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Independently audited ABC circulation of 5,121 1 July 2016 to 30 June 2017
Helping everyone everyone sell sell more more Helping
CONTENTS P25
Regular 2018 March No. 6 7 Vol. 3
TEAM TnP Group Editor Mirella Anstey mirella@lemapublishing.co.uk
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Leader – with Mirella Anstey
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News – the latest toy industry headlines
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offee Break – with Alison Downie, Global Licensing and C Brand Director, HTI
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Movie news – what’s happening on the big screen
12 Media News – the multimedia rundown 13 M edia Charts – the latest kids’ TV viewing figures and toy TV advertising spend 14 Retail News – the latest from across the retail landscape 28 Toy Talk – retailers let us know what is selling well
Editor Mairead Wilmot mairead@lemapublishing.co.uk
Acting Editor Rhys Thomas rhys@lemapublishing.co.uk
Group Advertisement Manager Ryan Horwood ryan@lemapublishing.co.uk
30 What’s New – new products that you need to get your hands on 76 Watch Out For… – a round up of toys you really don’t want to be without
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84 TnP Ambassadors – our tiny testers try out the products 88 Licensing News – the latest on licensed products 89 Step Back in Time – a slice of toy history from the industry’s longest running magazine 90 S potlight on… Bandai – one new product, all the USPs explained 91 Don’t Miss – unmissable products for all buyers and retailers
Publisher Mark Naish mark@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Design and Production Marian McNamara marian@lemapublishing.co.uk
Managing Director Malcolm Naish malcolm@lemapublishing.co.uk
Circulation Manager Robert Thomas robert@lemapublishing.co.uk
Features 32 Games and puzzles – This growing category continues to burn bright as families embrace games night 62 Outdoor toys – Getting kids in the great outdoors is big business 78 Back to school – No longer an August-only event, school supplies are driving incrementals year-round
Special Report
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16 R etail Interview – Boswells Toy Buyer Rosie Marshall talks toys at one of Britain’s oldest stores 25 Cover Story – Mookie gives TnP the inside scoop on its focuses for 2018 26 F ootball fever – Click Distribution is ready to score big with this year’s World Cup collectables 29 Toys R Us – the collapse of a toy retail icon
Columnists Lema Publishing Ltd
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At the heart of retail A member of the Audit Bureau of Circulation
Independently audited ABC circulation of 5,125
10 News Kids on the Block – Viral Talent looks at YouTube’s shifting T&Cs 19 R etail Opinion – John Ryan weighs in on the Toys R Us situation 20 The Independent and Secret Supplier – our dynamic duo tackle to age-old debate of sales reps versus agents 22 20.20 – Mariann Wenckheim looks at why retailers must be both bold and imaginative 23 Media Analysis – Alex Taylor-Smith delves into the TV viewing and advertising figures form February half term 24 M edia Whisperer – Could more be done to help navigate the choppy waters of the high street
1 July 2015 to 30 June 2016
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hat a month. Some good news and a lot of bad news too, unfortunately. Let’s get the bad out of the way first. The industry is reeling and is sure to be for some time with the sad but unsurprising news of the demise of Toys R Us. The collapse of any retailer is never welcome news, but for one so pivotal to our industry it is truly a tragedy. So what will this mean in real terms? Well, a lot of people out of jobs, that’s for sure. And for other retailers? Well, it could mean more customers through the door, but perhaps only in time as there is a lot of stock of washing around Toys R Us, all with massive discounts which needs to be sold sharpish. But what about on the suppliers side? Many anticipate a tough year ahead — and a great deal are still owed large amounts of money (in the many millions) by Toys R Us and of course now there is one less outlet to sell into. But, this industry is resourceful and robust, and there are lots of children out there who will always want to get their hands on the latest toy. My own children actually cried (yes, they are emotional and buy a lot of toys) when I told them that a visit to their local TRU would soon not be a possibility. But they soon cheered up when I reminded them that there were numerous other places to buy everything they see on TV or YouTube! This news was compounded with the announcement that Maplin has collapsed into administration. This will have an impact on mainly RC suppliers, and a smattering of STEM toy based companies too. These two revelations will no doubt have serious repercussions, but the business faced a similar crisis when Woolworths disappeared from the high street, and as the saying goes: “The king is dead, long live the king”. We can only move on and try to build new and stronger alliances between retail and supplier. And of course, it is the product that we all must focus on — get that right and the tills should be ringing, right? Mookie is one such supplier which has truly divised a terrific and distinctly varied range to please all sorts of
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Mirella Anstey
consumers with all sorts of budgets who like to buy from all sorts of retailers. The company’s outdoor ranges are superb and great quality — all at different price points and all encouraging lots of diverse play patterns. But additionally, the arts and crafts area of the business is growing too. The crystal making kits and tie-dying toys really had a big impact on retailers at the various Toy Fairs at the beginning of the year. We take a look at some of the highlights on page 25. In terms of outdoor toys we also enjoy an in depth look at this sector which is full of traditional play equipment and some great licensed toys too. See what’s hot and what’s coming soon on page 62. Not to be forgotten — and it’s a big category so hard to miss — is our guide to games and puzzles. It is such an important sector and one which really lends itself well to all types of retailers — check them out on page 32. And if the World Cup and collectables are your thing do not miss out our exclusive story with Click Distribution (UK) Ltd. on page 26. Let’s all hope for better news next month. In the meantime — enjoy the magazine.
It is the product that we all must focus on — get that right and the tills should be ringing
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If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to robert@ lemapublishing.co.uk
Learn all about Screechers Wild on page 26
We talk The Toy Fair DailyWorld NewsCup collectables with Click CEO Mark Hillier was a huge success
News
Great start for Playmobil
Pokémon sales soar in UK The Pokémon Company International has followed up record-breaking sales performance in 2016 with continued growth in Europe throughout 2017 for its Pokémon Trading Card Game (TCG) and toys. According to figures recorded by NPD, Pokémon is the number one strategic trading card game property in Europe, with total sales exceeding €100 million (£88.6m). Total sales for such games in
Europe in 2017 were over €122m (£108m), giving Pokémon an 82 per cent share of the market. Pokémon TCG sales continued to rise in key territories, with growth of 42 per cent in the United Kingdom, 56 per cent in Spain and an incredible 644 per cent in Italy. Pokémon toys also saw a significant rise in sales in 2017, with an increase of 54 per cent in the UK, 14 per cent in Germany and 146 per cent in Italy.
Playmobil had a successful February, with a full lineup of new ranges. The month saw the launch of the all-new Wedding range — just in time for the upcoming royal weddings — the arrival of brand new figures to join the popular Fi?ures collection and PlaymoFriends. Plus there’s some exciting new additions to the much loved Ghostbusters range, a brand new Porsche and some exciting Playmobil Gift Eggs. Jamie Dickinson, Marketing and Display Manager from Playmobil, said: “We have always looked to create a space for children to enjoy free play and be led by their imagination during playtime. Our new ranges offer the chance for children up and down the country to immerse themselves into an exciting adventure of their own.”
Old school rules
Pikmi pops up! Following a scentsational Boxing Day launch, GP Flair’s new girls’ plush collectable Pikmi Pops is proving to be the perfect pocket money pick up. Entering the NPD list of new properties at number four and top 15 products in value just one month into launch, spring is set to be full of even more surprises. Launching Season 2 Easter, GP Flair is gearing up for another series of sell-out success combined with the launch of the special confetti Pikmi Pops PushMi Ups.
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New research has revealed that parents are battling to make sure imaginative games, such as making dens and playing make believe, don’t become a thing of the past as electronic toys become more and more popular. A recent poll carried out by Playmobil revealed that nearly three-quarters of parents are worried that imaginary games are waning in popularity among their children as TVs, computer games and electronic devices take over. The research, which targeted 1,500 parents of five to 11 year olds, found that eight in 10 parents wished their children used their imagination more. The survey also revealed that 93% of parents said they actively try to steer their children away from gadgets.
Play and sail! The UK’s third largest cruise line Marella Cruises (formerly Thomson Cruises), has announced that it will be expanding its partnership with Asmodee UK, introducing a diverse range of onboard activities to the rest of the Marella fleet. From March 2018, guests holidaying on the Discovery, Celebration and Dream ships will be able to try out a variety of tabletop games. Families are free to pick a game at their leisure any time during their stay on board, or take part in one of the daily sessions with Marella Cruises’ on-board entertainment staff.
toysnplaythings.co.uk
Fast sales for Slo Squishies
Janod launch new baby range Janod has unveiled a new range of stimulating toys for babies and toddlers. Baby Pop features luminous colours and a mix of material, combining soft silicone and beechwood designed to awaken and stimulate baby. The range includes the Baby Pop Activity Gym, which has three hanging elements to help baby’s development — a sound activity with rotating rabbit and its little bell, a visual activity with the bear mirror, and a tactile activity with the fox combining wood and silicon, accompanied by two small wooden rings. The full range includes a host of other beautifully designed quality products perfect for infants.
Soft’n Slo Squishies were one of the most talked-about brands at London Toy Fair in January, as consumer demand for slow-rising collectables in the UK grows following the US craze which started last autumn. To meet consumer demand, Character pulled out all the stops to deliver early to retail and has seen the move pay off with swift sales within days of stocks reaching store. Already collectors can’t get enough of Squishies — and this was before the TV advertising campaign started last month. The great start for Soft’n Slo Squishies follows the instant success of another slow-rise foam collectable from Character Options, Cake Pop Cuties. Launched on New Year, these super-squishy characters come in their own cake pop display stand and have been flying off the shelves.
Hasbro go-go goes for Power Rangers Hasbro has been named the global master toy licensee for Saban’s Power Rangers. Hasbro will design, produce and bring to market a wide variety of toys, games and role-play items inspired by the franchise and its entertainment properties. Hasbro will hold the worldwide rights, excluding Japan and certain other Asian markets, effective as of April 1, 2019.
“We are honoured to create a world of play experiences for such an iconic action brand,” said Brian Goldner, Chairman and CEO of Hasbro. “Saban’s Power Rangers are universally recognised and their hallmark attributes of teamwork and inclusivity perfectly align with our core values.” MARCH 2018
Alpha Group stands by Screechers Wild! Alpha Group LLC has said it will continue to support the launch of Screechers Wild!, and says it will not be deterred by Spin Master’s allegations of patent infringement. The developer of animation and toys has retained specialised international law firms to defend its rights. “We take intellectual property rights very seriously,” said Kenny Cao, Alpha Group’s Senior Vice President. “As an owner of a large and diverse portfolio of intellectual property and patents, we greatly respect proprietary rights and stand behind each and every product we manufacture.” New Screechers Wild! products and animations are due to be released throughout 2018 and 2019. Christophe Pean, President International, Alpha Group added: “We stand by our products and will continue to launch as planned.”
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News New trio for John Adams John Adams Leisure Ltd has welcomed three new starters to bolster its growing sales team. Richard Pickford, previously a senior international sales executive at Igloo Books, has been appointed in the newly created role of international sales manager at John Adams.
Luke Duggan, also previously from Igloo Books, has joined as a national account manager. Meanwhile, Ronnie Walters joins the company from Mammas and Papas, where she was a business development manager, and will take up the role of territorial manager for the South West.
Smooshy Mushy smashes retail
Basic Fun! buys K’Nex Basic Fun!, the Boca Raton toy and novelty company, has purchased the assets of construction toy firm K’Nex, which will join Tech 4 Kids and Uncle Milton as the latest addition to Basic Fun! “We are very pleased to be adding this incredible iconic toy brand into our platform,” said Jay Foreman, CEO of Basic Fun! “The K’Nex story is a great American toy story in every way — from its inception as a toy invention, to its unique manufacturing profile, to being recognised by consumers and the trade as a distinctive construction platform in one of the most challenging categories in the toy industry.”
Bandai’s new Smooshy Mushy slow-rise collectables are proving a success, with high demand from consumers smashing retail sales figures in its opening month. Squishy toys are all the rage, but Bandai’s Smooshy Mushy collection offers not just the slow-rising sensation that kids can’t get enough of, but super cute and collectable scented characters — all presented in an unboxing-inspired package with soft friend to discover. The combination of play patterns together with targeted marketing has made the brand an instant success, clocking in as number five new property for January, and the number three new collectable property. The Bandai team is looking ahead with a Wave 2 launching at the end of March and Wave 3 at the end of June. Added to this is the rollout of a licensing programme that will encompass the core characters of the brand and their quirky personalities.
Bunch O Baloons named Outdoor Toy of the Year in NY Zuru’s Bunch O Balloons has bagged the 2018 Toy of the Year (TOTY) award in the Active/Outdoor Toy category. This is the second year the Kickstarter sensation has won the title.
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The Toy of the Year Award winners were announced at the glittering Toy Association’s Annual Toy Of The Year Awards gala, which took place on Friday 16 February in New York City.
Doing it for the kids Magformers has donated over £1000 worth of its award-winning building sets to the children’s ward at Milton Keynes University Hospital. The company was contacted by the hospital’s Play Specialist Laura Clarke, who was looking to provide Magformers sets for children receiving care on the ward. MD David Kelly (pictured above) dropped off free sets in person. “As a parent, I appreciate how difficult it can be when children are in hospital at any time for the patients as well as their families,” he said.
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COFFee BreAK
Silverlit’s golden gong Mookie Toys is celebrating a win for the Silverlit Robo Chameleon, which took a prestigious Spielwarenmesse ToyAward in the pre-school category. Robo Chameleon is a new offering from the Mookie Silverlit UK partnership this year, taking a different approach to RC robots. The chameleon has an array of features including a colour changing body and moving eyes, just like a real chameleon!
Air Hogs flies high Spin Master has regained its spot as number one RC Brand in the UK according to NPD (YTD DEC 2017). Recent NPD data confirmed Air Hogs has seen an uplift of 29 per cent YOY, finishing 2017 with a 9 per cent share of the total UK RC Category. Air Hogs Thunder Trax was the number one item followed by Hyper Drift Drone at number four, DR1 Micro Race Drone at number five and the DR1 FPV Race Drone at number six.
Panini scores with 2018 World Cup TCG Panini will be launching the official Trading Card Collection to mark the kick-off of the Russian-hosted event, which begins Thursday 14 June and culminates in the final game on July 15, 2018. Panini’s official collection featuring all the best teams and international players will release before the first whistle and fire up fans from all over the world.
MARCH 2018
HTI’s Global Licensing and Brand Director Alison Downie gives TnP the heads up on what’s new and set to be a hit at retail, as well as extending an invite to their wonderful and jam-packed Fleetwood showroom! Tell us a little about what is new for HTI in 2018? For 2018 we have the all new Squeez-ems range, due to launch at the end of May. This scented, squashy, craze-driven toy is fast becoming an international obsession. Collectable in several fruity flavours, Squeez-ems is one to look out for. After a successful 2017 for HTI’s batteryoperated ride-ons, we believe 2018 is going to be even bigger! There are lots of hot new licenses that HTI are partnering with. Tell us about some of the standouts. The obvious standout for us is our continued growing partnership with eOne adding PJ Masks to our portfolio across die-cast, novelty and character cases, which has driven strong sales for us in the first half of 2018. We are also particularly proud of our new Trolls pocket money range, our focus and plan to enable us to grow this category is by creating the right mix of product, which in turn creates a compelling range for retailers whilst still hitting the target price point. There’s some good innovation coming through from HTI. Give us some of your hot tips! Our product managers and design team are tasked on being experts in their categories The whole team invest their time into researching the marketplace globally to ensure we stay on top of the latest trends. Certainly, watch out for some of the amazing new innovation coming into our Prams & Pushchairs range this Autumn Winter. How does HTI help retailers sell more? We have substantially Increased resource on stronger demo videos providing retailers with the additional content needed online to help sell more, and our in-house design team spend a lot of time and effort on our packaging too. What sets HTI apart from your competitors? Our International growth has been down to our unique sales model which is very different to our competitors. We employed a sales team on the ground in our strongest territories, which allows us to not only work with distributors locally but also build strong direct to retailer relationships. Coming to visit our vast showroom would not only give you all the above but the opportunity to experience the HTI Hungry Café! 9
Column
Viral Talent
news
A family a-Fair – from TnP MD, Malcolm Naish
YouTube and Kidfluencers
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ouTube have now set a new barrier to entry – 4000 hours of viewed content and 1000 subscribers before any creator can have their channel monetised. Will this affect the number of creators joining YouTube? Will this prevent creators sticking with the platform? It will affect creators, of course it will but only the creators looking to utilise YouTube for financial gain. These YouTubers tend to only reach a certain level, it’s the YouTubers that love creating content, sharing memories, telling stories, inspiring people and communicating to their fans that really hit the dizzy heights. Though 4000 hours is lot of content to consume, our current micro influencers have achieved this amount incredibly quickly. One of the key reasons is the return on engagement that KidFluencers generate. When children watch YouTube, they will watch the videos they enjoy more than once. For a video they love they will return to that video again and again for a certain amount of time. They also tend to watch videos from start to end, which is very different to older viewers who like to obtain the information and either try to find another video or leave for another social platform. Viral Talent looks after the biggest and also the new and upcoming KidFluencers in the space. Our prediction for 2018 was that the UK market was going to become like the US in which there is a high volume of family creators, but this will not be the case. Only the passionate KidFluencers in the UK will make the grade and there is still a limited amount of KidFluencers being successful from the UK and entail a strong UK following. Feel free to get in touch to understand more on info@viraltalent.co.uk.
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I was delighted to have my picture taken with industry legend Ralph Ehrmann who from the forties onwards along with fellow directors built the Airfix company into a mega brand and business. As a young advertisement sales manager, in those days I dealt with Airfix’s marketing manager as Ralph was at the top of the tree. Their premises in South London employed several thousand staff at a time when plastic kits were the equivalent of tablets today for young boys. Ralph is pictured with his daughter Alexandra, wife Inge and a young advertisement manager! Alexandra’s company History Heroes were exhibiting for the first time at the show and anyone wanting to know more should contact Alexandra on alex@historyheroes.co.uk. Ralph not only ran Airfix, but was also a powerhouse on the BTHA committee.
GBG champions autism charity Green Board Games is strengthening its support of the Anna Kennedy Online (AKO) Charity in 2018. The educational games specialist is sponsoring the AKO Autism Awareness Expo and looks forward to taking part on 10 March 2018 at Uxbridge University. Further extending support for AKO this year, GBG is also sponsoring the National – and promising to be international – Autism’s Got Talent on 12 May 2018, in addition to the Autism Hero AKO founder Anna Kennedy with Green Board’s Karen Nunn Awards on 13 October 2018. GBG understands the need to champion the inclusive approach to learning for all children, and has long championed the developmental support of all children, irrespective of age or any special educational needs, with its range of prodcuts. Anna Kennedy, Founder of the AKO autism charity said: “Thank you to Green Board Games for supporting UK autism charity Anna Kennedy Online. With the help of your sponsorship we are forging ahead to raise further awareness and create more opportunities for individuals on the autism spectrum.”
toysnplaythings.co.uk
MOVIE
NEWS Speeding into cinemas The blue blur is coming to the silver screen following the announcement that Sega and Paramount Pictures are to co-produce a Sonic the Hedgehog feature film. Sega says the movie “represents an important next step on the expansion of the Sonic the Hedgehod IP”, with the brand’s first big-screen outing joining a successful licensing programme across television, consumer products, and console and mobile games. Combining live-action and CG animated elements, Sonic’s first cinema release is slated to open in the US on 15 November 2019.
Top cat Marvel Studios’ Black Panther became the UK’s biggest box office opener of the year so far when it launched in cinemas on 13 February. Taking £2.67m on opening day, the movie has the highest-grossing single day at UK cinemas and went on to make a massive £10.5m in its first three days. That figure is more than the entire run of previous Marvel movies Thor, Ant-Man, Iron Man and Captain America: The First Avenger. The first Marvel film to feature a cast of largely black actors, the movie made big money in the states where African-American viewership accounted for nearly 40 per cent. Black Panther took $235m (£167m) over the four-day President’s Day holiday weekend. It is now on track to pass the $1bn milestone.
Dino dated The third movie in Universal Pictures’ Jurassic World series has been dated with months to go before the second hits cinemas. Jurassic World: Fallen Kingdom, the sequel to 2015’s box office record-breaking Jurassic World, will land in cinemas 6 June this year and will be followed by Jurassic World 3 on 11 June, 2021. Colin Treverrow will return to write the third movie alongside series newcomer Emily Carmichael, who recently worked on action flick Pacific Rim Uprising and Disney’s The Black Hole.
