Toys n Playthings October 2018

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8 er 201 b o t c O 1 8 No. Vol. 3

Tel: +44 (0)20 8878 2133 Independently audited ABC circulation of 5,112

1 July 2017 to 30 June 2018

Helping everyone sell more

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www.hornby.com 17/09/2018 11:15

CONTENTS Regular 5

Leader – with Mirella Anstey

6 News – the latest toy industry headlines

18 er 20 Octob No. 1 8 Vol. 3

TEAM TnP Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Editor Mairead Wilmot mairead@lemapublishing.co.uk

Group Advertisement Manager Ryan Horwood ryan@lemapublishing.co.uk

Publisher Mark Naish mark@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Design and Production Marian McNamara marian@lemapublishing.co.uk

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Manager Robert Thomas robert@lemapublishing.co.uk

10 Media Charts – the latest kids’ TV viewing figures and toy TV advertising spend 14 Retail News – the latest round up of news from retailers

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24 What’s New – new products that you need to get your hands on 60 Licensing News – the latest on licensed products 62 Spotlight on… Scalextric – one new product, all the USPs explained 63 Don’t Miss – unmissable products for all buyers and retailers

Features 30 Educational Toys – the latest from one of the industry’s brightest categories 49 Who’s Who in Toy Licensing – a snapshot of some of the key toy companies involved in licensing

Special Report

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12 Cover Story – Janod tell us about new launches from Juratoys and Kaloo’s 20th anniversary 18 Retail Interview – The Entertainer’s Gary Grant sits down with TnP 26 Interview – Boxine UK Ltd tell us about the October launch of tonies® 40 Interview – Flair’s Anne-Marie Noon talks all things Turtles

Columnists

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6 Trend-spotting – The US industry association’s trend experts share their latest insights 16 Retail Opinion – John Ryan gives us his two cents on Tesco’s latest discount venture, Jack’s

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22 The Independent/Secret Supplier – What’s up with the boys?

28 M edia Analysis – Generation Media’s Alex Taylor-Smith looks at the impact of advertising during kids’ films

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38 The Insights People – the market intelligence specialist looks at the opportunities around YouTube

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At the heart of retail A member of the Audit Bureau of Circulation

Independently audited

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ABC circulation of 5,112

1 July 2017 to 30 June 2018

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Helping everyone sell more

A whole new world of audio adventures

dy t a e r Al g ou ! e lin s e l E u ro p in

WE ARE TONIES

We are audio characters but everyone calls us Tonies. Together with the Toniebox, we are a great new way to listen to your favourite audio, like The Gruffalo audiobook, wherever and whenever you like! Simply pop us on the Toniebox and let the audio adventure begin!

Be one of the first retailers to launch our playful audio system in the UK and Ireland in 2018. Visit www.tonies.com to find out more or contact us directly at sales@tonies.com.

LEADER

T A member of the Audit Bureau of Circulation

Independently audited ABC circulation of 5,112 1 July 2017 to 30 June 2018

PUBLISHING

At the heart of retail Also published by Lema Publishing

licensing T O D A Y

W O R L D W I D E

Mirella

his almost feels Anstey like the calm before the storm. plenty more. Gary is always The Christmas really refreshing to speak with storm. Summer has so you can read what he has to passed us by, the kids say on page 18. have been back in school Our cover story this month is for a few weeks and the dedicated to the good folks at industry is starting to Janod with Sales and Marketing fizzle with anticipation as Manager Michelle Probert telling the buying season begins us about the really exciting to kick in. In fact, I even new launches with Juratoys and saw my first Christmas ad Kaloo. Michelle also tells us that last week. Is it too soon? they had a cracking Autumn Apparently not!

Fair, which was great to hear!

We can talk ad nauseum You’ll find our cover story on about the challenges pages 12 and 13. facing the industry at the Excitingly, we also run an moment, in fact, it was interview with Gary Wilmot – no New products from Janod around this time last year are going down a storm relation to our editor Mairead! that TRU America went - Gary heads up Boxine UK Ltd into bankruptcy, but let’s as UK & Ireland Director and for a moment try to put this month sees the launch of a a positive spin on the great new product called remainder of the year. tonies. You might have This month sees the must-attend Brand seen the adverts in TnP Licensing Europe hit London’s Olympia Our cover in recent months but now for its final year before moving to Excel. launch date is finally here! story this month is If you’ve not been before as a retailer, it We really love tonies, it’s is definitely worth a visit, even just to get dedicated to the a nifty little product, so a feel for what’s about to happen in the good folks at Janod, check out what Gary has licensing industry because what we hear to say on page 26. there are exciting about at Brand Licensing Europe this I mentioned Brand month, we will see on our shop shelves new launches from Licensing Europe already, and on our TV screens next year – so stay Juratoys and Kaloo and of course, toys and ahead of the curve and add the dates (9licensing are forever 11 October) to your diary. linked so we give you a We’ve also got DreamToys taking place run-down of the licensing who’s who in some key in November, traditionally this signals the toy companies – you’ll find that on page 47. Flair start of the Christmas buying season and also give us an insight into their new Turtles range this year, more than ever, that can’t come on page 40 – well worth a read as this launched on soon enough!

5 October! If you have any news, views or stories to Speaking of DreamToys, its Chairman tell, drop an email to mairead@lemapublishing.co.uk.

Gary Grant is the focus of our retail interview this month. We’ve not interviewed The Entertainer for a while so it was great to catch up with Gary to hear how he and his team are doing. There is a lot happening with The Entertainer, overseas expansion, a new website and

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If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to robert@ lemapublishing.co.uk

Gary Wilmot tells us about new launch Tonies

Tomy are one of the companies we take at look at in our Who's Who in Toy Licensing special

NEWS Toy Fair visitor registration open You can now get your hands on your Toy Fair 2019 tickets. Registration is open for the 66th annual Toy Fair which will be held at Olympia London from Tuesday 22 to Thursday 24 January 2019, with the press day scheduled for Tuesday 22 January. Attendees can now register for next year’s show for free through the official Toy Fair website.

Among the headliners this year is The Pokémon Company International, which has been confirmed as the official sponsor of the show’s entrance foyer. This will be the third year in a row that The Pokémon Company International has taken over the Toy Fair foyer.

Other confirmed exhibitors this year include LEGO, VTech, Golden Bear, Orchard Toys, John Adams, K’Nex, Eduk8 Worldwide, and many more.

For operations and sponsorship enquiries, please contact Majen@btha.co.uk.

TOMY launches new range Tomy has launched a new collectable plush range. Stink Bomz are aimed at boys who “love grotesque traits, smells and sounds”. The range features eight characters, with two special additions, and to support the

launch Tomy be executing a targeted media and influencer gifting campaign.

Tomy has also created a series of promotional teaser videos which can be viewed on their YouTube page.

Pass the Bomb gets a new look Pass the Bomb has got a fresh new look. Gibsons has given one of its best-selling board games a facelift with revamped packaging giving a contemporary fee. The new box design is available to order now, just in time for the busy run up to Christmas!

Did you know…

To make reapplying easy, attendees from any of the past three Toy Fairs will receive a Smart Link to their existing profile, so need only check, update and submit their details to receive their 2019 show ticket.

TRENDS - HOT TECH TOYS As the holiday season fast approaches, Kristin Morency Goldman of the US Toy Association talks us through the hottest tech toy trends taking place Stateside Creative new tech toys are hitting store shelves, giving kids (and kids-at-heart) an exciting array of options for their holiday wish lists. From virtual pets that incorporate augmented reality, to Artificial Intelligence robots that foster positive social-emotional development, the best part about these toys is that they enhance the classic forms of play that children have loved for generations. “Some might think that toys with tech or electronic components can’t help children exercise their imaginations 6

“

Some might think that toys with tech or electronic components can’t help children exercise their imaginations or build new skills, when in fact the opposite is true

”

or build new skills, when in fact the opposite is true,” says Adrienne Appell, trend expert at The Toy Association in the United States.

“Toymakers have gotten very creative in how they incorporate new tech into their products.

We’re seeing so many electronic toys coming to market that are educational, skill-building, exciting, dynamic … and above all, fun!”

The proof is in the numbers.

According to The NPD Group, Youth Electronics was the fastest growing toy supercategory in

toysnplaythings.co.uk

Collectables are king Recent figures from NPD say the toy industry has been bolstered by collectables.

They say collectables “represent a significant slice of the UK toy market, both by volume and value”.

Sales of collectables increased by 29 per cent in the first eight months of 2018 alone, and by 156 per cent since the same period in 2015.

From football stickers to Shopkins, three in 10 toys sold in the UK between January and August – or 15 per cent of total spend – were collectables.

Top five best-selling collectable toys in the UK January to August 2018 L.O.L. Surprise!

FIFA World Soccer Pokemon Hatchimals Shopkins

MGA Entertainment Panini Esdevium / Asmodée Spin Master Flair Preziosi

Source: The NPD Group Retail Tracking Service – U.K.

Character delivers

“very solid performance” Character say they delivered a “very solid performance” in an update on trading activities ahead of the company’s results for the year ended 31 August 2018.

In a released statement, Character says: “As anticipated at the time of our interim results in April 2018, the Group has witnessed a return to its previous growth pattern during the second half. With Character’s UK domestic business delivering record sales, the trading results for the financial year ended 31 August 2018 will comfortably reach market expectations.”

the United States for the first half of 2018, up 43 perc ent in sales.

Analysts attribute sales growth to innovative product, like Fingerlings, and hot licenses, like Star Wars, and expect category growth to continue over the next year and a half, stemming mainly from robotic and interactive toys. The following are just a few examples of the many creative tech-based toys that will be topping kids’ wish lists come December.

The World of Nintendo Mario Kart Motorcycle RC Racer (JAKKS Pacific) lets kids control where Mario adventures next, using the 2.4 GHz remote control Mario Kart Motorcycle in standard mode or in “anti-gravity” mode for up to 100-

OCTOBER 2018

feet. The motorcycle racer can drive forward, backward, and side-to-side in the “anti-gravity” and race modes.

Spin Master’s Supernova is a small quadcopter in a light, spherical plastic cage. The motion-controlled drone allows kids to move it with their gestures as they flash their hands around the vehicle.

The Jurassic World Pterano-Drone (Mattel) is a quadcopter drone with a dinosaur on top that flaps its wings as it flies around. Kids can use the included remote to fly it manually or

New members join Fence Club Nicola Bergot, Jacqueline Taylor-Foo, Mary Wood and Andrea Gornall welcomed into club The Fence Club has welcomed its first female members at its Autumn Dinner event.

Melissa & Doug’s Managing Director Jacqueline Taylor-Foo, GP Flair’s Commercial Director Nicola Bergot, Tomy’s UK General Manager Mary Wood, and Shop Direct’s Senior Toy and Nursery Buyer Andrea Gornall all received their regalia and were officially welcomed into the club at the Autumn Dinner in September which was held at Twickenham Rugby Stadium. Speaking about her induction, Mary Woods spoke glowingly about the Fence Club’s charitable endeavours, adding: “I believe we are stronger and better off together… I firmly believe we can look forward to a Fence Club that will be sustainable and stronger because it will be inclusive and I hope I can play my part in supporting the Club’s fundraising aims while enjoying the company of my fellow Fence Club members.”

Jacqueline Taylor-Foo added: “I love our industry and it’s great to be part of a club that unites friends from the trade socially and raises money for so many worthwhile children’s charities.”

Congratulations to the new members from all at TnP.

“

According to The NPD Group, Youth Electronics was the fastest growing toy supercategory in the United States

”

engage the auto-circling and selflanding features. Another kid-friendly feature is that it will automatically shut off if a child tries to grab the motors by squeezing the plastic case.

Moonlite is an easy-touse storybook projector that connects to a smartphone and turns beloved storybooks into immersive and magical experiences.

Vivid projections, sound effects, background music, and more bring stories to life when paired with the Moonlite app.

The 116th North American International Toy Fair in New York City is just around the corner (Feb. 16-19, 2019). Count yourself among those who will get a first-look at what’s new, next, and cutting edge – visit www.ToyFairNY.com to learn more.

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NEWS Let’s help Sam! There is a fresh push to help toy shop owner Sam Broad buy a specialist wheelchair. Sam and her husband Tim are well-known in the industry having opened Lighthouse Toys 14 years ago.

After falling ill four years ago, Sam now needs a specialist wheelchair to give her some freedom – however, it costs £22,000.

A Go Fund Me page has seen more

than £6,000 raised towards the cost of Sam’s wheelchair, but she still has a long way to go.

Shockingly, Sam still does not have a diagnosis. “I am under three different departments - mitochondrial diseases, metabolics and neurology at The National Hospital for Neurology in London.” Sam suffers from myoclonic jerks in all of her limbs, body and neck, along with extreme fatigue and pain – just to name a few of her symptoms.

Now, she is reaching out to the industry she loves asking for help.

“I don’t like being in the situation where we need to ask for help but my family have all been amazed at everyone’s generosity

and help,” Sam told TnP. To support Sam, Tim and the Broad family in their quest to get Sam’s new wheelchair please visit: www.gofundme. com/specialist-wheelchair-for-sam.

“I don’t like being in the situation where we need to ask for help but my family have all been amazed at everyone’s generosity”

Your hair is adorable!

“Our Hairdorables launch has been sensational and early indications are really positive with the opening weeks of sales being really strong.

There’s plenty more to come, it’s a very exciting time for Just Play /Flair and we look forward to the months ahead as the brand develops.”

Joanna Richards, Brand Manager for Just Play/Flair

8

Just Play/Flair say the recent launch of their new Hairdorables range has gone down a storm.

Product launched for the fashion doll brand in the UK on 17 August, after a two week preawareness campaign driven by a dedicated Hairdorables PopJam channel, impactful social media posts and unboxing videos. Digital activities have been key to Just Play/Flair’s marketing plans for the brand and the launch was also supported by heavyweight TV, and YouTube pre-roll campaigns.

The Hairdorables Salon events at Smyths Toys Superstores and The Entertainer stores in Westfield and Merseyside saw hundreds of girls (and boys) dress up as their favourite Hairdorables character.

