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18 ber 20 m e v No 2 8 No. 3 . l o V
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1 July 2017 to 30 June 2018
THE SLIMY, SNOT FILLED STOCKING FILLER OF 2018!
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CONTENTS Regular
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5 Leader – with Mirella Anstey 6 News – the latest toy industry headlines
18 ber 20 m e v o N 2 8 No. Vol. 3
TEAM TnP Group Editor Mirella Anstey mirella@lemapublishing.co.uk
Editor Mairead Wilmot mairead@lemapublishing.co.uk
Media Solutions Manager Ryan Horwood ryan@lemapublishing.co.uk
Publisher Mark Naish mark@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Design and Production Marian McNamara marian@lemapublishing.co.uk
Managing Director Malcolm Naish malcolm@lemapublishing.co.uk
Circulation Manager Robert Thomas robert@lemapublishing.co.uk
10 Media Charts – the latest kids’ TV viewing figures and toy TV advertising spend 15 Retail News – the latest round up of news from retailers 30 What’s New – new products that you need to get your hands on 72 Licensing News – the latest on licensed products 74 Don’t Miss – unmissable products for all buyers and retailers
Features 34 First Quarter Ranges – what’s coming in Q1 2019 52 Plush Toys – the softest toys out there
Special Report 13 Cover Story – Vivid tell us all about their new range 18 Retail Interview – we hear from eBay’s Category Manager for Toys and Games, Alice Winter
48 Interview – we hear all about Ben 10 from Cartoon Network’s Graham Saltmarsh 50 Interview – we catch up with Toy Fair TV hosts Anna and Gav
68 Interview – Phil Ratcliffe from MV Sports tells all about scooters
Columnists 6 Trend-spotting with The Toy Association – The US industry association’s trend experts share their latest insights
22 The Independent/Secret Supplier – Christmas lists aplenty
PUBLISHING
1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930
At the heart of retail
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66 Preview – why the North American Toy Fair is a must-attend
16 Retail Opinion – John Ryan wonders if you are staying relevant
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24 Retail – indie retailers tell us how they have found the year
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22 Media Analysis – Generation Media’s Kate Moncur looks at TV viewing as the nights draw in 38 The Insights People – the market intelligence specialist takes a look at what parents are watching
A member of the Audit Bureau of Circulation
Independently audited ABC circulation of 5,112
1 July 2017 to 30 June 2018
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Helping everyone sell more
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Featuring: LEGO, Vtech, Flair Leisure Products, John Adams, K’Nex, Orchard Toys, Ty UK and many more...
FIRST CL
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T0Y F41R 2019
TOY FAIR OLYMPIA LONDO
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Mirella
don’t know about you but when I underinvestment has taken its toll on yet Anstey realised we are closing our November another legacy retailer that has simply 2018 issue – my heart did a flutter. lost its focus, and risks losing its relevance We’re nearing the end of what has entirely, if it fails to adapt in short order.” been a hugely tumultuous year, not just in It’s entirely unfair to say Debenhams has lost all its our industry, but for retail in general. I write sparkle, the Watford store at Intu for example is a great this as news breaks that Debenhams is to shopping experience, so there is a glimmer of light. close up to 50 stores with the potential But enough doom and gloom! loss of 4,000 jobs – it’s a massive hit for DreamToys takes place this month, it’s a fabulous the high street but perhaps one that those opportunity to shout about what makes the toy in the know saw coming. industry great and we are really looking forward to Harsha Wickremasinghe, Head of seeing what has made the list this year. Business Intelligence at Livingstone, Our November issue is jam packed with all things the international midmarket and debt industry – as per usual! Vivid take our cover story advisory firm, had harsh words for the and they focus on their toy line for YouTuber Ryan embattled retailer when he said: “The Toys Review. If you don’t know Ryan – you really Debenhams announcement highlights just should! He’s a cute sevenhow unfit for purpose the department store year-old with a mind-boggling model is in today’s retail environment. following delivering 60 million “Debenhams has outlined hard-hitting views a month, and 10 million plans to transform itself into a relevant unique viewers a month. That’s retail entity for the 21st century...but it impressive, right? “Ryan uploads smacks of desperation and begs the videos of toy unboxings, question as to why it has taken so long to family vlogs, play videos and address basic issues. educational content,’’ “Debenhams sits firmly in Kim Nicholls, Assistant the squeezed middle and it’s Vivid take Brand Manager, Vivid Our retail interview is with lackluster stores, uninspiring told us. “There are also eBay's Alice Winter our cover story brand mix and poor digital animations of him, his capabilities has left it superhero alter ego, and the characters he has and focus on woefully exposed at a time created.” Check out what else Kim has to say their toy line for of intense structural change on page 13. We also speak with eBay on page YouTuber Ryan in retail. This has inevitably 18 to find out how they are selling toys in the enabled more focused run up to Christmas. Toys Review. If competitors to rip chunks Our category features this month include you don’t know out of its soft, bloated First Quarter Ranges (page 34), with Plush Ryan – you really Toys on page 52 and they join our usual line underbelly. “Whilst highlighting ‘above up of top-quality columnists. We also run a should! market growth’ preview of the North American in digital sales Toy Fair on page 66, if you’ve they remain well never been, it really is worth below 20 per cent a visit – it’s a great fair and is - which is simply growing each year. And with that, unacceptable. we will see you at DreamToys! “The new concept If you have any news, view or store is a good anything you’d like to share, drop start. Culling 50 Mairead an email: stores shows mairead@lemapublishing.co.uk. We focus on First Quarter Ranges on page 34 how years of
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Vivid tell us all about their new range with mini YouTuber Ryan
We look at plush as a category on page 52
We tell you why the North American Toy Fair should be a date in your diary
NEWS Enesco keeps distributing GUND
Character acquires shares in Proxy Character Group announced midOctober that it has acquired a 55 per cent equity shareholding in the Danish incorporated toy distributor, Proxy. Character said the acquisition would allow it to extend its European reach while also “potentially enable frictionless access to EU markets postBrexit, provide a more compelling marketing/distribution proposition for toy companies and brand
owners seeking UK and EU market access and provide a vehicle for growth of the group’s nonUK sales of its own-developed product ranges/resources.” Jon Diver, Joint-Managing Director of Character Group, said the company was “delighted” to secure a formal working partnership with Proxy, adding he believed there are “many synergies that we can achieve together”.
King of cars!
Little Tikes has collaborated with the king of the car customising world to launch its latest new ride on, the Sport Racer. Yianni Charalambous, owner of Yiannimize and star of Dave’s Yianni Supercar Customiser is used to wrapping cars in excess of £200k for the likes of Niall Horan, Gordon Ramsey and Anthony Joshua to name but a few. A YouTube video shows the entire process. Michelle Lilley, Head of Marketing for Little Tikes said: “When the nation’s superstars turn to Yianni with their prized Lamborghinis and Ferraris to work his magic, it made perfect sense to enlist his help to create a one of a kind Sport Racer to feature in our showroom. The video showcases the new product in a fun way to Yianni’s fans.”
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Enesco has signed a new deal with Spin Master for the ongoing UK distribution of Gund. This means they will be the exclusive distributor of GUND Peter Rabbit plush in all existing markets and will keep the distribution of other GUND lines, including Pusheen and Boo, with the exception of certain customers and markets already serviced by Spin Master.
Remembering Peter Booth
Hasbro hit by Toys R’ Us
Friends and family fondly remember popular toy trade agent Peter Waller Booth who sadly passed away on 21 July 2018. Boothy, as he was known to friends, was an extremely popular agent in the toy trade operating in Yorkshire and the North East for over 30 years. An avid car and golf lover, he leaves behind his loving wife Shirley and their son Richard.
Hasbro’s Q3 results are in and the company is reporting a decrease in net revenues. They fell 12 per cent to $1.57 billion versus $1.79 billion in 2017. The lower figures reflect lost Toys R’ Us revenues in the US, Europe and Asia Pacific, says the company. Hasbro says its revenues declined internationally, “most notably in Europe”, as it battled changing consumer shopping behaviours, a rapidly evolving retail landscape and clearing through retail inventory. Foreign exchange also had a negative impact. “The global Hasbro team is effectively managing our business forward through a very disruptive year,” said Brian Goldner, Hasbro’s Chairman and Chief Executive Officer.
toysnplaythings.co.uk
Ronnie Berg retires from toys TnP’s Malcolm Naish fondly recalls Ronnie’s long career Ronnie Berg started work in 1964 for Wholesale Trading Supplies who were a large Cash & Carry in Elephant & Castle, and was mainly involved in dealing with customers and raising invoices manually in the days before calculators or computers even existed! In 1965 he was approached by Paul Caspari who was then the owner of a toy wholesaling business in Willesden named Robenau and he stayed in the company for 32 years. During his time there he met some lovely people as well as many great entrepreneurs including Gary and Cath Grant, whom he met when they were purchasing their first shop in 1981 and has remained friends ever since. In 1997 Robenau was sold to Feva which eventually became Spin Master UK and Ronnie joined Mookie Toys and has stayed there for the past 21 years. He tells us: “My years in the toy trade gave me lots of opportunities to travel, not only in Europe but in the Far East, and I enjoyed them enormously from pasta in Italy to some fantastic French restaurants in Shanghai. My time in the trade has been enormously enjoyable but now I am looking forward to doing the things I never had time to do before.” To work for just three companies and for two of those - Robenau and Mookie - for all those years is most commendable. Ronnie you’ve certainly earnt your retirement!
NOVEMBER 2018
Mr Men in Moonlite Spin Master has partnered with Sanrio to bring the Mr Men & Little Miss brand to life for the launch of Moonlite – a story projector for your mobile phone. The device, which has just launched in the UK, clips onto your smartphone and uses the torch to project vibrant storybook images onto any surface. The Mr Men & Little Miss Gift Pack features five of the classic stories including Mr Tickle, Mr Men at Bedtime and Mr Men Go Swimming. To celebrate the launch of the exciting partnership, author and illustrator of the Mr Men & Little Miss books, Adam Hargreaves attended an exclusive event at The Entertainer, Westfield, White City. Retailer support and extensive PR outreach will also be an integral part of the exciting Moonlite launch.
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NEWS
TRENDS – CLASSIC TOYS AND RETRO BRANDS Millennial mums and dads are turning their backs on technology. Laurie Chartorynsky of The Toy Association discovers how they are looking to classic and retro games for their own children
Smyths lists top board games Given that we are in board game season, Smyths has cleverly put together their own top 15 list of ‘must-have’ games for consumers. In a press release, they say: “Board games are always a family favourite during the festive season and they really are fun for the whole family, get ready to experience some laughs and competitiveness. Smyths Toys Superstores has kept it simple this year and put together a list of this year’s must haves for the season ahead, check them out below. Let the games begin!”
So what board games do Smyths deem top choice for Christmas 2018? Top 15 board games for Christmas 2018: Jumanji the Game – Spin Master Spy Code - Operation Escape – Smyths Exclusive Don’t step in it - Hasbro LOL Surprise Game with a Collectible - MGA Monopoly Cheaters Edition – Hasbro Hungry Hungry Hippos -Hasbro 5 Second Rule – University Games Strictly Come Dancing – Ideal Pull My Finger Game – Jakks Watermelon Smash – Smyths Exclusive Connect Four Shots – Hasbro
The following are just a few Millennial moms and dads – examples of the many toys hitting defined as those born between shelves this year that capitalise 1981 and 1997 – make up the on ‘Millennial Nostalgia’: majority of young parents in the Neato! Classics Game Set US today. Though the generation has been defined by its obsession (Toysmith) (6+) includes seven timeless games and an with technology, millennials are assortment of toys including increasingly seeking out classic dominoes, mini toys and retro brands for bowling, yoyo, two their own children. Traditional bouncy balls, pick up “Traditional toys and sticks, 10 Jax, and 20 beloved characters from toys and glass marbles, which the 1980s and 1990s are beloved can all be stored popular picks for parentscharacters who want to relive from the 1980s in a classic-looking some of their favorite and 1990s are wooden toy box. Based on the childhood memories popular picks classic PC game, The with their kids,” said Oregon Trail: Journey Adrienne Appell, trend to Willamette Valley Card Game expert at The Toy Association in (Pressman Toy) is where young the United States. “As an added pioneers (14+) must gather their bonus, many of these toys are supplies and family members ‘unplugged’ – giving kids a break as they embark on the voyage from screens and fostering social from Independence, Missouri to play with friends and family.” Willamette Valley. Kids will need This trend is supported by the to strategise in this competitive fact that classic toy categories board game, where the object continue to perform very well. In of the game is to complete the 2017, US plush sales grew eight perilous journey while keeping as per cent and doll sales were up much money as possible to start four per cent, according to The your new life. NPD Group. Discover Splinter’s dojo, ‘Millennial Nostalgia’ was Ralph’s weight training room, named one of the hottest Leo’s rotating weapon storage trends of the year by The Toy rack, Mikey’s arcade, Donnie’s Association at the 115th North backpack storage, and more American International Toy Fair with Playmates Toys’ Rise of the in New York City in February. The Teenage Mutant Ninja Turtles trend is being seen across every Epic Lair Playset ( 4+). Visit www. category – from plush and dolls ToyFairNY.com to learn more. to collectibles and arts & crafts.
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Mouse Trap – Hasbro Chow Crown – Hasbro Tic Tac Tongue –Smyths Exclusive Buckaroo – Hasbro
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The 116th North American International Toy Fair in New York City is just around the corner (Feb. 16-19, 2019). Count yourself among those who will get a first-look at what’s new, next, and cutting edge – visit www.ToyFairNY.com to learn more.
toysnplaythings.co.uk
Excite Source the newest must-have toys and gadgets to spark imaginations at Spring Fair. springfair.com
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elcome to the Media Report for September 2018, the first month of the autumn period. We are reporting on Girls 4-9 years, Boys 4-9 years and Housewives with Children. We must say most of these viewing figures are very disappointing to say the least. When looking at the viewing levels for the girls, all the Sky stations are down by a massive 72 per cent when compared to September 2017. The overall market is down by 36.3 per cent. There have been some massive drops, for example Nick Junior is down 54 per cent, Pop by 45 per cent and there is no indication where these viewers have gone. Disney Junior is down by 48 per cent. However, CiTV is up 33.6 per cent and The Cartoon Network is up 43 per cent, but this does not take into account the losses from the other stations. Things LEAR need to improve IT IS C for this target ARE THERE EMS WITH market, could this be programming issues? PROBL G LEVELS N The overall picture VIEWI for the boys is a lot better, the Sky stations are up by 2.3 per cent, however the overall market is down by 18 per cent. Surprisingly, Channel 5 is doing well for the boys, as is Tiny Pop, but we are seeing major shortfalls in viewing levels from Nickelodeon, Nick Junior and Boomerang. These shortfalls for both the Girls and Boys will cause problems for buyers that buy equal impacts across the Kids channels. Let’s hope viewing levels improve for October. Housewives with Children are also down, with the Sky stations to the tune of 38 per cent and the overall market is down by 33 per cent. As the chart shows, there is a massive drop in viewing, with Nick Junior of 59 per cent - these are huge shortfalls, I think it’s fair to say that except for Tiny Pop everyone else is down. It is clear there are problems with viewing levels, it is unclear if these shortfalls are based on the amazing weather we have had in September or if it is a longerterm problem with programming.
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September 2017 Toy Company TV Expenditure
September 2018 Toy Company TV Expenditure
Company Name
TV Expenditure
Company Name
TV Expenditure
IMC Toys UK Ltd Zapf Creations UK Drumond Park Ltd Playmobil UK Ltd VTech Electronics Ltd Flair Leisure Prod Ltd Mattel UK Ltd Character Options Ltd Spin Master Toys Ltd John Adams Leisure Ltd Hasbro UK Ltd
525,792 632,812 641,013 644,349 1,089,904 1,217,383 1,290,361 1,408,496 1,540,839 1,770,201 3,058,460
Vivid Imaginations Ltd Playmobil UK Ltd Mattel UK Ltd Zapf Creations Uk Flair Leisure Products Ltd Hasbro UK Ltd MGA Entertainment VTech Electronics Ltd John Adams Leisure Ltd Spin Master Toys Ltd Character Options Ltd
263,593 283,482 289,166 454,069 474,666 422,454 582,882 688,331 784,217 778,785 861,673
For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 07774 713182. All graphs and information supplied by Global Media Services
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For UK sales contact VDOHV#W\XN FR XN
COVER FEATURE
VIVID
Ryan gets real Vivid is lead toy partner for preschool YouTube sensation Ryan. We talk to Vivid’s Kim Nicholls about how they are going to bring his online world to life
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ivid has been appointed as lead toy partner for YouTuber Ryan Toys Review. For the uninitiated, Ryan is the biggest preschooler on YouTube in the world. His channel, Ryan Toys Review, gets one billion views per month, and has been watched more than 24 billion times in total. Not only that, but he has more than 16 million subscribers. No mean feat for a boy who has just turned seven! ‘’Ryan uploads videos of toy We think unboxings, family vlogs, play Ryan will have videos and educational content,’’ broad appeal explains Kim Nicholls, Assistant not only in the Brand Manager, Vivid. “There pre-school are also animations of category but him, his superhero also in the boys’ alter ego, and the collectables characters he has market created. He’s a fun, exuberant, sevenKim Nicholls, year-old who has Assistant Brand taken toy influencing Manager, Vivid by storm.’’
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Ryan’s World!
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Ryan is a fun, exuberant, seven-year-old who has taken toy influencing by storm. Broad appeal Although he is only seven, Vivid expects Ryan to have a broad range of appeal – ranging from pre-schoolers upwards and to especially appeal to those interested in boys’ collectables. And is he as popular on this side of the Atlantic as he is in his home country, the US? ‘’Ryan is the numberone creator in the UK, delivering 60 million views a month, and 10 million unique viewers a month,’’ says Kim.
NOVEMBER 2018
Welcome to Ryan’s World Vivid’s selection of toys will be called Ryan’s World and will include a wide range of toys and play patterns. It includes squishy items, plastic collectables, vehicles and plush. “Not to mention some blind reveal elements and fun characters from Ryan’s YouTube channels that are sure to excite,’’ adds Kim. The range will also feature Ryan’s superhero alter ego. On his YouTube channel, Ryan has created a host of fun characters that appear in his videos. His alter ego is the superhero Red Titan. Ryan not only dresses up as
The range will include squishy items, plastic collectibles, vehicles and plush, blind reveals and fun characters from Ryan’s YouTube channels. the Red Titan in his videos, but viewers will also see animations of him. “The Red Titan features in the range as a plush toy and in our figures assortments,’’ says Kim. Other characters include the Gummy Gator and Combo Panda - two of Ryan’s main characters who each have their own YouTube channels and fans. They’ll feature in the Ryan’s World line along with Peck the Penguin, Baby T-Rex and Moe.
