Toys n Playthings March 2024

5

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk 01442 289930

Media & Sales Manager

Claire Naish claire@tnpmedia.co.uk 01442 289937

Editor Tim Murray tim@lemapublishing.co.uk 07831 279243

Assistant Editor

Naomi MacKay naomi@lemapublishing.co.uk 01442 289930

Retail Editor

Clare Turner clare@lemapublishing.co.uk 01442 289930

Production Director

Paul Naish paul@lemapublishing.co.uk 01442 289933

Circulation Manager

Robert Thomas robert@lemapublishing.co.uk 01442 289930

Lema Publishing Ltd

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

At the heart of retail

Opinion John Ryan considers the importance of the kidult trend for retailers

28 Indie opinion Manchester retailer Amanda Alexander looks forward to 2024

p26 p34 p48

p30

At the heart of retail

Also by Lema Publishing

LEADER

It’s good to finally come back down to earth after the madness that was the double header of first Toy Fair and then Spielwarenmesse, flitting between London and then Nuremberg.

What a few weeks that was.

Both shows were, from my perspective and those of my colleagues and most I spoke to, considered to be a success.

The word of mouth on the stands at both was positive. At Olympia, most were very happy with not just the quantity of retailers visiting their stands, but the quality, too. As our comprehensive coverage shows in this issue, quality can be just as important as quantity.

As our columnist Amanda from Giddy Goat explains in the current issue (see page 28), the shows are great for renewing enthusiasm and getting back into it and that’s what I found with both London and Nuremberg shows this year. After a tough 2023 for everyone and a Christmas that almost-but-never-reallyhappened, it was essential to get a confidence boost at the event.

AWARDS OF

JAnd there was much to admire, from the larger companies with big stands through to less familiar brands with more leftfield offerings.

A lot of the conversations at both shows, especially Nuremberg, centred on the kidult arena. I met with the top dog at Ultra Comix, based in Nuremberg itself, and it was amazing to get the lowdown on the store from the horse’s mouth (in English that was, to be fair, probably better than mine).

for their home. The range crosses many different markets, offering the perfect way to bring a wider, older audience into toy stores.

After spending a few days this month on its gorgeous bouquet of red roses ,I can see why there’s such a buzz about it. Having worked on a few big LEGO builds when my kids were younger, including the Death Star as a summer holiday project, it’s as complex as anything the brick giant has ever done and yet just as rewarding.

Moreover, for grown-ups not versed in the world of, say, Star Wars or some of the other licensed products, it’s not as intimidatingly nerdy for adults. It’s going to continue bringing in a wider audience for LEGO, stretching beyond its traditional base. There’s a strong mindfulness element to it, giving it a contemporary edge. Oh, and they look great in a vase too.

Obviously, they’ve been on the shelves for a while, at least some iterations, but the buzz is strong and believe the hype.

Everywhere I went, people were talking about LEGO Botanical. As far as word of mouth goes, its a bona fide phenomenon, taking in consumers from younger fans, to teenage boys, Gen Z and upwards

At the opposite end of the spectrum, I’m still reeling from the half an hour I spent on the Loops stand at Nuremberg, one of those ones you just chance upon. The company is from Tel Aviv and the creation has only just launched. It’s part collectible, part new tech, with each of the characters (they come as a set) being placed on a board where they play different musical loops with differing levels of intensity. I could have stayed there all day fooling around with it and the product, part collectible, part tech wizardry, was truly addictive.

These are why shows are both hugely useful, for the stories you pick up on the way and feedback you get from retailers and suppliers alike, and for the rich discovery of new products.

He’d overseen the stocking of the kidult display at Spielwarenmesse and it was fascinating to talk to him –his recommendations for what more traditional toy retailers should be selling is featured in the issue and is less intimidating than you might think.

For, like much of more traditional toy retailing, everything starts with LEGO.

Everywhere I went and from retailer to other supplier and toy companies, from Circana to bloggers, people were talking about LEGO Botanical.

As far as word of mouth goes, it’s a bona fide phenomenon, taking in all ages and consumers, from younger LEGO fans, to teenage boys, Gen Z and upwards. Everyone, it seems, wants some flowers

We’ve covered the shows in this latest issue you have in your hands now and hopefully some of the enthusiasm that was garnered there has translated into these pages and rubs off on our readers too.

There’s loads more besides the shows too, including a look at year-end figures and how 2023 ended up according to Circana. It’s not too grim in terms of reading, as noted by the organisation. Given the fact that the UK is pretty much in line with other territories, it could have been a lot worse when you take into consideration the cost-of-living crisis is more likely hitting harder on these shores than elsewhere in Europe and the rest of the world.

And while those figures may be tough, we hope that you too have been reinvigorated by Toy Fair and, in these pages, can help you make even more of your business in the coming months, no matter what the economic climate.

70 50

the number of years that Toy Fair has taken place, with the event celebrating another milestone anniversary this year. Booking for next year’s event open in March and, after the event, Toy Fair director Majen Immink said:

“As show organisers, reaching 70 years of Toy Fair is not something we take for granted. A huge thank you must go to all of our exhibitors, visitors and contractors, who have supported the show not only this year but over Toy Fair’s 70-year history, and who once again made this year’s show so vibrant, colourful and a great platform to kick off the business year. We wish everyone a successful year ahead and look forward to welcoming the industry back in 2025.”

For more see pages 8-9.

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

the number of years since the Rubik’s Cube was launched - and Spin Master has unveiled plans to mark the event.

The golden anniversary will be celebrated with a year-long campaign under the Make Your Move banner.

As well as marketing activity, there will be a raft of product, kicking off with a 50th anniversary retro cube, which was released in January; with a sensory cube and a Rubik’s Gridlock board game following this month.

Spin Master president of toys, Doug Wadleigh, said:

“The Rubik’s Cube is an iconic puzzle that has permeated pop culture, captivating millions of curious minds for generations. As we celebrate this remarkable milestone, we will honour the Rubik’s Cube’s enduring global impact, inspiring new generations to explore the cube and encouraging past generations to rediscover it.”

Creator Professor Ernő Rubik added:

“The Rubik’s Cube is a piece of art. It comes to life when we attempt to discover our own solutions to the vast complexity of the challenge. It speaks to the universal values in human nature: curiosity, perseverance, and ingenuity. Recognising the Cube’s 50th anniversary is a celebration of these eternal values.”

80

– the number of years since the BTHA, the British Toy and Hobby Association, was formed. And to mark its 80th anniversary, the organisation formerly known as the British Toy Manufacturers’ Association has unveiled a new logo and branding.

Roland Earl, director general, said: “We are incredibly proud to reach such a huge milestone and to be able to continue representing responsible toy makers who provide the magic of play. Play is meant to be fun but delivers many other benefits; the business of play is a serious one, and one which is constantly evolving. We are pleased that we can kick off our 80th year with our new logo and branding, which we feel better reflects the fun and dynamic companies we represent in 2024.”

50 million

the milestone 50 millionth visitor to Nuremberg’s Exhibition Centre in Germany walked through the entrance barrier, fittingly at one of the giant venue’s flagship events. Spielwarenmesse The honour fell to David Castillo from Utah in the US, who has been coming to the show from the Red Balloon Toy Store, Salt Lake City for some years, and he was greeted by Spielwarenmesse eG executive board member Florian Hess, Nuremberg’s Lord Mayor Marcus König and CEO of the NürnbergMesse Group, Peter Ottmann.

Hess said: “We are delighted that this occurred at our very own event.”

The toy show has been an annual fixture at the venue since 1973, as well as contributing significantly to the founding of the NurnbergMesse 50 years ago.

3.5 billion

the value in pounds of the toy industry in the UK in 2023 according to figures released by Circana as Toy Fair opened. It marks a 5% decline on the previous year. Head of public affairs at the BTHA Kerri Atherton said: “With people facing difficult times financially, these figures are not surprising and are in common with many other similar consumer goods industries. The sustained growth in key categories, like Plush, Licensed toys, as well as growth in Games & Puzzles and Building Sets, illustrates continued strong demand for toys and illustrates the resilience of the UK toy market.

“Looking ahead to 2024, this shows there are opportunities for toy companies launching new and exciting products, with a focus on value for money and affordability a key trend.”

review

Fair’s fair…

The show is over for another year – although the cycle begins again in March with bookings opening for exhibiting in 2025 – but Toy Fair 2024 is done and here’s our snapshot of what happened this year…

crowd of media representatives and more upstairs in one of Olympia’s vast halls: “Toy Fair was founded in Brighton in 1954 to allow manufacturers to meet with other people in the toy and games industry and offer the opportunity to access business. It’s been in Birmingham, Brighton, other venues in London - and this one since 2012. In essence that original purpose remains the same, manufacturers can talk to retailers about future business opportunities and current ones…

''It's longevity is because of the loyalty and enthusiasm of other visitors and exhibitors and all of our people; it’s your birthday today as well.''

With those words, the 7oth Toy Fair opened and we were off.

“ “

As show organisers, reaching 70 years of Toy Fair is not something we take for granted. A huge thank you must go to all of our exhibitors, visitors and contractors, who have supported the show not only this year but over Toy Fair’s 70-year history Majen Immink, director of Toy Fair

As ever, it kicked off with a look at last year – business down 5%, but, Melissa Symonds from Circana told the media, it was showing remarkable resilience. Despite the headline figures, there was reason for optimism, she noted, adding that “innovation and newness” would be key for the toy market, bringing excitement, and plenty of that.

As if to prove the point, organisers then unveiled the Hero Toys offering for 2024. “We are thrilled with the breadth and quality of this year's entries,” said the BTHA's Rebecca Deeming. “The Hero Toys winners represent a fantastic cross-section of the toy industry, showcasing some of the best new toys launching in 2024.

"Toys that offer multi-generational play have always been popular with families, as they allow for children to bond and learn with their parents and grandparents. At a time when cost is a continuing concern for many households in the UK, toys that can bring a family together for entertainment and offer a cost-effective way to make memories, have fun, and learn together are becoming more popular, and many of this year’s selection of Hero Toys offer this."

And then we were off; as visitors filed in, the stands were already filling up.

Over at Asmodee there was a flurry of activity, alongside the eagerly awaited Star Wars Unlimited game, and Ginger Fox welcoming stars of the hit TV show

Traitors to celebrate their card game (the show, Ginger Fox’s Rob Nock told us, is “as popular as ever”).

And there’s Matt Williamson, games inventor, radio DJ and the best advertisement for his own games, showing off his new 13 Beavers, the latest addition to his swelling portfolio released through Asmodee (“It’s crazy how people react to this game,” he said, and he didn’t tire, spending the next few days on the stand, playing and still enjoying himself).

From there it was on to Smart Toys and Games and the Happy Puzzle Company’s Genius Square, one of the best games we

Sarah Dayus, Great Gizmos

Jacqueline Taylor-Foo (R) & Hannah Preston (L), Galt Toys

MV's Phil Ratcliffe

played over the next few days.

Over at Funko, meanwhile, there was not one but two press launches, with first a dog show to promote its Loungefly range and then Michael McIntyre, as the comic and TV personality launched his own Funko doll (that’s all, he told the gathered crowds, his friends will be getting for Christmas from now on).

As the afternoon arrives, we were off touring the stands with the BTHA, with a trio of prizes awarded to the best stands.

The awards were given to Gibsons Games for being the longest-standing exhibitor at Toy Fair, while Basic Fun! was awarded for best use of space and Eduk8 Worldwide was recognised for the best use of shelving.

Kate Gibson of Gibsons said: “Imagine not being here! We’re pretty sure we’ve been at every Toy Fair; we’re very proud to have been part of it.”

The Basic Fun! stand was recognised for its clever design around one of the staircases in the grand hall.

and the achievements made in 2023 by all the retailer finalists - who should also be highly commended. Congratulations must also go to our runners-up who, it should be remembered, were the best in their categories, and my sincere thanks goes to everyone for their participation.”

TRA chairman Alan Simpson added: “Our industry works so hard to bring joy and happiness to children. We tackle many challenges along the way and so it is fantastic to come together to celebrate the best of the best.”

After the madness of press day on Tuesday, for us at TnP the Wednesday was more restrained. Over at the Tomy stand, the company hosted the Mood Bears, its creator Jo Proud and Dragons’ Den star Touker Suleyman for another photo opportunity. Proud told TnP: “Tomy’s involvement has taken the pressure off me and I’m now working at promoting the brand, doing school and hospital visits and working on licensing the brand into other areas. “

Basic Fun! head of marketing Holly Lackey said: “We wanted a really prominent position and through-traffic was important for us. We liked the challenge of the stairs and our designers 2BP worked with me to make it interactive and fun.”

Eduk8 Worldwide’s stand was noteworthy for its creative use of shelving and the company’s Christine Lawson said: “It’s distinctive and customers can see each product range individually. It’s been non-stop.”

The night saw the Toy Awards, with a raft of gongs handed out.

Simon Pilkington, chairman of the BTHA, said: “On behalf of the BTHA, I would like to congratulate all the winners of this year’s Toy Retailer Awards. This year’s winners have shown exceptional creativity in the merchandising of toys, very well executed in-store promotions and collaboration with suppliers. In what have been challenging trading conditions, this year’s winners have demonstrated an outstanding commitment to offering the very best retail experience of toys to their customers. All our judges were impressed with the high standard of entries received

Suleyman added: “It’s all happened so fast, I never envisaged it would grow and take off so quickly. It’s phenomenal.”

Thursday saw the invasion of the influencers, as assorted online stars descended upon Olympia.

It was busy again too, with many praising the quality of the retail visitors as much as the quantity. Even as Toy Fair shuttered, there were some frantically trying to get to stands, a signifier of how the show has gone.

Majen Immink, director of Toy Fair, commented: “As show organisers, reaching 70 years of Toy Fair is not something we take for granted. A huge thank you must go to all of our exhibitors, visitors and contractors, who have supported the show not only this year but over Toy Fair’s 70-year history, and who once again made this year’s show so vibrant, colourful and a great platform to kick off the business year. We look forward to welcoming the industry back in 2025.”

Suppliers agree.

Toy Retailer of the Year winners:

Independent Toy Retailer of the Year (single store)

Fagans Toys

Independent Multi-Store Toy Retailer of the Year (multi store)

MIDCO Toys

Multiple Toy Retailer of the Year

ASDA

Omnichannel Toy Retailer of the Year

Smyths Toys

Online Excellence Award

The Very Group

Judges’ Special Recognition Award

W J Daniel & Co

Overall Toy Retailer of the Year

Smyths Toys

Toy and Supplier of the Year Awards:

Plush Toy of the Year

Squishmallows 7.5", Jazwares

Action Toy of the Year

Teenage Mutant Ninja Turtles Movie Pizza Fire Van, Character Options

Vehicle Range of the Year

Hot Wheels, Mattel

Construction Toy of the Year

Harry Potter Dobby, LEGO

Game of the Year

Twister Air, Hasbro

Preschool Toy of the Year

Paw Patrol Movie Vehicles, Spin Master

Best New Property of The Year

Miniverse, MGA Entertainment

Dolls Toy of the Year

Barbie Dreamhouse, Mattel

Collectible Toy of the Year

Pokémon 151 Elite Trainer, Asmodee

Toy Supplier of the Year

Character Options

Toy of the Year

Bitzee, Spin Master

the

year. We look forward to welcoming the Tomy, commented: “It was fantastic to Mocchi- Mocchi-, especially with the

Claire Ridley, director of marketing at Tomy, commented: “It was fantastic to be back for 2024 and see the magic of play come to life in every corner. After three energised days, we look forward to a memorable year ahead as we launch some amazing new products, from Twinchees and Club Mocchi- Mocchi-, especially with the continued growth of anime and kidult in the marketplace.”

Richard Dickson, general manager, UK & Ireland at Spin Master, added: “We’ve had an awesome show connecting with buyers and cannot wait to be back for 2025.''

Bitzee, Spin Master

Alexandra Crouch, Wilton Bradley

Trade talk

Richard Collins

Managing director

Ravensburger UK

Looking back, how was 2023 for your company?

If you would like to take part in Trade Talk, we’d love to hear from you. Please

We had a good year in what was a very tough retail environment for all. The wealth of newness in our offering delivered some real standouts. Our Stitch 3D Puzzle Ball, the Coronation Capers puzzle from artist Eleanor Tomlinson and the channel-exclusive GraviTrax Starter-Set Bounce were among the highlights. Of course Disney Lorcana was a huge part of 2023.

Toy Fair 2024: how was it for you?

It was another great year at Toy Fair for us. We were launching well over 400 new products at the show and it’s always incredible to see the breadth of our portfolio being showcased in full. The positive feedback from our customers during the event was hugely motivating and it has really set the tone for the year.

How busy was the stand?

The stand was busy throughout the three days – even Thursday which can often be quieter. We had more meetings than previous shows, and we take it as a good sign that many of our customers stayed with us longer than planned!

What product(s) went down well with retailers?

Our first licensed GraviTrax set, the Star Wars GraviTrax Action-Set, drew lots of attention. Mushrooms are a real trend this year, so our beautifully illustrated Mycelia deck-building game was received really well, as was the Oh My Pigeons social party game. In our 3D puzzle range, the new Ferrari licensed item was a standout while retailers were also drawn to the additions to our popular puzzle series, My Haven and Leisure Days. The dynamic Erupting Volcano from BRIO was a real showstopper that retailers enjoyed. Our new Play+ infant and toddler range drew and lot of interest and we were delighted to have TV’s Dr Zoe Williams on board for press day.

“It was another great year at Toy Fair for us. We were launching well over 400 new products at the show and it’s always incredible to see the breadth of our portfolio being showcased in full”

What was the mood there from retailers and attendees?

Very positive. Despite the overall economic trend, everyone wants to see what is new and exciting for the year. Having great product and newness will always generate interest, and ultimately revenue, and that’s what our customers really wanted to see on the stand. The toy community is very much a glass half-full crew and that was the overriding feeling at the fair.

How, after Toy Fair, are you now viewing 2024? Has it further inspired you?

We are quietly optimistic. We had some great feedback that reinforces the belief that we are on the right track. We have a broad portfolio that caters for most retailers’ needs and we have held prices for 2024 so retailers can plan accordingly.

And did it raise any potential issues for the coming 12 months?

Our priority is to ensure we are giving value for money to our customers and bearing in mind that shoppers will be continuing to watch the pennies throughout 2024 – this is reflected in keen pricing on our new launches. With ‘kidult’ playing an increasing part in the market, we’re also offering a selection of collectibles across a range of price points. Above all, we’re focused on getting the price –value relationship right to best meet both retailer and consumer needs.

This month, TnP catches up with key industry players to discover how their companies fared during London Toy Fair and Spielwarenmesse,Nuremberg'sand how positive they feel about the market in 2024...

Simon Prest Sales director OrchardToys

Looking back, how was 2023 for your company?

It was a challenging year in the current climate, but also a very exciting year for the Orchard Toys brand as we signed our first brand licence.

Toy Fair 2024: how was it for you?

It was great to be at Toy Fair for its 70th anniversary. It was a really exciting show for us with the launch of our Peter Rabbit range and new games and puzzles in our Orchard Toys portfolio. A highlight was our new Peter Rabbit Fish and Count game being hailed a Hero Toy.

How busy was the stand?

We had a fantastic flow of visitors throughout the entire show, though it didn’t feel like there were as many independent toy retailers attending this year. It was great to meet with existing customers, open new accounts via our distributor Kayes, and show off our 2024 launches.

“

It felt like there was a great buzz about the place, and excitement for 2024 sales opportunities

What product(s) went down well with retailers?

”

The World of Peter Rabbit collection was a big hit all round, especially Peter Rabbit Fish and Count, which was singled out as one of Toy Fair’s Hero Toys. Plus, our new jigsaws for preschooler children and Buzz Words, our fun new literacy game, got a great reception from retailers.

What was the mood there from retailers and attendees?

It felt like there was a great buzz about the place, and excitement for 2024 sales opportunities.

How, after Toy Fair, are you now viewing 2024? Has it further inspired you?

We’re even more optimistic about how The World of Peter Rabbit collection will perform at retail, and cautiously optimistic for 2024.

On to Nuremberg… How was Spielwarenmesse?

Another great show! We met with lots of our international distributors and announced our agreements with AMO Toys to expand the Orchard Toys brand in Scandinavian markets, and SES to expand into Germany, Austria, Switzerland, Benelux, France and Netherlands..

Finally, aside from your product, what did you see from your contemporaries at Toy Fair that you rated?

I always look forward to seeing the new vehicles in the Hot Wheels range.

Christian Pau UK VP LEGO Group

Looking back, how did 2023 finish?

“ The stand was super busy this year and it was great to welcome lots of visitors including our valued retailers, media and influencers

2023 was a strong year for the LEGO Group and we were proud to have held our spot as the number one toy manufacturer for the ninth year running. The launch of our new entertainment IP, LEGO DREAMZzz, was well received by kids and retail alike, becoming one of the top 10 new properties in the UK and we were really pleased to have seven of the top 25 properties for the year, with two – LEGO Star Wars and LEGO Technic – featuring in the top 10. In addition, 2023 saw us activate sustainability and social initiatives designed to have a positive impact on the futures of the builders of tomorrow, and we finished the year on a high with our annual charity initiative, #BuildToGive, which saw us donate more than 1.5 million LEGO sets worldwide to children in need.

How was Toy Fair 2024 for LEGO?

It was great to celebrate 70 years of Toy Fair and see the event as busy and thriving as ever. It’s always a highlight in the LEGO Group’s calendar and we loved having the opportunity to welcome visitors to our stand and show off our latest launches. This year our stand was double the size it was in 2023, meaning we had a lot more space to meet with retailers and talk them through all our newly-launched products. Our life-size brick builds of Darth Vader and Chewbacca were also very popular, offering attendees to the stand a fun photo opportunity. It’s an exciting year for us with lots in the pipeline, including celebrating 25 years of LEGO Star Wars, a collaboration that we’re immensely proud of and which continues to be a fan favourite. We were also thrilled to announce the LEGO Group’s latest partnership with Peppa Pig.

How busy was the stand?

The stand was super busy this year and it was great to welcome lots of visitors including our valued retailers, media and influencers. The stand was bigger this year, allowing more space to showcase our products and show everyone around. Lots of great conversations were had and we look forward to being back there next year.

What product went down well for retailers?

LEGO Creator and LEGO DREAMZzz sets remained popular with retailers due to the ability to build them in more than one way, giving LEGO fans even more play options and experiences. We’re keen to offer

Kate Gibson

Managing director

Gibsons Games

Toy Fair 2024: how was it for you?

It was great! For us the event is more than a trade show, it's our official kick-start to the year. This time round was especially significant as it was the first time we could showcase our B Corp certification, which we worked so hard to achieve last year.

Receiving the LongestStanding Exhibitor Award was also a highlight. It definitely shows how vital a part of our calendar Toy Fair is.

How busy was the stand?

children endless play opportunities and these sets do just that, while presenting parents with great valuefor-money options. Another favourite at Toy Fair was our LEGO City range; retailers commented on how it offered great variety, covering lots of kids’ passion points, while including some great humour.

We’ve also recently launched the new LEGO Icons Bouquet of Roses, which as expected, has already proved a hit with retailers and fans. Our range of LEGO flowers proves popular around gifting holidays, such as Valentine’s Day, Mother’s Day and Father’s Day, as the sets are great for spending quality time together building - whether that’s with a partner, friend or the family.

