Toys n Playthings November 2022

Leader – with Tim Murray

News – headlines and more from around the industry

Retail News – from the shop floor and store head offices

Media News – what’s happening on the box and beyond

Licensing News – licensed products and what brands are up to

People News – all the movers and shakers

Ambassadors – our budding wordsmiths try out Winning Moves’ Lex Go! games

Ambassadors – our young testers get stuck in to Spin Master’s Sink n’ Sand game

What’s New – fresh product to liven up stores

Trade Talk – suppliers talk about their hopes for the end of 2022 and the new year

Retail Talk – retailers sharing from the shop floor

Don’t Miss – must-stock items for retail

Ride-ons – find out which products are the wheel deal in this sector

Character licensing – fan favourites from the movies, TV and more

Special reports

Retail Interview – Award-winning retailer Sally Wilde, at Devon’s Planet Sal, shares her success story

Retail Interview – Louise Moss at the Yorkshire Wildlife Park talks about the destination’s themed toy offering

Great Gizmos – celebrating 25 years Columnists

U. S. Toy Association - Jennifer Lynch on what’s trending this year

Indie opinion – Maggie Tibbenham outlines her hopes and fears for the last few months of the year

LEADER

The busy season is well and truly upon us, and, hopefully for our retailer readers, things are slowly but surely picking up and looking up for the months ahead…

But as everyone knows – and I’m fast learning – it doesn’t end there, as the January show season is hovering into view, too.

One of the many things that’s really impressed me about this industry in my short few months here has been its ability to look forward and plan for the future, simultaneously managing to work on the supply side of the business and the present and immediate future, what’s happening in stores and the market, and, at the same time, looking beyond this, into next year.

And with that, it’s worth noting we’ve got a few big issues on the way – both our December and January editions are set to be bumper-sized publications. We’re putting the call out now for submissions, because next issue we’re celebrating both Q1, looking at key ranges on the way, while also going further into the future and previewing 2023, whether it be with product and ideas that will be hitting stores later in the year, as well as the key issues that will dominate.

In a hopefully serendipitous way, it enables us to preview what’s going to be happening in our huge January issue, which will cover the double-pronged assault in the first month of the year that takes in both the London-based Toy Fair and the Nuremberg Spielwarenmesse… Get your editorial submissions for both in now, and I’m also looking forward to meeting you all there.

Please get in touch with me at tim@lemapublishing.co.uk to discuss editorial coverage, and speak to

mark@lemapublishing. co.uk about advertising… We need to talk as soon as possible about the December issue and please get those Toy Fair and Spielwarenmesse entries in as soon as possible…

Meanwhile, there’s a fair bit of looking ahead in this issue, too. We’re putting the ability to look ahead to the final quarter under the microscope in our news section, assessing toy retailers’ announcements of the key toys for Christmas, as well as toy organisations’ assessments of current trends in toys. These things help keep toys and games firmly on the news agenda and can benefit the whole business, so are always welcome to see.

While there may be some gripes about Christmas toy must-have lists and how they are compiled, there’s no denying that national newspapers and broadcast media can’t get enough of them; their publication can help the wider industry in highlighting the availability of assorted toys and be beneficial to the other retailers and all suppliers.

”The toy trends lists illustrate how forward-thinking the industry is, and how it can adopt technology as well as wider trends. I’ve already seen a number of games this year that, while being rooted in traditional play, reflect the kind of things a younger, Internetsavvy audience are into – some of those, such as Winning Moves’ new games that highlight YouTubers and more, are also covered in this issue.

Alongside our big, big features – we’re looking at ride-on toys, character licensed toys and infant toys in our specials – we’ve also got a lot of favourites, including our unrivalled retail coverage, as well as the return of toy talk and, better still, the fully-fledged comeback of our Ambassadors feature, where we get children to test out toys from key suppliers. It’s one of the best regulars in the magazine and had caught my eye long before I even came on board –suppliers, contact Mark or myself as you really should get involved with this.

So, enjoy the issue and I’ll see you at any of the forthcoming toy fairs and associated events…

“The toy trends lists illustrate how forward-thinking the industry is, and how it can adopt technology as well as wider trends

Tim Murray

Also by Lema Publishing

At the heart of retail

Mattel phones home

Mattel is planning to phone home after unveiling plans to mark the 40th anniversary of global blockbuster film E.T. The Extra-Terrestrial.

Steven Spielberg’s classic feel-good sci-fi weepie was first released in 1982 and became a worldwide, recordbreaking box office hit, with its catchphrase entering the popular lexicon.

The landmark birthday is being marked with a theatrical re-release for the film and an undoubted raft of press coverage, with Mattel celebrating the occasion with the launch of a character plush featuring the lovable alien in his instantly recognisable red hoodie.

The 11in plush comes complete with a finger that lights up just as E.T.’s did in the much-loved film, while the creature also utters some of the alien’s favourite phrases, including, of course, the legendary ‘phone home’.

Jan Jauregui, manager of product design at Mattel, said: “We went through dozens of sketches and stylizations because we wanted to make sure that we captured E.T.’s sweet, child-like innocence through the sculpt. Aside from making his proportions even cuter with a larger head and smaller body, we put a lot of emphasis on his eyes.”

WOW! Stuff gets real

Following the success of its Jurassic World real FX Baby Blue, toy company Wow! Stuff is set to launch a range of real FX toys.

The toys, which will sit in the robotic and interactive playmates sector, part of the wider Youth Electronics Supercategory, are aimed at kids as well as “adored by adults”.

The Jurassic World toy has been a bestseller across the UK, US and France and has won scores of awards within weeks of launch.

CEO Richard North said: “We’ve always been driven by innovation, and that’s how most brands originate and become leaders, often by creating the category itself. It’s actually been difficult to pigeonhole the category that Real FX plays in. Perhaps it’s even the first brand in a new developing category of realistic/feels alive toys, but for now it appears

Robotic/Interactive Playmates is where it sits. Our original Real FX item was an AI (artificial intelligence) race car set that sold over $45m at wholesale in its first year, followed by the Harry Potter Invisibility Cloak. Our positioning for these products has been ‘As realistic as it can be outside of the real thing!’. For example, as a toy and in the hands of a seven-yearold, Real FX Baby Blue must feel like the most realistic dinosaur in 65 million years.

“We feel the timing is just right for a new fresh innovative entrant into a category that is growing strongly across global markets. The positioning of Real FX is very distinctive with a mission to ‘Look Real, Feel Real, Sound Real’.’’

Spin Master outpaces industry, despite revenue dip

Spin Master highlighted the challenging market conditions and other problems as the company revealed its figures for the third quarter and the year to the end of September, which showed revenue down 12.7% on the same three-month period in 2021.

The figures, the company noted, were further skewed by the inclusion of revenue from Paw Patrol: The Movie in last year’s figures.

But the company said its figures were still ahead of the wider industry and is looking ahead of the rest of the year.

Spin Master’s global president and CEO Max Rangel said: “We remain committed to our long-term growth strategy through the development of innovative toys, engaging, multiplatform entertainment content and creative, open-ended digital game experiences. While our year-to-date growth has outpaced the toy industry globally, our revenue this quarter was affected by the pull forward of toy shipments into the second quarter, and by the challenging macroeconomic factors affecting consumers. Our team is excited to bring our magical experiences to children and their families this holiday season and we firmly believe that the power of our innovative toy portfolio, diversified entertainment pipeline and suite of digital games will drive solid results.’’

Rag-time

Inside Out Toys has furthered its partnership with Sri Lankan company Tikiri by inking a deal to become UK distributor of its Bonikka range of rag dolls.

The deal takes effect from January 2023 and sees the brand joining Inside Out’s existing distributed Tikiri product.

Inside Out Toys’ owner and MD Julian Garner said: “We have been looking to add dolls to our portfolio of sustainable toys for some time, so when the opportunity arose for us to distribute Bonikka for Tikiri in the UK, we were thrilled!”

Trending for 2022

It’s all about the experience, using toys without screens, and play for all – with adults and parents enjoying games as much as children… These are among the key toy trends for 2022 according to the US-based Toy Association.

The organisation has unveiled its toy trends for the forthcoming holiday season, based on product research and tracking by the Association, as well as a major survey, which polled 2,000 American parents about toys and their purchases.

The key trends for the final quarter come under the headings of All About The Experience, where parents help their kids create memories through play; PurposeDriven Play, which sees parents welcoming the more progressive and diverse toys that are sustainable and touch on social issues as well as supporting children’s mental health; Entertainment Everywhere, highlighting how toys and play are

crossing over into social media and the digital world, bringing with it endless possibilities; and Play For All, with parents and adults buying toys for themselves as well as kids.

Adrienne Appell, executive vice president of marketing communications at The Toy Association said: “While reports indicate that consumers have lower confidence to spend due to inflation, toys historically have proven to be recession resistant because of their affordability and families’ desire to make sure kids experience the wonder of play through toys and games,” she said “Our research shows families are turning to play to de-stress, make memories, and have fun: In fact, 67% of parents in our survey said they spend more time playing with their kids now than they did before the pandemic, and 54% said they specifically seek out toys that will enable them to make new memories with their children.”

U.S. TOY ASSOCIATION PREDICTS TOY TRENDS TO WATCH THIS HOLIDAY

The American organisation’s Jennifer Lynch on what’s trending this year…

After a year spent inching toward a postpandemic retail landscape, the U.S. Toy Association is predicting that toy trends this Christmas will reflect the evolving play and entertainment habits of families everywhere.

A follow-up to its 2022 toy trends revealed in February, The Toy Association announced its official Q4 Toy Trends in early October, which is available at toyassociation.org/trends. Here’s a sneak peek at what those trends will be [see the full story, left]:

■ From TikTok to YouTube, there are more ways to absorb content than ever, and today’s consumers crave variety. Expect a wide array of toy options in terms of price points, toy types, and the experiences they deliver for everyone this holiday season. While digital-first programming like CoComelon continues to drive toy sales, trends fuelled by social media highlight the powerful influence content creators will have on holiday toy spending. Look out for even more social media-approved sensory toys as well as toys inspired by top TikTok creators.

■ Proving that play is for all, expect to see more ‘kidult’ toys making waves on toy shelves - from complex building sets to room décor-worthy craft kits. This niche of toy shoppers represents parents nostalgic for the retro toys of their youth to share with their own kids as well as adults seeking reimagined classic toys to collect.

Key strands for 2023

Organisers of Germany’s Spielwarenmesse have revealed the trends that they think will dominate next year and will be focused on at the Nuremberg show early in 2023.

The Spielwarenmesse’s international Trend Committee has revealed the three trends – Discover!, Brands for Fans and MetaToys.

All three of the trends will be covered in the redesigned Toy Trends experience area at the event taking place between February 1 and 5. The neighbouring Toy Business Forum will present on the topics.

Discover! is, as its name suggests, looking at the opening up of new worlds and themes. The Trend Committee said: “ The products in this trend engender a curiosity for the unknown and encourage children to research new worlds intently so they can understand them.”

Brands for Fans takes in everything from licensed product featuring characters from film and TV, as well as retro toys for older toy fans.

And lastly, MetaToys looks at technological toys and new and innovative approaches to toys and play. The committee said: “The digital world marches ever onward, holding out the prospect not only of advances in daily life but also of scope for new creativity in the toy industry. These opportunities are being picked up by the sector with products that are played out in Web3 or make use of technologies such as augmented reality. More at www.spielwarenmesse.de/en/trends.

■ Kids care about the world they are growing up in, and parents also want to support companies that are committed to building a better world for their kids. When toy shopping this holiday, families will be met with the most diverse assortment of options ever, from dolls that represent children with disabilities such as Down Syndrome to toys that teach kids about different cultures around the world. Toys that address social issues such as sustainability and mental health will also be front-of-mind for conscientious shoppers.

■ When it comes to getting more bang for their buck, consumers want an experience. Parents will be seeking toys this holiday that not only bring their kids’ favourite digital worlds to life off-screen but also offer hands-on play experiences that are innovative, customisable, and deliver fun for the whole family.

The Toy Association’s full Q4 Toy Trends report was announced in October. The trends team will present its 2023 Toy Trends Briefing to media, buyers, and other industry professionals during a special Q1 media event, The Play Date, developed in partnership with Adventure Media & Events, on March 8, 2023 in New York City. Stay tuned for more details.

Schleich to the future

Schleich has unveiled what it says is the biggest marketing campaign in its 87-year history, with the activity covering off both the wider brand and key franchises.

It’s all part of an ongoing internationaleffort from the company, with the brand campaign running from September throughout the whole of autumn and winter 2022. It’s titled Where Stories Begin and uses its recognisable characters to show the kind of questions and imagination the toys can provoke.

The campaign will include digital, YouTube, VOD and OOH marketing including nationwide digital poster sites.

Individual franchise activity will focus on the likes of Horse Club, new offshoot Horse Club Sofia’s Beauties and Dinosaurs (with spots on CITV, Milkshake, Nickelodeon and Pop), digital and YouTube, which also started in September.

Marketing manager Paul Dearlove said: “We are very much looking forward to watching the rollout of Schleich’s biggest-ever marketing campaign this autumn. Not only will it continue to build momentum and consolidate our new brand positioning following the summer relaunch but it will also bolster brand awareness of our key ranges, providing further support for retailers during the crucial festive period with a targeted and comprehensive mix of content online, on TV and out of home.”

Sky’s the limit

Vivid Toy Group’s resurgent Sky Dancers brand took to the air – literally – for the launch of the revived toys on the landmark London Eye.

Celebrities such as Anna Nightingale, Vanessa Feltz, Imogen Thomas, Linda Robson and Abbie Quinnan were in attendance to see the take on the classic 90s in action, with Sky Dancers themed activities in the Eye’s iconic pods.

Sky Dancers, which sees dolls launched into the air via a pull string in the base, sold more than 100 million units in their first incarnation.

“This was an incredible event that exceeded all

our expectations on the day,” said Chloe Burrowes, senior brand manager at Vivid Toy Group.

“Sky Dancers have already launched to great demand and we’re seeing them fly off shelves; with the additional coverage from this event sales are set to grow to new heights. Working in partnership with Merlin Venues and Norton PR created a real wow immersive brand experience that only added to the overall event and resulted in some amazing coverage across national media and influencer-owned social channels. A perfect time of year to hold the event ahead of the busy Christmas period and media gift guide selection.”

Tonies keeps growing

Interactive audio brand tonies is staking its claim to be the brand to watch this Christmas after encouraging NPD figures revealed it is among the fastest-growing toy brands in the UK.

According to the NPD revealed by tonies, it was the fastest-growing preschool brand for the 12 months to the end of June 2022, while its Toniebox – the musical box on which the Tonies figures are placed to play music and songs – is the fastest-growing toy in the overall market.

The figures also suggest that a Toniebox gets played 148 times more than the average gifted toy. In total, the company said, it has sold more than 3.9 million of the Tonieboxes since launch, and sold 47 million Tonies – of which there are 600 different types – globally.

Lucia Kreuzer, GM UK & IR at tonies, said: “Being the fastest-growing preschool toy brand over the past 12 months is a testament to the team’s hard work and commitment to create a product and content that children love. These results are also proof of the strong collaborations we have with our great retail partners and licensors.’’

Nanoblock: bigger than ever

Nanoblock – the world’s smallest micro-building block – is getting bigger according to Toynamics, with sales boosted by its licensed products.

Licensed is the leading category of Nanoblock in sales terms in the UK, ahead of Mini Collection and Sights To See. And among those licensed products, Pokémon and Sonic the Hedgehog are the biggest.

Toynamics is offering retailers point of sale for the Pokémon range, which has more than 20 different characters to collect, as well as graphic packs and stock for competitions for stores to use on social media.

David Allan, MD at Toynamics UK & Ireland, said: “Nanoblock is continuing to exceed expectations for our brand portfolio, and the licensed collection has been hugely popular. We continue to support retailers with consumer campaigns, including a competition we recently published in the official Pokémon Magazine.”

Game On

An increase in demand for classic toys, a further uplift in interest in toys spun off from films, TV and video games and increasingly tech-friendly toys and games…

Those are among the key drivers spotted by UK-based online marketplace OnBuy, in a whopping rise in its toys and games business, which has seen sales grow by more than 1750% in the past three years.

The marketplace, which has been tipped as one to watch by the Financial Times as one of Europe’s fastest growing, said the key areas outlined above had helped its sales soar.

OnBuy category manager Azeem Sabur said: “The foundation of the toy industry seems extremely stable. Even in uncertain economic times, parents want to provide joy for their children. With our fresh and unique approach to eCommerce, we are providing toy retailers with an easy and fair opportunity to get their products seen by hundreds of thousands of shoppers that are visiting OnBuy daily, all searching for their next purchase.”

OnBuy CEO Cas Paton added: “Our meteoric growth is thanks to our proposition that champions transparency and collaboration. As more retailers are becoming increasingly tired of the negative and competitive experience in the industry, we have fast become a trusted alternative - providing a fair and transparent marketplace that vows never to retail any products, never to launch an ‘own’ brand range, and compete with retailers.

“As a relatively new marketplace, there are still so many opportunities for sellers, brands and retailers to join OnBuy and now is the best time for toys and games sellers to get listed to benefit from incremental sales leading up to Christmas.”

This year’s Oscar winner

“We really want to go to Smyths Toy Superstores!”

The retailer’s mascot Oscar is back and he’s joined by some of the biggest and brightest names in the toy market for its new Christmas ad.

The ad, unveiled on Friday November 4, features the character alongside a line-up to die for, and is part of Smyths Toys Superstores’ Christmas marketing blitz.