TV supported The line will sell at a wide range of pricepoints, starting at pocket money prices and going right up to larger gift items. Vivid is also planning to support the Ryan’s World line with a TV ad to showcase the range. Of course, there will also be digital marketing put in place, as Ryan’s fans know him from YouTube. In addition there will also be Ryan’s World focused content on YouTube from Ryan himself, on his associated channels.
Vivid Imaginations 01483 449944 www.vividtoysandgames.co.uk
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NEWS
BTHA Briefing What’s happening with the BTHA? Public Relations manager Rebecca Deeming fills us in...
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every three months. Detailing a range of updates on the work carried out by the Association on our members’ The BTHA will soon be visiting behalf, we would love it if you parliament to host its second were able to pin the poster up BTHA Parliamentary Reception. on your staff noticeboards or communal areas. If you would also like to receive a digital copy have the opportunity to bring of this, please contact me on any concerns or issues to their Rebecca@btha.co.uk. Don’t forget, attention. another great way for members A big thank you to the to stay in touch with us is by members who have already signing up to our weekly kindly donated toys to the toy e-newsletter, which you boxes that will be sent to the can do by e-mailing me. In just a children’s charities chosen by In just a couple of couple of the MPs that will be attending weeks time we will be weeks time we the event. visiting parliament to The annual Toy Trust Christmas will be visiting host our second BTHA Card initiative has once again Parliamentary Reception. Parliament to returned, with the industry We look forward to host our given the opportunity to provide welcoming a large range second BTHA an alternative to sending out of BTHA members, who Christmas cards to clients, while will be given the chance Parliamentary ensuring all proceeds go directly to talk to local MPs and Reception to disadvantaged and disabled children through the work of the Toy Trust. Supported by the industry’s trade magazines, the Christmas Card initiative will offer your company the opportunity to include its logo in a Christmas ‘thank you’ double page spread. To take part, please send your logo to Tracey@btha. co.uk by Friday 2 November 2018. There is a minimum donation of £300 required to take part, but greater donations are welcomed if desired. If you’re not a BTHA member and would like to know more about the work we do and membership in general, The award-winning BTHA team who picked up the ‘Overall Best Association’ silver award at the please get in touch with Association Excellence Awards recently. Tracey@btha.co.uk.
ast month was a celebratory occasion for us here at the BTHA. We were delighted to win the ‘Overall Best Association’ silver award at the Association Excellence Awards, which was in recognition of the work done on behalf of members throughout the past 12-18 months, including the increased public affairs work, particularly on counterfeiting and Brexit, launching the BTHA Training Hub, the smooth running of Toy Fair and the various Toy Trust initiatives organised by the BTHA, plus more! As part of a new initiative to inform more employees from our member companies about the work we do, we have started to produce a new BTHA Quarterly Update A3 poster. The first of these posters was sent out to the whole membership in October, and a new poster will be sent out
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RETAIL
Hamleys reports 2017 loss Hamleys has reported losses for year-end 31 December 2017. The company delivered a loss after tax of £8,642,000. They say the results reflect “the difficult retail environment which existed in the UK in 2017 resulting in higher costs such as rents, business rates and the adverse impact of foreign exchange rates.” They also cited the “difficult economic environment” with “pressure on disposable income compounded by softening consumer confidence and falling customer footfall due to the threat of terrorism in the UK.” Last year saw Hamleys closed two proprietary stores due to leases expiring or loss-making but opened four stores – at the end of 2017 Hamleys operated 25 stores within the UK.
Kids Stuff opens new store Kids Stuff Ltd has opened a new shop in Royal Tunbridge Wells. The Toymaster member’s new postcode is TN1 2SS and the main contact is Stephen Hartfield. The Royal Tunbridge Wells addition means now has nine shops. UK_toys_n_playthings.pdf 1 10/9/18 Kids 10:10Stuff AM
NEWS Get voting for Britain’s Best Small Shop of 2018
Three independent toy shops are on the shortlist of retailers in the running to be named Britain’s Mark and Best Small Shop of 2018. Heather Whirligig Toys in Tunbridge Stewart of Wells, Wise Owl Toys in Wise Owl Toys Worcester and Toyville, an who are in the independent toy shop in Bristol, running for are all in the running for the competition which celebrates the Britain’s Best Small Shop of commitment and creativity of independent retailers on the UK’s 2018. High Streets and the central role they play in their local communities. The winner of the Best Small Shops, which is managed by the Independent Retailers Confederation (IRC), will be announced at an event at the Houses of Parliament on 13 November.
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OPINION
Drawing on success Who is taking cash from your back pocket? It might not just be other toy shops, says John Ryan
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hen does a stationery shop become a toy things work, margins will have to be healthy, as will shopper shop? At what point did the terribly grownnumbers. The assumption therefore must be that Smiggle has up world of smart pens, ink and nice paper been an almost overnight success since it arrived in the UK to write on morph into a world of hot pink, turquoise and much less than half a decade ago. Kermit green must-haves for children? This also means that stores such as Smiggle are making a Visit the Mont Blanc shop on London’s Bond Street and significant dent in the available income to be spent on toys. things are pretty much as they have always been at the top All of which is leaving the toy shop proprietor not quite high end of the market. An intimidating-looking type guards the and dry (Christmas is coming and Brexit anxiety or otherwise, door, letting in those who look as if they may have sufficient parents will still dig deep), but considering how the pennies funds to afford a pen or ballpoint that will start around the will be allocated by potential shoppers. £200 mark and then head on up. The obvious course for a toy shop owner is to go for a Now venture north along the same thoroughfare and you’ll slice of the action. Smiggle is about stocking-fillers and wind up on Oxford Street, which is where you may come every parent will feel better about including a pencil case, across Smiggle. This, according to its Aussie particularly if it is an odd shape, among Santa’s owners, is ‘where a smile meets a giggle’ and bounty, instead of more sweets or something it’s also where crowds of primary school kids that probably won’t get played with much. This year and a few teens can be seen inspecting the It’s also the case that there may be actually shelves prior to deciding which piece of very competition means be a little more to go round among the toy brightly coloured stationery or pencil case to a whole lot more shop survivors when we do finally get to the buy next. Christmas rush this year. The disappearance of than other sellers And in truth, all that’s on display is as much Toys R Us has left a fair amount of market share of toys. You need about play and toys as it is about the earnest to be picked up and it’s a racing certainty that business of acquiring knowledge through to be looking at its demise will not have gone unnoticed by the the patient use of fine writing and drawing big supermarkets and department stores. electrical stores, implements. Indeed, if you didn’t look too How to ensure that you get your share of stationery closely, you could be forgiven for thinking that the (probably) meagre but still worthwhile purveyors, you’d wandered into some kind of toy shop. additional pickings therefore? Putting The question is where do you draw the stationery in may help and it will at least mean supermarkets… line between toys and items such as those that Smiggle and its ilk are not diverting spend on offer in Smiggle? There have always been away from the toys that are your main event. child-friendly products, inasmuch as they don’t look standard. This particular category is actually pretty readily available as Whether it’s a backpack in the shape of a ladybird or one of it’s the sort of stuff that can be sold unbranded and where the those wheel-along Trunkis that a child rides while meandering appeal of something from a local wholesaler is likely to be as through an airport - the object of the exercise is to make the powerful as anything that the plunder(er) from Down Under mundane and workaday interesting. can offer. The Smiggle difference is that here is an entire shop And before you dismiss this as a flash in the pan, consider dedicated to stationery masquerading as fun. Parents the following. Whichever way you cut it, there are currently can feel good that their loved ones are getting the more demands on consumer spending than there have been tools that will help them towards a better future, in a number of years and wallets are not getting any fatter. while children have things they like and which give A matter of a per cent or two in extra turnover will be the them instant classroom status. It’s a perfect trade difference between a festive time ahead or a dose of seasonal at both ends of the transaction, with the retailer gloom, so you need to be more aware than ever. sitting behind it all and working out the return on Now perhaps more than ever is the moment to be looking investment. at the competition. This year ‘competition’ means a whole The other point worth mentioning is location. lot more than other sellers of toys. You need to be looking at Smiggle has its Oxford Street flagship, but travel electrical stores, stationery purveyors, supermarkets and on along London’s central line from Oxford Circus to either and on. of the two Westfield shopping centres, at Stratford And when you see something that looks like a threat, act or Shepherd’s Bush, and you’ll find there are quickly. There is still time and there are plenty of merchants further outposts. These are not cheap places out there who will still sell you something you can turn a from which to operate. In order to make penny on…for a price. Do not stand still. Act, evolve, thrive.
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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.
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RETAIL EBAY
‘The scope of toys on eBay blowsm When it comes to retail buying, eBay UK’s Alice Winter has seen and done it all, from art to faux flowers and TV shopping to e-commerce – but when the product you’re most excited about is a unicorn that ‘poops glitter’ you know that the toy business is the right one for you. Sarah Welsh chatted to her to find out more…
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lice Winter has been working as eBay UK’s Category Manager for Toys and Games for a year now but says the sheer vastness of the retail niche she heads up for the iconic global brand still blows her mind. And little wonder when you consider that there are 16 million toys and games for sale on the leading multinational e-commerce giant, with 76,000 sells in just the UK alone. Alice says that she learns something new every day and derives huge satisfaction from the fact that eBay is an online market place that constantly listens to its consumer audience and adapts accordingly – at the same time as developing trends itself as a market leader. But on a personal level, being a hands-on auntie to her four-yearold and two-year-old niece and nephew has also helped her to understand and monitor toy trends in a different way. “My niece and nephew spend a lot of time with me at weekends
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Parents come to us for everything now – and in fact in terms of Christmas, they want to buy everything from eBay from festive trees and decorations to toys and games to a spare bed for granny staying over the holidays!
Did you know… LEGO is eBay’s most searched for brand all year round. 18
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and it’s intriguing to observe what toys and games they are into at any one time,” Alice says. “In many ways they are my best form of market research. For example, trying out the Playmobil Wedding Limo on my niece was hugely exciting for both of us!” TnP grabbed a chat with Alice about all things toys and the brand’s exciting new 12 Toys of Christmas campaign…
How did you come to work in the industry and how long have you been a toy category manager? I’ve been a retail buyer for the past eight years, working mainly across homewares – but I’ve bought everything from art to faux flowers. Before coming to eBay I started out in TV shopping and then worked for Wowcher for a while. I’ve been with online marketplace eBay for three years, working with major appliances such as Dyson and KitchenAid before moving into toys a year ago. The past 12 months has been really exciting, and a real learning curve – but I’ve been able to bring lots of transferable skills to the role.
What was your favourite toy as a child, and now? I have an older sister so growing up I typically wanted anything she had. It started with Barbie’s Dream House and then moved onto Sylvanian Families – my whole bedroom floor was covered with them at one point, and of course in recent years they’ve had a very successful revamp. Nowadays I really love nothing more than getting friends and family together on a cold night and playing a retro board game like Boggle, Cluedo or Articulate. Games like
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oys and games smy mind’ this and Monopoly, Scrabble and card game Uno are a speciality of eBay and one of many reasons our customers come to us, so it’s a key part of a retail offering during quarter four as we head into Christmas.
Would you say eBay is increasingly becoming a ‘one stop shop’ for parents in terms of their Christmas shopping? Absolutely, parents come to us for everything now – and in fact in terms of Christmas, they want to buy everything from eBay from festive trees and decorations to toys and games to a spare bed for granny staying over the holidays! We fulfil all consumer festive and toy wishes ‘under one roof’! Plus we’re great for impulse purchases and there are always different offers including coupons and promotional activity on the website to take advantage of.
Tell us about eBay’s ‘Top Twelve Toys For Christmas’ campaign… Over the past year we have been working with a range of top toy
Fact!
experts and leading brands including LEGO, Mattel, VTech, Hasbro and Elf on the Shelf, developing those relationships and bringing a host of new product to eBay. This list, report highlighting that the online which will be released in market place understands how November, is really exciting and parents are really shopping for includes a mix of top toys, including data from eBay trends as you’d expect I’d say it’s a and independent consumer - educational toys, time of opportunity research. toys that aid children’s developing imaginations for retailers and one Tell us about your – and of course there of challenge for the relationship with Argos, are some very popular manufacturers who how did that come about? unicorns in there too! need to be able to Argos is a close partner of We’re reviewing the ours and we have a great list as we go, as eBay work with us. relationship with them – indeed always does with toy trends, and we’ve also worked with a psychologist to give parents added insight into what they’re buying and why. In addition we’ll be issuing a mini
eBay’s Top Twelve Toys for Christmas list will be released in November
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Did you know… eBay’s Top Twelve Toys for Christmas campaign will feature psychological commentary on the important role of toys, their benefits and an analysis of the top toys ahead of Christmas. Visit www.eBay.co.uk. NOVEMBER 2018
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RETAIL EBAY
Fact! eBay recently held a threefor-two toy promotion with Argos across a range of 3,000 products. we’re working with them on several things throughout quarter four. They have a great variety of click and collect locations, which makes shopping super easy for our customers. We recently held a threefor-two toy promotion with them across a range of 3,000 I think products on eBay. It was very there is going to successful for everyone and be a potential mimicked their main website. retro revival
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Presumably consumers have often first come to eBay looking for specific toy items? But do you now find that customers are now buying big toy brands from you?
Our customers love our online marketplace because of the great selection of toys and games that we offer and the brands we work with. We work with some of the UK’s key toy distributors including The Biggest Toy Store, and those relationships set us apart. eBay enables shoppers to buy what they’re looking for with product right across the price spectrum and with regular amazing promotions. You never know quite what you’re going to get!
What toy suppliers do you particularly enjoy working with - and especially at Christmas time? All the big brands I mentioned earlier - LEGO, Mattel, VTech, Hasbro – have been wonderful to work with, as are a whole range of our sellers. It’s quite amazing how flexible they are and how passionate about eBay. We’re
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with toys in 2019, with brands like Furby but also nostalgia related items
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working to create specific landing pages to put all their promotions on. LEGO is our most searched-for brand all year round, and in July we hosted a pre-sale for the new Harry Potter sets prior to their launch date on 1 August. That was a fantastic opportunity. We also have a great relationship with Disney and are looking forward to spotlighting some amazing upcoming films and associated product – such as the release of Frozen 2 next year.
What products have sold particularly well for eBay this year? Our most popular toy products are currently LEGO, slime items and LOL dolls. The heatwave earlier in the year was also great for us in that we saw a huge surge in the sale of garden products like paddling pools and trampolines, and this was across the price spectrum. We’ll often also see trends in the market and develop them on eBay, with one good recent example of this being fidget spinners.
What do you predict is going to be the festive season’s ‘must have’ toys this Christmas? Well, without giving away too many of the toys on our
upcoming list, I think we’d be missing a trick if we didn’t say toys featuring unicorns will be massive. Brands like Barbie and Nerf are looking exciting, plus product that will be tied in with the autumn’s key film releases, including Fantastic Beasts: The Crimes of Grindelwald and Wreck-It Ralph 2.
And what are your tips for hot toy trends for 2019? I think there is going to be a potential retro revival with toys, with brands like Furby but also nostalgia-related items including the Strictly Come Dancing board game. There is also a host of high-calibre movie releases in 2019 that will have a big effect on the toy market, including Frozen 2, Toy Story 4 and The LEGO Movie 2.
Finally, can you sum up what it is that you love about the toy business? Being able to manage a category as big as toys and games on eBay is really exciting and educational for me, on a daily basis! I love the fact that I can continue to love toy brands as an adult too. I used to be a massive fan of the Harry Potter franchise, and now I’m still loving all the associated product as a grown up. I love working in an industry that is fast moving and ever changing. But what I’ve been most excited about this year is a unicorn toy that poops glitter – I never thought I’d hear myself say that!
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THE INDEPENDENT
OPINION
The Indie’s Christm Hey, if everyone else can bring out their own top toys list, so can our columnist. This month, The Indie chooses his winners for Crimble...
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The good news is, I am not going to just ramble and rant about this, it is part of what we do. For this month I really want to take note of the items I feel will be in high demand in the run-up to this Christmas. If I was feeling lazy I could simply detail all of the LOL lines that will be available because this would definitely be the most accurate listing. We currently have eight LOL lines in stock and all of them are in my top 20 sellers, that is how big VOLUME: this brand is. But it is only fair 1) LOL Glitter Dolls – MGA to recognise 2) Harry Potter Minifigures – LEGO the other toy 3) LOL Under Wraps Dolls – MGA ranges that VALUE: are out there and so, for the 1) LOL Glitter Dolls – MGA purposes of this 2) LOL Under Wraps Dolls – MGA list, I have copped 3) LOL Biggie Pets - MGA out and used the
on’t you just love this time of year?!? Getting up every morning, excited about the prospect of the sales to come, the deliveries to process and of course, the mad customer complaints when someone else is selling something cheaper than us, or if we don’t have the stock they wanted, exactly when they wanted it. Alas, this is now part of retail. When something is in demand no one can ever get enough of it, and if it isn’t in demand it sits on the shelf like Stinky Pete from Toy Story 2, gathering dust.
