help Autumn Fair’s exhibitors take orders on its platform from retailers attending the show. The collaboration will bridge online and offline wholesale for the first time in the UK and simplify the buying process for up to 20,000 independent retailers.
Retailers at Autumn Fair will gain access to Faire’s extensive global network of brands, helping them to discover unique products, streamline their buying process and benefit from 60-day payment terms.
Jackson Szabo, portfolio director at Spring & Autumn Fair, said: “This exclusive partnership with Faire allows our exhibitors access to a considerable new audience of retailers.’’
In her latest transatlantic commentary, the Toy Association’s Jennifer Lynch chronicles how a niche interest rocketed into a pop culture phenomenon
Last month, Crunchyroll launched its second annual Ani-May global celebration, featuring new activations across retail, digital, and streaming and highlighting anime’s continual ascent from a niche genre into the mainstream.
The Toy Association named Anime Mania as one of its top 2024 toy trends, noting how an avid global fanbase is helping bring anime to the forefront of both media and the toy space.
“While other Japanese characters like Pokémon and Hello Kitty established themselves as evergreen brands decades ago, anime brands are only now surging in mainstream popularity in the American and European markets because of their increased availability via streaming services like Crunchyroll and Netflix,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “This has translated to an increased demand for anime-inspired products that celebrate beloved characters and storylines.”
Here’s a few of the toys and playthings based on this trend to look out for in 2024:
Demon Slayer: Zenitsu Agatsuma DX Nichirin Sword from Bandai is a new roleplay toy that features 26 different sounds and Japanese phrases from the anime series Demon Slayer: Kimetsu no Yaiba! Fans can switch out the blade and the sleeve for four different sword modes.
Zuru’s Anime Pop collectibles feature surprise 1.5in collectible plush characters based on popular franchises such as Naruto, Demon Slayer, and Bleach. Pop open a ball to reveal the character inside.
Crayola’s Anime Drawing Kit offers a step-by-step guide on anime drawing techniques, including tips for adding depth and detail to illustrations.
The Shashibo Avatar: The Last Airbender Series Puzzle Cubes from Fun in Motion Toys include four designs inspired by the animation and four elements: air, water, fire, and earth. Each cube transforms into 70-plus geometric shapes.
The Spy x Family Uno Card Game from Mattel features characters and illustrations from the animated series integrated into the classic Uno card design. The game also includes four original rule cards inspired by the series.
Looking for more details on The Toy Association’s 2024 Toy & Play Trends? Visit toyassociation.org/trends for more information. And don’t forget to save the date for the next Toy Fair in New York City (March 1-4 2025), where more trend insights will be unveiled.
Ecommerce retailer The Kid Collective has acquired Scandibørn, a leading supplier of Scandinavian-inspired children’s toys, interiors and accessories, from Findel Education Ltd, for an undisclosed sum. The acquisition marks a significant milestone in The Kid Collective’s strategic expansion in the nursery sector.
Established in 2016, Scandibørn is renowned for a product portfolio that embraces simplicity, functionality and purpose-led design with a Scandinavian aesthetic. The brand has built a strong reputation for offering premium quality toys, interior accessories, furniture and gifts for children.
Laura Davies, founder and CEO of The Kid Collective, said:
“We are so excited to welcome Scandibørn to The Kid Collective family. This acquisition represents a pivotal moment in our journey of growth within the industry, and we look forward to leveraging our expertise to continue to provide the Scandiborn community with products we know they’ll love!”
The acquisition of Scandibørn, and its established customer base, will enable The Kid Collective to broaden its e-commerce portfolio and reach a wider audience – while maintaining its roots in play, for toddlers and the early years category.
Board Game Club’s first event of 2024 took place in May at Century Club, London, with an eclectic mix of games on the menu, curated by Products of Change.
Inspired by World Earth Day, the games menu focused on titles from companies that are taking a greener, more sustainable approach to their games’ production and development.
Rob Hutchins, editor and community manager at Products of Change, said: “Working with Board Game Club on its World Earth Day-inspired special was a brilliant opportunity to showcase what sustainability can look like when companies start to get serious about reducing their environmental impact.”
Board Game Club’s Mary Bobroff said: “It was lovely to be back at Century Club for the first Board
Game Club of 2024. It was a brilliantly fun evening, and it was great to be able to showcase a real variety of games to our members, all of which were from companies working in a more sustainable way.”
The Club nights attract familiar faces from both inside and outside the toy industry and give participants the chance to check out the latest releases.
Sambro International has been honoured with a King’s Award for Enterprise for International Trade.
The company holds long-standing licensor relationships with some of the world’s biggest and most iconic licences, including Disney, Marvel, Hasbro, Paramount, and Universal.
Sambro CEO Paul Blackaby said:
“To be honoured with a King’s Award for Enterprise is a milestone achievement for Sambro and the highest honour that we could receive for a UK business. It is recognition of how we have continued to professionalise Sambro and all that we stand for.”
Established in 1996 as a supplier of toys, stationery and back-to-school products to UK and EU retailers, Sambro’s licensed products have become a significant part of the business as it has evolved.
The awards, previously The Queen’s Awards for Enterprise, were renamed last year to reflect King Charles’s desire to continue the legacy of HM Queen Elizabeth.
Julie Gwaltney has been appointed vice president of Tomy International’s toy division. She has over 30 years’ experience in the industry, most recently as Tomy’s senior director of toys.
Greg Kilrea, Tomy president, said “We are happy to have Julie assume this role and bring her expertise across additional categories. Julie works very well with her team, the designers, our licensors, and our industry partners to help find great opportunities for Tomy and make lasting contributions to childhood play.”
Julie said: “I love knowing we can bring joy to people of all ages and stages in life. I’m looking forward to working directly with more of our talented team across Tomy, and excited about the great things ahead we’ll achieve together.”
The company’s Amazon business team will report to Julie. She was also recently elected to the Board of Trustees for The Toy Foundation.
Sambro International has strengthened its senior leadership team with the appointment of new chief financial officer (CFO) Chris Hylton. With over 20 years’ experience and joining from online retailer, N Brown Group, Chris will head up Sambro’s UK-based financial operations. He will work closely with CEO, Paul Blackaby, to support the firm’s strategic commercial growth strategies.
Chris Hylton said: “Sambro is a fantastic toy company and it’s great to be part of a team which not only has a drive towards commercial goals, but also an abundance of fun, creativity and ambition. It’s the people-led approach to business that is a big draw for me.”
Paul Blackaby said: “Chris’s appointment is very important for us and helps us bolster the experience and expertise of our senior leadership team as we look to deliver on our strategic objectives and growth plans over the next few years.”
Sambro works with licensors including Disney, Paramount, Mattel, Hasbro - as well as on its own brands - to create product ranges in sectors such as arts & crafts, novelty, collectables, plush, outdoor toys, plus stationery and back to school.
Marking the tiny toy shop’s 24th anniversary, The Entertainer has announced the reopening of its smallest shop at Bekonscot Model Village.
Bekonscot (between Beaconsfield, Bucks, and the M25) features an extensive model railway and intricately detailed buildings that enchant visitors of all ages.
George Hill, model maker at Bekonscot, said: “Our wonderful little world offers visitors of all ages a fantastic day out and we’re sure that, during their visit, guests will enjoy seeing The Entertainer’s newly refurbished store in-person, once again.”
The Entertainer’s Addo Play creative team took 40 hours and used four tubes of superglue to complete the refurbishment.
As part of a company-wide strategy to further grow and develop its Disney Lorcana trading card game in the UK, Ravensburger has promoted Alex Parker to the newly created position of organised play co-ordinator.
Alex has been with Ravensburger for two years, gaining valuable experience working with the brand and gaining an innate understanding of how the game resonates with the end user.
Alex said:
“Since I began working with the company I have seen Disney Lorcana grow from launch last year to being a global TCG phenomenon that has everyone eager to
play. Enabling retailers to establish their own organised play events locally is key to growing the community of players around the brand and I am so excited to be able to be part of the Disney Lorcana team.”
The new role will see Alex responsible for co-ordinating the launch and development of the organised play programme across the UK and Ireland.
Ravensburger has also appointed Emma Arthur, previously director at Norton PR, as PR manager
The board of directors at pop culture collectibles company Funko has appointed Cynthia Williams as CEO. Williams said: “I am honoured to lead Funko, a company celebrated for its history of creativity and innovation on behalf of a passionate fan base. Funko has built a portfolio of valuable global brands, and I am energised about this unique opportunity to help Funko fully realise its potential.”
Williams was previously president of Hasbro’s Wizards of the Coast and Gaming division. Prior to that she had spent several years at Microsoft, where she drove the expansion of Xbox gaming. Before the Microsoft role she was a senior executive at Amazon for over a decade, where she played a key role in the growth of its fulfilment by Amazon business.
Charles Denson, Funko’s chairman, said: “With Funko now on a solid foundation, Cynthia will come in and drive the company to the next phase of growth and profitability. I know Cynthia is the right choice to lead Funko going forward.”
Tomy International has announced that Jeff Jackson is joining its Fat Brain Toys as executive vice president. He will be working alongside founders Mark and Karen Carson to further their vision for growing the Fat Brain brand.
Jeff Jackson has more than 25 years’ experience in ecommerce, marketing, sales, and strategic brand development. When he was at Hasbro, he successfully helped reimagine and grow some of the world’s top toy and entertainment brands.
Jackson said: “Fat Brain Toys boasts an impressive portfolio of innovative toys and games that have captured the hearts of both parents and children alike, and I’m excited to help take this playful offering to new heights.”
Mark Carson, president of Fat Brain Toys, said: “Jeff is a distinguished executive in the play and entertainment industry with a wealth of experiences ranging from eCommerce and channel strategy to general business management. We are delighted to welcome him to Fat Brain Toys and look forward to leveraging his expertise as we grow the Fat Brain business.”
Fat Brain Toys is a direct-to-consumer toy company that creates quality toys, games, and clever gifts that enable children to learn through pure, authentic play.
Clive Ralph Wooster, aged 69, died unexpectedly at home on Saturday May 18 2024, with his beloved wife Heather by his side
Well-known within the industry for his kindness, humour, and endless stories, Clive’s presence ensured that any room was filled with laughter and conversation. He was approachable and always willing to help. Clive inspired many through his mentorship and formed strong relationships with colleagues across the companies he worked for over the years.
Clive dedicated his entire career to the toy industry. He started at Fisher-Price where he spent several years honing his skills and taking on various influential roles in sales. In the 90s, Clive ran The First Years until RC2/Learning Curve acquired it in 2004. As managing director, he led RC2 over periods of significant change until it was acquired by Tomy in 2011. Many from those First Years and RC2 days remained close friends and will miss him dearly.
Clive later chose to join smaller, close-knit companies, enjoying many fulfilling years as a country manager for Famosa from 2013 for three years. More recently, he worked with Geomagworld until January this year, when he decided to step back to spend more time with his family.
Clive also participated in numerous charitable events both within and outside the toy industry. He was a keen walker and cyclist, taking on multiple industry cycling events during his time at RC2/ Learning Curve. Just last month, Clive walked 52 miles over two days to raise money for Braintrust.
Outside of his professional life, Clive was passionate about motorsport and football. He was an active racer in the BARC Speed Championship for well over 20 years and served as an instructor at Thruxton. He was also a devoted Southampton fan.
Roland Earl, director general of the BTHA, said: “Clive was a
distinguished Council member and a tremendous contributor across the board on all matters for the benefit of the BTHA membership and the wider toy industry, which he loved and served with such distinction. The news of his untimely passing is hard to take in, loved as he was by us all. Our deepest condolences go to his family, friends and colleagues at this saddest of times. Clive was someone who sought nothing for himself and put all his energies into supporting the industry he spent his life working in – a true gentleman whose loss we all feel immensely.”
Clive is survived by Heather, his much-loved wife of 39 years, and his two daughters, Louise and Katie, whom he adored. He was overjoyed to celebrate Louise’s wedding in 2022 and was immensely proud of Katie for her incredible biking challenge, which saw her tackle the Alternative Three Peaks on her mountain bike. His three girls were undoubtedly the most important people in his life.
Clive will be remembered not only for his significant contributions to the toy industry but also for his warmth, generosity, and unwavering love for his family and friends. He will be deeply missed by all who knew him.
Messages of condolence and memories can be emailed and will be shared with the family. Please feel free to send images and videos of you with Clive to clivewoosterrememberance@ gmail.com.
Charitable donations in Clive’s memory can still be made to www.brainstrust.enthuse.com/pf/ clive-wooster-548f6.
Jane Garner’s friends and colleagues at kilogrammedia, Sian, Sam, Robert and Vaughan, are best placed to articulate the loss: “We have some very sad news. Our dear friend and colleague Jane Garner passed away on May 10 after a short illness.”
The loss of Jane Garner will have unsettled many across the industry including those who knew her at Toys n Playthings. Lema MD Mark Naish said: “I knew Jane for many years and her sheer presence and character alone are a great loss. To me, she was also so friendly, kind and fun and I know I’m not the only one who will miss her.”
Obituary: Jane Garner 1963 – 2024 (written by her friends and colleagues)
When Jane Garner started a small specialist agency focused on public relations for the licensing and broadcasting sectors a little over 20 years ago, she had been away from the industry for a few years.
The launch of kilogrammedia was a success –possibly because Jane had a very hands-on and relationship-based approach. She wouldn’t go for growth at the expense of the personal relationships she had with many of her clients, and she recruited a small but skilled team that enabled her to pursue that approach – with great success.
Over time her company had its highs and lows, surviving the usual ebb and flow of clients, occasional financial challenges and personal crises, to get close to its 20th anniversary. Then Covid happened. For us, like many companies, this proved a very tough time, but the company survived even this and, with the trade shows and award ceremonies where everyone knew her back on track, we all hoped for a return to the glory days of kilogrammedia.
And we still do, but it will be without Jane. When Jane was hospitalised on the day of the B&LLAs, I don’t think any of the staff of kilogrammedia believed we would be writing her obituary only a few weeks later. We can’t really believe it now, to be honest.
Jane was warm, funny, very well-informed and wellconnected, a bit mad sometimes and great company most times. She loved the collection of animals she surrounded herself with and who were her constant companions. She loved licensing. And she loved the many friends she made through licensing.
Golden Bear Toys has been selected as the Master Toy licensee for the new preschool animation series PeaKeeBoo, which has been created by the Toikido creative studio.
The world of PeaKeeBoo has been described as a “nature-inspired show all about play and friendship”, and is home to a range of unique characters who are united in their love of fun and zest for life.
As part of the show’s comprehensive marketing strategy, Golden Bear Toys will launch a range of textured plush, figurines, and activity sets in Autumn/Winter 2025.
Barry Hughes, MD of Golden Bear Toys, said: “With our rich history and knowledge of preschool licences, we like to think we recognise great content when we see it, and that’s what we saw when we first set sights on PeaKeeBoo. In addition, the chance to work with the great disruptive team at Toikido was too good an opportunity to turn down.”
