Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Managing Director
Mark Naish mark@lemapublishing.co.uk 01442289953
Sales Director
Claire Naish claire@tnpmedia.co.uk 01442 289937
Editor Anthony Clarke ant@tnpmedia.co.uk 01442 289939
Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk
Retail Editor Clare Turner clare@lemapublishing.co.uk
Production Director
Paul Naish paul@lemapublishing.co.uk 01442 289933
5 Leader with Anthony Clarke
6 What’s New the latest products that you need to get your hands on
8 News the latest from the industry
15 Toy Testers it’s games night and our young testers and their parents put two Asmodee games – Monkey Palace and Pear Shaped –through their paces
38 Toy Testers having fun with PlayHouse’s Play Tray Activity Table and the Xootz Aprilia Ride on Motorbike, both from Wilton Bradley
48 Trade Talk suppliers share their thoughts on challenges, positive trends, and their favourite moments so far this year
52 Talking Retail retailers around the country talk about upping basket spend and their plans for Christmas
62 Don’t Miss must-stock items for retail
Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB
14 Toy Fair Looking forward to the biggest event on the UK toy industry’s calendar
32 Cover story TnP talks to Craft Buddy director Gary Wadhwani, who tells us the company’s story so far, what’s next and how they are making crafts cool again
36 Company profile Sue Lockey, co-founder of The Puppet Company, talks TnP through over two decades of creative, charitable and profitable success
59 In focus Highlighting Playmobil Junior, made for toddlers discovering the world for the first time
18 Q1 we may be in the middle of the Christmas rush, but there’s plenty of excitement coming up in the first quarter of 2025
40 Ride-ons what to expect from this popular evergreen sector as we head into a new year
46 Hair & beauty it’s looking good for this up-andcoming toy sector
56 Retail Interview Toytown operations director Andrew Addley updates Clare Turner on the award-winning independent chain’s portfolio, products and predictions for Christmas trading
60 Retail Interview There has been a big change at Will’s Toy Shop in Scotland, as Brendan and Ellen Will, director and toy buyer/merchandiser, reveal
9 U.S. Toy Association Jennifer Lynch on toy safety awareness
30 Insights The Insights Family team explore the lifelong evolution of childhood passions
54 Diary of a Toyshop Amanda Alexander at Giddy Goat Toys on the joys (or not) of running a small business
61 Retail Opinion John Ryan on the best strategies for Q1
Budgeting times all round. Retailers, suppliers, the government – everyone and everywhere.
Let’s start with the first Autumn Budget of the new Labour government. Fear and loathing have swirled around much of the mainstream media over the past few months, largely concentrating on all the rumours about the budget itself. Political leanings aside it would have been mildly pleasant had Rachel Reeves and her colleagues been given the benefit of the doubt in those early days (the same, I might add, should apply to a new government of any colour).
With regard to the actual content of the budget – which was not as “horrific” as many feared – I’m going to stick to how it applies to and affects the wider retail and supply picture, not just the toy sector. The most relevant and coherent take on it I’ve seen so far comes from Helen Dickinson, British Retail Consortium CEO. She said: “Retail employs three million people and 2.7 million more across supply chains, driving investment in jobs, communities and, ultimately, economic growth, right across the country. For a low-margin industry, today’s Budget will hit hard, with the odds now stacked firmly against growth and investment in the short term. These new costs also risk increasing the prices customers pay at the till.”
Anthony Clarke
inhabited by dinosaurs (actual ones, not the kids’ parents). Freddie, our three-year-old judge, pretty much loved everything about it.
We’re in the historically apt Golden Quarter and hurtling toward Q1 2025. Our Q1 Ranges feature covers the latter and there are some big hits coming down the line. The muchneeded and all-important festive buying spree is starting late as it did last year. Again, it’s that pesky economy, and we look at the suppliers helping make sales happen.
Our retail columnist John Ryan looks ahead to Q1 as well and considers strategies best suited to dealing with the January blues. Shifting stock fast (out and in) is only the start. His fundamental belief is that lulls are part of a trading year and it’s how they’re dealt with that marks out the good from the average.
We’re in the historically apt Golden Quarter and hurtling toward Q1 2025 “
She is right, of course – and it’s good that she mentioned the supply chain beyond the retail sector itself. Before leaving the budget thing behind, it is clear that so much of the economy is struggling and we can only hope we come out the other side without too much permanent damage.
Closer to the toy trade itself, showtime is heading our way. Toy Fair, Nuremberg and further afield, it’s all gearing up for January’s extravaganzas. We have up-to-date coverage from the BTHA for Toy Fair itself and, heading toward Christmas, our December issue will be awash with sneak previews and more.
So, what have we got for you this month? Well, to kick off, our regular Toy Testers pages get the views from the ones that really matter, the kids – there’s some really good games night fun building a Monkey Palace (the pics paint a thousand words), and it all goes Pear Shaped with another Asmodee hit. A thoroughly enjoyable hour was had playing this great little game.
Packaging clearly is a big plus for the parents when reviewing our Toy Tester products and there has been a common thread with the comments they give. Second is playability. Parents want to feel they are getting value for money.
As part of our Toy Tester line-up, our kids also tried out Wilton Bradley’s Play Table
You’ll want to check out the great material in our Ride-Ons feature, which includes five-yearold bikerholic, Loxley, riding Wilton Bradley’s super cool motor-bike (it’s got an actual electric motor) around the Dorset coast.
From the global leader in kids, young people and parents’ market intelligence, The Insights Family – complete with the presentation of stats evidence – looks at the journey from childhood passions to adult nostalgia and collectibles. There’s money and fun for young and old. This is no great surprise, however it is a reminder of just how important and worthy the Kidult category is.
Amanda Alexander of Giddy Goat Toys and Floss & Rock looks at economics and the difficulties of juggling two sales-oriented careers – independent toy shop and hitting the road with the supplier portfolio. How she finds the time to go walking in the Peak District I’ll never know.
TnP also took time out with highly respected and established stalwart Sue Lockey, co-founder of The Puppet Company – the ultimate happy family business (although, as she says – “We love what we do and working with my family is a real joy (although not without its challenges!)” Personal admission? Despite my advanced and accelerating age, I love the Puppet Company’s products – the Sockettes in particular. Back to business… our Toy Testers will soon be checking out the new Striders range (pictured).
Our other supplier interview gave us the chance to catch up with Craft Buddy co-founder and director Gary Wadhwani about the success of the brand’s arts & crafts focus. As he says: “When we entered the space, arts & crafts was seen as dull and boring. Our goal at Craft Buddy has always been about making crafts cool again.” The journeys from start-up to today for both Craft Buddy and The Puppet Company are fascinating and worth a couple of coffees of your time.
As ever, I’d love to hear from our readers, whether suppliers, retailers – all of you – if you have news or opinions to share. So please get in touch with me at ant@tnpmedia.co.uk
Let’s stay in touch.
0203 417 6565 | sales@craftbuddyltd.co.uk | www.craftbuddyltd.co.uk
Just in time for the 2024 Christmas build-up, Craft Buddy is offering daily moments of mindfulness with the launch of its first Crystal Art Advent Calendar Tree with 24 windows of magnetic decorations. Each day adds a sparkling opportunity to crystalise decorations and dress the 40cm festive tree, which can be suctioned to most surfaces. Also, see our interview with the top guys at Craft Buddy in this issue.
KALOO
020 8563 2888 | sales@juratoys.co.uk | www.kaloo.com/en
Kaloo is launching a special new range, Complices, thoughtfully created to support little ones with their first separation (maybe first night at Grandma’s house). The collection is created to symbolise comfort, love and attachment with the softest touch. With the Complices range, parents can explain to their child that although they have to part ways for a moment, they are never truly apart. Each Penguin in the range has a cute little ribbon, decorated with a heart, on its wings which allows them to be tied together to symbolise the unique companionship between parent and child.
It's all about the snuggles with the Cuddle Plushies Penguins, the cutest pair. One big and one small – ideal if little one is away from mum and dad as each can keep one so they are never truly apart! Each penguin is made with different materials to support sensory exploration.
01384 286860 scott.goodman@mapedhelix.co.uk mapedhelix.co.uk
With three new launches, Maped, the school and stationery supplies specialist, is set to be on all the wish lists this Christmas.
Helping little ones age six and up tell a festive tale this Christmas, is the Stories Maker. Children will love creating their own stories and bringing them to life. The set includes three notebooks for children to turn into their very own story books – customising them with colouring, writing and provided stickers. They can then record themselves, and even use the voice distorter to embody different characters. With 80 minutes of recording time readily available, they can record themselves over and over again.
+41 91 696 1715 | sales@geomagworld.com www.geomagworld.com
Get ready for high-speed action with Geomag’s Loops & Turns set. It is all about building ramps and pathways for magnetic spheres to race along, powered by the forces of gravity. With 130 pieces made from recycled materials, it’s perfect for young inventors who want to take their building skills to the next level
When it comes to creativity, education, and sustainability, Switzerland’s Geomag has it all. Geomag creates magnetic construction sets that are not only fun but also help develop essential skills such as creativity, logic, and problem-solving. What sets Geomag apart is its strong commitment to sustainability. The product line is increasingly made from 100% recycled plastics.
07584 029432 | rtrounce@hachetteboardgames.co.uk
hachetteboardgames.co.uk
Hachette Boardgames UK’s new partnership with Poland’s leading supplier of jigsaw puzzles and family games, Trefl, is bringing its much-anticipated Spy Guy game to the UK.
Spy Guy: Fantasy is a game where players take on the role of sharp-eyed detectives, racing against the clock to solve mysteries on a sprawling, visually engaging board. This edition has players exploring a fantasy realm packed with fun finds and characters.
Spy Guy appeals to families and casual gamers looking for an interactive experience that brings loved ones together around the table. It also boasts a companion adaptation for the Nintendo Switch. The Spy Guy world was inspired by the stop-motion animation, The Treflik Family, developed by one of the lead animators from the Academy Award-winning Peter and the Wolf. By bringing Spy Guy to the UK, Hachette is also expanding its offering for independent toy and game retailers, including Toymaster. Hachette’s trusted relationships with Toymaster members and other retail partners ensure that Spy Guy will be readily accessible to consumers looking for games that emphasise family fun and shared experiences.
Spy Guy: Fantasy will launch in mid-November in the UK, just in time for Xmas.
01843 233500 | holly.barnett@hornby.com hornbyhobbies.co.uk
Prepare to hit the track this Christmas as Scalextric has shared a Christmas gift guide guaranteed to spark nostalgia and endless fun this festive season. The sets will offer hours of entertainment and bring the thrill of the race to the whole family. And here are a couple of highlights from the guide.
Ideal for first-time racers, the new Scalextric Batwheels Batman V Robin set is designed for racers aged four and up. Recommended by Dr Gummer’s Good Play Guide, this set promises hours of entertainment and imagination. Get ready to race as Bam or Redbird in this exciting Micro Scalextric set featuring Batwheels from Warner Bros. My First Scalextric provides all the fun and excitement of full-sized slot car racing in a smaller scale.
And then there’s something for those who like their festive martinis shaken not stirred. The Aston Martin is a James Bond approved choice, featuring throughout the 007 franchise. This set celebrates Bond’s most iconic choices; the Aston Martin DB5 and Aston Martin V8. Featuring over 3.5 metres of track, with nine track layouts, it includes a ramp, lap counter, and booby trap track piece.
The British Toy & Hobby Association (BTHA) has published the results of the latest edition of its online marketplace investigation. It reports that 85% of the toys purchased from third-party sellers
through major online marketplaces could be a danger to children. The BTHA is calling on the government to take urgent and strong action to protect children from the sale of dangerous toys into the UK.
The BTHA has been testing toys purchased through online marketplaces
since 2018. The latest findings are based on the independent testing of a randomly selected sample of toys bought from third-party sellers across 11 well-known online marketplaces including: Amazon, eBay, Shein, and Temu.
The 2024 results show that 85% of the toys purchased are unsafe, meaning that they pose a risk to the health and safety of children, and a further 8% were illegal. This figure has remained remarkably consistent over the past six years since the BTHA first began testing. The level of continued non-compliance is extremely concerning as the test sample points to a much wider endemic of dangerous toys being sold through online marketplaces.
Kerri Atherton , head of public affairs at the BTHA, said: “ Despite years of evidence and time for online marketplaces to make improvements, sadly our latest findings show that dangerous toys are still being sold in huge numbers through the channel of online marketplaces.”
Regulations and enforcement have failed to keep up with the online supply chains. With the Product Regulation and Metrology Bill going through Parliament, the BTHA is calling on the government to close the harmful legal loopholes that are failing to keep children safe with several recommendations detailed in the report.
Pop culture and
The Brands & Retail conference is taking place on Monday January 20 2025 – and it’s back at the Wellcome Collection Museum, in London Euston/Kings Cross.
Retailers and licensees (or prospective toy companies that want to license) can attend during the day. There will also be a networking party in the evening from 5pm with prices starting from £45 per ticket.
The 15-minute 2025 marketing updates and new brand launch screenings begin at 10am, with registration from 9am. The day ahead will be packed with bite-sized presentations from brands such as Mattel, SEGA, Rovio, IMG, Pop Paper City, PMS International, Larkshead Licensing, Pembe The Pink Cat, Outfit7 and Miraculous Corp so far.
There will also be two panels. A retail buyers panel after the complimentary lunch, and later on a Location Based Themed panel will discuss how brands are getting more into the experiential space in the UK. Ryan Beaird, Brands Retail Conference event director, said: “I set up Brands Retail conference back in January 2022, with a view to changing the way we do business. The audience loves the brands quick 15-minute focused back-to-back updates, meaning they get to see so much more content in one day, and all from the comfort of their seats in the theatre.” www.BrandsRetail.uk
Nuremberg will again become the centre of the global toy sector from January 28 to February 1 2025. The international TrendCommittee, together with the Spielwarenmesse team, has identified two ToyTrends for the coming year: ‘Anime & Friends’ and ‘Healthy Heroes’. Relevant product examples will inspire trade visitors from their prominent position in
Eingang Mitte, the central entrance. The ToyTrend presentations at the Toy Business Forum in Hall 3A will complement these with additional information to help with range planning. The ToyTrend ‘Healthy Heroes’ strengthens children in body and mind, uniting movement, mindfulness and healthy eating in one experience. The aim here is to arouse a consciousness of physical fitness in conjunction with emotional, mental and social health. At its heart are products that foster relaxation, meditation and physical
activity, thereby promoting enjoyment and good mood. It seeks to strengthen a sense of self-esteem and selfconfidence, and to encourage the expression of emotions, needs and indeed fears. Promoting healthy eating habits is a further element of this trend. ToyTrends not only reflect current developments in the toy sector but also pick up on global societal issues. In the freshly designed, attention-grabbing Special Area at Eingang Mitte, the trends are illustrated with inspiring products on individual topic islands.
A timely report has found nostalgia will be a big theme for British people’s festive wish lists this year. The research, by Sainsbury’s, Habitat and Argos found 34% of Millennial Britons plan to buy younger relatives the toys they enjoyed as a child,
such as the Furby and BeyBlade spinners, both major crazes in the late 1990s.
Scalextric has brought out a number of racing sets ahead of Christmas inspired by popular films, including a My First Scalextric Batwheels Batman v Robin Battery Powered Race Set and the Micro Scalextric James Bond 007 Race Set.
Meanwhile, 25% said they would buy games they enjoyed over Christmas as a child such as Monopoly. It’s not just 90s toys – record players and flip phones are up 22% and 21% respectively and disposable cameras are up 15%.
Retro toys and games such as Furbys, Scalextric and Monopoly are set for big sales ahead of Christmas.
Marvin’s Distribution, a trading division of Marvin’s Magic, has signed a multi-year, exclusive agreement with Clixo –the award-winning flexible and connectable ‘click and construct’ magnetic STEM range. The agreement will see the two companies partner to build the Clixo brand in the UK and Ireland.
A double finalist at the Toy of the Year Awards, Clixo is a creative tool for kids to construct 3D creations from flexible 2D shapes and powerful magnets. The pieces fit in your hand and can be bent and connect in many ways.
Tom Hudson , CEO at Marvin’s said: “We’re delighted to partner with the team at Clixo. They have created something truly unique in a popular and competitive category where it has been historically very difficult to stand out. Everyone who has played with it – without exception – has loved Clixo and found it near impossible to put down.”
Whether building animals, geometric shapes, or abstract figures, Clixo encourages creativity, exploration, and problem-solving. With its easy-to-clean and durable materials, Clixo is built for long-lasting fun. Its portability ensures that children can play wherever they go, making it perfect for travel or school.
When shopping for toys this festive season, families will want to keep an eye out for any deal that seems too good to be true. The Toy Association’s Jennifer Lynch looks into the US research into toy safety that echoes the BTHA’s UK findings
According to a new 2024 survey of 1,000 US parents, conducted by Wakefield Research on behalf of the North American Toy Association, the majority (58%) reported purchasing a toy (online or in a store) that they later found out or suspected was fake. Unfortunately, it’s become hard to tell the difference between legitimate and knockoff products, and counterfeit toys are usually much cheaper than authentic ones. While consumers might be tempted by what appears to be a good deal, The Toy Association continues to reiterate that if a deal looks too good to be true – it probably is.
To encourage toy professionals to share tips with consumers on safe shopping (online and in stores), making age-appropriate toy selections, and ensuring safe play once the toys are unwrapped, The Toy Association kicked off its annual Toy Safety Awareness Month on November 1.
The month-long initiative is dedicated to educating families about safe play and encouraging the industry to utilise free resources, including The Toy Association’s PlaySafe.org consumer website, to drive home the importance of safe play every day.
Toy Safety Awareness Month is just one component of the Association’s year-round safety efforts. The Toy Association also works 365 days a year on issues including advocating for the passage of counterfeit-curbing legislation in the US, participating in international safety discussions such as the recent International Organization for Standardization (ISO) Annual Meeting in Brazil, holding meetings regarding Gulf Region alignment with US toy safety standards, and monitoring emerging safety threats such as Artificial Intelligence (AI).
The Toy Association also supports designers and manufacturers throughout the year to ensure they are up to date on the latest safety standards and regulations for compliance. This ranges from presenting toy safety fundamentals to university-level students to hosting webinars on toy safety & compliance 101 and updates to ASTM F963 guidelines. Our digital, on-demand Safety Education Programme also provides participants with a detailed overview of the key state, federal, and international safety regulations and requirements impacting the industry at large.
For families looking for accurate safety information, The Toy Association’s consumer website, PlaySafe.org, continues to be a trusted resource. To learn more about The Toy Association’s safetyrelated advocacy work, visit The Toy Association website
Toy Fair runs from March 1-4 2025, in New York City.
To learn more about the latest show details, including events, registration, exhibitors, educational programming, hotel bookings, and more, visit www.ToyFairNY.com
The British Toy & Hobby Association (BTHA), organiser of the Toy Retailer of the Year Awards, has announced that the 2024 retailer application process is now open.
Retailers can compete nationally in like-for-like categories and can apply in more than one category, if applicable. Self-nominations are permitted, together with nominations coming from a panel of nationwide industry experts.