It’s a first In a first for the company, Hasbro is launching an exclusive international convention item at MCM London Comic Con this October. Star Wars: The Black Series Han Solo And Princess Leia Organa Figures will be unveiled at the show and sold as an exclusive item for conventions. Figures will be for sale at the Hasbro booth at MCM Comic Con in London.

Limited quantities of this item will be available at other select conventions and may be available at select online retailers after the convention in the relevant market (including HasbroToyShop. com where available).

toysnplaythings.co.uk

NEWS PEOPLE

New roles at Flair GP Flair has promoted two key staff members as Magali Clouzet and Joanna Richards take on new responsibilities as Brand Managers.

Joanna Richards, who has been instrumental to the success of Flair’s Just Play Division bringing to market highly successful brands such as PJ Masks & most recently Hairdorables, will extend her brand responsibilities in the Just Play portfolio. Magali Clouzet who held a previous role as Product Manager will build on her product development experience and managing high profile brands such as Pikmi Pops, to take increased responsibilities in the Girls and Arts & Craft categories.

Holly rejoins Rubie’s Holly Oldham has rejoined Rubie’s as UK Managing Director after three years with Hasbro UK. She joined Hasbro as Licensing Director in 2015 and went on to hold the position of UK and Regional Toy and Game Director.

“The opportunity to rejoin Rubie’s in this new and exciting position is something I felt I couldn’t turn down, knowing the company, the people and the industry as well as I do. I hope to bring all that I have learnt and aim to drive similar success at Rubie’s over the coming years.”

Holly will report to Chris Isitt, Rubie’s VP EMEA and Australia.

New faces at Paul Lamond Paul Lamond has welcomed two new faces. Mark Jones has come on board as the new National Accounts Manager while Jacqui Butler takes up a position as Area Sales Manager for London.

Mark brings extensive games and puzzles sector knowledge to the table with over 20 years’ industry experience. Jacqui is no stranger to accounts such as Harrods and Selfridges thanks to her background of selling giftware and high-end kitchenware. She has also worked with card and gift shops following her time with Enesco.

OCTOBER 2018

COFFEE BREAK Schleich’s Country Manager Thomas Randrup talks to TnP about his new role in the company, what they are focusing on for Christmas and more

You joined Schleich as Country Manager just a few months ago - how has your time in the job been so far?

It’s fair to say it’s been a bit of a whirlwind introduction to the world of Schleich, starting with the 2019 range preview shortly after I joined in June. Both the existing UK team as well as my new colleagues around the world in the rest of the business have made me feel very welcome. We have some dynamic growth targets over the coming years so plenty to get stuck into, and we are likely to need to strengthen our team further in the near future. We are currently in the middle of our planning process for 2019 and beyond with lots of exciting new developments to come.

What is your focus in terms of product for the second half?

There are new Christmas playsets across all of our core categories, including the Horse Club Caravan, Farm World Tree House and Wild Life 4x4 Jeep. These, with the recently launched range of boy’s action figures, Eldrador Creatures, together with our dinosaurs and unicorns means there’s a great choice of Christmas presents for children of all ages!

To ensure our retailer partners are supported, all our ranges also have increased marketing activity, including digital, TV and PR. It’s definitely going to be a busy end of year and on top of this, there’s all the planning to make 2019 a significant year of growth for Schleich UK. What sets Schleich apart from the competition?

We take enormous pride in the quality of our individually hand-painted figurines, and the high level of consumer confidence and trust that has been established over many years. The number of new and innovative products each year is something that definitely sets us apart and gives both our retailers and consumers a wonderful choice of great new products. The significant level of marketing support to gain further visibility for the much-loved Schleich brand and help drive sales also makes us stand out from our competitors. This will only increase in the years to come!

How do you work with retailers to help them sell more? There’s a wide range of individually tailored POS options to create a real buzz in-store. In addition, there are multiple retail programmes and promotions throughout the year to help generate increased sales.

The expansive range of products and price points, from the individual figurines to gift sets, are ideal for a multitude of different purchase occasions not to mention, repeat purchases!

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elcome to the Media Report for August 2018. We are reporting on Girls 4-9 years, Boys 4-9 years and Housewives with Children.

The total viewing for girls is down by 40 per cent for August. There are not many stations showing increases for August, this is a massive drop in viewing figures and has ramifications going forward. Loss of value in August will place pressure on September to ensure delivery of value. We would also make the point that Sky is the biggest supplier of kids airtime and their loss in viewing for the girls for August is 65 per cent – a massive drop. Can we put this down the T wonderful weather RE NO A E R E we had in August?

TH TIONS ASES For the boys, A T S Y MAN ING INCRE IS the total market is down by 20 SHOW GUST, THIS U N per cent – again FOR A SIVE DROP I most stations are A MAS G FIGURES showing a negative N VIEWI in viewing compared to August 2017.

The Sky network is down by only 10 per cent which is acceptable for this period of the year.

Both Channel 5 and Nicktoons are doing well here, most of the other stations are at break even, or down.

Looking at the viewing levels for the Housewives with Children, there is a drop in viewing of 13.5 per cent compared to August 2017.

The biggest drop is for Nick Junior 2 with 65 per cent, as the chart shows this audience appears to have switched to Tiny Pop. We are surprised to see Channel 5 losing viewers for this target market.

The reported expenditure shows a decrease of 73.9 per cent compared to August 2017. The overall market is down by 48.2 per cent. When we look at 2017 versus 2016 there was an increase of 11 per cent, so to see a shortfall in reported expenditure of 73.9 per cent, is an amazing change of fortunes. Could this be a sign of the times?

Aug-17 Aug-18

August 2017 Toy Company TV Expenditure

August 2018 Toy Company TV Expenditure

Company Name

TV Expenditure

Company Name

TV Expenditure

Drumond Park Ltd Mattel UK Ltd Vivid Imaginations Ltd Character Options Ltd Spin Master Toys Ltd VTech Electronics Ltd IMC Toys UK Ltd John Adams Leisure Ltd Hasbro UK Ltd Flair Leisure Prod Ltd

378,453 425,630 599,785 626,158 734,400 741,282 762,310 807,615 1,470,025 1,534,725

Hasbro UK Ltd Playmobil UK Ltd Zapf Creations UK Spin Master Toys Ltd MGA Entertainment Vivid Imaginations Ltd John Adams Leisure Ltd VTech Electronics Ltd Flair Leisure Prod Ltd Character Options Ltd

276,699 308,172 310,050 407,670 504,963 516,543 585,828 594,950 644,581 719,422

For more information on viewing levels please contact Mike Penfold. mike@globalmedia.me.uk Tel: 07774 713182.

All graphs and information supplied by Global Media Services

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French fancy When style meets substance in the toy industry, you get Janod.

With a new collection called Baby Pop on shop shelves, we speak with Michelle Probert, Sales and Marketing Manager at Juratoys UK Ltd to learn more about Janod, the number one French wooden toy maker...

What products are Janod really pushing at the moment?

“

We pride

We have a fantastic new ourselves on collection called Baby Pop. good customer Baby Pop is something service and great completely new and different for relationships with Janod and so far, this collection our retailers has had a great reaction from our customers. We launched over 200 new products this year and we keep adding more! Our Camera and Phone are always extremely popular. The sound and light element of these products are completely different to other electronic toys. They are made

”

Fact!

Janod offers retailers free stock, POS, creative play days and window displays.

They also have a rocket display which they recently launched and it’s getting a great reaction.

12

from beechwood and have a really premium feel, perfect for parents who love wooden toys.

Tell us about the collection’s key features.

It was previewed at Toy Fair and Spring Fair back in January. Within the Baby Pop Collection, there are 11 products in the range with characters such as a cute fox, bear and bunny. All products are aimed at babies and have different features including a rattle, teether, push along and baby gym. Janod is famous for its quality and the new range definitely captures the brand’s French charm and quality.

What’s your relationship like with retailers – how do you support them?

We pride ourselves on good customer service and great relationships with our retailers. I am in charge of marketing and creative play days which we started to role

Did you know…

Janod launched more than 200 new products this year.

out last year and have seen a great response. We also have lots of great in-store ideas and have rolled out a rocket style gondola to give children and parents a reason to stay and play in store for longer.

Is Janod looking to expand into more UK retailers?

We are growing the brand steadily but have seen a really great uplift since Autumn Fair. Janod is the number one French wooden toy brand and we hope to follow suit in the future here in the UK. As we continue to grow and push the brand via our sales team, social media, advertising and trade shows, we are confident that the brand will go from strength to strength.

What sort of marketing campaigns do you run?

We run offers throughout the year to ensure that our retailers feel supported and have the best chance of enticing the end consumer to shop

toysnplaythings.co.uk

Did you know…

YouTube star MGTracey unveils Janod’s products via her YouTube channel.

with them. We offer free stock, POS, creative play days and window displays.

We also have a rocket display which we have launched and it’s getting a great reaction.

Kaloo celebrates 20th anniversary

What is the philosophy behind Janod’s products?

Our slogan is Play Different.

Because every child is different, Janod creates clever toys that meet their every need in order to help them develop their skills.

The products themselves really are quite beautiful – is that an important aspect of what Janod do?

The creative team is made up of 15 people and is based in the Jura region in eastern France. It is constantly reinventing great toy classics in order to create wonderful products that are both fun and contemporary, made from high-quality and durable materials suitable for children. Stamped with a certain ‘French touch’, the priority is to stay on-trend while still having fun!

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As we continue to grow and push the brand via our sales team, social media, advertising and trade shows, we are confident that the brand will go from strength to strength

”

How do you communicate Janod’s message to consumers?

We have over 21k followers on Instagram and have started to work with bloggers to help to promote our brand. YouTube features Janod products which are viewed over and over by consumers. The videos really help to highlight how gorgeous the products are, and how every toy is designed to meet the needs of children. We have also started to work with the MGTracey, she unveils our products via her YouTube channel.

One of Juratoys subsidiary brands, Kaloo, celebrates its 20th anniversary this year and to celebrate Kaloo has a whole new collection of soft toys to share.

Kaloo offers toddlers, and grown-ups, soft and enchanting universes that meet their needs for awakening, tenderness and security.

“We launched our newest editions to the Kaloo family during Autumn Fair and this went down extremely well!,” says Michelle.

“The Kaloo Filoo and Les Kalines collections were particularly popular and we can see why.

The modern approach to design really shows through. With the giftable packaging, the soft to touch material, cute details and different sizes to choose from, these ranges are a real collectable and perfect for the Christmas season.”

Contact Juratoys Tel: 02088782133 Email: sales@juratoys.co.uk

OCTOBER 2018

13

RETAIL

NEWS

Smyths records sales of nearly half-a-billion The UK operation of Irish toy retailer Smyths recorded sales of £475.7m in 2017.

UK sales were up by an impressive 11 per cent with brands such as LEGO and Shopkins credited for the 2017 performance, along with 12 new store openings and growth in existing UK stores.

Meanwhile, Smyths also launched their 328-page in-store catalogue which they say features all of the hottest toys for 2018 from L.O.L Dolls to Nerf to LEGO. Smyths now trade from over 114 stores across the UK and Ireland.

PAW Patrol range comes

to Barnardo’s

Barnardo’s have teamed with Nickelodeon to launch a range of wallet-friendly range of PAW Patrol-themed products.

The range has been designed to help raise money for the children’s charity and includes rucksacks, space hoppers, arts and crafts and musical instruments. The range became available from Monday 24 September in selected Barnardo’s stores around the UK and online.

Marianne James VP Commercial Partnerships, Products and Experiences at Viacom Nickelodeon Consumer Products said: “We are pleased to be working with Barnardo’s and be the first company to offer such a wide range of products as well as be the first company to have a preschool range which will feature in its shop windows to support fundraising for its important work that helps kids and young adults.”

New website from The Entertainer The Entertainer has launched a new and improved website, TheToyShop.com, which aims to streamline the consumer journey for a better purchasing experience. Having announced earlier this year a 30 per cent sales increase on its online platform and with its web sales set to triple over the next five years, The Entertainer has made several changes to its website to support its continued growth. Talking about the launch, Steve Moran, Online Product and Conversion Manager at The Entertainer says: “We’re committed to reviewing the way our customers shop with us to continually improve their experience which is why we’re very excited to announce our new and improved website. We hope through the changes made that we make it easier than ever to find and buy toys.”

Amazon valued at more than $1 trillion Amazon has become the second publicly traded company to have a market value of more than $1 trillion, albeit only briefly. Shares rose two per cent to $2,050.50 early last month, before slipping back to leave Amazon worth $995bn at close of trade. The milestone follows a record quarter in the three months to the end of June, with $53bn in sales and $2.5bn in profit. The online retail giant’s founder Jeff Bezos has

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toysnplaythings.co.uk

M&S taking on John Lewis M&S and John Lewis are going head-to-head with their Christmas TV campaigns.

Despite both retail outlets reporting flagging financials, they are investing big bucks in their Christmas TV campaign.

In unconfirmed reports, John Lewis is bringing in Elton John for a rumoured £5million, while M&S is believed to have hired none other than Take That to score its Christmas advert.

Tesco launch Jack’s In a bid to take on their rivals Aldi and Lidl, Tesco has launched new discount chain Jack’s.

The first store – named after Tesco’s founder Jack Cohen - opened recently in Chatteris, Cambridgeshire. This was followed by two more Jack’s stores which opened in Liverpool in St Helens and Edge Hill.

The store is believed to be Tesco’s attempt to compete with Aldi and Lidl who reportedly hold 13 per cent of the UK grocery market. Visit the column by our retail expert John Ryan to get his take on Jack’s.

OCTOBER 2018

Debenhams will close stores, says chairman Debenhams chairman Sir Ian Cheshire has claimed that while the retailer is planning to close stores, it won’t be doing so through the insolvency process.

The company is reported to be working with KPMG on a plan to consider all its options.

However, he told BBC Radio 4’s Today programme that it was “simply not true” that Debenhams was “actively working” on a CVA, according to The Guardian.

