Toys n Playthings September 2024

LEADER

Hmm. Where to start? With a currently rare toy industry moment of good financial news right now – Lego reported excellent results and delivered double-digit growth for the first half of 2024.

The earnings were reported on August 28 and the two headline figures summed up the reason for the happy smiles at the presentation – revenue grew 13% to DKK 31.0 (GBP 3.5) billion and operating profit rose 26% to DKK 8.1 (GBP 0.92) billion.

The top-line growth was driven by strong demand for Lego’s large and diverse portfolio, especially in the Americas and Europe. This with “excellent execution in all markets”. At the same time, Lego continued to increase spending on strategic initiatives to drive shortand long-term growth.

CEO Niels B Christiansen was “very pleased” with the strong performance in the first half.

While I’m on the happy business news journey, specialist retail investor Modella Capital finally closed the Hobbycraft purchase with all parties pleased with the outcome. Hobbycraft has a future and that’s a good thing – for all of us.

It won’t come as a surprise to know that Fran and his colleagues love getting dressed up in the office “

So what have we got for you this month?

On the features front, there are some fascinating strategic outlooks and opinions in our Q4 marketing campaigns piece. There is a common thread running through pretty much all of them though, and that’s the obsession with promoting through social media, influencers (and social media influences) on top of the usual Linear TV, VOD, radio and so on. Will this eventually peter out? Who knows – but a few months ago I was asking the same thing about the sustainable, green product and packaging marketing fixation. And that now seems to be taking a bit of a back seat too.

Our character licensing feature is bursting with supplier contributions – again varied, although there is a common thread running through some of the toys and franchises being promoted.

We have a great new indie toy shop columnist, Charlotte Croser of Jollys Toys in Thrapston, Northamptonshire. She contributed a searing quote last month about the ill-balanced relationship between suppliers and retailers. Her first column skips gracefully across the uneven retail landscape of the summer holidays (clue: she’d rather her shop was by the sea). The point is – you will enjoy it and there’s more to come in the months ahead.

There’s also an insightful interview with Rubies’ head of portfolio and marketing, Fran Hales, as part of a company profile. He tells us the Rubies story so far; one that sets out the whys, wherefores and strategy that have brought it to where it is today. Fran talks about the sheer joy of working for a company in the costume and roleplay sector. It won’t come as a surprise to know that Fran and his colleagues love getting dressed up in the office.

Our other profile, with Just Play’s UK country manager, Amy Saunders, and marketing manager, Tess Parsons-Broome, sees them talk us through their

Anthony Clarke

newest launches, and multiple marketing drives backing the releases. The discussion works well as a companion piece to the Q4 campaign strategies feature.

Talking of Just Play, we’ve got a great Ambassadors Special with one of our other editors, Mairead from Tableware International, having a great time with the supplier’s furReal characters Peanut the Playful Monkey and Daisy the Yoga Goat. The best bit? Mum being accused of, um, breaking wind by the kids.

I have to mention the retail interviews because one of them is with the coowner and CPO (chief play officer) of a shop in Illinois with one of the best names ever – Snickelfritz Toys. Heather Edwards is that CPO and she told us that was the name her grandfather gave her, with Snickelfritz (had to write that one again) meaning ‘mischievous child’.

Finally, and on the back of last month’s popular Games & Puzzles feature, we’ve got in touch and rolled the dice with Richard Denning, director of UK Games Expo – the UK’s largest hobby games convention. Richard discusses the rise in the sector’s popularity and recent trends.

And that’s about it from me for now. I hope you all enjoy the read and have a great month as we head into autumn for Autumn Fair, Brand Licensing Europe and INDX Toy & Gift.

As ever, I’d love to hear from readers, whether suppliers, retailers – all of you – if you have news or opinions to share. So please get in touch with me at ant@tnpmedia.co.uk.

Let’s stay in touch.

The Fence Club raises £6,600!

Congratulations to The Fence Club team who raised £6,600 in August for charities that support children and their families in great need of assistance.

The Charity Challenge saw Fence Club chairman, Jon Gregory of Intertoy, and 11 club members walk a 40km historical and emotional route along the battlefields of WW1 in Ypres, Belgium. Some had relatives who fought there, while others shared similar family stories of heroism and bravery throughout the Great War of 1914-1918. This was a great achievement by all who walked the distance, and you can still donate by heading to www.justgiving.com/fenceclub

September2024

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Managing Director

Mark Naish

mark@lemapublishing.co.uk 01442289953

TnP Sales Director

Claire Naish claire@tnpmedia.co.uk 01442 289937

Editor Anthony Clarke ant@tnpmedia.co.uk 01442 289939

Assistant Editor Naomi MacKay naomi@lemapublishing.co.uk

Retail Editor

Clare Turner clare@lemapublishing.co.uk

Production Director

Paul Naish

paul@lemapublishing.co.uk 01442 289933

CONTENTS

Regulars

3 Leader with Anthony Clarke

6 What’s New the latest products that you need to get your hands on

8 News the latest from the industry

12 Licensing News licensed products and what brands are up to

13 People News the latest movers and shakers in the industry

15 The month in numbers a snapshot of the industry in figures

26 Ambassadors Just Play’s furReal characters get cuddles and giggles from our young testers

46 Trade Talk suppliers share their thoughts on Q4 and post-election changes

51 Talking Retail retailers around the country talk about back to school and their Christmas plans

54 Don’t Miss must-stock items for retail

Special reports

16 Interview Richard Denning, director of UK Games Expo, discusses the rise in the sector’s popularity, and recent trends

18 Supplier Interview with Just Play UK’s Amy Saunders and Tess Parsons-Broome

20 Supplier Interview with Fran Hales at dress-up specialist Rubies

Lema Publishing Ltd

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB

47 Profile enter the magical world of Charlie Bears

Show preview

39 Brand Licensing Europe what’s in store for visitors to the 25th anniversary event this month

Features

28 Character Licensing what’s hot in licences from film, TV and online

40 Q4 Marketing how suppliers are shouting about their pre-Christmas offerings

Retail Interviews

48 Retail Interview Clare Turner gets a stateside perspective from Heather Edwards at Snickelfritz Toys in Illinois

52 Retail Interview why Delyth James, owner of Welsh retailer Albatross Toys & Models, has returned to her retail family roots

Columnists

At the heart of retail

9 U.S. Toy Association Jennifer Lynch on the new dedicated product showcase for baby & juvenile products at Toy Fair New York

24 Diary of a Toy Shop Charlotte Croser at Northamptonshire’s Jollys Toys on the highs and not-so-highs of the summer season

53 Retail Opinion John Ryan on using online and social media to promote your retail business

WH AT’S

Deluxe train sets for days of wonder

ASMODEE

01420 593593 | info@asmodee.co.uk | asmodee.co.uk

To mark the 20th anniversary of Ticket to Ride, Asmodee’s Days of Wonder has announced the release of a series of exclusive Deluxe Train Sets.

These limited-edition sets capture the nostalgia and craftsmanship that have made Ticket to Ride a beloved classic among board game enthusiasts worldwide. Each set includes 45 finely detailed train cars, along with three standard stations for Ticket to Ride Europe, and a matching scoring token.

The sets are exclusively available for the

game anniversary and will enhance the Ticket to Ride games.

Finely sculpted, with intricate details and printings, the trains will stand out on players’ favourite Ticket to Ride map, transporting them even further into the amazing world of early 1900s train travel.

There are five unique designs: the Yellow Crane Train, Red Passenger Car, Green Caboose, Flatcar with Semi Trailer Truck and Blue Passenger Car.

Cotton Candykins –your new best friends

BASIC FUN! UK

0118 925 3270

BFUK@basicfun.com Basicfun.com

Cotton Candykins are sweet cotton candyscented surprise reveal plushies inspired by the latest pop culture of creating characters with cotton candy. These irresistible cuties feature wild, colourful 'cotton candy' hair that’s just waiting to be styled by kids! Each lovable new pet comes wrapped up in a fun mystery reveal cotton candy-style container. Pop the top off, twist, and spin to unveil the new Cotton Candykins plushie.

There are six Cotton Candykins animals to collect, including a cat, puppy, bunny, and more. Kids can mix and match their accessories for countless cotton candy adventures. They are more than just plush toys – they’re an outlet for imaginative play. Perfect for birthdays, holidays, these lovable pets are a delightful gift for children ages four and up.

Start the Cotton Candykins collection today and step into a world of vibrant styling.

Bright beginnings with Bigjigs’ baby range

BIGJIGS TOYS

01303 212691 help@bigjigstoys.co.uk bigjigstoys.co.uk

Uncover the award-winning Simply Scandi range from family-run Bigjigs Toys.

Loved for its wood and silicone products, this enchanting collection has been specially designed to nurture the development of little learners and inspire joyful play from their earliest days. Discover sustainable stacking toys, shape sorters, push-along animals, Montessori playsets, baby walkers, chunky puzzles, sensory rattles, bath toys, and so much more.

Every ethically crafted toy in the Simply Scandi collection has been made from eco-friendly materials, such as food-grade silicone or FSC Certified wood. The soft pastel colours and premium quality craftsmanship combine to create products that captivate both children and parents, making them cherished additions to any playroom or nursery.

