Toys n Playthings October 2023

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Influencers, eh? Can’t live with ’em, can’t live without ’em.

The rise of the influencer in recent years has been, particularly for those of a certain age, one of the more bewildering elements of modern life. The social mediadriven phenomenon has come under fire from all corners – rarely a day goes by without mutterings about some of the more outrageous behaviour from those who boast thousands of followers across Twitter, Instagram, YouTube, TikTok et al.

In another area in which I’ve worked for years - the film business - influencers are now ubiquitous at screenings, previews and premieres; their modus operandi at these events and failure to follow yearslong standard practices, not least their seeming never-ending need to capture everything on their smartphones and inability to not check their phones or take pictures or footage even in darkened cinemas, has ruffled the feathers of traditional attendees, film critics, press and other observers.

Their behaviours have drawn opprobrium in the toy industry too. I’ve heard gripes about their ability to swipe anything that’s not nailed down at trade shows, presentations and launch events, and their inability to follow the conventional norms and ways to behave is similarly not the best advertisement for their work.

The best and the worst of the influencers was on display at the Big Christmas Press Show.

It was an excellent event and shows the power that influencers wield, in that they were being courted by toy companies and others, keen to get them talking about their wares and services in the run-up to December 25.

event laden with bags upon bags of freebies isn’t a particularly good look. Much as I love a nice freebie (please take note!), being weighed down with anything you can lay your hands on just looks like you’re freeloading and on the make.

But, judging from what I saw, this was the exception rather than the rule. Smarter toy companies that were exhibiting there were careful in what they gave away; preferring instead to offer samples and follow up later with games, toys, puzzles and other goodies for fuller review and social media coverage when they were certain the influencers really were going to cover it.

That kind of smart thinking should yield results, and influencers who are genuinely interested in covering product responded well to such comments and pledged to follow up. Similarly, from my perspective, those there and at the toy stands seemed to be genuinely engaging with the PRs and marketing people manning the stands, interested in what they had to offer. Sure, some of them are, shall we say, unique – the Disney bloggers whose feeds consist of dressing up as princesses from the Mouse House – but their ability to cover products and reach a different audience is unparalleled. For a company such as Ravensburger, showing off Disney Lorcana on a separate stand as well as its puzzles and more, it’s a great way to reach what might have otherwise been an untapped potential customer base. What is certain is that you can’t ignore them, and, you need to get on board with this.

But, judging from what I saw, this was the exception rather than the rule. Smarter toy companies who were exhibiting there were careful in what they gave away, preferring instead to offer samples and follow up later with games, toys, puzzles and other goodies for fuller review and social media coverage when they were certain the influencers really were going to cover it

What was really interesting to note was how they are now judged by their follower numbers. Their badges displayed the amount of people that were following them on their respective platforms, one of the best uses I’ve ever seen for a lanyard. Attendees had to have more than 20,000 people behind them, up from last year, to ensure the quality. As one exhibitor told me, one influencer told them their total count and then stood back, as if expecting a round of applause. “I didn’t know what to say,” they said. Let’s get the worst out of the way first: those coming away from the

There’s coverage of the event, with comments from those there, its usefulness and more, as we aim to highlight just how important these things can be when they filter down to retail, as influencer coverage, be it unboxing or something else, is a key element in getting kids interested in product. One of the other big events I attended, where influencers weren’t out in force, but a lot of press were, was Hamleys unveiling of its top 10 toys

The event signifies the start of Christmas, and along with other retailers’ top 10s and catalogue publications, it’s an early signpost for what is to come. Again, we’ve covered it in the current issue, see our retail news pages…

And finally, our own influencers, the Ambassadors, are back again, covering product from Spin Master. They’re certainly not grabbing stuff or in it for the freebies, as our thorough product testing highlights.

Right, I’m off to Toy Fair, more on this next month…

Also by Lema Publishing

At the heart of retail

Tim Murray

– the number of British Garden Centres Group stores that took part in Care Bears Share Your Care Day in conjunction with Basic Fun! UK. Held on September 9, activities included costume character visits, influencers partnerships, POS materials and more.

Some stores saw life-size standees placed next to products, with themed colouring sheets handed out and Care Bears Lil’ Besties giveaways. Three stores – Brigg, Wolseley Bridge and Bridge – also had character visits, with hundreds lining up for photo opportunities and influencers coming along to record the events.

According to Basic Fun!, the day is “a globally recognised holiday dedicated to spreading kindness, compassion, and the spirit of caring. On this special day, the Care Bears aim to inspire individuals of all ages to embrace the Care Bears values of love, friendship, and togetherness by engaging in acts of sharing and caring, supporting charitable causes, and connecting with their communities to make a positive impact”.

Holly Lackey, head of marketing at Basic Fun! UK, said: “This British Garden Centres and Share Your Care Day initiative is just one of many Care Bears marketing drives, for Basic Fun! UK, this year but I have to say it is one that is closest to my heart.’’

The month in numbers

Some of the past month’s news highlights as offered up by the Toys n Playthings newsflash and more. To sign up for daily bulletins, go to www.toysnplaythings.media

10,000

- The number of samples

Tomy is sending out to freshers in welcome packs as part of its major marketing push to get its new The Game Of Saying Huh?! into the hands of as many consumers as possible. It’s part of a promotion with specialists Dig In to get students talking about it. Some 2,000 samples were also handed out at the uK Games Expo, with more going to influencers, families and millennials on social media.

“We are thrilled to introduce The Game of Saying ‘Huh?!’ to our UK audiences,” said Natalie Frow, European senior brand manager at Tomy. “We want to get as many people playing this fun party game as possible, so we are investing heavily with a strong sampling programme, as well as a mass awareness campaign through YouTube to reach our target audience who are looking for the next best

– the number of The Entertainer stores that featured Toikido’s Pinata Smashlings products from Character Options in their windows as the toys based on the former’s Roblox-based IP launched in September. It represents the entire Entertainer estate and was part of a campaign that included the game trailer playing on in-store screens at The Entertainer, as well as an in-store competition encouraging kids to design their own Smashlings. Over at Smyths Toys, there were character promotional store visits.

Darran Garnham, founder and CEO of Toikido, confirmed:

“I am incredibly excited to unveil the first Piñata Smashlings toy range and – even more so – to be working with leading retailers, The Entertainer and Smyths Toy Superstores.

“We always wanted to combine the digital gaming world with physical play and it’s amazing to see this come to fruition with toys now readily available across both Smyths Toys Superstores and The Entertainer nationwide.’’

– the 40th edition of Spiel, the international board games event, due to take place in Essen, Germany, from October 5.

Among those visiting the giant show is Big Potato Games’ new mascot (and CEO, apparently), Spudley, who, before heading to Germany, said: “I’m so excited to make my first ever public appearance and Essen Spiel is the perfect place for it to be! I can’t wait to meet everyone at the Big Potato stand and judge all the fantastic Chicken vs Hotdog flips. I’m a bit of a Chicken vs Hotdog connoisseur, having witnessed countless games at Big Potato HQ. I know what makes a flip a hit or a flop. I’m ready to be impressed by everyone’s chicken chucking and hotdog hurling!”

On the Move

MV Sports is planning to move, says managing director Phil Ratcliffe during his wide-ranging interview with Toys ‘n’ Playthings. But no, the company is not upping sticks from its Birmingham head office. Rather, the company is on the MoVe. Or to be more specific, it is going to be MoVe branded.

The plan is to rebrand in the coming months, focusing on the MoVe logo.

It’s an obvious, er, move, to pardon the pun, as Ratcliffe explains.

“We’re adding more impact and focus to the MV brand,” he says. “And out of the M and the V we have a new logo MoVe.

“All our kids’ product will be branded MoVe, for both licensed and non-licensed wheels. It will instantly bring together the number one kids’ wheeled toy brand in the UK under one brand name.”

The simple addition of the two letters from its original moniker – the M stood for the company’s founder Derek Morris, who sadly died a few years ago, while the V stands for Vulcan, the trading estate where the company was first based – gives all kinds of branding and communication opportunities that will improve the company’s marketing. And,

as Ratcliffe adds, “all our product involves movement.”

Its benefits are clear: “It gives us a brand that consumers can recognise and a name that our customers have continued faith in.

“We’ve currently got brands that are segmented for different demographics and we’ve also got an extensive licensed portfolio, so the plan now is to bring it all under one brand name. It gives us more critical mass and economies of scale to our marketing and social media messaging.”

The plan is to officially unveil MoVe at Toy Fair in 2024, with the change coming as product moves through the supply chain, he notes. “It will be a running change; all our kids’ wheeled product will start to be branded MoVe and will wash through over the course of next year.”

The change will kick off 2024 in a positive way and will come at the end of an interesting year for the company. While the overall outdoor market has not had an exceptional 2023, MV has outperformed the rest of the

products such as paddling pools.

“Items like scooters and bikes are still ubiquitous Christmas presents, so even though we are part of the outdoor category we are not subject to the full vagaries of the weather. If it is pouring down outside, it does temporarily affect sales over summer, but not as much as other outdoor categories.

“And we get a second bite of the cherry, with Christmas sales always outstripping those in summer,” he adds.

Sales have further been buoyed by its character licensed business, with (see our feature in this issue for more), its new and recent licences among the strongest performers. These include the likes of Bluey, CoComelon, Gabby’s Dollhouse, Spidey & His Amazing Friends plus the ubiquitous Barbie.

“The point to stress,” he adds, “is that there is still a huge market for wheeled products because all our new or recent licences are showing growth, which is very good.”

And Ratcliffe is planning – strikes willing – to be at Brand Licensing Europe on the prowl for more.

“We are always on the lookout for new licences, but you must be careful in our category – not every licence that is out there and working in the regular toy space will work in wheels.

“We are always looking for the newness and excitement that a strong licence can bring.”

But MV has weathered the challenges, he continues. “We operate in the outdoor

He is fully expecting Barbie to kick in as the year draws to a close. “The Barbie Movie certainly has enhanced sales, and awareness level and affinity the parents and kids have towards the brand is nothing but positive.”

And what about the new licences then? Ratcliffe is understandably coy: “There are some on the horizon,” he says, “and we’ve got some in the bag, I’ve got another three or four in my sights, which we are chasing down with a view to adding some hero lines at Toy Fair.”

Ratcliffe keeps a close watch on what is happening with brands and licences,

With some exciting news on its branding on the cards, MV Sports is looking ahead positively to next year, while its business has bucked the wider trends in 2023. TnP catches up with MD Phil Ratcliffe and asks, what’s in a name?

We’re adding more impact and focus to the MV brand…

And out of the M and the V we have a new logo: MoVe…

It gives us a brand that customers can recognise and customers can have faith in…

Phil Ratcliffe

although he understands there’s not a direct correlation between other sectors and wheeled products – licences don’t always cross over.

“At the moment,” he explains, “it’s about keeping an eye on trends, seeing what’s coming through. I look at what other licensees are doing in other categories so I can get a feel for where some of these new properties are heading.”

Other areas have given cause for optimism, too. “I think one of the areas of the business that has huge potential is e-mobility; electric bikes, electric scooters and any wheeled item powered by lithium batteries.”

Ratcliffe thinks there are dual reasons for this growth: “It’s a number of factors,“ he explains. “The category is driven by technological and product advancements as well as more people taking advantage of a cheaper, greener, easier mode of transport.

“There are technological advances in terms of the construction of the product and making it more user friendly. In challenging economic times electric powered wheels are good value for money as a mode of transport, especially in urban areas.”

On the e-front, MV is anticipating government plans for positive legislation surrounding e-scooters, which would give further clarification to the consumer.

“It is important that any new legislation around privately owned scooters is crystal clear rather than just a bit piecemeal. We want to make sure that a definitive framework is in place, which allows us to trade with a fully tested and fit-for-purpose product. My worry is if Government does not produce firm guidelines, it opens the door for product that is not fully tested nor fit for purpose. There is always the possibility that unscrupulous suppliers will cut corners and damage the reputation of those suppliers that have a compliant product. We test all our product to the latest regulations and standards, not all sellers would do that. Most reputable companies would, but there are always chancers.”

Demand remains strong, notably in the children’s arena.

The legislation on e-scooters

hasn’t changed, you still cannot use them on public roads,” he says. “But there is a big market for kids e-scooters. They have been around for many years simply as recreational items; they are not meant for roads in the first place. Just like a normal scooter, you wouldn’t put a child on a tri-scooter in the middle of the road.

“With kids’ e-scooters we see an opportunity. Children are aware of and excited by e-scooters and see adult versions every day; so we have developed a range of kids models with more toyetic features but influenced by the technology used in adult e-scooters.”

Other strong sectors have included smaller children’s sit and rides. “More recently we have seen a shift from plastic sit and rides to our Bobble ride ons, which are more modern and practical, with nicer wheels and steel frames (like mini balance bikes). They’re more compact to transport, but also more durable and they’ve done quite well.’’

Traditional bikes, especially licensed ones, are also getting stronger; MV has seen some positive uptake recently following two years of unpredictability in the supply chain; and Ratcliffe still sees opportunities with licensed scooters too:

“One of the areas we see growth for is the licensed scooter business. Our new licences for next year should galvanise the market a bit more – watch this space.”

Now MV and Ratcliffe are looking ahead to the rest of the year and he’s feeling somewhat upbeat.

“I am optimistic that consumers will still spend on their kids for Christmas. There is an adage that says parents will curb spending on many things when times are tough, but they still want their kids to have a good Christmas.”

MV is looking to improve its approach to online communication, as he explains. “We are focusing more on improving our content, with more resources to improve our online presence, videos, and imagery. We cannot do everything at once, but we are prioritising items and ranges.

“We have resourced up in our marketing and social media area, this will allow us to communicate with our consumers better. We are working with retailers too, putting together promotional plans for certain retailers, and now seeing the start of some encouraging signs with regards to retailer exclusives. “As we get nearer to Christmas

And into next year and the name change, MV, or MoVe as it will be then, will be looking for a strong and early summer.

“Next year I would like to see a good early summer, to create early demand and accelerate stock churn in the outdoor market in general. The more stock that’s hanging around restricts buyers open to buy, so I’d like the category to get off to a strong start.

“I think the cost-of-living problems will ease. Inflation is stabilising, freight rates have come back down to pre-pandemic levels, the cost of product is more reasonable, and although the consumer will remain cash-strapped, the cost of importing and selling goods has reduced to an extent that those customers willing and able to buy FOB will see their margins and competitiveness improve.”

So it’s all on the MoVe for MV then, and, as an optimistic Ratcliffe concludes: “We’ve got very good licences, very good product, a very strong customer base; while this year has had its challenges with the weather and the economy, there is no reason for us not to be positive about future growth.”

Influencing the

It’s still warm in Islington on a midweek afternoon as the Business Design Centre in the north London enclave is filling up with press, journalists, media and influencers – scores of influencers. Welcome to the Big Christmas Press Show.

The event has gained prominence as social media influencers have grown in stature, and now the day – it became a single-day event this year rather than spread over two – is important for the assorted TikTok, Instagram and YouTube stars who are floating around the stands at the event.

New rules state that those present have to boast at least 20,000 followers, a change that was welcomed by exhibitors as those there now represent the cream of influencers in the UK.

Each lanyard – they’re colour-coded, so TnP’s highlights that we’re press and covering the toy business – shows off the follower numbers, so everyone visiting stands can be logged and listed for follow-ups after the show.

For those doubting the power these people wield, the show is a perfect example of their increasing importance.

More and more toy companies, alongside industry PR people, are exhibiting at the event to try to capture the attention not just of the press, but TV programmes present, as well as

The big one everyone is trying to land is This Morning, with all present noting the Holy Grail of landing pre-Christmas airtime on the daytime TV show (never underestimate, many PR executives say, just how big a deal securing coverage on this show, or any daytime TV is). This Morning and other daytime TV programmes have already visited the Asmodee stand, as the company highlights its big four games for Q4. Present on the Asmodee stand are Laurence Emmett and Matt Edmondson, the duo behind Format Games, their own game company that is looked after by Asmodee. Radio 1 DJ and TV presenter-turned-game inventor Edmondson is doing what he does best, showing off his and Emmett’s games – this year’s big two are Karen, now here in a Secret Santa-sized edition, as well as the original, released last year. They’ve also got a giant version of their game Toodles, alongside Asmodee staples such as Dobble and its new iteration, Dobble Connect.

“It’s just about the only opportunity we have to get loads of exposure to influencers,” says Emmett. “It’s great, people are able to see the games, able to see people playing them and play them themselves. Not one person has come away without laughing.

“It’s an important event for us. We’re here every year.”

The pair entice TnP into a game of Toodles; Edmondson, who is also a keen magician, is an incredible presenter; he is the best advertisement for their games and the best way of selling them to the public.

“It’s nice being able to have a professional presenter demoing the games,” says Emmett of his business partner.

“He’s so good at holding a crowd, It gives us a real advantage.”

PR executives from Asmodee’s agency Mason Williams and marketing people from Asmodee are keenly aware of the benefits of showing people the games up close, and

“getting the games in their hands”. And it “really helps” with getting products onto daytime TV.

Asmodee marketing manager Jo Shapley says the company is offering samples of its key games on the back of its recent McDonald’s Happy Meal promotion, and will be following up and sending out finished copies of the game.

Shapley adds: “It’s been really busy here. It’s the first time we’ve had our own stand here, we’ve been impressed with the quality of people coming up and we’ve had lots of good leads for Christmas coverage.”

At Wilton Bradley’s stand, it’s busy with influencers and the company’s products, including its Mi Mic product, which is almost made for social media, enabling would-be influencers to get clear voiceover recordings while they’re doing some kind of activity. Its Xootz and Bubble Go products have also drawn interest. Another first-time solus exhibitor after previously working with agencies to show off its product, the company’s Julian Marsh says: “It’s definitely been worth us doing it.”

Ravensburger, meanwhile, is drawing a steady stream of visitors to not one but two stands. As well as one showing off a variety of products from its Brio sets through to assorted puzzles and jigsaws, including its Christmas ones and advent calendars, it has one stand devoted entirely to Disney Lorcana. They’ve been talking to everyone from daytime TV through to Disney influencers keen to talk about Disney Lorcana.

“We’re really pleased with the turnout,” says the company’s Charlotte Bird. “We’ve had a real variety of people and positive responses across the board. There’s been a really broad cross section of press and a mix of different journalists.”

The Disney Lorcana stand is helping them reach a different kind of audience to the ones they’ve been taking it to, with influencers keen to get involved with the trading card game. It could prove to be key in building a community of Disney Lorcana fans online.