Last year Debenhams said it would close up to 10 stores and two have already gone.

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RETAIL

OPINION

Fighting talk In a bid to combat the increasing dominance of Aldi and Lidl, Tesco has launched Jack’s. So, what does our resident retail expert John Ryan think of this new venture?

(Hint. Not much.)

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ednesday 19 September 2018 may be a day rack near a store’s entrance. The idea is that shoppers remembered by many in retail as the point who scan save checkout time and the whole thing is over at which a big retailer fought back. That, and done more quickly. The problem with this is that the or something like it, seems to be the line that has been scanners themselves cost money and therefore add to the adopted by many pundits about the launch of Jack’s, the cost-burden of trading. At Jack’s, this is dodged simply by new discount format from Tesco. making the shopper’s smartphone the scanner, thanks to The first of these is located in Chatteris, Cambridgeshire, a Jack’s app that can be downloaded. It also means the in a Tesco supermarket that has been supermarket has more data about Jack’s mothballed since 2015 and which has now shoppers and it costs virtually nothing to emerged from its chrysalis as perhaps a implement.

Jack’s is, in not-so-beautiful butterfly, but certainly So, what does all of this mean at a something different from what it once was. fact, a lot more moment when other supermarkets such The idea is actually pretty simple and about Tesco and its as Asda are rolling back prices on toys in one can imagine the thought process when travails, than it is an effort to drum up trade? The probable the Tesco main board met to discuss it: answer is that in spite of the media fanfare about what CEO: “Aldi and Lidl are eating our that greeted Jack’s hitting the road, the shoppers in the breakfast/lunch/dinner.” arrival of another discounter on the retail Board Member 1: “It’s looking tricky landscape may hardly shift the dial. market want chief.”

Consider the facts. There are close to CEO: “So what can we do about it?”

1,500 Aldi and Lidl stores spread across this Board Member 2: “You know that hopeless store in country, which means that unless you live in Sutherland Chatteris (thought bubble round the table – where’s that?) or maybe close to the heart of mid-Wales, one of these which we’ve not traded from since 2015?” is going to be somewhere near you. On this reckoning All of the board: “Yes.” all that Tesco can hope to do is to nip away at the pretty Board member 2: “Why don’t we open a discount store well-established customer base of Aldi and Lidl, but on that can take discounting to the discounters? And why the evidence of Chatteris, why would anybody decamp don’t we call it ‘Jack’s’, after our founder Jack Cohen?” to Jack’s, unless it were just around the corner, there is CEO: “Brilliant. Make it so.” nothing to make you do so. …meeting ends.

The same might be true of any other sector you might If only it were that simple. There will, no doubt, have been care to mention. If toys are the focus, then discounting dozens of proposals, focus groups, mock-ups and market established brands is a near impossibility. You just won’t analyses ploughed through before Jack’s and Chatteris get supplied because there’s too much at stake. were chosen. But now, at last, it’s a reality.

Branded toys are, to a large degree, based on familiarity So, is it any good? What is the likely effect on the broader with the brand and price-setting is therefore largely at market, and could it be something that could be profitably the behest of the brand owner, rather than the retailer. applied to other areas of retail? If you’re a supermarket All good, but what about non-branded items – kites, in the UK, margins are already wafer-thin and to make a skateboards, footballs and suchlike? These can, of course, real difference you need to think pretty laterally, because be sold from a discount vehicle and this has long been the everything straightforward will already have been done. But case with Aldi and Lidl offering items in their WIGIG area the Chatteris Jack’s outcome is as simple as it is readily equivalents almost since they arrived in the UK, more than understood. two decades ago.

This is a cheap store with a low-cost fit-out. It All of which points to the status quo being maintained wears it’s heart on it’s sleeve and anyone looking at pretty much as is. Jack’s is, in fact, a lot more about it would more or less instantly be aware that the Tesco and its travails than it is about what shoppers in merchandise that lies within will be ‘inexpensive’ – the market want. UK shoppers have already got a good the look of a shop really does set expectations. No selection of supermarkets offering products at varying expense whatsoever has been involved in ensuring price points and another player at a particular price level this looks and feels like a Lidl or Aldi, right down will make little difference. to the ‘odds and ends that you might want to buy’ The uncomfortable truth may be that Tesco is barking aisle, which in Jack’s is dubbed WIGIG (‘when it’s up the wrong tree with Jacks and that it might be better gone it’s gone’, but you knew this already). advised to concentrate its firepower on stores that carry A detail about payment is worth relating, as it its name above the door - this is where the bulk of its helps to understand the design process in this store. revenues will continue to come from.

The rage in mainstream supermarkets at the Being the same as a competitor is not going to attract moment seems to be hand-held scanning shoppers en masse. Why should it? using scanners that are positioned in a Difference is what counts.

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John Ryan is Stores Editor at Retail Week. He has worked for the magazine for more than a decade covering store design, visual merchandising and what makes things sell in-store. In a previous life he was a buyer.

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THE ENTERTAINER

‘I don’t want t any other re t The Entertainer’s Gary Grant has long been an inspirational character within the toy industry, having built his multimillion company from the ground up based on a business model that treats both customers and staff like family. And as Sarah Welsh discovered he’s also fast talking, known for his generosity and believes that despite challenges currently facing the market the future is bright…

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s a journalist having the subject of a major interview tell you that they don’t like talking about themselves can be tricky – but not when you’re chatting to the founder of The Entertainer, Gary Grant.

Granted Gary might be shy of the media spotlight, but he’s a truly fascinating person to spend an hour in conversation with, which is little wonder when you consider the vision, life

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I talk about ‘RIG’ in terms of The Entertainer, and that stands for Reputation, which we carefully guard, Integrity, in terms of being open and honest about business, and Generosity

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experience and family values that have seen him grow The Entertainer from the opening of its first store in Amersham, Buckinghamshire back in 1981 to 160 by the end of this November, including 30 international outlets. In fact business is growing so fast for the famous toy shop chain that Gary expects the number of Entertainer stores to exceed 200 by the end of 2019.

So what exactly is the driving force behind the man who left school with one O-level in maths and is now famed for his expertise with figures, and who is well-known for giving 10 per cent of his profits annually to children’s charities and working alongside worthy causes. TnP caught up with Gary just days after The Entertainer’s annual management conference to find out…

toysnplaythings.co.uk

to be like e tailer’ You’ve built a toy business that places a huge emphasis on the importance of family – how important are The Entertainer’s staff in the chain’s success?

Our success is absolutely built on team work – it’s a group enterprise.

It’s true that I don’t like talking about myself but that’s because it’s not all about me! I want to employ people who bring a breadth of experience from their past roles and our board members are incredibly insightful. Plus my wife Catherine and sons Duncan and Stuart all work within the business and support me in everything I do.

Equally I’ve just come back from our conference where 400 staff come together and it’s all about the family ethos behind the company. We look to retain, promote and train within the business at The Entertainer and we’re proud that more than 10 per cent of staff have been with us for more than 10 years. But also talk to people who have joined us within the last few months and they’ll say we are not like any other company.

We like to do things differently. I want to be an old fashioned retailer in a modern retail environment.

Talk to us about your overseas expansion? What are your long term plans with this?

As part of our total number of shops, we’ll shortly have 30 international stores open, including one that’s just opened in Kosovo and another that’s about to open its doors in Egypt. Duncan is leading our overseas expansion and we spend a lot of time and effort developing franchise partners overseas, with expansion into a lot

OCTOBER 2018

We asked…

How did it all start?

I was born in Wembley but moved to Amersham when I was three, and it’s been home ever since. Everything I’ve ever done has always been based here, and our head office is local. For me business really started when the first skateboard hit the UK back in 1974. It was an American Coyote model and of all the brands children here wanted to upgrade to the American ones. It was a phenomenal market at the time and children were spending up to £125 on components to make personalised skateboards. By the end of the 1970s the market had collapsed somewhat and I was buying and selling a lot of models privately. I then got fired from my job because I was so focused on my own business and Catherine and I bought our first shop in Amersham in May 1981, followed by Beaconsfield in 1985 and Slough in 1991. We’re now on to have 160 Entertainer stores open by the end of November. of other territories already in the pipeline with announcements to be made over the coming months. It takes from one to three years from beginning franchise discussions to opening a store. We generally look for family businesses with similar values to ours where people are really invested and it’s not just about the numbers. We also often look for businesses with retail experience, because I can teach toys but it’s much harder to ‘teach’ retail if you don’t already have an understanding of customer service and merchandising etc.

You’ve just recently revamped your website – what’s the breakdown of sales done in-store versus online for The Entertainer?

I disagree with a lot of

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I’d say it’s a time of opportunity for retailers and one of challenge for the manufacturers who need to be able to work with us.

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comments made in the press about the pressure of online sales. Around 15 to 20 per cent of our business is now electronic, including click and collect, but the internet is also a valuable information portal for our business. We’re actually growing faster in stores than we are online.

The Entertainer recently introduced The Entertainer Squad into the fold. What sparked the decision to add The Squad and how has the idea been received?

We introduced the idea about two months ago and it’s been very well received. We created The Entertainer Squad so we could do more in house to present our products and campaign in a different way. It’s all about engaging with children in a fun way – and let’s face it this is much less boring than a television ad!

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RETAIL

THE ENTERTAINER

You’re also heavily involved with major media initiative DreamToys – why does it offer such great marketing opportunities to shops?

Dream Toys has been running for almost 20 years now in conjunction with the Toy Retailers Association. We wanted a way of presenting the very best our industry has to offer in the best way, and to do it as impartially as possible. Basically we just want people to talk about toys! The DreamToys list will be released on 14 November, and what makes it different is that it’s a prediction of what will be big in the industry going into Christmas, rather than a reflection. I’d encourage every individual retailer to turn the list to their advantage. Grab the list, tweak it with regard to the items on it your stock, get on the phone to local press and radio and own it! We want retailers of all sizes to use the list to maximum benefit.

What’s been selling well in recent months for The Entertainer?

Well L.O.L dolls have been selling really well, but beyond that this has been the year for crazes and collectables. Slime and putty products have been big sellers for us, as have Soft n’ Slo Squishies, and it’s been an outstanding summer for garden products and we’ve sold plenty

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With overseas expansion we generally look for family businesses with similar values to ours where people are really invested and it’s not just about the numbers

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Toys such as Soft n' Slo Squishies, L.O.L Surprise, and as we approach Christmas, board games, are all on the hot list for The Entertainer

of paddling pools and sand pits. Looking ahead to quarter four, and 75 per cent of games tend to sell in the run-up to Christmas. There’s quite a lot of fun, edgy games out this year including Monopoly Cheaters Edition, and Fortnite items are also set to be huge, as are old favourites such as Fingerlings – especially the dinosaur ones. All in all we are heading into Christmas in optimistic fashion.

It’s been a tough year for the industry – how is The Entertainer faring?

There’s no doubt it’s been a tough time for the industry since Toys R Us collapsed, but there is also fantastic opportunity for growth going into next year and the one after. It’s a time of opportunity for retailers I’d say and one of challenge for the manufacturers who need to be able to work with us. The dust hasn’t settled on the full year’s numbers yet but what is clear is that we’ve had a crisis affecting the toy business in particular rather than the wider financial collapse

of 2008.

Brexit is also like a nagging toothache in the sense that it will impact on us but we’re not exactly sure how yet. With petrol going up in price people will have less income to treat their children with, so there is pressure associated with that.

What was your favourite toy as a child and your favourite product that you currently sell?

As a child I alternated between a scooter and Thunderbird toys. I was the first generation of children to love Thunderbirds and we used to get models in cereal packets. I remember my mum made us finish the box before we could get the model, which was very frustrating!

As for now I honestly like everything that we sell. I’m a toy man, I just love seeing children rush around our stores excited.

What keeps your customers coming back?

I hope it’s because we really value them. Customers have a choice of where they spend their money and at The Entertainer we always remember that. It’s about the right product, at the right time, right price and right place.

The ambience in our stores, our engaging and helpful staff and the fact we offer a great shopping experience all play a vital part in our success. I don’t want to be like any other retailer – The Entertainer is unique.

toysnplaythings.co.uk

THE INDEPENDENT

OPINION

Boy, oh boy… are w With Fortnite storming ahead, our Independent wonders what has happened to other boys’ properties…

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imagination of most of the younger population.

I have had many conversations this year about what is happening to our sales of other boys' properties. Every one of those conversations, in the same way as when we talk about girls’ properties and L.O.L Surprise, inevitably has ended with Fortnite being one of the main issues because you spend money in the game to access new weapons VOLUME: and skins (don’t ask).

1) LOL Glitter Dolls – MGA In my opinion, the traditional boys’ 2) Harry Potter Minifigures – LEGO properties are doing 3) LOL Sisters – MGA nothing, it isn’t as if the sales have dropped 10 VALUE: per cent and we are 1) LOL Glitter Dolls – MGA scratching our heads 2) LOL Pets – MGA wondering why, it is 3) LOL Biggie Pet - MGA much worse than this.

got an email through from my account manager in Jazwares a couple of months ago advising that they had been awarded master toy for Fortnite. Now, I don’t want to get ahead of myself here - because I haven’t played a computer console (is that what they are still called?) since the Playstation 1 - but from what I hear, pretty much every boy over the age of six who comes into my store is playing this game. And the number of chores not completed by these boys is growing by the minute! Fortnite has caught the

I am very, very happy for Jazwares, who have done a brilliant job on the ranges they have had over the last couple of years, but I hope they understand how big this could be for them

Best sellers

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Sales have dropped so substantially that we have reduced the size of the sections, tightened up our ranges and increased where possible to the likes of Playmobil, which is nearly double what it was last year for us. So drastic has the drop off been that when I see a boys’ property, I am almost put off it before I even look at pricing.

I think a lot of these superhero movies are too grown up and not

THE SECRET SUPPLIER

What’s in it for the boys?

Fortnite has captured the imagination of a certain sector, but why aren’t they buying other toys? Suppliers should already know, says our columnist

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disruptive of the traditional boys’ action figure market as we learn from The Independent himself who has seen his sales of traditional action figures fade away as young boys head remorselessly to Fortnite.