We currently have eight L.O.L lines in stock and all of them are in my top 20 sellers, that is how big this brand is
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Best sellers
LOL range as a single entity. So without further ado, my top picks for the top toys for Christmas are: ■ ■ ■ ■ ■
■ ■ ■ ■ ■ ■ ■
LOL Surprise is a hit everywhere
LOL Range - MGA LEGO Harry Potter Hogwarts Train - LEGO Scruff A Luvs – Click Distribution Barbie Medical Vehicle Mattel PAW Patrol Ultimate Marshalls Fire Truck – Spin Master Fingerlings Hugs - Jazwares Boxer the Robot – Spin Master Pikmi Pops Mega Pack - Flair Sylvanian Nursery Castle Playset - Epoch CraZslime Slime Studio – Character Options Harry Potter Electronic Wands – Jakks Pacific Ty Flippables – Ty
I like to think this list is pretty good, it covers a vast range of price points, suppliers, trends that
THE SECRET SUPPLIER
Have you forgotten something? Everyone can publish a top toys list, but have you considered all the options, asks our Secret Supplier
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es, as our friend The Indie states, this is an exciting time of the year when our industry reaches its metaphorical climax. The Independent unveils their selection of top toys for Christmas, following in the footsteps of the larger and more aggressive competitors. And why not? Everyone else is doing the same thing so three cheers for a retailer
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These lists not only highlight the industry’s best sellers but they also highlight how competitive it is at retail
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who is prepared to pin his colours to the mast with his own special best toy prediction. As Peter Drucker once said: “The best way to predict the future is to create it!”, and this is what The Indie hopes he is doing. These lists mark the starting gun
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Click Distribution's Scruff-aLuvs made the list
stmas top toys “ LEGO's Harry Potter range is doing well for The Indie
are working and I even managed to find a couple of items that would be considered boys’ products! I have definitely struggled this year to find real excitement in toys, and anything that is really new, but after some time reflecting on this over a glass (or three) of my usual whisky, I realised that sometimes it isn’t about finding the next new craze, sometimes the classics prevail, and for this year I certainly hope that is the case. Since the launch of its Harry Potter range, LEGO has been really
quite good for us. Mattel has had a good year with us and Barbie, Hot Wheels and Imaginext are working particularly well. Sruff A Luvs shows that it doesn’t take the latest innovation to make something appealing, and this toy is one that we are asked for the most by customers. Slime continues to set the world on fire from a gross point of view, and I never thought the kids would buy into a set at £30 but I was wrong. I am very happy with my list and would argue with anyone
for the run-up to our peak selling period and they serve to publicise both the retailer and his individual product selection, and they should also encourage the retailer to make some important stock decisions. But a word of caution here. These lists not only highlight the industry’s best sellers but at the same time they also highlight how competitive it is at retail these products will deliver low margins so volume is essential. Therefore, The Indie should be engaged with detailed discussions with his supplier about future stock and also pricing strategies. If a major retailer has bought a top toy
as part of an FOB programme, our Indie should be aware that he will be at a pricing and supply disadvantage. So, it is good to talk! With regard to The Indie choice of product I don’t think anyone can argue with him, after all it is his prediction based on his knowledge. My only comments would be that the Indie’s list reflects what he is selling right now and as we get closer to the end of December, bigger and more expensive items
NOVEMBER 2018
I am very happy with my list and would argue with anyone who thought it wasn’t a strong one, and it’s totally unbiased, which is difficult to come across these days
who thought it wasn’t a strong one, and it’s totally unbiased, which is difficult to come across these days. Enjoy the next few weeks of trading, I hope the sales start clicking through your tills in quick succession.
” Slime Studio from Character is on The Indie's list too
Spin Master's Boxer is a favourite
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One category that was noticeably missing from his list was games
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may come to the fore. One category was noticeably missing from his list was games. Increasingly, families are appreciating the value of family games and it seems an essential part of a good Christmas to sit down and play a new novelty game or a firm family favourite. More than anything else these lists demonstrate the unpredictability of our industry where both retailers and suppliers take huge gambles to meet the specific needs of our young and unpredictable consumers. Let’s hope collectively that we are creating the future.
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RETAIL
OPINION Jennie Hogg Cachao Toys Muswell Hill and Primrose Hill, London In London, Brexit is biting: "This year’s been very tough. I’m assuming it’s because of Brexit but I think it’s a combination of different things, really,’’ says Jennie Hogg. "Just after the Brexit vote, the Euro was quite good value so we had Europeans buying, but that didn’t last very long. "In London prices have gone up, rates and rents have gone up – and dealing with these rising costs has had an effect. "There are also a lot of toys that just don’t have the margin for us to compete with online. So many recommend such a low margin you can’t make money on it. You can’t sell the whole shop at a 20 per cent margin, it wouldn’t cover rents and rates, and wages and pensions and everything else we have to pay! "Generally people are spending less. We still have the same volume of people but they are being more careful with their money. They all say they want local shops and they want the retail experience – but then their first point of call is Amazon! "They want the retail
experience, in the Muswell Hill shop we have a lovely Brio Train Table and a lot of people will come in to let their children play – which is fine, that’s what it’s there for – but they don’t come back and buy anything. The area has changed. We used to have a Triyoga nearby, but that moved. It was a big draw for babies and mummies. People who live here aren’t here in the day, they’re at work, so if there are less people working here, they won’t spend as much." Christmas is starting to make a dent, with customers already collecting Christmas gifts. Jennie is very fussy about what she stocks. "I don’t want to sell stuff that I wouldn’t want my kids to bring home. I don’t do the trends. Just because it is hyped up doesn’t mean it has more play value. “I like classic good toys – Brio seems to do well all the time, as well as Schleich - I love the unicorns and mermaids they have come up with. I like toys that encourage imaginative play. Crazy Aaron’s Putty is another one – I love that whole company."
Talking retail
What are retailers on the ground thinking? TnP caught up with a few to get their views on the year so far…
Brio
Ssshhh! ...
One London toy shop owner, who did not want to be named, said this is the toughest it has ever been. They put much of it down to Brexit, living in an area with a high percentage of foreign residents, many of whom were leaving, and the consequent closure of other shops on the high street. 24
Karen Dorn, The Forgotten Toyshop Online Retailer Traditional toys are the mainstay of this online store, which was started by Karen Dorn on her return from travelling in Australia. She started out on a market stall selling gifts and toys, but then realised that her passion lay in the toy side of the business. "It has been quiet over the summer but it has started to pick up again now. It always goes in peaks and troughs. Last year was quieter, with everything Brexit going on. People were scared, not knowing what was going to happen. Then I think people realised they still didn’t know what was going to happen and just decided to carry on! It’s a little
“Last year was quieter, with everything Brexit going on. People were scared, not knowing what was going to happen. Then I think people realised they still didn’t know what was going to happen and just decided to carry on!”
hard to judge this year and last year as I used to run my own stall alongside the online store, but I haven’t done that this year as I have my little boy now. But it has definitely been a better year." Competition for Karen comes from some of the supermarkets who produce wooden toys, but she says: "I like to think that I am that little bit different." What does she think will do well for families this Christmas? ‘’I have just started stocking Dobble – I was playing that with my nephew and my 80-something-year-old aunt!"
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Robert Gliddon, Gliddon & Son
“Stocking hyped products is detrimental to you in the long term. Toys R' Us fell on the back of all that hype.”
Sidmouth, Devon While the summer sun meant business was up for some shops, it was the opposite for Gliddon & Son in the South Devon town of Sidmouth. "Everyone was on the beach and only wanted ice creams," says owner Robert Gliddon. "We are not close enough to the beach to do well from the sale of beach toys and are dependent on the sea mist coming in to bring people into the shop. So it was an average summer, not a disaster, just average. "The buying habits of the modern generation have changed as well. You used to come in with a list of things to do then you’d think ahead to someone’s birthday, or Christmas. Now town centres are full of coffee shops and things ‘of the moment’. "The high street is going to change. For instance, we have a ball pool at the back of the shop and mums will sit there with their little ones playing. They won’t have looked at anything in the shop, but one will say – ‘oh I saw so and so on the internet’, and the other will say, ‘oh yes they have that here’. They’ll get the item, look at the back of the box to see what’s on it but have no intention of buying it from you." Robert doesn’t believe that stocking the latest trends is good for business either: "Stocking hyped products is detrimental to you in the long term. Toys R' Us fell on the back of all that hype. And yet suppliers expect you to take these hype items – for every 10 items, only one will be a hit. If you continually do that in your business you will get your fingers pinched.
Dan Lovett, Manager Toy Box Beccles, Suffolk It’s been a good year for this Suffolk toy shop. "It’s up on last year," says manager Dan Lovett. "Not massively, but up all the same." The hot summer did help: "We have the lido here in Beccles and so we sold tons of armbands and woggles of course." And being a short drive to the sea, they also sold plenty of crabbing nets – and, like everyone else – they sold out of paddling pools. Has the Christmas shopping started yet? "I keep hearing the word mentioned in the shop. People are definitely out getting ideas, but there’s so much choice, parents are in danger of buying something and then worrying that something else will appear in November and December that their kids want more.
“Last year at Toy Fair it was all poorelated. It’s all about boxes and the surprise inside. I wouldn’t be surprised if there’ll be giant boxes on stalls at Toy Fair this time with people jumping out of them!”
"LOLs have been the big news this year, but I think that Wrapples from Character Options will be too the TV ad goes live next week and it will change." Playmobil
"I really think we have to be realistic in the toy industry. I can buy an item for £5.65 and sell it at £9.99. If I don’t sell it then I have very little chance to make margin on it if I drop the price. Suppliers will say, oh we’ll send you 200 more for nothing and you can sell them for half price. "In the clothes business, you can buy an item for £5, and sell for £29.99. A few weeks later you have a half price sale and sell them at £14.99 – you’re still making £10 on each item. "So the shop next door to me, which sells clothes, can be the same size as my shop, pay the same rates and wages and yet I am expected to sell hype and make a far smaller margin. "Unless suppliers can change this, the only toy shops left will be part of bigger setups – such as garden centres and department stores. I see a gloomy picture for small shops." Robert says that the only shops left will be those like his where the family owns the property – the margins available won’t allow anyone to cover rents. Popular items at Gliddon & Son include LOL dolls ("if we can get them!"), Lego – especially Harry Potter Lego, Playmobil and Our Generation dolls.
And what about boys? "My son is eight and it’s all about slime, putty and cars - and screens and YouTube. "Lego is still going strong – and Paw Patrol for pre-schoolers. Character Options’ Treasure X has been strong. I think it’s good value – you get a few bits to put together, there’s a good 15-20 minutes of play time. And there will be some Fortnite Monopoly in the shop come November." There are plenty more board games in the shop and Dan says they are bought more by adults than kids. "We get lots of people who haven’t got kids coming in for games before Christmas. With that in mind we have two Asmodee games just in – Shifty Eyed Spies and You’ve Got Crabs. "Last year at Toy Fair it was all poo-related. This year I reckon it’s all going to be about surprises. It’s all about boxes and the surprise inside. I wouldn’t be surprised if there’ll be giant boxes on stalls at Toy Fair this time with people jumping out of them!" Dan has had some interesting reactions to the trend for surprise bags and boxes, with one parent suggesting that it is like a form of gambling. "I had a gran come in with a little girl and she bought an LOL Under Wraps. They came back with the girl in tears because she was worried she would get the scary one. I said she could open it in the shop and if she got that one I would swap it for her!" Wrapples
NOVEMBER 2018
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RETAIL
OPINION
Talking retail Linda Robinson, Manager Grovers Toymaster Northallerton, North Yorks Northallerton’s Grovers Toymaster has a problem. But it’s a problem we’d all like! They just can’t keep the stock on their shelves long enough. Manager Linda Robinson explains: "We’ve had a really good summer, with sales increasing across the board. We did have a bit of a dip when the children went back to school but that has gone." Flying out of the shop are brands such as Sylvanian, Lego and Playmobil. New Playmobil lines such as the Aquarium and Penguin Enclosure have really driven sales. "We’ve sold out of the Lego City Advent Calendar already and it’s only October. We do have Playmobil, Lego Star Wars and Friends ones. ‘’We have ordered in some new games. I’ve tried to get something different from the usual Monopoly, Scrabble etc. We have games from Green Board Games such as Square Up and Alpha Animals, and Seek-a-Boo from MindWare which is unusual because it is from age 18 months. As well as Lotto games from Tactic. Things you’re not going to find in every other toy shop.’’ Schleich collectables do very well with monsters, dinosaurs and wildlife and farm animals all finding their way off the shelves. Northallerton is surrounded by farming country and lots of girls collect the horse figures. But Linda feels the collectables market is over-subscribed now. ‘’It’s hard to get big sales on any of them now. We managed to sell out of Hasbro Kitties, but because we sold them on a BOGOF offer.’’ So while many businesses are experiencing a downturn thanks to uncertainty over Brexit, how is Grovers doing so well? ‘’I don’t know whether it was the Brexit or the Toys R’ Us effect. Although we don’t have one in the town there was one in a retail park 20 miles away. We often used to hear customers say, oh let’s go and see if they have it in Toys R’ Us. We don’t hear that any more! There is a Smyths Toys about the same distance away but that doesn’t seem to make much difference.’’
Brian Simpson, General Manager, SMF Toytown
"Business has been really good for us over the past few months, but we have opened up four new stores this year, and three of these are in our top five stores every week, so it’s fair to say the numbers are somewhat skewed, but we are currently trading 15 “We are currently per cent up against last year, trading 15 per and our business has taken a step forward in 2018, so we are cent up against working very hard to maximise last year, and our this and make 2018 a total business has taken success." a step forward in And has the Toys R' Us closure affected the Toytown stores? 2018, so we are “The demise of Toys R’ Us is not working very hard something I would ever have to maximise this wished to happen. But, we have opened up in a couple of their and make 2018 a smaller units this year, and been total success.” able to keep a lot of the staff on and these stores are doing particularly well for us, so I am thankful that we have been able to increase our business portfolio and also keep some of the many jobs that have been lost.” Brian says ToyTown’s top sellers are the same as everyone else’s. “If it starts with L and ends with OL then it is a winner. I have spoken to so many people this year about the LOL brand, and I genuinely feel like most of the suppliers don’t understand just how big it is. The sales we are seeing are a total phenomenon and would make a joke of any other trend-based product we had in the last few years. We also do very well with our promotional stock, which we make sure is on the shelf right throughout the year and kept fresh so our customers always have a great selection of bargains to choose from. Some other ranges that are doing really well are Putty & Slime, Hairdorables, Lego Harry Potter and Poopsie The Unicorn. "The only thing I look forward to in the run up to Christmas is the rest once it is all done. At present we are stocking up our warehouse to make sure we can react quickly to replenishment, but with the current rate of sale we are seeing across the stores, most of the incoming deliveries are going straight back out again, so we are having to work very hard in simply getting ourselves into the right position for the early December trading period. It will all be fine though, we are seeing a gradual uplift in our central warehouse stocks every week. Not a bad problem to have to be fair, I am sure a lot of other retailers would want to be in that position. “Now that we are in October and heading full steam into Christmas, things are much better as we try to call our endof-year numbers on all ranges that are working, and fighting for stock is a total nightmare, but at least you feel like you are earning your pay. I struggle to comprehend what our numbers would look like without our new stores and the LOL sales. Needless to say, it would be a totally different picture, but all you can do is deal with the hand you are given, and so far we are definitely maximising it well with the support of our suppliers. Roll on Christmas where I can put my feet up and forget about toys - until Christmas Eve when I have to build my own children’s toys!”
Schleich
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NEWS
Back for good? News emerged in early October that Toys R’Us is resurrecting itself across the pond – aided and abetted by Geoffrey the Giraffe’s appearance at Dallas. TnP takes a closer look…
W
hen news broke Stateside in early October that Toys R’ Us planned to reinvent itself, no doubt the UK industry scratched their heads and breathed a sigh of exasperation. Hang on a second – isn’t this the company responsible for the loss of 3,000 jobs with the closure of 100 stores back in March – and that was just in the UK. They joined more than 30,000 American workers who lost their jobs – without severance pay - along with the countless others across the globe who woke up one morning without a job. We now know Hasbro is looking
Geoffrey the Giraffe appeared at Dallas and was captured on camera by Twitter user @toyqueen
at cutting jobs or, as they put it, making “meaningful organizational changes” which will impact “a single-digit percentage of its global employees” and the fallout from TRU is being blamed. The industry is being battered with destructive headlines like USA Today’s: “Hasbro job cuts expected as Toys R’ Us liquidation fallout continues”. In July when Mattel announced it was slashing 2,200 jobs, CNBC ran a story saying it had been “deeply impacted by the
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bankruptcy and liquidation of Toys R’ Us”. The trend is fairly obvious. So, it slightly beggared belief when Geoffrey the Giraffe had the temerity to show his face at the Dallas Toy Preview, no? Anyhow, there Geoffrey was, bold as brass with his cape declaring he was “back from vacation”, announcing a revamped TRU concept in the shape of Geoffrey’s Toy Box. The unconfirmed plan is to open stores in some guise – most likely a shop-within-a-shop in midwestern US retailers. So what does a leading UK toy manufacturer, who dealt substantially with TRU, think of what is unfolding? “In the UK Toys R’ Us had enjoyed a generally good reputation with a well-respected team under Phil Shayer’s encouragement and direction but despite this, two factors prompted a degree of doubt in my mind,” he told us anonymously. “The first began when I was in New York for the Toy Fair. I was watching a business programme and heard that the top management of TRU had agreed to sell off store leases to a venture capital company and the effect of that was to reward a senior manager at a sufficiently high rate that he left soon after. That surprised me, it seemed a very short term action that was going to adversely affect the overall performance of the company. “A few years later following the departure
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I was in New York for the Toy Fair… and heard that the top management of TRU had agreed to sell off store leases to a venture capital company… that surprised me
”
of Mr Shayer and David Rurka I decided to look in more detail at the published annual financial records of the UK business. When doing so, I was surprised to see a debt of £500,000 to the US business at an annual interest rate of over 11 per cent and more importantly, the debt was due to be paid back at the end of 2017. Did that money go to the VC shareholders? Given that the UK business had always been successful it seemed an unusual and expensive burden to carry. “The impression I was left with was that, in the US, the direction of the company seemed to be driven by the financial benefits accruing to individuals rather than the company. That view has only been reinforced by subsequent events.” How would you feel if TRU returned to the UK toy market, albeit in a different guise, we asked TnP readers in an online retail survey. “Cheated, disappointed, concerned, threatened,” they said. But would you work with them again?, we pressed. “Yes… but on a pro forma basis only,” said one, while others resolutely said “no”. So, what happens next? A watching brief on Geoffrey’s progress across the water, no doubt.
toysnplaythings.co.uk
What‘s on the playground? Stay on the ball and experience the multifaceted world of play in one place: the right products for your business model, inspiring special areas, interesting presentations and an exciting festival specially for visitors to celebrate our 70th anniversary.
www.spielwarenmesse.de/uk
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03.08.18 08:04
WHAT’S N Brand spanking new launches from top toy companies to help you sell more!