MARCH 2018
Lights, camera, Action Man!
Exploring the box office
Action Man is on a new mission to make it to the big screen. Hasbro and Paramount Pictures are teaming on a feature film based on the iconic action figure. The film has already attracted big talent, with BAFTA-nominated Simon Farnaby, who gained a nod for his work on Paddington 2, on board to write the script, and Muppets director James Bobin, set to take the helm.
Animated globetrotter Dora will be exploring the real world next year in a live-action feature film adaptation. Paramount Pictures will bring the movie to cinemas next summer, and rumours suggest the movie will take place a number of years after the Nickelodeon animated series on which the movie is based. The script will be written by Nick Stoller, who previously worked on kids movie Captain Underpants: The First Epic Movie.
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MEDIA
news
Who look A new, female Doctor has brought with her a fresh new look for the BBC’s Doctor Who brand. Thirteenth Doctor Jodie Whittaker teased the new TV series by unveiling a new logo and insignia for to more than 700 TV buyers and international press at BBC Worldwide’s annual showcase event in Liverpool last month. BBC Worldwide Executive Creative Director Rafaela Perera said: “The Doctor Who logo and insignia are the quintessential signifier for the brand. Our aim was to create modern and elegant designs that were anchored in the things that we love most about Doctor Who.”
Remembering Robert Robert Sutherland, the respected chairman of Redan Publishing, passed away peacefully on 19 February. The “hugely popular” publishing and licensing executive, who established the publisher in 1990, died following complications brought on by a life-long illness. Emily Bell, Licensing and Marketing Manager, Redan, said in a statement: “He will be greatly missed by his wife Betty and all those who had the privilege of working alongside him during his many years at the helm of Redan Publishing.”
Nick Jr. taps apps Nickelodeon has launched Nick Jr. Play, a new way for pre-schoolers to enjoy their favourite Nick Jr. shows, games and music in one app. Content includes access to full episodes, educational games, original videos and “silly surprises” featuring fan-favourites PAW Patrol, Nella the Princess Knight and more. The launch follows the success of the Nick Jr. app in the US, which has seen more than16 million downloads to date. It is now available in the UK on iOS and Android devices, and will roll out to additional markets in the coming months.
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PJ Masks heads to China Entertainment One’s PJ Masks is heading to China this spring in a number of new content deals with three leading video-ondemand platforms. Tencent, iQiYi and Youku will bring the 52 x 11 min episodes from series one to kids across the Chinese market. On the back of these deals, eOne is now assembling a dedicated PJ Masks consumer products programme for China that will
significantly expand the global reach of the hit preschool property, which already boasts 600 licensees in multiple territories around the world. Monica Candiani, Executive Vice President Content Sales at Entertainment One Family, said: “PJ Masks is generating an extraordinary level of buzz around the world and proving to be a hot property, both for content and merchandise.”
Fingerlings get animated Award-winning toy brand Fingerlings is being adapted for the small screen. WowWee, the company behind the interactive toy pets, has teamed with Quebec studio Squeeze to bring the cute characters to life in a series of animated short-form episodes. Richard Yanofsky, President and Cofounder of WowWee, said the “top-notch” partnership was “the foundation of an adventure that we hope to share for many years to come.” Written by Kevin Munroe of TMNT and My Little Pony movie fame, fans will be able to follow the Fingerlings’ new animated adventures from spring this year.
toysnplaythings.co.uk
MEDIA
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CHARTS
3000 2500 2000 1500 1000
Levelling off W
500 0
All Children Jan 17 vs Jan 18 Jan-17
Jan-18
5000 4500 4000 3500 3000 2500
elcome to the Media Report for January 2018. As mentioned in the previous report for 2017 we had a roller coaster autumn with viewing levels jumping from one station to another. The viewing levels for January appear to have stabilised, which is good news. We are reporting viewing levels for Girls 4-9 years, Boys 4-9 years and Housewives with Children. The viewing levels for the Girls show a very small increase of 0.9 per cent. Once again we see movement from one station to another, for example Disney XD is NG down by 62.5 per cent VIEWI R with Nick Junior 2 up S FO LEVEL RY APPEAR D, by 57.4 per cent. I feel A we will continue to see JANU E STABILISE V this type of activity TO HA IS GOOD H throughout 2018. C WHI Although the Boys NEWS viewing is slightly down, it’s not as bad as it has been. Once again we see movement from one station to another, with a massive jump in viewing from Channel 5’s Milkshake segment, up 78.9 per cent, and CiTVB down by 52.2 per cent. But overall the total market for the boys is only down 2.48 per cent. The Housewives with Children’s market is showing an increase of 9.1 per cent, which is very good news. All Sky Media channels are showing increases, from Channel 5 to Nick Junior 2. Let’s hope we continue to see increases for this target market. The reported expenditure for the overall market is very much the same as the same time last year, however there has been movement within the top 10 Spenders, which are down by 32.1 per cent compared to January 2017. The next issue we will report on the older segment of the Kids market and Housewives with Children.
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2000 1500 1000 500 0
Boys 4-9 TVRs Jan 17 vs Jan 18 Jan-17
Jan-18
5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0
Girls 4-9 TVRs Jan 17 vs Jan 18 Jan-17
Jan-18
Jan 2017 Toy Company TV Expenditure
Jan 2018 Toy Company TV Expenditure
Company Name
TV Expenditure
Company Name
TV Expenditure
Bandai UK Ltd VTech Electronics Ltd Spin Master Toys Ltd Vivid Imaginations Ltd Mattel UK Ltd Character Options Ltd John Adams Leisure Ltd Hasbro (UK) Ltd Flair Leisure Prod Ltd LEGO UK Ltd
78,462 153,849 182,691 207,476 213,978 217,684 299,597 418,959 909,790 1,092,394
Vivid Imaginations Ltd IMC Toys UK Ltd WowWee Group Ltd (HK) Epoch UK LeapFrog Toys (UK) Ltd Bandai UK Ltd Zuru Toys Inc Hasbro (UK) Ltd Character Options Ltd Flair Leisure Prod Ltd
32,907 57,929 60,227 81,092 116,512 185,938 208,773 561,246 610,990 969,935
For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 07774 713182. All graphs and information supplied by Global Media Services
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toysnplaythings.co.uk
Maplin collapses
Mothercare levels off A recent statement issued by Mothercare says its trading and financial performance remains “broadly in line” with what the board expected. In an update to its trading statement from early January, the infant and nursery specialist says its net debt will be “slightly better” than the predicted £50m, though group profit before tax is likely to fall at the lower end of its £1-5m guide. Chief executive Mark Newton-Jones also stressed the importance of its turnaround plans, which aim to modernise the retailer’s stores, bolster its online offering, and “continue adapting to evolving shopping habits around the world”.
Electronic retailer Maplin announced Maplin it had plunged into administration just hours after the TRU news broke. has 2,335 Maplin will continue to trade through staff, 217 the process, though boss Graham Harris says the business’s problems stores and are manifold. He said the issues follow an annual the slump in the pound post-Brexit, weakening consumer confidence and turnover of the withdrawal of credit insurance which £235.8m makes it “impossible’ to raise investors. “We believe passionately that Maplin has a place on the High Street and that our trust, credibility and expertise meets a customer need that is not supported elsewhere,” he added. The retailer’s CEO said Maplin will now work with administrators PwC “to achieve the best possible outcome for all of our colleagues and stakeholders”. PwC said it would “explore all opportunities to find a new owner”.
Toymaster grows membership
Hamleys pulls into London Bridge station Toy retailer Hamleys is to open a branch at London Bridge station — a location used by 50 million people a year. The launch is part of a string of quality fashion and luxury brands set to open in the coming weeks. The £1bn redevelopment of London Bridge station will introduce more than 70 retail units — the most in a Network Rail station.
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Pennells Garden Centre has been welcomed as the latest member of the Toymaster buying group. The Lincoln-based garden centre can be found on Newark Road, South Hykenham, Lincoln, LN6 9NT. To get in touch, contact Rachel Kirk on 01522 880033 or email gifts@pennells.co.uk
John Lewis and M&S report gender pay gaps In line with new government legislation regarding the disclosure of gender pay, two high street giants, M&S and John Lewis, have published theirs — and it makes for interesting reading. Marks & Spencer confirms that women hold 66 per cent of the highest paying positions, however the company has published a mean pay gap of 12 per cent. Meanwhile, the John Lewis Partnership has published a mean gender gap of 13.9 per cent. John Lewis’ Head of Personnel, Tracey Killen, said it is the group’s priority to reduce its gender pay gap figures. “One of the areas we will focus on is why a smaller proportion of our junior female workforce progress to senior levels,” she added. “We want to work with partners to help us understand the reasons and explore solutions. We will put our Gender Equality Network at the centre of this debate.”
toysnplaythings.co.uk
ne u J 5th 18 20
GOLF £98 FOR THE DAY
CLASSIC 2008 - 2017
£98
E A Y R S 0 1 Goring & Streatley THE PACKAGE INCLUDES • Coffee and bacon rolls on arrival • 9 hole morning Texas Scramble from 9.30 • Lunch (ham, egg and chips) • 18 hole individual Stableford and team four ball, longest drive and nearest the pin • 3 Course Presentation Dinner Email: malcolm@lemapublishing.co.uk
FOR THE DAY
RETAIL
BOSWELLS
Generation toys!
Thirteen is a lucky number for Boswell's Toy Buyer Rosie Marshall — it’s the number of years she has been working for one of Britain’s most celebrated stores. TnP spoke to her to find out more…
As a department store that has been trading since 1738 history and heritage obviously run throughout Boswells but how do you think the We toy department fits into often hear that? Working for the second oldest department store in the UK is obviously really exciting, and although we’ve moved around Oxford over the years, Boswells has now been in the same building since the 1950s. Even that’s a talking point for our customers, as we have two entrances on two different streets with a bookshop
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customers telling their children that they came here with parents and grandparents
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toysnplaythings.co.uk
Fact! Trading since 1738, Boswells is believed to be Britain’s second oldest shop of its kind, second only to Fortnum and Mason
sandwiched in between us – and the shop itself is a bit like a Tardis. Toys has moved around too. The department used to be in the basement but now we’re on the first floor, and we have generations of the same families coming to shop with us. We often hear customers telling their children that they came here with parents and grandparents – we have a very loyal and long-standing customer base.
Does Boswells’ reputation affect what you buy for the department? I’d say there’s a certain level of expectation from our customers and we’re known for stocking traditional, well made items such as wooden toys and construction sets and we have a great selection of board games – including Oxford Monopoly. We stock electronic pre-school brands such as VTech, but you won’t find games for the PlayStation here. For me it’s all about finding the right balance with the product we’ve become known for and brands. LEGO, Magformers, Engino and Playmobil all sell well for us, and actually all STEM related toys and games are big news for Boswells. Being based in Oxford means we get a lot of customers with links to the university, and educational product is strong for us as a store.
What’s your background in terms of working in retail and how long have you specialised in toys? I’m from Oxford originally and studied retail management at Oxford Brookes University. I left and joined the graduate training scheme at Toys R Us where I worked for a couple of years, before the opportunity came up
MARCH 2018
at Boswells. I loved the idea of working for an independent, familyrun store where I could control my own destiny – and I’ve now been here 13 years. I trained for a year and haven’t looked back since.
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Rosie’s trends for 2018 Unicorns Flamingos Slime
I now work alongside a brilliant assistant manager, Anne James, and we bounce off each other really well. She’s got particular expertise in visual merchandising.
Sum up what it is that you love about the toy business.
Well it’s something that I fell into, but it’s always been very warm and welcoming as an industry in my experience. Toys is a very personable area of retail and it’s all about building relationships with suppliers and customers alike. The best aspect of the business for me is being able to spend time with someone in store and ticking the boxes for them. When you know they are taking home the perfect product it’s a great feeling. I still serve on the shop floor – in fact I’m covering a tea break in a minute – and personally I think that’s crucial for my job. Put it this way, I don’t have children yet myself by I can name all the kid’s TV characters!
Toy Fair is always important for planning the year ahead and I haven’t missed one yet.
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How do you approach things in terms of visual merchandising? Anne tends to take charge of this in terms of the shop floor. We have a dedicated pre-school section, but we do change things up and move product around quite a lot. We always have displays behind the tills and ones that take into account things like the school holidays, but we also have a dedicated window dressing team who look at fashion trends and 17
RETAIL
BOSWELLS
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I still serve on the shop floor… and personally I think that’s crucial for my job
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new ranges when they’re designing displays. We try to be as innovative as possible – we’ve even borrowed a dinosaur from the Pitt Rivers Museum before for a display!
Do you have any favourite suppliers that you particularly enjoy working with? I work alongside something like 70 suppliers, and my relationship with all of them is important so I don’t like to name names. I would say that we particularly like companies that offer loyalty schemes or in-store demos — teams that are proactive.
We’re quite self-sufficient in terms of reordering, but I do work with toy reps as well and they’re great for suggesting things.
What product areas sold best for you last year? Looking ahead to 2018 what toy trends do you think will be big for Boswells? I’d say the big sellers for us last year were the same as many other stores – fidget spinners, pocket money toys, slime and squishies. Anything gadgety tends to sell well for us, and there’s a new range of cubes from Bigjigs that I think will be very popular. Collectables such as Pikmi Pops and LOL Surprise! Dolls and Pets continue to be big news, as is Hatchimals. For 2018
unicorns, flamingos and slime will all be big trends. I’ve ordered some unicorn glitter keyrings that poo when you squeeze them – and they will be huge!
What toy trade events do you never miss? Toy Fair is always important for planning for the year ahead and I haven’t missed one yet. This year I also placed quite a few orders. Spring Fair I use as a mop up event for all those people I couldn’t catch up with at Toy Fair, and I also think it’s important to check out the party and gift halls at the NEC as you get quite a lot of crossover product. We’re a member of AIS so the AIS Playroom show at Solihull is another important event.
How important is your web operation in terms of toy sales? We’ve sold toys online on and off over the years, and on the current website for about three-and-a-half. We’re definitely the biggest online department but the shop floor is still by far the most important part of the business. Online we do get a lot of customers from across the country, but our focus is more on face-to-face sales.
Finally what was your favourite toy growing up? I was actually a real tomboy and loved to play outside. I had one Barbie doll but my favourite toy by far was a blue space hopper – I think I called it the ‘hopperoo!'
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RETAIL RETAIL
OPINION OPINION
Toys R Us: is it worth bothering about? M
ost people remember their first time for almost anything significant in life and, perhaps sadly, your correspondent remembers his first time visiting a Toys R Us. It wasn’t actually in this country, but in Hong Kong, the date: late 1987. I was on a trip around the Far East as a trainee buyer and HK was the first port of call. As there was a little time to spare, time out was taken to have a look at the American toy giant that was already a talking point back in Blighty. These were the days of the category killer – that point when the build it and they will come mentality prevailed and it was felt that the only thing that needed to be done in order to ensure steady business was to offer more choice than anybody else. The store seemed amazing and to somebody bought up on UK high streets it was a vision of an alternative retail universe. But that was then and were I to head for a Toys R Us today, although the products would be different, the ambiance would be almost the same. And until relatively recently, had the retail sightseer Maybe, just sought vicarious Toys R Us maybe, this is a gratification there would retailer that should have been nowhere better never have existed to head for than New York’s Times Square, where a fullsize T Rex formed part of the list of attractions. The dinosaur has subsequently proved to be something of a metaphor for the chain as a whole. Evolution in fact took care of the Times Square outpost, which closed towards the end of 2015 as other themed retailers sought to take its place in midtown New York. Yet it still exists in multiple countries, albeit somewhat diminished in standing. The real question is obviously whether the rise and rise of online shopping will take care of the category killer format. Should Toys R Us have disappeared at about the time specialists began to appear on our high streets and people morphed into phone zombies, intent only on looking at the latest social media phenomenon or perhaps doing a little shopping while crossing a major road? The answer to this question is yes, but underpinning all of this is the point that maybe, just maybe, this is a retailer that should never have existed. Analysis paralysis is that thing that most of us now suffer when we head off to the online shops. Choice, once mooted as the one thing that we lacked, has become so all-encompassing that it’s entirely possible to look for, say, a dog lead, and to then spend the next few hours looking at products that might come from Ullswater or Ulan Bator – it doesn’t really matter. In essence, this is the Toys R Us promise and premise. It’s a fair bet that anything that’s stocked by others will be here,
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plus an awful lot more besides. The problem becomes one of overload for the consumer and ultimately a sensation that may, in some instances, be quite close to anger. It’s all just too much. So what might be done to protect an endangered species? And perhaps, a little like the disappearance of the T Rex, should we be bothered? The human cost is, of course, jobs. These are people’s livelihoods at risk and seeing this disappear should always be a cause for concern. But that notwithstanding, if Toys R Us had never existed would our lives have been one bit impoverished? Possibly not because the problem with category killers is that everything that is on show is available somewhere else and probably in rather more convivial surroundings. Sheds, as they used to be called, are generally joyless places, and while they may be embody plenty, that’s about it.
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Where does that leave Toys R US then? Should it just close a shedload (pun intended) of branches and concentrate on being less generalist, more specialist that will appeal to select groups? Probably, but even this may ultimately not prove enough. The fact of the matter is that there are plenty of very good, smaller toy stores, and it may well be a little late for Toys R Us to try and reinvent itself. The world has indeed changed, and continues to do so, and the high street winners in the new scheme of things will be those that can provide an alternative to the endless aisle. Today’s toy store is about a whole lost more than volume sales. It involves taking the online bull by the horns and, where possible, joining forces with it. Fail to do this and you are just another toy retailer – and there will be others like you. It’s not a great thing to say, but Toys R Us should probably have gone long before now — a true retail giant lizard.
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.
MARCH 2018
Once the top of the toy retail food chain, it might be time for Toys R Us to go the way of the T. rex, says John
THE INDEPENDENT
OPINION
A necessary evil? The Indie contemplates the part that agents and reps play, and wonders whether they actually bring much value to his business
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an agent will conveniently ‘forget’ about this until I hold a gun to their head, whereas a rep who is not facing reduced commission will usually get it done pretty quickly. On the flip side, a rep is not overly worried about driving sales in my stores, as there is no real gain to be had (from a purely financial perspective) from them selling me more as their salary is constant. I have always found it best to try to separate business from personal things, but we all like to VOLUME support the people who are likeable and who 1) LOL Pets – MGA we get on with. But this 2) LEGO Batman Minifigures – LEGO is a dangerous stance 3) Smooshy Mushy Bestie – Bandai to take as it can alter VALUE how you need to deal 1) LOL Pets – MGA with any given situation. 2) Smooshy Mushy – Bandai Buyer beware of a 3) Squish Dee Lish – Jakks Pacific likeable character who is
his month, I want to talk about agents and reps, and the impact they have on my business. I, like every other independent retailer, will deal with a multitude of people who ‘sell’ to me and either get paid a monthly salary (rep) or a monthly commission (agent) from the suppliers they represent. By definition this causes me hassle. For example, if I have goods that are faulty and need to be credited, the chances are
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If I have goods that are faulty and need to be credited, the chances are an agent will conveniently ‘forget’ about this until I hold a gun to their head, whereas a rep who is not facing reduced commission will usually get it done pretty quickly
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Best sellers
THE SECRET SUPPLIER
It all comes down to trust Regardless of whether they’re reps or agents, retailers are best off working with sales professionals they can rely on, says the Secret Supplier This month, Mr Independent compares the varying performance of sales representatives and sales agents, and comes to the conclusion that a rogue rep, although difficult to control, does a better job managing his business than a sales agent. It seems to me that Mr Independent has had some unfortunate experiences with his sales agents, because there is very little to choose between these two important links who should both provide a vital service for him. In reality, Mr Independent has little choice, because it’s us suppliers
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The bulk of the toys purchased were the familiar brands that consumers felt comfortable with
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who make this critical decision. Typically, small start-ups choose sales agents safe in the knowledge that sales costs will be variable based on actual sales volume invoiced. In the case of sales representatives, their costs are largely fixed, which may favour larger multinational companies. It is a constant debate as to which strategy is best. And although on face value these important people carry out similar roles, in reality, their motivation and personality may be significantly different. For example, a good sales representative may see his or her position as a stepping stone towards a more senior sales position, which is likely to result in the good guys moving on fairly quickly, whereas sales agents tend to be more permanent fixtures as they see
MARCH 2018
his job and stopped solely thinking about whether he would be earning commission. One issue I do have, though, is on copy orders. Yes, I do need the full list of barcodes for every item I purchase! This minor but extremely important detail is left off so many of my order forms it makes me want to scream. Glad we cleared that up. One aspect that has been extremely difficult to control is with those suppliers who place orders in-store, replenishing their stands (Schleich, Top Model etc). With one of these suppliers, we had three reps and one agent. I did a calculation last year to show the average order value per store from the reps and agent, and the agent’s was more than four times as much compared with the reps. When I queried this and cancelled all of the very high order values, I was told they had to stock up because they didn’t have time to visit the store any more than four times a year. Needless to say I removed that stand from my stores and the agent lost out. It may seem like I have just
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The common thread that identifies a good agent or sales rep is trust!
