Toys n Playthings March 2023

Exhibitor applications for Toy Fair 2024 are now open and the show will take place from 23rd-25th Januar y 2024 at Olympia L ondon. You can apply to exhibit online at www.toyfair.co.uk

LEADER

The dust has settled from the winter trade shows and events, but it’s interesting to note that the positive vibes from both Toy Fair at Olympia and Spielwarenmesse are continuing into the spring.

And a clutch of separate incidents coming in the wake of both events has highlighted not just the response from, but also the importance of trade shows.

Both Toy Fair and Spielwarenmesse have made announcements in the past few weeks about their 2024 events.

The former has opened up sales for exhibitors and is looking for another success story after the sold-out 2023 event. Exhibitors should need little nudging in getting along to next year’s event, as most had said, both on and off the record, just how worthwhile this year’s show had been. One told me that the show felt “normal” and that, after the upheavals of recent years, that could only be a good thing.

LEGO’s Isabel Graham noted that it was great to be back at the show; these are the kind of ringing endorsements that Toy Fair has mustered.

Ditto Spielwarenmesse. And this too has made its own announcement, unveiling the dates for its event at the start of 2024, but also revising the days of the week that it takes place. It has eschewed the Sunday, adding an additional weekday to the proceedings, running from Tuesday through to Saturday, kicking off on January 30 and running through to February 3.

As board spokesperson Christian Ulrich said: “Many attendees expressed a preference for an additional day during the weekday. At the same time, we’re sticking to the Saturday after listening to the needs of our specialist retailers, who continue to play an important role.”

As its announcement rightly noted, “the

Tim Murray

choice of these new dates demonstrates that the world’s leading toy fair is in touch with its target group and responds flexibly to prevailing market conditions”. The speed with which it moved, picking up on feedback from a show held little more than a month ago, and changing it for the coming year, is impressive, and shows how a modern, post-pandemic trade event needs to respond smartly and swiftly.

Meanwhile, there was more to come as it emerged that Spring (and Autumn) Fair parent organisation the Hyve Group was being acquired by US investment fund Providence Equity Partners. The deal, which has been recommended by directors and other significant investors in the events company, values Hyve at some £320m and follows two failed bids.

The deal, which sees Providence noting that Hyve will be given the backing and clout to expand and acquire other businesses to enable it to realise its “full growth potential”, gives a major thumbs-up to the events sector, showing just how it is recovering from, and moving forward after Covid and accompanying lockdowns.

Officials at Providence further note: “Providence believes that Hyve has established a strong platform for future organic and inorganic growth underpinned by Hyve’s portfolio of high-quality global brands and marketleading events focused on developed markets and in growing sectors.”

During the lowest points of 2020 and 2021, things looked bleak for the sector, as everyone was cooped up indoors, the idea of a trade show being miles away from anyone’s mind. Now, with the worst the pandemic could throw at it disappearing in the rear-view mirror, both businesses and individuals are realising just how integral these events are.

You can sense a certain pre-Covid ennui; the idea that a trade show was a waste of time, effort and money, has dissipated. After spending so much time behind closed doors, getting back out into the real world and meeting, face to face, with suppliers and your peers in the industry, has been shown to be a truly worthwhile experience.

Also by Lema Publishing

At the heart of retail

In addition, many attendees expressed a preference for an additional day during the week. At the same time, we’re sticking to the Saturday after listening to the needs of our specialist retailers, who continue to play an important role

“

The amount of cards in the eagerly-awaited trading card game Disney Lorcana due to launch from Ravensburger in August. The range, unveiled at the season’s toy events, features starter decks, a gift set, booster packs and the ‘Illumineer’s Trove’, as well as assorted extras and accessories. The First Chapter is going into independent and hobby shops on August 18, with a national retail launch on September 1. Ravensburger said there had been a brilliant reception to the game at Toy Fair.

The month in numbers

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

4 billion

The total amount of potential impressions created by the launch at the Consumer Electronics Show in Las Vegas of the robot hound MINTiD Dog-E after tech coverage around the world. Creator WowWee has now announced a partnership with Character Options to bring the acclaimed toy to UK consumers this year. Character Options’ director Jon Diver said: “We are thrilled to be working with WowWee on this innovative new toy .”

“WowWee and Character Options have a longstanding relationship that dates back to the original launch of Robosapien in 2004” added Michael Yanofsky, VP of Sales at WowWee. “We are delighted to be working together again on a next-gen robot for kids of all ages.”

107,100 28

Toy Trust Committee Chairman Graham Canning said:

“Our thanks go to the Toy Trust’s generous media partners for their continued support, as well as Havas Entertainment’s Matt Smith, and with special thanks to Jeff Taylor for their hard work and dedication in securing media items. I’d also like to thank my industry colleagues for their generous bids, which have got our 2023 fundraising off to a magnificent start and will help us in our quest to continue to support UK-based children’s charities this year.”

The percentage increase in turnover in Schleich in 2022 in figures unveiled by the company earlier this year. It’s also the eighth consecutive year of growth at the company. Its turnover for the year was up to €275m. The company was further buoyed by a brand relaunch, the single largest investment in its history, while 2023 will see the launch of Wizarding World Harry Potterrelated figures.

CEO Dirk Engehausen said: “We have invested strategically and consistently in the Schleich brand in recent years. With our brand relaunch, we are getting a lot closer to our goal of becoming an internationally renowned ‘love brand’. Growth in international markets enabled us to successfully weather the difficult economic situation.”

Hexbug – bought by Spin Master in January with the deal completed this month – became the 28th acquisition made by the company since its inception almost 30 years ago, and the 16th since its first public offering in 2015. The brand of toys, which blend robotic tech with movement inspired by nature, was acquired from former Hexbug parent Innovation First International.

“What excites us so much about Hexbug is that the inventors have mastered both the science and the art of bringing creatures to life through technology, to deliver truly magical play experiences,” said Anton Rabie, Spin Master’s Co-Founder. “With this acquisition, Spin Master will combine its innovation, global reach and diverse portfolio with Hexbug’s innovative excellence to surprise and inspire kids in new ways.”

The amount raised in pounds by the Toy Trust during its annual media auction held around Toy Fair . More than £100,000 worth of media space on TV, radio and print (including pages in Toys n Playthings) donated by media companies, with further toy retail catalogue space also up for grabs.

No Spiel on a Sunday

Next year’s Spielwarenmesse will run from a Tuesday through to Saturday rather than the traditional Wednesday to Sunday, organisers have announced, marking the diary dates of January 30 to February 30 2024 for the event.

The move follows feedback from footfall data as well as a survey conducted among both exhibitors and visitors. Both overseas and native German attendees said that Sunday was “unsuitable” for the event and that they’d rather have an extra weekday.

The Tuesday to Saturday timetable will run next year at the annual event in

Nuremberg’s exhibition centre. Christian Ulrich, spokesperson of the Executive Board at Spielwarenmesse eG, said: “In addition, many attendees expressed a preference for an additional day during the week. At the same time, we’re sticking to the Saturday after listening to the needs of our specialist retailers, who continue to play an important role. The choice of these new dates demonstrates that the world’s leading toy fair is in touch with its target group and responds flexibly to prevailing market conditions.”

Paws for a decade

Executives from Paw Patrol partners Paramount and Spin Master marked the landmark 10th anniversary of the franchise at the former’s UK offices.

The team – from left to right Pam Kaufman (president and CEO of international markets, global consumer products and experiences

Hart (EVP, global franchise planning, consumer products and experiences at Paramount), Hedley Barnes (Spin Master’s SVP, international sales and marketing) and Anna Hewitt (Spin Master’s senior director international franchise and communication, entertainment) – kicked off what will be a year’s worth of celebrations with a life-size cake featuring one of the franchise’s favourite characters.

Pam Kaufman said: “This is a momentous occasion that commemorates Paw Patrol’s enduring global appeal and unlocks exciting opportunities with a range of partners across multiple demographics. We look forward to creating more unforgettable memories for Paw Patrol fans with the initiatives we have planned in 2023 and beyond”.

Toy Trust puts the whizz into May Mayhem

The Toy Trust used International Wheelchair Day (March 1) to unveil a new partnership with children’s mobility charity Whizz-Kidz ahead of its May Mayhem fundraising event in two months’ time.

Whizz-Kidz is the country’s leading charity for young wheelchair users, helping to provide wheelchairs, equipment, support and experiences for them as well as campaigning towards a more inclusive environment. The Toy Trust’s support will help children and young people looking for independence and greater inclusivity.

Graham Canning, Toy Trust chairman, said: “WhizzKidz is an inspiring and worthy charity who are a great partner for our fundraising during May Mayhem. I hope as many people as possible from the industry get involved with us on our quest to bring mobility to some incredibly brave and special young people.”

Jennie Chmura, senior corporate partnerships manager at Whizz-Kidz, said: “Whizz-Kidz is delighted to be partnering with the Toy Trust for 2023’s May Mayhem. Their support will enable us to provide more children and young people with life-changing wheelchairs, giving them opportunities to be active, independent, and have fun and play.’’

The May Mayhem event features a full 31 days of fundraising activity around the UK. More information is available at www.toytrust.co.uk/may-mayhem/

Fingers on the pulse

Fingerlings are set to return to the shelves after WowWee announced a strategic partnership with Character Options.

at Paramount), Louise Bucknole (Paramount’s general manager, kids and family UK and Ireland), Jules Borkent (EVP, international kids and family brands at Paramount), Veronica

Jennifer Dodge, Spin Master’s president of entertainment said: “When we first envisioned Paw Patrol, we knew we had created something special, but we couldn’t have imagined how it would touch the lives of so many children globally.’’

The all-new range will arrive at the end of June, with the baby monkeys with glowing hearts getting a new update for 2023. This includes soft, flocked hair, new colours, their own personality and more than 70 sounds. As well as updated ways to play, they retain the ‘friendship @ your fingertips’ pledge that proved to be such a winner for the originals and helped them scoop the 2018 Toy of the Year award.

TOY ASSOCIATION REVEALS 2023 TRENDS

The toy industry will strike a healthy balance between classic play and new platforms and technologies in 2023 according to the US Toy Association, which has revealed its top toy trends for the year ahead.

The organisation also said that kidults would continue to prove that play wasn’t just for the young.

Executive vice president of marketing communications at The Toy Association, Adrienne Appell, said: “If there is one key takeaway that ties all the latest toy and play trends together, it’s that what consumers want matters more than ever. In part due to the current economic climate, today’s shoppers hold the power and the purse strings. Yes, they are being budget-savvy, but they are also being smart about what they invest in. These toy trends underscore the industry’s ability to respond to this constantly evolving landscape shaped by the way toy lovers of all ages are spending their leisure time — on and off their screens — and their money.”

Its five key trends are:

Back To Basics

Almost eight out of 10 parents see play as an important part of self-care and helping with social-emotional learning. It noted: “In the toy space, this concept is taking shape across a range of products that instil healthy habits – from mindfulness and good sleep habits to increased social emotional awareness through nurturing play – as well as toys that introduce kids to new hobbies and help families find joy through classic play.

TWEEN TAKEOVER

Kidults are showing that play isn’t just for the young, and those aged 12 and up are the biggest growth area in the business according to the NPD Group. The Toy Association said: “Thanks to social media, this demographic sees a cool factor to collecting, customising, and displaying toys on social platforms. The toy industry will respond to this demand with more toys that cater to the tween/teen demographic and beyond, including fidget/sensory toys, collectables, arts & crafts, and tech toys.

BE AUTHENTIC

Authenticity is key, while consumers are increasingly looking to support companies that are “enacting positive change in the world”. It added: “In 2023, expect to see toys that incorporate ways to play for consumers of all ages, including the elderly; new tech enhancements that reinforce fun and learning; and toys that not only teach social responsibility, diversity, and sustainability, but are made by companies that engage in such practices. Companies will forge or expand partnerships ßwith verified experts in fields related to education, diversity, and sustainability as the toy industry goes the extra mile to deliver what truly matters to families.

MACRO TO MICRO

Unique and quirky toys, driven by social media posts, are a growth area, from oversized plush to large versions of classic games on one side and small collectables and playsets on the other. The report noted: “While novelty and online shareability are a plus, these playthings are also sought after for their distinctive play elements – including collectability, new gaming mechanics, and highly stylised details.

POP CULTURE LIFESTYLE

Fandom is key, said the Toy Association, commenting; “From tapping into gaming and anime themes, to leveraging ‘core’ aesthetic trends on social media, to hitting a nostalgic note with re-launches from past decades, such as the 90s and Y2K, this is a trend that will engage multiple audiences, from nostalgic kidults with deeper pockets to younger kids engaging with characters and shows through streaming channels, digital worlds, and physical product.

NORTH AMERICAN TOY FAIR TO MEET AND EXCEED THE NEEDS OF AN EVOLVING PLAY INDUSTRY

In the latest missive from across the Atlantic, the US Toy Association’s Jennifer Lynch looks ahead to the big autumn even in the Big Apple…

The U.S. Toy Association will welcome the global play community together for the highly-anticipated return of Toy Fair 2023, unfolding this autumn in New York City — the media and financial hub of the world.

And while Toy Fair has always attracted an audience of global play professionals at all points along the industry’s continuum for product discovery, education, connections, and business, this year’s show, taking place from September 30 to October 3, will be reimagined to offer attendees even more business-building opportunities.

“With nearly 95% of the show floor sold out, new educational programming to be announced in April, networking and social activities taking shape, and special events being finalised, the lights are all green for Toy Fair’s return,” said Kimberly Carcone, executive vice president of global market events at The U.S. Toy Association, the producer of Toy Fair.

Set in its new timeframe, Toy Fair presents the unique opportunity for toymakers to - for the first time - showcase in-year priority items for the 2023 holiday season; finalise their spring 2024 launches; and, behind closed doors, preview holiday 2024 product to trusted buyers and media partners.

The show is also working to create a more welcoming environment for buyer and media activity through new initiatives such as its visual merchandising initiative, which requires exhibitors to make product visible in at least 20% of their aisle-facing exhibit space, and will reward exhibitors that go the extra mile to create the most inviting, hospitable, and interactive exhibit displays through Toy Fair’s first exhibit design awards, the Reimagination Awards. In addition, as toy manufacturers grow their own businesses into new spaces, Toy Fair continues to evolve with them through new product and category specific zones. Including the World of Toys Pavilion, Pet PLAYce, Hot for Holiday, and Halloween Pavilion, these new show areas are just one of the many ways the reimagined toy show will give attendees direct access to an even broader range of products and help expand businesses.

“If the excitement in the halls, on the trains, and throughout London and Nuremberg over the past month were any indicator, live events around the world are coming back strong and New York is primed and ready to meet and exceed the needs of our evolving play business this fall,” said Carcone.

A slate of educational and networking programming will continue to roll out in the coming months. For the most upto-date Toy Fair news, visit ToyFairNY.com.

Second year of growth at Jakks

Jakks Pacific has revealed its year-end and Q4 figures, with the former showing a second year of sales growth, and the company saying that 2022 “exceeded expectations”.

Net sales for the 12 months to December 2022 were just under $800 million, a 28% increase. Its net sales for the last three months of the year were down 30% year on year, but the company said it was expecting the business to return to a more second-half focused seasonality in 2023. Executives also highlighted international sales growth and said it was well placed for the coming year.

Jakks Pacific chairman and CEO Stephen Berman said: “2022 exceeded our expectations with a second consecutive year of 20+% sales growth and, more importantly, strong retail sell-through for our customers. In addition to a couple of strong successes, we saw solid results from the majority of our product lines. We shipped an exceptional amount of product in a

compressed time-window resulting in higher-thanaverage costs in our domestic fulfilment operations in the back half of the year, suppressing our full-year margins. In Q4, and in the new year, we focused on resetting our inventory position and warehouse capacity and feel well-positioned for the new year. Our North American business grew 27% on a full-year basis, and our International business grew by 38%.

“We have a great line-up of new introductions in 2023. We’re launching and extending some of our own brands, in addition to introducing new product lines in association with film and TV releases throughout the year. Although we anticipate the business reverting to its more traditional second-half seasonality, our focus on prioritising FOB sales continues, which results in shipments earlier in the year as compared with other companies. We are also working to capture yearover-year margin improvement opportunities both on product and in the supply-chain.”

A Miraculous launch

Animation studio Zag launched its first toy line from its Play Toy arm at Spielwarenmesse.

The range, spanning 10 different categories, will feature the flagship Miraculous – Tales Of Ladybug And Cat Noir brand, with, to follow, products based on Ghostforce and animated feature Melody.

The first wave includes Miraculous Miraballs, which combines plush and collectable, containing a metal ball that features a plush that grows in size thanks to “ultra-shrinkable memory foam”, with 20 different ones to collect; the Miraculous Sprinkles ‘n’ Slimy activity collection; the Miraculous Kwami Mon Ami plush range; T&S Paris Café Set and T&S Macarons Stand as roleplay items; a Marinettes’ Atelier range that features a mini-sewing machine; the Miraculous Secrets trading card game and Miraculous-themed classic card games.

Pods land in the US

Wow! Stuff’s own in-house creation, Nano Pods, are heading to the US after the independent home grown innovator inked a deal with Mattel Inc to act as its distributor in America.

The Nano Pods, dubbed the connectable collectible, feature licensed characters in a hexagonal pod, which can be connected together, using franchises such as Marvel, Disney, Wizarding World and TMNT.

Richard North, President, Wow! Stuff, said: “For Mattel to come on board as the North American distribution partner for NANO PODS is a huge opportunity and we are so pleased to be partnering with them on this milestone moment for our company. The team at Mattel have shared their excitement for NANO PODS with us from day one and they have been a real pleasure to work with.

“We’re excited to see where Mattel takes the brand and look forward to them replicating the momentum that’s building in the UK, Europe and Asia where every major toy retailer is listing the line.”

“We are excited to welcome Wow! Stuff and the Nano Pods to Mattel,” says PJ Lewis, Vice President and Global Head of Action Figures at Mattel. “The product is quite simply irresistible and highly collectible. The IP breadth, connectability of the pods, and character connectivity really make the Nano Pods unique, and a great new way for Mattel to connect with fans of each character.”

CoComelon goes squish

Moonbug Entertainment has announced the meeting of two powerhouses with the global launch of CoComelon HugMees, a new collection of Jazwares’ Squishmallows.

The new range, already launched in the US, will go worldwide in the autumn.

The CoComelon HugMees by Squishmallows feature all the children’s favourite characters including JJ and his pals in their pyjama onesies. Moonbug Entertainment’s global head of hardlines, Duncan Tate, said: “At Moonbug, we are always looking at ways to bring the best entertainment and storytelling to our fans. Providing them with lovable toys of their favourite characters to expand storylines and bring them

to life at home is a fun way to do that. Jazwares is uniquely positioned to bring our vision to life – with Squishmallows as the number-one plush brand, and CoComelon as a leading preschool show, children everywhere will fall in love with these toys.”

Gerhard Runken, SVP of brand and marketing at Jazwares, said: “Collaborating with Moonbug on the launch of CoComelon HugMees by Squishmallows brings preschoolers an ultrasoft and uniquely lovable way to play and interact with their favourite CoComelon characters. We know kids and families will love discovering JJ and friends HugMees that have been masterfully designed for the most comforting of playtime moments and perfect for nurturing young imaginations.”

Spin Master looks ahead to big 2023

Spin Master has become the fourth largest toy manufacturer in the world after revealing its figures for the year-end of 2022 and the final quarter of the year, against what it said was a challenging economic and retail backdrop.

But the company said it was optimistic about 2023, both in terms of its toy products and franchises, and boldly stated that the year would be its biggest ever in terms of entertainment.

Revenue for the year was marginally down by 1.1%, ending 2022 at $2,020.3m. Its constant currency revenue was up by 1.4% to $2,071.1m. Its toy business was one of the bright spots, with a 03% increase. Its revenue for the final quarter was down by just under 25% to $465.8m, with entertainment being the star performer.

“Our commitment to reimagining everyday play across our three creative centres resulted in Constant Currency Revenue1 growth for 2022 and propelled Spin Master to the become the fourth-largest toy manufacturer globally, against the backdrop of challenging economic and retail dynamics,” said Max Rangel, Spin Master’s global president & CEO. “Entering into 2023 we are expanding our core toy portfolio with

innovation, driving our franchises, and building our licensed partner portfolio. 2023 will be one of our biggest in terms of entertainment content releases, showcasing our diversified content pipeline including our second Paw Patrol movie, Paw Patrol: The Mighty Movie, our first Paw Patrol spin-off, Rubble & Crew, as well as the debuts of our two new animated series, Vida the Vet and Unicorn Academy. We will also introduce several new digital play experiences, including the launch of a Rubik’s digital game and our first in-house Paw Patrol digital game.’’

He added: “From a strategic perspective, we continue to build franchises across Toys, Entertainment and Digital Games, applying our signature innovation, investing in key organisational capabilities and pursuing acquisition opportunities to attract new fans, reach new audiences and engage new players.’’

DKB gets Creative with the specialists

DKB Toys & Distribution has inked a deal with US toy and arts and crafts company Create Kids Group, which will see it distributing its product in the UK and Ireland.

DKB will be handling the speciality channel and initially plans to bring four Creative Kids brands to these shores, taking in Play-Doh Air Clay, Kiddy Dough, Zzand and Little Tikes licensed ranges. All are available from March, along with supporting POS.

Creative Kids UK is already on these shores and will be working with

Academy award

Spin Master has unveiled a new fantasy adventure series - Unicorn Academy - with a Netflix series set to follow a feature-length launch adventure in the autumn, and toys and more licensed product due in 2024.

The franchise, based on a bestselling series of books, follows the residents of a boarding school where pupils bond with unicorns to unlock their magical powers.

Spin Master has planned content with more than 250 minutes of programming lined up through to 2025, taking in shorts and music video, and both long- and short-form content.

Spin Master has also promised “innovative toys, digital games and a rich marketplace of licensing opportunities” for the franchise and its target market of six to nine-year-olds.

Spin Master president of entertainment Jennifer Dodge said: “We are thrilled to invite kids to unlock the magic along with us at Unicorn Academy. Engaging characters,

Mining for gold

Jakks Pacific’s costume arm Disguise has furthered its deal with Microsoft for outfits based on the ever-popular Minecraft game. Minecraft is still the most downloaded game ever, and the renewal of the deal sees Disguise being retained as the only costumer partner for the game.

DKB to help with its efforts in wider distribution to speciality stores.