Flipping brilliant! TY
sales@tyuk.co.uk 023 9387 6600
The Ty brand is world famous and renowned for bringing you collections such as Beanie Babies and Beanie Boo’s. Ty Flippables are the latest in a series of collectable gifts that sit within the Ty Fashion range. This unique collection is designed with reversible, bright coloured sequins that change colour with the flip of a finger. The first collection of Flippables consists of 11 animals including unicorns, The first collection of Flippables consists of 11 animals including dinosaurs and owls. With additions such as backpacks, handbags and unicorns, dinosaurs and owls. wristlets/purses, this therapeutic flippable motion will be sure to keep you preoccupied for hours. The first 11 animals will only be in store for a limited period of time before being replaced with additional members of the Flippables family.
Did you know?
Keep on truckin’
Give it a good squeeze! TOBAR sales@tobar.co.uk 01603 397 105 Take time to relax with the Squishy Fruit stress toys range from Tobar. These aren’t your usual dull stress balls; they come in lovely designs with Banana and Strawberry that are nonstop fun. With vivid colours surrounding a gel-like liquid, you won’t ever want to put them down. The Strawberry is available in pink and red and Banana in vibrant yellow. Tobar’s squishy Jellyball range is available in Pineapple, Banana and Grape. These enjoyable toys are filled with jelly-like balls and are addictive - you’ll want to squeeze again and again.
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“We’ve found that kids, and adults, of all ages love the squishy fun of Tobar’s Squish & Squash range,” says David Mordecai, CEO, Tobar.
ROLLPLAY kingsley.li@goodbabyint.com 07986 971 902 RollPlay has revealed the all new Monster Truck – an exciting new addition to their ride-on portfolio for the UK, available from autumn 2018. Not disappointing in size, Monster Truck offers children a high drive view with super suspension and monster tyres for a truly thrilling and authentic off-road experience. Drivers steer the truck with the Monster Traction Big Wheel while the gas and brake pedals allow variable speed control. The single seat also features a seat belt for safety. The Monster Truck runs at a max speed of 6.5kmh for kids aged three years plus. The 24V battery is rechargeable in eight hours and has a run time of approximately 60 minutes. Monster Truck will be supported in the UK by a robust marketing campaign focusing on the build-up to Christmas.
toysnplaythings.co.uk
NEW Did you know?
Become a Ninja FLAIR sales@flairplc.co.uk 0208 643 0320
Fans can choose from Leonardo’s Ninja set which includes his odachi sword and bandana, Donatello’s includes his Bo-Tech staff, purple do-rag mask, Michelangelo’s includes his kusarifundo weapon, bandana and Raphael’s includes his tonfa baton and red do-rag mask – they also all come with throwing stars!
Flair’s all-new Rise of the Teenage Mutant Ninja Turtles collection offers not just the chance to play with your favourite heroes but tp become them too, with a collection of fun role-play accessories that will turn little ninjas into turtles in an instant. The new Rise of the Teenage Mutant Ninja Turtles Role-Play Masks will launch in spring and have four different sculpts to echo the four brothers as they are in the ‘Rise of’ series. Available in an assortment of four, the masks promise to be a favourite with fans, whether they are loyal to just one of the characters or want to collect all four. As an alternative and perfect for soft play or when on the go, the new Inflatable Weapons will create accessories that are to up to 38’ inches long.
Go Bananas BANDAI
sales@bandai.co.uk 0208 324 6160 Bandai UK is bringing the newest collectable craze to the UK – the toy that’s set to send kids bananas this Christmas, Bananas, hits shelves in early December. Cleverly combining two key collectables trends – the ‘surprise’ moment and toys related to food – Bananas takes the unknown magical moment to the next level as kids peel the tactile, scented banana skin to reveal a variety of exciting surprises and even more toys to play with. Launching with six bright colours appealing to any child’s taste, kids can now get to work collecting them all. Peel Bananas to reveal tons of mini surprises inside, including a cute Crushie character, two mini squeezable friends, gemstone stickers to decorate the Crushie or Banana, a collector sheet with character stickers, and a hanging vine to display Crushie friends.
NOVEMBER 2018
Fortnite hits Monopoly HASBRO 0208 569 1234 www.hasbro.com
Fact!
The game includes Coming November 2018, it’s game board, 27 Monopoly: Fortnite Edition! character outfit skins, It’s not about what players 15 storm cards, 16 loot own - it’s about how long they chest cards, eight wall can survive! In this edition cards, one numbered of Monopoly, inspired by the die, one action die, 110 popular Fortnite video game, health point chips, and players will have to claim game guide. locations, battle opponents, and avoid the ‘Storm’ to survive. Choose a character and pick from 27 awesome outfits, buy iconic Fortnite locations, pick up loot chest cards, and earn Health Points. Roll the action die to pick up health packs, build walls, and damage opponents. Every time a player passes go a ‘Storm’ is unleashed; avoid it or lose Health Points. Just like in the Fortnite video game, the last player standing wins.
Did you know? Every Bananas really does look, smell and peel like a real banana!
The Great British Bake Off on ITV and Nella The Princess Knight on Milkshake all secure viewers
MEDIA
ANALYSIS
What you watchin’? With darker evenings now firmly upon us, the nation’s TV screens have lit up - but what are we watching? Generation Media’s Kate Moncur takes a closer look
A
s we work ourselves up for the cold months ahead, the British public is abuzz with watercooler chat about upcoming shows, TV series and movies we can expect to grace our screens this winter. As the cold nights draw in, time is traditionally spent with families in front of the TV set, as opposed to outside. In fact, looking back at 2017, December saw an increase in impacts across all individuals of 15 per cent. Can we expect to see the same increase this Q4? At the time of writing, The Great British Bake Off, now airing on Channel 4, has just ended as the weather begins to cool. It is no surprise that since the move from BBC1, GBBO has seen a decline in its average viewing. At its peak in 2018, the show has brought in 8.8 million individual viewers and 688,000 children - but this is nothing in comparison to its last season on the BBC, when it brought in a peak of 14 million individuals in 2016 (excluding the final). Of course, we can’t give a fair comparison to viewing in 2016, so let’s compare against what’s currently showing on the BBC. Sir Alan Sugar is back on our screen with another collection of hungry entrepreneurs and a healthy number of viewers. The Apprentice has seen a stable six million individual viewers tuning in week on week. In addition to this, the opening of Strictly Come Dancing attracted a whopping 9.7 million individuals and 500,000 children between ages four and nine to watch celebrity amateurs swish and sway their way across the dance floor. Although the hype around Killing Eve continues to populate social media, the series best performing episode (episode two) brought in 5.6m individuals. Traditional ongoing series such as Celebrity Masterchef on BBC 1 again delivers similar results to The Apprentice, with between seven to eight million individual viewers each transmission. To compare this against the other terrestrial channels, it’s common knowledge that ITV’s renowned X Factor has seen dwindling numbers over the years. In saying that however, between six and a half and seven million individuals have tuned in to this season, of which an average 10 per cent of those viewers are kids aged 4-15. It’s clear to see the BBC is the clear front runner in entertainment programmes
when it comes to attracting viewers, but can the same be said for their kids viewing? Milkshake’s strand on Channel 5 runs from 6am to 10am every day, running a range of high performing pre-school programming including PAW Patrol, Peppa Pig and Ben & Holly’s Little Kingdom. The same programmes, owned by Nickelodeon, run across commercial channels Nick JR and Nick JR Too, but are unable to reach the same threshold of impacts. Milkshake may be the only station who has the popularity in order to rival the BBC. CBBC’s highest performing programme in September for Children aged 4-9 was Do You Know?, which ran a total of 23 times across the month, delivering an average of 102,000 Children aged 4-6 impacts per transmission. However, following close behind this was Milkshake’s transmissions of Nella the Princess Knight, delivering an average of 78,000 Children aged 4-6 impacts per episode. To put this into perspective, the show delivers an average of 6,000 impacts per transmission on Nick Jr and on Nick Jr Too. It’s evident from the above the effect that free to air status can have for viewership. As we move into the fourth quarter, it becomes imperative to add importance to these ‘appointment to view placements’ to the overall media mix. Of course, not every TV plan will have sufficient budget levels to afford placements on these channels that are less cost effective than that of kid’s commercial channels, but there are opportunities to extend campaign reach through the likes of family movies across ITV2 and Channel 4 which can be bought in a more cost-efficient manner. If you need assistance determining the optimal marketing split for your 2018/19 brands, please do contact us on the number listed below. Source: BARB, October 2018
Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 to learn more.
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toysnplaythings.co.uk
FEATURE
FIRST QUARTER TOYS
Keeping it fresh Once those New Year resolutions have bitten the dust, the shorter days and cold weather ushered in by the weeks and months following Christmas can be a little hard to take. But those in the know in the toy industry see the first quarter as a retail challenge they are not only rising to, but winning. TnP spoke to some market leaders to find out what’s in store…
I
f the festive season is all about glitter, sparkles and celebration, the first quarter of the toy calendar can come as something of a shock. After all no one likes fewer daylight hours, darker evenings and inclement conditions, do they? Well as it happens innovative toy companies are now cashing in on what has traditionally been seen as a challenging retail period, with the smart money on expert toy development, careful planning when it comes to the timing of new product releases and keeping a keen eye on pricing. A recent rise in the popularity of puzzles and games looks set to continue throughout the first three months of the year with emphasis also firmly on parent-driven activity and educational inspired toys, as well as products that
feed inquiring minds and encourage children to get outside. Steven Russell, Marketing Manager for Jumbo Games, says We the company also find it crucial to ‘converse’ directly with consumers invest a lot of via social media channels, as time and well as engaging with journalists, resource into bloggers and influencers to reaching out to get the word out about its new journalists and releases prior to the first quarter. “We invest a lot of time and social resource into reaching out to influencers, journalists and social influencers, both to get our both to get our products into their hands and onto customer’s products into screens,” Steven explains. their hands and “With our adult puzzle portfolio onto we strategically plan out the right images to complement the customer’s buying seasons, thereby ensuring screens that we have freshness in our new products and that they are Steven Russell, perfectly suited to the time of year Jumbo Games. and not just random releases.
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“Speaking to consumers through our own social media platforms is a great way of getting our new products to penetrate through the post-Christmas madness and January sales noise. This gives us direct interaction with our customers, to inform them, direct them to retail and listen to their feedback.”
Planning, product precision and pricing Family owned toy and art and craft business West Design work with an amazing 20,000 products at any given time – but how do they ensure that new releases in quarter one will hit the mark with both retailers and shoppers? “With the winter months meaning poorer weather and shorter daylight hours, opportunities to get outside become few and far between,” says
Did you know? Siso Toys’ Masha and The Bear has had a stellar year in 2018 with launch of the show on free to air television with Tiny Pop and series three now on Cartoonito. With more retails secured and product tie-ins galore things are shaping up for even more success in 2019.
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“Winding down postChristmas we look to focus on the ranges that are a little Games and puzzles is now such a fresher and more in keeping popular trend in the toy market that with the incoming spring Jumbo Games will release more season. After all it’s the than 50 brand new adult puzzles in perfect time of year to get the month of January alone! kids learning, engaging and cultivating through hands-on play.” West Design’s Managing Directly for Cost to the Sales and Marketing, Jo Bray. consumer of course “This being the case After the also plays its part we look to capitalise Christmas gifting on the desire for when it comes to new toy releases products that peak we find that for the new year, can encourage interest shifts to more outside and pocket money parents buying play. After the pricing is definitely activity kits to a factor that’s Christmas gifting peak we find attractive. engage their that interest shifts to Mayur Pattni, children, with a bias that are perfect for quarter one and at parents buying activity kits Head of Marketing low price points,” he says. “The Deep toward more to engage their children, with a bias and Licensing for and Trollhunters are both important toward more educational or outdoor Siso Toys UK, says educational or upcoming launches for Siso, and we themes. Our Creativity for Kids Grow they have certainly will be supporting them with exciting outdoor themes range gives both generations the found this to be marketing campaigns. Television will opportunity to explore, learn and the case with The Jo Bray, West Design be at the core of this but we will also create by producing living plant Deep – a key boys brand launch for be building plans that incorporate digital, projects that can be used in all quarter one. influencers, point of sale and other weathers. “Within our ranges we have lines marketing touch points.”
Fun fact
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”
Creativity for Kids has never been more affordable!
Pocket money projects at shop.westdesign products.co.uk
Don’t let unpredictable weather stop learning and creativity. These kits provide endless possibilities to develop imaginations, come rain or shine! Mix lip balms, create hair accessories, grow a glowing terrarium and more. Now at even more incredible prices!
West Design Products Ltd. West House, Shearway Business Park Pent Road, Folkestone, Kent CT19 4RJ W: westdesignproducts.co.uk T: +44 (0)1303 297888
NOVEMBER 2018
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FEATURE
FIRST QUARTER TOYS
The monsters are coming ALPHA ANIMATION SalesSupport@alpha-animation.com 01293 804 599 Alpha Animation and Toys will bring its TV-inspired Massive Monster Mayhem range to market in Q1 2019. Massive Monster Mayhem, which launches on CITV in November, is an action-packed sci-fi adventure TV game show, where real children (known as Heroes) battle Monster Superstars to save the earth from the evil Intergalactic overlord, Master Mayhem. Alpha’s collection covers three Massive Monster Mayhem-related categories: ‘Armour up’, which lets fans become their Monster hero; Bash ‘em up, which gives children the tools to take down their rivals, and Smash ‘em up, which lets them create Massive Monster environments. Key highlights of the range include 4ft-tall Inflatable Bash Weapons and Bash Armour (extra large fists and head gear), which are perfect for parties and games. Power Punchers are safe, foam battle fists that feature bashing sounds and phrases from the epic monster superstars. Smacktion Figures of three favourite monsters from the show, Dome Diddy Dome, Macho Cheese and Robro are key to the collection, while the Major Disappointment Massive Monster figure is a hero product in the range. Alpha will also continue to build on its hugely popular animation Super Wings. Series 3 is due to launch late Q4 / Q1 2019 with new ‘Mission Teams’ for each core character. Key highlights include Build-it Buddies, a new 3-in-1 transforming vehicle called Remi, a member of Donnie’s Build-it team. High Flying Jett allows children to launch Jett into the sky. Alpha will also be launching new Series 3 characters across the Vehicle and Transform-a-bots formats. Finally look out for the new SpongeBob Square Pants toy collection, which will launch in Q2 2019, and be coupled with a heavyweight marketing campaign as part of the 20th Birthday Shellabration.
Action-packed playsets PLAYMOBIL www.playmobil.co.uk 01268 548111 Playmobil has a plethora of new products, including the Playmobil City Life Tiny Paws Pet Hotel, which has everything animals could possibly need for a comfortable stay away from home. The playset contains a wide variety of animals, three Playmobil figures and accessories. Aspiring astronauts can create galactic adventures with the launch of the Mission to Mars Space Station. If you don’t want to travel so far away, the Family Fun Summer Villa offers everything tiny holidaymakers need to create the perfect vacation, including fully equipped kitchen, barbecue and flowered balcony. The expansion of Playmobil’s extensive licensing portfolio will be marked by the release of two thrilling product ranges. Fans of DreamWorks Spirit will be well catered for with the launch of an array of playsets from the popular Netflix and PoP series. The new DreamWorks Dragons playsets will be released to coincide with the launch of How to Train Your Dragon: The Hidden World, the third film in the phenomenally successful franchise. Sets featuring Hiccup, Astrid and a huge array of dragons are already waiting in the wings for a great day’s flying and training.
Animal magic H. GROSSMAN LTD 0141 613 2525 www.ozbozz.co.uk The majority of the HGL range will be revealed at Toy Fair 2019, but there will be more plush ranges including sloths, llamas, flamingos and a gorilla. Unicorns will be in abundance – look out for a Pegasus unicorn and a fabulous Unicorn rocker, perfect for preschoolers. New bikes and ride-ons for pre-schoolers will be revealed, including a light-up trike specifically for younger children.
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toysnplaythings.co.uk
NEWCOMER LICENSE 2018 Strong ratings continue to increase, number 1 animated program on CBBC and is constantly a top ten viewed property on the channel. Simba product line offering attractive profit margins and price points. Intensive 360° marketing support.
LIGHT JET All-in-one POS solution
GRABBING FUNCTION
OPEN COCKPIT
White Knight 109391005
© 2018 Technicolor Creative Services USA, Inc.
sales@sisotoysuk.com
SISO Toys UK 80739_AZ_ToysWorld_TheDeep240x315_RZ.indd 1
13.08.18 16:10
FEATURE
FIRST QUARTER TOYS
Discover The Deep SISO TOYS
01620 674 778 sales@sisotoysuk.com CBBC’s The Deep is the hit animated TV show that focuses on the Nektons, a family of marine biologists who explore underwater worlds and search for the lost city of Lemuria. With a third season launching in 2019, Siso Toys UK is gearing up for a December 2019 launch of its true-to-the-series range of products highlighting the elements of action, animals and ‘good against evil’, aimed at the core target group of children aged between six and nine. The range will feature many underwater vehicles, action figures, play sets, plush toy and roleplay items. Bound to be popular are the underwater robots, known as Nekbots. The White Knight Nekbot, for instance, is 25cm tall, lights up, is fully articulated and offers space inside to store one figure. Another TV hit for Siso will be Trollhunters - Tales of Arcadia, a Netflix original which launched in December 2016 and has garnered huge success, boasting a steller cast including Anton Yelchin, Tom Hidelstone, Ron Perlman and Mark Hamil. For Easter 2019, Siso Toys will launch a range of detailed figures, playsets and roleplay that will bring the world of Trollhunters to life for boys aged between six and nine. The Trollhunters launch will be supported with an Easter TV campaign. From January 2019, Siso Toys UK will take over distribution and marketing of Masha & The Bear and will support the range in 2019 with full 360 marketing support including heavyweight TV, YouTube, social media, digital and PR as well as bespoke retail pieces to drive sell through.
No-mess painting fun WEST DESIGN
01303 297888 www.westdesignproducts.co.uk Aiming to make painting with kids mess-free, Craft Planet are introducing a new range of paint sticks. “We’re very excited about the introduction of Paint Sticks to our Craft Planet range,” says Alison Macgregor, product development manager for West Design Products. “Paint sticks are a convenient, nomess way to paint and are an absolute must-have for any budding artist, big or small!” The paint sticks will work on any number of surfaces including canvas, wood, paper and even glass, so are ideal for any craft project or make. Available in three colour packs, 2019 sees the introduction of neon, bright and metallic paint sticks to the Craft Planet portfolio. Also new to the Craft Planet assortment is an extended range of PVA glues. 2018 saw a huge spike in the sales of PVA, thanks, in enormous part, to the slime trend that swept the country. 2019 will see the inclusion of coloured, glitter and neon glitter glues in the Craft Planet collection, which can inject glitz or colour into slime without the need for multiple products. The multi-faceted glues have also proved to be popular on more traditional craft makes too, adding depth and colour to many projects.