Oscar interacts with characters in the full-length one-minute spit, including Ziggy the Robo Dog, SpiderMan, Buzz Lightyear, and Minecraft’s Ender Dragon. The winter theme is played up with the Slashin’ Attack Therizinosauris from Jurassic World Dominion using his claws to shape a snowman and Barbie’s Winter Holiday Fun range, while Squishmallows Squad, L.O.L. Fashion dolls and Harry Potter fare all make an appearance.

It’s part of a campaign that includes TV, YouTube, and social media activity on Facebook and Instagram. Plus Smyths Toys Superstores will also work with influencers to boost views and hold competitions.

A full two-minute version of the song will appear on music streaming sites such as Amazon Music, Apple Music, Spotify and YouTube.

Sinead Byrne, joint head of marketing at Smyths Toys Superstores, said: “We’re so excited to unveil our new Christmas brand ad! With a brand-new song to ring in the holidays, Oscar is back with the best toys from this year. Kids can watch and rewatch the ad, to spot all their favourite toys.”

You can see the ad here https://youtube/0blKD9IVPGk

Toymaster unveils new-look committees

Toymaster has announced a new member committee after merging its two separate committees – previously split into marketing and merchandise – into one.

The new-look member committee, unveiled by the Toymaster Board, is made up of Carl Blatcher, JAC Stores, Isle of Man; Ciaran Fitzpatrick, Banba Toymaster, Dublin; Dave Middleton, Midco Toymaster, Burton and Derby; Emma Dadswell, Toys n Tuck, Southend and Stephen Hartfield, from Kids Stuff, which has eight stores across Sussex and Surrey. Chloe Farrow, Toymaster Selector, is committee co-ordinator.

The organisation also said it had recognised the different needs

of its membership, with the board setting up a new committee for its Island of Ireland membership.

This commmitte includes Ciaran Burns, Toymaster, Cookstown amd Lurgan; Ian Bailey, Baileys Toymaster, Gorey; Jean Hodgins, Hopkins, Toymaster, Wicklow; Jonny Rogers, Rogers Toymaster, Portadown and Banbridge with Pat Murphy, Murphy’s Toymaster, Dungarven and Youghal.

The board also paid tribute to departing committee members, noting: “We would like to take this opportunity to thank Chris Blatcher of JAC Stores, Ciaran Burns of Toymaster Cookstown, Steve Kerrison of Kerrisons Toys and John Testori of Bambola for their valuable input, time and hard work on our previous Committees over many years.”

Entertainer’s charity appeal aims for 100,000 mark

stores and will continue throughout the month until November 30.

Gary Grant, founder and executive chairman of The Entertainer, said: “We believe that every child deserves the gift of play and to enjoy the wonder of Christmas. The Big Toy Appeal is all about making the festive period easier for those families who struggle at Christmas by providing toys to open on the big day.

The Retail Barometer

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

The Entertainer is aiming to break through the 100,000 mark of toys donated to its annual charity appeal after announcing plans to once more work with the Salvation Army to help give gifts to underprivileged children.

The Big Toy Appeal has seen more than 92,000 toys given to charity since it launched in 2018, as the retailer encourages customers to buy another toy to donate when buying presents from stores or online in the run-up to Christmas. The Entertainer then matches the gift with another toy itself, doubling the contribution.

The appeal is running online at www. thetoyshop.com/big-toy-appeal and in its

New Toymaster member – Music Corner, Gibraltar

Toymaster has announced a new member, one of of its furthest form the UK in the shape of the Gibraltarbased Music Corner.

The retailer which has been trading for 24 years, started out life, as its name suggests, selling audio and music-related items.

It has, over the years, moved increasingly into toys, starting with trading cards such as Pokémon and Yu-Gi-Oh! and now stocks major brands such as Mattel, MGA, LEGO and Hasbro. It’s now a predominantly a toy retailer, although has stuck with the Music Corner name as it is a well-lnown outlet on the rock. As well as local trade, the retailer also benefits from tourists arriving on cruise ships. A statement from Toymaster said: “We would like to welcome Music Corner to the Toymaster family and wish Naresh, Suresh and the team the best of luck.”

“We’re incredibly proud that each year The Big Toy Appeal has been able to support even more families, with more than 92,000 toys donated since 2018. Every child deserves to know they are special, and The Big Toy Appeal is a chance for us all to work together to help families celebrate the wonder of Christmas.”

Tony Daniels, director for community services for The Salvation Army, said: “The cost of living crisis continues to place family budgets under significant and sustained pressure. Therefore, Christmas this year will be extremely difficult for many families to budget for, given that the current economic crisis show no signs of abating. Clearly, our Big Toy Appeal is needed more than ever and will allow us, partnering with the Entertainer, to bring Christmas joy and support to families who need it most right now.”

Tonies marks its move into Hamleys

Tonies has marked its move into toy retailer Hamleys with a launch event at the flagship London store, scoring a PR coup that will boost the brand across the board.

Celebrities and influencers, competition winners and plenty of children gathered around as I’m A Celebrity winner and author Giovanna Fletcher and Sky TV presenter MC Grammar hosted the event and give the crowd a glimpse into the world of Tonies. The audience heard Gruffalothemed stories from a giant Tonies box.

Attendees included Vogue Williams, Binky Felstead, Ali Bastian and Perri Edwards The move into Hamleys is the latest step in Tonies’ development, with the brand still celebrating NPD figures that show it is the fastest-growing toy in the market, and further consolidating its growth.

Tonies partnership and PR Pinky Laing said: “We are so proud of our new partnership with prestigious toy store Hamleys. I remember running around Hamleys as a child, and so to see our products being stocked on the very same shelves is a dream come true.

“Working with Hamleys to create our new tonies display in-store has been amazing; the team have been an absolute joy to work with, and just like excited kids, we are all looking forward to Christmas!”

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

Pokemon cards - often mentioned by retailers across the board, as Pikachu and pals, is the phenomenon that refuses to die, and continues to excel at retail. “Pokemon trading cards continue to be big sellers for us.

Other pocket money toys - All those ones on the counter continue to perform well, as noted by one of our contributors, who said: “It always amazes me at the volume of bottles of bubbles, stickers and Hot Wheels cars that we sell!’’

Independent retailers – One of our retailers (an indie, in case you couldn’t guess), believes that more could be done by suppliers and the wider industry to capitalise on the current increasing vogue for consumers to turn to indie stores and away from giant multiples… They said: “The proportion of shoppers who prefer to use an independent retailer over a multinational is rising rapidly; consumers want to support smaller operations like ours over larger retailers especially at Christmas. I just can’t understand why the big brands in our industry don’t lean into this more; it would be refreshing to see them proactively working on what support they can offer independents.’’

Tonies – Featured on our news pages previously after strong NPD performances, these are becoming increasingly important at retail.

Supply chain issues – everyone’s keeping an eye after the pandemic and Brexit-related issues that caused problems in recent years, but, fingers crossed, these are now fewer and further apart than previously.

Jigsaws – it’s not too much of a puzzle as the Covid-inspired fillip for this sector now seems to have dissipated. It’s not across the board though, there are still some selling and, moreover, a few retailers have mentioned a recent uptick in arts and craft sales, another lockdown favourite.

Increased costs – whether it’s real or imagined, everyone is talking about increased costs. For some retailers, it’s inflationary pressure on not just prices in stores, but rents and costs too. For others it’s the press continually talking about inflation. The former side is, of course, having an effect, and the constant coverage for the problems potentially to come may now be affecting consumer confidence too.

Picking the Christmas hits

As retailers line up to issue their predictions for the seasonal hits, TnP assesses what they mean for business and how they can secure column inches

“It’s a very early start,” laughed Hamleys buyer Karen Dennett. The buyer is part of the Hamleys team that had just unveiled its top 10 Christmas toys listing at the retailer’s legendary, flagship store on London’s Regent Street.

Hamleys was among the first in a raft of retailers to issue top 10s predicting what they thought the biggies would be at Christmas.

These top 10s and crystal ball gazing seasonal charts have become an increasingly important tool for retailers and suppliers alike, especially when national press and newspapers are increasingly reliant on this kind of chart to fill up their publications when newsrooms are more and more scarcely staffed.

They make for great copy, great conversation pieces and are always an interesting read, for starters.

“We’ve been constantly thinking about this since January,” said Dennett, speaking to TnP at the well-attended press launch early one autumn morning in the capital’s West End. “We’ve been debating it for quite some time, even right up to the last few days. We wanted it to be bang up to date.”

It’s not just the buying team putting it together either, as she explained: “Within the buying team we put together a shortlist, but then ask within the whole Hamleys business. It’s very wide and we want to get different opinions. It’s not just one person, we’re taking everything into consideration.”

This included, she added, the current economic climate, a factor all retailers have had to think about when putting together their Christmas top 10s this year.

“Everyone is very conscious of what’s going on. We’ve gone for a more iconic range and evergreen items, things that aren’t just for the festive period,” she said. “We wanted things that are played beyond Christmas and for the whole year.”

For Hamleys – and the other retailers releasing top 10s – the publication of its seasonal predictions also marks the beginning of the festive period. The retailer is quietly confident about Christmas this year, despite the dire economic situation. “We are optimistic,” she said, “we’ve had good sales this summer.

“Footfall in Regent Street is definitely back to how it used to be [prepandemic]. Sales over the year have been higher than we expected. And we don’t think supply chain will be too much of an issue. We’re quietly confident.”

Back to the top 10, and as TnP exited the building, we picked up an early edition of that day’s Evening Standard, London’s free ‘local’ newspaper. There, in the paper, was its coverage of Hamleys’ top 10 already, proving the worth of it. Agency attendance, from Bloomberrg, Reuters and the PA, as well as newspapers such as The Sun, also showed the worth of Hamleys’ enterprise.

Smyths Toys Superstores Top toys 2022

1. WWE Wrekkin’ Rampage Rig Vehicle Playset

the Robo Dog

1:12 Remote Control Rock CrushR

World Dominion: Real FX Baby Blue Dinosaur

Cutie Reveal Winter Sparkle Range

Victoria Kay, head of buying, Hamleys : “Recognised brands dominate the Top Ten Toy picks this year, with products that will resonate with parents just as much as children this Christmas. We are confident that by selecting these products, parents will be making a wise investment in gifts that will be played with well into the future. With iconic characters featuring in the list, we know we have chosen the very best, most wanted toys, from strong brands that will be cherished by families as they grow.”

Chewbacca 7. L.O.L. Surprise! O.M.G. LaRose & Missy Frost 8. LEGO 76408 Harry Potter 12 Grimmauld Place Set 9. CoCoMelon Audio Tonie 10. Smart Ball Skills Training Football 11. Coolmaker Stitch ‘n’ Style Sewing Machine 12. Sink N’ Sand Board Game with Kinetic Sand 13. Little Live Pets Mama Surprise 14. Fisher-Price DJ Bouncin’ Beats 15. Magic Trace Glow to Show Studio

Sinead Byrne, the joint head of marketing at Smyths Toys, said picking the top toys of 2022 hasn’t been an easy task. “There have been so many excellent releases this year, which made the decision difficult. We have some excellent TV and movie franchises in the mix this year, with the Wrekkin’ Rig and Drew McIntyre figure from WWE. There’s also the Real FX Baby Blue Dinosaur from Jurassic World, a CoCoMelon audio Tonie, and a super-rare LEGO Harry Potter set, featuring your very own Order of the Phoenix HQ. The list also features an RC car and Ziggy – our ever-popular robo-dog. The Squishmallows Chewbacca is perfect for Star Wars fans, and you can ring in the season with the Barbie Cutie Reveal Winter Sparkle Range! Our Top Toys list has so much to explore – to delight people of all ages this Christmas.”

Norton bags brace of clients

UK PR agency Norton PR has announced a brace of highprofile clients it has been appointed to represent.

First of these is a ‘highprofile influencer outreach programme of activity’ ahead of Christmas as US collectable brand Versus World makes its way across the Atlantic where its Cats Vs Pickles sub-brand is the fastest-growing plush collectable. The Versus World range also includes Dogs vs Squirls, Kittens vs Gherkins and Bears vs Donuts.

Its campaign will include YouTube and Instagram takeovers, and unboxing, as well as involvement in influencer events.

Norton PR director Emma Arthur said: “The Versus World is one of those properties that is a joy to work on given its strong back

story and existing collector fan base. With our track record of supporting licensed product launches in the UK and Europe, the opportunity to develop an established audience by generating new and engaging content is an exciting new challenge!”

James Russell Hornsby, CEO at Cepia, which owns the brand, said: “A strong social media and influencer strategy is mission critical to generate awareness and demand among our target kid and kidult collector customers. We were seeking an agency who could help us get the Versus World properties into the hands of creators and are so excited about the plan that Norton will bring to market.”

Norton has also been appointed as communications partner

in the UK for Toyish Labs’ building toy Clixo. Assaf Eshet, founder and CEO at Toyish Labs, said: “What drives me and my team is to allow kids of all ages to develop their imagination, and discover their skills and confidence while staying curious. We’re delighted to be partnering with the Norton team.’’

Gabby’s fabby

Gabby’s Dollhouse continues to build big audiences.

The series has now moved on to free-to-air TV in the UK via Tiny Pop. and the DreamWorks-created series’ success is being celebrated by Universal Pictures and Experience.

Rebuilding blocks

LEGO has furthered its relationship with Channel 4 after launching a new shortform digital series for the broadcaster’s social media.

Comedians Judi Love, Aisling Bea, Rhys James, and Katherine Ryan each appear in one of the four episodes, along with children for the Kids Rebuild The Future series.

It’s part of LEGO’s Rebuild The World campaign celebrating kids’ creativity, and the full-length versions appear on C4’s YouTube channels, with cut down versions on its Instagram and Snapchat. All four episodes will appear on the All4 streaming platform and will be further advertised on Channel 4 itself.

David Amodio, deputy head of digital Innovation & 4Studio, said: “We are thrilled to be working with such an iconic brand on this new digital branded series. It’s another great example of how we’re working with brands to speak to new audiences across our growing social and owned channels. The LEGO Group has been the perfect partner, which has enabled delivering something authentic, fun, entertaining, and impactful.”

Isabel Graham, head of marketing, UK and Ireland at the LEGO Group, said: “The LEGO System in Play has long been the ultimate platform for creative expression and we’re really pleased to be working with Channel 4 on this new digital series.’’

Global views for Gabby & Friends on YouTube averaged 18 million a month. in 2021 and with Spin Master as its master toy licensee, its profile is rising.

Magical Gunners

Not content with weaving their magic at the top of the Premier League, Arsenal football superstars Martin Odegaard and Aaron Ramsdale were given a lesson in bamboozling the opposition from Marvin’s Magic creator Marvin Berglas.

The duo were shown some new tricks by magic maestro Berglas for a specially filmed segment, which aired on Sky Sports ahead of the team’s big game with Liverpool.

The clip then went viral, drawing in more than 800,000 views on Instagram and over 200,000 on Twitter, scoring more than a million views in total in a mere 24 hours. Even the full-length 18-minute version drew in more than 60,000 views in its first day, providing a further PR fillip for the brand.

Berglas said: “As an Arsenal fan and the first resident magician in the Premier League - I really enjoy performing for the players. They also seem to appreciate the skill they do with their feet - us magicians do with our hands!”

Watch the clip at https://vimeo. com/759187711 or https://youtu.be/ wykOYOh60iU.

Twinkl, Twinkl, little star

Hasbro has inked a deal with teaching resource platform Twinkl that will see Play-Dohinspired lessons being put together for teaachers and parents.

The first three resources from Play-Doh are now available on the platform, the home of ‘teacher-created planning and assessment materials and teaching resources’, with three free items, covering maths, English and well-being available. More are like to follow in the coming months.

A Play-Doh Imagination Certificate is also available on the site, to further celebrate and encourage imagination at school and home.

The big screening

As a new edition of the Brands & Retail UK Winter Conference 23 ramps up its activity – it’s just announced headline sponsor Fabacus – ahead of the event on January 18-19 at the Wellcome Museum in London, owner and event director Ryan Beaird unveils Toys ‘n’ Playthings as official media partner and talks about the event…

First off - I am delighted Toys n Playthings is now our official media partner for our great conferences. It has huge respect in the toy industry not just in the UK but globally.

I would always read TnP magazine when I ran the UK office of Licensing International (the consumer product trade association), especially for the great articles and relevant news to the licensing industry sector I represented.

Lema Publishing’s TnP supports the wonderful toy industry and I’m delighted it wants to support our new conferences.

We have now had two Brands & Retail UK conferences under our belts here at imaginators events. The first winter conference in February was attended by the majority of the retail industry that buys in licensed merchandise, and also all the great manufacturers and brand partners that make brand extension products.

At our first conference we had Hasbro, Bulldog Licensing, Paramount, Moonbug, MGAE, Penguin Ventures, BlueZoo Animation, SEGA, Activision and Warhammer. It was an incredible line-up and there were some great presentations.

To give you an idea – the Brands & Retail Conference format is back-to-back screenings from IP owners, showcasing either their new IPs or updates on existing

How it works...

brands to an audience of just retailers and manufacturers. All of them are under NDA and they have to be a licensee or retailer to get entry.

I wanted to create an event where everyone was happy. The brands knew I could get the VIP audience to come as I have the connections, and also the retailers and manufacturers were delighted because they could watch 15-minute back-toback screenings in one day –rather than having to attend 10 or so separate screenings from the brands themselves.