DKB Toys & Distribution MD Chris Lohmeyer said: “This partnership could not have formed at a better time. We have all seen the increase in costs across the board and we all have less money to spend on the things we love buying. Thankfully, Creative Kids has always priced their products competitively and their new ranges are perfectly positioned to give retailers a compelling margin.’’

exciting stories, and of course, majestic unicorns with magical powers will captivate audiences of all ages. The diverse heroes from the original book series, along with the powerful bond between rider and unicorn inspired us to create a vibrant, animated adaptation. Set in an enchanting world of magic and mystery, stories are brought to life with worldclass animation, a cinematic score, and irresistible songs for an immersive entertainment experience.”

The company’s global president and CEO Max Rangel added: “Our team has done an amazing job of bringing the magic of Unicorn Academy across all play patterns. We want to

There’s already a raft of costumes available, but Disguise has promised more, with additional styles and versions planned, and is also aiming to grow its international business further.

“Minecraft is one of our top-selling brands for all our Halloween licensed costumes and Halloween accessories both domestically and internationally.” said Tara Hefter, president and GM of Disguise, Inc. “The strength of the brand and the unique characteristics of the in-game characters translate well into costumes, making Minecraft one of the most popular themes for Halloween and dress-up. We are excited to continue to reach into new countries and territories in 2023 as we bring on new and exciting characters from the game into the line.”

be where kids are; whether it’s in toy boxes, on their TV screens, or on digital devices, Unicorn Academy will be there to ignite, engage and inspire new fans. Kids are going to fall in love with the experience of connecting with the characters and entering the world of Unicorn Island.’’

Funko, Hasbro partner for brain games

Funko Games has partnered with Hasbro in a multiyear deal that will see the two reimagining ”the mother of all party games” Cranium for a special silver jubilee edition.

The Cranium 25th Anniversary Edition will be available from May and features all new activities and content.

In addition, there are further Cranium products due, including refreshed classics and a new original children’s game. The line-up includes Cranium Big Brain Detective Game, Cranium Hullabaloo and Cranium Hoopla.

General manager of Funko Games, Deirdre Cross, said: “We’re beyond thrilled to release this reimagined Cranium experience for fans, on its silver anniversary.

Jazwares goes direct

CoComelon master toy manufacturer Jazwares has announced it is moving over to direct distribution for the product.

The move, which kicked off in January, sees Jazwares taking over the direct distribution in the UK and Ireland from Bandai.

Jazwares UK and Nordics MD Holly Oldham said: “It is an incredibly exciting time for the CoComelon brand, with brand engagement at an all-time high. We would like to thank the team at Bandai for all the work they have done to date. Incredible results have been achieved at retail, and we are very grateful for the strong partnership. Jazwares is thrilled to begin supplying our retail customers directly. We have a very exciting line coming for AW2023, which we are extremely confident the CoComelon fans will love.”

Sambro goes sustainable

The game’s enduring popularity is a testament to its creative design, easy-to-learn appeal, and the fun it has provided to millions of players during its first 25 years.”

Jess Richardson, VP for global toys and games, licensed consumer products at Hasbro, said: “Hasbro is thrilled to work with Funko Games to celebrate Cranium’s 25th anniversary by bringing these new games to fans this year. Funko is a true leader in the world of pop culture and helping turn brands into a lifestyle with innovative products for fans of all ages. We’re confident that under their leadership this beloved, classic brand will reach icon status for a new generation.”

Showing flair

Flair GP has signed on the dotted line with Bildo to become its official UK and Ireland distributor in a deal that will see new ranges joining Flair’s line-up for autumn/winter 2023.

The agreement covers the forthcoming launch under the Play-Doh banner, which blends the popular dough with building blocks in what is described as a “creative and sensory play experience for kids”.

It’s launching later this year with eight SKUs taking in starter sets and bigger playsets such as the School Play ‘n Learn Blocks Playset.

The deal also covers other Bildo offerings such as My Little Pony, L.O.L. Surprise!, Little Tikes and Peppa Pig roleplay ranges. Bildo specialises in building blocks, dough, and roleplay licensed toys.

Julia Cake, UK country manager at Flair GP, said: “Partnering with Bildo is an exciting milestone for the company and we are delighted to kick off the new year with this announcement. The ranges will have widespread appeal with kids and parents alike, and retailers will be pleased with the price points.”

Savvas Mouratidis, CEO at Bildo, added: “Bildo was founded in Greece more than 30 years ago and has expanded globally to become a leading supplier of toy brands.’’

Sambro has announced bold plans to reduce carbon emissions by 5% as part of a raft of sustainable development targets for the coming year.

The ambitious plan will see it reducing emissions across its UK and EMEA offices over the next 12 months; one of 16 targets it has set itself as part of its ESG strategy. These also include launching a plush range made of 100% recycled materials and reducing the number of single use pallets.

In 2022 it reduced emissions by 3.4% and has also switched to renewable energy, with its UK office now completely powered from these sources. Sustainable packaging is also key for new lines, and by the end of the year all packing used to ship goods from its warehouse will be from recycled or recyclable materials. It will also drop plastic from plush swing tags and is setting up regular charity donations to reduce waste on backstock, and is further supporting the re-use of toys.

Its ESG (environmental, social and governance) policy goes beyond sustainability too, including equal opportunities efforts and wellbeing initiatives.

Lisa Longley, Sambro’s ethical and sustainability manager, said: “Last year saw a real shift change in the management of our sustainability commitments, completing 15 of our 17 goals set out to help achieve our wider business objectives.

“ESG has now been brought to the forefront of our business and we are seeing a genuine change in how we operate, not just internally but externally, with customers and licensors also playing a key role in achieving these goals.

“We’re continuing this drive in 2023 and we are excited to see how we can take this even further, working together to drive a business that has sustainability and circularity at its heart.”

Lipman retires

Long-standing industry veteran Russell Lipman, who has worked for 45 years selling toys to UK retailers, almost a third of those at Wilton Bradley, is retiring from the business.

Lipman worked at the likes of One For Fun (formerly H Grossman), Class Act Accessories, Rainbow Designs, Hasbro, Coleco UK, Pedigree Toys and Mattel, before spending the last 13 years at Wilton Bradley.

He was awarded a Golden Teddy from the BTHA last year, recognising his outstanding contribution to the industry.

“Nothing is ever too much trouble for Russell, he goes about his job diligently and without ever a mutter of a fuss,” said friend and co-worker, Mike Gascoigne. “He is a humble and unassuming man with a heart of gold, and the Golden Teddy award was the icing on the cake for such an incredible commitment to our industry.”

Wilton Bradley MD Tony Bradley said, “Russell has been an invaluable asset to our company, and we are grateful for his contributions over the past 13 years. He is also one of the most genuine people you will ever meet, a gentleman in every aspect of the word, honest and reliable. His commitment to his customers have helped us achieve great success, and we wish him all the best in his retirement.”

Obituary: Julian Page

It is with great shock and sadness that we pass on news of the death of Julian Page, just 54 years old, who passed away on January 3. He leaves wife Vicky and two daughters, who he often referred to as his 3 Page girls.

Julian spent more than 25 years in the toy industry, starting with Hasbro, Mega Brands, Mattel and, most recently, had been national account mnanager at VTech, a post he had held for over six years.

He was a great personality and well respected, not just within the companies he worked at, but also by customers past and present, his colleagues at VTech and many friends within the UK trade and around the world.

A keen Coventry City supporter and avid golfer, often taking part in trade golf functions, he won the BTHA golf day in 2019.

Julian will be missed greatly and remembered dearly.

Obituary: Frank Holland

Malcolm Naish writes: I am sad to announce the passing of Frank Holland, whom I first met in the late seventies when he was sales director for Damio Christmas Crackers.

Frank was a true entrepreneur, first opening a greengrocers in Stretford, Greater Manchester. There he met his first wife Cheryl and they had his first daughter Tracey.

His involvement in toys came when they opened Cheryl’s Bazaar in Northwich, adding toys to the product selection.

For many years Frank worked with Premier Decorations. Premier had a very hard-working and fun-loving staff and their annual red bus trip to the Derby saw Frank in his element, enjoying both the racing and all the fun of the day.

He married Nikki in 1986. Bradley and Giorgia were born in 1990 and 1993. In his later years, along with Bradley, he ran World Over Home Living, selling candles and wax warmers.

Frank played rugby in his earlier years, was an excellent tennis player and also rowed for his local club Northwich Rowing Club.

I will always remember Frank as a good friend, generous to a fault and great company.

Gardiner seeking new opportunities

Former Rubies commercial director for the EMEA region, Graham Gardiner, is now “seeking a new challenge” after exiting the company where he has been for 16 years. Gardiner boasts a wealth of experience across the toy, party and baby industries, covering both homegrown and EMEA and international markets.

He said: “Another career chapter closes.

Adding to the Family

Marketing intelligence company The Insights Family continues to add to its team, with another raft of appointments. These include new starters and there have also been further promotions. Newest joiners include John Osemeke joining the Tech team as developer, Nina Nowak as research manager, Matthew Barker and Rebecca Alabeni joining the research team as senior research executives, Ines Affany, Udoy Nafis Oli and Needa Khan joining the company’s customer success teams and Stephanie Parkinson joining as business support manager.

Founder Nick Richardson said: “2023 will be a year of significant growth for the company, and now that we have our executive leadership team and new structure in place, we will continue to build a team who can take all aspects of our business to the next level and deliver a number of key projects, such as the launch of a new portal later this year.”

Cox connects with Connetix

Connetix, fresh from its trip to the Euro toy fairs from its base in Australia, has appointed Steve Cox as senior sales manager for the UK and Europe. Cox, who has more than 25 years’ experience in the industry, said: “It has been a great start with amazing leads from both fairs, and will be a wonderful opportunity to build on the success of the past three years, which has seen Connetix grow to servicing 900 accounts across 65 countries, and a social media following of nearly 300,000!”

One that has been filled with more changes and challenges than one could have imagined, but what an incredible ride it has been, with some truly unforgettable moments, and I am incredibly proud to have been a pivotal figure within Rubies for the last 16 years.

“I am seeking a new challenge and to help drive profitable business. If you are looking to open new revenue streams or increase market distribution across the UK/EMEA and feel my experience and passion could add value to your business, I would welcome the opportunity to explore how I can help you achieve your goals.”

He can be contacted on grahamg2023@outlook.

Disguise in for new staffers

JAKKS Pacific’s costume and accessories arm Disguise has made a raft of appointments in the UK and Europe.

These see Mike McGillion, who has been consulting for the past year at the company, appointed as full-time VP of sales for Disguise EMEA. The hugely experienced McGillion has already been responsible for growth across the region.

And Aneesa Beasley has been taken on as head of sales, with the remit of looking after retail strategy and development across the UK and Ireland, looking to drive further expansion across what the company said were key markets, and overseeing all sales and promotions. Beasley boasts experience at Smiffy’s, as does newlyappointed senior account manager Meghan Bird

“We are excited to have Mike on full time with us and to bring both Aneesa Beasley and Meghan Bird onboard to supplement our efforts in the UK and Ireland,” said Tony Lewis, sales and marketing director, Disguise EMEA. “These are two major growth regions for Disguise and, having worked with them previously and knowing them personally, I am happy to bring them into our team, and confident they will accelerate our growth.”

“Mike has been critical to our success in EMEA over the past 18 months, and we are delighted for him to join us full time to further drive the strategies he has put in place to deliver such impressive growth on our licensed costume business. We are also excited to have a such strong, experienced and capable duo with Meghan and Aneesa driving UK sales for the biggest market in EMEA,” said Tara Hefter, president and GM of Disguise,

Mike McGillion

Aneesa Beasley

Meghan Bird

The Retail Barometer

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

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

Toy Fair

Deemed to be a success by most of our contributors – those that went were relieved to have some in-person contact with suppliers, good business was done and, the odd traditional gripe aside, the overall event was back to something like normal. Those poor tired feet though…

Business

The cost-of-living crisis may not be an ongoing daily problem or issue, but it’s still been a slowish start to the year for retailers according to those we spoke to. It’s not a huge worry; sales haven’t dropped of the clif, but there’s a certain pre-pandemic familiarity to the idea that a year starts of sluggish until Easter and the outdoor toy trade picks up alongside games and puzzles and the like. As one retailer noted: “Sales have been quiet so far this year. I think people are defnitely spending less.” But this comes with the caveat – Q1 has not traditionally been a busy time of year.

Board games

Expected to pick up as Easter approaches, which will further boost business, but also something of a strong performer in the frst few months of the year, too.

Pocket money brain teasers

Just ahead of a forthcoming feature in Toys ‘n’ Playthings, brain teasers are carving out some good solid business in 2023. Maybe it’s a cost-of-living thing as customers tighten their belts and go for cheaper options, maybe there’s a move away form mobile gaming, but it’s a welcome boost…

LEGO

Like the rest of the business, a bit of a slow start to the year for the consistently strong performer. The brand has possibly been undermined by a slow start to some of the key licensing franchises this year. But new Star Wars spin-ofs and the picking up of superhero franchises as the year progresses could put an end to that…

Flashing the cashback

The Entertainer kicked of a two-week promotion this month with Hasbro Gaming, which will see customers being ofered cashback on products including Jenga, Twister and Monopoly. The initiative ofers up to £50, with shoppers having to buy one of the Hasbro Gaming titles and then visit hasbrogamingcashback.com to claim 50% of up to a value of £50.

The promotion runs both in stores and online at TheToyShop.com. Chief customer ofcer at The Entertainer, Guy Lister, commented: “We’re delighted to be taking part in this moneysaving deal in collaboration with Hasbro Gaming at The Entertainer and hope our customers enjoy the savings on ofer.

Pokémon on tour at Asda

Pikachu and pals set of on a tour of Asda stores around the UK to mark not just World Pokémon day (February 27), but also to highlight a new raft of Pokémon toys and the release of the new trading card game.

The UK tour started on February 25 and 26 at Wigan and Shefeld superstores respectively, with following weekends into March taking in West Bridgford, Derby, Pudsey and Traford Park.

Be Kind

Sesame Street favourite Elmo turned up at Hamleys’ fagship Regent Street store to help mark Random Acts of Kindness Day on February 17.

The evergreen character came long courtesy of Just Play – a giant version of the company’s new Potty Time Elmo is currently starring in the window of the store – and handed out free Elmo goodies, including cookies, mini plush toys and balloons to kids.

Pikachu was on hand, alongside a huge colouring wall replete with Pokémon characters to colour in, as well as activity sheets and a selection of products, including toys and trading cards. Among the products on ofer were master toy parter Jazwares fgures and the newest Crown Zenith extension for the Sword & Shield TCG.

Simon Benton, VP Pokémon TCG sales Europe, said: “We are delighted to be partnering with ASDA on this exciting promotion, providing added in-store fun and excitement, to support the launch of the new Jazwares toy line and Trading Card Game release. These six innovative and engaging events strengthen the growing relationship between Pokémon and Asda.”

“With so many fantastic games to choose from, our customers can discover and buy a selection of games that are perfect for all the family online or instore and enjoy redeeming up to 50% cashback after their purchase!”

JUST THE TICKET

Just Play went into Toy Fair with two of its key products being featured in the window of Hamleys’ flagship West End of London store.

Its Mickey & Minnie and Sesame Street’s Elmo ranges were both on display to shoppers in Regent Street.

Anna Chapman, VP marketing and licensing at Just Play, commented: “We’re delighted to have kicked off 2023 with the brilliant windows at Hamleys flagship store, showcasing two of our biggest brands this year. We have many new fantastic products coming and are delighted to share the magic of play and much-loved characters with Hamleys’ customers.”

Catching ‘em all in Knightsbridge

Pokémon has moved up in the world and landed in one of London’s most famous shopping destinations, Harrods, for a six-week stint.

The Pokémon Company International launched a pop-up in the Knightsbridge store’s toy floor four flights up covering all aspects of the Pokémon world.

This means video games, the trading cards, toys and more product, all highlighted with digital displays. There was half-term activity and also further celebrations to mark Pokémon Day on February 27. It includes giveaways, costume characters and accompanying photo opportunities.

“We are delighted to get back together with Harrods to create this exciting new pop-up where fans old and new can celebrate Pokémon,” said Mathieu Galante, licensing director (EMEA) for The Pokémon Company International. “With a host of the most-loved Pokémon filling the space along with fun activities, we hope to offer an inspiring and engaging experience that will enjoy the huge success of our previous collaborations with this iconic store.”

Toymaster sells out months ahead

Toymaster has sold out space at its May show – taking place in Harrogate from May 16-18 – months ahead of the event.

In a statement, the organisation said: ““All the stands for the May Show have been filled and we thank our suppliers for their continued support. We have 100 Suppliers exhibiting, offering all independent retailers attending a wide range of options to select the best ranges and products for their stores. We look forward to welcoming everyone back to Harrogate in May for another fantastic show.”

Making Friends at The Entertainer

LEGO fans were treated to a make-and-take session at 50 Entertainer stores as part of the ongoing 2023 activity around the brick company’s Friends brand .

The event took part at stores around the country on February 25 and saw customers invited to come along, build with bricks provided, and take their creations home.

Speaking ahead of the two-hour in-store sessions, Craig Lowe, events coordinator at The Entertainer, commented: “LEGO Friends provides make-believe play and creative adventures for children around the world, where they can explore their passions with the iconic building bricks, so we’re delighted to be inviting LEGO fans to 50 of our stores to take part in this fantastic event!”

LEGO has the power

LEGO is aiming to power up its retail operations with the launch of a new store in the revitalised Battersea Power Station.

The store, in the shadow of the instantly recognisable towers at the historic location, famously featured on a Pink Floyd album cover, is LEGO’s first London store south of the river.

The shop will open in the spring and cover 223 sq m.

It will feature key LEGO retail elements such as the Build a Minifigure Tower, the Pick-a-Brick Wall and plenty of handson play opportunities.

The location had been left idle for years and was finally reopened in the autumn of 2022 as a leisure, retail and tourist destination.

Character Tiks the right boxes

Character Options has upped its TikTok marketing in 2023 after announcing a major sponsorship deal with TokFEST.

The event takes place on March 25 and 26 at the NEC in Birmingham and sees content creators from the platform and influencers gathering under one roof. It features activities, panels, live demos and the chance to meet creators.

Character’s involvement will see a live hashtag challenge for attendees, as well as brand logos around the creator meet and greet zone and a dedicated brand demo area. Character’s presence will highlight its TapTap! Smart Fidget, a new electronic fidget toy. Ahead of the event, Character will also be launching its own TikTok channel.

Marketing director Mark Hunt said: “As a company we strive to be ahead of the curve when it comes to the ever-changing face of digital marketing. Over the past two years we have made huge inroads into TikTok, generating hundreds of millions of views across the platform… whether with surprise toys, gadgets or ASMR brands such as slime and squishies.

“For 2023, however, we aim to take our TikTok presence to the next level and have several new brands for spring that are ripe for this kind of marketing. First up will be TapTap! Smart Fidget swiftly followed by our new social media-inspired ranges such as Aphmau and LankyBox. Taking the brands to TokFEST will bring it all together perfectly, and is a great start for the year on the platform.”

Hot to Trottie

Flair GP is aiming to build the Trotties franchise in the UK after its successful launch in Spain after announcing it is partnering with Narrative Entertainment to bring the show to the Pop network.

A shear delight

This is Karate Sheep, the newly launched property from Oscar-nominated French animation studio Xilam, now airing globally on streaming giant Netflix.

The slapstick series made its debut on the service at the start of March, riding on the back of a supporting digital and social campaign that had seen the character’s TikTok channel pull in 3m views.

Xilam is launching a gaming version later this year and owns global TV and merchandising rights.

Marc du Pontavice, founder and CEO of Xilam Animation, said: “Slapstick comedies are a core part of our company’s legacy and DNA, so we’re excited to be collaborating with Netflix to bring another series in this genre to international audiences. Karate Sheep is a unique blend of themes – there’s friendship, teamwork and accepting the differences of others, but there’s also martial arts, plenty of humour and a celebration of nature in the mix too. The response and engagement for our Karate Sheep digital campaign has been really positive, so we can’t wait to now see the response from families around the world.”

Bing there, done it

Acamar Films’ preschool favourite Bing received a February bump after the company partnered with Amazon to boost the character.

Bing was made a featured children’s series on Amazon Kids+ UK, which included all episodes being made easily available, sitting alongside games, books, learning activities, audio stories and music.

Claire Brossard, senior director, digital strategy at Acamar Films, said “It’s a joy to know that through this collaboration, UK ‘Bingsters’ will connect more deeply with our characters and stories. This bespoke branded hub will showcase the wealth of Bing digital experiences available to children through Amazon Kids+.

‘‘From listening to audio stories via Alexa, to watching episodes, we hope that grown-ups take full advantage of the extensive and varied Bing content available on Kids+.”

The show is to launch in the UK via Tiny Pop, the Pop Player and Tiny Pop YouTube alongside the launch of a dolls and accessories range. It will, the pair said, kick off a “distribution footprint in the UK to bring this IP to UK fans and create a solid platform for product sell-in”.

The deal for the programming with Narrative, a collaboration between Famosa, Giochi Preziosi and Flair GP, was brokered by Generation Media’s Generation Entertainment arm.

The series is aimed at girls and boys aged four to seven. After launching in Spain, the product became a top five seller in the fashion doll category, with sales topping the 30,000 mark.

Julia Cake, UK country manager of Flair GP, said: “The team is extremely excited that the Trotties TV series will be available to watch across the Pop network. It’s the perfect environment in which to centre the launch of this lovely new property in the UK.

“The launch of both the series and the toy brand is a top priority for us in 2023.’’

As a company we strive to be ahead of the curve when it comes to the ever-changing face of digital marketing.

“ ”

Roll up for the fun of the Fair

2022, for all the talk of the costof-living crisis, was a good year for us, in fact it was the best year’s trading we have achieved in our little Manchester shop, with the two days before Christmas each breaking previous records for the best day’s takings ever.

Whether this was due to the postal strikes I’m not sure; we sell online too and the strike was a colossal pain with parcels mounting up in the back rooms on strike days, however, despite that, we had fewer than five lost parcels last year and relatively few customers complaining about late deliveries, compared with bucket-loads of complaints from the previous years when I used a courier service to send our online orders out. It’s changed its name now but I won’t be going back to using them, and as many couriers weren’t taking on new business customers, we had little choice but to put a message on our website advising customers that deliveries may be delayed due to industrial action and hope for the best.