NEW

Holy encores Corgi – it’s your Batmobile!iconic

HORNBY HOBBIES

01843 233500

holly.barnett@hornby.com hornbyhobbies.co.uk

Few items evoke as much nostalgia as the iconic Batmobile from Corgi. After more than four decades, Corgi has unveiled a newly tooled version of its legendary 267 Batmobile, a release that has collectors and Batman fans buzzing with excitement.

First introduced in 1966, the Corgi Batmobile quickly became a must-have for children and collectors alike. Its meticulous design and impressive features, such as firing rockets, a Batboat tow hook, and the unforgettable pop-out chain slasher blade, set it apart from other toys of its era.

This new release isn’t just a simple reissue; it’s a carefully crafted homage to the original, with newly tooled features that maintain the charm of the 1960s design while introducing modern enhancements. The inclusion of Batman and Robin figures, along with a recreation of the original packaging, adds an extra layer of authenticity, making it a true collector’s item.

There’s been a resurgence in demand for retro-themed products. Corgi’s Batmobile taps into this trend perfectly and proves that some icons never go out of style.

Loving them, loving you

MARY MEYER

01243 780501 orders@whitepebbleint.com marymeyer.com

Spread warmth and love by cosying up to these frosty friends. The Mary Meyer designers have created wonderfully adorable, gift-worthy toys that are the softest and sweetest for babies and youngsters. These festive friends are also great and will become family favourite keepsake gifts that come out year after year, every holiday season. They’re a limited edition so get

Putty is known for its luxurious fabrics, neutral colour palettes, and it’s sophistication. Putty is a top selling category, now with a holiday twist! The Putty Holiday designs are now an anticipated annual addition. The same fabric you love, brightened up with festive colours, trim, and accessories.

Made with love for long trips, secret conversations, and never-ending cuddles, these cute companions come from Mary’s singular belief that 'every child deserves something wonderful to love'.

Little Tikes Story Dream Machine

LITTLE TIKES

01908 268 480 uklittle.tikes@mgae.com littletikes.co.uk

The Little Tikes Story Dream Machine is a new portable projector that is both an early reading tool and sleep solution. It provides an opportunity for device-free entertainment and can be used for quiet time or as part of a sleep routine, to bring storytime to life.

The starter pack includes a projector and fairytale stories collection, which includes much-loved classic tales including The Princess and the Pea, The Ugly Duckling and The Emperor’s New Clothes.

It is so easy to use – just insert a story cartridge into the machine, project onto any surface, and then follow along with colourful lights and sound effects that help each story magically unfold.

The Dream Machine also doubles as a white noise nightlight to make the transition to sleeping smoother. Little Tikes designed the package for easy, on-the-go storage with a carrying handle, allowing parents to easily transport the batteryoperated unit wherever they go.

Hunter Price acquires online toy retailer BargainMax

Hunter Price International, the go-to partner for many high street retailers for impactful consumer products, has announced its acquisition of a leading online toy retailer, BargainMax.co.uk.

The transformative deal accelerates Hunter Price’s growth and expansion strategy, building on the business’ most successful trading year to date in 2023.

The acquisition of BargainMax.co.uk reinforces Hunter Price’s customer-first approach and commitment to its proposition within the retail industry, across toys, accessories, lifestyle, stationery, and arts & crafts.

Supporting its high-profile retail customers with impactful and bespoke product ranges remains the core focus of the business. This acquisition now fuels the business’ brand growth ambitions across its product portfolio.

Josh Eden, co-CEO (operations & finance) at Hunter Price, said:

“Earlier this year we made an unwavering investment and commitment to excellence in everything we do; to our loyal customers, suppliers and other stakeholders. This announcement today shows our actions speak louder than our words.”

Jeremy Winburn, co-CEO (commercial), added: “The retail landscape continues to evolve, as do we. The time has come to be braver and bolder with our brands and build for the future.”

Alex Woolfstein, CEO of BargainMax, said: “Hunter Price and BargainMax share the same entrepreneurial spirit, energy and excitement for impactful consumer products.”

Big Christmas Press Show & Wishlist Awards return

The judging panel for this year’s The Big Christmas Wishlist Awards, hosted at the Big Christmas Press Show, has been announced. It includes some of the most seasoned and high-profile retail, consumer and media specialists.

Back for the second year, the awards are an integral part of the show event programme. The show itself is widely recognised as being a launchpad for the next must-have festive product finds, generating valuable media coverage for brands on the likes of ITV’s This Morning.

Smiffys and Rubies partner up

Drawing on its many years of experience and expertise in the independent sales area of the industry, the Smiffys team has been appointed as official sales agent for Rubies UK. Smiffys was acquired by Ad Populum at the beginning of July, having gone into administration under PWC the previous month. The deal meant that Smiffys became Smiffys II as a result of the takeover.

Ad Populum’s subsidiaries also include Rubies, whose executive director, Pete Warton, said: “Rubies is tremendously excited to be represented by Smiffys II across the UK independent retail landscape. Known for its exceptional customer service and breadth of distribution across UK retail, Smiffys leads the way in dress-up by supporting partners with its on-time and on-trend portfolio.”

Sam Bucknall, head of UK & EU sales at Smiffys, said: “We’re excited to bring the Rubies collection to our UK Smiffys customers, including the fantastic portfolio of licensed products the brand has long been known for. The synergy between the two brands is clear.”

Lego and Asmodee build partnership together

The Lego Group and Asmodee have entered a multi-year partnership. This will create high-quality Lego board games for all types of players, inventing new ways for families and fans around the world to play within the Lego universe.

Dotted Games is the exclusive new studio dedicated to the project. It will nurture and develop all the games within the Lego and Asmodee partnership. Based in Denmark, it brings decades of experience in the board gaming industry, boasting a remarkable collection of awards.

Jaume Fabregat, board games lead, Lego Publishing, said: “We are thrilled to announce

our collaboration with Asmodee. It has been a truly inspiring journey. By combining Asmodee’s extensive expertise in board games with the limitless potential of the Lego system, we are unlocking exponential possibilities for innovation in play.”

Monkey Palace, announced earlier this year, kicks off the collaboration. It is a demonstration of how integrating Lego bricks into board games can provide remarkable play value.

Dotted Games has also been developing Brick Like This! This is a family party game where the key words are teamwork, communication and building with Lego bricks.

Craft Buddy gears up for 2025

Arts and crafts specialist Craft Buddy, is making its debut at the LA Fall Previews in California from September 9-18.

The previews mark a pivotal moment for the company, as it showcases its Spring and Summer 2025 lines to global distributors and US retailers in Los Angeles.

Craft Buddy’s head of sales, Dan Ward, said:

‘‘This is an exciting opportunity for us to connect with key players in the industry worldwide and demonstrate the creativity and quality that Craft Buddy is known for. We’re thrilled

to share our latest product innovations – including new Disney, Marvel, Star Wars, Harry Potter and LOL! crafting lines – and engage with our growing global distributor base and potential new partners.”

The company is also hosting exclusive in-house previews at its HQ in Buckinghamshire from September 16-27. They will be conducted through one-to-one appointments with key accounts and targeted retailers. Retailers can expect to see a wide range of creative solutions designed to inspire and captivate the toy, hobby, gift and stationery market in the coming year.

Independent Toy Awards winners announced

Toy Shop UK has published the results of its 17th annual Independent Toy Awards, showing what the nation’s independent toy retailers believe will be the best toys for parents to buy their kids this Christmas.

The awards are the only ones voted for by the nation’s independent toy retailers who list themselves for free on the popular online directory. Gold, silver and bronze medal logos have been awarded in each of the 30 categories, with several other suppliers receiving a ‘commendation’ logo for products that narrowly missed out on a top three place.

TOY FAIR 2025 TO SPOTLIGHT BABY PRODUCTS

The Toy Association, organiser of Toy Fair New York, has announced a new dedicated product showcase for baby & juvenile products at the upcoming marketplace

The new Baby PLAYce’ section will offer buyers a place to shop for items that focus on baby and juvenile product categories, ranging from baby gear (i.e. strollers, car seats, carriers, playmats, etc.) to toys developed for infants to preschoolers.

“This new area of Toy Fair, which will be located in the highly trafficked North Concourse of the Javits Center, comes in direct response to the evolution of toy retail,” said Kimberly Carcone, executive vice president of global market events at The Toy Association. “Toy retailers everywhere are expanding their product assortments to tap into new audiences, and, just as we’ve seen stores broaden their assortment to reach older consumers, there is opportunity in the toy-adjacent baby & juvenile product space.”

As the largest toy show in the Western Hemisphere, the 119th Toy Fair will offer an array of product zones, pavilions, and additional showcases that reflect current and future trending categories, as well as create areas of opportunity for both manufacturers and global buyers to do business.

The 2025 show will see both Mattel and Hasbro exhibiting on-site at the Javits Center; the return of a Hot for Holiday showcase, which will display products families will be vying for in Q4; and international pavilions, such as the China Pavilion, that will help connect global brands and exhibitors with buyers looking to source export-ready products from around the world.

Additionally, Toy Fair’s Launch Pad is dedicated to firsttime exhibitors, and other product zones are clearly labelled throughout the show floor, making it easy for attendees to navigate Toy Fair and find what they want.

Toy Shop UK founder Michael Hawkins told TnP: ‘‘This year’s list of winning toys features a truly diverse mix of products, which perfectly reflects the life, character, and occasionally eclectic nature of the independent toy retailers that bring so much to this industry.”