Will Ochoa, chief commercial officer at Toikido, said: “Golden Bear Toys’ reputation for excellence in toy manufacturing is unrivalled, and we are excited to have them on board as the master toy licensee for PeaKeeBoo.”
Following the UK launch of Orchard Toys’ new The World of Peter Rabbit collection, Penguin Ventures, the licensing and consumer products team at Penguin Random House Children’s UK, is extending the licence to cover 20 additional global markets.
The World of Peter Rabbit collection of games and jigsaws has attracted healthy interest since its launch at Toy Fair. The interest has also grown internationally
since Spielwarenmesse, and the licence extension means that the range will now be available in 20 markets across Europe, the Mediterranean, SE Asia, South Africa and Australia.
Josh Beevor, director at Orchard Toys, said: “The launch response from the UK trade and consumers to our first licensed collaboration has been brilliant. To have such an appetite and enthusiasm for the Peter Rabbit range from our international customers too is fantastic.”
The Las Vegas Licensing Expo, organised by Informa Markets Global Licensing Group, attracted more than 12,000 international attendees from all categories to engage with more than 5,000 brands on the show floor, including 106 first-time exhibitors.
With a 35% increase and a record-high number of retailers, Licensing Expo hosted domestic and international brands across toys and other sectors. Companies at Licensing Expo included Lego, The Walt Disney Company, Mattel, Crunchyroll, Amazon, MGM Studios, Riot Games and Nintendo.
Sam Ferguson, SVP Global Licensing at Jazwares, said: “The energy is the reason we come to Licensing Expo every year.’’
Cobi has signed a prestigious licensing agreement with German automotive giant Volkswagen. Thanks to this, automotive and construction brick enthusiasts will be able to enjoy new, realistic models of Volkswagen cars, created by Cobi.
David Sprei, commercial director at Penguin Ventures, said: “The global demand for The World of Peter Rabbit collection is testament to the wonderful job Orchard Toys and Penguin Ventures have done in evolving the narrative of Beatrix Potter’s original.”
The Tale of Peter Rabbit has been translated into 50 languages since 1902.
The licence agreement will enable Cobi to create detailed and faithful reproductions of classic and modern Volkswagen models. Among the planned sets will be automotive icons that are sure to attract the attention of both collectors and younger fans of bricks.
Lee Crocker, Cobi’s country manager for UK & Eire, said: “We are extremely excited to work with such a renowned brand as Volkswagen. Thanks to this agreement, we can offer our customers unique sets that will combine the passion for bricks with the love for the automotive industry. Our models will not only be great fun, but also an educational experience that will give you a better understanding of the structure and design of classic cars.”
The first sets of Volkswagen car models from Cobi will go on sale as early as Autumn 2024.
Casdon has donated some of its bestselling roleplay toys to Little City to bring them into real-life settings for young children.
Casdon creates mini-versions of wellknown household items. Children attending the Little City sessions will be able to enjoy playing with a wide range of Casdon’s preschool roleplay toys including its Dyson vacuum cleaners, the Henry & Hetty cleaning lines and more.
Simone Inskip, marketing manager at Casdon, said:
”We’re so excited to be collaborating with Little City, the partnership feels like such a natural fit with the cities and our toys, giving children the opportunity to be just like the grown-ups.”
The mobile roleplay uses backdrops, toys and equipment to create settings for children under the age of six to play in hospitals, vets, hairdressers, supermarkets, fire stations, and more.
Vicki Fletcher, Little City owner, said: “The team and I are absolutely thrilled to have Casdon on board and I’m sure many of the children will recognise them from the everyday household items they see grownups using in and around their homes.”
Fisher-Price has launched an all-new wooden toy line, Fisher-Price Wood, for children aged six months to five years. Featuring fresh, modern designs that encourage open-ended play, the new range speaks to parents who are looking for a more affordable, back-to-basics play experience for their children.
The wooden toys offer a wide range of fun play patterns, from colourful puzzles and blocks to roleplay, music-making and more. They help spark creativity, develop fine motor skills, and stimulate problem-solving.
Brian Fitzharris, SVP and general
manager, said: “For 94 years, Fisher-Price has been dedicated to helping children have the best possible start in life through innovative, trusted toys that provide hours of fun and enrichment. With the debut of Fisher-Price Wood, a line that harkens back to the brand’s very roots, we’re bringing a fresh perspective to the timeless appeal of wooden toys.”
The new toys incorporate playful, colourful elements that are more than just fun – they also help childhood development by stimulating the brain through open-ended play, helping children explore the world at their own pace.
Spin Master has a new licensing agreement with Danish textile company Skybrands for Toca Boca, the award-winning digital game. The collaboration will introduce a novel line of tween apparel, accessories, and home textiles.
Over the past decade, Toca Boca has been at the forefront of innovative gaming, emphasising play, self-expression and creativity with more than 60 million active monthly users. The agreement is another step forward in Skybrands’ recent success in handling major licences across Europe.
Spin Master SVP, André Lake Mayer, said: “Toca Boca is a global success in the kids’ gaming space and we’re excited to give fans new ways to engage ‘phygitally’ with the brand. We’re confident that Skybrands A/S is the perfect partner to catalyse Toca Boca through influential retailers in fashion, accessories, and home.”
Addo Play is to hand over the reins of its Fuggler Plush licensing rights to Zuru. Fugglers are funny-ugly monsters with a straight-up bonkers appearance. Instantly recognisable, these creepy creatures have human-like teeth, vacant eyes, a disturbing demeanour and a signature butt-on hole.
Nick Mowbray co-founder & CEO of Zuru, said: “We commend Addo Play for the world-class job they have done in building Fuggler. We are delighted to acquire the licensing rights and are committed to leveraging our resources and creativity to further enrich the Fuggler experience for fans everywhere.”
BBC Studios has renewed its global licensing partnership with Moose Toys for the Emmy Award-winning Bluey in all territories. The agreement will build on the global success of this Moose Toys range.
Andrew Carley, director of global licensing at BBC Studios, said: “With global fandom for Bluey showing no sign of abating, I am delighted that our dynamic toy partnership with Moose Toys is set to continue for years to come. Moose’s translation of the Bluey brand is best-in-class.”
Following its debut in Australia in 2018, Bluey has gained millions of fans around the world. The Emmy and BAFTA Award-winning animated TV programme airs in more than 140 countries and was the most-streamed kids show last year in the US, doubling its viewing time from 2022 to 43.9 billion viewing minutes.
Moose Toys CEO, Paul Solomon, said: “We feel very lucky to be part of the awesome team that brings Bluey’s much-loved characters to life for kids around the world. Bluey has become a fixture in millions of homes, celebrating our unique Aussie way of life. From backyard barbies to family adventures, Bluey reminds us to play and not take ourselves too seriously, all things we embrace at Moose.
Family-owned Leeds-based dress-up specialist Smiffys is lining up administrators, having tried to secure a sale in recent weeks. A notice of intention to appoint administrators was filed at the end of May.
Smiffys, which was founded in 1894, ships more than 26 million items of fancy dress annually and employs more than 150 people globally across the UK, Poland, Australia, US and China.
In an official statement, Smiffys said: “Following four extremely challenging years as a result of the pandemic, the subsequent supply chain crisis, and the ongoing inflationary burden on both businesses and consumers, Smiffys was required to take
the difficult decision yesterday to file a notice of intention to appoint administrators.”
“This does not mean the company is in administration; rather, this allows Smiffys to explore a number of potential options, with the ultimate aim of securing a sustainable business for the future.
“Smiffys will continue to trade and fulfil orders as normal during this time, and we would like to take this opportunity to thank our talented Smiffys team and loyal customers for their ongoing support.”
We are in touch with Smiffys and will bring you newsflash updates as they arise.
The Distoy 2024 show was a success despite certain pre-show comments. And the 2025 show dates, Tuesday May 27 to Friday May 30 have already been announced.
There were some issues, however, not least because of a few rogue exhibitors as noted by Distoy Founder, David Potter, who said: “I do hope that the ‘exhibitors’ that chose to circumvent the rules and have a ‘free ride’ will next year do the right thing and register.”
David continued: “They can enjoy the benefits of being a registered exhibitor, but they would be acknowledging the years of hard work put in by the Distoy team to create the perfect conditions. It seems that these piggy-backers have no regard for the fact that the élite of the international toy industry are in town because of the Distoy event.”
Distoy did have a reduction in the numbers this year – after two difficult years for the industry plus the new activity in Los Angeles – it would have been beyond optimistic to expect anything else.
David Potter commented on the fall in numbers: “It was nowhere near as big a reduction as we thought it might be and those who did participate have nothing but positive observations to make. Quality rather than quantity has been the hallmark of Distoy 2024 – with exhibitors reporting more meaningful meetings without so much pressure to move on to the next one.”
Distoy received some very positive comments about the show –
“Other shows are super shop windows for the following year’s product launches, but at Distoy we ship for the year we’re in.” –Richard North, Wow Stuff
“What a show we had ! Fabulous meetings – phenomenal opportunity to showcase our products.” – Fizz Creations
“Great to meet potential partners at Distoy –a great opportunity to meet up and network on our doorstep.” – Whiz Kid Games
“All I can say is WOW !” – Exquisite Gaming Ltd
“As the sales manager of SES Creative said to me in the lift, this is a show where just one customer can change everything. I have to agree. I’ve said it before that Wow! Stuff writes more business at this show than any other.” – Richard North (again)
Yes indeed. Some Distoy suppliers were able to report actual order-writing which can be quite rare at trade shows.
Toys ’n’ Playthings caught up with Mark Hunt , marketing director at Character Options , to get the lowdown on new addition Terror Fried, and the multi-media campaign the company has devised to to boost the launch
What is Terror Fried?
Terror Fried is an exciting new addition to the boys’ aisle. With Terror Fried, kids can discover the nastiest, freakiest figures from deep inside the fast-food fryer. The range is packed with repulsion and is a thing of fastfood nightmares. Each Terror Fried meal includes creepy compounds, allowing you to fizz, squish, crack, and ooze as you play through multiple layers of discovery and gross-out reveals... it’s Terror Frying!
Where did the idea originate?
Terror Fried takes inspiration from three hot trends in the boys’ category, delivering fun by the bargain bucket load. The range combines highly detailed, super-scary collectible figures with multiple levels of foul compound play, and each unsavoury meal comes wrapped up in iconic, on-trend, food-themed packaging.
What ages is Terror Fried aimed at?
Boys aged five to nine who love collecting figures. It’s perfect for kids who love gross stuff, slime, discovery, peel and reveal and ASMR (Autonomous Sensory Meridian Response) play.
How many sets are in the range and at what price points?
The Terror Fried collection launches
with four key items: Nasty Nibbles at £4.99, Ooze Burger £9.99, and Slimy Box £19.99 as well as the allencompassing Gross Bucket at £29.99. With each set, kids will discover horrifying critters and creatures as collectible figures – all hidden among the foulest of compounds!
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Kids can drop ‘burgers’ and ‘nuggets’ into the fry bucket for a fizz‘n’fry dissolving effect; rip open stinking milkshakes to splat-out lumpy foam slime; crack open packs of ‘fries’ to reveal the slimy squelch within; and peeland-reveal smelly, oozing condiment sachets. Crispy cockroaches, battered rats and more will be found in Terror Fried’s delightful fast food meals.
Big news for Terror Fried is that we’ve planned a Terror Truck sampling campaign to get the product into kids’ hands “
When are you launching, and what marketing support will Terror Fried receive?
We launch over August bank holiday weekend, when family footfall is likely to be high at retail.
An impactful, branded TV spot will lead the YouTube Preroll campaign, helping to build awareness among
the target audience from launch, driving visibility and demand for the Terror Fried brand right through to the Christmas trading period.
In-store, we’ll be building a strong presence for the brand from launch, with an impactful, freestanding display unit, as well as point-of-sale kits for our retail partners.
Big news for Terror Fried is that we’ve planned a Terror Truck sampling campaign to get the product into kids’ hands, and really help us to kickstart our recruitment drive.
All this and more, as we’ll also be collaborating with key kid influencers, high-profile food reviewers and celebrities on social media. All will be endorsing the brand across their Instagram, TikTok and YouTube channels, creating bucket-loads of video content, unboxing the food parcels and demonstrating the supergross play pattern!
Terror Fried, like other brands in Character Options’ portfolio, is supported by substantial PR and marketing campaigns.
0161 633 9800
sales@charactergroup.plc.uk www.character-online.com
Character Options is introducing a new interactive pet kitten this Autumn - Teksta Purro - as well as a new wave of TapTap Smart Fidgets, plus there’s an extra sweet treat in store.
Teksta Purro has impressive functionality, without the need for apps, WiFi or Bluetooth. She will become the purr-fect BFF! Not only can she move around avoiding obstacles, she can dance to music, and chase her mouse. Kids will always know how she feels with emotive eyes and 100-plus sounds including purrs, laughs and burps. With haptic touch sensors, Purro responds to petting by purring and falling asleep, and watch her ears wiggle and react to music and voices. She’ll respond to yes/no questions, eat, sing back songs in ‘meows’, and more. She even comes with accessories to further extend play value.
Step right up! Families will soon be able to use the 1-Minute Cotton Candy Machine to create all the spun sugar fun of the carnival at home, with standard table sugar. Children will delight in the magic of making their own cotton candy in just 60 seconds. This portable, handheld machine is the perfect size to take to parties and sleepovers for tasty, take-along fun. Any normal day can be turned into the sweetest of holidays, simply keep the battery charged up and the fun will never end.
Put fidgety fingers to work with the latest palm-sized, fidgety fun from TapTap Smart Fidget. TapTap 2 will be the summer’s hottest launch – optimally sized for fun on-the-go. It’s the ideal boredom buster with the power to enhance fidget functions and refine skills. It’s programmed with five games; the objective of Match-It! is to find matching colour pairs. With Rhythm Tap players tap lit green pixels quickly as they move downward. There’s also Stop & Go, Mastermind Mini, and Speed Reflex.
TapTap 2 will be Character’s hottest launch of the Summer - optimally sized for fun on-the-go. It’s the ideal boredom buster with the power to enhance fidget functions and refine skills
01580 713000 | sarah@thamesandkosmos.co.uk www.thamesandkosmos.co.uk
Hero and KAI are the Thames and Kosmos robots that are already here on Earth and ready to play. Leading from the front in technology toy innovation for several years, the hero of the line-up in this sector comes in the form of Hero the sound-sensing robot. After seeing solid success in the US, this playful automaton has fun at its core alongside a host of technological features that would make a NASA engineer proud.
Hero uses its three directional microphones to hear everything around it and reacts to the sounds. Out of the box you’ll build Hero from the 100 parts alongside the 52-page colour manual taking you step-by-step through assembly with an adventure comic inside. The education by stealth from Hero is all contained here too, and teaches about how super-hearing works, sound waves and spatial hearing.