At the Tomy stand, Mood Bears founder Jo Proud, alongside a giant-sized version of her creation, has already attended, while the

Love them or loathe them, influencers are now a key part of any marketing and PR campaign in the toy industry. And what better way to meet them – and press and broadcast companies – than at the Big Christmas Press Show . TnP went along to see what was going on…

We’re really pleased with the turnout, we’ve had a real variety of people and positive responses across the board. There’s been a really broad cross section of press and a mix of different journalists Charlotte Bird,

“ ”

influencers

proving fascinating to young attendees; Playmobil and more.

Playtime PR is out in force, with its own stand showing off some of its clients’ wares, while its staff are also working some toy companies’ stands.

“For the past four years it’s led to solid coverage for our clients,” says the company’s Chrissie Williams. “You have to work on the follow-up, but it’s really effective.”

That follow-up work has now begun in earnest. Coverage has already started filtering through, not least on ITV, but the hard work is following up the contacts made on the day and pursuing coverage. And, of course, working overtime to secure that This Morning or daytime TV slot.

part of a varied showing of product. Those kind of offerings work too – YouTube football skills star Luke Nuttall is on the Golden Bear stand demonstrating its Soccer Bot game as part of the company’s stand. He’s attracting interest showing how to use the indoor football trainer, drawing crowds and offering up Instagram photo opportunities (he’s also been filming YouTube clips using the Soccer Bot to further highlight just how good it is).

Over at Kap Toys’ stand it’s a similar story. An artist from the Beano has been in attendance, knocking up portraits of press and influencers to help show off its products under the legendary British comic’s banner, including a magic tricks package and a builda-conic set. “We’ve had lots of interest, lots of activity and it’s been really busy,” says Kap marketing manager Claire Beard.

A stroll round the venue sees toy companies dotted here, there and everywhere. Epoch is showing off, among other things, Sylvanian Families (“lots of press, lots of influencers” says the team looking after the stand); Tonies, which is proving a

John Adams PR and marketing executive Bradley Wilson summs it up perfectly: “It’s been very intense, but very good. We’ve seen lots of influencers and lots of top-tier media.”

Courtney Rogers, founder of CIJ Group concludes: “We are delighted with how The Big Christmas Press Show went this year. We have received brilliant feedback from brands, retailers and media attendees. The introduction of The Big Christmas Wishlist received a phenomenal welcome from our guests at the event and we know this will be a staple in our programme moving forward, serving as the ultimate gift guide for the festive season, perfectly timed for retail’s golden quarter.”

“The calibre of attendees was outstanding, with representation from renowned TV and broadcast outlets such as ITV News Regions, who interviewed companies at the show, which went out on air on Monday evening. The toy brands and companies who received coverage across the regional broadcast features included ; KAP Toys, Just

Toy Fair registration opens

Toy Fair is nearly upon us and the morning of September 26 sees visitor registration open for the historic 70th anniversary event due to take place in January next year.

The UK’s largest dedicated toy, game and hobby fair will be taking place, as previously noted, between January 23 and 25 at its regular home of Olympia, west London, with registration now open for the event, which already boasts a sold-out floorplan and extended footprint taking more space in Olympia.

Attendees from the previous three Toy Fairs will be receiving smart links to their existing profi les to make it easier to get tickets for the 2024 event, or you can click through to www.toyfair.co.uk

As ever, there will be new and first-time exhibitors, start-ups, inventors and more, with many dotted around the vast space but a further concentration in the Greenhouse Area in the Grand Hall. There will be new products and toys aplenty from all exhibitors, with more than 250 showing off their wares across the Grand, National and Upper West Halls. Product on offer will take in licensed toys, construction toys, board games and puzzles, tech toys, plush, arts and crafts and many more.

Attending will be buyers, retailers, licensors, inventors, designers, media, influencers, educationalists and the wider industry, with the opportunity to meet and share information and experiences.

Among those exhibiting at the next event are the likes of Tomy, HTI, Spin Master, Funrise, LEGO, Character Options, Funko, Hasbro, Kap Toys, Jazwares, Vivid Goliath, tonies, Skillmatics, heo, Insect Lore and many others.

And dotted around Olympia will be elements celebrating the historic 70th anniversary of Toy Fair, with classics that have been unveiled throughout the show’s storied history appearing to mark the landmark birthday.

Press day will take place on January 23, while the final day, January 25, will be influencer day. You can see highlights from last year’s show at www. toyfair.co.uk/look-back and the floor plan and exhibitor list at www.toyfair.co.uk/visit/#floorPlan

Toy Fair director Majen Immink said: “We are really looking forward to welcoming back visitors, both familiar and new, to Toy Fair in January. With a sold-out floorplan, an increased footprint and celebrating the show’s 70th anniversary, Toy Fair 2024 is shaping up to be a very exciting and busy show.’’

Epoch nails it

Epoch has nailed it for the marketing and launch of its latest Aquabeads product by hosting a launch event in a London nail bar.

The launch, for Aquabeads Disney Princess Nail Studio Set, took place at the Townhouse Nail Salon in Covent Garden in the heart of the capital and was attended by assorted celebrities and influencers and their children.

Those attending, including TV personality Amy Childs, actors Lacey Turner and Judi Shekoni, ITV meteorologist Laura Tobin, hairdresser Nicky Clarke and assorted influencers, got to see the latest product under the Aquabeads Nail Studio umbrella up close, and get a manicure as well as enjoying brunch.

Epoch marketing manager Matt Shaw said: “We were thrilled to host an array of celebrities at the launch of our Aquabeads Nail Studio range on Sunday morning. The glamorous Townhouse provided the perfect backdrop, and it was wonderful to see the guests immerse themselves in the magic of Aquabeads Nail Studio. The latest addition to Aquabeads  is a new play pattern for the brand and it was great to see the children so clearly enjoying creating their own Disney Princess manicures using just water – no messy glue in sight! Overall, the event was an incredible success, securing coverage across national and online outlets as well as driving a raft of noise on social media. It was the perfect way for us to kick off the festive sales period.”

No pause for Paw Patrol

There will be no pause for Paw Patrol, for, as the second feature film charting the pups’ exploits headed to cinemas, Spin Master, Nickelodeon and Paramount announced a third movie is on the way.

The second sequel and third in the series of Paw Patrol films was given the greenlight ahead of the release of the second outing, Paw Patrol Mighty Movie, at cinemas at the end of September. The third film will open in 2026.

The first film took $40 million at US cinemas and $144 million worldwide. “Paw Patrol has entertained generations of preschoolers while subtly teaching them the value of community, inclusiveness and teamwork,” said Jennifer Dodge, Spin Master Entertainment’s president. “On the cusp of the premiere of our second, super-powered film, the universal love for our pups is stronger than ever. We’re thrilled to announce a third feature film, expanding the Paw Patrol universe further with an epic new adventure. Featuring action-packed missions and exploring new terrains, this movie will be larger-than-life and once again show how small paws can make big prints.”

Funko heads to Thailand

Funko is continuing its international expansion after forging a strategic partnership with Thailand toy distributor Toytopia. The deal will see the company distributing Funko products taking in Pop!, Bitty Pop!, Loungefly and Funko Games, and will start towards the end of the year.

To mark the partnership, the latest in Funko’s global expansion, Toytopia will be showing of Funko wares at Thailand Comic Con, one of the biggest pop culture events in the country, with more than 35,000 attendees daily, between September 22 and 24.

Senior regional director Asia: Funko Far East, Andy Clempson, said of the new partnership, “We are thrilled to partner with Toytopia, not only are they leaders in what they do but their understanding and respect for pop culture fans is unparalleled. We cannot wait for them to showcase our products for the first time at Thailand Comic Con, the fan event they established in 2014.”

The Puppet Company charity walk for Cancer Research

Staff at the Puppet Company pounded the streets of London late at night to raise charity cash in memory of company founder Peter Lockey.

Peter died in 2021 after suffering a brain tumour, and the Cancer Research Shine Night Walk Half Marathon was raising cash to fight brain cancer.

The family-run business was formed by Peter Lockey and his wife Sue, and she and their children Sam, Katy, Joe and Hannah are all closely involved with the company and supported the event virtually and in person. Eldest daughter, Katy Rugman, product and marketing director at the company, took part in the event alongside colleague Natalie Latchford, PA to the operations director, supported by friends, family and other staffers at the Puppet Company. They were accompanied on the 13-mile course by Sockette Puppets created by her dad. The puppets, they said, caused something of a stir and even had their picture taken outside Buckingham Palace en route.

Katy Rugman said: “We have been blown away by people’s support and generosity and can’t believe we have already raised

Disney Lorcana on the Rise

After the huge success of the first wave of Ravensburger’s debut trading card game Disney Lorcana, the company has unveiled details of the second set of the game as well as a further addition.

over £1,000 with more donations coming in. We signed up for the event months ago and it crept up on us, in truth we had done no training and had a manic week so this was a real challenge – and one of the best things I have ever done. The Shine Night Walk is an amazing event, filled with incredible people doing what they can to raise money for a vital cause, and reading the messages on people’s tops about who they were walking for was really emotional. We were walking in memory of our amazing Dad, for all our loved ones taken too soon, and to help support loved ones going through treatment. The donations were coming in as we were walking, which gave us such a boost to keep going when it was cold and dark at 1am, so thank you all. We have already signed up for 2024 and will be walking with our Puppets again so please say hello if you see us!’’

To donate to the #TeamPuppets page please visit: https://fundraise. cancerresearchuk.org/page/team-puppets

For further details about the Shine Night Walk, and to sign up for 2024, please visit: www.cancerresearchuk.org/get-involved/find-an-event/ charity-walks/shine-night-walk/shine-night-walk-london

Success for Zuru

Forty-nine million is the magic number for Zuru as that’s the number of views it has garnered across its TikTok channels for three new launches for the autumn, Snackles, X-SHOT Insanity and Mega Gross Minis.

UK and Ireland general manager Will Collinson said the titles were “smashing targets” in their first four weeks on sale, each earning top spot in Amazon’s new release, bestsellers and most coveted listings.

All three have “almost doubled” initial forecasts, while Zuru’s ongoing Mini Brands series is also ahead of target.

UK influencer Rhia Official has drawn 4 million views for her Mega Gross Minis content on YouTube alone. Additionally, a single TikTok post featuring X-SHOT Insanity garnered 11.5 million views and 1.9 million likes. Paid promotional activity has earned some 16 million TikTok views.

Collinson said: “The initial launch phase is always crucial, and with early data already showing that our new ranges are smashing targets it’s very encouraging, especially in such a dynamic trading environment.’’

The former will be known as Disney Lorcana: Rise Of The Floodborn, while the other product comes in the form of Disney Lorcana: Disney100 Edition which will be, the company said, “a limited-edition, premium collection of cards from the first two Disney Lorcana TCG sets”.

In keeping with the hugely successful launch, which gave specialist stores an exclusive window ahead of mainstream outlets, it is set to launch on November 17 in the specialist sector, ahead of a wider mass market launch on December 1.

One of those specialist stores will be Firestorm Games, which has outlets in Cardiff, Newport and Swindon. Purchasing manager Jake Cannon told TnP: “We’re really excited about season two, season one has been a huge success. Players have engaged with the game and the theme behind it across all ranges.”

Cannon added that it had not only bought existing TCG enthusiasts into store but had also had the desired effect of enticing Disney fans and beginners too. “People can’t get enough of it. Ravensburger has knocked it out of the park. It’s been huge – it’s sold better than Magic The Gathering and outsold Pokémon too, and both of those are still really popular.” He gave his comment as Firestorm prepared to host another draft due to customer demand.

Global head of games at Ravensburger, Filip Francke, said: “The response to the release of the Disney Lorcana TCG has been astounding. The game has only been available for about a month, and fans are already eager for more. As we work diligently behind the scenes to meet current demand, we’re also planning incredible updates and new sets for years to come that we can’t wait to share. We’re excited to reveal a little more about what is coming this winter to expand the game and story for this year.”

Disney Lorcana: Rise Of The

Floodborn will feature more than 200 new cards, all with new artwork, with first appearances from characters such as Winnie the Pooh and Tiana along with new Disney stories such as The Jungle Book, Snow White and the Seven Dwarfs, The Great Mouse Detective, Pinocchio, Zootopia, and Raya and the Last Dragon. They can be played alongside the First Chapter and update existing sets.

Disney Lorcana: Rise of the Floorborn also adds a new keyword, or game ability, to the Disney Lorcana TCG – Resist. The Resist keyword indicates how much additional damage characters may be able to withstand.

The new Disney Lorcana: Rise of the Floodborn set will include two Starter Decks featuring combinations of Amber/Sapphire or Amethyst/Steel (£17.99 RRP) and booster packs (£4.99 RRP). A new Illumineer’s Trove (£49.99 RRP), plus new playmat (£17.99 RRP) and card sleeve designs (£8.99 RRP) will also be available.

Meanwhile, in celebration of Disney’s 100th anniversary, and perfect for collectors, Disney Lorcana: Disney100 Edition contains six cards from Disney Lorcana: The First Chapter and Disney Lorcana: Rise of the Floodborn featuring gorgeous, never-before-seen alternate artwork drawn by Disney animators from Walt Disney Animation Studios. Each card features an exclusive Disney100 frame design, a satin holographic foil finish, and a copy of the animator’s signature prominently displayed. Additionally, the Disney100 Edition includes four Rise of the Floodborn booster packs. This premium, limitededition set will be available just in time for Christmas on December 1.

Innovation rules: Argos unveils its Xmas top 10 Hamleys heads to Milan

Argos moved alongside Hamleys (see right) to announce its top toys for Christmas and it showed just how keenly retailers are viewing the potential of a cost-of-living crisis. While the unveiling of Christmas potential bestsellers by retailers and the wider industry is always a huge PR opportunity for both the individuals and the entire toy business, given the current climate, many have to show that they are in the real world and aware of the struggles ordinary families aere facing, with infation still high and wage growth slower. So Argos’ listing – 18 titles in all – reveals that half of of the products included are priced at £30 or under.

Head of toy buying at Argos, Fay Williams, said: “It’s clear that innovation in the toy world is having a big impact on what’s hitting the shelves this Christmas. We’re seeing some exciting changes when it comes to interactive and educational toys, as well as continued evolution of toys that inspire creativity through roleplay. I’m particularly excited to see how science-inspired toys like Beast Lab and new challenge toys like My Puppy’s Home become future Christmas classics. We sell a toy every two seconds at Argos and alongside the incredible innovation in the industry, it’s wonderful to see nostalgic brands like Furby, Barbie and Lego loved by a new generation of kids. We know that the increased cost of living will be playing on families’ minds this Christmas, so we’ve made sure to include a variety of toys that ofer great value whatever your budget, interest or play passion.”

• Beast Lab Core Line Shark

• Miniverse DIner

• Chad Valley Trevor T-Rez

• Chad Valley Pizza

• Squishmallows Drew The Dragon

• Fingerlings Monkeys

• LEGO Star Wars 501st Swap Speeder

• LEGO Harry Potter Dobby The House Elf

• Chad Valley 2 in 1 Wooden Cafe

• Connie Designer Fashion Doll

• Bitzee Interactive Pet

• TMNT Movie Pizza Delivery Van

• Nerf Elite 2.0 Double Punch

• LEGO Technic Lamborghini Huracan Technica Model Car Set

• Furby Interactive Plush Toy

• LLP My Puppy Dalmatian Exclusive

• Gabby’s Dollhouse Cruise Ship

• Barbie Exclusive Wow House

John Lewis had already revealed its selections for the end of the year, with Alan Wright, toys and books category lead, saying: “At John Lewis, we value the importance of imagination and want to ensure our smallest customers have the opportunity to experiment through creative play. The top 10 toys ofer something for every kid, no matter what they would like to be when they grow up.

“From a barber shop set and mix and learn DJ table, to John Lewis’ very own wooden café set, our top 10 toys will help youngsters develop their nurturing skills - with Mama Surprise and Le Mieux’s Cockapoo showing them how to take care of animals.”

• Gabby’s Dollhouse Girl Doll

• Barbie Convertible Doll Car

• Le Mieux Puppy

• Melissa & Doug Barber Role Play Set

• John Lewis Wooden Café Set (exclusive)

• Fisher-Price Mix and Learn Music Table

• Little Live Pets Mama Surprise

• Hasbro Furby

• Lego Holiday Main Street (exclusive)

• Scalextric John Lewis vs Waitrose Car Racing Set (exclusive)

Hamleys is heading to fashion capital Milan, opening a store in the city after inking a deal with Italian toy manufacturing and distribution company

GIOCHI PREZIOSI

S.P.A (GP) which will pave the way for further inroads into Italy.

The franchise deal has already seen Hamleys throwing open the doors of “its very frst exclusive retail store” in the fashion capital ,and under the franchise deal GP can operate further stores throughout the country, which will see more fagship toy stores bearing the famous brand name popping up in cities across Italy.

The Milan store is found in Corso Vittorio Emanuele II, a busy street close to the landmark cathedrals of Piazza del Duomo and Piazza San Babila. It opened on Friday September 14 with a celebration in front of the store. Next stop for Hamleys in Italy will be Rome, as the retailer continues to expand its reach – it now boasts 191 stores in 15 diferent countries.

CEO of Hamleys Global, Sumeet Yadav, said: “The fnest toy shop in the world is all set to bring its theatrical magic to Italy! We are excited to spread smiles with our expansion and are proud to partner with the Giochi Preziosi Group. Guided by our singular vision: crafting memories through the joy of play, we are looking forward to becoming a centerpiece store in the popular shopping and tourist destination of Corso Vittorio Emanuele II, Milan. The new store launch is timed perfectly with a refreshed store design concept.”

Smyths launch

Saturday September 23 was party-time at Smyths as the toy retailer launched its Christmas catalogue for 2023 in style.

As is customary, the retailer threw events at many of its 140 stores across the UK and Ireland, with face painting, costumed characters, candy foss and more.

There were also giveaways of Simbrix and Disney Doorables, with the chance to win in-store gift vouchers, and disco grooviness courtesy of iDance DJ stations.

As the release further noted: “The catalogue launch campaign is supported with a TV, radio, YouTube, social and infuencer campaign.”

Christmas comes to Regent Street

Hamleys top 10 toys

• Barbie Pop Reveal Fruit Series: Strawberry, Fruit Punch, Watermelon Crush, Grape Fizz

• LOL Magic Flyers

• TY Marvel 14in Squish-A-Boos

behind. These consumers know what they want, it’s a nice additional business. They know the figure they are looking for.”

Christmas is officially on its way. With Hamleys unveiling its top 10 toys for Christmas – alongside Argos (see elsewhere) and The Entertainer revealing its Christmas catalogue, the long march to December 25 is officialy underway.