It was a phenomenal line-up – my team worked round the clock to make sure all the screenings were ready, and we delivered a perfectly-timed event; the audience feedback was again great.

At our first conference we had Hasbro, Bulldog Licensing, Paramount, Moonbug, MGAE, Penguin Ventures, BlueZoo Animation, SEGA, Activision and Warhammer

“

I am now in full organisation mode for our next winter conference – which comes a week before London Toy Fair – with ours on the January 18 and 19 2023, again at the Wellcome Collection museum.

Holding it before all the trade shows and in the first couple of weeks of Q1 means all these great IP owners can deliver their message right at the beginning of the year, leaving them more time to do actual deals at all the trade shows.

We save retailers time, money, travel – and shoe leather! They just sit back, relax in the comfy seats of the Wellcome Collection museum theatre in Euston, London, and take notes on what brands they want to license.

When we wrapped up the first conference, I asked the audience to put up their hands if they wanted me to put on a summer conference. As a result of the unanimous feedback, we ran a summer conference in July, which quickly turned into a two-day event due to huge demand from brands that had heard about it on the grapevine.

They won’t have to get their laptops out to show a retailer a 15-minute sizzle on a stand because the retailer will have seen it already at Brands Retail. They can just get the dialogue going and move the deal forward.

We have two great toy companies taking part: Jazwares, which is coming back to present its new IPs, and Mattel, which has also been supportive and got the format right away.

The Brands & Retail Conference format is back-toback screenings from IP owners, showcasing either their new IPs or updates on existing brands to an audience of retailers and manufacturers. All of them are under NDA and they have to be a licensee or retailer to get entry.

The line-up for our summer conference in July was even bigger - with Paramount, The V&A Museum, Ashmolean Museum, London Electric Taxi Company, Pink Key Licensing, Battersea Dogs Home (our conference supported charity), Lisle Licensing, Mighty Jaxx Toys, The FA, Acamar Films, Mattel, Kelebek Media, MGAE, Warhammer, Boat Rocker, Jazwares, Penguin Ventures, Uplift Games, PMS International, Retail Monster, Silver Gate Media and SEGA.

We would love to see some other toy companies taking part at Brands Retail UK Winter conference, especially if they are licensing ‘out’ as we say in the business. But if they are a toy company that license ‘in’ they are more than welcome to attend as an audience member. We have HTI, Golden Bear and Moose Toys in the audience – all looking for the next big children’s entertainment IP.

I can’t wait to host TnP and Lema Publishing at our winter 23 event and am delighted they are our media partners going forward.

If you are a toy company and you want to pitch your IP for licensing please do visit our website and send me an email – we have some un-reserved 15-minute slots left at time of press.

Ryan.Beaird@BrandsRetail.uk www.BrandsRetail.uk

Barbie’s back

Barbie is back and, with a blockbuster feature film on the way, the brand is set to grow even further

It’s never been a better time for companies to partner with Mattel in further growing the brand and making it truly immortal. For, as Mattel president and COO Richard Dickson said in his keynote speech to mark the opening of Brand Licensing Europe: “Barbie isn’t just having a moment, she’s making the moment, with no intention of slowing down.”

Dickson outlined the brand’s storied history, and its revival in fortunes from the nadir of 2014, as well as its efforts to make Barbie fit for purpose in today’s world; more inclusive and representative.

The company set about developing a playbook that conentrated on four elements to revive Barbie’s fortunes –brand purpose, design-led innovation, cultural relevance and executional excellence.

The result? Barbie is, he said, the number one global toy property, doubling Barbie’s toy business in the past seven years.

Dickson said: “Pioneered by Barbie, the Mattel Playbook is the heat behind her brilliant turnaround and a blueprint that’s now re-energising brands across our portfolio.”

In recent years, as Dickson noted, the

company has increasingly moved towards better representation too, a move that has further aided the brand and chimed with societal movements.

“Today, Barbie dolls represent more than 175 different looks and growing, including Ken body diversity and dolls that represent a range of disabilities. Barbies with hearing aids, wheelchairs, prosthetic legs, and a skin condition called vitiligo, are all designed with an eye for inclusivity.”

He continued: “We are immensely proud that diversity isn’t some small offshoot of the brand. More than half of Barbies sold, positively represent diversity, all because we had the courage to rethink everything.”

Last year, Barbie became not just the number one in dolls sales worldwide, she was also the number one global toy property. Mattel believes that with the Warner-distributed film already making waves well ahead of its 2023 release, the brand is poised to grow even further.

“At a time when our cultural, economic, and political discussions all too often send mixed messages to kids, Mattel, as

you’ve just seen, is using Barbie’s massive global platform to model empowerment and inclusion, advocating for the limitless potential in all of us,” he added. “And consumers are rewarding us for it, proving that purpose is profitable, which is a win for everybody. Like fashion, the toy industry is full of trend-driven items that peak quickly, then disappear. But purposebuilt brands - brands that are based on an idea that’s bigger than product - can have staying power for generations. I’m a big believer that evolution makes a brand relevant, but purpose makes a brand immortal. And that’s Barbie.

“Now, as thrilled as we are that Barbie is on top again, we’re not stopping there,” he concluded.

“There has never been a better time to partner with Mattel. Because as powerful as Barbie is today, you ain’t seen nothin’ yet.”

Mischief planned for 2023

The Beano is gearing up for its big birthday plans for 2023 – the legendary comic is celebrating its 85th anniversary throughout the year – with a raft of autumn and winter activity.

The Beano has recently partnered with EE to teach children about online safety, while Halloween saw the brand collaborating with English Heritage. A Beano-themed Halloween Quest took place at 22 different English Heritage sites, with Dennis, Gnasher and pals helping kids find out facts about the sites and history during half-term week.

Melissa Satterly, brand manager, Rocket Licensing, commented: “The work of English Heritage is all about bringing history to life, and this marvellous event is perfectly designed to do just that for young visitors to some of the country’s most historical sites. We’re delighted to be bringing Dennis, Gnasher and friends together with the inspirational work of English Heritage in what promises to be a fun and engaging half-term treat.”

Vanessa Andreis, franchise planning and partnerships director at Beano, said: “We’re incredibly excited to partner with English Heritage for the first time and for families to enjoy our spooky Beano Halloween Quests up and down the country this half-term. Beano has been entertaining for kids for more than 80 years so these iconic English Heritage sites are the perfect place for us to cause mischief and mayhem this Halloween.”

In a statement preceding the anniversary activity, Beano Studios said: “Productwise we’re thrilled to announce an extension of the Licensed to Charm range; the Hornby Beano Carriage; Spike Leisurewear; a classic capsule collection with Dennis and Gnasher from Cotton Division; a Dennis bespoke statue and Beano chess set (from Blu Goblin in aid of Save The Children); and the Farshore book range.”

Madam, I’m Adam

With the latest DC superhero blockbuster set to land in cinemas, Warner Bros Consumer Products has pushed the boat out for Black Adam, as licensed product “smashes into retail”.

Tie-ins include one with star Dwayne Johnson’s associated Under Armour brand, as well as a raft of toys, including, in the UK, both Rubies and Amscan for dressup. Rubies is working with Warner internationally, while the ubiquitous Funko is also on board, with Spin Master holding the international toy licence.

Johnson, aka The Rock, described the training process that inspired the Black Adam Under Armour gear, saying: “Black Adam deserved more than a portrayal. He deserved a transformation. Every training session, every rep, every drop of sweat was my commitment to disrupt the very notion

this character and myself.”

about

“Barbie dolls represent more than 175 different looks and growing, including Ken body diversity and dolls that represent a range of disabilities’’

Richard Dickson

passion and expertise will be missed”

Jumbodiset CEO Joan Ferrer

Galt rings the changes

It’s all change at Galt as parent Jumbodiset Group has announced the retirement of two long-serving staffers, and more new appointments.

Galt managing director John McDonnell is retiring after nearly 30 years, with the company paying tribute to his hard work and commitment to the firm during his lengthy stint with them. Jumbodiset CEO Joan Ferrer is set to exit the role but will remain on the board at the company, which acquired Galt three years ago. She said: “As the head of Galt for so many years, John has been a stand-out and respected leader in the industry. We have enjoyed collaborating with him across Europe since the incorporation of Galt to the Jumbodiset family and his passion and expertise will be missed.”

Sales director Clive Robinson, another longterm staffer, is also retiring, and in a statement the company paid tribute to him and the pair’s work. It said: “We would also like to thank him for his major contribution to Galt’s success in the market. John and Clive leave Galt in a strong position following its acquisition by the

Jumbodiset Group in 2019. They both played a key role in a transition that has positioned Galt and Jumbodiset to thrive across the UK and Ireland in what promises to be an exciting new era for our joint endeavour.”

Meanwhie, Jacqueline Taylor Foo has been appointed as general manager for Jumbosiset and Galt following time at the likes of Mattel, Spin Master, Zapf Creation and Melissa & Doug. She said: “I am honoured to be joining the Jumbodiset/Galt team. Our new European leadership team has exciting plans, with huge ambitions to further grow the company as we integrate to one even stronger organisation.”

Rubies strengthens national accounts team

Rubies has further expanded its national accounts team with two new appointments.

First, it has unveiled a new national account controller, Robin Dent, who joins the company from Hornby, where he was senior national account manager, having previously worked at the likes of Kids II and Mattel.

He will, Rubies said, “manage the day-to-day relationship with national accounts, while simultaneously focusing on their growth and expansion, aligning with Rubies 365 business plan”.

Sky’s the limit

‘I’m going to jump out of a plane!’ Mandy Nolan and her skydive plans became a reality when she jumped out of a plane, raising more than her initial target for good causes.

Nolan, financial controller at MV Sports, was initially aiming to raise £100 for the McCarthyDixon Foundation, a charity launched to alleviate hunger and provide essential supplies for people in need.

But, as her colleagues noted, “not only did Mandy literally throw herself out of a plane at 120mph, she smashed her target by 440% raising an incredible £440 for the charity”.

The company added: “This incredible achievement will fund more than 82 food parcels for those in need.’’

Rubies’ commercial director Graham Gardiner said: “With our national accounts department growing we need someone who is experienced, proactive and consistently focused on sales, growth and meaningful business relationships at the helm. Robin Dent, with his extensive experience in senior account management is a perfect fit for the role and we are excited to see where he leads this department of the business.”

Rubies has also announced the appointment of of Claire Barkwith as national account manager responsible for fashion and apparel.

The company said Barkwith, who boasts more than 16 years’ experience in the apparel and textile business, will be overseeing accounts at the likes of Sainsburys, George, Dunnes, Matalan and Morrisons, and will further bolster the sales team as well as providing further growth in apparel and fashion.

“With our national accounts department growing, we need someone who is experienced, proactive and consistently focused on sales, growth and meaningful business relationships at the helm. Robin Dent, with his extensive experience in Senior Account Management is a perfect fit for the role and we are excited to see where he leads this department of the business.”

Commercial director Gardiner added: “With Claire’s experience of every facet of account management and garment design from pattern cutting to sourcing, she is a perfect fit for the role of national account manager – fashion and apparel. As a business we’re growing to unprecedented levels, especially within our accounts department, and we need someone who is consistently focused on proactively growing relationships and developing our existing accounts, and we have no doubt Claire is the right person for the job.”

“As the head of Galt for so many years, John has been a standout and respected leader in the industry. We have enjoyed collaborating with him across Europe since the incorporation of Galt to the Jumbodiset family and his

Jacqueline Taylor Foo

Claire Barkwith

Robin Dent

Tailoring a must for social media

Using social media to engage with your target audience is the way forward, but it's vital to ensure you are using the right channels to get your message across, says Generation Media's Greta Bisetto-Donelan

More and more brands are linking up to social media, and it’s clear why. Social media platforms are an efficient tool to engage with your target market in an authentic way, while also sparking a lasting dialogue between consumers. But while it’s an excellent means of building your brand, packed with a plethora of marketing possibilities, one size doesn’t fit all...

Purchase power

Social media marketing can play a paramount role when it comes to building the demand of your products and ensuring conversion.

The optimum scenario will deliver engagements both across the kids’ demographic and their parents, as, ultimately, they have the purchasing power.

According to research on the social media usage of two- to 12-year-olds, children will spend 55 minutes scrolling through the top social media apps and 68 minutes surfing YouTube daily. This has a major influence on purchases, with two thirds of kids almost always getting what they ask for at Christmas or for their birthday and seven in 10 parents suggesting their children have an influence over

Based on this research, the correlation between digital platforms and purchasing is clear, with it being integral to driving inspiration and pester power, and as a result purchases, making it a must-have marketing tool

Your strategy and target market

We know how important social media is to your marketing campaign, but strategy is a whole different ballgame. Which channels do you use and how effective are they in conveying your brand and message?

We believe being in the right online environment is critical to how effective your campaign could be and how it might better grip your target audience.

Looking into the age two to 12 demographic, the most appropriate social media platform is TikTok, with 66% of usage, followed by Instagram and Facebook on 37% and 24% respectively. A push on TikTok would therefore seem the obvious and easy way to bring your brand to a wider audience, when it comes to kids and their parents.

Your strategy would also benefit from giving yourself a wider scope, by using multiple platforms to showcase your content (be it organic or paid-for), for example, by using Instagram together with TikTok to reach a wider audience of kids and parents, and more markets.

This is the most efficient strategy to engage with kids and persuade the purchase-makers (parents). However, this approach will only be successful if the content is designed with a platform-by-platform approach in mind –one size does not fit all when it comes to social media.

The three rules

Bringing these elements together, there are generally three rules that we believe will ultimately benefit your social media marketing campaign.

First is to adopt a long-term strategy. This will make your content go further and shape the creative solutions that will ultimately make your campaign and content more efficient, ROI-oriented and coherent. Ultimately, your goal should be to develop a long-term dialogue with your target audience.

Second, your channels need to be locally relevant, ensuring that your content is engaging across different territories.

Third is ensuring your campaign is editorially-led. It's vital that, through content, an editorially sound structure is provided where your message and product can be highlighted to the utmost of their capabilities.

Following these three rules is essential in running a successful campaign, and we believe they have the capability to greatly improve sales and reach by hitting your target market and their parents at source.

*Source: Giraffe Insights, Little Voices Tracker, Kids 2-12

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 or email contact@generationmedia.co.uk to learn more

Social media marketing can play a paramount role when it comes to building the demand of your products and ensure conversion “

“

AMBASSADORS SPECIAL

A night on the tiles

We’re back! Our junior team of toy testers and enthusiasts return to the TnP pages and they’re trying out the Lex Go series from Winning Moves in some of the different versions of the game, taking in Harry Potter, Disney and Star Wars variants…

Lex

Go! Disney

Colette, age seven

Mum Emilie: I like this toy because it's educational and it challenges my daughter to learn new words. She already enjoys Scrabble with us but I feel like this is more appropriate for her age.

Colette:

I like that it's portable and can be played on the go, especially when eating out or waiting around.

It was fairly easy to set up. The instructions were simple but we found ourselves stuck at the first round without picking into the pile and exchanging.

I like the neat size of it as toys can cause such clutter. It's small and easy to tidy up. My child was excited and it didn't feel like homework, just another game.

The Disney tiles and rules are a nice touch.

I think it will be something she will play again and again. She enjoyed the time frame and competitiveness of the game and the fact that it can be played as a group or just two people.

The portability and educational values are the best factors for me as a parent.

Lex Go Star Wars Word Game

Rose, age eight

Mum Emma: We played this word-making game with a 12-year-old, 13-year-old, 10-year-old, an eight-year-old and an adult. Everyone enjoyed it and although the older children could make words faster, it gave the younger children a chance to join in. There is an element of luck to it provided by the special Star Wars tiles, which give you an opportunity to derail your opponents. This makes it good fun.

Rose liked the fact that it's quite a fast game where you have to think

quickly and each round is quite short so everyone gets a chance to win.

It was pretty easy to understand how to play it although it does take a while to memorise what the different special Star Wars tiles do.

Rose thought it was the Star Wars version of Scrabble when she first saw it but in actual fact it's more similar to Bananagrams. I was grateful that there's not too much packaging and it won't take up a great deal of room in our house, which is already packed! The design

It teaches children that may not know many words to learn them. It gives me inspiration and it's fun! It's fun and if you sometimes go on holiday, you can play with it

and packaging are also appealing.

It has different letter tiles and special Star Wars tiles, one of which can be used as a substitute for a letter, one can be used to mess a chosen opponent's tiles up (which was fun but led to an argument!) and another forces an opponent of your choice to freeze for 10 seconds. You can insert your letters into other player's words or create your own. Choosing between the two strategies, or opting for a bit of both, is challenging.

I think this is a good quick game to play. It's fast to set up and fun to play. We haven't yet tried it with a small number of players but the fact that you can play it with two players is a bonus. I can definitely see us playing with this again.

eight)

Lex Go! Harry Potter

Spike and Rémy, age eight

Mum Marie-Claire It’s multi-generational fun as well as educational without the boys noticing. It packs away nicely, it’s very portable so can be played anywhere.

It’s a quick and easy game that can be played anywhere, and encourages spelling. We had a couple of quick games while we waited for our dinner to be ready, and in the morning when we had a bit of time before the school run.

It was really easy to set up. They loved the special tiles and being able to penalise each other and mess up their words.

They were giddy with excitement because it was ‘from the world of Harry Potter’. They couldn’t wait to open it and spill it out onto the floor to try to make sense of it. The rules are easy so it didn’t take long for them to get going.

The Polyjuice and Spell tiles are a great idea.

I think this is something the boys would play with again and again; it’s an easy game to have lying around because it doesn’t take up too much room, so it doesn’t need to be resigned to the games cupboard out of sight.