There are four play modes. Hero can locate you, follow you around, be remotely controlled by your sound commands and even play against you in a game of tugof-war - all by sensing the sounds. Just clap your hands or use the included castanet to send commands to Hero. A robot complete with a castanet must be a first!
For some artificial intelligence action, Thames and Kosmos supplies the award-winning KAI, a six-legged, app-enabled robot using elements of AI to learn from your gestures and sounds. This robot recognises patterns, learns, and make predictions – a key aspect of AI. By using the app and your smart device camera and microphone you can record physical gestures and sounds and assign them to KAI’s five functions – walk forward and backward, turn left and right, and stop.
01235 555545 | trade.sales@vtecheu.com www.vtech.co.uk
VTech Electronics has shared some of the new additions to its Kidi range for 2024.
The Kidizoom Duo FX is designed to take creativity to the next level with dual cameras perfect for videos, selfies, and group shots. It captures photos in up to 8 megapixels and offers an array of great features such as Cartoon Me effects, Funny Chin Puppet Show mode, and My Avatar Creation.
New for Autumn/Winter, Vtech’s Kidi DJ Drums is an electronic drum kit with four light-up drum rings and two cymbals designed to make music creation fun for kids
The Duo FX has a built-in photo editor, which allows users to edit their photos effortlessly, while also supporting voice recording with funny effects. With panoramic photo capture and expandable storage via a microSD card (not included), the Kidizoom Duo FX ensures plenty of space for creativity. It features a micro-USB port for easy data transfer to a computer, a hand strap, and parental controls to ensure a safe and controlled experience for kids.
The Kidizoom Smart Watch Max now boasts a larger screen and a landscape design, making it easier to capture wider photos. Key features include dual cameras ideal for videos, selfies, and group shots, as well as over 50 clock faces to customise or create. The smartwatch offers eight fun games, including reaction and puzzle games, along with a built-in pedometer, motion sensor, and time-telling features. Kids can enjoy a Midi music player and secure two-player connection games with other Smart Watch Max users. With downloadable apps from the Learning Lodge, fun brain-builder activities, and a built-in rechargeable battery, the Kidizoom Smart Watch Max is packed with educational and entertaining options. It also has voice recording with funny effects, an alarm clock, timer, and stopwatch, and a splash-proof design. Parental controls ensure a safe and enjoyable experience for children.
The Smart Watch Max also includes a microUSB port for data transfer and charging (cable included), voice recording with funny effects, an alarm clock, timer, and stopwatch, and a splash-proof design. Parental controls are included for a safe experience.
01952 608 308 | www.goldenbeartoys.com
Golden Bear Toys is growing and evolving its football-focused tech range, Smart Ball, in 2024. This award-winning product range redefines the way that football fans and players train and play.
Smart Ball’s Soccer Bot, the ultimate indoor football trainer, was a huge success in Q4 of 2023, smashing UK sales expectations, doubling projections, and selling out nationwide weeks ahead of Christmas. Since its launch into the UK market, Golden Bear has onboarded distribution partners in 17 countries, and will be working with its partner, Two Skies, to bring Soccer Bot to the US.
The state-of-the-art Soccer Bot
uses advanced sensor technology to track the ball, manoeuvring expertly to try and tackle the player and test skills. It offers skill building, competitiveness, and fun – whatever the weather. No matter your skill level, the Soccer Bot is ready to test you, with three different speed modes that are designed to accommodate players of all abilities. Want to switch up your gameplay?
The Soccer Bot comes with four smart discs to map out the playing area, making the game as easy or as challenging as you want. Whether you’re testing your solo performance or you’re in fierce competition with your friends, the Soccer Bot offers endless fun and challenges.
This month TnP gauges the mood of the toy industry as we head into the second half of 2024, finds out how suppliers are creating a buzz around the summer holidays, and gets their views on social media marketing
What do you find is most effective in social media marketing?
Currently the UK business doesn’t engage in any forms of social media as it has been traditionally handled by headquarters in Poland. We have engaged with a few companies at London Toy Fair and are hoping to have this sorted for 2025.
What do you find is most effective in social media marketing?
What's your focus as we head into the second half of 2024?
Our primary focus is to continue to build relationships with our current customers and look to engage with new customers across the UK and Eire.
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At Rubies, we have found that the most effective strategy in social media marketing, including on platforms like TikTok, is to create engaging and relatable content that resonates with our audience, in particular UGC. We focus on leveraging trends and challenges to capture attention and encourage user-generated content. Collaborations with influencers who align with our brand values also help to amplify our reach and engagement.
What’s your focus as we head into the second half of 2024?
As we head into the second half of 2024, our focus at Rubies is to continue providing innovative and high-quality everyday play, accessories, dress-up, collectibles and more to our customers. We are dedicated to staying ahead of trends, expanding our product offerings, and delivering exceptional customer experiences. Additionally, we will be investing in digital strategies to engage with our audience and strengthen our online presence.
What has been the highlight of the year’s toy shows for you?
''We will be investing in digital strategies to engage with our audience and strengthen our online presence''
licences
on
new
that
are
specific to us and not just Europe
” I will be working with our head office to work
Then I will be working with our head office to work on new licences that are specific to us and not just Europe. The VW licence is a prime example of this. Watch this space as we will be announcing further partnerships.
What has been the highlight of the year's toy shows for you?
For me the highlight of all the shows has to be the way the industry has bought in to what we are wanting to achieve in the UK.
What do you think is the biggest news story in the industry right now?
At the moment I think the biggest news story is the current NP Data, however I believe that there will be a bigger story to come out soon.
If you were a child, which toy would you most be coveting now – and why?
Tough question as there are many toys out there. For me I would say that I would have loved to have had the Petron Sureshot Crossbow when I was younger. It's a solid piece of kit, superbly accurate and really addictive fun. I dare say my mum would have confiscated it after a week!
For us, it’s definitely been the opportunity to showcase our generic Halloween range for 2024, latest retail solutions, collections and interact with industry professionals and enthusiasts. It is always exciting to receive feedback and see the positive reactions to our new designs and innovations. These shows provide a platform for us to connect with our customers and gain valuable insights into industry consensus.
What do you think is the biggest news story in the industry right now?
In the industry right now, one of the biggest news stories is the increasing demand for sustainable and eco-friendly toys. Consumers are becoming more conscious of their environmental impact, and there is a growing expectation for toy companies to prioritise sustainability in their production processes and materials. At Rubies, we have our own dedicated collection of dress-up made from 100% recycled materials (exclusive of trim) and our journey towards net carbon emissions, Rubies Zero.
How have you been/will you be creating a buzz around your toys as we head towards the summer holidays?
As we approach the summer holidays, we are hyping up our fantastic product through various marketing strategies. This includes launching targeted advertising campaigns across different platforms, collaborating with influencers to showcase our products, hosting engaging contests and giveaways on social media, and partnering with retailers to offer exclusive promotions. We aim to create excitement and anticipation for our everyday play, making them a must-have for the summer season! For trade, we’ll also be targeting them with exclusive bundles, offers and deals.
If you were a child, which toy would you most be coveting now –and why?
If I were a child again, I think our range of Phunny plush would be top of my wish list! With characters like Gizmo and Stripe from Gremlins, Beetlejuice and Deadpool, the collection fuses together my own personal interest from growing up as a child of the 80s and new hits I love, like Marvel!
What do you find is most effective in social media marketing?
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If you would like to take part in Trade Talk, we’d love to hear from you. Please email
” We are especially excited about our new Harry Potter licensed range of stationery - we can’t wait to share it with everyone
In terms of marketing, we can’t deny the positive impact working with influencers has on our social media presence. Whether micro or established, influencers who have an engaged and trusting audience can create incredible brand awareness for us and therefore, open us up to so many new potential consumers.
What’s your focus as we head into the second half of 2024?
We have so many new and exciting products launching during the second half of this year across both our Helix Oxford and Maped ranges. We are especially excited about our new Harry Potter licensed range of stationery - we can’t wait to share it with everyone. Of course, we also have back to school fast approaching, which is the busiest time of year at HQ. There will be some great offers launching with retail partners, and exciting summer campaigns across our social media channels.
Jo ShapleySenior
marketing managerAsmodee
What do you find is most effective in social media marketing?
Once you have identified who your key target audience is, research what type of content they find most engaging on social media. Experiment with different formats, video lengths and edit styles. This then dictates your strategy and content plan. We find it’s a great tool to announce upcoming new product releases, teach gameplay through short how-to-play videos and engage with board game players.
What’s your focus as we head into the second half of 2024?
As with the rest of the toys market, the Christmas period is a key trading period for us. We have some exciting new releases in the second half of the year. Asmodee and Lego’s collaboration
What has been the highlight of the year’s toy shows for you?
It has to be exhibiting at London’s Toy Fair for the first time. Not only were we able to showcase some of our new Maped Creativ collections and debut products for 2024 to a new audience, the feedback from buyers was really positive and we are now starting to see some of those conversations at the show come to fruition, which is exciting.
How have you been/will you be creating a buzz around your product as we head towards the summer holidays?
We’ve got some exciting social campaigns on the way and some great partnerships with other brands that will create a big buzz around some of our new products. We also have some activities planned in retail that will create excitement around our award-winning Maped Infinity colouring pencils. They are the perfect colouring tool to pack when out and about and on holiday as they never need sharpening - genius!
If you were a child, which toy would you most be coveting now – and why?
It would definitely be our Maped Creativ fabulous unicorn factory. As a child I loved animals, bright colours and anything sensory so I’m sure getting stuck in with the clay and creating my own unicorn to play with and display would have been right at the top of my list!
board game Monkey Palace is a particularly exciting one, where we have lots of marketing activities planned to reach both LEGO and board game fans.
“
What has been the highlight of the year’s toy shows for you?
I always enjoy Toy Fair as it kicks off the year ahead. Asmodee had its biggest-ever stand this year and our sister company Coiledspring Games joined next to us, creating the ultimate board game selection for retailers to choose from. We brought a lot of theatre to the stand this year with an interactive screen for visitors to experience our new Dobble app, DobbleGO, in giant form.
How have you been/will you be creating a buzz around your toys as we head towards the summer holidays?
We have some exciting new releases in the second half of the year. Asmodee and Lego’s collaboration board game Monkey Palace is a particularly exciting one
We’re about to launch our summer travel games campaign, which celebrates our travel-friendly games by bringing families and friends together of all ages and encouraging people to connect away from screens. Playing board games work to create real, long-lasting connections.
”
If you were a child, which toy would you most be coveting now – and why?
I love a tactile race game that creates a lot of manic energy, so it would probably have to be The Sock Game. I’m a competitive player too and kids usually beat the adults, which is important!
What do you find is most effective in social media marketing?
Today's audience tends to use a portfolio of social media, with different channels depending on a variety of factors or purposes. There are nuances when it comes to the audience profile of each channel, and so the ideal mix for one product may not be ideal for another. Due to the breadth of our product portfolio, all these factors are taken into account in our programmes - there is no one-size-fits-all.
What’s your focus as we head into the second half of 2024?
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We're looking ahead to further chapter launches, the rollout of our Organised Play programme and the launch of the Disney Lorcana Gateway game
”As we head into year two for our breakthrough trading card game, Disney Lorcana, we're looking ahead to further chapter launches, the rollout of our Organised Play programme and the launch of the Disney Lorcana Gateway game, which will provide a self-contained introduction to the game for two players. Our first infant & toddler collection under the blue triangle, Play+ launches in September and the second half will also see our new puzzle packaging launch, introducing new box sizes across our 500, 1,000 and 1,500-piece puzzles and a refreshed design across our full adult 2D puzzle collection.
What has been the highlight of the year’s toy shows for you?
Seeing our Play+ collection merchandised together as a range for the first time at London Toy Fair was a real joy, and we were delighted to have TV's Dr Zoe Williams join us for press day too. It created a real buzz around the stand.
What do you think is the biggest news story in the industry right now?
Collectability continues to be a strong theme and we've had a strong response to our forthcoming launch Hylkies - they're licensed characters that fans can piece together themselves. The first two series launch simultaneously and feature fan favourite characters from Star Wars and the Marvel universe.
How have you been/will you be creating a buzz around your toys as we head towards the summer holidays?
We've got an action-packed programme of events this year, taking the opportunity to bring our brands to life for the consumer in new ways. These will complement our wider marketing programmes.
If you were a child, which toy would you most be coveting now – and why?
I'm pretty sure I would be very excited about the first licensed special edition in our GraviTrax system - the GraviTrax Action Set - Death Star. The phenomenal love for the Star Wars franchise combined with the unlimited fun of GraviTrax is one not to miss.
Shaun Dubberley Group sales director HornbyWhat do you find is most effective in social media marketing?
That’s more a question for our brand marketing teams, but I would say that the most effective strategies involve creating engaging, authentic, and relatable content. Authenticity is key, as users respond well to genuine and relatable posts. Participating in popular trends and challenges boosts visibility and engagement, while collaborations with influencers help expand reach and credibility.
What’s your focus as we head into the second half of 2024?
We have two key focuses as we approach the second half of 2024: perfecting what we already do well and forging new global partnerships. We aim to refine our current operations to ensure the highest quality and efficiency in our processes. Simultaneously, we are dedicated to expanding our reach by connecting with new partners across various international markets. This dual approach will enable us to strengthen our existing foundations while exploring fresh opportunities for growth and collaboration worldwide.
“As we head towards the summer holidays, we are ramping up our efforts with targeted campaigns that highlight the fun and excitement our toys bring to summer activities
What has been the highlight of the year’s toy shows for you?
For me, the highlights of this year’s toy shows were Hong Kong and Nuremberg. Both were incredibly successful in terms of followthrough from our conversations, leading to committed purchases. Additionally, we were able to form new relationships in the UK, Panama, and Indonesia, which are very promising for our future growth. These new partnerships not only expand our global footprint but also bring diverse perspectives and opportunities that we are eager to explore further.
”What do you think is the biggest news story in the industry right now?
I would say the biggest news story currently making waves in the toy industry is the collaboration between The Entertainer and Tesco. This partnership is poised to create substantial shifts within the market, potentially redefining distribution channels and retail strategies.
How have you been/will you be creating a buzz around your toys as we head towards the summer holidays?
Creating and maintaining a buzz around our toys is a year-round endeavour for us, however our main focus tends to be on peak gifting periods like Christmas.
We employ a variety of marketing strategies, social media engagement, and promotional events to keep the excitement alive. As we head towards the summer holidays, we are ramping up our efforts with targeted campaigns that highlight the fun and excitement our toys bring to summer activities.
If you were a child, which toy would you most be coveting now – and why?
There are so many great toys to choose from, but if I were a child, I would be most excited about the new Scalextric Williams Racing Race Set. The thrill of racing and the quality of the set make it a fantastic toy for family fun and imaginative play.
Amelia lit up with hours of fun drawing on Maped’s Creativ Lumi Board and her own creative
flair. And she’s coming back for more…
What did you like about this toy?
Dad Andy: It’s colourful, exciting and encourages creativity. The fact that there are so many (200) different images you can project means your child can be busy for a good while. It was easy to set up – insert the batteries, screw in the base and get going.