This action figure computer game emerged in 2012 needing further development which materialised in 2018. In July the company had sold 500,00 digital

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So why have boys leapt on Fortnite with so much enthusiasm?

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his month’s article by our good friend The Independent focuses on a subject that everyone in our industry should be aware of, and understand.

We live in a very disruptive time, as evidenced by both Donald Trump as POTUS and the Brexit chaos, and although not appreciated by everyone, the Fortnite phenomena is similarly

pre-order copies and by midAugust they claimed to have over 1,000,000 people playing the game.

Who enjoys the game? Well, that is the good news for the industry because it seems it is enjoyed by a wide group of boys who, traditionally, would be all set to leave the toy industry behind.

toysnplaythings.co.uk

e we in trouble? “ for kids at all, and they've got too much swearing! I don’t know how parents now can tell their kids not to swear when their heroes are doing it in front of their eyes.

Anyway, I digress… a child only gets so much pocket money, and I have spoken to people in the industry who forbade their kids to spend their pocket money on Fortnite, only to end up giving in after a few weeks of battling with

So why have boys leapt on Fortnite with so much enthusiasm? It is difficult to say, but it hints of younger boys wanting older, more sophisticated game play, to which older boys and young men are attracted.

The marketing of the game also needs to be fully appreciated, it’s obvious the game’s designers understand the needs of this age group. The skills required by a good game player are considerable, and boys and young men seem to have the knack of multi-tasking a wide and complex variety of quick fire options.

The Independent also questions if Jazwares - who have cleverly acquired the action figure license - have the capability of delivering

OCTBER 2018

them because this is all they want to use their money for. I even know one Dad who was told by his son that if he wasn’t allowed to spend his money on Fortnite, then just to keep it, because he had no use for it!

What a scary world we live in.

I remember when I was young (true story) I got my mum a card for Mother’s Day and taped a 50p piece to the inside. This was all the money I had in the world, but my mummy deserved it because she was amazing. I gave her the card and within a few seconds she gave it back to me and I remember feeling like a millionaire, I was only about four or five years old at the time, and 50p was a lot - that was 10 packets of 5p crisps, or a pick ‘n mix that would have lasted

the demand for Fortnite. I don’t think The Independent need worry in that regards, the Jazware team have already demonstrated their young management’s talents here in the UK and all credit to them for beating their large US competitors to this

I even know one Dad who was told by his son that if he wasn’t allowed to spend his money on Fortnite, then just to keep it, because he had no use for it

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The Jazware team have already demonstrated their young management’s talents here in the UK

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me about 10 minutes.

Now, kids sit on their computers, spend every penny they have on a game and when the warm weather comes through their windows, they rasp like Dracula as if they will melt in seconds.

I am very, very happy for Jazwares, who have done a brilliant job on the ranges they have had over the last couple of years, but I hope they understand how big this could be for them.

If the toy sales come as they should, we might see streets being filled with pasty-white boys, shielding their eyes from the sun in an effort to take some of that unearned pocket money and go into a toy shop and buy a Fortnite toy!

Imagine the possibilities…

great licensing opportunity.

However, regardless of how exciting the prospect of Fortnite action figures are, The Independent quite rightly asks: “boy, oh boy, are we in trouble?”.

If suppliers don’t understand what has happened to the boys’ action figure market as a result of Fortnite, then the industry certainly is in trouble.

Time to smell the coffee!

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WHAT’S N Brand spanking new launches from top toy companies to help you sell more!

Be a brainbox this Christmas GREEN BOARD GAMES 01494538999 www.greenboardgames.com

Do it! Get in touch with Greenboard Games to get your hands on this great seasonal product.

Greenboard Games has a special Christmas treat in store with the launch of BrainBox Christmas. This is an advent calendar with a difference! In fact, it’s an advent calendar, a decoration and a game all in one. Starting on 1 December, children can play one card each day, using the pegs provided to hang the festive cards on a decorative piece of string – lovely!

Make a style statement CHARACTER OPTIONS

Meet Sammy…

THAMES AND KOSMOS 01580 212 000 www.thamesandkosmos.com

0161 633 9800 www.character-online.com October will see Wrapples added to the Little Live Pets line-up.

These ‘take anywhere’ buddies have a special snap on feature that is perfect for wearing on the wrist or school backpacks and make the ultimate style statement. Each soft and unique character is totally interactive with light-up eyes and mouth movements, plus interactive giggle or purring sounds.

Fact!

Each Wrapples has light-up eyes and makes interactive giggle or purring sounds.

Meet Sammy – he’s from the Kids First Coding and Robotics set. This cute little sandwich is actually a robot that teaches coding principles and skills to children aged four to eight years. They don’t need a tablet, smartphone, or computer to program this robot; simply lay down a sequence of physical code cards. As the robot drives over the code cards, an OID optical scanner on the bottom of the robot reads the code cards one by one and loads the program. Children can program Sammy to move in different directions, activate its output gear, light up its LED, play sounds, and respond to different function cards. The integrated output gear makes it possible to build simple robotic creations with arms or other moving parts that respond according to the program’s instructions.

toysnplaythings.co.uk

NEW

Feel the power!

FUNRISE 01908 555640 www.funrise.com

Hail the heavyweight hauler

Tonka Power Movers are rugged construction vehicles which feature new motion drive technology allowing for intuitive play that brings the dump truck, front loader, excavator and cement mixer vehicles to life. Push the vehicle forward to make the engine rev and activate the lights; push the vehicle backward to hear back-up sounds; work the mechanical feature of each vehicle to hear hydraulic sounds and flash the lights.

BRUDER 01491 412415 (The Sales Partnership) www.bruder.de Haulers are true workhorses! Whether it’s transporting bulk goods as part of earthmoving or asphalt as part of road construction - this tipper can rely on its strengths. As one of the most powerful tippers around, the Volvo A60H has now been added to the Bruder themed world of construction equipment. Just like the real thing, the model guarantees exemplary off-road capabilities thanks to its solid articulated steering in conjunction with massive balloon tyres. One figure can take a seat through the roof hatch of the modern cab and young hauler drivers can load and unload the genuine, enormous tipping trough.

Turtle mania FLAIR

020 8643 0320 www.flairplc.co.uk New for October is The Rise of Teenage Mutant Ninja Turtles, Turtles Tank. This six-wheeled truck is always ready to roll, can fit all four brothers inside and expands to reveal a 32cm tall secret hideaway.

Fact!

The new Rise of Teenage Mutant Ninja Turtles tv series is broadcast on Nicktoons and Channel 5. The action-comedy series follows the band of brothers as they discover new powers and encounter a mystical world they never knew existed beneath the streets of New York City.

OCTOBER 2018

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SPOTLIGHT ON...

TONIES

In tune…

Did you know…

As tonies® launch this October, Gary Wilmot UK & Ireland Director at Boxine UK Ltd tells more about this innovative new product which is taking Europe by storm Gary, tell us more about your product.

Tonies are amazing audio characters, and together with our Toniebox, children can play their favourite audio in an intuitive and playful manner. Each Tonie has its own content, including classics such as The Gruffalo and The Snowman, whilst Creative-Tonies can be personalised. Simply pop a Tonie on the Toniebox and the audio begins and when you take it off the audio stops.

So, is it just audiobooks or do they also play music?

Our Tonies offer a mix of audiobooks, audio plays and music, as well as educational content. The CreativeTonies, unlike the Tonies, aren’t pre-recorded, so you add whatever audio you like. For example, you can upload your favourite dance song or record a bedtime story for your child yourself using the Tonie-App. Our Creative-Tonies have space for up to 90 minutes of content.

tonies® are aimed at children aged three to seven.

What sort of price point are we looking at for the Toniebox and the tonies®?

Tonieboxes retail at £79.95, the Tonies at £14.99 and the Creative-Tonies at £11.99. tonies® have already launched in Europe - what has response been like so far?

The response has been astonishing and a real testament to the amazing product. Since the launch in 2016, we have sold over 400,000 Tonieboxes and 2.7 million Tonies.

There must be great scope for licensing here – is that something you have in mind long term?

This is very important for us. We want to create Tonies children love and at the same time expand the offering of audio storytelling. We have some great licenses already lined up for next year.

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We have some great licenses already lined up for 2019

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What are retailers saying to you about tonies® so far?

The one outstanding comment is that children have something tangible to play with, and they can listen to the characters they play with, be it a story, songs or a personal message. The fact that the Toniebox has no screen is a massive plus for them, this puts the parent in control of what their child listens to but gives the child the impression that they are in control.

In terms of retail, what sort of support can you offer retailers to help them sell tonies®?

Product education is vital for us, therefore, each retailer will be equipped with a product demonstrator and informative displays. We will also be offering a variety of creative solutions to display the Tonies.

What retailers say: “The licensing opportunities are exciting and are proven sellers…

I’m looking forward to seeing this fly off the shelves at Christmas, particularly with the up and coming planned marketing opportunities!” Nigel from Greetings Ltd “I am so excited about receiving my delivery. I can’t wait, it’s such a lovely product!” Catherine from Mini Muggles

To contact Gary, email sales@tonies.com or visit www.tonies.com to find out more.

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Fact! The Toniebox comes in six fantastic colours - red, light blue, green, purple, pink and grey. toysnplaythings.co.uk

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MEDIA

ANALYSIS

Film focus Generation Media’s Alex Taylor-Smith looks at the impact of advertising during kids’ films

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ith Christmas on the horizon, the number of family films broadcast on free to air channels such as Channel 4, Channel Five and ITV2 increases, with family favourites such as Harry Potter, Spy Kids and The Lego Movie, all capturing family viewers. The film spots prove popular within the kids’ market, with a key benefit being the additional coverage points these spots offer, as advertisers can reach an audience that may not traditionally watch kids’ commercial channels. It should be no surprise to marketers reaching children and parents that viewing on kids’ commercial channels declined. In fact, viewing on kids’ commercial channels saw declines of 17 percentage points in 2017.

Despite this, the maximum reach of the kids’ commercial channels remains unrivalled with 98 per cent of Kids 4-9 consuming TV content, and more than 70 per cent of each demographic watching selected kids’ commercial channels. However, these film spots outside of the kids’ commercial channels can certainly aid in building awareness with a family audience, if strategically placed. As allocations to these placements are likely to be reflective of only a marginal percentage of the overall marketing budget, it is important to be smart and select the spots that are related to the advertised product in attempts to drive engagement and online search. For example, a boy’s tech item featuring within Spy Kids 3 or a girl’s collectable in St Triannas 2.

By taking this targeting approach, these spots will benefit from stand out within the ad-break which typically features investment from wider categories such as FMCG or pharmaceutical products, which are striving to reach the main household shopper. While these spots will undoubtedly help reach kids and parents viewing

together, it is also worth considering the extended family that are also likely to be viewing, including dads, aunts, uncles and grandparents, all of which may tune in to watch these films over the weekend.

Traditionally, this extended audience is unrepresented in media investments, but of course, will purchase toys and games in the lead-up to Christmas, and will no doubt be fundamental to year-end sales. Of course, not every TV plan will have sufficient budget levels to afford placements on these channels that are less cost effective than that of kids' commercial channels, which remain the most cost effective means of reaching mass awareness amongst kids in the UK, but they are certainly worth consideration as the all-important Q4 approaches. Outside of TV spots, there are multiple avenues to reach a captive and extended family audience.

Generation Media’s proprietary planning tool – The Media Aggregator - assesses the optimal investment to tv versus other av media after taking into consideration several key variables. For more information on this, or should you need assistance in determining the optimal marketing split for your 2019 brands, please do contact us on the number listed below.

% Maximum Reach on Selected Kids Commercial channels Kids 4-6

78%

Kids 4-9

75%

HK&CH0-3

63%

Girls 4-9

78%

Boys 4-9

71%

*Channel mix preselected by GM as the optimum channels to reach audience Source: BARB/Kantar, 2018

Generation Media is the UK and Ireland’s largest independent media buyer of toys and games advertising. Visit generationmedia.co.uk or call 0207 307 7900 to learn more.

1

toysnplaythings.co.uk1

FEATURE

EDUCATIONAL TOYS

Learning by design With learning through play now a key part of the nation’s educational curriculum a demand for toys that promote a wide range of skills whilst also entertaining youngsters has never been higher. Toys n Playthings spoke to some industry leaders to find out more about today’s market…

I

Marbel

“

f you can instil a love of also know that a high lifelong learning in a child at proportion of them Manager for Marbel, says sales the same time as capturing We believe in the have purchased an of educational toys have grown their imagination and making educational toy in the significantly for the company since last power of learning by them smile you know you’re at the past year. year, and believes it’s partly connected doing, by physically top of the toy game.

“As a manufacturer to the increased awareness of STEAM. And from games and puzzles to we know that young “The key trends we’re seeing are interacting with the bath toys and creative collectables, children learn best STEAM toys, and products that product and also in the educational toys section of by doing and that promote development and learning the market has never been more creative play is an and are fun,” she reports. high quality of design relevant or competitive, with essential part of “In terms of who drives sales I’d and manufacture companies such as Learning education. Our toys say it’s mixed. Parents obviously buy Simon Tomlinson, Resources launching around a are screen free, educational toys but we’ve also seen Learning Resources hundred new products each year. meaning kids can increased demand from children.

These days more toys than you be hands-on – vital Obviously a child won’t say ‘I want an could ever imagine are being dreamed in developing key skills such as educational toy’, but our independent up and developed with learning imagination, fine motor skills and stores say children are picking them benefits a key part of their appeal. sensory and tactile development. up more. I think it’s a combination of Hands-on learning and play therapy “Yes, we expect the market for children’s choice, parental demand are proven to be of huge advantage education on mobile devices to and retailers allocating more space to to children of all ages, and these days continue to grow but we’re equally showcase them.” demand for educational toys is as certain that our products will remain David Mordecai, CEO of Tobar, much driven by them as by parents. relevant and valuable. After all we believes that innovation across the “Our products are and will always launch almost 100 new products a toy industry means that parents now be ‘hands-on,” says Simon Tomlinson, year and believe that innovation and have access to high quality toys that Head of Marketing for Learning continuous improvement is vital to can teach all manner of skills – from Resources. “We believe in the power our success. construction to coding. of learning by doing, by physically “Last year also saw us placed “Parents and grandparents are a interacting with the product and as the number one manufacturer major driver in the sale of educational also in high quality of design of educational toys in the UK toy toys, but it’s also important not to and manufacture. Plus we market.” forget other gift givers such as uncles, also add value with easy Jo Rushworth, UK Sales aunts or family friends. to follow instructions that emphasise the learning.