One of the boys is a stronger speller and would definitely play this again and again.

Rose (aged

I liked making words and shouting 'Lex Go!'. I also liked it when I could use special Star Wars pieces to mess up other people's words

Spike I like how sometimes you can’t always get the letters you wanted and so you can mess up somebody else’s letters!

Rémy

I liked it because it’s got packagingsmallbut lots of words!

AMBASSADORS SPECIAL

Quick, Sand!

Sink n’ Sand Cassie,

age 10

Dad Adam: It’s a fun game to play with the kids, simple rules and not as messy as it looks!

The games are quite short but you want to play again. We played the best of three rounds. Cassie loved the kinetic sand and the characters. It was easy to set up; getting the sand right takes a bit more time as you have to make sure it's all pressed down. Our first impressions were good, there aren’t too many pieces and we really liked the different characters. Once it was all out of the box, Cassie became more and more excited to play it.

Setting up the sand and watching the characters slowly sink and fall through was a lot of fun.

It’s definitely something we’d play again; we had several rounds and wanted to play some more. A simple but fun toy that seems very good value.

Spike and Rémy, age eight

Mum Marie-Claire: The boys couldn’t wait to open this one – they loved the pictures on the packaging and had chosen characters for the family even before opening the box and understanding the game-play. They definitely enjoyed the prospect of playing with the sand.

Their eyes lit up when they saw the sand and they enjoyed putting the game together, which is always a bonus.

They liked playing with the sand and watching their opponent fall into the sand.

Rémy:

It was straightforward to set up with sturdy pieces.

The boys also enjoyed the independence of being able to do it themselves.

It worked really well – with the mess contained, we were all able to enjoy playing.

The game has nice colourful

and sturdy pieces; easy for the children to fix together. The characters are fun, with amusing names.

It’s definitely something we’d play again. It’s easy for them to assemble and play without supervision, they can play with their friends.

This is the first game they’ve played with the kinetic sand and it was a huge win for two 8 year-old boys.

Spike:

uses

I like playing with the sand, and the red ruby, my favourite is Slip n Sam

Cassie: Anyone can play this game and the kinetic sand makes it really fun. I really enjoyed having a few rounds with my dad

I love the sand, you can mould it however you want! I like being able to make my brother fall into the sand

Imagining the future

In the latest missive from her Imagine Toy Shop in Holmfirth, West Yorkshire, one of our regular retail columnists Maggie Tibbenham outlines her hopes – and fears – for the last few months of the year. Will the store be quiet or will it be as busy as Santa’s workshop?

After a really good summer for the business, we anticipated autumn with high hopes. It was the first time in four years that I didn’t go to Autumn Fair in September because Covid finally got me –unexpectedly and hard. I was really poorly, so for the sake of everybody else, I stayed home for a good few days. I only heard some rumours that the fair wasn’t busy this time and many toy companies decided not to exhibit, which I was only pleased to hear as I didn’t miss much.

We usually have a quite steady September (a few shops in our town even close for a week or two) when we focus on Christmas orders, tidying up the store after a busy summer and of course dressing up the shop for autumn and Halloween. But to our big surprise September was very busy! Mid-month Holmfirth had a Food and Drink festival, which brought thousands of visitors as well as locals. We were incredibly busy and needed to stay open long hours over the

whole weekend. Following this fantastic mood and busy time period, we then entered October, which is always a really good month for business, but so far it’s been really quiet. We’ve used the spare time to decorate the shop for Halloween.

Every year we participate in the town’s Halloween trail and we always have spectacular decorations, which attract kids and parents alike. We are hoping that half-term will bring a good footfall because so far business is not what it should be in October.

Personally, I’m overwhelmed with the news and media panic over rising costs. I’m absolutely aware that the price of nearly everything has gone up, but my shop – as well as my household – has made a few changes to daily habits and routine and we’ve been coping much as we have in recent years and I’ve not seen any predicted disaster. I’m sure other sectors such as hospitality have been hit the worst.

I get a strange feeling that Covid and 2020 lockdowns have created new ways for the media to spread the pointless panic – it may work for them, but for

ordinary people it just adds to their despair. I sense this is the reason why October has been so quiet for us and our town. Customers seem to be trying to figure out where they are standing in terms of bills and costs, which obviously doesn’t help us, local business owners.

I’m very anxious about how the next few months will go. While my lovely staff cover weekends at the shop, I head to Christmas fairs, shows and markets and I’m fully booked until mid-December. So far I’ve done a few fairs and, similar to my shop’s footfall, it’s been very steady to say the least.

Thankfully I haven’t gone mad with orders but the shop is very full of Christmas presents; the large LEGO sets have arrived (Harry Potter this year looks brilliant), the giant stretchy Jabba The Hut from Character Options is arriving soon (a perfect present for me), – it’s all ready to face the festive season but I’m worried about good footfall and quality purchases... I hope I’m wrong and we will be rushing around like Santa’s elves.

We get many festivals in Holmfirth and midmonth we had a Food and Drink festival, which brought thousands of visitors as well as locals

“ “

How about ‘collaboration’?

What are the options as far as buying toys is concerned? The first and most obvious is to head for a toy shop. But there is a small issue; there just aren’t many outposts. The average town might have a toy shop as part of its storescape, but it is entirely possible there will be nothing at all.

At this point another possibility presents itself - take a look at a shop that doesn’t sell toys. If this sounds counterintuitive it might not be quite as odd as a first glance would say it is, given the direction that things are taking in retail. In fact, why not head for a supermarket?

There’s a distinct possibility that what springs to mind is one of those rather sad-looking aisles in a large grocer, which sucks any joy out of the business of buying a toy. Equally, the space devoted to the category will be secondary, adding to the sense that toys in a supermarket are an afterthought and absolutely second best, even if they may be cheaper than elsewhere.

There is an alternative, however, and in spite of the location still being a supermarket, it looks set to be every bit as good as a standalone toy shop. Since the beginning of October, The Entertainer, as a retail proposition, is to be found in 35 Tesco trial stores across the country. The idea is very simple; Tesco has sufficient excess space to have inked a deal with the mass market purveyor of toys (there are more than 200 branches of The Entertainer in the UK) in a deal that looks as if it will benefit both parties.

From the perspective of The Entertainer there is the footfall Holy Grail. It will function as a shop-in-shop, branded as it would normally appear, but with the number of customers passing its ‘door’ likely to be far higher than would be the case in a standalone high street or mall branch.

For Tesco there is a dual payback. This is a retailer that back in the day was at the head of the queue for opening new space. Then, suddenly, it found it had reached saturation point as far as coverage in the UK was concerned and it had too much. Now that same excess space is being offered to ‘collaborators’ and for Tesco not only do they fill its square footage, but by putting in additional offers, its stores can function as ‘destinations’.

The workaday retail parlance for this is ‘collaboration’, although there is perhaps less that is collaborative about the process and rather more of a landlord-tenant relationship as far as most of those taking space in a host store are concerned.

It is also worth noting that an awful lot of us head to the supermarket, even if visits to the high street are relatively uncommon and therefore, putting a store where there are people does make a lot of sense.

A question, however. As a host retailer, how do you ensure that the shop-in-shop you agree to have in your stores will sit comfortably with what’s already there?

In the old way of things, retailers tended to worry about ‘adjacencies’ – making sure that one category makes sense when sited next to another and that there is not a jarring disjoint. This may well still be the case for some, but in the brave new collaborative world the only real stricture is that whatever appears as a shop-in-shop should not directly conflict with what’s already there.

Even this rule tends to be broken. Take a look at large hypermarkets in France, from Carrefour to Auchan, and the chances are good that if there’s a semi-discreet branded DIY offer, for instance, parts of it will be mirrored in an own-brand manner elsewhere in the store. Fortunately, in many cases, toys rely on being branded to seal the deal. This does mean that in-store duplication is less likely to be an issue and certainly, a very large portion of The Entertainer’s offer is composed of toys bearing a recognisable label.

At this point the comment might be made that this is all well and good if you happen to be in control of a large chain of toy shops, but for smaller outfits there might be something of a ‘so what?’ about the potential to collaborate. This needn’t be the case for the simple reason that if you control a single toy shop or a few branches in a particular area, then the host store can reasonably claim that it is helping local business, which should appeal to locals.

Perhaps the trick in all of this is to ensure that if you were to go down the collaborative route with one of the big supermarkets you don’t wind up with space in a rarely visited part of the store. Your role as a space filler shouldn’t mean that you’re paying rent for an area which, in spite of the store’s footfall as a whole, doesn’t merit the price being demanded.

So is putting toy shops in a very much larger retail space a good idea? With certain caveats, the answer is yes. The grocers are canny as far as cutting a deal is concerned and in order not to be hidebound from the outset, you should sit at the negotiating table with a very clear of what you actually want. Do this and collaboration might be a realistic alternative store option.

John Ryan is Stores Editor of business magazine Retail Week. He has worked for the title 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.

Retail columnist JohnRyan looks into the store within a store conceptas The Entertainer begins trialling concessions in Tesco stores…

Stardust and smiles Best

What’s your background?

For most of my career, I’ve been a sales rep or agent in the gift, card, and homewares sectors. I worked for some fantastic companies and learned so much from each.

Unfortunately, in my last role I was made redundant. It was very sad as I loved that job. I was feeling a bit fed up and went for a walk around Honiton in Devon. I spotted an empty unit and had a good feeling about it. The rest, as they say, is history.

Tell us about your business.

Planet Sal opened in June 2018. It’s in a privately-owned gated shopping court, so the night-time security was appealing. The location is slightly off the high street, which has its advantages and disadvantages. However, most locals find me eventually and I have a lot of lively regulars now.

What do you offer that other retailers don’t?

I like to think it’s lots of fun to come into Planet Sal. I always put some funny items in the window and can hear people giggling away. They then come in feeling happy already. And I have a ‘Cheeky Corner’, which is very popular. I hand-pick all my toys, gifts and cards, and try to find something ‘different’. I always attend Spring and Autumn Fairs and try to make Top Drawer, too.

How would you describe your toy range?

I try to mainly stock items with a ‘use’, which will be part of someone’s life. In the case of toys, I want them to be used and used, then recycled via other family members or a charity shop, so I go for quality and originality.

When I opened there was a huge toy shop in the town, so I didn’t

expect to stock or sell many toys. My product knowledge was stronger in other categories, so I had to rely on my lovely agents and reps to advise me. I started with about 2sq m.

However, my first Christmas was massive for toys, and I realised I should keep more. Also, the local toy shop closed in 2019, so there was far more demand.

I now stock about 400% more than I started with, from about 10 brands. My key suppliers are Funtime, One for Fun, Puckator, House of Marbles and Cheatwell Games. I carry several small brands too, such as Clockwork Soldier.

What’s selling well?

Push Poppers seem to have finally slowed down, but I sell a lot of Fidget Slugs from One for Fun, and animal-themed Squidgy Stress Toys from Boxer Gifts are popularespecially the Stress Hog (hedgehog).

What are your newest arrivals?

Fidget Slugs, Poo Puppets, Splat Poos (anything with poo is huge), and Dinosaur Grabbers - all from One for Fun. And children’s books from various sources.

How was trading over the summer?

We have a lot of visitors here so I’m very lucky. The heatwave did deter browsers but the weeks in between were good.

Have purchasing patterns changed in light of the cost-of-living crisis?

I try to be affordable, but I’ve noticed customers being cautious and always checking prices. I am too, though, when out shopping myself! It’s a scary situation and is bound to affect retail sales.

I’ve paused my loyalty card scheme for new customers, just until I know what my bills will be. I hope to reintroduce it later in the year.

How do you attract new customers?

I use my website, Facebook page and

Top

■ Boxer Gifts animal-themed Squidgy Stress Toys

■ One for Fun Fidget Slug ■ Cheatwell Games Dino Squeeze Popper ■ Funtime pocket metal detector ■ One for Fun SV14181 tractor + attachment

local Facebook sites. Maintaining the interest of locals is more tricky, but keeping the window displays fresh and always trying to have a reasonable amount of ‘new’ in every month does seem to work.

What do you predict will do well for Christmas?

It will be very much about stocking fillers. I always sell loads, but I will be buying a lot more this year. I think a lot of parents will try to give a package of small items, backed up by one single large item.

What’s next for Planet Sal?

In June I was absolutely thrilled to win the South West Prestige Award for Best Card and Gift Shop for the second consecutive year. It’s always been my dream to have a second shop. I keep hoping - I will get there!

What’s your favourite toy?

It changes quite often, but I do like Cheatwell Games’ Squeeze Poppers. I keep one out to try and it always surprises everyone with its firing range! It can also be used outdoors with a circle, such as a hula hoop: players can compete at different distances to fire the Popper into the hoop.

I like to think it’s lots of fun to come into Planet Sal

“ ”

Award-winning retailer Sally Wilde , owner of Planet Sal in Honiton, Devon shares her success story

Sally Wilde

Animal attraction

TnP talks to Louise Moss, retail general manager of Yorkshire Wildlife Park in Doncaster, about the leisure destination’s themed toy offering

Tell us about Yorkshire Wildlife Park.

Yorkshire Retail Park [YWP] opened in 2009 on the site of a former farm attraction and riding school. Famous for rescuing 13 lions from Romania and bringing them back to Yorkshire, YWP has grown year-onyear and now has about 850,000 visitors annually. Home to more than 400 animals with 70 different species, YWP is well known for its spacious reserves, the country’s only polar bears, and its conservation and welfare work.

What sets it apart from other wildlife parks?

YWP was set up and designed as a walk-through safari park - different from a lot of other zoos. The reserves are large, and the animals are in naturalistic groups where possible, with carefully designed viewing aimed to give a clear sight of the animals without fences in the way.

Where possible, guests walk among the animals in areas such as

Did You Know?

Lemur Woods, South America Viva (which includes creatures from the wilds of Latin America) and Wallaby Walkabout. YWP has some of the world’s most beautiful and at-risk species, with conservation at the heart of all its activities. It is also home to the WildLife Foundation: a charity that raises funds to carry out conservation and welfare work around the world.

What is your retail offering?

There are three toy stores at The Yorkshire Hive and YWP. The Yorkshire Hive is a free-admission shopping complex located adjacent to the entrance of YWP, which comprises a select mix of independent shops and boutiques focused on artisan food and drink, locally sourced produce, homeware, cards and accessories, children's clothes and gifts, collectable artwork, and wildlife photography.

It’s a destination in its own right for local people and visitors to the YWP who go through the Hive on arrival and when leaving. It is also where the Hex Hotel is located, along with the Evolution themed restaurant, Wilds

Café-Bistro and live entertainment including the Uproar! Play Barn.

The Yorkshire Hive is a bit like a cruise ship - with retail, accommodation, entertainment, and eateries - all in one place - which guests can dip in and out of. Its target audience is people coming to YWP for a day visit, people travelling from further afield who are staying at the hotel, and locals who pop in for a couple of hours.

Located inside YWP is the Safari Store (546sq m), with a vast collection of animal-themed merchandise - gifts, toys and distinctively wildlife-themed homeware. When we were building the first phase of the hotel, we opened up a temporary Safari Store within The Yorkshire Hive in April 2021, straight after the lockdown restrictions were starting to be lifted.

Since then we have continued to grow. We opened a second Safari Store (501sq m) in The Yorkshire Hive in November 2021 followed by the Pangea Dinosaur Store (144sq m) in The Yorkshire Hive in May 2022. This has shelves packed full of Jurassic gifts and goodies including soft toys, T-shirts, puzzles and more.

How would you describe your toys range?

It’s a vast, varied and bespoke array, to fit in with the dynamic of YWP. The

Our toy range is a vast, varied and bespoke array

“ ”

Louise Moss

Yorkshire Wildlife Park has some of the world’s most beautiful and at-risk species, with conservation at the heart of all its activities. It is also home to the WildLife Foundation: a charity which raises funds at the Park to carry out conservation and welfare work around the world

assortment comprises various toys, soft plush, imaginative, creative, bespoke, and personalised products to cater for all our visitors. Zoos and wildlife parks have the widest demographic of all leisure attractions, so it isn’t just about children. We currently stock more than 10 well-known brands, all of which have their own key place within the stores. In total, we deal with 50-plus suppliers.

How do you find products?

NEC trade shows and rep visits. I also research product development for all the stores and reach out to potential new suppliers that could develop the product offering that I’m looking to grow.

What's your selection criteria?

The main criteria for all our stores is to ensure product support, enhance customers’ experiences, and allow them to hold onto those memories from the day they visited us.

What lines have you started stocking recently?

We have increased the bespoke branded YWP range of magnets (which feature our own animal pictures), homeware and stationery, which has seen a large uptake in recent months - proving that customers are looking for products that will provide a lasting memory of their visit. Also

Guess what…

Zoos and wildlife parks have the widest demographic of all leisure attractions, so it isn’t just about children

popular right now are our bespoke clothing and soft plush (particularly the Polar Bear, Red Panda, Giraffe).

Do customers ask for ecofriendly products?

We pride ourselves on increasing our eco-friendly product offerings and merchandise them throughout all the stores to give our customers options and choice on the products they wish to purchase. This has received fantastic feedback and a 100% rating for a customer experience visit.

Are you looking at expanding into new categories?

We are always looking to broaden our horizons as regards new categories and products, ensuring they complement the Park’s offering.

How is trading for you?

It’s challenging, owing to the current financial climate. We were affected by stock shortages, but to combat this I have worked with our key suppliers that supported us well throughout the pandemic and created forward potential orders, which are adapted weekly and monthly.