The BTHA will continue this year with the option for independent and smaller multiple retailers being able to include short testimonials from their suppliers. This is intended to strengthen an entry for the benefit of the retailer and the judges when assessing the entry.
The category definitions are :
• Independent toy retailer of the year – single store
• Independent toy retailer of the year – multi store
• Multiple toy retailer of the year
• Omnichannel toy retailer of the year
• Toy department of the year
• Online excellence
• Best overall toy retailer of the year 2024 for UK and Ireland
• Judges’ special recognition award
Judges are able to make a Special Recognition Award at their discretion after considering all entries. This is not a category for which retailers can actively submit an entry.
www.btha.co.uk/awards/toy-industry-awards/retailer-awards
Mood Bears, the Dragon’s Den success story that promotes mental health positivity and emotional wellbeing through its thoughtful plush bears, has turned to Hunter Price International to help expand its retail presence in the UK and Europe.
Hunter Price has been appointed to build on the Mood Bears story through impactful consumer products that continue to help young people understand and talk about their feelings.
The international Spieleerfindermesse – Game Inventors Convention –gets its next outing in 2025 and will again be offering the ideal stage for creative games authors. This popular event, incorporated into the major international network that is the Spielwarenmesse, takes place on Friday January 31 at the exhibition site itself. Participants will be presenting their innovative games ideas and prototypes in a concentrated space in NCC Mitte, in the Brussels and Munich exhibition halls.
Registration is open until December 6 at www.spielwarenmesse.de/gic
Wilton Bradley’s Xootz, the trailblazing brand known for redefining wheeled toys and action sports for kids, launched its first-ever TV campaign on October 28 titled ‘Fun Unleashed’. Since its inception in 2014, Xootz has been dedicated to encouraging children aged two to 13 to get outdoors and embrace adventure, moving away from screen time towards more active, thrilling outdoor play.
The launch took in channels such as ITV2, Nickelodeon and Cartoon Network – along with other channels such as AmazonTV and YouTube.
The campaign features five of Xootz’s newest and hero products, which have all been designed to deliver unmatched performance, style, and fun.
Tom Ellyatt, director of marketing & E-Commerce at Xootz, said: “Our 10th anniversary is a perfect time to celebrate how far Xootz has come in transforming the world of kids’ wheeled toys. This TV campaign is our largest marketing investment yet, reflecting our commitment to inspire the next generation of adventurers. We can’t wait to see the impact as more kids discover the fun and freedom that Xootz products offer.”
Following on the heels of Spin Master’s acquisition of Melissa & Doug earlier this year, the company’s international team has laid out an ambitious plan to accelerate growth by fully integrating the Melissa & Doug business into its international commercial operations.
Melissa & Doug is a trusted brand of high-quality, sustainable, and open-ended play sought after by parents and children alike. Already recognised by parents as the #1 preschool brand for wooden and sustainable toys in the US, the brand is poised to expand its reach and reputation on the global stage.
Hedley Barnes, senior vice president at Spin Master, said: “We are excited to combine forces with the Melissa & Doug team to enhance our offering in local markets and provide greater access to this beloved, timeless brand. As we bring our teams together, we are focused on scaling our total business, refuelling the Melissa & Doug brand, leaning into innovation within the line, and expanding and relaunching in new international markets leveraging our direct sales and marketing teams.”
Manchester-based brand specialist,
Eurosonic Group, has announced the upcoming launch of The Grinch licensed ranges for Christmas 2025. That far ahead?
Don’t worry there’s a special event planned for customers in December this year.
The agreement has been signed off with Dr Seuss Enterprises, the children’s entertainment company that is focused on promoting literacy, education, self-confidence and the wonderful possibilities of a child’s imagination through the works of Dr Seuss.
Eurosonic commercial director, Jim Clawley, said: “We are absolutely delighted with the signing of The Grinch as it’s a Christmas favourite every year. We have had initial discussion with selective retailers already and I’m staggered by the excitement surrounding the imminent launch. What I also find interesting is the excitement it has caused internally too. It’s rare that you sign a brand that creates so much fun in the development of the product.”
The Grinch joins the growing portfolio of brands from the business, which supplies many of the UK’s leading retailers in the house and home categories.
Recent research by Dove, the beauty and care brand, has shown low body confidence is a growing issue with kids today. Partnering with Blippi, the live-action preschool entertainment company owned by Moonbug, it has announced a new project for one- to four-year-olds.
The project is extending its programme in partnership with the popular live-action preschool brand, Blippi, because it believes that starting this education at a younger age will help to minimise self-esteem and body confidence issues, now and in the future.
Dan’l Hewitt, vice president, brand partnerships at Moonbug Entertainment, said: “As children become aware of their appearance at an increasingly young age, it’s vital that we continue to offer positive, empowering messages that build self-confidence and a healthy body image. Together with Dove, we’re excited to create a world where kids feel empowered, confident, and ready to embrace who they are.”
The Just Play UK team is turning up the heat with its furReal marketing plans. Under licence from Hasbro and new to the Just Play UK portfolio this year, the furReal brand stampedes into autumn with two standout lines to capture children’s attention and imagination: Peanut the Playful Monkey and Daisy the Yoga Goat. Both new launches come to market with the support of full-circle marketing campaigns, which are now under way, to ensure both key lines are front of mind with UK-based families in the build-up to the holidays.
Tess Parsons-Broome, UK marketing manager at Just Play UK, said: “We’re heavily investing in the furReal brand this season. Both launches are deserving of a top spot on kids’ wish lists and by giving them such significant support in the final quarter, we’re ensuring that the awareness and demand is there for them to deliver their full potential and drive-up sales.”
A hero toy in the run-up to the holiday season, furReal Peanut the Playful Monkey is so lifelike, with super-soft fur and the ability to walk on her own or whilst her hand is held. She is the focus of a huge awareness drive this quarter, having already taken centre stage in the window of Hamley’s Regent Street store, alongside the equally adorable mid-priced furReal Daisy the Yoga Goat, the tail shaking, tooting toy, inspired by the goat yoga trend, who can flow into real yoga poses!
uksales@justplayproducts.com
Independent licensing agency Bulldog Licensing has been appointed as the UK licensing agent for Beano, one of the best-known and most recognisable brands in children’s entertainment.
Beano, the world’s longest-running weekly comic, was first published in July 1938 and continues to be produced weekly at its original headquarters in Dundee and printed in the UK. It has a healthy comic circulation – a copy of the Beano is sold every seven seconds.
to develop a brand that resonates across and continues to delight kids and families today.”
Rob Glenny, head of commercial & business development at Beano Studios, said: “Beano is both an iconic name for adults and a popular modern kids’ brand, making it a winning proposition for licensing partners and retailers alike. We’re delighted to be working with Bulldog
Bulldog brand manager Sophie Yates said: “Beano is a brand like no other. It’s a part of comic history and the childhoods of many generations, whilst remaining up to date and loved by millions of today’s kids.”
As well as exploring opportunities for 2025, there’s also the exciting task ahead of building towards Dennis the Menace’s 75th anniversary in 2026.
Edx Education has announced the appointment of David Jackson as the company’s new CEO. This follows the passing of Murray Jackson, the esteemed former CEO, whose leadership and vision were instrumental in shaping the company into the global leader it is today.
David Jackson said:
“For the past eight years and more, I’ve been working alongside my father, Murray Jackson, building on the strength of Edx Education with our experienced team, factories and dedicated industry partners. As a team we want to assure you that Edx Education remains stronger than ever, with a clear focus on our path forward. Together with Pony Wong, general manager of Edx Education Taiwan, and my twin sister, Heather Welch, general manager of Edx Education UK, we are committed to continuing the legacy of growth, innovation, and sustainability that our father established.”
David Jackson, along with Pony, Heather and the rest of the team, look forward to connecting with key partners in the coming months to discuss industry challenges, trends, and opportunities. David will be available for meetings at the Nuremberg Toy Fair, while Heather Welch will represent the company at the London Toy Fair.
The Toy Retailers Association (TRA) has announced the appointment of Rosie Marshall to the TRA board.
Rosie Marshall, industry toy expert and head of toys and children’s gifts at Associated Independent Stores (AIS), has been a judge and spokesperson for DreamToys, the toy industry’s authoritative list of the top toys for Christmas, for several years and is now lending her voice to the overarching work of the industry’s retail association.
Rosie said:
“I’m delighted with the appointment to this prestigious organisation as it represents toy retailers nationwide and plays a crucial role in shaping the industry. I will very much be
The Insights Family, the global leader in kids, young people, and parents’ market intelligence, has announced the appointment of Jack Day as its new global strategic account director. Jack joins from Kids Know Best, where he served as commercial director. His arrival marks a significant addition to The Insights Family’s team as the company expands its commercial operations in London.
Jack brings with him over a decade of expertise in kids’ media and family entertainment, having previously held senior roles at WildBrain, where he was head of partnerships. His career has focused on forging impactful partnerships across licensing, content, toys, and FMCG.
Tom Williams, The Insights Family CEO, said: “Jack’s deep knowledge of the industry and his background in strategic partnership-building within the kids and family insights space
will be invaluable as we continue to advance our global client portfolio. We’re thrilled to welcome him to our team and look forward to the growth his expertise will bring.”
Jack Day added:
“The Insights Family offers an exceptional suite of real-time insights products that are unrivalled in the market. With the pace of change in consumer behaviour, particularly among young people, access to highquality, timely insights has never been more critical. I’m excited to collaborate with our partners, help them harness these insights, and drive innovation and growth.”
wearing my ‘independent retail hat’ in my tenure on the board, as it is crucial that I am able to support and champion all independents out there.”
Geoff Sheffield, chairman of the TRA, said: “We are delighted to welcome Rosie Marshall from AIS onto the Toy Retailers Association board. We want to represent toy retailers across the country and AIS are an important partnership for us. Having Rosie’s experience and knowledge to guide the work we do, to represent the industry, is invaluable.”
Rosie’s appointment is a great asset to the Toy Retailers Association, as it continues to expand the board to welcome more industry representation and to ensure it is representing the interests of toy retailers across the country.
The Entertainer has completed a major rollout of more than 850 new toy shops within Tesco stores as part of its new partnership – creating 1,200 jobs across the UK and Ireland.
The toyshop’s expansion across 861 large Tesco stores was achieved in just eight months, with an average of 100 new concessions opening each month. The partnership means The Entertainer has more points of presence across the UK and Ireland than any other toy retailer.
The Entertainer has also opened a new distribution centre, which has played a pivotal role in stocking the in-store concessions and meeting the soaring demand created by the rollout.
Andrew Murphy OBE, group CEO at The Entertainer, said: “I couldn’t be prouder of our teams and the great work they’ve done. Just as importantly, we’re all hugely appreciative of the support we’ve had from colleagues across Tesco throughout the year.”
The spotlight is set to shine once again on the largest dedicated toy event in the UK, Toy Fair. The BTHA announced that all exhibition space for Toy Fair 2025 was sold out in September – that alone was something to celebrate in the BTHA’s 80th Anniversary year. Back to the present – let’s unwrap it and enjoy the prospect of the Fair at its most playful
The spotlight is set to shine brightly on the must-have toys of the moment when the eagerly-anticipated annual Toy Fair returns for the 71st time. Taking place at Olympia Events in London, Toy Fair 2025 will see some of the biggest, best and much-loved toy and gift brands, as well as some of the most exciting upand-coming manufacturers, showcasing their exciting innovations over three toyfilled days from 21-23 January.
One event, 250+ exhibitors
Not only is Toy Fair one of the most important dates within the toy industry calendar, it is the largest dedicated toy, game and hobby trade show of its type in the UK. Each and every year, the event dazzles and delights visitors with toys galore, ranging from plush, construction and tech toys to board games, puzzles and collectibles.
Toy Fair 2025 will span three exhibition halls – the Grand, National and the Upper West Hall. Meanwhile, new and emerging brands, including CwaZyLeigh CreaTions, Buddy and Barney, Igloo Books, Little Pledgers and Pantasy, to name a few, will unveil their products within a newlybranded Gold Zone (formerly
known as The Greenhouse). Ongoing coverage, interviews and live product demonstrations will be shared through Toy Fair’s live TV channel, Toy Fair TV, presented by Anna Williamson and Gav Inskip.
A selection of the most innovative products set to shape the next 12 months ahead will be honoured in the Toy Fair’s Hero Toys awards.
Toy brands galore
Each and every year, the event dazzles and delights visitors with toys galore “
Returning to the Toy Fair once again is established industry giant, Spin Master. Best known for its innovation in the toys, games, entertainment and digital games categories, Spin Master’s offering caters to a wide range of interests and age groups and includes top brands such as; Paw Patrol, Hatchimals and more.
Other key toy brands returning to Toy Fair 2025 include industry stalwarts such as Playmobil, Vtech Electronics, The Puppet Company, Character Options, Orchard Toys, Bandai UK, Rubies Masquerade and more. There has also been a lot of buzz around one new exhibitor in particular for Toy Fair 2025. Target Darts, celebrated for its collaboration with the young
British sensation and current World Darts Champion, Luke ‘The Nuke’ Littler. The range includes dartboards and accessories, perfectly timed as the 2024/25 World Darts Championship draws viewers over the festive season and into the new year. It’s a fantastic opportunity for fans to connect with the sport directly through Target Darts’ products.
Plan now for the best experience Toy Fair 2025 presents industry professionals with an invaluable
opportunity to explore and engage with the future of toy and game development. Buyers can also take advantage of exclusive onsite retail offers.
Forward planning is highly recommended for Toy Fair 2025 in order to take full advantage of the wealth of opportunities to learn more about and meet with so many toy pioneers, large and small. Attendees should review the online exhibitor list and book meetings with the relevant retailers in advance.
For more information and to register your place at Toy Fair 2025, visit: www.toyfair.co.uk.
This Christmas, the BTHA once again gave you the opportunity to provide an alternative to sending out Christmas cards to clients – one that ensured all proceeds go directly to disadvantaged and disabled children through the work of the industry charity, The Toy Trust
The initiative is supported by TnP every year –offering you the opportunity to use your logo in a Christmas ‘thank you’ double page spread in the December issue. The minimum donation was £500, but larger sums were of course welcome!
The deadline passed on November 1 but it is worth checking with Tracey@btha.co.uk to see if you can still make a donation. Please do not hesitate to contact Tracey for further information.
It’s Friday Night Games Night and Asmodee has developed the new board game, Monkey Palace. A great game that involves monkeys, building Lego, strategic thinking and competitive play. Our toy testers were chimping at the bit to get started
The game – Monkey Palace (2-4 players, age 10+) – from the Asmodee Lego partnership
The kids – Poppy & Herbie Mum & Dad – Claire & Paul
How do you play the game?
Paul: The game comes with a bunch of Lego pieces to use during game play and essentially each player needs to build bigger and bigger staircases using all of these parts to earn credits, which can be used to spend on cards and banana points for the end games.
Poppy: The game takes place in the middle of the jungle. The monkey has ruined the jungle palace, and there are only a few bricks left and it’s up to the players to rebuild the palace, to help the monkey.
Herbie – You get to build a staircase for the jungle palace with the Lego bricks. The higher the better, giving more monkey credits. For the monkey credits you can buy monkey cards. The monkey cards will give you building bricks and they will also give you banana points and the game ends when there are no more building bricks and the winner is the player with the most banana points.
What did you like about the game?
Claire: Just seeing the board game and the physical structure change and evolve throughout gameplay was really cool, as we’re all trying
to build on top and around each other to get more points.
Paul: Adding more cards to your pile gets you more pieces you can build with during your turn, and this was one of my favourite aspects of the game.
Herbie: There’s also the monkey, which can be used to block other players from building on certain spaces.
Poppy: I’m a big fan of competitive board games, and so I was really excited to try this one out and it was brilliant building up the palace.
Would you play this game again?
Claire: Yes. We had a great time. We actually had a crazy second game with a three-way tie for second place, and Herbie ended up taking the win again, so congrats to him!
Was the age range accurate?
Claire – I think kids slightly younger than eight or nine could also play it; our kids certainly found they could play it easily once we had mastered the rules.
“Asked whether they would play the game again? It was a resounding yes!”
It’s Family Games Night and Asmodee has introduced a new card game, Pear Shaped
This simple game is great for younger players, easy to get started, and no batteries required!
Parents Mairead and George with their three kids Rose, Sadie and Freddie were our toy testers this month. They sat down with Pear Shaped, a fun, fast-paced game distributed by Asmodee
The game – Pear Shaped distributed by
The parents – Mum Mairead & Dad George
The kids – Rose (7), Sadie (5) & Freddie (3)
What’s in the box?
A set of cards, instructions and a clever little QR code bringing it straight to the website
What we liked
The Bennett family sat down with Pear Shaped on a Sunday morning and had a thoroughly enjoyable hour playing this great little game.
“Firstly, the packaging is absolutely fantastic!” enthused mum Mairead. “It’s such a nifty little game – it doesn’t need batteries, it doesn’t need anything added to it, it’s portable, it’s easy and it’s just a really great card game for kids.”
Although Freddie (at three-anda-half years old) was too young for the game, his sisters Rose and Sadie were the absolute ideal age. “They picked it up really quickly,” said dad George. “We had a few trial games but by the end of it, the girls were pros.”
The premise of the game is really simple, you want to get rid of all your cards before the wobbly pear timer stops.
“You just have to call out the symbol, number, or colour your card matches,” explained mum Mairead. “The kids absolutely loved that they didn’t need to wait about taking turns, so it got a little chaotic, but it was all in the spirit of fun. The children were particularly enamoured with the set of stickers that comes with the game and immediately set about decorating their pear before the game could be played!”
01420 593593 info@asmodee.co.uk www.asmodee.co.uk
There’s no taking the foot off the pedal for the toy industry! Once the Christmas flurry is over, we dive straight into what’s coming up for Q1 in 2025
As you read this, the toy industry’s retailers will be in the full-blown flurry of festive sales. Hopefully the tills are ringing, and stores are full of eager shoppers intent on filling stockings and piling up the presents ready for Christmas morning. But it’s also time to turn our attention to the beginning of the new year, and look to what will continue to bring those shoppers back in store once they’ve finished off the crumbs from the last mince pies, packed away the Christmas decorations and pulled the final party popper.
So what does make the ideal product for Q1, which will encourage consumers back into the shops and entice them to open their wallets?
Emily Charles, newly appointed head of brand at Gibsons Games suggests:
‘‘Our jigsaw puzzles are the ideal range for Q1, especially as the winter months continue to bring shorter days and colder weather. January is often a time for reflection and indoor activities,
“With Christmas having been and gone, novelty is a fantastic way to drive customers back to stores once the major shopping season is done
”Rob Trounce
head of marketing, Hachette Boardgames
UK
making jigsaw puzzling the perfect pastime for cosy evenings at home.’’
Hachette Boardgames has plenty of new products to tempt them, adds Rob Trounce, head of marketing:
‘‘With events such as Toy Fair and Spielwarenmesse taking place in Q1, our range typically focuses on hot new titles. We are in the process of finalising titles for January, and there will be a flurry of new games and fantastic new licences joining our catalogue for their big B2B showcases. With Christmas having been and gone, novelty is a great way to drive customers back to stores once the major shopping season is done, and we seek to facilitate that with a new line of fabulous games.’’