“Our research shows us that 66 per cent Educational toys have great growth of parents see potential. According to NPD figures, themselves as games and puzzles was the fastest the primary growing category within the toy industry educator of their children and we in 2016 – up 15% from 2015.

Did you know?

Rainbow Designs

38

toysnplaythings.co.uk

Fun fact!

Hape Rail make many of Marbel Toy’s educational products, and only use non-toxic paints and glues. Plus they also use bamboo, making them one of only a few sustainably global toy brands.

“We’re finding that many parents are still coming back to the old favourites – albeit with a new twist. So for example, as slime has rocketed in popularity, ‘do it yourself’ science ranges have been reinvented as slime creation kits.

“Any toys that can successfully tap into the latest YouTube trends while also offering something educational will get a thumbs-up from kids and parents alike.”

An education in merchandising

“

Any toys that can successfully tap into the latest YouTube trends while also offering something educational will get a thumbs-up from kids and parents alike

So how to capitalise on this growing market demand for educational toys? Industry experts will tell you that the key is in showcasing these beautifully designed products to their best and most clever advantage.

“For maximum appeal we advise David Mordecai, Tobar putting educational toys at eye level and having some areas where a child can explore and play,” Marbel’s Jo Rushworth says. “Incorporate the elements of STEAM in a fun way, whether that be a marble run, role play games or a train sun. It has to be fun!

“We offer a range of merchandising support for our retailers – from offers to selected demo areas.”

“Our products are designed to be visually appealing, interactive and interesting to children from ages two to 11,” Simon Tomlinson adds. “At Learning Resources what we want is to see a child use our products and learn through play – be that indoors, outdoors, playing alone or with family and friends.

“We work closely with our retailers to help them complete their buying journey in store and have seen great results collaborating with them. We’ve invested a substantial sum this year supporting retailers through branded FSDUs, shelving displays, posters branded demonstration tables, giveaways and promotions – and we also use our social media channels

to promote instore events for our partners.”

David Mordecai believes that responding to digital trends is also key when it comes to making and marketing educational toys.

“Educational toys of course need to be fun – but also on trend,” he explains. “Particularly with key crazes, children will be drawn to toys that fit in with what their peers are enjoying too.

“As YouTubers around the world started making their own slime, we expanded our own Make Your Own Slime range so parents could offer their kids a safe toy that encourages them to learn while also jumping on the latest toy fashion.”

Best-sellers For Marbel Toys the smart money has been on their ingenious Quadrilla marble run toys, and train sets designed for them by Hape, while Learning Resources’ Simon Tomlinson reports that collectables with learning appeal have been huge for them. “Playfoam topped the sales charts for us last year and has grown in terms of both customer numbers and sales in 2018. Building on this success a number of Playfoam brand extensions have been introduced, including an exciting new range of collectibles called Playfoam Pals.

“Our new screen-free coding robot Botley has also performed very well and we have seen excellent sales from new additions to our bestselling Gears, Design and Drill and Geosafari ranges.”

“Our create and make ranges are some of our most popular,” David Mordecai from Tobar adds. “We also have a range of workshop kits and construction sets that teach kids to follow instructions along with the basics of design, building and 3D awareness.”

A mum’s view ‘Educational toys have helped hugely with my son’s additional needs’ Sarah Marsh, 41, from Aston Clinton, Bucks, is mum to Imogen, seven, and four-yearold Rory:

“We’ve always been big fans of educational toys in our house, from when my daughter was very young – and actually have often found ourselves drawn to them in toy shops due to clever design features and great use of colour.

From stacking toys to bath toys that help teach cause and effect to more advanced maths toys, I think it’s great that many manufacturers are recognising they need to consider educational play benefits when designing toys and games.

Our son was diagnosed with autism at age two and educational toys have certainly been of great benefit to his play development. He’s really motivated by numbers and in particular Melissa & Doug toys have become firm favourites with him.

Learning through play is now a key part of the early years curriculum, and wellthought out educational toys can only support this at home.”

Thames & Kosmos

OCTOBER 2018

39

FEATURE

EDUCATIONAL TOYS

Little explorers!

TOBAR 01603 397 105 www.tobar.co.uk An adventure to the woodlands requires the best tools, and there’s no better place to find these than Tobar’s Junior Explorer range. Complete with Binoculars, Bug Catchers and the Outdoor Toy Award Commended Pocket Microscope, there’s everything needed to prepare for a great find. The colourful set of Binoculars are a great start to seek out the bugs before capturing them with the Bug Catcher – a miniature vacuum that safely captures the bugs for close examination.

The set includes two magnified observation tubs, a pair of shaped nozzles, a long tube for extrareach and a set of plastic tweezers to safely move the rare findings.

Want to keep a few to compare? Place the bugs in the roomy Bug Tub, then close the magnifier lid to take a closer look. The lid comes with airholes, so the bugs will be perfectly safe inside. Now there’s quite a few bugs caught, scientists-to-be can take a closer look at them all with the powerful Pocket Microscope, a portable microscope recently Commended at the Outdoor Toy Awards. Its scope has a magnification power of 30X to view tiny objects up-close and the focus is easily and quickly adjusted using the wheel in the handle, making it the musthave tool to examine rare insects.

Approachable science

Learning made fun

THAMES AND KOSMOS 01580 212 000 www.thamesandkosmos.com

TOMY 01392 281928 www.tomy.com TOMY’s Aquadoodle encourages mess-free fun and helps children improve their creativity and drawing skills to create their own designs.

Aquadoodle - Dress Designer is the new 3D toy that children can design their own dresses with. The Johnny Tractor & Friends range features fun friendly characters, colour matching, numbers and shapes that will bring farming fun to life, by encouraging little ones aged 18+ months and up to grow up green while building their knowledge of the farming world.

Learn & Pop Johnny Tractor is the perfect vehicle to help toddlers develop their hand-eye coordination and thinking skills. The friendly tractor offers two ways to play with shapes, numbers and colours.

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Game on PAUL LAMOND

020 7254 0100 www.paul-lamond.com Paul Lamond has a fantastic selection of games and puzzles available for the pre-school sector to help aid and support early years development. The games and puzzles specialist has introduced three fun, new educational games to their pre-school portfolio this year. The new Let’s Feed the Hungry Caterpillar board game will see pre-schoolers transform their caterpillar into a beautiful butterfly with the fun, colourful and educational board game. The Enormous Crocodile, the famous beastly character from Roald Dahl’s best-selling storybook, has been brought to life in a fun, easy to play Memory Card Game. The World of Dinosaur Roar Domino Set is the pre-historic matching game for every child who loves dinosaurs! Playing dominoes helps to develop colour and character matching skills as well as the development of hand-eye coordination skills.

Thames & Kosmos has added a new anatomy model to its popular Nature Discovery range. The fascinating Giraffe anatomy set includes a detailed model with detachable parts that can be easily assembled.

Demystify abstract physics phenomena like light, sound, and heat as never before with Signature Series – Sensors Alive.

The core of this science kit is an app-based video game which uses real-world sensor data collected from the environment. The Kids First Big & Fun Microscope was designed specifically to enable young kids four to six years to have successful microscopic viewing experiences, and to be a fun tool for early biological investigations.

Magnetic appeal FIESTA CRAFTS 020 8804 0563 www.fiestacrafts.co.uk Fiesta Crafts’ Magnetic Charts lets children get involved with their own learning as they interact with the chart and work their way through the different tasks, all set at different ability levels.

All of the Magnetic Charts, ranging from three to five years, provide a way for the child to interact with the tasks, through parent-led sessions, or on their own.

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FEATURE

EDUCATIONAL TOYS

Super slime ZIMPLI KIDS

01254 460006 www.zimplikids.com

Collect ‘em all LEARNING RESOURCES 01553 819 380 www.learningresources.co.uk Learning Resources has launched an exciting new range of science-themed collectables called Beaker Creatures, that uniquely combine the thrill of collecting with handson science experiments, building skills and sparking curiosity! After travelling through space in their Reactor Pods from their tiny distant planets, Beaker Creatures have landed on earth in search of science adventures. By dissolving the Reactor Pods kids can discover, classify, and explore 35 collectable characters from five different families. The signature Liquid Reactor Super Lab reveals dozens of unique and adorable characters including Astrolytes, Frostonians, Oceanites, Buglettes and Minisaurs. Kids can then take on the role of scientist, identifying their creatures with classification cards, and exploring their worlds through fun science facts and amazing experiments. There are also rare mystery figures as part of each series that encourage further experimentation and collection. Beaker Creatures sets double as working lab sets, complete with included science experiments that encourage hands-on learning. The Beaker Creatures range comes in eye catching packaging and includes individual reactor pods containing one of 35 collectable characters, The Liquid Reactor Super Lab set, Magnification Chamber set and a 2 – Reactor Pod pack with Bio Home.

Zimpli Kids products can aid creative, cognitive, social, emotional and physical development. Zimpli Kids Gelli Baff and Slime Baff range brings new experiences to playtime. From changing the colour of water, to making water turn into goo and slime, children will explore new processes and textures, meaning they can enjoy playtime while learning at the same time.

Children can also practice their motor skills.

Classic characters RAINBOW DESIGNS 01329 227300 www.rainbowdesigns.co.uk Rainbow Designs’ Wooden Blocks sets provide the perfect activity to encourage creative building as well as number and letter recognition. Available in the Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar designs. Also available in these renowned brands are the fun and educational wooden Peg Puzzles. The colourful Peter Rabbit and The Very Hungry Caterpillar 28-piece Wooden Dominoes Sets are also perfect for learning through play.

Educational adventure MATTEL 01628 500000 www.mattel.com Fisher-Price’s Preschool range introduces the fun, new Think & Learn Rocktopus which features six musical instrument pods. Little People sees the launch of the refreshed, three feet tall Little People Take Turns Skyway, which features cool racing sounds and phrases. Key products in the Infant range include Dance & Groove Rockit, the Laugh & Learn Smart Learning Home and the Bright Beats Learning Train.

Art attack JUMBO GAMES 01707 289289 www.jumbo.eu The newest addition to Jumbo’s Dessineo range is the Artist Painting Easel workstation. The durable and easy-to-use easel rotates so children can paint on a horizontal or vertical platform and lets them create over 30

different animal combinations. To accompany the Dessineo Painting Easel and Learn to Draw projector workstation, Jumbo have released four small educational painting activity sets, with Painting by Numbers and Painting with Stencils.

In addition to these products, Jumbo’s has a selection of school curriculum developed educational products in their I Learn range. With Jumbo’s I Learn range, children can exercise educational learning skills in a fun and entertaining way, from learning to Write and to Read to the fundamentals of maths. All three learning sets featuring easy to learn self-correcting systems, so that children can practice independently and all the contents can be stored easily in the carry cases.

toysnplaythings.co.uk

FEATURE

EDUCATIONAL TOYS

A hape of fun

Love of learning

MARBEL

ORCHARD TOYS

0845 6000 286 www.marbel.co.uk

01953 859539 www.orchardtoys.com With ‘learning made fun’ at the heart of everything they do, Orchard Toys are renowned for delivering award-winning, quality educational games and jigsaws. These are designed to take children right through childhood, from as young as 18 months up to nine years old.

Their range of over 130 lines covers a variety of ages and educational skills, starting from the bestselling Farmyard Heads and Tails which teaches first matching and gameplay skills for toddlers. This ranges to more complex games for older children like Magic Maths and What’s the Time Mr Wolf, which help make sums and time telling fun!

The brand has seen significant growth in the past ten years and is a trusted favourite amongst parents. Coming into the busy Q4 period, Orchard Toys continues to grow from strength to strength with strong sales across trade, consumer and export markets. With the focus on education becoming ever more important for parents, many will be on the lookout for great value educational gifts like Orchard Toys this Christmas.

Perfect pyramids PLAYMOBIL 01268 548111 www.playmobil.co.uk Pharaoh’s Pyramid from Playmobil, which has won a multitude of awards, is full of exciting features, teaching children about the history of Egyptians and Pharaoh’s tombs.

The historic Pyramid comes complete with puzzles, valuable treasures and five chambers; each with individual traps including secret switches, trapdoors and revolving doors. The reverse of the pyramid is shaped for better play ability; the sidewalls are also removable to reveal more chambers and increasing play possibilities.

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Hape Choo Choo Tracks is a hand-held maze in the shape of a train with a magnetic wand for steering marbles through.

Wooden and brightly coloured, all pieces are enclosed making it an ideal travelling toy. Ideal when it comes to developing hand-eye coordination and dexterity. The Colour Flutter Butterfly from Hape has a magnetic wand for steering marbles through its wings. Wooden and brightly coloured, all pieces are enclosed, making it an ideal travelling toy.

Finally, the Hape Go Fish Go is a beautifully crafted wooden fish maze appeals to all children and improves their hand-to-eye coordination. Call to get exclusive discounts on carriage paid orders over £250.

Build your own BANDAI 0208 324 6160 www.bandai.co.uk This year has seen Bandai UK bring two new collections to market, with their feet firmly set in the educational market. Get ready to experiment with a wide choice from the world of National Geographic plus the option to nurture your very own Sea Monkeys.

The National Geographic range combines a trusted and well-known brand with fun and exciting experiments, expert learning guides and fascinating subjects. The Crystal Growing Kits provide all you need to grow and inspect an amazing crystal. Other exciting kits include Geodes, Build Your Own Volcano, Ultimate Play Sand and Dig Kits which are perfect for any fossil loving child. Each of the kits include a learning guide and a genuine piece of the natural world, which really sets these kits aside from other similar products on the market.