We did find that online sales were fewer this year than 2021 and 2020 and this seems to have been the case for numerous retailers across various sectors but we were still seeing online orders coming in right throughout December – with several on Christmas Day itself!

The weeks after Christmas were also strong, with children coming in with

Christmas money burning a hole in their pockets. We reviewed the post-Christmas stock levels, put a number of items into sale and I merrily started to plan what I wanted to buy, source or check out at Toy Fair. But then, in mid January, it all went a bit quiet… Nevertheless, I stuck to the plan and waltzed off down to London with a hop and a skip. I travelled down on Tuesday evening and met some old friends for food and drinks in a pub in Wanstead and, as is so often the case when you meet old friends so infrequently, we lost track of time and sense and ordered one too many bottles of wine! It was fun at the time, but the next day, the escalators down to the packed and stuffy tube trains followed by the bright lights and hustle and bustle of Olympia gave me a touch of the Sauvignon sorrows. However, a whizz round the Character Options stand with the lovely Chloe and a can of full-fat Coke got me into the spirit. Coffee with a fellow retailer followed by a tour of the LEGO stand had me as giddy as my shop name and the rest of Wednesday and also Thursday were spent joyously wandering the halls. I bumped into two other independent toy shop owners (Ian Melville from Bright Star Toys in Linlithgow and Lisa Clay from Armadillo Toys in Leeds). Lisa kindly let me gatecrash her tour of the Jura stand with rep Adrian and it was great to share ideas and chat about what brands and lines worked for us in our respective shops.

Toy Fair in general was a very positive experience; as usual I spent way too much time yakking to reps I’ve known for years (it’s networking, right?) and I even had a great chat with Malcolm Naish, the founder of

this illustrious publication, but it was also fantastic to see the many new and exciting toys due out this year. Obviously Disney was massive, with lots of suppliers showcasing Disney 100 products, though personally the nostalgia-fuelled product I loved most was Rainbow Designs’ Bagpuss, who was exactly the right size and colour and yawned in just the right way. Even if today’s kids and even parents have never seen Bagpuss, I felt it was a lovely product in its own right and should do well.

Following on from Toy Fair we do a stocktake at the end of January (much easier now we have an epos system) and as I write we are heading down to Spring Fair where I attend with Ruth who buys our cards and gift wrap. Ruth takes the fairs seriously and properly investigates new suppliers and products, and it’s great to have a second pair of eyes and to chat to her about what we are missing and what would work for us. Ruth likes a good blether too, though, and I usually have to drag her out kicking and screaming from the Card Village even though there’s only cleaners and tumbleweed in the aisles by the time we leave.

All in all it’s a great way to start the retail year when you could end up feeling flat and dispirited after the busy-ness of Christmas and the ring-a-ding dinging of the till turns down several notches in January.

Overall, I’m feeling positive about the year ahead despite the downturn in sales in January and I absolutely can’t wait to see the new lines spotted at Toy Fair hitting our shelves - and I suspect a certain saggy old cloth cat might be making his way back to Giddy Goat HQ because although my kids might have become too old for toys, I don’t think I ever will!

This month, Amanda Alexander , owner of Giddy Goat Toys , in Didsbury, Manchester visits Toy Fair and looks forward to the rest of 2023

The nostalgiafuelled product I loved most was Rainbow Designs’ Bagpuss, who was exactly the right size and colour and yawned in just the right way

“ “

A welcome return

Ahead of moving to the centre of the country for its summer event, the Brands & Retail conference officially kicked off 2023’s events, and TnP was there to see how it played out and to discuss plans going forward with organiser Ryan Beaird…

It’s January, and ahead of Toy Fair, the first Brands & Retail UK conference of the year is wrapping up at the swish Wellcome Foundation complex in London’s increasingly smart Kings Cross area. The attendees, from key retailers across the spectrum, taking in global grocers, supermarkets and independent websites, and everything else in between, as well as key companies who had been presenting to them, are all heading home, many via the Ivy’s exclusive club in Covent Garden.

The numerous presentations from these key suppliers, licensors and more, have taken place over two days, with a healthy amount of panels in between.

As well as seeing forthcoming product and key franchises, both current and new, retailers also heard about developments in technology, from case studies involving brands at retail (as the conference name suggests) and also from other retailers, themselves expounding upon what’s important for them in 2023 and beyond.

Karen Hewitt, from character.com, for example, on the retail panel, alongside Boots and Asda, was talking about the need for speed: “What we consider is how quickly can we get [product] to market,” she said, “speed to market is really important, it’s all about the timing.”

Vicky Radford from Asda concurred: “It’s about how quickly you can react to what’s happening in the marketplace.

“We know we are going to have bankers and we know we’re going to have risks. It’s important to take risks, but you have to balance them off against each other. We know the consumer is fickle and some things take off that we didn’t expect to and vice versa.”

John Carolan from Boots added: “It’s also about knowing what’s right for the customer, the brand and the retailer.”

There was plenty more insight – e-sports and influencers and

their increasing prominence was a key topic during presentations, while Asda also returned to the stage with the technology wizards from Fabacus talking about they worked together with Activision to maximise opportunities with Call of Duty items, offering exclusive in-game add-ons for anyone buying clothing from the supermarket and its huge success on a global scale.

Organiser and licensing industry stalwart Ryan Beaird is convinced the event will now become as much an integral part of the industry’s calendar as other events. “Brands & Retail UK is now officially stamped into our industry calendar,” he said, speaking to TnP after the event. “Seeing the event audience organically grow last year through word of mouth and also supported by our wonderful press partners such as TnP, I’m delighted the audience loves what we are doing.

“The toy industry was well represented in the audience and the brands presenting, such as Jazwares and Mattel, delivered key information on their plans for 2023. I now feel the brands taking part always step up and go above and beyond on what they present, and how they present, which is great for our conference format.

“Thanks to all who took part this winter 23 and thanks to Julia Redman (Buyers Eye), John Carolan (Boots), Vicki Radford (Asda) and Karen Hewitt (character.com) for a brilliant retail buyers panel again.”

Beaird and co are now planning ahead to the Midlands after announcing dates for the summer event, which will see it moving out of London. The conference will be moving to Birmingham for a two-day stint, which will take place on July 4 and 5.

It’s being held at Millennium Point, just a few minutes from New Street station and close to major roads in and out of the city. As well as two days of presentations and screenings, there will be a gala dinner on the first night at the Grand Hotel in the city. Brands taking part will have their own tables to host members of the VIP audience attending the event.

New attendee Warner Bros Discovery will be there, opening the first day, while Mattel is returning, to open the second day’s proceedings.

Organiser Ryan Beaird said: “I have been pleased with the growth of Brands Retail UK and it was always my intention to put on a gala dinner for our audience, but the logistics in London kind of prohibited that.

“Moving the conference to Birmingham means less travel for the vast majority of the audience who are mostly based in the Midlands and the North, and we will also be promoting regional growth as well, which is something I am proud of as I have been talking with the West Midlands Growth Company (UK government) and the Department for International Trade about ways in which we can do that.

“The Summer Gala dinner will be a fantastic extra opportunity for our audience and brands to discuss, network and do deals in an incredible setting. We won’t be putting on entertainment, it will just be a great dinner to end the first day of screenings.

“We will shortly be announcing more brands that have secured their presentation slots and tables, but with Warner Bros. Discovery and Mattel opening both days the audience can now put these dates in the calendars and secure their hotels.”

Licensees and retailers can preregister by emailing Ryan.Beaird@ BrandsRetail.uk

The toy industry was well represented in the audience and the brands presenting, such as Jazwares and Mattel, delivered key information on their plans for 23

Tribal rites

Paw Patrol characters are to feature on a new Naturally Tribal Skincare range for babies with sensitive skin.

The pups will be on Clean & Soft sets under the Naturally Tiwa umbrella after the company partnered with Paramount’s consumer products arm.

Naturally Tribal Skincare founder Shalom Lloyd said: “A unique opportunity to work with the global powerhouse that is Paramount and build a Paw Patrol range through the licensing of the Paw Patrol asset for use in conjunction with Naturally Tribal Products is a gamechanger for the brand.”

Head of marketing Hannah White added: “This unique opportunity brings together innovative multiple partners who together have combined our brand, Paw Patrol, and technology in collaboration with the Milton Keynes College Institute of Technology (IoT).’’

Venetia Davie, VP, consumer products, UK and Ireland at Paramount noted: “We are delighted to be partnering with an inventive and ethical organisation like Naturally Tribal.’’

The deal comes as Paw Patrol continues its 10th anniversary celebrations, with further Paramount announcements including the launch of six swimming awards for two- to six-year-olds in conjunction with the Swimming Teachers Association.

Licensing for Retail event launches

Informa Markets’ Global Licensing Group, the Brand Licensing Europe parent, is to launch a new event specifically for UK retailers in partnership with Licensing International.

Licensing For Retail will take place on April 19 at Convene in London, with the event free for vetted retailers. Non-retailers – licensees, licensors, brand owners, agents, and service providers – can purchase tickets, which are on sale now.

Laura Freedman-Dagg, Global Licensing Group’s head of retail, said: “The Licensing for Retail programme has been designed 100 per cent with retailers’ objectives in mind.

“By providing through-the-year content in addition to the Retail Mentoring Programme and Brand Licensing Europe (BLE), our goal is to help retailers understand more about how brands and customer fandom can drive their strategy forward and, as a result, maximise their use of brand partnerships to drive sustainable growth.’’

Toikido flocks off

Toikido, the toy, merchandise and licensing company featured in January’s TnP, has inked a deal that will help game studio Gaggle Studios exploit its fast-growing Goose Goose Duck game.

The game, which sees players trying to eliminate their feathered foes, is building a strong reputation and a growing flock of fans, and Toikido is planning to enable its move into merchandise and toys after signing on the dotted line with Gaggle.

Darran Garnham, founder and CEO of Toikido, said: “We love passionate studios owners with a passionate community of fans, and with Gaggle and Goose Goose Duck we have both. The second we met the team we knew we could bring something special to life for the fans.With new content each month and fresh updates this is a retail dream to keep things fresh and alive at retail.”

Gaggle CEO Shawn Fischtein, added: ‘‘Players have been clamouring for real-world merch and we couldn’t be more thrilled to have found the perfect partner to bring it to them. We’re absolutely ecstatic to be teaming up with Toikido!”

A Solid deal

Fanattik has signed a global licensing deal with Konami Digital Entertainment Inc, which will see some of the video game giant’s biggest brands appearing on products.

The pop culture company believes that the time is ripe for the deal, which covers brands such as Metal Gear Solid, Castlevania and Silent Hill, due to the huge popularity of retro gaming and classic titles.

Fanattik has grown its gaming portfolio after working with the likes of Microsoft, Bethesda and Capcom.

Fanattik MD Anthony Marks said: “There is so much in the pipeline for all three franchises. This is a great partnership for Fanattik and the retailers we supply. What started out as a casual conversation during my visit to Las Vegas Licensing Expo last year has evolved into something with such huge potential.”

Smiley face emoji!

Posh Paws and Whitehouse Leisure have signed a threeyear partnership deal with Emoji that will see a range of plush gifts hitting shelves.

The deal, brokered by WildBrain CPLG, will see the icons appearing in comic interpretations, with text boxes targeting teens and young adults. They include the Flame emoji, the Smiling Face with Heart-Eyes, Smileys with Sunglasses and even cheekier aubergines and peach emojis.

“We are excited to be partnering with such an iconic brand to bring something new, fun and creative to the plush market, that will appeal to a variety of consumers and ages!” said Lauren Shipman, brand & marketing director, Posh Paws. The series launches this summer.

Nurturing the brand

Zapf Creation is marking anniversaries this year for brands that are among the biggest in the nurturing doll market, at the same time as launching new products into the market. Head of marketing Kasia Leskow talks us through the year ahead…

With the top two brands in the nurturing doll market – Baby Annabell and Baby born – you’d be forgiven for thinking that Zapf Creation would be resting on its laurels – or maybe tucked up in its cot – but the company is not napping on the job for the coming year.

For there are anniversaries to celebrate, not least for its Baby Annabell line, and the company is also launching new products into the marketplace.

Oh, and as if that wasn’t enough, it’s also ushering in new sustainable packaging, as head of marketing at the UK arm of Zapf Creation, Kasia Leskow, notes; “All our packaging is absolutely plastic free.

“It’s been quite a challenging job, but we’ve very, very conscious of leaving a better world for our children.”

But let’s not get ahead of ourselves. Let’s look back to the past year or so and how Zapf has been performing (TnP chatted to Leskow and the team, including recently appointed sales director Ellie Moore, both at Toy Fair and after the show.)

And for Zapf, 2022 was a challenging,

but ultimately successful year; one where the UK was particularly successful among the company’s international territories.

“Similar to many other businesses in both the toy industry and European market,” Leskow says, “Zapf Creation has experienced an ever-changing performance, due to external factors such as coronavirus and the current climate.

“However, overall Zapf Creation is performing better in some countries and succeeding among competitors – especially in the United Kingdom where we have experienced a positive year and continue to maintain our place as the number one and number two nurturing doll brands.’’

Its key brands continue to perform well, and the company is astutely and regularly adding to its line-up and ranges.

As Leskow explains: “Last year was a successful year for Zapf Creation UK, especially for Baby Annabell. In

particular, the brand’s new launches in the autumn were well received, with items such as the Baby Annabell Little Sweet Princess Carriage and Pony, selling well and proving popular among consumers.”

And, as mentioned above, there were the sustainability efforts too. “Zapf Creation also delivered on its plastic-free packaging pledge, which the brand committed to by the end of 2022,” Leskow points out, “so reaching this was a great milestone and achievement.”

The efforts are part of ongoing commitments to both sustainability and inclusivity, which Leskow outlines. She says: “Inclusivity and sustainability are most definitely areas on which Zapf Creation is focusing. In January 2021, Zapf Creation pledged its commitment to care for children and the future of the planet with the rollout of its plastic-free packaging initiative across both brands – Baby born and Baby Annabell. As part of this pledge, Zapf Creation made the move to create packaging made wholly from plastic-free materials, in answer

Last year was a successful year for Zapf Creation UK, especially for Baby Annabell. In particular, the brand’s new launches in the autumn were well received ”

to growing demand from parents and children. What’s more, this year Zapf Creation is launching a new open box design, without the single-use plastic window. The design of the box allows children to see and touch the doll before buying, offering a heightened buying experience for children and parents.

“Since the start of this plasticfree initiative, Zapf Creation has cut production of single-use plastic by over 65 tonnes. This was achieved through removing transparent single-use plastic windows, plastic wrapping, and cable ties from all new lines. However, it was important for the brand to be as sustainable as possible across all areas of production. Therefore, packaging sizes were also reduced, increasing efficiency and therefore the environmental impact of transportation and storage of Zapf Creation products.”

So what’s next for the brands? Well, Zapf is dipping into the collectables market for the first time, using what it has learned about what little children like from its other brands.

“The future for Zapf Creation is very exciting,” explains Leskow, “as the brand continues to build on its current portfolio by launching some new products to the toy market, as shown at Toy Fair this year.

“Baby born will be launching a brand-new line this year – the Baby born Minis range, designed to bring Baby born into little ones’ world. The range includes 12 different characters, from brothers and sisters, to babies, with an exciting colour change element. Due to launch in autumn this year, we can’t wait to see how little ones respond to this range.”

The new range went down a storm at Toy Fair, and with swappable accessories and more, the company

says this is just the beginning – it is aiming to build a whole world around these collectables. As Leskow adds: “We had a very positive response from retail at Toy Fair; it was the first time we’d shown it off.” The hope is that Baby born fans may graduate from the dolls on to the collectables as they grow a little older too, with big marketing plans promised (more on that below).

And that’s not all. In another move into a new area, Zapf Creation is going into the big growth area of plush. “For Baby born, the brand is also delving into the ever-growing growing plush space with the launch of the Baby born’s new best friend – the Baby born Bear – launching late Spring,” continues Leskow. “With moveable arms and legs, the product will offer the ultimate creative roleplay experience for children, supporting their imagination and offering dual play experiences with the Baby born range.” (Having tried these at Toy Fair, TnP can testify as to just how tactile these are.)

And that’s not forgetting the birthday girl either – Baby Annabell is all grown up and celebrating her 25th this year too. “For Baby Annabell, we have new products coming to the toy space, including a new Baby Annabell doll with more interactive features than ever before, and new accessories. Meanwhile, this year looks to be a thrilling one for the brand as we celebrate 25 years of Baby Annabell.”

With the array of product on offer, and plenty of new items, Zapf Creation is also pledging big marketing and TV advertising. Leskow says: “[Last year] multichannel marketing campaigns, including TV, digital, PR, social and in-store activity, continued to prove effective in supporting both brands and we’ve had a number of successful campaigns across marketing and

PR last year. From the Baby Annabell x Motherkind ‘Toddler Milestone Moments’ series last September, in which we worked with a series of experts in the industry to discuss how role and doll play can help aid development in children, to the Baby born iChild campaign, where we teamed up with the educational resource provider to deliver activity packs for National Recycling Week to 500 nursery and reception classes across the UK.

“We will continue to support our key brands through TV and marketing campaigns to showcase the array of new products launching this year, and how much children can enjoy them.,’’ says Leskow.

And, of course, Zapf is working closely with retailers too.

“When it comes to working with retail, Zapf Creation always endeavours to support its partners and retailers in the best way possible. Looking into individual retailers and customers, and exploring the best way possible to support, continues to be the most effective way of working. Over the past 12 months, we’ve made it a priority to support our retailers and enhance our brand’s visibility to continue to drive sales for our partners.”

And, as Leskow concludes: “Here at Zapf Creation UK, we love working with our retail partners and will continue to do so moving forwards. We will be continuing to work with retailers in a similar format to how we have in the past as this has proved to be successful for all parties. With a mixture of marketing support to drive customer demand, and bespoke ways of working for each retailer, this will remain an ongoing area of focus for the brand.”

For Baby born, the brand is also delving into the evergrowing growing plush space with the launch of the Baby born’s new best friend –the Baby born Bear ”

Saving the planet. Does sustainable retail really matter?

How sustainable is your store and the toys that are in it? Unless you’ve been on another planet, you’ll be aware that there is a considerable push to ensure that our high streets are ecofriendly moe for the long game; that they are not going to be net contributors to all of us disappearing in a superheated puff of smoke, or similar.

Practically, this means stores are changing and they are being forced to do so from all directions, it would appear. But where is the impetus for this coming from? Consumers? Producers/ manufacturers? Government?

In truth it’s a mixture of all of them, and there is always the everpresent danger of ‘greenwash’ – being perceived as green when the reality is nothing of the kind. It would be tempting at this point to imagine that the bulk of the pressure to do the green thing is coming from consumers - and this may be correct, but only in part.

Generally, if you ask a shopper if retailers should be doing more about being green they will say yes, naturally. If pressed, however, it is probable that they will not be entirely focused on what might and should be done to effect this. There is something of a knowledge gap between awareness that green is good and a genuine understanding of what this actually implies.

Reassuringly, perhaps, retailers have had access to eco best practice and made adjustments to their businesses accordingly and, while this may not be outwardly apparent when consumers walk into stores, it does not mean that nothing is being done. Indeed, only a little digging is necessary to see that electricity-generating panels and wind turbines, LED lighting and repurposed/reused materials are widely used, with some of this being backed by legislation.

As far as new-build stores are concerned, sustainable techniques, materials and low(er) energy use are pretty standard and at this level it could be fairly confidently stated that retailers are actually ahead of their customers as far as understanding what needs to be done.

All of which is fine, but there are cost implications. Better insulation, lower energy use and making do with what’s already in place (but improving it) means capital expenditure - and it doesn’t really matter whether you’re a high street giant or a retailer with a couple of outposts, in the short term you will pay more to be greener.

There is, of course, the car salesman’s argument: total cost of ownership. For those with something in their pocket, investing now to save money over

the medium to long term makes sense, even if there is shortterm pain. And given the current frayed nerves of UK shoppers, it’s going to be a fine line that needs to be trodden between containing costs today and saving money tomorrow.

Enter big Government. Building regulations have been changing almost as quickly as consumer taste, and the momentum is very definitely towards saving energy when it comes to retrofitting existing structures or building new ones. Like it or not therefore, your store will be greener because you’ve been told it has to be.

That said, there is another potential fly in the ointment when it comes to selling anything in a store, online or on the high street. The product. This is where it can be close to being beyond the retailer’s control, but nevertheless, if it’s in your store, it’s the retailer that will be in the front line when complaints start coming in.

Yes, you will carry the can if those toys that seemed just the thing turn out to have dyestuffs that have been polluting rivers somewhere you’ve never been where fish are appearing belly upwards. It’s your job to ensure that the workers are well paid, materials used are sustainable, and the method of transporting the products to your store is relatively eco-friendly. Oh yes, and it would be nice to make a profit somewhere.

It’s worth saying that this is in fact the way it has always been, it’s just that the why, what and wherefores occupy centre-stage far more than they might have just a few years ago.

So where will all of this take us? There is no ready answer. Walk into any shopping centre at the moment and it’s a fair bet you’ll spot the words recycling, upcycling or repair emblazoned across shopfronts. This really does have the aroma of greenwash, and if it needs to be said this loudly, it seems likely that rather more effort is being expended on the message than on the actions that are supposed to underpin it.

At any given moment there will always be those who will be seen as villains and others who manage to get away with things. When it comes to sustainability we have to hope that if we’re doing the right thing then we will not be in the minority. Profit certainly matters as without it not much tends to happen. Yet everybody who seems to know about where we’re headed comes to the conclusion that we are on the cusp of really bad and existential things happening, if action isn’t taken. You may think you’re just a toy store owner, but as such you are part of something very much bigger and playing your eco-part matters.

Sustainability across the whole of retail is more than nice to have, this really is a need to do.

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.

What does it mean to be a family in 2023?

To celebrate our 20th birthday, we at Kids Industries decided to carry out a global study representing the views of 20,147 individuals in 5,000 families across 10 countries and six continents. We wanted to take a real timestamp of family life around the world, in terms of attitudes, media habits, mental health and their hopes for the future. What does it mean to be a family in 2023?

We are sharing the findings at our Global Family Conference in March (more details on that below) but I can share an early look at some key insights with Toys ‘n’ Playthings readers.

We’ve identified some significant trends in the way that families are now connecting with content that really matter when building a brand, a franchise or even just advertising your new toy.