What was the mood there from retailers and attendees? Retailers seemed very optimistic about this year and were excited by the new launches we have coming up.

How, after Toy Fair, are you now viewing 2024? Has it further inspired you?

As mentioned, 2024 is a big year for us and we have our sights set high. We’ve already had a great start to the year with seasonal launches like our LEGO Icons Bouquet of Roses, and recent launch announcements such as the Star Wars 25th Anniversary range, our new range of racing vehicles in partnership with McLaren Racing & Senna brand, the Mercedes-AMG PETRONAS Formula 1 team and BMW.

And did it raise any potential issues for the coming 12 months? The industry will continue to face the challenge of lower consumer spending. During times like this, consumers want good-quality products that are built to last and offer strong value for money. With the enduring playability of LEGO bricks, often passed down through generations, we are absolutely positioned to provide this.

What product(s) went down well with retailers?

Too many to mention!

Our showstopper was the Portsmouth Flypast puzzle by Matthew Enemy, our resident aviation expert and a very talented artist. We developed the puzzle in collaboration with Help for Heroes to honour the bravery of those involved in the D-Day landings, donating 7% of the selling price to Help for Heroes (registered charity number 1120920). 2024 marks the 80th anniversary of the D-Day landings.

Another hit was our new Jokesaws: Love to Laugh range. Crafted by artists like Andy Tudor and Phil Dobson, these jigsaws are jampacked with little scenes of visual comedy, making bustling images that really pop. They were designed with laughter in mind and are fantastic family puzzles.

“ ” Reflecting on our Toy Fair experience, we're incredibly excited for the year ahead

We had a slow start due to train strikes, but the atmosphere quickly picked up. We had loads of retailers, industry colleagues and consumers pay us a visit. We were thrilled with the attendance and were definitely eager to show off our new stand design, products, packaging, and, of course, our B Corp certification.

How, after Toy Fair, are you now viewing 2024? Has it further inspired you?

Reflecting on our Toy Fair experience, we're incredibly excited for the year ahead. Showcasing our January releases and offering a sneak peek of our April launches allowed us to gather invaluable feedback.

Alongside our recent launch in the US, we’re hoping to grow not just in the UK but internationally this year. Bring on 2024!

Trade talk

Christine Lawson Managing director Eduk8 Worldwide

Looking back, how was 2023 for your company?

If you would like to take part in Trade Talk, we’d love to hear from you. Please

There have been fluctuations, both highs and lows. On the positive side, we've acquired several new trade accounts and expanded some of our popular product lines with new additions. The demand for outdoor play products and science/nature range is on the rise. I believe trade in general was slower than expected last year, but thankfully, there are signs of improvement for 2024 and hopefully, this trend continues.

Toy Fair 2024: how was it for you?

We undoubtedly had the best Toy Fair we’d ever had! Starting off strong on day one, we also had a lovely surprise in the form of an award for our stand design from the BTHA. Our diary was packed with customer appointments, and it’s always nice to welcome new customers and have face-to-face meetings. Innovative new product lines also gained traction among new visitors. It was a really great start to the year.

How busy was the stand?

Exceptionally busy; the footfall was higher than previous years indicating strong interest in our offerings. We even had people visit the stand when they were calling for the show to be closed.

What product(s) went down well with retailers?

The standout products by far were our new Outdoor Learning/ Science range. Second to that was the SEN range; it was brought to our attention that we are one of only a few companies that provide specific products for sensory needs. And obviously the box of chocolates we

Gray Richmond Managing director

Maped Helix

Looking back, how was 2023 for your company?

Last year was certainly challenging on many levels but these days perhaps that’s the norm. However, it was also really exciting as we welcomed Juratoys into the Group for the first full year and got to start meeting some of our new colleagues. Maped is a wonderful dynamic group and Helix has blossomed since joining in 2012. It’s great to see Juratoys join too.

“We feel very positive about 2024, and are hoping that the leads from the show opens many doors to new business, throughout the year”

Toy Fair 2024: how was it for you?

This year was Maped Creativ’s first year at the Toy Fair and it was a very positive experience. It allowed us to showcase all our new and awardwinning range of creative and craft toys to a new audience and the feedback was really positive.

How busy was the stand?

The busiest days were Tuesday and Wednesday,

had on the stand went down well…

What was the mood there from retailers and attendees?

There is never dull moment at Toy Fair, as it is such a nice industry to work in, but in particular we found a buzzy, enthusiastic atmosphere this year.

How, after Toy Fair, are you now viewing 2024? Has it further inspired you?

We hit the ground running with all of our follow-ups. We are already working on expanding our popular ranges. But for now those will remain top secret.

And did it raise any potential issues that the industry faces in the coming 12 months?

Clearly there are concerns regarding the transport of goods through the Red Sea. We can just hope for a swift resolution to all the issues and problems in the area.

On to Nuremberg… How was Spielwarenmesse?

Well, sadly for us, it didn’t happen! For the first time in years we had decided not to exhibit, however, my co-director and I had planned to attend, as the show is such a valuable experience for networking and a chance to catch up with our international customers. However, we hadn’t factored in Covid, and unfortunately my codirector tested positive just 10 mins before the taxi arrived to take us to the airport.

Finally, aside from your product, what did you see from your contemporaries at Toy Fair that you rated?

Some of the exhibitors' stands are just incredible, however, we were so busy that it wasn’t possible to leave the stand and explore!

with many retail and online retailers visiting, as well as PR contacts, which was really great. The live product demonstrations helped to create a buzz on our stand and draw in visitors.

What product(s) went down well with retailers?

There was lots of excitement around some of the innovations and new 2024 products. The standout products were our Lumi Board drawing machine, new Animaker sets, the Early Years range, Heishi Bracelet Maker and the award-winning Dinosaur modelling set. All comments were extremely encouraging.

What was the mood there from retailers and attendees?

Positive, happy, and receptive.

How, after Toy Fair, are you now viewing 2024? Has it further inspired you?

We feel very positive about 2024, and are hoping that the leads from the show opens many doors to new business, throughout the year.

And did it raise any potential issues for the coming 12 months?

Well the obvious biggest issue is the Red Sea conflict. We have seen the stresses from delays and increase in costs from China can place on the supply chain. This will need to be carefully managed with our customers to manage stocks and forecasts as accurately as possible.

Talking retail

Dan

Lovett Manager

TheToy Box Beccles, Suffolk

What did you think of Toy Fair this year?

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

I felt this year at Toy Fair was a little flat - maybe because it was first day and a lot of folk were stuck in delays from the Tube, and perhaps my 4.30am start didn't help. But as the day went on I really enjoyed my time again at London - not my 70th outing like Toy Fair but I’m certainly into double digits.

What were you looking for and did you find it?

This year I was on the hunt for a new craze, as we really haven't had one now since the days of fidget spinners. But nothing has jumped out at me yet.

What were your top five picks?

Mainly the usual suspects, LEGO, Squishmallows, Pokemon, Tech Deck - and Asmodee’s new Star Wars TCG is one to keep an eye on.

Did you notice any trends?

I saw Stitch product on several stands, and with the film due out this summer, DKB had a very clever interactive one.

Any stories from Toy Fair?

One thing that really makes me laugh - when you come across a stand whose products you stock - only to be told ‘you can't come on unless you have an appointment’. And you don't have time to spend nearly half an hour with your rep and just want a quick fiveminute tour so you can see everything in a day, Come on!

Amanda Corrigan

CategorymanagerGM WHSmith

What did you think of this year’s Toy Fair?

Andrew Garthwaite Proprietor

Rexys ReviewsThe Dino Den South Shields,Tyne and Wear

What did you think of this year’s Toy Fair?

Toy Fair has once again gone above and beyond to bring some of the best that the toy industry has to offer.

With even more manufacturers, distributors and suppliers than last year, the show seems to be growing each and every year.

What were you looking for and did you find it?

As always, I was looking for the best and newest dinosaur products out there and although this year we may not have added quite as many new products to our stock list as previous years, we were still able to bring our customers some new and exciting products as well as securing some amazing deals on existing products.

What were your top five picks at the show?

Papo's New dinosaur models, The Dino Collectors from One for Fun, Bigjigs’ Collecta Prehistoric range, Iron Studio's 1/35 scale statues and the upcoming new Jurassic World Plush range from Posh Paws.

Did you see any trends emerging that interested you?

Because our business is so specialised we tend not to see the general trends that influence the toy industry as a whole although we will continue to enjoy the ever-growing franchise crossovers that have incorporated a dinosaur theme into their storyline and product range.

“There seems to be a real emergence of tech and toys with interactive parts that adapt and change and involve the player/user”

This year’s Fair was amazing; the energy from all the exhibitors was astounding considering they don’t stop!

What were you looking for and did you find it?

I was excited to catch up with my suppliers and see what they had in store and they did not disappoint, this year will be an amazing one for the toy industry!

What were your top five picks at the show?

There are some excellent products hitting the market this year; I saw some brilliant games, new plush, and some very impressive toys; it would be too hard to pick a few.

Did you see any trends emerging that interested you?

There seems to be a real emergence of tech and toys with interactive parts that adapt and change and involve the player/user. This will make for some amazing game play and I am very excited to get involved and own them myself!

Any stories to tell us about your time at the show?

I think turning a corner and being startled by a Teletubby as I was running to my next appointment would have given anyone who saw me a laugh!

Vicky Brown Owner

JustWilliamsToys

Beckenham, Kent & East Dulwich, London

What did you think of this year’s Toy Fair?

Toy Fair seemed to be a lot quieter but that was beneficial for us as you could get on all the stands and see everything easily.

What were you looking for and did you find it?

I was looking for some arts and crafts kits for ages two-plus and items for the eight-plus age group. Very excited at all the Maped Creative range; love the packaging and the quality of the products and more importantly they have plenty for the two-plus age group.

What were your top ive picks at the show?

Open the Joys' range of products - I love the ethos behind it and that a psychologist has developed the products. The packaging is great and the kits are full of lots of content; Okyo - Sensor Art - something different, looks grown up but very doable; Arora Palm Pals - great price point and the exact type of item that our customers are asking for; Floss & Rock - love all their products! and Waboba new backyard games.

Did you see any trends emerging?

There's a lot of mushroom oriented products!

Any stories to tell?

“We had a laugh at the Steffi - Hello Baby doll - where the doll’s tummy expands - press nine times to achieve a fully pregnant doll”

We had a laugh at the Steffi - Hello Baby doll - where the doll’s tummy expandspress nine times to achieve a fully pregnant doll. What will they come up with next!?

Jasmine Borastero Manager

Kids StuffToymaster,Wells, Somerset

What were you looking for and did you find it?

We were looking for new and unique toys and games, and boy did we find them. Big Potato Games didn’t fail to wow us with some new family and party games. Deglingos surprised us with its soft toy range, which we are very excited to stock, especially as they’re made from recycled products. And of course, we were looking for new LEGO and Playmobil.

What were your top five picks at the show?

''Toy Fair isn’t all business all the time, it’s about the fun you can have too’

My top five picks at the show have got to be Deglingos’ range of cord soft toys, Big Potato Games range of party games (Cards Vs Gravity being the funniest I’ve seen), Keel’s latest range of puppet toys, Don’t be a Dik Dik from Asmodee, and finally the Lottie Dolls from Bigjigs.

Did you notice any trends?

The biggest trends I saw emerging from Toy Fair were the use of recycled or sustainable products in toys and games, and the surge in portable card and board games.

Any stories from the show?

My favourite was when we were on the Big Potato stand. Mum and Dad have a longtime thing of trying to beat each other at Kluster. Dad always wins but this time, Mum beat him and had her own little victory dance, which got plenty of giggles and applause from everyone. Toy Fair isn’t all business all the time, it’s about the fun you can have too.

Andrew Olley Manager City Cycle Centre Department Store

Ely, Cambs

What did you think of Toy Fair?

I really enjoy Toy Fair and, perhaps like a lot of people, I've only really started appreciating it properly post-Covid.

Over the past couple of years, even against an uncertain economic climate, I've felt a genuine positivity.

As an independent retailer, Toy Fair provides many opportunities: I get a chance to catch up with other retailers (thank you Toymaster), get to see the full range of products and all the upcoming lines from (almost) all the major suppliers - which informs my buying for the year ahead, and I get an opportunity to update my stock knowledge at medium-sized suppliers. I always have a plan of what I intend to do and I always allow myself a bit of leeway to wander from the plan. What were you looking for and did you find it?

''I have to thank Melissa & Doug for the loan of their massive giraffes, which I carted to the top floor for a photo - they came in for a lot of attention’’

It was important for me to see the plans of LEGO, Jazwares, Asmodee, Spinmaster, Moose and Hasbro, but it was also just as important to catch up with suppliers like Big Potato and Keel or see a new supplier like Boldcube.

Did you see any trends emerging that interested you?

It’s always tempting to think that you are going to see 'the next big thing' at Toy Fair and you always come away with a knowledge of what is going to be vital in the allimportant final quarter. But just as important for me were the range of soft toys I discovered at the Keel stand and the new games I spotted at the Big Potato stands

The recent growth in sales in the plush category and the boardgame sector meant I always had an eye out everywhere for these kinds of toys and I think if there were trends at all - apart from a strange fixation on Axolotls (did anyone else notice that?) - it was innovation in both these categories.

Any stories to tell us about your time at the show?

Toy Fair is also a fantastic opportunity for an independent toy shop to engage their customers via social media, and it is often surprising what becomes popular - who would have thought a photo of me waiting on a dark and windy platform as I fought my way in to Toy Fair on the opening day would have reached nearly 20,000 people!

I also have to thank Melissa & Doug for the loan of their massive giraffes which I carted to the top floor for a photo - they also came in for a lot of attention. As did I. I talked to more people in the two brief journeys with those giraffes than I have in all my time at Toy Fair!

Postcards from Nuremberg

With kidults as one of the key themes, and exhibitors up on last year, Nuremberg’s Spielwarenmesse has, organisers said, consolidated its position as the “sole global industry event”. TnP reports from Germany…

With a cast of tens of famous characters, from Spongebob Squarepants to Bluey, from Teenage Mutant Ninja Turtles to PAW Patrol, by way of a few Sesame Street favourites, being led down the escalators at the giant Nuremberg exhibition halls, Spielwarenmesse was officially opened on an unfamiliar Tuesday morning (the show had eschewed a Sunday this year as its closing day, meaning it kicked off a day earlier than the traditional Tuesday).

And as it wrapped up, the show was declared something of a hit by the organisers, exhibitors and retailers that TnP spoke to, both at the event and afterwards.

The Tuesday may have been – and organisers admitted this – slower than expected; as one noted, it was quality not quantity (“I did as much business on Tuesday afternoon as I would in a day in London,” said one of the international contingent).

Spielwarenmesse executive board member Christian Ulrich told TnP on the Wednesday that the opening had been “a strong day”, vowing that things would only get better – and they did.

One of the key themes this year was kidults and it was evident across many of the stands, and organisers have pledged this will continue.

“We had a look at the European market and kidults is one of the few areas that’s growing,” said Ulrich.

in Nuremberg has great staff and they talk to customers,’’ said Ulrich.

As the leading trade fair, the Spielwarenmesse is the place where everyone from all over the world meets. You won’t find these opportunities anywhere else

“ ”

Ram Ronen, PMI

Elsewhere, sometime TnP columnist Gary Pope from Kids Industries was also talking about kidults as part of one of the panels. He outlined three key elements of kidult.

“Our parents didn’t have a lot of money, but now I can afford toys, I want to go back and get some more. You can just go off in your imagination, which is what kidult enables you to do. You don’t stop wanting to play because you get old; you can just afford more expensive toys,” he said.

Key to the inclusion and placement of kidult at the forefront of proceedings was the idea that the show was aiming to help retailers maximise the potential of this market, evident in the panels and seminars on the subject. “You need the right product, the right set-up and the right staff to help. A store like Ultra Comix

Stefan Will from Ultra Comix was on hand during the show and concurred. “Our staff are fans themselves,” he told TnP, outlining how they tried to blend different tastes of staff, ensuring some are anime experts, others well versed in TCGs and more. The store is spread across four floors – “three for business, one for events,” he explained – and Will outlined how business had grown in 2023, aided by the likes of Ravensburger’s Disney Lorcana game as well as Magic The Gathering and existing games.

He had helped prepare a special area transformed into a living space for kidults, populated with toys handselected by Ultra Comix to show a typical kidult’s living area. Traditional retailers should start with grownup LEGO products such as Icons or Botanical, he added.

It was a short hop from this area to the awards where UK toy company Fizz Creations was breaking open the fizz after scooping a top award at the Spielwarenmesse ToyAward ceremony.

The independent won in the Teenager & Adults category at the event, held on the second day of the Nuremberg fair, for its Tetris & Pac Man Arcade in a Tin.

The judges praised the creation, a handheld video game that comes, as its name suggests, in a tin and is ideal for teens and retro gamers alike, for its new approach to an old favourite.

ToyAward organisers said: “The games are sure to win the hearts of all retro game lovers. The two arcade classics are hidden in a cute tin box with a mini display and the typical controller buttons for gaming on the go. The resolution of the small screens is good and the volume of the unmistakable sound can be adjusted. The retro concept is right on trend, which is reason enough for the jury to award it first place in the Teenager & Adults category. They were also impressed by the low price, the fun packaging and the workmanship of the miniature games.”

Presenting the award to Fizz national account manager Caroline Hedges, one of the judges, Jean Youn, head of toy business at Kakaokids, South Korea, said: “Retro is back! Congratulations!”

Caroline Hedges told TnP: “We’re delighted to win and really pleased with the award. It’s great to get recognition, we spent a lot of development time getting it right and working closely with the licensors.

“Retro gaming has become massive in the past 12 months and sales of the tins have been booming.. This is a real seal of approval.”

And, she noted, it is likely to give credence as the tins go worldwide – they’re now available in territories across the globe, including the UK, US and Europe.

Other winners at the event were:

Baby & Infant – Basic Building Blocks – Multicolored (HABA); Preschool – Stix (OPPI); Schoolkids –Adventure Puzzle – The Light in the Enchanted Forest (Franckh-KosmosVerlags-GmbH & Co.KG); Startup – Artist (Hoppstar); Sustainability –

Feber Recycle Eco House – Famosa by Giochi

Preziosi.

On the show floor, there were a lot of US and international exhibitors on show, some of whom didn’t make it to London’s Toy Fair, while the presence of others who had been at both meant TnP got the opportunity to catch up with some we hadn’t seen at Olympia. Among the familiar names with products on show were Click, WOW! Stuff with the next step in its Real FX range, and UK indie Numskull and its ubiquitous licensed ducks range Tubbz.

As the show drew to a close the numbers spoke for themselves: 2354 exhibitors from 68 countries, up 10% year on year, attendance of 57,000 from 125 countries.

“The Spielwarenmesse is the one constant to rely on in the current era of the regional and national toy shows working to find their new rhythm,” said Helena Perheentupa of US company Wyncor.

“As the leading trade fair, the Spielwarenmesse is the place where everyone from all over the world meets. You won’t find these opportunities anywhere else,” added Ram Ronen of PMI Trading & Enterprise.

“We were able to welcome customers, potential customers and press representatives from all over the world – from New Zealand, Asia, Europe, and the US to South America – to our stand,” added Paul Heinz Bruder, CEO of Bruder Spielwaren. Andrea Herre of Spin Master International rates visitor quality very highly, too: “We had all the relevant decision-makers and key accounts meeting us at our stand.”

And Christian Ulrich promised kidults are for every show, not just a one-off. ““Renowned exhibitors such as Mattel took up the kidults theme in a big way. And the market figures from market research company Circana also demonstrate that we’ve picked up on the spirit of the age,” he concluded.

And as he told TnP: “It is part of the future for retailers.”

Retail opinion

Rachael Sankey Director/owner

Harold’s Toy Store, Shropshire UK

What did you think of this year’s Toy Fair?

I’ve never been to Nuremberg Toy Fair before, so I can’t compare it to previous years. It was huge, obviously, and full of interesting products and I enjoyed meeting the people.

What were you looking for and did you find it?

I was looking for small, independent companies who make sustainable products and don’t already sell much in the UK - I found a couple and will be following those up! I was also wanting to see the brands and companies we already deal with - just to put faces to names if possible. I don’t think I succeeded and probably would have had more luck with this objective in London.

What were your top 5 picks at the show?

Asmodee - they are making a LEGO game with monkeys - it doesn’t get better than that!

Melissa & Doug - this is an old favourite of mine that I have bought for my kids for many years but haven’t been able to find wholesale, I loved seeing their new ranges and now have contact details!

Tamiya - we already stock this but it was great seeing them there and I loved their RC penguins. Games Workshop - we stock this too and I love how this company operates. I like seeing their figure painting skills - I’ve recently taken that activity up myself.

Folkmanis Puppets - we have these in our shop and at home; they are great for kids and are what I consider heirloom toys. It was lovely to see new puppets in the fur.

Did you see any trends emerging that interested you?

I was interested to hear the talk by Toan Nguyen on Wednesday about the kidult trend as well as the following talk by Nick Sohnemann, which discussed the future of retail. Both were mostly focused on digital worlds - which isn’t what my business is about but it was interesting to hear their thoughts about the future.

The kidult market obviously isn’t restricted to video games and it’s been an important aspect for our shop, especially with products like Lego Technic, Warhammer and Tamiya. But we have grown-ups buying Pok è mon and Maileg too, among other things. I realise this has always been a thing, it’s just that people aren’t so embarrassed about it now. Being a nerd is cool these days, was the message - and this is backed up by Pure Arts (gaming and pop culture figures) whose work really caught my eye.

Anything else to add?

I don’t know about anyone else but I had to stop taking pretty catalogues off people quite quickly because I realised it would make my baggage too heavy on the flight home. Also, I forgot to take business cards and most people couldn’t read my handwriting - so that’s a lesson for next time, if I can brave the German transport system again!

FOCUS UK TOY MARKET

Market down 5% in 2023, but “showing resilience”

The UK toy market for 2023 was worth £3.5 billion in 2023, a decline of -5% in value, reflecting the broader impacts of the challenging UK economic conditions according to figures revealed as Toy Fair opened.

The British Toy & Hobby Association (BTHA) and Circana, formerly known as The NPD Group, presented their annual industry insights at London Toy Fair, revealing positive trends in the UK toy market.

A week later in Nuremberg, there were further figures unveiled that gave a panEuropean and international perspective, looking at trends in key territories across the globe. These showed that the UK figures were not isolated and are in line with countries worldwide.

Despite the continued challenging economic conditions in the UK throughout 2023 reducing consumers’ discretionary spending power, the UK toy market demonstrated resilience, with a total value of £3.5bn sales. Although the market experienced a decline of -5% in value, consumers’ demand for toys remains strong, with several toy categories achieving growth.

Interestingly, sales of toys priced between £15 and £20 was the only price category gaining sales, showing that consumers opt for more mid-point items in an economic downturn. However, over 63.5% of toy units sold are still priced under £10, contributing to a significant 28% of the market’s overall value. This signals that affordability and value for money are top priorities for consumers during these uncertain times.

Buoyed by top toy movie blockbusters, Licensed Toys continued to play a vital role in the market dynamics of 2023. The sector reported sustained growth for

Despite the continued challenging economic conditions in the UK throughout 2023 reducing consumers discretionary spending power, the UK toy market demonstrated resilience

“ ”

the fifth consecutive year, with market share increasing to 32% from 26% in 2020, surpassing last year’s highest-ever market share by 1%. Looking ahead, the market is expected to stabilise in 2024, with a greater emphasis on evergreen licences and original toy brands. This shift presents an excellent opportunity for companies to showcase the strength of their own brands and foster innovation in the industry.