The Original Sea Monkeys range has returned and brings the combination of science, nature and nurture to a whole new generation of kids.

The formulation of the eggs has once again been created in the US to ensure the highest quality of product. The Ocean Zoo contains everything that kids need to hatch and grow their instant pets!

toysnplaythings.co.uk

Science, just for you VIVID IMAGINATIONS 01483 449944 www.vividtoysandgames.co.uk Science4You encourages STEM linked learning via educational and fun packed Science based kits for children aged eight and over. Vivid will be offering a full range of Science4you existing science sets, as well as introducing three new lines which will be TV supported during autumn/ winter. Next, create incredible viscous monsters that glow in the dark with Slime Factory Glow In the Dark! There are up to 17 experiments using the 36-page educational book contained within the pack. Get glam with the Lipstick & Lip Gloss Factory and create scented and coloured lipsticks and lip glosses. Learn how to recycle lipsticks and create personalized ones or find out how to make coloured lipsticks and lip glosses.

Love to learn TRENDS UK 01295 768078 www.trendsuk.co.uk

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SPIN MASTER 01628 535000 www.spinmaster.com Meccano infuses innovation and education into the 2018 line by incorporating new materials and advanced technologies into its construction sets. The unique Meccano 5 Model Set Pull Back Car and the Meccano 10 Models Set Motorized Car featuring motors to inspire and excite kids as they create real working models continue to prove popular with construction fans.

Meccano fans can now construct one of the most iconic Italian sports cars to ever tear up the track with the new Meccano Ferrari F1 Racer. This model car kit gives young builders real tools to piece together metal nuts and bolts, creating an authentic Ferrari Grand Prix Racer.

Create more sales!

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Trends UK has a fantastic portfolio of pre-school ELAs. Supported with TV, marketing and PR campaigns, the Peppa Pig Electronic Learning Toys sees a new addition for autumn.

Offering a unique and engaging play pattern is the new Count With Peppa.

Motoring ahead

M

with our best selling

Art and Craft kits

Place your order today tel: 01603 397 105 email: sales@tobar.co.uk www.tobar.co.uk/create OCTOBER 2018

37

CONSUMER

INSIGHT

The YouTube h YouTube is churning out stars at the moment, and knowing who you are selling to is critical to your success, says Nick Richardson, CEO of The Insights People

A

report by PwC recently estimated that by next year the kids’ digital ad market will reach $1.2bn, with digital media representing approximately 28 per cent of total advertising spend within the kids’ space in 2019.

Every day we see evidence that the children’s media landscape is becoming more fragmented, with almost limitless content and media options available across TV, VOD, social and gaming.

While traditional (linear) TV is still an important aspect of children’s ecosystems, our data over the past 12 months has shown how the media landscape continues to evolve at a significant rate, with younger children now more and more likely each quarter to be watching the likes of Netflix and YouTube over traditional, linear TV. It has never been so important to understand the behaviours and consumption of your audience to ensure your advertising, media and marketing strategy captures your target audience.

Sixty-four per cent of children access

YouTube every day, with 44 per cent accessing it multiple times throughout the day. Even in the youngest children aged four to six, we see one-third still watching multiple times per day. The fragmentation of media not only makes it difficult to know where your audience is, but also to ensure any advertising is compliant with legislation or is not associated with unwanted content.

New YouTubers, vloggers and children’s influencers are appearing every week and can be more popular with children than conventional celebrities such as Cristiano Ronaldo or Beyoncé.

With the speed of change it can be challenging for brands to identify the best partners and collaborate effectively to get their messages in front of their target audience. YouTube stars also continue to make their presence known in the offline world, with immersive events such as Zoella’s HelloWorld or KSI’s boxing events. KSI, the favourite YouTuber of 13-15 boys, recently

Fact!

A new wave of Fortnite YouTubers, including Ali-A and Ninja have made giant leaps in popularity over the past six months.

e hit factory Did you know…

DanTDM, whose popularity according to our data peaks in eight-year olds, was recently reported to have earned over £12m in 2017 from advertising and related sales.

Fact!

When The Insights People asked boys aged seven to nine about their favourite YouTuber, they saw the popularity of Minecraft guru DanTDM fall from a high of 19 per cent 12 months ago to only 12 per cent in the last period.

YouTube star Logan Paul recently took on fellow YouTuber KSI in a televised boxing match, scooping big bucks for both men

favourite YouTubers to be the second and third favourites with tweens.

Ninja, who was the fastest YouTuber to hit 10m subscribers, originally built his following on Twitch, helped by his video playing with rapper Drake - the fifth favourite musician of tween boys.

These are just a few examples of how we are seeing the children’s media landscape change, and with new influencers appearing on an almost a weekly basis, it has never been so important to have up to date and reliable data on what content kids are consuming.

We are proud to count some of the biggest brands and agencies in the industry as clients, providing the most comprehensive and dynamic market intelligence to inform their advertising, content, licensing and merchandise, marketing, product and sales strategies.

For a complimentary report and a demonstration of our award-winning portal www.kidsinsights.co.uk/ toysnplaythings or call +44 (0) 330 159 6631.

faced fellow YouTuber Logan Paul in a much-anticipated boxing fight.

The pair have a combined following of over 35 million, with brands such as JD Sports sponsoring the event boys aged seven to nine about their and even providing special one-off favourite YouTuber, we saw merchandise. Over 15,000 tickets the popularity of Minecraft were sold for Manchester Arena on guru DanTDM, for example, the night, with some estimating a It has fall from a high of 19 per cent further one million people paid £7.50 never been so 12 months ago to only 12 per each to watch the fight online. To put cent in the last period. With it further in perspective, DanTDM, important to YouTube continuing to grow whose popularity according to our understand the in popularity, the data peaks in behaviours next generation of eight-year olds, was content superstars recently reported and are starting to take to have earned over consumption their seats! £12m in 2017 from of your A new wave of advertising and Fortnite YouTubers, audience related sales. While including Ali-A YouTube stars may and Ninja have enjoy phenomenal made giant leaps in success, it also popularity over the appears that each past six months. Ali-A and success can be Kids Insights US has now Ninja have jumped from relatively fleeting.

Big name YouTuber KSI launched – surveying 400 US kids a week! being outside the top 10 When we asked

“

”

STOP PRESS!

www.kidsinsights.net/launch

Kids Insights is the leading provider of market intelligence on all things kids, tweens and teens; providing clients with access to the most comprehensive and dynamic insights on the attitudes, behaviours and consumption of UK kids.

Surveying more than 400 UK kids every single week (20,000 a year) – they produce four insight-led reports every 12 weeks and provide clients with access to this data in real-time, via their award-winning portal. For more information visit www.kidsinsights.co.uk/toysnplaythings

OCTOBER 2018

39

INTERVIEW FLAIR

All rise!

Fact!

The Rise of the Teenage Mutant Ninja Turtles collection is out now, much to the delight of fans already enjoying the action-packed new Nickelodeon TV series. We ask GP Flair’s Marketing Manager Anne-Marie Noon how excited the team is about this new look for the brand...

This is a pivotal launch for Flair and without doubt a very exciting time for all concerned! The content delivered by Nickelodeon, together with the amazingly detailed Playmates toy line is second to none and we can look forward to a collection of figures, playsets and role play accessories that the fans are going to love!

Figures have always been prevalent in the range is this the case for this launch?

As expected, one of the key highlights in the all-new toy line include an assortment of highlydetailed action figures that are uniquely sculpted and fully articulated with heights ranging from 4”

to 5.5”. Each figure is equipped with unique accessories and is compatible with most of the vehicles and playsets in the line. The collection features the four Turtles, as well as new characters Baron Draxum, Meat Sweats and Ninja Origami. There are also larger Deluxe Figures with amazing sounds and ninja action features, right through to the chunky and rugged Super Deluxe Figures.

Nickelodeon hosted a celeb-filled launch for Rise of the Teenage Mutant Ninja Turtles TV series recently and at it, 14-year-old Schaeffer McLean unveiled skate trick The Mikey to celebrate skateboarding turtle, Michelangelo.

What else is echoed from the new series?

The Turtle Tank, the new group vehicle that will help get the Turtles to the action fast, also serves as the mobile command headquarters, where Donatello’s removable lab rises to create a spy tower. The 43” Epic Sewer Lair Playset is the biggest Turtles playset ever and includes four levels of play, seven rooms and numerous features including an adjustable skateboard

ramp, Raphael’s Weight Training Room, Leonardo’s Rotating Weapon storage wall, Michelangelo’s arcade and so much more!

What’s in the support package for retailers?

“

Our TV plan is substantial and will be the main driver in our marketing of the new Rise of The Teenage Mutant Ninja Turtles collection

Our TV plan is substantial and will be the main driver in our marketing of the new Rise of The Teenage Mutant Ninja Turtles collection, but we will be exploring other channels such as cinema, digital and social too. Added to that, we’re also closely collaborating with Nickelodeon on a co-operative marketing programme and together we are working with each individual retailer to ensure we create a fully immersive and highly visible toy launch.

This activity, coupled with our PR strategy, will create multiple touch points for the target audience and make sure the toy range successfully bursts out of the sewer and onto the shelves this autumn.

“

Anne-Marie — tell us about this new launch for GP Flair, how has build-up been?

The toy line consists of 25 new turtle toys including new Deluxe Turtle Figures, Giant Shell Hog Cycles and the Epic Sewer Playsets.

Did you know….

The new series debuted in the UK simultaneously on Nicktoons and Channel 5 on Saturday 22 September at 10am. This was the first UK simulcast across the Viacom owned Nicktoons and Channel 5.

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TRADE

OPINION

Trade talk This month, Team TnP catches up with some of the industry’s finest to find out how optimistic they are about this year's buying seasons and we find out what's selling well at the moment...

TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds.

We explore the hottest topics

AMY SAUNDERS Head of Sales, BANDAI UK What’s your best-selling product at the moment?

Our new interactive pet POMSIES! We launched these at the end of July and they flew off the shelves. We are increasing forecasts daily and with new characters being introduced almost every month we believe this will be a must-have this Christmas.

Are you optimistic about this year’s busy buying season?

2018 has been an extremely tough year at retail, the loss of Toys R Us early on seemed to set the year up and although there are retailers in growth, they aren’t taking risks on stock like they once did. For Bandai we are extremely excited for Q4, we have three new product launches, plus a new launch for our on-going success Smooshy Mushy, so it is looking extremely positive.

“We are extremely excited for Q4, we have three new product launches, plus a new launch for our on-going success Smooshy Mushy” Fortnite seems to be the word on everyone’s lips at the moment, what’s your take on the game? Does it have longevity?

This is a tough one! Speaking personally, since launch my son has been addicted to it, and we’ve invested in many V-bucks! As to longevity, in my experience boys are very fickle and it won’t be long until the next game comes along that’s the next must-have.

Although in saying that, you’ve only got to look at the Pokemon Model. If Epic Games keep it fresh and keep reinventing, it’s definitely got a chance of being around for many years.

Is there anything coming up, movies or tv shows, that you think might be a hit for next year? Robozuna is a new ITV production launching this Q4 with toys launching spring 2019. It brings so many trends together in one place, hitting all pulse points where target markets are right now. Not only is it on channel but it is also partnering with Netflix and YouTube Kids and also some high-class influencers.

We’re excited, retail are excited so it’s one to watch.

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ELIANA PERDIOS Managing Director/ Owner, Alphabet Pie What’s your best-selling product at the moment?

Mix-up clay! This has been a surprise huge hit on the back of the slime craze as it’s not messy, educational and fun, all in one kit, you can’t go wrong for £4.99.

Are you optimistic about this year’s busy buying season?

Absolutely! We had a great Autumn Fair and our new kits are already proving to be a big hit, fashion and space are winners no matter what else is trending.

Fortnite seems to be the word on everyone’s lips at the moment, what’s your take on the game? Does it have longevity?

Just as I thought it was subsiding for the dependable Pokémon, I am reliably informed by my nine-year-old that there are new seasons, updates, hacks, theories, and when Monopoly gets on the bandwagon you can confidently say it has more life left.

Is there anything coming up, movies or tv shows, that you think might be a hit for next year?

There are many big movies next year including Frozen 2, Toy Story 4 and of course Mary Poppins to get us through Christmas but the big exciting movie for me is Captain Marvel, I can’t wait, it will be huge and appealing to a wider audience.

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spielwaren

just like the real thing

The Sales Partnership Distributors Ltd Chiltern House, 45 Station Road Henley-on-Thames, Oxon RG9 1AT Tel.: +44 1491 412415 Fax: +44 1491 412915 Contact Name – James Triptree

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TRADE

OPINION

Trade talk This month, Team TnP catches up with some of the industry’s finest to find out how optimistic they are about this year's buying seasons and we find out what's selling well at the moment...

FLORIAN LOH Area Sales Manager, BRUDER Spielwaren GmbH + Co. KG What’s your best-selling product at the moment?

In 2018, Bruder is adding a record-breaking total of 23 exciting new products to its range.

Especially, when it comes to this year´s novelties within the leisure-time vehicles range it is our two new motorbikes Ducati Cafe Racer and Ducati Desert Sled standing out. In other words, for the very first time Bruder is featuring motorcycles by Italian manufacturer Ducati for young and old motorbike enthusiasts.

Speaking of our construction toys range there is no doubt that our new Volvo A60H Hauler is the most important novelty. This model in the 60 metric ton category is Volvo’s largest hauler featuring articulated “We had a great steering, representing a truly durable Autumn Fair and our workhorse. It efficiently transports new kits are already bulk goods in earth engineering as proving to be a big hit, well as overburden in quarries and fashion and space are gravel plants – consequently, it winners no matter what guarantees hours of fun! else is trending” Are you optimistic about this year’s busy buying season?

According to several consumer spending´s statistics Christmas is not only the peak gift purchase season but also the period that regularly proves to top last year´s spending in terms of monetary shopping mood which is why we are very excitedly looking forward to that time.