At Hamleys’ flagship store in Regent Street in the heart of London’s West End, just before 9am on a still-sunny September day, the false snow was coming down from above the famous doors, while Father Christmas and a bunch of elves were dancing around on the pavement. Photographers and a bunch of TV crews with cameras were lining up to get shops of the Christmas crew from the retailer, accompanied by a bunch of children as they danced along the pavements. A smattering of journalists, TnP included, were hanging around, speaking to assorted buyers and staffers from the retailer about its plans for the coming months.

“The kids have gone back to school,” said head of buying Victoria Kay, “September is a great month to get people ready and to get them thinking about Christmas

“We help set the scene. If Hamleys is ready to go for Christmas, then everyone else will start thinking about it. We want to make it easy for parents and guardians, telling them that this is the list, and they can come into store with it. It gets them in the right mindset.”

The list this year is, as ever, as wide-ranging as the retailer can make it. Buyers said that it always tries to reflect a variety of prices to suit all pockets and this is perhaps even more keenly reflected this year.

“We’re all very aware of the cost of living crisis,” added buyer Karen Dennett.

As well as a variety of prices – the lowest on the list is less than £20, right up to three-figure sums – it’s about getting a range of different products too. And as well as new trends – with kidult getting its own separate entries this year – Hamleys has to ensure the old favourites are there too.

“We’ve still got the core things; we’ve still got plush, we’ve got a shape sorter,” said Dennett.

we’ve got the

“We’ve still got the core play items; we’ve got the Avengers, we’ve got the Barbie.”

And as Kay also noted:

• Harry Potter Hamley Bears

• Beast Lab

• Hamleys Magic Moving Car

• Disney Winnie & Piglet’s Treehouse

• Hamleys Wooden Bus

• Paw Patrol Movie Skye Deluxe Vehicle

• Twister Air

Top for kidult fans

• Ralleyz Soft Dart Blaster

• Anime The Cult of San Reja Neil

• Tamiya Lunch Box

“We’ve got a broad range of toys, we’ve the

“We’ve got a broad range of toys, we’ve covered unboxing and things.” As if to prove the point, many of the kids present were eagerly running around playing with the L.O.L. Magic Flyers, which offer up the initial unboxing surprise with plenty of play afterwards.

And on Barbie, as Kay noted: “We wouldn’t have put our list together without including Barbie.”

The original fashion doll is traditionally a key seller and has consistently been for the retailer, but it has moved on this year. “We’ve enjoyed the hero effect of the film, since [its release] it has only grown exponentially. She’s 65 next year, so it’s only going to grow.

“We’ve always had that Barbie customer, but the film has encouraged more purchases, especially with the older customer. We’ve sold more collectors editions of Barbie with a higher price point.”

Dennett added: “Barbie has always done well for us. The film has had a great hero effect across all the girls’ brands.”

The theme for this year’s top 10 is “out with the old, in with the new”. This is, as Dennett explained, about “old concepts, but with a new twist”, highlighting the likes of Twister and L.O.L. Surprise Magic Flyers.

And in addition to the top 10, there’s an additional listing this year, taking in kidult.

As Dennett explained: “It’s doing well, it has been emerging for the past few years. It’s product that appeals to a slighty older teenager and into adults; it’s often things you have to build as well. LEGO has been doing it for a few years and Bandai is definitely a thing we’re getting

what they want, it’s a nice additional business. They know the figure they are With more space level to kidult product, with a Bandai Namco area alongside its gaming proposition, Hamleys is keen to further win over

(Asst)

Kay concurred: “Anime important to us; the anime and kidult market is hugely popular. We’ve always had that customer, we went to encourage that customer a

With more space below ground floor level being given over to kidult product, with a Bandai Namco area alongside its gaming proposition, Hamleys is keen to further win over fans in this area. Victoria Kay concurred: “Anime is becoming increasingly important to us; the anime and kidult market is hugely popular. We’ve always had that customer, we went to encourage that customer into the store. Our Bandai Namco area is a natural transition from gaming. It’s a different world, very immersive.”

As the elves and Santa disappeared behind the scenes at the Regent Street store, the resultant coverage, across national newspapers, television and more, proved the whole event is worthwhile, as coverage from the Guardian onwards was positive and lengthy. The kidult theme had been picked up on and as a PR event, it’s good for both Hamleys and the wider toy industry. too.

Now, it’s just down to selling the product. Before Christmas though, there’s Halloween and then it’s on to the unveiling of Santa’s grotto and the Christmas window.

“We’ve built a great calendar for Halloween, and then Halloween feeds on into Christmas,” concluded Victoria Kay. “We’re doing great things with the grotto; we’ve expanded that and we’ll have all the letters for Santa. The list gets people in the right frame of mind, we’re in a really strong stock position and we’re ready to go.”

Dis-Connected: Hyve pulls the plug for 2024

that Connect became a distraction and cause of disruption. Up to now, our shows have been highly reliant on an analogue format, which has remained the same for decades. We introduced Connect with the aim of improving how buyers and sellers do business at our events in a way which makes the most of time and resources. We hold our hands up that we fell short on executing this at Autumn Fair. For that reason, we will not be running Connect in 2024 at Spring Fair, Autumn Fair or Glee.

Opinion: Mark Naish, MD, Lema Publishing

I have visited Spring and Autumn Fair for nighon 30 years, and there are many attendees who have been going even longer than that. What is clear from the many conversations I had prior to this year’s Autumn Fair was that Connect was unnecessary as a concept and worse still carried a steep mandatory charge at a time when exhibiting at the show has become ever more expensive. My discussions with exhibitors during the show and after confirmed their beliefs.

meetings will not be part of

Organisers of the Spring and Autumn Fairs have confirmed that the Connect online programme aimed at making it easy to book meetings will not be part of its 2024 shows.

Hyve Group moved swiftly to placate attendees after a fiery Autumn Fair in Birmingham, when a delegation of exhibitors confronted the organisers to make their feelings known over problems with Connect.

Connect, designed to facilitate meetings between exhibitors and buyers, has been met with frustration and disappointment. With a compulsory fee for exhibitors, failure of many buyers to attend meetings, and a timeconsuming system for both exhibitors and visiting retailers, it left both sides unhappy with the new initiative.

Hyve said it has now listened to comments and taken them on board. Nicola Meadows, divisional managing director, Hyve Group, said: “I would like to thank our exhibitors for reaching out to us with their candid feedback on this year’s Autumn Fair. As a business, our purpose is to help our customers to succeed by helping them meet with new and existing buyers. We understand better than most that face to face is the best way to make meaningful business connections, discover new products, and build relationships in the world of retail. We don’t take our responsibility - to help this community thrive - lightly. We know how important these shows are to the sector, much of which is made up of independent businesses, which are the pride of the nation.

“I recognise that, during what are increasingly challenging times for everyone in retail, the introduction of Connect did not add value in the way we expected it to. Whilst for most the Autumn Fair was successful and produced great outcomes, it is clear

“I would like to take this opportunity to thank our customers again for their patience during this time and their continued support of these historic shows. We have listened to what they have to say, and we care about getting this right.”

again for their patience during this time and their

Meadows added that there is now an opportunity to provide the industry with a considerably better show, which delivers increased return on investment through the smart use of data and technology. While Hyve was “committed to innovating and finding ways to improve the show while making an increased effort to keep exhibitors and visitors at the heart of its decision making”, it is bringing in working groups comprising both exhibitors and buyers, to shape the future of the twin fairs. Contact SpringAutumnFairMarketing@ hyve.group to discuss further.

After the show, James Thomas of Forever England and Toby Powell of Powell Craft, among those who had demanded answers from Hyve at the show, said: “It is good that the organisers have acknowledged that there are issues from both buyers and exhibitors with Connect. It has been constructive in that they are prepared to take on our feedback and we’re more hopeful today having met with them face to face, than we have been.

“If dialogue can stay open between exhibitors and representatives of Hyve to resolve this matter into something that works for the industry and for the buyers primarily, then this can hopefully be a good outcome. We’re grateful that they froze any bookings and re-bookings and that they’re going to go back and look into our grievances and - most importantly - those of the buyers.”

What I didn’t realise at the time were the difficulties buyers would face when registering for a show badge, I heard many complaints from buyers as to the hoops they had to jump through just to get in. It was clear that this did not suit the buying and selling journey for many participants. First rule of exhibitions make it as easy for buyers as possible!

However, many exhibitors had a good show despite the issues with Connect. The biggest complaint was that visitor numbers were down and there was less new business. However, trading was good, and this is on the backdrop of a challenging retail environment. Exhibitor attendance at both shows from the toy, gift and greetings sectors is at an all-time low, and Hyve needs to grow these for the show to survive and thrive.

The Connect launch and costs were a mistake, and Hyve was warned about this by many prior to the show, however credit must be given to them for acting swiftly (post show) and axing it for next year. But what does that mean for 2025 and beyond?

Outside of Connect, the biggest complaint is that exhibitors (large and small) feel unappreciated by the organiser. Whether that is true or not is beside the point, that is how they feel and, apart from dropping Connect, Hyve has done little (until now) to make them feel otherwise; there is little to no dialogue with them about their concerns, and prior to this any issues they had were not listened to.

A WhatsApp group – 350 members representing about 200 exhibitors – was set up on the last day of the show. A great deal of dialogue about Autumn and Spring Fair is discussed on this platform and though they are grateful for Hyve’s response to Connect, it is clear they are far from happy. If Hyve truly wants to improve things they have to listen to them and take on board what they are saying and not just pay lip service.

Hyve has two fantastic shows that both suppliers and buyers want to see succeed. The hope is that this will happen.

If you wish to share your thoughts or comment, please email mark@lemapublishing.co.uk

Connect, which was being hailed as the way forward for trade shows, has been axed by Hyve for 2024 Spring and Autumn Fair; a positive move by the show organiser, but one that many have said should never have happened in the first place...

Nicola Meadows

Goodbye Big Apple. Hello Big Easy

It wasn’t NY’s fault, he added, it just couldn’t accommodate the show in the first month of the year.

2024 will not feature a show at all, and while it meant taking a hit to finances, members couldn’t exhibit in the autumn of 2024 and then again early the next year. “We have no concerns 2025 will be a success.”

The Morial Center in New Orleans, the city known as the Big Easy, is all on one floor, so “no one’s upstairs”.

“We had an exhaustive nationwide search, every major convention centre in America,” he said, later confirming to TnP that this took in at least 20 cities and sites.

airport, making it even easier to get to.

Meanwhile, New Orleans authorities and businesses are keen to make Toy Fair a roaring success. “The city lives for the convention business. This is what they do.

“It’s going to be great. It really is.”

that January was the best time to hold the show, but it is a busy time of year and the Javits Center in New York “could not accommodate us at that time”.

“We’d love to be here in January or February,” he noted.

So instead, it is upping sticks. And not to the LA that was on the tip of many tongues – Los Angeles – but rather another LA – Louisiana (LA is the state’s shortened name) – it is heading to the grandly named Ernest N. Morial Convention Center in New Orleans for the shows in 2026, 2027 and 2028.

Javits Center, a figure very much in line with pre-pandemic numbers

The dates were key to making it happen, he added, further acknowledging it would lead to what football fans would call a fixture pile-up in January, not least with Hong Kong, but the “changing dynamics” of the industry meant uncertainty about whether US members would even be going to Hong Kong in years to come. The New Orleans shows will fall around the time of Hong Kong, London and Nuremberg shows.

US Toy Association chief president and CEO Steve Pasierb from place to place, but it’ll all be

“It makes your lives busy,” he said during the announcement made to international journalists, “you’ll go from place to place, but it’ll all be done in six weeks.”

In his briefing, Pasierb also discussed the state of the business, noting that during the first part of the year the business in the US had perhaps been seeing a sector recession for a while. Retailers had bought way too much product, there was too much in the market, but now much of this has shifted, the “resilient” business was back on track. Two, three and four per cent growth is going to be the future.

On the visitor numbers and exhibitors at Toy Fair, he said: “People missed being together, people need to be in front of customers.” He noted that more than 20,000 people were coming through the doors at the Javits Center, a figure very much in line with prepandemic numbers.

The dates are already set in stone – January 17-20 in the first year of the move, 2026, January 9-12 the next year, and January 15-18 in 2028. And New Orleans is, Pasierb said, “a wonderful city”. It is less expensive than New York, has great hotels and much, much more to offer.

“We’ve been in New York for 118 years,’’ he noted, “this is a big, big change.”

a bigger toy fair or move to Los Angeles during the

acknowledging that while

He dismissed the talk of a bigger toy fair or move to Los Angeles during the preview season, all the while acknowledging that while many believed LA should be home to something, in its current preview form it just couldn’t accommodate the kind of big show that Toy Fair is, nor bring together the same amount of people throughout the industry.

Ahead of the dates being unveiled and announcement of the impending move to Louisiana, executive vice president, global market events at the Toy Association Kimberly Carcone announced figures for the show. She said the sheer volume of exhibitors – 1021 companies were showing their wares, compared with 890 in 2020 –highlighting the event’s importance.

“It’s a significant increase in commitment to show product here at Toy Fair and we couldn’t be happier about it.”

And he also noted that no one knew

And he also noted that no one knew what the industry or its calendar would even look like three or four years down the line. “Look at where it is today compared with a year or two ago.”

New Orleans, he added, has a new

She said the excitement of everyone wanting to be there was palpable and with both “launchpad and legacy” companies here, including more than 300 first-time exhibitors, there was clearly a commitment to the event.

In a small briefing room in the fringes of the giant Javits Center in New York, just as the second day of Toy Fair was just getting into full swing, US Toy Association chief president dropped the bombshell that few saw coming...

People missed being together, people need to be in front of customers.” He noted that more than 20,000 people were coming through the doors at the

Bandai bags Pip and Posy master toy deal

Bandai has scooped the role of master toy licensee for Magic Light pictures’ preschool property Pip and Posy.

Orchard to tell Rabbit tales

Orchard Toys has signed a deal that will see the first licensed product in its 50-year history coming to stores this autumn.

The deal with Penguin Ventures, the licensing and consumer products arm of Penguin Random House Children’s UK, covers The World Of Peter Rabbit and will take in educational games and jigsaws.

The first fruits of the deal will take in six product lines featuring one of Beatrix Potter’s most famous creations, now more than 120 years old

David Sprei, commercial director Penguin Ventures, said: “Penguin Ventures has long admired the quality, fun and creativity that are synonymous with Orchard Toys products, and we are thrilled that this translates so beautifully in this stunning new range for The World of

Peter Rabbit. Orchard Toys have done a wonderful job of evolving the narrative of Beatrix Potter’s original Tale of Peter Rabbit, with its garden setting, and creating a new way for families to engage with the story through imaginative play.  We are delighted to be the first licensing partner for Orchard Toys.”

Simon Newbery, managing director, Orchard Toys said: “We’ve been consciously seeking a licence partner and Peter Rabbit feels like the perfect fit, it’s a trusted brand with a strong British heritage, which aligns beautifully with Orchard Toys. We’ve worked with the Penguin Ventures team to develop an exclusive range of fun and exciting games and jigsaws, that blends these two iconic brands to create a new Peter Rabbit range from Orchard Toys.”

Battle Royale for Jazwares

Jazwares has signed a master toy agreement with popular fashion roleplaying metaverse experience Royale High, which will see fashion dolls launching next autumn.

Royale High has become a bona fide gaming phenomenon, boasting more than 105 million users and 9 billion play sessions. Jazwares will offer assorted exclusive codes and vouchers for the game on products to encourage purchases.

Its announcement said: “Jazwares will seamlessly translate the Royale High gaming experience into the world of toys with a line of dolls and accessories coupled with exclusive game codes for matching virtual items. Additionally, Jazwares Costumes Division will be designing and developing costumes and fashion-forward roleplay accessories timed to the fall Halloween season.”

“We keep our finger on the pulse of what’s trending for kids of all ages, and it’s clear that Royale High has already made a massive impact in the gaming realm,” said Judd Karofsky, executive vice president, Jazwares. “We know how to translate gaming properties into off-screen products better than anyone in the industry.’’

The deal, which covers UK and Eire with an option to extend across Europe, will see sister company Bandai Namco developing plush and gifts for leisure and amusement channels.

This new deal will see Bandai produce a range of plush toys, articulated figures, playsets and activity sets inspired by Pip and Posy’s colourful world, bringing their many imaginative adventures to life.

Currently enjoying a highly successful second series on Channel 5’s Milkshake! and Sky Kids, Pip and Posy is inspired by the hugely popular books from award-winning illustrator Axel Scheffler [best known for The Gruffalo books]. Packed with warmth and comedy, the top-rating series features the adventures of two best friends whose lives revolve around a wonderful world of play and celebrates their great friendship with all its ups and downs.

Magic Light Pictures holds the global distribution and merchandising rights to Pip and Posy (excluding publishing) and has launched a full consumer products programme to complement the property including tiein publishing from Nosy Crow, as well as puzzles from Ravensburger, dress up with Amscan, audio figurines with Tonies, outerwear with Blues Group and nightwear, and essentials with Aykroyds/TDP.

The Pip and Posy characters are also appearing in Milkshake! Live, headlining Parkdean Resorts’ Milkshake! Mornings at key times during the season and are touring nationwide throughout 2023.

Nic Aldridge, MD, Bandai UK, said: “We have been big fans of the Magic Light Pictures team for some long time, and we are very excited to have been granted the rights to Pip and Posy which is such a lovely property to work on.’’

Minecraft builds on success with licensing award

Online game Minecraft scooped the ‘What Kids Love’ Award at the Licensing Awards 2023 . The accolade, which was created and sponsored by TnP columnists The Insights Family, is based on which brand has the highest level of purchasing (or purchase intent) power among UK kids aged three to 12 over the past 12 months.

Chosen from Kids Insights UK data, Minecraft proved a firm favourite among the nation’s youth.

Finalists in the category included: Bluey, Fortnite, Paw Patrol, Peppa Pig, Pokémon, Roblox, The Simpsons, Sonic the Hedgehog, SpongeBob SquarePants, Stranger Things, and Super Mario Classic.

Tom Williams, CEO at The Insights Family, the global leader in kids, teens, parents, and family market intelligence, presented the prestigious award to the talented team from Minecraft at the awards, held at The Grosvenor House Hotel last month.

He said: “A heartfelt congratulations to each finalist this year, who’ve manifested incredible creativity, crafting experiences that kids wholeheartedly embrace. Our journey, which embarked in 2017, has been awe-inspiring, especially watching Minecraft’s incredible ascent, marking itself as 2023’s standout IP for UK’s youthful demographic.”

HMV and the world of the kidult

Those of a certain age will recall HMV as being one of just a few places you could go to to spend the money you’d earned from your Saturday job. There tended to be a service counter where coollooking types with modish hair would advise on what you were looking for if you knew the tune but couldn’t remember the name of artist or album –they always seemed to remember or understand.