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selling to you — don’t let a good relationship dissuade you from putting up a fight against things that impact your business in a negative way. I recall the days when agents spent their time visiting stores, merchandising their sections, chasing up issues, making sure the staff were educated on each product, acting as a SPOC (single point of contact) for a supplier, and basically fighting your case where needed to ensure that you, as the retailer, were given as much backup as you possibly needed to perform in your job — buying toys and selling them to the general public. However, I would struggle to remember the last time more than two of my agents carried out the above tasks and took pride in my business. I recall questioning an agent once as we walked around Toy Fair a number of years ago about what they thought of each range they presented. By the fourth response of “I don't really know, it has a chance I suppose”, I got a little bit hot under the collar and decided to give him a kind word of advice that if he didn’t give a toss about it then neither would I. I think from that moment on our relationship changed, but he also got better at
Bandai's Smooshy Mushy is a bestseller all round for the Indie this month
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A rogue rep is a difficult beast to control, but I feel they do a better job at managing my business
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their entrepreneurial career linked directly to the fortunes of their principals. But the common thread that identifies a good agent or sales rep is trust! Mr Independent should be able to trust the judgement of the rep or agent as they should have the inside track on product performance and availability. He should not have to deal with “a rogue rep”! No sales agent will want to risk damaging the relationship with their retail customer and probably values that more than the relationship with their principal. That relationship could go back many years as agents tend to be almost permanent features of our industry. But with a number of principals to represent, the sales agent is probably not as “product smart” as
ranted about agents, and in truth, that is accurate as the performance that I get from most — not all, but most — of my agents is sub-standard. I work my bum off every day of the year, and I know most of these guys are nowhere to be seen except the golf course on a sunny day while I work away under my office roof, with the watering can catching the drips of water from the leak I can't afford to get fixed (hypothetical). Reps, in my opinion, are better. I still have my issues here, and a rogue rep is a difficult beast to control, but I feel they do a better job at managing my business, and in essence that is what I want them to do every time they sit with me. I want us to sit, bang our heads together and manage my retail business to the full extent of their power.
the sales representative who has a much smaller product portfolio to focus on. A good sales agent will always act in the best interests of their customers because they have an economic interest in the success of that customer. But Mr Independent is right when he complains about the absence of merchandising or staff education from his sales agent, which we suppliers equally deplore – although sophisticated sales data substitutes for old fashioned leg work! As mentioned earlier, it is the small start-ups who tend to pick agents when they start trading. But if they are successful years later they find that sales agents have become something of a financial liability as a result of EEC legislation under the Commercial Agents Directive.
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Retail focus
Far fetched retail? As luxury e-tailer Farfetch launches ‘Stores of the Future’, Mariann Wenckheim, director at design consultancy 20.20, looks at how retailers could learn from this concept
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ashion store Farfetch provides a platform for some of the world’s most exclusive boutiques to showcase their clothing and accessories, enabling them to reach a wider, international audience. Like Amazon and eBay, Farfetch allows small retailers to sell products without investing in a complex e-commerce site. It also manages shipping, removing concerns about order fulfilment – and since it is dedicated to high-end fashion, it has the power to attract the right customers with its carefully-curated collections. Now the e-tailer has its sights set on the physical realm with the much talked-about ‘Stores of the Future’. Due to open this autumn at Browns in London and Thom Browne in New York City, the concept was unveiled in London earlier this year. Using data is nothing new in retail, however Farfetch wants to create more personal customer experiences in shops. It’s hoped that, by harnessing this data, boutiques can become strategic in their marketing campaigns, as Jose Neves, CEO of Farfetch, says in an interview with Business of Fashion: “Imagine targeting a customer on Instagram because you know that five hours earlier they’ve been to your shop and they’ve picked up a certain bag.” There are striking similarities between independent fashion stores and toy retailers. Online competition from supermarkets and well-known chains has made it more difficult for traditional stores to keep pace, particularly when it comes to price and order fulfilment. So perhaps we need a Farfetchstyle ‘Toy Store of the Future’ that would help smaller retailers compete on a more equal footing. Let’s take a
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lmagine you could offer your customer’s friends ideas for a child’s birthday via social media because you know they’ve been invited to the party
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moment to imagine what this could look like. Unlike large retailers, small toy stores can find it difficult to obtain these deep consumer insights – yet buying toys is an incredibly personal and emotional experience for many, so tapping into people’s desires and motivations is essential for sales. What if there was a platform that helped you get to know your customers better? It could help you observe their behaviour better, answer questions and find out what impact your products had on them. Imagine that you could offer your customer’s friends ideas for a child’s birthday via social media because you know they’ve been invited to the party. Or consider how you might market toys and books because you know their child would love them.
You could also invite people to input children’s birthdays into a calendar and then send reminders and gift suggestions in the weeks beforehand. Clearly, technology is already changing the way stores connect with their customers. Although independent stores can create their own e-commerce sites, they’ll need a more powerful engine to propel them. As well as creating personal experiences for consumers, Farfetch’s Store of the Future also responds to the demands of its retail partners, allowing them to
add all the features and services they want. Unless a dedicated toy retail platform is launched, it’s likely that Amazon and eBay will continue to fulfil a similar function to Farfetch. Given this opportunity, surely it’s time for the two giants to work more closely with independent stores, not just online but offline too, linking the two intrinsically together.
MEDIA
ANALYSIS
School’s out… are TVs on? L
ast month, schools across the nation celebrated a week’s break from their first term of the calendar year. This reprieve from the classroom gave kids across the country the opportunity to spend time with friends, drive parents mad and of course consume a lot of great TV. But is that really the case? Does children’s viewing of kids commercial channels traditionally fall or increase over the holiday period? Looking at the data over the lead up to February half term (the majority of schools were on holiday week commencing 12 Feb), viewing of Toys and Games advertising naturally increased 27 per cent WoW when compared to that of the build-up of collectable lines investing in TV spots, we in late January and early February. This TV still can make comparisons to the latest NPD which demonstrates a clear trend that viewing of offers mass revealed that in 2017, collectable lines saw a kids commercial channels only increases reach and is thus 17 per cent uplift in sales. As we know this is over the break. incomparable to total toy sales, which were a key element of As we investigate those advertisers that down for the year by 2.8 per cent. invested in reaching children over this key the media mix Despite the recent declines in viewing, TV still week on air, we can see that the total number offers mass reach and is thus a key element of of Toys and Games campaigns was in fact the media mix for collectable lines, which are lower in 2018 vs. 2017, with 89 campaigns in keen to drive a high frequency of 2018 vs. 102 campaigns in 2017. messaging at a low cost. Despite marginal decline in brand count, collectable items In addition, the collectables category in particular had a resounding prominence this year with has flexibility stemmed from its nonsix of the top 10 Toys and Games campaigns focusing on seasonal nature. The average price a collectable item! The largest three campaigns vying for point of brands in the category attention over the half term were Pokémon Trading Cards, are comparatively low, promoting followed by Spin Master’s Flush Force and a year-round appeal as Magic Box’s SuperZings (ranked collectables aren’t the usual by Eqv. Kids TVRs/BARB/DDS, ‘main gifts’ to children for 2018). These three campaigns birthdays or Christmas. This offers combined represented an an opportunity for the category to achieve impressive 10 per cent of all Kids greater reach and share of voice when Eq. TVRs over the week! airtime is more cost-effective. This dominance of collectable Despite market pressures and items is in no way a new trend. viewing of kids’ commercial channels This is a continuation from 2017, experiencing a 17 per cent decline where we saw 81 collectable YOY, collectability will no doubt campaigns commercially grow in 2018. advertised. Leading this category Not forgetting of course, last year was most certainly that 2018 is a World Cup Pokémon Trading Cards, recording year and we can be sure to an impressive 4,565 TVRs for Boys expect Panini to release ages four to nine across the year their World Cup trading (BARB/DDS, 2018). card ranges! With the increased prominence
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Campaigns for collectable brands cashed in on heightened viewing figures over the half term. Alex Taylor-Smith delves into the numbers from the February school break
Source: BARB, 2018
Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 to learn more.
MARCH 2018
toysnplaythings.co.uk
media
opinion
The Plimsoll Line Media insider Clive Crouch questions retail guidelines
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he Plimsoll Line was devised in 1876 by Samuel Plimsoll, a member of the British Parliament. Plimsoll was concerned with unseaworthy hips and the loss of their crews due to mainly to overloading and extreme lack of care and maintenance from unscrupulous shipping owners. Parliament passed The Unseaworthy Ships Bill which mandated a marking to be placed on ships sides with a line that would disappear below the waterline if the ship was overloaded. Unlike many inventions of that period, one hundred and forty two years on The Plimsoll Line is still used worldwide by today’s shipping industry. Keep that in mind for the moment. We are now one quarter of the way through 2018. Toy Fairs occupy the first six weeks or so and always create a positive mood wrapped around the virtues of business relationships, trust and camaraderie alongside confidence and commitment. However while everyone goes about their business all with a bit of a groove on because of the good-feeling from the shows, a large shadow has been cast over the day to day buying and selling of Toys and Games. In this instance because of The Big TRU’s media Shed On The Retail Park of bulletins that have course. peppered the press In the hyper competitive either side of Toy Industry companies actively go against the Christmas, they have long-term model and not best-informed the explode on the scene with man on The Clapham short-term products which Omnibus fit neatly under the banner of “craze”; Loom bands and Fidget Spinners to name but two, very recent, shortterm products. Toy companies also develop, build, nurture and establish a Brand over many years - so two somewhat conflicting but symbiotic ideas here. The culture of Toy Companies is about their daily belief in their people, creativity, products, and their retailers and the systems to manage the balance sheet short and long term to meet forecasts and expectations. Putting all of this thought and weaving it back into the retail space and then to marry up with consumer demand is a challenge. Toys R Us arrived here in 1983 and opened five stores. Fast forward to The TRU’s media bulletins that have peppered the press either side of Christmas, they have not best-informed the man on The Clapham Omnibus. Statements that read; “Discussions with the Pension Protection Fund, a VAT call for circa £15m , Directors appoint an administrator” among
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many others. These messages may have served only to trigger a lack of confidence and confusion at consumer level in Toys R Us ,while the stores remained open. We have in the recent past witnessed two spectacular Uk High Street stalwarts collapse. The respective management /owner were gifted unconditionally with the blame. Fred Goodwin set the bar with his mismanagement of RBS as their Chief Executive between 2001 -2009. Six years later Sir Philip Green (aka Lord Shifty) announced a BHS debt of £1.36 billion and a pension deficit of £571m. Green and his family had collected £586 m in dividends and rent during his 15 year ownership of the store. Greedy, right? At the time of writing Toys R Us appear to have made their best attempts to manage a way through their financial problems that threatened their future as a retailer but with maximum effort and minimum impact. Given what we know about TRU there is no “ Goodwin or Green “ to be found accountable. Back to The Plimsoll Line. Near a century and a half on what would Samuel Plimsoll have made of this retailing business stuff? The criteria of The Plimsoll Line contains a number of strategic conditions to ensure that: • T he “Load” and vessel are good and worthy to go to sea For the purpose of this illustration adopting the same principles as The Plimsoll Line let us imagine that the vessel’s hull , is a Toys R Us big shed and the “Load” consists of Toys and games. • “ Time of year” crucial to sailing through the various seasons and trends
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• T oy sales crucial to being out of the hull , on display in the right season following the same Plimsoll principle. • “ Declare Type of Cargo” Confirm product range value shelf space and safety checks. • “ Water Density” Surrounding product market value, including debt and cash flow. • “ The hull indicates the maximum depth to which the vessel maybe safely immersed when loaded with cargo” The amount of product lines able to carry at agreed risk level. • “The Captain determines the appropriate Plimsoll Line for voyage”
The CEO decides on the above evidence to decide the levels of product to “Load” in store. Given the vessel is in full compliance with terms of The Plimsoll Line; the marker is painted onto both sides of the Big Shed and business may commence. After 142 years of trading and shipping internationally to this criteria; is there not an opportunity to create a “Plimsoll Financial Line” in retail that could give a clear signal to Captains of Industries as well as consumers? And finally, on another seaworthy note and to demonstrate that I have not lost my sense of humour; my congratulations to the guys who draped a banner the length of Philip Green›s Super Yacht that read “BHS Destroyer”.
Clive Crouch www.clivecrouch.com, info@clivecrouch.com, mobile: 07831 670453 1
toysnplaythings.co.uk
COVER FEATURE MOOKIE
The great outdoors This year Mookie focuses on its strength in the outdoor toys category with new introductions including mud kitchens, an expansion of its wooden playhouse collection and much more
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018 is set to be a big year for Mookie Toys as it looks to build on its recent growth in arts and crafts categories as well as develop its existing partnership with Silverlit. But, despite its success in these areas, Mookie’s hasn’t forgotten about its biggest strength in outdoor toys. TP Toys is one of Mookie’s most successful and established brands, specialising in trampolines, climbing frames, swing sets and playhouses for more than 50 years. The brand’s popularity with retailers and consumers stems from a range of high-quality, innovative products, all designed in the UK using the best wood and materials available to ensure it stands out from the competition. This year, Mookie has refreshed its TP Toys marketing strategy to ensure targeting is correct for the premium
TP Weymouth Wooden Playhouse
Home sweet home
TP customer. Mookie will be exploring new avenues, including partnerships and a combination of traditional and Over the past few years, TP Toys digital marketing, with a real focus on has capitalised on the demand and developing fresh, lifestyle-led video growing popularity of children’s wooden content to share digitally. playhouses, rapidly growing this area of On the product front, TP has the brand. For 2018, TP will be building simplified its Roundwood swing sets, on this success with a new range offering new retail-ready options complete with all accessories as well as of two-storey playhouses. Available the modular Knightswood Range. The unpainted or with hand-painted brand will continue to offer multiple highlights, the new play houses all have accessories, with some new offerings attractive verandas, a fun internal ladder such as the TP Foldaway Seat — a soft, and a choice of slides. comfortable and supportive seat that is height adjustable, compact and easy to easy-to-use magic mixing orb, that uses store when not in use. a one-way valve. In addition to some exciting new The innovative new product for AW launches for the TP brand, Mookie is also 2018, Aqua Crystals allows children to keen to maintain its expansion into create and make jewellery, accessories arts and crafts, with the introduction TP has and gifts by adding water to the magical of various new brands including focused on crystals provided. The Aqua Crystals Tybo and Aqua Crystals. developing its Creation Station is easy to use and the Each of these new brands crystal creations are ready in seconds, video content will be launched with a complete with moulds to create rings, heavyweight TV campaign, to push out hair accessories and more. supported with PR and digitally with Following the success of Dream online activity. new appealing Lites, Mookie is launching Lumiluvs, Tybo is a mess-free lifestyle-led the night light that magically lights up tie-dye experience that videos with a kiss. Mookie is also launching the children can use with great Lumiluvs Starlite Cottage with a unicorn results every time. The Lumiluv and magical key, which acts as a Tybo Tidy Tie-Dye Design projector, shining colourful glowing stars Studio comes with a patented onto the ceilings. Finally, Mookie will be launching Lazer M.A.D, a laser gaming experience with TP Toys is launching its brand new Mud Kitchen range unlimited players, perfect for in 2018. Inspired by homemade mud kitchens and the groups of friends, families or popularity of Forest Schools, these are the perfect even individually. Mookie is promoting Laser M.A.D with a outdoor toys for children as young as three years old. TV campaign accompanied by With three different designs to choose from, each mud digital marketing, PR, events and kitchen comes complete with removable splash tub, DIY in-store activities.
“
”
Mud, glorious mud!
stencils for hob rings stainless steel pots and pans. As with all TP products, the mud kitchens are beautifully designed and built to last with pressure-treated wood, promising years of fun for little ones.
MARCH 2018
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WORLD CUP
CLICK DISTRIBUTION (UK) LTD.
Pitch perfect Click Distribution (UK) Ltd. is the go-to place for FIFA World Cup 2018 collectables. We catch up with CEO and MD Mark Hillier to find out how the range can help you sell more
I
13th
t’s that time again! This So what exactly is in the range? summer sees the world CEO and MD Mark Hillier come together and enjoy tells us: “Panini’s Official the 21st FIFA World World Cup 2018 Adrenalyn series Cup Finals Tournament — XL Trading Card Game, of hosted this time in Russia. Panini’s 2018 Official World World Panini Cup We all know that kids Cup Sticker collection, Stick ers (and quite a few adults) Click Creations Official love everything from the Panini Heritage Range of kick-off to the final whistle Key Chains, Mugs and Limited in this four-week long contest Edition Lithographic Prints.” and kids are mad about collecting, The partnership between Click swapping and competing against and Panini has been long-standing, one another too. So where better to successful and is strengthening too. combine all these elements than the Mark says: “We have been working Panini sticker and trading card range with Panini since Click Distribution available from Click Distribution (UK) (UK) Ltd. was formed 10 years ago, Ltd. in the UK and ROI. and this will be our third World Cup collaboration with them.” Most of us can remember collecting the stickers and filling the Panini sticker album for months — but in this modern age where kids are Instagramming, Snapchatting and streaming movies, is there still a place for it? Mark emphatically believes so! “It’s all about that blind purchase and the excitement of not knowing what you’re going to get when you open up the packet, and in this digital world this simple format of collecting is still totally relevant and thriving to kers more than ever.” stic lect! col And the numbers on this amazing license are big – huge, in fact – Mark reveals: “It will be by far the biggest selling collectable of 2018 On a global basis, the with an expected RSV of over 2014 World Cup Sticker £50 million and the marketing Collection was the bestcampaign behind it is the biggest selling in World Cup history ever for a sticker or trading card collection.”
0 9 6
Did you know?
26
468 trading cards t o collect !
A 10-year long association between Click Distribution (UK) Ltd. with Panini and FIFA (and for Mark himself many more besides) means that the team know that this range creates huge opportunities for retailers at the tills, but that it’s time to order. Mark says: “Most collectors start buying albums and stickers now and will have them filled and swapped by the time the tournament begins.” So get in touch now!
Helping retailers sell more “We’re working closely with retailers to plan specific campaigns in-store and online to drive footfall and create a huge buzz around the collections. Something that’s key to our marketing strategy is YouTube given the power of video in today’s society. We will be pushing out exclusive box breaks which get a phenomenal amount of engagement and traction.”
PRE-ORDER NOW!
Re-live Your First World Cup
Only 1000 Copies Available!
#GOTGOTNEED
Toys & Play Things - WC - Heritage 2.indd 1
02/03/2018 14:03
RETAIL
OPINION
Toy talk Retailers are important to us here at TnP. We love chatting to them each month to get industry insights into what is selling well and we ask some key questions...
TnP loves to hear your views. This month we chat with retailers around the country to see what’s selling and what lines they’re excited for in 2018...
KIRSTIE WILLIAMS
ANDREW ATKINSON
Baby and Play, Bedford, Bedforshire
Atkinson & Sons, Bowness on Windermere, Cumbria
The Baby and Play team are celebrating their one year anniversary this April since expanding from an online-only business to bricks and mortar
A Toy Fair veteran of more than 40 years, Andrew and the Atkinson & Sons team are doing big business with classic licenses like Paddington and Beatrix Potter How are you feeling about trading in 2018? We’re based up in the Lake District next to the lake so we are cocooned slightly from what’s going on in the high street. We’ve just got World Heritage status up here and we have lots of Chinese visitors. All I can say is I’m glad I don’t have a high street shop it’s been quite pronounced how people will compare internet prices – and be quite blatant about it. It’s getting harder to get people to shop in shops I don’t think it’s a level playing field. What movies coming later this year are you expecting to drive business? Beatrix Potter will be absolutely massive for us. We have all three big brands – Rainbow, TY and Steiff. Steiff was new for us last year and has done extremely well. Paddington was a big driver before Christmas and the DVD is coming out soon so will do the same again I think. We have just taken delivery of the lifesize Paddington Bear!