What did Amelia like about the toy?
It’s really fun. You get to organise your pens in whatever order you want. It’s not hard to play. It gives you lots of paper and when you run out you can always use your own.
The cards with the images that project are really cool. There are loads of options – some are blank so you can colour in how you like, and some have colours. Some have three steps to draw something – like a step-by-step for how to draw a fish. The cards have themes too, which is good, like tropical stuff for example. It’s so so, so cool.
Explain how easy it was to set up.
Dad: It was easy. We didn’t realise at first that you needed to use the paper and thought you could draw on the glass but we quickly realised!
What were your first impressions?
Amelia: I said, ‘Wow, that looks fun.” I was excited and thinking it looks so cool. The colours looked great and then there was the fact there was a light inside.
What features does it have and what makes them fun?
Dad: It has a button at the back for the light, which is not in the way, so that’s good. The handles to turn the cards are so easy to use.
The paper stays on thanks to the little bits you slot it into. It’s good that it’s at an angle for drawing and the paper stays on.
Amelia: It was both fun and relaxing. It’s just nice and if you are ever a bit stressed you can draw on this and it will make you calm.
Would this be something that Amelia would play with again and again?
Dad: I think she would play with this several times and for longer than the average toy she has. We had to take a few stabs at using it correctly but we got there!
Amelia: Yes. And I already have.
Amelia:The cards with the images that project are really cool Contact:
To find out more about Lumi Board contact 01384 286860 customerservices@mapedhelix.co.uk www.mapedhelix.co.uk
The Toymaster May show looked good and was good, despite heavy rain drumming the marquee canvas. Plenty of business was done early on and throughout the days. The evenings were fun too, awards and all - and that was before the music even started
Whether it was the stands attracting retailers from all over, or the dancing nights of live music, food, socialising and – more importantly – awards, or Toymaster’s great, kind, generous and good, there was much to enjoy and celebrate.
To be fair, certainly on the first day, the show seemed a little quieter than usual, but this was offset by order numbers being healthy due to the generous but realistic offers from suppliers, some of whom we caught up with. One of these was Vtech, who told us that they were having an excellent first day.
Vtech’s national account manager, Mike Williams, said of a range of their products: “There are some great offers
“ ”
Thank you to all our independent retailers, suppliers and members for their support in making this show so special
Yogi Parmar, managing director of Toymaster
for Toymaster retailers, and we have a further 7.5% discount on top of the existing 5% one for Toymaster members on some of our ranges.”
Mike also made a point about location and presentation with regard to stands: “We have a really good stand this year and we can sit down with all the retailers who are here to see us.”
Beyond the financials, Ian Jenkins, sales representative at Wilton Bradley, summed up the importance of faceto-face contact with customers: “Toymaster is the highlight of the year and it’s always well attended. It’s great to sit down with my Welsh and Irish customers for a proper catch-up, which just isn’t possible in their busy shops or on a tight schedule visit to Ireland.”
Arts & crafts supplier Craft Buddy also had a successful show. Since its first appearance in 2021 it has gone from strength to strength, initially working with only a handful of accounts and now featuring in Toymaster shops including Kids Stuff, Kerrison Toys, Midco and many more. Lisa Rayner, account manager for Craft Buddy, credited its growing success to the innovative design and ability to
bring fun and sparkle to the market.
Dan Ward, head of sales at Craft Buddy, said: “It was great to share with Toymaster members a first sneak-peak of our large festive collection. Our product development team are at the forefront of this and have worked tirelessly to bring new and exciting products.”
Charlotte Brodie, junior account manager, said of her time at the show: “My first Toymaster experience has been wonderful. I didn’t know what to expect but it has been great to put some faces to the emails and to get to know my Toymaster accounts.”
A special mention must go to the Rubies stand. It offered an excellent range of products designed to fuel everyday play. Plush collectibles, costumes, or other novel items, Rubies had everything needed to put added fun into playtime. It added further inspiration with the extensive selection of licensed items.
On the retailer front (which after all is why the show runs in the first place), John Bentley, trading manager at Howleys Toys, which has stores in Weymouth, Bridport, Paignton and Dorchester, told us: “I attended the
Arts & crafts supplier Craft Buddy had a great show. Since its first appearance in 2021 it has gone from strength to strength, initially working with only a handful of accounts and now featuring in Toymaster shops including Kids Stuff, Kerrisons, Midco and many more.
Toymaster May Show with Howleys Toys’ owner Ian Moore, his wife Sarah, and their son Benjamin (who is learning the business - this was his first ever Toymaster show).
“We were at the event from start to finish, and it was brilliant. The Majestic Hotel is a great venue (the food was excellent!) and the whole entertainment package was superb.
“Toymaster did a fantastic job, and I must give a special mention to the app, which was very helpful to refer to while going round the show. It showed us the layout, the catalogue lines, and the various discounts from suppliers.
“Several lines caught our eyes, and we will be following up on all of them. Examples include Aurora World Palm Pals (a range of soft toy animals that literally fit in the palm of your hand), Kindness Cards from Baby Republic (which teach kids to be kind to each other - I like that concept), Ty’s new Stitch, various Hello Kitty products, Halilit’s baby and sensory toys, Splat Planet’s creative Diamond Painting and Painting By Number Kits, and finally Galt’s Hitster Bingo: it’s a great music game - a Christmas winner.’’
“Toymaster did a fantastic job, and I must give a special mention to the app, which was very helpful to refer to while going round the show. It showed us the layout, the catalogue lines, and the various discounts from suppliers
”John Bentley, trading manager at Howleys Toys
managing director of Toymaster, opened the awards presentations and took the opportunity to thank the whole team. He added. “It warms my heart to see it all come together. Thank you to all our independent retailers, suppliers and members for their support in making this show so special.”
There were two Special Recognition awards (given to individuals who have made a real difference to Toymaster and the sector beyond). The first went to the never-shy but now retiring Bruno Gallone, with the other going to Kayes of Cardiff’s Philip Kaye.
Supplier of the Year was won by Character Options with Joe Kissane receiving the award and giving full credit to his team, including Richard King and John Diver, who he has worked with for many years. Of the show itself, Joe said: “I’ve never missed a Toymaster show. For me, this is the start of the year; it’s tough out there. You come to Toymaster Show, you have a laugh. You smile. Then you can go back to the nitty gritty, get stuck into the hard work that’s about to come. Just enjoy it. They do a fantastic job these guys - love ’em to bits.”
The Golden Teddy Award went to Jon Ward of Epoch Making Toys. Jon was described by his nominators and seconders “as someone who is an honest, hardworking and kind man who gets great satisfaction from helping others. An industry legend, humble and totally deserving of this recognition. He is a wonderful role model to others, who constantly goes out of his way to help his peers understand the business and industry.”
The Golden Teddy was presented by BTHA chairman Simon Pilkington, who said: “I am delighted to present a Golden Teddy Award to Jon. He truly is a great example of what a Golden Teddy Award winner should be; someone who
The never-shy but now retiring Bruno Gallone had two personal highlights: his Special Recognition Award and the stomping tiger feetesque performance of his Toy Division band. What a way to go.
is loyal, respected and has served with dedication over a sustained period in the toy industry. On behalf of all at the BTHA, congratulations to Jon for this recognition.” Friends of Toymaster (unsung heroes of the industry) went to Nick Saunders of Brainstorm. And finally, a 25-Year Membership Award went to Stuart Jamieson of Harry’s in the Shetland Islands.
Fun, music and dancing
The musical highlight came after Bruno Gallone received his award on the Tuesday evening. He returned to the stage for an unexpected and roofraising encore, when he fronted the live music band, Toy Division (with wellknown band members from the industry including Toymaster’s very own Paul Reader). It was a dance-crazy hour of hits from the 70s onward. The highlight and TnP favourite? Mud’s Tiger Feet, which nearly had the entire Majestic bouncing off its foundations.
Wednesday night had plenty of music and dancing, too. It was followed by the usual Thursday of pure business, the core of the show, plus smiles and farewells until next year.
And we are already looking forward to the 2025 show, which will return to the Majestic Hotel from Tuesday May 20 to Thursday May 22.
Once again, all independent bricksand-mortar toy retailers in the UK and Ireland will be welcome to attend. Oh yes.
John Bentley, trading manager of the four-strong Toymaster chain Howleys Toys, talks to Clare Turner about challenges and opportunities for the coming season
'We
Tell us a bit about Howleys Toys. We are a Toymaster member with four stores: Weymouth, Bridport and Paignton, which each measure in excess of 2,000sq ft; and Dorchester, which is smaller at just under 1,000sq ft. I’m based at Weymouth, which is our flagship and first store. It was bought by the company’s founder Philip Morris in 1986.
What’s your role?
I’m ultimately responsible for Weymouth but oversee the three other branches. All have their own managers who liaise through me, and I report to Philip’s son Ian Moore, who is the owner. Ian is obviously focused on every aspect of the business, and he is our buyer, so I tend to concentrate on trade and achieving the best possible sales performance across our four branches.
What’s your career background?
I joined Philip when he first opened Howleys Toys and I worked for him for
I think it would be most toyshop owners’ dream to have areally cracking craze for this summer
19 years. I then left to start my own toy shop: Big Kids in Dorchester. I mainly focused on collectibles because by then Howleys Toys was in the same town, so I tried to do something a bit different. It was a nice little project and I enjoyed it, but it just didn’t give me the income I was looking for.
So then I worked for the department store group Beales as a buyer. I was buying everything: toys, gifts, furniture, childrenswear, gift food, Christmas decorations… But I’m always a toy man at the end of the day, and I was very pleased to rejoin Howleys in 2020.
My two main careers have been Howleys, where I hope I have been instrumental in developing the business into what it is today, and 15 years at Beales where I developed my skills, not only in buying but in terms of working with CEOs, managing directors, finance directors, store managers, and also systems.
I returned to Howleys Toys with a much stronger skill set and certainly came back more switched on to market trends, negotiating, and everything else that comes with the demands of a big business.
What sets you apart from other toy shops?
I’m not so egotistical as to think we are better than anybody else. I’ve been in some fantastic toy shops around the country, particularly fellow Toymaster members. There are some amazing stores out there.
We have a great reputation and a history that I’m very proud of. What sets us apart? I think as a store we’re very ‘shoppable’. Since Covid, our gangways are wider, we’ve installed new lighting, and our branch here in Weymouth is bright, easy to navigate, and very well merchandised.
Each category is very well defined, so if you want preschool or construction toys, it’s obvious where
everything is set. We also have a strong model department - which is not in every toy shop - and a wellstocked model train department.
Our staff are knowledgeable, approachable and proactive. In all our branches, I believe our staff have a strong sense of ownership, which creates pride in their work and their store.
We give people a great shopping experience, and they’re very happy with their purchases. I think that’s the best we can do. It’s rare to see someone come in here and then go out without buying something, so we must be doing something right.
How would you describe your range?
All of the old favourites (Slinky, Rubik’s Cube, Mr Potato Head… the list goes on), the evergreens (including marbles, skipping ropes, and
“
Wegive people agreat shopping experience, andthey’re veryhappy with their purchases. I think that’s the best we can do ”
dominoes), all the major brands, and all the bestsellers.
We try to dot every I and cross every T, but at the same time, we pass promos or discounts on to our customers, and I think that’s one of the reasons people keep coming back. In each category you can always find a bargain. That’s one of the things we spend a lot of time getting right in our shops. So, as well as finding all the big brands and must-have toys, customers will also find special offers that will put a smile on their faces.
What are your best-selling categories?
Number one is construction - and I’m sure that’s going to be the case for just about every toy shop in the country because it’s Lego Next is collectibles and within that, Pokémon trading cards and trading cards generally. The third category is plush, mainly Squishmallows , Ty and licensed plush.
How many brands do you carry? I can’t honestly think of a toy brand we don’t carry, so the answer is: all of them!
Who are your key suppliers?
Lego, Toymaster FOB, Asmodee, Jazwares Ty with Squishaboos and Beanie Boos (they’re brilliant and a good margin), Kandy Toys, Mattel, Hasbro, Character Options, Spin Master, VTech on the preschool side, Schleich, Moose Toys, Ravensburger, and One for Fun
Where do you find products?
We visit the Toymaster May Show and its regional shows, along with Toy Fair, Spring Fair, and Autumn Fair. Reps do come to us but there aren’t so many on the road these days. We like a
■ Flair Monsterverse Godzilla VS Kong New Empire action figures
■ LEGO Flower Bouquets
■ Sylvanian Families blind bags
■ Kandy Toys Eco Vehicles
■ Zuru Snackles
face-to-face visit but Teams and Zoom have now become far more commonplace
In terms of sourcing, I’m across Instagram and YouTube. For example, I watched a US video of the Flexi Fidget and then the next minute I saw that One for Fun had secured it, so I try to keep informed
We’re always looking for crazes - that’s what we really need this year. When you think back to fidget spinners and poppers… they were amazing lines. We scour the market to see what’s going on. I think it would be most toy shop owners’ dream to have a really cracking craze for this summer.
What are some of your new arrivals?
Godzilla X Kong action figures from Flair, Kandy Toys’ Eco Vehicles, some new Lego ranges, and I’m loving Zuru’s Snackles, bought through Toymaster’s import programme
How do you maintain the interest of existing customers and attract new ones?.
We’re active on Facebook and Instagram, and we’re trying to develop the TikTok side. We’re attempting to get some of our younger staff involved in that - you don’t really want oldies like me TikToking!
We do activities in-store, but ideally we need support from our suppliers to do that, and we’re very grateful when they help. It’s also a question of space and manpower, so we do them when we can. Certainly, if it’s something’s worth shouting about - and we get that supplier support – we’ll back it.
We always do something in the holidays, such as a Lego buildand-take, colouring competitions, giveaways, and arts & craft demos.
We also offer Toymaster gift vouchers, which are important to usmore so at the back end of the year of course.
And in the run-up to Christmas, there’s the Toymaster catalogue which is distributed locally in the four towns we have a presence in. That’s an important tool to get our product range out there.
What’s next for your toys?
What we are looking for is margin opportunities. We are always trying - and hoping our suppliers can support usto get the best possible margin on our products. If we’re going to be here for another 38 years, margin is paramount.
What are your biggest challenges right now?
You’d have to live under a rock to not know how challenging trading is right now, with many major retailers leaving the high street, the high costs of rents, business rates, utility bills, and wages… and it doesn’t help when you’ve got high parking charges in town centres and free parking at out-of-town shopping centres.
“
It’s rare to see someone come in here and thengo out without buying something, so we must bedoing something right ”
Another issue is online competition. I had an incident here a few days ago… we have a really good kite on show for £9.99 and it was a nice afternoon with a little bit of wind around - a perfect day to fly a kite on the beach. I heard a mother say to her child, ‘oh, they’re two for £15 on Amazon’. How do you comprehend that? Why do you want two kites anyway?