Meanwhile, Zimpli Kids MD, Eejay Enyi, is thinking of shoppers’ finances: ‘‘Pocket money and collectable items make for great Q1 toys/ranges. In Q1, shoppers would have bought or been gifted a lot of toys for Christmas, so usually, they are looking to buy something affordable. This could be to
While we are already working with our retailers around Q1, we are actually hosting our first-ever Hachette Boardgames UK retailer day. We are inviting our retailers to join us in February to see the latest titles, secure stock, and understand which titles will work best for them in their store. It will be our first event, but we anticipate running it bi-annually.
Rob Trounce, head of marketing, Hachette Boardgames UK
Gibsons Games
continue a collection for something they received over Christmas, to spend a bit of their Christmas money; or to buy as a gift for someone. We have a strong selection of award-winning collectables, such as our Unicorn, Alien, Dino and Fruity surprise Baff Bombz, which are all firmly in the pocket money/impulse buy category, at £4.99 retail. So, we will continue to maintain a strong online presence.’’
And as she points out, with consumers watching the pennies, how will suppliers encourage them to start spending?
‘‘At Gibsons, we strategically launch our largest range of puzzles in January each year, making it a highly anticipated event for our fans,’’ says Emily Charles. ‘‘Our marketing campaigns are designed to highlight the freshness and excitement of our new offerings, creating buzz across social media platforms. We leverage engaging content, including sneak peeks of our products, behind-the-scenes insights, and interactive posts. After all, who doesn’t love a competition?’’
Hachette Boardgames takes advantage of the fresh start that many people want to make at the beginning of a new year, explains Rob Trounce: ‘‘A brand focus for us is that gaming is an antidote for many issues that many people in the UK face. We have had more and more people come to gaming in order to get off of screens and digital devices, meet new friends, and find costeffective ways of socialising. As more traditional social activities such as dining out, going to the pub, or visiting the cinema are becoming increasingly unaffordable, we can drive stay-at-home experiences for people by providing games as a centrepiece to social activity. Similarly, campaigns such as Dry January and personal fitness goals are causing people to look at more healthy ways of socialising, eschewing eating and drinking out in the process.’’
on a daily basis, we are also seeking to curate ideal ranges for our various customers. We’ve handpicked a variety of titles from Europe and Japan, which our analysis shows will fit perfectly in the UK gaming space.’’
After Christmas like many other shops, we do a sale which usually brings people in, but one of our main attractions to people is our huge front windows. We use Freya the rabbit from Sylvanian Families as our representative for toys; people recognise and associate her with us, (she has acquired quite a collection of outfits) and we get many passers-by stopping and looking. When people do venture in after the festive period, even though it can be a bit of a lull, lots of the children have Christmas money to spend, so from some of the lowest priced items to even bigger priced items such as Lego we still do well.
Kevin Willis, manager, Champions & Co, Wallingford , Oxfordshire
Getting it right for Q1 is crucial if suppliers are going to make a good start for 2025, so how do they plan ahead for this important part of the year? Emily Charles tells TnP: ‘’Planning Gibsons Games’ ranges for Q1 is a meticulous process that begins months in advance. It’s crucial to have all the new lines in stock and ready for launch day, as we want to ensure that customers can easily access the latest designs. By proactively managing our stock levels, we can avoid frustrating situations where eager customers are left disappointed because their puzzles aren’t available.’’
Eejay Enyi, MD, Zimpli Kids
For Zimpli Kids, meanwhile, it’s all about flexibility, Eejay Enyi explains: ‘’We are in the unique position to have UK manufacturing, in our Lancashire based ISO9001, ISO14001 and SMETA accredited factory, for a good selection of our products. This UK-based manufacturing gives us the flexibility to react quickly to any unexpected demand, while still being able to have strong control over stock levels.’’
Careful curation is key at Hachette, adds Rob Trounce: ‘’With Q1 comes Toy Fair and Spielwarenmesse, and the opportunity to showcase new titles and talk in-depth with our major retailers. While we are opening new accounts
“ “ ”
During Q1, money can be a little tight, therefore it’s good to have a wide offering of pocket money toys available. But it’s also best to keep on top of your stock of bigger toys too as kids will have Christmas money to spend. That’s why we never stop ordering stock all through Christmas. We may put on a small sale or start to review our product ranges and bring in some new bits but the main thing we do is simply stay put! Our customers know where we are and they know we have what they want so they will always show up.
Holly Myers, Retail assistant, Grasshopper Toys Helensburgh, Scotland
In Quarter 1 we plan to enhance our offerings in the birthday party gift segment, which is essential to our business model. We are actively seeking new toys within this category, particularly those priced between £10 and £15. This price range enables us to gift wrap these items and include personalised cards, adding a thoughtful touch for our customers.
Finally, to help retailers plan ahead, we asked our suppliers what trend they expect to carry over from this Christmas? Emily Charles at Gibsons Games tells us: ‘‘One trend we are excited to carry into Q1 2025 is the popularity of our Art File puzzles. We are thrilled to introduce two fantastic Spring/Summer additions as part of the January range.’’
Our marketing campaigns are designed to highlight the freshness and excitement of our new offerings, creating buzz across social media platforms
” Pocket money and collectable items make for great Q1 toys/ ranges
Emily Charles, head of brand, Gibsons Games
It’s all about connection for Rob Trounce at Hachette: ‘‘The ongoing desire to spend more time connecting with one another and off of digital devices. Christmas is a time of connection and being with people, and often we find ourselves wanting to maintain that going into Q1. Board games are a fantastic way of facilitating that.’’
Additionally, we recognise the importance of providing affordable options for children looking to spend their Christmas money. By prioritising these items, we cater to budget-conscious shoppers while encouraging repeat visits and fostering loyalty within our community. Our strategy is to maintain a diverse and appealing selection that meets our customers’ needs during this quieter season.
We actively share our enthusiasm for attending trade fairs such as Toy Fair, Top Drawer, and Spring Fair via social media. This often generates interest among our followers and keeps our store top of mind. This period is crucial for maintaining engagement on social media, so we focus on offering interactive activities such as competitions and prize draws whenever possible. By creating a buzz around our new products and initiatives, we aim to draw customers back and reignite their excitement for shopping with us.
Liz Amphlett, owner, Toytastik, Chepstow, Wales
CHEATWELL GAMES
02392 524098 | sales@cheatwell.com | www.cheatwell.com
Cheatwell Games is launching an impressive range of games, jigsaws and puzzles for 2025.
Following on from the success of Spot The Intro, Cheatwell’s top tune-guessing game, the company will be launching two new editions in 2025… Spot The Intro 80s and Spot The Intro 90s. Making use of players’ preferred music streaming providers, Spot
or singing along with the Spice Girls these two new titles are guaranteed to get your feet tapping and raise a smile.
Die Laughing asks you to step into a darkly hilarious world where twisted humour collides with frantic fun. As the Grim Reader, you’ll tackle tongue-twisting epitaphs that could leave you tripping over your own words, while Diggers scramble to find the matching Body from the Coffin Cards. Nail each tongue-tangler to earn points, but beware – your rivals are racing swipe bodies right from under your nose!
In To Do or To Don’t your goal is to be the first to clear your To Do list, but there’s a twist… some of those tasks might just be fibs! Roll the die, reveal your tasks, and use your best bluffing skills to get ahead. Get caught fibbing and you’ll have even more tasks to tackle. Can you outsmart your friends and family by clearing your list first?
Trivia is another area where Cheatwell excels, with the company offering a wide range of quiz games covering many popular categories. New for 2025 are Horror, Movie and Christmas Trivia editions.
Finally, prepare for a high-stakes
UNIVERSITY GAMES
0207 2540100 | sales@ugames.uk.com | university-games.co.uk
University Games and Lagoon will launch more than 80 new lines into their extensive games, puzzles, toys and gifts range in 2025, including a number of exciting new games arriving in Q1.
Joining University Games’ best-selling Roald Dahl games collection will be the Matilda, The Extraordinary Challenges Board Game. The games spinner is the famous Amanda Thripp and her rule-breaking pigtails; players spin to move around the board, undertaking mental and physical challenges in order to collect all the books before Miss Trunchbull catches them! There will also be two additional lines added to the Roald Dahl range for 2025, so watch out for them at Toy Fair.
A hilarious new addition for Q1 comes courtesy of University Games President and renowned games creator, Bob Moog. Get ready to laugh with Bob Moog’s Dad Jokes Game; this comprehensive collection of Dad Jokes dives into the best (and worst) dad jokes all compiled into one entertaining game. There will also be a chilling new addition to University Games’ extensive Murder Mystery range. Murder at the Colosseum is a gruesome tale that will transport players to Rome for an evening of detective work and murderous entertainment.
blend of knitting and martial arts in the brand new card game Karate Grannies. Collect Granny’s favourite items – Knitting, Slippers, Teapots, Flowers and Cookies – by outsmarting your opponents or unleashing the power of the Karate Granny.
Cheatwell has reduced its box sizes and removed singleuse plastics as the company continues its efforts to drive down its carbon footprint
020 8661 8866 www.gibsonsgames.co.uk
Gibsons’ lineup for 2025 is crafted by renowned artists, with six new artists, and two new licences: RSPB and RHS. This makes up a collection of more than 50 new releases.
The exclusive RHS collection includes two 1,000-piece puzzles, a 500-piece gift puzzle, and a 500-piece extra-large puzzle, all featuring stunning botanical themes. The range also introduces Swapple, an RHS card game where players plant the perfect flower bed for bees to pollinate.
Gibsons is embracing its rich heritage by releasing four new games that celebrate its legacy of classic, family-friendly entertainment. These include Tegula, a tile-laying game where players create beautiful mosaics, Grab Bag: Jungle, a fast-paced cooperative game to return animals to their habitats, and Bean Counter Inc., a game where players face absurd office rules in a race to finish their tasks.
A bit different…
Harmonies eschews the usuals rivalry and power dynamics of traditional board games, instead concentrating on the necessity of harmony within an ecosystem
01420 593593 | info@asmodee.co.uk www.asmodee.co.uk
Developed by Johan Benvenuto and illustrated by Maëva Da Silva, this board game offers a blend of strategy, development and a connection with nature. Whether you’re an avid gamer or seeking a serene experience with friends and family, Harmonies promises to be an unforgettable journey. Harmonies captivates players with its innovative mechanics, inviting them to create a 3D landscape, strategically place tiles and develop intricate patterns. Each decision they make impacts the ecosystem they create, offering a deep and exciting gaming experience. The game caters to all preferences with both solo and ‘expert’ modes, introducing the spirits of nature through captivating animal cards.
JANOD
020 8563 2888 sales@juratoys.co.uk www.kaloo.com/en
Unlike traditional board games that thrive on rivalry and power dynamics, Harmonies explores the necessity of harmony within an ecosystem.
Maëva Da Silva, the illustrator, and art director emphasises the equality of all creatures: ‘‘In Harmonies, there’s no distinction between ‘small’ and ‘big’ animals. All contribute to the beauty of the landscape, reflecting the reality of nature. Humans play a unique role in this landscape, represented only by tokens symbolising ‘shaped material’. Their imprint manifests as buildings integrated into the natural environment’’
Greg Stanton, Asmodee’s head of product – commercial, adds: “In Harmonies, it is more than a game; it’s an invitation to build, explore, and dream. The 30-minute gameplay is a must-have for everyone: accommodating both newcomers and seasoned players. It provides accessible entry points while offering enough depth and challenge for those with more gaming experience.
Maëva Da Silva’s artistic process draws inspiration from the emotional connection with animals The game meticulously balances the spotlight between animals and landscapes, with backdrops resembling flat surfaces and cards being a visual feast – like theatre sets, with a lot of variations of patterns and textures. And above all, always prioritising ergonomics. It’s a game, after all.’’
For up to four players, aged 10-plus. RRP: £33.99.
Guess what…
Jane’s Magic Ocean is a collection of nine creative leisure kits for children aged three and up
Adored toy brand Janod offers uniquely created craft toys for children aged three-plus. Immerse yourself in the world of the Magic Ocean, a collection of nine creative leisure kits for children aged three and up. Janod is thrilled to unveil this new theme of the deep sea, for creative afternoons lulled by the sound of the waves!
Why not try the Mermaid Bedroom? With this scale model construction kit, children aged eight and over create a 3D mermaid bedroom. This miniature box is ideal for developing patience, dexterity and attention to detail in children. It’s perfect for getting started in creating small universes, with jellyfish headboard, shell dressing table, treasure chest... The mermaid is hosting her friend for an afternoon of play under the ocean and would appreciate a little help in arranging the room before her arrival! RRP £19.99, available to order now.
01628 500000 | www.mattel.com
Barbie will be introducing lots more dolls this spring including the Barbie Deluxe Style dolls, putting the GLAM in glamorous! Along with Barbie Colour Reveal Disco Star series and Barbie Pop Reveal Animal Party series, the Barbie Fairy Doll will also create colour-changing magic as she dips her starry wand sponge in cold water and her wings change the hearts from pretty pink to dazzling red.
Plus Hot Wheels launches some exciting new playsets including the new Hot Wheels T-Rex Blaze Battle with dynamic T-Rex that wants to eat all the cars with epic racing skills, and the Hot Wheels Rapid Launch & Loop where you can release Hot Wheels cars to make them repeatedly stunt, race and crash. And for all the fans and collectors there is the new Hot Wheels Vintage assortment.
EPOCH MAKING TOYS
0208 049 1377
sales@epochmakingtoys.com
Sylvanian Families kicks of its 40th anniversary year with the launch of a host of classic sets including two new families. The Deer Family, the Deer Babies Floral Swing Set and the Deer Twins set; plus the Sea Otter Family, dressed in a nautical themed outfit, and with seaside accessories; and the Sea Otter Sisters Splashy Snorkel Set.
Other new sets available from January are the Bath Time Bubble Siblings; Sleepy Dream Siblings; Flowering Princess Set; and Village Cake Shop Starter Set with more than 40 accessories including a cake that rises! A new Easter sku, the Easter Egg Hutch, will be available from March. Volume 16 of the brands popular blind bag series will hit shelves in the new year, too.
Aquabeads, will welcome several new sets. The Beginners Craft Studio is designed for those just starting on their Aquabeading journey, whilst the Mini Creations Kit makes a great pocket money purchase. In addition, fans will be able to create the most delightful treat-inspired keyrings and rings with the Sundaes & Sweets Craft Kit. Epoch’s new arts & crafts brand, Pati-School, will add two new sets to its line-up. The Macaron Craft Kit includes everything needed to make the most delightful macaron-themed wearable accessories, and the Disney Princess Creations Kit including keyrings, a ring, a trinket box, beads and paper decorations inspired by everyone’s favourite princesses.
Epoch Games will also launch the Super Mario Cap Stacker. Featuring the iconic caps and crowns of the most well-known characters from the world of Super Mario, the aim of the game is to stack the hats on the wobbly tower without making it topple over!
HACHETTE
BOARDGAMES UK
07539 109569 rorykelly@ hachetteboardgames.co.uk
Hachette Boardgames UK introduces Spy Guy: Fantasy to the UK market, in partnership with Trefl SA. This cooperative family game is designed to encourage teamwork and hone observation skills, making it perfect for families and casual gamers.
The game has players stepping into a whimsical fantasy world filled with lively characters and hidden surprises. As detectives, they work together to solve mysteries across a vibrant, sprawling board, racing against the clock to uncover clues and complete challenges. The game’s stunning artwork and playful theme create an engaging experience that captivates both children and adults.
Alongside the release is a stop-motion animation developed by a lead animator from the Academy Award-winning Peter and the Wolf. There is also a Nintendo Switch Spy Guy game to further drive physical sales.
The game is ideal for families looking for fun, screen-free entertainment and quality time together. Spy Guy: Fantasy is a perfect choice for game nights, children’s playdates, or as an entrylevel board game for younger players.
Having a ball…
CHARACTER OPTIONS
0161 633 9800
sales@charactergroup.plc.uk character-online.com
Kids will have a ball with Character Options’ Q1 ranges. There’s the Toy of the Year Award-winning Ollyball, new scented characters from Smooshzees and the brightest, boldest yet Slushy Makers from ChillFactor. Discover Ollyball – this ultimate indoor play ball hits the back of the net with families, every single time. With patented KrunchCOR construction, it absorbs the impact from full-speed hits and kicks, meaning kids can now play ball in the house without causing chaos!
Smooshzees are back in Q1, with the cutest of Series 2 characters… and each has an individual scent! Just like the Cutezees, Luvees from the launch collection, these all-new friends from Smooshzees are totally adorable and softer than a cloud, with irresistibly squidgy fillings, and a velvety outer skin.
Create your own mermaids’ bedroom…
This miniature kit allows you to make a real mermaid’s bedroom in miniature right inside the box
RRP: £19.99
01303 212691 help@bigjigstoys.co.uk bigjigstoys.co.uk
Bigjigs Toys has been hard at work over the past 12 months, enriching its portfolio with exciting new product lines and partnerships. In the new year, it will be introducing a diverse range of offerings for every style of play.
Bigjigs will be introducing additions in wooden musical toys, roleplay sets, dressup costumes, pocket money gifts, garden toys, educational puzzles, and more
These new additions include wooden musical toys, roleplay sets, dress-up costumes, pocket money gifts, garden toys, educational puzzles, and more.
For the nursery market, Bigjigs will be expanding its Simply Scandi range with new plush animals and sustainable silicone baby toys. Another highlight is the bespoke Montessori range, crafted to nurture independence in young children. These simple wooden toys are designed with Montessori principles in mind, offering hands-on play experiences that empower toddlers to take the lead in their learning.
This year, new brands have been welcomed into the Bigjigs Toys family. The House of Puzzles brings its beautifully crafted jigsaws into the mix, while Toyi enriches the range with its award-winning junk modelling kits. These brands complement Bigjigs’ ethos of sustainability, creativity, and learning through play.
Bigwigs founder and MD Liz Ireland says: ‘‘We’ll be showcasing all of these new products and partnerships at key trade shows throughout the new year, so pop along to the Bigjigs Toys stand for a sneak peek!”
0800 102 6885 uksales@justplayproducts.com www.justplayproducts.com
Just Play starts strong in 2025, with the launch of a new creative IP – watch this space! Plus, there’s a world of excitement as the firm opens the door to the latest theme from Doorables.
Disney Doorables from Just Play has continued its phenomenal growth this year, having been named one of the fastest-growing licensed collectibles in 2023. And it will be continuing this upwards trajectory, with yet more innovation and new captivating experiences planned for Q1. Expect a brilliant new theme for the season, all packaged up in an exciting new format. As well as all-new characters to collect, the much-loved Multi Peek item is being repackaged to offer fans a new way to unbox their Doorables, in super-cool capsules.
That’s not all. Just Play reveals many exciting product refreshes across a variety of brands, including furReal, Disney Munchlings, Disney Doorables ADOORBS and Disney Duckalooz, as well as Disney Stitch collectibles, ahead of the live-action film that will be released later in the year.