You’d emerge with an LP (now referred to as ‘vinyl’) or perhaps a couple of singles if you’d only done a half-day, and feel generally good about the world. Later on, CDs were invented and the process was more or less the same. But then along came streaming. The death knell for earlier forms of music and those selling them in those formats had been sounded, or so it seemed.

HMV went into administration twice in six years (the second time in 2013) and changed hands several times, ultimately being owned by Sunrise Records, an outfit owned by Canadian entrepreneur Doug Putman. It is still going.

The former purveyor of vinyl and CDs has been more or less reinvented and at the time of writing there are more than 100 branches across the UK and Ireland. The name above the door states HMV, but those with long memories would probably find the experience of visiting a branch a little different from what they were familiar with back in the day.

Visit an HMV in 2023 and, yes, there is vinyl. It has had something of a resurgence among the young and old, and being able to put a few records on a deck is a mark of relative sophistication and good taste in some quarters. There’s even a robust market in new vinyl among the terminally hip. Then there are Blu-rays, DVDs and CDs - in case you thought these had gone the way of all flesh. They have not and new releases are still in demand.

Naturally, there are computer games and for those who want to wear their lifestyle on their sleeve, there are usually ranges of pop-culture branded clothing in order that due deference can be paid to heroes of the festival stage and silver screen.

But who’s it all for? Look around when you’re in one of these emporiums and it quickly becomes apparent that the prevailing demographic is not in the first flush of youth.

All of which is a somewhat long-winded way of saying that HMV is predominantly the domain of the ‘kidult’. This reasonably well-known portmanteau word carries in it all that needs to be known about the middle-aged cohort that crosses this retailer’s threshold. These are adults who will probably say that they refuse to grow old(er) and that by frequenting a store of this kind they are managing to hang on to their youth.

The fact that the ‘youth’ in question is largely a thing of yesteryear and vinyl featuring the talents of The Who,

Led Zep or maybe early punk bands is as much a niche curiosity as a Mozart symphony is by the by. Kidults are those who seek to preserve in aspic the relics that remain of when they were young, rather than what the average teenager is currently embracing.

This sort of thing does not come cheap, but what’s interesting about it is that it is the adult equivalent of a toy shop. This is a semi-wonderland, a place to explore the merchandise, rather than a destination for set items. As such, there is a substantial demographic to be targeted, for the simple reason that there aren’t that many kidult options out there.

Also worth noting is the rise and rise of collectibles. Perhaps the prime exponent of this is Pop Mart, a Chinese outfit that offers manga-style toys and dolls that are characters from computer game franchises, among other things. It might be thought that this is confined to its home country, but the retailer has been spreading its wings recently with stores in Paris and New York (there is one on London’s Shaftesbury Avenue, conveniently located next to Chinatown).

‘Play’, in this instance, is a term that might not readily be applied to Pop Mart, since purchases are likely to remain in pristine condition. Nonetheless this is about kidults once again.

The question perhaps is whether it’s worthwhile setting up a store or organising an area in a toy shop that targets adults, and there is no ready answer to this. Merchandise that will call out to this group might seem limited and there will of course be those who say that the area is already covered. Pay a visit to any museum shop in London, however, and it will be obvious that these are frequently places in which items that are on view in the galleries are adapted to make them work as toys/ collectibles for adults.

Viewed this way, the kidult store is an area that is fresh territory and what is required of a potential retailer is a bit of imagination –which is generally the case for any merchant that wants to turn a penny. HMV is in fact the thin end of the wedge and with thought and relatively low investment there are kidults waiting to spend money. This is not to say that this is a bandwagon waiting to be jumped on without a moment’s hesitation. It is, however, certainly worth thinking about when considering what might work in your store next year. Adults need to be entertained as well.

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.

The Entertainer appoints new CEO

UK independent toy retail giant The Entertainer has appointed a new group CEO, with former John Lewis COO Andrew Murphy taking up the reins in the middle of October.

Murphy had risen from the shop floor, starting in the retailer’s Aberdeen store, then rising through the ranks to head up its Scottish business. He was then appointed retail director, joining the board at the same time. In 2015 promotion to the role of productivity and change director came, with Murphy tasked with bringing the separate John Lewis and Waitrose closer together to make them more “cost effective and agile”. He then moved on to become chief information officer, a role he held until 2020 and his appointment as COO.

The Entertainer founder and executive chairman Gary Grant said: “We are looking forward to welcoming Andrew to The Entertainer family and using his knowledge, skills and experience to continue to grow our business both here in the UK and globally.”

Murphy added: “I’m delighted to have been trusted with overseeing the continued growth and development of this fantastic business. With more than 170 UK shops, a further 220 globally, and a growing product distribution business, The Entertainer along with Early Learning Centre, Poly and Addo Play has become a mainstay in the lives of children and parents across Britain and many other countries. I can’t wait to join the successful team behind such a great British success story.”

Marvin conjures up Circle role

Marvin Berglas, the man behind Marvin’s Magic, has followed in his father’s illustrious footsteps by being elected as president of the Magic Circle.

It’s the ultimate accolade for the creator of the magic trick brand, which is now sold in more than 60 countries.

And his achievement in being voted into the post by the 1,700 members of the elite organisation for professional magicians – which includes the likes of Stephen Fry, Nigel Mansell and even King Charles III among its members – is all the more remarkable given that his father David, now 97, also once held the post, making them the first father and son duo to head the organisation..

Berglas junior said: “It was a truly special day in the Berglas family - and I’m so proud and honoured to have been elected by my peers to be the President of The Magic Circle. I have some exciting plans and it’s wonderful to continue the family legacy.”

Marvin’s Magic was celebrating, the company said, by heading to New York for Toy Fair.

New arrival for Great Gizmos

Congratulations to Sarah Dayus, sales director at Great Gizmos, who has given birth to a baby daughter, Minnie Jean, on September 16 at 4.55pm. Minnie was born seven weeks early and weighed 4lb 9oz. Sarah and her husband, Oli, were taken by surprise but are happy to say mother and baby are both doing very well. Minnie is in hospital being looked after by the amazing SCBU team and they are looking forward to taking her home soon.

Andrew Fernandes joins Basic Fun! UK

Basic Fun! UK has appointed familiar industry face Andrew Fernandes to the newly-created role of senior national acount manager as part of its ongoing growth.

He joins with a brief to build direct retail relationships across Europe as the company celebrates continued growth in the UK and US. He boasts more than 20 years’ experience including working at such names as Playmobil and Hornby. Basic Fun! said Fernandes will “have a core remit to develop those relationships as well as continuing the onward growth of the UK business in his role as senior NAM”.

UK General manager Tim Ives commented: “This senior appointment is just the latest move to bring further definition to the already strong Basic Fun! UK sales team.”

Henry Dayus conquers Ironman for the Fence Club

Earlier this year Henry Dayus, son of Ian and Judith Dayus, owners of Great Gizmos, decided to set himself a challenge and signed up for an Ironman in Barcelona, well known as one of the toughest single day challenges you can do. The event consisted of a 3.8km sea swim, a 180km bike ride along the coast followed by a full marathon run of 42km.

Henry completed the challenge in a very respectable time of 11 hours and 47 minutes and he even had to deal with three punctures along the way. So far Henry has raised £2775 for the Fence Club charity. This is a fantastic charity raising money for disadvantaged children in the UK who are sick, disabled, terminally ill or from socially deprived environments. Donations can be made at www.justgiving.com/page/henry-dayus-ironman-barcelona

Obituary: Gill Sheppard

Keith Elmer kindly penned the following obituary: Gill Sheppard died on September 7 after a brave 19-month battle with cancer. Alongside her husband Julian, they ran Rainbow Toys of Midsomer Norton.

They were successful and immensely popular members of both Concorde and Youngsters

Buying Groups for many years. They epitomised all that was good about independent, family-run toy shops. Gill will be remembered for her infinite charm and gracious nature to all customers and suppliers alike.

shops. Gill will be remembered for her

Our condolences go to Julian and his family at this sad time.

AMBASSADORS SPECIAL

Bitz and pieces

Our team of junior testers have been getting up close and personal with the latest digital pet offering to hit the market, Spin Master’s Bitzee – and they loved it so much that one had to have it taken away from them! Here’s Spike, Rémy and Colette’s thoughts on Bitzee… they

Colette, eight years old

Mum Emilie

What did you like about this toy?

It’s very original and the technology feels high-tech, like something out of Back To The Future, which we just watched as a family last week!

What did the child like about the toy?

It’s fun to play with. I’ve never seen anything like it before. Its graphics are amazing. I think any age can play with it as it’s so easy to use.

Explain how easy it was to set up:

I found it really hard to take out of the box but ultimately a really neat and compact toy. The instructions are straightforward and it seems easier to use than a Tamagotchi, which she also owns.

What were your/their first impressions?

Colette: I felt excitement, my heart was beating fast and I said “oh wow” when it turned on for the first time.

Emilie: I was impressed when it turned on as it felt very original. Colette doesn’t watch linear TV or Youtube so she wouldn’t have seen it advertised anywhere.

What features does it have and what makes them fun:?

Colette: You are able to feed and play with your Bitzee and if you don’t reply to the red exclamation marks then your Bitzee will leave you. It’s like I’m a mum to them.

Would this toy be something the child would play with again and again?

Yes it would be because the Bitzee needs looking after so it’s a constant reminder but without the annoying sound alerts you would get with a Tamagotchi!

We are so impressed we even talked about getting a Bitzee for her friend for her upcoming birthday.

Spike and Rémy, aged nine Mum Marie-Claire

What did you like about this toy?

Watching the boys enjoy this toy and all the ‘oohs’ and ‘aaahs’ as they played with their little pets.

What did the child like about this toy?

Both boys really enjoyed the idea that they were nurturing pets, tending to their needs and giving their pets love. They also really enjoyed all the game-play aspectsmaking the highest burger etc.

How easy was it to set up?

Very easy, the boys set it up on their own. I suspect I’d have found it more fiddly than they did!

What were their first impressions

They loved it. They thought it was really creative - they definitely needed one each because there was a lot of snatching going on and we had to confiscate it from them for a couple of days!

What features make it fun

They enjoyed the burger game, the snail game… and in fact they found all the game-play elements really easy and fun, while I didn’t have a clue what they were doing. It’s nicely packaged, durable and lovely colours.

Would this toy be something your child would play with often?

Definitely! I couldn’t stop them playing with it! But I’d definitely want to give one to each child as they were fighting to play with it!

Character

Licensed toys have been on quite the upward trajectory – showing growth for the fourth consecutive year, according to the figures revealed at London Toy Fair at the start of the year.

Circana’s (formerly The NPD Group) figures showed growth of the licensed toy category of 5.5%, with the sector accounting for a whopping 31% of the market.

The top toy properties last year included Star Wars, Barbie and Marvel Universe, with Squishmallows and Jurassic World being the fastest growing. New licences such as Gabby’s Dollhouse also helped to drive sales.

This year appears to have been, as we have mentioned within these pages previously, the ‘strong licensing year’ that was predicted by Circana, driven by movies such as Barbie and the latest Teenage Mutant Ninja Turtle big-screen outing, as well

Jazwares

The licensed category engages the audience on a different level away from the screen and it offers the opportunity to engage and stretch demographics that fall outside the core audience

Andrew Carley, director of global licensing, BBC Studios

as Disney’s 100th anniversary.

year because of the movie.

“Ours isn’t the kind of category where you’ll see a massive growth spurt because of the movie, but it’s been there or thereabouts in terms of growth for us all year.’’

has true play value

money. While

‘’We are certainly seeing licensed product continue to grow in importance across all categories,’’ says Andrew Carley (pictured), director of global licensing, BBC Studios. ‘‘Children want to engage with product that they are familiar with and can relate to. Key is creating something that has true play value and creativity and offers good value for money. While the market is as hungry as ever for licensed product it’s also –and quite rightly – become more demanding. But the end result is a better offering all round.’’

The growth of licensed product is evident at MV Sports and Leisure, too, adds MD Phil Ratcliffe. ‘‘The new licences we’ve signed over the past two years are all growing in a challenging market. Bluey, CoComelon, Gabby’s Dollhouse, Spidey and his amazing friends – those are the ones that are performing. Barbie has had a good

Licensed product is key for plenty of toy suppliers – many of those you’ll see over the following pages. And for BBC Studios, says Andrew Carley, ‘‘It’s

Familiar faces and favourite characters are always popular with kids – and with licences ranging from old classics to TV, movie and online stars, there’s plenty to keep shelves stocked. We take a look at what’s going down well with shoppers and what trends you can expect to see in the coming months…

BBC Studios

driven…

Ask the retailer

How important is this category to your offering?

It’s always important – it’s what people are looking for.

What’s selling well?

To be honest a lot of the old licences are working really well. We’re having a busy time with Teletubbies, In The Night Garden and Paw Patrol.

Bluey is also doing well – I’m never sure if that is for the kids or the adults! Barbie had a bit of an uptick – even though very little of the product was related to this summer’s film – but it did the brand as a whole the world of good. Star Wars also does well and is mostly LEGO driven. And the Teenage Mutant Ninja Turtle film also gave a bit of a nudge on the old classic toys – Character Options is good at selling the classic stuff – again I think there were quite a few adults buying that rather than kids.

Steve Kerrison Kerrison Toys

Norwich and Great Yarmouth, Norfolk

How important is this category to your offering and what has been selling well?

It’s not a huge part of our offering but we do stock the likes of Super Mario, Barbie, and Teenage Ninja Mutant Turtles (from Character Options).

The movies really have increased interest in these – there has been an uplift in Barbie recently.

We also stock Schleich’s Harry Potter range, which has been popular. Customers really appreciate its quality. And LEGO Harry Potter of course.

Phil Heath

Heath’s of Barrow Barrow in Furness Lancashire

vital. As we all know, licensed product generates a revenue which is fed back into generating more content.

However, it’s much more than that. It helps build brand momentum, it engages the audience on a different level away from the screen, and it offers the opportunity to engage and stretch demographics that fall outside the core audience.’’

Jazwares, meanwhile, is focusing on the metaverse, with its Adopt Me! line. Adopt Me! is the mostplayed game on the Roblox platform, boasting 29 billion gameplays. Alexandra Painter, senior

A Rainbow of licences

Zara Grindrod, sales and marketing director at Rainbow Designs, talks about its licensed product... How important is the category to your business?

“This sector of the industry has formed the basis of our business for more than 50 years. Our collection is full of adored evergreen characters, such as Disney’s Winnie the Pooh, Paddington Bear, Peter Rabbit, Guess How Much I Love You, The Very Hungry Caterpillar, Elmer, and The Snowman and The Snowdog.”

What will be the major licences over the next few months, over Christmas and into January launches at Toy Fair?

“The love for Paddington just continues to grow, and we see this love transcending across generations; he really is the nation’s favourite bear! All indications are that Paddington will be a firm favourite this Christmas, and we are excited to announce new arrivals to our bestselling The Adventures of Paddington toy range, including the new Paddington Motorcycle and Side Car playset. The Snowman and The Snowdog collection is always a seasonal favourite and as we head into 2024 we have plenty of fun new additions to our core ranges as well as some exciting

brand & marketing director, Europe, adds: ‘‘This year Jazwares brings the excitement of Adopt Me! out of the metaverse and into the physical world. The new toy line authentically expands the Adopt Me! experience beyond digital with legendary, super rare or most-popular plush and collectable figures. The Mega Neon Feature plush standing 12in tall with three mega neon light-up modes leads the line-up. Highly desirable and sought-after pets are available as ultra-soft 15cm plush. Fans can also hatch their favourite Adopt Me! Plush characters in the Surprise Plush collectable eggs.’’

Jazwares is also introducing a new gaming brand; Dev Series is a new collection of products developed in partnership with the creators of the most popular user-generated content in online gaming. Games in the portfolio include Brookhaven, Jailbreak, Arsenal Reloaded, Ninja Legends, Tower of Hell, Murder Mystery 2, Hide & Seek Extreme, Build A Boat For Treasure and more. The AW23 line includes 2.75in mystery figures, Jailbreak: Hiding in Plain Sight, multipack, 8in collector plush, Blind Squooshems and hangers. Exciting new games and product categories are soon to be revealed for 2024.

expansion plans for our Disney collections, including a new Lion King range.’’

What makes a great licence/product?

“Heritage and longevity, coupled with strong, wholesome brand values is the recipe for success when it comes to licensed product. Character brands that have stood the test of time such as Disney’s Mickey Mouse and Pooh Bear, Paddington and Peter Rabbit have been part of our lives for decades and are dear to both parents and grandparents, who are very much the gift buyers when it comes to toys.”

Are licensed toys/products more popular than ever? What is driving this trend?

“There is comfort and familiarity that a licensed character toy can provide over a generic toy, for both the child and the parent, both in terms of core values and value for money. For example, many of our bestselling products feature in our Bedtime cuddles and stories collection, which is brimming with much-loved storybook characters, that are brought to life in classic yet contemporary cuddly toys, and coupled with the character storybook, to help build a good sleep routine. Also, alongside our core ranges we have new additions this autumn, with Maisy and Giraffes Can’t Dance joining the Rainbow family.”

FEATURE CHARACTER LICENSED

So what licences will making most impact over the next few months? For Andrew Carley, ‘‘In preschool, Bluey and Hey Duggee remain front and centre. Both have new content, which is a key focus. The Bluey licensing programme continues to grow and we will see new toy products hitting the shelves that will build on the huge success generated by the core toys through Moose. Away from preschool the new Doctor Who specials will have launched in November, and we will all be eagerly anticipating the launch of the new series of Doctor Who next year. ‘’

At Jazwares, plush toy sensation Squishmallows is teaming up with a number of licences including preschool licence CoComelon, says Alexandra Painter. ‘‘AW23 sees more than 200 new Squishmallows styles launch in the UK, with licensed collaboration drops from some of the hottest brands on the planet, including Pokémon, Disney, Adopt Me!, Harry Potter and Sonic the Hedgehog.

‘’The CoComelon HugMees by Squishmallows is the latest addition to the Squish Squad. Featuring beloved CoComelon characters wearing their pyjama onesies.’’

So what makes a good licence and how do toy makers identify them? Phil Ratcliffe

(pictured) at MV says the company is ‘‘always on the lookout for new licences, but you have to be careful in our category – not every licence that’s out there that might be working in the toy space will work in ours. We’re always looking for newness and excitement that a good licence can bring.’’