You’re on holiday in a seaside town and there's a local retailer who’s got a kite for £10. You’re almost telling that child, ‘shop online’. I hear that all the time: ‘Oh, we’ll have a look on Amazon when we get home.’ That’s what we’re up against. Then they look on Amazon when they get home and find it’s the same price!
So the challenges for high street retailers are coming from everywhere. That's why we have to fight for everything and we have to think outside the box. But this country would be a sadder place if it didn’t have its high streets and independent shops. We’ve got to just keep fighting haven’t we?
An extra factor is that several toy suppliers are selling D2C (directto-consumer). On Black Friday, certain suppliers were offering 25% off their products, and that wasn’t mirrored in our shops. That was tough - and disappointing.
What’s the satisfying part of your job?
Getting it right. You might be at Toy Fair, see something out of the corner of your eye, tucked away on a stand, and think: ‘I’ve got a hunch that’s going to be really popular.’ You try it, it sells, you repeat… and you feel you've done your job.
Buying at the right price, selling, and making a profit that will maintain and grow the business; that’s what it’s all about.
What’s the most rewarding aspect of your job?
It’s seeing the enjoyment that customers get from shopping in our stores.
Parents love to see their children happy when they buy them toys, and adults love reliving their childhood when they come in. Obviously, there’s the nostalgia factor: parents smile when they see old favourites. They tell their children about them… and then their children buy something new, and it starts all over again…
That’s the excitement of the toy trade, there’s a buzz about it - and that's what gets me out of bed in the morning. Every day you’re meeting people and putting smiles on their faces - a bit of chat, good service, and the fact that their kids walk out of the shop so happy. Job done.
You can’t get that in the furniture trade. As much as I love to talk about my time buying three-piece suites, it’s not quite the same!
What’s next for Howleys Toymaster?
It’s all about consolidation. We’d love to open a new branch but it’s a risk with the way the economy is at the moment. So our focus is on having the best summer we possibly can.
I’m hoping for hot, dry weather so that people visit the seaside resorts of Weymouth and Paignton, and market towns of Dorchester and Bridport - and, of course, walk through our doors.
People say: ‘A rainy day is good for you.’ No, it’s not! I want people to be happy, enjoy some sunshine, spend a bit of money and not begrudge it. When it’s raining, I always get the feeling that parents think they've got to visit us to keep their kids happy (and dry), so they come in and spend money. But believe me, when it’s sunny, they spend just as much - if not more.
Your correspondent has been gadding about of late. At the moment I’m in Riyadh (my new second home) but in the last month, Frome, London, Riga and Paris have been added to this list - and if there is one thing that might be taken away from this it’s that toy shop proprietors can breathe a sigh of relief at the perceived threat represented by the big supermarkets.
Riyadh is the home of shopping malls and ‘hypermarkets’ (there’s actually not that much that’s hyper about them – they’re just slightly bigger than the average supermarket) and here there is usually a section devoted to toys. Little care has been taken about the low-value items on display – they’re just piled up on pieces of store equipment that might otherwise serve to tempt shoppers into buying roasted nuts or local olive oil substitutes.
In fairness, they’re quite well merchandised, it’s just that it all looks cheap and tacky (which it is). ‘Toys’, in this instance is a lowest common denominator; you don’t come here for high-end Lego action.
If your shopping mission extends to the higher-end, then perhaps a hypermarket in Riga (and here there are stores that are indeed very large) might be the thing. To spare the blushes of our Latvian readership, it would be churlish to mention the name of the food retail chain involved, but the product offer is very solid. Whether you want the aforementioned Lego kits, of which there are many, all piled high, or something to do with Barbie, this is a good bet.
Just one minor problem: the screens. A lot of money has clearly been spent ensuring that at the end of each aisle (the toy department in one hypermarket is actually bigger than most toy shops in the UK) there is a screen to help with the tricky business of attracting attention. All good, but a moment’s perusal of any of them reveals the fact that what they are showing has nothing to do with the toys that surround them.
The point to all of this globetrotting is that supermarkets may have the range, but they don’t have the feel of a toy shop “ ”
Indeed, in one instance, a prawn cocktail (on-offer prawns seemed to be what was being displayed - my Latvian is not what it might be) was being shown from a multitude of different angles, amid a sea of Lego Star Wars boxes. It was pretty clear that while the investment in hardware had been substantial, the business of segmenting the screen content across the store was still very much in the development stage. There’s work to be done, and perhaps realising this, staff had in fact piled some toys up so that only about a third of the screen could be seen anyway – good effort.
Moving on to Paris and yes, there are about four contenders for the hypermarket crown, and all of them count toys as part of their offer. The problem in this city is that it seems to have been afflicted by what might be termed toy warehouse syndrome - where there’s a vast number of items and all of them are displayed in the same manner on grey metal racks that begin at flooring level and then head on up.
The temptation is to imagine that you have somehow strayed into the stockroom because a less experience-based interior would be quite hard to imagine. Take kids into these stores and there may be things that they’d like to have, but the chances are that they will have switched off long before it comes time to choose and they’ll be wanting to leave. In fairness, there was once an outfit found on the edge of towns and cities in the UK that did almost exactly the same, it’s just that it wasn’t attached to a food retailer, but that is another tale.
And so to London, where hypermarkets are relatively few in number and unsurprisingly are found on the edge of the metropolis. A quick visit to a couple of the largest of these was enough to reveal that, well, yes, there are toy offers, but apart from a little manufacturer point-ofsale promotional material not much TLC has been lavished on them and there is a distinctly utilitarian feel to the whole.
Which brings us home with a bump to Frome in Somerset. Up until this point all of the retailers involved have been cloaked in anonymity as cross-border libel actions are not unknown. For the sake of clarity, however, Frome has two toy retailers – neither is in a hypermarket, and probably the most idiosyncratic is the Frome Model Centre. This one does what might be expected from an unusually large unit at the top of historic Catherine Street.
JohnRyantakes advantageofhis recenttravelsto offeraglobal viewonthetoys offeringof supermarkets andconsiders whethertheyare athreattothe
If model planes, trains or cars are your thing, with all the paraphernalia involved in building a scale model, then this will hit the spot. The point is that walking through the doors of this little slice of retailing yesteryear, but still current, is a real experience and once inside, even if modelling isn’t your thing it’s hard not be engaged.
The point to all of this globetrotting is that supermarkets may have the range, but they don’t have the feel of a toy shop. In spite of their efforts, they are still some distance from being able to provide the space in which kids and adults can pause and enjoy. Be relaxed therefore - well at least for the moment - part of the competition may be nipping at your heels, but it’s not there yet.
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.
Dolls and collectibles are evergreen categories, but with pressure from the cost-of-living crisis and the increasing popularity of digital games with children, how are suppliers keeping ahead of the curve? TnP finds out…
The dolls and collectibles arena has seen some mixed performances recently - while collectibles continue to be popular, dolls have seen something of a decline – so what do those at the coal face have to say about how the market is performing, and how the future looks?
Kasia Leskow, head of marketing (GB/IE) at Zapf Creation, home of BABY Annabell, recognises that the category is down, but has clear ideas on what is needed to get it back on track: “We’ve seen a mixed performance in the doll sector, with the whole category down year on year. Nurturing dolls are maintaining their position, but introducing new products and offering attractive price points are crucial for gaining market share.
‘‘The way shoppers purchase toys has changed over the past few years. The pandemic had a direct impact on purchasing, as did subsequent economic challenges, including the cost-of-living crisis. With less
“We are constantly thinking outsideof-the-box to understand where a heritage brand like ours can sit in what is a relatively limited but everchanging market driven in part by playground trends, movies, and high-volume collectability
Phil Hooper, MD, Epoch Making Toys”disposable income, customers are now less brand and retailer loyal and more price conscious. The market as a whole is responding to customers who are price sensitive and looking for lower price points, while not foregoing quality and longevity of product with increased ranges to ensure extended play patterns.
“Having said that, the benefits of doll play continue to resonate deeply with our customers, reinforcing the values of traditional play. There is strong and sustained demand from children, which has cultivated a loyal customer base that values the brand’s heritage. The power of the dolls category
lies in its ability to teach children about nurturing and care through roleplay. Dolls play an important role in developing social and emotional skills, fostering children’s imaginative growth.’’
Like Zapf, Epoch Making Toys aims to make the most of its customers’ brand loyalty. “With the challenges the current economy places on the collectibles category, we are more likely to see cut-through with the well-known, evergreen brands, which consumers have already bought into and trust, as well as those which complement or can be played with in other sets within a range, therefore
How do you help retailers who stock or want to stock your ranges?
Our fans make great UGC content featuring our Baby Collectibles range on Instagram and TikTok, driving organic reach and awareness. And for our main dolls and dollhouse launches for each year we launch strong digital and traditional TV campaigns focusing on key selling periods including Easter, back to school and Q4.
Phil Hooper, managing director, Epoch Making Toys
offering retailers a big opportunity for repeat purchase,’’ says managing director Phil Hooper.
However, no brand can afford to stand still in this sector, as Phil explains: “Innovation is vital! We are constantly thinking outside-of-the-box to understand where a heritage brand like ours can sit in what is a relatively limited but ever-changing market driven in part by playground trends, movies, and high-volume collectability. This means we are always looking at how we can bring newness to the range while retaining the heritage that Sylvanian Families is known and loved for. In addition, recent consumer trends have required us to ensure our range offers value for money and ‘out-of-box play’.’’
Zapf’s Kasia Leskow also recognises the pressures on the category: “More of our children’s time is now being spent gaming online - both among girls and boys, and at a younger age.
“However, we know that parents both understand and appreciate the benefits of play away from technology. This is reflected in continuous strong performance of categories such as plush, puzzles, arts and crafts.
“The brand’s heritage is important to our customers and we’re addressing those parents for whom traditional play is important with extensions to our product and accessories ranges, in turn resonating with gift givers across multi-generations.
“Customers are also looking for brands with longevity and the quality of all our dolls is, and always has been paramount, as we see our dolls being handed down from generation to generation. We provide an extensive selection of products across our brands, ensuring there are dolls tailored to meet the developmental needs of every age group, from newborns to toddlers and children.
“We work hard with retailers on increasing our distribution channels, and online channels are becoming ever-more important to support online purchasing. Market research and customer insight is also key – it has shown that parents are moving away from stereotypical colours for boys and girls, and we have responded to this in 2024 by including new colour palettes, which we are bringing into our ranges next year, while aligning our pricing to offer value for money.’’
So are there any other issues affecting the sector? And what are our suppliers doing to address them?
At Epoch Making Toys, Phil Hooper notes that the cost-of-living crisis is a problem that must be addressed: “With continued pressure on family budgets, impulse purchases need to show that
they represent value, quality, entertainment and longevity of play to warrant the spend. Our popular Baby Collectibles Series features characters that can easily be integrated into many of our existing playsets, extending the play value of each blind bag purchase.
“In addition, new seasonal releases serve to drive that demand for collectibles, particularly among the hardcore fans, enabling them to build their collections through new themes and expand their own Sylvanian Families village.’’
“Our market research has shown that parents are moving away from classically stereotypical colours for boys and girls, and we have responded to this in 2024 by including new colour palettes, which we are bringing into our ranges next year Kasia Leskow, head of marketing (GB/IE) at Zapf Creation
Zapf’s Kasia Leskow agrees that cost is a factor: “Current pressure on parents, combined with rising costs of living, are resulting in cost-conscious customers looking for promotions and deals as ways to save money. Lower prices indeed perform better but, at the same time, we know that customers are also looking for quality of product, resulting in long-term play lasting generation after generation. In the build-up to Christmas, we will see new releases for the brand, which we know customers respond well to, including the launch of a fully functional doll for toddlers age one-plus, the Baby Annabell Hannah Let’s Play, and the new BABY born Emma, Eva and Jonas dolls. Moving into the creativity space we are launching the BABY born Styling Artist Head.’’
So with both suppliers agreeing that innovation is vital, what trends should we be looking out for?
For Zapf’s Kasia Leskow, it’s all about nostalgia and heritage: “Recreating our own fond memories from childhood and wanting to pass these memories and experiences down to our own children.Interactive and educational play will also feature heavily in this sector.
“Our own market research has also shown that customers are seeking more sustainable options, and in line with Zapf Creation’s ongoing commitment to sustainability, all new products are packaged in plastic-free packaging, ensuring a more environmentally conscious choice for consumers.’’
Good-quality, long-lasting
The Rainbow High Fantastic Fashion dolls sell continuously despite their higher price point. I think people love seeing the dolls in such dramatic, red carpet-ready outfits, especially since the characters designed the outfits on the Rainbow High TV show!
The L.O.L. Surprise! All Star Sports Gymnastics collectible dolls have done super well for us. The ball itself turns into a balance beam for the dolls to interact with. How cool!
We recently got the Toralei Stripes and Venus McFlytrap Monster High dolls in to store and we’ve already had to restock them twice, so we’re very excited for the next batch of new Monster High dolls coming soon.
”We have a range of Disney Princess dolls coming in at £15.99 each, they tend to be a popular purchase at the weekends. Of course we are in Scotland so Merida sells well, but Rapunzel is also a popular choice.
Lastly, the new core Rainbow High dolls have been a hit. They each come with a slime kit, which I think is such a fun addition and perfect for the current trends. Violet and Amaya are probably the most popular from that range.
Holly Myers, Grasshopper Toys & Curious Minds
This is easy! Pokémon, Mash ‘ems, TY Mini Boos, Amphau, and Lego minifigures
Vicky Brown, Just Williams Toys,
Sylvanian Families still holds its own generation by generation.
Liz Amphlett, Toytastik Toy Shop
Our top three bestsellers are: Puppet Company Rabbit in a lettuce
Wilberry Toys Dragon Puppet Company finger puppets
Peter Allinson, Whirligig Toys
products are also in demand, says Epoch’s Phil Hooper: “We should continue to see demand for products that offer value as well as longevity of play such as our reimagined Sylvanian Families Sunny Castle Nursery. It features multi-use furniture to inspire different play scenarios, while the Secret Forest Falls, which launches in July, offers 16 different adventures for fans to enjoy.’’
01491 826500
customerservices@rubiesuk.com www.uk.rubiesmasquerade.com
Celebrating 25 years since the release of The Phantom Menace, Rubies invites Star Wars fans to take to the Dark Side with characters such as Kylo Ren and Darth Vader. Look forth to Rubies’ Star Wars helmets - a huge hit with the fans at Star Wars Celebration - the fullhead helmets are ideal for collectors and Star Wars everyday play to get fully immersed into the intergalactic world of Star Wars!
Add some humour to the collection with the Sexy Deadpool Plush and X-Force Deadpool plush Phunny; two contrasting designs that are perfect additions to any Marvel fan’s collection. These collectibles are must-have stock for the upcoming film release of Deadpool and Wolverine, a multi-award-winning franchise worth collectively over $1.5 billion worldwide. Add a playful twist to your décor with the Sexy Deadpool plush, featuring the iconic ‘the merc with the mouth’ black and red outfit, holding a rose and striking a cheeky pose. Or get ready for action and an attitude with the X-Force Deadpool plush featuring Deadpool’s black and grey suit from the original X-Force comics.