Gold medal winners include SES Creative for the Creative category for I learn the Alphabet; Cartamundi, in the Games (board) category for Twisted History, and Zimpli Kids (for the collectible category) for the Unicorn & Dino Surprise Baff Bombz.

The full list of winning products can be seen at www.toyshopuk.co.uk/ita.

Beyond these spaces, Toy Fair offers additional channels for growth, connection, and inspiration. From its robust line-up of Toy Fair University educational sessions that explore industryimpacting topics such as AI, play trends, safety regulations, digital strategies, and more, to programming designed specifically to meet the needs of the creative community (Creative Factor) and create a pipeline for new industry talent (Student Congress Day), Toy Fair has something for everyone.

“These initiatives represent just some of the ways we are continuing to rethink Toy Fair to serve the global play community – providing participants with new opportunities to spotlight and expand their businesses, put toy-adjacent products on buyers’ radars, and broaden the assortment of eye-candy for media in attendance,” adds Carcone.

“With 92 countries and territories in attendance in 2023, Toy Fair continues to be a can’t-miss event for the global toy community. We look forward to making new strides in 2025 to be a gateway for business in the US and around the world.”

Toy Fair runs from March 1-4 2025 in New York City.

Manufacturers interested in exhibiting at Toy Fair should contact Stacy Liebensohn, senior account executive at The Toy Association. Attendee and buyer registration will open in October. Visit ToyFairNY.com to learn more.

Goliath and PlayMonster announce partnership

Family-owned Goliath Group has announced an exclusive distribution partnership with the PlayMonster Group. Goliath will distribute the PlayMonster portfolio including Games, Fab Lab, Spirograph and Koosh in the UK & Eire from Jan 2025, transitioning all inventory, retailer programmes, marketing and brand management.

Nick Thomas, UK general manager at Vivid Goliath, said:

“We are thrilled to become PlayMonster’s custodians in the UK and Eire. Their rich and diverse portfolio complements ours and we are looking forward to

managing their iconic brands, from the chart-topping game

5 Second Rule along with Pigs on Trampolines and new game Feeder Frenzy: Flying Squirrels, through to girl’s lifestyle brand Fab Lab and heritage brands Spirograph and Koosh, with many more innovations in development for the future.”

Jonathan Berkowitz, CEO at PlayMonster, said: “We’re excited to start working with the Goliath Group. Our teams quickly aligned on a shared vision for our brands and future ambitions to grow and innovate. Goliath are best in class at supporting retail partners and also executing extensive marketing programmes. We look forward to a strong partnership between Goliath and PlayMonster for years to come.”

Ravensburger on track for CarFest fun

Ravensburger’s GraviTrax brand got the ball rolling at Chris Evans’ CarFest event in August with the help of award-winning science presenter Greg Foot, host of BBC Radio Four’s ‘Sliced Bread’ podcast and radio show.

Exclusive sponsor of the inaugural STEM Zone at the festival, GraviTrax presented a marble-run creative play zone and regular ‘Build Beyond the Usual Academy’.

Elaine Connell, Ravensburger product marketing manager, said:

“It was a real joy to see so many families inspired by the GraviTrax system. Our tent drew the crowds throughout the event, with packed play tables full of incredible and creative marble runs. With his expertise in celebrating STEM learning in a truly engaging way, Greg was the ideal host for our sessions. I know our guests will have taken away some great memories of their GraviTrax experience.”

Radio presenter Greg Foot commented: “I loved building marble runs as a kid, and GraviTrax takes that creativity and excitement to another level. It was just so wonderful this weekend to see how engaged children (and adults) get with GraviTrax. You can almost see their brains whirring as they solve problems and come up with brilliant tracks.’’

Around 100,00 people attended the three-day family fundraising festival in Hampshire, which has raised over £25 million for charity since its launch in 2012.

Circana releases H1 2024 analysis

Circana, the consumer behaviour specialist, has published retail toy sales figures for the first half of 2024 across the G12 countries* including the UK and the US. Pokémon was the top-selling toy property globally for the fourth year running, while in the UK it was Disney’s Star Wars.

Against a 19% year-to-date decline at the global box office, as reported by Box Office Mojo, licensed toys still accounted for 32% of the total toy market in the first half. Pokémon remains in first position among the top brands and licences globally, followed by Squishmallows (Jazwares), Star Wars (Disney), Marvel Universe (Disney), and Hot Wheels (Mattel).

The top five properties are being challenged by innovative new and expanding brands. The top five so far this year include Lego Icons and the children’s cartoon Bluey (BBC).

Frédérique Tutt, global toys industry advisor at Circana, said:

“After a difficult year in 2023, when inflation began taking a heavy toll on consumer spending, Circana is pleased to report that toy sales have stabilised in the first half of 2024.”

* G12 is a group of industrially advanced countries whose central banks co-operate to regulate international finance.

Rubies donates to The Children’s

Society

Rubies views charity and helping others as one of its core values, which is why it has continued its partnership with The Children’s Society. Following previous donations in recent years, Rubies has donated an additional £17.5k worth of costumes and accessories to help support vulnerable children.

The Children’s Society has a rich 140-year history of supporting children living through neglect, abuse or exploitation. The services include supporting children with their well-being and mental health, covering expenses for necessities and bills, and campaigning for changes in policies and laws to better protect and improve the lives of children across the UK.

The Rubies donations will be sold in the Society’s physical and online shops, enabling the charity to raise further funds. The stock itself is from a diverse range of licences and brands. Rebecca Lucas, corporate donations manager for the Society, said:

“We are enormously grateful for Rubies’ incredible support. More than a quarter of young people in the UK are living in poverty and an estimated 500,000 children suffer abuse each year in England and Wales alone.”

Hamleys opens beauty boutique

Hamleys has unveiled a new beauty boutique concept – Hamleys Boutique: Be You – at its flagship Regent Street store in London. It has set out to create a space where four- to 14-year-olds can hang out with friends, dress up, be creative, feel inspired, explore and have fun.

Offering everything from hair accessories, child-friendly cosmetics and nail art to dress up and jewellery, the Hamleys Boutique on the store’s second floor is a response to Gen Alpha’s curiosity for ways to express themselves and develop their identity through play.

Victoria Kay, head of buying at Hamleys, said: “Research shows that children as young as four possess a profound sense of self-awareness. In fact, unlike generations before them, over 90% value their individuality and authenticity, and feel it’s important to be totally themselves. Toys and products that allow them to explore their identity and bond with others through play are vital for the next generation.”

Products include Charm It! Charms and Milabella Charms, which allow children to create unique jewellery to wear and share with friends. Great Pretenders, Hello Kitty and Heroes are all brands that take the age-old concept of playing dress-up to a whole new level, with costumes and outfits that fuel imagination and curiosity.

Hamleys’ announcement follows the recent launch of the L.O.L. Surprise! shop-in-shop space at Hamleys.

Sambro

shows

parents want to play with their kids

National research from Sambro shows that parents get just an average of 31 minutes a day to play with their kids –despite almost half wishing they had more time to do so.

The research shows that 48% of parents say they don’t have enough time to spend playing with their children, which means they are missing out on vital bonding moments.

Over three-quarters of parents (86%) surveyed said that playing with their kids brings them closer together, with the top three bonding activities for parents and children are playing outdoors (46%), arts & crafts (43%) and playing with toys (41%).

The benefits of creative play go far

beyond bonding experiences, with 68% of parents stating that their child is happier after engaging in creative play together.

Clare Rix, buying and licensing director at Sambro, said:

“At Sambro we really understand the magic of play and know how important it is not just for children, but for parents too. Having time to spend playing with our children, brings lots of benefits including helping us bond more with our children.”

National Play Day is held on the first Wednesday in August every year.

Kidult toys to feature again at Spielwarenmesse 2025

The Kidults sector was a major highlight when it premiered at this year’s Spielwarenmesse and proved to be a visitor magnet with a high degree of international media interest. Studies by international market research institutes such as the BrandTrends Group and Circana also note the accelerating trend. Responding to the Kidults phenomenon, Spielwarenmesse 2025, will feature the ‘Toys for Kidults’

Twisted History bags gold medal

Cartamundi is celebrating a Gold Medal win at the 2024 Independent Toy Awards for Twisted History, as it gears up for the rollout of a launch campaign for its latest hit board game.

Twisted History is a fun party game that takes players on a journey through the seven twisted eras of history, when life and death were weird and rather gruesome. The aim of the game is to stay ahead of the executioner by correctly answering multiple choice questions about forgotten bizarre and gory bits of history.

Nigel Kay, sales director at Cartamundi, said:

“Stepping back in time for a historical education has never been more fun. It’s the history lesson you’d never be offered in school, and we’re absolutely delighted to be launching the game with the accreditation of a gold medal win from the Independent Toy Awards.”

Cartamundi is bringing Twisted History to the UK and Ireland, with the support of a comprehensive marketing plan.

special area at its central location in the Eingang Mitte entrance. Christian Ulrich, spokesperson of the Executive Board at Spielwarenmesse eG, said: “The Spielwarenmesse offers practical suggestions for an expanded product range that has plenty of potential to increase sales.”

The growing importance of the topic is underlined in an international study by the BrandTrends Group. It shows that 67% of respondents between the ages of 18 and 65 indicated an interest in buying two or more toys a year for themselves.