Andrew Carley considers how product will build on the on-screen experience: ‘‘It’s all about capturing the DNA of a show/ character in the product and giving a child or fan the ability to build out the off-screen experience. The apparel programme across both Hey Duggee and Bluey is exceptional, the publishing also stands out, drawing respect not only from our preschool fans but also parents and the broader publishing community’’

The value of licensing

Steve Beverley, buyer & executive director - leisure division, PMS International, talks to TnP about the importance of licences…

How important is the licensed category to your business?

excited about the newly-launched Piñata Smashlings and their toy range, which will be followed by a wider product line spanning apparel, books and more, after the hugely positive reception to the Roblox game.

Piñata Smashlings is on track to becoming one of 2023’s most exciting children’s brands and, PMS International is pleased to say that we are their official licensee for the amusement & leisure channel and will be launching our range early next year.

What do you think makes a great licence and/or product ?

partnerships in expanding our

The licensed category is incredibly important to PMS International, especially for our successful Elves Behavin’ Badly brand. We recognise the value of licensing partnerships in expanding our brand’s reach and achieving new levels of success. We have granted licences to use brand names, trademarks, and characters in products, which has led to increased visibility, more sales, and the ability to remain relevant to our target audience.

Our goal is to drive brand engagement through innovation and expand our licensing programme. In pursuit of this objective, we have introduced exciting new offerings, including appealing apparel that will delight fans.

PMS International also continues to establish new licences and distribution agreements on other successful brands, including The Smurfs, Stranger Things, One Piece, Naruto, Minecraft and Piñata Smashlings to name a few. This strategic approach not only enhances our offerings but also solidifies our position in the market.

What will be the major licences over the next few months, over Christmas and into January launches at Toy Fair?

Looking ahead to the next few months, it’s clear that licensed products will continue to be a significant part of the Elves Behavin’ Badly business model.

We can expect the continued success of Anime, specifically One Piece, which has gained momentum due to the popularity of its Netflix series. Another licence to watch out for is Stranger Things. This hit show is showing no signs of losing momentum and is expected to soar to even greater heights leading up to its final season next year. Stranger Things 5 is undoubtedly one of the most highly anticipated events in the history of streaming television, making it an incredibly valuable licence. We are also particularly

brand or franchise is essential. or popular TV show such popular children’s character (Smurfs/Peppa Pig/ sports team, or characters in the gaming world such

Additionally, the product should be fun, engaging, have pop culture and

There’s a few key factors to consider. First, a well-known and beloved brand or franchise is essential. This could be a successful film (Harry Potter/Barbie) or popular TV show such as Stranger Things, a popular children’s character (Smurfs/Peppa Pig/ CoComelon), an iconic sports team, or characters in the gaming world such as Minecraft and Pokémon. Additionally, the product should be fun, engaging, have pop culture and resonate with its target audience. For example, the Elves Behavin’ Badly brand appeals to both children and adults with its sense of mischief and excitement around the holiday season. Longevity is also an important factor to take into consideration. Not only do we need to identify trends early but also how the brands are developing meaningful product extensions that will cater to the interests of its fans.

Are licensed toys/products more popular than ever? What is driving this trend?

Licensed toys and products are indeed more popular than ever before, with licensed toys being one of the main drivers of the toy market. This trend is driven by various factors. Firstly, people are naturally drawn to recognisable characters and franchises that evoke nostalgia and excitement. Advancements in technology have also led to more sophisticated and impressive toy and product designs. Partnerships and collaborations with popular actors, musicians, and influencers also contribute to the popularity of licensed products. Finally, retailers are investing in licensed products due to their proven track record and broad appeal.

As we enter the busy holiday period and move into 2024, it’s clear that the licensed category will continue to play an essential role in PMS International’s success.

but you have to be out there that might be

Traitor or Faithful?

You decide…

RUBIES MASQUERADE

customerservices@rubiesuk.com | uk.rubiesmasquerade.com

All3Media International and Rubies Masquerade have partnered to launch the official dress-up for the BBC hit reality series, The Traitors.

The green cloaks worn by Traitor cast members in the show have been re-created by Rubies’ technical teams. The result is stunning replica cloaks that have recently launched, in anticipation of the second UK TV series.

The cloaks feature the classic bottle green colour, with an oversized hood and gold foil finishing with the official Traitors logo, adding a premium touch. As we head into the peak gifting period for trade and consumers, the refreshed, multifaceted, packaging is optimised for display in retail, with a sleek box design and hanging feature, allowing for more ways to showcase the product than ever before. For consumers, the box makes it the ideal festive present for fans of the series.

The BBC smash-hit series was produced by Studio Lambert Scotland and first aired in November 2022. A breakout hit, The Traitors drew in 34 million views on iPlayer and is confirmed to

Did you know?

Following the success of the UK series, iPlayer has since released the US and Australian series, and The Traitors has been commissioned for local series in more than 25 territories

Potter gold

RAINBOW DESIGNS

01329 227300 | www.rainbowdesigns.co.uk

Rainbow’s Bedtime cuddles and stories collection brings to life much-loved storybook characters, in classic yet contemporary, soft and playful cuddly toys, and are coupled with the adored character storybooks, to help establish good bedtime habits.

Ranges include Beatrix Potter’s Peter Rabbit, Disney’s Winnie the Pooh, Paddington Bear, Guess How Much I Love You, Elmer, The Very Hungry Caterpillar and We’re Going on a Bear Hunt, along with new additions for 2023, Maisy and Giraffes Can’t Dance.

Another wonderful classic character joining the Rainbow family this autumn is the super soft and snuggly Bagpuss

Yawning Soft Toy, with his iconic tired, old yawning sounds, that will take you on a nostalgic trip straight back to childhood. The instantly recognisable saggy cloth cat, who celebrates his 50th anniversary next year, is such a memorable part of childhood for both parents and grandparents, and will make a wonderful present this gifting season.

Rainbow Designs’ bestselling Peter Rabbit Once Upon A Time and the deluxe Peter Rabbit Signature collections feature Beatrix Potter’s mischievous bunny, Peter, and his sister Flopsy Bunny. The collections include My First Cuddly Toys and plush nursery essentials, as well as a Once Upon a Time Wooden Toy range that features a Peter Rabbit and Flopsy Bunny Pull Along, a Shape Puzzle and a 28-piece Domino Set.

Rainbow’s extensive Disney: Winnie the Pooh collections, include the new Hundred Acre Wood developmental range, that features the exciting On the Go Activity Winnie the Pooh, Developmental Comforter and fun-packed Soft Play & Go Squares. Also available are the best-selling, super soft 25cm Cuddly Toys of Winnie the Pooh, Eeyore, Tigger and Piglet.

Paddington is adored by the nation, and the love for this bear transcends all generations, which are catered for by Rainbow’s Paddington for Baby, The Adventures of Paddington and Classic Paddington collections.

Did you know...

Entertainment, and has been

return for a second season. Earlier this year the series was awarded two BAFTA’s for Best Reality and Constructed Factual and Best Entertainment performance by Claudia Winkleman, as well as a British Press Guild Award and Edinburgh TV Award for Best Entertainment, and has been shortlisted at the forthcoming National TV Awards.

Bagpuss was made by children’s TV creative geniuses Peter Firman and Oliver Postgate through Smallfilms. It first aired in February 1974. Although a mere 13 episodes were made, it has remained a firm favourite ever since…

A new Spin on favourites

SPIN MASTER

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

Spin Master has a host of licensed toys on its roster including options from preschool favourites Paw Patrol and Gabby’s Dollhouse, as well as popular brands for tweens and teens like the much-loved Harry Potter brand, Wizarding World.

Fans of the top-rated Netflix series Gabby’s Dollhouse will love being able to replicate the show’s famous cat adventures with Gabby’s Purrfect Dollhouse. This popular playset is set to be one of the top toys for Christmas for the second year running and features amazing details as seen on the show, including a delivery tower, and working cat-a-vator for Gabby to travel in. With so many ways to play, this licensed toy from Spin Master will keep Gabby’s Dollhouse fans entertained all day as they fully immerse themselves in Gabby’s a-meow-zing world. The Gabby’s Dollhouse universe keeps on getting bigger with the launch of a brand-new playset, Gabby’s Dollhouse Cat Friend Ship. Featuring more than 18 pieces including a Gabby doll, Mercat figure and DJ booth, little ones will be able to re-enact their favourite scenes from the hit Netflix show or create brand new tales of their own. The Gabby’s Dollhouse Cat Friend Ship is the latest launch from Spin Master and is set to be on the Christmas List of every Gabby’s Dollhouse fan this year.

Little ones looking for a bit more action will love the licenced character toys from the popular preschool brand Paw Patrol. New this season and released to coincide with the launch of the franchise’s second feature-length movie, Paw Patrol: The Mighty Movie, the Paw Patrol Pup Character Figures and Rescue Vehicles are sure to be a hit with little ones. Replica vehicles of every preschooler’s favourite character including Skye, Chase, Rocky, Marshall and Zuma are available to keep fans occupied all day long as they prepare to ‘serve and protect’ with the help of their favourite characters from the hit TV series. Each vehicle comes equipped with super speedy wheels for all-out action and includes a character figure to pop inside the cockpit. Collect them all and bring the adventure of Paw Patrol home this Autumn.

Another great licensed option from Paw Patrol is the Paw Patrol’s Mighty Movie Aircraft Carrier HQ Playset. Standing at 66cm tall and 35cm wide and transforming to a whopping 93cm long and 43cm wide when it enters rescue mode, this playset is sure to put a grin on any Paw Patrol fan’s face. Pushing down on the HQ’s command centre triggers another awesome transformation, which raises the control room upwards and splits the the deck into two separate vehicle launch ramps, to reveal a meteor core that lights up and activates sounds when pushed – just like in the movie! With two projectile launchers that can be fired to clear away obstacles, this one-of-a kind transforming aircraft carrier is perfect for little ones to go on exciting rescue missions, and features key details from the movie to bring the magic of the big screen into living rooms.

Spin Master also offers a great selection of licensed toys from the much-loved Wizarding World brand. To help bring a sprinkle of magic to the Muggle world, Harry Potter fans need to look no further than the Wizarding World’s Dobby The Elf Doll. This interactive character can quote 16 iconic phrases from the movies, 10 phrases when his tummy is pressed and a further six when his accessory sock is placed in his hand.

Dobby also features animated movement in his eyes, ears, head, and arms to really bring this beloved character to life. It’s the perfect companion to little one’s imaginative play and is sure to keep witches and wizards occupied for hours. Also from the Wizarding World brand, Wizards and muggles alike will love playing with Wizarding World’s 8in Collectible Figures. With these collectible dolls, fans can re-enact their favourite scenes from the movies with the franchise’s most loved characters. Potterheads can collect all the popular characters including Harry, Ron, and Hermoine, each with unique accessories and clothing to enjoy.

on the HQ’s command

Mayhem and more

CHARACTER OPTIONS

0161 633 9800 | sales@charactergroup.plc.uk Cowabunga! TMNT is BACK and it’s doing “turtley” awesome – both on the big screen and in the toy aisle. Brought to the UK and Ireland by Character, the epic Playmates Teenage Mutant Ninja Turtles: Mutant Mayhem master toy line comprises action figures, vehicles and roleplay toys - all inspired by Seth Rogen’s movie vision and the teenage heroes depicted in the film. At over 25in tall and featuring 20plus fun features, as well as multiple levels of play, the Mutant Mayhem Sewer Lair Playset is an impressive hero line and comes packed with more than 20 rockin’ features.

The super-rad Pizzafire Van is also proving popular, with its built-in pizza launcher. And no Turtles range would be complete without a core collection of action figures. There are three sets of scaled figures to collect, including the Deluxe Ninja Shouts Action Figures, with spring-loaded arms and legs and electronic phrasing voiced by the movie talent –

Guess what..

The latest Teenage Mutant Ninja Turtles feature film outing, Mutant Mayhem, has earned more than $100 million at the US box office and has taken a grand total of $167 million plus at cinemas worldwide…

perfect for re-enacting key movie scenes. From a classic brand to a new IP, let’s talk about Piñata Smashlings. The Piñata Smashlings Roblox game has been making waves all over the world, and now the Piñataverse - home to wise Piñatas, scheming Meañatas, bitter Bashlings and cheeky Smashlings – is coming to life. Kids can go on magical adventures with the Piñata Smashlings Toy Range; there are so many sweet Piñataverse characters to discover. Children can collect them as Blind Pod Figure Packs, Blind Box Plushies, Plush Buddies and Articulated Figures. While the plushie pals are ideal for cuddling, the Blind Pod figures are perfect for taking play to the next level, with the epic Piñata Treehouse. This cool playset features a gem cave, hidden doors and has secrets to discover – it provides the ultimate play space for these characters. Each item comes with a redeemable digital code for the Piñata Smashlings Roblox Game.

Non-stop licensed fun!

BASIC FUN! UK

0118 925 3270

Tim.Ives@basicfun.com

Basic Fun! UK continues to tick the box for classic, collectable and construction toy play, with its ever-popular portfolio of licensed ranges, including Care Bears, My Little Pony and Tonka.

Care Bears...

celebrating the 40th anniversary in the toy market this year, were originally launched on a series of greeting cards in 1981 by children’s illustrator Elena Kucharik…

The Care Bears brand has seen major developments this season - not least the addition of Care Bears Lil’ Besties. The new, mini-sized Lil’ Besties will steal hearts with their adorable expressions and fun action poses, all wrapped up in a mystery box! There are 50plus figures to collect, as well as Surprise Cubbies – little playsets that offer a miniature themed world to play with Lil’ Besties.

For traditional Care Bears fans, there is a variety of limited-editions to look out for. The Care Bears Glowing Bedtime Bear is unmissable, with his rich blue velvet fur, gold star accents, and unique glowing belly badge feature.

That’s not all… also new is Always Here Bear - the big-hearted blue and white bear with heart-shaped paw pads is made from recycled plastic bottles - and Destiny Care Bear, who is bold, kind and inclusive.

TOMY dips into the character pool

TOMY

01392 281900

www.tomy.com

Tomy International’s licensed toy collection boasts an impressive range, including the beloved animated Disney+ character, Bluey. The Blue Heeler puppy stars in the brand’s Toomies bath toy line. The introduction of Swimming Bluey earlier this year, through a global collaboration with BBC Studios for TV series Bluey, brings an element of excitement to every bathtime ritual. Swimming Bluey serves as an exceptional tool for nurturing water confidence, whether it involves hours of fun in the bath or playful moments around the paddling pool. Children can gently tug on Bluey’s seahorse companion to lengthen the cable, releasing it to witness Bluey perform various swimming styles.

Disney Lorcana leads the way for Ravensburger

RAVENSBURGER

01869 363800

sales@ravensburger.com

www.ravensburger.com

Ravensburger continues to strengthen its character-licensed offering with additions to evergreen ranges as well as exciting new properties joining the line-up. Double-digit growth (according to Circana) across both adult and children’s licensed puzzle portfolios, and impactful game launches set the scene for further momentum through the final quarter.

Headlines were turned pink throughout the summer as the world celebrated the release of the Barbie movie. For adult fans, an array of favourite Barbie dolls past and present are highlighted in the 1000-piece Barbie Challenge puzzle – an exciting addition to the popular Challenge puzzle collection. Meanwhile, younger fans will enjoy piecing together the selection of Barbie children’s jigsaws including three x 49-piece, 35-piece and the autumn launch, 4-in-a-Box collection. Monster High and Hot Wheels will also bring their magic to the Ravensburger children’s puzzle collection.

Following a huge response to the launch of the Disney Lorcana Trading Card Game, further introductions to expand the game and story have recently been announced. Two new additions will join the lineup later this year: Disney Lorcana: Rise of the Floodborn, the game’s second set, and Disney Lorcana: Disney100 Edition, a limited-edition, premium collection of cards from the first two Disney Lorcana TCG sets.

Did you know?

Karen Kavett is a self-confessed professional jigsaw puzzler and as well as contributing to other sites, her own Karen Puzzles YouTube channel boasts almost quarter of a million subscribers…

And, with 100th anniversary celebrations ongoing for Disney, beloved characters are also in the spotlight across a selection of Ravensburger games and puzzles. A special sparkling edition of classic game Labyrinth sees players on a mission to gather favourite Disney friends to join a party, while the Disney 100th Anniversary 4-in-1 games set offers a variety of games, including Lotto and memory. The popular Disney Villainous game series too welcomes a special edition marking the centenary of this ever-popular property.

The mind-boggling Pokémon shaped 727-piece jigsaw offers fans of this unstoppable property the ultimate challenge, and there is also plenty of fun to be had in the series of 3D Pokémon puzzles and board games in the Ravensburger portfolio.

As interest in longer-play, immersive games continues to grow, Ravensburger demonstrates its expertise in translating key TV, gaming, and movie hits into engaging gameplay experiences. Among recent games to hit tabletops are the Lord of the Rings Adventure Book Game and the Star Wars Villainous: Scum and Villainy expandalone.

Netflix hit Wednesday is also new this autumn – a standout 500-piece circular puzzle will be a popular choice for the show’s many fans. Another recent introduction in adult puzzles are jigsaws created in collaboration with YouTube influencer Karen Kavett of the hugely popular Karen Puzzles channel. This range includes the Meta Puzzle, with a series of mini puzzles within a puzzle.

In the children’s puzzle portfolio, recent additions such as Sonic Prime, Gabby’s Dollhouse, Spidey and his Amazing Friends join designs from a wealth of bestloved properties, including ever-popular Peppa Pig, Thomas & Friends, Paw Patrol, Gruffalo and many more.

In 2024, Ravensburger will welcome a number of new licenses across games and puzzles, so watch this space for more news to come.

Still squishing

JAZWARES

0203 598 0270

www.jazwares.uk

Jazwares has announced an extended line-up of new licensed products from some of the best-selling and most popular toy and entertainment brands in the world.

Global plush toy sensation Squishmallows continues to capture the imagination of fans across generations. AW23 sees more than 200 new Squishmallows styles launch in the UK, with licensed collaboration drops from some of the hottest brands on the planet, including Pokémon, Disney, Adopt Me!, Harry Potter and Sonic the Hedgehog, driving further excitement.

The CoComelon HugMees by Squishmallows is the latest addition to the Squish Squad, featuring beloved CoComelon characters wearing their pyjama onesies. Also from CoComelon, is the adorable Peek a Boo JJ doll, which allows little ones to play their favourite playtime game with a clip of the Peek a Boo song combined with motorised movements with 17 sounds and phrases. Further highlights to the CoComelon range include new style

figures, vehicles, playsets and bath toys.

The Jazwares Pokémon range for AW23 is an incredible lineup that fans of all ages will love. From figure multipacks to new seasonal and select looks for collectors, highlights include a new Pokémon Desert Carry Case Playset, Select Evolution Multipacks, new Holiday Calendars, plus Figure Packs with fan-favourite characters.

Did you know?