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Help clean house with Casdon CASDON 01253 608248 www.casdon.co.uk Casdon will continue to build on its role-play collections for spring 2019 with new product lines to tempt retailers, whilst heightened consumer marketing and social media will ensure shoppers are equally inspired. The Little Helper collection is home of the Dyson replica vacuums. These toy vacuums features real suction and the same cyclonic action as an actual Dyson. Launched in September is the Dyson Cord free Vac. This cordless vacuum is a direct replica of the life-size Dyson.
toysnplaythings.co.uk
CHRISTMAS PUZZLES WITH ADDED-VALUE…
INCLUDES
FREE
1000 Puzzle
MORE FESTIVE & SEASONAL THEMED PUZZLES…
CONTACT YOUR JUMBO SALES REP FOR MORE INFORMATION Jumbo Games &DUWHUV 5RZ +DW¿HOG 3DUN +DW¿HOG 8. $/ 1% 7HOHSKRQH (PDLO XN VDOHVKRWOLQH#MXPER HX www.jumbo.eu
FEATURE
FIRST QUARTER TOYS
Expansion plans JUMBO GAMES
Perfect pets BANDAI
01707 289289 www.jumbo.eu
0208 324 6160 www.bandai.co.uk
January will see Jumbo Games expanding its Wasgij puzzles with titles such as Wasgij Original 31: Safari Spectacular!, Wasgij Destiny 19: The Puzzlers Arms! and Wasgij Mystery 16: Birthday Surprise!, all across 1,000-piece formats. Jumbo will also be re-releasing the third instalment in the Wasgij Retro range, with Original 3: Full Monty Fever!, Destiny 3: The Sands of Time! And Mystery 3: Drama at the Opera! in 1,000-piece formats. New puzzle releases to Jumbo’s nostalgicinspired Falcon de luxe range will include 20 new puzzles – ten in January and a further ten for April. In January look out for ‘A Summer Evening at the Pub’ 2x500-piece, ‘A Day on the River’, ‘Farmer’s Market’ and ‘The Lighthouse Keeper’s Cottage’ 1,000-piece and ‘A Beautiful Summer’s Day’ 2x1000-piece box set. After positive feedback the Disney Classic Collection puzzles range will also see new additions in 2019, such as the Aladdin and Dumbo 1,000-piece movie reel inspired puzzles, with more to follow in June to coincide with Disney’s key live-action movie releases for their classic titles. Two new tabletop games will appear: Caper is a strategic two-player card game with a colourful, quirky design. Players need to strategically draft their team of Thieves and arrange their Gear to collect sets and make card combinations. Overbooked is a passenger-planning, seat-shifting, interactive strategy puzzle game for 1-4 airline planners. Players have been thrust into the world of airline booking and are tasked with managing competing airlines. Children can look forward to the new Disney Muppet Babies collection, with the 4in1 Shaped Box Set and 4in1 Puzzle Pack launching in February. Lastly, the Eco-Games range features Catch the Mouse, Colour Chameleon, Honey Yummy and Peek-a-Boo. All four of these games are made from 100% recycled materials and suitable for ages 3+.
Bandai is set to build on the success Pomsies, with the launch of Series 2 and a cute new mini plush expansion, Pomsie Poos in 2019. Pomsies virtual pets look like fashion-poms. Each pet has a long fuzzy tail to wrap around wrists, backpacks or wherever. Their eyes light up and change colour to express their mood and they have up to 50 different reactions when they’re played with. Pomsies Series 2 launches in Q1 2019 with refreshed kittens from Series 1 and three brand new pets: Koala Sydney; Dragon Zoey and Puppy Lulu. Pomsie Poos are new for 2019 – a range of 12 collectable mini plush pom-pom pets with a wrappable, springy tail for wearability. Sticker Fun is a new way to sticker. With highquality, removable stickers, the Sticker Fun Stamper will come in Animals, Princess and Smiley themes.
Top of the pop TOMY
01392 281928 www.tomy.com TOMY is entering Q1 with new releases from its TOMY Toomies collection. Pop & Hatch is a new character-led product, hatched from Toomies’ famous Hide & Squeak Eggs, featuring Sora the Chick. The product will have little ones crawling around as they chase after Mama Chicken and her baby chick Sora. To use, simply push mama’s head down and off she runs with her egg. Pop & Hatch encourages development in motor skills and mobility. Toomies’ Pop & Hatch will be supported through a social media campaign with Billie Faiers.
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50 years of fun LITTLE TIKES 0845 0533 333 www.littletikes.co.uk Little Tikes is entering its 50th anniversary year, continuing with a focus on outdoor play. The Little Tikes Fun Zone range will bring the excitement of a water park to home play with the new Pop ‘n Splash Surprise, which can be enjoyed indoors and outdoors, as little ones take turns spinning the wheel – then step on the stomp pad, use the hand pump or rotate the crank.
Feisty figures JAZWARES 020 3598 0270 www.jazwares.com Not all collectables are cute - Feisty Pets Mini Misfits Blind Figures look small and cute, but push the back of their heads and they get feisty! Each 2’’ mini animal figure comes inside a colourful pet carrier. Unlike Feisty Pets, Li’l Peepers Plush are cute and cuddly. They make great friends and come in many different varieties. Each Li’l Peepers 6” plush is bright and colorful with big eyes that match their unique style! There are 11 to collect, including dogs, cats, unicorns and giraffes. All this and lots more from the Jazwares team.
toysnplaythings.co.uk
FOR FURTHER INFORMATION PLEASE CALL +44 (0)1293 804599
© 2018 Alpha All rights reserved.
FEATURE
FIRST QUARTER TOYS
Beanz meanz fun CHARACTER OPTIONS 0161 633 9800 www.character-online.com This spring, Character Options plants Mighty Beanz in the market, introduces the fashion-conscious Boxy Girls, and creates a big surprise for fans of Peppa Pig. Mighty Beanz are back and driving the range is the Mighty Beanz Slam Pack. At the pocket money end of the scale is the Mighty Beanz 2 pack, while playsets such as the Mighty Beanz Slammer Time Race Track is the ultimate race challenge. Mighty Beanz will launch in early December with TV advertising, online campaigns, sampling and more. With a key new line and play pattern being added to the line-up, Peppa’s Secret Surprise is set to bring the unboxing phenomenon to the pre-school aisle. Series 1 will launch in December with a yellow surprise box and a Party theme. This will be swiftly followed by blue surprise packs for the series 2 Holiday collection. Series 3 is already in the pipeline and will introduce a new pink surprise that holds Peppa’s Pals and Pets. When it comes to fresh new fashion dolls, Character Options also has it all boxed up with a brand-new collection that is already making waves in the US – Boxy Girls. The four Boxy Girls characters just love shopping online and collect high-end clothes, make-up, shoes and lots of accessories! Each girl is special in their own way; Brooklyn loves snapping pics of her favourite food and anything colourful, Nomi loves everything with sparkles and bling, Riley is really into music and Willa is the girl that loves beach and boho fashion!
Creature features FLAIR 020 8643 0320 www.flairplc.co.uk Flair and Just Plays’ spring portfolio offers the chance to become a Master Kuroba Keeper. Kuroba are magical creatures that battle to restore peace and harmony alongside their Kuroba Keepers. Dolls get tiny - Teenie Tiny Toes are interactive dolls that are small enough to fit into the palm of your hand. Spring 2019 will see the introduction of the new PJ Masks Power Racer Vehicle Assortment. After their sell-out launch in Autumn 2018, the Shopkins Lil’ Secrets collection combines the successful Shopkins franchise with the proven play pattern of miniature collectables and secret reveals. New for 2019 will be the Lil’ Secrets Party Pop Ups collection.
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Golden classic RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk
Exciting new first quarter launches from The Home of Classic Characters include a colourful new ‘Tiny and Very Hungry Caterpillar’ collection starring Eric Carle’s timeless character. The spring launch, which ties in with the 50th anniversary of this evergreen brand and Very Hungry Caterpillar Day on 8 May, builds on Rainbow’s extremely successful plush and developmental Very Hungry Caterpillar toy range. Gorgeous new products include a Ring Rattle, Comfort Blanket, Jiggle Attachable Toy, Booties, Activity Spiral and Activity Toy. Hitting the shelves this spring will also be an exciting new range starring Disney’s most famous elephant, Dumbo, created to coincide with the eagerlyanticipated launch of Disney’s Dumbo movie in March.
Gibsons’ golden year GIBSONS 020 8661 8866 www.gibsonsgames.co.uk Gibsons will celebrate its 100th year of trading as a British, family business in 2019. They are looking forward to marking the occasion with an exciting variety of new product including a new quick-play game, Zonkers, a new range of children’s puzzles, Little Gibsons, and a range of design-led jigsaw puzzles for adults. Zonkers is Gibsons’ fast and frantic dice game for one to four players. Frantically roll your dice in a head-to-head frenzy as you try to win cards and beat your foe. The aim of the game is to match your dice with the dice graphics on the cards.
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NEW
Must have Collectibles for Winter 2018
More quirky characters to collect and rare Pals to search for within squishy, squashy, fun-to-sculpt, BEST-SELLING Playfoam! EI-1968 2-Pack EI-1967 Counter Display Unit (12 units)
FEATURE
FIRST QUARTER TOYS
Animal attraction SCHLEICH 01279 870000 www.schleich-s.co.uk Plenty of new creatures are set to join the Schleich line-up. The Tournament Season will begin for the Horse Club with new mares and stallions that have highly detailed manes and tails plus matching accessories to ensure they will be best in show. Hannah’s Guesthouse with Horses, complete with Ruby the Dog will add even more choice to the already impressive line-up of playsets, figures and accessories. Exciting new dinosaurs including the spiny backed Animatarx, and ‘winged’ Dimorphodon will join the relaunch of some topselling classics such as Giganotosaurus. Monsters of a mythical kind will also be top of the agenda as the fight for the Superweapon of Eldrador Creatures continues. Each of the lands, Lava, Ice, stone and water will have a new figure join the battle, including the Fire Bull and Ice Spider! For the younger collectors, there’s new animals. An impressive Black Angus Bull will become the star of the farm and is joined
by his doe-eyed calf. Added to this is a new a calf for the Texas Longhorns. The new Puppy Pen Playset is a super cute 12-piece set, with three puppies, their pen and all the accessories they need. In Wild Life the Komodo Dragon from Indonesia and the Quokka, a lesser-known marsupial from Australia join the Ring-Tailed Lemur in the 2019 range which also includes the Okapi, the animal that was voted for by Schleich’s fans. Plus, perfect for playing, learning and discovering are the Schleich Wild Life Flash Card Sets. The entire Schleich portfolio will be supported by a substantial PR and marketing campaigns for 2019 including a not-to-be-missed Easter event to be announced later.
Bubbles blast off FUNRISE
01908 555640 www.funrise.com For 2019 the Gazillion range will be expanding with bubble blasters and machine ranges. Gazillion Bubble Rush is a high-powered bubble machine that blows the most bubbles ever! Also new is a master toy range based around Paramount’s Easter movie launch, Wonder Park. Funrise has created a collection of playsets, figures and plush featuring characters from the movie that will bring the toys to life. At the heart of the rage are the movie’s Wonder Chimps, which will be available in blind bag collectables, wind-up and scented plush forms.
Your fave pet VTECH 01235 555545 www.vtech.co.uk They’re small, they’re cheeky and they’re adorable! Introducing the PetSqueaks by VTech! These cute, pocket-sized, my first robotic pets, come with three accessories and interact when the sensors are triggered. Watch the PetSqueaks move and scurry around on flat surfaces, just like a real pet or see their cheeks light up in delight as they eat! They even make funny and embarrassing noises! The PetSqueaks will have an engaging, multi media promotions and will be TV advertised from January.
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Ready for battle FUNKO 0203 376 3223 www.funko.com Fortnite has taken the licensing world by storm seemingly overnight – the free battle royalestyle online game has attracted a huge fanbase due to its immersive co-op world and selection of eye-catching and fun character skins. It’s no surprise then that Funko has announced its very own Fortnite range, featuring Pop! Vinyl figures, Pocket Pop! Keychains, Pint Size Heroes, Vynl and more. The first wave of products, Pop! Vinyl and Pocket Pop! Keychains are expected to hit the market before Christmas.
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FIRST QUARTER TOYS
Meet Artie LEARNING RESOURCES 01553 819 380 www.learningresources.co.uk In 2019 Learning Resources will continue to develop their coding range with a number of exciting new additions which will cater for young learners of all ages. In Q1 of 2019 they will be releasing Artie, the coding and drawing robot that puts children in control! Artie has four modes of play; pre-programmed shapes, games, art for colouring and freeform coding. The easy-to-use drag and drop programming can be used on a Mac, PC or tablet, and Artie (who comes with four swappable, washable coloured marker pens) will help children learn basic programming, geometry and maths whilst creating cool designs and having great fun! Learning Resources will also be building on the Q4 2018 success of their science-based collectables series Beaker Creatures with a number of super fun range additions, including over 30 new characters from five new planets in a completely new series! Children dissolve their reactor pods to reveal their creatures using the Beaker Creatures Lab set or use the New For 2019 Beaker Creatures Whirling Wave Reactor or Volcano set.
Is it a BotBot or not? HASBRO
Delightful dragons POSH PAWS 01268 567317 www.poshpawsinternational.co.uk Posh Paws is delighted to be confirmed as the official plush partner across EMEA for the 2019 release of How to Train your Dragon: The Hidden World. With product available now, the range includes small, medium and large versions of the key Dragons from the franchise, and as an added extra the medium and large plush comes with glow-inthe-dark features to really bring each dragon to life. 2019 will also see Posh Paws bring a plethora of Disney properties to life in plush form. Aladdin, Dumbo, The Lion King and Toy Story 4 are all among newly signed deals for early 2019 launches.
It’s Ryan’s World
VIVID IMAGINATIONS 01483 449944 www.vividtoysandgames.co.uk
020 8569 1234 www.hasbro.com Hasbro is set to introduce its latest segment from the Transformers brand, Transformers BotBots. Not long ago and somewhere close by, a glowing mist filled with Transformers energy called Energon came down from the sky and covered a shopping mall. The things inside came to life as little Transformers robots. These bots can hide in plain sight as everyday objects, so no one knows what’s a bot and what’s not! These collectable figures are around 1in tall and change from everyday things to little robots in three to five easy steps. Transformers BotBots Series 1 features 61 characters across three assortments: blind bag assortment, 5-pack assortment, and 8-pack assortment.
Having recently been appointed as UK lead toy licensee for Ryan’s World, Vivid will be launching a toy range inspired by the hugely successful YouTuber in early 2019. Already a huge hit in the US, the Ryan’s World range will include blind bags, squishies, plush, action figures and more. With a variety of content on his channel, Ryan Toys Review, including toy reviews, animation and family vlogs, 6-year-old Ryan has created fun, engaging characters that have their own videos such as Gus the Gummy Gator and Combo Panda.
Still a Barbie girl at 60! MATTEL 01628 500000 www.mattel.com 2019 marks 60 years since the invention of the world’s first-ever fashion doll, Barbie. The Barbie brand remains committed to inspire the limitless potential in every girl with the Barbie Dreamtopia Feature Mermaid, Babysitter Asst, and Doggy Daycare. Fisher-Price continues to support parents and children in being ready for every milestone, with offerings in BabyGear and Newborn, including the 3-in-1 Spin & Sort Activity Centre and Coffee Cup Teether. Infant introduces the Sit-to-Crawl Learning Fox, plus the Laugh & Learn Busy Learning Tool Bench and Silly Sounds Piano. While pre-school introduces the Little People Helpful Neighbour’s Garage. Fans of Thomas & Friends can look forward to the TrackMaster Dragon Escape Set and TrackMaster Thomas & the Windmill Set, while Super Station continues. TrackMaster is also introducing new, collectible engine characters. Following a successful re-launch in 2018, Polly Pocket - the original compact doll - has all new compact themes for 2019 in the miniature size and the larger playsets.
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SPECIAL BEN 10
It’s hero time! With Ben 10 back on our screens in all his glory, TnP caught up with Graham Saltmarsh, Licensing Director, UK & Nordic, Cartoon Network Enterprises to find out more….
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The tie-in with Smyths was fantastic… it is these kinds of activities which result not only in an uplift in retail footfall and product sales, but also a feel-good factor
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he return of Ben 10 onto our TV screens has heralded a consumer products roll-out. Cartoon Network Enterprises EMEA is fresh from introducing Brand Licensing Europe to a whole host of exciting developments for their hero boys brand – led, first and foremost, by a stonkingly good toys offering from Playmates. Speaking to TnP, Graham Saltmarsh, Licensing Director, UK & Nordic, Cartoon Network Enterprises says the boys property has had a “very strong start” in its current reincarnation. “Kids are the lifeblood of our business and when they speak, we listen. So, the original Ben Tennyson is back and is enjoying a strong performance on the channel and on digital platforms too.” With 132 episodes, mobile games, retail activations, apps, unboxing videos, micro-sites and everything else you could possible think of – Cartoon Network has established the perfect environment for fans to completely immerse themselves in Ben 10’s universe.
And that’s a universe in which toys play a crucial roll. “Toys anchor our Ben 10 licensing programme,” agrees Graham. “Playmates are masters at translating content into ‘must-own’ products that allow boys to become Ben 10 and be a part of his transformative world. We will continue to work with Playmates to develop products that bring these popular play patterns alive in Ben 10’s inimitable style.” As part of this immersive Ben 10 experience, Cartoon Network Enterprises has hosted some great retail activations such as Alien Parties in Smyths - and they’ve gone down a treat with consumers. “It’s important to take Ben beyond the screen and create retail experiences that kids can interact with and enjoy,” says Graham. “The tie-in with Smyths was fantastic, a huge inflatable assault course themed around the show, face painters to transform you into your favourite alien and a full set of downloadable party assets so you can host your own Ben 10 party. “It is these kinds of activities that create meaningful engagement and result not only in an uplift in retail footfall and product sales, but also a feelgood factor that provides fans and retailers with a deeper, long-term connection to our brand.”