The role content plays among families is increasing

The volume of content targeting children and their parents has gone from abundant to prolific to overwhelming in very short order, creating an ecosystem in which quality and engagement plays an ever-increasing role. The average global family has 6.1 media devices, the average child owns 3.1 of those devices and scariest of all, the average number of TV subscriptions is 5.1. We also know that in the UK alone, there are 42,808 titles to choose from Amazon, Netflix, Now TV and Disney+ - just incredible.

There’s now simply too much choice. Too much content delivered too quickly at too low a quality to make a material impact. This proliferation makes it harder than ever to develop the fandom that will drive the sales of your products. Brands that aren’t building fans in significant numbers that are emotionally connected to the stories they tell should be concerned. And the new avalanche of short-form content - the likes of which we see more and more of on TikTok and YouTube - is proving to be the very worst at nurturing those connections you need to drive sales. Children cannot build a deep relationship with characters when the narrative doesn’t have space to breathe.

The global family is just as likely to watch live TV as streamed 53% of children watch live TV at least once a week compared with 55% watching streamed content. Seemingly both linear and streamed content have something to offer children. Linear is gaining momentum because it is trusted. Parents know what they’re going to get, and when. This return to how things were suggests that parents today are spearheading a correction in how TV is played out and consumed.

They are choosing to curate more actively Co-viewing time as a family has in fact, grown significantly. In 2019, 74% of parents said they co-viewed with their children at least once a month. Compare and contrast that with our 2023 findings and that number has jumped to 73% of parents coviewing at least half the time.

Discoverability among children

YouTube tops the list for where children are most likely to discover new streamed content (57%) followed by recommendations from friends and family (51%). Adverts on VOD/streaming platforms (37%) comes in third place with Live TV advertising (32%) just behind.

YouTube also plays a huge role in brand discovery – with 50% of children finding new brands and products on the platform.

The rise of the emergent global parent, driving changes in the way media is delivered and consumed Increasingly, parents want content that they can trust and combatting ‘negative media the child is exposed to’ is the biggest challenge they face (32%).

Parents’ top five priorities from media content now include positive role models for children – 52%, opportunities to watch/play together and have fun - 47%, soft education e.g. problem solving - 42%, story-lines explaining real-world issues - 38% and a focus on imagination and fantasy - 38%.

Content consumption has become the main free-time activity for today’s children, ahead of any type of active play. We’re not going to be able to change this, so we need to (and we have a responsibility to) make sure that the content we create for these audiences is as nutritious as possible. Watching is replacing playing and we all need to take notice.

The power of character and story continues to be the most important aspect of a child’s choice to engage in the brands they are offered. We are covering this and so much more at our Global Family Conference on March 21.!

Kids Industries’ Global Family Conference took place on March 21 at Conway Hall in London. For more see next issue, and also go to www.kidsindustries.com/theglobalfamily for more on the event, the report and Kids Indistries, its work and more…

GaryPope, CEOandCoFounderat KidsIndustries indicates what’scoming downtheline -withsnippets fromthenew GlobalFamily Study

Asmodee gets

With new twists on classic games, some returning favourites and new offerings, the games experts at Asmodee are firing on all cylinders, with a portfolio that has, it says, something for everyone. Here’s why it’s forthcoming line-up is, quite literally, the bomb…

Asmodee UK, the UK’s leading distributor of board games, is excited to share their newest and most exciting games for 2023. With a vast collection of some of the country’s most beloved games such as Dobble, CATAN, Bananagrams and The Pokémon Trading Card Game, Asmodee’s portfolio is continuing to grow, with lots of impressive new releases set to take the games industry by storm in 2023

Launching in Summer 2023, Dobble Connect is a new twist on the classic Dobble game. In teams, players race to join up hexagonal cards where the symbols match. To line up new cards, name the only common symbol your cards before they do. The first to form a line of their team colour wins! Suitable for ages 8+.

Created by Radio 1 DJ Matt Edmondson, the Backwards Game is a quirky trivia card game with a bizarre and bonkers backwards

Asmodee UK is pleased to announce the launch of SetUp , a tile-based spin on the popular rummy genre suitable for players of all ages. SetUp reboots the classic game with players building sets of suits or numbers in all directions! This accessible yet strategic title challenges players to master tile placement to accumulate points, while trying to avoid giving points to an opponent. Set to launch April 2023, SetUp is suitable for ages 8+.

RRP of £23.99.

Created by Radio 1 DJ Matt Edmondson, the Backwards Game is a quirky trivia card game

Matt Edmondson

connected

with a bizarre and bonkers backwards twist guaranteed to challenge your wits. Players will need to unravel all sorts of backwards-based trivia from guessing songs based on backwards lyrics, to acting out an activity in reverse. Suitable for ages 12+, RRP of £22.99.

Pass the Bomb! is back! Asmodee is reigniting this explosive word game, making it one of the hottest launches of 2023. The family favourite, full of fast frantic fun, will be blasting back onto the scene in Summer with a dazzling new look. A bright and brilliant new ‘bomb’ character exuding fun and excitement, will be featured

Bunny Hops! Is the perfect game to shake things up before a night out, or for the next family and friends games night. Easy to learn and play, simply get into teams, place a card on your forehead and try to guess the word, celebrity, or song on the card. Your teammates must describe, mime or sing to help give you clues. The team who collects the most points after each round on the board wins! Suitable for ages 10+. RRP £24.99

Finally, for Star Wars fans, Asmodee UK is proud to present Star Wars™: The Deckbuilding Game from Fantasy Flight Games. This fast-paced, two-player game brings the galaxy-spanning war between the Galactic Empire and the Rebel Alliance to your tabletop. Opponents each choose a side, playing as either the Empire or the Rebels. As the game progresses, both players strengthen the power of their starting decks and work to destroy each other’s bases. The first player to destroy three of their opponent’s bases wins the game. Suitable for ages 12+. RRP of £34.99.

front and centre on the pack, bringing to life the spirit of the game. Pass the Bomb is the frenzied game that keeps the entire family on the edge of their seats, praying they won’t be the one left holding the bomb!

Available from Summer 2023, Pass the Bomb! is suitable for ages 8+ and has an RRP of £25.

With something for everyone, Asmodee UK’s portfolio continues to grow and impress. The company’s dedication to providing quality games and entertainment is evident in the carefully selected games they choose to distribute. For more information on Asmodee UK and their portfolio of games, please visit their website at www.asmodee.co.uk.

Let the games begin!

TnP talks to Richard Collins, MD of games and puzzle specialist Ravensburger UK, about how the company keeps consumers engaged, key trends and the launch of its Disney trading card game Lorcana, which created quite a stir when it was revealed at Toy Fair

How is the market currently performing?

We are enthused with an upturn in consumers returning in-store.

The independents and speciality retailers appear to be performing particularly well, with our puzzles and games remaining really strong.

We’re also seeing an uplift with our brain and logic games, which include ThinkFun, and most notably in this first quarter as consumers shop for good value lines which are both fun and educational.

Where next after lockdown; what have the key movements been post-Covid?

Our family-focused games have continued to perform well post-Covid and we have anticipated this trend to continue rather than abate.

We’ve seen real enthusiasm for our most recent adventure book game, Lord of the Rings, which is the third launch with this new style of gameplay, and a great example of family entertainment based on a globally renowned movie franchise.

In the year that Disney celebrates its 100th anniversary we have high expectations for our special D100 edition of Labyrinth. It’s already a globally recognised family favourite in the games category, and partnering once again with Disney, in an exclusive anniversary edition, will deliver board game entertainment for all.

How are you aiming to keep the market energised?

Innovation is key. We see this across our business, particularly if you consider the beloved world-famous open-ended wooden railway system, Brio, which celebrates 65 years of wonder in 2023.

Not withstanding the success of our Smart Tech Sound technology, and remaining on-trend for today’s toddlers with licensors such as Disney and a fantastic example of the Disney Princess Castle, in our celebratory year we’re launching our fastest train, the Brio Turbo Train, as well as an anniversary Train Set, which replicates our first-ever track.

Delivering brand awareness among consumers is always key, and particularly so in the puzzles category where we are proud to be a UK leader. Our ‘positively puzzling’ fanbase remains strong, and engaging the adult audience with both new launches and ‘news’ is increasingly important following the huge demand we experienced between 2020 and 2022. Onboarding new artists such as the talented Eleanor Tomlinson for our coronation 1,000-piece puzzle ‘Coronation Capers’, as well as our special D100 Puzzle Moments, are just two examples of many launches throughout the year, which ensure we continue to offer something new for everyone. Without doubt our biggest, and very exciting, launch of 2023 will be our new venture into trading card games with Disney Lorcana. It’s been a labour of love for the global Ravensburger business. Watch this space as there is so much more we’ll be able to share with you in the coming months. We encourage everyone to take a look at the Disney Lorcana website or follow its path towards launch on social media channels. It’s aspirational, inspirational and will appeal to existing trading card game fans, as well any Disney fans around the world, regardless of age.

What are some of the key trends you’re noticing?

Trading card games enthusiasm! The appetite in this category continues to grow, and across all age groups. It’s not just about game-play or collectability, it’s also about brand loyalty and engagement and we are confident this comes in abundance with the launch of Disney Lorcana.

Family engagement in games and puzzles remains positive as demonstrated by strong sales and the enthusiasm for products that provide longevity, not only in terms of product quality, but also gameplay. A product that comes out of the cupboard time and again demonstrates loyalty and continued enjoyment.

Licensed lines continue to excel, both in puzzles and games, particularly with the Disney portfolio.

What are you finding to be the best ways of communicating with consumers?

Digital continues to dominate and it’s important to be top of your game in this space, which continues to revolutionise itself.

Remaining authentic and providing relevant content, be it digital, print or in person, is crucial. If you have a presence, you need to be ‘present’ with your audience and ensuring you’re aligned. Being back ‘out there’ is also key; live events are once again growing in numbers. Finding the right partners may take hours of research, planning and number crunching, but to be seen is to be heard and over the years we’ve always found this is a wonderful way of engaging with both loyal and new fans. Similarly, in store communications and activities are equally as successful. Whether it’s the Brio train in a toy department, or our most recent launch of the Positively Puzzling Magalog, having a presence in-store makes such a difference to success, with both our retail partners and also our customers.

Richard Collins Managing Director Ravensburger UK

My favourite games

We talk to people who use games and puzzles in their work and fnd out some of their favourites…

Ruth Lue-Quee (mymummyteacher.com)

An educational consultant who supports schools and families to help their children with additional needs to access their learning in order to thrive.

Here, she explains what her work involves and the games and puzzles she uses… “Part of my work is doing assessments with children to identify what can be put in place in addition to or diferent from usual provision to support their needs or to further identify their learning strengths and/or barriers to their learning.

I use games and puzzles as part of the assessment process as it can identify a lot about a child’s needs in a more informal, relaxed and natural way than any formal assessment. They can also be recommended to parents and carers to use at home to further support their child’s development, and if I am working with that child long term, I use games and puzzles to support with key skills such as developing a growth mindset, resilience, supporting social skills and to develop their SEMH (social, emotional and mental health).

Some of the games and puzzles that work particularly well are:

Traditional jigsaws - develop ability to match, develop fne motor skills, develop task organisation, maintenance and completion skills.

Pop-Up Pirate (Tomy) - great for understanding of cause and efect, fne motor skills and social skills.

Jenga (Hasbro) - with older children you can play the game, which develops problem-solving skills, fne motor skills and supports with addressing SEMH issues as a lot of thought is required to play, thus providing something else to focus on while talking. With younger children the blocks can be used to assess cognitive skills, developmental abilities and problem-solving skills as you can direct them to build something using the blocks.

Snap/matching cards - supports working memory and cognitive skills.

Rubik’s Cube (John Adams) - great for cognitive skills, hand-eye and fne motor co-ordination, attention skills, spatial and pattern awareness skills.

Orchard Toys games and bingo – for attention skills, social skills, and ability to match.

Connect 4 (Hasbro) - great for problem solving, supports visual and perceptual motor skills, develops cognitive thinking.

The games mentioned above work on children’s cognitive skills, fne motor skills, memory skills, problem solving, understanding of cause and efect, social and communication skills - such as the concept of ‘my turn, your turn’ - developmental milestones, and allow for a range of SEMH benefts such as creating a more playful atmosphere to talk through situations in a non-threatening way.   (Over the page we talk to Stephanie Wallis).

The UK’s appetite for games was certainly whetted by the pandemic and lockdowns, and the good news is that that enthusiasm appears to be continuing. TnP talks to retailers, business owners and board games cafes about their favourite and bestselling games and puzzles

Ask the retailer

Sally Wilde, owner, Planet Sal, Honiton, Devon

Is there anything in this sector that you are excited about?

Teenagers are always difcult to buy in for, but I am so glad to have found the Exit games from Thames and Kosmos. I can sell these to parents and grandparents with total confdence, and always get great feedback about them. The new ranges at Spring Fair

ones from Ravensburger are probably our bestsellers, which I think is down to their great value - multiple puzzles give children the chance to hone their skills and progress and give the set a longer lifespan, plus the price is relatively low.

What’s your favourite game?

Our all-time family favourite and the one we take with us on most trips has got to be Qwirkle (I have three boys aged eight, 10 and 12), but we’ve recently had lots of fun with Taco, Cat, Goat, Cheese, Pizza, and Six Second Scribbles.

Polly Horton, owner, Three Boys Rock, online store

What brands do you stock in this sector?

Big Potato Games is a priority supplier for us. All games designed at its fabulously funky ofces in London. We also stock Lingo cards (normal playing cards but each card has a phrase from that pack’s language, such as Spanish or French). We also sell limited games from Hacche Retail including Corks.

games and puzzles sector?  Predominantly Ravensburger, University Games and Usborne.

What games sell best for you?

Ravensburger’s The Grufalo Deep Dark Wood game is always a popular one for us, and the book character card games consistently sell well - the price point is great for those!

What puzzles sell best for you?

We sell well across all of the Julia Donaldson puzzles, but the 4-in-a-box

What sells well for you and why do you think that is? Family games for sure. Herd Mentality is brilliant across all ages – there is now a handy mini version, which is just £9.95, and was a huge seller for us at Christmas. Kluster, which is a magnetic stone game, is a strong seller – again because it is good for all ages. People like playing across generations at Christmas, Easter, on holidays etc.

Do you have a favourite game?

I don’t stock it – but we love the (old, original) version of the Game of Life.  So much is chance but it’s always funny – and the casino wheel spin is everyone’s favourite bit. Of the games I stock for Three Boys Rock, either Herd Mentality or What Came First. With What Came First you have

Polly Horton

Ruth LueQuee

Sally Wilde

Stephanie Wallis is founder and director of Safe and Sound Event Childcare, Provides childcare for weddings and other one-of events, from family celebrations to conferences.

What makes a good game for a wedding/special event?

Something that doesn’t last too long - so not Scrabble or Monopoly.

What games are really popular for cross-generational events?

There are many games that adults enjoy, as they relive their youth, playing a game they haven’t played for a long time or that only gets played at Christmas. When you set up a games table it is great watching everyone drawn over to it. At a wedding or event, we always have a cross-section of children’s ages and they love to play together with each other and other family members.   Playing a game is a real focus of attention with that child or adult and they really respond to this.

Some of the favourites are Dobble, Connect 4, Jenga, Match Attax, and other card games such as Higher/ Lower, Tumbling Monkeys, Buckaroo!, Headbanz, Yes! No!, Froggit, Table Football and Styling Heads -  it’s those that are quite interactive, quite fun and not obviously strategic in a complicated way - quick-fre strategy I believe it is called.

Best games for little ones?

Some of the above, but they also love foor puzzles, especially ones where the pieces are shaped. Some of the Orchard Games are lovely, as is Tomy’s Toomies Hide & Squeak Eggs.

to bet on which of two options came frst (eg. the bikini and the surfboard) depending on how confdent you are with your answer.

Puzzles might not be seen as ‘boy’ toys - what do you stock that bucks that trend?

We have two great puzzles that buck this trend – A Night at The Movies and Festival Music Band (both by Big Potato Games). Both are 1,000 pieces,

and once you have completed the fun, whacky puzzle you need to fnd 101 movie titles (or bands – depending on which puzzle you have) in the puzzle. We’ve made it a race – so even the ones who don’t like puzzles still like the searching afterwards.

Has the pandemic trend for games and puzzles continued?

Defnitely. Games are one of our strongest selling lines – above and beyond toys.

Café culture

Board game cafés provide a social space to play with friends, families (and maybe new friends!). There are cafes up and down the country, both in cities and small towns, some providing a small range of refreshments and a large range of games, others that place as much value on their food and drink ofering as their games selection.

TnP spoke to a few to fnd out what games visitors are enjoying…

Page Costas, director, d20 Board Café, Watford, Herts and Uxbridge.

Tell us about the café. Board Café has locations in Watford and Uxbridge with 1,100plus board games and thriving communities. Our ongoing mission is to create unique and inclusive spaces in the community, where people of all ages can enjoy tabletop gaming and interact with likeminded people. Providing games from childhood classics to the latest releases, alongside great cofee, alcohol, delicious food and homemade desserts.

What games are most popular with your visitors?

We get a lot of people coming in to play Monopoly, though most of the time when we introduce them to new games they never go back! We also fnd that Big Potato party games such as Scrawl and Herd Mentality are popular ones. There’s a fair share of hobbyists who play the ‘crunchier’ games; recently people are picking up Ark Nova and Wingspan. Most popular of all those is Magic: The Gathering, we hold events for that two to three times a week!

You also sell games – which ones are your bestsellers?

We sell a lot of games known as modern classics. These are games such as Catan, Ticket To Ride, Carcassonne and Pandemic. We sell plenty of Magic The Gathering and Yu-Gi-Oh! here too.

What games are popular with children/younger teenagers?

A lot of younger teenagers enjoy the Pokémon card game and just collecting the cards too. When it comes to kids and family, we have a range of games - childhood classics such as Hungry Hippos and Jenga, as well as newer games like My First Stone Age and My First Castle Panic. We have games for all ages here, even early learning games for the wee kiddies.

What games are most played by family groups?

Often we try to fnd a game that both kids and parents can enjoy. Potion Explosion is an excellent one for slightly older kids to play as it has a fun mechanic involving marbles, as well as plenty of strategy for the adults. Dobble is also a great one for all ages. It’s speed snap with a twist!

What is your favourite game and why?

I can never decide between two very diferent games! First is a game called Battlestar Galactica (based on the TV show) which involves a heavy fve-hour session of spaceships and betrayal! My second is Articulate, a fast-talking description party game. It’s just a describing game but the timer gives you added pressure. They are very diferent games, but I always have a great night playing either one.

Gary Surridge owns the Board Game Museum & Café in Hastings, East Sussex

Tell us a little about the museum and café.

It’s a Board Game café with around 1,000 games now. I opened the café after deciding I wanted to leave the corporate capitalist world of national medical sales and do something that had meaning and could give back to the beautiful local town of Hastings. I specifcally wanted to design a welcoming place for families, couples

d20 Board Cafe Team

Page Costas

or singles who want to do something other than go to a pub (which is pretty much the only option in Hastings after 5pm). I have always had a massive passion for board games and the collection now in the café once belonged in my home. Around fve months ago I woke up one day and just decided I need to follow my passion.

The Board Game Café is based in Hastings, Old Town. It’s a wonderful place where all types of people, from all kinds of backgrounds and of all ages can come and play games, grab a bite to eat, have something to drink, or a combination of all three. We have various tables that are designed specifcally for board games with slots underneath for food and drinks and space on top for the games. We have various food and drink options that include vegan and gluten-free alternatives for nearly everything on the menu. Each shelf unit of games is broken into category and type of game to make it easier to fnd a game to play. The cost to play games if you want to access the board game library is £2 per person per hour and you can stay as long as you want and play as many as you want. We are situated close to the sea front, so it’s great to stop here for brunch, lunch or dinner before or after a nice day out.

What games are especially popular?

For two-to-four-year-olds: My First Orchard, Rhino Hero, Loopin Louie, Animal upon Animal.

For fve to 10-year-olds: Beasts of Balance, Loony Quest, Ice Cool, Monza.

Family games: 5 Second Rule, Doodle Dash, Mufn Time, Diamant (incan gold), 5 minute marvel, Ghost Blitz.

Cooperative Games: Pandemic, Mysterium, The Key, What Next. Party/Silly Games: Just One, Monikers, MonsDRAWsity, Codenames, Dixit, Cash n Guns.

Solo Games: Gate, Wingspan, Welcome to the Moon.

Strategy Games: Cascadia, Ticket to

Ride, Clank, Santorini, Azul.

Deduction / Traitor Games: One Night Werewolf, Nemesis, Werewords, Cheese Thief, Deception. Visual Impaired / Blind games: Nyctophobia, Wits & Wagers.

Do you sell games too?

Yes, we do indeed. We have about 200 diferent games that can be purchased in shop or via our website at https://boardgamemuseum. co.uk/shop-2. The top fve sellers are: Ticket to Ride, Cascadia, Codenames, Wingspan, and Arc Nova.

What’s your favourite game and why?

My favourite games tend to be the more complex ‘thinky’ games. Usually, the game type I like is called Heavy Euro Games. One particular game is On Mars, which is designed by Vital Lacerda, about colonising Mars and trying to build a selfsustaining colony.

Evelyn Ashford runs Gamesmaster

Tell us about the

I set up the Gamesmaster Café in Ilminster as part of a supported work placement scheme for young adults with special educational needs (SEN). I have been an SEN Tribunal rep for 25 years, working in educational equality and getting people the right support at school. I recognised that there was a big gap in support for young people with autism (my own son went to a special residential college and I saw that there was a need for young adults to be helped to live independently).

I frst set up a model railway shop, which now also stocks gifts. I saw that it helped the young people’s social skills, and they learned life skills such as dealing with money. The café can expand on all those skills – and the turnaround in the young people is amazing.

I was an interior designer for 20 years and worked on big projects all over the world, so I used

my skills in the design of the café. [The café has three themed rooms – The Wizard Lounge, the Dragon Room and the Grafti Café.]

I didn’t want it to be a second-rate work experience venue – we aimed for the best cofee, the best shakes, the best cakes. We spent ages, for instance, coming up with the best milkshake recipes.

Working with these young people is a joy – we also have some wonderful support staf and the banter is great!

What games do you have in the café?

I got suggestions from families in online autistic communities – and had a huge long list of games. We managed to fnd many of them in charity shops.

We have two dungeon masters who come in to help run games – for those kids who are interested but have no clue how to play the games.