Meanwhile, Circana’s latest ‘State of the Toys Consumer’ release notes that it is the youth and adult group, aged 12 and above, that is responsible for the growth of the European toy market.

Rubies announces Licensing Awards nominations

Rubies has announced that it has been recognised with four nominations in the category of Best Licensed Dress-Up or Partywear Range at the upcoming 2024 Licensing Awards. The various nominations highlight Rubies’ commitment to delivering exceptional licensed everyday play and dress-up that resonate with audiences across diverse franchises and for all ages.

The nominations that have earned the company this distinguished recognition include:

Barbie the movie cowgirl costumes

Care Bears range

Star Wars Young Jedi Adventures dress-up range Wednesday collection

New Kidult awards are on the way

The new Kidult awards include categories that highlight some of the best products on offer for those able to reach higher shelves. They also shine a light on companies created with the kidults market at their core.

Toyology’s Peter Jenkinson, organiser of the awards, said: “Grownups have never been so spoilt for choice when it comes to choosing from an array of toys that give a nod to yesteryear. Retro-gaming is big news, characters from decades past are finding a new lease of life and, whilst franchise reboots are reigniting adult interest in brands from yesteryear, they are recruiting younger fans too.”

Circana has reported that the kidult market now represents 28.5% of total toy sales and also predicts confidently that this trend will continue.

The Kidult categories are:

High-Tech

Action Stations

Collectibles

Film and TV merchandise

Plush

Figures and Dolls

Vehicles

Retro Activities (create, colour and puzzle)

Board Game Construction kit

Entries will remain open until mid-September, with judging taking place throughout the period, and there will be an online awards ceremony in early October.

Beyblade X animation series launches globally

Beyblade X has launched in several new global markets with a new animation series – the UK premiere aired on the BBC on August 19.

On the licensing front, Beyblade X is making its BLE (British Licensing Expo) debut for Bulldog Licensing, and marks the fourth iteration of the hugely popular anime series and toy brand.

Beyblade X has also announced global streaming partnerships with Disney+ and Hulu, with batches of multi-language episodes slated to go live before the end of 2024.

Bulldog MD Rob Corney said: “The arrival of Beyblade X in Europe is an extraordinarily exciting event and one we fully intend to support with a comprehensive and multicategory licensing strategy.”

Meanwhile, the fourth generation of the Beyblade X toy brand – which has sold more

than 500 million lifetime units – is flying off the shelves everywhere.

The fastest iteration of the iconic toy is supported by highprofile TV placement for the anime series, as well as a huge through-the-line marketing campaign.

Warner Bros to bring wizards and superheroes to BLE 2024

Warner Bros. Discovery (WBD) is returning to Brand Licensing Europe (BLE) with a show-stopping slate of world-class entertainment content.

DC, with its iconic superheroes and super-villains, continues to draw in millions of fans. They are looking ahead to the highly anticipated Superman film, from writer/director James Gunn. Batman also continues to take a starring role, with licensees and retailers.

Harry Potter continues to enchant fans of all ages. Among other things, in the pipeline is the much-anticipated forthcoming HBO original TV show, said

to be a faithful adaptation of the books, and expected to hit screens in 2026.

The Lord of the Rings and Frodo Baggins are heading into a new chapter with the release of the firstever anime feature – The Lord of the Rings: The War of the Rohirrim – based on the Tolkien universe. This will be in cinemas in December.

Looney Tunes continues to cement itself into pop culture, raising the pulses of partners keen to explore the franchise’s affinity with sport and the vast potential of WBD’s Eurosport platform.

Spin Master reports Q2 2024 earnings

Spin Master has announced its financial results for the three and six months ending June 30 2024.

Max Rangel, global president & CEO, said: “Our second quarter revenue was in line with our expectations, despite pressure on consumer spending impacting both toy gross product sales and in-game purchases within digital games. Melissa & Doug had a strong quarter, and the integration is progressing well with incremental revenue opportunities emerging, together with operating synergies.”

Revenue was USD 412.0 million, including Melissa & Doug Revenue of USD 43.3 million, down 2.1% from USD 420.7 million. Revenue excluding Melissa & Doug was USD 368.7 million, a fall of 12.4%.

Revenue by operating segment reflected an increase of 7.4% in entertainment and a decline of 1.6% in toys and 14.3% in digital games.

Mark Segal, Spin Master EVP & chief financial officer, said: “Toy gross product sales in the second quarter, excluding Melissa and Doug, were down compared with last year as we were lapping PAW Patrol: The Mighty Movie shipments from Q2 2023 – but they were in line with our expectations.”

Canal Toys appoints new marketing director

Canal Toys has announced the appointment of Tony Guzman as its new marketing director in a strategic move to further strengthen the company’s presence following five consecutive years of significant growth. He will be focusing on elevating Canal Toys’ brand awareness and consumer engagement, while working even closer with media and PR agencies and strengthening marketing collaboration with all its retail partners.

Tony brings 27 years of knowledge and expertise leading and developing recognised brands both locally and Internationally. His career began at Tiger Electronics, and he later transitioned to several senior marketing roles at Hasbro’s corporate offices. His extensive experience includes leading marketing for Hasbro’s Latin America business from Miami and more recently executing global marketing strategies from the Netherlands for Hasbro’s export markets

Tony Guzman said:

“I am thrilled to be joining the Canal team. With the industry facing many challenges, it’s inspiring to see what the company has developed and achieved in recent years. The product pipeline, with its focus on consumer creativity, will further fuel the growth and momentum already created. I’m looking forward to growing the impressive portfolio of brands by taking our marketing to the next level.”

Canal Toys CEO, Anthony Grimaud, said: “We are so excited to welcome Tony at Canal. The timing is great as our brand portfolio and product development has never been stronger.”

Ravensburger boosts marketing team

Ravensburger has appointed Vicki Isitt to its marketing team as product marketing manager – games. Vicki brings over 15 years of experience in the industry, with time spent in marketing roles at Rubies Costumes and DNC UK. She joins Ravensburger from PlayMonster, where she was cross-category brand manager responsible for games, arts & crafts and fashion roleplay.

Vicki said: “I am incredibly excited to become part of Ravensburger. The games have always been synonymous with great innovation and gameplay, so I am eager to work alongside the talented team and help continue to deliver amazing games that will create lasting memories.”

Vicki will report to Katy Fletcher, head of marketing and product development, and her remit will include category management and marketing across Ravensburger blue triangle games and ThinkFun products.

Lea Dillenseger continues as product marketing manager covering the full Disney Lorcana portfolio.

Katy Fletcher said:

“It is fantastic to have Vicki on board at this pivotal time for our business. Our games portfolio continues to grow and expand, and Vicki’s extensive experience will be instrumental as we move forward to achieve our long-term strategic goals.”

Among the new games in Vicki’s portfolio is social party game, Oh My Pigeons, as well as the company’s growing immersive games portfolio.

Glynn Davies joins Noble as commercial director

Glynn Davies has joined The Noble Collection as commercial director and brings more than 20 years’ experience in sales, licensing and marketing gained at Lego, Warner Bros and Eaglemoss. Based in Noble’s central London offices, Glynn will be developing existing wholesale activities and bringing new customers on board for the UK and EMEA markets as well as working together with key licensors.

Glynn said:

“During my time at Warner Bros I worked closely with Noble and got to know their great quality products and how well they sell. I’m really looking forward to being part of the great Noble team and expanding our footprint across the UK and beyond.”

The Noble Collection is renowned for creating quality licensed collectibles, prop replicas, plush, toys and games, including finely sculpted chess sets from a wide range of exciting media properties that include Harry Potter, Lord of the Rings, Star Trek, Minecraft, Minions, DC Comics, Jumanji, ET and many more.

Lego reports double-digit growth

Lego Group results significantly outpaced the toy industry and grew market share. Continued strategic investments were made to drive growth while further accelerating sustainability initiatives.

The Lego Group released earnings for the first half of 2024 on Wednesday August 28. The company delivered double-digit growth on the top and bottom line.

Top-line growth was driven by strong demand for its large and diverse portfolio, especially in the Americas and Europe, and excellent execution in all markets. At the same time, the Lego Group continued to increase spending on strategic initiatives to drive short- and longterm growth.

Hobbycraft sold to Modella Capital

Highlights v H1 2023

Revenue grew 13% to DKK 31.0 (GBP 3.5) billion.

Consumer sales grew 14% driven by demand for a strong and diverse portfolio.

Market share grew as the Lego Group continued to significantly outperform the toy market.

Operating profit grew 26% to DKK 8.1 (GBP 0.92) billion.

CEO Niels B Christiansen said: “We are very pleased with our strong performance in the first half. We delivered double-digit growth on the top- and bottom-line and made significant progress on increasing the amount of sustainable materials used in our products.

“Our portfolio continues to be relevant for all ages and interests, and this is driving significant demand across markets. We used our solid financial foundation to further increase spending on strategic initiatives, which will support growth now and in the future to enable us to bring learning through play to even more children.”

The Group also welcomed the UN General Assembly’s decision to adopt an International Day of Play, which was celebrated for the first time on June 11 2024.

According to City AM and other reliable, financial and specialist sources, Hobbycraft, which is one of the UK’s biggest arts and crafts retailers, has finally been bought by a specialist investor, Modella Capital, a team that has previously supported chains including Paperchase.