LOUISE MEGENIS-CLARK Happy Days Toy Shop, Olney, Buckinghamshire Always on the lookout for the next big thing, Happy Days Toy Shop was the first shop in the UK to stock Crazy Aaron’s Thinking Putty What was the most promising range you saw at the recent trade shows? I went to Spring Fair and Top Drawer. I really liked Juratoys’ new Janod wooden lines, and Depesche was really good too. Children’s books are doing really well and I must also mention how brilliant Crazy Aaron’s Thinking Putty was at Spring Fair — we were lucky enough to be the first shop in UK to stock it and it’s still one of our best sellers! Now we’re in the new year proper how are you feeling about trading in 2018? I think the trick is for independents to have
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What was the best range you saw at the recent trade shows? We went to Spring Fair and we loved History Heroes, a card game distributed by K-Play. We also loved Djeco and got more from PlanToys. We also have some lovely Fairtrade items coming from a Sri Lankan company. Now we’re well into the new year, how are you feeling about trading in 2018? We’ve only been in the bricks and mortar shop since last April, although we have been online since 2012, and January was a little bit scary. We were asking: “Where’s everyone gone?!” But it is picking up now and once people have found us they do come back. We’re the only toy shop in Bedford and there has been lots in the press about plastics, which is good as we stock toys made of wood and recycled plastic. What movies coming later this year are you expecting to drive business? We do occasionally have branded things — we did like the Paul Lamond Games Highway Rat branded games and floor puzzles at Spring Fair. But we find that most of those movie licensed products are available at the big shops and we have limited space so look for a different sort of quality toy.
stuff that you can’t get everywhere else, because that’s who we’re competing with. But there are some things we have to have because children come in looking for them — pocket money toys and so on — but for gifts we look for something different. We also do well with books — non-fiction in particular. I can only put it down to the fact that if you’re buying a book for a child you want to look at it, turn the pages and see the illustrations. Business rates look to be a big enemy of independent businesses. Is this is the case for you and your store? I’m lucky enough not to pay business rates. I’m off the main shopping square in a market town so the rateable value is low. A couple of years ago there were rates but they were discounted. But if it went back to that it would definitely make a difference to me — every penny counts.
toysnplaythings.co.uk
End of an era The demise of toy retail giant Toys R Us is the biggest story for the toy industry in recent memory. Here TnP looks at how the closure of the global retailer’s UK arm unfolded and why
T
he bell tolled for Toys R Us in February as the toy retail giant tumbled into administration. Once the world’s most recognisable and successful toy retailer, sluggish attempts to move with the times and competition from nimble online and experience-based retailers finally proved too much. The extent of the retailer’s woes was brought into stark relief last September when the US parent company filed for Chapter 11 bankruptcy in a move to restructure mounting debts of £3.7bn. At the time, the retailer said it would not impact the UK business, but in December 2017 the UK arm was forced to shut a quarter of its stores, plug a £9m hole in its pension scheme and proceed with its own company voluntary agreement to, using UK MD Steve Knights’ words, “transform our business”. It was death by a thousand cuts, and on 28 February 2018, administrators from Moorfields were called in to appease creditors and undertake “an orderly wind-down” of Toys R Us UK. The collapse leaves more than 3000 jobs uncertain, some toy suppliers waiting on payments, and thousands of toys sold
Toys R Us in The Chimes shopping centre, Uxbridge, credit: Sally Norton
off cheaply through closing down sales. Toys R Us’ famous TV jingle promising “toys in their millions. All under one roof” was once its main strength and USP. But in an age where Amazon could offer more choice, cheaper and more conveniently, and retailers like The Entertainer and Smyths gave kids and parents more reason to stay and spend instore, this mentality became an albatross around its neck. Analysts said more nimble outfits had outpaced Toys R Us in the race to offer consumers a better shopping experience. Nick Richardson, Future Trends Analyst at Kids Insights, said its data showed Toys R Us Gary Grant, The popularity had dropped by a Entertainer fifth over the last 12 months. He said the drop off was, “no doubt being affected by [Toys R Us’s] lack of investment in-store and creating an experience which brands such as Smyths Toys Superstores and Build A Bear Workshop have done so well.” Simon Thomas, joint administrator at Moorfields, remains bullish though that parts of the business will be saved through sale. He revealed that Toys
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I think people are not necessarily driving out of town to buy toys as they were in the 80s when Toys R Us first came to the UK
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R Us’ smaller, more interactive stores have been outperforming the traditional “warehouse-style” locations that opened in the 80s and 90s – making them attractive to the right kind of buyer. Speaking to radio station Premier, The Entertainer’s MD and founder Gary Grant said the struggles Toys R Us faces are widespread and illustrate wider trends in retail. He drew parallels to the shifting habits of the public shopping for food at convenience stores rather once a week at big grocers. “I think we’re buying little, more often,” he said. “And I think that’s probably the same with toys: I think people are not necessarily driving out of town to buy toys as they were in the 80s when Toys R Us first came to the UK. They’re buying more conveniently.” Gary lamented the human cost of administration, with more than 3000 employees facing job loss. But Moorfields said while the retailer’s insolvency was “likely to affect many Toys R Us staff” whether all stores would close and all jobs would be lost remains to be seen. Read more about Toys R Us this month in TnP, with expert insight from columnists John Ryan (page 19) and Clive Crouch (page 24).
Timeline: as it happened 18 Sept, 17: Toys R Us US files for Chapter 11 bankruptcy protection – UK business said to be secure 1 Dec, 17: Reports emerge of UK store closures and probable company voluntary agreement proposal
£9m cash injection to secure CVA approval 21 Dec, 17: Creditors, including PPF, vote 98 per cent in favour of CVA Company trades through Christmas period
19 Feb, 18: Pressure to find buyer mounts as tax bill deadline looms 26 Feb, 18: Toys R Us teeters on brink of administration as buyers shy away from deals
10 Feb, 18: Toys R Us reaches out to investors
28 Feb, 18: Toys R Us enters administration, with Moorfields called in to embark on
4 Dec, 17: CVA proposed to UK creditors
and buyers for £120m to pay debts and
“orderly wind-down” of UK operations
19 Dec, 17: Pension Protection Fund demands
finance business overhaul plans
2 Mar, 18: Closing down sales begin
29
what’s n Brand spanking new launches from top toy companies to help you sell more!
high voltage GP FlaiR 0208 643 0320 www.flairplc.co.uk
Voltron is making its explosive debut into toy stores this March thanks to an epic new toy line by GP Flair! The new DreamWorks Animation series launched on Netflix in June 2016 and Free to Air on Pop in September 2017 and follows the adventures of five unsuspecting teenagers from Earth who are thrust into an intergalactic war when the universe is threatened. They become the courageous pilots of five lion robots that, when
Spin to win ChaRaCteR OPtiOns 0161 633 9800 www.character-online.com This May sees a brand new game enter the Character Options portfolio: i-Top, the next generation electronic spinning top game. The pocketsized spinning top counts the number of revolutions and keeps track of high scores. The three main play modes are Top Score, 99 Spin Challenge and a Compass mode. The clever i-Top also comes with unlockable play modes — spin the secret combination to see special animations appear. It’s simple to do but will take practice to master.
together, form the ultimate warrior, Voltron Defender of the Universe! New this spring, boys can collect the assortment of eight 15cm action figures which includes each of the lions, the much feared Myzak and also Voltron in both Sword and Lion Attacks. Alternatively, the individual legendary Lion figures can be bought as singles and include each Lion’s treasured accessory or can be collected and combined to make a spectacular 16” Voltron! For the ultimate Voltron experience kids can also get to grips with the Ultimate Voltron Mega Deluxe Figure which stands 14” high with sound effects, phrases, and an epic projectile feature.
Dress to impress tOmy 01392 281928 www.tomy.com
Fans of the Aquadoodle range can expect huge developments this year as creative brand enters new territories with the launch of a brand-new 3D model, Dress Designer. Launching in autumn/winter, Aquadoodle Dress Designer allows children aged two plus to have fun designing their own dresses. Included is a stamper and pen for children to create endless designs. Little ones are able to stamp or draw their way to the perfect dress and, when they are finished, watch the designs fade and be ready to create another award-winning design.
Fact! the i-top launch will be supported by a full marketing drive including experiential events, influencer activity and tv advertising.
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toysnplaythings.co.uk
new Race on! Revell 0845 459 0747 www.revell.de/en
Features: Performs flips 25m flight range Lightweight and fast
Revell Control’s new Race Drone will let pilots display their need for speed! With a choice of three speed/skill levels to choose from, pilots can mark out a racecourse using the included gates and markers to record the fastest laps. Additionally, Race Drone features bright LEDs, flip function
and headless steering assist. Race Drone includes a 3.7V 450mAh LiPo battery that gives flight times of around six minutes per charge, a USB charger, an alternate colour canopy and a spare set of rotor blades. Launching this month, it’s ideal for kids and enthusiasts 14 years plus.
Crystal clear Bandai 0208 324 6160 www.bandai.co.uk
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The concept behind the game is one that we haven’t seen elsewhere on the market… Following the success of the game in the US, we can’t wait for everyone here in the UK to be able to try it and enjoy it as much as we do.
The National Geographic range combines a trusted and well-known brand with fun and exciting experiments, expert learning guides and fascinating subjects. The Crystal Growing Kits provide all kids need to grow and inspect an amazing crystal, including a real crystal in each box to compare with the one that is grown at home. Other exciting kits include Geodes, Build Your Own Volcano, Ultimate Play Sand and Dig Kits, which are perfect for any fossil loving child.
Adrian Whyles, MD, University Games
Ultra fun
”
University Games
03334 050120 www.university-games.co.uk Super active and for ages six-plus, Ultra Dash is the latest release from University Games. This challenging game will have the whole family up, and about, having energetic fun. Suitable for both indoor and outdoor play, to set up the course, players simply lay out the five coloured targets wherever they choose. One of three games can be selected by pressing the button on the tagger. Then the race is on to match the colour of the flashes on the tagger, with the targets. The tagger detects targets, scores on accuracy, and game play cues are all visual and sounds — no language barriers! There is beat the clock, target tally and relay race meaning it’s a different game each time, and there’s always a time to beat!
March 2018
Look out for… The Wildlife Wow, coming this autumn, will bring toys and technology together with innovative virtual reality and augmented reality modes that let kids explore an animal’s habitat, learn fun facts and much more.
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FEATURE
GAMES & PUZZLES
Character Options
Game o From traditional names like Monopoly to the return of retro favourites such as Rubik’s Cube and innovative new titles tied in to the success of sporting events and TV shows — these days everyone wants to be a ‘player’. TnP finds out more…
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P
icture the scene: it’s a rainy weekend afternoon, the kids are crabby and the parents all too aware that unless the telly goes off soon they will soon be popping some headache pills. Then someone suggests dusting off the Monopoly box and for the next hour at least harmony, old-fashioned fun and laughter have replaced all tension in the household. Unless that is you’re including some competitive play for Park Lane.
Yes, the endless appeal of board games is something that’s been present in British homes for generations, but despite the unstoppable rise of technology and its effect on the toy market the popularity of games and puzzles old, revamped and utterly fresh and innovative is only growing. NPD reported climbing sales of 21 per cent in 2016 and industry insiders say they have seen sustained growth of up to 15 per cent year on year.
toysnplaythings.co.uk
Did you know… NPD reported climbing sales of 21 per cent for games and puzzles in 2016, with suppliers revealing sustained growth throughout 2017 and into 2018
e on! And it’s not just children or the family market that games and puzzles are striking a sales chord with either. Board game clubs are now popular the length and breadth of the country with puzzler pub nights also gaining a following and so-called ‘social gaming’ a cult new pastime. TnP spoke to a range of market experts about the glowing state of this evergreen toy category and how things are shaping up for 2018.
cafes and clubs popping up across the UK,” says Bradley Wilson, Marketing Executive for John Adams Leisure. “Social gaming is huge – not just as a way for parents to reinstate family time away from digital screens, but it also allows young people to do something different with their friends or offers a way to make new ones. “What consumers have realised is that games and puzzles are a great way to connect with people face to face without the disruption of technology. Plus the ‘rise in retro’ is also having a positive effect on the market with evergreen puzzles like the Rubik’s Cube attracting new audiences after appearances on shows like Netflix’s Stranger Things.” Ben Hogg, Marketing Manager at Asmodee agrees: “Games sales have really stood out over the past decade and we have seen sustained growth of around 10-15% each year. “Games certainly offer a solution in terms of digital detoxing where you can still have lots of fun and be competitive, while actually interacting face to face with the other players. This coupled with the innovation in games design means that these experiences are not only a welcome break from screens, but people are actually playing
“
More and more we are seeing that perception of value comes from judging the quality of the game inside the box Ben Hogg, Asmodee
Old fashioned face time
Board games and puzzles have always played a pivotal role in holidays such as Christmas and Easter, but increasingly they have become a popular and effective way for parents to ‘reclaim family time’ on any day of the year. “Board games are also becoming trendy thanks to board game
Asmodee
MARCH 2018
33
Big Potato
better games and having better experiences than previously.” Craig Wilkins, Marketing Director, Hasbro UK & Ireland, says demand from the company’s customers for games and puzzles is soaring. “Whether its technology providing new ways of engaging with games or new twists on classic titles that deliver nostalgic experiences, our audiences’ appetite for board games is as strong as ever. “At the heart of all of it is the enjoyment of games that bring everyone together. This is reflected in our 2018 launches, including Monopoly: Cheater’s Edition which acknowledges those friends and family members who had a tendency to bend the rules, as well as Don’t Step In It — which sees players compete to make it to the end of the mat without stepping in too much poo compound!”
“I think the growing popularity of games is down to a combination of the rise of retro and digital detoxing,” adds Darrell Jones, Head of Marketing – Toys and Games Division, Vivid Toy Group. “Families are always looking for the fun game to play together after a gathering, and this is why perennial favourites like Articulate and Monopoly will always win as well as fun new titles like Who’s The Dude – one of our star performers last year.” “I’d agree that consumers, especially our adult market, are looking for enjoyment and activities that stay clear of the digital world,” concludes Steven Russell, Senior Marketing Executive at Jumbo. “They want to physically Our get their hands on and to audiences’ create something that’s fun, appetite for interesting and is also great value for money – and all of board games this you get with is as strong a puzzle.”
“
as ever”
Think inside the box
Craig Wilkins, Hasbro UK & Ireland
So how do you work to stand out in such an evergrowing category that’s at the top of its game – if you can forgive the pun. “Innovation in games
design as well as the huge number of releases each year means each new title needs to work very hard to stand out and of course, sell,” says Asmodee’s Ben Hogg. “Pricing is important and consumers need to feel they are getting value. More and more we are seeing that perception of value comes from judging the quality of the game inside the box rather than whether the box looks like it is worth £30. “We are expecting games’ popularity to continue to rise steadily as more and more people experience the joy of modern board games. Every year the games-playing population gets a little bigger and games get a
Trends UK
Retailers say Jarrold department store has expanded its games and puzzles offering to a wall measuring 12 metres, such is its popularity.
“For me, games are an important part of growing up and family time so we have a range to suit all ages and themes.” Jarrold Buyer Selina Clarke
John Adams
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toysnplaythings.co.uk
Collect all
251
Johto & Kanto Pokemon!
Follows sellout success of 2017 Kanto Edition TV Advertised
FEATURE
GAMES & PUZZLES
little bit more exposure thanks to venues like Board Game Cafés and resources like Kickstarter bringing new people to the scene, as well as the fantastic range of games available.” Hasbro’s Craig Wilkins says the company now has a team dedicated to exploring products that can deliver seamless play experiences – whether through physical play, digital or a combination of both. “We’re always looking for new game ideas and we closely monitor the challenge games and overall trends on social media to see what is proving popular and engaging audiences of all ages,” Craig comments. “For example, this year we’ve launched Hearing Things, which is a based on a challenge that has been huge across social media.” Steven Russell, from Jumbo Games, adds: “For our adult puzzles we combine selecting the best and highest quality of images with working closely with the artists to ensure we’ve got all the boxes ticked, and we’re seeing strong growth in this area. “Dreaming up innovative ideas and concepts is also important, as we’ve seen with our number one range of Wasgij puzzles. In our children’s puzzle portfolio we are focusing on brands with a strong heritage like Peter Rabbit, and we’ve had a fantastic response to that already. “In today’s competitive marketplace these brands that children, parents and grandparents know and love are ‘obvious wins’ for us.” Constant updates and keeping things fresh are the way forward for John Adams, according to Bradley Wilson. “We love to create and promote games that families will enjoy playing year after year – whether that’s heritage titles like Rummikub and Othello, or more social gaming experiences like Silly Sausages or Don’t Be a Donkey. “Our team work hard to make fun games at competitive prices that are eye-catching, with
captivating concepts full of addictive gameplay. It really is a combination of all these things that make our games a success.”
New trends, new titles So with inspiration currently ranging from the success of the Winter Olympics to Strictly Come Dancing, what new games and puzzles can we
“
We expect the trend in adult puzzles to continue throughout the year, with more than 100 new releases in the pipeline, Steven Russell, Jumbo
what you’re describing. “We also have Don’t Lose Your Cool, which tests each player’s ability to stay calm under pressure. In addition we’ve the next generation of Speak Out, Fantastic Gymnastics and Pie Face games, with Speak Out Shutdown, Fantastic Gymnastics Vault and Pie Face Cannon.” Darrell Jones, from Vivid, says the company is building on the success of Team GB at the Winter Olympics with Super Ski Jump. “It’s the ultimate trick challenge,” he explains. “Earn points by jumping the farthest, doing tricks and sticking the landing as the tackle the toughest slope of them all! Super Ski Jump will be available from July.” Jumbo’s Steven says the brand is expecting the trend in adult puzzles to continue throughout the year, with more than 100 new releases in the pipeline. “I’d recommend you keep an eye out for our new AW releases across Wasgij and Falcon de luxe in particular, as we’ve got a very strong range that are sure to be a big hit with consumers and retailers alike,” he confides. “Key highlights include the Wasgij and Falcon de luxe Christmas puzzles, plus the new Wasgij Original 29 Catching Wedding Fever 1,000-piece puzzle and more than 20 new Falcon puzzles coming for the winter months. Watch this space.”