The “robust” Jazwares Pokemon line has always-on marketing support encompassing TV, digital, influencer, PR and retail campaigns…

Upcoming and new plush launches include cool new characters within the eight-inch, 12inch, 18-inch Sleeping Plush and 24-inch fan-favourite assortments. One of this year’s key drivers is Train and Play Deluxe Pikachu, featuring more than 50 unique reactions. This battery-operated 4.5-inch figure includes numerous sounds, light-up cheeks, and movement in its arms, ears, and tail. It comes packed with two interactive berries that trigger specific reactions when held to its nose, and you can touch its head or speak to it directly for more conversation.

Universe expands to include licensed characters

01225 614 310 sales@curiousuniverse.co.uk www.curiousuniverse.co.uk

2023 has been an exciting year for Curious Universe and its explosion into the character licensed merchandise sector.

The company, already a prominent player in the arts and crafts market, has emerged with a curated portfolio that spans beloved franchises such as Paw Patrol, CoComelon, Magic Mixies, Squishmallows, My Little Pony, and Play-Doh. This remarkable collection of licences has captured the hearts and imaginations of children and parents alike, hoping to make Curious Universe a driving force in the world of creative play.

Fun fact

The latest Paw Patrol feature film outing, Mighty Movie, was due to open at cinemas on the same day as horror film Saw X. Online wags declared September 29 a day for Saw Patrol, aping this summer’s Barbenheimer craze… The film features vocal contributions from the likes of Serena Williams and Kim Kardashian…

Curious Universe’s partnership with Paw Patrol has brought the world of Adventure Bay to life. With three exciting new products at launch:

3D Diamond Studios, I Love Crystals and Finger Print Art, the collection allows children to enjoy

a hand-on arts & crafts experience with their favourite pups.

The company’s best-selling Kaleidoscope Colouring Kit has been adapted for 2023 to enable children to experience the world of Squishmallows with on-theme activity content and puffy, tactile character stickers, all encased within a perforated card packet – no single-use plastic. The clean and modern pack design includes a colouring pad, which is die cut, plus recyclable packaging. The new range features an Environmental Logo distinctively emblazoned on each kit so parents and gift givers can make an informed choice regarding avoiding single-use plastic. This logo will run across many of the new Curious Universe products for 2023 in line with the company’s ongoing commitment to developing sustainable products.

an informed choice regarding avoiding

The elephant in the room

THE PUPPET COMPANY

01462 446040

info@thepuppetcompany.com

www.thepuppetcompany.com

Family businesses The Puppet Company and Wilberry Toys are passionate about creating puppets and soft toys for all ages that help children engage and learn through play. With a number of new additions to the collection, they are particularly pleased to introduce the new iconic Elmer puppets, which encourage creative play, communication and language development. First published by Andersen Press in 1989, Elmer The Patchwork Elephant remains one of the most iconic and widely read children’s books of all time. Like all the Puppets and Wilberry Toys, the Elmer puppets have been specifically designed to be as affordable and accessible and are all suitable from birth. The Elmer My First Puppet in the signature rainbow patchwork colours features embroidered eyes, big ears and trunk and is easy to use for both adults and children. The Elmer Finger Puppet stands up by itself like a soft toy but with the

Fun fact

Written and illustrated by the late, great David McKee, Elmer the Patchwork Elephant has sold more than 10 million copies worldwide and shows no signs of slowing down…

Worlds come to life with Real FX WOW!

STUFF

emma.prendaglia@wowstuff.com

www.wowstuff.com

Wow! Stuff’s award-winning, best-selling Real FX collection of licensed character toys presents fans with the ultimate innovations that bring their favourite movies and shows to life.

Fans of the Addams Family franchise can roleplay and use Real FX Thing to shoot their very own Wednesday-inspired content featuring the famous disembodied hand. It’s easy to use; simply download the Android or iOS app, don the green screen glove underneath the Thing hand, and then photograph or film the wearer through the app. Meanwhile, Jurassic fans are invited to celebrate the franchise’s 30-year anniversary, with the new Real FX Jurassic World Baby T.Rex. This hyperrealistic, movie-scale animatronic dinosaur has more than 35 actions and sound effects.

Fans of the Wizarding World are not forgotten with the new Real FX Spell Master Wand. Available in Harry and Hermione styles, with three modes of play to master.

Bandai’s Prime movers inspire range

BANDAI UK

020 8324 6160 sales@bandai.co.uk www.bandai.co.uk

Number one SEGA Game property, Sonic the Hedgehog, and Netflix TV Series, Sonic Prime, is the inspiration for Bandai’s Sonic Prime range of collectibles, action figures, plush, and keychains. Hero lines include the entry-priced blindbagged 6.5cm collectible figures, and blind-boxed 7.5cm articulated figures. Figure multipacks of the 7.5cm action figures extend the line to span varying price points, while the Sonic Prime figural keychains and Clip On Plush expand the impulse purchase possibilities.

added functionality of a finger puppet, perfectly sized for pockets

Top for the tots

Catch ‘em young! Attracting new parents with engaging toys for babies, toddlers and preschoolers will hopefully keep them coming back to local toy shops as their children get older. We ask retailers what’s popular with customers, and check out the state of the market with suppliers…

‘’The market for infant toys continues to be an evergrowing category,’’ says Ellie Moore, sales director of Zapf Creation UK, home of Baby Annabell. ‘’There has always been and continues to be a demand for infant toys, as these are so crucial to infants’ development and day-to-day nurturing and play patterns.’’

And preschool looks suitably healthy, with the right product, says Simon Prest, sales director at Orchard Toys, who tempers it by saying: ‘’We can’t shy away from the fact that there is a clear downturn on recent years in the toys and games sector. However, shoppers are always looking for new and entertaining games, as well as gift ideas that are priced reasonably and provide great value for money – making Orchard Toys a fantastic option.

‘’Our bestselling products and our new lines are seeing healthy sales, with strong demand for our new festive products, such as the Countdown to Christmas Activity Book, showing good signs for this final quarter.’’

Ellie Moore adds that Zapf’s infant ranges ‘’are performing really well across Baby Annabell and BABY born. In particular, the Baby Annabell Sweetie for Babies, and the BABY born Sleepy for Babies –suitable from birth and designed to calm and soothe.’’

Ask the retailer

What are your bestsellers in the infant/ preschool category?

Simon Prest points out that success in the sector can be achieved with ‘’toys that are simple, engaging and provide fun gameplay, alongside meeting an educational need are key. This is why our games such as Farmyard Heads and Tails, and Old MacDonald Lotto are award-winning bestsellers. The Orchard Toys brand is loved and trusted by parents, while offering teacher-tested credibility, which makes our games appealing to shoppers, therefore providing retailers with a great evergreen product for

year-round sales.’’

Strong and stable

Zara Grindrod, sales and marketing director, Rainbow Designs, discusses the infant and preschool sector...

How has business been in this sector?

So what else can we see being

So what else can we see being popular for this category? Over at BBC Studios, director global licensing Andrew Carley says that ‘’in preschool Bluey and Hey Duggee remain front and centre. Both have new content, which is a key focus. The Bluey licensing programme continues to grow - among other things look out for more electronic toys from VTech, beautiful wooden toys from 8th Wonder and a new Bluey console video game.’’

Ellie Moore at Zapf adds: ‘’We have experienced great demand already for plush toys in the infant market, and we can expect to see this evolve further over the next year. Toys that engage infants’ visual and touch senses are hugely popular, so we can look forward to seeing this grow in the future.’’

Our bestsellers include the John Deere Preschool range from Tomy, featuring interactive elements that toddlers adore. We also have a popular selection of plush toys from the heritage brand Steiff, and timeless toys from Bigjigs.

Is there anything you want to add to your preschool offering but can’t find/source?

We would love to expand our preschool offering by incorporating more wooden, easy-to-assemble, realistic farm buildings, but are struggling to source any.

Julia Lowe

Farm Toys Online

How important is this category to your offering?

Preschool’s always good. We do get people asking for the more specialised sensory toys. The message about encouraging child development really seems to be getting over. We stock Halilit, VTech, Galt and Tomy’s Lamaze. It seems to be more of a feature and manufacturers are trying to push it a bit more.

Steve Kerrison

Kerrison Toys, Norwich and Great Yarmouth, Norfolk

Rainbow Designs is renowned for its classic plush characters and over the page you’ll find nursery favourites such as Peter Rabbit, Disney’s Winnie the Pooh and Guess How Much I Love You in plush infant toys, such as My First Soft Toys, Comforters, Ring Rattles and Unfold and Discover Activity Toys.

Galt, meanwhile, taps into the sensory trend with its patented Playnest, which has eight multi-sensory features to stimulate touch, vision, and hearing. More sensory offerings can be found in Halilit’s Taf Toys’ latest Urban Garden collection, carefully designed to engage and stimulate young minds while promoting sensory exploration and fine motor skills.

Finally, one of the most important things for parents of small children is getting them to sleep. Wow! Stuff aims to solve that with its Lullaby Labs brand, which features brands children in its Sleep Trainers and Sleep Soothers.

It is a very difficult landscape out there currently for retail as a whole; however, the nursery and early years category of the toy industry is fundamentally a strong and stable sector, and there is an importance put on the need for infant toys, as they form a key component in supporting early years learning and development as much as providing fun and comfort. Although Q4 is traditionally a strong time for the toy industry as a whole, babies are born all year round and so products such as My First Soft Toys, Activity Toys, Comforters and Ring Rattles are evergreen performers, and when coupled with classic character brands, such as Paddington Bear, Peter Rabbit, Winnie the Pooh, Guess How Much I Love You and The Very Hungry Caterpillar, make winning combinations.

Is the sector changing – and what is driving the change?

“The infant toy category is rooted largely in traditional play patterns and themes, but there is also plenty of innovation and diversity to be found. When it comes to infant toys the key component is sensory, but how that is presented with new materials and patterns continues to become more innovative. As one of the most exciting dynamics in Rainbow’s product development cycle, it is that mix of innovation coupled with a ‘traditional’ toy format and the values and nostalgia of a classic character, that makes for a great toy for this age group. Just a few of our new and exciting infant toys launching this autumn include Paddington and Winnie the Pooh On the Go Activity Toys, Play & Go Squares in the Peter Rabbit, Guess How Much I Love You and Winnie the Pooh Ranges, and the Peter Rabbit and Paddington Bear Bedtime Cuddles Nightlights, which combine the comfort and fun of a cuddly toy with the practical soothing aspect of a detachable nightlight.’’

Rainbow Designs

‘’Our bestselling products and our

Andrew

Spin Master’s on Patrol again…

SPIN MASTER

01628 535000

www.spinmaster.com/en-GB

Spin Master has a host of options for infants including options from preschool favourites Paw Patrol and Gabby’s Dollhouse.

Kids looking for the ultimate companion this season will love Paw Patrol’s 12-inch Snuggle Up Plush Range. This super soft 12-inch plush toy will be your little one’s new best friend and their favourite companion at both bedtime and playtime.

Snuggle Up pups feature 10-plus sounds and will perform lullabies to soothe little ones to sleep. The plush also features a working flashlight that doubles up as both a nightlight and torch that’s perfect for night-time rescue missions. Choose your favourite character from Skye, Marshall and Chase for endless snuggles, playtime and fun.

Another great option for fans of the new Paw Patrol The Mighty Movie is Paw Patrol’s 6in Movie Plush. This soft and cuddly plush toy is the ultimate companion for any mighty rescue mission’s little ones can imagine.

Those who love the popular TV show Gabby’s Dollhouse will enjoy the Gabby’s Dollhouse Talking Pandy Paws. This 33cm super-soft plush toy brings Gabby’s best pal from the show to life for little ones to enjoy. Simply give Pandy’s paw a squeeze and watch him light up, activating cat-tastic songs that kids can sing along to as they get ready for bed. Featuring two songs and 10 sounds and phrases, little ones will never tire of talking and singing with their new cat-tastic friend.

Another adorable soft toy from the Gabby’s Dollhouse franchise is the brand-new Gabby’s Dollhouse Musical MerCat Plush. This 14in plush is perfect for endless hugs and snuggles. With multiple sounds and phrases from the show that are activated by squishing Mercat’s belly and a lightup starfish on her head, she’s the perfect pal for playtime adventures or bedtime dreaming.

SPLASHING AROUND   ONE FOR FUN

www.oneforfun.com

sales@oneforfun.com

Tobar’s Animigos range of animated plush animals continues to grow with the addition of great family favourites. Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals. One for Fun also distributes Dream Beams, the glow-in-the-dark plush character companions. Specially designed to offer emotional support through cuddling, squeezing and sharing one mission to help every child have a good night’s sleep and sweet dreams. There are lots of different characters to choose from, each with their own story.

Since its launch in the UK, this brilliantly designed infant/preschool range

BB Junior has won many consumer accolades and awards in 2023. Since its launch in the UK, this brilliantly designed infant/preschool range combines cutting-edge design with great engineering to create really desirable products. Additions in the infant range are mainly in the bathtime range, which sees the addition of the Splash and Play Light up Sailboat and the Splash and Play Musical Tugboat. Both are designed to attract and distract the attention of very young children.

Bestsellers and award winners among the existing BB Junior Bathtime range include the BB Junior Splash ’n’ Play Submarine Projector.

Join Janod on a Jurassic Adventure  JANOD

020 8563 2888  sales@juratoys.co.uk.

Bursting with the cutest prehistoric characters, Janod’s new Dino range includes more than 15 engaging and truly stunning toys, games, and puzzles.     For all dino fans, the Dino Volcano Multi-Activity Wooden Toy will be a winner. Five fabulously dino-themed activities will help little ones develop their fine motor skills, dexterity and curiosity. They will love sorting the Tyrannosaurus, Triceratops and  Pteranodon into the corresponding shape, or playing with the three gears on one side, or mirror on the other!  For some Jurassic fun, the wooden Dino Surprise Eggs are ready to hatch into play time. Open each of the three eggs to discover the tiny dinosaur inside, ready for adventure. All neatly nestled together on a soft felt leaf, so no small parts go missing. Building on little ones’ dexterity and fine motor skills, the Dino Surprise Eggs are suitable for 18 months onwards. One of the heroes of the range is Janod’s wooden Ride-on Dinosaur. The adorable unisex design will help build balance and promotes imaginative play. Also featuring a removable plush tail for further play options. Suitable for 12 months onwards.

Grabbing a lot of attention is the Janod Wooden Dino garage, launching shortly. The Diplodocus garage features a real elevator that goes up and down and a sliding ramp… down the tail. Also including six wooden accessories (two cacti and four rolling dinos), this toy will develop little ones’ imagination and dexterity.

The 6in Paw Patrol Movie Plush has the whole squad from the movie available to collect; kids can build their evergrowing collection of Paw Patrol plush toys and recreate their favourite

Paddington gets an update

RAINBOW DESIGNS

01329 227300

www.rainbowdesigns.co.uk

There are plenty of adorable and inspiring infant toys, coupled with much-loved classic characters, to be found at Rainbow Designs. These playful and engaging toys featuring Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh and Mickey Mouse, The Very Hungry Caterpillar, Elmer and Guess How Much I Love You, have been specifically created for newborns and young babies, and are brimming with developmental features.

Firm nursery favourites are Rainbow’s best-selling Peter Rabbit, Disney’s Winnie the Pooh and Guess How Much I Love You gifting collections that are bursting with an array of adorable plush infant toys, such as My First Soft Toys, Comforters, Ring Rattles and Unfold and Discover Activity Toys. Joining these range this autumn, are the Developmental Soft Play & Go Squares, that are full of beautiful illustrations and tactile features for plenty of on-the-go fun. Also new to the Peter Rabbit Once Upon A Time collection are the adorable, but practical, Peter Rabbit and Flopsy Bunny Developmental Comforters with lots of tactile features and detachable teethers.

Now available are the new Peter Rabbit and Paddington Bear Bedtime Cuddle Nightlights. The super cuddly soft toys respectively hold a soft, detachable Peter-themed lantern and marmalade jar that illuminate to provide a mesmerising light pattern and soft nightlight, while playing a soothing lullaby. A fun and cuddly but practical toy, perfect to help aid that important bedtime routine.

Did you know?

The third feature-length Paddington outing, Paddington In Peru, is currently being filmed, with the movie expected to land in cinemas sometime in 2024…

Paddington Bear is adored across generations and this year Rainbow’s ever-popular Paddington for Baby collection has been given a fun update, with super soft new fabrics and fun patterns, featuring oranges, marmalade and sleepy Paddingtons, across the collection. There will also be a fun new Paddington Activity Toy, Activity Spiral and Play & Go Squares joining the range, which includes My First Paddington, comfort blanket, ring rattle and Paddington Unfold and Discover toy.

Expanding Rainbow’s extensive range of high-quality infant toys even further this year, has been the new Disney Mickey Mouse and Friends range, a fun baby toy range featuring both Mickey Mouse and Minnie Mouse. Created in the synonymous striking red and black colour palette associated with this much loved duo, this collection includes Ring Rattles, Comfort Blankets and Activity Toys of both characters.

On the farm with Orchard

ORCHARD

01953 859539

TOYS

sales@orchardtoys.com

orders@kayes.co.uk (independents)

www.orchardtoys.com

Orchard Toys Dress Up Nelly is an ideal fun first colour-matching game for two- to five-year-olds. A great interactive game, a Mother & Baby Gold Award winner, it encourages children to match Nelly’s outfits and comes with 30 wipe-clean chunky cards.

Farmyard Families, a very first matching and posting game is a great introduction to turn taking. It features 30 chunky cards, perfect for little hands, and helps preschoolers develop their matching and memory skills, as they match the friendly farm animals to their babies and post them into the 3D barn posting box. Players are also encouraged to make the noise of the animals! For very young players it can be played as a simple pairs game (parent to parent animal card).

Mucky Trucks was launched in 2023. In this fun first colour board game young players race to clean their six mucky trucks. Roll the dice and move the elephant piece around the board, land on a colour and turn over the truck of the matching colour to make it nice and clean – but watch out for the mud-splat that will make the truck dirty again.

Old MacDonald Lotto, a fun farmyard lotto game is perfect for very young players aged from two to six, with sturdy cards that are easy for little ones to handle. An early learning matching game, players try to be the first to match all their cards to the playing board, followed by the farmer, to win the game. The lotto cards, featuring animals and objects, are great for teaching children about the farm environment.

Did you know?

Not only is Old MacDonald Lotto a bestseller in the Orchard Toys range, it also won gold for Best Toddler Toy at the prestigious Mother and Baby awards

Fun and festive puppet play

THE PUPPET COMPANY

01462 446040

info@thepuppetcompany.com

www.thepuppetcompany.com

Taf’s the way to do it

HALILIT 01254 872454

www.trade.halilit.co.uk sales@halilit.co.uk

In the market of infant toys, Halilit UK has carved a distinctive niche by offering a diverse array of brands and infant toys that inspire learning, creativity, and sensory exploration in the formative years of a child’s life. Award-winning brands such as Taf Toys and Jellystone Designs have already had huge success among retailers in the UK.