The deal was completed after speculation that had been swirling for some months.

Modella Capital announced that it bought the Bournemouthheadquartered company from its majority owner, the fund management group Bridgepoint, for an undisclosed sum.

Hobbycraft has 2,000 employees and 124 stores across the UK, and in its last financial year ending February 19 2023, achieved revenue of £211m, compared with £203.1m in the previous period, according to documents filed to Companies House.

Hobbycraft chief executive Dominic Jordan said of Modella Capital: “Their deep understanding of the retail sector, shared vision and cultural values, combined with significant reserves of growth capital, make them an ideal partner.”

Joseph Price, managing director at Modella Capital, said: “Hobbycraft is a business with fantastic potential, boasting a highly experienced management team, truly passionate store colleagues, and real authority in a sector on the high street that continues to grow and is set to do so in the future.”

Funko Q2 2024 above expectations

Funko has reported its consolidated financial results for the second quarter ending June 30 2024.

The company manufactures licensed and limited pop culture collectibles and is best known for its licensed vinyl figurines and bobbleheads. In addition, the company produces licensed plush, action figures, apparel, accessories and games.

Net sales were USD 247.7 million compared with USD 240.0 million. Gross profit was USD 104.0 million, equal to a gross margin of 42.0%. This compares with USD 70.0 million, equal to a gross margin of 29.2%.

Net income was USD 5.4 million, compared with a net loss of USD 75.9 million. Adjusted net income was USD 5.6 million compared with an adjusted net loss of USD 22.3 million.

Cynthia Williams, Funko CEO, said of the results: “All are above our expectations. Our performance was primarily driven by strong demand for our core collectible products in Europe and other international markets – Pop! Yourself and Bitty Pop! – as well as solid growth in our direct-toconsumer business. Higher than anticipated margins on sales in the value channel and resulting inventory reserve relief were key contributors to our better-than-expected gross margin of 42%.”

The company reiterated its 2024 full-year outlook, which assumes a strong holiday season.

It is 25 years since Warner Bros bought the film rights to JK Rowling’s first Harry Potter book – Harry Potter and the Philosopher’s Stone – for a reported £1 million in 1999. The film was released in 2001 and so the Potter franchise grew and grew. It’s still enchanting fans of all ages. Among other things, there’s the muchanticipated forthcoming HBO original TV show, revealed to be a faithful adaptation of the books and expected to hit screens in 2026. And then there are the ever-popular Harry Potter toys and games – still evolving and still selling in their millions.

The month in numbers

This month sees TnP celebrating a series of anniversaries that have led to hugely successful franchises starting from original print publications in the main and moving on to film and TV hits and, of course licensing rights across the toy industry and more

Marvel’s Spider-Man first appeared in the final edition of Amazing Fantasy published in August 1962. That wasn’t the end of him, of course, because the Amazing Spider-Man comic came along in March 1963. After the success of the Fantastic Four, Stan Lee had been looking for another superhero concept. He said the idea for the Web-Head arose from a surge in teenage demand for comic books and the desire to create a character with whom teens could identify. Nothing’s changed there then. As for the licensing, films and more – Spidey is still swinging from strength to strength, with the Spider-Man 4 film heading our way.

DC’s Batman is 85 this year, having first appeared in Detective Comics’ 27th issue in 1939. He is one of the most iconic characters in popular culture and has been listed among the greatest comic book superheroes and characters ever created. He is one of the most commercially successful superheroes and his likeness has been licensed and featured in various media and merchandise sold around the world. The character has featured in many television series and films including the 1960s Batman TV programme – worth mentioning here because Hornby has just relaunched the legendary Corgi Batmobile (see What’s New).

Yes, another quarter century for this Month in Numbers. Brand Licensing Europe (BLE) is celebrating its 25th anniversary and, given its importance across the other four franchises mentioned, it is entirely appropriate to give it a little boost here. Launched in 1998, BLE’s ExCeL show now features more than 2,500 brands and more than 7,500 licensees, manufacturers, retailers, distributors, and licensing agents. By way of celebration (well one of several, actually) BLE’s most recent communication lists 25 unmissable things to see and do at this year’s event (September 24-26) some of which TnP mentions in the full page BLE feature on page 39

The first Lord of the Rings book, The Fellowship of the Ring, was published 70 years ago in July 1954. We’re also heading rapidly toward the 25th anniversary of the first film release in 2001. Baggins and chums (and not-so-chums) are now heading into a new chapter with the release of the first-ever anime feature based on the Tolkien universe – The Lord of the Rings: The War of the Rohirrim. This will be in cinemas in December. And you know where this is going – even more licensed toys opportunities are being grabbed to feed the kidult and related markets.

The growing game

TnP rolls the dice with Richard Denning, director of UK Games Expo, the UK’s largest hobby games convention, as he discusses the rise in the sector’s popularity and recent trends

The Games Expo has been running for 18 years; what changes have you seen over the past few years?

In that time we have seen a huge growth in the number of players engaging with tabletop games of all genres. The show itself went from 800 attendees to 40,000 and that steep curve and growth really has happened to the wider industry. We recently visited a major distributor’s warehouses and that is something now very

“The trend is firmly towards the family audience and a broader range of genders and ages

”modern and vast and set up to dispatch games on a scale undreamed of 20 years ago. At the same time, the trend is firmly towards the family audience and a broader range of genders and ages. While there is a core hobby gamer base who play the more complex games there’s a wider audience of more casual gamers playing the more mainstream games. But even that definition of mainstream has changed, with more and more medium-weight strategy games on the shelves of Waterstones and other shops the general public visit.

Cheatwell’s Skulduggery won the People’s Choice this year in card games - is this genre becoming more popular now? And if so why?

It’s certainly one of our largest categories in the awards. So lots of publishers are making card games and I think most gamers are happy

Retail comment

We went to the UK Games Expo and discovered some very nice indie games there, including Shiver by Parable Games, and Moonstone, by Goblin King Games - both have really beautiful artwork and look intriguing.

Rachael & William Sankey, Harold’s Toy Store, Church Stretton, Shropshire

to at least occasionally play them. On a typical games evening you might start or finish with a light, short-duration card game. They are small so you can tuck one in a backpack on a holiday, carry on a train and a plane etc. There’s also a big chunk of gamers who prefer lighter games most of the time. Often when agreeing what game to play it is easier to settle

Richard Denning,

About UK Games Expo

UK Games Expo (UKGE) is the largest hobby games convention in the UK - where all aspects of the gaming hobby are represented under one roof.

In 2025 the event will be held from May 30 to June 1, with an exhibitor setup day and show preview on Thursday May 29. It will be held in the NEC, Birmingham and the Hilton Hotel. The show will be held in Halls 2, 3, 3a and 4.

UKGE has something for everyone from family games to the latest hobby gamers. There are huge trade halls where you can sit and play the games, tournament and event spaces, and plenty of room to play your latest purchase. Alongside this are game development and business zones, costumed play groups, reenactors, live shows and seminars.

Find out more at www.ukgamesexpo.co.uk

“The market is expanding and novel games and new brands emerge but also we are seeing anniversary dates of things like D&D but also Magic: The Gathering

”What’s driving interest in games?

Games moved from being seen as perhaps a geeky hobby to something accepted and enjoyed by increasing mainstream public over the period the Expo has existed. Some of this is that the games were shown in a good light in programmes such as Stranger Things and The Big Bang Theory. Movie celebrities talking about playing D&D (Dungeons & Dragons) made it acceptable, even something to investigate and try out. Games are improving in their quality and a whole generation of accessible gateway games ease the mainstream public into trying games out. An increasing number of younger people incorporate a games night into their regular weekly routine as part of what they do with friends.

as being 40 or 50 years old are reinventing themselves with new art, gameplay and appealing to a new audience, and in the same way, older perhaps dormant publishers are relaunching.

Any trends you’ve noticed at the recent show?

on a quick simpler card game than a complex Euro – so the appeal is broader perhaps. Not that card games always have to be simplistic. There are many card games with massive depth and replayability.

Card games have been around for hundreds of years. As a result of that they are often games that the mainstream public will be more willing to try.

“With a passion for board games, puzzles and collections, a heavy dose of fandom, and a touch of nostalgia, it seems that older kids and adults are redefining the toys market,” said Frédérique Tutt, Global Industry Advisor for Toys at Circana. Does that hold true for your experience of the games and puzzles sector?

Yes I think the same could be said of games. The market is expanding and novel games and new brands emerge but also we are seeing anniversary dates of things like D&D but also Magic: The Gathering and Fighting Fantasy treated with respect and enthusiasm and the creators even regarded with a bit of hero worship. But games are not stuck in the past and even those brands we are celebrating

A lot of publishers are spending a lot of time on the quality of the components in games, whether that is simply the materials and feel of them or increasingly clever little touches to designs that show they have sat down and played the game and thought about what people do physically in the game and then looked at how the game pieces can make that easier or more fun. It’s a delight sometimes when you see what they have done and how it is used in the game. An example might be the turning and swerving tool in the latest edition of Car Wars that slots under the cars nicely and helps the players turn their cars in a neat way.

Just Play’s wow of an autumn line-up

It’s not “just” play – it’s all about great products and customer relationships for UK country manager Amy Saunders and her team at Just Play UK. With a myriad of products launching this autumn, and multiple marketing drives, we look at what’s coming-up, with Amy and marketing manager, Tess Parsons-Broome

Big news this year has been the arrival of furReal in the Just Play portfolio. So, tell us, what’s new to the collection?