Get ready to shake up the living world with the unnerving Beetlejuice Plush Phunny, a perfect gift for fans getting ready for the comeback of Academy Awardwinning Beetlejuice. This ‘Ghost with the Most’ stands at 7.5ins, all dressed up in his signature black and white striped suit, ready to scare anyone in sight!
Star Wars: The Phantom Menace (1999) saw the debut of one of Star War’s most iconic villains, Darth Maul. And yes, Rubies have him in stock
Moriah Elizabeth is a hugely influential craft and content YouTube creator, with more than 9.7 million subscribers
CHARACTER OPTIONS
0161 633 9800 | sales@charactergroup.plc.uk | www.character-online.com
Character Options is keeping the dolls and collectibles aisle well-stocked with its cute and cuddly animal friends.
Say hello’ to Smooshzees. These adorable, squeezable, stretchy characters are so cute and highly collectable – and they’re softer than a cloud! Smooshzees are based on trending and exotic characters, each with its own colourful personality to stimulate kids’ imagination through play. The combination of super-soft filling covered with a velvety stretchy outer skin means there’s nothing softer than a hug with a Smooshzee. There are many characters to collect – the smallest of which are the 3.5in Cutezees. Priced for pocket money sales, there are 10 to collect, including two ‘chasezee’ characters.
Moriah Elizabeth is the hugely influential craft and content YouTube creator, with more than 9.7 million subscribers. She’s renowned for her vibrant colours, fun content and adorable characters. New this season is a first wave of cute, collectable Mini Mystery plush, featuring an assortment of eight 6in plush characters, including Georgie, the pineapple-styled duck, Cathy, the scarf-wearing cat, and Derp the baby blue dinosaur. And with new characters already in the pipeline, Moriah Elizabeth fans will have plenty of pocket money pals to get their hands on.
From hot YouTube gaming property Aphmau, there’s a sweet under the sea theme in both the Mystery MeeMeow Plush and figure collections this season, with eight new friends to collect, including Whale Cat and Octopus Cat. There’s also a new wave of Mystery MeeMeow Unicorn plushies, as well as six PAWsome food-themed Mystery MeeMeow Squishy Figures to discover, including Macaroon Cat, and French Fry Cat.
EPOCH
0208 049 1377 | sales@epochmakingtoys.com www.sylvanianfamilies.co.uk
JUST PLAY
uksales@justplayproducts.com www.justplayproducts.com
The 15th series of the Sylvanian Baby Collectibles is coming in July. There will be seven characters to collect plus one mystery figure
Sylvanian Families welcomes a new forest theme for Autumn/ Winter. Building on the brand’s key pillar of nature, the Secret Forest Falls features 16 exciting adventures and secrets to uncover, offering plenty of play value. The set also includes an exclusive Husky baby figure in explorer outfit, which can be connected with other historical Family Adventure sets and the new Exciting Exploration Set in which new characters Latte Cat Brother and Baby are off on an intrepid adventure in their cutest explorer outfits. The set also comes with a host of accessories including a backpack, lantern, treasure map and binoculars to help them find the hidden treasure.
The brand will also see the launch of the 15th series of its popular Baby Collectibles Series in July. Featuring a baking theme, there will be seven characters to collect plus one mystery figure. Each character will come in a uniquely themed costume along with an accessory.
Another new for Q4 will be the Seal Family. Featuring mother, father and twins, the figures have special flocking to create a seal-like fur texture. Ready for some pool fun, additional accessories include a rubber ring, beach ball and beach bag. Also new is the Style & Sparkle Dressing Room. Part of the Style & Play range, the portable carriage-shaped bag opens up to reveal a beautiful dressing room. Featuring shelves and display cabinets, the included accessories can be arranged or used to dress up Snow Rabbit Girl who comes in her pretty princess outfit.
Finally, joining the popular Amusement Park range, now in its fourth year, is the Hamburger Stand, which comes with a delivery scooter and the shell-shaped Baby Mermaid Shop, which can be connected to the Baby Mermaid Castle and be opened up for play and closed for portability.
With more licensed lines to introduce this year, Just Play’s presence in the collectibles category is growing.
Disney Doorables was one of the fastest-growing licensed collectibles last year, and Just Play will be building on that growth. The latest Technicolor Takeover theme will be offered across Mini Peek and Multi Peek Packs, promising a surprise behind every door. There are 60 characters to discover, from Disney icons to timeless favourites such as Rapunzel and Stitch. Fans will be eager to find the 10 special-edition figures with ombre designs; they can be placed in order to create a rainbow display!
Arriving later in the year is a much-anticipated line that combines yummy treats with beloved Disney characters – Disney Munchlings. These characters have already gained millions of views on TikTok and, as a key collaborator with Disney, Just Play will serve up a generous helping of collectable feature plushes and wateractivated, colour-reveal mini-figures to UK-based fans.
The global phenomenon that is Disney Stitch can be found in the Just Play portfolio. In 2023, over a million units were sold of the Disney Stitch capsule alone. The all-new Disney Stitch Feed Me series capsules are unmissable and are driving the collectability of the range. Inspired by Stitch’s love of eating, each capsule holds a kawaii-styled Stitch figure, depicted with one of his favourite foods.
Meanwhile, the latest collectable craze is on the way for superfans of Doorables. From September, kids and collectors alike can collect this new and exciting range, so stay tuned.
Finally, there’s a new range of collectable dolls that’s coming this Autumn/Winter. With its cute, kawaii feel, Cup O’ Style will be the latest unboxing trend that packs fashion and style surprises. Each doll comes hidden in a ramen soup pot. Before each character can be revealed, kids have to add the flavour packets and water, stir, and wait until it’s time to use the chopsticks to pluck out the doll and accessories.
Ifyou would like to take part in ToyTalk, we’d love to hear from you. Please email
This month our retailers talk about how business is looking for the second half of the year, along with summer plans
What are your bestselling ranges right now?
The weather has had a huge influence on our bestselling products this year. We would usually be selling more outdoors toys from around Easter, however the arts & crafts ranges have been flying out to keep kids (and adults) occupied if it’s raining again! So Eugy and Floss & Rock Painting by Numbers are still a strong seller. We have recently moved premises within our town and already have seen a surge in sales for Plus Plus, simply because it is located in a different spot in the shop. It’s like we've added a new product!
"We
know that things are still tough out there but as I have always maintained, if you offer the right products at the right price for your demographic, toys are always going to sell"
How are you feeling about trade as we head into the second half of 2024?
We are always optimistic, it’s our mantra! Particularly now we have moved to a pedestrianised, busier part of our town. We know that things are still tough out there but as I have always maintained, if you offer the right products at the right price for your demographic, toys are always going to sell. We are very lucky to be in this part of the retail industry.
What has been the highlight of the year’s toy shows for you?
The highlight is always meeting up with familiar faces and seeing the new products coming out.
Have you noticed any changes in purchasing behaviour when customers come in?
Only the purchasing of toys dependent on weather, which was true a few weeks ago when we had our mini summer; the gorgeous Crocodile Creek Balls from Hippychick were flying out. We have the Stomp Rockets and new outdoor toys from TKC waiting in the wings for when summer comes again!
How have you been creating a buzz around your toys in store as we head towards the summer holidays?
Our new shop has created a buzz for us. We have gone from a very modern sleek look to a very traditional listed building. The comments are that the shop was waiting to become a toy shop and the vibe is so very different!
If you were a child, which toy would you be asking your parents for now – and why?
That is very easy for me as I loved my arts and crafts and science kits as a kid. It’s a standing joke that whenever I am asked for a gift for a fiveyear-old I immediately go to Floss & Rock Multiplays, but if I were older definitely the Purple Cow Science Kits from University Games.
Peter Allinson Director Whirligig Toys Brighton, Chichester, Canterbury, Tunbridge Wells, Horsham, WorthingWhat are your bestselling ranges right now?
We are doing really well with the new games from Smart Games, as its range has dramatically increased this year, with lots of new titles, which is perfect for our customers who have really bought into this concept. We have been really pleased with the Plus Plus bricks range too, as these are perfect present size and great fun to play with.
How are you feeling about trade we head into the second half of 2024?
Optimistic. The first half has been really challenging, with too much rain, but we always see an uplift in the second half of the year. We are about to open our sixth branch, so this will bring a new range of customers to us in Horsham where there is nobody doing what we do.
What has been the highlight of the year’s toy shows?
Meeting some small and independent businesses both at Toy Fair and Spring Fair, such as Go On Make Me, Rockshop Wholesale and BTL. The usual players were all there, but in the corners we found some real innovation, which is about to land in our shops soon.
Have you noticed any changes in purchasing behaviour when customers come in?
Not really, but there is definitely a slower start to the year and we are not where we usually are by this time. People are a little more cautious and focused on essentials, but birthday presents are still important to them and they want something that will be just right rather than buying lots of excess.
How have you been creating a buzz around your toys in store as we head towards the summer holidays?
We have been looking at a new range of garden games from Kandy Toys. We have an excellent display space outside our Worthing shop so we are encouraging everyone to come and play. Traditional toys like windmills seem to be the most popular. If you were a child, which toy would you be asking your parents for now – and why?
A day without rain? I think children want to get out and about.
East Dulwich, SE London and Beckenham, Kent
What are your bestselling ranges right now?
Palm Pals, Duncan Toys (Brain Games and yo-yos), Eugy, Putty Pals, Maped, and Plus Plus.
How are you feeling about trade?
I’m confident that sales will increase. The recent change in the weather has certainly helped!
What has been the highlight of the toy shows?
The highlight was finding the Maped Creativ range –they are great products at really good price points.
Have you noticed any changes in purchasing behaviour when customers come in?
Customers are definitely looking for cheaper/smaller gifts; they are thinking more about how they are spending. So we have had to respond by stocking lower-priced items and products that are perceived as good value. Having said that, our average basket price has only gone down by 20p.
How have you been creating a buzz as we head towards the summer holidays?
We have started to have more items out to democustomers love touching, feeling products and having a go. You can't estimate how this helps with sales to engage with the customers. We also ensure that we change our windows to keep up to date with what's new.
If you were a child, which toy would you be asking your parents for now – and why?
The Maped Creativ Heishi Bracelet maker as I loved being creative; you can easily buy more foam sheets and I could make bracelets for my friends and family!
What are your bestselling ranges right now?
Our constant bestseller in store and online is the Brio train sets. We barely have it on the shelves before it’s going right back out the door! The Lego Creator sets, especially the 3in1s, have been doing great for us this year too. We’re expecting the June 1 release of the Lego Creator 3in1 T. Rex to fly out.
How are you feeling about trade as we head into the second half of 2024?
We’re feeling optimistic! We had a decent start to the year and we’re hoping to keep it going and ramp things up in time for Christmas. We’ve taken a lot of time recently to finesse our ranges and it’s a constant job but we’re 100% seeing the impact from all our hard work.
Have you noticed any changes in purchasing behaviour when customers come in?
When the cost-of-living crisis first started really kicking in, we definitely noticed an increase in people buying pocket money toys and smaller items but it’s beginning to even out a little now. We like to always keep a range of price points in the shop so there’s always something for every budget, and it is appreciated by customers.
“We’ve noticed that people like to get everything they need in one place, which is why we now sell gift wrap, gift bags, and birthday cards”
In terms of general purchasing behaviour, we’ve noticed that people like to get everything they need in one place, which is why we now sell gift wrap, gift bags, and birthday cards so we can be a one-stop-shop for birthday party gifts. People have definitely been taking advantage of those ranges.
How have you been creating a buzz around your toys in store as we head towards the summer holidays?
We’ve been working extra hard on our social media accounts, as well as our email newsletters. We are trying to reach our local customers and the surrounding towns just to let people know we’re here. We're seeing an impact the more we work at it.
If you were a child, which toy would you be asking your parents for?
For me personally, it is the Monster High dolls! I wanted them as a kid and I still kind of want them as an adult! I think they’re such a fun twist on the classic fashion dolls and when you have a theme like ‘if monsters were trendy teenagers at high school’ there is so much fun to be had there. I'm excited for the new Lagoona Blue core doll.
What’s your bestselling range at the moment?
Without out a doubt its Mattel’s Hotwheels; we have sold loads; some of our customers don't just buy a few, it's more like dozens, and often they are over £100 a time. We keep up to date with the latest cases from Bethan at Kayes of Cardiff.
How are you feeling about trade as we head into the second half of 2024?
My feelings towards trade for the second half are that we will certainly go with an air of caution. But I would like to stay positive for it.
What was your highlight at this year’s toy shows?
Highlight of the year so far is Lego; there are some really strong sets that will do well for us.
Have you noticed a change in consumer behaviour when customers come in?
One of the changes we have noticed is that more customers come in to just browse, maybe to check prices or they think we are a museum! (perhaps I should stand at the door and charge an entrance fee!).
What are you doing to create a buzz around your product in store as the summer holidays approach?
As the summer holidays are fast approaching we need to think about our plans; we already have a couple of ideas in the pipeline including a Lego competition in-store, a Pokemon card swap, and I am organising a soapbox derby for the town, too.
Anything else you’d like to add?
Do you ever have that one customer who's been coming in for years and years, and always ask for something you haven't got and has never bought anything? That just happened as I was writing this!
Wheeled toys – whether bikes, scooters, vehicles or other ride-ons – are always popular, but how is the market really performing? We asked key industry suppliers for their thoughts on how the wheeled toy sector is rolling as we head into the second half of the year…
TnP caught up with several suppliers of wheeled toys to get a handle on the market as it is, and to look to the future and
upcoming trends, to discover how the sector is performing, and what its outlook is going forward.
For Ben Gibson, MD at Micro Scooters UK, there will always be a demand for the company’s toys, but value is key: ‘‘The market is steady as she goes,’’ he says. ‘‘The wider macro environment regarding child health, screen time vs. outdoor/play time, etc, has always been and will always be positive for the market as it encourages customers to opt for active, wheeled toys.
We are seeing
“The wheeled toy category will remain strong this summer as it promotes active play and encourages kids and families to move outside more
”Ross Bradley, sales director, Wilton Bradley
consumers be even more selective in their choice of products - opting for higher-end products that ensure multiple uses over the years. In other words, value.’’
The mood is positive for Wilton Bradley too, as sales director Ross Bradley points out: ‘‘Wheeled toys as a general category for us remains at our core for our Xootz brand and we have seen a resurgence in our scooter sales since Christmas 2023, with sales increasing year on year and surpassing budget. With this in mind, we are significantly increasing ad spend for the Xootz brand with more announcements to come.
‘‘The wheeled toy category
will remain strong this summer as it promotes active play and encourages kids and families to move outside more. As this subject is important to parents, we’ve made it our duty to get kids out exploring and spending less time indoors.’’