Fortnite seems to be the word on everyone’s lips at the moment, what’s your take on the game? Does it have longevity?

The magic of Bruder lies in the combination of interpreting reality realistically and the art of inspiring generations (namely, parents and children at the same time) thus creating a kind of ageless momentum. It is precisely these factors that justify BRUDER´s autonomy of any short-lived digital trends having proven to disappear over time in the past.

Is there anything coming up, movies or tv shows, that you think might be a hit for next year?

Bruder – when it comes to the corporate assortment policy – luckily is not subject to short-lived trend phenomena which allows to apply all its creativity developing new products that complement our range in a sustainable way.

TnP loves to hear your views. This month we speak to key wholesalers and suppliers to learn what’s on their minds.

We explore the hottest topics

SIMON NEWBERY Managing Director, Orchard Toys What’s your best-selling product at the moment?

Well, no surprises there…

Shopping List of course!

It’s been our best seller for over 12 years now which is quite something!

Our second and third bestsellers are Match and Spell and Farmyard Heads & Tails respectively, two lines that have taken off really quickly despite only being launched within the past two years.

Are you optimistic about this year’s busy buying season?

We are fairly optimistic for Q4, following an exponential Q4 last year hitting all records. This followed through into Q1 and has continued year to date we are 15 per cent up so there are some good indicators Q4 will be strong for us.

Fortnite seems to be the word on everyone’s lips at the moment, what’s your take on the game? Does it have longevity?

The game has clearly been gaining popularity over the past year or so probably partly due to its co-operative approach and availability across all platforms. But like many video games it could very much be ‘of the moment’ and undoubtedly something else will come in and be the new ‘must have’ in time.

Is there anything coming up, movies or tv shows, that you think might be a hit for next year?

There are undoubtedly a number of stron g releases for 2019 but standouts at the moment are probably Lego Movie 2, Toy Story 4 and The Lion King, all of which will no doubt build on the success of their franchises.

2

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PREVIEW

BRAND LICENSING EUROPE

Licensed to entertain you!

Show Stats What: Brand Licensing Europe 2018 Where: London Olympia When: 9-11 October, 2018 Web: www.brandlicensing.eu

Roll up, roll up, BLE is celebrating two decades of licensing business heaven – and that’s especially great news for toy companies and retailers…

W

hen you’ve built a reputation as being the show that everyone relies on for being at the cutting edge of the licensing business it must be nice to know that exhibitors also refer to your event as one that keeps the industry moving and everyone on their toes.

Brand Licensing Europe, or BLE as it’s more commonly known, takes place at London’s Olympia from October 9 to 11 this year, and 2018 marks a very special outing for Europe’s biggest licensing show as it celebrates its 20th birthday.

That’s two decades of offering visitors and exhibitors alike not only a unique level of global reach, but also networking opportunities galore, the chance to sign business deals that can literally run into the millions and the opportunity to check out the latest brands, industry trends, film releases and product previews.

“

This year more than 300 international brand owners will attend, alongside licensing agents, manufacturers, retailers and the rest of the best and brightest the industry has to offer us.

Phil Ratcliffe, MV Sports In 2017 more than 7,500 licensing industry professionals travelled BLE to ensure you maximise time to the show, with many spent at the show. coming from overseas, In 2016 one such meeting including huge growth in led to £1.5m worth of business attendees from France, Spain, so you could say that going to South America, Asia and the Brand Licensing Europe really is worth United States. a million bucks!

The show is carefully laid out BLE is certainly an important event across three zones: Character and in the calendar for many involved in Entertainment, Brands and Lifestyle the toy industry, with the partnership and Art, Design and Image. There is between toys and licensing only also a diverse programme of special seeming to grow in importance. seminars open to visitors, covering a Toy-related retailers who broad range of topics including toy attended BLE last year included: trends, and the popular networking The Entertainer, Smyths, Argos, tool ‘Matchmaker Service’, which Toymaster, Lego, Asda, Shop Direct, allows you to pre-book meetings at Sainsburys, Tesco and a whole host of independent UK toy retailers.

“There’s always been a fantastic relationship between toys and licensing and according to the The show is carefully laid out across three Licensing Industry zones: Character and Entertainment, Brands and Merchandisers’ Lifestyle and Art, Design and Image.

Association (LIMA)

Some licensors are flexible and keen enough to do business straight away and as we’re in a fashion business sometimes being quick to market is vital

”

Did you know…

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2018 report, the market for licensed toys continues to thrive,” says Anna Knight, BLE’s brand director. “They account for 13 per cent of global retail sales, and are worth $36.1bn, second only to apparel.

“At BLE, we have lots of content for toy retailers and licensees. There are many brands on our exhibitors’ stands with toy category potential, particularly in the Character and Entertainment Zone, which is home to TV and movie studios like Viacom Nickelodeon, Warner Bros, Turner Cartoon Network and Universal and their incredible roster of children’s brands.

“We also have three massive toy companies at the show – Mattel, Hasbro and MGA – which is testament to the strong relationship between the two sectors. Plus Hearts by Tiana will have its own dedicated stand at BLE, which is the first time an

“

We see BLE as a way to further strengthen our position as the market leading manufacturer of fancy dress and to meet new potential brands Sharon Poulter, Smiffys

In 2017, more than 7,500 licensing industry professionals visited BLE.

Sharon Poulter says Smiffys have a new toddler and baby range with characters from Roald Dahl and Beatrix Potter, as well as fantastic new licensed ranges from CBeebies Bing, Postman Pat and Wind in the Willows.

”

influencer brand has appeared as a standalone exhibitor.”

In terms of events at the show designed for a toy industry audience, Women in Toys will be hosting drinks in the Brands and Lifestyle bar at 4pm on Wednesday, 10 October, while in BLE’s conference theatres there will be a Playing with Brands panel and a ‘fireside chat’ with Tech Will Save Us, a company that makes award-winning children’s kits that

Fact!

Guess what!

combine play value with making and coding. Plus there will also be a session about the pre-school market and how it could be opened up to new brands.

BLE’s annual License This! competition should also be of interest to any toy designers out there looking to dip their toe into the licensing industry.

“This business can be a complex one to enter, and License This! gives new licensors exposure to experts who can help develop their brand

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PREVIEW

BRAND LICENSING EUROPE

and take it forward,” Anna explains.

“The mentorships and advice they receive, even if they don’t win, is worth entering for on its own and this year’s contest was also expanded to two categories, with winners in both Brand and Design and Character and Animation.

“Any toy designers out there reading this should consider entering for next year, it’s genuinely changed the lives of our winners.

“For those in the toy business, while it’s important to be creative it’s also good practice to keep one eye on trends. There’s no point designing something that people don’t need or want, even if it’s revolutionary. For example, think about how kids consume and relate to video games and e-sports, celebrity and influencers, board games and even the kidult phenomenon.”

Sharon Poulter, Senior Trade Marketing Manager for Smiffys – experts in costumes and dressup – says that attending BLE gives the company the chance to meet with new and existing licensors, to

“

network and build strong business relationships.

“There is always exciting announcements and opportunities at the show regarding new film releases and product previews, keeping the industry moving and everyone on their toes,” Sharon says. “We see BLE as a way to further strengthen our position as the market leading manufacturer of fancy dress and to meet new potential brands we feel we can successfully launch in the dress up market.

“With World Book Day now a firm fixture in the school calendar, children’s licensed dress-up is fundamental to the year on year success of this event for the party industry. As a result licenses now play an increasingly important part in Smiffys offering.

“As schools focus on the Anna Knight, BLE’s literacy aspect of the event, so Brand Director dress-up plays an important role in making reading fun for children. This translates to popular dress-up characters from established book titles including Where’s Wally

At BLE, we have lots of content for toy retailers and licensees.

There are many brands on our exhibitors’ stands with toy category potential, particularly in the Character and Entertainment Zone

”

and Horrible Histories, while the most recent successes from 2018 include characters from the World of Walliams, Beatrix Potter and Enid Blyton.

“In terms of successful licensed adult costumes, Smiffys sees a continual demand for retro licenses such as Grease and Top Gun, and we also offer a wide range of classic horror license characters for Halloween, including Chucky, Breaking Bad and Michael Myers.”

New licensing deals shaping up to be big business for Smiffys, include a new toddler and baby range with characters from Roald Dahl and Beatrix Potter, as well as fantastic new licensed ranges from CBeebies Bing, Postman Pat and Wind in the Willows.

BLE ‘veteran’ Phil Ratcliffe, Sales and Marketing Director for MV Sports and Leisure, says he thinks he has attended all of the shows to date.

“BLE is a great place to meet all our licensors in one place and to update each other on the performance of individual properties, whilst comparing notes with other licensees in different categories,” he explains.

“At the show we both cement existing relationships and look for new licensing opportunities. Some licensors are flexible and keen enough to do business straight away and as we’re in a fashion business sometimes being quick to market is vital.

“We work with all the major licensors and have done for many years. The acid test of a relationship is not how good it is when things are going well, but how strong and solid it is when they aren’t. Licenses come and go but it is important to keep the communication channels open.

“Currently we’re finding that existing properties including the likes of Peppa, Paw Patrol and especially LOL are doing well in the run-up to Christmas.”

Guess what!

MV Sports Sales and Marketing Director Phil Ratcliffe is a BLE veteran, having attending all of the shows to date. Now, that’s something to aspire to!

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y o T n i o h W s ’ Who

g n i s n e c i L ries are t s u d in y o t g and aking m s The licensin ie t r e p o h hit pr it w , d e in w t en takes a P n T . s e g n a yr licensing for great to in o h w s ’ o at wh closer look anies… p m o c y o t y at some ke

AUGUST 2013

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SPECIAL FEATURE

WHO’S WHO IN LICENSING

Amscan Tel: 01908 288 500 Web: www.amscan.co.uk

About Amscan...

Who’s Who?

Amscan International are leading suppliers in the party industry offering an extensive range of partyware, balloons, and fancydress items. Their complete licensed portfolio contains over 90 different properties, working together with top global licensors including the likes of Disney, Nickelodeon, Mattel, Hasbro, Warner Bros and Universal to name but a few.

Head of Marketing, VM and Retail Development: Jen Wilson Licensing Director EMEA: Mel Beer Head of Sales Independent Retail Division: Andy Smart Head of Online Sales UK & Ireland: Tim Holness

Key products • PJ Masks costumes • Pokémon partyware and balloons • Paw Patrol partyware and balloon

Mel Beer, Licensing Director, EMEA says: “We’re excited to continue the development of our licensed offering into 2019 and beyond. PJ Masks has proved to be a strong performer for us, the addition of new villains costumes will sit perfectly alongside the existing character styles. Rick and Morty has become hugely popular this year, we look forward to launching our new costumes in time for Halloween.

Looking ahead to Book Week 2019, our new Dr. Seuss costumes are must-haves. In terms of partyware and balloons, we have a fantastic variety of new licensed ranges including a Nerf-themed ensemble, LEGO Movie 2, Harry Potter and Enchantimals. We have also refreshed our top selling licensed ranges PAW Patrol and Pokémon. Also, with Christmas drawing closer now is the perfect time to pre-order our new licensed Elf on the Shelf balloons and Dr Seuss. The Grinch costumes!”

Amscan work with over 50 licensors, including the following specifically for dress-up...

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SPECIAL FEATURE

WHO’S WHO IN LICENSING

Funko Web: www.funko.com

Who’s Who? Sales Director, EMEA: Andrew Smith Senior Licensing Manager, EMEA: Lucy Salisbury Head of Marketing, EMEA: Eva Dawes Head of Product Development, EMEA: Samantha Clapham Social Media & Marketing Executive: Charlotte Kinson

About Funko...

Funko boasts a huge breadth of licenses, allowing for a large catalogue of products as well as showcasing enough variety to appeal to a multitude of collectors. The last few months have seen a continued demand for all things Wizarding World – from the evergreens of the Harry Potter franchise to the upcoming release of the second film in the Fantastic Beasts series, The Crimes of Grindelwald. Alongside this, Marvel has been a huge focus with the demand for Infinity War products still high, and the Captain Marvel movie on the horizon. Funko is expected to catapult higher in the coming months with the release of their Fortnite line, widely considered 2018’s hottest gaming license and Funko are one of the first licensees to have products hitting the market.

Key products • 5 Star Harry Potter - these brandnew articulated figures come with character-appropriate accessories and feature eyecatching attention to detail.

• Mickey’s 90th Vinyl Figures adopting the Mystery Mini format without the mystery, these detailed mini-figures showcase the famous mouse in some of his most memorable moments.

• Fantastic Beasts: The Crimes of Grindelwald: Newt Pop! Vinyl this Pop! Vinyl of the enigmatic Newt Scamander features him in his getup from the upcoming film, wand in hand ready to battle.

Lucy Salisbury, Senior Licensing Manager, EMEA: “Licensing is at the core of what Funko does and we work extremely closely with our licensors to develop products which we know consumers will want to buy. We have long-established partnerships with every major studio and over a thousand other IP owners, meaning that Funko is uniquely positioned to offer our retail partners products for every type of fan. And in 2019 we will be focusing on all the major tentpole movies, cult TV shows, leading video game franchises, major sports teams and even more iconic characters.”

Some of Funko’s partners...

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THE LARGEST LICENSE PORTFOLIO IN THE INDUSTRY! For any queries please contact us via email at inquiriesuk@funko.com funko.com

Follow us for more exciting product updates!

FunkoEurope

Funko_Europe

FunkoEurope

SPECIAL FEATURE

WHO’S WHO IN LICENSING

Siso Toys UK Email: sales@sisotoysuk.com Tel: 01620 674778

Who’s Who? Managing Director: Martin Whitaker

About Siso...

Siso Toys - a UK subsidiary of the Simba Dickie Group with a focus on the toy company’s licensing portfolio is headed up by former Mattel executive Martin Whitaker. Currently, Trollhunters, Enchantimals and The Deep are taking centre stage with the company.