Last year was an anomaly due to Covid restrictions. So, when we were allowed to reopen, customers loved the freedom to spend and enjoy themselves. This year, with the cost-of-living crisis, visitors have become more selective.

to ensure we can provide an excellent offering to our customers. We are looking forward to stocking new bespoke merchandise and, of course, Christmas products.

Personalised decorations always do very well in the couple of months prior to November and December. Then we see a shift onto plush and gift options as we near the holiday season. Our customers are always looking for something that is a little bit different.

What’s next for Yorkshire Wildlife Park?

There is further expansion planned at the Yorkshire Hive, with more rooms due to be built at the Hex Hotel and additional retail units due to open and, of course, more animals planned for the YWP.

What’s the most rewarding aspect of your job?

Being able to provide customers with a lasting memento of their visit, while also leading my very talented team in progressing the growth and power of what good retail should always be.

I’m extremely proud to have a team that really does strive for development and the positive impact we have on making a real difference for our visitors and animals - while also being heavily involved in the progression of YWP’s retail function, which has seen huge growth in the last year.

How

preparing for Christmas?

Preparations always start straight after the latest Christmas holiday season

What's the most challenging part of your job?

I’m always striving to be ahead of the curve on new and exciting products to complement YWP’s growth.

are you

We pride ourselves on increasing our ecofriendly product offerings, and merchandise them throughout all the stores

“ ”

We focus on what

and had plenty of experience in both selecting product and selling to retail customers.

While their three children were growing up, Judith had been exhibiting at small charity-run Christmas markets, where her choice of products met an enthusiastic

our hard work”, and so it was that Ian contacted the Hong Kong Trade Development Council to ask if any of their members would be interested in UK representation.

Among the companies who contacted them was 4M – an

established art and craft manufacturer, who sent them samples and then very quickly stock, all of which sold out before Christmas and so it was that they embarked on their first show at Spring Fair 1998 and Toy Fair in 1999 in the ‘New to Show’ section at Spring Fair with a 2 x 1.5 metre stand. Annie Lin came over from 4M to the show; so impressed was she that 4M gave Great Gizmos the exclusive UK and Ireland distributorship which has blossomed over the years with the two companies growing together, very content with their partnership. Orders taken and full of hope, it wasn’t long before Ian was flying out to Hong Kong with his first trip flying in to the old Kaitak airport – who remembers the landing through all the buildings surrounding the runway?

With an excellent eye for product Great Gizmos began to build up the product ranges, but throughout the years 4M have remained their major range with not only toy and gift stores stocking the products, but also stately homes, leisure parks along with historic buildings open to the public.

Not only were 4M very creative in the products they supplied, but their team also had an excellent eye for design.

Judith describes the increasing

Malcolm Naish visits the Great Gizmos team, who are celebrating their 25th Anniversary

“ ”

Stand from 2006 before moving to the current white version 30

we know

In 2012

rather like an octopus.

Remaining true to the core products, but adding strands that explored new areas of science and the arts.

Judith told me “We were in many ways, way ahead of the times with our many ‘green’ projects that encourage children to both learn and create earth-sustaining working models.”

While many suppliers have suffered with their sales since Covid struck in 2020, Great Gizmos has enjoyed terrific sales, due primarily to parents investing in home-based arts, crafts and science projects to keep their kids fully engaged.

Judith believes that parents spent far more time engaging with their children in making these scientific craft kits rather than simply allowing them to play with their tablets, laptops and PlayStations. Items such as the ‘Buzz Wire’ kit’ have been most popular.

daughter Sarah joined the company. Sarah had worked for Harrods for two years after completing the Graduate scheme at this famous store. Sarah heads up sales and marketing, initially cutting her teeth with the German Nicci plush and stationery ranges.

Popular products within the Great Gizmos range include their Mould & Paint, KidzLabs and the classic metal pedal cars.

Other ranges that ran for a number of years were the Zoob construction sets and Damert puzzles such as ‘Triazzle’.

With an early warning of the problems to come with Covid, Great Gizmos ordered and paid for stock early, ensuring that they could supply all orders during lockdown, so while Boris was enjoying partying at Number Ten, Great Gizmos was busy supplying demand!

The 2022 Toy Fair was an appropriate affirmation of what great business links Sarah, Judith and Ian have with their many customers. “All the buyers we intended to see, came to the stand to place orders. Being able to meet face to face and show them our new ranges was really brilliant.”

Judith concluded.

Family-owned

toy companies are the backbone of the British toy trade and have been for many years and long may it continue.

Ian Dayus commented “We have had 25 phenomenal years of supplying award-winning science and craft kits that kids love to play with, and learn from too! We are very proud of everything we have achieved and look forward to the future.''

I left Great Gizmos delighted to find the company in great shape and looking forward to the next 25 years, to face the vagaries of the M25 in late afternoon.

For more information on the Great Gizmos product range call 01293 543221 or email website@greatgizmos.co.uk

We try to carry products that give kids a sense of accomplishment that they’ve learned, built or created something that they can be proud of

“ ”

New 25th Anniversary logo

Small wonders

The infant/toddler and preschool toys supercategory makes up 16% of the UK’s total toy market (NPD figures).

However, according to NPD it has lost value since 2017 – with declining birth rates cited as one of the causes. But the good news is that since the pandemic, according to provisional data from the Office of National Statistics for England and Wales, the birth rate has increased for the first time since 2012.

Suppliers confirm that it has been a challenging year for the sector, but they are rising to that challenge.

Rebecca Lazarus, senior brand manager at VTech, says: “2022 has been a challenging year for the toy market in general, and the Infant category is no exception. During these challenging times, VTech has continued to innovate and develop new items in this category, to help maintain its number one Infant & Toddler Manufacturer position (NPD Sterling 2022 YTD.)’’

Newness is also the key at Sambro, says commercial manager Clare Rix: “Despite inflationary pressures, alongside restricted consumer spending over the past few years, the infant toy market has performed

strongly for Sambro, with growth in infant plush.

“We’ve recently launched new plush ranges to support this growth, including our new Disney Lil’ Bodz range of cute feature plush with sounds, which have proven popular among retailers and consumers. Exclusively designed by Sambro, the plush Lil’ Bodz toys consists of 100% recycled plush-filled toys with small bodies and oversized heads, available in Disney Princess and Disney Classics, Disney Pixar and Marvel character collections.

Customers and retailers are looking for value and savings more than ever, so we’ve worked hard to roll out bundle offerings, giving customers better choice and a chance to save at the same time

Paul Chattaway, sales director UK & Ireland, Tonies

“The established preschool properties such as Paw Patrol and Peppa Pig are still performing well, particularly with Sambro’s own developed IP, such as the awardwinning Felties, which encourages creative play with preschoolers.’’

For Tonies sales director UK & Ireland, Paul Chattaway, value is the key to success: “Customers and retailers are looking for value and

savings more than ever, so we’ve worked hard to roll out bundle offerings, giving customers better choice and a chance to save at the same time. In terms of toy retailers, with the large shift to online sales, businesses have had to refresh their offline and online strategies to make sure they cater to all consumer groups.’’

When choosing what products to stock, it’s useful for retailers to identify trends in any sector – and Sambro’s Clare Rix believes that a combination of sensory and STEM elements is proving popular: “Soft sensory toys with STEM elements are performing well just now. Classic licences such as Peppa Pig, Paw Patrol & Disney characters are also proving popular.

Sambro is launching a Cosatto baby range that incorporates sensory and discovery elements into its toys, which include Play Cubes, Activity Toys, Comforters and Spirals in beautiful and stylish designs, inspired by Unicorns, Woodland

The infant toys supercategory has experienced a few bumps in the road, but with the birth rate up for the first time in 10 years, now could be the time to focus on this sector. We find out what’s flying off the shelves and what the market holds for the next year…

“

Creatures and Dragons.

“The features and designs encourage sensory and interactive play to encourage development, all of which we know will be a hit with babies, toddlers and parents.’’

Paul Chattaway at Tonies has noticed a trend both in retailers and in products: “We have recently noticed a current trend for traditional nursery and baby retailers moving into a wider selection of products, particularly infant toys. It has allowed retailers to operate more of an evergreen business. This is positive for us at tonies as we can see our ‘little listeners’ in the nought to three age range becoming tonies customers very early on. The other trends we have noticed developing in the infant sector are the personalisation and customisation of toys, where consumers can add that personal touch to a toy that they are gifting.’’

One trend that is not going away is sustainability, as all our suppliers agree…

“Parents are looking to make more sustainable choices when it comes to toys and that includes everything from packaging, materials used to make toys and even the longevity and quality of the toy itself,’’ says Sambro’s Clare Rix.

“As a business, we’ve invested heavily into the sustainability of our products, including our recent commitment to use only 100% recycled filling across all our plush toys, the introduction of FSC

compliant packaging and replacing all plastic tags with recycled thread.

“Consumer education is really important, as it’s our duty as a responsible business to ensure consumers make informed choices, by providing them with the right information to do so.

“Over the past 12 months, we’ve been exploring new ways to help consumers deal with packaging in the best way possible, including QR codes on packaging which link to online recycling guides, which will be introduced later this year.

“We’ve also created new on-pack snipes that clearly highlight the use of materials that have a lesser impact on the environment so retailers and consumers can make conscious and informed purchase decisions.’’

VTech UK, meanwhile, is introducing more recycled items into the range of new products for 2022, says Rebecca Lazarus: “The soft fabrics on the Busy Musical Bee and Soft Discovery Turtle are made from recycled PET bottles and the new Touch & Feel Sensory Keys and Stack, Rattle & Link Elephant are made from plantbased plastics. In fact, the soft fabric on the Busy Musical Bee, made from six recycled water bottles, was a London Toy Fair’s Hero Toys winner for 2022.’’

Ask the retailers We asked…

What products do you stock in this category?

My shop is always full of beautiful toys from Janod, Djeco, Bigjigs, Inside Out toys, Hape, Hippychick, and Dantoy. Those brands have unique and exceptional quality infant toys that always sell.

What is selling well?

Everything eco plastic and wood sells for me. What do you think will sell well this Christmas in this sector – and why?

I hope more expensive wooden toys such as the Janod Stacking Totem (absolutely beautiful toy), my first train sets, sleep-with-me infant sound and light soft toys.

Maggie

Tibbenham

Imagine Toyshop, Haworth, Yorkshire

What products do you stock in this category?

There are so many different infant toys from stacking cups to shape sorters, first puzzles, soft toys, books, bath toys, teethers, rattles, musical toys, soothers, mobiles. Our favourite brands are Mary Meyer soft books, plush and soothers, and I love the eco range of rattles and blocks from Hape made from rice.

What do you think will sell well this Christmas in this sector – and why?

For us, any products with eco credentials be it FSC, recycled plastic, bioplastic or made from some alternative sustainable material such as rice will help put them on the best sellers this Christmas.

Vicky Brown

Just Williams Toys, East Dulwich and

What is selling well?

Beckenham

Our stuffed animals sell well. We stock Steiff, a highquality heritage brand.

What do you think will sell well this Christmas in this sector – and why?

Tomy’s Johnny Tractor Remote Control is always a bestseller at this time of year. It’s the perfect first radio control for infants. Made from soft-touch plastic with easy-to-use forwards, backwards and spin-around controls. Best of all, it’s a great price!

Julia Lowe Farm Toys Online

And at Tonies, they are taking recycling to a new level, as Paul Chattaway explains: “We have just launched a pre-loved Toniebox scheme in Germany, where used Tonieboxes are refurbished and resold into the market at a lower cost. Our outer packaging is also being reviewed, to ensure the materials we use are environmentally friendly and to reduce plastic waste. We’re planning on moving to a digital packaged solution, removing booklets to save on paper. ‘’

So, it’s clear that sustainability is here to stay in this sector, but how else is the market set to grow?

More than ever consumers want to buy high-quality toys, from a reputable brand like VTech that have added value with the electronics

Rebecca Lazarus, senior brand manager, VTech

“ “

Melissa and Doug

FEATURE INFANT TOYS

Paul Chattaway is positive about the future: “I do think the typical nursery retailer space is a growing area of the market, with businesses looking at infant toys to broaden their offering to customers. I also think the area of personalisation in toys will continue to grow, with retailers expected to offer a more customised approach to a customer’s journey. For example, creating your own named Barbie Doll or designing your own custom Lego range. We have seen our core user group start even younger, from birth up, and we expect this segment to continue to grow (there are a lot of lockdown babies out there!).’’

Sambro is looking at value to counter the current economic landscape, says Clare Rix: “With restricted wages and rising living costs, high-ticket items will struggle. Sambro offers value toys with strong play-patterns, which offer great gifts at competitive prices.

“Plush is a growth market, as are creatively designed arts and crafts toys, both seeing growth for licensed ranges. For example, Sambro’s own brand, Love & Hugs, a creative play cosmetic and pamper range which operates in the £5 to £20 category price points has seen great success.’’

Value is key at VTech too, says Rebecca Lazarus: “More than ever consumers want to buy high-quality toys, from a reputable brand like VTech, that have added value with the electronics. Not only are the toys fun to play with, but they are also good value for money as they are durable and have longevity.’’

Paul Chattaway also has his eye on value: “Like retailers, we have been trying to offer our customers value and savings where possible. We have rolled out a customer referral scheme and offered alternative payment options with Klarna. Retailers we work with have been locking in price promises of buy now pay later or split payment schemes to give their customers the products they want at prices they can afford right now.’’

So, as we enter the Golden Quarter what can we expect from the infant toys sector?

Clare Rix says: “We would expect online growth to continue across our most successful brands, with increased competition in all infant toy categories. As disposable income becomes less readily available, we would also expect to see the value toy trend to grow. Sambro is wellpositioned to succeed in this sector.’’

Tonies’ Paul Chattaway, meanwhile, has his eye on consumer behaviour:

“With energy bills rising it will be an interesting time to see how customers shop for Christmas. We have seen some customers shopping very early before bills were raised and we expect lots of consumers to hold out for discount offers around Black Friday, which has become more of a month of offers versus the traditional one day of discount. The increase in delays at ports and in the postal services making headline news will also probably force customers to shop earlier and retailers to offer items on longer delivery lead times.’’

And with consumers being ever more careful of how they spend, marketing is going to be key. For Sambro “online growth with price-savvy consumers will ensure that social media marketing is as important as ever. In-store experiences will need careful planning and budgeting to encourage shoppers back into the high street. Promotional space will also continue to grow in importance,’’ believes Clare Rix.

Paul Chattaway says tonies is “striving to get customer footfall in stores to engage with our products through to point of sale. We call it ‘Tonies in Hands’, so parents and children can experience and demo our product before they purchase. With our online offering, we have recently rolled out new content on the tonies website to give a digital walkthrough of how our product works and how it can be incorporated into many events throughout the day, from breakfast time to bedtime routines.

‘’You really have to try to cover every aspect of how people shop too, from in-store to apps. We partnered with a company called Zapp this year, where you can order Tonies to your front door on demand in 15 minutes (perfect for busy parents who need that last-minute birthday gift or Christmas present).’’

Digital channels are also key for VTech, says Rebecca Lazarus: “While

we still use linear TV to target our audience, we know that 64% of house keepers with children aged three and under visit social networking sites more than five times a day and 76% will refer to the internet before making a purchase (TGI GB 2022 September August 2021 – July 2022.) Therefore, it is important for VTech to also have a presence on social media and online channels, creating content that consumers engage with on platforms they are comfortable using. ‘’

So, with new products appearing all the time, concentrated marketing and an eye on both sustainability and value, where do our suppliers see the market in the next year?

“Retail has been so up and down over the past couple of years, it’s hard to predict, but the toy industry keeps on battling through the barriers. I think 2023 will be about giving even more choice to customers in a valued proposition,’’ says Paul Chattaway. “At tonies we have seen success with our custom bundle builder, which allows our customers to choose what they want to purchase while benefiting from volume discount savings.

“As part of a valued proposition, I can also see toy manufacturers partnering up to offer cross-category packages, such as a Toniebox with a teepee, where a traditional toy retailer and nursery retailer combine efforts. There is also a shift into metaverse bubbling, where children can ‘trial before they buy’ in a virtual world. This experience has already begun to take shape in the fashion world where consumers can try on shoes for size and clothes for a certain look or feel before they purchase.‘’

And Sambro’s Clare Rix is equally as positive: “Despite a challenging economy, Sambro expects to see continued growth and development for 2023. Working closely with our top licensors (such as Paramount, Disney, Hasbro & Mattel), we have plans to launch uniquely creative toys into the UK and EU markets. We’re also exploring ways in which we can maximise the opportunities both online and with value discounters, who are gaining strength and seeing growth in the current climate.’’

Online growth with price-savvy consumers will ensure that social media marketing is as important as ever. In-store experiences will need careful planning and budgeting to encourage shoppers back into the high street

Clare Rix, commercial manager, Sambro

One for Fun

A

Since Toynamics became the exclusive UK distributor of Korko this year, the range of playful educational toys made from sustainable Portuguese cork has had a very successful launch.

The toys give little ones from 18 months the opportunity to explore sustainable products, and stimulate their creativity and early development skills. For example, the cork building bricks, in fun colours and shapes, encourage spatial thinking and fine motor skills. Cork is soft, light, non-slip, durable, sustainable, biodegradable, recyclable and carbon-negative.

Hape has a collection of colourful and fun toys that encourage the development of senses and essential skills for babies. Best seller in the range is the Apple Grab Toy.