Jumbo Games
expect to see on shop shelves this year? “We’re excited to reveal a collection of games that will suit every type of ‘gamer’ this autumn,” reveals John Adams’ Bradley Wilson. “We’ve got family-friendly action games like Hamster Race and Mr Pop that bring the fun and hilarity, a new range of fast reaction games, including: Sneak Peek, Grabolo and Slam It, and also the official Strictly Come Dancing board game which will be full of fun Strictly trivia and entertaining challenges.” Hasbro’s Craig Wilkins says: “Currently there is a huge appetite for games that have the shareability factor. Arriving later in the year we have Speech Breaker - the voicejamming challenge game that delays your speech as players try to guess
Ravensburger
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toysnplaythings.co.uk
FEATURE
GAMES & PUZZLES
Piece of the action JUMBO GAMES 01707 289289 www.jumbo.eu Having started the year off as it means to continue, seeing doubledigit growth in the Adult Puzzles category for January (NPD YTD Jan 18), Jumbo is getting ready for the next set of new releases across its popular ranges, starting off with three Wasgij Retro puzzles that include the re-release of the Original Retro 2: Happy Holidays, Destiny Retro 2: The Proposal and Mystery Retro 2: Stop the Clock 1,000-piece puzzles. For June, Jumbo will release three brand new products including Original 29 ‘Catching Wedding Fever!’ and Mystery 15 ‘A Typical British BBQ!’ 1,000-piece puzzles, as well as the newest Wasgij Christmas 14 ‘Santa’s Little Helpers! 1,000-piece puzzle that again will include an extra special 1,000-piece puzzle for free! Continuing the strong growth of its Falcon de luxe range, Jumbo will be releasing 11 brand new puzzles this April, covering the traditional Falcon themes of Nostalgia, Scenery, Cottages, Animals and Transport, across varying piece counts from 200XL to 1,500 pieces and multiples in a box. Highlights for new April releases include ‘Sunday on the Canal’ and ‘The Gardener’s Cottage’ in 1,000-piece formats, as well as the multi-pack ‘Village
38
Life 2x1000-piece box set and ‘Lambing Season’ 500XL piece count. While it will have released 24 new Falcon de luxe puzzles by April, Jumbo isn’t finished there! There are a further 22 new puzzles set for release throughout June and September – the ones to look out for include two new 4x1000pc puzzle box sets ‘Seasons in the Garden’ and ‘Seasons in the Village’ as well as the festively nostalgic, Falcon de luxe ‘Christmas Shopping’ 1,000-piece, which again includes a free 1,000-piece puzzle to give both retail and consumers added-value for what is the most popular puzzle theme in the year. New additions to Jumbo’s entertaining and highly-detailed
comical Jan van Haasteren collection will see three new releases in April and May – ‘Flower Parade’, ‘Magic Fair’ 1,000-piece formats and the ‘Clash of the Bakers’ in a larger 1,500-piece count. There are a further seven new puzzles planned between June and September, so there’s plenty to look out for. Jumbo will also be expanding its licensed Adult Puzzle portfolio later this year, with the release of Disney adult licensed puzzles – Snow White and Bambi 1,000-piece movie posters and to kick off the celebrations of Mickey’s 90 Years, an eye-catching 1,000-piece montage puzzle that shows the magic of Mickey throughout the decades. The Peter Rabbit license is the newest and incredibly popular, addition to both Jumbo’s puzzle portfolio. The new licensed range puzzles cover both the styles of the classic Beatrix Potter books and the new movie. Available now in-time for Easter is the classic-style 4 Shaped Puzzles, Movie-style 4in1 Puzzle Box Set and a Giant Floor Puzzle for both artwork styles. Coming this June will also be 500- and 1,000-piece Peter Rabbit Puzzles for older fans of the classic books.
toysnplaythings.co.uk
FEATURE
GAMES & PUZZLES
Bring character to games night! CHARACTER OPTIONS 0161 633 9800 www.character-online.com 2017 saw Character launch back into the games scene with sellout successes in the hit Five Nights at Freddy’s jump-scare game and Pokémon Trainer Guess (Kanto Region) and 2018 is all set to introduce some exciting and innovative new titles to the already successful line-up. Starting off with iTop – the next generation electronic spinning top game to challenge yourself or your friends. The pocket-sized spinning top counts the number of revolutions and keeps track of high scores. With 3 main play
modes including – Top Score, 99 Spin Challenge and a Compass mode. The clever i-Top also comes with unlockable play modes – spin the secret combination to see special animations appear. It’s simple to do but will take practice to master! iTop launches in May supported with a fun filled marketing campaign that will see kids trying out their spin skills first hand! Plans commence at Easter’s Kidtropolis with a major challenge space and first reveal
Continued on next page 40
toysnplaythings.co.uk
WASGIJ SALES UP
+22%
OVER 10 YEARS AS THE UK’S #1 ADULT PUZZLE BRAND!* NEW
YOY!
NEW
NEW
NEW
NEW
NEW
6 NEW PUZZLES FOR SPRING/SUMMER 4 NEW PUZZLES FOR AUTUMN/WINTER
*NPD FY 2017
CONTACT YOUR JUMBO SALES REP FOR MORE INFORMATION Jumbo Games, 2 Carters Row, Hatfield Park, Hatfield, UK, AL9 5NB Telephone: 01707-289289 Email: uk.saleshotline@jumbo.eu www.jumbo.eu
JUMBO Toys'n'playthings Wasgij March 2018.indd 1
23/02/2018 10:45
FEATURE
GAMES & PUZZLES
before extensive press, online and TV advertising kick in. Next comes Catching Stars - a magical addition and one that’s sure to delight hearts everywhere. The whimsical fairy moon projector emits a pretty star show onto the ceiling and children must wave their magic light-up wand to catch the brightest shining star. Watch as the fairy wand gradually changes colour the more stars you collect! The beautiful projector also doubles as a whimsical nightlight with soothing lullaby function. It’s fairy magic for little ones everywhere! Continuing the magical theme comes the exciting Wizard Battle game. Armed with special magic wands, the first wizard to correctly complete the selected magic spell and turn off all of their opponent’s amulet lights wins the battle. The already successful Pokémon Trainer Guess will enter a new season with the Johto Edition. In addition to the 151 Kanto Pokémon featured in series 1 the new Quick style Poké Ball has an additional 100 Pokémon from the Johto Region to discover and collect. Also new to the games line up is Name It!, a pop culture trivia game with over 400 audio questions to draw on each player’s knowledge on anything from pop music to cult films, sports or even animal sounds! It’s easy to play, just switch on, listen
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and press the buzzer if you know the answer; the interactive game master does the rest! With special Family game-play mode allowing you to tailor questions to the audience this game appeals to all ages! The hugely addictive FlipSlide rolls onto shelves everywhere this summer and is sure to get you hooked! The clever game of memory, speed and skill is inspired by classic games such as Tetris and Rubik’s cube. A handheld electronic game where players flip and slide the coloured blocks to solve the puzzles. Finally when it’s a fast actioned outdoor game that is required then look no further than Laser X. The action-packed Laser X brand was the sellout success of 2017 with its twin pack of blasters giving you everything you need for the ultimate game of high-tech tag! Firing longer and stronger than ever before, the Laser X 2 Player Pack asked the question of the nation’s youth: Are you team red, team blue of do you want to go rogue?
Character will be expanding the range for 2018 with two exciting new brand additions ensuring this is a brand with longevity and must-have fun for all the family. Prepare to be dazzled with the Laser X Long Range Blaster with an impressive 100 metre blast range, rapid-fire function and haptic feedback so you can feel when you’re hit! Next comes the Laser X Gaming Tower with 10 built-in games allowing you to finetune your target skills or incorporate into the ultimate game of tag – blast the tower when in-play and blast all your opponents in firing range! As with all its brands, Character Options will be support each and every title in the games portfolio with a wide variety of marketing, include TV advertising, kids press, influencer outreach and online activity.
toysnplaythings.co.uk
FALCON SALES UP
POPULAR THEMES! VARIED PIECE COUNTS!
+28% YOY!
High quality British themed jigsaw puzzles, because craftsmanship counts…
24 NEW PUZZLES FOR SPRING/SUMMER! 22 NEW PUZZLES FOR AUTUMN/WINTER!
*NPD FY 2017
CONTACT YOUR JUMBO SALES REP FOR MORE INFORMATION Jumbo Games, 2 Carters Row, Hatfield Park, Hatfield, UK, AL9 5NB Telephone: 01707-289289 Email: uk.saleshotline@jumbo.eu www.jumbo.eu
JUMBO Toys'n'playthings Falcon March 2018.indd 1
23/02/2018 10:43
FEATURE
GAMES & PUZZLES
Fun for everyone! JOHN ADAMS 01480 414361 www.johnadams.co.uk John Adams is expanding its established games portfolio for 2018 with a host of new lines for the whole family. Joining the range for autumn 2018 is Mr Pop. Players pick a card and race to quickly build Mr Pop’s face, matching the card before the time runs out and he pops up, sending all his pieces flying! Also joining the John Adams action games portfolio this year is Hamster Race, the hilarious and adrenaline-fuelled action game. Line up the hamsters on the starting grid, roll the dice and you’re off! Players race around the track filling their hamster’s pouch with cheese, then make a dash for the wheel – the last Hamster to hang on and stay on the wheel wins. Players can test their nerves with Tumbling Monkeys. Just pull out the sticks from the tree, but don’t let the monkeys fall. Different colour monkeys score different penalty points, and when all the monkeys are down, the player with the least wins. Fans of the world’s most perplexing puzzle can take on a new challenge with the Rubik’s 4x4 Cube. A new design allows kids to twist and turn smoother, faster and stronger. And no stickers means no cheating! The Rubik’s range is also boosted with two new games. Rubik’s Flip is the new head-to-head strategy game with only eight moves per player. Meanwhile Rubik’s Battle is a quickthinking, fast-action card game An array of new fast and fun games will keep players’ minds ticking and their reactions super sharp. Families can play games they know with a new spin with Pointz, Prove that they have the best eyes and the fastest fingers with Grabolo, then see it, say it and slam with Slam IT. In Sneak Peek players race to match any three cards by symbol, colour or both. Based upon the new ITV show hosted by Phillip Schofield, 5 Gold Rings is a fun family board game. The goal is to place different sized rings onto picture cards to circle where you think the correct answer is. Then last but not least, get ready to grab your glitter ball and prepare to be dazzled, as John Adams will be launching the official Strictly Come Dancing board game. It doesn’t matter if you’re a dance disaster or a ballroom beauty, with cheeky challenges and Strictly trivia, there’s something for all the family to enjoy.
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Roll the dice EDUK8 WORLDWIDE 01661 831080 www.eduk8worldwide.com Eduk8 Worldwide has a great range of games and puzzles under new brand Eduk8 n Play. These include a new and unique Mini Dice Dome Games – choose from Number Game, Ludo or Snakes and Ladders. The dice are encased in a dome and, when the plunger is pushed, they spin and land with a new number face-up. It means no more lost dice!
Up to scratch DKL MARKETING 01604 678780 www.dkl.co.uk DKL’s traditional and timeless Scratch pre-school range has a wide assortment of classic games and puzzles designed for kids aged three years and upwards. The bestselling product from the range is Magnetic Darts – the reversible magnetic dartboards come in two different designs, large or small, for maximum play value. There’s also a range of themes to choose from. The traditional puzzles collection is expanding in 2018 with additions including The Ferry Boat Puzzle — a beautifully illustrated jigsaw with a very detailed drawing of the Scratch Ferry Boat. The World Map Puzzle brings the world together piece by piece, and the Farm Starter Puzzle provides fun with this beginners’ farm theme. The set consists of five puzzles featuring happy farm figures to put together: the rabbit, the turkey, the rooster, the tractor and the lorry. In the Retro Collection, the Metal Pinball Circus Game is a real Scratch Classic. Pull the handle and the ball leaps out. Friends challenge each other to score as many points as possible.
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RAV_TnP_FullPage_March2018_FINAL.pdf
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1:08 PM
40 Different Traffic Jams Hours of Fun
5000 Rush Hour
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Ignite your Mind®
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DISCOVER Cool 3D Puzzles!
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Strong and sturdy shaped puzzle pieces Puzzle pieces are numbered on the back
No glue needed Sneaker 11222 British Flag S 3D Puzzle®, 108pcc
sales@ravensburger.com Sales Hotline 01869 363800
FEATURE
GAMES & PUZZLES
Games galore VIVID IMAGINATIONS 01483 449944 www.vividtoysandgames.co.uk In Foxy Pants the greedy fox is snapping up the chickens and stuffing them into his pockets. But when there are too many chickens, his pants will fall down and the chickens will escape! Rescue the chickens and return them to your chicken coop. Can you catch the fox? Fill the washing line to win in Wally the Washer! Put all the clothes into Wally and watch him spin! Take it in turns to press the button and watch Wally throw out the clothes. Hang your coloured clothes on the line, but watch out… if you get the smelly sock then all the clothes go back in and you have to wear the clothes peg on your nose! Collect all the coloured clothes to win the game. Word Bandit, the head spinning word-spotting game, sees teams take it in turns to take on the one-armed bandit across different categories to find words, names, celebrities and more. Each category has a number of letters to work from: find words from 12 letters with Word Snake, use six letters to find Things That Start With, or just three letters for Words Containing. More answers mean more points so be quick and race round the board to win! Super Ski Jump is the ultimate trick challenge. Earn points by jumping the farthest, doing tricks and sticking the landing as you tackle the toughest slope of them all! Pick your player, take to the ramp and get ready to go. It’s all in the timing, get it just right to nail the jump and win the game! In Escape Room The Game feel the thrill and enjoy the mystery of an escape game in at home! Players are “locked in” and must find the codes to “escape” within 60 minutes, solving puzzles and riddles along the way. Explore four different games, find the clues and solve the mystery to escape.
Giant fun! GALT TOYS 0161 428 9111 www.galttoys.com
Galt is well known for its puzzles with a difference, and 2018 introduces two more interesting products. Town is a new Giant Floor Puzzle for ages three to six years, and strengthens this popular range with a 30-piece puzzle complete with eight template pieces in the shape of vehicles and buildings. When the puzzle is complete, children will have fun moving their own toy cars around the busy roads in town. Ideal for both group and individual play, the large, easy-to-handle pieces are made in thick board with a wipe-clean surface. Galt’s best-selling Snakes and Ladders Game is complemented this year with a Giant Snakes and Ladders Puzzle for ages three to six years. This giant 36-piece puzzle makes an 80 x 80cm game and includes a large foam dice and four chunky counters – perfect for little hands. The puzzle game board has 48 squares rather than the usual 100 squares to give a shorter game for younger players. It also encourages children to count while having fun! Retailers will find these new products featured in Galt’s Puzzles range along with other current best-selling fun and educational games, including Baby Puzzles, Giant Floor Puzzles and Magic Puzzles to name but a few.
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Go Nuts SMART TOYS & GAMES 01903 885669 www.smarttoysandgames.co.uk 2018 marks the arrival of lots of new lines from Smart Toys & Games. As the worldwide leader in multi-level logic games, the award-winning Smart Games has multilevel challenges from the very easy to the very challenging. 2018’s offering will certainly not disappoint as the collection continues to grow, starting with Asteroid Escape, GoldMine and IQ Stars, these educational games are perfect for both adults and children. A brilliant solution for all the family. As well as expanding the IQ games collection, new compact games, and the new addition to the popular fairy-tale range ‘Sleeping Beauty›, there is another game that cannot to be missed – Squirrels Go Nuts! Promising endless educational fun, this sliding puzzle comes complete with 60 nutty multi-level challenges varying from easy to advanced, all of which will test your skills. Help the squirrels hide their acorns! The aim of this multi-level logic game is to slide the pieces around the game board so that all the squirrel’s acorns are dropped into the holes and safely stored for winter!
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ASMODEE GOES
BANANAS!
Games grown and picked by Bananagrams Inc.
Available from 1st April* Pre-orde r now! *Not an A
pril fool.
01420 593 593 sales@asmodee.co.uk
Bananagrams - Toys n Playthings.indd 1
27/02/2018 09:15:14
FEATURE
GAMES & PUZZLES
Modelling mayhem PAUL LAMOND GAMES 020 7254 0100 www.paul–lamond.com Games and puzzles specialist Paul Lamond launched an abundance of exciting new products at the early-year trade shows to a fantastic reception. Already available for retailers is a plethora of games and puzzles for the whole family including Kersplatt!, Now That’s What I Call Music Card Game, The Highway Rat Stand and Deliver board game and four splendiferous Roald Dahl puzzles. An exciting early-year launch is Kersplatt! the hilarious, fastpaced, family board game of modelling mayhem! It’s a highenergy, tactile but strategic board game that will see players Kersplatting opponent’s masterpieces in an attempt to be the first to get two pieces home. 2018 will not only see the release of the 100th edition of Now That’s What I Call Music, one of the world’s most successful music compilation albums; but also the launch of new, fun, travel-size Now That’s What I Call Music Card Game. Following the highly successful launch of The World of David Walliams’ 250-piece puzzles last autumn is a highly entertaining card game, Flush out the Rat, based on the author’s best-selling children’s novel, Ratburger. The eagerly-awaited Roald Dahl puzzles are already in stock following an unprecedented demand from retailers. The four 250-piece puzzles, featuring the unmistakable illustrations from Sir Quentin Blake, focus on some of the famous author’s most loved characters; Matilda, James and the Giant Peach, Charlie and the Chocolate Factory and The BFG. There is also a colourful 24 piece Giant Floor Puzzle featuring Roald Dahl’s famous beastly character; The Enormous Crocodile. Hot on the heels of the successful release of The Highway Rat Giant Floor puzzle, 4-in-1 Puzzle Set and Memory Card Game last autumn, is a brand new children’s board game. Starring Julia Donaldson and Axel Scheffler’s villainous storybook character; The Highway Rat, the fun and educational Stand and Deliver! board game has been created specifically for children aged three to seven… and their parents!
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Record breakers TRENDS UK 01295 768078 01353 724140 (Independents, Wind Design) www.trendsuk.co.uk Trends UK & Wind Designs will be launching three exciting new games from Megableu, supported by TV, marketing and PR, and available from summer 2018. Guinness World Record Challenges puts players’ knowledge about Guinness World Records to the test and challenges opponents to demonstrate some nifty record- breaking skills using everyday household items. Players compete to answer some of the 600 Guinness World Records question cards, but the crux of the game is to complete the challenges better than their opponents. Cross the finish line with three challenge cards to be the winner. In Evil Eye, each player faces one candle and must blow hard on the candle when it glows yellow to score points. Then they have to hide when the Grim Reaper looks round – if he catches them he’ll turn their candle red and stop them blowing it out for five seconds. The winning candle will flash, with scores appearing inside the coffin lid. Players will need to be fast, keep their balance and not drop the glasses in Waiter Rush. Players are tasked to get round the course as quick as they can and deliver the drinks to the table to earn tips and win.
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01420 593 593 sales@asmodee.co.uk
RSC + Dobble + Codenames + Exploding Kittens - Toys n Playthings.indd 1
26/02/2018 16:22:45
FEATURE
GAMES & PUZZLES
Feel the rush RAVENSBURGER 01869 363 800 www.ravensburger.com
Rush Hour from ThinkFun is a simple yet highly-addictive game featuring 40 challenges from beginner to expert, and is ideal for single players aged eight and up. Simply place the coloured vehicles on the game grid, as indicated on the challenge card, then start moving the vehicles up-and-down or left-and-right along the grid, until you have managed to unlock the traffic jam and release your red car from the gridlock. Rush Hour, as well as many other ThinkFun games, are now available from Ravensburger. Also available from Ravensburger is the new and stylish Union Jack Sneaker 3D Puzzle. Cut from strong shaped plastic, each of the 108 puzzle pieces fit perfectly with the next, without the need for glue. Once assembled, this cool and stylish sneaker 3D Puzzle can keep a desk tidy, by storing anything from pens and pencils to makeup or paint brushes. There are three other stylish 3D Puzzle Sneakers in the range, including Marvel Comic Book Sneaker, Graffiti Sneaker and American Flag Sneaker.
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Competition time! Ravensburger launched a nationwide search for the funniest group of puzzle fans to feature in its next What IF? jigsaw puzzle. The competition launched on Twitter @RavensburgerPC, with puzzlers fans invited to enter for a chance to win the money-can’tbuy prize. Jigsaw enthusiasts have to simply tweet a photo of them and up to their friends or family using the hashtag #WhatIfWeAreAPuzzle. The winning group will be illustrated in the next What IF? 1000-piece puzzle, number 21, depicted as entrants in a challenge quiz show scenario. The winners will also win illustrator Geoff’s original signed artworks plus copies of the finished jigsaw puzzle, which will be on sale to the public from January 2019.
toysnplaythings.co.uk
FEATURE
GAMES & PUZZLES
Modern classics ASMODEE UK 01420 593593 www.asmodee.co.uk Fresh from picking up the 2017 Game of the Year award in the TIAs for Dobble, Asmodee UK (formerly known as Esdevium Games) is gearing up for another big year with a host of exciting new titles and promotions. The April arrival of Bananagrams to Asmodee’s catalogue will be a major focus after its well-received debut at the company’s Toy Fair stand earlier this year. The tileplacing word game is already a worldwide hit and Asmodee is looking forward to taking it to the next level, with increased distribution throughout 2018. Stores can now pre-order the whole Bananagrams range, which includes Bananagrams Party as well as My First Bananagrams. Bananagrams joins Asmodee’s wide range of demonstrationfriendly products, including the hugely successful Dobble, the creative storytelling game Rory’s Story Cubes, and new titles like Cobra Paw, Set and the shortly forthcoming Who Did It? One major initiative being launched is Asmodee’s new Modern Classics brand, which celebrates the modern-day superstars driving the popularity of tabletop experiences. The brand launches in the UK with its spotlight on Catan, Ticket to Ride Europe, Dixit, Carcassone, Concept and Pandemic, and will be supported with an eye-catching FSDU to draw consumers’ attention as well as individual labelling of the games themselves. Pandemic is set for a further boost in 2018 as Asmodee celebrates the 10th anniversary of the disease-battling cooperative game. The full Pandemic range will be supported with in-store demonstrations and a social media campaign that capitalises on the game’s winning blend of tension and teamwork.