In 2023, Plush Toys, Games & Puzzles, and Building Sets experienced notable growth within the UK toy market. Plush Toys, which was a top three sales driver in the previous year, recorded an impressive 11% growth in 2023, making it the strongest-performing category of 2023. The fastest gaining subclass within this category was Traditional Plush, further contributing to its success. Moreover, the Squishmallows Plush 8” Assortment emerged as the top-selling item in 2023, priced under £10 with an average selling price of £9.01. This highlights the enduring appeal of plush toys for UK consumers and emphasises the importance of accessible pricing in the toy market. Collectibles, another notable category, saw a positive increase of +3%, reaching a worth of £288 million. Collectibles accounted for 20.9% of the overall market, solidifying its significance among consumers.

Commenting on the key report findings and insights, Kerri Atherton, head of public affairs at the BTHA, said: “With people facing difficult times financially, these figures are not surprising and are in common with many other similar consumer

goods industries. The sustained growth in key categories, like Plush, Licensed toys, as well as growth in Games & Puzzles and Building Sets, illustrate continued strong demand for toys and illustrates the resilience of the UK toy market.

“Looking ahead to 2024, this shows there are opportunities for toy companies launching new and exciting products, with a focus on value for money and affordability a key trend.”

Another intriguing insight from the report reveals the exciting emergence of the consumer segment known as Kidults (12+ age group). Remarkably, the Kidult toy market is now worth a staggering £1Bn having contributed 28.7% of the UK toy market’s value, experiencing an impressive 6% increase in growth in 2023. Notably, Collectibles, Building Sets, and Games & Puzzles are the key categories that resonate with this demographic, closely followed by Plush and Action Figures.

Offering insights behind the emerging Kidult trend, Melissa Symonds, executive director, UK Toys, Circana, added: “The emergence of the Kidult category as a growing consumer segment, contributing to over a quarter of the toy market’s value, is an exciting development. The report findings suggest that amidst these challenging times, adults are seeking out escapism activities that tap into their childhood, evoking a more carefree time in their lives. This inclination towards toy categories that fulfill this need not only indulges their nostalgia but also positively contributes to their mental wellbeing.”

Over in Nurembeg, Circana revealed more figures, in the form of global data on toy sales in a dozen key nations – the G12 – and, despite some grim headline reading, the organisation insisted it’s not all doom and gloom.

Sales across the 12 – Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States –decreased by 7% year-on-year in 2023, but, according to Circana’s Retail Tracking Service, this still represents an increase of 17% pre-pandemic 2019 figures.

The average selling price in the 12 nations also rose in 2023, up 1% on the previous year, which also represents a significant increase on the 2019 figures –it’s up 18% over the four years.

Two of the key 11 super categories saw growth in 2023, with Building Block sales posting the biggest increase, up 4%, followed by Plush, up by three points. Strategic Trading Card Games and vehicles also grew, with all four areas enjoying a fourth successive year of growth.

Other figures showed Licensed Toys now making up just under a third – 31.3% – of the total toy market, showing its increasing importance. Pokémon is the biggest-selling property, closely followed by Barbie, Star Wars, Marvel Universe and Hot Wheels.

was the top gaining property.

“ ”

The growth of the kidult arena – as noted at Spielwarenmesse and other toy shows – was further highlighted by the fact that LEGO Icons

The emergence of the kidult category as a growing consumer segment, contributing to over a quarter of the toy market’s value, is an exciting development

“With inflation at the highest level we have seen in decades and birth rates at their lowest in many countries, the global toy industry faced new challenges in 2023,” said Frédérique Tutt, global toys industry advisor at Circana. “Consumers across many regions had to make difficult trade-offs and reduced their spending on toys and games. We saw different regions reacting differently to these economic challenges, with Europe contracting back to 2019 levels while US sales remained 26% higher compared with 2019. As economies continue to improve, the industry should experience some respite in 2024, particularly as the flow of new products and innovations reintroduce the wow factor and encourage engagement. This should help to stabilise sales.”

After unveiling the figures as Spielwarenmesse opened, Circana went on to announce the winners of its 13th annual Toy Industry Performance Awards, based on its sales figures across the US, Canada, Mexico, Brazil and Europe.

LEGO was the global toy manufacturer of the year, while the global top-selling toy of the year, sitting alongside the biggest property, Pokémon, was Hot Wheels Singles 1.64 Assortment from Mattel. Pokémon was top-selling toy property in the US and Canada and was Europe’s top gaining toy property. Squishmallows was top toy in the US and Canada.

Back on track in 2024?

With business down five percentage points year on year, how will the industry recover? As Circana’s Melissa Symonds looks back at 2023, she says newness could be the key to turning the toy industry around this year…

Innovation and newness will help the toy industry get back on track in 2024, with assorted toy fairs in London, Nuremberg and elsewhere helping to provide a renewed boost of enthusiasm after slightly disappointing figures for the previous year.

That’s the view of Circana’s executive director UK toys, Melissa Symonds, speaking to Toys n Playthings after the organisation, along with assorted partners, released first UK and then wider European and international figures.

And despite the somewhat depressing figures – overall the toy business in the UK was down 5% year-on-year – she believes the

mere fact the UK was in line with other territories is in itself a positive sign, and Circana believes that this year’s figures will be better than the previous 12 months.

“People tend to be optimistic at the start of the year,” she said, “it’s one of the things I like about the toy industry. It’s another year, there’s new product and everyone (at the fairs) seemed pretty happy.

“I think 2024 will be better than last year, we’re not expecting huge growth in the market, but it will be

Europe’s top gaining toy properties by supercategory:

Action Figures and Accessories

Ninja Turtles (Paramount)

Arts and Crafts

LEGO Art (The LEGO Group)

Building Sets

LEGO Icons (The LEGO Group)

Dolls Monster

High (Mattel)

Explorative and Other Toys

Miniverse (MGA Entertainment)

Games and Puzzles

Pokémon (The Pokémon Company)

Infant, Toddler, and Preschool Toys

Gabby’s Dollhouse (Spin Master)

Plush

Squishmallows (Jazwares)

Vehicles

Super Mario (Nintendo)

Youth Electronics

Bitzee (Spin Master)

“As we begin a new year and many of us gather together at the international toy fair in Nuremberg this week, Circana is incredibly proud to celebrate the innovation and quality of toys and games being developed to inspire the joy of play around the world,” said Ricardo Solar, EVP of Entertainment at Circana. “We wish all the winners, and the entire toy industry, success in 2024.”

one of those stabilising years before we turn it around. There’s often a flat year before a higher-performing year. The toy industry is like a cruise liner, it takes a while to turn around and change direction.”

Toy Fair helped with a new injection of enthusiasm after a flat year, as getting new products in front of first buyers and then consumers can do that. “Innovation is always key for growth,” she said, “getting a new product or a new licence gives the hero effect to the whole category.”

Looking back at the figures, it is noticeable that despite some stand out winners in 2023, there wasn’t a really exciting product to drive that. “There’s been some nice items but nothing really captured the imagination of the wider public,” she said. “There were no fidget spinners, or a Toy Story movie or something the person in the street knows about.

FOCUS UK TOY MARKET

Those are key for a really good year.”

And while everyone was talking about Barbie, there was not a lot of accompanying product. As Melissa Symonds explained: “Mattel didn’t release a lot of toy-related product; there were a lot of consumer products, Barbie clothing and accessories, but they didn’t really lean into toys. Most people who saw it loved it, but it was as much a kidult thing, not really aimed at kids.”

There was cause for optimism in the figures too. With the UK tracking in line with other territories, with, perhaps, a harsher cost-of-living crisis here, it could have been a lot worse. “There is some truth in that,” said Symonds. “The macro-economic levels were hard hit in the UK, utility bills are higher, inflation was higher, so maybe we’re in a better position. It certainly could have been a lot worse.”

Further assessment of the figures suggests January was a strong start to 2023 (“we were OK until Easter,” said Symonds), but the poor early summer didn’t help; Q3 was aided by outdoor sports, overall the third quarter was down 3%.

“We knew it would be a late Christmas, and there was a late push in December, which wasn’t as bad as October then November. But December wasn’t as good as the last time Christmas Eve fell on a Sunday. We kept holding out for that lastminute drive.”

Circana believes that parents and families may have been cutting down on the number of presents they were buying children. “Instead of buying five, they were maybe buying three presents,” she said. “They’re not cutting entirely, but reducing.”

One interesting element that Circana pointed out is how the international figures are now arguably more aligned than ever, with more consistency from territory to territory. Sure, there are local and regional differences, but increasingly companies, especially multinationals, are looking to overall figures rather than country by country.

LEGO is still dominant in most and, as Symonds noted, it has moved smartly in recent years.

“LEGO has very cleverly split its business into kids and adults and a lot of growth is coming from the kidult part in the market, an older age demographic. The top-performing brand is the Icons. And it’s not just going after kidults, it’s going after the female kidults.’’

She pointed too to its flowers, initiatives such as Mother’s Day bouquets and its set-up at Waterloo station in London. “It made people think they didn’t want to buy flowers, they wanted to buy LEGO flowers; they’ll last all-year round. LEGO isn’t just continuing to sell to people they have always sold to. They’re doing really well with kids, but they’ve expanded the targeted demographic.”

it to grow as budgets grew tighter.

“Birthdays and Christmas are ringfenced,” said Symonds, “but the impulse purchase in store isn’t, Pester power has less influence and parents are better at saying no. They’re saving money to buy bigger presents. It’s still a massive part of the market, but one of the things people are cutting back on first.”

Prechool saw double-digit growth for the likes of Gabby’s Dollhouse and Bluey, but there are warning signs ahead. There are fewer babies being born than expected (“we didn’t have the post-Covid baby boom that was predicted”), while a growth in sales of second-hand toys is having an impact too.

“Quite a lot of parents are willing to buy secondhand toys,” she said, pointing to figures that suggest 35% UK consumers have purchased second-hand toys, but among 25-34 year olds – those most likely to have young kids – it rises to 61%, while sustainability is also a factor.

She further highlighted this year’s red rose bouquet around Valentine’s Day and its instant appearance in the top 10 sellers (“it’s phenomenal actually”).

Other brands mentioned include Squishmallows, as it moves into licensed product as well as its own work, and the increasing trading card phenomenon, boosted by Disney Lorcana from Ravensburger and, Circana said, these “should have another good year”.

In terms of the specialist areas featured in this month’s issue there are some interesting thoughts.

Pocket money toys are still hugely important and yet despite the lack of disposable income in people’s pockets, it has declined, when some expected

“ ”

“It does become a competition for the new toy, although newness can balance out the second-hand threat.”

And on games and puzzles, there’s a growth in social gaming, with those based around special occasions. “What we’re seeing is a bit of a shift from the most popular categories towards social party games, card games from Exploding Kittens and Cards Against Humanity. People doing that as a social occasion, going around a mate’s house to play games rather than going out – it’s a cheaper alternative. Card are games starting to outsell traditional board game categories in value.”

And so, on to 2024 and where the business is growing. As noted earlier, Circana is expecting a “stabilising year”, but there is huge potential, it said, in the kidult sphere.

“I think it will continue to grow,” concluded Melissa Symonds. “Our spend per head on adults is much lower than the US, I think there’s a lot of potential for the right product bought for the right person –there’s a lot more potential in kidults.”

The Entertainer heads to Tesco

The Entertainer has furthered its partnership with supermarket giant Tesco. TnP looks at the announcement and gets mixed comments from independent retailers…

March sees the latest and most significant step in toy retailer The Entertainer’s burgeoning relationship with mega-grocer Tesco as the two kick off a huge partnership.

For after a year-long trial, the pair are now extending the partnership to take in all of Tesco’s estate in the UK and Ireland, meaning The Entertainer will have a presence in all of the retailer’s stores.

While retaining The Entertainer’s profile across the supermarket giant, customers will be able to get Clubcard points on their cards and there will be Clubcard promotions on its toy products.

It covers all 759 large stores in the UK and 94 in Ireland, after the initial trial took in 35 of the retailer’s larger supermarkets.

There are other elements too, namely, as the announcement noted, “Tesco is also entering into a supplier agreement with the toy retailer for its Central Europe stores. Both ROI and Central Europe are new markets for The Entertainer and represent a significant expansion of their business”.

Comment on the announcement came from Tesco’s MD for home and clothing, Jan Marchant, who said: “Our initial trial was really popular with customers and we look forward to introducing even more customers to the great range of toys from The Entertainer – making it easier for customers to pick up a gift for their little ones in store.’’

Andrew Murphy, group CEO of The Entertainer, said: “After a successful trial, we’re excited to be bringing The Entertainer’s fabulous range and market-leading value to even more communities across the country and to be doing so with the UK’s most admired retail business.”

The trial across 35 stores has obviously worked for both retailers. As it was unveiled towards the end of 2022, The Entertainer chairman and founder Gary Grant noted: “The in-store collaboration will provide shoppers with the chance to shop our best-selling and affordable range of the latest toys and games, which will include

products from Addo and Early Learning Centre, from more locations across the country than ever before. Our mission when we launched The Entertainer in 1981 was simple – to become the best-loved toyshop, one child, one community at a time – and we’re incredibly proud that this partnership will enable us to continue achieving this mission.”

Retailers in 2024 have mixed opinions about the deal and what it means for their business. Some fear the increased buying power that The Entertainer will boast, others were less worried about the deal. Their thinking notes that their offering is very different to what The Entertainer will bring to the table in Tesco. Independents must ensure they are looking for different products that won’t make the shelves under the partnership, which, they feel, is more likely to focus on mainstream items.

Retailer and TnP columnist Amanda Alexander from Giddy Goat Toys in the north west is a little worried over the convenience factor for shoppers. She said: “I am a little concerned at how the Tesco and Entertainer partnership might affect me as there is a large Tesco store just a mile away from my shop and I know that for convenience if customers realise they need a party present or they have their own child’s birthday coming up they might go down the toy aisle while doing their weekly shop.

“Obviously we have certain advantages as independents, not least of which is that we have friendly, helpful, invested and approachable members of staff greeting customers and who can offer help in choosing products or even offer to order specific products in for customers and people are not going to get that while doing their food shop. We also have some fantastic brands that won’t be on Tesco’s shelves such as Orchard Toys, which is one of our bestselling brands, plus also Djeco and Jura - and we have a lovely selection of birthday cards and wrapping paper and offer a gift wrapping service, so hopefully we do have enough point of differences and advantages to ensure we don’t see a big drop in our sales.”

It was of more concern to Andrew Garthwaite, of Rexys Reviews/The Dino Den in South Shields. He told TnP: “As an independent business, any time you hear of two or more retail giants merging it

“

We’re always looking for new and innovative ways to bring the wonder of The Entertainer to customers, so we’re very excited to announce this partnership with Tesco Entertainer chairman and founder Gary Grant I am a little concerned at how the Tesco and Entertainer partnership might affect me as there is a large Tesco store just a mile away from my shop

Amanda Alexander, owner, Giddy Goat

concerns you, their increased buying power and ability to negotiate prices that an independent can simply not compete with is always going to be a worry. We saw this with Sainsbury’s and Argos and now Tesco and The Entertainer. Pair this with the added convenience for the consumer that they can now do their toy shopping while buying their weekly groceries means it is one less trip to the high street the consumer needs to make, which is becoming more apparent every day with our busy schedules and our need to receive everything instantly. We hear every week about another small business closing its doors due to lack of customers on the high street. Does this mean, in time we will start to see the high street presence of The Entertainer gradually reduce in the same way it has with many smaller Argos stores?’’

He continued: “The reality for the independent business is that we will never be able to compete on price with like-for-like products, however where we can shine is with our customer experience. We are able to offer what I like to refer to as ‘customer cuddles’, the one-to-one service and enhanced customer experience that a supermarket simply cannot provide. For many of us, we are on first-name terms with our returning customers, we get to know their interests and we join them on their journey through their interests, something that you will rarely find in the world of corporate giants. We know our products inside out, we know the industry, and know what is coming.

“Yes, price will always play a part in a customer’s decision, however I think we are starting to see a return of people wanting that experience rather than just being another transaction in a daily till roll.’’ Others are less bothered. One anonymous retailer said: “I don’t think it will affect us in any way, we do have a Tesco in our town and their toy section only consists of just three bays, “We shall continue what we do and won’t worry about what they do in terms of offers and pricing, as I believe our personal touch and relationship with our customers is far far ahead of that any national/supermarket will ever have.’’

Spin Master revenue up in final quarter, down for year

Spin Master has announced its preliminary figures for revenue and sales for the last quarter of 2023 and the full year ahead of full financial results due at the end of the month.

The company said it was “pleased” with the figures, which showed that despite an overall decline in revenue for 2023, the final quarter was up year on year.

For 2023, revenue stood at $1,904.9 million, down 5.7% from the previous year. This was down to a fall in toy revenue, which was partly offset by an increase in entertainment and digital revenue.

In the final quarter, however, its revenue was up 7.9% to $502.6 million, with growth figures of almost 77% in entertainment, aided by new content such as Unicorn Academy,

Vida the Vet and Rubble & Crew, as well as the ongoing money coming in from PAW Patrol: The Mighty Movie.

Toy revenue was up by 2.5%, driven by “higher order volumes” and digital games revenue also grew in the last three months of the year, up 7.1%

“We are very pleased with how our team navigated the challenging macroeconomic environment to deliver revenue growth in the 4th quarter,” said Max Rangel, global president and CEO.

“We harnessed the strength of our three creative centres to meet our full-year revenue expectations. While our Toy revenue declined for the full year compared to 2022, our POS remained ahead of the industry and we grew market share globally, by introducing innovation into the toy aisle, engaging fans of popular franchises both licensed and owned, and growing our evergreen brands to create magical play experiences for millions of children globally. We saw strong increases in Entertainment from the PAW Patrol movie and the delivery of the Unicorn Academy series, and we grew Digital Games revenue, highlighting the power of our diversified portfolio to drive long-term growth.”

MV has Football Fever

Football fever will return this summer in the form of the men’s Euro Championships which will ignite kids’ passion for the beautiful game. Kickmaster is the go-to brand for kids’ football, where each product is designed to help youngsters improve their football skills in a fun and non -judgemental way. The range consists of football training games, equipment and kits which can be universally used regardless of weather conditions and space restrictions. As the original kids’ football brand and the innovator in the category, Kickmaster has the market covered.

Offering great performance and value for money the range is underpinned by perennial favourites loved by aspiring footballers and today’s professionals alike. No gimmicks just practical product that kid’s love and parents’ trust.

Goliath takes giant leap into toys

Goliath has announced it is moving into another category alongside its existing games offering by launching a toy range.

The company, famed for games such as Rummikub, Sequence, and Pop! the Pig, said it is aiming to “evolves from a leader in tabletop games to a toy industry powerhouse” in the future.

The big announcement follows its recent global licence and distribution deal with Funko Games and is, Goliath said, another “pivotal moment” for the company.

New arrivals in 2024 across many areas of include “action figure role play, construction, miniatures, impulse, interactive pets, small doll, licensed plush”. Pictured, Brian Weiss, President of Goliath Group, North America.

frame and anchor pegs. Their Ultimate Football Challenge Set is the ultimate haven for an aspiring footballer and comes with a manual comprising of 20 various games, three free kick figures, six passing target hoops, flexi cones, a football, and a sturdy steel goal. This set is designed to help with shooting, dribbling, and chipping. All products come in space friendly colour packaging, making them stand out on shelves.

The existing portfolio consists of various tried and tested products, including the popular Close Control Trainer, with its recoil mechanism for fast action and controlled practice. Their award winning Quick Up Goal is an instant goal and target shot which is both strong and portable. It also comes with a handy carry bag, making it easy to transport. The classic Backpack Training Set is a zip-top backpack with breathable side pockets and comes with an official size 4 Kickmaster ball, shin pads with high impact shell protection, a water bottle and training cones. The One-on-One Goal Set is lightweight and compact, with a UV resistant

Introducing the Soccer Arcade, which is an exciting and innovative precision shooting and chipping gallery complete with ball return and a traditional goal at the rear. The Soccer Arcade is ideal for improving shooting and precision chipping with 6 target shots. The Soccer Arcade comes with a ball, ball pump and 6 ground pegs to secure the arcade firmly into grass. At almost half the size of our Soccer Arcade Pro, the Soccer Arcade can be easily stored either as a whole or broken down.

Also launched is the Adjustable Rebounder, where you can practice ball control, passing, accuracy and shooting. The Adjustable Rebounder can also be used for goalkeeping practice drills too. This unique Adjustable Rebounder offers quick and easy angle adjustment by the turn of a dial, there are no preset angles or fixed angles so the user can position the angles on the rebounder however they like. The Adjustable Rebounder looks exceptional and contemporary with its strong hexagonal net. The durable steel frame is powder coated for UV protection and features a folding mechanism which means the rebounder folds flat for easy storage. MV

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Ravensburger launches new preschool brand

Ravensburger has unveiled a new preschool range under the Play+ banner, almost three years in the making, which sees it publishing books for the first time in the UK.

The range, which is for children from 0 to 36 months, has been extensively researched across Europe to see what parents and their children really want and need.

Prices range from £6.99 to £49.99 and, as well as books – both board variations and water- and tear-proof pages – it contains a pull along shape-sorting chameleon, stacking cups and more, combining a variety of materials to provide a multisensory experience

The range was launched by TV expert Dr Zoe Williams on the company’s stand at Toy Fair.

Ravensburger’s Elaine Connell, who is looking after the marketing for the range in the UK, said: “Our focus at Toy Fair and in the coming months is on showcasing and demonstrating the full breadth and depth of the Play+ range and then we’ll have a heavyweight marketing campaign, including digital and social.” The campaign will also offer

opportunities for parents and carers to get hands-on with the product.

Alexander Lohr and Christine Meier, from the German team who researched Play+ before the launch, were also on hand at Toy Fair.

Lohr said: ‘‘Together we are looking forward to making the brand more accessible to the British audience, with our 140 years of experience, combined with extensive market research and a new team.’’

Cartamundi outsmarts the opposition

Cartamundi has outsmarted its rivals by agreeing a deal with Outsmarted creators QPlay that will see it distributing the techconnected board game across the UK and Europe.

The deal will further the reach of the hit game, billed as a Live TV Quiz Show, which links with a mobile, tablet or laptop to offer a thoroughly addictive experience.

It has already sold more than 400,000 copies across 10 countries and is played by an estimated 2 million players.

The deal runs from 2024 and beyond and will see full support behind the game from Easter this year.

CEO at QPlay, Stuart Nice, said: “We are dedicated to creating hybrid games that can be played by families across the globe with highly localised content in every regional version.

“We are thrilled to be partnering with Cartamundi Entertainment. Their experience in the games market lends itself perfectly to enable us to reach and support our customers across multiple territories as part of this new and exciting partnership.”

Andrew Brown, marketing director for Northern Europe at Cartamundi .added: “The Outsmarted Game brings something completely new to the category and, with its live game play and evolving questions, keeps players coming back to play!’’

GOING GREEN(ER): THE RISE OF SUSTAINABLE PLAY IN 2024

In the latest column from across the US, Jennifer Lynch from the US Toy Association assesses where the buzz topic of sustainability is this year…

Today’s consumers increasingly view sustainability as a crucial factor in their purchasing habits, particularly when it comes to products for themselves and their children. In fact, 45% of parents under the age of 40 said they considered a toy’s environmental impact when making buying decisions, according to a 2023 U.S. Toy Association survey of 1,000 parents across the U.S.