Fact! The merchandise roll-out for this latest iteration of Ben 10 kicked off in July 2017 and a cross category licensing programme is now rolling out across EMEA with hardlines that enable kids to play and be Ben 10, and soft lines that help boys be ready for hero time! So with the might of Cartoon Network Enterprises behind it, and a solid fan base with great toy line, can we expect a Ben 10 explosion in 2019? “Ben 10 is hugely popular with our fans and we will be following up the great success we had this year with new product launches during 2019,” says Graham. “Fans will also see secondary product coming into the market, which will expand the engagement further. I just wish Rubies did the Four Arms dress up in my size!”
Did you know?
According to latest NPD data, Ben 10 currently ranks as a top 10 action figure in the UK, France, Italy and Spain. 48
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B10 ToysnPlaythings_V3 (1).pdf
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• Cartoon Network is the #1 Pay TV kids channel of 2018
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• #1 in Role Play with the Basic Omnitrix (NPD, Aug ’18)
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• Top 10 Action Figure property (NPD, Aug ’18)
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• Season 3 launching Q1 2019
TM & © 2018 Cartoon Network.
LONDON TOY FAIR 2019
As seen on TV After first bursting onto Toy Fair’s screens to mark the show’s 60th anniversary, Toy Fair TV is as popular as ever. TnP caught up with presenters Anna Williamson and Gavin Inskip to find out why they love the show What’s it like being the face of Toy Fair TV?
What was your favourite Toy Fair TV moment?
Gav: Well I suppose technically, I’m half a face with my good friend Anna being the other! But it’s a great honour that we are the two people who report on the hottest news from the country’s biggest toy industry show. I have lots of envious presenter friends who would love to present Toy Fair TV. Anna: It’s a huge privilege. Toy Fair is a show that I’m very fond of and love being a part of. It’s one of my favourite weeks of the year.
Gav: There are so many! I bet I know Anna’s though… the go-kart? Anna: Without a doubt - for all the wrong reasons - when Gav crashed a really powerful go-kart into one of the Greenhouse stands. The woman whose stand it was wasn’t too pleased initially – and we can’t blame her! - but she was fine in the end thankfully, after we put her stand back together! Gav owes her a yearly drink as an apology.
Fact! Press Day is a favourite for both Anna and Gav who says there is a: “buzz of excitement and you never know who you’re going to see there or indeed, who you can miss.”
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I have lots of envious presenter friends who would love to present Toy Fair tv”
What kind of stands do you love visiting on Toy Fair TV and why? Gav: Board games, board games and board games. Because I love board games! I love tech too. Oh, and any stands that have champagne on the go! Anna: All of them! I particularly love the Greenhouse Area as it’s so exciting to see who’s new to the industry and what innovations they might be launching.
Gavin Inskip, Toy Fair TV presenter Over the years, you must have seen hundreds of toys in Toy Fair’s Demo Zone – how should exhibitors make their toys pop?
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Gav: First, make sure you get someone from your team who you know is passionate, knowledgeable and is going to be amazing on camera. Make sure you can describe it in three bullet points as all the Toy Fair Titans will want to do is play with it! Which is
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We asked… another tip, make sure the toy is set up in a way they can jump straight in. Also, what is the best thing your toy does that will look amazing on TV? Because that’s what we want to see. Anna: Be clear, concise, and know your product inside out...and be excited about it. If you are, our Toy Titans are likely to be, too!
have to offer the toy market. We are screened all round Olympia and streamed online, so it’s a terrific opportunity for some well-placed PR. First-timers, just go for it! You have nothing to lose and Gav and I get really excited about newbies joining Toy Fair.
Why should exhibitors take part in Toy Fair TV and what advice would you give to those who are participating for the very first time?
What is the Toy Fair TV Trolley Dash? Why is it important to you?
Gav: I love the community at Toy Fair, so my advice to new exhibitors would be don’t be scared as everyone is lovely and because of that make sure you make friends. Talk to as many people as possible. So many relationships have been formed over the years – The Greenhouse Area is a good place to see that happen. Anna: It’s THE platform for the whole industry to see you and what you
Anna: It’s such a wonderful and appropriate end to Toy Fair. After three full days of buying and selling... it’s the kids who really count, kids really in need and who need a bit of lightness in their life. The exhibitors are so generous each year gifting and donating the products on their stands to the children’s charities we support. We are so grateful to everyone who donates so generously each year at the end of the event during the pack down.
What was it like hosting the first-ever Toy Fair TV?
Gav: Toy Fair TV was a special
feature set up for the show’s 60th anniversary so that’s why it started. It was obviously a great success because we keep being invited back each year!
Anna:
It’s been amazing to watch it grow every year and really become a vital part of Toy Fair. It’s great to meet up with all the exhibitors and team, and I’m hugely proud of what we create.
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It’s a huge privilege. Toy Fair is a show that I’m very fond of and love being a part of Anna Williamson, Toy Fair TV presenter
NOVEMBER 2018
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FEATURE PLUSH
The soft sell An evergreen favourite with both classic and new characters proving their popularity, the plush toy arena is bucking the trend and experiencing high growth in sales
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n a category that has a long history, it appears that a combination of classic characters and constant innovation is helping the plush sector to buck the trend and experience a rise in sales during an unstable time on the high street. Rainbow Designs features a number of evergreen classics in its ranges, including the perenniallyloved Peter Rabbit, Paddington and Disney’s Winnie the Pooh, all of whom have had recent bigscreen reappearances that have been guaranteed to boost their popularity. ‘’It is fantastic to be able to say that 2018 to date is proving to be our best year ever!’’ says Anthony Temple, Managing Director. ‘’It is difficult times in the marketplace and I believe we appear to be bucking the trend with our successful year. On the whole, it is very uncertain times for the toy industry at the moment with the changing and unstable environment on the high street.” JuraToys, home of the Kaloo brand of French-designed soft toys, is also experiencing an upswing in sales. ‘’Our sales have almost doubled within Kaloo this year,’’ says Sales and Marketing Manager Michelle Probert. “We feel that the Tendresse collection gave us the great start we needed and now we are going from strength to strength, with the introduction of the new collections for Q4. Product
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Our design team in France are always looking at new innovative ideas to keep ranges fresh’ Michelle Probert, Juratoys
DID YOU KNOW… Kaloo has launched four new designs this year - Les Kalines, Filoo, Tendresse & Les Amis
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development is definitely a focus for us going forward and we are excited to share even more new products over the coming months.‘’ Likewise, Alex Minchin at A.B.Gee of Ripley, says the company’s plush ranges are doing well: ‘’We are delighted with the performance of our plush range given the current challenging trading conditions. I think this can be attributed to our continued focus on true value for money while not sacrificing quality. For instance; our Rag Doll range is crafted from beautiful soft touch fabrics and materials, they compare favourably against any competitor, yet we supply them at extremely competitive price points, this gives retailers a highly attractive POR. And while material costs in general have risen this year, we are proud to say our team have been able to keep prices at the same level or even lower than before.’’ Julie Ball, Head of Marketing at IMC Toys tells us: “IMC Toys focus on feature plush through its Club Petz brand, and this year we are predicting growth through the
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JuraToys
introduction of new lines to refresh the range. In Spring Summer we launched Betsy the lovable hopping bunny which has performed consistently well throughout the year. For AW18, we have launched lines with new innovative features, such as Mystery Mao, a clever mind reading cat, Bowie, Your Real Kissing Pup, an excitable puppy who licks you with a really wet tongue, and PeeWee the Dancing Penguin, a seasonal character that sings, dances and falls over!” With the market as it is, no one can sit on their laurels and it is important to keep innovating to keep the offering fresh and exciting to would-be buyers. ‘’Kaloo has a very distinct French design and quality and we strive to create beautiful products loved by children of all ages. We have launched four new ranges this year within Kaloo, Les Kalines, Filoo, Tendresse & Les Amis. These new products are something completely different for Kaloo and are perfect for Christmas purchases.’’ says Michelle. A.B.Gee also aims to keep things fresh. ‘’Our ethos is to constantly evolve and develop our ranges, offering fresh new designs at attractive price points. We offer a wide range of toys for kids of all ages, retailers and consumers have a superb choice of new and innovative plush lines, all available from one UK supplier. We really are a one-stop-shop offering the complete package of retail focused products.’’ “The key ingredients for a successful feature plush item is innovation, strong play value, and lovable appeal to engage nurturing play,” says IMC’s Julie. “All our Club Petz products embody this formula which is illustrated
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We asked… What has been your best-selling product this year so far? ‘’Tendresse dolls have been the shining star in 2018. The dolls are suitable from birth, machine washable and very pretty! We have now introduced two new boys and two new girls into the collection, which have been really well received by our customers.’’ Michelle Probert, JuraToys UK
Rainbow Designs
through their strong sales performance over the years. In addition to these key attributes, our Club Petz Funny range also showcases a more comedy side of plush. For example, new line PeeWee the penguin dances along to three funny songs, falls over and complains when you pull his hair!”
Innovation and development
Developing new product is also a major focus for Rainbow Designs, even though at their core are the classic characters, they can’t keep still when it comes to innovation. “We are very committed to our new product development plans to ensure the brands and the packaging is kept fresh and on trend for today’s marketplace,’’ explains Anthony Temple. ‘’Our product development doesn’t just stop once the product has been created, we are constantly reviewing and refreshing our bestselling lines too. Our product development research is gathered from many streams including exhibiting at consumer shows to gain first hand insight into our customers wants and needs.” Rainbow Designs features a range of licensed products – including The Very Hungry Caterpillar and Guess How Much I Love You as well as those we’ve already mentioned. What benefits does having that licensed product make? “Licensed plush is very much a different marketplace to unlicensed soft toys. A license brings added value to a plush product, essentially commanding a higher price point. A brand encapsulated in plush delivers not only the values and qualities of the property but also an
NOVEMBER 2018
emotional connection with both the parents and their children’s favourite characters.” A.B.Gee also features licensed products in its range: ‘’It’s clear there is a position for both licensed and non-licensed,’’ says Alex. ‘’Our range of plush offers the quality of licensed at a lower price point; the quality is the same or better but the retail POR returns are far far greater, they perfectly complement our licensed products. ‘’As a leading distribution supplier for Mattel, Hasbro, MGA, Golden Bear, Alpha, Character Flair, Bandai and Posh Paws to name only a few, we are in a unique position to offer both licensed and non licensed items. Licensed plush tends to drive our sales in combination with our traditional toy range.’’ “Plush works well both with and without licensing,” agrees Julie. “Licensed characters obviously benefit from the immediate recognition they deliver, as they are brought to life through the content children are watching. However in non-licensed plush, the innovation, play value and design are critical to ensure the products appeal to your target audience, The Club Petz product development team work hard to get the right balance between technology and the nurturing appeal of plush which the sweet spot of the category.”
“Our core collections starring evergreen classics continue to perform at the highest level for us. Peter Rabbit, Paddington, The very Hungry Caterpillar, Disney’s Winnie the Pooh and Guess How Much I Love You plush collection all feature several best-selling lines. These are collections, with star characters, that have stood the test of time and really are perennial favourites with both parents and children.” Anthony Temple, Rainbow Designs “One highlight is our range of Rainbow Hair rag dolls - they have proved to be a strong performer. I think the combination of price, size, and bright colourful soft touch fabrics, really stand out as a contrast to the more traditional rag dolls.” Alex Minchin, A.B.Gee of Ripley
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Our ethos is to constantly evolve and develop our ranges, offering fresh new designs at attractive price points Alex Minchin, A.B.Gee of Ripley
Love You plush collection all feature several best-selling lines. These are collections, with star characters, have stood the test of time and really are perennial favourites with both parents and children,’’ says Anthony. So as innovation and development looks to continue within the plush sector, the future looks bright and fluffy for plush. A.B.Gee
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Core classics And it’s those characters that stand among Rainbow’s bestsellers for the year: ‘’Our core collections starring evergreen classics continue to perform at the highest level for us. Peter Rabbit, Paddington, The very Hungry Caterpillar, Disney’s Winnie the Pooh and Guess How Much I
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Meet Emma from Kaloo JURATOYS 02088 782 133 www.janod.com The Kaloo Tendress Dolls collection is a beautiful range of soft dolls, suitable from birth. There are six dolls to choose from in five different sizes. Our favourite doll is called Emma and she is made from the finest super soft pink plush and is wearing a pink dress, pink hat and has a pink ribbon around her neck. The lovely baby-safe dolls come in a presentation box, which makes them ideal gifts. The dolls are also machine washable. Kaloo will also be introducing two new boys and two new girls to the collection later this year.
Classic characters RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk Classic children’s characters and plush toys are a winning combination, and retailers can offer customers a host of gorgeous new licensed plush thanks to Rainbow Designs. The Home of Classic Characters’ extensive soft toy offering includes the new Paddington Bear Classic collection featuring Michael Bond’s best-selling storybook character. The collection includes the premium Large Classic Paddington with Boots and Suitcase, the Classic Cuddly Paddington, the Classic Paddington in a Union flagdesigned bag and the Classic Bean Toy Paddington. 2018 marks the 60th Anniversary of the first published Paddington Bear Book and to celebrate the momentous occasion Rainbow Designs has launched a Collector Paddington in a 60th Anniversary Gift Box and a new Large Cuddly Paddington with Scarf, inspired by Peggy Fortnum’s beautiful illustrations. This year also marks the 40th anniversary of Raymond Briggs’ classic picture book The Snowman. To celebrate, Rainbow has launched The Snowman Collector’s Edition made from premium quality plush and presented in an illustrated keepsake gift box. Rainbow’s collection also includes The Snowman and The Snowdog nursery toy and gift range featuring a host of baby soft plush gifts. Rainbow Designs’ award-winning Classic Winnie-the-Pooh Hundred Acre Wood collection stars some of Disney’s mostloved characters in a whimsical range of high-quality nursery toys. The signature collection features one of the world’s most famous bears; Winnie-the-Pooh and his loveable friends: Eeyore, Tigger and Piglet.
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Gotta Getta GUND! SPIN MASTER 01628 535000 www.spinmaster.com Since the acquisition of GUND this year, Spin Master is excited for the new line-up of plush toys in 2019 as the company expands into the infant toy and specialty gift categories. GUND further diversifies the Spin Master product line and opens significant opportunities for broader distribution, as well as offering a tried-and-true play value for kids to enjoy with their parents. With the plush toy category growing six per cent worldwide in 2017, Spin Master will continue to preserve GUND’s excellent reputation rooted in quality product with a lovable and huggable line of plush toys.
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FEATURE PLUSH
Movie magic POSH PAWS 01268 567317 www.poshpawsinternational.co.uk
Posh Paws International is official plush partner across EMEA for the 2019 release of How to Train your Dragon: The Hidden World. Product is available now and includes small, medium and large versions of the key Dragons from the franchise, and the medium and large plush will come with glow-in-the-dark features to really bring each dragon to life. From dragons to one very famous bear - the Posh Paws Winnie the Pooh offering is extensive and has something for fans of all ages. The Christopher Robin official movie plush range includes Pooh, Eeyore, Piglet and Tigger in a range of sizes, each styled as per the characters on the big screen. Another must-have is the My Teddy Bear Pooh collection, which includes Pooh in his classic red jumper, Eeyore, Piglet and Tigger. Available in 7in, 10in and XL sizes. Launched at the start of this year, Posh Paws’ exciting, wide eyed, cute and super collectable Disney Collection has already proven popular with Disney fanatics. These glittery plush toys feature fan favourites from both Disney’s back catalogue and most recent films. POS stands are available and are perfect to fill and refresh with new characters as they are continually launched throughout the year. Posh Paws also has a number of other popular licenses in its portfolio including Disney Classics, Shopkins and the all-singing, all-dancing Gummy Bear.
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Cute and colourful A.B.GEE OF RIPLEY 01773 570444 www.abgee.co.uk A.B.Gee range has added the Rainbow Hair rag dolls to its range. Standing 35cm tall, with long, flowing coloured hair and soft silk ribbons, Olivia, Sofia and Amelia, are sure to appeal to kids of all ages. The dolls have large embroidered eyes and cute individual faces, and are made from soft touch fabrics. All three designs have beautiful blue, green or orange reflective outfits with ballet-style matching shoes. The Rainbow Rag Dolls are just a small part of A.B.Gee’s exclusive range of plush, which offers lower-thanexpected prices, without sacrificing quality. The plush range enables retailers to make highly attractive profit on return and is backed up by 24/7 web ordering and a fast delivery network.
Really fantastic FUNKO
0203 376 3223 www.funko.com The Wizarding World of Harry Potter continues to dominate the merchandise market, and with the upcoming release of the latest Fantastic Beasts movie, The Crimes of Grindelwald, Funko is building on its expansive collection of licensed products with a new line of Supercute Plushies. And who wouldn’t want their very own plush fantastic beast? These cuddly magic critters are recreated in delightful detail, featuring round eyes and oversized heads. Choose from a selection of loveable characters including the playful Pickett, the mysterious Thestral, and the cheeky Nifflers.
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FEATURE PLUSH
More Petz join the club IMC TOYS
01904 720 908 www.imctoys.com IMC is expanding its hugely popular Club Petz collection. Aimed at girls aged 3-5 year old girls, this plush brand incorporates interactive features to bring these lovable pets to life! New this year are: Betsy the adorable Rabbit. Listen to her cute bunny sounds and watch her ears move as she hops around. Call her softly and she will hop towards you. Your Real Kissing Bowie Bowie is an excitable little puppy who gives wet kisses. Bowie is always happy, this sweet pup jumps up and gives big sloppy puppy kisses when you pick him up. Watch his tail wag as you play together. Mystery Mao may look like an ordinary cat but he has special powers! Use your magic wand to bewitch him and hear him speak. Talk with him and play games to see if he can guess that you’re thinking about. Dancing Peewee is guaranteed to make you laugh. When you squeeze his wing, the show begins. Peewee will sing and dance to three funny songs. Watch out though... he’s a bit clumsy and sometimes falls over. Other Key Lines for 2018 include Lucy Sing & Dance. Lucy, the most obedient puppy, is back with more actions than ever. She now sings and dances in response to 20 voice commands. She can dance in different styles, such as rock ‘n’ roll, salsa and ballet.