Drop it like it’s hot THAMES & KOSMOS 01580 212 000 www.thamesandkosmos.co.uk Thames & Kosmos has been developing games and science kits for children around the world since 2001, and is highly regarded by parents, teachers and members of the toy and educational products industries. This year sees an array of new launches, including Drop It, a tense strategy game where players choose shapes and drop them into the Drop Zone. If the shape doesn’t break any landing rules, the players earn points based on the height at which it lands and if it touches bonus circles. The player with the most points wins! The rulebook also includes variant rules for simpler play or more variety from game to game. Further signaling the increasing popularity of the ‘exit room’ trend in the UK, Thames & Kosmos UK is adding four more games to its Exit: The Game range. These include The Sunken Treasure, The Orient Express, The Museum and The Sinister Mansion. In each Exit Game, the team starts out locked in a room and together players must solve a series of riddles and puzzles in order to unlock doors and reveal new riddles. Each correct solution brings players to another riddle and eventually to freedom. The clock is ticking and players must solve all of the puzzles as fast as possible – the faster the team escapes the room and the fewer hints they use on the way, the more points they earn.
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Brain games BINCA GAMES 01494 372130 fletter.co.uk Binca Games has launched Fletter, a fastpaced word game for children aged eight-plus, into the UK market. Fletter, the fast-paced word game for all the family is sure to test even the quickest of thinkers! Being pocket-sized, Fletter can be played on the go, with a minimum of two players. Bright, fun and quick to play, Fletter is a must-have for any family road trip, or catch up with friends. It ticks the box for a perfect present for kids aged eight and over and also makes a great impulse purchase. The game is super simple to pick up and play right out of the box. Fletter can also be used in a teaching environment to assist younger children when learning to read and spell words. Fletter can be used as a teaching tool to help children learn spelling and words in a fun, low-pressure way to assist in developing key skills.
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Another great game from
www.drumondpark.com
FEATURE
GAMES & PUZZLES
Use your noodle! BIG POTATO
07472 824 526 www.bigpotato.co.uk
Independent board games company Big Potato has announced that it’ll be distributing and TV advertising two brand new family party games from The Fantastic Factory: Shoot The Loot and The Noodle Game. Shoot The Loot is like playing the Crystal Dome section of the Crystal Maze in your front room. Armed with a money gun loaded with bank notes, players fill the air with paper money before dashing about trying to catch the fluttering notes before they hit the ground and are out of play. Hidden in the money stack are special coupons which can boost or minus a player’s score, taxman bills that lose all of player’s earnings from that round and ‘Money Laundry’ notes where players have to tidy up the remaining cash on the floor. The winner is the first player to catch $1 million. The Noodle Game puts players’ chopstick-grabbing skills to the test. They’ll need swift reflexes and a steady hand as they compete to pick out noodles of varying values from the takeaway box. The noodles come in different lengths, with longer noodles scoring more points than shorter ones. Using their chopsticks, each player takes it in turns to pick out a noodle and place it on their plate. However once a noodle has left the box, other players have the chance to snatch it away and steal the noodle and the points. The winner is the player who scores the most noodle points.
Beat the cube GIBSONS
020 8661 8866 www.gibsonsgames.co.uk Gibsons has three new products arriving this spring that are sure to keep kids entertained during those pesky April showers! The first addition is a much-requested expansion pack of the best-selling game 221b Baker Street. Having sold out every Christmas since its re-release in 2014, the Sherlock Holmesinspired game encourages players to roam the streets of London in a search for clues to solve a mysterious case. Presented in a smart burgundy box that sits handsomely besides its counterpart, the expansion pack includes 50 brand new cases that are just waiting to be solved. Pixit is the next new game and it urges players to create order out of chaos. Players pile up their Pixit cubes, pick a card, and then twist, turn and tip the cubes into place to recreate the pixelated image shown on the card. This highly addictive, simple-to-learn game can be played alone, in pairs or in groups — hours of fun inside one little cube. Finally, joining Gibsons’ successful licensed range of gift jigsaws is the mathematical wonder, Rubik’s Cube. More than just a toy Gibsons has taken the iconic cube – an emblem of the 1980s — and turned it into a devilishly difficult, double-sided, 500 piece jigsaw puzzle. Presented in a giant tin version of the much-loved toy, the Rubik’s Cube jigsaw puzzle is not for the faint-hearted!
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Feature
Games & Puzzles
Game on
In great shape Green Board Games
Tomy
01494 538999 www.greenboardgames.com Already in the first quarter of 2018 sales of Green Board Games’ new game Shaperise are gaining momentum in the UK, in addition to significant interest being shown by the international markets. Won over by the simple, crossgenerational game play and the ease of translation, Shaperise has already been produced in Mandarin and Spanish. The trade shows of 2018 have also shown a pleasing increase in sales of GBG’s distributed lines - Gigamic, MindWare, Fat Brain Toys and Re,Cycle,Me - each having found its niche in the UK games arena. GBG has also seen a hop, skip and a jump forwards and upwards in its orders for travel games Froggy and Catch a Roo. And flying out of the warehouse, with sales anticipated to reach new heights this year, GBG’s Flights of Fancy product range seems to be seriously taking off! For those who are looking to find what is new in the BrainBox range, the company has two great new games. Under the Sea will soon make a splash, with its launch imminent, and sales expected to go swimmingly. BrainBox People at Work will be hot on its tail.
Milestone for Mattel
01392 281928 www.tomy.com Tomy will expand its popular games collection with the addition of three releases this year. Tomy’s Games portfolio currently sits in the top five manufacturers in the children’s games category with family favourites Pop Up Pirate, Screwball Scramble as well as new successful games like Greedy Granny. Despite the recent popularity of high-tech games, traditional games such as those in Tomy’s collection continue to remain firm favourites as they encourage quality family time allowing them to bond through play while stimulating communication and relationships. New releases for autumn/winter include Run-Around Hamster For two to four players, the aim of the game is to help Hammy store the most food. Players watch as Hammy the Hamster takes food from his house, storing it in the bedroom for safe keeping. Suitable for ages four plus. Also new to the collection is Burp the Baby, a hilarious game of chance that will have everyone in hysterics. Players take turns trying to burp the baby, but watch out — burp him too much and they’ll be in for a surprise. Suitable for ages four plus.
Mattel
01628 500000 www.mattel.com Iconic board game Scrabble celebrates its 70th anniversary in 2018, kicking off with World Scrabble Day on 13 April. To commemorate this amazing milestone the brand is launching a Scrabble 70th Anniversary Edition – the classic board game re-imagined with a modern luxury aesthetic, with new special foil-stamped spaces on the board and premium wooden letter tiles. Flushin’ Frenzy a game that requires fast reflexes, is also new. Roll the dice, and when a number comes up you have to plunge the toilet the amount of times shown. If the poop comes flying up and you catch it in midair, you earn two chips! The player who ends with the most chips wins! Adding excitement to the games portfolio is Handimonium
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a hilarious game that allows kids and adults to challenge their friends to simple tasks that suddenly become outrageously difficult when players have to perform them wearing tiny plastic hands. Handimonium also offers another way to play with charades, as teammates take it in turns to act out clues. Classic card game UNO expands play with a modern takeover with UNO Baby Animals and special licensed ranges including UNO Junior Fireman Sam, UNO Jurassic World, Jurassic Attack and Minecraft. A The fun keeps building with the Minecraft Card Game. Based on the hit video game, players have the opportunity to mine Resource Cards of Wood, Stone, Iron, Diamond or Gold then use those words to craft Craft cards for points.
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Feature
Games & Puzzles
Head to head Spin Master 01628 535000 www.spinmaster.com
Dino-mite! Orchard Toys 01953 859525 www.orchardtoys.com Orchard Toys has launched two new games and a pre-school puzzle range, providing the perfect mix of laughs and learning for children as young as three years up to primary school age. The Look and Find activity puzzle range for ages three-plus reinforces Orchard’s core values of learning and fun. Covering key pre-school topics, including the alphabet, numbers, shapes and colours, each box contains two jigsaw puzzles. Children can use them together by matching the items shown on both for added play value and to reinforce learning. It’s great value for money and great fun. Money Match Café is the perfect educational game for five to eight year olds, developing skills in addition and money handling – with lots of imaginative play for added fun. The game encourages children to create a café scene using their own teddies, dolls and toys and use their roleplay skills to serve food and count money. Dinosaur Lotto is a colourful, dinosaur-themed matching and memory game for children aged three to seven. There are two ways to play, using illustrated or blank boards for simple or more challenging gameplay. The game features a variety of dinosaur species for children to find and identify making it perfect for dinosaur enthusiasts!
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Spin Master has its strongest ever line up of games for 2018 and S/S kicks off with the launch of a new version of Hedbanz. Younger kids get their own version of the hilarious quick question game with the new animal-themed Hedbanz Jr. Players select a card from the deck and stick it in their headband. Each player takes turns asking yes or no questions to figure out the answer to the big question: “What animal am I?” Kids can turn to the clue cards and mats to narrow down their choices. The first player to guess correctly wins! Hedbanz Jnr joins a host of other fun games for younger members of the family, including Wobbly Worm, LOL Surprise, JoJo Siwa Bust a Bow Dance Game, plus others from popular licenses including Hatchimals and PAW Patrol.
Gaming on the go Fiesta Crafts 020 8804 0563 www.fiestacrafts.co.uk Forget the days of, “Mum are we there yet?” Fiesta’s new Stickabouts travel games that are perfectly designed to keep children entertained on any journey. By recreating family classic board games but in miniature Stickabouts style, children and parents will be able to engage themselves in play safe in the knowledge the pieces won’t get lost or add to the weight of everything else they are travelling with! Stickabouts stickers are innovative, waterproof, glue-free stickers that stick to any flat surface and peel off without leaving any residue. They are completely reusable and just need to be wiped with a wet cloth to restore their stickiness. All the pieces pack inside the lightweight folding board, which also includes easy-to-follow rules. With five different games, ranging from one player to six players, there is something for everyone – whether it is challenging yourself with Solitaire, challenging someone else at Noughts and Crosses, 4 in a Row, Draughts, or playing against up to five other players in Chinese Chequers. With all five Stickabouts travel games in parents’ travel kits, children might even start looking forward to long journeys!
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TV ADVERTISED BiG
For more information contact Emily: emily@bigpotato.co.uk
PoTaTo
bigpotato.co.uk
gAmEs
NEW Pile up your Pixits, pick a card and twist, turn and tip your cubes into place to o recreate the pixelated image!
AVAILA AVAILABLE NOW NOW!
Box size 10x10x10cm
Come and see us!
The Independent Toy and Gift Show – Stand 48 Toymaster Show
sales@gibsonsgames.co.uk www.gibsonsgames.co.uk • 020 8661 8866
@gibsonsgames @gibsons_puzzles facebook.com/gibsonsgames
FEATURE
GAMES & PUZZLES
Say cheese! LEARNING RESOURCES 01553 819 380 www.learning-resources.co.uk Code & Go Mouse Mania is a learn-to-code board game that provides hands-on entertainment for the whole family, while inspiring primary children in STEM. Following the success of Learning Resources’ award-winning Code & Go Robot Mouse, this fun and exciting board game, aimed at five to nine year olds, pairs hands-on-play with strategies based on fundamental coding concepts. Two to four players take on the roles of rival mice in the hunt for blocks of delicious cheese scattered around the game board. On each turn, players draw coding cards that they string together into sequences of commands to “compute” their way toward those tempting cheesy wedges, avoiding maze walls and using warp tunnels to speed up. The player who collects the most cheese wedges wins!
Purr-fect fun BIGJIGS TOYS 01303 250400 trade.bigjigstoys.co.uk Bigjigs Toys loves games. They bring families together and provide huge educational benefits without little ones even knowing. Bigjigs’ Marble Run builds on STEM skills, with kids building their marble run route, which takes forward thinking and precision. Games like Stack a Cat help kids develop dexterity and coordination, as well as teaching patience and taking turns.
Smells like a winner SAMBRO
0845 873 9380 www.sambro.co.uk Sambro will be distributing several new games in 2018 with the first being Poopy Head. Poopy Head has been in Sambro’s portfolio for a couple of years but its popularity has soared in recent months as other poop-related products enter the market for 2018. This fun game will appeal to young children’s sense of humour. Whoever has the most cards at the end has to place a plastic poo on their head and after five games, whoever has the most poo on their head loses. Chomp-Itz Crocodile Dinner will also be available and looks set to be one of the most popular games for Christmas 2018. Players have to don a crocodile mask and get ready for a feeding frenzy.
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OutdOOr tOys
Breath of fresh air Want a guaranteed gripped consumer audience across a huge range of products and prices? Then step outside. Outdoor toys are more popular than ever before, with innovative design and licensed items fuelling sector growth – as TnP discovered…
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ooking back to your own childhood there’s a fair chance that many of your fond memories might involve climbing trees, setting up home in your summer playhouse, racing to the play park or even just kicking back in the green grass making daisy chains. But don’t be fooled, the lure of the great outdoors hasn’t merely been confined to sepia-tinged recollections of youth. While it’s certainly true to say that ‘screen time’ plays more of a part in the lives of today’s kids than it ever did with bygone generations, children still love nothing more than getting active and out in the fresh air and plenty of pressure on parents is now all about getting them to do just that. And when you throw into the mix everevolving design, new types of outdoor product and fresh licenses, it is little wonder that outdoor toys is one of the broadest and biggest sectors of our industry. Parents keen to
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Outdoor toys is the second biggest category in the whole toy industry Phil Ratcliffe, MV Sports Hasbro promote a healthier lifestyle for their kids see outdoor products, from huge play frames to the latest scooters to sports-themed pieces, as a great way to provide a digital detox – even if only for a couple of hours. But as outdoor toys are often seasonal, consumers are also looking for well-designed items that will not only last for several years but also hit the mark in terms of a lifestyle perspective. So just what is the key factor when it comes to carving out success in this area of the market? “Outdoor toys is the second biggest category in the whole toy industry,” says Phil Ratcliffe, Sales and Marketing Director at MV Sports & Leisure. “Successful
suppliers working within it are able to provide a valuable service of expertise and reliability to their customers by offering a broad portfolio of product. “A constant stream of new ideas and innovative design also ensure continuous opportunity for growth – for example, at MV we have launched more than 200 new items for 2018 based on new models, fresh features and up-
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looking for clever design, quality and fair pricing in terms of outdoor toys.”
Pester power
to-the-minute licenses and these help to keep driving the outdoor category forward for us. “It’s certainly true to say that parents are ever more conscious of kids not getting enough physical play and outdoor toys offer a means of children getting
active. However I also think much of the growth in the sector is being driven by new types of product or new licenses. “These days consumer expectations mean they are
MARCH 2018
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Forget keeping up with The great the Joneses at the school gates, those in the know thing about report that the increased classic, demand for outdoor toys of all shapes, sizes and traditional prices is being driven by outdoor toys is savvy children who know what they want – and how that they to pester to get it! combine the “The biggest deciding aesthetic quality factor when it comes to the toys are the kids that parents themselves,” says David want with the Mordecai, CEO of Tobar and retailer Hawkin’s pick-up-andBazaar. “If they know that play fun that a certain toy is going to be kids want” fun to play with, that’s the one that they’ll choose. David Mordecai, The great thing about Tobar classic, traditional outdoor toys is that they combine the aesthetic quality that parents want with the pick-up-and-play fun that kids want. “The best outdoor toys are those that are fun to play with year after year. Unfortunately for us in the UK, our summers are never as long as we’d like them to be, and outdoor toys are inherently seasonal. It’s therefore crucial for manufacturers and suppliers to deliver value - a toy needs to be fun to play with not just one summer, but for whenever the sun starts shining.” Simon Hampton Head of Sales and Marketing at Wilton Bradley agrees: “I think that parents always will try and buy the best they can for their kids. I don’t think it’s all about keeping your head up at the school gates to impress other parents though, but more to do with pester power from kids. “Price is also certainly a factor in the more cost effective ranges, but when it comes to higher ticket
We asked… What makes a winning outdoor toy? “Value - a toy needs to be fun to play with not just one summer” david Mordecai, tobar
“Consumer expectations mean they are looking for clever design, quality and fair pricing” Phil ratcliffe, MV sports
“Design and quality, a feeling of being built to last and looking good” simon Hampton, Wilton Bradley
tobar
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Outdoor Toys
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items it is mainly about think that design and quality, a parents always feeling of being built to last and looking good.” will try and buy MV Sports’ Phil the best they can Radcliffe adds: “I think for their kids kids do genuinely love to get outside and Simon active – especially Hampton, the younger ones. Big Wilton ticket items such as Bradley trampolines or slide and swing sets are amazingly popular everyday garden toys, and scooters and bikes are ubiquitous Christmas presents. “If you look at our new LOL range – which is on fire at the moment – the demand is being “We’ve driven 100 per cent by the recently children who love the property announced some exciting and not by parents. However new products for 2018 and there is a correlation between among them are some great toys the financial outlay and parental that will encourage children to pressure in that the more get out and explore,” says Tobar’s expensive an item is the more David Mordecai. “One example parents will have an influence over is our new Bug Catcher, a nifty the purchase.” little gadget that uses a gentle
Looking green for 2018 Given the buzz currently surrounding outdoor toys, what new trends and product launches will everyone be talking about as summer draws ever closer?
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vacuum to capture mini beasts for kids to carefully examine, before releasing back into the wild.” Wilton Bradley’s Simon Hampton, says the company’s revamped outdoor range was
Wilton Bradley
Did you know… MV Sports has launched more than 200 new lines for 2018 launched over the London Toy Fair season and the feedback to date has been impressive. “Great additions to the Xootz line, including our Viper Go Kart, have gone down a storm – and of course who wouldn’t want a new Mercedes?!” he says. And it’s looking like another stellar year ahead for MV Sports, with most of the company’s own brand ranges either refreshed or extended. “We also have many classic licenses on wheeled toys, including PJ Masks, Paw Patrol, Peppa, Thomas, Disney Princess and Batman, which guarantee success,” reveals Phil Ratcliffe. “And we’ve added a further 12 new properties based on hot trends or movie releases, such as LOL Surprise, Hatchimals, Avengers and Jurassic World. “Finally in a World Cup year we are really delighted about the forthcoming demand for our Kickmaster football range and to this end have an exciting TV promoted brand campaign in development.”
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FEATURE
OUTDOOR TOYS
Always in fashion TOBAR 01603 397 105 www.tobar.co.uk Sometimes, it’s the classics that really are the best, and with Tobar, kids and adults alike can enjoy some of their favourite retro toys and games in the fresh air. When the sun starts shining, it’s time for Noughts & Crosses to go big. This giant version of the classic game is perfect for the back garden or trips to the park and comes with chunky wooden playing pieces and an easy-to-transport net grid. A true icon of the 70s, this Retro Space Hopper is a winner year after year. Tire the kids out with hours of bouncing on a classic design that refuses to go out of style. Inflates to a 60cm diameter with included foot pump. Challenge your friends to a game of skill and accuracy (with just a hint of silliness thrown in). This Wooden Crazy Golf Set comes with two clubs, two balls, and an assortment of wooden accessories to set up your own devilishly tricky courses. Think you’re fast enough to catch a butterfly? Prove it with this classic Butterfly Net. Kids have been chasing after butterflies for years for a chance to see them up close. Just make sure they let them go again after they’ve taken a peek.
High note TKC SALES 01380 872950 www.tkcsales.co.uk New from TKC Sales is the Disc Jock-E, a flying disc with a Bluetooth speaker and a water-resistant design. It allows music lovers to play their favourite tunes, by pairing with any compatible mobile device and streams music, up to 50 metres away – in the park or even on the beach. Popularity of the disc has reached new heights with its nomination in the US for Outdoor Toy of the Year.
Get set, go-kart!
Enter the Fun Zone LITTLE TIKES 0845 0533 333 www.littletikes.co.uk Little Tikes is looking ahead to a big spring/summer this year, with a whole new range geared around getting the family outdoors. The Fun Zone range includes Splash Face, an immensely fun take on a classic tug of war. Players pull on the rope against their opponent in a bid to avoid their face getting wet, it’s a product that will have families in stitches. Also within the new line is the Dual Twister – an indoor and outdoor toy.
WILTON BRADLEY 01626 835400 www.wiltonbradley.com The Viper pedal go-kart is available in a matte black colouring with a venom green Xootz logo, making it one of the most striking pedal karts around. It really feels like you are driving due to the addition of a gear stick and free wheel movement. The Xootz Retro Racer is a pedal go kart with old school cool thanks to its unique design, which resembles a classic racer. Despite its retro look, the easyaccess pedals and durable rubber wheels allow it to reach speeds that are anything but old-fashioned! The JSF Urban Sprinter Electric Scooter is perfect for commuting and inner city travelling, since it is capable of traversing up to 12km on only one two-hour charge.
