BTHA – looking ahead to Toy Fair

Lore and order

Ravensburger has unveiled a collaboration with Disney offering up its first ever trading card game featuring characters from the Mouse House.

Due for release in the autumn of next year, Disney Lorcana will feature a whole host of beloved Disney characters both in their recognisable styles and in new reimagined art styles. The two companies believe that Disney fans will be wooed by seeing their characters in new environments and in new ways, whole trading card gamers will be drawn by the gameplay that Ravensburger is known for.

According to the announcement: “The game is set in the rich and fantastical world of Lorcana, a combination of the words Lore and Arcana. Players will take on the mantle of Illumineer, a powerful sorcerer, and band together Disney characters from Lorcana’s The Great Illuminary, a treasury of all Disney songs and stories ever made.”

Ravensburger North America CEO and global head of games Filip Francke said: “Lorcana is the result of the powerful alchemy of Disney magic, Ravensburger game excellence, and several years of dedicated work and investment,.. This potent combination has poised Disney Lorcana to be a gamechanger in the billion-dollar-plus trading card game market.”

VP of product design at Disney John Balen said: “The breadth and scope of Disney characters represented in this game will be unprecedented, and it will contain more original Disney artwork than any other single product ever created. Our dedicated Disney product design team has enjoyed collaborating with Ravensburger and our Walt Disney Animation Studios partners to create a unique Disney experience for fans of all ages to take home.”

Top five must-haves

Spin Master in the US was celebrating after a quintet of its products made the list of Walmart’s must-have toys for 2022.

The five - Kinetic Sand Swirl N’ Surprise Playset, Bakugan Genesis Collection Pack, PAW Patrol Big Truck Pups Truck Stop HQ, Purse Pets Glami-cone and Gabby’s Dollhouse Purrfect Dollhouse - make up almost a tenth of the overall listing.

“Our 2022 holiday toy line-up is packed with innovation, and we are honoured to have five of our toys on Walmart’s Top Toy List this year,” said Chris Beardall, Spin Master’s president of toys and CCO. “Being recognised by Walmart demonstrates our continued commitment to delivering innovation, inspiration and reimagining everyday play for kids around the world.” BTHA communications & events manager Rebecca Deeming writes:

September is a busy month here at the BTHA. Visitor registration for Toy Fair 2023 opens mid-September. Those wanting to register can do so for free on the Toy Fair website, www.toyfair.co.uk. We are also hosting a webinar for Toy Fair exhibitors this month on September 14 at 2pm, to go through the various operational aspects of the show. Attendees will have the opportunity to meet our main suppliers to discuss, furniture, electrics, graphics, logistics and stand build plans. If you are exhibiting at Toy Fair 2023 and would like to join the webinar, please contact Majen@btha.co.uk.

Elsewhere this month we have representatives running London’s Big Half on behalf of the Toy Trust. The half marathon takes place on Sunday 4 September and we’d like to wish all those running on behalf of the charity the very best of luck and thank you for raising money for our industry charity, it really is very much appreciated.

The BTHA regularly publishes guidance for its members on regulatory compliance. Since the UK left the EU, the Toys (Safety) Regulations 2011 has undergone a series of amendments and is now the sole legislation controlling the safety of toys in the UK. The BTHA has produced nine guides to reflect these changes, helping members to understand their obligations. The guides have received primary authority assurance, which means full BTHA members who have opted to be part of the BTHA’s primary authority partnership can legally rely on the advice, providing extra protection in the case of enforcement action. In the next month, the BTHA is supporting Scotland Trading Standard’s cost-of-living campaign, and the Intellectual Property Office’s campaign to help consumers spot counterfeit and unsafe toys when shopping online, and to raise awareness of the risks of buying sub-standard products. The growth of online marketplaces has made it more difficult for consumers to identify legitimate toys and trusted sellers. As well as advising consumers, the BTHA is continuing its campaign work to call on the government to make online marketplaces more accountable for the safety of products sold by third-party sellers. To learn more about becoming a member of the BTHA and the benefits of membership, please contact Tracey@btha.co.uk.

Asmodee gets on the right track

Asmodee took to the trains on August 23 for an initiative aimed at letting customers enjoy their holiday journeys and play more games.