RUBIES
01491 826500 | customerservices@rubiesuk.com uk.rubiesmasquerade.com
With an ever-growing licensed property portfolio, Rubies is ready to launch an exciting new lineup for the new year, featuring a diverse range of everyday play and dress-up that cater to fans of beloved characters from World of Walliams to Wizard of Oz to Bing and more!
The latest additions include costumes straight out of the world of Bing, the lovable bunny from the hit children’s series of books and TV. The Bing costume, for preschoolers, comes with a jumpsuit and headpiece. For those looking for an even more immersive experience, the Bing Deluxe costume includes a jumpsuit, headpiece and a plush toy, perfect for sparking imaginative everyday play and creative storytelling. There’s even a Sula
Rubies is turning the next chapter for its collection for World Book Day with the in-demand styles of The Wizard of Oz, which has stayed in the hearts and minds of fans across the globe for almost a century. Before they became Wicked, the magical world of Oz featured the original Glinda the Good Witch and Dorothy, which have been rejuvenated with newlook costumes, arriving in time for World Book Day 2025. The Glinda costume captures the ethereal and enchanting essence of the Good Witch, complete with a flowing gown. Meanwhile, the Dorothy costume features the iconic blue and white gingham dress, and red satin shoe covers.
The Insights Family team explore the life-long evolution of childhood passions. It’s a story of continuity and change involving a range of triggers and factors – the threads running through it all are happiness and nostalgia
It is fascinating to see how childhood passions endure, evolve, and sometimes transform entirely as kids grow into adults. Beloved characters, toys, and games often remain relevant across generations, but the way individuals engage with their interests tends to shift with age. From the enduring popularity of some characters to changing preferences in video games and toys, the evolving landscape of childhood and young adult interests provides a compelling glimpse into the role of heritage and changing media consumption patterns.
Toysthat once served purelyforplay gradually evolve into valued collectibles “ “
Characters such as Harry Potter and Spider-Man have universal, crossgenerational appeal, and rank among the top three favourite characters for both kids and 20-somethings. In
answer to spontaneous questions, our data shows that during June to August 2024, Spider-Man is the most popular character (5.8%) among three-
to 12-year-olds, followed by Harry Potter (4.4%). Their broad appeal can be attributed to likeable characters, engaging narratives and relevant
themes. In the case of Spider-Man this includes being a misfit, overcoming adversity, and resilience. Moreover, franchises such as Harry Potter have expanded outside their originating platforms of books and films to digital and theme parks – ensuring they remain prominent in the lives of young audiences.
For young adults (19-30 years old), Harry Potter ranks as the most favoured character, but we notice shifts in character popularity as kids grow older. Batman, for instance, climbs rank from being the 20th most popular character among three- to 12-year-olds to the second most popular among 19-30-yearolds. It’s possible that this shift is driven by Batman’s more complex, darker themes, which resonate more with older teens and young adults. Batman’s storylines delve into psychological depth and moral ambiguity – topics that are likely to appeal more to adults than younger ages.
Our NextGen data reveals that some toys transcend generations, with Lego being a prime example. Lego remains a favourite across all age groups, consistently ranking at the top for both three- to 12-year-olds and 19- to 30-year-olds, with 7% of kids stating Lego as their favourite toy and 12.3% of adults continuing to collect/purchase or play with it. This reflects that Lego’s endless possibilities for creativity and construction appeal offer new challenges, especially as consumers grow older. Lego has evolved beyond a toy for these young adults, tapping into other motivations such as collecting – a shift influenced by the increased complexity of Lego sets aimed at teens and older audiences, which is combined with the nostalgia of childhood play.
Toys that once served purely for
play gradually evolve into valued collectibles. Heritage plays a critical role here – young adults have a fondness for these items because they act as childhood reminders. The craftsmanship and limited editions of these toys also turn them into soughtafter collectibles, blurring the line between play and display.
Furthermore, as young adults become parents, their childhood influences the purchasing behaviours of their own children. Our data shows that parents cite toys that remind them of their childhood as a top factor when buying toys and games for their children. This highlights how personal memories, and past experiences shape modern purchasing decisions, creating a cross-generational link between toys.
The evolving nature of childhood properties also reflects in the world of video games, where titles such as Minecraft and Roblox remain among the top five favourites across kids, teens and young adults. For kids aged three to 12, Minecraft (7.3%) and Roblox (6.7%) are ranked as the two most favoured PC and console games. Among 19- to 30-years-old, Minecraft ranks third (4.4%) and Roblox fourth (3.9%). These games, with their open-world nature and creator-maker platforms and social environments, appeal to players of all ages. At the same time, games such as Grand Theft Auto experience a massive surge in popularity as kids age-up, rising from the 10th most popular video game for kids to the most favoured game among adults (6.3%). This transition can be attributed to the mature themes, complex narratives and gameplay that appeal to an older audience.
However, the way users interact with these games evolves over time – three- to 12-year-olds engage with their favourite characters and games through YouTube (41.9%) and streaming services (37.9%), young adults are more inclined towards
traditional (broadcast/scheduled) television (49%) and streaming (42.2%), highlighting how media consumption habits shift with age.
As youngadults become parents,their childhood influences the purchasing behaviours of their own children “ “
These trends have implications for the toy and gaming industries, particularly with the rise of the ‘kidult’ category – a segment that includes adults who engage with toys traditionally seen as being for kids. The fact that a significant portion of adults still play with Lego and Hot Wheels highlights the importance of products that appeal to both nostalgia in adults and playful kids alike.
In conclusion, the evolution of childhood passions into adult life indicates a combination of factors, including nostalgia, changes in media consumption, and engagement complexity. While some cherished characters and games remain popular across generations, the way children and adults interact with them changes as they age. In an era where the lines between ages and generations continue to blur, the enduring appeal of these enduring IPs and franchises remains a testament to their ability to adapt and grow with their audiences. Kids Insights UK | 01.06.2024 - 31.08.2024 | 3-12s = 1.7k. NextGen Insights UK | 01.06.202431.08.2024 |19-30s = 1.4k
The Insights Family presents its latest free report, The Evolution of Brand Loyalty: How Fandom, Media Consumption, and Gaming Preferences Evolve Across Generations from Ages 3 to 30. Scan the QR code to download your free copy.
The Insights Family is the global leader in understanding the next generation of consumers and their families, providing real-time data on their attitudes, behaviours, and consumption patterns. By engaging with c800,000 family members from 22 countries each year, we interview a new family member somewhere in the world every 45 seconds, giving a voice to 60% of the world’s population and 85% of the global economy.
Dino Wadhwani (L) & Gary Wadhwani (R)
TnP talks to Craft Buddy director, Gary Wadhwani, who tells us the story so far, what’s next and beyond that. Gary’s positive and entertaining story unravels the whys, wherefores and strategy that have brought Craft Buddy to where it is today. There are hints of future strategies, and objectives. Oh, and there’s a clear devotion to fun (and duty) along the way
How and why did you choose the toy sector plus arts & crafts kits as your favourite activity for both business and enjoyment/fun?
This is a question we often get asked, given that back in 2010, we were two young men in our twenties who started an art & craft business – not something you necessarily hear that often!
My co-founder Dino and I had two different career paths that eventually brought us together to found Craft Buddy Ltd. Dino, my younger brother, was always creatively inclined, and generally good at making things; he was a dab hand in DT at school, and arts & crafts. He was also a keen trader, and in around 2010 he spotted an opportunity to sell arts & craft supplies on eBay, which back then was the go-to ecommerce marketplace; Amazon hadn’t really taken root in the UK at that point. Following university, Dino had pursued a career in the City in asset management.
In my career to that point, after leaving Accenture, a management consultancy
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When we entered the space, arts & crafts was seen as dull and boring. Our goal at Craft Buddy has always been Making Crafts Cool Again “
– work which I found rather intangible and dull – I then worked for five years at a Dutch DIY retailer, in buying and international sourcing. I was based in Amsterdam, but spent large portions of the year in China, Malaysia, Indonesia, Thailand and Vietnam, working with manufacturers and sourcing products as varied as garden furniture, lighting, Christmas decorations and air-conditioners and heaters. This was a dream job for someone in their twenties, as I got to see the world, meet some fascinating entrepreneurs across Asia during the China economic boom years, and learn about business and trade all at the same time.
In 2010, Dino and I decided to combine our skillsets and experiences, and we added a short trip to China onto a family holiday to Hong Kong with our parents. With Dino’s product idea, and my product sourcing and international trade know-how, we found a manufacturer willing to support us, and we imported a small consignment
of arts & craft embellishments, which we thought we would sell on eBay. We still had our other jobs at this point – this was going to be a side hustle, and we were curious to see how far we could take it.
After initially selling through our consignments a few times on eBay, we could see there was a business to be built; so we tried our hand at a domestic trade show, and from there on, our B2B business grew. By 2014, we had a healthy mix of both B2C and B2B sales, and could count the likes of QVC, Hobbycraft, Paperchase and John Lewis among our customers. It was at this stage, with some great trade partners on board, a healthy e-commerce business in place and around five full-time staff members, that we felt confident enough to leave our other jobs and take the plunge to commit ourselves 100% to building Craft Buddy. We haven’t looked back!
What makes Craft Buddy unique and a stand-out in the sector?
When we entered the space, arts &
crafts was seen as dull and boring. Our goal at Craft Buddy has always been Making Crafts Cool Again.
Back in 2010, our observation was that arts & crafts was confined to specialist retailers like Hobbycraft, where you’d find largely adult-oriented products, typically in the realm of sewing, crochet and knitting; or you’d find totally different, much more basic ‘Blue Peter style’ products in toy shops, aimed at preschoolers. There was nothing cool, in the middle, designed to appeal to eightto 18-year-olds and kidults.
What we’ve tried to do in the last decade at Craft Buddy is bridge the gap, by making trendy and contemporary arts & craft products that both kids and adults – and increasingly kidults – can enjoy. Our journey into licensing has helped. By bringing on board partners such as Disney and Warner Bros, we’ve been able to develop activity-based kits powered by beloved characters such as Stitch, Harry Potter, Disney Princesses, Marvel Superheroes and Star Wars characters.
With this approach, we’ve been able to bring arts & crafts into new spaces –events such as Comic-Con, and retailers such as Forbidden Planet – where you would not have seen arts & crafts before.
How would you describe the unique fun of Craft Buddy and its portfolio?
Our main brands are Crystal Art, our trademarked brand of the hobby which is also known as diamond art or diamond painting; and Paint By Numb3rs, our brand of painting by numbers. We develop and launch large new collections twice a year for these brands, and we distribute them globally. Outside of these two, we have other adult-
focused brands such as Forever Flowerz – a great product that enables you to make your own artificial flower arrangements –and Craft Buddy Home.
Crystal Art, our flagship brand, is a relaxing, therapeutic craft that involves placing gems onto a numbered, sticky template; a bit like paint by numbers but with small, sparkly crystals instead of paint. We have a huge variety of product formats of Crystal Art – including greeting cards, Buddies (2D figurines), notebooks, canvases mounted on wooden frames, bookmarks, keyrings, coasters and so much more. It has gained popularity rapidly since around 2015, when we launched it in the UK and Europe; and it boomed during the pandemic. Paint by numbers is a more established hobby, having been around since the 1950s, and probably still better known, although Crystal Art is rapidly gaining ground worldwide and I fully expect it to overtake paint by numbers soon. Google search data already indicates this is close to happening.
licences, what I think is so unique about our licensed art & crafts is that you can interact with your favourite characters in a much more intimate way than a regular toy or collectible. This is because you are playing a role in creating and building the end product itself. There is something very powerful about this – you feel more connected to the end product, and more inclined to keep it, display it and show it off on social media.
At Craft Buddy, we pride ourselves on innovation – we want to make the most fun and rewarding arts & craft products out there. We’ve taken Crystal Art, in particular, into so many unique directions, that it has kept our audience interested, and grown new audiences
I’m pleased to say that our hits have vastly outnumbered the misses in recent years – we haven’t had too many turkeys! “ “
What is the sales ratio split between licensed and non-licensed ranges? And is the licensed portfolio growing fast? This statistic is certainly evolving, but in 2024 for the first time, the sales ratio split has tilted slightly towards licensing. Our licensed portfolio is growing but I wouldn’t say fast – and this is very deliberate on our part. We’re very careful and strategic about the licensors we partner with. Given that we serve multiple demographics with our products, the best licences for us are those in which the characters resonate with both a young and adult audience. Two good examples of this that are currently doing well for us are Lilo & Stitch and Harry Potter. Both franchises appeal to a variety of demographics and so we are able to create compelling and appealing product with these properties for both kids and adults.
All this said, we still care deeply about developing our in-house ‘core’ product, i.e. non-licensed ranges that we develop ourselves or work on with independent artists. This has and always will be important, for our adult audience in particular and for seasonal ranges such as our Christmas Crystal Art collections, which do extremely well for us.
Have Craft Buddy’s short, medium and long-term objectives – both financial and wider impact – varied much in recent years and, if so, why?
Our overall goal is to get our arts & craft products into as many hands as possible worldwide, to bring joy to the widest possible audience, including kids and adults – both female and male.
Within that broad objective our financial objectives do evolve, in so
much as, as with any fast-growing business, when you meet your targets, you then try to shift the goalposts further and strive for further development. This year, we broke the 8-digit turnover mark for the first time and reached 40 staff. We believe we have a really solid platform now – built upon a superb team; a wide base of customers home and abroad; and multiple sales channels – including B2B and B2C – that we can use to springboard our growth in the years to come.
Which range is currently the most successful and what was the most successful previously? And why?
One recent standout bestseller in the past 12 months has been our D100 Crystal Art Sticker Album, a collaboration with Disney, in which we launched a market-first arts & craft collectible sticker album to celebrate Disney’s centenary year. This was a marriage of crafting and collectible stickers that was phenomenally well received by end consumers. Other popular lines are our Crystal Art and Paint By Numb3rs Buddies, in which you can create standing figurines of your favourite characters such as Spider-Man or Darth Vader, either by crystalising or painting; and our Crystal Art Card Kits, a perennial bestseller in which you can craft your own gorgeous greeting cards. Following a recent licence partnership with Me To You, we developed some beautiful Tatty Teddy Crystal Art greeting card kits, which were nominated for the Licensing Awards 2024 in the stationery category –this was a massive achievement in what is a relatively new category for us.
And which range has been unsuccessful and why in retrospect? You may not want to answer this!
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Once a month on a Friday, we host a company social, where our office kitchen becomes a bar and we invite a bartender to come in and rustle up some cocktails “
When you take big swings, there will inevitably be misses! I’m pleased to say that our hits have vastly outnumbered the misses in recent years – we haven’t had too many turkeys! When there are, as long as we learn from our mistakes, we move on.
Of new and upcoming product ranges, which ones do you think are going to be the most successful?
The team and I are really excited about our Spring/Summer 2025 collection – there are so many exciting new product formats, it’s hard to pick which will be the most popular!
The reactions we’ve had from both our international partners in Los Angeles at the Fall previews, and our UK domestic key accounts at our inhouse previews in recent months, have been consistently fantastic.
I am particularly excited about developing product in which we bring Crystal Art to preschool for the first time. I also love the look of our new collectible sticker album, our followup to the hugely successful Disney 100 album. And then we have a range of animal-themed Buddies launching, the designs of which I adore!
What is/are your personal favourite(s) on the Craft Buddy product front?
Probably Crystal Art Buddies. From a product perspective, I knew they’d be a huge hit the moment our head of product showed me the first prototype in 2021. And now that my four-year old son has started collecting them, they’re always on view in our house, either out on the dining table or proudly on display in his bedroom!
What were your favourite toys and games when you were young?
Toys-wise, I always loved die-cast cars and Lego. Growing up in the 80s and 90s, I dearly loved the games consoles Nintendo and Sega brought out – I have particularly fond
memories of long days spent on the MegaDrive, playing Sonic, Streets of Rage and Golden Axe; and later on the Nintendo 64, playing Mario Kart, Mario 64 and GoldenEye. These consoles were ground-breaking at the time. As an early secondary-schooler, I got into collecting trading cards (baseball, basketball) and DC & Marvel comics, more because I enjoyed the trading aspect than particularly loving the subject matter! Character-wise, I loved Ninja Turtles, Transformers, He-Man and Disney’s DuckTales.”
What is the most fun you and your colleagues have in the working day?
A day at Craft Buddy is always fun! We work in a fairly small, close-knit office with everyone’s desks in close proximity; jokes and banter are a regular feature. Once a month on a Friday, we host a company social, where our office kitchen becomes a bar and we invite a bartender to come in and rustle up some cocktails – he does a terrific spicy Margherita. The socials usually start at 4.30pm and have gone on as late as 10:30pm – with extraspecial ones featuring a DJ, beer pong and a bit of karaoke!
Is there anything else you’d like to add?
Arts & Crafts has certainly been a growth area in mass market retail for the past few years, and we’ve ridden the wave. The pandemic shone a light on arts & crafts and helped to bring it into mainstream view. While it is well known that activities such as baking and puzzling enjoyed their moment in the sun, it’s lesser known that arts & crafts like our Crystal Art and Paint By Numb3rs enjoyed huge popularity, as people looked for relaxing, calming activities during a stressful time. We’ve been fortunate to continue to maintain healthy business growth post-pandemic, as we’ve refreshed our product lines, introduced popular new licences and continued to innovate at a rapid pace.
Finally, I think the growing realisation of the dangers of phone addiction and excessive screentime has led many people to seek healthy offline activities, and this is where arts & crafts comes to the fore, as something productive, therapeutic and functional – all our products can be used (eg our greeting card kits, notebook kits) displayed or gifted.
With a great team in place and wonderful customers, we see the future as very bright here – and I’m hugely excited for the brilliant new products we have launching in Spring/Summer 2025!
Sue Lockey, co-founder of The Puppet Company, talks TnP through over two decades of creative, charitable and profitable success. It’s the ultimate family business with Sue, Peter (her late husband) and now their children (Sam, Katy, Joe & Hannah) taking active roles along the way
What inspired you to launch The Puppet Company back in 2002?
This all started from the success of several birthday parties we threw for our own children, using a puppet theatre my late husband Peter created. We soon realised that if the puppet said how important it was for the children to wash their hands before they had their party food, there would be a rush to the sink! Hence the idea of ‘The power of puppets’ was born. The idea that children can be more
“ L-R: Daughter Katy and cousin Emma
We love what we do – puppets are great fun and can get away with
outrageous comments
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willing to listen to the puppet giving the instruction rather than the adult was such a powerful message – so useful both at home and in any teaching setting! Parents of the children who came to the parties started asking us to make theatres for them and then wanting puppets to go with them, from there our retail company Puppets by Post was born. Drawing on our backgrounds as teachers, we recognised the potential surrounding the Power of Puppets to engage and get a response, from children of all ages, and everything grew from there.
What makes The Puppet Company a stand-out force within the sector?
We take great pride in everything that we do, and prioritise value, quality and thoughtfulness of purpose to ensure everything we create is not only of the highest standard but
encourages engagement and learning through play. We are a family business, and this extends beyond our immediate family members through to every member of staff, our agents, reps and distributors around the world.