Fun fact

Monster puppets squeak back!

These larger-than -life puppets feature squeakers in their tongues for more play fun

As we move into the busiest time of year, the My First Christmas Puppets from The Puppet Company and Wilberry Toys are perfect for preschoolers and are suitable from 0 months, taking you from Baby’s First Christmas and beyond. Collectable and affordable, this charming collection of key festive characters sits really nicely within the ever-popular My First Puppets range - soft puppets made from the highestquality materials with embroidered eyes, tested to the highest possible safety standards.

The puppets and soft toys all promote creative play, inspiring children and adults alike to tell stories, to ignite their imaginations and to make people smile. Also ideal for Christmas are the new and improved Monster collection, featuring the latest colourful additions alongside the classics and everpopular Rainbow Monster. All are larger-than-life, easy-to-use puppets featuring squeakers in the tongue for added play value. Perfect for birthdays or Christmas – huge amounts of fun at an excellent price point.

Taf Toys’ latest Urban Garden collection features a range of thoughtfully crafted toys that capture the essence of a vibrant garden. The Urban Garden XL Soft Puzzle Mat offers a secure and soft play area for infants with its extra-large size, adorned with garden-themed illustrations and vibrant, interlocking pieces resembling a jigsaw puzzle. Complementing this play space is the engaging Urban Garden Tummy Time Spinning Book.

Embark on a sensory play adventure with Jellystone Designs, now proudly partnered with Halilit as the official UK distributor. The stylish collection features teething-friendly accessories that redefine fashion and functionality for all ages. The Rainbow Stacker is a teething toy that not only enhances hand-eye coordination but also doubles up as stacking toy. Jellystone’s premium range also features Triblox, nine triangular blocks made from non-toxic silicone that infants use to build stack, learn and build. These stylish and delightful infant toys are perfect for AW23 and are available through Halilit UK.

Bringing nursery rhymes alive

FABULA TOYS

020 3633 9684

play@fabulatoys.com

Fabula Toys is the only brand in the world that is dedicated entirely to bringing nursery rhymes alive especially for the infant and preschool sector. Each of the award-winning toys focus on a popular rhyme at a time, exploring the characters and narrative, while also helping develop key skills based around the Early Years Learning Goals such as imagination, vocabulary, physical exercise, STEM and the very relevant topics of diversity and inclusion.

Driven by the insight that nursery rhymes enjoy almost a monopoly in the area of preschool entertainment, the simple concept of enacting popular rhymes makes each Fabula toy intuitive to the simplistic nature of play among children up to four years old. It is therefore no surprise that customer reviews often follow a recurring theme that children automatically know how to play with each Fabula product and can keep themselves entertained for hours at a go.

The brand currently offers five toys – Incy Wincy Spider set of story gloves; If You’re Happy & You Know It inflatable activity dice; Five Little Monkeys educational board game; The Finger Family set of 10 multicultural finger puppets, and Wheels on the Bus foldable pop-up tent. The unique designs and universally appealing theme of nursery rhymes have made the products popular both among parents and toy-shoppers as well as nursery and preschool educators.

Grow with Galt

GALT

0161 428 9111

SalesUK@jumboplay.com

Galt’s bestselling first years product is the iconic, patented Playnest, which offers babies and toddlers a unique combination of a soft resting area and a self-contained play environment. The triangular fabric covered inflatable ring provides additional sideways support for baby during rest and play, while the eight multi-sensory features, located around the Playnest, help to stimulate touch, vision, and hearing. It also offers an optimal place for a baby to sit while playing with other toys.

From an evergreen classic to a fun and timeless activity toy that is new to the Galt range this year: the Flower Stacker. This durable wooden toy encourages little ones to stack the brightly coloured shapes and watch the flowers bloom. Baby will love learning where each piece fits as they build up the flowers with the chunky and tactile wooden pieces. With time, infants can progress to colour matching the plant pots and flowers to the base. It’s ideal for developing hand-eye coordination and colour recognition.

Bathtime will also be more fun, thanks to another new addition to the range this year, the Bath Time Playcentre. This soft, fabriccovered inflatable is an ideal first bath time toy for baby. With a lift-up shell hiding a smiley crab, a squeaky jellyfish, lift-up octopus legs, and a starfish-shaped teether, baby will enjoy learning to

Edx makes you Dizzy

EDX EDUCATION

01949 844 117

sue@edxeducation.com

Edx Education specialises in learning through play toys for preschool and primary-aged children. Working with educational experts from around the world, its collections include maths manipulatives, active play ranges, water and sand play collections and construction toys designed to encourage a love of learning in

Did you know?

Galt Toys has been designing imaginative toys that readily support a child’s early development, since 1836, and it is a key destination for buyers and retailers looking to source

recognise the colourful ocean animals. The Bath Time Playcentre floats on water and sticks to the sides of the bath, securing the toy so that baby can play safely. The cushion can be deflated for storage, and the removable cover can be machine washed.

Innovative sleep aids

WOW! STUFF

emma.prendaglia@wowstuff.com www.wowstuff.com

the early years. The Whizzy Dizzy, Joey Jump and Rainbow Pebbles are all particularly popular toys for preschool-age children, making a great addition to nursery, school and home settings.

The Whizzy Dizzy retails for £109.99 and is one of EDX’s best-selling active play toys. This is a spinning toy with a sturdy swivelling platform for children to sit on as they use the central rotating steering wheel to spin themselves around, either slow and steady, or fast for maximum excitement. In addition, the spinning sensation can help autistic children with vestibular sense issues, while helping improve hand-eye coordination, gross motor skills, and strengthening core, hand and arm muscles as children manoeuvre the moving platform.

The Joey Jump is another really popular active play toy, which offers hours of fun and enjoyment.

Wow! Stuff’s Lullaby Labs brand combines scientific innovation with brands children love to create the ultimate Sleep Trainers and Sleep Soothers.

Available in Peppa Pig and CoComelon designs, the Lullaby Labs Sleep Trainer has an easy-to-set digital clock that allows parents to set the time they would like their child to get out of bed in the morning. When it’s bedtime, simply press the button on the top of the Sleep Trainer; a short lullaby will play, the night light comes on, and the moon begins to glow softly. Each design has its own special feature; with the CoComelon Sleep Trainer, JJ will magically appear next to the moon, dressed in his pyjamas. When it’s time to wake up the sun will be visible next to JJ in his daytime clothes.

The Lullaby Labs Sleep Soother in Peppa Pig, CoComelon and Gruffalo designs, aims to soothe little ones to sleep with the aid of their favourite character.

Mixing it up

MATTEL

01628 500000

www.mattel.com

Fisher-Price continues to bring the fun to playtime with an expansive range with exciting new products being launched across the portfolio for infants and toddlers.

After the successful launch of the Fisher-Price DJ Bouncin’ Beats in AW22, Fisher-Price expands the collection with the new DJ Bouncin’ Star. This interactive dance partner bounces to life with colourful lights, motorised spring action, and 75-plus songs, sounds, and phrases that teach the alphabet, counting, colours, and more. With three Smart Stages levels and lots of exciting bouncing action, the DJ Bouncin’ Star toy helps keep little dancers wiggling, giggling and learning as they grow.

The Fisher-Price Laugh & Learn range helps develop fine motor skills and encourages roleplay for infants and toddlers. New to the range is the Mix & Learn DJ Table. This interactive learning toy and activity table features a piano with three ways to play, plus 12 fine motor activities and three Smart Stage learning levels to keep the learning fun going as your baby grows.

Fun fact

Fisher-Price continues to expand its Little People range with the Light Up Learning Garage; this interactive car garage playset features multi-colour lights and three Smart Stages learning levels of songs, sounds and phrases to enhance the child’s pretend play. Kids can act out fun stories with two-character figures, two mechanic’s tool play pieces, and a push-along toy car with a bonnet they can open and close.

The Mix & Learn DJ Table comes with legs: Keep the table legs off for sit-at floor play, then attach when your baby is ready to stand up and DJ

Fisher-Price adds more cute animals to its Linkimals range with the new Learning Narwhal; as kids spin and press, their narwhal friend will light up while fun songs and phrases teach the alphabet, vocabulary, counting 1-20, and more. There’s also an interactive quiz mode. And when Narwhal meets up with other Linkimals friends, they light up, talk, sing and play together.

phrases to enhance the child’s pretend play. Kids Castle; this playset includes Disney Princess

New to the Little People Disney Princess range is the Disney Princess Magical Lights & Dancing Castle; this playset includes Disney Princess figures Cinderella and Jasmine, which kids can use to create fun stories. The lights, sounds and music of the castle are activated when kids use the Discovery Buttons, while spaces like the balcony, ballroom, kitchen, bedroom and dressing area provide them with a variety of ways to use their imaginations for hours of storytelling fun.

Little People adds newness to the Little People Barbie range with the Barbie Little Dream Plane. This push-along toy airplane features a light-up nose and fun music, sounds and phrases to enhance toddlers’ storytelling play.

Talking retail

Julia Lowe

FarmToys Online

www.farmtoysonline.co.uk

With kids back at school, what changes do you make to your offering for the autumn?

As autumn arrives and children head back to school, we get ready for the festive season, especially Christmas. We’re already offering Christmas children’s picture books and some fantastic advent calendars from Schleich. Additionally, we make sure that our product imagery fits the autumn theme, showcasing seasonal references and images, ditching any summer references to align with the changing seasons.

What makes you unique as a toy retailer and how does your product offering reflect this?

Our uniqueness lies in our specialisation - we exclusively offer farm and horse-themed toys. This niche focus allows us to provide an extensive array of toys within this specific category, attracting enthusiasts who seek specialised options not readily available at more general retailers. Our commitment is to provide an unmatched range of farm and horse toys, ensuring Farm Toys Online customers can find exactly what they’re looking for.

Is an educational element important to the customers that buy your toys?

Absolutely. Education is a fundamental aspect of our toy offerings. We recognise the vital role toys play in a child’s development, enhancing motor skills and sparking creativity. This holds significant importance for our customers, who highly value toys that encourage learning and development in children.

What challenges are you facing at the moment?

Currently, we face challenges stemming from manufacturers selling directly to consumers through their own websites or Amazon. This intensifies competition and sometimes raises concerns regarding pricing and inventory management. We can only hope that during the last quarter, a key selling period for independents like us, manufacturers attempt to refrain from undercutting retailers - especially during Black Friday - and stockpiling inventory for themselves.

Many manufacturers are yet to refine a model of selling through the major multiples, independent retailers and directly to customers in a manner that effectively benefits all parties involved.

Did the Indian summer have any effect on your trading?

The Indian summer didn’t significantly impact our trading, as our customers were already focused on getting their children back to school after a long and rainy summer.

This month we ask retailers about autumn changes and challenges

Phil Heath Heath’s of Barrow Barrow in Furness Lancashire

With kids back at school, what changes do you make to your offering for the autumn?

There’s less footfall of course and we start to put out our Christmas stock – having it in earlier helps to stretch out the credit terms. Although for the past couple of years it’s definitely been busier in December rather than earlier, with people shopping last minute. We have seen the positive effects of people trying to shop with local businesses though. We’re doing well with Games Workshop at the moment.

What makes you unique as a toy retailer and how does your product offering reflect this?

We have a B&M across the road (where people pick up cheaper toys) and The Entertainer up the street, so we do try to be more specialised.

We do a lot of models (from Bachmann, Hobby Company, Airfix and Revell) and we also tend to stock a lot of the accessories such as the grass and stones etc for creating dioramas. These also sell well to the Games Workshop fans – many of them are not interested in playing the games but like painting the models and displaying them. Some of them are even commissioned to paint models for other fans. We also sell a lot of craft sets – again we try to be more specialised with these.

We also work on customer relationships - our staff always greet shoppers as they come in, and we try to build up relationships so that they come back to us and ask our advice. We have families that have been coming to us for generations.

While we tend to have the big brands that the bigger toy stores have, we try to have a really good range – for instance we have 17 different families in Sylvanian Families – so we are offering something different.

What sells well for you?

We do well with LEGO and Sylvanian Families, as well as games, especially for Christmas. Most families want a new game or two at that time of the year. Jigsaws do well, as do Fuzzy Felts.

We have lots of adults who come in for the Pokémon cards – that dropped off a little earlier in the year but with the latest Scarlet and Violet 151 series we sold out. We had a group of 10 guys come across from the shipyards at lunchtime yesterday to get cards – all in their early 20s, presumably with good jobs and plenty of disposable income.

What challenges are you facing at the moment?

Smyths Toys is opening nearby next week. But we hope that specialising in the things I’ve mentioned – Games Workshop, models and Pokémon - will help, as we will stock ranges they won’t. We also stock things such as adult jigsaws – and LEGO’s Architecture series.

Our customers have told us they’ll still come back to us, so let’s hope so!

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

Debbie Maloney  Austins Department Store Newton Abbot

Devon

With kids back at school, what changes do you make to your offering for the autumn?

We have reorganised the store layout: outdoor toys have gone to the back of the shop and games have been merchandised at the front.

What makes you unique as a toy retailer and how does your product offering reflect this?

Our wide selection of merchandise and the depth in ranges.

Is an educational element important to the customers that buy your toys?

Yes, it’s something many of our customers consider when buying.

What challenges are you facing at the moment?

Cost of living with people having less disposable income, and the ever-present question of how to increase footfall.

Did the Indian summer have any effect on your trading?

We are located in Devon so the good weather is rarely good for us – people head for the coast or the Moors.

Steve Kerrison KerrisonToys

Norwich and Great Yarmouth, Norfolk

What changes do you make to your offering for the autumn?

Well we lay everything out a little bit different –all the summer stuff goes away and we start on our Christmas stock – plus there’s hotspot areas – with special offers and new releases.

What makes you unique as a toy retailer and how does your product offering reflect this?

Like other independent retailers we offer a personal service – our customers get a far better service and our knowledge of toys is of course very good. If customers want advice – we can make sure they get the right thing – if they go into a supermarket they just pick up the box, and it may not always be suitable. We have demo days where we demo new ranges and crafts and games. With some games it’s really important to get over the message of how to play it! And during the summer holidays we did craft days every day, which really benefited the companies that took part.

Did the Indian summer have any effect on your trading?

It was notable this year that people were getting out old paddling pools and cleaning them off rather than getting out the pool, thinking it looked a bit mouldy, throwing it out and buying a new one, as they usually do. The really hot period at the end of the holidays was when people had run out of money, so were looking for something cheap –you can’t beat a £1.99 fishing net!

TRADE TALK: Greg Stanton, Asmodee Looking ahead to Q4 – and beyond

Recently-appointed head of product – commercial at Asmodee UK, Greg Stanton, who oversees marketing and purchasing at the company, looks at the current state of play, how business has been, where business is going and looking even further ahead…

How has business been in 2023 so far?

Despite the underlying current economic climate and cost-of-living crisis, the board game market remains resolute. Having such a great range of products ensures success during this period.

And how do you think the second half of 2023 will be?

We will continue to see similar trends to last year, with consumers starting their Christmas shopping early. We’ve been working hard all year to provide the very best range possible to offer customers at this time. It’s a privilege that we work in an industry where consumers want games at Christmas time.

How are you making your business more sustainable?

Sustainability is at the forefront of our thinking at all times. We are always looking at ways to improve and have the most sustainable business we can; being sustainable forms part of our daily thought process in everything we do.

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

More so than ever, consumers are looking for value for money. This doesn’t necessarily mean spending less but always looking for great value when spending their hard-earned money.

How are you planning to help retailers with their business in the latter part of 2023?

The support for retailers for the latter part of 2023 starts at the beginning of the year. We provide the best range for the market and ensure we’re supporting all sales opportunities within this. We’re always keen to work collaboratively with our retail partners and have ongoing discussions to work together to get the best results.

What are you most looking forward to for the rest of the year? We’re really looking forward to seeing the hard work from all of the teams come to fruition to ensure we can meet both our retail partners and consumers needs.

Looking ahead to 2024, what will be the key issues for the business?

Looking ahead, we want to ensure consumers continue to be happy to part with their hardearned money and we will do this by continuing to provide great games at great value, with unique selling points. Selling great games at great value is more important than ever.

Addinganew perspective

What’s your background?

Prior to joining my parents Liz and Jon Amphlett at Toytastik, I worked in the aviation industry. However, while taking time out during the pandemic, I started to get more involved in the family business and soon discovered a love for the toy industry. It’s exciting to be involved in helping develop our shop, and hopefully adding a new perspective and fresh ideas.

My job pretty much covers every aspect of the business which is great, because every day is different - from meeting and dealing with customers, catching up with the wonderful sales reps and agents who visit our shop, to developing and managing our website and social media accounts.

Tell us about Toytastik.

My parents opened Toytastik in Chepstow in 2015, which was quite a venture considering they both previously worked in local government. It’s interesting to see how the shop has changed and developed during that time.

We have managed to retain several brands that were with us from day

one, such as Bigjigs Toys, Lanka Kade, University Games, Melissa & Doug, Magformers, Smart Games and Kayes of Cardiff, which are a fantastic support.

What sets you apart from other toy shops?

I’d like to think that, like a lot of our fellow independent toy shops, we are not limited by the same corporate constraints as the majors and much bigger shops and businesses.

Therefore, we can offer a wider variety of toys, including more unique and specialised items. This is great for parents who are looking for something specific for their children, or who want to avoid the massproduced toys that are often found in chain stores.

We also pride ourselves on offering a more personalised service compared with the bigger stores. Every item that we sell has been carefully chosen by ourselves and, in turn, we offer detailed product knowledge to assist customers’ needs and interests.

This is often illustrated by the fact

that we open most of the products on our shelves for demonstration purposes - and the fun element of this is that we end up playing with lots of the toys and games ourselves!

Again, like many fellow indies, we proactively encourage environmentallyfriendly and sustainable practices, from our business to the products on our shelves. We also support other ethical companies that use Fairtrade practices in manufacturing and employee welfare.

Describe your range.

We endeavour to find toys and games that have durability and lots of play value. We stock a wide and diverse range, and we’re confident that there will always be a toy or game to suit every age or development stage. We carry approaching 100 brands, which seems crazy, but we’re always very keen to try out different products. We have a very loyal customer base who shop with us regularly, so it’s important that we don’t always restock the same items. To make this work, we usually take breaks from brands for up to a year.

How many suppliers do you deal with?

Around 50 or so. A few of our main suppliers do cover a wide range of

We’re currently goingthrough a rebrand and updatingthe shop,whichis veryexciting!