The company worked with train operator GWR for the event, #TheGameTrain, to promote its popular Dobble game, travelling on Great Western Railway trains between Paddington, Oxford and Bristol, Asmodee head of marketing James Arnold said: “We wanted to find a way to ease summer holiday stress and make travelling more enjoyable, not only for parents but also for the children. That’s how we came up with the idea of a game day onboard Great Western Railway trains.” GWR head of external communications Dan Panes added: “We have some of the most inspiring destinations on our network, which are perfect for a family trip during the school holidays. We are incredibly grateful to Dobble for ‘EnterTraining’ our customers of all ages on our services, getting their Great Western Adventure off to an exciting start.’’

Customers return to specialist toy retailers, says NPD

Customers are returning to specialist toy retailers – both indies and larger chains – following the Covid-19 misery, according to data from The NPD Group

In fact, they’re returning in such numbers to stores such as The Entertainer, Smyths and Hamleys, as well as independents, both on the high street and out of town, that specialist toy retailers is the fastest-growing retail channel.

The data from NPD, which recently merged with Information Resources, Inc, said that the specialist channel has grown by more than 44% this year.

The Consumer 360 Toys analysis further noted that online’s share is still higher than pre-pandemic levels, internet purchases have fallen by 20%, while in-store sales have grown by 9%. Toy specialists are now the joint largest channel along with online-only retailers, accounting for almost a third of sales in the year to end of June. Sales value has grown every month.

Parents are driving much of the return to stores, while they still make up almost half of all toy sales; more than half (55%) of toy sales to parents came in bricks-andmortar stores, up 8%. Grandparents and other family members are buying less – minus 18% and 5% respectively – suggesting that the cost of living crisis and other financial fears ae preventing spending.

NPD executive director for UK Toys Melissa Symonds said: “It’s great to see people returning to physical toy stores and especially to the toy specialists who are the experts in the category. There is nothing like the experience of seeing, hearing, and touching toys, making it a fun shopping outing to visit a store and see what’s new in this highly innovative category. These retailers also have a wide choice, offering shoppers the chance to discover something new and exciting along with the expertise of staff who spend all day among toys.

“With a squeeze in our household incomes reducing spending power, many consumers will be counting every penny. In previous recessions, we’ve seen that although parents continue to find the funds for the toys their children really want for Christmas and birthdays, other relatives cut back on spending on toys. We’re already recording this trend in 2022 and would expect it to last well into the festive season.’’

Mattel puts the brakes with Bruno

Mattel is to launch the firstever autistic character in flagship preschool show Thomas & Friends.

The television arm of the toy giant has developed the character, Bruno the Brake Car, in collaboration with the US-based Autism Self Advocacy group as well as autistic writers and figures.

The move, which sees Bruno being voiced by nine-year-old Elliott Garcia, from Reading, Berkshire, who is autistic himself, has been welcomed by UK organisations.

Bruno will make his debut on Wednesday September 21 on Channel 5’s Milkshake. Consumer products and more activity, with the character appearing across different content strands such as YouTube and podcasts, will follow.

Elliott said: “Bruno is a Brake Car, and he is a new friend for Thomas and his friends, and he’s also autistic, like me. He is funny, smart, and he’s a very relaxed character. He can get really overwhelmed, he can get worried, and he uses comedy to get past situations. Bruno loves schedules and timetables and when everything goes to plan’’

Disguise gets Stranger

The series has helped Kate Bush return to the top of the charts and launched a thousand consumer products, and now Stranger Things is the inspiration for a whole range of character outfits and Funko Pop! Masks from Disguise Inc.

The costume arm of Jakks Pacific has a whole range of outfits and masks due, many of which are taken from the current hit season of the Netflix series, including Hellfire Club captain Eddie Munson, Argyle of Surfer Boy Pizza, and the Hawkins Highschool Tigers team.

New takes on existing characters and their fourth season costumes include Eleven’s retro striped dress, Jim’s prison outfit, and Steve and Robin’s Family Video uniform. Funko Pop masks include Eleven and Demogorgon and are aimed at fancy dress enthusiasts and cos-players as well as collectors who might want to hang them on the wall.

Magicbox unveils new image

Toy company Magicbox has unveiled a new corporate image, complete with animated logo and a new HQ in Barcelona as it continues its transition from a collectables company to a fully-fledged toy company.