“And while Glenn McGrath, marketing manager – EMEA, United Wheels Inc, recognises that the market is challenging, he says there are some highlights for the company: ‘‘For example, our Girly Girl bike is selling out through our retail partners and licensed bikes (Spiderman, Princess and Frozen) are continuing to strongly perform versus last year. If there is quality product at the right price point you’ll always see strong sales.’’
buys will sell through during back to school, Black Friday and Christmas. So far so good and we are performing ahead of expectation. The future is looking positive despite ongoing weaknesses in the economy, and changes in retailer/ consumer behaviour.”
So far so good, but what issues could affect performance in the next few months?
For Glenn McGrath at United Wheels, it’s the cost of living and the weather: ‘‘If this rain continues and families have no spare income, then any wheeled or outdoor toy is going to struggle to find a home. But with a few weeks of sunshine and a little help in people’s day-to-day living, then Huffy has the quality product, support, and licences to make a positive impact this summer.’’
” The Diditrike and Didicars from Bigjigs Toys are always a big seller
Liz Amphlett, Toytastik Toy Shop, Chepstow South Wales
Ben Gibson at Micro Scooters is also banking on the wealth of upcoming international sporting events to raise interest: ‘‘2024 promises a summer of sporting brilliance with the Olympics and Euro 2024. These two massive events inevitably create conversations and opportunities to get children and young people outdoors, away from screens, and active.’’
If a retailer was looking for just one toy/range to stock, what would be your top suggestion?
We recommend retailers stock products that, once sold, stay sold. Micro products are the epitome of this. Well-made products withstand the test of time. More importantly for retailers, they result in happy customers who don’t need to come back with complaints; they only come back to buy additional products (such as accessories) or buy again.
Phil Ratcliffe, managing director at MV Sports, believes that the key to success is year-round sales. He told TnP recently: “A lot of sales these days are on drop ship so to a large extent, we will take the risk on stock. In terms of the wheeled category in particular, this is a year-round business (not just summer) so any unsold bulk
Ben Gibson Managing director, MicroScooters UK
I would suggest either the stunning Huffy Vintage 10inch Balance Bikes in pastel Matte Green or Gloss Blue, or Huffy Spider-man/ Disney Frozen ranges from bikes to battery ride on’s, Bubble Scooters and Quads, all new for 2024.
Glenn
McGrath Marketing manager – EMEA, United Wheels Inc
For spring summer season our range of Xootz ‘Bubble Go’ scooters and trikes are a guaranteed win for our retailer partners. Dedicated social campaigns will support sell-through but the items are so good they will speak for themselves on the shelf of any established toy retailer.
For the speed enthusiasts and budding racers, the Aprilia Motorbike Ride-on is a dream come true. Capturing the essence of the legendary Aprilia racing heritage, this ride-on is designed to deliver not just the looks but the exhilaration of a real motorcycle adventure. With its realistic suspension, precision engineering and attention to detail, the Aprilia Motorbike Ride-on is an extraordinary addition to our lineup, designed to thrill and inspire the next generation of motorcycle enthusiasts.
Or for a younger Ride-On – maybe our new Xootz Magical Unicorn Ride-on which is designed with the utmost care for safety and fun. The Unicorn boasts a host of magical features such as a light-up horn, creating an enchanting light that will delight young riders, plus a hairbrush and carrot accessories, encouraging interactive play and fostering a sense of responsibility in young minds.
Ross Bradley Sales director, Wilton Bradley
Newness is, of course, always a driving factor for toys sales, so what trends can we expect in this sector in the near future?
At Micro Scooters, from a product-specific point of view, it’s all about ‘‘colour and/or finish trends, benefit-led features, and multi-functionality - all important consumerled trends,’’ says Ben Gibson, who adds: ‘‘A trend that never goes away is after-purchase support. So, whether you are a consumer or a retailer of a wheeled product, having comfort in knowing you are supported post-purchase is a crucial point that brands could and should offer. Be it with ‘no quibble guarantees’ from a customer point of view or aftersales and marketing support from a retailer point of view - creating long-lasting, mutually beneficial relationships is an important, sometimes overlooked trend.’’
“licensed products, smart features, and urban infrastructure developments.’’
We believe we will see significant growth coming into the back end of the year and into 2025. Christmas is key and a bike is always at the top of the list on a kids’ letter to Santa Glenn McGrath, EMEA, United Wheels
”While Ross Bradley points out that ‘‘electric scooters are continuing to evolve. Our new model is designed for young adventurers aged seven to 13, the Xootz Enigma Electric Scooter is set to make waves in 2024. With a top speed of 10km/h, this electric scooter is the perfect blend of speed and safety. Consumers are looking for innovative tech at affordable prices and we are set to deliver this with a range of new items for Q4. As I alluded to earlier, we are going after this in a big way with a heavyweight marketing campaign to support all our customers including specific targeting for both the independent and national retail customers.’’
who stock or want to stock your ranges?
Our commitment to independent retailers extends beyond just providing products; we also offer valuable support and resources to help these businesses thrive. Whether through marketing assistance, in store execution, specific trade deals, product training, or logistical support, we aim to ensure that indie retailers have the tools and knowledge they need to succeed.
Ross Bradley Sales director, Wilton Bradley
At Micro Scooters, our speciality is our after-sales service. We go out of our way to ensure you are stocking the right products for your store and customers; of course, we have awardwinning marketing strategies, but more importantly, than all of that, we are here to work together for the long term. Whether it’s POS support, pricing, dropship, small order quantities, charitable donations to good causes near you, or everything in between, we are here and flexible to help you gain more Micro scooter sales.
Ben Gibson Managing director, Micro Scooters UK
Both United Wheels and Wilton Bradley are looking to electricity to power the sector. Glenn McGrath notes: ‘‘The wheeled goods sector sees rising electric mobility - battery ride-ons,
Finally, we asked our industry experts what they thought the future holds for the wheeled toy sector… Micro Scooters’ Ben Gibson believes that offering the right product along with value will see results: ‘‘Customers are already choosing wheeled toys that benefit the end user, not just features. If products can really cut through the noise and ensure the benefits of the product are clear and designed to meet customer expectations, they will do well. We also know customers are looking for
Huffy offers exclusive deals, marketing support, digital development integration, drop shipping and asset toolkits to ensure the success, collaboration and growth of retailers.
Glenn McGrath Marketing manager – EMEA, United Wheels Inc
L.E.D LIGHTS AND SOUNDS
smooth ride EVA tyres
DELUXE tri-scooter
6V ELECTRIC BUMPER CAR
12” light-up balance bike
deluxe bobble ride-o n
value. And value doesn’t mean a cheap price.
‘‘For consumers, value means a product that provides years of use for multiple children and on various occasions. For consumers, value now means having absolute faith that the money they are parting with is going into a product that will perform well, last for years and will hold its value. Wheeled toys that do not provide this will not succeed.’’
Ben McGrath, meanwhile, is looking to Christmas for some positive sales growth for Micro Scooters: ‘‘I think for the rest of the year we will continue to face challenges within the sector. But our conversations around Q4 with our key retailers have seen some very positive conversations and pre-orders.
‘‘We believe we will see significant growth coming into the back end of the year and into 2025. Christmas is key and a bike is always at the top of the list on a kid’s letter to Santa.’’
“We are seeing consumers be even more selective in their choice of productsopting for higher-end products that ensure multiple uses over the years
”Ben Gibson, managing director, Micro Scooters UK
Finally, for Wilton Bradley, innovation is the key to success, says Ross Bradley, ‘‘whether that’s new technologies, new licences, or creative functionality to get kids really excited about wheeled products.
‘‘Electric ride-on vehicles will continue to grow. Our range of exclusive, officially licensed electric ride-on models allows kids to experience the thrill of getting behind the wheel of their very own electric ride-on car. We’re excited to announce the expansion of our licensed product line-up this year with two eagerly anticipated additions: the Land Rover Defender and the Aprilia Motorbike.
‘‘The inclusion of these licensed ride-ons not only broadens our diverse product portfolio but also underscores our ability to stay at the forefront of market trends and consumer preferences. Our licensed range ensures our offerings stand out in a competitive marketplace, enhancing visibility and appeal. Through strategic licensing partnerships, we continue to innovate and differentiate, solidifying our position as leaders in the development and marketing of engaging, relevant outdoor toys.’’
ONE FOR FUN
0141 613 2525 sales@oneforfun.com www.oneforfun.com
The trusted Ozbozz brand from One for Fun continues to be the go-to ride for wheeled toys and outdoor products. The bestselling range includes the Unicorn, Dino, Rainbow and Tie Dye flashing wheeled scooters. These wheel alongside a selection of Trail Twist Junior scooters; three-wheelers designed for fun and stability.
My First Scooter, which is now a classic range, is a great starter ride. This stalwart has undergone many redesigns and has won lots of consumer awards over the years. Perfect for these times, this costsaving scooter builds from a sturdy fourwheeler to a three-wheeler and then to a two-wheeler. At a great price and perfect for younger children, this little scooter has outlived many of its rivals. The Unicorn and Dinosaur My First Scooters continue along with other colourways.
For older children there are the larger scooters including Vyper. The 145mm wheels make for a smoother ride. Chaotic has 100mm wheels and is made from tough aluminium for
durability and strength.
On the skateboarding front, there’s Success for the mainstream sports arena.
This has promoted new generic boards, which are all available in different sizes from the smaller ‘satchel’ board to full size and in a variety of materials. Ozbozz neon skateboards continue to be popular. Especially the Mirror range in which the highly glazed top-quality boards are available in four sizes and a variety of eyecatching designs. New for this summer are four designs in the 17in size, aimed at younger children. There are Princesses, Dragons, Dinosaurs and Space themed boards available in packs of six. The addition of flashing wheels adds even more value and makes this a perfectly priced gift.
MV SPORTS & LEISURE
0121 748 8000 | info@mvsports.com www.mvsports.com
Outdoor adventures beckon this summer with wheeled toys taking centre stage, and MV offering children the perfect blend of fun and excitement. At MV Sports, the team has been thrilled to witness the continued growth and innovation within its licensed and non-licensed wheeled toy ranges. Explore the wonders of outdoor play with MV Sports’ wide array of wheeled toys, including evergreen properties such as; Peppa Pig, Paw Patrol, Disney Princess, Barbie, Batman, and Spiderman. From thrilling ride-ons to stylish scooters, each
Every trip is filled with laughter, fun, and endless possibilities - including blasting into the fast-paced world of Sonic the Hedgehog
product is crafted with quality and creativity in mind, ensuring hours of play.
Dive into the action-packed world of Spidey and His Amazing Friends, where young superheroes-in-training can swing into action with the latest range of wheeled toys. From scooters and balance bikes to electric bumper cars, every adventure is fuelled by imagination. And with the introduction of the 12in Balance Bike with light-up wheels, the fun doesn’t stop when the sun goes down.
Join the lovable Bluey and her family on a wheeled adventure like no other, as MV’s Bluey range continues to capture the hearts of fans worldwide. From zooming around on Bluey licensed ride-ons, scooters and bikes, to cruising in style with the new 6v Electric Bumper Car equipped with LED lighting and fun sounds!
Then step into the whimsical world of Stitch with the latest and growing wheeled toys collection. Leading the pack is the Stitch Folding Inline Scooter with light-up wheels, with its Hawaiian-inspired colour palette, fully decorated stem wrap, and motion-activated light-up wheels.
Blast into the fast-paced world of Sonic the Hedgehog, where speed and excitement reign supreme. The Sonic range offers a thrilling array of wheeled toys, from speedy scooters to dynamic bikes, ensuring that every ride is an adrenaline-fuelled adventure.
With a diverse range of products and commitment to innovation, MV is dedicated to providing endless hours of entertainment and excitement for children of all ages.
Safety first...
It might be a ride-on but safety is key - the Defender is equipped with a secure safety belt to ensure that the little one rides without fear
WILTON BRADLEY
01626 835400 | sales@wiltonbradley.co.uk www.wiltonbradley .co.uk
The Xootz Land Rover Defender electric ride-on is the ultimate adventure companion for young explorers. Officially licensed by Land Rover and designed with meticulous attention to detail, this rideon brings the iconic Land Rover Defender experience to the next generation.
Crafted to replicate the legendary vehicle, this ride-on ensures an immersive and thrilling driving experience for your little one. Kids can step into the driver’s seat with forward and reverse capability, functioning doors and an opening boot, which adds a realistic touch to the adventures. With safety being a top priority, the Defender is equipped with a secure safety belt to ensure that the little one rides without fear - including parents!
Parents can also take control when needed with the included remote-control feature. Ensure a safe and supervised ride for younger drivers or guide the child through tricky terrain with ease.
Turn every ride into a party with the built-in music player. Connect the child’s favourite tunes through the ride-on’s multi-functioning music player that adds a musical dimension to the driving escapades. The Defender also adapts to the surroundings and thrill level with two-speed settings of up to 3.5km per hour and up to one hour’s continuous running time. Whether it’s a leisurely cruise or an exciting race, the Defender offers a speed for every adventure.
Day or night, the Xootz Land Rover Defender electric ride-on is ready for action. The working headlights add an extra layer of realism and enhance visibility, making every journey an exciting expedition.
Watch as kids’ imaginations come to life, where adventure meets authenticity. Get ready for hours of thrilling exploration, laughter, and unforgettable memories.
With the digital world playing an increasingly larger part in children’s lives, Needa Khan , senior research executive, curated insights and strategy at The Insights Family , explores toys that combine physical and digital play
The convergence of digital and physical worlds, known as ‘phygital’ experiences, is rapidly transforming the way we interact with technology and the world around us.
As lines between digital and physical realms blur, new and innovative ways to engage with products, services, and experiences for kids arise. Today’s kids are growing up in this blended reality, where their online lives influence their offline behaviours. A prime example of this is seen where video games inspire toy purchases, and traditional toys, in turn, spark the creation of novel video games.
This is where the toy industry can capitalise on new opportunities by creating physical representations of digital heroes and crafting playsets that mirror in-game environments.
Thepopularity ofvideogames such as Minecraft and Fortnite is not justaboutdigital entertainment, but formsacrucialpart of kids’ lives beyondscreens“
The popularity of video games such as Minecraft and Fortnite is not just about digital entertainment, but forms a crucial part of kids’ lives beyond screens. Our Q1 data shows that Fortnite (17%) is the most favoured video game among tween boys (ages 10-12) in the UK, witnessing a year-on-year popularity increase of +24%. Similarly, Minecraft (16%) is the third mostfavoured PC and console video game among the same demographic, with its popularity as a video game also seeing a year-on-year increase of +7%.
Kids are fascinated with these virtual worlds, and naturally, they want to bring their favourite characters and experiences into the real world.
Our data shows that Minecraft toys are especially popular among boys. With tweens being the sweet spot, these toys rank as the second mostfavoured toy among tween boys in the UK (6%), second only to Lego. A year-on-year increase of nearly +50% in their popularity indicates that Minecraft toys continue to grow their stronghold in the toy industry. Minecraft’s collaboration with Lego has spawned a line of Lego Minecraft sets. These sets allow kids to replicate worlds they’ve created in-game, fostering hands-on creativity and tangible problem-solving skills while also contributing towards reducing kids’ screen time.