Top of the plush pops FLAIR, GP 020 8643 0320 www.flairplc.co.uk Whether it’s the lovable Care Bears with their retro appeal or number one new property Pikmi Pops, GP Flair has the pick of the plush aisle. The Care Bears are back for autumn 2018 as a colourful part of the Just Play/Flair portfolio. Care Bears are the group of adorable, cuddly bears with a special mission to teach the importance of caring for others. This iconic heritage brand has lost none of its appeal with age, and with a strong marketing and social media campaign behind the brand, the bright collection of high-quality plush characters (as well as figures) will appeal to children, parents and collectors alike. Plush meets collectables with Pikmi Pops, which is now in Season 3. These sweet-scented mini plushies come packaged inside iconic lollipop vessels, which appeal to girls in so many ways. In September, the Season 3 style series launched with 20 new scents and 60 all new mini plush characters, plus more super surprises to unbox and collect in every lolly-shaped pack. Also to look forward to is the fluffiest Pikmi Pops of all, the Pikmi Pops Pikmi Flips. These extra fluffy Pikmis flip inside out to reveal which character you get. There are 12 characters to collect in a new cotton candy style vessel, along with three giant ‘Super Pop’ characters, which come with reversible scented plushies and eight surprise items.
To the rescue! BANDAI
0208 324 6160 www.bandai.co.uk Bandai is expanding its popular Rescue Runts brand with the introduction in Q1 2019 of Rescue Runts Babies, an assortment of 16 different 12.5cm plush creatures to rescue, love and care for. Children can nurture them back into beautiful pets using the included brush and collar, removing fleas and grooming them over and over again. Each Rescue Runts Babies pet comes in its own windowed crate. The original 20cm Rescue Runts puppies are also being joined by Series 2 plush pets – two different cute Kittens.
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The Home of Classic Characters
FEATURE PLUSH
Get the glow CHARACTER OPTIONS 0161 633 9800 www.character-online.com Cute and cuddly Glow Friends are ideal for bedtime. Not only are they perfect to hug, but press their tummies and their faces light up. There are six super-cute animals in the current Glow Friends Pets collection, while for fans of Peppa Pig, what could be better than a delightful Peppa Pig or George Glow Friend to cuddle up to? A new addition to the Glow Friends range for spring will be Disney Glow Friends, featuring a collection of popular Disney animals. Suitable for children aged 18 months+, Glow Friends are supplied in a handy CDU; perfect for instant purchase appeal. What’s more, to ensure awareness is high, marketing will begin from November and will include TV advertising plus outreach with influential parents. Other new additions to the range for spring / summer are the large Talking Glow Friends. These 9in plush come in the form of Peppa Pig Talking Peppa, and Talking George Glow Friends, and for Ben & Holly fans there’s Talking Princess Holly. Squeeze their hand to hear phrases from the TV show, and press their tummy to see their faces light up. Glow Friends complement the wide range of plush toys in the Character Options portfolio including; feature and nonfeature plush toys for Peppa Pig and the ever-popular Teletubbies.
Your latest squeeze VIVID IMAGINATIONS 01483 449944 www.vividtoysandgames.co.uk Following on from a hugely successful launch earlier this year, Vivid will be releasing Series 2 of Squeezamals - the world’s softest collectible plush - in Spring 2019. Covered in super soft furry fabric, each adorable Squeezamal is looking for a new home! With a slow-rise foam interior, Squeezamals can be squashed, squeezed and cuddled as much as you like as they will always return to their original shape! Series 2 will include 16 new Squeezamals characters to collect in 3.5in plush and cute mini clip-on options - as well as four new Large Squeezamals - unicorn, elephant, pug and giraffe - joining the collection too .
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Bear thrills SIMBA SMOBY
01274 765030 www.simba-dickie.com Masha and the Bear has had a successfull year with its launch on Tiny Pop bringing more attention than ever on the brand. Simba Smoby UK has capitalised on this with an allencompassing marketing plan and product line-up to meet the demand. Plush is a cornerstone category for the brand with The Bear a key character for plush products. First up are 25cm plush bears, which are cute and adorable small plush items which girls can take with them wherever they go. The Bear grows in size with 43cm and 50cm large plush bears available, either of these make perfect cuddle companions.
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FEATURE PLUSH
Making a stink TOMY
01392 281928 www.tomy.com Stink Bomz are the newest collectable plush toy range from TOMY. The new line launched in October guarantees to set boys into hysterics with crazy toys featuring fart friends known as a Stink with their own silly smell and unique fart noises. TOMY knowS that gross fun toilet humour is very popular and never goes out of style. The Stink Bomz plush collection is targeted mainly at boys aged 3+, with misbehaving characters each featuring unique colours, dedicated scents and three naughty sounds. Stink Bomz will also appeal to consumers for its collectability factor and affordable price point. The new Stink Bomz plush range for boys will be supported with a TV advertising campaign to run for three weeks from mid-November to early December. Looking to plush toys for girls, TOMY’s licensed brand Molang is based around the popular animated series on both Cartoonito and Boomerang and features the adventures of Molang and his best friend Piu Piu as they teach children the importance of happiness, friendship, mutual respect and solidarity. The range includes collectible, basic and feature plush toys including the popular Super Soft Molang. Made from elastic Softboa, the soft plush toy has been a huge hit with consumers due to its high quality, and appeals to a wide audience including girls aged 3+ as well as tweens (7-12 years) and teenagers.
Follow the rainbow
GEEMAC
01604 401 719 rainbocorns.zuru.com Since introducing Rainbocorns to the global market in July, Zuru has recorded unprecedented sell-through worldwide. This new range of collectable plush combines some of the year’s hottest trends, such as unboxing, unicorns, and sequins - and if global re-orders are anything to go by, the world can’t get enough of them. Almost half a million of the adorably innovative animalthemed plush have been shipped across the globe in the past three months. Every Rainbocorn comes in a big, bright pink mystery reusable egg. There are 12 different Rainbocorns based on six cuddly cute animals and every animal comes in two fun, funky designs: Puppycorns, Kittycorns, Hamstercorns, Bunnycorns, Unicorns and Monkeycorns, each of which come with their 12 unique sequin surprises that reveal what they love. Each Rainbocorn also comes with a baby Boo-Boocorn – a tiny collectible baby hidden in a secret egg for another layer of surprise. There are more than 20 Boo-Boocorns to collect including the rare twin Boo-Boocorns. The range is supported by a dynamic and integrated marketing campaign incorporating fresh television commercial, PR and digital content. The television commercial launched in August across satellite and terrestrial kids channels, featuring YouTube influencers Naiah and Elli Toys Show and Tic Tac Toys discovering the sequin surprise magic of Rainbocorns.
All creatures great and small H. GROSSMAN LTD 0141 613 2525 www.ozbozz.co.uk H Grossman is extending its plush range, which features sloths, llamas, flamingos and a gorilla. Unicorns are still a major part of the Grossmans plush sector and this year sees a wide range of sizes and designs, including Pegasus unicorns and rainbowcoloured plush, which come in all sizes from small pocket money priced items to large and loveable toys. All plush items are available in a selection of sizes and price points.
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CONSUMER
INSIGHT
Selling to parents “ W
Are you selling your products to the parents of today, or the parents of 10 years ago? Nick Richardson, CEO of The Insights People delves into millennial parenting
e thought for a change we would use some of our data and intelligence from Parents Insights to provide you with a look at how this generation of parents are like no other. The attitudes, behaviour, consumption and values of millennial parents - who account for three in four of new parents - is another reason why the old formulas do not work. In 2018, for the first time, 100 per cent of UK households that have children have internet access, and according to our data, three quarters of expecting and new parents are using the internet daily while one third are using Facebook to discuss parenting-related topics. As we have seen from our Kids Insights data, the role of tech is playing a critical role in shaping and forming their individual and collective ecosystems, especially as this generation of parents are having to cope with unprecedented pressures and challenges with only about a quarter owning their own home and with more mums continuing to work than ever before. However, from a toy, game and entertainment perspective there are lots of reasons to be optimistic as this generation of parents are spending more time than ever playing and sharing experiences with their children, often by being savvier when purchasing household and food products. Though when it comes to purchasing toys and games, this generation of
parents are The attitudes, being influenced behaviour, consumption in increasingly and values of millennial diverse ways, as parents - who account for the media that three in four of new they consume the average age parents - is another reason continues to of first-time be increasing why the old formulas do mothers in 2017 fragmented. not work is 30.5 years old, Furthermore, compared to 26.4 when it comes 2019 advertising, marketing and in 1975 to purchasing, distribution strategy, how confident are parents are you that your communications are hitting increasingly looking to tech to save the right people, and that the messages time – as internet and click and collect are driving clients’ interest? continue to increase rapidly – with our Our data also shows that parents data suggesting that 40 per cent of toy are more likely to subscribe to more purchases are now online. platforms and, interestingly, parents While the trend away from the with more than one child are likely to traditional high street continues, price subscribe to more, meaning that media and quality of the products remain the fragmentation is more prevalent as primary factors that influence parents’ choices. This occurs across product types families become larger, making it even more difficult to get your messages in and parent demographics, making these front of the intended target. the dominant purchase influences that And with recommendations both marketers need to prioritise with their through family, friends and online targeting strategy. communities accounting for three of the We have been interested to see how top four influencing factors – does your Amazon has also continued to innovate current strategy enable parents, and and develop products that are perfectly children, to become an advocate for your placed to engage and enhance busy, brand and the products that you create? digi-savvy parents. Its latest innovation is To receive a free report and access to Alexa Skills, which has seen early take-up our award-winning portal please visit from brands such as Duplo. Enabling www.parentsinsights.co.uk/freereport or Alexa to read stories that encourage call Jenny Kieras on 0330 159 6631. children to play with the physical blocks, increasing both their engagement with the physical toy – in this case Duplo blocks and their familiarity and comfort with integrating Alexa into everyday tasks. Home ownership among A number of clients have this age group has fallen come to us recently because they recognise their current significantly, from circa 65 campaigns are not getting the per cent in 1998 to 27 per message to the intended target. So, when it comes to your cent in 2016
Did you know…
”
Fact!
About Parents Insights: Parents Insights is the most comprehensive and dynamic market intelligence resource on all things expecting and new parents in the UK. Every week we survey 200 parents, from expecting to children aged 4, which is more than 10,000 every year and identifies the must-knows when it comes to “flash” and “global” trends. We provide our clients with access to ‘real-time’ data via our portal and four in-depth insight reports every quarter (16 per year). Parents Insights was launched by Manchester-based The Insights People in 2018 to give companies direct access to flash trends and key data to enhance their knowledge about their target audiences’ attitudes, behaviours and consumption.
TRADE
TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds. We explore the hottest topics
OPINION
Trade talk
This month Team TnP catches up with some of the industry’s finest to find out their thoughts on DreamToys, how optimistic they are for Christmas and more…
MICHELLE DALZIEL, MARY WOOD, Head of EU Marketing / UK GM, TOMY What’s your hero product for Christmas? Tomy has launched a number of exciting ranges that we know will be popular with parents, kids and big kids over the gifting season so I couldn’t just pick one! New for 2018 is KiiPix, which is this year's musthave gift for millennials, students and young women. Our new Stink Bomz collection launched last month and our new Turtle Bath Salon from Tomy Toomies is set to be another hero for pre-schoolers and follows the same play pattern as our best-selling Foam Cone Factory, which has helped us hit number-one bath toy manufacturer for the last few years. How optimistic are you “We are running our for the buying season? largest ever Christmas We are optimistic marketing drive for the for the season and Tomy portfolio, targeting investing heavily to specific consumers with drive cut-through heavy weight TV campaigns with our consumers for our best-selling brands.” to drive them to retail at this busy time of year. We are running our largest-ever Christmas marketing drive for the Tomy portfolio, targeting specific consumers with heavy-weight TV campaigns for our best-selling brands - Tomy Toomies, Tomy Games and Aquadoodle are back on air with new creatives. New campaigns for Thomas & Friends Big Loader, Build a Johnny Tractor from John Deere, boys collectable Stink Bomz and KiiPix will also be promoted through TV to drive sales and on cinema as well as YT.
JAMES DIXON, Commercial Director, Funrise International Ltd. What’s your hero product for Christmas? It has to be the Herodrive range… what else? How optimistic are you for the buying season? Christmas is about children and giving, so I’m very, very optimistic!
NOVEMBER 2018
Licensing and Marketing Manager, HTI What’s your hero product for Christmas? During the holiday season, bigger ticket items with higher price points come into play as parents and grandparents look for a gift with big boxes to unwrap. As such, we’re hoping the Baby Annabell Travel System, which we launched this autumn, will be a key line and we expect it to perform well. How optimistic are you for the buying season? We’re in a great position for Christmas – while the industry isn’t without its challenges, we’re in a strong position. Our own brand ranges, such as Teamsterz, are doing really well, as are our pocket money propositions. We’re also seeing good results from our licensed ranges, so we’re confident that we’ll see a number of successes across our five key competencies. DreamToys takes place in November – how important is it “Parents are encouraging for the industry to have a positive their children to have news event? their Christmas lists ready DreamToys, like many of the top in advance of key sale toy prediction lists that come out weekends like Black Friday in the run-up to Christmas, can and Cyber Monday.” be a huge boost for a brand and toy, especially when they capitalise on the opportunity. We’ve not entered DreamToys this year but we’re well aware of the power a really great piece of press coverage can have for driving demand for our toys and building consumer confidence. That said, building momentum really has to start earlier than November – parents are encouraging their children to have their Christmas lists ready in advance of key sale weekends like Black Friday and Cyber Monday so Christmas lists are often done by the end of the October – kids aren’t picking up the paper either, they’re watching their favourite YouTube channels so it’s important to be across as many touch points as possible.
What key initiatives can smaller retailers take to boost in-store sales in the buying season – in your opinion? Ultimately, smaller retailers allow children and parents to interact directly, something you can’t do online. Allowing children to try product out or to train up staff to be able to recommend products is very important. Also, in-store theatre is key to drag people into the shops and convert interest into sales.
“In-store theatre is key to drag people into the shops and convert interest into sales.” 65
FOCUS
NORTH AMERICAN TOY FAIR
Big Apple calling...
What: North American International Toy Fair Where: New York When: Saturday 16 to Tuesday 19 February 2019
Thinking about making a trip to the North American International Toy Fair but not sure if it’s for you? Laurie Chartorynsky of The US Toy Association tells us why this fair is for everyone
T
he most innovative toys and games will be unveiled this winter at The Toy Association’s 116th North American International Toy Fair, taking place Saturday 16 February through Tuesday 19 February 2019 at the Jacob K. Javits Convention Center in New York City. With something for everyone at New York Toy Fair, the show is a “must-attend” event for the toy community. It will feature about 1,000 exhibiting toy companies from six continents that will showcase hundreds of thousands of playthings to nearly 30,000 toy and play professionals from all
over the world. The Launch Pad area will exclusively feature first-time exhibitors that are new to Toy Fair, offering a rare glimpse at never-before-seen product. Visitors including toymakers, distributors, retailers, licensors, and other trade guests will scope out the newest and hottest toys, games, and youth entertainment products for 2019; engage in lucrative deal-making; network with peers; and hear the latest on toy trends, toy safety regulations, and other important topics as part of the show’s educational programming. In 2018, Toy Fair drew notable increases
Toy Fair Mobile App Visit www.ToyFairNY.com or download the free Toy Fair Mobile App (available in the Apple Store and Google Play) for information about registration, exhibiting companies, special events, educational opportunities, hotel bookings, and more.
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“
Toy Fair is a dynamic experience unlike any other toy show in the world Marian Bossard, Executive Vice President of Global Market Events, The Toy Association
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in global attendees, including international trade guests (up 26 per cent year-overyear), as well as large delegations of attendees from outside the US, including 3,802 international visitors, of which 1,589 were global buyers. The top five countries represented at the show, not including the US and Canada, were China, the United Kingdom, Hong Kong, Mexico, and Japan. This year, the show is expecting an influx of international guests from more than 100 countries, making it one of the most energetic Toy Fairs in recent history. “Toy Fair is a dynamic experience unlike any other toy show in the world,” said Marian Bossard, Executive Vice President of Global Market Events at The Toy Association, the US trade group that produces Toy Fair. “Toy professionals who come to the marketplace know they will find what’s new, what’s next, and cutting edge in toys and play. And with the show based in New York City – the epicenter of the North American toy industry and a cultural mecca – we are excited to put on another valuable show in a fantastic city for the toy community in 2019.”
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1,000 But Toy Fair isn’t all deal-making. Show organisers have scheduled an array of special events and enriching seminars designed to help visitors build new contacts and learn about the future of play, youth trends, licensing, independent retailing, safety compliance, entrepreneurship, and more.
Toy Trends Attendees will be privy to a line-up of rich educational sessions to help them stay current on industry happenings and learn about compelling topics to help them succeed. Of particular interest to toy professionals is always The Toy Association’s Toy Trends Briefing, taking place on Sunday 17 February. The Association’s trend experts will share an exclusive first look at the top toy trends in toys and games for 2019, using product examples from the show floor. “The Toy Trends Briefing is an impactful session for buyers looking to hone in on new products and emerging trends that will attract toy consumers to their stores,” said Adrienne Appell, Trends Expert at The Toy Association. “The trends team works year-round to stay up-to-date on toys and themes that resonate with kids. And while we can’t reveal our top trends
Did you know…
the approximate number of exhibitors at the fair from six continents
The Launch Pad area will exclusively feature first-time exhibitors that are new to Toy Fair.
for 2019 just yet, we are seeing tons of innovative toys and games that will advance learning and foster creative and imaginative play for kids of all ages and with all types of interests.”
Calling all inventors and entrepreneurs The Creative Factor programme for entrepreneurs and inventors will expand at this year’s Toy Fair. Now entering its 16th year, Creative Factor was co-founded by Brett Klisch, creative director at Peru Meridian Studios. At Toy Fair 2019, Creative Factor will have an even more visible presence and feature an expanded line-up of content presented by experts across a wide range of disciplines, thanks to the expert guidance of the programme’s newly formed advisory board.