Its swish new Barcelona offices and the new look come on the back of it opening its first UK office in Gatwick.

UK MD Nicola Bergot said: “The new animated Magicbox logo represents our number one aim to excite children though our toys. As you watch, the Magicbox name opens to reveal a box full of surprises, which fills all around it with magic.

“This new image also underpins what is truly an exciting time for the company. Earlier this year we announced the intention to transition from a globally recognised collectables company to a global toy company. The new UK team, together with the company’s first UK-based offices near Gatwick, started this process, and this new corporate image, pulls it all together perfectly.”

Bergot added: “The new corporate image and Spanish HQ echo all that is happening within the company both internationally and on the ground in the UK.’’

Pokémon pledges £25m

The Pokémon Company International – the giant that looks after the brand outside of Asia – has pledged $25 million to charity over the next five years.

The offer marks the 25th anniversary of the huge franchise, with the cash going to assorted charities and organisations “dedicated to improving the lives of children and supporting social equity”.

Each of the chosen organisations will be working with the company as a long-term partner, while the money will be given in the form of donations or via creating communities. There will also be donations of Pokémon products to companies able to deliver them to families and children.

Kenji Okubo, president of The Pokémon Company International said the organisation was “grateful for the opportunity to give back to the communities in which it operates’’.

Toy Fair: it’s a sell-out!

With the show still four months away, the British Toy & Hobby Association has announced that Toy Fair 2023 has completely sold out.

All exhibition spaces, including the Greenhouse, have been snapped up, with waiting lists already in place for the January 24-26 event.

The BTHA said that with more than 250 exhibitors signed up and all the space on both levels in Olympia’s Grand and National halls completely filled, the organisation is gearing up for one of its busiest shows to date.

The show will see both returning exhibitors from the 2022 event, deemed a success by the BTHA and attendees, and a ‘significant’ number of new companies too.

Big names signed up include Hasbro, Moose Toys, LEGO, Basic Fun!, Dolu, Funko, Kidicraft, Rubies Masquerade, Rainbow Designs, Mood Bears, Juratoys UK, Playmobil, Magformers, Movies Inc and John Adams Leisure.

BTHA director of fairs and special events Majen Immink said: “The momentum and excitement we have seen for Toy Fair 2023 is just fantastic. The fact that the show has sold out already and 89% of exhibition space has been booked by returnees after a successful 2022 showcase, following the hiatus in 2021, speaks volumes as to the strength of the toy industry and the importance of the fair to participants.

“We recognise the continued challenges the industry is facing and are thankful to all our exhibitors for the continued support. We look forward to working with exhibitors and supporting them in the run-up to the event and making Toy Fair 2023 a show to remember.”

Playmobil marketing communications manager Adam Moore said: “Toy Fair is one of the biggest events in the Playmobil calendar each year. Attending Toy Fair is extremely important to us and we start planning the next show almost immediately after one finishes. It is the best place to meet with buyers from major national and independent retailers and provides us with the opportunity to build on our current relationships and create new ones.”

Zapf Creation’s head of marketing for UK and Ireland Kasia Leskow added: “Zapf Creation is truly excited to be exhibiting at Toy Fair 2023 – a huge event for the toy industry. Toy Fair offers us a fantastic platform to showcase our ranges to key retailers and industry friends, in addition to communicating our commitment to sustainability with our plastic-free packaging.”

The full floorplan can seen at www.toyfair.co.uk/ visit/#floorPlan, with registration due to open at the end of September. Any companies keen to join the waiting list should email Rebecca@btha.co.uk.

Obituary: Gerald Taylor

Malcolm Naish writes: We are sorry to learn of the passing of Gerald Taylor at the age of 88.

In the 1960s, 1970s and 1980s, Gerald was a major influence with the then N.A.T.R. – National Association of Toy Retailers – which created and ran the Toy of the Year awards, which in those days was a major evening during Toy Fair week, attracting 500 plus to a three-course dinner. It is, of course, now organised by the BTHA on behalf of the BTR.

Before selling Taylor & McKenna to Beatties in the late eighties, his five toy stores, with his HQ in Milton Keynes, were the envy of many.

Following the sale, Gerald moved with his wife Candida to Southern Spain and many of his toy trade friends visited them on a regular basis.

Our sincere condolences to his wife Candida and family.