What is popular with families?

Nine out of 10 people will come in and reminisce about the games they played as a kid at Christmas. So, we have the nostalgic games – such as Monopoly, Mousetrap, Scrabble and chess - as well as Trivial Pursuit.

The most popular games include Monopoly, Cluedo, Connect 4, Trivial Pursuit and Mousetrap.

We have everyone from babies up to the elderly, so we have some younger games such as Buckaroo, and we also have some Megabloks.

Gary Surridge

Orchard Toys

Funko

Hundreds to choose from…

UNIVERSITY GAMES AND THE LAGOON GROUP

0207 254 0100

sales@ugames.uk.com

www.university-games.co.uk

Games and puzzles specialists, University Games and The Lagoon Group, have more than 700 games, bringing fun and entertainment for the entire family, from preschool and children through to family and adult, with brilliant new lines launching in the murder mystery and family games categories for 2023.

University Games is excited to have brought the innovative series of Forbidden Games strategy titles to the UK. Born from a Kickstarter campaign in 2018 and launched in the US, the Forbidden Games range has gone from strength to strength in the strategic games market with the new Mosaic named in the top 30 Best Games of All Time by Tom Vasel of Dice Tower. For 2023 there are four games available; Raccoon Tycoon, a gateway game for players aged eight and over, as well as Mosaic, Lizard Wizard and Dungeon Party; challenging but accessible strategy games, that take approximately two hours to play.

Fact!

Games with the option of single player as well as multi player have also been on the rise, and University Games’ series of Case Files Mysteries ticks all these boxes. Joining the range for 2023 is a case that takes mystery games to the next level, Mission: Black Hawk. An all-immersive multimedia experience, using AI, this is a live mission to create and execute a plan to stop a cyberattack, using a mixture of physical and digital clues.

Black Hawk and the new Murder Noir case file join University Games extensive range

of Case Files and the refreshed Murder Mystery party games. New to the Lagoon Group is the Project Genius range of brain teaser puzzles. The Ecologicals series of puzzles includes titles such as The Great Coral Maze, Honey Hive Secret Box and Jacob’s Ladder. Created from Bamboo, these brain training puzzles not only help improve attention span, and overall cognitive function, they are also kind to the environment! In addition, the beautiful wooden sculpted 12-strong range of True Genius mystery puzzles with titles that include Emperor’s Chest, Chinese Pagoda and The Roman Cathedral Door, will challenge even the most seasoned of puzzlers. This summer will also see the arrival of a series of Marble RaceTrax Sets, a completely recyclable Marble Race track. With four different size sets available, ranging from 4-9m of track, players can create their own recyclable marble racecourse and watch the marbles take different paths and race to the finish line! The unique Racecourse design means multiple marbles can be released simultaneously, taking different routes to try to get to the finish first.

University Games also has some fun new titles joining its family games portfolio, including 20 Questions, Irritable Vowels and Mind Your Language. The English language is very complex, but this game is simple. Do you know what obscure words mean? Are you good at accents? If so you will love this game! This hilarious board game is sure to have players jumping off their seats in the heat of competition, and they may even learn a few new words to bolster their vocabulary.

This summer will also see the arrival of a series of Marble RaceTrax Sets, a completely recyclable Marble Race track. There’s four different size sets available, ranging from 4-9m of

Fidget winner

CHARACTER OPTIONS

0161 633 9800

sales@charactergroup.plc.uk

Character Options is onto a winner with two new concepts for the games and puzzles category: TapTap Smart Fidget and Simbrix.

First, put fidgety fingers to work with TapTap Smart Fidget, this year’s must-have, palm-sized fidget gamer. This ultimate boredom buster enhances the basic fidget function with five high-touch, hightech games that sync play and learning, targeting a host of specific skills. With Match-It!, players flip the white pixels by tapping them, in a bid to find matching colour pairs. With Sequence, the objective is to repeat the sequence displayed on the outer corners. The other games are Stop & Go, Raindrops and Eat Greens, and Copy That.

Then, connect, expand and play with Simbrix. This super-cool creative collection will appeal to the inner artist! Deep within the connective design of Simbrix, there is a puzzle that generates as kids play. It’s easy to slot together the Simbrix pieces to make super-strong 2D and 3D designs, without an iron, water or pegboard. This new kind of creative puzzler encourages creative thinking and needs few instructions. Kids can build from their imagination or create set designs.

There are starter packs, themed packs, and special feature packs with 3,000-plus pieces. There is also an Alphabrix set that lets children spell out bold and colourful words. And the Simbrix Maker Studio is the ultimate set for little artists: this carry case holds 4,800 Brix in 16 colours and comes with multiple template cards.

Dig the dinos

ORCHARD TOYS

01953 859539

orders@kayes.co.uk/sales@orchardtoys.com www.orchardtoys.com

Did you know?

It’s easy to slot together the Simbrix pieces to make super-strong 2D and 3D designs, without an iron, water or pegboard

DID YOU KNOW?

Orchard Toys’At The Museum puzzle is aimed at ages five to 10, and comes with an amazing 16-page fact book to check facts and discover and learn more, plus a giant poster

There’s plenty of games fun for little ones from Orchard Toys: Perfect for dinosaur fans, Dinosaur Dig is expected to be a big seller this year, as dinosaurs continue to be on trend and the Jurassic Park movie celebrates its 30th anniversary. In this new prehistoric fossil-finding game, the challenge is to be the first to dig up all the bones and build a 3D T-Rex.

Players take turns to hook matching coloured dinosaur bones with their pick, to build their own 3D dinosaur – but a terrible T-rex hiding in the mud could mean players lose pieces. A great game for learning through play, Dinosaur Dig helps children aged four-plus develop colour matching, memory and dexterity skills.

Unicorns continue to be sought-after, and Unicorn Fun, featuring a fantastic selection of three magical unicorn-themed games, promises to appeal to unicorn fans. Containing three fun games in one box it offers consumers superb variety and value for money. Players can help the unicorns get ready to celebrate then cross the 3D rainbow in the Unicorn Party board game; follow the magical path in a twist on snakes and ladders in Happy Cloud Sad Cloud; and create their own unicorn with the roll of a dice in Build a Unicorn. Suitable for children aged four to eight.

Bestseller Giant Road is a large, interchangeable, road-themed floor jigsaw puzzle that comes with 20 giant chunky pieces. Suitable for children from age three, the interchangeable pieces mean a different road layout can be built every time the child plays. Children can also discover lots of fascinating exhibits in At The Museum, a beautifully illustrated 150-piece jigsaw featuring different museum exhibits from the Romans to the Vikings, Dinosaurs to Space, and more.

Players ready! EPOCH GAMES

0208 049 1377

sales@epochmakingtoys.com

www.epochmakingtoys.com

With the release of the hotly anticipated Super Mario Bros. Movie in April, 2023 looks set to be an exciting year for Epoch Games with a host of new and exciting Super Mario games launching.

Available now, Super Mario Rally Tennis is an action-packed tabletop tennis game where players must slide their characters left and right to receive the ball and hit the button at the right time to serve and return. A scoreboard helps players keep track of the match in true tennis style to see who can defeat their opponent to become the Rally Tennis champion. The game comes with collectable Mario and Luigi figures that can be used interchangeably with other characters that are part of the Epoch Games Link System. Suitable from age five,- and it requires no batteries.

An exclusive Super Mario Bros. Movie tie-in, Route ‘n GO. will be available from March. The aim of the game – to slide the panels to create a route for Mario and Luigi’s van to reach the goal without falling from the track. For single-mode play, try and reach the end with the least amount of moves possible. For two-player mode you can play co-operatively, or you can try to hinder each other’s progress and play competitively when each player takes their turn to move the van towards the goal – and the first player to get the van to the goal wins.

DID YOU KNOW?

Super Mario Rally Tennis is an action-packed tabletop tennis game, which comes with collectable Mario and Luigi figures that can be used interchangeably with other characters that are part of the Epoch Games Link System

An exclusive Super Mario Bros. Movie tie-in, Route ‘n GO. will be available from March

Ravensburger celebrates

Ravensburger

01869 363800

www.ravensburger. co.uk

With a celebratory Coronation jigsaw puzzle from the artist who famously depicted the Queen with Paddington leading the way, and further celebrations

marking Disney’s 100th, Ravensburger is in a party mood in 2023…

Ravensburger UK’s 2023 range of puzzles and games offers something for everyone with a variety of new launches, including special editions that celebrate key anniversaries and occasions, including the Royal Coronation and Disney’s 100th year.

Ravensburger UK is a large supporter of home-grown talent for its adult puzzle portfolio, and award-winning artist and illustrator Eleanor Tomlinson to Ravensburger has specially created a 1,000 piece puzzle that celebrates King Charles III’s Coronation. Available at retail early during April, Coronation Capers is an original artwork celebrating the coronation with a fun, quirky and typically British twist, featuring a variety of breeds of dogs, mostly associated with the Royal Family. Surrounded by bunting, the dogs are on the Buckingham Palace balcony overlooking The Mall, crowds and London’s iconic skyline.

Another early highlight of 2023 is the celebration of 100 years of Disney and a partner for more than 65 years. The much-loved Labyrinth game has a bespoke Disney Labyrinth 100th Anniversary edition and this month sees the launch of a collection of six Disney 100 300-piece Puzzle Moments celebrating Disney’s most-loved characters.

In children’s puzzles, Ravensburger’s UK business now accounts for almost 80% of the children’s licensed puzzle market (NPD Jan-Dec ‘22 £value). New additions for SS23 include current favourites, Paw Patrol, Bluey, Barbie and Marvel’s Spider-man. There are also some stunning generic lines launching featuring unicorns, pirates and dinosaurs.

The major 3D puzzle launch for AW23 is the Apollo Saturn V Rocket which will stand at over 90cm in height. Pre-approved by NASA, it includes a base stand and has a STEM approach with educational information included in the packaging and available for pre-order.

Ravensburger’s games business, particularly in the ‘immersive’ category has grown exponentially, with the Villainous brand becoming an international bestseller. This Spring’s launch – Marvel Villainous Twisted Ambitions ExpandAlone – can be played either on its own or mixed with villains from other Marvel Villainous games. More Villainous launches are slated for later this year.

Adventure Book Games continues to thrive, and the highly anticipated The Lord of the Rings Adventure Book Game, (the third in this unique game-play style) launches this month. With its stunning play format and artwork, fans of the movie franchise will be on a page-turning adventure.

For enthusiastic preschool games fans, the exciting new Peppa Pig photo game presents itself as a strong contender for Christmas. The Peppa Pig Funny Photo Game includes a camera that pops out cards, which feature within the memory board game. An unusual way to engage young minds and help develop memory skills, it’s a great option for family time.

Shifting the focus upwards a few years, the 10th anniversary edition of the popular Bugs in the Kitchen becomes 2-games-in-1 with a celebratory glow-in-the-dark hexbug.

Light-up fun!

Hape

0116 478 5230

sales@toynamics.co.uk

www.toynamics.com

Did you know?

Hape offers a selection of puzzles with an LED light – these include the Solar System Puzzle, the Four Seasons Puzzle and the Underground World Puzzle

Hape offers retailers a varied selection of puzzles, including a collection of Glow in the Dark 1.5m long puzzles aimed at children aged six-plus. The Glow In The Dark Ocean Life Puzzle has an underwater scene with an added glow-in-the-dark feature so that once the lights are out the creatures’ hidden details shine! The puzzle extends play into learning with 10 supporting fun fact cards for the child to read about the different creatures featured. The puzzle is 150cm x 30cm. This puzzle collection also includes Dinosaur and Magic Forest themes.

Hape also has a collection of puzzles that include LED lights. Bestseller, the Hape Solar System Puzzle, is a brilliant way for children to learn more about the solar system. The 100-piece round puzzle features a light-up sun in the middle and eight wooden planets to be added once the puzzle is complete. It also comes with a free poster, which features and names all the planets. Suitable for ages five-plus. New to this collection for 2023, is the Four Seasons Puzzle with 17 pieces suitable for ages three-plus, and the Underground World Puzzle with 38 pieces, suitable for ages four-plus. All feature the light-up LED light in the middle.

Toynamics UK & Ireland offers retailers full marketing support for all its brands, including shop-inshop solutions.

RACE TO SUSTAINABILITY

Curious Universe Games

01225 614 310 sales@curiousuniverse.co.uk www.curiousuniverse.co.uk

An exciting new zero-plastic launch for later this year is the Curious Universe Games collection, which has been developed with sustainability at its core. Completely plastic-free, the family games consist of card and wood-based playing pieces with exciting themes designed to inspire children and encourage family game play from an early age.

Players can experience a 3D Race Through Space or become Unicorn Racers complete with slot-together card-based playing sections. They can also whizz around the board with the piecetogether Giant Road Race floor game featuring puzzle track sections, car movers, die cut passengers and more. Unbox the fun!

Hasbro and Funko join forces FUNKO

Did you know?

Popular game Cranium is 25 years old - the 25th Anniversary Edition of the game has new

Hasbro and Funko Games announced a new multi-year licensing partnership that brings together the biggest names in games to reimagine the mother of all party games: Cranium 25th Anniversary Edition. In addition, the duo has unveiled a refreshed line of Cranium classics and a new original children’s game.

Designed by Funko Games: Cranium 25th Anniversary Edition is the classic game for your whole brain – and it’s back with new activities and all new content. Dig into words with Word Worm. Show off your knowledge with Data Head. Bring some artistic flair with Creative Cat. And let your Star

Your brain is a really big place – and if you can imagine it, it fits. But in big places, things go missing all the time. With Cranium Big Brain: Detective Game, explore inside the Cranium brain and help each other figure out

The beloved high-energy game from Cranium is back – Cranium Hullabaloo has all-new app-driven game modes and gameplay. Kids will listen closely and then bounce, boogie, high-five, and show what they can do along with Cranium Hullabaloo.  Race against the clock in hilarious co-operative party game Cranium Hoopla. Use your whole brain to give hints to your fellow players – make micro-sized drawings, gesture like a T-rex, come up with zany word clues… but be quick. You only have 15 minutes to guess

them all. Hoopla features beloved classic Cranium gameplay including Cloodle, Soundstage, Tongue-Tied, and Tweener. And the new Advanced Mode with four more activities, takes it to an even more hilarious level.

The partnership announcement comes as both companies are experiencing great market success as recognised leaders in their respective fields: Hasbro as a leader in creating engaging brand experiences for global audiences through gaming, consumer products and entertainment, and Funko Games as a celebrated game design studio under the banner of Funko, the king of pop culture with more than 1,000 entertainment, sports, and celebrity licenses.

Cranium 25th Anniversary Edition, Cranium Big Brain: Detective Game, Cranium Hullabaloo and Cranium Hoopla will be available this Spring.

Cranium has all-new app-driven game modes and gameplay

“ “

Shape shifting

BANDAI UK

020 8324 6160

sales@bandai.co.uk

www.bandai.co.uk

Bandai UK’s acquisition of the Amazon US number-one toy, Shashibo, provides an opportunity for the distributor to introduce this new puzzle to the UK market, bringing with it a new craze to the Games & Puzzles category.

Shashibo – meaning Shape Shifting Box – uses 36 rare earth magnets, which connect and transform each ‘box’ into more than 70 different shapes. A sensory and compelling experience, Shashibo offers multiple play patterns while promoting focus and tapping into the benefits of calming activities.

STEM and STEAM certified, each Shashibo cube is made from recycled plastic and is suitable for onward recycling. Bandai UK launches into the UK market with the Explorer Series, which includes four different designs comprising of Elements, Earth, Moon, and Undersea. Offering collectable, multiple purchase appeal, additional shapes can be created by collecting and combining multiple Shashibo cubes.

The business is planning a heavyweight mixed marketing campaign to support the launch to include digital, social, influencer, PR, and experiential activations. Impactful POS options have also been developed to best showcase product features instore and on-shelf.

Fact!

Shashibo means shape shifting box - each box can be transformed into 70 different shapes

Easy Peasy fun

FLAIR GP

0208 643 0320

sales@flairplc.co.uk

Flair GP is making success in the games category look easy peasy with its new games: Easy Peasy Lemon Squeaky, and Wibble, Wobble, Where.

Easy Peasy Lemon Squeaky is the family game with a competitive twist. Each round starts with the Lemon Master reading out a question card. It could be trivia, a physical challenge, a true or false statement or even a spelling bee. The first player to grab the lemon and squeak it and answer correctly wins the round – a lemon segment. The first team or player to collect four lemon segments wins the game. But beware of jeopardy cards that might sour a player’s game plan.

Then, get ready for the ultimate race to find objects hidden in plain sight with Wibble Wobble Where. To begin this giant, inflatable wobbly game, one player must draw a card and then spin to see who will be joining in the hunt. It could be ‘All Play’, ‘Head-to-Head’ or ‘Solo against the clock’. The aim of this funfor-all game is to be the first to find the images on the wibbly, wobbly, 1x2m inflatable. But with everyone wobbling the inflatable and objects that look alike, it’s not as easy as it sounds.

Did you know...

The aim of fun-for-all game Wibble, Wobble, Where, is to be the first to find the images on the wibbly, wobbly, 1x2m inflatable

Games popping up this spring

TOMY

01392 281900

www.tomy.com

Tomy Games and Drumond Park are set to launch a number of exciting new additions throughout 2023, with seven-plus new games being introduced to their evergrowing portfolios.

Guess what…

Britain’s most popular game, LOGO, is expanding its collection with the addition of Best of the Royals, in time for the King’s Coronation in May

March will see the addition of Pop Up Super Mario - the new iteration of the ever-popular Pop Up Pirate game with familyfavourite franchise, Super Mario. April also promises to be another exciting month for launches, with Britain’s most popular game, LOGO, expanding its collection with the addition of Best of the Royals. Launching ahead of the King’s Coronation in May, Best of the Royals will be a big hit among those wanting to fully immerse themselves in the royal holiday and test their royal knowledge against family and friends.

The autumn and winter seasons are also set to bring a number of exciting new launches across a multiple of TOMY’s games categories.

Strategy family games is a growing category in the industry

and Tomy has responded to increased demand via the launch of its latest addition – Numerical - set to hit shelves in July.

Tomy is the second biggest manufacturer in kids games and will see three new launches; Word Poppers, Pillow Bash and Word Wheels. Targeted at both kids and families alike, these additions promise fun for the whole family.

Screwball Scramble will receive a challenging update with Screwball Scramble Level Up, while social and party games will see the UK launch of Game of Saying Huh – a fun game where players must guess others’ expressions to win points. The game, which first launched in Japan, has already proved to be successful across other markets.

Everybody’s Shuffle-ing!

CARTIMUNDI

01268 511522

www.cartamundi.com/en

Cartamundi’s Shuffle brand continues to develop and extend its licensed Games & Puzzles offering for 2023. Firm favourites remain in the range with additional marketing support this coming Autumn, alongside some new characterbased games and licences being introduced later in the year.

Fact!

Shuffle is targeting families and children aged four to six with the introduction of Marvel Spidey Amazing Friends licensed games, based around one of the topperforming series on CBeebies

Puzzle pieces Click in place

Marvel continues to be a strong performer for the company with its successful Race Home game featuring 17 Marvel 3D playing pieces incorporating a collection of much-loved characters including: Groot, Iron Man, Spider-man, Captain Marvel and Thanos. This family-friendly favourite is perfect for two to four players aged six-plus, who compete to be the first team home. Can you reach Earth with the infinity stones before Thanos? With the Marvel Home Sprint game, players work as a team to race across the galaxy to collect the infinity stones. But watch out as Thanos may appear at any moment. The future of the universe is in your hands.

Already a hit at retail and part of the Shuffle Disney collection, the Princess Race Home game features 16 x 3D Disney Princess Playing pieces emblazoned with a host of favourite Disney Princess characters.

London-based, Independent, family-led Click Europe has launched a new point of sale display to help showcase its own range of boppi round 150pc jigsaw puzzles (shortlisted for Gift of the Year 2022) – the FSDU is new for 2023. The puzzles feature six cute, quirky and whimsical illustrations of dinosaurs, outer space, the world, city life, the weather, and the world’s animals.

Fact!

The Dinosaur jigsaw puzzle depicts the world of dinosaurs with volcano, dinosaur eggs, and vegetation, and fossilised T-rex, Diplodocus, Stegosaurus, Pteranodon, Parasaurolophus, and Triceratops bones

ADVENTURE

Foryoung explorers

Sarah Smith , retail and admissions manager of ROARR! Dinosaur Adventure , talks to TnP about the theme park’s toys and games offeringand shares details of big plans to expand in 2024

What’s your background?

I’ve always had a job in retail alongside my studies and somewhere along the line I fell in love with it, and retail became the thing I wanted to do.

Tell us about ROARR!

The Norfolk Dinosaur Park was taken over by the Goymour family in 2006 and it became ROARR! Dinosaur Adventure in 2018. We are in Lenwade, 30 minutes outside Norwich city centre, and we welcome about 250,000 guests a year.

What sets it apart from other themed adventure parks?

We have 85 acres filled with 20-plus attractions and we add something new every year. What is really great about ROARR! is that once you have paid for your admission ticket, all these attractions are included, so there is no hidden cost.

Beyond the attractions and everything amazing that we have here, what sets us apart from others is our team. From the directors to the managers to the crew, everyone here loves the park - and I think you can really feel that energy when you visit.

Describe your retail offer.

ROARR! has always had a gift shop but in the past few years it has really grown and developed. Last October we rebranded it to ROARR! STORE, giving

the building an exciting facelift, and we have plans in the near future to move into a larger, more interactive space.

We also have an online store that launched in November 2020, which has been a really interesting journey for us. Ecommerce is a completely new avenue and reaches a different audience that may not have visited the park yet.

Our gift shop has a lot of souvenir options for guests but our online store focuses far more on toys. We will also be getting another physical store in 2024 as part of our expansion plan [see below].

How would you describe your range?

Everything is of course dinosaur-related, but there is definitely something for everyone in our toy selection. We offer a large variety of plush, figures, vehicles, jigsaws, and pocket money items, across all budgets, ages, and interests.

How many suppliers do you deal with?

We have just over 30 suppliers with a wide variety of ranges and products. I wish I could name them all, but our big toy and soft suppliers are Deluxebase, Nature Planet, and Wild Republic - and we do a lot of work with Schleich. I would also like to give a shout-out to Best Years, which has a lovely range of knitted toys that are so popular with our guests.

What's your selection criteria?