Listen up

TONIES

sales@tonies.com | www.tonies.com

Tonies is set to wow little listeners of all ages with must-have releases, just as parents, grandparents and caregivers begin to shop for Christmas.

With a whizz and a bang, Roald Dahl returns to share children’s classic James and the Giant Peach on the magical storybox. Follow the extraordinary journey of an orphaned young boy called James, who finds himself on an unforgettable adventure inside a giant peach.

Disney Pixar fans will jump for joy as huge box-office hit Disney’s Coco arrives at tonies, telling the captivating tale of 12-year-old Miguel on his musical journey to unravel a story of Mexican folklore, family and heritage.

Winter wouldn’t be the same without a little Frozen fever! Everybody’s favourite snowman, Disney’s Olaf arrives to make his debut on top of the Toniebox sharing two irresistible Disney

Frozen featurettes together with five memorable songs that Elsa and Anna fans will already know and love.

Preschoolers are in for a huge treat this month as tonies relaunches its Animal Songs Tonie, chock-full of catchy animal-themed songs, the perfect soundtrack to any fun day. And that’s not all. The hit TV show Blue’s Clues & You Tonie takes preschoolers on an interactive adventure, where they’ll solve minimysteries, play games, listen for clues, and sing, tap and clap along to five catchy songs from the Blue’s Beat Band.

Aimed at ages three-plus, the softly padded Toniebox is available in six eye-catching colours. Designed to replace bright and over-stimulating screens, the awardwinning audio system helps young children independently play and learn, with its child-safe, wireless and screen-free approach.

Let’s Go Tots!

MELISSA & DOUG 0203 911 7519/7508 www.melissaanddoug.com

Melissa & Doug has expanded its portfolio with the global launch of a new, playfully-designed infant range with adorable, diverse characters.

It’s the first time the company has expanded its range to include little ones under two.

First up is Go Tots, which offers open-ended play with real-life context as well as relatable characters that come to life through movement, allowing for more enriching play patterns. It comprises six SKUs.

The range features wooden Go Tots discs which, as well as satisfyingly rolling or stacking independently, also slot into the dynamic vehicles and larger sets. The Go Tots Barnyard Tumble brings the discs to life through movement and providing an environment in which the engaging characters (each disc has a different character on both sides) and realistic details encourage storytelling.

Next are Rollables: a range of spherical soft fabric animal characters that introduce the concept of movement and kinetic play. They can be rolled, thrown and caught and are also great for collecting and for promoting storytelling via the themed sets where they really come to life.

Finally, the Wooden Shape Sorting Grocery Cart is a modern take on the classic walker and has already been recognised by Made For Mums as one of its top 15 Editor’s Choice Awards toys for 2022.

Keeping little kids active

MOOKIE TOYS UK

help@mookie.co.uk | www.mookie.co.uk

The beginning of 2022 saw the successful launch of Active-Tots - an exciting product line for nursery and STEM. The Active-Tots range has been designed and developed based on the principles and proven theories of renowned Hungarian paediatrician Emmi Pikler.

Helping to transform a child’s indoor space into a beautiful active play area, it is the perfect choice for independent play. Made from FSC certified wood, the Active Tots range has been designed with modular and standalone items. The Climbing Triangle, Cube and Bridge and Slide can be built to be suit individual homes as well as challenge children every time they play.

The Active-Tots range has been approved and recommended by the Good Toy Guide.

2023 will see the expansion of the Active Tots range, bringing more challenges to children’s everyday play, helping them to develop and learn at their own pace.

Gym buddy

VTech has introduced its extensive new VTech baby range, packed with developmental benefits.

VTech says it has launched the market’s very first baby gym to feature seven stages of play. Shortlisted for the Made for Mums and Mother & Baby awards, the 7-in-1 Grow with Baby Sensory Gym caters for every developmental milestone in baby’s first year and more. From tummy time, to kicking play, to sitting up and getting on the move - this gym has it all. Designed to support more than 20 different developmental skills, this gym even features a ball pit and take-along electronic xylophone.

Soothe little ones into a peaceful slumber with My Sleepy Sloth - an adorable snoozing cuddly friend. Sloth’s head gently moves with each soft snore while playing soothing sounds, songs and bedtime stories.

Encourage roleplay and independent play with the Animal Fun Treehouse; four interactive animal friends talk and tell fun facts when placed on the SmartZones.

Did you know?

My Sleepy Sloth is an adorable snoozing cuddly friend whose head gently moves with each soft snore while playing soothing sounds, songs and bedtime stories

Flipping great!

ONE FOR FUN

sales@oneforfun.com www.oneforfun.com

Tobar’s Animigos range of animated plush animals continues to grow with the addition of family favourites. This year meet the Flipping Panda (he literally does a flip!), the walking Cockapoo with lead, the Walking Maltese dog and the Walking Elephant. The Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals.

This year sees the introduction of a Koala and her cub, a hanging lemur, a hanging sloth and hanging chimpanzee. Other additions will be a non-animated Cockapoo puppy, a Westie and a small rat with a squeak, a small budgie, a rare red panda and a cute black and white guinea pig. From domestic to exotic, the Animigos range has it covered.

One for Fun also has a new range of awardwinning soft toys – Dream Beams. These lovable characters are not just super soft and squishy, they have a unique glow-in-the-dark feature, which provides cuddly comfort day and night. They are specially designed to offer emotional support through cuddling, squeezing and sharing one mission - to help every child have a good night’s sleep and sweet dreams. There are lots of different characters to choose from, each with their own story.

The wheel deal

Mookie

Ride-on toys is an evergreen category that will never go out of fashion. With bikes and scooters making the ideal big present for Christmas and birthdays, the sector also experienced a spike in popularity during lockdowns, as parents were keen to get their children outside and exercising.

But can the ride-on sector keep the momentum going in the post-pandemic market? Wilton Bradley’s design director Scott Eden believes so: “It’s no secret that the category experienced significant growth during lockdown. This year, we’ve seen a slight decline in sales when compared to 2021, but we’ve achieved sales similar to 2020. However, where we have seen significant growth is with

products that show clear innovation and offer a point of difference within our product range. ‘’.

Phil Ratcliffe, joint MD at MV Spoorts, has a similar optimism in the ride-on market: “The ride-on market has seen exponential growth in recent years, due to increased focus on sustainability, product innovation and new, ready-tostream pre-school licences. Despite rising inflation and living costs, MV continues to be a leading player in the UK’s supply of wheeled and outdoor toys, including ride-ons.’’

And it is those licences that continue to drive sales, says Phil.: “Our licensed business is performing well with preschool evergreen properties Peppa Pig and Paw Patrol sitting alongside hot new licences CoComelon and

Ride-ons: the benefits

Dr Amanda Gummer, founder of The Good Play Guide (www. goodplayguide.com) explains the benefits that ride-on toys can have for children’s development: “Ride-on toys are a great way to get kids outside or keep them active inside. They help with the development of core stability and gross motor skills. They can also be a help for parents on school runs or shopping trips as they make the whole thing more playful and there’s often less ‘I’m tired’ or a risk of children getting distracted and wandering off. Obviously, safety is a consideration and having a handle that adults can hold (ideally without giving them backache!) makes it easier to prevent the child on the ride-on from zooming off.

“Ride-on toys also build confidence with skills such as steering and spatial awareness, so they are a great precursor to learning to ride a bike.’’

Ride-on toys make the perfect ‘big’ presents for occasions such as Christmas, so what’s new and/or selling well in this sector?

Parents are still highly likely to purchase wish-list Christmas gifts, therefore, this category can only become stronger Phil Ratcliffe, joint MD, MV Sports

“ “

Bluey. Our ranges include both foot-to-floor and electric rideons, offering a choice of entry-level ride-on and premium features at very competitive prices.’’

For Wilton Bradley, innovation is the key, says Scott Eden: “The growth in the market has naturally attracted a lot of attention. We’ve found the innovative products we’ve developed, which offer a point of difference from the competition, are being very well received by consumers and are driving the direction we’re taking our range forward.”

And he believes that continuing innovation will be the key to success for Wilton Bradley: “Our focus is on developing the range in line with recent successful product launches. The market is strong and, despite increased competition, there’s a place for unique products to succeed. Consumers will be looking for ways to make every pound count with global conditions, so value for money and new-to-market features/products will inspire the purchasing decision.

“Standing out from the

Wilton Bradley

Ask the retailers We asked…

What products do you stock in this category?

We stock Rolly Kids ride-on tractors and accessories. We are looking to expand the range in this category but are limited by space in our warehouse.

What is selling well?

Accessories such as our John Deere Link Box. They represent excellent value for money because they maximise the play value of our rideon pedal tractors, a large investment for most customers.

What do you think will sell well this Christmas in this sector – and why?

crowd is key. Unlicensed products inspire innovation and help to create a point of difference in any product range. For example, we have a new Bumper Car launching in 2023, which is the first of its kind in the market and has received great feedback in testing.’’

And MV Sports’ Phil Ratcliffe only sees the market following an upward trajectory for ride-ons: “Parents are still highly likely to purchase wish-list Christmas gifts, therefore, this category can only become stronger. Our ride-ons encourage learning outside of the classroom, developing core balance and co-ordination, movement and imaginative, active play.’’

Our Rolly Mini Trac foot floor tractors are a popular Christmas gift for preschoolers; they can be used indoors or outdoors so make a fantastic main present for Christmas morning.

Julia Lowe

Farm Toys Online

What products do you stock in this category?

Unfortunately, I do not stock ride on toys anymore. I only order specific ride-ons on request. We used to sell them but those took a lot of space and customers still preferred buying such toys online.

What do you think will sell well this Christmas in this sector?

One for Fun

Last but not least, it’s vital that the message about new and innovative products gets to the people holding the purse strings, adds Scott Eden: “Innovation and uniqueness is great, but it needs to be communicated to the end consumer. We’ll be supporting products with exceptional product content, and using influencers to give a handson view to a targeted audience. Social media, PPC and longer-form written content are mainstays of our marketing campaigns.’’

Happy Hoppers always sell well for Christmas. It’s not a traditional ride-on but a lovely toddler toy and customers love buying them as presents.

Maggie Tibbenham Imagine Toys, Haworth, Yorkshire

What products do you stock in this category?

We used to sell a lot more ride-on toys, but they take up space and we find that with bulky items customers want to purchase online so they don’t have to carry them.

What is selling well?

However, we do continue to sell scooters and do well with these, particularly Micro Scooters.

Where we have seen significant growth is with products that show clear innovation and offer a point of difference within our product range

Scott Eden design director Wilton Bradley

“ “

Guess what…

The

Wild ride!

MV SPORTS & LEISURE

01217 488000 www.mvsports.com Ready, set, goanna! Scoot into play on the Bluey Bobble Ride-On, the ideal first ride-on that helps develop coordination and core balance. Complete with colourful character graphics, sturdy steel frame, double rear wheel design providing anti-tip stability, puncture-proof EVA tyres and moulded ergonomic seat, suitable for all floor types. This super fun ride-on can be used both indoors and outdoors, and comes in other exciting licences, such as CoComelon, Peppa, Paw Patrol and lots more.

Get on a roll with Paw Patrol on My First Ride-On featuring character favourites. With bright eye-catching colours for visual development, moulded rear backrest for comfortable support, and soft, grooved seat for additional grip. With safety in mind, this ride-on showcases a rear anti-tip design and wide wheels for additional stability. Once again, this ride-on comes in favourite licences, such as Peppa and Thomas to name a few!

Play with Peppa and her realistic Car Ride-On. With authentic design and graphics, this ride-on offers more play value with under-seat storage to take your teddies with you. Safety comes first with wide wheels for extra stability and both a front and rear anti-tip feature. The easy-grip steering wheel is sure to keep little ones entertained for hours.

Drive in style

WILTON BRADLEY 01626 835400 sales@wiltonbradley.co.uk www.wiltonbradley.co.uk

Wheeled toys have long been a specialism of the Wilton Bradley team, which has many years of experience in developing premium products. Now in more than 20 countries around the world, it’s established as a serious and credible contender in the wheeled toy market.

Wilton Bradley has been creating a real buzz around its new Xootz RideOn toy range… and is working with the best factories to create officially licensed products that are exclusive to the company in the UK, working closely with customers to provide them a competitive advantage.

Since 2014, Xootz’ mission has been to encourage kids to get out exploring and spend less time cooped up indoors and to do it in style! Xootz has developed a multi-award-winning range of ride-ons to offer hours of thrills for kids.

Kids can drive in style with the Xootz BMW Z4 Roadster Electric Ride-On.

Fact!

The Xootz BMW Z4 Roadster Electric Ride-On

The officially licensed twin-seat BMW is a scale replica of the sporty Z4 Roadster and it makes a real statement. It features all the details of the full-scale powerhouse including the remodelled classic kidney grille, sculptured bonnet and unmistakeable working front lights.

Suitable for children aged three to six, it has two opening doors and two adjustable seats with seatbelts, meaning you can have two children in the ride-on at the same time. The BMW ride-on also includes a tinted windscreen, a battery indicator, built-in music system with AUX input and suspension on the front wheels to make light work of carpets, garden paths or smooth surfaces.

Reaching comfortable speeds of up to 3.6km/h, and with a slow start function for younger drivers, it is the ultimate driving machine for little ones to practise driving. It can be driven manually using the foot pedal and has a three-speed gearbox with a reverse mode. For less experienced drivers, it includes a remote control for parents to use.

For practical transportation, the Xootz BMW Z4 Roadster Electric RideOn includes a carry handle that slides out under the front and two training wheels at the rear.

This stylish modern classic is the ultimate luxury ride-on for kids to enjoy the thrills of driving.

can reach comfortable speeds of up to 3.6km/h, and has a slow start function for younger drivers

Peppa Car Ride-On has underseat storage so the ‘driver’ can take their teddies along for the ride

On your bike

Freewheeling fun

BIGJIGS TOYS

01303 250400 www.bigjigstoys.co.uk

The Diditrike is ideal for encouraging young children to explore their gross motor skills. It has been intricately designed to provide support and stability as little rascals learn to improve their mobility. The freewheeling design allows for some serious whizzing around. Diditrikes help children exercise while developing their spatial awareness, balance and gross motor skills. They can fit riders up to 20kg (3st 2lb) so can accommodate ages one to five very easily.

Diditrike is available in four funky designs - Giraffe, Zebra, Crocodile and Ladybird. With smooth wheels and an easy-tomanoeuvre handlebar, this ride-on toy glides along for seamless play. It is also super lightweight and easy to carry when little legs are tired out.

Guess what…

Hape My First Balance Bikes are the perfect accompaniment to any toddler or child learning to walk or get around. The bikes are made with a lightweight aluminium frame with three adjustable seat heights, so they grow with the child from age 12 months and over.

Hape also has a range of stylish Explorer Balance Bikes for ages three-plus. The bikes feature lightweight magnesium frame and easy-tocarry design, maintenance-free 12in PU foam tyres that won’t puncture, in-built footrest, adjustable height and non-slip handlebars. The Explorer Balance Bikes come in four colour options.

Available to retailers with a premium freestanding display unit, the FSDU accommodates up to 12 bikes and two helmets, and has screens embedded for advertising.

Toynamics offers marketing support and in-store product promotion for all brands in its portfolio.

Fact!

The Smoby Builder Max Tractor has a functional digger and detachable trailer to the rear, and a shovel at the front. Plus there’s a horn at the steering wheel!

Simba Smoby Toys UK’s trusted Smoby brand brings the fun of the building site to the ride-on category, with the Smoby Builder Max Tractor with Trailer.

Little ones can become a real site foreman with this serious bit of kit. The Smoby Builder Max Tractor with Trailer measures an impressive 1.82m in length and is perfect for kids aged three-plus. It features an adjustable seat and can be pedalled along to get the job done.

Children can pretend play at working in the construction industry or they can help mum and dad in the garden – be it digging out the flower beds or moving pots from garden to greenhouse. The Smoby Builder Max Tractor comes with a functional digger and detachable trailer to the rear, and a shovel at the front. Not to forget the horn at the steering wheel, which is sure to be a popular feature.

Finding

balance

For younger children, learning to ride a bike is a very important moment, and Ozbozz has two balance bikes to help them find their way. In two colourways - pink/purple and blue/green - they are the perfect transition between a ride-on toy and a stabilised bike. Each featuring strong, puncture-proof EVA tyres, soft-grip handles and a durable steel frame that makes them super lightweight to transport and move around. The adjustable seat means children won’t grow out of them any time soon. All aspects that will be popular with parents.

Older children are catered for with the Big Wheel Torq Ruff Scooter. This sturdy scooter is suitable for on road and off - with large, 200mm wheels at the front and back. The bigger wheels allow this scooter to more easily traverse rougher terrain, such as cobblestones, potholes and kerbs, making light work of even the roughest roads, paths and surfaces. It features a handy kickstand to keep itself upright when you reach your destination, as well as a convenient folding design that makes it easy to store and transport.

With slightly smaller wheels, the Vyper Folding Scooter has 145mm wheels at the front and back. The bigger wheels still give this scooter a slightly smoother ride over surfaces. As such, it’s ideal for scooting about and with a more cost-effective price point, giving the consumer a choice of larger-wheeled ride-on scooters from Ozbozz.

Foot-to-floor fun

MOOKIE TOYS

help@mookie.co.uk www.mookie.co.uk

Mookie Toys has announced a new distribution deal with Falk Toys in the UK. Falk is known for its fun foot-to-floor and pedalled ride-ons that little ones can’t resist.

Falk is also committed to helping the environment; approximately 30% of the plastic used in most rideons is recycled.