AMY: That’s correct. The furReal brand is one of the most exciting new additions to our portfolio; we started selling the range from January this year, with two standout lines that retailers should watch out

holding onto your hands. She is the most interactive and sweet monkey that I’ve ever seen in this space. furReal Daisy the Yoga Goat is a mid-priced line inspired by the yoga goat trend. She offers something never seen before in the electronic pet aisle, doing real yoga poses that can be performed alongside her. She shakes her tail, makes adorable sound effects and even has a meditation mode to encourage mindfulness.

TESS: With these two launches our aim is to get these on everyone’s musthave Christmas list. Traditional channels, such as linear TV, VOD and heavyweight targeted pre-roll ads are included in the plans, and there will be in-store activities, with retailers supported through tailormade campaigns. Since these two toys really need to be seen to be believed, expect a demonstration tour for busy Saturdays in the runup to Christmas, plus influencer collaborations, and other content that will highlight the unique interactive features of what we’re sure will be new favourite ‘pets’ this holiday season.

Given my personal experience, in-store activity is something I really believe in. It’s a fantastic way to support retail and one that works to drive customer engagement.

We hear that another fun feature plush is on the horizon – one that will have kids in Stitches?

AMY: You’re talking about Crack Me Up Stitch. We all know that Stitch is hot right now and Crack Me Up Stitch is hilarious and will bring fun and laughter to all as he giggles before your eyes and wiggles around on his bottom. When he’s not cracking up, he provides great cuddles too. And the best part? He’s available at a great price point, making him affordable for all.

Disney Doorables continues to grow. What can we look forward to in Q4?

AMY: All I can say is… wow! The growth of Disney Doorables is amazing. We have the most (and best) newness ever this season. We just launched the Pixel Perfect series, and next is Micro Motions, which adds movement to the mix. Then there are the Whatcha Gotcha Machines, a new collection of working mini-capsule machines that allow you to discover the even more micro surprises inside. All

Minnnie Mouse Bowdazzling Yacht

these new introductions have the surprise and delight and incredible detail and storytelling that fans of Doorables have come to expect.

Tess, how do you keep up with all the marketing, when dealing with such a fast-moving brand?

TESS: It’s a fun challenge and alongside the dedicated Disney Doorables social channels, we have a great system of regular fan drops, for which we mixup the mechanics, for each launch.

Whether it’s family channels going into store, showing off their purchases via social media, unboxing videos, or other creative social campaigns, there’s always

something new for us to shout about. That’s why it’s also important for us to do ‘in real life’ activations too, such as Comic Con, which was a sell-

“

In-store activity is something I really believe in. It’s a fantastic way to support retail and one that works to drive customer engagement

out event in May – and we have an even bigger activation planned for October.

What else is new to Just Play’s Disney portfolio?

AMY: It’s time for us to start shouting about two key launches for autumn:

Disney Doorables Adoorbs Dolls and Disney Munchlings.

Disney Doorables Adoorbs Dolls are going to be huge. They are 7-inch dolls that are styled to represent the super fandom of the world of Doorables. They have loads of inspired outfits and accessories all revealed through a unique unboxing experience with a special display

Then there’s the Disney Munchlings – a collection that combines delicious and colourful treats with beloved Disney characters. The Munchlings were first introduced in the Disney Parks and they have already amassed millions of views on TikTok. This Autumn/Winter we are bringing the toy range to the market with an expanded offering of surprise micro, scented

TESS: Both these brands are global launches for Just Play and we have plenty to look forward to on the marketing front, including collaborations with celebrities, and family channels. We have a star-studded event at The Disney Store in Oxford Street to kick it all off, and a major outing at Comic Con in October.

AMY: And let’s not forget our preschool collections. Our Disney Junior Ariel collection has just launched, alongside

the animated series on Disney+, and the evergreen Disney Minnie Mouse range is setting sail with the Bowdazzling Yacht. There’s also SuperKitties – a new property for us. That’s not all, the Sesame Street Tickle Me Elmo plush toy has returned; press Elmo’s belly or squeeze either foot to hear him laugh, while he wiggles with delight.

So, that’s Autumn, but I guess you’re looking ahead to Spring already!

AMY: Spring previews are largely complete, and it’s going to be yet another exciting season for Just Play. Most of the Spring portfolio will be on show in LA this month, together with a first look at the Autumn ranges. Expect more from all our Disney

Doorables

Munchlings Mini Munch

Creative freedom and spotting opportunities

Rubies’ head of portfolio and licensing, Fran Hales, tells us the Rubies story so far – a positive and entertaining account that sets out the whys, wherefores and strategy that have brought it to where it is today. All this plus future fun and objectives

What is your previous experience? Also, how and why did you swerve towards the dress-up and roleplay sector?

I’ve worked up to my current position at Rubies – head of portfolio and licensing – through a combination of luck in part, lots of hard work and mainly passion. I consider myself extremely fortunate to be in my role and to work where I do and with the people I work with every day, both internally and externally. Not many people can say they love their job, but I genuinely do.

We get to work in the entertainment industry and as a geek/fan myself, I’ve grown up wearing and loving the properties I get to work with every day. My background is marketing, mainly fast-moving consumer goods. Having been given the opportunity to join

“The team I work with are genuinely some of the biggest fans of pop culture you could meet, so it’s a real joy to collaborate on projects

”Rubies, I have been able to expand my specialisms and experience to now oversee the holistic life cycle of a costume from inception to promoting the product, and it’s a very rewarding feeling to bring characters to life through dress-up.

What makes Rubies unique and a stand-out in the sector?

We are the reliable and trusted leaders of everyday play for good reason. It’s fair to say our distribution is in a league of its own. With significant years of experience across international markets, we’ve invested to ensure our infrastructure delivers and that we can do that

While we deliver superior products, we are also passionate about inspiring joy and creativity across all generations, through high-quality costumes, accessories, and pop culture.

Our identity and DNA revolves around our unique product, where the kids (or adults) are the character and are not playing with it as a figurine – thus transforming and embodying their hero

We strive to make dressing up an experience that is not only fun but also authentic and memorable. Behind the scenes, our identity as a global powerhouse of everything pop culture is still strongly tied to our notable heritage. This allows us to maintain our reputation with both

Fran Hales

licensors and customers alike. How would you describe the unique fun of Rubies and its portfolio?

At Rubies, the fun we offer stems from the creativity we have with non-licensed product, coming up with the latest Halloween creations with which we can push boundaries with festival accessories. This allows us the freedom to experiment with designs to make unique looks and collections. Our wide portfolio of licences provides a chance to reimagine or bring characters to life that span across iconic brands such as Marvel, Star Wars, Universal, and Warner Brothers. This gives us the ability to provide a rich assortment of costumes and accessories that cater to a diverse range of interests and fandoms. From the epic adventures of Marvel’s superheroes to the galaxy-spanning battles of Star Wars, our portfolio allows customers to express their passions and immerse themselves in their favourite worlds through high-quality dress-up options.

Among our diverse ranges, the Marvel and DC Comics collections have consistently been the most successful over the years (and continue to be!), captivating

and compelling storylines. After all, who doesn’t want to be a superhero?

In recent years, the introduction of new film and TV releases such as the new Beetlejuice film, the Barbie movie and Deadpool & Wolverine, all huge (or soon to be) successes at the box office, which will reignite interest in classic characters, driving demand for fresh and innovative costume designs, plus a halo effect with evergreen products.

Of new and upcoming product ranges, which ones do you think are going to be the most successful?

Can you give us any idea of the sales ratio split between licensed and nonlicensed ranges? And is the licensed portfolio still growing fast?

When it comes to the split, we have observed a trend where licensed tends to have a larger share of sales compared with non-licensed products. This reflects the growing popularity and demand for our branded portfolio, which continues to thrive and expand.

Without revealing confidential business information, have Rubies’ short, medium and long-term objectives –both financial and wider impact – varied much in recent years and, if so, why? Over the years, Rubies has maintained a strategic focus on adapting our objectives to meet the evolving landscape of the dress-up and toy industry. We understand the importance of remaining flexible and responsive to changes arising from consumer behaviour, distribution channels and industry dynamics. By staying nimble and proactive in our approach, we are able to navigate challenges and capitalise on opportunities – ensuring that our business remains resilient and dynamic in the face of fluctuations in the market.

Which range is currently the most successful and what was the most successful previously? And why?

Looking ahead to our new and upcoming product ranges, we anticipate that Beetlejuice, House of the Dragon and The Boys are going to make a significant impact in the adult dress-up space.

These collections are poised to resonate with fans seeking stylish and contemporary costume options inspired by popular TV series and graphic novels. With a keen eye on emerging trends and audience preferences, we are confident that these ranges will perform exceptionally well, offering customers a fresh and engaging way to express their love for their favourite characters and stories, especially for Halloween 2024.

What is/are your personal favourite(s) on the Rubies product front?

Without a doubt my go-to this year will be our new Wolverine adult costume from Marvel Studio’s Deadpool & Wolverine. The costume, detail and print are incredible for a classic price point. The design team have done a superb job recreating this iconic suit. When I saw this it was a no-brainer for us to bring it to market.