Any toy we sell must fit the values of the park, which are family fun, adventure, discovery, and learning - and, of course, it has to be dinosaur-related. Beyond that I look at the sustainability and ethical responsibility of the companies we are working with. It has to be a great toy but, as a company, we want to take care of the planet and the people on it.

What’s selling well?

We are moving a lot of dig kits, egg smash kits, and hatching eggs. Anything where a kid can break something to get their toy seems to be very popular!

How has trading been for you?

I think that because 2021 was such a good year for us, 2022 initially seemed quite difficult. People were keen to travel abroad again and the petrol crisis had an impact on visitors getting to us. I was beginning to worry, but we actually had a really good summer season.

We always know the Golden Quarter will be quieter for us than the high street. But we focused more on Christmas, and pushed to be the place for people to buy their dinosaur Christmas presents. Our biggest challenge was competing with the large ecommerce companies.

What events or activities did you hold over Christmas?

Dippy’s Christmas Celebration: it’s so much fun for guests and the crew. We

ROARR! is about to geteven biggerand better ” “

offer a daytime grotto experience that can be added to the park visit, and an exclusive evening event with the grotto, a Christmas movie, and some amazing food and drink vendors.

When children visit Father Christmas they receive a golden ticket to visit the Christmas Toy Shop where they can exchange it for any toy they like. The whole team gets really into Christmas and I love dressing the Toy Shop with all the gifts. We also offered a Present House in our ROARR! gift shop where children paid to go in and choose a present for a parent or guardian, which the Elf inside helped them wrap up and label. It’s a great extra experience for the children and keeps the element of surprise for parents.

Have you been affected by price rises and stock shortages?

In 2021 we really suffered from stock shortages so last year I placed a lot of early orders, and we have been holding more stock than usual to prevent restocking issues. It has been really helpful in avoiding some of the price rises. We’ve worked hard across the park to try to keep price increases from being passed on to our guests, and I think they have been very understanding on the occasions we’ve needed to.

How do you attract new customers and maintain the interest of existing ones?

I’m always quite grateful for having a shop in the middle of a dinosaur park because people are always keen to visit. Also, there’s always something going

Best Sellers

■ PMS International Dippy soft toy

■ Deluxebase Dinosaur convertimal car

■ Deluxebase T-Rex Pincher Pal

■ Schleich Mosasaurus

■ Nature Planet Funkyland T-Rex

recognisable flowers from the everpopular TV series.

on that I can tie a display into or a great photo opportunity for my stock.

It makes it very easy to keep the shop looking fresh and draw attention to different items, so our returning guests don’t feel bored in the shop.

What’s next for ROARR!?

It’s so exciting to be able to share news about our expansion plans. Next year we will be opening Gigantosaurus Land at ROARR. It’s going to be so incredible! ROARR! is about to get even bigger and better. Taking the fun to a whole new level, we plan to open a brand-new 4-acre interactive play-themed area based on the internationally renowned Netflix, Tiny Pop and Disney+ hit series, Gigantosaurus.

Gigantosaurus Land has been designed to actively encourage exciting new exploratory and sensory family play. Visitors can get to grips with epic new interactive concepts that feature many fan-favourites from the show including Rocky, Bill, Mazu and Tiny, who will all be making an appearance - and watch out for Giganto; he’ll be keeping a close eye on the curious foursome.

There will be a vertical volcanothemed drop ride, spinning flower teacups, refreshing water play, a jumping pillow, and a towering wooden play ‘n’ climb den.

For younger explorers, a smaller play area will also be created where kids can whizz down a slide made of Giganto’s very own scales.

Inspired by the brilliant visuals and colourful designs featured within the TV programme and its stunning natural savannah setting, Gigantosaurus Land will be surrounded by a vibrant vista of grasses, trees, and instantly

All Gigantosaurus Land attractions are included in the price of the park ticket, and we’re all so excited to bring it to life. I wouldn’t let the 2024 date put anyone off visiting though. Last year we launched our Valley of the Dinosaurs, revitalised our food and beverage outlets, and revamped our popular attraction Dippy’s Raceway, and we certainly won’t be sitting still in 2023.

We will be completing the second half of the Valley, developing Dippy’s Land and Discovery Land, and adding even more dinosaurs. There may even be some more surprises along the way.

What’s the most rewarding aspect of your job?

There are so many things I love about working at ROARR! It’s a fantastic team and a brilliant place to work. But if I had to pick, I would say that I absolutely love purchasing for the store. Seeing a child’s face light up as they leave with a toy is a feeling like no other, and knowing I picked the toy is just an amazing thrill.

And the most challenging?

Recently, the biggest challenge has been forward planning, because there have been so many global and national upheavals. I think the toy industry has really changed over the past few years, and everyone is adapting to every new difficulty we face. So it’s a challenge that we’re all in together.

What’s your favourite toy and game?

Where do I start?! There are so many cool toys. But if I had to choose one it would be LEGO. It’s so versatile and the details are just incredible.

My favourite game is Monopoly because it’s just timeless. Everyone has a memory of Monopoly (whether fond or not!) and I think that’s a lovely legacy. I also just love how many different versions there are to play.

Iabsolutely love purchasingfor the store.

Seeingachild’s facelightupas theyleavewith atoyisa feelinglikeno other, and knowingI pickedthetoy is just an amazing thrill ”

“

Outside interests

Outdoor toys is an evergreen category that has enjoyed increased popularity over the past couple of years, but what do toy makers think about the status of the outdoor market now?

Emma Damerell, head of marketing at Toynamics UK & Ireland said: “We’re enjoying strong growth and are adding to our exciting line-up of outdoor toys with new launches for ride-ons and outdoor exploration toys and accessories that foster a love of the outdoors. We’ve also just taken on the exclusive distribution rights in the

UK for AmbossToys, the stylish ride-on bikes inspired by the classic Italian scooter – it’s a great business opportunity for us and for retailers.’’

Over at MV Sports & Leisure, joint managing director Phil Ratcliffe adds: “The outdoor market has been buoyant during the pandemic and is now returning to pre-Covid levels. We are looking forward to some early warm weather, which will stimulate demand and drive sales of our existing and new products.

Ask the retailer

“The market enjoyed unprecedented demand during lockdown and in some segments the trend has continued. With new licences such as Gabby’s Dollhouse and Bluey plus the interest around movie related licences means that we should see some growth this year.

‘‘Our own brands such as Hedstrom and Kickmaster will also see growth.’’ Toynamics’ Emma Damerell, adds that it is: “still an exciting period of brand and business growth for Toynamics. Customers continue to seek out our high-quality toys.’’

We asked Maggie Tibbenham, at Imagine Toy Shop in Holmfirth, West Yorkshire…

What are your main products in this area?

We always sell high bouncy balls - so those are being reordered urgently. It’s the first time ever we haven’t got any sledges in stock so our hopes for a warm end of this winter are high! We’ve ordered Djeco kites (the prettiest kites ever) and various flyers (Waboba discs and Nerf Vortex sell well).

Outdoor toys were popular during lockdowns - have you noticed a change in buying habits since then?

Outdoor toys, along puzzles and crafts, were bestsellers during lockdowns, which was logical as everybody needed something to do. Sales of those went down as we rolled back to normal life. We

definitely don’t sell as many outdoor toys as we would wish during autumn and winter although it will pick up when spring arrives.

Anything new in this sector that you are excited about?

Honestly speaking, I have not researched anything exciting yet. That will be my focus for the next month. I would love to be able to sell ride-on toys again but unfortunately low online prices of such toys can’t make this happen. Outdoor toys sales always go up in springtime. Catalogues are still coming in and shelf by shelf I fill each area of my shop starting from what’s most important and sells steadily all year round eg.: TY toys, Rubik’s Cubes, stationery, jokes. novelties and party bag fillers.

With winter (hopefully) coming to an end, parents will start looking for toys that will encourage their kids to play outside. Here’s what’s in store for the outdoor toys category in 2023…

We are looking forward to some early warm weather, which will stimulate demand and drive sales of our existing and new products

Phil Ratcliffe, joint MD, MV Leisure & Sports

It’s great news that the market still looks buoyant, but what is currently driving trends in the market?

For Toynamics, Emma says that: “Innovative new products plus environmental lifestyle shifts are also having an impact on what consumers are looking for.’’

While at MV, licences are just one of the keys, says Phil Ratcliffe: “New licences are attracting a lot of attention but also the growing demand for electric items such as e-scooters. Value for money is at the top of both retailer and consumer agendas, and we have been working hard to reflect that in our 2022 pricing.’’

Talking of value for money, how do they think the sector will fare amid the cost-of-living crisis?

Toynamics’ Emma Damerell is confident in the company’s strengths. She says: “Our strengths lie in the fact that we’re a multi-brand distributor, with an exceptional variety of product categories, with innovative products for children of all ages.’’

Phil Ratcliffe adds: “I think we need to be cognisant that many families are struggling at the present time and it is important that we offer many products which represent great value for money with quality guaranteed.’’

With that in mind, how are toy manufacturers supporting their product in the market?

Emma points out that at Toynamics: “All our products receive full marketing support, including shop-in shop solutions, to maximise the sales opportunity for retailers’’, while at MV Sport, Phil Ratcliffe says MV also focuses on marketing: “We are increasing our marketing spend and strengthening our content resource to ensure that our products are centre stage within the category.’’

Finally, what are their hopes for the future of the market, and what trends are we likely to see?

“There’s consumer demand for ride-ons,’’ says Toynamics’ Emma Damerell, “ which continue to be a key sector in the outdoor category and we’re seeing steady growth. Innovative new launches will help drive demand. This year we’re extending our Hape first balance bike collection with the Hape Cross Racing Balance Bike, a sporty off road model, and our ergonomically designed Learn to Ride Balance Bike featuring handles, saddle and footrest area made from renewable and eco-friendly cork.’’

Phil Ratcliffe also believes that innovation is key: “The market is constantly changing, and with innovative new products and new characters we hope that it can show solid growth across all retail.’’ He adds that we can expect to see “more electric products, more new licences and promotional offers. Watch this space!’’

Toynamics Emma Damerell concludes that trends will be led by “consumer demand for sustainability and eco toys – so there’ll be demand for products made with sustainable materials, such as our best-selling Hape Nature Fun range made from bamboo and plant-based plastics. We’re using bamboo in more and more of our products; good news for eco-minded customers. Value for money is important too, so products that grow with the child and give parents greater product life span will be desirable, alongside longerlasting product and the potential for handing down through the family – these are real benefits when the shopper purse is squeezed.’’

We asked our experts about the benefits of outdoor play…

Amanda Frolich is an awardwinning children’s entertainer and CEO of Amanda’s Action Club, an innovative physical development concept teaching children and their parents how to be active and healthy from an early age. In 2020, Amanda was invited to become a Children’s First Champion in Parliament, encouraging policymakers to put children first at the heart of all decision making. She says: “Scientific research has shown that children need at least one hour of activity every day. Outdoor play encourages more vigorous movement because there are fewer restrictions than indoors, particularly when toys such as balls or bikes are included. These toys encourage active play, which really is the best exercise for children. Add to that the sensory stimulation gained from being outside, improved general fitness and cardio-vascular function, along with increased vitamin D levels, and the benefits of outdoor play are hard to ignore.

“Young children especially need access to footballs, jump rope, frisbees, bats and balls to name but a few. The most important thing is to help a child to find a sport or outdoor activity that they enjoy and that allows them to pursue their strengths and interests. I promote outdoor learning and I use lots of props and toys in my classes. My favourites are from Wow Toys.’’

Kirsty Ketley (www.kirstyketley.com)

is a qualified Early Years Practitioner and parenting specialist. She comments: “The benefits of outdoor toys for school-age kids are the same as for younger children - they are great for building fine and gross motor skills, imaginative, creativity and social skills. Water play and sand play can be a therapy activity also, providing calm when needed.

“Toys such as ride-ons, are great for physical development, spatial awareness and building muscle. Plus, of course, all these toys bring the fun, which boosts self-esteem and happiness.’’

Clinical psychologist Dr Patapia

Tzotzoli is the director of My Psychology Clinic, where she sees clients online. She specialises in life coaching, building resiliency, relationships and parenting. She says: “The benefits of outdoors play are endless. Our children can build their confidence and self-esteem, use their imagination and creativity, solve problems and experiment endlessly. They can learn personal limits and responsibility, they can develop valuable social skills, form friendships, learn how to be a team player and a leader. They can connect with nature and learn how to self-regulate when challenged and even understand the beauty and fragility of our world and the importance to respect and protect our environment. In other words, outdoors play can help them develop socially and emotionally, grow resilience, understand their values and priorities, and build a stronger self-identity.’’

Wilton Bradley

The future is Barbie pink!

MV SPORTS & LEISURE

01217488000 | info@mvsports.com |

www.mvsports.com

An iconic brand with 99% global awareness, Barbie has the power to lead, represent and inspire both kids and parents alike; and it’s no surprise therefore that Barbie licensed sales continue to grow. MV Sports’ inspirational range of Barbie wheeled and outdoor toys feature bright colour pops and diverse character graphics set against a backdrop of iconic Barbie pink.

Guess what…

A firm favourite is the Barbie Pop-Up Dream Camper, a cool campervanshaped pop-up tent, fully printed with Barbie and her friends

The Barbie Deluxe Tri-Scooter is the perfect first scooter for any Barbie fan. The fully printed, anti-slip footplate with smooth sides, protective fork covers, colourful clamp cover and rear wheel axle caps provide additional safety and stunning visual design while riding. The softer wheels and tread pattern ensure a smooth ‘grippy’ ride and extra stability, while the moulded handlebar grips provide comfort; perfect for little hands. The adjustable handlebar height is ideal to suit children as they grow, and with stylish character graphics, inspiring slogans, and beautifully shaped plaque this scooter is sure to please.

Another firm favourite is the Barbie PopUp Dream Camper, a cool campervanshaped pop-up tent, fully printed with Barbie and her friends; ideal for promoting imaginative play. Designed for indoor and outdoor use with an integrated floor, closed top, and tie-back

doors, this makes the perfect open play space or hideaway for young kids. With a handy carry bag, the Dream Camper is perfect for compact transportation and storage. The Camper tent is now complemented by the new Dreamhouse play tent inspired by the best-selling Dream House toy.

The highlight of the Barbie range are the 10in, 12in and 14in bikes. The 2 in 1 10in bike converts easily from a pedal bike to a balance bike, while the 12in comes complete with a fully enclosed chainguard and heart shaped plaque. The 14in Barbie bike accommodates all Barbie dolls inside the on-board doll carrier and features pneumatic tyres and spoked wheels with coloured rims.

Safety first with easy-reach brakes and pneumatic tyres with deep tread for stability and optimal grip. The ideal bike to build confidence in style –turn up the fun!

0161 633 9800 | sales@charactergroup.plc.uk | www.character-online.com

In 2023, Character Options’ hugely popular Stay Active category will continue to meet the high demand for family-friendly activities and toys, with fresh new developments within the range.

Stay Active is the family-inclusive range of toys that can be played with inside and outside, offering great active fun. And with the range now having developed into a whole division within the portfolio, and having benefited from the firm’s significant investment into the marketing and influencer programme in 2022, buyers and retailers can expect this raft of activity to continue into the year ahead.

New for SS23 is Splash Atom, the game where you have to make the ball slide along the rope to avoid getting drenched! The atom ball comes and goes without stopping, but if it reaches you, you get soaked! And there’s a second new addition: Bubble Skip. A twist on the original Jump It Lap Counter, kids will love producing bubbles as they skip. These will join existing favourites in the range, including Jump-It Wipeout, Moon Shoes, KickerBall, and Splash Out, to name but a few

Splash Atom is the game where you have to make the ball slide along the rope to avoid getting drenched!

The marketing drive for Stay Active promises to be bigger and better, and with 2022 being a stellar year that’s a tough act to follow. The final quarter saw Olympian Gold Medallist and Celebrity MasterChef champion Greg Rutherford among other trending influencers, including Sophie Ellis-Bextor and ‘H’ from Steps, take on the ultimate fast, fun musical jump challenge fitness game, Jump It Wipe Out, catapulting it onto Christmas wish lists and guaranteeing its success at launch.

Wild Thing – I think I love you

WILTON BRADLEY

01626 835400

www.wiltonbradley.com

Fact!

With a fun leopard print grip tape, the Wild Thing scooter features LED wheels, deck and handlebar grips for a super fun light show when you ride

The new Xootz Wild Thing LED Scooter will be the biggest hit in the park! With a fun leopard print grip tape, the Wild Thing scooter features LED wheels, deck and handlebar grips for a super fun light show when you ride. Perfect for ages five-plus, the Wild Thing features a lightweight aluminium frame and an easy folding mechanism making it perfect for transporting.

The Bubble-Go Trike is a new way for kids to have fun!

Watch little faces light up as they cycle along on their tricycle leaving a cloud of bubble magic behind them. Add the included bubble solution to the front-mounted Bubble-Go machine and watch as hundreds of bubbles blow away in the wind.

With an easy clip assembly and simple bubble machine mounting, the Bubble-Go Trike can be put together in a matter of minutes and the sturdy, lightweight frame offers durability.

Complete with more than 100ml of bubble solution, the Bubble Go Trike is the perfect gift for active kids

It’s Fin-tastic!

SPIN MASTER

01628 535000

www.spinmaster.com/en-GB

Spin Master’s must-have outdoor toy this summer is the Aerobie Sonic Fin. Wind up, throw, and listen to the whistling sound of the Aerobie Sonic Fin as it flies through the air. Officially endorsed by Denver Broncos quarterback, Russell Wilson, this aerodynamic ball puts the power of a pro in the user’s hands.

The innovative hollow gyroscopic design creates ultimate lift and maximum distance in the air, meaning it can be thrown up to 100 yards. Throw like a pro with its adjustable fins for maximum speed and distance. With its customisable calibration ring, this football is great for both right-and lefthanded throwers, letting every player challenge themselves while having fun outdoors.

Fact!

The innovative hollow gyroscopic design of the Aerobie Sonic Fin creates ultimate lift and maximum distance in the air, meaning it can be thrown up to 100 yards

The Aerobie Sonic Fin is perfect for kids, adults, and anyone in between, making it great for outdoor family fun.

STUFF

mark.cooper@wowstuff.com

www.wowstuff.com

Introducing HYPR Rockets, from Wow!

Stuff’s new HYPR outdoor toy brand. This multipatented take on the classic toy pattern promises to always outperform comparable outdoor products. Higher, faster, further, better – that’s the HYPR promise. HYPR Rockets are kid-safe, soft-tipped toy rockets, which fly higher, further or faster than any other toy rockets. First to launch in the collection is the HYPR Rocket 500, which flies up to 500 feet high – Wow! Stuff says it’s the fastest, farthest flying toy rocket in its category.

Go higher, faster, further WOW!

All aboard

ONE FOR FUN

0141 613 2525

sales@oneforfun.com

www.oneforfun.com

The continued interest in skateboarding, which was fuelled by success at the Olympics, has promoted new generic boards - all available in diferent sizes from the smaller ‘satchel’ board to full-size adult boards in a variety of materials.

Ozbozz neon skateboards continue to be popular; the bright, eye-catching neons being popular with all trendy boarders. New for 2023 are mirror-fnish skateboards in a variety of sizes and designs. The designs include a wild goose, a lion, a wolf, skulls, fowers and geometric patterns.

This year sees the continuation of new Ozbozz scooter designs - Steam Scoot has three wheels and a special superpower, a waterflled deck that produces real steam when the scooter moves.

A new combo scoot and ride on was launched at the toy fairs and combines outstanding design with practicality. Young children can be wheeled along while seated with an adult pushing from behind.

Slide into spring

SIMBA SMOBY TOYS UK

01620 674 778

sales@simbasmoby.com

www.uk.simba-dickie-group.com/en/home

Simba Smoby Toys UK’s trusted Smoby and AquaPlay brands present families with everything they could need for lots of outdoor fun. And with continued signifcant investment into both ranges, this is a premium outdoor ofering that retailers can bank on.

Ever-popular in the family-favourite Smoby collection are the Smoby Slides. New for this Spring, the GM Slide is perfect for little ones aged two-plus who are taking their frst glides. And for a real crowd-pleaser there is the much-loved Funny Slide, which is now available in a new and improved colourway. This robustly built blow-moulded double wavy slide is 2m long and comes with an extra-wide base and non-skid steps to make it super-secure. When the weather is hot, families can join a hose to the underside of both slides to create a waterfall that will cool little ones of nicely.

Lovely bunch

ZURU

sales@zuru.com | www.zuru.com

Winning the 2022 NPD toy performance award for the numberone selling toy in the US in the water/sand toys & accessories category, plus holding a top three position in the same category within the UK for July 2022, Bunch

O Balloons water balloons are produced using natural latex materials - made from the sap of the rubber tree - that biodegrade over time.

2023 sees the introduction of a new Tropical Party range. Hero sku, the Bunch O Balloons Tropical Party 3-Pack, allows children to fll and tie 100 tropical colour-way water balloons in less than 60 seconds. With O-Ring technology and Rapid Fill capabilities, the stress of flling individual water balloons is diminished, allowing more time for play. Simply connect to a tap or a hose, and fll to make hundreds of water balloons with no hand-tying. Further extending the brand play experience, the Bunch O Balloons Tropical Party Water Slide Wipeout combines the thrill of sliding on water with splashing into hundreds of self-sealing, fastflling water balloons.

Zuru will be supporting Bunch-O-Balloons with its biggest marketing programme to date, including campaigns across TikTok, YouTube, and infuencer-led content.

Did you know?

The AquaPlay LockBox can be folded up and packed away once playtime has ended, making it the ideal choice for families with limited outdoor space

The Smoby outdoor portfolio also includes an exciting range of playhouses and activity items to encourage fresh air play. The Smoby Nature House is much-loved, with its bright, cheery design. Cute details include the shuttered windows, the small barn door, and the sliding panel that can be opened to let in all the loveliness of nature. Meanwhile, budding restauranteurs will love the Smoby Chef House, which comes with two separate spaces, representing a kitchen area and a table service section, meaning kids will be able to act as both chef and customer. The kitchen offers many play patterns in one, with everything needed to cook up a feast, including a fridge, oven, hotplate, food prep sound effects, and 70plus accessories.

For educational water play, there’s AquaPlay, the canal-inspired collection that lets families experience engineering in action as they enjoy lots of splishy, splashy fun. A proven seller is the AquaPlay LockBox, which can be folded up and packed away once playtime has ended. It’s the ideal choice for families with limited outdoor space.