The Toy Association named Eco-Lasting Play as one of its top toy trends for 2024, but the trend goes beyond just toymakers responding with toys made from eco-friendly materials. This year, expect to see toy manufacturers also take a holistic approach that aligns with consumer values.

“In addition to sustainable materials, eco-friendly packaging, and ethical manufacturing processes becoming key considerations for discerning shoppers, there is also a rise in popularity of toys designed for longevity and durability,” said Kristin Morency Goldman, senior director of strategic communications at The Toy Association. “It’s this dual focus on sustainable manufacturing and heirloom quality products that will lead not only towards a more sustainable industry but one that helps foster a greener future for generations to come.”

Here’s a few Eco-Lasting Play products new for this year.

Wild Republic’s Earthkins is its first line of biodegradable plush toys. The plush pals are designed to be a child’s best friend for many years, before being responsibly broken down and returned to the earth.

Playper’s Curious Kingdom: Castle Playset is a build-it-yourself, multi-level castle that encourages story-based play. It is made of a special plastic-free, 100% recyclable material with soy-based ink.

Featuring animals spotlighted by the World Wildlife Fund throughout the line, the Fisher-Price’s Planet Friends Roly-Poly Panda Play Mat uses fabric made from 90% post-consumer recycled plastics and comes in FSC-certified packaging to support responsible forestry. The set is designed to grow with little ones and rolls up easily for use on the go.

Dr. Zig’s Bubble Pollinator Kit is a plant-based bubble mix that not only teaches kids about the importance of pollination and how it works, but lets kids blow bubbles that actually pollinate flowers.

Hape’s Green Planet Ocean Rescue Playset is a new playset that teaches kids how to clean up our oceans. It features two turtle figurines and five animals to care for as well as a ‘solar-powered’ speedboat. It is made of bamboo and Green PE (from sugar cane).

For more on The Toy Association’s 2024 Toy & Play Trends, visit toyassociation.org/trends. And don’t forget to save the date for the next Toy Fair in New York City (March 1-4, 2025).

Moose promotes Stone

After a decade working across across its Moose Toys and World’s Apart brands, Logan Stone has been promoted to the role of vice president of marketing and brand strategy for Europe.

She will have full responsibility for marketing and brand strategy across multiple territories and will, the company noted, collaborate “with sales and internal teams to deliver the Europe strategy plan and growth targets to meet the company’s long-term goals”.

Before her 10-year stint at the company, Logan Stone worked in marketing, PR and product development. In her time, she played an integral part in Moose Europe’s expansion.

She said: “Moose is renowned for having innovation at the heart of its product, and I’m excited to work closely with our global and local EU teams to ensure we have the right brand and product portfolio for success. A key focus is continuing to lead our amazing marketing teams to deliver ‘Best in Class’ marketing campaigns, ensuring we remain laser focused on being the most innovative toy company across all touch points.”

“Logan has shown incredible dedication to the business over the past decade. She is the perfect leader to help drive our longterm strategic plan across Europe. She will ensure we have the right brand and product mix, coupled with innovative marketing, to efficiently drive business growth. A huge congratulations on her achievements to date that have underpinned her transition to this new role,” said Emily Maclennan, senior vice president sales & marketing UK & Europe, Moose Toys.

Lisle heading to Caribbean isle

Popular industry stalwart Colin Lisle is planning to set off on a mammoth bike ride to raise funds for the Fence Club’s good causes.

His planned feat is all the more remarkable given that he is not even a fan of cycling and yet will be riding across the largest island in the Caribbean for five consecutive days in searing 28 degree heat covering 380km.

Colin said: “I wanted to do something that would really test me and do it for the fabulous Fence Club. When I take part in the challenge later this year I’ll be 73 years old, and in a country that’s always fascinated me. It won’t be easy, so I’ve given myself a full year of training to build up my stamina and levels of fitness.”

Details at www.charitychallenge.com/ expedition/3979/Cuban-Revolution-Cycle

House of Marbles appoints new agent

House of Marbles has recruited a new agent for the north west of England.

Jamie Longman boasts seven and a half years’ experience as an agent in the gift trade. He started with WoodWick Candles and Baylis & Harding, and now represents Powder UK and Lily-Flame in addition to House of Marbles.

Rainbow adds with a trio of new hires

Rainbow Designs has added to its marketing team and further expanded its sales operation with three new appointments.

Zara Hynes has joined as brand manager, starting at the end of 2023 just in time for Toy Fair, and will be looking after brands such as Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh, and new Lion King collections.

She has relocated from Ireland, where she had worked for six years in brand management in the beauty and healthcare category.

On the sales side, it has recruited Helen Covell as area sales manager for the Midlands Area, and Laura Price in the new role of northern area sales manager.

The former has 21 years’ worth of gift industry experience in sales and buying; the latter seven years’ experience, most recently in the greeting cards categories.

Rainbow Designs sales and marketing director Zara Grindrod said: “Zara brings with her extensive experience in brand management and is already proving a valuable member of our core team, as she develops some exciting 2024 plans for our bestselling licensed brand collections.

“The appointments of both Helen and Laura are part of our strategic growth plans, to better serve our customers throughout the UK, and provide great support to independent retailers in key territories.’’

Simon Hedge remembered with special award

The BTHA has presented a posthumous Special Recognition award to industry figure Simon Hedge who died in 2023.

The newly-created award recognises “loyalty, long service, commitment, and dedication by individuals within the toy industry” and the trophy was presented to his family at a reception during Toy Fair.

He said: “I’m absolutely thrilled to become part of the House of Marbles team. I‘m looking forward to bringing such unique and timeless products to retailers in my area.”

The BTHA said: “Simon was remembered fondly by all those who attended, which included previous team members, colleagues, friends and close family members. Simon was a team player who built loyal, motivated, happy and dedicated teams.’’

Simon worked for companies including Hasbro, K’Nex and Flair, where he eventually became MD.

Zara Hynes

Helen Covell

Laura Price

Smashling it up

Fledgling creative company Toikido has appointed a new international licensing director to oversee its two key brands, Pinata Smashlings and PeaKeeBoo.

Sabrina Segalov joins from Sanrio Global and boasts experience working across brands such as Marvel and 20th Century Fox Film. She will be working alongside chief commercial officer Will Ochoa, and US MD Darryl Lai.

Chief commercial officer Ochoa said: “We are delighted to welcome Sabrina to the Toikido team. Her cross-category experience within licensing, combined with a proven track record of fostering growth across diverse retail landscapes both in the UK and globally, is hugely impressive. We eagerly anticipate her leveraging this wealth of experience with our expanding portfolio of gaming and entertainment IPs, propelling Toikido’s ambitious growth trajectory forward.”

New international licensing director Segalov added:

Sambro appoints to boost Euro growth

As part of its ongoing Europewide growth strategy, Sambro International has appointed Marian van der Oord to the newly-created role of European account director.

The role will support the ongoing expansion of the company’s European sales team, with the aim of building Sambro’s presence in key European territories as well as furthering relationships with retailers and licensors.

Reporting to European MD Michiel Das, Marian van der Oord will be focusing on four key outlets, Action, A.S Watson, Lidl and Aldi.

She boasts some 20 years’ experience in the industry, working with the likes of Mattel and Disney.

“I am thrilled to embark on this incredible journey with the Toikido team, an opportunity to contribute to their remarkable portfolio of brands. With exciting new IP set to launch soon, I look forward to being a driving force in the continued growth of Toikido, a company that has flourished since its inception in 2020.”

Roucoule upped at Warner Bros

Discovery

Industry stalwart Philippe Roucoule has been promoted to senior vice president of EMEA consumer products at Warner Bros Discovery. He will be overseeing all of Warner’s consumer products across the region, taking in the UK, France, Germany, Italy, Spain, and Poland as well as agent markets in other regions. Roucoule will be maximising potential for such brands and franchises as DC, Harry Potter, Looney Tunes, Game of Thrones, Discovery and more. He was VP for category and retail business development, after joining from Disney. He will report to Robert Oberschelp, head of Warner Bros. Discovery Global Consumer Products (WBDGCP)

Sandhu joins AIS’ Playroom

The toy division of AIS, Playroom, has appointed a new junior category manager.

Sharan Sandhu joined ahead of Toy Fair and made her debut at the show, where she was welcomed by head of toys and children’s gifts at Playroom, Rosie Marshall.

AIS said Sharan Sandhu will be “working closely with members and suppliers to drive profitability”. Playroom runs a toy import programme for AIS members and hosts the INDX Toy & Gift Show at the AIS HQ at Cranmore Park, Shirley, Solihull.

Rosie Marshall said: “Faz Akhtar and I are thrilled to welcome Sharan to our team. She joins AIS with an experience in supplier relationships and commercial understanding. With a background in fashion, she brings a fresh outlook and mindset.”

Sharan Sandhu added:

“I did have the pleasure of meeting many suppliers and some Members at Toy Fair. Many welcomed me there to the baptism of fire but my first week and Toy Fair was a success and I am excited to be working in a new and exciting industry.”

Further details can be obtained by visiting www.aistores. co.uk or contact Faz.Akhtar@play-room.uk.com

Paramount adds to Global consumer products team

Paramount Global has appointed a new VP of consumer products overseeing the UK, Ireland, Australia, New Zealand and Israel, with Rebecca Jenkins, who has been at the company for five years, taking on the role.

She has worked across licensing and retail during her time at the company, looking after such partnerships as Lush x SpongeBob SquarePants and Calm x PAW Patrol. Jenkins was already working across Australasia and Israel, and now adds the UK and Ireland to her portfolio. She has worked at other big studios, namely Warner, Disney and Universal.

Bulldog adds bite

Bulldog Licensing has promoted its licensing approvals coordinator Rocio Fernandez to creative executive, reporting to senior creative manager Sole Slater. She will, the company said, “be taking on a higher share of approvals in the Bulldog portfolio, including Care Bears, Magic Mixies and Totally Spies”, working across internal marketing and involved in the creative processes.

Sole Slater said: “Rocio has made a strong impression at Bulldog as a helpful and proactive member of staff with a strong understanding of the licensing business. Having no prior industry experience, she has come so far and has become an integral part of the team.’’

Posh Paws goes the Warner way

Posh Paws has inked a multi-property deal that will see it bringing a raft of Warner Bros. product to market this year and beyond.

The deal, signed with Warner Bros Discovery Global Consumer Products, takes in the entire catalogue of DC, Wizarding World, Looney Tunes, Friends and more.

Among the first products to hit the market in the UK licensing deal will be Batwheels plush, based on the current hit animated preschool series. Landing in summer, the company said it would launch with “the show’s key characters - Bam the Batmobile, Robin’s Redbird and Batman himself - in 7in and 10in plush sizes with high-quality detailing to ensure the characters’ key features are accentuated in the design, so that kids will love playing with and cuddling them.’’

There will also be DC characters led by Superman, with a Harry Potter range under the Wizarding World banner. On the Friends side, Posh Paws said it was “developing a gifting range that will incorporate the show’s most memorable, sentimental, and comical quotes/phrases that fans know and love, with plush characters that relate to them”. A Looney Tunes range is also being developed.

Posh Paws group brand and marketing director Lauren Shipman said:

“We are absolutely delighted to partner with such a prestigious and global power-house like Warner Bros. Discovery Global Consumer Products across their entire portfolio of the biggest and most popular brands. As a market leader in developing and producing licensed plush toys and gifts that are perfect for all ages, we are excited to be launching with our new preschool Batwheels plush toys this summer and to be working on iconic brands like Harry Potter, Friends and many more.”

Hot Wheels on the grid at Netflix

March sees the latest strand of ever-popular toy brand Hot Wheels’ evolution arriving with the Netflix drop of animated series Hot Wheels Let’s Race.

The series makes its debut on the 4th of the month in a global launch, complete with theme tune and music provided by pop punkster Patrick Stump from Fallout Boy.

“Between the show’s characters, propulsive cars, and pulse-pounding

Sophie signs with Toikido

Toy and entertainment company Toikido is advancing in plans for its second big IP in the shape of preschool series PeaKeeBoo.

The latest development has seen it signing on the dotted line with singer Sophie Ellis-Bextor, currently back in vogue after her hit Murder On The Dancefloor returned to the charts.

The songstress, who had remained in the public eye since the pandemic boost of her Kitchen Disco lockdown series, will narrate PeaKeeBoo, which Toikido is producing in partnership with Moonbug Entertainment.

The series will launch on YouTube later this year and build on planned video games, plush and clothing, with more to come. Toikido is using the template for its Inata Smashlings range, which started on Roblox and has mushroomed from there.

PeaKeeBoo will, the company said, be “accompanied by a comprehensive 360

marketing strategy, including a range of ancillary products such as toys, playsets, physical games, apparel, and books”.

Darran Garnham, Toikido’s founder and CEO, said: ‘‘In Sophie, we have found the perfect voice to help sprinkle some extra magic and bring the wonderful adventures of Pea, Kee, Boo, and all their friends to life. We can’t wait for children and parents to see the new series when it’s released later in 2024.”

Sophie Ellis-Bextor said:

“I’m delighted to be a part of Toikido’s latest IP, the warm enchanting world of PeaKeeBoo. As a mother of five, I know its themes of nature, play and friendship will really resonate with young, inquisitive children and their parents, who will be watching them take their own first exploratory steps into the world. The series will be filled with colour, sound, and kindness, so naturally I’m thrilled to be providing my voice to it.’’

Bing takes to the wetlands

music, we want to make audiences feel like they’re literally gripping the wheel for an unforgettable ride with Hot Wheels Let’s Race,” said Rob David, VP of content creative at Mattel Television Studios and executive producer of Hot Wheels Let’s Race. “Patrick is a oneof-a-kind musical talent, and generous collaborator. We are so lucky to have him as part of the Let’s Race family.”

“I spent a lot of my childhood in my grandpa’s garage handing him tools while he worked on cars and I daydreamed about music,” said Patrick Stump. “But Hot Wheels was my way of connecting to his love of cars. That’s why I was so excited to get the opportunity to work on Hot Wheels Let’s Race with Mattel Television Studios. It’s a real joy to get to be a part of that and I can’t wait for another generation of kids to see Hot Wheels Let’s Race on Netflix this year.”

Bing is heading to the wetlands after creator Acamar Films announced a partnership with wetlands and wildlife charity WWT.

The spring and summer activity will see all 10 WWT sites hosting an activity trail and more, with appearances from the characters and friends at some of them. The aim is to encourage preschoolers to discover more about wildlife in these natural environments.

The partnership will run from March 23 through until the start of June, and will be promoted through Bing’s channels, apps and more.

“It is exciting to know that across spring and into summer, Bing really will be ‘not far away’ for UK families with our first partnership that stretches the entirety of the country,” said Kirsty Southgate, director of experiential and promotions, Acamar Films.

Grow up! No, don’t, there’s cash in kidult world

Are you a grown-up? Are comics filled with superheroes and figures depicting the same something that you still pay attention to?

Well, given the amounts spent on cinema visits to watch characters from Marvel and suchlike doing their thing, individually and as teams, the conclusion has to be that there aren’t enough young people to generate the sums involved. Adults like this kind of thing as well, and lately there’s a whole new generation of stores that have sprung up to cater for this, as well as some long-stay stalwarts.

Visit China or Japan and interactivity is everywhere using phones. It’s so commonplace that it is barely worth remarking on and the qualms about what it is doing to young minds, which seem to occupy many column inches currently, are absent. Yet this is where the somewhat static world of the manga figurine emanates from.

From the time-honoured Forbidden Planet in Central London to Ultra Comix in Nuremberg, both indies, there is clearly a market for comics and associated merchandise, if only owing to the relative longevity of these retail institutions.

Note should also be made of the Chinese phenomenon that is Pop Mart. This is now a global, largely store-based, operation that offers those who are interested ‘collectibles’. This turns out, for the most part, to mean ranges of manga-based figures (the Japanese equivalent to superheroes, in some ways) that, as the name would suggest, are waiting to be purchased and hoarded. And here Pop Mart has been canny with its ‘blind boxes’.

These are lucky dips – boxes containing several collectibles - which fans buy in the hope that they will not be presented with duplicates, but instead will be able to build a set. The chances are, of course, that this will mean a considerable number of figures will be purchased that are not needed, but the idea of taking a chance appears to be part of the appeal.

Pop Mart now has two stores in Los Angeles (with a third set to open at some point this year), a London outpost, with an Oxford Street branch due to welcome shoppers in the near future and no fewer than three in Paris. This is a form of toy shop that will perhaps not have younger consumers in thrall –there is little that is interactive about a Pop Mart figurine - but nonetheless new stores keep opening.

Whether it’s the indie comic brigade or the collectible collector therefore, there appears to be a pretty buoyant market for kidult toys and it would seem that it’s an area that is ripe for growth.

It’s worth saying at this point that while the Pop Mart items have a retro futuristic sense about them, they are by definition not about iPhones, hand-held devices or any other sort of associated technology. Instead, these are objects that will gather in groups on shelves and which have more in common with old-fashioned dolls than they do with zapping aliens in a hostile environment on a screen.

Is this then perhaps almost a rebellion against technology and everything that it entails in the world of toys? Equally, is it just the preserve of adults? The answer is probably that it’s a bit of both.

It may just be that kidults as a group are those who might, in previous times and in certain locations, have frequented model railway shops, amassing toys that moved, but which in those hands tended to stay in the box in pristine condition.

All of which is interesting, but it is worth becoming a purveyor of toys that will have appeal to the very young and to the more mature? Possibly, and allowing for the fact that if adults tend to spend big on their offspring’s toys, why would they not do so on themselves?

This is one of the relatively few areas of retail currently that looks as if it might have a rosy future without recourse being made to the digital arena and where physical shops might actually exercise some kind of primacy when set against e-stores.

As a cohort, kidults are everywhere. We all look backwards towards things that we might have experienced at another time and even if the context and items are different from what we remember, anything that can help to make this a reality will win hearts.

Manga comic devotees used to fall into the same category as those adults that could be found engaging in combat in Warhammer stores. Now this is a broader church than might once have been the case and the kidult panorama looks promising territory for toy retailers to move into. As yet, there are very few Pop Mart stores outside the biggest cities, meaning that there is still room for similar retail propositions out there without the accusation of me-tooism being levelled.

Think carefully, therefore. Some of the adults walking into your store could be your shoppers in the nottoo-distant future. It would mean a mild rethink and a bit of an act of faith perhaps, but this does not mean that it’s not worth doing. The kidult exists, and being a grown-up is perhaps not all that it’s cracked up to be. Seek out your inner child and then look to others to do the same.

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.

Kidulthas beenthe buzzwordat

NewYork, Londonand Nuremberg

ToyFairsthis year,butwhat canitmeanfor traditionaltoy retailers?

Ourretail columnist JohnRyan investigates theworld ofthe collectible…

Fairs help beat the New Year blues

Columnist Amanda Alexander from Giddy Goat Toys in the north west of England on why shows such as Toy Fair and Spring Fair can reinvigorate retailers after a not-as-good-as-expected December… But what’s with the secrecy?

It’s always a wee bit sad to take down the Christmas decorations down at the start of the year (although thankfully unlike Lisa from Epoch who puts up so many decorations you can see her house from space – well the M6 at least – at least it doesn’t take us two days). But you know you’re moving into Narnia when it seems to be endlessly winter and never Christmas, sales drop off a cliff and my favourite big mug gets put away. (It has a Christmas theme. I really should just buy a new big mug.) This year more than ever I really did feel we were just getting into the Christmas rush when it was all over and I really feel like we needed one more week of crazy to have got our sales to where I’d have liked them to have been.

But January rolled in, the eldest child headed back up to Glasgow where he is studying and the youngest disappeared back to his room to knuckle down for his A-levels, the endless rain turned into endless storms and all was cold and grey.

“

Toy Fair was the perfect antidote and, stepping into Olympia you really do feel like Dorothy when she wakes up in Oz and everything is in wonderful technicolour. I did feel a bit naughty going really as I still had plenty of stock left, but having booked my train and hotel well in advance and having arranged to meet friends the night before, off I went.

stock lines from the big brands. We buy them from specialist wholesalers and while they did have open and welcoming stands at Toy Fair, their range of products is so huge they can’t possibly showcase everything. I can’t help thinking it’s a shame to exclude buyers from stands. I know I'm not the only person in the indie section of the toy industry that has a gripe about being made to feel unwelcome, and it’s disappointing given that generally it’s a very edifying, friendly and positive industry to be in. Honestly, having worked in the bottled watercooler industry in a previous life, it was nowhere near as much fun as looking at different type of 5kg bottles or discussing the pros and cons of 12 ton trucks.

Toy Fair was both uplifting and slightly overwhelming

With February came a visit to Spring Fair at the NEC with co-worker Ruth who does our card and gift wrap buying, as well as some of the gift ranges we have, and is chief merchandiser and co-window dresser along with Karen who also does our social media. Again, I felt like I shouldn’t really be going, particularly given our January sales were a little down on last year’s, but, having bought very little during January and knowing how great Spring Fair can be for finding quirky or unusual ranges, we piled into my ancient Ford Focus and sailed off down the M6. Although attending two trade shows in the space of a fortnight does seem a bit of a jolly for such a small shop, they really are very different.

“As usual it was both uplifting and slightly overwhelming. My sense of direction never did kick in - there were stands I walked past 43 times and stands I missed altogether - but it was lovely to catch up with so many lovely toy people and see the new ranges on offer. One thing that really struck me though was that so many stands were assembled to resemble a 1970s shopping centre. You couldn’t see what was inside, just bare walls round the outside, and unless you had appointments with those companies you often couldn’t get onto the stands to even look at their ranges. Now I appreciate that a small shop like mine is no big catch and unlikely to get an account with the big boys as we can’t achieve their MOQs – however, most of us indies do still

I didn’t come across any closed stands at Spring Fair and although I feel that it has shrunk over the last few years, I did find some real gems there –small stands that punch above their weight in terms of the ranges they offer and their affordability, and a real welcome. I signed up with four new suppliers and placed as many orders in my one day at Spring Fair as I did at my appointment-packed two days of Toy Fair. Once again, there was much hugging, chatting and laughing with suppliers I’ve worked with for years and Ruth meanwhile had a cracking afternoon roaming Hall 4 and taking in all the card suppliers. Rather than face the M6 rush hour we always go find a pub, have dinner and compare notes, which although it makes it a long day, it does feel like a day well spent.

So, my gameplan for the trade shows and the year

ahead, based on how tough last year was, with us ending the year down against 2022, was sensible buying. Stick with the safe suppliers - Orchard Toys, Galt, LEGO, Djeco, Janod, Bigjigs, Keel - and use the wholesalers for the big boy brands. And then I came across Deddy Bears. Deddy Bears is exactly the sort of crazy risk I had told myself to avoid, but the goth girl in me was a little giddy (which is always an incongruous thing for a goth to be and probably why I had to give up shuffling round dance floors to The Sisters of Mercy in my black lipstick). I know that Ian from our Indie Toy Shop What’s App group has done well with them and chief Deddy Bear Gavin was fantastic craic, so after a chat with him I skipped off to their distributor to ask about opening an account. Other than that I placed orders with Floss & Rock, Plus Plus, Halilit, Widdop & Co and Make Believe Ideas.