When we first started the business my husband and I were determined to create a company that we would want to work in ourselves, with an open-door policy and encouraging everyone to contribute their ideas. We care are about our products and the potential they have for our customers and love hearing how our products have helped children and adults alike with communication, development and through difficult times.
How would you describe the unique fun of The Puppet Company and its portfolio? We love what we do – puppets are great fun and can get away with outrageous comments as well as helping adults and children alike tap into that sense of wonder and imagination. We place huge emphasis on fun throughout our company and to this day stand by our founding motto; ‘Have a puppet – have fun!’
What is the sales ratio split between licensed and non-licensed ranges? At the moment this is around 90/10% non-licensed to licensed as we are
L-R:
deliberately new to licensing and have been very selective in which licences we have in our portfolio. With Elmer and Paddington now firmly part of our puppet family, we have some very exciting licensing news and partnerships under way, launching 2025, that we can’t wait to share with you. There is huge potential to grow in this area and we are just beginning this chapter.
Have The Puppet Company’s short, medium and long-term objectives –both financial and wider impact – varied much in recent years and, if so, why? Like all businesses we have had to adapt to the ever-changing environment over recent years, especially during the Covid pandemic and subsequent aftermath. The cost-of-living crisis, shipping and container issues and rise in costs on a global basis have had a huge impact on everyone and we have been doing what we can to support our customers wherever possible. These challenges have also created some new opportunities and made us think of different ways of doing things, including reducing packaging, looking at different trade shows and avenues to showcase our portfolio and finding new ways to work with both existing and new partners.
And then there’s Wilberry Toys… why did you launch a separate company and is there any story behind the Wilberry name?
We needed another string to our bow and soft toys seemed like a logical add-on, especially as the gift sector continues to grow. One which enables our customers to purchase both puppets and plush in one order. By utilising the long-standing relationships we have with our manufacturing partners we have been able to add soft toys that complement our puppet collection – while still being able to offer value and the highest quality and safety standards. The name Wilberry is actually taken from our Head Office address, which is on Wilbury Way in Hitchin, Hertfordshire. We wanted something that really resonated with who we are as a business and so Wilberry Toys was born – incorporating our design of the iconic purple strawberry.
Which range (Puppet Company and/ or Wilberry etc) is currently the most successful and what was the most successful previously? And why? Some of our most successful ranges have been bestsellers for many years, including our Sockettes – now Eco Sockettes, Hide-Away Puppet Collections and our finger puppets. These products are suitable for adults and children alike (the Sockettes have a cult following!) and the finger puppets in particular remain affordable gift options all year-round and are perfect little extras to help bring story time to life.
And which range has been unsuccessful and why in retrospect?
We realised that some of our linen fabric Wilberry plush and some of the older more quirky designs were not as popular as soft cuddly collections. We learn as we go along and take everything on board for future collections.
Of new and upcoming product ranges, which ones do you think are going to be the most successful?
Our Eco collections are growing in popularity and we will continue to develop this area. Our new Striders have also been really well received; puppets with huge personalities who are the ‘best friends’ of the Sockettes, and we are looking at further development around these collections.
What are your personal favourites? (Editor Ant revelation – he loves the Sockettes).
Over the past 12 months or so, Puppet Company people have been raising money for various causes. Last autumn they pounded the streets of London late at night to raise charity cash in memory of Peter Lockey. Peter died in 2021 after suffering a brain tumour. The Cancer Research Shine Night Walk Half Marathon was raising cash to fight brain cancer.
Eldest daughter, Katy Rugman, product and marketing director at the company, took part in the walk alongside colleague Natalie Latchford. They were supported by friends, family and other colleagues – and accompanied on the 13-mile course by Sockette Puppets created by Katy’s dad. The puppets, they said, caused something of a stir and even had their picture taken outside Buckingham Palace en route.
More recently, earlier in 2024, Sue and her son, Joe, were working in Gambia for The Puppet Company’s in-house charity, Project Gambia, alongside its founder and inspiration, Neil Griffiths. Project Gambia was formed in response to the low capacity and quality of provision of preschool education available in the West African country. Sue and Joe are trustees for the charity.
We support our in-house charity partner Project Gambia all year-round, founding and promoting preschools
Like Ant, the Sockettes will always have a special place in our hearts. My husband, who co-founded the business with me, dreamt up this collection
many years ago and it continues to grow in popularity. Now the Eco Sockettes, these are firm favourites with all my children (now grown-ups!) and grandchildren. We are launching a special charity Sockette puppet in 2025 in Peter’s memory to help continue his mission to share joy and to help as many people as possible through the power of puppets.
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What were your favourite toys when you were young?
I loved being outside, playing on my bike with my brother and sister. I also really loved board games, Mouse Trap was a particular favourite and my children loved it when they were young.
What is the most fun you all have in the working day?
I have to say that most days are pretty fun! We love what we do and working with my family is a real joy (although not without its challenges!) Imagining and designing new puppets and soft toys. Inspiration can come from anywhere and I really love being around the table in my office with our team and our designers imagining new ways to bring imagination to life. We also really enjoy ‘Fizzy Fridays’ team drinks and pizza lunches!
Parents Mairead and George with their three kids Rose, Sadie and Freddie were our toy testers this month. They had the enviable task of enjoying PlayHouse’s Play Tray Activity Table
“It doesn’t matter how good the sand is, it ends up on the floor and I have to clean it up!’’ Mum said good naturedly!
The toy – PlayHouse’s Play Tray Activity Table with Sea Life and Dinosaur Play Mat Set
The parents – Mum Mairead & Dad George The kids – Rose (7), Sadie (5) & Freddie (3)
What’s in the box?
1x Play Tray, 1x Magic Sand Pouch, 4x Dinosaur Toys, 4x Dinosaur Moulds, 4x Sea Life Toys, 4x Sea Life Moulds, 2x Play Mats (Sea and Dinosaur)
What we liked:
“Freddie (3) loved pretty much everything about this,” Mum Mairead told us about PlayHouse’s Play Tray Activity Table with Sea Life and Dinosaur Play Mat Set. “This is a great dual-purpose toy – I really liked that there were so many different playable elements to it.”
By “dual purpose”, Mairead told us she means the tray table is jam-packed with play value. “Not only does it come with a dinosaur play mat and figures, but it also has a sea scene, Freddie really liked changing between both play mats but we mixed and matched the toys.”
So, what’s included in the sea life and dinosaur play mat set? Well, it comes with an adjustable table, which has not one, not two, but three height options, giving it great longevity. Mum says she was really impressed with the fact the table is
made from food-grade plastic so her older girls can use it for baking too!
“The set comes with a mix of play figures and moulds for both the sea life and dinosaur play mats, although Freddie ended up mixing and matching!”
There is sand too, which Freddie loved, Mairead maybe not so much; “It doesn’t matter how good the sand is, it ends up on the floor and I have to clean it up!” she said good naturedly.
“The table can be used outside too, which is a nice touch,” adds Mairead. “It’s a decent price tag for what you get, I’d be happy to pay for it, I think there is quite a nice balance between value for money and practicality for the parents and fun for the kids.”
What we didn’t like:
“The table is a little on the large side but that has its pros and cons, it’s great for outside space and play but a touch on the large side for inside.”
Mum Genevieve and son Loxley give us the lowdown on what they thought of Wilton Bradley’s Xootz Aprilia motorbike having put it through its paces out and about on the beautiful Lyme Regis, Dorset, coast
Mum – Genevieve | Toy tester – Loxley, 5
Was it easy to set up?
Mum – Yes
What was Loxley’s first impression?
Mum – He was so excited and jumping around, he couldn’t believe it.
What did you like about the bike?
Loxley – I love the noise of the engine when it starts up and that I can play my favourite music.
What did you like about the bike as a mum?
Mum – I really appreciate the stabilisers and it goes at a convenient walking pace when you need it to.
What features does it have and what makes them fun?
Mum – The BlueTooth connection for music is a really nice touch, it makes the whole experience much more fun and personal.
Do you think the bike is good value for money?
Mum – Definitely – it’s a lot of kit for your buck.
Would this be something you would play with again Loxley? Loxley – All the time, it’s awesome.
The bike – Wilton Bradley, Xootz Aprilia Ride on Motorbike (age 5-6 years)
Mum – Seriously, all the dads are secretly jealous and wish they had one! It’s super cool and everyone looks when he zooms past. Also Loxley now refuses to go on his normal bike and just wants to go on this everywhere we go.
Mum, would you shop this range in future?
Mum – A big fat yes.
Any other comments?
Mum – It would be nice if they added a horn to it so that people know he’s coming!
“Loxley
now refuses to go on his normal bike and just wants to go on everywhere”this
Ride-ons are an exciting category for children, but what’s new and what can we expect from the sector moving forward? TnP finds out…
The ride-on sector appears to be in a good place at the moment. Indeed, according to Ben Gibson , Managing Director, Micro Scooters UK: ‘‘The ride-on sector is experiencing a moment of evolution, and I’d argue it’s in a rather good place, but not an exciting one. The pandemic saw a surge in outdoor play and family time, which has now become ingrained in parents’ mindsets. People aren’t just looking for toys – they’re after products that offer versatility, durability, and value over the long term. Consumers are savvier than ever. They want their kids to be active, but also safe and engaged, and ride-ons deliver on all those fronts.’’
Dave Poulter , group commercial director at MV Sports agrees: ‘‘The sector as a whole is experiencing significant growth, and we’re proud to say that our sales are outperforming the market as well. This upward trend reflects both the increasing demand and the strength of our product offerings, as we continue to innovate and stay ahead of industry trends.’’
Of course one of the issues with ride-ons is the great British weather! But suppliers are trying their best to counter that with their products, as
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We always put safety first with appropriate age labelling and quality materials and then add engaging features such as design and lights
Dave Poulter, group commercial director, MV Sports
”
Dave at MV Sports explains: ‘‘Rideon toys are a perfect example of a product that can work both indoors and outdoors. Especially with the unpredictable British weather we’ve had in recent years, we’ve taken the opportunity to develop a range that kids can enjoy year-round, regardless of the season or conditions’’
The sentiment is similar at Micro Scooters, explains Ben Gibson: ‘‘Let’s be honest, as much as we’d all love to picture our toddlers and preschoolers scooting through sundrenched parks, the reality of British weather often involves more wellies than sunglasses. That’s why we’ve engineered our products for all seasons. It’s not just about making things waterproof (although, of course, we’ve done that) – it’s about designing ride-ons that are robust enough to handle the unpredictability of the outdoors. Our Micro scooters feature weather-resistant materials, UV coatings, non-marking wheels for indoor use, sun canopies and more. We ensure they perform just as well in autumn drizzle as they do on a sunny July day. We encourage parents to view these as essential, year-round investments for outdoor play and
mobility, rather than just something to be dragged out when the sun makes a rare appearance.
‘’Our accessories also help with this year-round play: think all-weather bells, backpacks and baskets for fun adventure and reflective gear for
Ride-ons are a significant category in our store. We have stocked these products for several years because they provide excellent value for money and allow us to achieve reasonable profit margins. Additionally, they enable us to order on demand, ensuring that we can respond effectively to customer interest and preferences. This flexibility helps us maintain a diverse and appealing inventory while meeting the needs of our customers.
Liz Amphlett, owner, Toytastik Chepstow, Wales
those early dark evenings.’’
So what about licensed product - it’s proving a high performer across the toy industry, but how important is it in the ride-ons sector? For MV Sports, it’s crucial, says Dave Poulter: ‘‘Licensing continues to play a crucial role across all of our product ranges, as it allows us to offer products that resonate with kids and families through beloved characters and brands. However, we’re also seeing significant growth in our own-label products. This not only complements our licensed ranges but also provides customers with more choices, catering to a wider range of preferences and budgets. By offering both, we ensure that no matter what a family’s needs are – whether they’re looking for a character-themed product or something more affordable – there’s always a high-quality option.’’
For Micro Scooters it is not quite so important: ‘‘Licensing can be the rocket fuel that boosts a product’s popularity, but it’s not the only fuel in the tank,’’ says Ben Gibson. ‘‘We believe that a strong product should stand on its own, first and foremost. Licensing is a fantastic way to build instant brand recognition and appeal, especially with young children who are particularly drawn to their favourite characters. However, we’re careful about how we approach licensing. We’re not in the business of just slapping a character on a product and calling it a day. The character has to fit with the product, the product has to maintain its quality, and ultimately it has to provide value to both the child and the parent. Our focus
remains on innovation, safety, and sustainability. We’re constantly asking ourselves, ‘What does this product do?’ as opposed to just what it looks like. Licensing has a place, but the product’s functionality, durability, and the joy it brings to kids are what really seal the deal for us—and for our consumers’’
Finally, it’s always good to know what’s coming up, so what trends can we expect to see in the ride-on sector? Power is at the core, for MV Sports: ‘‘As technology continues to advance, we’re starting to see more affordable lithium-powered products making their way into the market. We’re really excited to be part of that journey, as it opens up new possibilities for developing innovative, highperformance products that are both cost-effective and environmentally friendly.
‘‘It’s an exciting time for the industry, and we’re eager to bring these cutting-edge solutions to our customers.’’ says Dave Poulter.
What new ride-on product for 2025 are you most excited about?
‘’We’ve developed an exciting new bumper car product for 2024, and it has exceeded all of our expectations in terms of design, performance, and customer feedback. Key performers currently are Bluey, Stitch, Peppa Pig, Paw Patrol and Spidey. We’re thrilled with the response so far, and it’s given us great confidence in expanding further in this category.’’
Dave Poulter, group commercial director, MV Sports
As ride-ons are sometimes more substantial than other toys, how do you work with retailers to help them showcase your products?
‘‘It’s no secret that ride-ons are not the easiest products to stack on a shelf next to a board game or a doll. That said, retailers understand that products like ours are the showstoppers – the items that draw people in, engage the customer, and ultimately become the musthaves. We work closely with retailers who have the space,to make sure our products have the right kind of stage to shine on.
”Without giving too much away, 2025 is shaping up to be a stellar year for Micro Scooters. We’re particularly excited about expanding our nursery and toddler range Ben Gibson, MD, Micro Scooters UK.
‘’We’re big believers in experiential retail. We don’t just want our scooters and ride-ons sitting passively in a box, we want them out, being used, and shown off. Our retail partnerships often include demo models, in-store activation events, and eye-catching point-of-sale displays. We also provide plenty of digital assets, such as videos, that showcase how adaptable and fun our products are for kids of all ages, because space is always a concern, we’ve designed our packaging to be as compact and environmentally friendly as possible without sacrificing any of the appeal.’’
Ben Gibson, MD, Micro Scooters UK
For Micro Scooters it’s all about sustainability and value, concludes Ben Gibson: ‘‘One of the biggest trends right now is sustainability, and it’s here to stay. Parents are increasingly concerned about the environmental impact of the toys they buy, and rightfully so. We’ve already integrated eco-friendly materials, from recycled plastics to biodegradable packaging, but we’re seeing more and more customers actively
seeking out products with a reduced carbon footprint.
‘’Finally, parents want value. Not just financial value, but longevity, adaptability, and safety. As ride-ons evolve, they need to meet the needs of both child and parent in a holistic way, offering products that are built to last and grow with the child. Adaptability is key, and it’s driving much of our product development as we look toward 2025.’’
MV SPORTS & LEISURE
01217488000 | info@mvsports.com www.mvsports.com
Get ready to roll into a world of fun and excitement with Bluey! MV Sports introduces an amazing collection of ride-on toys designed to inspire adventure and spark imaginations. From first-time riders to thrill-seeking toddlers, this range promises to bring endless joy to every child’s playtime.
Start their journey with the adorable Deluxe Bobble Ride On, perfect for little ones finding their feet. Designed with comfort and safety in mind, this ride-on features a moulded seat, soft handlebar grips, character plaque and a sturdy steel frame. The double rear wheel adds extra stability, reducing the risk of tipping, making it ideal for beginners. With its pastel colours and bespoke Bluey-themed plaque, this ride-on is not only functional but visually delightful. The easy-steer handlebars encourage coordination and balance, ensuring a smooth ride for tiny adventurers.
Next up, the Deluxe Tri Scooter brings another level of excitement with its vibrant design. Built for stability, this scooter features three deep-tread wheels and soft, moulded grips perfect for small hands. The fully printed anti-slip footplate enhances safety, helping young riders develop their balance and confidence.
The Bluey Light Up Balance Bike is a must-have for kids ready to take their play to the next level. Featuring daylight visible, multi-coloured lightup wheels, this bike is perfect for helping children develop their balance and coordination skills. Its bright Bluey graphics will have little ones excited for every ride, transforming learning into a fun-filled adventure.
And for the ultimate thrill, check out the Electric Bumper Car RideOn. Adorned with eye-catching Bluey-themed graphics, this ride-on boasts LED lighting and fun horn sounds that are sure to bring laughter to every playtime. With a maximum speed of 2.5km/h, it offers a safe but thrilling ride for young adventurers. The dual-direction joystick control and 360-degree rotation make it easy to navigate, perfect for both indoor and outdoor fun.
Bluey fans will enjoy a thrilling ride on the Electric Bumper Car Ride-On, which is adorned with eye-catching Bluey-themed graphics
VTECH
01235 555545 | trade.sales@vtecheu.com www.vtech.co.uk
Hop on and explore new adventures with VTech’s 2-in-1 Ride & Balance Scooter. This scooter starts as a three-wheeled trike and easily transforms into a balance bike, growing with the child as they develop their balance and coordination skills. The smooth transition from three to two wheels ensures a safe and enjoyable experience for toddlers learning to ride.
The 2-in-1 Ride & Balance Scooter isn’t just about movement – it’s packed with interactive features to engage young minds. The light-up headlight introduces a cute bear friend, who moves while playing fun sounds, delighting children as they ride. The chunky roller map encourages little ones to ‘ride’ to different destinations using the pretend GPS, enhancing imaginative play.
The scooter has an ignition key, music, and number buttons that play road safety phrases, songs, melodies, and scooter sounds.
Four stages of fun!
MICRO
01206 381320 tradeorders@micro-scooters.co.uk micro-scooters.co.uk
Micro has something for each stage of development:
Stage 1: Parent-Guided Trike (12 months+). This early stage includes a static seat, footrests, and an adjustable parent handle.
Stage 2: Independent Ride-On (18 months+). Remove the parent handle, and the toddler has their very own ride-on trike.
Stage 3: First Mini Micro Scooter (2 years+). As the child grows, there’s the award-winning Mini Micro scooter. The intuitive leanto-steer design makes it easy for kids to learn balance.
Stage 4: Grown-Up Scooter (3-6 years).The final stage features an adjustable handlebar and durable design to last until your child’s early school years.
Built to last, the Mini Micro Push Along is designed for safety and durability. From first steps to early school days, this scooter is an investment in a child’s growth and confidence.
WILTON BRADLEY
01626 835400 | www.wiltonbradley.com
Introducing the Xootz Aprilia Ride On Bike: the ultimate ride-on experience for young adventurers. Officially licensed and designed to thrill, this sleek and stylish ride-on bike brings
LITTLE TIKES (PART OF MGA)
01908 268 480 | littletikes.co.uk
the iconic Aprilia brand to life in a whole new way. With its impressive features and attention to detail, it’s sure to ignite the imagination of little riders aged three and up.