Play with your Pals

MOOKIE TOYS

www.mookie.co.uk

2022 was an exciting year for Mookie Toys with the acquisition of Palplay. Best known for its range of colourful outdoor toys, Palplay’s product lines are now being sold under the Mookie umbrella.

Guess what…

2023 will see a focus on bringing new and engaging video content to support a social media and influencer campaign, reminding people that anybody can play Swingball

Throughout 2023, Mookie’s in-house design team will be bringing a new look to Palplay along with unique designs, which they say we are yet to see in the outdoor plastics world.

Spring/Summer 2023 has lots of exciting new releases from TP Toys, with the launch of FSC wooden garden games, such as croquet, tumble tower, ring toss and skittles but on a much larger scale. Wooden playhouses now have the option to add on FSC playhouse accessories such as mud kitchens, shutters, fences and even noughts and crosses.

Scuttlebug is again consistently featured in NPD top toys year after year, and the Bugs has had a refreshing rebrand and now comes in reduced packaging sizes with Scuttlebug even seeing a 58% increase in container load and 78% for Scuttlebug XL.

La dolce vita TOYNAMICS

0116 478 5230 | sales@toynamics.co.uk | www.toynamics.com

New for 2023, Toynamics has launched the brand Ambosstoys, bringing timeless ride-on toys that combine classic Italian design with the fnest craftsmanship. The vintage-looking Primo is an authentic ride-on toy in the design of a classic Italian scooter. Suitable for toddler age up to fve years-old, the bikes are created using the highest-quality materials for longevity and are available in three colours - mint, blue and pink.

Following the success of the Hape balance bikes launched last year, there is an exciting new addition to the collection for 2023 – the Hape Cross Racing Balance Bike. This new, sporty balance bike for of-road riding is packed with features that make it easy for children to learn to ride. It’s a great fun ride three-tosix-year-olds will love. It’s ergonomically designed, with a premium wood and steel frame for safe riding, and comes with front and rear wheel mudguards.

Flair’s fresh air fun

FLAIR GP

0208 643 0320 | sales@fairplc.co.uk.

With cool ‘toy’ drones, a football training line that’s endorsed by footie legend Lionel Messi and a new infatable game that’s ideal for outdoor play, families are guaranteed to enjoy the great outdoors with Flair.

The Sky Viper Force ‘toy’ drone brand celebrates its 10-year anniversary in 2023, having soared to success over the Atlantic. And from AW23 the range is set to take the UK by storm. An ideal entry point into the range is The Force Gesture Controlled Drone, which ofers a whole new way to experience Sky Viper Force. It fies itself with a wave of the hand, so users don’t need to have any experience in fying drones.

For a more advanced drone that comes with built-in GPS, stream and record HD Video function, along with other clever functionalities, there’s the Journey Pro Video Drone. Or, for those with a real need for speed, the Vector Performance Stunt Jet will not disappoint. This nifty plane fies at speeds of 40+ mph.

For football fanatics, there’s Flair’s Messi Training System range, which benefts not only from the endorsement of Barcelona star Lionel Messi himself, but also the signifcant marketing investment that Flair GP continues to put behind it. It ofers kids professional training equipment and methods to help improve their skills. Essential to the range is the size-2, solid foam Soft Touch Training Ball. It comes with an extendable, height adjustable cord that helps kids practise their aim and control.

Then, get ready to work up a sweat with Wibble Wobble Where?, the giant, infatable wobbly game that’s perfect for playing indoors and out. The aim of this fun-for-all game is to be the frst to fnd the images on the wibbly, wobbly, one- by two-metre infatable.

Aphizz-whizzing adventure

TnP talks to Anita Richardson , retail and visitor experience manager of The Roald Dahl Museum and Story Centre , about the family attraction’s shop

including books, pocket money toys, gifts, games and clothes.

Tell us about The Roald Dahl Museum.

The Museum opened its doors for the first time in 2005. It was set up by Roald Dahl's widow Liccy, as a home for Roald Dahl's literary archive. We're a small museum based in the Buckinghamshire village of Great Missenden, where Roald Dahl [author of popular stories including Matilda and The BFG] lived and wrote for 36 years. The site used to be an old coaching inn, and has had many previous lives, including being a bank and village hall. Each year, we welcome up to 60,000 visitors, as well as around 20,000 schoolchildren. We get very busy in the school holidays, especially half terms

What’s your retail offering?

The shop has been an integral part of the Museum since it opened. It’s a small treasure trove of Roald Dahl goodies at the entrance to the Museum. It also incorporates the ticket desk, so it has a lot of footfall.

Describe your product range.

We try to stick very closely to Roald Dahl product and Quentin Blake [Roald Dahl’s principal illustrator] prints. We stock a huge array of Roald Dahl goodies

We also have a growing range of exclusive Museum products. Some of these are inspired by lino print found in Roald Dahl's Writing Hut, which is housed at the Museum. We also produce a special Museum edition of one of Roald Dahl's books each year. Last Christmas we launched a brilliant new edition of The BFG, which includes exclusive content from the Museum archive.

How many suppliers do you deal with?

It changes depending on who has licences, but it’s currently Cath Kidston, Penguin, Aquarelle, Judge Sampson, Brand Art, and Star Editions.

How do you find products? Usually from shows, visits and contacts via email

What's your selection criteria?

Everything needs to be high quality and relate closely to the Museum and the brand.

How is trading for you?

We did well over the summer and, as you can imagine, we usually do better at school holiday times.

What products are selling well? Books and pocket money products. We like to have a range of price points for our visitors. Our exclusive Museum books are really popular and give us a boost in the run-up to Christmas.

How do you attract visitors? We use social media to promote our

shop’s products, and create offers to tie in with wider themes and activities in the Museum. For example, when we launched our exclusive edition of a relatively unknown Dahl book entitled My Year, we created a series of guided walks into the countryside that inspired the book, with readings from the book. This really helped push sales in the shop. We also like to have book launches for our exclusive editions.

What’s next for the shop?

We want to expand our range of Museum products, and are hoping to create a new website to better serve our online visitors.

And what’s next for the Museum?

We look forward to welcoming even more people this year. We always have a great programme of events and hope to do more as we come out of Covid. We recently held our Matilda celebrations to tie in with the release of the brilliant Matilda the Musical film and, with lots of Roald Dahl projects in the pipeline, there’s so much to get excited about!

What's the most rewarding part of your job?

It’s great to see products turn into sales, which ultimately contribute to the upkeep of the Museum and Roald Dahl’s archive.

What's the most challenging part of your job?

Encouraging more people to visit the Museum, especially during our quieter times.

it’sgreat to see productsturn into sales, which ultimately contribute to theupkeepof the Museum and Roald Dahl’s archive ”

“

Talking retail

Vicky Brown JustWilliamsToys Beckenham and West Dulwich, London

What was your standout product at Toy Fair?

Wow, this is a hard one. There were lots of great new products to be excited by. We were bowled over by the complexity of Moji the dog from Flair. We loved the simplicity of John Adams' Flip Frog game and the Steffi Love pregnant doll, where the baby is removable - gave us all a good laugh! And we are very excited to see CRAZY Aarons putty back! We love the new packaging and the putty with the hidden pieces in it, which crackled when you squeezed them - a great sensory product.

Was there anything that was better than you expected?

It was great to see so many companies taking sustainability seriously and taking positive steps forward - like the new Rubik's Cube made from 100% recycled plastic, Character Options’ Eco Plush range using 100% recycled material and Hape toys made out of rice.

Did you find what you were looking for - and if so what was it?

I was looking for some new (or to be reminded about existing) arts and crafts products that retail under £20, and specifically some arts and crafts for ages three and under. Did I find them? Yes! Petit Collage never disappoints with its range of products. Janod has introduced some beautiful kits for ages three to four, and Play-Doh Air Clay - absolutely love this range.

Did you visit the Greenhouse section - and did anything in particular stand out for you?

I loved what Happy Little Doers has produced; great products with appealing images. The educational flashcards and games are the sort of products that our customers ask for.

Alexander Owner GiddyGoatToys | Didsbury, Manchester

What was your standout product at Toy Fair?

At Toy Fair – the many and varied new LEGO sets. At Spring Fair - I loved the range of plush dogs by Wild Republic that supports helping rescue and homeless pets. My other standout product was Bagpuss by Rainbow Designs

Was there anything that was better than you expected?

Seeing how various companies are trying to minimise single-use plastic in their packaging was good - and also there was a good spread of products that we can retail for under £15.

Maggie Tibbenham Director

ImagineToyShop

Holmfirth,West Yorkshire

How have after Christmas sales been - are kids coming in spending Christmas money and what on?

Christmas came very late but it was fabulous. From mid December we saw people queuing every day right up to the 24th, which was the busiest Christmas shopping day. We didn't see any significant amount of children spending Christmas money after the holidays. We sold loads of vouchers for Christmas and not many came to exchange them either. As I write this I think they might be waiting for half term.

Have you changed your original plans for this year in light of the cost of living etc?

Not at all. We do not see any worrying changes in our energy bills; the little price increase of products we sell doesn't scare away those who come to visit the shop. We saw fewer people coming in January but those who come spend without hesitation. As always for the first quarter of the year we won't be ordering high-value toys but this is typical. We are currently focusing on finding new novelty pocket money toys, brain teasers, small crafty sets and so on.

Did you find what you were looking for - and if so what was it?

We found some lovely new suppliers we are looking forward to working with just to bring a few new and different products into our shop.

Anything you couldn't find - and would love toy makers to include?

No but both Toy Fair and Spring Fair could do with a few more seats - it’s tiring work!

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

We asked retailers about Q1 sales and what they fell in love with when visiting Toy Fair

Amanda

Amanda Alexander with Liz from University Games looking at Dogman games and puzzles

“It was great to see so many companies taking sustainability seriously and taking positive steps forward’’

“We are currently focusing on finding new novelty pocket money toys, brain teasers, small crafty sets’’

Dan Lovett Manager BecclesToy Box Beccles, Suffolk

It was great to be back at Toy Fair after a threeyear break; so nice to catch up with suppliers, reps, agents and fellow retailers. This year I went along with our friends Bill and Karen from Bulstrodes, a home, lifestyle and fun shop in nearby Framlingham.

What was your standout product of the show?

Having spent the day walking miles around Toy Fair, the standout product for me, was Jazwares (last call of the day), where they have made the perfect marriage putting Pokémon and Squishmallows together. Two of our bestselling lines over the past couple of years!

Was anything better than you expected?

Better than expected for me was LEGO; I wasn't quite sure what to expect but certain lines will really stand out this year, (my lips are sealed!).

I was on the lookout for the next craze but

Emma Dadswell

Toys N Tuck

Southend, Essex

Toys n Tuck won the Independent Toy Retailer of the Year (single store)

How did you feel when you heard you had won?

didn't really see anything stand out, however I didn’t get to the Ravensburger stand (my fault). Had been told by several people that there is a great card game coming, so we shall see.

Did you visit the Greenhouse area and did anything there catch your eye?

I had taken a walk around the Greenhouse area a few times but nothing really stood out for us - just not for where we are in the country and price. In previous years I have had a couple of really good finds, like Crazy Aaron's putty. Was there anything you were looking for but couldn’t find?

There wasn't really anything I couldn't find as such, but I think it must be getting harder for toy makers to come up with new crazes with so much more technology. Character options maybe one to watch with Tap Tap.

Sally Wilde

Planet Sal Honiton, South Devon

How were after-Christmas sales been - did kids come in spending Christmas money and what on?

I had the best Christmas since I opened five years ago, which was fantastic!

I was pleased for the recognition for the team as they have been working hardit’s nice that it was noticed.

What do you think sets you apart (and makes you a winner!)

I think we just do our best to make sure we are giving every customer the best service possible and making sure the shop is easy to navigate with the right stock! And added extras like event days and giveaways making us a key part in our community.

How would you describe your toy range?

What you would expect from a toy store plus more!

What's selling well?

We are doing really well with the obvious ones such as LEGO, Pokémon and Squishmallows, but on top of that at the moment Anime in general is having a good time and we have had an uplift in Care Bears!

What were your most exciting finds at Toy Fair?

There were a few things that look like they could be something, but most of the exciting bits were in ‘secret rooms’.

What's your biggest challenge right now?

Giving customers a reason to spend! The first half of the year customers are more money conscious so we just need to have reasons to get them through the door, so we will be focused on good price points, window displays and in-store activities.

I always have a sale in January with 15% off everything except books, and I reduce Christmas gifts to half price. There’s a surprising amount of people who wait for the sales to buy Christmas presents for the following year. One lady almost cleared me out of leftover toys, which was great.

The sale was also popular, with any savings appreciated at the moment. I have to say that the children were wonderful about spending their Christmas money here - it’s very heartwarming. Mostly still fidgets and squishies, with a ‘splattering’ of poo - still so popular! Books went well for me, too, and I had a good January.

Did you plan any offers/events for half term?

With Valentine's Day falling in our Devon half term I mainly gave space and effort to this, but had been selling some affordable glass hearts and jewellery. So many children came in to buy these for their Mums and besties - it was a happy surprise.

Toys need a big stock-up now, so I will be ordering loads from the goodies I spotted at Spring Fair

Have you changed your original plans for this year in light of cost of living etc?

My shop is pretty affordable anyway, with not much stock over £20. This really helped families at Christmas, which is why I was so busy. Space is an issue for me, so each product has to earn its keep, and I buy carefully at all times, but even more so this last year. With my own costs rising, I need to be sure each product will have wide appeal.

For me any toy at the £4.99 -£6.99 price point sells constantly all year, so they account for a lot of my space.

Dan with Anna Williamson from Toy Fair TV

“For me any toy at the £4.99 -£6.99 price point sells constantly all year, so they account for a lot of my space''

“Jazwares has made the perfect marriage putting Pokemon and Squishmallows together’’

Trade talk

We asked key suppliers to give their views on trade shows, their hopes for their business, and what they are most looking forward to this year

Calling all suppliers

distributors! We’d love to hear your views. Get in touch with tim@ lemapublishing.co.uk to have your say!

JOHN STYRING

CEO Curious Universe

How was Toy Fair and Nuremberg for you?

We were thrilled to attend our first London Toy Fair and even more excited to showcase our fantastic new toy brands: Cutesville, Crystalverse and Curious Universe Games. We were able to speak to stand visitors with whom we have long-standing relationships while also developing exciting new connections. It was a great start to 2023.

What are your hopes for your business in the coming months?

Our business has seen exponential growth both with our company size and product portfolio. We are excited to increase our toy category and release some exciting brands later in the year. Our team has worked very hard to produce a great product and we hope to see huge success from this.

What are you most looking forward to in 2023?

Alongside launching our new games and toy brands in Q4 2023, we are also moving into licensed product. We have secured several licences and are in the process of securing further in due course. We have an exciting portfolio of products in 2023 and we are looking forward to their success.

KAREN ATHILL

Senior regional channel director of sales (west) Funko

How was Toy Fair and Nuremberg for you?

Genuinely, the best shows to date. London Toy Fair had an energy that we haven’t experienced since before the pandemic, and Spielwarenmesse (Nuremberg) Toy Fair was the perfect ending to Toy Fair season.

What was the mood at the show and response to your product?

The excitement we received for all our new launches has been unprecedented, especially for our new form factor product, Bitty Pop! – we can’t wait for its retail launch.

SIMON PREST Sales Director

Orchard Toys

How was Toy Fair and Nuremberg for you?

Toy Fair was fantastic for us – there was a real buzz in the air, and it was the perfect opportunity to catch up with our independents, major account customers, open up new accounts and showcase our new games. And it was great to be back at Nuremberg. Coming out of an uncertain year, especially for exports, it was brilliant to hear our distributors feeling very positive for the year ahead.

What was the mood at the show and the response to your product?

The mood at Toy Fair was incredibly upbeat, and our new games were a massive hit, with great love for Dinosaur Dig, Unicorn Fun! and Mucky Trucks, one of our new preschooler games.

How is 2023 for you so far?

Q4 ended up being very successful for many retailers, so at the beginning of this year stock levels were low and orders have been higher than expected.

What are your hopes for the coming months?

To expand our network of distributors and secure a new distributor or two in the German, Austrian and Swiss (GAS) markets.

What are you most looking forward to in 2023? Converting new enquiries into business and maintaining strong relationships with our existing customers.

What are the biggest challenges facing the business?

Rising costs across the business, just like everyone is experiencing across the industry and beyond.

How is 2023 for you so far?

Incredibly busy as we gear up for retail launches of our new products out later this year, including our Cranium game, the hugely anticipated 25th anniversary edition in collaboration with Hasbro.

What are your hopes for the coming months?

We have high hopes and given the reception received so far, we are confident in our ambitious plans for the year!

WH AT’S

Due at the start of April, Asmodee’s new game Setup is not for fools. It’s based on the everpopular rummy, offering up a new version of the classic, and taking it in new directions.

As Birgitte Bülow, CEO of developer Bezzerwizzer Studio, notes: “One of our missions as a team is to bring people together with new takes on traditional games - and to do so across all ages. Putting new spins on classics like rummy is a great way to bring families together. We know rummy fans will love the new twists and mechanics, like introducing tiles with an extra suit and a clear board-based scoring system. These changes make setup just as fun and easy to get started for new players as it is for established card game fans!”

Who are you?

Toikido

www.toikido.com

Toy maker and expert Toikido has teamed up with the Teenage Cancer Trust, the charity backed by celebrities and rock stars – The Who’s Roger Daltrey is its honorary patron – to produce a limited edition headliner statue to raise cash for the organisation. The statue features the charity’s Jamie Hewlett-designed logo brought to life and is emblazoned with The Who’s iconic mod-style logo.

It retails at £199.99 and is endorsed by Daltrey, who helps put together the charity’s annual Royal Albert Hall gigs.

www.eduk8worldwide.com |

Eduk8 has launched a range of layered wooden puzzles aimed at children aged three years old and upwards. The high-quality, laser-cut puzzles are produced from sustainable wood and are aimed at improving “cognitive skills, hand to eye coordination, problem solving, fine motor development and much more”, the company says.

One ring to order new adventure

Ravensburger

01869 363 800

Ravensburger has added another adventure book to its series of board games meets hardback collection, with The Lord Of The Rings Adventure Book Game allowing players to immerse themselves in the world of Middle Earth.

“The Lord of the Rings’ immersive story world unfolded perfectly in our adventure book board game format,” says Shanon Lyon, game development manager at Ravensburger.

“We designed the game to capture the detail and thoroughness that Lord of the Rings fans have come to know and love from Ravensburger games. The thrill of the series’ iconic moments truly jumps off of the board game ‘pages’.”

Top of the Pops

Funko Europe

supportemea@funko.com | funkoeurope.com

Funko Europe boasted a global exclusive at Toy Fair as the company gave a first look at its new micro-sized collectable range.

Bitty Pop! is due to launch in the summer and the company says it will take its Pop! style to another level.

The range of 7/8in collectables – there are 16 in all to collect – were on display for the first time at Funko’s stand at the show. The figurines launched with classic Disney characters as well as Harry Potter favourites, with, as you’d expect from Funko, mystery figures to collect too.

Rex and effects Lego

0800 066 8536

www.lego.com

Not one but two additions from LEGO for its ongoing series of helmets and designs from the Star Wars universe. The pair come straight from the Clone Wars series and are based on the instantly recognisable headgear worn by Captain Rex and Clone Commander Cody.

Add to Kart

Jakks Pacific

01344 638900 | www.jakks.com

Jakks Pacific is launching a new range of assorted posable figures, accessories, playsets, plush and more to tie in with the eagerly-awaited theatrical launch of game-to-film property The Super Mario Bros Movie. The end of February launch will include 5in characters. SVP of marketing Craig Drobis says: “Our collector and fan community will be thrilled with Jakks’ new scales that really bring home the rich details inspired by the characters and sets on the big screen, including our new 5in figures with realistic acrylic eyes and movie accessories in a premium window box. We’re excited to unveil even more very soon.”

WH AT’S

Coronation treat Ravensburger

01869 363 800

www.ravensburger.com/uk

Ravensburger has signed up the artist who created the memorable picture of the Queen and Paddington in a deal that includes a special puzzle to celebrate the forthcoming coronation of King Charles III.

The first fruits of the deal between the puzzle specialist and illustrator Eleanor Tomlinson see the Coronation Capers 1,000-piece puzzle land in retail early in April ahead of the event.

Ravensburger UK’s senior product manager (puzzles) Sindy Randall, who brokered the deal with Eborn, said:

“This was one of those rare occasions where we were presented with a unique piece of art, that was not far off becoming a wonderful commemorative puzzle, and came together in a matter of days. We are passionate about working with UK artists and delighted to have signed Eleanor for this celebratory piece of artwork.”

Dynamite in brick form

LEGO

‭0800 066 8536

KPop favourites BTS have been immortalised in brick form with the kaunch of the latest LEGO Ideas set.

The boy band feature in the set dreamed up by two US fans –Josh, 20 and Jacob, 21 – and approved by the toy giant.

The set is based on the promo video for their Dynamite single – one that was viewed more than 100 million times in its first day and reached a billion views within eight months – and features the seven band members immortalised as minifigures for the first time.

Jacob said: “Josh did the building and design work and, as a massive BTS fan, I told him what needed to be in it, what details were most important. It was a really fun process”.

Josh added: “Jacob had the BTS knowledge, and he was able to direct my build in the proper way. I watched the music video over and over and tried to capture its essence in the LEGO bricks. It was insane when the project went viral online overnight.”

Federico Begher, head of LEGO Product Group, commented: “When we saw Josh and Jacob’s colourful design we knew it would be a hit and this was proved by how quickly they reached 10,000 views in the LEGO Ideas voting. The BTS fans have already got behind the design and so it was important that we were as faithful to the original creation as possible. The set highlights creativity, passion and most importantly, fun! We can’t wait to see the fans building and displaying it.”

Glowing live

Geomagworld

www.wgeomagworld.com/en

The latest magnetic construction set from Geomagworld is a mammoth 93-piece set that features its distinctive glow-in-the-dark pieces – all sustainable.

Mini marvels

MGA Entertainment

01908 268480 | www.mgae.com

Sooo Mini! is a new series from MGA featuring the ever-popular L.O.L. Surprise! characters, with two different collectable options. These are dolls, made up of 12 characters, and Lil Sisters. Both tap into the market for miniature collectables at affordable price points.