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FEATURE
OUTDOOR TOYS
Be a unicorn! H. GROSSMAN 0141 613 2525 www.ozbozz.co.uk
In a spin MOOKIE TOYS 01525 722722 www.mookie.co.uk Spiro Spin is an evolved seesaw, incorporating bouncing and spinning into the traditional playground activity. This innovative 360-degree bounce and spin action allows children to go up and down and round and round, adding a whole world of extra fun while helping to develop their coordination and balance skills. This easy-to-assemble seesaw is the new must-have outdoor play equipment for kids aged three to eight. The perfect addition to any garden.
King of the swingers… PLUM PRODUCTS 01522 7737136 www.plumplay.co.uk Celebrating its 30th year in business, Plum is proud to have ethically sourced each element of its products from the beginning. Three decades on, the company continues to carefully select its manufactures to be kind and friendly to the planet, using only FSC or ethically sourced material. Designed for safety and made using only quality and durable wood, Plum round pole swing sets are made from whole tree trunks that are grown for more than 30 years, stripped of their bark, trimmed to size and left to retain their natural charm and strength. Each swing is also pressure treated for additional durability and longevity – this full process makes Plum round pole the best in the market. As an advocate of the importance of outdoor play and the benefits of play for childhood development, Plum designs each product with the goal of getting kids outdoors. Plum round pole helps children build confidence in physical play and encourage physical challenges. Packed full of fun features for year-round traditional and imaginative play swing sets are the perfect piece of play equipment for a healthy active playtime.
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The trusted Ozbozz brand from H.Grossman Ltd is renowned for great outdoor products. Unicorns are the magical creature of the moment and 2017’s sellout Ozbozz Unicorn scooter is set to continue as a best-selling line for 2018. The revamped Light Burst scooter also rolled away with more than one consumer award last year, with its great light-up deck in flashing multi colours, just the thing to make sure you are seen! Both sides of the age spectrum are catered for with My First Scooter, the Ozbozz classic for preschoolers – three scooters in one – taking centre stage again for the youngsters. This unique design evolves from being a sturdy four-wheeler to a trike and then to a two-wheeler. Something for older kids is the new Torq Edge Scooter, designed for those with better scooter skills. Available in two colours, the Torq Edge will add even more on-trend scooting style to the range. Glowing lights are everywhere including on the new Glow boots with light-up soles, kids can be truly light on their feet! The generic range of Ozbozz pogo sticks, playtents, scooters and skateboards small and large offer a wide choice of colours, materials and design. The neoncoloured skateboards are proving to be ever popular.
Tough tractors TOMY 01392 281928 www.tomy.com Toy has geared up its John Deere Monster Treads collection for 2018 with exciting releases including its unstoppable Tough Treads Tractor and Mini Monster Wheels Tractor. John Deere Monster Treads are designed for children aged three years plus and combine the power of John Deere with cool monster truck styling. In autumn/winter Tomy will release its John Deere Mini Monster Wheels Tractor. This tractor is just like the Mega Monster Wheels but smaller, simply push down on the cab to expand all the tires then push again to retract them. Also new to the collection is Tough Treads Tractor - push the button (on each wheel) to eject the super tough treads and topple anything in their path.
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Feature
Outdoor Toys
Ready, aim, fire! Hasbro
020 8569 1234 www.hasbro.com Nerf continues to bring action-packed fun in 2018 with blasters for any battle, with blasters for younger and older children. The N-Strike Elite Surgefire Blaster has a rotating drum that holds up to 15 darts, perfect for slam-firing the competition in a sea of foam darts. Kids can choose a target and blast one dart at a time, or slam-fire all 15 darts to pour on the firepower. The Mega Tri-Break blaster features a break-open barrel that holds up to three Mega Whistler darts. Flip open the barrel, load your darts, prime and unleash Mega power. The Nerf Modulus Mediator blaster has numerous attachment points for accessories within the
Modulus system, which features more than 1,000 different combinations. The blaster offers pump-action and slamfire blasting so battlers can be ready for anything that comes their way. The Mediator barrel and Mediator stock (each sold separately) can be attached to create the Mediator XL blaster for ultimate fun. Kids can be ready to battle zombies with the Nerf Zombie Strike Revreaper blaster – with no trigger, but a pumpaction handle to fire a dart at the oncoming zombie hoards with ease. The blaster has a visible gear mechanism, so battlers can watch the gears turn as they launch the darts. The toploading clip fires 10 Zombie Strike darts to keep the zombies at bay. The Rival Phantom Corps line has older children (14 years and up) well-equipped for any battle, with both the Nerf Rival Kronos XVII-500 and Nerf Rival Helios XVI—700 blasters. The Kronos XVII-500 is a spring-action blaster sending rounds
flying at 90 feet per second, with the ability to load five high-impact rounds into the blaster, prime, aim and fire! A red or blue flag can be attached to choose between Team Red, Team Blue or neither to stay with team Phantom Corps. Meanwhile the Helios XVII700 blaster and its seven-round magazine sends high-impact rounds flying at 100 feet per second at the opposing team. The outdoor fun continues with Nerf Super Soaker where kids of all ages can prepare for a deluge of splashtastic fun and drench the competition. The Nerf Super Soaker Splash Mouth water blaster has two modes for unleashing water – battlers can pump to fire a stream of water, or they can open the hatch and fling it all in one huge wave! The blaster is filled up fast by dunking in water simply by opening the hatch and submerging, with the tank holding up to 591 millilitres. The monster Nerf Super Soaker Soakzooka holds a monsoon of water that can be unleashed in a gargantuan geyser. To go big with the Soakzooka, battlers can fill up the tank with up to 1.6 litres of water, then move the handle back and forth to swamp anyone within range! Be ready to take on the competition with a double shot of soakage thanks to the Nerf Super Soaker Twin Tide water blaster. The Twin Tide has two barrels to blast two streams at once, with the blaster holding up to 975 millilitres and can be fired with a pump-action.
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FEATURE
OUTDOOR TOYS
Pop-up fun TAIZHOU FLOURISH LEISURE CO +86 576 88202502 steven@cnpromotion.com.cn www.cnpromotionpro.com
Blown away by bubbles FUNRISE 01908 555640 www.funrise.com Gazillion Bubbles has led the charge in creating premium bubble products for over a decade. With an extensive array of premium bubble solution, bubble toys and bubble machines, there is something for every young bubble fan. Here’s a few of the new bubble-tastic products releasing this year: Gazillion Bubble Pong delivers fun and excitement as players bounce ping pong balls into their opponent’s side to score points and blast them with bubbles. When the Bubble Pong game is over, turn on bubble machine mode for a non-stop bubble party – a must-have for any summer BBQ! Also new is Gazillion Crazy Wands. From bunny teeth to vampire fangs, these photo-booth style Crazy Wands are great fun. Tonka’s Minis and Mighty Motorized segments with all new sounds and decoration The brand’s iconic range of Steel vehicles is also expanding, with the new Steel Excavator with a working front scoop and a lifetime guarantee. For miniature scale outdoor adventures, collect the Tonka Tinys vehicles along with further playsets to broaden the range. The Tonka Tinys world will expand even further with the new Tonka Tinys Carrying Case Playset, which is not only a great place for kids to store their Tinys garages but also opens to a construction site playset to keep kids entertained on the go. Also new for autumn 2018 is a groundbreaking line of Tonka vehicles called Power Movers. These rugged construction vehicles feature new Motion Drive Technology allowing for fun and intuitive play that brings the dump truck, front loader, excavator and cement mixer vehicles to life. Push the vehicle forward to make the engine rev and activate the lights, push it backwards to hear back-up sounds, then work the mechanical feature of each vehicle to hear hydraulic sounds and flash the lights.
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Taizhou Flourish Leisure Co has been focusing on the Children’s Leisure sector for more than 10 years and all items pass the EN71 Testing Standard. Products include pop-up tents in fun shapes including teepepe and school bus, as well as kids camping chairs, garden swing chairs and lots more. See the full range at www.cnpromotionpro.com. The company can supply one free sample within seven days on request.
On your bike! A.B.GEE OF RIPLEY 01773 570444 www.abgee.co.uk A.B.Gee has a comprehensive range of outdoor toys all available from one supplier, including a superb range of children’s bikes and scooters, all available in a wide variety of sizes to suit all ages. With PJ Masks so popular, children will love the bright colours and graphics on the PJ Masks bike. Available in four sizes from 10in to 16in, this is the perfect bike to learn to ride on, with its removable stabilisers, front and rear brakes, chain-guard and chunky grippy tyres.
Cracking! SPIN MASTER 01628 535000 www.spinmaster.com Spin Master will kick off the new year with an exciting relaunch of firm favourite Tech Deck including the Tech Deck Transforming Sk8 Container, for kids aged six plus. The set measures over two feet long when folded out. It wouldn’t be the new year without a new vehicle from PAW Patrol and 2018 is no exception. PAW Patrol fans can join the PAW Patrol pups in the Mission Cruiser and go on a ruff-ruff rescue in Barkinburg! The Mission Cruiser vehicle includes Robo Dog and his Mini Vehicle, plus it has room for favourite pups and their Mini Vehicles in the container, in the back of the cruiser, and in the driver’s seat. More eggcitement is eggspected from Hatchimals in 2018.
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FEATURE
OUTDOOR TOYS
Bubble bonanza HTI 01253 775544 www.htigroup.co.uk
Get wheel this summer MV SPORTS 0121 748 8000 www.mvsports.co.uk MV Sports offer a wealth of wheeled and outdoor toys, from ride-ons, scooters and bikes, through to the classic Kickmaster football and Hedstrom metal play equipment ranges The wheeled toy line-up incorporates both licensed and branded ranges of all types and for all age groups. It is this complete category cover which sets it apart from the competition. This year sees many of our own brands completely refreshed and accompanied by no less than 12 new licensed launches. Our Stunted, Electrick and Wired ranges have all been bolstered with better designs and new innovation while our licensed portfolio focuses on established classics and hot new properties. With PJ Masks, Paw Patrol, Batman, Disney Princess and Trolls all showing growth last year, MV Sports’ brand new properties can only add to what is already a compelling offer. Flying into the mix is the brand new pre-school license, Super Wings, featuring a Jett-shaped ride-on which includes the theme tune from the show, and the 6v battery-operated Jett-shaped ride-on, with lights, forward and reverse gears and steering wheel accelerator, so little ones can be on time, every time! Also, new in the pre-school arena is Nella the Princess Knight and Rusty Rivets, both featuring bespoke shaped plaques and bold character designs. Exciting new girls’ ranges include the popular LOL Surprise, featuring scooter, skates and bikes all with a ‘glitterati’ design. YouTube sensation Jo Jo Siwa is joining the line-up with a range of skates, scooters and bike featuring authentic removable JoJo bows – a perfect addition to any girls’ collection. Cracking in to the range is the egg-cellent Hatchimals colleggtibles featuring popular characters on a range of scooters and bikes. It’s an actioned-packed sequel movie year with the release of Incredibles 2, Avenger Infinity Wars, Jurassic Park Fallen Kingdom, and MV will be supporting these films with a range of wheeled toys with striking designs and key character elements. Look out for a new range of Tepees under the new ‘Wigwam’ brand featuring licenses such as Paw Patrol, Disney Princess and LOL Surprise alongside MV Sports’ own stylish in-house designs
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There’s a choice of well-known licenses along with its own inhouse brands, Evo, Volt and Double Bubble, suitable for children from pre-school age upwards. Equipped with eye-catching graphics and providing excellent value for money, HTI’s outdoor range is perfect for hours of outdoor fun. Evo My 1st, Evo Jnr and Evo+ range scooters of all spec levels, from entry level for pre-schoolers, up to the top-of-the-range 200mm commuter scooter for adults. Ride along on HTI’s Volt battery-operated outdoor toys, with an exciting range of vehicles to choose from, including the super cool quad bike, retro style Vespa, realistic motorbike, outdoor tractor and many cars! After a successful 2017 for HTI’s battery operated ride-ons, 2018 is going to be even bigger! Featuring life-like colourful graphics, either a pedal or button to control acceleration and reverse, and multiple sizes to suit a variety of ages. Watch as bubbles fill the sky with HTI’s Double Bubble range. New lines for spring/summer 2018 include Bubbliser, Fish Bubbliser, Electronic Bubble Blower, Electronic Bubble Blaster, Dino Bubbliser, Electronic Bubble Machine and Bubble Buddies. .
TAIZHOU FLOURISH LEISURE CO.,LTD. Established over 10 years
Children’s Leisure Products
Check out the full range: www.cnpromotionpro.com Tel:+86 576 88202502 Email: steven@cnpromotion.com.cn
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A World of Fun! tel: 01603 397 105 email: sales@tobar.co.uk www.tobar.co.uk
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FEATURE
BACK TO SCHOOL
Mum knows best
Class acts
“As my daughter gets older she’s definitely taking more of an interest in stationery, school products and the latest licensed ranges so I know I’ll be spending more as a parent. She’s currently into brands like JoJo Siwa and Top Model. I do like the fact that good quality licensed pieces that she needs are also a way for her to express herself. As a mum if I know I’m buying something she likes that is also well-made and will last we’re all happy!” Andrea Hicks, mum to seven-year-old primary pupil Tilly
Forget the summer retail back to school whirlwind of years gone by – stocking up on the latest products and trends for the classroom is now a year-round affair. TnP found out more…
W
hile the last day of term as summer beckons has long been a rite of passage for children, so shopping for school supplies is also now a muchloved pastime. And while parents know that clever designs and the latest licensed product trends are sure to set them back more than own brand lines, it seems they also love the fact that good quality pieces that last will make their lives that little bit easier – as well as offering their kids a way to let their own personality shine when decked out in uniform. So whether it’s bags and backpacks, lunch boxes, water bottles or a wealth of stationery, there’s more choice available than ever before for the consumer with more ways to profit for retailers, manufacturers and designers. Quite simply an educated win-win for everyone! Sambro has been a leader in the field when it comes to back to school for years, but as Marketing Manager Ellie Griffiths told TnP, ‘owning BTS’ now means keeping your eyes firmly on the retail prize for 12 months of the year.
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And having topped the BTS tree with licensed brands such as My Little Pony, Disney Princess, Paw Patrol and Minions, Sambro is now looking ahead to an exciting 2018 with an emphasis on broadening the company’s target audience. “At Sambro our buying teams are always evolving our back to school product offering,” Ellie explains. “It’s such a significant sales period for us that we start to plan the BTS range as early as February of the year prior. “Demand now remains consistent throughout the year, but we always have huge spikes around key back to school selling periods and that includes January as well as the summer. Here demand kicks in before schools even break up for the holidays. “In 2017 we decided that we wanted to own BTS and embarked on a full 360-degree marketing campaign that’s now in its second year. As a result we saw significant uplift at retail and sell in and through performance was fantastic.” So are parents now happy to shell out more for those ‘must have’ school supplies, and how do you strike the balance when it comes to meeting
“
Demand now remains consistent throughout the year, but we always have huge spikes around key back to school selling periods
”
Ellie Griffiths, Sambro
demand for licensed pieces alongside evergreen brands? “Licensed product is hugely important for Back to School and as a company it’s imperative for us to not only bring in ranges based on the hottest licenses but to also continue to develop our evergreen brands as they always prove popular year on year,” Ellie says. “We can’t wait to see the reaction to our 2018 ranges. As well as providing everything a young child needs in terms of licensed back to school products, we think that retailers and consumers will love that we are also tailoring ranges to an slightly g y older demographic, g p , widening g our target market and increasing our retail channels.”
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FEATURE
BACK TO SCHOOL
Paint half good! TRENDS UK 01295 768078 01353 724140 (Independents, Wind Designs) www.trendsuk.co.uk The multi award-winning Paint Sticks range developed by Little Brian is immensely popular with pre-schoolers, parents and teachers. It offers mess-free painting on multiple surfaces with the unique twist-up format and the paint dries in 90 seconds. Distributed to retailers by Trends UK and Wind Designs, the Paint Sticks range is being expanded in spring 2018 with exciting new products. The new Mini Paint Sticks are great for finer detail. With 24 or 12 vibrant colours in classic, metallic and fluorescent colours, kids can create wonderful masterpieces with a range of techniques including painting, scraping, stamping, and dotting. Kids can create lovely chalky, dust-free pictures with the new creamy smooth Chalk Sticks in a wide variety of 20 colours. Meanwhile, with the new Fabric Paint Sticks, in packs of six or 12, kids can decorate their own stylish clothing in suitable materials. Paint the fabric item, seal with an iron, and it’s ready to wear – it can even be washed up to 40˚C. A Jumbo pack with 24 Paint Sticks in the original chunky size contains a selection of classic, metallic and dayglo colours.
Scent-sational
Creative by design
DKL MARKETING
WEST DESIGN
01604 678780 www.dkl.co.uk Delve into the delicious delights of the new ScentCo stationery product range and add some luscious loot to school bags! The best-selling line from the range is the Graphite Smencil Cylinders. These are extremely successful as an impulse buy at point of sale. New scents include: blue raspberry, strawberry, grape jelly, kiwi, pineapple, cola, blueberry, black cherry, orange and bubblegum. Products that come in packs but also individual items in tower displays give customers a variety of price point options. Glitter Gel Smens, which is a DKL best-seller, Neon Gel Smens and Regular Smens all provide this option. Notebooks and notepads are an absolute must for any school bag. Smencil buddies pencil cases come in four scents: watermelon, rainbow sherbet, cupcake and jelly donuts and each comes with its very own scented key ring character. Notebooks come in three scents: strawberry, lollipop and donut. Alternatively, the Sketch Pad with unscented gel pen offers the best of both worlds, and kids can choose from lemon/lime, donut, cookie or cherry. Moving away from stationery, SmartLab science kits allow children to experiment while having fun!
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01303 297888 www.westdesignproducts.co.uk Kids can make the return to school fun and exciting with brand-new products to keep them organised, stay inspired and get creative! For those looking to be prepared this term, West Design has a range of fun and colourful stationery that kids won’t be able to take their eyes off! The new Noteworthy It’s a Sloths Life collection does just that, with a mix of pretty yet practical products, from slothshaped sticky notes to a full-on planner and organiser that keeps kids organised for day-to-day tasks – all adorned with the cutest canopy-dwelling creature! Fun, puffy stickers are great for jazzing up a boring diary and colourful binder clips will catch the eye and remind kids of important notes and documents within them. For those wanting to tap into some creative energy, new Faber-Castell Goldfaber pencils offer professional quality supplies at affordable prices, perfect for the budding hobby artist and those wanting to take their skills to the next level. Get creative with colouring, with Goldfaber Colour Pencils and an A4 Mixed Media Pad. Or for kids who need a little more structure, Craftivity kits are ideal for those looking for creativity with ease. Kids will find everything in the box to teach them new creative techniques and complete a project.
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AVAILABLE AVA AVA AV AIL AI ILA ILA LAB TO ORDER
FEATURE
BACK TO SCHOOL
You’d be silly to miss out VIVID IMAGINATIONS 01483 449944 www.vividtoysandgames.co.uk Back to school continues to be the biggest trading season for arts and crafts – after Christmas of course. In 2017, Crayola had an excellent back to school performance across its key retail partners and 2018 is already shaping up to be even bigger and better, with all key retailers investing in the Crayola brand as the number one kid’s stationery brand worldwide. Crayola SuperTips and Coloured Pencils continue to be the best-selling back to school lines. In 2017, Crayola sold enough SuperTips in the UK that if stacked end to end would reach in a straight line from London to Milan. That’s a whopping 5.5m SuperTip pens stretching an enormous 962km. And if that’s not impressive enough, Crayola also sold enough coloured pencils (excluding Twistables) that if stacked end to end and side by side would cover the surface of a full-size premier league football pitch – nearly five times over! The Crayola range of Silly Scents stationery is expanding for the back to school period with many great value back to school bumper packs available. Look out for the Silly Scents 40 piece Combo pack of scented Twistables Coloured Pencils and Fine line markers, plus the Silly Scents Mini Art Case complete with Twistables Crayons, Fine line markers and themed colouring sheets. The Silly Scents range is supported by an FSDU opportunity and marketing campaign.
Classroom characters SAMBRO 0845 8739380 www.sambro.co.uk Sambro continues to dominate the licensed sector with a raft of hot new licensed product for back to school 2018. Working with some of the world’s biggest properties, Sambro offers licensed product across a diverse range of bags and stationery. Pre-schoolers and young children will love the all new Disney Princess, Shimmer & Shine and PAW Patrol ranges that were a runaway success for Sambro last year. The all new Hatchimals collection features fun backpacks and a cute range of stationery further bolstering the girls’ offering. Jo Jo Siwa continues to be one of the most popular girls’ properties for 2018. Fans of all ages will love the bold and bright Jo Jo Siwa bags and stationery, which reflect Jo Jo’s unique style, and it is a great line extension for retailers stocking Jo Jo Bows.