We’ve had a January sale to try to clear some old stock and done a few promotions on eBay as well as a bit of a re-arrange. As online sales have dropped compared with last year I have partially redeployed Lydia who does most of our packing and given her the book section to run. As Lydia is an aspiring writer, illustrator and kind of like Jane Austen trapped in the body of a Gen Z from Stockport, she is absolutely delighted and has done more research into what books we should be stocking in the past few weeks than I have done in 12 years. I'm looking forward to seeing how book sales go, but am very much enjoying seeing how motivated and enthusiastic and engaged she is. I’m a big fan of giving people ownership of specific jobs as it really does make them invested and engaged.

So as ever, though times do feel tough, I'm trying to be constructive, make positive changes and still search out new, interesting and unusual lines. That and our personal, attentive and friendly service are, after all, what differentiates us from our bigger competitors so it’s onwards and upwards in 2024, trying to keep our current customers happy and engaged and reaching out to new customers with local marketing initiatives and looking for additional sales channels. And fingers crossed for blue skies and a brighter economy in the months ahead.

AMBASSADORS SPECIAL Attack of the TCGs

Our team of intrepid testers head to a galaxy far, far away to try out the new Star Wars Unlimited trading card game from Asmodee. Is it a Force to be reckoned with? Here’s our young reviewers’ thoughts…

Star Wars Unlimited Stanley, 10

What did you like about this toy?

Stanley: It was cool and bunchfuntoplay.Ithasa charactersofmyfavourite and it’s easier to playthan most board games. I reckon the boosterpackswould be even better

Dad Neil: It was very engaging. There’s enough variety of play to keep his attention and engagement well beyond what we’ve experienced with Monopoly ,for example.

What did Stanley like about the toy?

He loved the characters from the off as he’s a big Star Wars fan. He liked how easy the game is to play once you know what you’re doing and he really enjoyed beating me!

Explain how easy it was to

Luke and Darth – for both of us – and we were eager to play the game based on the visuals of the cards and the playing area. Stanley had to be patient while I ran through the instructions but I’d see that as a positive as he was raring to go.

What features does it have and what makes them fun?

‘Levelling up’ attacks and being able to call on iconic characters were a highlight. The main characters are nice but the addition of people like Obi Wan in the standard player deck was a great surprise.

Would this toy be something Stanley would play with again

Star Wars Unlimited

Logan, 15, Talia, 12

What did you like about this toy?

Dad Charlie: It was very engaging and it kept their focus, and they were laughing a lot and they had a lot of fun, even when they didn’t understand some of the more complex rules.

What did the kids like about the toy?

They loved how it looked and how it was designed, and the artwork on the cards was really attractive to them. They liked that it was fun without being too complicated and it represented Star Wars as a concept very well.

Explain how easy it was to set up.

It was really easy to set up. The mats are helpful, especially as they have guides and tips on them to help while playing the game.

It’s very well-designed so it was easy to get into it.  The rules were a little complicated to understand at first, but I’ve never played Pokémon while the kids

What were your/their first impressions?

First impressions were that it looked impressive. The cover artwork is based on The Empire Strikes Back, and because of that film’s popularity, that makes it immediately intriguing. Both kids were excited to get it and while Talia found it a little hard to get it at first, they quickly got into the swing of things.

What features does it have and what makes them fun?

I think the way it takes the battles of Star Wars and separates them into the ground and space forces just like the films, so you’re almost able to feel like you’re playing an extension of what you see on screen. I think that it’s fast-paced and that it features major characters like Yoda and Princess Leia and the stormtroopers makes it even more fun because you’re stepping into the characters’ shoes in battle.

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

Yeah, they were disappointed when they had to pack up and I can see them playing it lots of times, especially with the other cards coming out, which they can spend their pocket money on.

Dad Charlie: It’s fast-paced and a lot of fun. The game is well-designed and the graphics on the cards are very attractive

Talia: I liked the graphics too. It was a lot of fun and I like blowing things up!

Logan: I like the images on the cards, they’re really well done. I also like that the game is similarto Pokémon, so it helps if you’ve played

James Galt & Co

Fun and games

Games and puzzles has been a strong performer over recent years. We discover how it stands up in the current market and what trends and other factors are driving it forward…

Games and puzzles continues to be a successful performer on toy shop shelves, and with products aimed at a wide age range – and it being named as one of the two largest categories in the rapidly emerging kidult sector, according to Circana figures - it looks like its future should be secure.

We asked suppliers how they saw their place and performance in the market. Mark Jones, sales director, University Games and The Lagoon Group comments:

“A trend we’re seeing within the wider toys market are consumers switching to more budget-friendly purchases, with products in the sub-£20 price range selling particularly well

”Greg Stanton, head of product – commercial, Asmodee UK

‘‘We are pleased to say that games and puzzles, despite a tough economic environment, has always been a category that parents, gifters and families look to for entertainment and continues to be a strong stable category of the toys sector. Realistic price points that work well for gifting, coupled with a product range that meets the needs of all ages, means that both University Games and Lagoon have had a good and consistently strong year. With the acquisition of The Learning Journey International, our range continues to grow into ever popular toy categories, so we are all very excited to see what 2024 will bring.”

Greg Stanton, head of product - commercial at Asmodee UK, adds: ‘‘Despite a tough year, Asmodee’s product range continues to do relatively well in a challenging market

environment. We are mindful of the current climate with the costof-living crisis, however Asmodee key lines are still performing well in terms of sales.’’

And the news is equally positive for James Galt/Jumbo Group, as Jacqueline Taylor-Foo country general manager Galt Toys, points out: ‘‘Over the past year, the games, and puzzles sector at James Galt now part of the Jumbo Group has experienced significant growth. The heightened demand for home entertainment, and home learning, and addictive nature of technology means parents are looking for healthy alternatives for themselves and their children. The family party game Hitster has seen incredible success in Europe and is building the same way in the UK, and Wasgij experienced strong doubledigit growth as puzzles with a difference, making them one of our winners for 2023.’’

For Epoch, Super Mario has been key to its games success,

Asmodee

says marketing manager Matt Shaw: ‘‘Epoch Games is currently the number four manufacturer in the Children’s Games subcategory (Circana Retail Tracking UK, Value Sales, YTD 2023), and has, since its launch in AW 2020, experienced growth YOY. In 2023 we had our most successful Q4 to date with 56.8% growth compared with 2022.

‘‘The success of the Super Mario Bros. Movie was astronomical, being the second-highest grossing film of 2023, and the highest grossing animated film of 2023 – we definitely saw that reflected in the sales of our games; everyone was mad about Mario! Looking forward, we’re excited for our new licences, which will help support continued growth for Epoch Games.’’

“ ”The kidult trend is still seeing strong growth with +6% across several categories and no signs of momentum slowing

Matt Shaw, marketing manager, Epoch

Matt believes that licensing will continue to play a big part in the sector: ‘‘Licences have continued to grow in share of the total toys market, increasing from a quarter of all toys value in 2019 to a third in 2023 (Circana Retail Tracking UK, Value Sales, YTD December 2023). Following the total toy market trends in the UK we think we’ll see continued licensing growth for 2024.

‘’Licensed toys enable children to bring to life a much-loved franchise, playing in the settings and worlds of their favourite characters.

‘‘Epoch Games has experienced considerable success thanks to the popularity of our Super Mario games and is thrilled to be adding two new licences to our portfolio in 2024 -

Minions and Jurassic World.’’

It’s a sentiment echoed by University Games’ Mark Jones, who says that “licensing always has and always will be, an important part of the games and puzzles sector, and in the UK there is no better company than University Games, at developing games and puzzles based on classic children’s book properties - they are the cornerstone of our range and always will be. A large portion of both University Games’

Preschool and Children’s portfolios feature classic and modern licences, and their ever-popular characters, such as The Very Hungry Caterpillar, Paddington, Where’s Wally and Dog Man.’’

But it’s not just successful in the

University Games

Suppliers say...

Many games are aimed at all ages for family play. Is this something you do – or do you target certain age ranges. If so, why?

‘‘Our Super Mario games are great for families to play together, with games suitable for ages four-plus, but the nostalgia Super Mario has for parents allows them to get involved and bond with their children over the same interests. Our new Jurassic World licence will have the same affect with the first Jurassic Park movie launching over 30 years ago, and the recent films and popular Netflix series, helping it to become a favourite among children today.

In addition, our new Minions games bring the loveable characters and the settings of the fun franchise to life. The family films are enjoyed by all, and the games can be played by children, teens, and adults alike.’’

Matt Shaw, marketing manager, Epoch Making Toys

‘‘We take pride in developing games and puzzles that resonate for a diverse audience, catering to a broad range of age groups, from infant educational toys with I Learn, WASGIJ puzzle jigsaws to HITSTER the adult family party game.

The Jumbo Group strives to create memorable and engaging experiences for everyone.’’

Jacqueline Taylor-Foo, country general manager, Galt Toys, part of the Jumbo Group

EPOCH

kids’ arena, he points out: ‘’Licensing plays its part in our family and adult categories too, with the likes of our Subbuteo range as well as the new Rocky Horror Show Board Game, and Harry Potter, Disney Star Wars and Marvel 3D Puzzle Models. Having a mix of licensed and non-licensed product in our range allows us to work with a wide range of retailers and target a huge consumer base.”

Greg Stanton at Asmodee agrees: ‘‘Licensing is popular across the whole toys market, dominating several of the top-selling products. We are excited about several licensed products launching this year, including Star Wars: Unlimited and Dobble Super Mario.’’

And Galt Toys is also open to licensing to drive its products forward, says Jacqueline Taylor-Foo: ‘‘Licensing has become a popular strategy in the game and puzzle industry. With over a third of all toys being licensed toys it’s an area not to be underestimated. Our recent collaboration with the Natural History Museum has been received exceptionally well as it’s such a good brand fit.

‘‘We are having lots of interesting conversations with potential partners, so it’s something we remain open to for the right partnerships’’

With licensing playing a key part, what other trends can we expect to see in the coming months in the games and puzzles arena?

Cheatwell Games

“

Games and puzzles, despite a tough economic environment, has always been a category that parents, gifters and families look to for entertainment and continues to be a strong stable category of the toys sector

For Asmodee, price point will be a factor, says Greg Stanton: ‘‘A trend we’re seeing within the wider toys market are consumers switching to more budget-friendly purchases, with products in the sub-£20 price range selling particularly well. We’ve seen success across our price-friendly games including Dobble and Taco Cat Goat Cheese Pizza.’’

Mark Jones, sales director, University Games and The Lagoon Group Thames & Kosmos

”Matt Shaw at Epoch believes that the growing kidult trend will have an impact on the sector: ‘‘The kidult trend is still seeing strong growth with +6% across several categories and no signs of momentum slowing. We’ve seen this reflected in the popularity of our Super Mario games and expect it to have further influence throughout 2024.’’

At Galt, Jacqueline Taylor-Foo, identifies a number of trends: “The sustained growth of digital technology is changing play in this area, however retro games continue to resonate with our customers. Multiplayer gaming seems to be on the increase, so we are expanding our family games offering this winter with Hitster Bingo. A further noteworthy trend is based on the increasing emphasis on sustainable and ecofriendly practices, which strongly appeals to the public.’’

And finally, at University Games, Mark Jones believes offering games for all ages and abilities is the way forward: ‘‘A key focus for our product strategy is to ensure we offer games for all ages and abilities, games that are accessible to all, encourage social playing and are easy to learn and play.

Suppliers say...

Many games are aimed at all ages for family play. Is this something you do – or do you target certain age ranges. If so, why?

‘‘We have a huge range of games that are suited for players of all ages. Our family mass market games including Dobble, Taco Cat Goat Cheese Pizza and Bananagrams, which can be played and enjoyed by all the family. These games are all available in Junior editions with simpler game play for younger players. Ticket to Ride is another great example of this with the My First Journey edition. Bananagrams is also available in a ‘Big letter’ Edition, which suits players with different levels of vision.’’

Greg Stanton, head of product –commercial, Asmodee UK

‘’2023 and 2024 have seen Murder Mystery Games and Case Files continue to grow in popularity, as they offer the option of singleplayer mode or to immerse completely with friends.

Educational family-friendly games are on trend as parents look for products that are educational but also fun to play with their children, allowing them to spend quality, non-screen time together.’’

‘‘University Games and Lagoon has a combined catalogue of more than 700 lines, with a large and diverse product range, with dedicated portfolios that cater for all ages. We have a strong family games range available that includes bestsellers such as Smart Ass, Perudo, Subbuteo, Speedy Words and Pizza Party, that are fun and accessible for the entire family. However, different ages have different entertainment and educational requirements, so alongside our family games range sits a dedicated preschool range, that features popular characters such as Mog, The Very Hungry Caterpillar, The Tiger Who Came to Tea and We’re Going on a Bear Hunt, plus a vast children’s games and puzzles catalogue, with brands including Horrible Histories, Roald Dahl, Tom Gates and The World of David Walliams. We know our preschool and children’s games are loved by the whole family through strong game play and wellloved characters.’’

Mark Jones, sales director, University Games and The Lagoon Group

Minions and more

EPOCH MAKING TOYS

0208 049 1377

sales@epochmakingtoys.com

www.epochmakingtoys.com

After huge growth in the Children’s Games sub-category with its Super Mario range, Epoch Games is adding two new and iconic licences to its portfolio in 2024 – Minions and Jurassic World.

Launched in February, Minions U-Turn Bowling offers bowling with a twist. Pull back the lever for the Minion to bowl, strategising the best way to shoot the ball around the tricky bend and knock down as many pins as possible to become the U-Turn Bowling champion! Also, new is Minions Hammer POP. Players face off against each other, pressing a button to control their Minions hammer and shield in a battle to see who can hit the head of their opponent’s Minion first. Suitable for one to two players, age four-plus, both games require no batteries.

These will be closely followed in April by three Despicable Me 4 games to tie in with the new movie, which hits cinemas in July. Players tilt, twist and turn their way through AVL Maze Mission, using the controls to move the maze and bring the ball through the four check points, meeting friends and foes along the way, before climbing the tower to freedom. Providing endless entertainment, there are more than 25,000 different route combinations possible. In AVL Blast Training, players must aim and shoot their opponent’s Minions while trying to avoid those balls fired back. The first person to knock down all their opponent’s targets wins! Just like the arcade game,

features two paddles and a puck, which hovers on a cushion of air. A test of skill and accuracy.

Also new for spring are three new entry price point Junior Super Mario Games. The travel-friendly sized games include Super Mario Mushroom Mania Balancing Game, Super Mario Lucky Coin Jr. and Super Mario Adventure Game Jr. All for age four-plus. Autumn/Winter sees the release of five action-packed Jurassic World games. Bringing the excitement of the iconic films to life, each game comes with either a selection of dinosaur cards or detailed, collectible dinosaur figures. In Jurassic World Shaky Volcano, players spin the wheel and place the corresponding dinosaur figure on the mountain… but they must beware, if they aren’t balanced properly the volcano will erupt. In Jurassic World Cage Breaker, the much-loved Blue is trapped! Jurassic World T-Rex Panic sees players pitted against each other as they try to escape the dangerous woods and the jaws of the T-rex. They must roll the dice and advance their playing piece around the board accordingly, avoiding the danger zones. Two balancing games, at entry price points - Jurassic World Volcano Quake and Island Quake – complete the set.

Did you know?

The Despicable Me and Minions combined franchise has made more than $4.6 billion

Toynamics’ Body beautiful

TOYNAMICS

0116 478 5230

sales@toynamics.co.uk

www.toynamics.com

Toynamics UK & Ireland’s brand portfolio offers a variety of different puzzles and games across brands, age groups, and price points. At the core is Hape, with puzzles suitable from 12 months to six years. New for 2024 is the Magnetic Human Body Puzzle, made from magnetic wooden pieces including muscles, organs, nerves, bones and more. There are more than

Marketing support

All Toynamics UK & Ireland brands and products have full marketing support available, including POS and shop-in-shop solutions

60 pieces in this puzzle to help kids visualise and recognise the body’s systems, parts and organs. Also included are educational fact cards to help learn about the human body, which encourages and develops their lifescience learning skills. Hours of screen-free fun, while not only learning about the body, but also advancing their hand-eye coordination, creative expression and imaginative play skills.

Expanding the puzzle selection for Hape is the new 18-36 month range; each of the four themed puzzle sets includes 10 separate puzzles from two to six pieces, designed to help develop children’s skills through different key age groups. As well as being fun puzzles, they encourage creative and sensory growth, as well as problem solving, hand-eye coordination and fine motor skills.

The best-selling Solar System Puzzle is a 100-piece puzzle featuring an LED sun centre piece, 3D planet pieces, and an educational astronomy poster full of facts, bringing an educational yet interactive element to playtime. The Glow in the Dark puzzles in three different themes, include fact cards and are 1.5m long.

The kids are solving the riddles now!

THAMES AND KOSMOS

01580 713000

sales@thamesandkosmos.co.uk

www.thamesandkosmos.co.uk

The Exit games have been hugely popular since the release of The Abandoned Cabin in 2016. Many of the titles have topped the bestsellers lists for Thames and Kosmos, proving that some older games do still have a great shelf life. The brand has been growing and new titles are added regularly, each with different themes and several levels of complexity.

Customers eagerly anticipate the release of every new title, which provides all the fun of an escape room experience in the home. The decoder is an iconic part of the

Tower of power

HACHETTE BOARDGAMES UK

www.hachetteboardgames.co.uk

rorykelly@hachetteboardgames.co.uk

The legendary Katamino has now gone 3D with Katamino Tower. This is the latest in the Katamino line, which is a hit with people of all ages from young children upwards, thanks to simple rules but challenging puzzles. This variant is now available in the UK, distributed by Hachette Boardgames UK.

Katamino Tower is a game of logic where you have to build a tower of a certain height using a set number of pieces. With 15 different wooden pieces that must be assembled around the game’s centrepiece, there’s a nearly limitless number of combinations and puzzles to solve.

The game escalates in terms of challenge, as the beginner mode will have the tower only climbing up a couple of levels. However, Expert challenges have the tower climbing as high as five levels.

Players select a challenge card, which instructs them which pieces to use, and then they will attempt to build the tower to a certain height using the assigned pieces. The game can be played as a solo puzzle challenge, but can also be played a cooperative game with two players.

contents of each box, as players turn the dials, matching up symbols, in the hope that they have solved all the clues successfully!

Lots of Exits

There are more than 30 different Exit games available, including the recent move into the Exit Kids range, including the ever-popular Advent Calendars and a Lord Of The Rings version…

But this feeling of exhilaration is no longer just for adults. Last year Exit Kids was launched with the first Exit game aimed at children aged five-plus. The Jungle of Riddles is set in the deep jungle with colourful cards and jungle-themed animals guarding precious treasure chests. These chests must be opened in order to win the game. The game can be played either solo or with up to four players and unlike many of the Exit titles it is replayable, giving hours and hours of fun.

Getting young players started in the Exit the game series has proved extremely popular, so much so, that a new Exit Kids title will launch later this year. In Riddles in Monsterville – the children had better watch out, the cookie monsters are hungry and they are on the loose with 10 stolen cookie jars! Players will again be working together in teams of one to four and solving riddles, but this time they must be brave and visit Monsterville to get the cookie jars back!

Katamino Tower is also a fantastic showpiece for stores and homes. The impressive tower is an eye-catching puzzle, and gaming dedication, and the bright colours combined with authentic wooden pieces make the components seem both timeless and bold at the same time.

The Katamino line also includes a Pocket version, and a Family Edition. Katamino Tower offers a new iteration and way to play this puzzle.

TCG takes in the whole Star Wars universe

ASMODEE

01420 593593 | www.asmodee.co.uk

Enter a galaxy of unlimited possibilities with Star Wars: Unlimited.

Get ready to embark on an epic journey through the Star Wars universe like never before, as Star Wars fans and collectors alike will be able to experience the Star Wars galaxy in a whole new way, with a never-seen-before trading card game: Star Wars: Unlimited.

A galaxy of adventure awaits. Star Wars fans can experience the thrill of strategic battles as they build their ultimate deck and engage in intense battles with friends or enemies.

Join the ranks of Jedi, Sith, bounty hunters and more and compete for dominance in the galaxy. Including gameplay mechanics and stunning artwork inspired by the world-famous franchise, Star Wars: Unlimited is a fast-paced, dynamic game that is both easy to learn and strategically deep.

Fantasy Flight Games has partnered with Lucasfilm Ltd, for this release. The all-new trading card game features iconic heroes, villains, ships, and settings from all facets of the legendary Star Wars franchise, including movies, TV series, comics, video games, and everything in between.

The Two-Player Starter for the game’s first set called Spark of Rebellion, includes two fully built, ready-to-play card decks for you and a friend to dive in and start learning the game.

Flight details

Jim Cartwright, product strategy director for Fantasy Flight Games, says: “Ensuring this game was accessible to all players was key for us, so whether you are a casual player, competitor, or collector, there’s something for everyone in this game. Straightforward mechanics are the driving force behind the design. It’s clean and concise with no gimmicks – a card game in its purest form.”

“Having the opportunity to commission new art for every card in this game ensures there will be an exciting and cohesive style throughout. We really thought about what the cards would look like on the table next to one another,” says Brian Schomburg, visual creative director for Fantasy Flight Games. “We’re proud to be creating something so unique with the legendary characters and settings that Lucasfilm has brought to life in the Star Wars franchise.”

Dedicated trading card game fans and collectors can look forward to seeking out alternate cards with special treatments and variant visual designs.

The robust development of the game has been underway for the past three years, and fans can look forward to a regular release schedule of three sets per year. Fans and collectors alike will be integrated into the entire experience of Star Wars: Unlimited.

Whether you are a newcomer to the trading card game world, or a card game veteran, there is something for everyone with Star Wars: Unlimited.

Prepare to unleash the force, with Star Wars: Unlimited the new trading card game of Unlimited possibilities.

The game will launch globally on March 8 2024.

The Buzz about Orchard

ORCHARD TOYS

01953 859539 | orders@kayes.co.uk

www.orchardtoys.com

With Orchard Toys Buzz Words, children will love putting their spelling to the test against the timer, and shouting out “Buzz Word” in this fun and fast-paced literacy game with four exciting ways to play. But they’ll have to watch out for the whirlwind card, it’s a game changer! Buzz Words is bursting with four fun and exciting ways to play. Race to spell against the timer in game one, grab the word before your opponent in game two, pick the most pairs in game three, and make a match in game four. As well as the fun of brushing up on word recognition, spelling and literacy skills, there are extra activities to extend learning too. Age: five-plus.

In Peter Rabbit Don’t Wake Mr. McGregor! children join Peter Rabbit, Benjamin Bunny, Flopsy

and Mopsy as they race to collect the most fruit and vegetables in this fun new board game. But of course, don’t wake Mr. McGregor - if you wake him up, you’re out of luck and must return to the start. This action-packed game is filled with surprises and laughter, and will have players growling and snoring! It’s perfect for Peter Rabbit fans and can be enjoyed by the whole family. Age: four-plus.

With Peter Rabbit 4-in-a-box puzzles children can learn all about the seasons as they make these four charming and beautifully illustrated Peter Rabbit jigsaw puzzles. This adorable set of progressive puzzles includes a 12-piece, 16-piece, 18-piece, and 24-piece jigsaw – with chunky, wipeclean cards, perfect for little hands. Piece together and discover spring, summer, autumn and winter scenes. It’s a fun way for children to engage with the beloved characters from Beatrix Potter’s classic stories, with an Orchard Toys twist. Age: three-plus.