What were your favourite costumes, toys and roleplay games when you were a child?

As a huge fan of Wolverine since I was a kid collecting X-Men cards and watching X-Men 97, it’s been incredible to have a hands-on role in the development and marketing for our new Wolverine products.

What is the most fun you and your colleagues have in the working day?

One of the things I love most about my job and the company is the excitement we share every day working on properties and brands we all love. The team I work with are genuinely some of the biggest fans of pop culture you could meet, so it’s a real joy to collaborate on projects! We also love getting dressed up in the office – if you walk into ours at any one time, you’ll usually find someone trying on a new costume or accessory.

Finally, working on content creation is the most fun you could have; being your brand’s storyteller means we find ourselves in some very fun, exciting and unusual locations, all the while bonding with and having a laugh with the team. One thing I can safely say is that each day is never the same at Rubies. We love this due to the variety of approaches with creative freedom, spotting opportunities and taking on exciting challenges.

Rubies and wellbeing

We recognise the significance of sensory and wellbeing play in fostering inclusivity and empowerment, especially for children with unique needs such as those in wheelchairs. We love creating designs that not only spark joy and creativity but also provide a sense of comfort, play value and confidence for all children to play and express themselves freely.

Beetlejuice

Beetlejuice

Halloween? Wolverine? Rubies has got you covered

Rubies’ new Halloween, Deadpool & Wolverine collections include a range of costumes and accessories that caters to fans of all ages, says head of portfolio and licensing, Fran Hales

Whether looking to channel the brooding intensity of Wolverine or the cheeky charm of Deadpool, these costumes are designed to evoke the essence of the characters and are available in sizes for anyone aged 14plus. On top of this, we’re also bringing Dogpool to life for furry friends so even the family pet can join in.

For those looking for a spookier option for Halloween, our Beetlejuice collection captures the quirky and macabre essence of the beloved character, bringing his eccentric style to life through a range of costumes and accessories. Our collection includes costumes for men, women and even kids, as well as an array of accessories including décor and a Beetlejuice shoulder sitter. Whether a fan of Beetlejuice’s mischievous antics or Lydia’s gothic allure, this collection offers a variety of options for capturing the spirit of the film. Designed for fans of all ages who appreciate

and quirky aesthetic of Beetlejuice, these costumes are perfect for Halloween, cosplay, or for themed events.

In addition to the Wolverine & Deadpool and Beetlejuice collections, Rubies offers a diverse range of costumes and accessories that cater to any fan of pop culture. From nostalgic properties such as Care Bears, newer properties such as The Boys and House of the Dragon, and iconic franchises such as Star Wars, our lineup includes costumes that appeal to fans of all kinds. Whether a young Jedi or a seasoned cosplayer, Rubies has a collection that will ignite imaginations and bring favourite characters to life. We’re also excited for Universal’s line-up in 2024-25, with Despicable Me 4 recently released, and exciting developments for both Gabby’s Dollhouse and How to Train Your Dragon next year, we can’t wait to see what fans of the franchises think of our new costumes and accessories!

From a non-licensed perspective, our new generic Halloween collection is a vibrant mix of classic spooky and ontrend design, featuring iconic favourites such as clowns, skeletons, and pumpkins contrasted with fresh twists including neon and anime-inspired costumes. The inclusion of neon elements adds a modern edge to traditional Halloween themes, while the animeinspired pieces bring a playful and whimsical touch to the collection. With costumes available for toddlers and children all the way up to men and women, it ensures the customer will have

a standout look for any Halloween celebration. With a perfect balance of classic and contemporary styles, we have created a collection that caters to the diverse tastes of Halloween enthusiasts looking for something unique and on-trend.

On top of our best-in-class product array, we’re also committed to supporting our retail partners through tailored marketing initiatives, in-store activations, and a refreshed FSDU offering. We provide retailers with promotional materials, product displays, and exclusive offers to drive footfall and increase sales. Additionally, we collaborate closely with our partners to develop targeted

Wolverine

Beetlejuice

Deadpool

Summer days driftin’ away to an autumn of Jollys

Charlotte Croser of Jollys Toys takes us on an entertaining trip through the highs and not-so-highs of the summer holiday season. And she’s looking forward to an autumnal baby boom & boost in sales

For some toy shop owners I’m sure that the summer holidays is a flat-out race to the September finish line while juggling staff, stock levels and childcare. At Jollys I approach the summer holidays with a certain amount of trepidation. Each year I feel like we should be amazingly busy. Suppliers and customers often comment: “you’re going to be lovely and busy over the holidays!” Hmm, well yes, during the buildup to the holidays and the first week or so after the kids break up we have a steady flow of excited children coming in for end-of-year treats, plenty of parents buying games and activities to take on holiday, plus grandparents bringing their visiting little ones in.

“

I’d

To illustrate my point, August is typically one of our lowest turnover months, and July is in the top three to four in terms of monthly takings.

love it if we had the bustle and footfall of a holiday destination for the summer holidays as it would really lift sales and help keep us upbeat

As I write this, we are two thirds of the way through the school break in Northamptonshire, with the bank holiday weekend looming at the end of this week. By this time in August the town has well and truly nodded off and the footfall is so low, at times we can almost hear the footsteps of visitors as they enter the high street a quarter of a mile away. Lovely as Thrapston is (we’re right on the edge of an area sometimes referred to as the ‘Notswolds’), this isn’t a touristy town. Our High Street is largely frequented by locals during the summer, apart from the odd visitor who might be attending a wedding nearby or visiting family.

“

I’d love it if we had the bustle and footfall of a holiday destination for the summer holidays as it would really lift sales and help keep us upbeat at what can be a slightly demoralising time of year. My family and I just spent a weekend in North Yorkshire for a family wedding, and I was positively

salivating at the huge numbers of visitors and shoppers in the lovely little towns of Helmsley and Thirsk. What I would give for such footfall in Thrapston, with the free-flowing holiday pennies being spent in Jollys! It would be particularly welcome this year, which has been our toughest yet, I’m not afraid to admit.

Looking on the bright side, I have plenty of time to plan Christmas ordering and chat to customers, watch children try out the demos and get a sense for what they would enjoy discovering in their stocking in a few months’ time.

Every year I question myself for staying open every week of August – and not closing while I trot off for a week of holiday. The cost of staffing the shop often exceeds what we make, but the idea of closing at any time of year sends chills down my spine. I imagine disappointed youngsters pawing at the locked door, having been promised a Jollys treat. I do think

though, that this holiday period acts as a kind of pre-Christmas showcase for some of our customers. The adults return in September and October for the goodies that their children were so desperate for back in the summer.

Our bestsellers this summer have been the ever-popular Thinking Putty from Crazy Aaron’s which I have stocked for many years, Nee-Doh Nice Cubes, Legami erasable pens, various versions of UNO as well as Tonies and Jellycat.

Fidget toys are still a huge hit with all ages and I constantly strive to find goodvalue, goodquality fidget toys that meet the discerning eye of the young customers who have limited budgets and which I don’t want to see coming back in 24 hours later when one has fallen to bits!

spend £7 on a squishy cube or £30 on a teeny soft toy. Super as I think these products are, it’s hard to rationalise why they will spend more than they need to on these nice-to-have items but skimp on others. For example, on the same shelf as the £7 squishy I can present the customer with a tube of Plus-Plus building blocks for £8, which has oodles of play value and will last a lifetime, but some will question the price and say it’s too much.

What amazes me about our bestseller line-up is that I would class many of them as products that are far from necessities and at the top end of their category price-wise. In a world where pennies are tight and customers are spending with caution in some directions, they’re happy to

I see a drop in preschool and baby gifts being bought over the summer, but it rebounds royally in early autumn, which I think must be a baby boom time in our area – Christmas cuddles over the previous few years?! I used to sell lots more activity books and kits over the summer than I have done for the past couple of years. I think that has to do with a general move to using phones and tablets for entertainment. Not to mention the surge in such books and kits being found everywhere from the ‘Middle of Lidl’, The Works and supermarkets at the fraction of the

“

Take a leaf out of Orchard Toys' book and sell into the discount stores with exclusives and leave us indies with the main catalogue range if you'd like us to keep stocking it

“

price us indies can sell at – suppliers take note, this is NOT helpful! Take a leaf out of Orchard Toys’ book and sell into the discount stores with exclusives and leave us indies with the main catalogue range if you’d like us to keep stocking it.

One of the highlights of this summer for me has been having my almost 17-year-old daughter joining me in the shop for a day a week. On days when the motivation is lacking, she’s been a breath of fresh air. She has injected enthusiasm and freshness to window displays and noticed little things that need a pep-up, like torn wallpaper and seen-better-days price tags that I look at everyday but don’t see.

When you work alone 99% of the time, it’s a joyful reminder when working with someone else that workplace banter, in-jokes and a good giggle as you declare “can you believe that customer said that?!” is a real tonic when business is slow and your pecker needs keeping up.

So my take away from this summer is… the rollercoaster of retail continues to be as unpredictable as ever. Having worked out what is selling well and the trend continuing in fidget toys and away from some of the traditional activities we used to do so well with, I am ready for anything with Christmas. I’ll be cautious with my festive ordering (to be fair I always am) and be nimble about ordering last minute so that I can be confident that what I am buying will sell. I’m buckled up and ready for the ride!