The range includes tractors, bikes and diggers with many licensed options including JCB, Claas, New Holland and Massey Ferguson.

The Big Wheel Torq Ruff Scooter is suitable for on road and off - with large, 200mm wheels at the front and back – it can handle cobblestones, potholes and kerbs

Strength of character

With licensed toys making up almost 29% of toy market value (NPD, YTD July 2022), it’s clearly a category that can’t be ignored.

Films and videogames are two categories showing fastest growth since 2019 –perhaps not surprising after the reopening of cinemas post pandemic. And of course the popularity of Pokémon cards (and in turn related toys such as plush and action figures) is something that many of the retailers TnP talks to mention when talking about bestsellers.

Mike O’Connell, managing director for dress-up specialist Rubies, has seen the effects for himself: “We’re excited to see the market hasn’t only bounced back to prepandemic level, but it’s even surpassed levels we saw previously. As we go through another trade peak period with Halloween and Christmas, it’s great to see people celebrating and getting into the festive spirit with our costumes.’’

Tomy has also seen how well its character licensed toys have been doing, says senior brand manager Helena Stacey: “What’s evident from market insights is that character licensed toys continue to outperform the rest of the toy market. We’re seeing this popularity with licences translate into our own ranges. Our Peppa Pig Bath line is

going from strength to strength with double-digit growth year on year, as well as our Club Mocchi Mocchi Gaming & Anime Licensed plush range, which has been doing well over the past 18 months.’’

Gary Pope, CEO and co-founder of research, strategy and creative agency Kids Industries, has been excited by the licensed products coming onto the market: “The character licensed toys space has been getting a good deal more exciting of late with some really lovely products breaking through across the age ranges.

“Gabby’s Dollhouse is a standout for me – the perfect late preschool-plus proposition. Mixed live action, culturally attuned and lots of cats – what’s not to like? Jurassic also seems to be a roaring success. The way NBC has built and played this franchise, for me at least, is a masterclass. And I love Wow Stuff’s Blue.

“In terms of the most powerful superheroes - well, the conversations we’re having with children and families seem to have Marvel edging above DC.”

Tomy has also seen impressive performance from preschool licences, says Helena Stcey at Tomy: “Our Peppa range is continuously in the top spots of licences and our Toomies range has also been popular.’’

And she also notes the rise in popularity of gaming licences: “They have made great activities for getting the family together. Within our Club Mocchi Mocchi range, Super Mario, Kirby and Sonic have been the standout performers.’’

Meanwhile, at Rubies, it’s the

Character Options

movie licences that are drawing in customers: “As always, big blockbuster releases can drive unprecedented interest in licences and costumes. For example, our Black Adam and League of SuperPets costumes from DC are seeing a high amount of demand at the moment, which will only continue to soar when they inevitably get released onto streaming platforms’’ says Mike O’Connell.

He also adds that streaming services, online e-commerce platforms and everything internetoriented show no signs of slowing down in dominating the market.

Licensed toys have had a cracking year so far, and with movies, TV and online content driving demand, the future looks bright for this sector

Streaming services, online ecommerce platforms and everything internetoriented show no signs of slowing down in dominating the market

Mike O’Connell, managing director, Rubies

“ “

“This in turn reflects the trends in licensed products, focusing on products from online services like our Spidey and his Amazing Friends costumes, which are some of the most popular costumes at the moment for the preschool market.

“The growth of streaming has absolutely changed the market - for the better. Disney+ and all of the other streaming platforms have allowed consumers access to more media than ever before - and all from the comfort of their own home. This in turn has allowed the market to become more diverse, with more costumes, dress-up and characters than ever before.’’

So what other licences are doing well at the moment?

For Tomy, it’s preschool names CoComelon and Bluey, says Helena Stacey: “CoComelon as a licence has had an impressive start, especially considering the way it entered the scene through YouTube and Netflix. We’re also very excited to be launching our CoComelon Aquadoodle this season, bringing the popular characters to our bestselling mess-free mats.

“Another licence that has been on everyone’s radar is Bluey; it has really been picking up speed in the preschool licence space. It has definitely had an impressive first year and it will be exciting to see where that licence goes in the future.’’

Mike O’Connell sees value in both the big names and the

smaller licences: “It’s great to see the multinationals such as Disney, Universal and Warner Brothers continue to expand and diversify their range of products with new projects and characters. On the other hand, smaller licences such as Horrid Henry and Amelia Fang really tap into what consumers want right now, which is authenticity.’’

And when those big-name films come out, sales of licensed goods definitely show the results, Mike continues: “ There is an increase in interest in the run-up to and release of big blockbusters with our costumes; our Spider-Man: No Way Home and The Batman costumes were incredibly successful.’’ But, he adds, “ the market isn’t as intrinsically linked as you’d think as our evergreen lines continue to do well throughout the year with Mattel Barbie costumes being popular at all times. ‘’

And looking into their crystal balls, what licences do suppliers expect to boost sales as we head into 2023?

“It’s always so difficult to speak on what the big hits will be when it comes to character toy licences,’’ says Tomy’s Helena Stacey, but with Peppa entering her 19th year we’re excited to see what’s in store for her. Our popular Toomies range is also expanding in 2023 so there will be lots to celebrate and make noise about before Peppa’s 20th anniversary year in 2024.

“Additionally, with the highly anticipated release of Transformers Rise of the Beasts as the 2023 summer blockbuster, and the new animated series EarthSpark coming to Paramount+, we are led to believe that Transformers is set for success with all new content for the current and new fans.

Ask the retailers We asked…

What products do you stock in this category?

Peppa Pig, Paw Patrol, CoComelon, Bluey, Pokémon, Mario, Teenage Mutant Ninja Turtles, Spider-man, Batman, Bluey, Postman Pat... I’m sure I have missed a few!

What is selling well?

The VTech Paw Patrol Learning Watch and Spidey & Friends Phone. Vicky Brown Just Williams East Dulwich and Beckenham

“We’ve also seen some great responses to our Club Mocchi Mocchi Transformers plush lines as well as our epic Transformers Lightning Wheels from our Monster Treads brand, so we are convinced this will be highly successful in 2023.’’

Mike O’Connell concludes: “Warner Brothers is going to be incredibly popular with Wonka and other new films set for release, as will Marvel, with Guardians of the Galaxy and Antman and the Wasp: Quantumania among others.

Helena Stacey, senior brand manager, Tomy

World Book Day will bring big book licences such as Beano and Horrid Henry into the spotlight.

On top of all this, Mattel’s Monster High is looking to be one of the biggest licences in the toy market next year.’’

What’s evident from market insights is that character licensed toys continue to outperform the rest of the toy market

“

Vivid

Fun and games

SPIN MASTER

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

Spin Master has a range of licences on its roster including preschool favourites, Paw Patrol and Gabby’s Dollhouse, and action-packed brands, Jumanji and Monster Jam.

Little ones can play inside their own dollhouse world with Gabby’s Dollhouse Deluxe Room Sets. Use the MerCat’s Primp and Pamper Bathroom, Bakey with Cakey Kitchen or Pillow Cat’s Sweet Dreams Bedroom (each sold separately) to build up a Gabby’s Dollhouse world. Plus, the playsets also slide the room right into Gabby’s Purrfect Dollhouse (sold separately) for more ways to play.

Paw Patrol fans will love the Rubble X-Treme Truck. This rescue truck, from the new Paw Patrol: Big Truck Pups range, looks just like Rubble’s construction rescue truck from the popular show. It features an epic transformation into two separate rescue vehicles, complete with an excavator claw, an extendable crane toy, a giant wrecking ball and a material storage unit.

Little fashionistas will love the new Hello Kitty and Friends Interactive Purse from Purse Pets. This fluffy and fabulous interactive Purse Pet is packed with purse-onality and style. It responds to touch, really

blinks, and has more than 30 all-new exciting sounds and reactions. The Hello Kitty Purse Pet also features ultra-soft fabric and an adjustable strap with Hello Kitty Print. It’s the purr-fect choice for trend setters this season.

Guess what…

Those looking for a bit more adventure will love Jumanji The Game, the latest edition of the legendary board game, which puts all the fun and excitement of the famous story into players’ hands. Brave explorers will suddenly find themselves deep in a mysterious jungle full of secrets and surprises as they battle to reach Jumanji in the centre of the board. Jumanji The Game is the exciting adventure game to play with friends and family on your next games night and is perfect for players aged eight and up. Other licensed games from Spin Master include the Harry Potter-themed Catch the Snitch, which brings all the speed and excitement of a real Quidditch match to your home. This Quidditch game for witches, wizards, and muggles alike is fast paced and packed with excitement. No one knows when the Snitch will launch so players must keep their eyes peeled and be ready to catch the iconic Golden Snitch.

Fans of Harry Potter will also love Spin Master’s Wizarding World Fashion Dolls. These 8in dolls will help young witches, wizards, and Muggles recreate scenes from the famous Harry Potter books and movies. Available in a range of characters, each doll is highly detailed with cute facial details.

They are Among Us.

07793 121 778

Sinco Creations, the UK & Ireland’s master toy partner for Among Us, has introduced a second series for the fanfavourite gaming IP, bringing fans of the online, multiplayer, social deduction game a fresh new wave of ‘crewmate’ figures to collect.

Keen Among Us fans will want to get their hands on the Among Us Airship, which comes with three exclusive crewmates and a roof that opens-up to provide storage. For fun on a pocket money budget, the Among Us Crewmate Figure Surprise Bags are ideal. Another popular choice is the collectable 11.5cm and 17cm Action Figures.

And there are some cool plush lines in the range, such as the colourful Clip On Plush. Or, for fun on a larger scale, there are 1820cm Plush Buddies and 25-30cm Huggable Plush Crewmates.

Small but perfectly formed TOYNAMICS

0116 478 5230 | www.toynamics.com

Nanoblock is the world’s smallest micro-sized building block. It allows children to construct amazingly detailed and realistic threedimensional creations. The range has a clever selection of themed pieces, for an everexpanding nanoverse.

Of the three product ranges - Mini Collection, Sights to See and Licensed - the most popular category is the Nanoblock Licensed Collection.

Within the huge range of licensed characters, the licences from Pokémon and Sonic the Hedgehog are two of the bestselling Nanoblocks, with all the models featuring unique details.

The Nanoblock Pokémon collection offers fans more than 20 different characters to collect, including Pikachu, Charizard and Bulbasaur. While Sonic the Hedgehog fans can fight against the evil Dr Eggaman with the Sonic the Hedgehog and friends Nanoblocks.

Big brands for little fans

CHARACTER OPTIONS

0161 633 9800 | sales@charactergroup.plc.uk.

Character Options has a licensed preschool portfolio that encompasses children’s favourite brands and the most popular play patterns – be it plush, arts and crafts, roleplay, or figures and playsets - to promote imaginative play.

Preschoolers can now collect all the best-loved characters from TV as cute Weebles figures. The ideal range for encouraging early imaginative play patterns to develop, the classic Weebles brand was first reintroduced this spring, reimagining the characters from Peppa Pig as chunky figures that wibble and wobble but never fall down. And now this lovable range has been extended to bring to life the onscreen magic of not just Peppa Pig, but also Bluey, CoComelon, and My Little Pony.

Fact!

The Eco Plush collection includes 8in preschool pals from the worlds of CoComelon, Blippi, Barney, Peppa Pig, Teletubbies and My Little Pony. From fabric to filling to thread, they are made entirely from recycled materials and come displayed in an FSC certified platform box

For an adorable, licensed soft toy range with a difference, look no further than Character Options’ Eco Plush collection. The collection comprises a whole catalogue of 8in, preschool pals to cuddle and collect, with characters from the worlds of CoComelon, Blippi, Barney, Peppa Pig, Teletubbies and My Little Pony. From fabric to filling to thread, these super-soft toys are made entirely from recycled materials and come displayed in an FSC certified platform box.

And little ones can get creative with Character Options’ licensed activity toys, including the new Bluey craft lines. Kids can paint-up plaster figures of their favourite friends from Bluey, sketch out their puppy pals with the Travel Magnetic Scribbler, reveal the awesome designs on the Bluey Aquamagic Art Mat, and unleash their inner artist with the Bluey 50-piece Art Compendium Carry Case – all in a day’s work for budding artists!

These creative additions follow in the footsteps of other popular licensed arts and crafts lines, including Character’s fabulous summer launch: Peppa’s Garden Art Bench – a fun mud kitchen styled playset that kids can use to create their own garden paintings, or use to decorate plant pots or pebbles.

The cutest crazes

BASIC FUN!

0118 925 3270 Tim.Ives@basicfun.com

Basic Fun! presents a portfolio full of pocket money toys that will be hot property in the playground, this autumn/winter. One craze that comes straight from the internet is the hilarious, surprise reveal brand: Misfittens. Based on the internet sensation #IfitsIsits, Misfittens are the misfitting plush kittens that come squished inside an assortment of cat pun, meme-ishly themed packs. Kids can rescue the Misfittens, who need help in getting MEOWT. The brand is supported with a strong campaign and eye-catching point of sale. From one new IP to the evergreen collectable craze: Cutetitos. Fans of these super-cute plush pals will soon be able to spend their pocket money on fresh new Cutetitos themes and characters. New for summer was the latest wave for the sell-out Unicornitos theme. Plus, Basic Fun! is taking Cutetitos fans to the islands… Say ‘Aloha’ to the Islanditos, the new tutti fruity furry scented friends that smell deliciously tropical. And the Cutetitos brand is continuing to expand-ito into AW22, with a second wave of licensed Care Bear Cutetitos designs, and an all-new, birthday cake scented, Cutetitos Cookieitos theme.

Barbie goes dough-nuts!

LISCIANI

Danny@allin1products.com

The hero line in Lisciani’s Barbie Magic Glitter Sand collection is Barbie Sand & Surf, which comes with an exclusive Barbie doll, as well as beach-side accessories and a play tray. To add to the fun, the set comes with glittery play sand that can be sculpted and moulded.

The Barbie line-up continues with the Barbie Dough collection. The tubs of collectable, colourful and glittery play doughs make for a great entry point into the collection. And the Barbie Glitter Dough Fashion Show is a must-see! This creative kit comes in wardrobe-shaped packaging that becomes part of the play pattern once opened. Continue the fun with the Barbie Dough Creative Kit. This sparkling backpack comes packed with six colours of dough, tools and dough cutters.

A Miraculous collection

BANDAI UK 0208 324 6160 sales@bandai.co.uk www.bandai.co.uk

Bandai UK further expands its licensed portfolio with a collection of toys and high-end collectables for some of the world’s most popular and iconic brands. The business has secured new major distribution signings for 2023 to include video game franchise Crash Bandicoot, and children’s YouTube cartoon Milo, while developing fresh and innovative lines for its current ranges.

Miraculous is currently the number-one kids show on Disney+, and number one kids TV show in the UK, and among the highest-ranked girls shows across all networks. Miraculous follows the adventures of highschool student Marinette and her Ladybug alter-ego. With a new feature film in the pipeline for early 2023, the show’s popularity continues to soar along with demand for licensed product. Bandai UK has invested heavily in the brand and offers a cross-category portfolio of fashion dolls, playsets, roleplay accessories, plush, and the sell-out Kwami collectables.

Each of the show’s major characters feature within Bandai’s collection of small, fashion, and deluxe dolls, all fully articulated and with signature accessories to recreate favourite scenes and storylines. New movie lines have been added, including 26cm fashion dolls and Ladybug’s Transforming Scooter, which sees her magic yo-yo transform into the signature redand-black scooter.

For kids and kidults…

SIMBA SMOBY TOYS UK 01620 674 778 sales@simbasmoby.com

From roleplay toys to collectable die-cast vehicles, Simba Smoby Toys UK has licensed toys for both kids and kidults.

The Jada Toys Hollywood Rides collection captures the essence of Hollywood’s most iconic vehicles, including cars from Back to the Future, Scooby Doo, Jurassic Park, and more. Big news this year was the addition of The Batman 1:32 Scale Vehicle: Batmobile and Figure Pack. And an evergreen seller is the 1:32 scale Fast & Furious range, which includes cars from the eight-film franchise, as well as Hobbs & Shaw. For DC fans, there is the DC Comics Bombshells collection - and the 1:24 scale Marvel collection has been extended, too. Both 1:24 scale ranges take inspiration from DC and Marvel characters, offering fans a host of fun vehicles to collect.

Licensing adds to the realism of pretend play for the Smoby roleplay collection. Children can explore the same brands they see adults using, with Tefal kitchens and Black + Decker replica lines. Not to be missed is the Smoby Tefal Studio Kitchen, which comes complete with oven, espresso machine, soda machine, fridge, countertop with hotplate and sink, and accessories. And the Smoby Tefal Studio Kitchen XL

Ryan’s World expands

VIVID GOLIATH

01483 449944

vividtoysandgames.co.uk

In the preschool aisle, one in three kids in the UK now own a Ryan’s World toy, and with more than 68 billion lifetime views, 2021 saw the strongest year yet with up 17% year on year.

Ryan is flying into AW 2022 with an exciting new theme – Titan Universe. Meet Red Titan and his superhero gang as you explore Red Titan’s Universe with this limited-edition collection of heroic Ryan’s World figures. The range includes all the Ryan’s World fan favourites including Mystery Figures, Mystery Micro Figures and the all-important Eggs. There’s also a large-scale titronic treasure chest, which transforms into the Mega Mecha Titan before your eyes. Unbox, discover the surprises, then transform the chest into a robot for hours of Titan fun. The range will also be supported by engaging product videos featured on Ryan’s channel showcasing the theme and products to his legions of fans worldwide.