Hills and ladders…

CHEATWELL GAMES

www.cheatwell.com | sales@cheatwell.com

Already one of the bestselling ranges in North America, Cheatwell Games is now the official distributor of Cobble Hill puzzles in the UK. The company has already brought more than 130 puzzle designs into the warehouse, ready for immediate shipment. The 1,000-piece range is complemented by a set of Bramble Hedge designs, and also the ever-popular Country Diary of an Edwardian Lady.

There are more than 50 new games in the 2024 line-up, from Dinosaur Snakes & Ladders to Top Trivia Ultimate Decades, which contains 5,000 quiz questions. In total there are more than 200 new products in the 2024 range.

Preschool games, kids’ games, family games, strategy games, party games, travel games,

trivia games, hobby games, adult games…Cheatwell covers all the board game and card game bases.

The IQ Busters range is perfect for retailers looking for innovative impulse, and the 3D puzzle range is priced to perform.

Cheatwell Games says it has made concerted efforts to reduce its factory costs and pass on these savings. Many of its board games are now between 10% and 25% cheaper than last year and prices have not been increased on any product in 2024. Orders will continue to allow cartons to be mixed, and the carriage paid order value remains at £250 for all deliveries in mainland UK.

Marketing clout

Cheatwell will be ramping up its social media strategy in 2024, creating tailored social media campaigns that drive engagement, enhance brand visibility and boost sales

Bringing joy and movement to every Gathering

In a world where screen time often dominates our leisure moments, Fizz Creations has carved out a niche that brings people back to the joy of physical play and laughter. The company’s MAD CAP games, known for their active party style, encourage players to get up, move around, and engage in hilariously fun challenges. These games have become a staple at gatherings, whether among friends or family, proving that the essence of play transcends age and time.

Bug-Eyed: This game invites players to don a pair of bug glasses and attempt to complete simple tasks, but with a twist. Seeing the world through ‘bug vision’ transforms mundane activities into hilarious challenges, making for an unforgettable experience.

Plank-Off: Here, it’s not just about having fun; it’s also a test of stamina and speed. Participants aim to hold their plank position while collecting as many cards as possible, turning physical endurance into a competitive edge.

Cowboy Builders: Embrace your inner handyman with inflatable hammers and a

quest to collect rings. This game requires agility and precision, as players swing into action in a race against time and each other.

Bop ‘n’ Drop: Featuring two modes of gameplay, this addition to the MAD CAP series tests players’ hand-eye coordination in the most entertaining way possible. Compete to bop and drop your way to victory, with laughs guaranteed at every turn.

Fizz Creations’ MAD CAP games are more than just entertainment; they are an invitation to connect, to celebrate, and to embrace the joy of being together.

More Madness

The new titles in Fizz Creations’ MAD CAP games range join classics such as Twerk Pong and Sumo Squats…

Rock keeps rolling

FLOSS & ROCK

01253 831500 | enquiries@flossandrock.co.uk www.flossandrock.co.uk

Floss & Rock is an award-winning, international children’s gift and toy brand hailing from Lancashire.

Designed beside the seaside in Blackpool, the land of candy floss and sticks of rock, Floss & Rock keeps creativity and fun at the very core of the business. Prioritising traditional play values and creating unique gifts and toys for children primarily aged two to 10, you can expect to see bright, modern twists on classic ideas that avoid tech, plastics and screen time and increase time spent playing, creating, imagining and learning new skills.

Jumbo Galt UK’s a giant in games & puzzles arena

JAMES GALT & CO. LTD

0161 428 9111 | SalesUK@jumboplay.com

Jumbo Galt UK has a party game for all occasions, and a puzzle portfolio that keeps on giving!

Hitster on tour

Floss & Rock is passionate about eco-friendly credentials, ensuring that products are single-use plastic free and housed in reusable packaging where possible. All materials are responsibly sourced, using recycled and recyclable tin/ paper/card, vegetable/soy inks, FSC and biodegradable materials. Look out for the ‘Eco Tree’ on all product packaging, which lists the product’s individual eco statement.

Floss & Rock offers five key product categories: The hugely popular Creative Art range, which features three variations of ‘magic water’ colouring-in (Magic Multiplay, Magic Water Easel Pads and Cards), mess-free painting (My Paint Pads/Paint by Numbers), transfers (Transfer Fun), reusable stickers (Stick & Play) and many more; Magnetic Play (Magnetic Multi Play, Magnetic 4-in-1 Games Tins, Magnetic Dress Up, Playtime Tins and more), Puzzles (jigsaws in all shapes and sizes), Play (Playboxes, Tea Sets, Memory Match games and Dominoes) and Lifestyle (Colour-changing umbrellas, backpacks, belt bags, drinks bottles and jewellery boxes).

Its products are currently exported worldwide to more than 40 countries, with export sales growing rapidly year on year.

In April 2023, Floss & Rock was awarded the very first King’s Award for Enterprise for International Trade.

Take a spin on the jukebox time machine! Hitster, the global hit music party game, returns in 2024 with “not your granny’s” Hitster Bingo! This is the game that challenges players to order songs through time by spinning the disco ball. Where the light lands will show the category to use. Then players must guess the year, decade, artist, or song title. Scan the top card to hear the song and mark off colours on your bingo card. The first to complete a full line... BINGO! Of course, the original music party game Hitster remains a hit in 2024, with its ability to create an instant party, as players listen to more than 300 of the greatest hits from the last 100 years.

There’s another fun game in the pipeline: ChronoMission: Move through the laser field without touching the string to defuse the bomb! Collect missions along the way, touch the laser and the countdown speeds up, will you be the best agent and stop the bomb in time?

For puzzlers, the unique number-one puzzle brand Wasgij is unmissable, with new puzzles to solve and piece together. First, it’s off to the beach, with both the Wasgij Retro Original 8 – High Tide! and Wasgij Retro Destiny 8 – High Season! Then feel the excitement of the regatta at the Wasgij Original 44 - Summer Games and Retro Myster 8 – The Final Hurdle. More puzzles are coming for AW24 and don’t forget the firstever Wasgij Advent Calendar.

Hitster was launched last year and to highlight the hits on show –taking in 100 years of popular music – Galt took the game on the road, touring festivals to show it to attendees and highlights its playability. Influencers and bloggers were also recruited to spread the word

Jumbo’s impressive puzzle portfolio also includes the Falcon de luxe premium puzzle range, which brings together beautifully finished, high-quality images across various themes. Not to be missed in the portfolio are the latest Riding School, Countryside Locks and Woodland Farm puzzle projects.

For little puzzlers, Galt’s portfolio is growing, too, with the extra-long 12-piece Tower Puzzle – Jungle Treehouse and Who’s Hiding? Puzzle –Prehistoric Party joining to the line-up.

University goes from preschool to horror

UNIVERSITY GAMES

020 7154 0100

www.university-games.co.uk

University Games really does have a game for everyone, from preschool to adult and everyone in between. Following the acquisition of The Learning Journey, University Games and Lagoon’s combined catalogue now offers more than 700 games, puzzles and gifts for the whole family, from firm favourites including Smart Ass, Perudo, Subbuteo and Charades for kids to the new The Dog Ate My Homework!, The Rocky Horror Show, Faeries & Magical Creatures, and Art Gallery board games.

The new and exciting Learning Journey International range, which will be available this spring and features more than 40 lines, focuses on the key learning ages

and stages from baby and preschool, through to age 12, offering a range of high-quality, award-winning educational toys, games and puzzles, to help children prepare for school and beyond. The range includes a series of My First Match Games, Floor Puzzles and Wildlife World Puzzles.

Oh No! The Dog Ate My Homework! is a hilarious new addition to University Games’ children’s range. Once doggy has chewed (and pooped out!) the drawn or chosen homework, it’s a race to place the jumbled pieces back together and guess what the image was! The adorable artwork, ready for doggy to eat is crowdsourced from children all over the world.

A further fun new line, arriving this summer, is Dogman 20,000 Fleas Under The Sea Game, which follows the Supa Buddies on their latest adventure to save the world; but watch out for Piggy along the way - he’s always up to no good! Following on from the hugely popular Speedy

Words game, 2024 will see the arrival of Speedy Numbers. This four-in-one game is set to put your mental maths to the test in a fun but educational way.

‘I would like, if I may, to take you on a strange journey…’ with University Games new Rocky Horror Show Board Game. Celebrate 50 years of the pop culture phenomenon and ‘Let’s do the Time Warp again’ with this new party game, which is available now. Players will first take on iconic characters from the show such as Brad, Janet, Magenta, Riff Raff or Frank N Furter himself, sing the songs, quote the famous one-liners and lyrics, take on the charades and dance the Time Warp’s famous moves, in an effort to be the first player to escape the castle.

Horror history

Great new lines joining the family portfolio include the Art Gallery Game, a competition for the most famous paintings in the world. Players take on the role of a tour guide studying the paintings and choosing the best route through the galleries using strategy and skill to collect the most valuable paintings for their collections. The latest release in the renowned Forbidden Games collection, Faeries & Magical Creatures, is sure to sprinkle some magic on games night, too. Players can dive into a magical world to gather resources, build homes and be the first mortal to enter the faerie realm.

Lagoon will also be releasing some exciting additions to its established Project Genius range, including two new puzzles in the environmentally friendly Bamboo category.

Bumble Jumble - a packit-in style brain teaser with a stunning bee featured design - and a travel Bamboo Mancala. There will also be new True Genius brainteasers including A Puzzle a Day Caesar’s Calendar brainteaser, Message in a Bottle, and the Greek Chain and Anchor.

The Rocky Horror Picture Show opened at cinemas in 1975 after transferring from the 1973 stage show to the big screen. Initially shunned, it became a midnight movie hit in the US and then globally and is now the longest-running theatrical release ever, still playing worldwide

Cube celebrates milestone

SPIN MASTER

01628

A symbol of problem-solving, intelligence, creativity and perseverance, the Rubik’s 50th Anniversary cube is the perfect puzzle to get the cogs turning. Displayed in a replica of the 1980s issue packaging, this world-famous blast from the past is decorated with the original Rubik’s Logo and classic-coloured stickers.

Rainbow Designs

Bigjigs Toys

Tiny happy people

Preschool is an evergreen arena that always does well, but what trends are driving it forward for 2024 and beyond? TnP asks suppliers...

Longevity, nostalgia and sensory are among the trends appearing in the preschool arena this year.

The cost-of-living crisis is behind the desire for long-lasting toys, says Zara Grindrod, sales and marketing director at Rainbow Designs: “Fundamentally, with the economy as it is, and sustainability at the forefront of consumers’ minds, gift buyers are seeking those beautifully created, educational, forever toys. Products created from highquality fabrics and materials, with long-term appeal that have been

“We feel it’s more important than ever to craft toys that have long-lasting educational value

Sam Ireland operations director Bigjigs Toys

”developed to stand the test of time, and passed down to young generations, are certainly on trend.”

While Rainbow Designs’ classic characters, such as Winnie the Pooh and Peter Rabbit also have a nostalgic appeal to parents and grandparents, at IMC Toys, marketing manager Kerry Tarrant is seeing another slant on this, with “a real connection between nostalgia with innovation. Parents are homing in on products that feel familiar and offer evergreen toybox staples for play longevity, yet are also looking for that glint of difference to appeal to younger

We asked our suppliers:

How important is the preschool sector for you?

How has growth been over the past year?

“Our business is focused on licensed toys and gifts for the core age range zero to five years, with a large majority of our product range dedicated to the preschool years. All ages, not just children, enjoy a cuddle and so our plush characters are a firm winner across the board, but especially with preschoolers, as these are the key years when they begin to interact and form

strong bonds with their toys, and this is evident in the consistent growth of our preschool business.”

Zara Grindrod, sales and marketing director, Rainbow Designs

‘‘Preschool is our core age range, with a huge proportion of our products targeted at under-fives, so it’s a critical sector for us. Growth has been steady over the past 12 months and, this year, we’ll be expanding our preschool collection to

children. Also, we’re seeing a stronghold with interactive pets and their babies, bringing an enriched nurturing element to the subcategory. We saw the appeal of this following the launch of our Baby Paws range last year, and something we’ve expanded on with our new Mini Baby Paws lines and Koala Mama.’’

At Bigjigs, sensory is another trend that it is embracing, says Sam Ireland, operations director: “Evolving from the growth of sensory toys, this trend goes beyond the novelty factor to add an educational element to play. Exploring diverse textures has been proven to boost kids’ cognitive

include new themed rail sets, educational puzzles and games, roleplay sets and STEM toys.’’

Sam Ireland, operations director, Bigjigs Toys

‘‘Extremely. Cry Babies is our number-one brand offering kids imaginative nurturing roleplay supported with content. The brand takes children on a journey, from content, to toys, to memories.’’

Kerry Tarrant,

marketing manager,

IMC Toys, UK & DE

development and memory function, which was a key motivator behind our new range of wood and silicone toys.’’

As Sam notes, an educational element to preschool toys is really important: “All of our toys are designed to help kids learn through play; it’s what we do! But now, in this period of economic concern, we feel it’s more important than ever to craft toys that have long-lasting educational value. Our Bee Balanced game is a great example of this, as it presents itself as a fun family game, but stealthily teaches kids crucial STEM skills.’’

“

It’s a sentiment echoed by other preschool suppliers. Rainbow Designs’ Zara Grindod adds: “Children learn through play and the preschool years are vitally important for this, inspiring imaginations and challenging inquisitive young minds. Toys designed for this sector fundamentally must bring fun and engagement but also should aid the development of core motor skills and dexterity, and encourage sensory exploration, and even roleplay, like our Dress Me Paddington Soft Toy.”

bigger and bigger part of that mix.’’

IMC, meanwhile, targets both kids and adults, says Kerry Tarrant: “We develop different creatives for the different audiences. Content is available across all platforms allowing children to connect with the brand. And we implement a variety of marketing initiatives to broaden our reach and appeal.’’

Fundamentally, with the economy as it is, and sustainability at the forefront of consumers’ minds, gift buyers are seeking those beautifully created, educational, forever toys

”Zara Grindrod, sales and marketing director, Rainbow Designs

IMC’s Kerry Tarrant agrees: “Parents want products that teach kids values, enable them to roleplay and use their imaginations, and allow them to re-enact real life scenarios.’’

So, what about marketing these preschool toys? Unlike other age groups, marketing relies less on pester power as little ones don’t have the same exposure to TV and online as older kids. So how do our suppliers get their message to the right people?

Bigjigs’ Sam Ireland says that social media is key: “Social media marketing is a seminal part of our marketing strategy, and we target parents and grandparents primarily, as our products are mostly tailored to preschool ages. Instagram has been a leading channel for us for some time, alongside email marketing, however, TikTok is becoming a

Do you have plans to broaden your offering?

And for Rainbow Designs, while digital marketing is important, working with retailers is key to getting the right exposure, explains Zara Grindod: “In store, ranges displayed together look cute and irresistible to the consumer, both the child and parent, so we are always striving to support our retailers to create that instore theatre, using high-quality FSDUs and POS materials to help attract the customer’s attention, and explain quickly and simply the USPs and value of the products. However, we are very aware that today’s toy consumer likes to research and seek out their purchases, and therefore we are supporting instore activities with digital marketing campaigns including online content and advertising, as well as PR activities.” Licences, of course, are at the core of Rainbow Designs’ offering, Zara adds: “Many of the most popular licensed characters in the preschool sector have been established through children’s literature, offering that comfort, familiarity, and reassurance, and it is this longevity and heritage that evokes long-term trust and loyalty in both parents and gift buyers.’’

Licensing may not be central to our other suppliers’ offerings, but it is not dismissed either: “We know it plays a big part in the toy industry, so it’s something we may well move into at some point,’’ says Bigjigs’ Sam Ireland, while IMC’s Kerry Tarrant concludes: “Licensing has always been important in this category. More so with traditional preschool evergreen brands that originated from TV content, but equally there are opportunities to expand into licensing, even with our Cry Babies brand. I do think consumers will start to become savvier and not want to pay more because the product has a licence, so we as manufacturers have to be creative in our thinking.’’

‘‘Yes, absolutely. We have a new look to Cry Babies for AW from product, to packaging and of course content. Plus, we have new brand launches within the category offering a point of difference and bringing new play patterns.’’

Kerry Tarrant, marketing manager, IMC Toys, UK & DE

“The Adventures of Paddington toy range, based on the award-winning TV series, has been extremely successful for us in the preschool sector, and is a range we will

continue to develop and focus on. Joining the best-selling range will be fun-packed mini play sets featuring Paddington’s Favourite Foods, Paddington’s Letter to Aunt Lucy and Paddington’s Football Fun. We will also be continuing to strengthen our Bedtime Cuddles and Stories collection featuring preschool favourites: Peter Rabbit, Disney’s Winnie the Pooh, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer, Giraffes Can’t Dance, Spot and Maisy.”

Zara Grindrod sales and marketing director, Rainbow Designs

Retail opinion

Janette Delaney, trading director, KIDLY

Our own-brand KIDLY Label is our top-selling toy brand, closely followed by; Little Dutch, Janod, Jabadabado and Scoot & Ride. These are all modern, thoughtful brands, that sell long-lasting wooden toys, or toys that grow with kids. Style and sustainability are both really important factors for our customers and our top toy brands reflect this demand.

Across our website the bestselling preschool toys with our customers currently are:

Magnetibook Education Toy; Janod

Sales for these activity books are head and shoulders above all other toys; customers love their portability and their appeal to a wide age range.

Play Kitchen; Little Dutch

Stylish, gender neutral and most importantly, great value; this is our best-performing play kitchen year after year due to its quality and versatility.

Highwaykick 1; Scoot & Ride

There’s so much value in toys that grow with children and that’s more important than ever. These handy scooters and ride on’s take kids from ages 0 years all the way to 5 yearsmeaning less waste as you don’t have to buy new every time they grow.

Wooden Dollhouse; Little Dutch

Modern takes on classic toys are really popular with our KIDLY audience and this Little Dutch house is a classic design bought up-to-date with fresh colours and design.

Market Stall; Jabadabado

Again, a classic toy with a modern, stylish update. It looks lovely in people’s homes and you won’t rush to tidy it away at the end of the day - something we know our customers value.

‘‘Sitting still isn’t in our nature, so every year we put a lot of effort into innovating 50-plus new products. Wooden toys have been our speciality for almost four decades now, but over recent years we have begun working with new materials, such as foodgrade silicone, to diversify our range. We’ve also partnered with a handful of third-party brands to expand our offering into new categories, including recycled plastic toys, craft sets, fashion dolls, fidget toys, animal figures and more.’’

Sam Ireland, operations director, Bigjigs Toys

Building on learning

EDX EDUCATION

www.edxeducation.co.uk

Edx Education has been designing and manufacturing preschool toys for schools, nurseries and families for over 25 years. The company’s extensive ‘learning through play’ toy collections include early years maths manipulatives and home learning kits, construction toys, sensory play products, water and sand collections, and active play ranges, which have been made from high-quality materials to withstand the rigour of everyday childhood play.

Following the successful launch of numerous construction toy ranges in 2023, the brand is further expanding its offering in this category in 2024. March will see the launch of the 3D Pentominoes Puzzle, Interlocking Geo Shapes, and Interlocking Rainbow Pebbles - Combo Set.

Did you know?

March will see the launch of the first-ever Rainbow Pebbles construction toy. The Interlocking Rainbow Pebbles - Combo Set helps children to explore their creative thinking and problem-solving skills

The 3D Pentominoes Puzzle includes 36 colourful puzzle blocks and 12 double-sided activity cards with additional free online activities to help children build 3D models. Ideal for classroom and home learning, the 3D Pentominoes Puzzle helps children improve their problemsolving skills, while enhancing their observation, imagination and fine motor skills.

Edx Education is also launching Interlocking Geo Shapes this month. The set introduces children to geometric shapes, with an 80-piece set of shapes that interlock to build a variety of 3D models, including cars, animals and buildings. The set is accompanied by 12 double-sided activity cards, with additional online resources.

Rainbow Pebbles are one of Edx Education’s bestselling toy ranges, and March will see the launch of the first-ever Rainbow Pebbles construction toy. The Interlocking Rainbow Pebbles -

University offers preschool education

UNIVERSITY GAMES

020 7254 0100

www.university-games.co.uk

Caterpillar tracks

Eric Carle’s The Very Hungry Caterpillar was first published in 1969 – 55 years ago – and has sold more than 50 million copies and been translated into more than 60 languages…

There’s plenty of educational fun to be had with University Games and the new Learning Journey International division’s educational games, toys and puzzles specifically designed for the preschool age range.

The new 40-strong Learning Journey range, which will be available this Spring and Summer, includes award-winning interactive educational toys, games and puzzles, sensory, active-play, electronic and construction toys, that offer plenty of fun, combined with valuable learning for inquisitive young minds. The electronic learning and sensory toys are perfect for little hands to explore and help young minds develop, and includes best-selling lines: On the Go Game Controller, Crawl About Butterfly, the Cupcake Shape Sorter and Telly The Teaching Time Clock. The extensive Learning Journey Puzzle range offers a wide array of beautifully designed puzzles, and the educational Games range is a must-have for any two-year-old and above, encouraging preschool and early years matching, memory, reading and counting skills.

University Games’ licensed preschool range of games and puzzles features some of the most popular evergreen characters from children’s storybooks, including We’re Going On A Bear Hunt, The Tiger Who Came to Tea, Dinosaur Roar and The Very Hungry Caterpillar. Joining the range is a new board game and card game featuring the beautiful illustrations from Judith Kerr’s best-selling children’s classic books, Mog! The new double-the-fun, double-sided Mog and the Big Bad Dog Board Game, has been specifically created for the youngest of preschoolers, and is now available alongside the Mog the Forgetful Cat matching card game. To celebrate the 55th anniversary of The Very Hungry Caterpillar, there will be exciting additions to the ever-popular Very Hungry Caterpillar range, including a new colourful Rainbow Picnic board game and Double Sided Floor Puzzle.

Patchwork Rainbow

RAINBOW DESIGNS

01329 227300 | www.rainbowdesigns.co.uk

Rainbow Designs’ 2024 catalogue is overflowing with joyful, highquality inspirational and educational preschool toys.

Paddington is the nation’s favourite bear, and this will be yet another momentous year for this adored character, with the highly anticipated release of a new movie this autumn and an exciting third series of the award-winning TV preschool show. Rainbow’s best-selling preschool toy range, based on The Adventures of Paddington TV series, helps spark imaginations and encourage preschoolers to create their own adventures with Paddington. Joining the inspirational range this year is a series of fun-packed mini play sets including Paddington’s Favourite Foods, Paddington’s Letter to Aunt Lucy and Paddington’s Football Fun.

To commemorate the 30th anniversary of The Lion King, and in the run-up to the new Mufasa: The Lion King movie, slated for release later in the year, Rainbow has launched a new Disney Baby Lion King range, that is now available and will include the My First Simba Soft Toy, Simba Comforter and Ring Rattle as well as the adorable Simba Sensory Play Mat.

Rainbow is also supporting Elmer in 2024, as David McKee’s preschool favourite patchwork Elephant celebrates his 35th anniversary with a host of planned activations across the year and the new Elmer and the Patchwork Story, selected as a £1 title for World Book Day. Rainbow Designs’

complete Elmer toy collection includes the best-selling Elmer Soft Toy, the Unfold and Discover Activity Toy and the new Play and Go Squares, making a colourful and popular offering for any retailer.