Get ready to hit the road with the Xootz Aprilia Ride On Bike and experience the thrill of the open road like never before. The Aprilia Ride On Bike isn’t just any ride-on bike – it’s the real deal. Officially licensed by Aprilia, this ride-on captures the essence of the legendary brand, making it a must-have for young fans.
Light up the way on your adventure with the working headlight feature. Whether it’s cruising around the neighbourhood during the day or embarking on an adventure at dusk, the working headlight adds an extra element of realism and excitement to every ride.
For riders who are just getting started, the Xootz Aprilia Ride On Bike comes equipped with detachable stabilisers, which provide added support and stability while little ones build their confidence and master their riding skills.
The Xootz Aprilia Ride On Bike has a top speed of 6.0km/h, and its battery will last between one and two hours
Experience the thrill of a smooth ride thanks to the realistic rear suspension. Just like a real Aprilia bike, this ride-on delivers a comfortable and responsive riding experience, allowing young riders to tackle any terrain with ease.
With a top speed of up to 6.0km/h, the Xootz Aprilia Ride On Bike offers plenty of excitement for young thrill-seekers. Whether they’re racing down the streets or exploring the great outdoors, this ride-on provides endless fun and adventure at the perfect pace. Keep the fun going for hours on end with the Xootz Aprilia Ride On Bike’s impressive run time. With a battery life of one to two hours, young riders can enjoy extended playtime before it’s time to recharge.
Suitable for riders aged three and up, this ride-on bike is perfect for young adventurers who are ready to embark on their next big journey. Whether they’re cruising around the park or tearing up the pavement, the Xootz Aprilia Ride On Bike is sure to become their new favourite mode of transportation.
The Xootz Aprilia Ride On Bike combines style, performance, and excitement to deliver an unforgettable riding experience for young adventurers. From its officially licensed design to its impressive features, this ride-on bike is sure to ignite the imaginations of riders. So, gear up, rev your engines, and get ready for the ultimate ride-on adventure.
www. razor.com
First released in 1979, the iconic Cozy Coupe is celebrating its 45th birthday, marking nearly five decades of creating cherished memories for generations of little drivers. The beloved ride-on has become a symbol of fun, adventure and endless imaginative play. The Cozy Coupe range offers an exciting selection of durable rideons, including the classic Cozy Coupe and Princess Cozy Coupe, now featuring refreshed designs with new wheels and expressive eyes, keeping this timeless classic fresh for modern family homes. Building on the legacy, the Little Tikes Cozy Coupe Dino adds a Jurassic twist to playtime, while the Cozy Coupe Fairy brings a sparkle of magic to every ride. Every Cozy Coupe is designed with a removable floor, working horn, realistic clicking ignition switch, and spinning front wheels. For ages 18 months and over.
The RipRider 360 Lightshow is proof that not all tricycles are created equal. Built to give kids a unique riding experience unlike any other trike, this threewheeler features more than 60 motion-activated, auto on/off multi-color LEDs that create a stunning light show. The dual inclined caster wheels, which also light up, provide countless hours of 360-degree spins, turns, and drifting.
The RipRider 360 Lightshow is crafted from rugged, welded steel, and the MX-Style handlebar has soft rubber grips and double crown fork design. Parents will love the classic look and durability, kids will love the spectacular fun.
L.E.D LIGHTS AND SOUNDS
smooth ride EVA tyres
6V ELECTRIC BUMPER CAR
DELUXE tri-scooter
12” light-up balance bike
deluxe bobble ride-o n
The hair & beauty toy sector is enjoying strong performance, driven especially by social media trends. TnP finds out more…
With children as young as eight asking for skincare products, inspired by their favourite social media influencers, it’s no surprise that hair & beauty is doing so well in the toy industry. And while organisations such as the British Association for Dermatologists warn against the use of unsuitable products on young skin, it provides the ideal avenue for the toy industry to offer safe and age-appropriate hair and beauty products for wannabe makeup artists and hair stylists.
Charlotte Harvey senior national account manager at Bladez Toyz, comments: ‘‘Health & beauty has always been a major driver within the toy industry, whether it be bracelet making sets, play make-up, bath fizzers, doll heads etc. However, in more recent years, this sector has become extremely trend-driven, for example Loom Bands or this summer’s Taylor Swift Eras Tour where fans were making and trading concert bracelets. Even within our ranges last year we saw a peak in the sales of our hair & beauty-inspired ranges upon the release of the Barbie movie.’’
And the desire for self expression is being seen by Jacqueline TaylorFoo, general manager UK & Ireland, at Jumbo/Galt, too: ‘‘The hair & beauty sector is performing strongly with increasing demand for products that encourage DIY fashion and selfexpression. Galt offers a wide range of Activity Packs, and Creative Cases for creative crafters who love creating wearable fashions, including jewellery and hair accessories.’’
And as we mentioned previously, social media has a huge influence: “Social media is definitely driving sales in this area,’’ says Blades Toyz’ Charlotte Harvey.
“We are really excited to be launching our Make Your Own Lip Balms in Q1, adding to our already successful Science Maker Kitz range, which we are looking to grow further towards the end of the year
”Charlotte Harvey, Bladez Toyz
‘’Celebrities such as Taylor Swift play an increasingly active role in this, as young kids want to follow and support their idols. This also applies to influencers, who play an extremely important role in the driving and boosting of sales through paid advertisements and endorsements.’’
At Casdon Simone Inskip says that traditional advertising remains an important element of is marketing mix, however ‘‘collaborating with social media influencers and encouraging organic social sharing remains a big focus for us, as it offers consumers authentic content where they can experience real-life reactions from children and parents alike; as well as see the extensive play value which all of the Casdon toys possess.’’
With many parents concerned about product of this type being age appropriate, how do our suppliers ensure they keep parents happy, while appealing to children?
Charlotte Harvey says: ‘’Bladez Toyz has developed its health and beauty lines under the Science Maker Kitz brand. These kits promote STEM development and teach young children some of the key elements of STEM while allowing them to create engaging, and fun products, such as Bath Fizzers, Lip Balms and magical crystal ball gowns.’’
Galt’s Activity Packs, meanwhile, focus on safe self-expression, says Jacqueline Taylor-Foo, ‘‘which encourages skills, hand-eye coordination and individual style, therefore these creative kits balance fun with developmental benefits, helping reassure parents about their value and safety.’’
And for Casdon, it’s about offering a safe space for children, adds Simone Inskip: ‘‘Roleplay toys provide a safe space for children to explore the adult world and mimic grown-ups, which we know is a key developmental milestone. The Casdon Dyson hair styling range is aimed at children aged three-plus, which is the perfect time to start developing fine motor skills, social skills and hand-eye coordination.’’
FInally, what trends will we be seeing in this sector going forward?
Charlotte Harvey says: ‘‘There is a big trend of Mini toys, such as Mini Brands, which has spiked in popularity over the past years. This could be due to a number of different factors, including the influence of social media, collectability, affordability and the fact that they are easy to store. We expect this trend to continue into 2025.’’
Casdon’s Simone Inskip tells us: ‘‘We expect to see continued popularity of toys that mimic real-world activities and tasks. Children are so fascinated by the grown-up world, so bringing toys like the Dyson hair styling range to the market is a real pleasure, as we know they are learning while also having hours of fun.’’
Finally, Jumbo’s Jacqueline Taylor-Foo observes: ‘‘Trends include a rise in DIY fashion and self-expression kits, with an emphasis on inclusivity and diverse representations of beauty. These products allow kids to explore their creativity while addressing parental concerns about safety and positive self-image.’’
We were seldom asked for makeup kits, but in the last year they have had a resurgence. Depesche do a nice range of Make-Up, skincare, and Hair chalks within Top Model which are good for us. Thomas Wohl Argosy Toys Westcliffe-On-Sea, Essex
While we acknowledge the rise of social media’s influence on children, hair and beauty is not a primary focus for us. But we do carry a small selection of childfriendly products from Galt and Rex London.
Liz Amphlett, Toytastik Chepstow, Wales
0161 633 9800 | sales@charactergroup.plc.uk character-online.com
Character Options’ market-leading Shimmer N Sparkle collection is packed with beauty- and fashion-themed sets to inspire all creative kids.
A bestseller in the Shimmer N Sparkle range is the 6-in-1 Real Massaging Foot Spa, which has six Spa-mazing features for the ultimate foot spa experience at home. With massaging foot rollers, skin smoothing buffer, cascading waterfall and relaxing bubbles, children can sit back and relax as they soak their tootsies. It’ll be pure sensory bliss with the lightly scented pedi-soak, and cool colour-changing lights. Children can be their own hair-mazing stylist with the Shimmer N Sparkle The Real Sparkling Gem Air Styler. Design and create super trendy sparkling beaded hair strandsmagically gem hair with air. Design it! Bead it! Slide and style!
The Shimmer N Sparkle InstaGlam Light up Beauty Case is perfect for wannabe make-up artists. This kids’ makeup set comes with 20plus real eyeshadows, cheek and lip colours, as well as applicators and brushes –everything needed for an ultra-glam makeover. The inner mirror is surrounded by lights, providing the perfect lighting to create makeup looks.
CASDON TOYS
01253 766411 | uk@casdon.com casdon.com
Roleplay pioneer Casdon has worked hand-in-hand with household name Dyson for over 28 years – and the licensed toys have been going from strength to strength with the range still expanding and now sitting strongly in the hair space.
The toy manufacturer works with Dyson’s engineers to ensure the toys are the perfect tools for little ones to learn through pretend play. With working features, from the twists and turns of the different elements and sounds just like the real thing, the miniature vacuums are perfect to nurture preschool children’s coordination, motor skills and imagination.
Expanding on the range in 2022, Casdon now also manufactures miniature versions of the Dyson hair range - with the Dyson Supersonic and Dyson Corrale sets both available as toy versions, as well as together in the Supersonic and Corrale Deluxe Styling Set.
Seamlessly imitating the real thing and allowing for hours of roleplay, the Dyson Supersonic hair dryer and Dyson Corrale straightener look and sound just like their full-sized styling versions, but in a child-friendly format. The toys’ features include blowing real air, making identical sounds and flexing plate technology. Each set also comes complete with accompanying accessories and attachments for different hair types. Aimed at children aged three-plus.
BLADEZ TOYZ
02392 653104 | charlotte@bladeztoyz.co.uk | www.bladeztoyz.co.uk
The Science Maker Kitz by Bladez Toyz allows little ones to become scientists for the day, creating their own experiments, such as the Make Your Own Bath Fizzers Kit, where children can make bathtime colourful and exciting!
The Barbie Make Your Own Bath Fizzers Kit, with STEM learning benefits and easy-to-follow instructions, provides children with everything they need to create starfish and heart-shaped bath fizzers! Simply mix the formula and place into the moulds. While the formula sets, they can make their own mermaid style packaging. They can also create creepy eyeball and vampire fang bath fizzers with the allnew Monster High Make Your Own Bath Fizzers, which include stickers to customise their very own ghoulish packaging.
The fun doesn’t have to stop there. From early 2025, you can extend the creative play with the Barbie and Monster High Make Your Own Lip Balms. Simply warm the ingredients then pour into the provided moulds. Mix the
colours to create cool tie-dye looks. While the ingredients set, they can customise their own packaging with cool stickers. After a short while in the fridge, the lip balms are ready to use. Each kit comes with two moulds and enough material to create two lips balms, as well as pretty gift wrap so they can gift their creations to a friend or family member.
lip balms
Barbie and Monster HighMake Your Own Lip Balms will appear in 2025. Mix the colours to create cool tie-dye looks and customise your packaging with stickers
Also available in the Science Maker Kitz Range is the Crystal Ball Gown Science Kit. With two different sets available, including Barbie and Monster High, these kits allow budding scientists to create amazing crystal dresses that they can show off to their friends.
If you
Hannah Mason Marketing manager – hobby and independent Asmodee
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
At Asmodee, we’ve seen a really strong start for Q4 and we’re excited for that to continue. We would say the toy industry is feeling positive currently, despite the rising costs of product.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
“
about what they're purchasing, which I’m sure we can all relate to. For Asmodee, we are keeping our focus on ensuring we have strong USPs across our product offering, which we know works.
” I have really enjoyed attending board game events all around the country to hear first-hand from fans about what they’re enjoying
As with other industries we are seeing a change in consumer spending habits due to cost-of-living increases, and as a result people having less disposable income. And of course we’re seeing both retailers and customers alike be more conservative
And what has been the most positive aspect or trend that you have noticed over the past 12 months?
So many it is hard to choose! In the gaming sector, I would say there is so much excitement for both new releases, and the refresh of popular classics that hold a special place in our hearts. We’re also seeing a desire from consumers to see more environmentally friendly products, and my last trend would be an ongoing focus and excitement around franchised and licensed products – we think this will continue well into 2025 and beyond.
Liz Ireland Founder & managing director BigjigsToys
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
The mood in the industry feels positive and upbeat. The autumn shows have been well attended, and we've seen strong order levels across the board. It's also been exciting to see a surge in new business opportunities – a clear sign of growth and potential within the sector. There’s a lot of optimism as we move into 2025, and we're eager to see how things develop.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
One of the key challenges will be resolving the shipping issues in the Red Sea, which have impacted transit times. A reliable 28-day transit from factory
to warehouse would make a significant difference, particularly as we head into the crucial holiday season and prepare for 2025.
What has been the most positive aspect or trend you’ve noticed over the past 12 months?
One of the most positive things we’ve noticed is the amount of new business coming our way. I’d like to think it’s a reflection of our fabulous sales team, our broad and eclectic product range, and the excellent stock position we’ve maintained!
We've also made sure our customers get the undivided attention they deserve, and it seems to be paying off. It’s really exciting to see so
How has the golden quarter been performing for you so far? How does it compare with previous years?
We have seen signs that consumers are starting their Christmas shopping earlier than ever this year, which is really positive, and we can definitely see the hero products within those purchasing habits.
Asmodee is also working even closer with our retailers to ensure that we meet demand for those all-important popular products.
And what have been the most impressive, entertaining and/or fun moments, products and trends of the year?
For me personally, I have really enjoyed attending board game events all around the country to hear first-hand from fans about what they’re enjoying. It’s also really positive to see that attendance in general at these events is growing in numbers – long may that continue!
many new opportunities opening up.
How has the golden quarter been performing for you so far? How does it compare with previous years?
So far, so good! We’re happy with how things are progressing, but
“ It's been exciting to see a surge in new business opportunities – a clear sign of growth and potential within the sector. There's a lot of optimism as we move into 2025 and we're eager to see how things develop
Richard Collins Managing director Ravensburger
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
This industry is one of the most exciting and vibrant there is. There are challenges for all industries right now, with families feeling the pinch. Naturally folks are more careful about their purchases and looking to ensure as much play value as they can for their spend. I think that resonates with all of us in the industry too, and we'll see that driving some incredible innovation.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
“The timing of Christmas and pay day this year will have an impact, and the last week will be a bumper one
Standing out in a busy market is always a challenge and none more so than in the final quarter. One of our key challenges in marketing is simply to ensure that our offering makes it in front of our target audience in the right way at the right time. That challenge has never and will never change, but as media consumption continues to evolve it becomes an ever more complex equation.
And what has been the most positive trend you have noticed over the past 12 months?
”Co-existing with the increasing emphasis on the speed of the social media world is a tangible increase in families looking for meaningful experiences and interactions with brands. For us, this has been reflected in the incredible responses we have seen to Ravensburger brand presences in a variety of consumer events.
How has the golden quarter been performing for you so far? How does it compare with previous years?
Our order book is looking strong compared with previous years, helped by our top products such as 3D Stitch with Ears puzzle, the Upside Down Challenge Game and Thinkfun's Gravity Maze. These are perfect gifts for Christmas and the retailers have backed them strongly. We are seeing orders being phased later as I think we will see shoppers buying later like last year. The timing of Christmas and pay day this year will have an impact, and the last week will be a bumper one.
And what have been the most impressive, entertaining and/or fun moments, products and trends of the year?
The reception to our Disney Lorcana Trading Card Game has been incredible. Seeing the first UK championship come to fruition with so many competitors was a real ‘wow’ moment.
Jason Munton Company manager Lanka Kade (UK)
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
Positive! It has been a challenging time for everyone but the New Year brings new hope – and how better to start it than exhibiting lots of new products at London Toy Fair?! What do you think will be the
Martin Whitaker Managing director Simba Smoby UK
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
Given the challenges we face currently in the world, the toy market seems to be holding up relatively well. Christmas will of course still happen and parents will still buy their children toys, it’s a question of how late they will leave it and whether retailers and suppliers will be able to react.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
“
Since 2020, very little in the toy industry has been straightforward and whenever you think things are becoming more stable another curveball comes towards us. The ongoing conflicts around the world do put everything into perspective but ultimately, they also impact consumer confidence given the constant bad news that is reported and the affect on our pockets… even more so when the Inflationary conditions in the economy may not be beyond us just yet as a result.
” Since 2020, very little in the toy industry has been straightforward and whenever you think things are becoming more stable another curveball comes towards us
And what has been the most positive aspect or trend that you have noticed over the past 12 months?
For me it has to be Disney Stitch! In the past 18 months the demand has gone from very little, to off the charts across all areas of retail. The popularity was strong across Europe before this, and once it started in the UK it’s not taken us long to catch up. It’s crazy (good crazy) and quite unique!
How has the golden quarter been performing for you so far? How does it compare with previous years?
It is still early days for Q4 however our YTD performance is positive in both shipments and retail sales throughout the year so we are happy with the Simba Smoby performance.
main challenge for the toy industry as we head towards the end of the year and into 2025?
Consumer confidence remains low – budgets will be stretched and money will always be found to buy toys at Christmas, but we will have to wait and see how far people are willing to stretch.
And what has been the most positive aspect or trend that you have noticed over the past 12 months?
Budgets may be tighter but sales of our high-end products have remained
“Budgets may be tighter but sales of our high-end products have remained resolute
”resolute with consumers wishing to invest in quality toys designed to last.
How has the golden quarter been performing for you so far? How does it compare with previous years?
It has been a slightly slower than usual start but much of this has been caused by the congestion at Felixstowe, delaying the arrival of a shipment carrying our new Nativity playset and a limited edition toy collection celebrating our 30th year of trading.
Tim Hislop and Gill Stratton Founders Floss & Rock
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
“There has also been a big trend into pick-up gifts under £15, which we have been growing for the past 12 months
The toy industry experienced exponential growth after Covid and it feels like it may have normalised now. We feel the industry is still fairly buoyant although trade in general seems harder to come by across all sectors right now, due to the cost of living and uncertainty of the impact of change of governments/presidents both here and in the US.
”What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
The main challenges are always to offer the best quality product at the best consumer price, while making sure your own brand has something more exciting to offer than its competition!
And what has been the most positive aspect or trend that you have noticed over the past 12 months?
For us the most positive aspect is the huge rise in sustainability, which is a big part of our ethos here at Floss & Rock. There has also been a big trend into pick-up gifts under £15, which we have been growing for the past 12 months; this part of our business has seen (and continues to see) rapid growth.