Other instances of video game-inspired toys include Fortnite toys. According to our data, Fortnite figures (2%) rank as the 10th most-favoured toy among tween boys in the UK. Fortnite toys fuel kids’ imaginations, letting them translate digital victories into thrilling adventures that unfold right in their living rooms.
The influence goes beyond simple replicas of gaming-inspired toy figures, though. Phygital experiences are inspiring entirely new categories of toys that combine physical and digital elements. Our data shows that Electronic and Digital Toys (13%) are now the 6th most popular toy type among tween boys in the UK, ranking above outdoor toys (7th) and soft toys (8th). The growth of augmented reality (AR) toys, for instance, overlays digital content onto physical objects. This technology creates a dynamic and interactive play experience that transcends the limitations of both the physical toy and the digital game.
Traditional toy companies are realising the power of digital integration. Lego Dimensions, for example, was a revolutionary concept that combined physical Lego bricks with a video game. Players built Lego characters and vehicles, then
placed them on a special pad to unlock them in the accompanying video game. Our data shows that Lego is the most-favoured toy among kids in the UK (9%), and innovations such as this breathe new life into traditional Lego sets and create a deeper connection with their audience in the digital world.
The merging of worlds offers a multitude of benefits for young players. Physical play encourages motor skills development, spatial reasoning, and imaginative storytelling. Digital elements, on the other hand, can introduce new learning opportunities, foster problem-solving skills in a virtual environment, and encourage collaboration through online multiplayer experiences. Phygital toys combine the strengths of both, creating a well-rounded and engaging play experience.
Phygital toys are poised to become a dominant force in the industry, offering kids the best of both worlds: the tangible joy of physical play and the limitless creativity of the digital realm. As technology continues to evolve, we can expect even more innovative and engaging phygital experiences that will capture the imaginations of children for generations to come.
The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on attitudes, behaviours and consumption patterns. Kids Insights surveys 7,780 children every week aged three to 18. Parents Insights surveys more than 3,800 parents of children between the ages of one and 16 every week. Both services operate in 22 countries across six continents and in total, survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds. To learn more about The Insights Family, visit: www.theinsightsfamily.com/contact
Andrew Olley, manager of City Cycle Centre in Ely, gives Clare Turner a whistle-stop tour of the Cambridgeshire department store’s toy department
'This
Billed as Ely’s largest department store, City Cycle Centre is located in the heart of the cathedral city of Ely in Cambridgeshire. The family-run shop opened in 1970 and celebrated its 50th anniversary during lockdown.
Manager Andrew Olley says: “Our department store trades on two floors of a wonderful Victorian building. It was once the city’s Post Office. We have a cycle department, of course, but also a haberdashery section, a ghost in the cellar, an attic that hosts our Christmas Club, a models department, and - centre stage inside the entrance - is a huge toy department.
The business has evolved over the past five decades, and its charm belongs to no one individual person. I’ve been helping to guide it along for the past 20 years
I’ve attempted to escape toy retail more than once, but now I feel it’s claimed me as its own. I’ve been a landscape designer. I’ve been a teacher. I’ve managed many bookshops. But I’ve always come back to toy retail, because this is where I belong. I love the job. I love buying. I love managing people. I love working in a team of people that I’ve selected. I like answering to no one but the customer. And nothing beats hearing the thrill that children experience when they visit the shop for the first time: the moment when their jaws drop and they murmur ‘wow…’.
Nothing
beats hearingthe thrill that children experience whenthey visit the shopforthe first time: the moment
when their jawsdrop andthey murmur ‘wow…’ ”
Merchandise mix
Stocktake here is unimaginably tricky. We hold a carefully selected but massive range of stock in all departments. Standing at the front counter, around me are displays of the latest Lego, Squishmallows, and Pokémon.
Looking further down the main aisles, I can see our Hot Wheels, Sylvanian, Ty, Schleich, Playmobil and Orchard Toys displays, before catching glimpses of our preschool and outdoor sections.
I can also see our board games and plush toys, both of which we are currently expanding in range and area. We did a lot of research into these product categories at the start of the year and visited suppliers at Toy Fair.
We’re seeing good growth in our sales of strategy and role-playing games, and enjoying some success in linking up with local games nights and groups.
I’ve been promoting the new sensory bubblers from Brainstorm on our socials this week, as well as the new Pokémon launch and the new Eugy releases. The videos have helped these lines leapfrog into our bestsellers, where they join Aphmau, Lankybox, Hot Wheels, Lego,
Sylvanian Families Blind Bags and Squishmallows.
In those hot, summer lockdown mornings when endless messages and orders poured in - and on the long, warm afternoons as we delivered door-to-door - we realised two things: just how strong our link was to our local community, and how vital social media was in maintaining this. These are lessons we are not likely to forget.
We had great fun last year, and got some incredible local coverage, when we asked our customers to challenge us to exercise our small herd of giraffes from Melissa & Doug (everyone's favourite is the baby giraffe, Buster) to the most unusual local landmarks.
We carried giraffes up to the roof of Ely Cathedral, sailed with them along the river, and imprisoned them in a jail. We’d like to continue upping the quantity and quality of our social media output this year.
We really enjoy being an established part of the local community and want to take this engagement further, by championing local causes and events. I’m looking forward to taking up an invite to help judge our local Hero Awards in the summer.”
Paul Wohl , CEO of Westcliff-on Sea Toymaster retailer Argosy Toys in Essex, has seen it all this month, from brazen shoplifters to cheeky customers – but at least the canine visitors have been no trouble!
As I enter what is my 46th year behind a counter (I was six when my parents bought a sweet shop) and my 37th year behind the counter at Argosy Toys, it’s getting a lot easier to take things in my stride, and nothing is the same as it was when I started.
Back then we were still phoning up the other local shops and putting on funny voices to check their prices, writing receipts out in blood, taking cheques, and phoning the bank to get a special code when someone wanted to pay with a card.
It’s been a funny old year, as Arkwright (my spiritual mentor), would say.
It’s been deathly quiet in the mornings – we often may as well not be open - and then when schools kick out we do the best part of a whole day’s trade between 3pm and 5pm, mostly to small humans who change their minds every nanosecond.
At least we don’t get interrupted much during Popmaster on the radio, I suppose. We are getting very good at it now. Especially the weird questions about mid-2000s one-hit wonders. Back to toys though – and Lego is still our number-one brand by a country mile.
One customer put a load of toys on the counter the other day, spouted off about how much he loved it here, and is devoted to shopping local, then got his phone out and asked me to pricematch Amazon on each and every line “
Its offering is very strong and customer demand is high, both with those who pay and those who don’t! We have an upstairs floor that’s 80% Lego and it’s a very popular destination. People often say it’s better than the Lego store as you don’t have to queue to get in and we have so many models on display.
Shifty shoplifter
It’s also slowed down shoplifting as people have to come downstairs and past the counter to get out. No more brazen dash-across-the-shopwith-the-biggest-Lego box-you-cancarry shoplifters! Still, we did have an ingenious customer who had a coat lining she had obviously made herself, which was like a huge pocket big enough for a couple of children and a pushchair, and she managed to fill it full of smaller Lego boxes and brazenly walked out, looking rather like Mr Creosote from Monty Python’s The Meaning of Life, setting off the alarms.
“Me bag’s empty innit mate, look!” she shouted, showing me her open handbag. I quickly stopped her outside and asked her to show me what
she had. As I was doing so, shop floor manager Les, who was driving past on his day off, screeched his open-top Bedford Rascal into the bus stop and leaped out like a superhero and gave her his best cockney, shouting, “you’re that woman with the nicking coat!” (lowering himself to her level so she could understand him). I reached into her coat and ripped it apart inside and all the Lego fell on the pavement - about £250 worth. She was shouting in her best EastEnders vernacular all the time about “don’t you taaaauch me” but as Les rightly shouted back “why? What are you going to do? Call the police?” She scurried off clutching her ripped coat swearing all kinds of words only bishops are allowed to read, but our CCTV images were good enough to get her arrested and because of her previous, she ended up with three months in the care of His Majesty.
More welcome are dogs. We allow owners in with their dogs, sometimes the other way around, and most are well behaved. What they say about dogs and their owners is very true. We take their photos (the dogs) and put them on the wall.
Having two sales floors and a big
loft means a lot of stairs to climb and descend every day but I’m glad of the exercise to be honest. Sometimes we end up with a dog in the loft, and we are keeping a tally. It’s three so far. And a squirrel. No idea how that happened.
February half term and Easter have been good for us. The other weeks, less so. My accountant thinks I’m mad and that Saturday and Sunday should be good enough to keep us going all week.
Here comes summer?
I’m looking forward to summer if it comes, and the chance to move through some of last summer’s stock, as it wasn’t selling very well last year. Seasonal stock is a pain in the backside; storing it and trying to keep it looking new for when you might be able to shift it. I’ve got 160odd sledges in storage and have nearly thrown them away several times. I’ve tried selling them as very shallow paddling pools but people aren’t generally that easily fooled. It will snow one year and I’ll be jumping for joy, if I can still jump by then.
It’s a sad fact that trade is becoming more and more dominated by the bigger retailers and the bigger suppliers. The indies we have in the UK are terrifically resilient to still be here. I count myself among those, as we have had many times
when we have wondered if it’s all worth it. Especially when property developers come along with eye-watering offers! Fighting the multiples, the bargain shops and the internet is becoming harder and harder. However, we still have a lot of things they don’t, and community and customer service are two of them. Customers appreciate their children being respected, but these factors are time-consuming and expensive, which is why the supermarkets are all becoming self-serve as quickly as possible. I still won’t use a self-serve machine however, I always wait for a person to serve me, even though they themselves would rather everyone use the machine; they don’t seem to quite realise where it’s all heading, most likely the Job Centre! We have started to be more selective with ranges we used to carry in full, as margin is suddenly hugely important. People like independent shops but they also like their prices to be the same as the chains. One customer put a load of toys on the counter the other day, spouted off about how much he loved it here, remembers it as a child, and is devoted to shopping local, then got his phone out and asked me to price-match Amazon on each and every line. One item was on the shelf at a very tight £31.99. He said Amazon is £31.45 but out of stock, and then put it
‘We allow owners in with their dogs, sometimes the other way around, and most are well behaved. What they say about dogs and their owners is very true. We take their photos (the dogs) and put them on the wall’’
“I’ve got 160-odd sledges in storage and have nearly thrown them away several times. I’ve tried selling them as very shallow paddling pools but people aren’t generally that easily fooled
back on the shelf. Eventually he bought one thing that was out of stock on Amazon with no incoming date for delivery. Jeff Bezos makes $1.9m an hour while the rest of us mess around like this!
I sadly didn’t attend the Toymaster Harrogate show, because it’s in Harrogate. It’s far too far to travel to for work in the 25-year-old shop van. I’m not even keen on the 20-minute drive to the shop most days! Mind you it’s half term this week so the drop in traffic means my commute has dropped to four minutes- bliss! I prefer the INDX show as it’s in Birmingham and I can go up and back in a day and still be home in time for Crossroads.
“
Things we sell which most other toy shops don’t:
■ Records, very popular with the kidults, and adults. The ones that don’t sell come home with me, only to be met at the door by my wife who packs me off back to the shop with them the next day.
■ Pre-loved Lego; terrific sales rate if you can get the prices right. Luckily, I have a young chap who knows every Lego set ever and knows what to buy and sell at.
Is the number of clock faces on Vtech’s Kidizoom Smart Watch MAX. It also has a larger screen and a landscape design, making it easier to capture wider photos. Key features include dual cameras – ideal for videos, selfies, and group shots, as well as those clock faces to customise or create. The smartwatch offers eight fun games, including reaction and puzzle games, along with a built-in pedometer, motion sensor, and timetelling features. Kids can enjoy a MIDI music player and secure twoplayer connection games with other Smart Watch MAX users.
Some of the past month’s news highlights as offered up in TnP’s newsflashes and beyond. To sign up for the daily bulletins please go to www.toysnplaythings.media
1,500
The product quantity available in Tomy’s limitededition Club Mocchi- Mocchi- Giant Kirby plush. Featured in the popular Suya Suya, peacefully sleeping style, the Giant Kirby plush will include the signature, unique Club Mocchi- Mocchi- squishy texture that is super soft to the touch, as well as highly detailed embroidered elements. The range of addictively huggable iconic characters originated in Japan. This new Giant Kirby plush will measure 28ins wide, 35ins long, 14ins tall and will weigh approximately five pounds.
1902
200
The number of imaginative Fuggler monster variants with recordbreaking sales results in partnership with ToyMonster in some of the world’s biggest retailers. Fugglers are funny-ugly monsters that ruin lives and warm hearts with their mischievous antics and straight-up bonkers appearance. Instantly recognisable, these creepy creatures have humanlike teeth, vacant eyes, disturbing demeanour and an interesting location for their butt-on holes. Fast-growing Zuru has recently acquired the Fuggler plush licensing rights to the range that really has captivated wide audiences including kids and kidults globally with its unique charm and quirky appeal.
The year that Beatrix Potter’s The Tale of Peter Rabbit was first published by Frederick Warne & Co. She had actually had it printed privately the year before, after it had been rejected by publishers. Now, 122 years later, and following the incredibly successful UK launch of Orchard Toys’ new Peter Rabbit collection, the licensing and consumer products team at Penguin Ventures, is extending the licence on behalf of Frederick Warne & Co.
140
The number of countries in which the Bluey animated TV juggernaut airs, including the BBC in the UK. Moose Toys is aligning with BBC Studios’ 2024 ‘Family Trip’ theme for Bluey with a strong line-up. This Autumn/Winter, fans will see Bluey reaching new heights with a 3-in-1 airplane playset that transports her and the family to a resort vacation. Kids will also delight in new additions to the top-selling plush assortment, with fan favourites including Pilot Bluey, Travel Bingo and Princess Muffin.
July sees the launch of our new Garden Centre supplement, which will be mailed out with TnP to reach our own circulation as well as Lema’s garden centre list (which is used for the Christmas in January & February trade magazines). The supplement will also be going out with our sister magazine, Gifts Today.
All in all, quite the market reaching package — Toys, Gifts and Garden Centres.
Packed full of retailer and supplier insights and of course, the all important toy products, you won’t want to be left out.
And then there’s TnP July Features • Trading card games • Wooden toys • Plush
Ed copy deadline: 17th June 2024
Anthony Clarke: ant@tnpmedia.co.uk –01442 289 939 / 07534 015 675
Ad copy deadline: 24th June 2024
Claire Naish: claire@tnpmedia.co.uk –01442 289 937 / 07730 362 338
So, whether you’re feeling flush with plush, playing your cards right or just making sure you have the most wanted wooden product, get in touch
Toys ‘n’ Playthings reaches the highest spending and most influential toy buyers in the UK and beyond. The rest of the industry too – you, your colleagues, and the competition.