Bedtime Cuddles and Stories offer a comforting end to every preschooler’s day, providing important parent/ child time. Rainbow’s extensive range of Bedtime Cuddles and Stories soft toys, and complementary storybooks, feature characters that have been part of childhoods across many generations including Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, The Very Hungry Caterpillar, Giraffes Can’t Dance, Spot and Maisy.

David McKee’s Elmer was first published in 1968, although the version known and loved by millions, with its memorable imagery,landed in 1989, making it 35 years old this year. It has sold 8 million copies and been translated into 50 languages…

Rainbow Designs’ Peter Rabbit TV range is still very much a firm favourite with preschoolers. Based on the characters from the hit TV series, which follows the mischievous and brave Peter on his exciting adventures, Rainbow’s soft cuddly character collection includes the Talking Peter Rabbit and Lily Bobtail toys, with adorable phrases such as ‘Let’s hop to it!’ and ‘all rabbits need a little help from their friends’.

Play is in the House

WILTON BRADLEY

01626 835400

sales@wiltonbradley.com www.wiltonbradley.com

STEM learning has emerged in recent years as a vital addition to modern education, equipping children with the critical thinking skills and scientific knowledge necessary to thrive in an ever-evolving world. Recognising the importance of fostering curiosity, problem-solving abilities, and a passion for discovery from a young age, educators and parents alike have embraced STEM as a key component of early childhood development. It was this recognition that led Wilton Bradley to launch its PlayHouse brand, and this year it announces two exciting new additions to its ever-growing range - PlayTray and Pop-Up Play Town.

Did you know?

Wilton Bradley is the UK’s number one corporate manufacturer in water and sand toys…

Crafted from food-grade plastic, the durable PlayTray serves as the perfect canvas for a range of fun activities for kids, including painting, sensory exploration, and STEM experiments. It features a convenient pouring spout for effortless clean-up, detachable legs for space-saving storage, and easy-lift cutouts for seamless transitions between indoor and outdoor settings. Its adjustable height options ensure suitability for children of varying ages and sizes, while its thoughtful design ensures accessibility through standard UK doors, making it a fantastic addition to any playroom or classroom. As the UK numberone corporate manufacturer in water/sand toys Wilton Bradley is proud to offer the PlayTray as a standalone item, as well as a pre-packed set for which there are two play mat options – Sea/Dino or City/Race.

Complementing the PlayTray is the captivating world of Pop-Up Play Town.

Consisting of three imaginative designsasupermarket, ice cream shop, and theatreeach playset will spark boundless imagination and endless adventures.

Making STEM learning accessible lies at the heart of PlayHouse values - this product was designed to suit all homes – all that’s needed is a door! With extendable rods that easily attach to standard UK doors for a quick and easy set-up, Pop-Up Play Town paves the way for immersive roleplay scenarios and the development of social skills. Interactive accessories and vibrant designs elevate the experience, while the inclusion of paper play money introduces valuable math concepts, seamlessly blending education with play.

Rolling and scrunching SCRUNCH

07788547836 | kay.glennie@scrunchkids.com www.scrunchkids.com

Scrunch is designed specifically to make travelling and storage easy. Goodbye to rigid plastic buckets, balls that can’t be packed into hand luggage, and hard plastic sand moulds – hello to rolling and scrunching, to folding and squashing these amazing products into very small spaces! Roll them, fold them, scrunch them – pop them in your luggage. The award-winning Scrunch-bucket is the original recyclable, reusable, bucket for life. Made from 100% silicone, which is derived from sand, they are environmentally friendly, recyclable and reusable. Squash them in your pocket, squish them into the corner of a suitcase and contribute more to the environment too. Keep a lookout for the new bath range being launched this Spring.

Nurturing new preschool fans

IMC TOYS

01904 720908 | info.uk@imctoys.com

www.imctoys.com

IMC Toys’ best-selling special feature nurture doll brand, Cry Babies continues to remain a sell-out with mass appeal among pre-school audiences. The direct link between content and products continues to drive consumer awareness and demand. More than 49m users have access to Cry Babies-led content across official YouTube channels and global TV networks, and with new Cry Babies Playtime content launching in May 2024, the series will introduce the characters within a realistic daycare setting, with the dolls then available to play with from July 2024.

Complete with new colour-palette packaging, the Cry Babies brand offers a comprehensive range creating impact at retail, and consumer choice. Popular brand entry range, Cry Babies Tiny Cuddles, introduces its Tiny Cuddles Day Care collection of five new super-soft characters to collect. The Tiny Cuddles dolls are smaller, soft-bodied versions of Cry Babies dolls, which appeal to younger, toddler-aged children. Also smaller, soft-bodied, and lightweight, the new Newborn Bathtime dolls comprise two characters to choose from, each dressed in a bath-suit and including a personalised hoodie towel and dummy. The dolls react when wet and feature more than 20 baby sounds. IMC also introduces the Newborn My First Bath doll, which comes with its own bathtub and accessories, including a rinse cup and rubber duck.

The Cry Babies core range of dolls will see the introduction of favourite characters, Jenna, Dreamy, and Blake, as Day Care Babies. All are dressed in lifelike baby outfits, come complete with their signature dummy, and baby bottle, and make more than 10 baby sounds.

Ravensburger adds books for new Play+ range

RAVENSBURGER

01869 363800

sales@ravensburger.com www.ravensburger.com

Did you know?

Ravensburger is market leader for board books in Germany, but Play+ represents the first time it is bringing them to the UK market. One of the German team behind the range, Alexander Lohr, says: “Parents shopping for this age group are inspired by what they see, whether it’s a book or a toy.’’

Play+ is the new infant and toddler toy and book collection from Ravensburger. Comprising 30-plus items and suitable for children from birth to 36 months, Play+ has been designed to offer playful discoveries and developmental benefits as well as practical aspects addressing parents’ needs. The range was unveiled at London Toy Fair with the support of This Morning resident GP, Dr Zoe Williams. Play+ has been extensively researched to foster the natural curiosity in young children and has been developed with a broad range of materials to offer the best possible play experience. With animal theming throughout, toys include the 4-in-1 Colour & Shape Sorter Chameleon with its multiple game modes that bring fun new ways to play as baby grows. This colourful friend features light and sound rewards and can also be used as a pull-along toy. A special ‘lock’ function holds the shapes in place when not in use, and there’s also a handy silent mode for quiet time. The 3-in-1

Stacking Cups Birds Nest take the play value to a new level. Made with 100% food grade silicon, the cups are teethable, stackable and washable, making them perfect for playtime. The fun birdie rattle on the top has a suction cup, and the set has a fabric bag for easy take-along. Other toys in the lineup include teethers, activity plush, tummy time play, wooden puzzles and sets perfect for gifting. A range of books also forms a key pillar of the Play+ offering. Well-established as the leading children’s board book publisher in Germany, this will be the first introduction of Ravensburger books to the UK and Republic of Ireland. Play+ books are packed with

toyetic touches such as rattles, textures and sliders to create an engaging and interactive experience. Just one of the six book series in the launch collection, Flip & Pop books have untearable and waterproof pages, and a silicon edge with pop-its - great for teething and chewing and for little fingers to explore. Ravensburger will support the launch of Play+ with a full programme of PR, digital and event marketing.

To Infini and beyond

JAMES GALT & CO. LTD

SalesUK@jumboplay.com | 0161 428 9111

James Galt & Co’s INFINI FUN range and its wooden toys are perfect for supporting the development of little ones in their formative years.

Fun fact

The Infini Fun Home

Office set means little ones can place play calls with their pretend headset, enjoy make-believe video calls or tap away at their keyboard – all while having tons of fun learning about colours, numbers and letters, using the play laptop’s five game modes

First, it’s time for some INFINI FUN… the preschool range that supplies families with the toys they need to nurture the imagination and encourage learning through play for tomorrow’s great minds. Aimed at children aged six months to three years, the products are packed with fun and educational features… all with a little something extra and a nod to current trends. Electronic keys, remote control and a steering wheel provide evergreen sellers and with the addition of the new INFINI FUN Home Office Set, youngsters can now join in working from home.

Perfect for budding business professionals, this fun Home Office Set nurtures the imagination and encourages learning through play for tomorrow’s great minds.

For littlest ones, Galt’s beautiful wooden toys not only look great in the playroom, but they also support early development. The adorable Pop-Up Toy, with its four colourful figures that bob up and down on hidden springs, is unmissable. As too, is the award-winning Flower Stacker set, which encourages little ones to learn, stack and play, building brightly coloured flowers with chunky wooden parts.

Welcome to the Jungle

SPIN MASTER

01628 535000

www.spinmaster.com/en-GB

Preschoolers everywhere can look forward to playing with the next exciting launches from popular brands PAW Patrol and Gabby’s Dollhouse. PAW Patrol is going into the depths of the jungle with the new Jungle Pups range. Get ready for exciting rescue adventures with Chase and the squad in their transforming Jungle Pups-themed rescue vehicles and patrol the area with the pups before switching the vehicles into rescue mode, as they change into your favourite jungle creatures. For wild supercharged rescue missions, go bigger with the Marshall’s Deluxe Elephant Vehicle. With a projectile launcher and three projectiles, a huge trunk and two huge tusks to clear the area, this vehicle is perfect fun for rangers who want to save the day.

Gabby’s Dollhouse fans can step inside their own dollhouse with Gabby’s Purrfect Dollhouse. Standing at over 61cm tall, little ones can explore all the fun features in Gabby’s exciting house. This includes a dollhouse delivery tower, a working cat-a-vator, a Gabby Girl collectible figure, furniture for each room, fun sounds and phrases from the show and lots more. The fun doesn’t stop there, as Spin Master launches Gabby’s Dollhouse, Purr-rific Pool Playset, which includes Gabby and MerCat figures, colourchanging mermaid tails and pool accessories. Preschoolers can connect the slide ladder on the playset to the upper floor of Gabby’s Dollhouse and start a pool party with the rest of Gabby and MerCat’s Meowmazing kitty friends.

Bunny’s in the money

ORCHARD TOYS

01953 859539 sales@orchardtoys.com orders@kayes.co.uk www.orchardtoys.com

Orchard Toys Giant Alphabet is aimed at younger children who will love learning the letters of the alphabet as they complete this fun, extra-long (over 1.7m!) jigsaw, featuring a big chunky piece for each letter from A to Z. Each letter is a beautiful colourful design – there’s a goose playing a guitar, a hippo wearing a hat, a king flying a kite. This 26-piece puzzle also includes extra letter tiles that can be used to encourage letter recognition and word-building skills, a six-page booklet with additional hints and tips to help extend learning and give children lots to discover and talk about, and a giant wall poster. Exclusive activity sheets are also accessible via QR code. For ages three-plus.

The Peter Rabbit Fish and Count scooped Hero Toy at London Toy Fair and children will have great fun learning to count with Peter Rabbit and friends - Jeremy Fisher, Benjamin and Flopsy Bunny - as they catch as many fish as possible. A brilliant game for encouraging number recognition and counting, and putting counting skills to the test. For ages three-plus.

Peter Rabbit Heads and Tails is an adorable Peter Rabbit and friends fun first matching activity. It features 12 beautifully illustrated Peter Rabbit characters and chunky, wipe-clean cards ideal for toddlers’ little hands.

Popular pick-me-ups

Pocket-money toys are the retailer’s bread-and-butter, and with money tight for many families, the sector is more popular than ever…

We asked pocket money toy suppliers….

How has the pocket money sector performed for you?

Sarah Dayus, sales director, Great Gizmos: Pocket money has been part of our range for many years and we add to it each year as sales are always strong and there is a demand for these types of product. Sales were good for last year and we think the category will continue to thrive this year too.

Obi Enyi, marketing manager, Zimpli Kids: We’ve experienced steady growth over the past year. One of our bestselling pocket money products, Gelli Play, has just recently been approved by the National Autistic Society, for its outstanding sensory benefits. A standout pocket money line for us this year is our Baff Bombz with surprise unicorn and dino figures, which is currently the number-one bestselling bath toy on Amazon.

Amy Saunders, UK sales director, Just Play: The pocket money sector has

Current top 5 bestsellers

Pop and Hop Spinner - One For Fun

Colour Changing Lizard - One For Fun

Time Pop Popper Game - One For Fun

Farmer Stunt Car Tractors - Puckator

Dinosaur Torch - Funtime

been a significant driver of growth for Just Play. The company’s foundation was built on delivering high-quality toys at an affordable price point. In fact, our top three bestselling volume items in 2023 were all pocket money price points, led by Disney Doorables, one of the fastestgrowing licensed collectibles this past year. We expect significant growth this year in Doorables with the launch of all-new Star Wars Doorables and additional new lowprice point introductions in the back half of the year.

Has the cost-of-living crisis affected the demand for this sector – and what retail price do you consider as pocket money toys now?

“There has and will always be a demand for pocket money toys, but the costof-living crisis has definitely had a positive effect on this sector

Amy Saunders: The economic challenges of 2023 put significant pressure on the global toy industry, just as they have with other consumer product segments. To win in this environment, price point and product value are essential. Delivering products that offer great value for money and align with consumer demand is a priority. This has in turn had a positive impact on the collectibles sector and is where we have seen the most growth.

”Obi Enyi, marketing manager, Zimpli Kids

Squeeze Popper Dino and Unicorn - Cheatwell

Sally Wilde

Obi Enyi: There has and will always be a demand for pocket money toys, but the cost-of-living crisis has definitely had a positive effect on this sector. In general, families have less disposable income at the moment, so we are finding that there is no in between with spending, and consumers are either buying pocket money toys or ‘saving up’ to make more considered toy purchases. As for retail prices, we consider pocket money toys to be affordable items that retail for around £5 and under and this is where Zimpli kids thrives; manufacturing here in the UK, great value, multisensory bath and play products, with RRPs from just £1.

Price-wise, we would suggest anything under £15 to be a pocket money price in the current climate. Our team has done an amazing job of identifying these economic challenges, and prioritising the development of high-value items at £5, £10, and £15 across all consumer segments and categories.

Sarah Dayus: We feel retail price for pocket money items are £7 and under these days. I believe the cost-of-living crisis has driven sales in this sector somewhat as people have less disposable income so look for cheaper, good value products.

How do you market this sector? Is online influencing key for you – if so how does that work and who do you work with?

Amy Saunders: As with many consumer products, content is king when it comes to brand or product success, and it is no different

Planet Sal, Honiton, Devon toysnplaythings.media

Zimpli

with collectibles. In recent years, many collectibles brands have gone viral thanks to organic influencer content, catapulting them into popularity.

When it comes to marketing these ranges, social media presence and influencer partnerships have become important tactics to gain awareness and build brand affinity with consumers. We collaborate with more than 500 ambassadors globally, and Doorables content has amassed more than 1bn views on social media.

Sarah Dayus: We are currently exploring working with some online influencers so watch this space…and ask me again next year!

Obi Enyi: We collaborate with a variety of influencers across social media platforms, including YouTube, Instagram, and TikTok, to showcase our products to their audiences. These influencers create engaging content featuring our products, which helps to increase brand awareness and drive sales. Due to the massive shift of consumer interest in short form user-generated content, we are finding TikTok to be our most relevant social media marketing tool.’

What are the latest trends that we can expect in this sector?

Obi Enyi: We are seeing collectibles making a huge comeback, specifically miniature-sized collectibles.

Sarah Dayus: I think we will see growth in this sector - in sales and products - as demand is so high. We do well with our science kit pocket money products as they are quite different to other things on the market.

Amy Saunders: We anticipate the continued growth of collectibles, driven by innovation and newness in the category. In the past, these trends tended to come in waves as hot properties gain popularity with something new always around the corner. In recent reports, however, we’ve seen that now more than ever consumers are looking for toys inspired by evergreen characters, with crossgenerational appeal. We’re looking to drive demand by expanding on Disney Doorables, with the addition of Star Wars, as well as Technicolor Takeover,

which includes evergreen franchises like Peter Pan and Finding Nemo.

Similarly, we have seen momentum building behind the Stitch brand, over 20 years after Lilo & Stitch’s release.

Is licensing becoming more popular in the sector – if so why do you think this is and how are you encompassing this within your products?

Sarah Dayus: We don’t currently licence any of our pocket money lines, but never say never…

Obi Enyi: Licensing has always been a popular part of the collectables sector, allowing kids and adults alike to collect and feel connected to their favourite characters from TV, films, books and more recently, social media, without breaking the bank.

Amy Saunders: Over 30% of toy sales in 2023 came from licensed products where sales have been in growth despite the industry being in decline as a whole, and this encompasses pocket

“I think we will see growth in this sector - in sales and products, as demand is so high

”Sarah Dayus, sales director, Great Gizmos

Expert opinion

The children (age six to eight) that come along to my afterschool clubs are very much into their pocket money toys, with a new fidget toy or tactile keyring to show me every week!

Great Gizmos

money and collectibles toys. In addition to traditional movies and broadcast series, consumers are engaging with brands across web content, gaming, apps, and even immersive experiences. This expanded source of content offers toy companies a broader range of licensing opportunities.

Traditionally, we think of children when we hear ‘pocket money toys’, but the collectible category is now seeing a high proportion of kidults who are avid fans and collectors of these lower price points. In fact, recent reports show that nearly 90% of parents surveyed last holiday season were toy shopping for other adults, not just children.

This is why Disney Doorables is such a standout in the category. It allows fans to collect across all their favourite Disney characters and properties. From evergreen classics like Mickey and Minnie, to collector favourites like Nightmare Before Christmas, to blockbuster hits like the Lion King and Frozen, and now Star Wars.

Just Play

Popular trinkets seem to be squishy novelty fruits, pop push keyrings and more intricate fidget cubes with multiple sensory elements such as tiny gears, toggle switches and clickable parts.

I can absolutely see the benefit of these tactile toys and their help with focus and stress relief. As long as the toy isn’t a distraction for other students, I don’t ask them to put them away in our clubs. The more relaxed and focused on listening to our stories and activities, they are, the better! Kate Claxton is an awardwinning children’s author from Really Rather Wild Books

(www.reallyratherwild.com) and runs after-school clubs encouraging a love of reading.

Pocket-sized projects

JAMES GALT/JUMBO

0161 428 9111.

SalesUK@jumboplay.com

Galt’s portfolio is renowned for its quality, developmental and creative children’s toys, with a wide range of science and creative kits available at the pocket money price point.

Creativity is readily available at pocket money prices, with the hugely successful hangtag Activity Packs. Children can opt to spend their money on a whole host of fun projects, including Glider Planes, Charm Bracelets, Fab Hair, and Beady Keyrings.

Creative children will enjoy hours of entertainment with each kit – be it building foam planes that really fly, bracelet making, creating colourful, fashionable hair extensions, making fun animal keyrings with air-drying beady modelling material and more.

Did you know?

Kids can get creative with the hangtag Activity Packs and make glider planes, charm bracelets, beady keyrings and more!

Kids aged five-plus can also save up a few pounds for a whole host of Science Kits. There are so many experiments to enjoy. Among the offering, there’s the Bubble Lab that lets kids blow mega bubbles, make a bubble snake and learn some wacky water tricks. Kitchen science experiments are easy with the Kitchen Lab and with the Slimy Lab kids can mix up glow-in-the-dark slime, make slime change colour and more.

Plus, the Horrible Science kits are not to be missed! Will kids make a ‘lava-ly’ erupting volcano with the Violent Volcano set? Or will they build a water-fuelled rocket with the Shocking Rocket set? Or maybe they’ll invest their pocket money into the Ugly Bugs or Mighty Magnets kit?

Babes in the wood…

EPOCH MAKING TOYS

0208 049 1377 sales@epochmakingtoys.com

Sylvanian Families kicked off the year with the launch of Volume 14 of its popular Baby Collectibles, the Sylvanian Families Baby Forest Costume Series. Available in a blind bag, there are eight different characters to collect, all in a unique woodland themed outfit, plus one is a secret figure! Fans can play with their new babies in the Secret Forest Falls set launching in July. Volume 15 will be available from July with a baking theme.

Aquabeads, which this year celebrates its 20th anniversary, offers a host of pocket-money priced sets. New for spring is the Pretty Pets Craft Kit, featuring 500 beads in 21 colours including the latest shiny beads; crafters can make all of their favourite fluffy best friends. Following the success of the Aquabeads Nail Studio subline last year, look out for four new sets this summer including two themed refill sets – Hearts & Ribbons and Stars & Unicorns.

Launching in the summer, Epoch’s new, award-winning arts and crafts brand Pati-school will also include two entry-price-point sets – Party in Pink Creations Kit and Pastel Keychain Creations Kit. Both include everything you need to create and decorate the most delightful, treatinspired keychains and rings.

New for spring are three entry-pricepoint Super Mario Jr. Games. Compact yet packed full of fun, they are perfect for travel. Thedre’s Super Mario Lucky Coin Game Jr. and Super Mario Adventure Game Jr., plus Super Mario Mushroom Mania Balancing Game.

July will also see Epoch Games launch its new Jurassic World licensed games including two entry-price-point games – Jurassic World Volcano Quake and Island Quake.

Mystery

Zim pli Gelli has just earned the official seal of approval from the National Autistic Society (NAS) for its remarkable sensor y benefits!

Forgetthe cheepcheep chocolate this East

Gelli good…

ZIMPLI KIDS

0845 459 1818 | marketing@zimplikids.com

www.zimplikids.com

Zimpli Fizzy Egg Baff Bombz are the perfect alternative to traditional Easter chocolate treats. Made in the UK with skin-loving ingredients, they’re a guiltfree way to indulge in some Easter fun without the sugar rush!

Why not indulge in an Easter egg hunt, but with a bubbly, fizzy, twist?

Imagine the delight on little faces as they discover these colourful, fizzing eggs hidden around the garden.

Zimpli Fizzy Eggs are the perfect treat for an egg-citing Easter soak.

In addition to holding skin safe accreditation from the British Skin Foundation, Zimpli Gelli Play has recently earned the official seal of approval from the National Autistic Society, for its outstanding sensory benefits, based on feedback received from autistic testers,

their families, and caregivers.

Zimpli’s Gelli Play range of products offers open-ended sensory and imaginative play, with its unique texture helping to support inclusive play experiences for all children.

Christine Flintoft-Smith, head of Autism Accreditation, commented that she was pleased to see another product successfully achieve Approval status and thanked Zimpli Kids for the opportunity to engage with autistic people and seek their views and opinions.

Fact!

Zimpli Gelli Play has recently earned the official seal of approval from the National Autistic Society, for its outstanding sensory benefits

Planes, trains and automobiles

HORNBY

sales@hornby.com

Hornby Hobbies’ Airfix Quickbuild is an exciting range of simple, snaptogether models suitable as an introduction to modelling for children, or as a bit of construction fun for the more experienced modeller. With the wide range of licensed kits across aviation, cars and tanks, including the Lamborghini Aventador, Ford Mustang GT, and McLaren P1, Quickbuild’s products offer unforgettable experiences of fun, learning, and bonding.

For those more interested in rails than roads, the new Playtrains High Speed Train Set is steaming into view in October 2024. Aimed at children aged five to eight, the new set has an easy-build track system, multiple sounds, working lights, and a battery-operated infrared hand controller.

When Harry met Barbie…

THE CARAT SHOP

01279 442 528 info@thecaratshop.co.uk

The Carat Shop has announced a new Barbie collection of jewellery and gifts. Barbie is arguably the most iconic toy of the 20th and 21st century, with its appeal strengthened further by the success of the 2023 movie.