”

“

Olivia Amphlett, daughter of Toytastik co-owners Liz and Jon Amphlett,

chats to

Clare Turner about how she is helping to develop the toy shop in the Welsh town of Chepstow

brands. Key names for us include Bigjigs Toys, Brainstorm, Hippychick, Orange Tree Toys and Floss & Rock. However, all our suppliers are of equal importance.

How do you find products?

From the start, our main way of finding products was from going to trade shows such as Toy Fair and Spring Fair and Autumn Fair. From these, contacts were formed, and reps would usually visit twice a year. My parents have amazing relationships with many of our reps, which has been super-helpful with the transition in taking over ordering. Since the first Covid lockdown, and with rep visits becoming fewer and fewer, we turned to online ordering and opened memberships with online wholesale marketplaces Faire and Ankorstore: a whole new way of buying and finding small new brands globally. For a small independent like us, the extended payment terms are invaluable, as are the low MOQs. It really has been a blessing for us.

How has trading been for you so far this year?

Up and down. We have good days and bad days! Last October we rebuilt a new online store after having a few years away from it. This has been steady, and let’s the worry subside when the shop has been quiet midweek.

Online sales have been interesting, from sending orders up and down the country, to locals using it as a click & collect service, and international customers using it to send presents to friends or relatives in the UK.

Best Sellers

■ Brainstorm Eugy

■ SmartGames

SmartMax

■ Crocodile Creek Play Balls

■ Cheatwell Games

Squeeze Poppers

■ Orange Tree Toys

Mini Puzzles

What lines have you started stocking recently?

Tender Leaf Toys’ ThreadBear Designs: a very lovely team and they have a wide range of wooden toys with unique designs. Also, we’ve been lucky enough to start supplying The Puppet Company and Wilberry Toys. This is the first time we’ve sold puppets and it’s been great fun finding a new way to interact with our younger customers by putting on a show!

How do you maintain the interest of customers and attract new ones?

We’re so lucky to have established great relationships with our customers, who trust us to source new and innovative products to suit everyone’s individual requirements.

As we’re in a small town with a ‘captive audience’, we’re all too aware that we need to make sure that we’re constantly changing, to hopefully keep our customer base interested.

As for attracting new customers, we sponsor and support many local events, from school fetes to local festivals. Social media is something we try to keep on top of regularly, but I sometimes find myself getting swamped with trying to create a good post. Then I realise I’m spending too much time worrying and not enough time posting.

It’s always a good feeling when sales happen online as a result of a post, or when someone pops into the shop and mentions they saw a product on our socials. Ads on Meta were beneficial last Christmas as well.

What’s next for your business? We’re currently going through a rebrand and updating the shop, which

is very exciting! We’re also in the process of setting up a local party hire business. We’ve been asked on many occasions if we provide this service, so we decided to bite the bullet and offer themed toy and soft play hire for events.

What’s the most rewarding aspect of your job?

My mum would say: watching our little customers grow up, and being a part of their childhood. For eight years, we’ve seen children grow out of this shop and head into their teens. But, when walking home from school, they still pop in to say hello.

What’s the most challenging aspect of your job?

My mum. I wish I was joking! It’s definitely hard working with family and we’re both strong-willed in our opinions. We’re always in competition to see which of our choices sells better. However, overall, we’re a good team - and love each other really!

What’s your favourite toy or game?

That’s a tough choice! So, I will have to say toy AND game. The toy would be SmartMax from Smart Toys and Games, which is easily our best seller. I’ve become very passionate about introducing customers to it as a first birthday present. It’s fantastic, and you rarely find a toy that has a one to six years age range. We find it’s a great toy for older kids to engage with siblings aged one or two.

My game choice would be between our two of our best sellers - both by Big Potato Games - Kluster and Ghost Blitz. They are so much fun, with little to no instructions needed.

As we’re in a small town with a ‘captive audience’, we’re all too aware that we need to make sure that we’re constantly changing,to hopefully keepour customer base interested ”

“Wearealways opentoideas”

What’s your background?

I’ve done a variety of jobs over my career, from working at a hamper company to roles in recruitment and project management, and then working in CSR [Corporate Social Responsibility] for a law firm. After studying consumer services management at university, I never thought I would end up working in and loving retail!

Why did you decide to move into toy retailing?

My husband and I were actually looking to move out of London and start a business such as B&B or something along those lines - not a toy shop or in the London area. Then the opportunity to buy Just Williams fell into our laps, and it seemed too good an opportunity to pass up. It was my dear friend Jackie Williams who set up the toy shop (hence the name Just Williams), but after six months she had to move abroad with her family, so needed to sell the business.

I can remember clearly the night I received the call asking if I would be interested in buying the business, as we were busy planning a trip to Australia. Jackie knew I might be

interested because I had been acting as a sounding board for her as she established the business, and I could practically see the shop from my house. I knew the area and had kids who were aged three and five. It ended up being an easy decision, and I haven't looked back! It has now been 15 years.

Tell us about Just Williams. When we bought Just Williams it was a single shop in our local village of Herne Hill [a suburb of south London]. Within five years we had four shops but unfortunately we closed two of the shops a couple of years ago, due to the high rent.

At the moment we have two shops: one in Beckenham, Kent and the other in East Dulwich, south-east London. It works well as they are only about six miles apart.

How would you describe your range?

Just Williams is a traditional toy shop stocking everything from stationery, arts & crafts, dolls, construction kits, musical instruments, rattles and teethers, cars, puzzles, games, science kits, roleplay, outdoor toys,

books, hair accessories, bags, water bottles, lunch bags, plush, pocket money toys, trading cards, and more.

How many suppliers do you deal with?

About 40. Our main suppliers are HTI, Asmodee, Ravensburger, Abrams & Chronicle Books, and Kali Stileman Publishing for greeting cards.

How many brands do you carry?

About 100. As we have a lot of regular customers, we are always looking for new products to keep our shelves looking fresh and exciting - hence our large range of brands. We may be a toy shop but we are always trying new products and are keen to bring new things to the high street.

How do you find products?

As I’m always looking for new products, I use everything at my disposal, from scouring trade magazines, talking to reps, looking at what other toy shops and gift shops are selling, and going to key trade shows.

I regularly receive WhatsApp images from friends and family of products they think we should stock. And our customers are a great source of ideas. They love that we listen to them and

Sales so farareslightly above 2022 and we are managingto maintain our margin.SoI’m keepingmy fingers crossed that it continues and we have a good Christmas ”

“

Clare Turner talks to Vicky Brown, owner/director of Just Williams, a family-run traditional toy shop with stores in East Dulwich and Beckenham

respond to their ideas. Basically, I'm always on the lookout!

What's your selection criteria?

When seeking new products, I look for new concepts - something that I can get excited about. Because if we are excited about it, then my team and I can sell it!

Price and perceived value for money is always key. Plus, the packaging must reflect the age that the product is aimed at, as quite often this can let down the item. A large majority of our sales are for children’s birthday presents, so I always have this in mind. I ask myself: would this make a lovely gift? Does it retail at £8-£15? Does it look value for money? And how will the child react on opening the present?

What’s proving popular at the moment?

ChillFactor Slushy Makers are flying out the door, as are water pistols/ shooters (we get most of our water pistols from HTI and Wilton Bradley), Eugy cardboard model kits, Selfie Craft Co. colour In tops, Djeco art kits… and anything Pokémon seems to keep on going!

What are your current top five best sellers?

If you’re talking about volume of sales, then without a doubt it’s Hot Wheels cars, stickers from Fun Stickers, Pokémon cards, LEGO Minifigures, and bubbles, mainly from HTI.

Within our ranges, after pocket money toys, we do really well with games, TY and wooden toys. We sell a lot of games too, specifically those from Smart Games, Dobble, Orchard Toys and BrainBox.

What lines have you started stocking recently?

Orange Tree Toys, which are doing really well for us. We love the

packaging, the quality of the products, and particularly the mini wooden puzzles in calico bags. Roll-a-blox is another new addition that gives great value products, which are proving popular as birthday presents. We also have Plus-Plus back in stock, which are great pick-up lines - perfect for gifts and for holidays. And, after many years, we have Evi and Steffi dolls back in the shops. They are great value, and have some lovely sets. We are very excited to be stocking Ooly stationery soon: we’re just waiting for the stock and stand to arrive!

Are you looking at expanding into new categories?

Over the years, we’ve sold numerous items that you would not necessarily expect to find in a toy shop, from kids' wellies, rain macs, melamine plates and bowls to Lamy pens - all of which have been very successful. We are always open to ideas, it’s just a matter of finding the right product that we think will sell.

How has trading been for you so far this year?

Sales so far are slightly above 2022 and we are managing to maintain our margin. So I’m keeping my fingers crossed that it continues and we have a good Christmas.

Have you been affected by price rises and stock shortages - and if so, how have you dealt with that?

This year we’ve not had any problems with stock shortages. Last year we did, but it wasn’t really an issue - we just stocked something else! Managing costs in the current business environment is proving tough, but we are absorbing what we can.

What’s the most rewarding aspect of your job?

The most rewarding part of my role is seeing customers getting as excited as me at the new product ranges (validating that I’ve got it right!) and seeing happy customers leave the shop.

What’s the most challenging aspect of your job?

The most challenging part is trying to not get carried away and buy too much stock all at once! The other challenge, as with any business, can

Best Sellers

■ Hot Wheels cars

■ Fun Stickers

■ Pokémon cards

■ LEGO Minifigures

■ HTI bubbles

be with staffing; finding great people to be part of the team can be an issue. Having said that, I have several longstanding members of my team who have worked at Just Williams for 10 years or more. We can’t survive without them.

What's your current favourite toy or game on your shelves?

A tricky question! As a family we play a lot of board games, so I would have to choose a game. Personally I love Catan, but my kids (who are now in their twenties) would choose Ticket to Ride or Snakesss.

If I had to choose a toy, it would be My First Pirate from SmartMax. It has such great play value and I love the fact that it can all be packed away in the tin.

What's your favourite toy or game of all time?

This is another tricky one. Growing up I used to play Othello all the time and loved My Little Pony and Playmobil. If I have to choose one, it would be Othello as I have fond memories of the family battles to decide who was going to be the Othello king or queen.

Over the years,we’ve sold numerous items which youwould not necessarily expect to findinatoy shop,from kids'wellies, rain macs, melamine platesand bowls to Lamypens - all ofwhich have been very successful ”

WH AT’S

Disney Bicycle rides in

Cartamundi

01268 511522

www.cartamundi.com/en

Marking the ongoing centenary celebrations of the Mouse House, Cartamundi has launched five playing card sets under the Bicycle banner. The Disney 100 collection includes Mickey Mouse-inspired Black and Gold set; Disney Villains; Disney 100; Disney Princess and Mickey Mouse.

“Our Cartamundi brands are founded on the belief that play enriches the world,” says Tricia Bouras, Cartamundi global entertainment president, and CEO and president of the United States Playing Card Company of Cartamundi Entertainment. “Through Disney, we are further inspired by the power of wonderment to create a world that is truly magical. We are thrilled to breathe life into this vision through our new playing card collection.”

Homegrown kittens

Exploding Kittens

joeri@explodingkittens.com

The UK is getting its own country-specific take on the kitty-powered card game Exploding Kittens.

Joeri Hoste, general manager for international said “We are diversifying our offer, to add value to every retail channel. This year we are introducing the UK Edition as an Amazon exclusive, as a counterpart to the Cat Burglar edition released last year for bricks and mortar, which is not available via ecommerce channels.”

01580

mould

own delicious jelly sweets in a variety of shapes and flavours, all while using vegan ingredients. Of course, in true Thames and Kosmos style, the set teaches interesting background knowledge, and has exciting experiments to carry out during the cooking and moulding process.

YuMe Strangergets

YuMe via Kap Toys

01635 255725

orders@kaptoys.com

After the success of its first drop, YuMe Toys has launched a second series of products based around hit Netflix franchise Stranger Things, with an expanded range.

It now takes in Upside Down Capsules as well as 7.5-inch plush and miniature plush clip-ons.

Gurdeep Bains, global creative director at YuMe Toys, said: "Based on the popularity and amazing sales of Series 1, we’ve focused Series 2 as a range which includes both design and production excellence. The new range of collectibles can be enjoyed and played with by the wide Stranger Things fanbase.

"Series 2 is testament to our commitment to delivering on-trend exceptional merchandise for Stranger Things enthusiasts."

Trumps go Squish Winning Moves

0207 262 9696

www.winningmoves.co.uk

Hot brand Squishmallows is heading to Top Trumps courtesy of Winning Moves. Categories include the likes of Squish Date, Collector’s Number, Height and Colour Count…

The Planet plan

PMS

01268 505050

www.pmsb2b.com

sales@pmsplc.com

Introducing the Your Planet Eco Plush collection - a testament to the fact that something new can indeed be created from plastic waste. By using 100% post-consumer materials, with a focus on recycled bottles, these plush toys are actively reducing the harmful impact of plastic waste on our planet. In fact, it takes just nine bottles to produce enough fibre for a 6in toy, making them a truly sustainable choice.

The Your Planet Eco Plush collection comes in a variety of sizes and options to choose from, catering to various preferences and budgets. From entry price point 4in clip-on plush toys, to 6in, 9in, 11in, 12in and 16in styles, as well as assorted ranges supplied in impactful CDUs. Whether you are looking for wildlife, sealife, arctic, barnyard, or woodland themed plush animals, this collection has it all.

Fang-tastic Rubies

customerservices@rubiesuk.com | uk.rubiesmasquerade.com

As its partnership with Mattel continues to expand and strengthen, Rubies has announced the launch of its Monster High costume and accessory range in 2023.

With a recent explosion in popularity following new media releases, including YouTube videos and more, the dress-up includes favourite characters such as Clawdeen Wolf, Draculaura and Frankie Stein. The costumes come in both standard and deluxe editions with matching wigs also available, making them perfect for Halloween. The officially licensed costumes will have mass appeal with young fans, especially for Halloween, due to the strong fashion-led franchise identity, as the teenage children of legendary monsters are back for a new generation. Hallways filled with werewolves, vampires, sea creatures and more—at Monster High everyone is welcome! First debuting in 2010, Monster High has always encouraged kids to embrace their authentic selves and celebrate what makes them unique. Through this group of freaky-fab ghouls we learned the more you let your inner monster shine, the more you realise you belong!

Riding out the slump

Birthday celebrations at Amanda Alexander’s Giddy Goat Toys store were tarnished by a dip in trade as well as an opportunistic bag theft that caused all kinds of problems, as she outlines in her latest missive from the frontline…

In my last column I wrote about how sales had been very unpredictable this year, with the first quarter on a par with last year but then a dip in April and May; aJune that was on a par with last year and a dip again in July. August has been slightly better than last year. There just doesn’t seem to be a pattern. I can’t say it’s the weather as that was fairly rubbish throughout both July and August.

You can’t really compare anything to 2020 or 2021, but looking back to 2018 and 2019 our sales this year are below those years too. I’m generally very positive and proactive and we did an introductory voucher offer with a number of parent and baby classes to see if we could bring new people to the shop, and although we had quite a few redemptions it’s not set the world on fire.

Perhaps I need to reach out to Sacha Lord who is Manchester’s so called Night-time Czar and small business champion, as he recently responded to a local Korean restaurant’s post about them struggling due to a unpaid debt by challenging the people of south Manchester to rinse him by offering to pay for all meals bought from the restaurant that evening. I was in Spain that week or I’d

have been tempted, but apparently there were queues round the block. It’s the sort of thing small businesses dream about for the revenue and the publicity, and I only hope the staff had enough ingredients in to make the best of the extra trade.

Anyway, working on the basis that toys is a resilient sector, inflation seems to be steadying, we’re in an affluent area, have a loyal customer base and Christmas is coming, I’m trying to remain upbeat - though it’s fair to say I’ve had the wind taken out of my sails and I’m very conscious that my cashflow isn’t as strong as I’d like it to be. Another thing that unsettled me recently was having my bag stolen out of my shop. Despite being in an affluent area, shoplifting is rife in the suburb of south Manchester where my shop is, just as it is in so many places up and down the country. We’re not too affected, but the local traders’ What’s App Group’ swap stories of the scallies doing the rounds, with the local food stores constantly reporting losses on meat and alcohol and the Boots store having shelves emptied, with shoplifters walking out with total impunity as they know which stores have security guards and which don’t.

When my bag was stolen I had just gone through to the kitchen to wash my coffee cup up before leaving when opportunists grabbed my bag from behind the desk. As if losing my purse with all the credit cards in, my phone and Airpods wasn’t bad enough, there was a spare set of work keys that I had forgotten about and the thieves let themselves into my shop at 1am, but fled empty-handed when the alarm went off, so I had a midnight alarm call out as well, which admittedly could have been much, much worse. As my house and car keys were also in there and my driving licence in the purse, I also had the expense of having to have my home lock changed and

Other

buying a steering lock for the car on top of the emergency locksmith to the shop. In all it’s probably cost me approximately £1,000 for being stupid enough to leave the shop briefly unattended.

On a positive note, though, we celebrated our 11th birthday in September, which is an achievement in itself. I’m grateful to all our customers, but also the various sales reps and agents that I have met over the years, many of whom I now count as friends. The recommendations from the reps based on what sells well in other similar shops has been invaluable and we’ve taken many interesting lines that I may not have chosen or which hadn’t caught my eye when browsing a company’s catalogue or website. The toy fairs and reps’ visits really are helpful, not to mention fun and sociable, given many of us little indie shops spendt a good deal of time on our own (dealing with customers notwithstanding) and it’s the other members of the toy industry (shout out here to the other indies in our Toy Shop What’s App group) and the feeling of part of something bigger than your own little shop is lovely.

On a personal level this year has been good for trips away and I’ve managed a long weekend in Italy, geeking out at Pompeii; a long weekend in Suffolk, geeking out at Sutton Hoo; a few days in Edinburgh with my Mam; a weekend visiting our eldest son in Glasgow; a fantastic weekend in Glastonbury plus a week’s holiday to Scotland and a week to Spain. I’ve never had such a busy year and it’s fair to say my credit card is now sat in a corner crying, so it’s really not a good year for the business to take a schlump.

Now my kids have grown up I’ve rediscovered a love of travel, gigs and good times generally, so I’ll put every possible effort into marketing, to buying the best toys I can for my customers and to giving fantastic customer service so that hopefully we’ll ride out this latest retail bump/ economic slump and end the year on a high.

On a positive note, though, we celebrated our 11th birthday in September, which is an achievement in itself

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In other positive news, we got a lovely new Playmobil lady outside the store and ran a competition to name her. The winning name is Lavender May - and here she is.