How has the golden quarter been performing for you so far? How does it compare with previous years?
So far so good... We still have some key weeks to go, so fingers crossed!
Christine Nicholls Vice chairman & creative director
Golden Bear
As we head towards 2025 and London Toy Fair, how do you feel about the state of the toy industry?
The toy industry is both fascinating and exciting – kids will always love toys and parents always want their kids to be happy – but of course it’s far more complicated than that as we all know! We need to keep on top of technology, study trends and market influences in order to develop toys, games and gifts that kids not only love but that stand the test of time. Although retail is tough and competition fierce, the toy industry remains buoyant by maintaining a carefully considered approach and a sense of fun at the heart of everything.
What do you think will be the main challenge for the toy industry as we head towards the end of the year and into 2025?
Offering great products at key price points are very important factors but also research with kids is essential
With the tightening of most people’s spending power it’s inevitable that the toy market will see extra pressure this Christmas season. Deals will be sought after and parents/gift givers will be making choices, potentially difficult ones, according to their budgets. Offering great products at key price points are very important factors but also research with kids is essential – ultimately if kids are engaged and want the toy, you’re more than halfway there!
And what has been the most positive aspect or trend that you have noticed over the past 12 months.
We are very pleased to report an increase in demand within our sports category, in particular football with its ever-growing popularity – football is truly a universal language! The desire to get fit and active has also been helped by the Paris Olympics, which enjoyed record viewers and participants. We’ve seen great success with our Hyperdash game and newly added Soccerdash is set to deliver some great results. Soccerbot (pictured) which launched last year has exceeded all expectations both in the UK and now worldwide… and sold out in record time.
How has the golden quarter been performing for you so far? How does it compare with previous years?
Our figures are outperforming last year and set for exceeding budget. We believe our mix of insight-led, innovative products that maintain the highest standards of design is fundamental. Alongside our 360 approach to marketing, keen pricing and servicing our retailers, we are in a strong position to achieve good results this Autumn season. Sustainability is also an important factor and is always at the heart of what we do and offer. It certainly feels like the golden quarter will not disappoint this year!
And what have been the most impressive, entertaining and/or fun moments, products and trends of the year?
There can only be one answer for me and that is our wonderful London Toy Fair. This brings everyone together and creates excitement, buzz and a great sense of what the Toy Industry means to us all. The many highlights of this event make it so special… the costume characters, the Awards ceremony, seminars and celebrities. The dedicated and ever-present BTHA team make it all possible and our thanks must go out to them. Toy Fair is the best place to meet industry friends, make connections and showcase all things great and small while celebrating our success!
Julie Logan
The Olive BranchToy Shop Castle Donington Leicestershire
What tricks and strategies do you use to add value to a basket?
This month our retailers talk about strategies for upping basket value, and their plans for Christmas
We are trying lots of different ways of adding value to a basket. Positioning sale items and pick-up products at the till. Free gifts with a specific spend, and bundling items together are also useful (like putting a finger puppet with a book for example). Multi-buy offers are always popular, too. We always offer free gift wrapping throughout the year and particularly at Christmas – this is always valued by our customers.
Are you planning any changes to your range/to the shop in the near future. If so, what and why?
"If independent toy shops are to survive and thrive alongside the larger shops in the future we will need to offer a unique selling experience, excellent customer service and be able to match the prices offered by the big stores"
This year we have added lots of character toys such as The Gruffalo, Bluey and Stitch to our offering while still keeping to our roots of traditional toys. We hope that adding good-quality character toys to appeal to a different market will bring different customers into the shop and appeal to our existing customers too. We are also stocking puzzles and games for older children and adults, and also games that appeal to all the family.
Are you all set for Christmas in terms of orders, or are you still bringing in new items? If so what are they – and if you’re all set, what do you think will be most successful?
Broadly speaking the majority of our stock is here but we are monitoring on a day-to-day basis and will top up where necessary. We are, however, being extremely careful what we buy and trying not to hold excess stock. This year has been particularly challenging in terms of cash flow and this means that we are keeping a close eye on the bank account. We have made several smaller orders over a period of time rather than large seasonal orders in advance.
Have sales started to ramp up for Christmas yet? Has it been earlier or later than last year?
Sales are still very up and down and there doesn’t seem to be any consistency. Overall, we certainly don’t see any ramping up of sales yet (midOctober) but we remain hopeful that we will see strong sales in November and December to make up for a very difficult year so far.
If suppliers could change one thing to make your life easier, what would it be?
Low pack sizes and low carriage paid orders are always welcome as a small independent business. Ultimately it is about our suppliers being supportive of small independent enterprises and taking their needs into consideration going forward. This year more than ever we are seeing toys being made widely available in supermarkets and prices being slashed. If independent toy shops are to survive and thrive alongside the larger shops in the future we will need to offer a unique selling experience, excellent customer service and be able to match the prices offered by the big stores.
If you would like to take part in Talking Retail, we’d love to hear from you. Please email news@toysnplaythings.media
What tricks and strategies do you use to add value to a basket?
We like to make ourselves known in the local area as a ‘One Stop Shop’ for birthday and Christmas gifts. In our shop you can not only find the perfect gift but we also sell gift wrap, gift bags, greeting cards, and gift cards! We can also wrap for customers if they prefer.
Are you planning any changes to your range/to the shop in the near future. If so, what and why?
We are always updating the shop and keeping our ranges fresh. We have some plans to shimmy shelves around before Christmas time for the simple reason that we need more space to fill with more wonderful toys!
In terms of ranges, as I say, we’re focused on keeping the ranges we already stock fresh and up to date so we can always have an answer ready for ‘What’s new in store?’!
Are you all set for Christmas in terms of orders, or are you still bringing in new items? If so, what are they – and if you’re all set, what do you think will be most successful?
To be honest I don’t think you can ever be fully prepared with Christmas stock! We are still bringing in new stock even as I write this.
We’re excited to have some Christmas jigsaws from Ravensburger on the way, and we think the Christmas Lego sets are going be a big hit, too.
Have sales started to ramp up for Christmas yet? Has it been earlier or later than last year?
They most certainly have. We have already started to see orders for stocking filler items coming through. In fact, we first started seeing them pop up in August/September! People seem to be more on the ball this year.
If suppliers could change one thing to make your life easier, what would it be?
The best thing is simply being proactive and being involved. Our favourite suppliers are the ones where reps take the time to engage with us and to help us create the range that works best for us. Communication is key – be it email, phone calls, or in-person visits.
Thomas Wohl
What tricks and strategies do you use to add value to a basket?
We wrap presents for customers, which comes in very useful for those who are shopping for last-minute birthday presents. We also have a wide range of Lego Minifigures and Duracell Batteries on our counter to drive impulse purchases. We also wrap Jellycat in tissue paper for free.
Are you planning any changes to your range/to the shop in the near future? If so, what and why?
We are not planning to make changes to our range in the near future, though in the next five years I predict that we will be making a slight shift into more collectible items for adults rather than just toys for children. We have seen an increase in adults buying for themselves and we are seeing more products catered towards the collector's eye than ever before. (Little People Collector, Polly Pocket Collector, Lego Icons, Funko Pops). We also have had collectors become more interested in Sylvanian Families, Pokèmon Cards, Disney
What tricks and strategies do you use to add value to a basket?
When it comes to adding value to a basket, our focus is on enhancing our customers’ experiences rather than just boosting the bottom line. Shopping with us means discovering a thoughtfully curated table next to the counter filled with affordable pocket money toys, perfect for those fun, spontaneous purchases. We also offer complimentary gift wrapping, complete with elegant bows and personalised cards, to make every purchase feel special. Our customers enjoy these unique touches that larger, busy, high street chain stores often overlook, fostering trust and encouraging repeat visits.
Cars, Lego Duplo, Jellycat, and Barbie. Before long I'm sure we will be ordering many more lines aimed at adults.
Are you all set for Christmas in terms of orders, or are you still bringing in new items? If so, what are they – and if you’re all set, what do you think will be most successful?
We are still bringing in more items, though we are ordering slowly now as we have filled the building to almost capacity. We see far fewer trends now than we used to and so it is difficult to predict what will be the most
"Customers have started their Christmas shopping. Christmasthemed lines have started selling already, which I would have never expected"
suppliers and are comfortable with our current range. Any changes we make will be within the context of these established partnerships. After Christmas, we plan to explore new suppliers at Toy Fair to further enhance our offerings.
Are you all set for Christmas in terms of orders, or are you still bringing in new items? If so, what are they – and what do you think will be most successful?
"Our focus is on enhancing our customers’ experiences rather than just boosting the bottom line"
Are you planning any changes to your range/to the shop in the near future? If so, what and why?
As a small independent toy shop, we value our strong relationships with our existing
As a small independent toy shop, we embrace our motto, ‘little and often’, which enables us to refresh our stock regularly and introduce exciting new items that keep our customers engaged. We are actively discussing and planning our Christmas orders with our trusted reps and suppliers. Having relocated earlier this year, our primary challenge going into this quarter will be establishing an effective stock management system. With limited storage space, we need to be strategic about what to order, when to order, and in what quantities.
At this stage, it’s difficult to pinpoint our bestsellers since we consciously choose to avoid the mainstream ‘must-have’ Christmas
in demand. Last year Kluster, Who Wants To Be A Millionaire, Monster Stikbots and Barbie Styling Heads took us by surprise. I have high hopes for Lego Advent Calendars this Christmas.
Customers have started their Christmas shopping. Christmas-themed lines have started selling already, which I would have never expected. We haven't seen the rush just yet, though glancing at the CCTV while writing this we are a lot busier than we would be on a traditional Saturday...
If suppliers could change one thing to make your life easier, what would it be?
It would help if more suppliers had their latest order forms/price lists in ToyMaster TIMS, or a link where we can download the latest forms. We work weekends and do our orders on customer requests at the tills. A lot of suppliers do this already, which we are thankful for.
presents. Competing with larger retailers on popular items can be challenging, as they benefit from economies of scale that allow them to offer lower prices. Instead, we focus on curating a unique selection of toys that emphasise quality, creativity, and individuality, aiming to create a shopping experience that highlights the charm and personal touch of indie retailers.
If suppliers could change one thing to make your life easier, what would it be?
To continue the shift away from single-use plastics and excessive packaging. While many suppliers have already made significant strides in this area, a few still overpack their products, which leads to frustrating waste. I would also urge suppliers to be more sensitive to the needs of small independents by reviewing their minimum order quantities. More flexible ordering options would help us provide a diverse range of products to our customers.
Amanda Alexander has been holidaying, walking miles and having fun with friends –well for a few days anyway – all the while being bombarded with calls and queries about technical problems and more at Giddy Goat Toys
You’d think, having been at the helm of a toy shop for over 12 years now, that I’d be well versed and organised in planning for Q4. But this is not a normal year. In so many ways.
First, it’s been a very challenging year for Giddy Goat – and I know I’m not alone and that other independent retailers are also finding it tough. With sales down and cash flow tight I have not been able to plan ahead for Christmas as in previous years. Partly because of a lack of cash and partly because of a lack of confidence, as I don’t want to overbuy and have a surfeit of stock in the new year. In previous years I have started placing pre-orders from May onwards and by September been stuffed to the gunnels with additional ones booked in with several suppliers.
I’m sure a lot of fellow small shop owners will relate to this and understand my pain “
“Admittedly, most of my suppliers are fantastic at turning orders around quickly and in the main you can still order from most people right up until the middle of December, so I’m not about to panic about my lack of pre-ordering this year but it does feel that I’m operating very much a ‘just in time’ purchasing policy.
To be fair, that’s arguably one of the advantages of being a small retailer – we don’t have to forecast, plan and schedule stock in months in advance but we can adapt and adjust on an almost daily basis according to sales and customer demand and enquiries, so I’m trying to see this as a positive and not a negative.
Fitting it all in
Second, I’m now only in my shop for two days a week plus occasional weekends. So I’m having to fit all the admin and ordering into those two days. I placed a bunch of orders at the Toymaster show back in May and then sat on my hands for a few months and then went all out in September placing orders again. This means deliveries have arrived like the proverbial buses, which to be honest always seemed to happen anyway even when I was ordering stock on different days, due to some suppliers doing nextday and others taking a fortnight you could always guarantee everything would arrive the same day!
So, September was a fairly frenetic month in terms of placing orders and receiving in stock even though I was also
out of the business for a full 11 days as I had a holiday to Malta. Obviously, I have gone through all the processes and procedures with various members of staff but there are always going to be anomalies, things that happen so infrequently that you can’t really plan for them or train people how to deal with them. Plus there are tasks I have retained control of, sorting out on my phone or laptop in the evening. Added to this I have also said to my staff that they can always phone me with any questions or if they are unsure about anything. This is fine when I am working from home or driving around. It’s less fine when I’m away. On my recent holiday I think there was just one day when I didn’t have either a call or a text from whoever was in the shop about a problem or query.
It was the same when I went up to Orkney with friends for four days in August. In fact I don’t think I have ever had a holiday where I haven’t been contacted by the staff about something or other. IT issues have been the main culprit, but we’ve also had deliveries being left that weren’t actually for us but half-filled the shop that resulted in me having to deal with suppliers and couriers, shoplifters and stock queries.
I thought it would be better this year as I have been out of the business for three days a week for six months now, so the staff have more experience and confidence to sail the good ship Giddy Goat themselves. But it was as bad as ever, if not worse, as during the five days I’m not in the shop I have six different staff covering various different shifts. This is great in ensuring I get cover – there’s always someone who can do an extra morning or afternoon – but it does mean that they don’t realise that the person who was working on the previous days has also been in touch with me about something. It didn’t help that in September when I was away, one of my key staff wanted time off to settle her daughter into university and another had a cataract operation, which left one key person doing a lot of extra shifts plus others filling in who were not so confident or experienced.
So many messages!
Messages I received included updates on not being able to find specific items, items needing ordering from a particular drop ship site that usually happens a couple of times a year, items having sold online that were out of stock, items being requested by a local school PTA, stock arriving with no delivery notes, the card machine doing updates and not being able to get the computer or printer to switch on. On the previous break when I went to Orkney
for a few days I had to have an hour-long conversation with a member of staff as she couldn’t get the card machine to switch on at all so I had to talk her through calling the helpline (turns out it was plugged into a dodgy USB plug) and I had a similar issue with the shop scanner (turns out it had a faulty charge lead). While I fully understand how frustrating and stressful it is to be in a shop and not be able to get the PC or printer on or get the card machine or scanner working, it’s not fun to be away and feel fairly helpless other than being a calm voice making suggestions and hoping they can fix the problem.
Obviously I know it could be said that staff are clearly lacking in either training, common sense, confidence or initiative. Or that I have clearly been a control freak and get what I deserve. And yes, that’s probably all true to an extent. But it genuinely is difficult to train someone on what to do if the computer won’t switch on for example (it turned out the person from the previous day had flicked off a switch that isn’t usually flicked off) but yes I could have left a procedure for how to order the drop ship item or expected that the staff member dealing with the unresponsive card machine might have tried calling the helpline themselves or plugging it into a different plug but to be fair it wasn’t working at all because unlike a phone it won’t fire up as soon as you plug it in but it takes a while and she panicked.
“ Here’s hoping that this coming year sees strong sales on the high street “
I’m sure a lot of fellow small shop owners will relate to this and understand my pain. However, I do appreciate that at least I have staff that can cover for me – I know some small retailers that simply have to shut shop if they want a holiday or are taken ill. It’s certainly not easy being a small shop owner.
No more time off!
So with all this in mind it’s heads down now and no more time away. Well okay, I am having one more day away as I’m going off walking to the Peak District with two of my oldest friends. At least I’m hoping to. At the moment I’m nursing a poorly knee having tripped over while out running, and having six stitches in my left knee (thank goodness I bought that automatic car) so I have three weeks to get mobile again and then, like no doubt every other toy shop owner, no more days off until the other side of Christmas. Speaking of which, here’s hoping that this coming year sees strong sales on the high street, I think it will be make or break for a few small shops this year, we’ve already lost one member of our Indie Toy Shops WhatsApp group who closed his shop at the end of September. I really hope everyone else and all the other little shops I visit on my travels with Floss & Rock make it through the year – because I do feel the high streets will be duller places without all the indie retailers.
‘We’re
Toytown operations director Andrew Addley updates Clare Turner on the award-winning independent chain’s portfolio, products and predictions for Christmas trading
Tell us a little about Toytown.
Founded in Belfast in 1980, Toytown has 30 stores (typically measuring 4,0006,000sq ft) across the UK, plus online.
In 2022 we opened branches in Perth and Coventry, and last year we opened in Maidstone and Wigan. We’re looking to grow as a company and try to open stores in areas where we feel we can add value to that location.
On September 28, we opened our first new store in 2024 at Luton Point Shopping Centre in Bedfordshire. We had a successful opening weekend with a large queue outside on opening day
Thisyear has seen the kidult category take off and it’s a focus for the future ” “
(see picture, far top right). We received a lot of good feedback from customers on our ranges, with Lego and Funko standing out on the launch weekend.
We opened our 31st store, at Basingstoke Festival Place Shopping Centre in Hampshire, on October 26. It’s not ideal opening a store this late in the year with so much going on, but we feel this is a location that will perform very well for us.
What do you believe sets you apart from other toy retailers?
We believe our offering is one of the best in the market, with great-value lines all year round. We’re very proactive in ensuring we have the latest trend lines in our stores, and the right item, at the right time and place.
We have strong working relationships with suppliers and this has been key to our success. Suppliers need us and we need them – and we pride ourselves on being fair and straightforward to work with. We have great staff throughout our business, and this helps contribute to our overall success. We will go the extra mile for a customer if we can.
How would you describe your merchandise mix?
We have a diverse assortment of products, from newborn to adult. We feel we offer a large range of lines to cater for all ages and customers’ needs. This year has seen the kidult category take off and it’s a focus for the future. We also have nursery sections in most of our stores, making us the perfect destination for customers.
What are your key categories?
Currently, our key categories are construction, action figures, kidult, plush, and pocket money.
Lego has been very strong for us this year, and its range at the start of January 2024 was the best I’ve ever seen from a supplier. Lego has driven the kidult category to new levels with its Flowers range and, in particular, Speed Champions.
Action figures have lacked in sales for a few years but we’ve seen WWE (World Wrestling Entertainment) make a welcome return to being highly soughtafter. Again, I believe it’s more to do with
the kidult market, which has kick-started the increase in sales. My daughter (who is 19) is a huge WWE fan, and that’s where I get my buying tips from when it comes to WWE!
Funko is another range that has performed extremely well for us. We’ve seen strong sales with Hello Kitty, Hot Wheels, and Littlest Pet Shop throughout 2024 – and a lot of our customers are adult collectors. In the past, plush as a category was heavily movie licence driven for us. But now we’re finding that the variety of plush selling is changing, with Kawaii plush proving very popular, and Squishmallows still leading the way.
Pocket money is probably my favourite category. There’s such a variety of product out there, and it's usually the area where a craze starts and brings customers into stores. Panini football sticker sales have almost doubled this year. Customers are still shopping, but footfall is behind yearon-year – so having what a customer needs is crucial for us.