The collection - including necklaces, bracelets and earrings - is a celebration of self-expression, unity, and kindness; values which the Barbie brand is built upon. Each piece is individually designed to capture these themes along with looking stylish, colourful, and empowering the wearer.

RRPs for this collection range from £8 to £35.

If Harry Potter fans are looking for something to spend their pocket money on, The Carat Shop has an extensive collection of novelty gifts, with more than 500 Harry Potter SKUs, ranging from novelty jewellery to stationery and giftware. The collection features a number of fan favourite designs, symbols and themes from the global phenomenon franchise.

Many of the Harry Potter products sit in the £5 to £20 RRP mark, making them fantastic products to showcase at the till or on an end-of-aisle display in a supermarket. There’s an abundance of POS and display options to assist in merchandising, including shelf-ready units which arrive stocked, and can be immediately displayed, hassle free.

PAW in the pocket SPIN MASTER

01628 535000 | www.spinmaster.com/en-GB

Spin Master has a variety of toys and games at an affordable price. PAW Patrol fans can make the most of their pocket change with PAW Pup Squad Vehicles and Pup Squad Figures for a low price of £4.99 and £2.99 respectively. Race to the rescue with Chase and the squad just like they do in the show. These mini figures with added fur details and sticker sheets are perfectly PAW-cket sized for kids to take with them on the go and replay the scenes they know and love.

Kids can enjoy pretend play for a low price with the Gabby’s Dollhouse ClipOn Playset. This portable playset comes with a miniature dollhouse room and a backpack clip, perfect for a little one on the go.

Kinetic Sand is back and bringing more exciting alternatives to the craft table with Kinetic Sand Doggie Dig! Each kit comes with one out of four adorable dogs that double as a multipurpose tool, so kids can use their beagle, pug, husky, or corgi’s paws to dig through the sand. Smash, bash and crash for an affordable price with Monster Jam Mini Trucks! Compact in size at a 1:87 scale, these mini monster trucks are packed with a variety of awesome, ready for epic action. Kids can tear into the mystery packing to reveal which truck is hidden inside – will it be a Megalodon, Grave Digger, or a rare gold Mini?

Stay on top of the action with Tech Deck’s 96mm boards, perfect for youngsters who want to learn the hottest new tricks and stunts. Tech Deck’s fingerboards are mini replicas of boards from the biggest skate companies in the world.

DC fans can dive into the city of Gotham and make new scenes with the Batman and Harley Quinn 12-inch Action Figures.

Finally, young ones who want to dive into the Wizarding World can travel back to Hogwarts with the Micro Magical Moments figures. These surprise packs are unboxed to show one of 12 scenes from the Chamber of Secrets film.

Magical pocketmoney ranges

MAGICBOX TOYS

01293 222500

sales@magicbox-toys.co.uk

T-Racers is sporting an evolved look that keeps the original essence of the brand, with a modern twist! Mix ‘N Race is the latest offering from T-Racers; it has a unique system that retains the brand’s status as the only collectible vehicles with Mix ‘N Race function. Kids simply interchange the pieces to customise their own racing cars. The first wave of 36 super-detailed T-Racers Mix ‘N Race vehicles is already available, and Wave 2 is already revving its engine, with 36 new cars launching this autum.

Soft and squeezable

CHARACTER OPTIONS

0161 633 9800 sales@charactergroup.plc.uk

Character Options’ 2024 pocket money toy portfolio is full of cute and cuddly animal friends. Say hello to Smooshzees. These adorable, squeezable, stretchy characters are super-cute, highly collectable, and softer than a cloud. Smooshzees are based on trending and exotic characters, each with its own colourful personality to stimulate kids’ imagination through play. The combination of super-soft filling covered with a velvety stretchy outer skin means there’s nothing softer than a hug with a Smooshzee. There are many characters to collect - the smallest of which are the 3.5in Cutezees. Priced for pocket money sales, there are 10 to collect, including two ‘chasezee’ characters. All pets come housed in stackable try-me packaging to feel the softness. Moriah Elizabeth is the hugely influential craft and content YouTube creator, renowned for her vibrant colours, fun content and adorable characters. New for spring is a first wave of super cute and collectable Mini Mystery plush, featuring an assortment of eight 6in plush characters, including Georgie, the pineapple-styled duck, Cathy, the scarf-wearing cat, and Derp the baby blue dinosaur. And with new characters already in the pipeline, Moriah Elizabeth fans will have plenty of pocket money pals to get their hands on.

Kookyloos are sporting a new look this year. Pocket money priced and packed in window boxes that let people try out the fun of flipping between the dolls’ three unique faces, changing their expression with a swipe of the finger. Spring’s Pet Party Series is available now in this new packaging, with an exciting theme on the way for autumn… Golden Gala. This upcoming theme will bring eight new dolls to collect, each with new hairstyles, facial expressions and outfits, inspired by looks from the runway.

From hot YouTube gaming property Aphmau, there’s a sweet under the sea theme launching in both the Mystery MeeMeow Plush and figure collections this Spring, bringing eight new friends to collect, including Whale Cat and Octopus Cat. There’s also a new wave of Mystery MeeMeow Unicorn plushies inspired by all things magical and sparkling. There are eight different Unicorn themed MeeMeows to collect, including Aqua Cat, Prism Cat, Buttercup Cat, and Aurora Cat.

“It’sgreattobe

recognised”

In the first of a series of BTHA Toy Retailer of the Year Awards interviews, Clare Turner catches up with Brian Simpson, commercial director of Toytown, a finalist in the Multiple Toy Retailer of the Year category

How did you feel when you heard the news that you had made it as a finalist?

To be honest, I feel it’s well deserved. We increased our business by 4% in 2023, which certainly goes against the market, and improved every aspect of our shopping experience for our customers - while supporting our suppliers at the same time through joint promotions, offers, and by making sure we stick to the basics and have what people want.

It’s great to be recognised by being named as a finalist, but I truly believe we are well-deserving of it, even if that comes across a bit ‘big-headed’!

We take pridein doingour best and not justtaking a onesize-fits-all approachto ourranging

Tell us a bit about Toytown.

We are based in Northern Ireland and have 31 stores across the UK. We focus on supporting our suppliers for a mutual benefit, and try our best to create the best shopping experience we can for our customers.

Our stores range in size from 2,500sq ft (at Newtownards in County Down, Northern Ireland) to 10,000sq ft (at Merry Hill Shopping Centre in Birmingham).

How would you describe your range?

I’m probably biased, but I honestly believe our ranging is really strong across all categories. We focus on our core competencies and stay away from things that we aren’t good at and don’t have the space to display.

In general, we call ourselves a ‘Pocket Money Retailer’ which isn’t exactly correct, but it’s the best phrase I can think of to describe what we do best: we generally stick to £30 RRP and under.

What’s selling well?

Currently, the sales are all coming on promotional/clearance toys. The usual suspects - Squishmallow,

Pokémon, Ty, Hot Wheels, LEGO, Funko and so on - are all selling very well, but I’ve never seen such a drastic shift towards promotional products as there is at the moment.

This demonstrates the impact of the cost-of-living crisis, and just how much people are watching their pennies. Although this makes it tough in the market, this buying pattern falls into what we do very nicely - and we have managed to capitalise on this to grow our business.

What do you think sets you apart from other toy retailers?

We try our best to get each store what they want. For example, our Enniskillen branch in County Fermanagh, Northern Ireland, serves a local agricultural community so we sell farming toys very well there, whereas we hardly sell any of these items in other locations.

Other stores in seaside locations need hundreds of buckets and spades during the warmer months, which creates quite the headache for us!

But we take pride in doing our best and not just taking a one-size-fits-all approach to our ranging.

“We are incrediblyhonoured”

Clare Turner chats to Geoff Sheffield, chief commercial officer of The Entertainer, a finalist in the Omnichannel Toy Retailer of the Year category

How did you feel when you heard the news that you had made it as a finalist?

We are incredibly honoured to be named as a finalist. The result is a testament to the hard work and passion of our employees at all levels of the business.

Tell us a bit about The Entertainer. The Entertainer stocks thousands of toys at 170 stores across the UK and online at TheToyShop.com. It was founded by husband-and-wife team Gary and Catherine Grant in 1981, and the business continues to uphold the same family values today.

But The Entertainer is so much more than a toy shop. It’s a business that delivers joy and unforgettable memories to children across the country, through its wide-ranging toy offering and in-store activities.

With a focus on fun, inclusivity, and quality, we’ve been providing value to

families and children for over 40 years as we continue our mission to be the best-loved toy shop - one child, one community at a time.

How would you describe your range?

Our product ranges are curated to spark imagination and creativity in children of all ages. From classic games and toys to the latest trends, we offer a diverse selection that caters for every child’s unique interests and developmental stage.

What’s selling well?

Currently, our Exclusive Squishmallows Heart Capsule is a top seller. As a company, we believe in providing the very best products and we’re always on the lookout for products to add to our selection to ensure there’s something for all our customers.

“The Entertainer is so much more than atoyshop”

What do you think sets you apart from other toy retailers?

The Entertainer has created a retail destination that hasn’t lost sight of its driving forceinspiring a childhood of magic and wonder, while giving back to communities and placing young people at its heart.

“Weworktirelesslytodeliverthe rightassortment”

Clare Turner talks to Ann-Marie Edwards, category manager - girls toys & preschool toys at The Very Group, winner of the Online Excellence Award

How did you feel when you heard the news of your win?

I felt so proud. It’s the third year we’ve won the Online Excellence Award. Like all retailers, a lot of hard work goes into delivering the toys that our customers love, so it’s great recognition for our business and all who have been involved over the last year.

Tell us a bit about The Very Group.

The Very Group operates Very.co.uk. We have 4.4 million UK customers and an annual revenue of £2.15 billion. We sell items across categories including fashion, electrical, home and, of course, toys, gifts and beauty.

How would you describe your range?

It’s customer-focused, offering the

biggest brands and the best products across toys and gaming. We support the moments that matter for the families who shop with us. Our team focuses on new emerging trends and works closely with our supplier base to deliver newness and value.

What’s selling well?

LEGO, Barbie and Hot Wheels are our big classic properties, but we have had massive success with new launches of collectible products such as Squishmallows, Pokémon, and Miniverse.

Our family games and arts & crafts ranges also continue to go from strength to strength, as we see these products trending into the kidult space.

We’ve placed strategic focusontoys because we know how importantthe categoryisto our customers, who are predominantly families ”

What sets you apart from other online retailers of toys?

We’re a multicategory retailer, but we’ve placed strategic focus on toys because we know how important the category is to our customers, who are predominantly families. We work tirelessly to deliver the right assortment. This, alongside an increasingly simple online experience and our flexible ways to pay, gives us a compelling offer.

“Aproud moment forthe Faganfamily”

Tell us a bit about Fagan's Toymaster. Fagan's Toymaster is in Mullingar, which is the county town of County Westmeath in Ireland. It started as an office supplies/newsagent in 1979 and began branching into toys a few years later. We’ve been a proud member of Toymaster for more than two decades.

Over the years we have expanded slowly and steadily and now we supply office furniture and office stationery - and of course toys - all over the Midland Region of Ireland and sometimes further.

How would you describe your range?

We pride ourselves on keeping a wide range of all the top brands. In our board game section alone we try to ensure we have at least 300-plus games in stock at any one time.

“

Wetry togoabove andbeyond when it comes to our customers’ needs, and we are focused onkeeping arangeofall thetoptoys ”

LEGO is always a big focus for us and is the focal point when you enter the store. But we always try to look after niche markets too, with collector items such as Hot Wheels Premium.

We are constantly on the lookout for new suppliers and ranges that are not only going to catch our eyes but those of our customers.

We currently deal with more than 80 suppliers. Key to keeping things fresh and new is meeting them at shows like Toy Fair in London.

Another highlight of the year for us is the Toymaster show in Harrogate. The little bit of socialising (“ahem”) at these events helps us build a great working relationship with suppliers.

How’s trading been for you?

January has been busier than we expected. There’s been a lot of action with fads like Loom Bands and Pop Its (which are both supplied by One for Fun) and squishy toys from Bigjigs Toys.

And LEGO’s new launches have kicked off brilliantly; we’ve got the full Botanical Collection and have already topped up on the brickbuilt blossoms.

Looking ahead, we’re hoping that we have a better summer than last year and see a lift in outdoor toys. It's great to see the kids being able to get out and about and enjoy the sun.

What do you think sets you apart from other independent toy retailers?

We try to go above and beyond when

it comes to our customers’ needs, and we are focused on keeping a range of all the top toys.

We also try to support local charities and sports clubs. This, among many other things, is what we hope makes Fagan's Toymaster a store that the community is proud to have in Mullingar.

What’s next for your business?

We like to make sure there is always some sort of event planned in the near future - be that a competition on social media, or an in-store activity such as our parent-only shopping event. At last year’s event we gave away over €5,000 in prizes and goodie bags, and there were demos on the night including one by our security guard Gary, who is one of our TikTok sensations. Our video of him playing the Smart Ball Soccer Bot from Golden Bear Toys has close to 5 million views!

We also hope to continue supporting local charities. Last year we raised almost €850 for the local Westmeath hospice with our €1 donation for gift wrapping.

Plus, we aim to continue supporting local sports clubs with sponsorship.

Clare Turner speaks to Carol Glennon and Melek Fagan , manager and assistant manager respectively of Irish toy shop Fagan’s Toymaster in Mullingar, winner of the Independent Toy Retailer of the Year (Single Store) Award

We want to keep offering our Christmas Club service too, because it’s a big help to people in spreading the cost of Christmas.

How did you feel when you heard the news of your win?

Melek: We heard that we were nominated for the Independent Toy Retailer of the Year (Single Store) Award in mid-December. But with the busy Christmas season in full swing, there wasn’t too much time to think about it. Getting close to Toy Fair, we started to discuss how great it would be if we could actually win!

It was the first award announced on the night, and when we heard Fagan's Toymaster called out, we genuinely couldn’t believe it was us.

Our managing director John Fagan, who is my uncle, and his wife Ann Fagan, along with their daughter Fiona, attended the awards with us (my dad works on the office furniture and office stationery side of the business). It was a proud moment for the Fagan family.

Carol: I felt very proud to be at the ceremony representing all the hardworking staff in Fagan's Toymaster. Attending Toy Fair is one of the highlights of the year, so this made it extra special.

What’s your career background?

Carol: I previously worked in office-

“

There's nothing better than seeinga child's face lightup withatripto ‘theyellow shop’as we’re known among the kids

based jobs, but retail is certainly where I belong. I started in Fagan's Toymaster almost 15 years ago and don’t see myself going anywhere else in the future. I love the toy industry, and I suppose it brings out the inner child in me a bit.

Melek: I started working in the family business while still attending school. After school I studied Sports and Business at Technological University Dublin. After finishing my studies, it made perfect sense to become involved in the business.

What’s the most rewarding aspect of your job?

Carol: In general, I find working in the toy industry is a rewarding experience. There's nothing better than seeing a child's face light up with a trip to ‘the yellow shop’ as we’re known among the kids.

Melek: Working in the toy industry has been highly rewarding, marked by a significant commitment to ensuring

that Fagan's Toymaster remains the preferred destination for all children in Mullingar. Witnessing returning customers, particularly those who now shop for their grandchildren, is incredibly gratifying.

What’s the most challenging aspect of your job?

Carol: I don’t think people are aware of the background work that takes place to have the mostwanted toys and fresh stock always on the shelves.

We literally always have to be six months ahead of ourselves and hope we’ve made the right choices. We’re lucky that we have a great relationship with the many reps we work with.

Melek: As Carol says, staying ahead of trends and predicting popular products poses a constant challenge.

What business achievement are you most proud of?

Carol: It has to be winning the Independent Toy Retailer of the Year (Single Store) Award. It’s going to be hard to top that!

Melek: Among my notable achievements in business are the viral success on TikTok with the Smart Ball Soccer Bot and receiving the Independent Toy Retailer of the Year (Single Store) Award - both of which are moments of immense pride for our family and our toy team.

What’s your all-time favourite toy or game?

Carol: It would probably be the 30 Seconds board game from Woodland Games. In our house it’s the one we always go back toand the one I always recommend to customers.

Melek: My favourite toy has to be LEGO. Even as an adult, I still enjoy building it, and I frequently recommend it to customers due to its versatility both in terms of pricing and appeal.

L-R: Fagan's Toymaster manager Carol Glennon , assistant manager Melek Fagan , managing director John Fagan, BTHA chairman Simon Pilkington

Caring

RUBIES

www.rubiesuk.com

WH AT’S

for grown-ups

Rubies’ new adult Care Bears costume collection features the iconic characters, including Cheer Bear, Good Luck Bear, and Grumpy Bear, now available as Comfywear onesies.

Designed with full nostalgia in mind, these onesies provide fun and fond memories while being extra comfy. Whether worn for a cosy night in or as a standout costume at events and parties, these onesies provide the perfect blend of comfort and style.

Each onesie features the signature colours and unmistakable symbols associated with the respective Care Bears. The Cheer Bear is adorned with cheerful rainbow stripes and a heartwarming rainbow emblem, while the Good Luck Bear features a playful shamrock pattern and the iconic good luck symbol. For those seeking a touch of grumpiness, the Grumpy Bear boasts a cloud and raindrop pattern with the iconic grumpy face emblem.

Run to you

THAMES AND KOSMOS

01580713000

sales@thamesandkosmos.co.uk

The Gecko Run is a fun new challenge for all. Gecko Run can be positioned over obstacles, on doors, glass panes and tiles. With flexible units, each track can be created with fast curves, and the clever connecting units ensure that each marble run is completely unique.

The use of residue-free nano technology is perfect for any home as there is no sticky residue, and best of all, the tracks can be rearranged countless times!

The Gecko Run range is available as a starter kit, alongside four expansion packs, adding even more possibilities and excitement to the design of every run. Each expansion set includes more track and a special unit such as, a trampoline, whirlpool, and even a loop-the-loop.

Netflix’s special 24

YuMe Toys

www.yume.com

YuMe is furthering its partnership with streaming giant Netflix with the launch of the Netflix Countdown Gift Box, which features 24 items representing eight of the service’s biggest shows. Items on offer include those from shows such as Stranger Things, Bridgerton, One Piece, Rebel Moon, The Witcher and Outer Banks. What’s more, the box, on opening, is sound equipped to play the distinctive ‘Tudum’ audio cue that accompanies its programming. It arrives in the autumn.

NEW Scores on the doors

Just Play

Hot new ranges for MoVe

MV Sports & Leisure Ltd

01217488000 | info@mvsports.com

www.mvsports.com

uksales@justplayproducts.com | www.justplayproducts.com

Just Play has added two new Star Wars collections to its Doorables range. Star Wars Doorables Galaxy Peek features 25 characters to collect, taking in the many different spin-offs and iterations of George Lucas’ creation, from the original film through to The Mandalorian and Ahsoka. The Death Star-inspired capsule housing the 1.5in characters with the trademark glittery Doorables eyes, doubles up as a display.

Also launching in March is Star Wars Doorables Galactic Cruisers, with Star Wars characters and their own vehicles. There are 10 to collect across the range.

Simply the best BIGJIGS

TOYS

01303 250400 | www.bigjigstoys.com

February will see family-run Bigjigs Toys expand its award-winning Simply Scandi range with a stunning new collection of eco-friendly preschool toys. Highlights include its mischievous Silicone Bath Animals, enchanting Moon Balance Stacker, quirky Arctic Cog Puzzle, and educational 1-10 Counting Board. The entire range has been sustainably crafted from FSC certified wood and food-grade silicone, and styled in soft pastel colours to complement any nursery or playroom.

This year MoVe are adding some hot new ranges to their extensive portfolio. Starting with the introduction of Squishles, a brand-new concept which combines the latest trend in squishy plush with practical on-board scooter storage. Imagine the joy of having a stylish plush character seamlessly integrated with a scooter, doubling as a detachable wrist purse - an exciting new feature across both licensed and non - licensed wheels. In the dynamic world of licensed wheels, MV expanded their portfolio with six new licenses. Including a new flashy Batwheels range for younger boys and a tropical Stitch range for girls. Furthermore, their Barbie range has undergone a complete makeover, as well as additional products added within the range! These new ranges will be key market drivers for this summer season!

Buddies forever CRAFT BUDDY

0203 417 6565

trade@craftbuddyltd.co.uk

www.craftbuddyltd.co.uk

Craft Buddy said it was “delighted” by a buoyant early 2024 trade show season where it showcased the new licensed Crystal Art Buddies range featuring beloved characters from the magical realms of Harry Potter and the thrilling universe of DC Superheroes; they join ‘Crystal Art Buddies’ characters from Disney, Marvel, Star Wars, Paddington, Peter Rabbit and LOL Surprise.

Each 11cm Crystal Art Buddies takes about 30 minutes to create and sits on a stand to become either a wonderful addition to a growing collection, or a perfect gift to a movie franchise superfan. It’s a perfect collectible, that’s not only affordable, but suitable for all ages and showcases today’s most popular studio franchises – the company said it’s no wonder Crystal Art Buddies was a BTHA Hero Toys winner at Toy Fair.

Celebrating Disney 100’s anniversary year, the Craft Buddy Collectible Crystal Art Sticker Album and Sticker Packs, which launched at retail in Summer 2023, sold out threefold ahead of Christmas. As a result of their unprecedented popularity, they are now back in stock for the first three quarters of 2024.

Undeniably stunning, both in CDUs at retail and consumer’s hands, the Disney 100 Crystal Art Sticker Album collection features 102 collectible stickers featuring all-time favourite Disney, Pixar, Star Wars, and Marvel characters. The D100 Sticker Album Starter Pack contains a sticker album, two sticker packs and a set of tools. Each blind bag sticker pack contains three Crystal Art stickers.

DON’T MISS…

Product: Pond Dipping Kit

Company: EDUK8 Worldwide

Tel: 01661 831 080

Web: www.eduk8worldwide.com

Product: Color’Peps Oops

Colouring Pencils Company: Maped Helix

Web: www.mapedhelix.co.uk

Product: Mini Micro Suitcase Scooter

Company: Micro Scooters

Web: www.micro-scooters.co.uk

Tel: 0333 320 1030

Product: Chronicles of Light: Darkness

Falls (Disney Edition)

Company: Ravensburger

Tel: 01869 363800

Email: sales@ravensburger.com

Web: www.ravensburger.com

Product: Electro Lite Nova Company: MV Sports & Leisure Ltd

Tel: 0121 7488 000

Email: info@mvsports.com

Web: www.mvsports.com

Summer’s on the way and April’s Toys’n’Playthings is stepping outside with three hot features —

• Outdoor toys

• Action vehicles

• Science and nature

Naturally, you’ll be wanting your sizzling products to come out to play and get our readers buzzing.

The season of exams is approaching and you’ve got the intellectual attractions to draw the cool, calm and collectibles into the Toys’n’Playthings wonderverse.

AND DON’T FORGET: THE ONE AND ONLY TOYMASTER MAY SHOW IS HURTLING THIS WAY

So, brawn, brains or showtime we know you’ll want to be buzzing in the features and the Toymaster sneak preview.

Editorial - Tim Murray tim@lemapublishing.co.uk

01442 289 939 / 07831 279243

Advertising - Claire Naish claire@tnpmedia.co.uk

01442 289 937 / 07730 362 338

Toys ‘n’ Playthings reaches the highest spending and most influential toy buyers in the UK and beyond. The rest of the industry too – you, your colleagues, and the competition.