Advance planning Want to get ahead of the game? Global buyers can visit ShopToys365.com, The Toy Association’s B2B e-commerce platform, to browse exhibitors’ virtual showrooms, place orders, and make vital business connections before Toy Fair even opens its doors. Toy Fair’s virtual floor plan and
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The Toy Trends Briefing is an impactful session for buyers Adrienne Appell, Trends Expert, The Toy Association
Fact! 3,802 international visitors, of which 1,589 were global buyers visited the show in 2018. The top five countries represented, not including the US and Canada, were China, the United Kingdom, Hong Kong, Mexico, and Japan.
NOVEMBER 2018
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searchable list of exhibitors can also be found at www.ToyFairNY.com. And once at the show, products can be shopped by product zone, of which there are 12: Action Figures, Arts & Crafts, Books & Music, Dolls & Soft Toys, Educational Product, Games & Puzzles, Infant & Preschool, Launch Pad (exclusively for first-time exhibitors), Model, Hobby & R/C, Modern Design (where form meets function utilizing high-end design and materials), Outdoor Play, and PopStop (featuring cutting-edge creativity influenced by artists, pop culture, nostalgia, and more).
Visiting from overseas? With the growing number of international attendees at Toy Fair, show organisers have arranged special events and resources for these guests. An invite-only International Visitors’ Welcome Reception at the end of opening day (February 16) will allow international Toy Fair exhibitors, press, trade officials, embassy representatives, and other attendees to meet and mingle. International buyers will also have access to the Toy Fair Buyers Lounge & International Business Center during the show. Located in Room 1B03, the lounge will feature private meeting space and comfortable seating. These are just a few examples of the many educational and networking activities that will be taking place during Toy Fair. Convinced to make the trip yet?
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INTERVIEW MV SPORTS
Get your scoot on
Fact! MV Sports have just launched U.Move, a range of premium scooters which they say will offer consumers the highest quality specification without the hefty price tag.
TnP caught up with MV Sports’ Sales and Marketing Director Phil Ratcliffe to talk hot licenses, scooters and product innovation MV Sports really are kings of licensed wheeled products – what’s been selling well for you this year?
just make all of our scooters the same. The addition of lights, sounds, bespoke plaques, fold up seats, on-board carry cases, water guns etc. all add value to the proposition.
LOL Surprise is absolutely on fire! Otherwise it’s the classics have done well this year. Notably, PAW Patrol, Peppa, Disney Princess and Batman.
Tell us about some other lines in your range – what’s going to be your big seller for Christmas 2018?
You can’t pass school gates without seeing dozens of kids riding their scooters to school – what makes them so popular?
Tell us a little more about your range of scooters. What makes a good scooter in MV’s opinion? First and foremost it is a combination of the strength of a particular license or brand followed by the design execution. The customer has to want or desire the product in the first place. Secondly, we also build in little extras to the specification which, in our opinion, makes our products superior to the competition, even at the entry level.
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We always begin with the brand or license first and start our developments from there
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They are so safe and easy to ride (especially on pavements) and it gives kids a real sense of freedom and independence being able to ride on their own without mum and dad holding or pushing.
As mentioned earlier, LOL Surprise is leading the way on licenses. We’ve just launched U.Move, a range of premium scooters which we think will offer consumers the highest quality specification without the hefty price tag. Add into the mix our refreshed Stunted and Wired ranges and we’ve got the whole scooter demographic covered.
And what about 2019, what’s going to be the big selling license – in your opinion? We are really excited about our developments on Toy Story, Spiderman and Frozen, all new to M.V having been successful in previous renditions and backed by the magic of Disney movies in 2019.
How do you innovate the product and bring something new to consumers? We always begin with the brand or license first and start our developments from there rather than
Did you know…
In terms of licensed goods - LOL Surprise, PAW Patrol, Peppa, Disney Princess and Batman – have all sold well for MV Sports.
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S R O D A S S A B AM
L
p r a h s r e s a
Brothers Rufus, eight, and Felix, five had a blast playing their very own game of laser tag with Hasbro’s Nerf Laser Ops Pro AlphaPoint Blaster 2-pack. Dad Richard tells how they got on shooting it out with each other
M
y boys are five and eight, and love nothing better than running round the house shooting each other with their Nerf guns. Well, that was their favourite thing until they tried out Hasbro's Nerf Laser Ops Pro AlphaPoint Blaster 2-pack. Neither of them have had the chance to play laser tag before, but now it is their favourite game! One of the best things about this laser shooting game is that there are no darts. Nerf guns are great but hunting for the darts at the end of a game can be time-consuming – and, of course, the boys have to stop playing until they have gathered up their ammo again. The joy of the Nerf Laser Ops Pro AlphaPoint Blaster 2-pack is that there is unlimited ammo, so the fun can continue – indoors and outdoors - remember to flick the indoor/ outdoor switch to ensure accuracy. It was really easy to set
Dad says…
“The boys loved playing laser tag – and the best bit is that this is not just restricted to the kids. This is going to be great fun at Christmas KEY when all the family FEATURES come to visit!" ■■ Light and sound up a basic game for the boys. The lights and sounds that come every time they fire the gun or make a hit make is quite realistic and exciting – and on the back of each gun your ammo capacity and health status are registered.
KIDS SAY... Rufus tells TnP: "I really liked being in n charge of the game whe to the phone was strapped d my arm. I set the timer an let Felix know who won!’’ 70
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effects Unlimited ammo Quick-reload button Health, ammo, and team indicators No darts to get lost or eaten by pets!
The quick reload makes it easy to keep your ammo replenished too. For a more detailed game, there are two armbands included to hold a smartphone. You can download the Nerf Laser Ops app and access real-time battle intel that allows them to customise the blaster, track their performance, earn power-ups, and use GPS to locate opponents during battle. Felix is a bit small for that, so we set Rufus up with the smartphone (which attaches really securely in the wristband) so that he could control the game, use the timer and then see the winners and battle stats at the end. For younger kids, the basic gameplay is great, but as they get older, using the smartphone and the app should ensure the game grows with them. And if one of them is home alone, they can use the app to play a singleplayer game shooting aliens. I reckon even the sulkiest of teenagers would enjoy running around playing this!
CONTACT Hasbro 020 8569 1234 www.hasbro.com
toysnplaythings.co.uk
Hair-raising
s y a s Ella T WAI T ’ N A C "I SOME T E G O T S TO REFILL OME S MAKE ESIGNS" D MORE
Kacie, 11, and Amy, 9, had a colourful time trying out Clementoni’s Crazy Chic My Beauty World Multicolour Hairstyle set. Kacie explains how they got on... We both really love the coloured hair that everyone has at the moment, but we are not allowed to have coloured hair for school, so we were really excited to try out the Crazy Chic My Beauty World Multicolour Hairstyle set. We loved the pink and purple hair colours that were included. You apply it using something that looks like a hair straightener. It’s a bit fiddly to get the colours in, but once that’s done it works really well on your hair. And luckily the colours washed out really easily, which is good as we have school tomorrow!
: s y a s KaE CcOiLOeURS "TH T ED OU WASH EASILY, Y REALL IS GOOD WHICH AVE H AS WE L SCHOO ROW!" R TOMO
As well as colouring your hair, the set includes the bits to make a hairband and hairbows too, so it’s nice if you like doing crafts. Again it was quite fiddly making the bows for the clips, so younger girls might need a bit of help. This was a really fun activity, which we enjoyed doing together, and I’m sure we will get it out again at half term, when we have friends round to play – and when we can leave the colour in for longer!
KIDS SAY...
nP: Amy tells T about
d really excite ‘’We were our hair, ur lo co to being able oing each great fun d and we had d be fun . This woul other’s hair over.’’ for a sleep
Better by design 10-year-old Ella enjoyed creating designs with the Aquabeads Beginners Studio. She tells us what she thought of this creative kit
I
‘’I
like the case that really enjoyed playing with it came in, there is lo Aquabeads. It was a little tricky ts of space for all the di to start with but the longer I ff erent played with them, the easier colour beads so th ey it got. don’t get mixed up .’’ I really like the design of the case that it came in. There is lots of space for all the different colour beads so they don’t get mixed up, which makes it easier to work on your designs. There are lots of different designs to make – the little animals are really cute. The dispenser you use to pick up the beads is a great idea – it makes sure your fingers don’t get sticky, and the tool to peel off your design was a good idea too. It means you don’t need long nails to peel EPOCH making toys the design off the tray! 08435 574062 The table tray can become www.sylvanianfamilies.net a lid for the bead palette – perfect if you want to store it away or take it round to a friend’s house. I think girls my age would love to play with this set and I can’t wait to get some refills to make some more designs.
CONTACT
CONTACT Clementoni 020 3206 1101 www.clementoni.com
NOVEMBER 2018
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LICENSING
NEWS
Simba Dickie’s in control Fact! The Simba Dickie Group has been signed by Disney to develop and produce a range of RC toys for Disney•Pixar’s Toy Story 4. Siso Toys UK, the new UK subsidiary of the Simba Dickie Group, will market and distribute the range in the UK. “The 1:24 scale Turbo Racer McQueen was the best-selling RC line by volume last year, and Siso Toys UK will look to replicate and expand upon that winning formula,” says Mayur Pattni, Head of Marketing at Siso Toys UK. Siso’s Toy Story RC range will be available from April 2019.
Disney•Pixar’s Toy Story has generated over $2.5bn at the box office and has been an evergreen toy property for more than 20 years.
WowMe shows special moves Did you know? Thomas Flower, Managing Editor at Topps, said: “There’s well over 50 hours of wrestling on TV each week, airing to an impressive 15.5 million UK households.’’
WowMe were briefed by collectables company Topps to create designs for their all-new WWE Slam Attax card collection. Fans of WWE Hall of Fame inductees such as Stone Cold Steve Austin and Ultimate Warrior or current Superstars from Raw, SmackDown Live and NXT can find all the stats they need in the Slam Attax Live collection. “There was a big buzz in the studio while we were working on this project, we all have a favourite wrestler!” said Paula Hope, Client Service Director at WowMe. “The collection features a collector’s binder, starter packs, game mat, mega tins for Legends of the Ring, Women’s Evolution, RAW, NXT and Smackdown Live as well as special limited edition cards.” She added: “in addition, we developed retailer floor display stands and counter boxes.” Slam Attax Live is available in-store and online now.
Be a Barbie girl Barbie has partnered with creative events agency, Event Concept, to develop an immersive kid’s fashion event, which was unveiled at this year’s Brand Licensing Europe. The event was a showcase of the Barbie kid’s fashion statement, celebrating what makes the brand so iconic. Lisa Weger, Head of Consumer Products, Europe, says: “2019 is going to be an exceptional year for Barbie; celebrating the 60th anniversary for this iconic brand is very special and we will have a range of partnerships and activations across the franchise, and around the world. The catwalk event was a celebration of the brand’s heritage and introduced new designscvb that will feature in Barbie’s spring/summer apparel collections across the region in 2020.”
Make a special date Danilo is launching its new My First Calendar. A non-dated product, this interactive calendar encourages children to learn about the days of the week, months of the year, the weather and the seasons through top-selling preschool brands PAW Patrol, Peppa Pig and PJ Masks. The calendar’s days and months are printed on two card disks, which when rotated allow the child to choose the correct day/ month to display along with lots more child-friendly features. Danilo will also be running a supportive consumer PR campaign to create awareness of the new calendar.
toysnplaythings.co.uk
T O D A Y
Mattel joins the dots
Did you know?
Mattel has been appointed master toy The series follows the partner for Disney Channel’s brand new adventures of eldest animated series 101 Dalmatian Street. siblings Dylan and The toys will launch Dolly, their parents in several European markets in summer 2019, Doug and Delilah, across several categories and 97 younger including figures, playsets puppies whose and accessories, featuring names also all begin a variety of the eclectic characters, while the new with ‘D’, in an epic animated series will roll comedy about family out globally from spring life multiplied times 2019 on Disney Channel. by 101. The animated series, aimed at girls and boys aged six and up, will introduce a new generation of kids to the wonderful world of Dalmatians and is set in 21st century London.
Spot the anniversary Penguin Ventures has signed Rainbow Designs as its key gift and toy licensee for Spot. The range, which will launch at retail for autumn/ winter 2019 ahead of Spot’s 40th anniversary in 2020, includes plush, sensory toys, wooden blocks and pull-along toys. There are some exciting It was inspired by the plans in development for new Spot style guide celebrating the timeless that was developed by Penguin Ventures classic Where’s Spot? earlier this year. in 2020 for its 40th Anthony Temple, anniversary year. Managing Director at Rainbow Designs, says: “Classic characters are in the ascendency and Spot is one of the great evergreen properties of the preschool sector. In the build-up to his anniversary, we have some exciting and fresh new products planned.’’
John Adams gets on board Tweet CHF Media Group has renewed its partnership with John Adams as master toy licensee for Pip Ahoy!, which airs on ITVBe’s littleBe each weekday morning. John Adams will develop a brand new range of Pip Ahoy! toys to the much-loved animated show and its new third series, which launched in September. Pip Ahoy! will be showcased at the upcoming 2019 Toy Fair and will contain an extensive line of 13 SKUs, including plush play sets, figurines, vehicles and puzzles. The renewed Pip Ahoy! Master Toy license will also be supported by a full 360-degree marketing plan including TV and VOD advertising, PR, digital and social media to support the range.
NOVEMBER 2018
Look out for…
It’s a Bing thing!
It’s fabulous Dahl-ing The Natural History Museum and The Roald Dahl Story Company announced an exciting new collaboration at BLE. Fans of the beloved author can now expect to see the many animals featured in Roald Dahl’s globally-loved stories brought to life in plush, science kits, puzzles/ games, paper products, craft/activity items and apparel for kids aged five to 11. The designs will reference a number of Roald Dahl’s iconic stories, including James and the Giant Peach, Fantastic Mr Fox, The Enormous Crocodile and Matilda, bringing them together with the scientific expertise of the museum.
Golden Bear is the new master toy licensee for hit pre-school property Bing. They were awarded the master toy rights for the UK, Ireland, EMEA and Australia. The new Bing toy line will feature Bing, Flop and friends and include plush, which will span basic, talking, feature, night-time and jumbo; figurines and playsets, role play items, bath toys and wooden peg puzzles. The first products will launch in A/W 2019. Bing continues to be a top rated show on CBeebies and the BBC iPlayer.
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DON’T MISS… We bring to the fore a selection of the hottest and newest products that will help you sell more. Buyers and retailers, get in touch with your sales contact now!
Product: Rescue Runts Company: Bandai Tel: 0208 324 6160 Email: sales@bandai.co.uk
Product: Tonka Power Movers Company: Funrise Tel: 01908 555 640 Web: www.funrise.com
Product: Superzings Series 2 Police Station Playset Company: Magic Box Toys Tel: 01403 251286 Web: www.magicboxint.com
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Product: Volvo A60H Company: Bruder Tel: 01491 412415 (The Sales Partnership) Web: www.bruder.de
Product: Brainbox Christmas Company: Green Board Games Tel: 01494538999 Web: www.greenboardgames.com
Product: Neo Jura Lodge Company: Simba Smoby Tel: 01274 765 030 Web: www.simba-dickie.com
Product: Wrapples Company: Character Options Tel: 0161 633 9800 Web: www.character-online.com
Product: Yellies Company: Hasbro Tel: 0208 569 1234 Web: www.hasbro.com
Product: Engineering Makerspace Off Road Rovers Company: Thames & Kosmos Tel: 01580 212 000 Web: www.thamesandkosmos.com
toysnplaythings.co.uk
Step back in time A rather personal look back through time beginning with August 2013, 2008, 1998 and 1988 by TnP Founder and MD Malcolm Naish
November 2013 •
•
Our interview this month is with Julian Green – Head of Retail at the London Zoo. He tells us 35 per cent of all sales are toy-based, with Schleich coming out top on volume sales. I am sad to record the death of Ian Scott. Ian spent the whole of his working life in the toy trade, serving on the BTHA Council for more than 25 years, receiving a Lifetime Achievement award in 2006.
•
Amazon reveal that Orchard Toys’ Shopping List game is its third all-time best- selling toy.
•
Loom bands are really beginning to take off in the UK following huge sales in the USA. Martin Grossman leads the way.
November 2008 •
The plunging value of the pound against the dollar is making life tough for suppliers. The dollar rate had plunged to $1.56 from a high of just under $2 a few months earlier.
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Popular agent Roy Gray retires and is presented with a ‘Golden Teddy’ shortly beforehand.
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Over half of China’s smaller factories have closed this year.
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Tomy decide to pull out of the 2009 Toy Fair. Happily, this didn’t last too long - move forward ten years and they are one of the regulars at Olympia.
•
Interestingly, the American ‘Women in Toys’ group launch a European branch. If they’d have waited another ten years they could have done a deal with the Fence Club!
£30. What tosh! Everyone knows that any ‘musthave’ Christmas toy is slashed price-wise during the build-up to Christmas Day. •
K’Nex announce that Hasbro will be handling sales for them come 1999.
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Hamleys announce a profit warning despite sales increasing by almost £3m - 20 years later and they’re still making news of this nature.
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Peter Oval announces his plans to retire from Toymaster next year, allowing them plenty of time to find a successor.
November 1988 •
Our Kensington Hilton Hotel rate for the forthcoming Toy Fair offers a single room at a mere £65 including VAT.
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Mike Ganley leaves Waddingtons to take up the sales director’s job at Sharna-Triang.
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Mothercare are taking toys seriously and have completely revamped their toy offering. Named ‘Toy School’, Linda Osborne is their buying manager.
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Clive Jones is appointed sales manager at Cowan de Groot. A reward for ten years of hard labour at Codeg. Can you believe that Clive is a mere stripling of 30 in our pic?
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Even back 30 years ago knock-off products were a regular occurrence. Take Teddy Ruxpin, Mattel’s big selling bear, he was suffering competition from a look-a-like produced in Hong Kong and selling for half the price and made from very poor quality materials.
•
Toymaster announce that from early next year a new membership structure will be in place. Chairman Neville Jennings has been touring the country explaining how these changes will be implemented.
November 1998
NOVEMBER 2018
•
Hasbro buy American toy company Galoob for a whopping $220 million. Micro Machines and Pound Puppies are among their brands and for Toy Options (the forerunner of the Character Group) this will be a big hole to fill for 1999.
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Mattel pull out of Toy Fair, but we are of the opinion that this will give buyers more time to visit some of the smaller companies at the show.
•
The favoured toy for Christmas in 1998 has to be Furby. For some reason, The Sun has singled out Furby for some bad press. They tell their readers that Furby only costs £7 to make and it retails at
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