Pocket moneyis probably myfavourite category. There’s such a varietyof productout there, and it'susually the area where a craze starts andbrings customers into stores ” “
How many brands do you carry? There are too many to count! Our key brands are Lego, Funko, Hello Kitty, Littlest Pet Shop, Pokèmon, Harry Potter, Playmobil, X Shot, Goo Jit Zu, Tamagotchi, Miraculous, Care Bears, Bluey, Schleich, Eugy, Casdon, Peppa Pig, Lanky Box, Little Live Pets, Aphmau, TMNT, Nerf, Rainbow Friends, Top Model, WOW, Sylvanian Families, Aquabeads, Funko, Five Nights at Freddy's, Stitch, CAT, Barbie, WWE, DC, Marvel, Jurassic, Polly Pocket, Hot Wheels, Thomas the tank engine, Roblox, Squishmallows, My Little Pony, Beyblades, Spidey & Friends, Paw Patrol, Gabby’s Doll House, Monster Jam, Monster Trucks,
Sonic the Hedgehog, Super Mario, The Simpsons, Minecraft, Disney Princess, Fisher Price, Disney Cars, Imaginext, Pixar, Monster High, LOL, Rainbow High, Orchard, Crayola, Kinetic Sand, Tech Deck, Britains, TY, Vtech, Baby Born, Baby Annabell, Snackles, and Mini Brands.
And how many suppliers? We deal with 100-plus suppliers. The list includes Lego, Mattel, Character Options, Spin Master, MGA, Jazwares, VTech, Schleich, TY, Hasbro, Vivid, Keycraft, Zapf, One for Fun, Epoch, Funko, Zuru, Bandai, Tomy, Peers Hardy, Depesche, DKB, Moose, Jakks, Playmobil, Casdon, MV Sports, Brainstorm, Funrise, Just Play, Clementoni, Golden Beat, RMS, Flair, Orchard, Basic Fun, The Puppet Company, Posh Paws, Click, Galt, Paper Products, and Canal Toys.
How do you find products? Via a mix of rep visits, supplier showroom visits, trade shows, customer feedback, talking to other retailers, and making sure we are aware of current trends. In January, we will visit Toy Fair in London, The HKTDC Hong Kong Toys & Games Fair, and Spielwarenmesse in Frankfurt.
Are you a member of any trade associations?
Yes, we’ve been a member of AIS since it formed. We use its import programme for our FOB offering in-store, and attend its buying show.
How has trading been for you this year? No different from anyone else… It’s been a difficult year but we hope to finish the year up on sales compared with the previous year. After Easter there was a
What’s a typical day for you?
It varies quite a lot but generally starts with going through emails (a never-ending process), checking sales, meeting a supplier, speaking to stores for feedback, and checking in with our warehouse. I make sure I know what’s been selling, and check our stocks and what’s on order. Every day is different as I wear many hats in my role – I even look after IT in the company. My advice to anyone who has an issue is: turn it off and on before asking for help!
What part of your job do you enjoy most?
Seeing new product, and seeing the product sell. There should be an excitement about what product you believe meets the needs of the consumer. Range selection is so important, and it takes time to get right. Seeing a new product sell – and sell well – does give you the belief that you know what you’re doing. As a buyer I see a lot of product, and the constant learning of what will and won’t sell, along with learning from mistakes, is something I enjoy. I regularly say that if I don’t like a product it will most likely be a top seller…
What’s your proudest professional achievement?
Helping Toytown win BTHA Toy Retailer of the Year Awards in 2022, 2017, 2016 and 2013. A lot of hard work goes into making our company a success, and getting recognition from the toy industry is something I’m very proud of.
What’s your all-time favourite toy or game?
Thundercats Lion-O action figure. I loved the TV show and it’s the one figure I still have from my youth.
What’s your current favourite item on your shelves?
Probably Character Options Sticki Rolls. It’s a simple product, well executed. The industry has been crying out for a craze and while this is not a craze line yet, it’s been refreshing to see a new launch start so strongly… It’s been a while. I personally like the line as I loved football stickers when I was a kid, and the product covers that aspect well, when combining it with the bracelet.
downturn in sales, and summer was just okay. Thankfully, we’re now seeing stores starting to pick up in sales again, and we project a strong finish to 2024.
By working with suppliers, we've been able to stay in stock of the musthave lines. Sales have trended more towards kidult and collectibles, with the resurgence of familiar brands such as Littlest Pet Shop and Hello Kitty. Lego has been very strong and we’ve benefitted from backing its Flowers, Star Wars and Speed Champions ranges from the start.
However, I must mention Bandai and its performance. Littlest Pet Shop has been excellent, and I was very hesitant to take the range at the start. Too many times has a brand been brought back and failed… but we work well with Bandai, and this has been a top performer for us, along with its Hello Kitty range.
We added Funko to our line-up in late 2023 and, with the right mix of goodpriced lines and must-have characters, we’ve seen strong sales. It's brought a new demographic to our stores. You can see in stores – not just ours – how the market is shifting towards kidult/pop culture.
We’ve done well with pocket money lines and collectibles. While Pokémon card sales have declined dramatically for us, football cards/stickers have grown. Hot Wheels and Monster Jam have been consistently strong now for several years, and even with sales being difficult this year, they continue to outperform most others.
So, brands that are performing well for us are Hello Kitty, Littlest Pet Shop, Lego Speed Champions, Lego Harry Potter, Kawaii Cutie Plush, Real FX Stitch, TY, Hot Wheels, and Monster Jam.
What trends have you noticed?
Kidult is a term that’s been around for a while, but this is the first year that it’s really taken hold for us. Lego has led the way with its Flowers, Speed Champions, Star Wars and Harry Potter ranges.
We’ve found a new customer base by introducing Funko to our stores, and kidult is a focus for us now. A lot of lines cross into kidult and many have helped drive sales. Littlest Pet Shop, Kirby, and Hello Kitty have all performed very well and I’d consider them kidult.
There's a lot of adult collectors out there and we’ve benefitted from online hype for Hot Wheel cars, with customers buying full, unopened cases from us. Mattel’s Wednesday Monster High doll – even at a £40 retail – is highly sought-after. Again, collectors buy the product. For 2025, kidult will be even bigger for us.
Another trend we’ve seen is that customers in general are spending money on special offers – unless they’re
looking for a specific item. Our sale section has expanded, and we ensure we have great value lines in our stores to offer to customers.
What are some of your new arrivals?
Most of our newness is stock we ordered to arrive months ago! Suppliers have struggled with getting stock to hit their launch dates due to shipping issues. Standout new lines are the latest version of Sylvanian Families blind bags, Stiki Rolls and Funko’s Dogpool.
How do you get the word out there? We use social media to promote our lines and stores. If we’re in shopping centres, we work with them on in-store events. For example, on November 9 our Newtownards store will be hosting the Premier League Football Trophy, courtesy of Click Distribution. This will be a large event for our store and will be heavily advertised in the area. We’ve already had a lot of interest in it. We also run competitions online and in-store and, when possible, host in-store activities for customers to get involved with.
What are your thoughts on Christmas trading?
Exciting, scary and stressful. Christmas has gone back to pre-pandemic times and it’s now very late, with so many sales happening in the last few weeks. I think sales will be strong but I will always remain cautious, especially after the difficult trading period earlier in the year. The cost-of-living has got worse –we are all experiencing it – but I know we have
the right mix of products and pricing for our customers to have good Christmas sales.
What do you predict will be festive best sellers?
Real FX Stitch, Sticki Rolls, Ms Rachel, Spin Master’s Gecko, and Skibidi Toilet.
Have you spotted any hot crazes for 2025?
We
have strong working relationships with suppliers and this
has beenkeyto our success
” “
So far, we’re getting a lot of requests for Ms Rachel and Skibidi Toilet. Both ranges are late launches for 2024, and we see them as being key for a strong start to 2025. We rely on supplier information, customer requests and tracking social media for trends. Keeping an eye on other retailers helps – even Primark. When it gets behind a brand, such as Stitch or Hello Kitty, it usually translates into strong toy sales.
What’s next for your toys?
Kidult will take more of a focus in 2025. This area is growing for us, and with kids probably playing less with toys these days, it’s brought a new demographic into our stores. Plush is another area that has grown again this year, especially anything Kawaii-related. Anime will be expanding as well.
What’s next for Toytown?
We’re always looking to expand, and hopefully there will be several more stores added to our portfolio in early 2025.
Made for its youngest fans, Playmobil Junior is life’s great adventure – discovering the world for the first time. Because as a toddler, everything is new and exciting. Made in the EU, Playmobil Junior creates limitless ways to play for children’s boundless curiosity
Little discoverers from the age of one can now look forward to even more fun: Playmobil presents its new toddler line for one- to four-year-olds and is simultaneously switching to plant-based materials – Playmobil 1.2.3 is now Playmobil Junior. The diverse play sets are now made of plastics, at least 90% of which can be traced back to plant origins. The sets promote child development through play. Children can let their boundless imaginations run wild with numerous functions such as stacking, puzzling and sorting.
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Playmobil
Junior offers a variety of worlds that can be combined, as well as a whole lot of fun for kids“
Infinite play options for little adventurers
Be it on the farm, in a castle inspired by Disney’s Cinderella, or having fun in the bathtub with the Aqua sets, Playmobil Junior offers a variety of worlds that can be combined as well as a whole lot of fun for kids on their first big discovery journeys. Other exciting play ideas in cooperation with Disney.
Discovering the world safely with Playmobil Junior
The formative years, particularly those between the ages of one and four, are a period during which every experience is exciting, and a child’s curiosity is infinite. Playmobil Junior was specially developed for this age group and adapted to the needs of little ones: tailored to small hands, not featuring small parts that could be swallowed, and free of plasticisers. For long-lasting play fun, the sets produced in the EU are especially robust and can be cleaned easily and hygienically. The various functions, such as stacking, puzzling and sorting, promote toddler development through play,
and support the development of fine motor skills, speech and social skills.
Sustainable play from the outset
At the start of 2024, Playmobil switched the production of all items in its toddler portfolio from fossil-based to plant-based materials. The new Playmobil Junior sets are made of at least 90% plant-based materials, which can be traced back to materials that are left over from food and paper production, in accordance with the mass balance approach. At least 90% recycled cardboard and 100% recycled paper is used for the packaging. This makes Playmobil the world’s first major toy manufacturer to offer a complete product segment comprising of at least 90% plant-based materials.
There has been a big change at Will’s Toy Shop, as Brendan and Ellen Will, director and toy buyer/merchandiser of the family business in Scotland, reveal to Clare Turner
In 2016 we expanded our business
Will’s Toy Shop, which is in the village of Cults near Aberdeen City, by incorporating the local Post Office. But in August we removed it. We had been running it at a loss for the past couple of years, and it reached the point where it was putting the entire business at risk of closing. This could have resulted in 11 staff losing their jobs.
Taking away the Post Office has created a much more open space, allowing us to set up a dedicated area for our Warhammer customers. We now have a custom-built table that can be folded and stored on the wall when not in use, allowing the space to double as both a gaming area and a shopping space. Customers have commented on how open the room feels. We also reopened a previously closed-off window, which now allows us to wave at the neighbouring business next door!
The community support in closing the Post Office was better than expected and we've received feedback from customers that our team seems much happier in the toy shop now, as we’re able to focus on what we love.
We have a small team with a passion for toys, games, and fun, and we foster this culture within our store. Our vision is to be known as a great little toy shop with a focus on events. We’ve just become a Pokémon League point, but we still plan to offer relaxed trade days for younger visitors and those who don’t enjoy competitive settings. Trading cards, Warhammer, and bears
We’re focusing on building the gaming community and in-store events
“ ”
make up around 60% of our space. We also carry classics such as Lego and a Pokémon stand, and hot items such as Eugy continue to perform strongly. Sensory fidget toys are popular at the till point and surprisingly, old-school classic yo-yos seem to be popular impulse buys.
New arrivals are Lego Stitch, Kill Team: Hive Storm, and Charlie Bears’ range of Cuddle Cubs. Our latest delivery was Warhammer's Blood Angels range. Having a larger dedicated space means we receive more regular Warhammer deliveries to keep stock topped up.
We stock 15 core brands, with others dipping in and out to keep it interesting. Key names are Lego, Big Potato, Top Model, TY, Games Workshop, Bolt Action, Charlie Bears, Siku, Kandy Toys, IMC, Gemma Balloons, Pokémon (Asmodee), Steiff, Zuru, and Mojo Animal Planet.
As we’re part of Toymaster, we’re lucky to have a portal with all the suppliers in one place, so we can contact reps for advice and recommendations. We don’t see many reps in-person (though TY, Ravensburger, and Mojo/ Smart Games reps visit when they’re in the area), but we keep in touch via email. We joined Toymaster in 2017 to gain access to more brands but since then, it’s become more about the network we have around us.
Benefits such as the members’ forum – where we can ask fellow retailers for advice and support, and share experiences – has been invaluable,
Disney Lorcana
Sweets
Balloons
and the central invoicing system has streamlined admin for us.
Our biggest calendar event is the Toymaster May show in Harrogate, and we try to attend either the Spring Fair or Autumn Fair. On our first trip to the May show, where we didn’t know anyone. We found ourselves sitting alone at lunch, feeling a bit lost. Then, the Big Potato rep sat down with us and struck up a conversation. It felt like he was genuinely interested in our business, not just pitching a sale. That encouraged us to check out his stand – and we’ve stocked Big Potato ever since!
Looking ahead, we’re focusing on building the gaming community and instore events, as well as strengthening our online offering. We use Facebook as our main form of communication for events. We dabble with TikTok but have a stronger following on Facebook and Instagram, while Discord is popular among adult players. Posters in the window also help.. If someone is buying Pokémon or Warhammer, we always tell them about upcoming events.
What follows the Golden Quarter? In a couple of months from now, the Elysian Fields that are the three months in the run-up to Christmas will already be a memory amid a sea of marked-down leftovers and the desire to ‘get clean’.
The other point is that the Golden Quarter is almost never sufficiently gilded to offset the inevitable worry that everything until Easter looks as if the world has ended. The fact that all of this is just what happens in any given trading year is by the by, memories are short.
Assuming, however, that the readers of TnP are more sensible folk and not likely to get carried away by a post-Christmas blue wave, the real question is how do you use the lull between shoppers storming your doors and the arrival of chocolate eggs and fluffy bunnies?
The answer is probably preparation. There are few walks in life that give three-month sabbaticals in which to take stock of what has been and what may be, yet across the retail board this is what Q1, as it is generally referred to, should be about. Things have been so frantic in the past couple of months that any notion of planning has gone out the window in the turnover fest –providing of course you did your pre-season planning for stock and store correctly last year.
The trick is to inject a degree of novelty into how you do things year-on-year “ ”
So, what absolutely needs to be done? In the first instance, and this really should be no longer than late January, get rid of what a head buyer I once knew used to call buyer’s regrets’. This involves hitting your residual Christmas stock very hard, even if it means selling a few things below cost. This is in order to make space for the merchandise that will certainly be en route if you have done your job properly.
This is harder than it sounds. A lot of capital – emotional and financial – has been invested in what is still on shelves, and a fair few hopes and dreams may have been dashed. Bite the markdown bullet and make the first markdown count (the second and third markdowns are simple indications that you weren’t prepared to do what needed to be done when residual shoppers were still in the stores looking for a ‘bargain’).
The real point about effective reductions is that they make space for what is waiting in the wings and the sooner you can get new stock out on the floor, the better your chances of a happy start as 2025 gets under way. Quite irrespective of which arm of retail you operate within, shoppers expect novelty. If you fail to deliver, even when there are still a fair few reductions around, your chances of them giving you a second chance when they have, once again, a few pennies to rub together (the ‘most depressing day of the year’ is,
apparently, the third Monday in January, when festive bills are due for repayment and it’s been a long haul since the last payday), will diminish if you have the same old in your shop, but cheaper.
Do what needs to be done, therefore, and get the new stuff out: this matters.
This done, it’s time for a little strategy. Are you going to use the spring clean to make your store or stores look different from the same time last year? This doesn’t have to mean a wholesale relocation of your display equipment, but it does mean thinking about the emphasis you want to give to the constituent parts of your offer.
Beware of too much change, however. Your correspondent worked, in a previous life, for a large retailer in which in-store ‘showroom moves’ were a near-daily occurrence and there was perhaps the sense that if customers stood around for any length of time, the stock would pass in front of them. Shoppers welcome the new, but in a perverse twist, they tend to disapprove of too much change.
The trick is to inject a degree of novelty into how you do things year-on-year without alienating those who know you for a particular look and feel. Thought is required and experience is a useful tool, but for those new to the business don’t be afraid of being different – you do need to make your mark.
That’s it then. Simples. Markdowns and store rearrangement. There is, of course, the matter of looking the part. Shoppers will have done their bit in November and December to ensure that a lick of paint or some heavy-duty floor cleaning may be required in Q1, but this hardly needs saying. Q1, incidentally, is the point at which the biggest players in retail tend to programme in-store refurbishments, the logic being that fewer customers means that this can take place. There is no harm in following suit in this respect.
As you read this, in between waiting for the anticipated Christmas rush (doesn’t it seem to come later every year?!), don’t despair about what lies ahead. Christmas is indeed coming and it will arrive, and Q1 will follow and should be viewed as an opportunity. This is your chance to put things right, to start the year afresh and be positive about what lies ahead.
For every retailer there is more to life than instituting a queuing system to deal with the rush. Lulls are part of a trading year, it’s how you deal with them that will mark out the good from the average, it’s the natural order.
John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.
Astheretail sectormoves furtherinto Q4–the Golden Quarter–JohnRyan looksahead toQ1and considers strategies bestsuitedto dealingwith theJanuary blues. Shiftingstock fast(outand in)isonlythe start...
Here’s a quick peek at some of the hottest and newest products. Buyers and retailers, get in touch with your sales contact now!
Product: Lorcana promo card for Moana 2 release
Company: Ravensburger
Tel: 01869 363800
Email: sales@ravensburger.com
Web: www.ravensburger.com
Product: Kidi DJ Drums Company: VTech
Tel: 01235 555545
Email: trade.sales@vtecheu.com Web: www.vtech.co.uk
Product: The Botanical Garden set Company: Lego Tel: 01753 495000
Email: community@lego.com Web: www.lego.com
Product: Wicked Collection Company: Hunter Price
Tel: 0161 653 1306
Email: info@hunterprice.co.uk
Web: www.hunterprice.co.uk
Product: Belgian Christmas Charm collection Company: Lilliputiens
Tel: 020 8563 2888
Email: sales@juratoys.co.uk
Web: www.lilliputiens.com/en/faqs
Toy Fair’s coming to town and we’re busy putting together our previews for London Toy Fair, Spielwarenmesse and Spring Fair
TnP’s Toy Fair stand will, as ever, be in prime position at the main entrance to greet the trade professionals on their
sneak peek previews in December.
So, make your brand and presence count at one of the most important times of the year. Not just in Toys’n’Playthings – we’ve got our sister mags, Nursery Today, Greetings Today and Gifts Today to boost you too.