Life’s a beach for Ryan’s World with new toys hitting shelves in SS23. Island Adventures will see Ryan’s World favourites reimagined with a tropical twist including Micro Mystery Figures, Tiki & Pineapple Eggs, and a lava-tastic glow-in-the-dark Volcano Giant Egg.

Did you know?

Costume party

RUBIES

01491 826500

www.rubiesuk.com

Fact!

The new Boba Fett Jetpack Backpack Accessory makes the perfect addition to a Boba Fett costume

For fans of Zag’s Miraculous Ladybug and Cat Noir, there are two new accessory sets coming into stock from Rubies. The Miraculous Ladybug Bag Accessory features a handheld bag printed in the iconic red and black polka dot pattern, tikki toy and Miraculous mask, while the Yoyo Accessory Set includes a light-up yoyo and colourchange wristlet.

Blast off into a galaxy far, far away with Rubies’ new Boba Fett Jetpack Backpack Accessory, the perfect addition to a Boba Fett costume. Adding to Rubies extensive line of Star Wars themed costumes and accessories, this accessory is a must-have for fans of the character, who stars in his own hugely popular spin-off series on Disney+. And to get little ones into the dress-up spirit for their first World Book Day, Rubies CoComelon costumes are the perfect choice. The first officially licensed dress-up under the CoComelon brand will be available early 2023 and feature a dress and romper, both with hook-and-eye attached plush TVs that play classic CoComelon songs when pressed.

Must-haves from MV

MV SPORTS & LEISURE

01217 488000

info@mvsports.com

MV Sports is a one-stop shop for all wheeled and outdoor toys. In the current economic climate consumers want dependable brands and licences offering great value and longevity. It is no surprise that licences in toys are taking an increased share of the market. MV’s portfolio of must-have properties includes Paw Patrol, Peppa Pig, Disney Princess, Barbie Spiderman, Batman, Nerf, and Marvel - all of

Notwithstanding MV’s line-up of classic licenses, the toy market is notoriously trend-led, and the company has supplemented its portfolio of classic licences with the latest hot and in-demand properties such as Bluey and Encanto. The growth of streaming has certainly impacted the launch and longevity of new licences, and revitalised existing franchises with spin-off shows and films. For 2023, MV Sports has partnered with an abundance of new licences to create ranges that are bursting with exciting themes, inspiring graphicsand ready to leap onto shelves.

Fact!

Purr-fect gifts

POSH PAWS

01268 567317 sales@poshpawsinternational.co.uk www. poshpawsinternational.co.uk

Posh Paws has launched its new range of Gabby’s Dollhouse soft toys that will make the purr-fect gifts for fans of the hit Netflix show, this Christmas. The launch range includes seven highly detailed and cuddly 10in characters, which include Gabby and six of her feline friends; Pandy Paws, Cakey Cat, Mercat, Kitty Fairy, Pillow Cat and CatRateach packaged in their own gift boxes. For smaller gifting ideas, and perfect for stocking fillers, you can also pick-up five smaller 7in characters in a brightly coloured CDU that kids will love.

Minions: Rise of Gru was a hit in cinemas and now that you can rent and buy it at home, fans are sure to want to cuddle up to Posh Paws licensed range of 7in ‘Too Cute’ Minions in an assortment of three adorable designs packaged in a CDU and 10in super-squishy Kevin and Bob Minions and a 12in Stuart Minion in a display box.

For Sesame Street fans, Posh Paws has the award-winning Talking Cookie Monster soft toy, which features 15 fun and entertaining sound effects.

The latest musthave licences at MV include Bluey and Encanto

WHAT’S

Tug of war

Asmodee

01420 593593 www.asmodee.co.uk

Asmodee has launched Tug!, a new game ahead of Christmas, with one of its partners Confident Games.

The game, played between two teams, focuses on brains but has a board contained within its box that mimics a real tug of war.

The company noted that the product has been well received at retail.

Barry John, national channel controller at Asmodee UK, added: “We’ve partnered with Confident Games for several years, having great success in our games catalogue, and we’re very excited to work alongside them to launch Tug! into shops across the UK.

“It went down a storm with retailers at Autumn Fair, and we think that customers will love its eye-catching concept, innovative gameplay and value-formoney offering.“

Bluey’s the colour

MV Sports & Leisure Ltd 01217 488000 | www.mvsports.com

MV Sports has a range of wheeled toys featuring the hot preschool property Bluey, including the Switch-it Tri-Scooter, which includes four different character plaques for added play value, a fully printed anti-slip footplate for stability and adjustable handlebar height. Pedal along on the 2 in 1 bike, the ideal beginner bike which easily converts from a pedal bike to a balance bike as users grow in confidence.

Be Kind

Mattel

01628 500000

Fisher-Price’s hugely popular Little People range has added its most inclusive set ever in the form of the Be Kind pack. It features characters with six different skin tones, different health conditions and abilities, different ages and genders as well as worthwhile occupations, taking in recycling collector, baker, mother, photographer, doctor. The company launched the set on World Inclusion Day after research showed that more than half of UK parents thought there was a need for more inclusivity and representation in children’s toys.

Builder, medic, firefighter, scientist… A new dressup launch from Bigjigs Toys offers children a choice of career paths to follow from a young age. The range includes not just the clothes themselves, but themed accessories too, to give them an extra-realistic touch.

French supplier Janod has developed two sets for aspiring hairdressers and dentists (the latter also serves to lower children’s fears of going to get their teeth checked too). The wooden sets feature all the necessary tools of the trade for the two professions.

Catch the Moon is a wonderful dexterity and stacking game with a whimsical theme and beautiful design. Place the wooden ladders and reach for the moon, with the right mix of suspense and risk-taking, this is a game that is fun and exciting for all the family.

Trade talk

We asked key suppliers to give their views on the current state of the business, and their thoughts and feelings going forward. Here are words of wisdom from MV Sports, Orchard Toys, and Wilton Bradley

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

CHLOE BAGSHAW Senior product manager MV Sports

How has business been in 2022 so far?

Despite rising inflation and living costs, MV continues to be a leading player in the UK’s supply of wheeled and outdoor toys. Our licensed business is performing well, with new signings coming on stream towards year end.

The e-mobility category is expected to grow exponentially over the long term.

And how do you think the final quarter of 2022 will be?

It will be a challenging year end for many but we have established brands, evergreen properties and strong customer relationships, which will allow us to navigate the current turbulence in the economy. How are you making your business more sustainable?

The majority of our products are either human- or clean energy-powered, which is better for the environment and for the health and wellbeing of the nation as a whole.

MV is very proud to be fully solar powered and has been for many years now. In fact, our solar panels accumulate enough energy to give back to the National Grid on a

regular basis. With expansion plans for our new warehouse well under way, we intend to incorporate solar panels there too. In addition, we actively encourage the use of electric cars with easy-access electric charging ports based in the car park, with plans to expand soon.

How do you think the cost of living crisis and rising inflation is affecting business?

Parents are less likely to cut back on spending on their kids for Christmas than perhaps other areas so while there will be some impact it will not be as marked as other sectors.

If a child wants a licensed scooter for Christmas, then I am confident that’s what they will get.

How are you planning to help retailers with their business in the latter part of 2022?

We want to remain flexible in terms of when and how to buy so we will be running various incentives towards the end of the year to enhance our overall proposition.

What are you most looking forward to for the rest of the year?

Seeing new licences develop and get stronger plus our new beautifully airbrushed limited-edition licensed e-motorbikes.

Looking ahead to 2023, what will be the key issues for the business?

2023 looks very promising with our new warehouse taking shape and new licences already on board. We have missed the chance to meet our suppliers face-to-face so we are hoping to get out to Hong Kong and China as soon as possible.

SIMON NEWBERY Managing director Orchard Toys

How has business been in 2022 so far?

We’re seeing a good performance from our 2022 lines and our bestselling SKUs. There’s always a demand for entertaining games and puzzles, and shoppers are always looking for gift ideas.

And how do you think the final quarter of 2022 will be?

Consumers will be watching what they spend, and increasingly cost conscious they will be looking at price and value for money. Within our range, the mini games collection gives retailers a great low price point to offer customers, and many of our puzzles offer added value with the inclusion of posters and fun fact-based learning booklets.

How are you making your business more sustainable? We’re constantly looking for ways to enhance how we help protect the planet. All our products are manufactured using

recycled board, we only use vegetable-based inks, and other than the box itself we never use any additional outer packaging. We encourage our customers to extend the life cycle of our products by passing them on, and to support this we offer a misplaced pieces service.

How are you planning to help retailers with their business in the latter part of 2022?

We’re supporting our Christmas lines, and our football-themed games in the build-up to the World Cup – with a strong digital mix of social media, PR, and online advertising, and a comprehensive instore point of sale support package.

Looking ahead to 2023, what will be the key issues for the business?

In a world full of electronics, parents and children still enjoy simple, fun ‘traditional’ games, creating consumer demand for screen free games and puzzles that offer simple, engaging, appealing fun game play for children. And as cost-conscious consumers watch what they spend, they’ll be looking at quality, price and value for money.

"In a world full of electronics, parents and children still enjoy simple, fun ‘traditional’ games''

"2023 looks very promising with our new warehouse taking shape and new licences already on board''

WILTON BRADLEY

Ross Bradley - sales director

Carl Bradley – buying director

Scott Eden – design director

What have been the company’s most successful products this year?

RB: With the launch of the new electric range, our Xootz brand has had a real buzz around it this year with considerable growth. At the forefront were our Elements kids’ electric scooters, which have been one of our best-selling products across the group, as well as the award-winning Comet Go-Kart, created using in-house tooling and design.

Our electric ride-on range has also been a success. This range of exclusive, officially licensed electric ride-on models allows kids to experience the thrill of getting behind the wheel of their very own electric ride-on car. Many of these products were recognised for their design and innovation, bringing home some of the top awards in the industry.

Our Playhouse Waterwall won the Top Summer Toy Award from Toy Insider in the US, and Silver in the ITA Toy Shop Awards, plus a recommendation from the Good Play Guide. Our Xootz Bumper Car won Gold in the ITA Toy Shop Awards. How was trading for Wilton Bradley in 2022?

RB: This year has been strong for the Wilton Bradley Group. Today we supply a range of more than 4,000 products to more than 30 countries, employing 125 people across the UK and in Hong Kong. We are eager to have a fresh start to 2023, with lots of exciting new products for retailers to see, and clear direction for our brands and ongoing new product development. This year we will be celebrating our seventh year of having a permanently manned showroom in Hong Kong, helping to serve our global customer base and enhancing their sourcing capabilities, with four full-time staff working in the showroom.

We were also proud to be recognised in the London Stock Exchange Group’s Report last year - 1000 Companies to Inspire Britain - which acknowledges the fastest-growing businesses across sectors and regions who have achieved ‘significant performance not only in consistent YOY revenue growth but also against sector peers’. What’s the biggest challenge and opportunity facing toy suppliers?

Carl Bradley: In a normal year, we plan our buying trips around various trade fairs, which generally align with our development timeline. We have multiple members of the team travelling to attend these exhibitions, looking to source new products and seek out new suppliers. We always ensure we have a presence at the trade fairs, but our trips don't finish when they end. We spend most of our time travelling the Far East visiting new prospective suppliers and our many existing partner suppliers that we have worked with for decades. During these visits we continue to develop new products as well as conduct quality inspections on our current production.

Of course, 2020 was a different year for everyone and threw plenty of challenges our way, but our business has adapted very well, and our foundations have allowed us to continue to move forward. We have a vast supply base, many of which we have been working with for several years, so despite the lack of buying trips in 2020 we have still managed to push on with developing great new product, all on time to launch to our customers.

What support is your team able to offer retailers? What sets you apart?

CB: Many of our customers value the flexibility that we offer when it comes to product selection. Because of our strength in product design and sourcing, we can provide a range of options; these include buying our own finished products or working on joint projects, from concept to delivery, in the customer’s own brand. We’ve always had extremely high standards when it comes to compliance and quality control.

We have strict processes in place for vendor selection, product certification and QA, with a compliance team that spans across both the UK and Hong Kong.

How has the direction for new product development changed over the past few years?

CB: Our focus has really changed to developing new exciting, unique products, whether that be through licensing product, setting up our own tooling, or securing factory exclusives. We have a core range of products across each of our sub-brands that continues to grow year on year, and this allows us to invest time in creating new concepts, ensuring we stay relevant and exciting to our customers.

How important is new product development?

Scott Eden : Product development is continually important for us here at Wilton Bradley. We are launching 130 new toy SKUs this year, including new categories, new developments within ranges, and innovation. We pride ourselves on creating the right product at the right price, therefore investing in and producing a seamless product development process is vital.

How do you ensure all your products are fairly represented in the portfolio and managed at all levels of the business?

SE: Within our different in-house teams, we have experts who specialise in and are responsible for their own categories. Our in-house departments and facilitiesincluding 3D design, photography studios and a customer service team - support the daily running of the company as well as the overall buying process for all customers. These in-house facilities allow us to deliver consistency, quality and innovation, saving on both time and money; savings that we can pass on to our customers.

Our in-house team designs and develops innovative new products for our own brands, as well as helping retailers to conceptualise their own product ideas. Starting with the product, our design team ensures that the packaging is eyecatching, appealing and communicates the USPs.

Our in-house photographers, videographer and copywriters produce quality product content and ensure it’s accessible for our customers to use. Our design and marketing teams create eye-catching packaging, POS and FSDUs, which helps products to stand out in store. We invest in brand marketing campaigns to drive demand and awareness for our products as well as working together with customers on marketing campaigns. Finally, our after-sales team make sure that the customer is satisfied and supported with their purchase, helping to avoid retail returns. How do you see the company developing over the next 12 months?

SE: You can expect some other new products from Wilton Bradley. We are 'full steam ahead', and developing about 18 new lines; most are within the brands we already own and work with but there are new products that are exclusively ours. At a time when most companies are playing it safe, it offers an opportunity to be more creative.

I’m excited about 22/23! We have the mix right and I think we have huge potential. Summer went well for us and we are known for our summer products, but our brands and toys are becoming more recognised and we are gaining credibility in the toy market.

Ross Bradley

Carl Bradley

Scott Eden

Talking retail

Julia Lowe

Owner, Farm Toys Online, based in Somerset

Tell us a little about your shop. I spotted a gap in the market when my children Emily, Oliver and Harry — then aged seven, four and one - had a keen interest in farm toys. Coming from a farming background and with experience in the web industry, I set out to create a one-stop online shop where parents like me could go for well-made farm and horse toys. Fourteen years later, my children no longer play with toys but Farm Toys Online is going from strength to strength.

We aim to source products that are more realistic than most farm toys, but not as complicated and expensive as the exact replica models on the market. Our range of 1200-plus farm toys includes toy versions of anything you might find on a farm or in a stable — even down to battery-powered wind turbines.

What challenges are you facing at the moment?

One of the biggest challenges right now is space. With the growth of the business, our existing premises suddenly seem cramped, which limits our ability to expand the range and grow the business even further. So, I am currently grappling with whether now is the right time for us to take that leap to larger premises. All the uncertainty caused by the current cost-ofliving crisis means we can't predict customer spending or operating costs. I know I am not alone when I say this - it's a difficult time to plan for the future!

Is there anything that is so in demand you can’t keep enough of them on your shelves?

Ride-on tractors!

How are people shopping for Christmas?

Royal Mail strikes and record inflation this year are certainly pushing customers into starting their Christmas shopping earlier than they usually would. We sold our first advent calendar during the summer holidays!

Any special plans for Christmas?

We’re gearing up for our customers to become more pricesensitive, so are looking for ways to add value rather than slash prices. We’re currently working out special offers with our suppliers who are willing to toss in some extra goodies for our customers.

What was your favourite Christmas toy gift as a child?

I adored my Fisher-Price School House. It came with so many pieces, I loved playing with the various little people and furniture. It allowed me to imagine what real school was like for my two older sisters.

Maggie Tibbenham Director/owner, Imagine Toys Holmfirth, West Yorkshire

What challenges are you facing at the moment?

I’m forever fighting against online giants that offer prices often as low as trade price, while the weather not encouraging people to be out and about shopping, and of course the rising cost of everything.

Is there anything that is so in demand you can’t keep enough of them on your shelves?

Pokémon. Mostly booster cards but everything Pokémon sells like crazy!

How are people shopping for Christmas?

Completely contradictory to last October, we've not seen any Christmas shoppers yet! Me and my staff are surprised as suddenly October has been one of the quietest months this year.

Any special plans for Christmas?

We are famous for dressing up the whole shop, inside and outside. We are thinking about having a weekend of great offers, with mulled wine and mince pies, but we have not yet decided.

What was your favourite Christmas toy gift as a child? I loved dolls and dressing them up and then cutting their hair off!

Vicky Brown

Owner, Just Williams East Dulwich and Beckenham

Tell us about your shop. Just Williams is a family-run, traditional toy shop based in SE London and Kent.

What challenges are you facing at the moment?

The main issue we have is the continual rise in prices, it feels non-stop!

How are people shopping for Christmas?

A lot of our customers are

buying early to spread out the cost. At the moment we have not noticed people buying smaller gifts, but this may come, and this is something we are predicting.

Any special plans for Christmas?

We always run a 10% off day, which we will run again this year at the beginning of December.

What was your favourite Christmas toy gift as a child?

That is a tough choice to make between my Dolls World and My Little Pony!

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

TnP loves to hear your views. This month we talk about retail challenges and look forward to Christmas

"One of the biggest challenges I face right now is space."