Tonies gets its own friends

Tonies

020 3192 1492 | sales@tonies.com

Interactive audio platform Tonies has marked the next stage of its development in its system with the launch of its own licensed range.

Farmers’ market

01268 490184 | www.playmobil.de

The cult classic French car, the 2CV, has finally been given the Playmobil treatment. The unique vehicle, created with French farmers in mind, enabling them to take their wares to market, comes with attention to detail and additional stickers.

All Change

IMC Toys

01904 720908 | info.uk@imctoys.com | www.imctoys.com

IMC has launched a new sub-brand of its popular Cry Babies series. The Little Changers range is made up of six characters – each representing one element of the earth – with each sitting in its own flower capsule and coming with accessories. Crucially, each comes in recyclable packaging and is made using a revolutionary alternative to plastic. The launch is backed with a series of webisodes.

Sleepy Friends is designed to help create ‘beloved bedtime routines’. The range is made up of three different characters; Sleepy Bear, Sleepy Rabbit and Sleepy Sheep. Liz Peters, head of Portfolio UK & Ireland, says: “A good night’s sleep is important for the whole family’s wellbeing, and we are incredibly honoured to be able to help parents establish peaceful and beloved bedtime routines with the new Sleepy Friends range. Bedtime is a magical moment in the parent-child relationship, where bonds are strengthened and special lifetime memories are created - we are truly privileged to be a part of this magic!

“As a brand that is well-known for its strong portfolio of licensed Tonies from Disney, BBC and The Roald Dahl Story Company, among many other licensees, the launch of our first-ever tonies brand of Tonies is a pivotal moment for us. The development of the Sleepy Friends range has been driven by our desire to offer a full spectrum of Tonies to answer our loyal customers’ needs, and is

“The launch of Cry Babies Little Changes marks a significant shift in the way IMC makes toys now and in the future”, commented Kerry Tarrant, UK marketing manager for IMC Toys. “It has taken a lot of time and effort to source the right renewable materials in order for us to be able to ensure the quality remained high in line with our wider portfolio, but we’re really pleased with Little Changers – the colours are bright and vibrant - and perfectly packaged for stand-out shelf appeal.”

DON’T MISS…

Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!

Product: Chelsea Barbie doll Company: Mattel 01628 500000 www.mattel.com

Product: 7 Wonders Edifice Company: Asmodee Tel: 01420 593593 Web: www.asmodee.co.uk

Product: Peephole Bug Viewer Company: Eduk8 Email: enquiries@eduk8worldwide.co.uk Web: www.eduk8worldwide.com

Product: Company: Email: Web:

Product: Cranium Company: Funko Email: supportemea@funko.com Web: www.funkoeurope.com

Product: Disney 100 minifigures Company: LEGO Tel: 0800 066 8536‬‬ Web: www.lego.com

Product: 3-in-1 Sounds & Lights Soothing Pal Company: Infantino Web: www.infantino.com

Product: Matchbox 70th anniversary zinc range Company: Mattel Tel: 01628 500000 Web: www.mattel.com

Product: Star Wars The Deckbuilding Game Company: Asmodee Tel: 01420 593593

Email: info@asmodee.co.uk Web: www.asmodee.co.uk

Product: Flying Scotsman centenary locomotives Company: Hornby Tel: 01843 233502

Email: marketing@hornby.com Web: www.uk.hornby.com

The A-Z of Toy Fair

The show is over, the dust has settled and here’s a look at the many highs and the notmany lows of this year’s event, with insider details, a round-up of key highlights and much reaction…

A is for Asmodee

As the show wound down, Asmodee staff still on their stand were taking a well-deserved breather. Toy Fair had, for them, been exceedingly busy. This was thanks, in no small part, to its celebrity cachet – radio DJ and TV presenter turned game developer and inventor Matt Edmondson was there across the event, inviting retailers and attendees to try out his games with him.We at TnP are huge fans of Edmondson and his work – not only are his games released through Asmodee a lot of fun and very engaging, but Edmondson himself is a thoroughly nice bloke, and the best advert for his product. His boundless enthusiasm makes for a great sales pitch. Also turning up to launch a new Catchphrase iteration was the show’s presenter Stephen Mulhern.

B is for BTHA

With more than 250 exhibitors, including more than one in five new to the show, thousands of visitors from around the world and accompanying press interest, Toy Fair was, you could safely say,

judged to be something of a success by those in the know.

Majen Immink, director of Toy Fair, commented: “Toy Fair 2023 has been a fantastic start to the toy calendar year. It has been lovely to see a packed show of exhibitors and top-quality industry visitors fill the halls. There has been a real buzz around the show, and we are grateful to exhibitors for all their efforts in helping to make the show look vibrant and colourful, and making it a great environment for business to take place. We wish everyone the best for 2023 and look forward to seeing you all back in 2024 for our 70th show!”

The testimonials bear this out too, take a look at one or two examples here:

Adam Moore, Playmobil: “We’re back for the first year after Covid, and what a great opportunity to showcase our full product range. The show is a key tool for us to meet face-to-face with key retail and marketing representatives. Highlights of the show were the character parade and winning a Hero Toy. We 100%, absolutely will be back next year!”

Matt Shaw, Epoch Making Toys: “We were excited to be back at

Majen Immink, Director of Toy Fair

London Toy Fair and have had a really positive show, meeting existing and new business opportunities. We were proud to showcase our new product releases for the Spring/Summer and Autumn/Winter seasons from Sylvanian Families, Aquabeads and Epoch Games, and we look forward to a strong 2023.”

Becky Matthews, sales and marketing director, Golden Bear: “Toy Fair has been fantastic for us this year; it has been a perfect launch pad for our 2023 product. As we grow our presence across new categories for Golden Bear, forming new connections and catching up with old faces has been invaluable. We have had a busy stand for the whole three days with a really positive vibe and a sense of excitement. There is nothing like the magic of London Toy Fair.”

C is for Casdon and Coffee

Casdon’s roleplaying toys and its Dyson vacuums and more have proved to be perennial favourites in recent years, this year’s hit from the long-standing familyrun business was a replica De’Longhi barista-style coffee machine, which was a big hit.

Toy Fair 2023 has been a fantastic start to the toy calendar year. It has been lovely to see a packed show of exhibitors and topquality industry visitors fill the halls

D is for Disney

2023 is, as Sambro noted when TnP was checking out its stand, going to be a huge year for Disney, with the company celebrating its 100th anniversary and the Mouse House cropping up across many diferent stands, including Sambro’s. And one of the best-received items at the show, was the Disney trading card game from Ravensburger (see under R).

E is for Eco-friendly

It’s not just the packaging and the materials used to make toys that are eco-friendly, but an increasing number of products are geared towards - as Toynamics pointed out while highlighting Green Planet Explorers, one of its big new launches at Toy Fair - teaching children about sustainability through the power of play. Not only is it built in to the manufacturing and distribution process, but, as the company’s Emma Damerell said just ahead of the event: “There’ll be a focus on sustainability – not just packaging, but the actual toy and its design. It will be about sustainability messaging and what toys are helping to teach children.” Green Planet Explorers, launched under the Hape banner and with supporting video content through a YouTube channel, is just that.

F is for Funko

The Funko stand, showing of not just its collectables and new elements such as its Bitty Pops range, as well as focusing on its games side, was always buzzing; its drinks party was a big winner too… Of Bitty Pops, the company’s SVP of sales, Malcolm Ottley, said: “We’ve always known Bitty Pop! was a huge idea encased in a little form factor since the idea’s infancy. Bitty Pop! will set a new precedent in the collectibles industry, and we are tremendously excited about it! To not only add to our Pop! category family but to give fans around the world another way to express their fandom is really important to us at Funko.”

G is for Golden Teddy

Two of the prestigious gongs were handed out at a special event held during Toy Fair; one for Michele Norton (Norton PR) and the other Julie Pittilla (Pittilla PR). The Golden Teddys were given for the outstanding contributions to the industry over the years. And the BTHA noted: “As part of their award presentations, reasons cited included dedicated service to the industry through their PR work for clients, trustworthiness and as highly respected professionals within their felds.’’

Graham Canning, Chairman of the British Toy & Hobby Association said: “On behalf of all at the British Toy & Hobby

Association, my congratulations go to both Michele and Julie for their loyal and substantial individual contributions to the industry over many years. They represent all that is good about this fantastic industry – dedication, integrity and going over and above expectations.”

H is for Hero Toys

The Toy Fair launched with the previous year’s fgures (from NPD) as well as the announcement of this yar’s hero toys line-up by the BTHA, with all of them highlighted by the busy press ofce. Rebecca Deeming, Communications & Events Manager at the BTHA, commented: “This year’s Toy Fair’s Hero Toys are bigger and better than ever! We received more than 250 product entries - the greatest number of entries we have ever had - and the competition was very strong. We are confdent that our winners perfectly encompass the wide-ranging categories of toys on display at Toy Fair and they represent everything our industry is about: ensuring every childhood is flled with play.”

I is for Indoor

Golden Bear set its team a challenge – to try to fnd the best way to develop a football game of some sort that could be played indoors. It is, the company MD Barry Hughes said, the “Holy Grail of being able to play football indoors” without knocking things over. So the company unveiled the Soccer Bot at Toy Fair.

J is for Jura Toys

A busy stand and a busy show for the company, and industry stalwart Neil Montgomery told TnP that the show is not just important for the business you can do, but also to use as a bellwether for the year to come.

“It’s been really good, we opened up some new accounts, met some big accounts and there were lots of positive noises,” he said. “It feels more like normality again.

“Toy Fair gives us an indication if it’s going to be a good year or not. And the show has given us a lot of confdence.”

K is for KidsOut

Children’s charity KidsOut collected a whopping 5,000 toys at this year’s endof-Toy Fair Trolley Dash, the most in its six years of being involved.

Exhibitors at the Olympia event handed over toys and games to volunteers roaming the show foor with shopping trolleys.

The charity, which aids children and families seeking refuge from abuse, sent of the toys to be categorised and sorted into boxes to be distributed around the country.

Julian Margon, KidsOut chief ambassador, said: “We were once again overwhelmed by the amount of support from the toy trade at this year’s Toy Fair Trolley Dash. More than 80 volunteers were literally rushed of their feet after rolling down the aisles and back with trolleys full of donations.

“We would like to thank not only everyone in the trade but also the BTHA for their continued faith in the cause, and especially Majen Immink, Jo Lester and their teams for allowing us the opportunity, as well as the unseen heroes supporting with trolleys and transport, Tesco and (DHL) Marks & Spencer.”

Majen Immink, director of Toy Fair, said: “The work KidsOut do to bring some joy to children who need it most is truly remarkable, and it is great that as a show we can be a part of that. The generosity from our exhibitors each year is astounding and we are so grateful to be able to give something back to children each year, who are at the heart of our industry.”

In other fundraising news, the Toy Trust Media Auction has broken its own records by raising an amazing six-fgure sum during Toy Fair.

The annual event, where airtime and print slots are donated by organisations and media companies, with retailers also ofering up promotional catalogue slots, raised a total of £107,000.

Toy Trust Committee Chairman, Graham Canning said: “Our thanks go to the Toy Trust’s generous media partners for their continued support, as well as Havas Entertainment’s Matt Smith and with special thanks to Jef Taylor for their hard work and dedication in securing media items.

I’d also like to thank my industry colleagues for their generous bids, which has got our 2023 fundraising of to a magnifcent start and will help us in our quest to continue to support UK-based children’s charities this year.”

This year’s Toy Fair Hero Toys are bigger and better than ever! We received more than 250 product entries - the greatest number we have ever had Rebecca Deeming, Communications & Events Director, BTHA

L is for LEGO

The toy giant was behind closed doors with its wares, all under strict embargos to keep spoilers inherent in it its flmbased playsets under wraps. But the company was in a buoyant mood as the show opened with the news it was the number-one toy brand in the market for the eighth year running; no mean feat. LEGO executives said they’d sold a LEGO set every second – “that’s a lot of LEGO sets,” one quipped – and the activations around its 90th anniversary had helped. Chief among its launches on show were the new LEGO Friends, currently celebrating its 10th anniversary. In keeping with current movements in the sector, it celebrates diversity.

Isabel Graham, head of marketing, the LEGO Group UK and Ireland, commented: “It has been fantastic to see how much LEGO Play continued to be loved by kids and families across the UK in our 90th year. We’ve got even more to look forward to this year, with an incredibly strong portfolio of products for builders of all ages, great partnerships and innovative campaigns, and I can’t wait to reveal more over the coming weeks and months.”

M is for Mandalorian

Star Wars is still a juggernaut when it comes to flm ofshoots, as evinced by the many diferent strands of the empire on ofer around the show. Chief among these were items such as Rubies’ dressup outfts for The Mandalorian. With the return of the series to streaming service Disney+, the company was expecting big things for the year for its costumes based on the series. As LEGO noted when TnP visited the company’s stand, Disney+ has changed the dynamic for toys too; where it was once just about the spike surrounding, for instance, a Star Wars theatrical release, there is now more longevity in titles related to the Star Wars universe.

N is for NPD

Traditional toys were the key winners in 2022 according to fgures released by the BTHA and The NPD Group as Toy Fair kicked of.

And among those traditional areas, including building sets, action fgures and vehicles, plush was the bestperforming, up 29% year on year. Licensed toys grew again year on year, up by 5.5% and now accounting for almost a third of the market. Old favourites such as Star Wars Marvel and Barbie were chief properties, but the fastest growing in 2022 were Squishmallows and Jurassic World.

The NPD fgures showed overall

UK toy sales declining by 3% over the 12 months, making the business worth £3.6 billion. The average selling price of a toy is now £10.54, but NPD believes that the key growth area is more considered purchases priced between £30 and £50.

In other fgures, the extra day aforded by Christmas Eve landing on a Saturday meant week 51 sales were up 15% on 2021. In-store purchases showed growth, now accounting for more than half of sales, up 6% YoY to 51%. Online sales are still ahead of pre-pandemic fgures, however.

The fgures were revealed at the opening of Toy Fair for the press, which also saw the BTHA unveiling its 25 Hero Toys.

“The UK toy industry has continued to deliver toys and games for consumers at afordable prices during 2022 among high levels of infation, and a cost-of-living crisis,” commented Kerri Atherton, head of public afairs at the BTHA. “Last year, new product innovations were vital to driving sales in the UK toy industry, which led to growth in the plush toy category. With a strong line-up of new releases for 2023, the UK toy industry has signs to be optimistic about the year ahead.”

Melissa Symonds, executive director, UK Toys, The NPD Group, added: “New licenced properties like Gabby’s Doll House and classics like Star Wars drove major sales throughout 2022. With Disney celebrating their 100th anniversary and movie releases such as Barbie, Transformers, and Super Mario, 2023 looks set to be another good year for licensed toys, an instrumental part of the UK toy industry.

“In 2022, we saw consumers returning to make more purchases in store during the year. Consumers are increasingly choosing to shop with specialist toy stores, which saw an uplift of 16% in sales, with consumers seeking out large product ranges ofering choice and value.”

O is for Olympia

The mood within Olympia was positively buzzing and even the work being carried out in and around the west London venue couldn’t dampen spirits. The mood throughout the three days – even in the somewhat jaded fnal few hours – was upbeat throughout. Everyone, from retailers to suppliers and all points in between, was positive and happy to be back and fully in-person.

P is for Plastic

Soon to be a thing of the past if the buzzwords such as sustainability continue to dominate the conversation in the way they did at Toy Fair this year. Not only is plastic packaging set to become a thing of the past – many of the stands we visited, such as, for example, Zapf

Creation, were keenly highlighting their plastic-free packaging. And games such as Leapfrog/Vtech’s cardboard-based racing game, which was, according to everyone we spoke to, hugely well received by retailers (“it’s something completely diferent,” the company said) look set to make plastic history.

Q is for Queues

Thankfully, few and far between at the show this year…

R is for Ravensburger

One of the most-talked about and bestreceived items of the event was the excellent Disney Lorcana trading card game due for launch from Ravensburger. Kept under closed doors and strict embargo, the reaction from all retailers we spoke to was hugely positive. Katy Fletcher, from Ravensburger, said: “We’ve had an outstanding 2023 Toy Fair; the calibre of meetings has been exceptional and the reception we’ve received for the launch of our Disney Lorcana trading card game has exceeded even our own expectations.”

S is for Stands

From Perth, Australia, to closer to home, the BTHA handed out the top stand awards to two of the Toy Fair’s bestdressed outfts.

The winners included Connetix, the Austrlian brand that took, the company said, 10 hours to build its impressive set up.

The magnetic tile company’s cofounder, Brea Brand, said: “It’s so cool, We’ve been really busy today (Tuesday] and the stand has helped. We’ve got a great designer [in Australia] who knows the product and told us what to build – it was easy after that.”

The Connetix stand was selected for the best space-only stand, while the award for best shell scheme stand went to Mojo Fun. The animal toy company’s display was picked for its strong colour coordination, part of the brand’s recent redesign.

Mojo Fun MD James Connolly said: “I’m buzzing; we were not expecting this. We did a complete rebrand last year and followed the new colour scheme through to the stand. The branding is much stronger and it’s really helped us. The stand has been really busy.”

T is for Toy Awards

Toytown MD and TRA chairman Alan Simpson praised retailers and suppliers alike while opening the low-key Toy Industry Awards on Tuesday – and promised a return to a more conventional awards next year.

Simpson spoke alongside BTHA chairman Graham Canning at the event held inside Olympia after the Toy Fair had closed for the day.

He said: “May I congratulate my peers as winners of the retail awards. It is lovely to see buying groups acknowledged by the BTHA for the important role they serve for the indies across our industry.

“As for the suppliers, I want to acknowledge that so many [of them] did an excellent job in the face of another challenging year. Designing, creating, shipping and marketing toys at the tail end of the pandemic, with illness still impacting in waves across the globe, would have been challenging enough without the extraordinary financial impacts of the past year.

“It is testament to the resilience and creativity of the companies that design and make our toys that even during these testing times we have products to sell that bring joy and inspiration to children across the UK and Ireland.”

Acknowledging that the event was not in its normal format, Simpson added: I promise that all will be done to achieve a better solution for next year and I know the BTHA and TRA will be coming together to see what can be achieved with the venue restrictions in the coming year.”

Meanwhile Spin Master, which earned Preschool Licence of the Year for current sensation Gabby’s Dollhouse, said it was going to be another big year for the brand. UK and Ireland general manager Richard Dickson said: “We’re delighted to have achieved the accolade of Preschool Licence of the Year for our Gabby’s Dollhouse range of products. We know how fantastic our Gabby’s Dollhouse offering is, so for them to be recognised by the BTHA and TRA solidifies this.

“With the preschool licensing industry being so competitive, and new franchises launched regularly, it’s a huge achievement to win this award and also take the top spot of the number-one New Property for 2022, as confirmed in NPD’s December 2022 sell-out insights.

“2023 is going to be another big year for Spin Master’s Gabby’s Dollhouse offering, with the launch of the new Garden Treehouse Playset and Carlita and Pandy Paws Picnic Set, new for Spring/Summer. With so many exciting launches in the pipeline, we look forward to another bumper year full of adventure for Gabby and her friends.”

U is for Unicorns

It’s hard to remember a time before unicorns were everywhere, and they were still present at numerous

stands across Toy Fair this year. Among the mythical creature-related products on show at the event was Orchard Toys’ Unicorn Fun! The threein-one game sees, the company said while showing us around, “unicorns featuring heavily”. They are, the company suggested, timeless.

V is for Vivid

A traitor and a faithful were on hand at Toy Fair on Tuesday to help Vivid Goliath launch the board game based on current TV phenomenon Traitors.

Winning ‘Faithful’ Hannah Byczkowski and ‘Traitor’ Wilfred Webster turned up to help unveil the game, created by Identity and distributed by Vivid Goliath. The company’s Emma Weber said: “We can’t wait to recreate the TV series sensation at home when the game launches into stores in September this year”.

W is for Wooden

Wooden toys were still very much in evidence all over Toy Fair, with plastic (cf) waning in popularity…

Xootz

The ever-popular Xootz brand was one of the key items on show from Wilton Bradley, and there’s already an impressive and award-winning bumper car under that banner. But what particularly impressed was a new bumper car in prototype form, complete with stickers enabling kids to give it their own number plate.

And the beauty of it is, the company said, the castors at the front, which enable it to spin and move like an actual funfair ride.

Y is for Years

Next year’s show is now taking applications from exhibitors, and 2024 also marks 70 years of Toy Fair, adding an extra bit of frisson to the proceedings and giving another reason

to celebrate. And, given the show’s 2023 success, both in terms of reaction and also the sheer numbers – the show sold out space and is likely to do so again in 2024 – early booking is advised.

Long-standing exhibitor and returning for 2024, Liz Ireland, founder & managing director of Bigjigs Toys, said: “I cannot imagine being a part of the British toy industry and not attending the London Toy Fair. It’s an absolute must for Bigjigs Toys as a leading supplier to independent retail. Our application is turned around the same day to secure our space! Of the UK trade fairs we attend on an annual basis, Toy Fair is an absolute priority. The show allows us to offer new products to the market, connect with our customer base, look for new business and acquaint ourselves with changes in the market - it regularly delivers on all fronts!”

Charlotte Rodgers, marketing & licensing manager EMEA at Just Play, said: “London Toy Fair is one of the most important dates in our calendar, offering the perfect opportunity to speak to our valued partners including retailers, licensors, agencies and media, with our range of product to hand to really help bring conversations to life. With fewer face-to-face meetings in recent years, Toy Fair enables us to present the full product line that everyone can see and touch! Just Play will definitely be back and we are already looking forward to London Toy Fair in 2024.”

Majen Immink, head of Toy Fair, said: “We are really looking forward to welcoming the industry back in 2024. Toy Fair 2023 was a great success and we hope to build on this momentum for 2024 and kick-off the business year with a real buzz. We have already been overwhelmed with exhibitor enquiries, so we urge anyone wanting to exhibit to get their application in early.”

Z is for Zimpli

If anyone needed any proof of the importance of trade shows, then they need look no further than Zimpli. The company was TnP’s next-door-neighbour at the show and its wares were hugely popular throughout the three days. Its bath and play products are hugely tactile and rely on being seen; its bath slime and others proved to be a winner with attendees. “It’s very sensory product,” said MD Eejay Enyi, “people have been saying how amazing the products are and we love that kind of feedback. It’s been really busy on the stand and everyone’s mood is really up.”

We can’t wait to recreate the TV series sensation at home when the game launches into stores in September this year

Emma Weber, Vivid