The Deep is the hit animated TV show that focuses on the Nektons, a family of marine biologists, who have made it their goal to explore underwater worlds and to search for the lost city of Lemuria. The Deep is broadcast on CBBC with two seasons under its belt, which have performed exceptionally well, ranking the show within the top three on the channel. A third season is launching in 2019. Siso Toys is set to launch a true-to-the-series range of products highlighting the elements of action, animals and ‘good against evil’, aimed at the core target group of children aged between six and nine. Next up for Siso will be Trollhunters - Tales of Arcadia, a Netflix original which launched in December 2016 and has garnered huge success. The third season premiered on Netflix earlier this summer. For Easter 2019, Siso Toys will launch a range of detailed figures, playsets and roleplay that will bring the world of Trollhunters to life for boys aged between six and nine. The Trollhunters launch in Easter will be supported with an Easter TV campaign. Also available from Siso across it’s licensed portfolio is a range of plush and styling heads from Mattel’s Enchantimals as well as Wissper dolls, figures and playsets, licensed from M4E/Studio 100.

Key products • The Deep’s Robot White Knight.

• Trollhunters 3“ non posable multi-pack figures and 6“ deluxe figures with light and sound features.

• The Bunny Bree Styling Head with nylon hair from Enchantimals.

Martin Whitaker, Managing Director Siso Toys UK says: “Siso Toys UK are investing heavily in developing a strong product portfolio, which is driven by amazing licenses and delivering great product. Our launch year comprises of licenses from NBC Universal, DHX Media and Animaccord. All of our ranges will be supported by 360˚ marketing campaigns and bespoke retail plans to drive sell through.

Our ambition is to grow our business by developing our current licenses into successful ranges at retail and to acquire new licenses from leading licensors that allow us to grow our footprint within the industry, with our ultimate goal of becoming a top 10 supplier.”

Some of Siso’s partners...

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80771_AZ_EA_ToysNplaythings_240x315_RZ.pdf

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© 2018 Mattel.

• Innovative Product highlights

• New TV Series in Q4/18

6 individual characters available in 20cm, 35cm and 50cm size

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sales@sisotoysuk.com SISO Toys UK

SPECIAL FEATURE

WHO’S WHO IN LICENSING

Smiffys Tel: 0800 590 599 Web: www.smiffystrade.com Who’s Who

About Smiffys…

Dominique Peckett, Director of Marketing & Product Development says:

Director of Marketing & Product Development: Dominique Peckett National Account Controller: Aneesa Beasley Creative Manager: Lindsay Rearden Senior Marketing Manager: Sharon Poulter

With World Book Day a firm fixture in the school calendar, children’s licensed dress-up is fundamental to the year-on-year success of World Book Day. As a result, officially licensed products play an increasingly important part of R H Smith’s offering, for both the Smiffys brand, and private label.

As schools focus on the literacy aspect of WBD, R H Smith brings characters to life with popular dress-up characters born from established book titles, ranging from Roald Dahl, Where’s Wally, Goosebumps and Horrible Histories to the most recent successes of 2018, including characters from the World of Walliams, Beatrix Potter and Enid Blyton. License costumes play an important role underpinning the success of the adult costume category at Smiffys, too. There is also a continual demand for retro licenses such as Grease, Top Gun and Baywatch to name a few.

“As the industry leading manufacturer of dress-up, we’re the proud owner of the Smiffys and Fever brands. Our award-winning private label team designs and manufactures officially licensed and generic seasonal ranges for large multiple retailers. We deliver the whole party package: costumes and accessories, including wigs, make up, props and decorations. We strive to provide an excellent service, innovative products and of course, a whole world of serious fun. Dress up and party all year long at carnivals and festivals, right through to World Book Day and Halloween, there’s a costume for every occasion.”

Key products • Gangsta Granny by David Walliams - top and skirt, perm wig, eye mask, glasses, necklace, and of course, a swag bag!

• Beatrix Potter Peter Rabbit – new toddler costume range including jumpsuit, character hood and jacket.

• Roald Dahl Willy Wonka - the complete look including top, trousers, bow tie, hat and cane.

Some of Smiffys’ partners

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SPECIAL FEATURE

WHO’S WHO IN LICENSING

Who’s Who?

Tomy

Head of EU Marketing / UK GM: Mary Wood EU Marketing Manager (all brands): Tara Johnson VP of Global Toy Design: Alpesh Patel Global Toy Senior Director: Morgan Weyl UK Head of Marketing: Nicola Jenkins

Tel: 01392 281928 Web: www.tomy.com About Tomy…

TOMY Europe’s portfolio showcases licenses across its portfolio from Lamaze baby products featuring characters from Disney Pixar’s Incredibles 2 as part of their longstanding relationship with Disney, where they also partner with other licenses such as Mickey and Minnie Mouse, Princesses, Cars, Fairies and Toy Story, through to pre-school toys from the legacy of John Deere. TOMY’s most recent partnership is with Entertainment One’s Ricky Zoom as global master toy partner with first products set to launch from Autumn/ Winter 2019. They also have strong relationships with Mattel with Thomas & Friends as well as Peppa Pig (eOne) for arts and crafts lines under Aquadoodle and gaming properties such as Sonic The Hedgehog and Nintendo.

Molang from Millimages is another property which appeals to pre-schoolers and girls, and for older children and collectors Britains provides agricultural toys and collectables from popular manufactures including JCB, NC, New Holland, Massey Ferguson, Valtra, KEENAN and John Deere.

Key 2018 products • TOMY Thomas & Friends Big Loader • Peppa Pig Aquadoodle • Super Soft Molang

Nicola Jenkins, UK Head of Marketing says: “Licensing has played a huge role in the toy and games industry for many years and will continue to do so. At TOMY we are invested in working very closely with our licensors to establish long-term partnerships and ensure that all products we develop reflect our brand values and deliver to the best consumer experience. We have had relationships with some of our licensors for more than 70 years which is testament to our licensing credentials. In 2019 we will continue to build TOMY’s portfolio by unveiling very exciting lines with licensed ranges from both established and newly launched brands, watch this space.”

Some of Tomy’s partners...

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The Happiness Property!

NEW

plush ranges for AW18!

NEW! Molang Basic Plush Assortment

Super Soft Piu Piu

Super Soft!

Super Soft Molang

Collectible Plush Assortment

Call the sales department on 01392 281927 or email ukcustomerservices@tomy.com Š2018 / Hayanori / Millimages

TnP-Molang-240x315mm.indd 1

18/09/2018 17:17

LICENSING

NEWS

Hornby and Warner Bros join forces

Rock like Revell!

Revell are feeling the beat with the kings of rock AC/DC. The company has just launched the AC/DC Tour Truck, celebrating AC/ DC’s highly successful 2014 ‘Rock or Bust’ studio album.

The replica model kit includes glue, paintbrush and selected aqua acrylic paints. Revell has previously collaborated with ZZ-Top and Iron Maiden, with more planned for 2019. This runs alongside existing Disney licenses such as Star Wars, Cars 3, Pirates of the Caribbean, Star Trek, HALO, The Red Arrows, British Airways, Ford Motor Company, Porsche, the Royal Navy and many more.

Golden moment Golden Bear has signed as global master toy for Twirlywoos. The deal with DHX Brands sees Golden Bear act as master toy partner till 2020.

Barry Hughes, Managing Director, Golden Bear Toys, says: “We are delighted to renew our partnership with DHX Brands on Twirlywoos. Great Big Hoo, Toodloo, Chickedy, Chick and Peekaboo have become core favourite characters for Golden Bear were pre-school children in the UK and appointed master beyond, and we are thrilled to be continuing toy partner for to deliver Twirlywoos toys to them for many Twirlywoos in 2014. years to come.”

Fact!

Tiana opens own shop YouTube sensation Tiana became the first ever British Kid’fluencer to open her own shop recently. The pop-up shop in Birmingham’s Bullring & Grand Central opened recently for one weekend to celebrate the launch of Hearts by Tiana a new range of clothing and merchandise from the 10-year-old YouTube Star, who currently boasts over 12 million YouTube subscribers on her popular channels Toys AndMe and Tiana.

Tiana will also have her own dedicated stand at BLE this year.

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Hornby Hobbies and Warner Bros. Consumer Products are collaborating on a new range of products, which will be unveiled at London Toy Fair 2019.

A variety of Warner Bros. and DC franchises are being developed under several of Hornby’s key brands. Fans can expect to see the release of a variety of model railway and slot car sets, plus die-cast vehicles under the iconic brands of Hornby Railways, Scalextric and Corgi.

This extensive product range will feature a selection of Warner Bros.’ and DC’s most iconic franchises, including Harry Potter, DC’s Super Heroes, and other fan-favourites.

Hornby Hobbies Limited’s CEO, Lyndon Davies, says: “Having access to these perennially popular franchises will provide Hornby with the opportunity to apply our ability in developing and delivering a desirable range of products that will appeal to fans of the many Warner Bros. characters and DC Super Heroes.”

Celeb mum Billie Faiers teams with Baby Annabell Zapf Creations Baby Annabell has teamed with celebrity mum Billie Faiers, star of ITVBe’s The Mummy Diaries, as part of the brand’s 20th anniversary celebrations.

Billie says Baby Annabell helped her family adjust to the presence of a newborn in the house.

Zapf also brought a limited edition Baby Annabell doll to market in September to celebrate 20 years of the brand. Baby Annabell My Special Day comes complete with a celebratory birthday outfit, party accessories including cupcakes and party plates, and eight lifelike functions. Billie Faiers show The Mummy Diaries returns to ITVBe this autumn.

toysnplaythings.co.uk

T O D A Y

Bake like

Barbie

Mattel’s Barbie has teamed up with celeb chef and TV presenter Angellica Bell on a new campaign called #YouCanBeAChef.

The campaign aims to inspire children to get creative in the kitchen and as an ambassador Angellica Bell will be leading the Barbie movement, encouraging young children to cook up some fun with Barbie.

Barbie has released a supporting toy range to encourage children to not only get creative in both their imaginary world through play, but also inspire cooking skills the real world. Products include the Barbie Ultimate Kitchen Playset, Bakery Chef Doll and Playset and Chef Career Doll.

Turtle time

Made in Chelsea’s Stephanie Pratt and friends (left), and Eastenders star Danny Dyer with family

Celeb fans of Teenage Mutant Ninja Turtle packed into London’s Ladbroke Grove recently to visit a specially created Turtles lair which was made to celebrate the launch of Flair’s toy range on 5 October, and the launch of tv series Rise of the Teenage Mutant Ninja Turtles on Nicktoons and Channel 5 which took place on 22 September. GP Flair’s toy line consists of 25 new turtle toys including new Deluxe Turtle Figures, Giant Shell Hog Cycles, Epic Sewer Playsets and an array of costumes. Celebrities entered the event by a sewer door before navigating their way through the lair via a series of activities that paid homage to each turtle hero, such as: Raphael’s Ninja Arena, Leonardo’s Light Speed Challenge, Donatello’s Music Coding and Mikey’s Mega Half Shell. Guests were also treated to a selection of pizzas and juices whilst relaxing in Splinters TV room to watch the first episode of “Rise of the Teenage Mutant Ninja Turtles.”

OCTOBER 2018

Fab-u-lous darling!

With Strictly fever at high pitch now that the new series of the hit BBC show is on air, Ideal Games from John Adams has launched Strictly Come Dancing: The Board Game. The launch took place in September with Strictly judge Craig Revel Horwood - whose voice features in the game - was joined by professional dancer and Strictly Come Dancing: It Takes Two star Ian Waite.

In Strictly Come Dancing: The Board Game players pair with an in-game professional dancer and journey through training where they must answer trivia questions, take on fun challenges and perform mini dance-offs.

Jazwares get Angry Jazwares has been appointed global master toy partners for Angry Birds. The announcement was made by Angry Birds owners Rovio in September and the new multi-year deal will deliver a range of toys for The Angry Birds Movie 2, which is due to be released in September 2019.

Laura Zebersky, Chief Commercial Officer at Jazwares, says: “Jazwares is excited to be Rovio’s long-term master toy partner with a focus on building an everyday character-branded product line. This new, action-packed toyline brings the Angry Birds charisma to life with splat balls, blinds, figures, playsets and plush by Russ, for cool play value and character recognition that fans, gamers and collectors can enjoy.”

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Spotlight on... Scalextric It’s always best to start them young, especially when it comes to an iconic toy like Scalextric. My First Scalextric – which is supported by a TV campaign - is aimed at children aged from three-years, and offers all the excitement of the real thing, just for younger fans!

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Magnatraction ars system so the c stay on the track Contact Hornby customerservices.uk@hornby.com www.scalextric.com 01843 233502

Two super crashresistant cars!

Supported in 2 and 2018 wit 017 h children’s T a V campaign

Speed limiter hand controller for those trigger-happy hands

DON’T MISS… We bring to the fore a selection of the hottest and newest products that will help you sell more. Buyers and retailers, get in touch with your sales contact now!

Product: FReNeTiC Company: Accentuate Games Tel: 07748 184 525 Email: fiona@accentuategames.com

Product: Spirit and Lucky Deluxe Feeding Set Company: Flair Tel: 020 8643 0320 Web: www.flairplc.co.uk

Product: Christopher Robin 10” Plush Company: Posh Paws Tel: 01268 567317 Web: www.poshpawsinternational.co.uk

Product: smART Skecther Company: Character Options Tel: 0161 633 9800 Web: www.character-online.com

Product: Superzings Series 2 Police Station Playset Company: Magic Box Toys Tel: 01403 251286 Web: www.magicboxint.com

Product: Neo Jura Lodge Company: Simba Smoby Tel: 01274 765 030 Web: www.simba-dickie.com

Product: LED Crystal Art Kits Company: Craft Buddy Ltd Tel: 0203 417 6565 Web: www.craftbuddyltd.co.uk

Product: Polly Pocket Company: Mattel Tel: 01628 500000 Web: www.mattel.com

Product: Luvabeau Company: Spin Master Tel: 01628 535000 Web: www.spinmaster.com

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11/09/2018 08:20:59