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This year is a big one for huge movies and this will be reflected in Sambro’s boys’ collections, which will feature The Incredibles, Marvel Avengers, Jurassic World and Spider-Man. Mickey Mouse celebrates his 90th birthday in November. The Disney Mickey and Minnie Mouse range will feature the iconic characters and is ideally timed for back to school. Sambro has also partnered with Turner to launch an exciting Ben 10 collection, which includes back to school items to appeal to fans of the classic property. Following the success of the 2017 campaign, Sambro will amplify its plans for 2018 with heavyweight TV, marketing and PR plans in place that are set to make this year its best year yet!
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NEW, Chalk &
Fabric ks int Stic a P i n i M le now! availab
S R O D A S S A B AM
Collectable crazy Five year old Latimer is a collectable fanatic. But Uncle Rob knows there are two things guaranteed to getting the little fella pestering him relentlessly. One is Star Wars, the other is a Mash’em. So as Character Options merge the two irresistible concepts together, good old (and brow beaten) Uncle Rob and Latimer tell us what makes Mash’ems the perfect toy Latimer says: “At my school, loads of us like collectables — the girls collect some too but I don’t really care about that. Me and my friends are mad about Mash’ems! I like all the Mash’ems really, I’ve got loads. I think I get maybe three or four Mash’ems a week — and my two
brothers do too. My mum lets us all buy one a week with our pocket money. We normally buy them from the big Tesco shop near my house. And then she buys us more if we have been good, tidied up the car or the play room or if we have done very well
Power crazed Power Rangers has been a favourite for four-year-old Edison for quite some time - here he tell us about why he loves his 12” Rita Repulsa figure from the 2017 movie Edison says: “Power Rangers are my favourites at the moment. At preschool I play at being the Red Ranger and my friends and all my best girlfriends are the rest of the Power Rangers. We let my girlfriend Janie play at being Rita Repulsa because she is the best one of us all at being a baddie. When it was my birthday Janie got me this Rita Repulsa as a present because she knows I love to play with the baddies as well as the goodies. This toy is like some of my other superheroes and villains — it’s very big and strong and very heavy too. I play all sorts of games with this big Rita: sometimes I line up all my massive figures like her together and knock them down like dominoes — that’s quite funny. And sometimes I make her go in a gang of super evil baddies from DC and Marvel and all the goodies fight them. My mummy often buys these big tall toys of superheroes and villains because she says they look good and the price is good too. She mainly buys them in the supermarket but sometimes she buys them in Smyths.
my buys "My mum f tall toys o ig b e s e h t d villains n a s e o r e superh s e she say s u a c e b s lot he ood and t g k o lo y the ood too" price is g
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toysnplaythings.co.uk
"My
at school. But sometimes my Uncle Rob comes over and he always buys them for me too! But that’s because I ask him — he always says yes in the end. My best Mash’ems are Star Wars because that is my best movie ever. I’ve got Darth Vadar, Yoda and lots of others too but they are my favourite ones. I like Harry Potter lots too but I have never seen if Mash’ems make them. But if they did, I would always buy one a week too." Uncle Rob agrees that he does always say yes to Latimer: “I do try and make him behave and promise to do chores to help his mum, like empty the car and take his rubbish in.
ybe a m get I k n i "I th four ek r o e three ems a w ’ Mash my two " o d — an ers do to h brot
But he is so mad about these Mash’ems it’s hard to say no! And actually, he is really bonkers about them and the price is good enough that I generally just get him one or two regardless. He and his brothers have all sorts. There's DC characters, and I buy the PAW Patrol ones for Latimer’s two-yearold brother. They love Disney ones like Toy Story too. But this Star Wars one is great — I love the franchise and Latimer is getting into it too, so whenever I buy a Star Wars one we are both looking forward to seeing which character he gets! Honestly, I like these, they are super tactile, very collectable and very intriguing — great price point too.”
be are St st Mash’em a s becau r Wars s best m e that is m y ovie e ver"
Jetting off Super Wings is performing brilliantly at retail and on the small screen. Twoyear-old Austin sits firmly in the target audience for the TV show and also the toys. His lovely Aunty Jenny takes up the story Austin loves to watch Super Wings. He has it on for basically most of the weekend when he is not at pre-school. But one of the things he enjoys the most is getting his Super Wings toys out at the same time as watching the show and re-enacting elements of the programme. It is so sweet to watch and he has such a great time just chatting away to himself and giving each character a different voice and personality! So, as he was being extra good, I was in Smyths one afternoon and saw this box of 15 Super Wings figures. I paid £34.99 for them which I think is quite a bargain as there are so many toys in the pack and quite a few of them are rather large. The toy is called the Super Wings World Airport Crew Pack and comes with eight Super Wings toys which transform into robots. I know he loves these as he has a few already that I bought him as single packs a while ago. There's also seven other little figures which do not transform. I actually didn’t mind that they didn’t all transform. I find that little Austin and his pals get bored if all the toys do all the same thing, so I think very clever of Alpha Toys to create a package which has plenty of variety. So, all in all, very good show that my nephew loves to watch and very good toys that are well made. The variety of toy type and characters in the box is fab and a very keen price too! Very happy, and as you can see from the photos, little Austin is pretty chuffed too!
"Quite a b ar are so ma gain as there ny toys in th pack and quite a fe e w them are rather larg of e"
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Review
NEw York TOy Fair
New York minute New York, new toys, but familiar issues the UK toy trade also faces were the talk of the North American International Toy Fair. TnP was in the Big Apple to learn more
T
he eastern shore of the United States of America may only be 7 hours away from the UK by jumbo jet, but sometimes it can feel like an entirely different planet. Everything is bigger, brighter, more enthusiastic and polished — and as an economy it outpaces everywhere else. You’ll find all this evident at the North American International Toy Fair, which takes place each February in New York City and welcomes thousands upon thousands of toy industry people from around the world – and, as Mattel’s banner hanging high in the Javits Center’s main hall produly proclaims, “Kids rule our world”. It’s a philosophy that drives US toy makers to design and manufacture some of the world’s wackiest, boldest and most successful toys, but as The Toy Association’s president and CEO Steve Pasierb is acutely aware. “We’re cognisant that world is changing,” he said at a press
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Funko
“
We’re cognisant that world is changing
Steve Pasierb, The Toy Association
briefing attended by TnP on the show floor. “It was a good year for the US toy industry, given the headwinds. It was the year of [MGA’s] L.O.L and [Jazware’s] Fingerlings. We learned things as the year went along… and we think we’re heading in the right direction.” A “softer than expected” year, the North American toy market remains the largest in the world. Growth fell short of the NPD’s four to five per cent prediction, but as a market
” The state of
Toys R Us
“A lot of company’s at the show are midsized, and Toys R Us has always been their chance to take the next big step in growing their company, so it has always been an important part of the ecosystem. We believe between now and Q4 2018 is a very important time for Toys R Us, but in the US and Canada they are on a good course to sorting things out.” Steve Pasierb, president and CEO, The Toy Association
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e
Alpha Animation & Toys’ Screechers Wild made an impact
Trends forecast 2018 The Toy Assocation’s trend experts put in the hard work so you don’t have to, travelling the world to learn what the future holds. At the Toy Trends Briefing, they shared their research and findings into this year’s must-have toys and play patterns. Here’s what they found:
The big reveal: The unboxing phenomenon will be everywhere this year, making packaging part of the play to complete the package
Pet play: Playing vet, nurturing
worth an unfathomable $27bn, it’s still doing swift business. Emerging global powerhouses like China and India are catching up fast, however, with Steve predicting the Chinese market in particular will “eclipse” the US trade in a matter of years. As wages and the cost to produce goods in China ticks up at a rate of knots, the demand from western consumers to get more bang for less of their buck continues to mount. Meanwhile, as the bricks and mortar juggernauts that once drew toy-buying crowds to Times Square struggle, online and niche retail outlets continue to apply downward pressure on suppliers’ prices. Sound familiar? Well it is. Trends and issues that once affected markets in isolation are now firmly global concerns. And though the US may in many ways be a world on a different scale, in toy world at least, there are plenty of similarities between the UK and the land of the free. Which, of course, isn’t actually all doom and gloom. Every inch of the Javits Center’s 440,000 sq.ft was packed at this year’s show, proving that despite the climate, toys are still very much big business. With every toy and plaything imaginable, from allAmerican brands like Mattel and Hasbro to smaller outfits making waves in STEM and codingcrossover toys, it’s no wonder that more than 8000 registered buyers from 3600 retail outlets descended on the show to seek
MARCH 2018
interactive pets like Finglerings, and creating a cute community with Sylvanian Families will continue to be popular in 2018
Millenial nostalgia: Brands from the 80s and 90s are making a resurgence driven by millennial parents sharing their childhood favourites with their own kids Games galore: This soaring segment continues its upward trend with a focus on subverting classic games and getting more family members involved
out the next big thing. The UK contingent was out in force too, with the Casdon team and Galt’s MD John McDonnell all busy on the stand. Fiesta Crafts’ Rob Trup was on the show floor in a prime position in the central hall, his first trip to the show in three or four years. A favourite with US audiences, Fiesta’s We are award-winning Charlie and looking at a the Chocolate Factory Hand Puppet and Finger Puppet wonderful set were going down a future here storm - despite some head in the US toy scratching as to who Roald Dahl was. market Bigjigs Toys also had a Steve Pasierb, team at the show, with a The Toy large stand showcasing some Association of the company’s best-selling lines. Liz Ireland, co-founder and MD, Bigjigs was at the show amid the company’s recent purchase of the Tidlo brand from John Crane. It’s the biggest turnover acquisition in company history, and Liz tells TnP there’s still much to be
“
”
Toys that teach: STEAM, coding and making sense of the world through play is as big as ever – now with high-tech toys to blow young minds Tech: Holograms, augmented and virtual reality, and even toys to transform the latest Nintendo video games console into a remote control car
done, but the team was on-stand regardless to personally welcome US retailers. “It’s our eighth year here,” said Liz. “We’ve had a great show and our American business continues to pick up pace. Our Bigjigs Rail works really well in the states, along with plenty of our other best-sellers.” With another New York Toy Fair wrapped up and buyers and retailers clued-up on the year’s coming lines, that’s the end of another toy trade show season. So, how is Steve feeling about 2018? “We are looking at a wonderful future here in the US toy market,” he said.
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Brought to you by
LICENSING
NEWS
licensing T O D A Y
W O R L D W I D E
Hasbro gets Ugly! Hasbro has been named the master global toy licensee for the UglyDolls franchise. The agreement with STX Entertainment covers content creation, marketing and distribution expertise across all platforms, with Hasbro’s commitment to creating engaging play experiences and entertainment. Created in 2001 as a plush toy line by David Horvath and Sun-Min Kim, the Uglydoll brand quickly gained a cult following around the world and in 2006, was named Toy of the Year by the Toy Industry Association. Stephanie Sperber at White Space Entertainment brokered the deal between STX Entertainment and Hasbro.
Jurassic World licensees announced Universal Brand Development has named a raft of new licensees ahead of the 16 April cinema release of Jurassic World: Fallen Kingdom. Joining master global toy partners Mattel and LEGO Systems, which lead the retail rollout along with toys across a variety of play patterns and age segments with support from Build-A-Bear, Rubies and more, all key categories are represented with best-in-class UK licensees. Hannah Mungo, Country Director UK & Ireland, Consumer Products at Universal Brand Development, said: “The crème de la crème of UK licensing and retail has come out in force to support Jurassic World: Fallen Kingdom.” Those partners include Cartamundi, Clementoni, Funko, Ravensburger, Sambro, Posh Paws, MV Sports and Character Options for toys and games across the categories in the UK. In publishing, greetings, gifts and stationery, Egmont UK, Carlton Publishing, Danilo, IG Design Group and Pyramid are also all on board.
50 very hungry years! Rocket Licensing, the licensing agent in the UK for Eric Carle’s The Very Hungry Caterpillar, is further building the licensing campaign and retail presence of this much-loved property as the 50th anniversary of one of the world’s bestknown children’s characters approaches. 2018 will see an impressive number of new The Very Hungry Caterpillar products. Fans of the world’s most famous caterpillar can also look forward to a new board game – Let’s Feed The Very Hungry Caterpillar – from Paul Lamond Games and a range of creative activity publishing from Alligator, including a play pack and dot-to-dot books as well as a stationery range and art supplies and dress-up outfits by Amscan 88
Randy Shoemaker, SVP of Marketing, Funrise, presented the new line at New York Toy Fair
Tonka license trucks on Funrise and Hasbro have driven forward their licensing relationship for the Tonka brand and plan to introduce several new vehicle segments from autumn 2018. Under license from Hasbro, Funrise will continue to drive the brand as the exclusive Tonka vehicle licensee worldwide, spearheading product development and marketing for Tonka vehicles and playsets. As part of the licensing extension, Funrise will continue to innovate within the vehicle category by introducing several new product segments starting in autumn 2018. New products include the highly anticipated Tonka Power Movers vehicles with Motion Drive Technology, a new line of construction vehicles that dynamically changes the sounds of the vehicles as kids play, and additional series of Tonka Tinys, including a new construction-themed carrying case playset.
New Little Miss for Sanrio Mr Men Little Miss has launched its new character Little Miss Inventor, coinciding with International Women’s Day, last month. To support the launch of the new Mr. Men Little Miss character Little Miss Inventor, licensing company Sanrio are hosting an interactive event at the Manchester Museum of Science and Industry.Running in conjunction with the event is a national competition encouraging kids to submit inventions to help Mr. Bump. The winner will be featured in the next Mr. Men Little Miss book. The winner of the Little Miss Inventor competition will be officially announced at the launch in Manchester on the 24 of March.
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TNP
Step back in
LOOKS BACK
A rather personal look back through time beginning with March 2013, 2008, 1998 and 1988 by TnP Founder and MD Malcolm Naish
March 2013 Volume 32 Number 06
or New0f 13 2 ©The Hive Enterprises Ltd. Licensed by Space Enterprises Ltd.
March 2013
March 1998
• We interview Independent retailer of the Year, Midco’s Dave Middleton. Dave being a little bit of a one-off told TnP that when asked “What guides you in terms of product selection?” replied “That God and his Jedi powers guide me to what products to buy.” Perhaps a somewhat tongue in cheek response.
• Mattel buy English toy company Bluebird for £46 million, valuing their shares at 111p.
• I am sorry to report that John and Linda Maitland decide to retire. For many years they were the face of Famosa in the UK and had been running the Clementoni UK operation up to their retirement.
• After a long and most successful career in the toy industry, Frank Martin decides to leave his post as Chief Executive at Hornby. He will be a hard act to follow and well deserves his retirement. • Our Secret Toy Watcher has some good advice for retailers to bring more excitement into their stores: why not demonstrate radio control helicopters and drones outside the store? Why not large bubble machines? All of these suggestions can increase footfall and bring a bit of excitement into store. If Hamleys can do it why not you? Our Toywatcher also tracked a number of toy share prices. Star performer was W.H.Smith up from 494p in late May 2012 to 766p by end of March 2013. Mothercare was also performing well up from 192p to 312p. in the same period as W.H. Smiths.
March 2008 • Flair Toys sell 100% of their shares to Italian toy company Giochi Preziozi. Peter Brown and his entire Management team will remain at Flair. The company’s sales for the first quarter are up by 25%, so the future looks bright for Flair and their new owners. • Youngsters are fighting for their life as they have their credit rating withdrawn by Euler Hermes. Toymaster are in the wings ready to offer Youngster members a new buying group experience should Youngsters go bust. • Les Vargeson seems to go on forever. We celebrate his 80th birthday and still running his Agenta Marketing company. • Mega Brands has to recall their MagnaMan, Magtastik and Magnetix ranges – all 2.4 million of them due to a problem with loose magnets. What a pain in the bum for Mega Brands! • Simba Dickie buy the Smoby brand, whilst Smoby’s former CEO and grandson of the founder Jean Christophe Breuill was arrested on suspicion of misappropriation of funds. • As Sainsbury’s buyer of potatoes is sacked for accepting up to £3m worth of bribes, we ask whether the toy trade has a similar problem. Not that anyone was prepared to admit to it anyway!
MARCH 2018
• Vivid have received substantial investment from USbased Children’s Leisure Products, an affiliate of the Jordan company. Nick Austin and other senior management will continue to run the business and this offers Nick the possibility of future acquisitions and continued growth. • W.H. Smith confirm the purchase of 232 John Menzies stores for £68m with the 140 English stores changing to W.H. Smith and the 92 Scottish stores remaining as John Menzies. • Denis Horton leaves Mattel for pastures new, but is not letting on as to where he’s going. • It would appear that Spice Girls dolls are flying off the shelves, although store visits have indicated that Posh Spice has been the least favourite. Evidently, young girls don’t mind being called scary, sporty, baby or ginger, but post — urgh. • Mattel are less that impressed with pop group Aqua, whose pop hit Barbie Girl sees them going to court plus also suing FHM magazine over its use of Barbie and Ken to illustrate sexual positions, which apparently damaged the couple’s wholesome image.
March 1988 • The Zodiac toy chain of 82 shops is sold to the Celebrity Group for £7.25m. • It is believed that the Redgates Sheffield store will be sold-off separately to a non-toy shop buyer. • Sir Torquil’s Bluebird Toys company buy Merit toys for £1.6m. • Peter Eio, who runs LEGO in the UK, has agreed to run their American company. A popular man, Peter is no stranger to American corporate life having run amongst other American companies including Playtex and Miles Laboratories. • We run a two page article on Galt Toys where Rae Knox was their general manager. Doesn’t this prove the longevity of key brands? Galt first began in 1949 and is still very popular today. • Some of the toy companies advertising with us in March 1988 that are sadly no longer with us were Real Soft Toys, Coleco, Jesmar, Exico, Wembley Sportsmaster, Tasco, Toyway, Barval, Quadro, Lone Star, Lundby, Living & Learning and Action GT.
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Spotlight on BANDAI Yo-yos have a habit of coming back — which is the point! But Bandai’s Hypercluster is a yo-yo with a difference: a craze, a collectable and a game of skill and competition all rolled into one. Take a closer look...
Hypercluster is a precision engineered, high performance yo-yo
mised with high to s u c e b o s al Can gs to adjust n ri ea b l al b e c an perform g abilities in p o lo r o a in m ta spin, s Contact Bandai: 020 8324 6160 www.bandai.co.uk
Each yo-yo can be customised to portray kids’ own individual style
be the Set to yground pla biggest for 2018 craze
DON’T MISS…
We bring to the fore a selection of the hottest and newest products that will help you sell more. Buyers and retailers, get in touch with your sales contact now!
Product: Tell Tails Wearable Unicorn Tail Company: A.B.Gee of Ripley Tel: 01773 570444 Web: www.abgee.co.uk
Product: Club Petz Betsy Company: IMC Toys Tel: 01904 720 908 Web: www.imc.es
Product: Wicked Pranks and Jokes Company: Marvin’s Magic Tel: 01582 849000 Web: www.marvinsmagic.com
MARCH 2018
Product: Terra-Sect Company: Alpha Animation & Toys Tel: 01293 804599 Web: Coming soon!
Product: Magformers Sensor Block Set Company: Magformers Tel: 08000 385 195 Web: www.magformers.co.uk
Product: PAW Patrol Mission PAW Mission Cruiser Company: Spin Master Tel: 01628 535000 Web: www.spinmaster.com
Product: Pickle Rick Pop! Vinyl Company: Funko Tel: 020 3376 3223 Web: www.funko.com
Product: discovAR Galactic Quest Augmented Reality Colouring Book Company: AliveLab Tel: 0333 355 3925 Web: www.mardleslife.com
Product: Slime Blaster Company: Zimpli Kids Tel: 08454 591 818 Web: www.zimplikids.com
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Olympia London, 22nd-24th January 2019 Apply to exhibit at Toy Fair 2019 online at www.toyfair.co.uk
U! ITORS O Y K OUR EXHIB AIR N A H T YOU TO ALL MAKE TOY F .
Y K ED USTR HAN HELP D T N T I G A I AB THE S TH 19! FOR ITOR W S I O V IN 20 H D S N I N A T A EA U AG A GR E YO E S 2018 TO OPE WE H