CONTACT

Jollys Toys is based in Thrapston, Northamptonshire and was established in 2013. We sell children’s gifts, toys and games online and through our magical little 1700s shop.

JollysToys.co.uk | 01832 358915 charlotte@jollystoys.co.uk

28a High Street, Thrapston, Northamptonshire NN14 4JH

AMBASSADORS SPECIAL

These toys are so much fun – fur real!

Mum says … My first impressions were two-fold. “Wow these are BIG” – particularly Peanut the monkey, and “I bet they are expensive”. Both proved to be true. We don’t mind spending money on toys if they offer decent value, so I was interested to see how often the kids went back to both Peanut the Monkey and Daisy the Yoga Goat.

These are goodlooking toys with big eyes that blink – the kids loved that –and cute feature accessories such as bows in their fur, and bottles

Mairead and the children had a huge amount of fun playing with Just Play UK's Peanut and Daisy. Mum tells us how they got on with brief and sparkling interjections from Rose, Sadie and Freddie

for feeding. These all added nicely to their play value. Peanut definitely does more than Daisy the Yoga Goat, but Daisy got the biggest laugh thanks to her fondness for farting. And the big question – did the kids go back to play with them

once I stopped taking pictures? Yes, yes they did, and often too.

Rose says: “I got such a fright when the monkey stood up, it was so funny!”

Sadie says: “The goat does a fart! We thought it was mummy!”

Was it easy to set up?

What did you all think of Peanut?

Peanut the Monkey stands up, walks and flips over and if he falls down, he can get himself back up, which I found very impressive. He responds when he is picked up, is really vocal and is equally cuddly and soft. My youngest girl Sadie, in particular, has enjoyed cuddling with him while watching TV, which is always a sign of a good toy. If you hold his hands, he flips over – which I loved – and three-year-old Freddie found this absolutely hysterical! He also loved it when Peanut walked, and adored watching him stand up, often laughing riotously. There is a lot of good toy technology evident in Peanut, and it shows.

didWhatRose about&Sadielike Daisy?“Shefarts!”

Mum: Yes, although, we did have to put numerous batteries in Peanut to make him work – I think maybe six? Daisy came with batteries.

What did Rose & Sadie like about Daisy?

“She farts!”

What did Rose & Sadie like about Daisy?

“She flips!”

Are Peanut and Rosie good value for money?

Mum: They are no more expensive than some other big-name brands and have as much added value, if not more, than toys we already have.

And Daisy?

We are very fond of Daisy the Yoga Goat. She does exactly as she says on the tin – she does yoga. And she farts. In isolation, Daisy is a sweet toy, again really good looking with big eyes, hair accessories and a bottle. She says Namaste when you stroke her, and her yoga move is adorable. Little Freddie even discovered that Daisy plays music, along with all her other tricks, and this went down a storm with the kids.

Would this be something that they would play with again and again?

Mum: It certainly looks like it!

Contact:

To find out more about FurReal contact JustPlay –uksales@justplayproducts.com www.justplayproducts.com

10 10 10 10 Surprises! Surprises!

1212 to1212 co ecttoect to co ect

Ravensburger

One for the fans

Licensed toys offer a ready-made fanbase of youngsters who will be interested in your products. But what are the hot licences as we head to Christmas and beyond? TnP finds out…

Licensed toys play a major part in the toy industry. The British Toy & Hobby Association (BTHA) and Circana, reported at London Toy Fair that in 2023, boosted by some top movie blockbusters, the sector experienced sustained growth for the fifth year in a row. Market share for the sector increased from 26% to an impressive 32%.

So what’s in store as we head into the Golden Quarter? We asked suppliers for their top tips on the next hot licences…

What are the hot licences as we head towards Xmas and beyond?

Matt Shaw , marketing manager, Epoch Making Toys : With the release of the Despicable Me 4 film and the new Jurassic content across Netflix this year, Minions and Jurassic World will see placement on Christmas lists.

“

Evergreen properties such as Harry Potter will continue to be popular, with new product supporting a classic licence and keeping it on trend.

Matthew Reynolds , MD, Little Brother Books : Digital brands and gaming continue to capture a lot of kids’ time and engagement, such as Minecraft, Roblox, Pokemon, Fortnite and so on.

Katy Fletcher , head of marketing and product development, Ravensburger : We’re seeing huge interest in our Disney Lorcana Trading Card Game and it provides a clear demonstration of the power of this licence – the appeal of these timeless characters carries through generations.

The much-anticipated November launch of the Wicked movie is going to make news and our Wicked puzzle line has truly captured the essence of the action.

Consumers are spending a huge amount of free time either on TikTok, YouTube or playing games, and these pastimes help form interest in licensed products

Matt Shaw , marketing manager, Epoch Making Toys

“The muchanticipated November launch of the Wicked movie is going to make news and our Wicked puzzle line has truly captured the essence of the action

”Katy Fletcher , head of marketing and product development, Ravensburger

What do you find works to retain consumer interest?

Matt Shaw: Creating character licensed products that reflect the popular trends of the time, but also keeping the nostalgic, evergreen licences alive with exciting and new toys and games.

Matthew Reynolds: If kids can be engaged with a brand on a regular basis, this maximises their engagement, loyalty and passion. So, a digital game is one of the obvious areas, but other ongoing digital content or TV series/ streaming that kids can access whenever they want is key too.

Katy Fletcher: We aim to translate the essence and characters of a licence to our products to deliver the best play experience. For example, in our character puzzle offering we work with licensors to create bespoke artwork that provides the best puzzle experience. It’s not a case of just adding a library image and making a puzzle.

Newness is also key, particularly with our evergreen brands – we are continually refreshing and providing new ways to engage with favourite properties. Our partnerships

Motion activated light up wheels

Folding In-Line Scooter with light up wheels

Converts from pedal to balance mode

2-in-1 10” Training Bike

Aloha! Join the Stitch ohana and make waves

Bobble Ride-On with Plaque

Soft-grip handles Anti-slip

Deluxe Tri-Scooter

FEATURE CHARACTER LICENSING

with licensors are also vital to ensure we’re consistently delivering fan favourite products –this is particularly evident in the Disney Lorcana TCG offering, where we have worked closely with our Disney partners to create something unique but on-brand.

How important are sources other than TV and film now?

Matt Shaw: Super important, now more than ever! Consumers are spending a huge amount of free time either on TikTok, YouTube or playing games and these pastimes help form interest in licensed products.

Matthew Reynolds: TV and film is a bit ‘hit and miss’ for the BIG hits

in licensing nowadays. However, digital content that kids can stream whenever they want is now a huge part of popular culture and engaging kids.

Katy Fletcher: Today our consumers draw their inspiration from all kinds of media and sources. There are more entertainment opportunities than ever before and this is reflected in the incredible breadth of licences and characters that really capture imaginations.

Our popular Minecraft offerings, including the latest launch Minecraft Explorers card game, are just one example of the gaming world providing powerful licensing opportunities.

Little Brother Books

Retail opinion

What licensed toys are your top sellers?

Pokemon, Goo-Git-Zu, TY, Schleich, Lego, Maped and Eugy art kits and Molly & Rose (hair clips and hairbands) Is there anything in this category you struggle to source?

Not at the moment. There have been times when there has been a struggle to get Pokèmon cards and Goo-Git-Zu as they were selling out from our suppliers.

Vicky Brown, Just Williams Toys, East Dulwich and Beckenham, London

“If kids can be engaged with a brand on a regular basis, this maximises their engagement, loyalty and passion. So, a digital game is one of the obvious areas

Matthew Reynolds, MD at Little Brother Books

”

Turtley awesome fun continues

CHARACTER OPTIONS

0161 633 9800 sales@charactergroup.plc.uk www.character-online.com

Playmates’ Teenage Mutant Ninja Turtles (TMNT) Master Toy line is split across three branded segments: Classic Turtles, Mutant Mayhem movieinspired toys, and a range based on the new TV series.

The Turtles have secured a Paramount Plus show: Tales of the Teenage Mutant Ninja Turtles. The series launched this summer, with a buttkicking toy offering for fans to enjoy.

A Stitch in perfect time

Excitement is building ahead of the release of the Tales of the TMNT Mutation Station Mutant Maker Playset, following the success of last year’s TMNT Mutant Mayhem PizzaFire Van. It allows kids to create, customise and mutate their own micro figures – load the chamber with individual legs, bodies and heads, twist to create a unique combination then press down to combine and release the unique figure.

WOW! STUFF 01902 948678 | emma.prendaglia@wowstuff.com | wowstuff.com

Toy Innovation company WOW! Stuff is experiencing unprecedented success for its Real FX the Disney Stitch edition. The trailblazing toy creator has created a new Puppetronics sub-category with the high-tech animatronic interactive puppet, captivating fans and collectors alike with its lifelike features and engaging play experience.

Offering fans the chance to bring the much-loved character from Disney’s Lilo & Stitch into homes and to life like never before, the Real FX The Disney Stitch Edition’s dual play technology blends animatronics with puppetry, resulting in a soft and cuddly character with hand-controlled actions to capture his playful personality and adorable character traits.

Presented in an ‘alien capsule’ inspired display case, Real FX The Disney Stitch Edition stands at 45cm/18in tall and includes more than 100 action and sound combinations, creating lifelike interactions. He comes with blinking and squinting eyes, moving mouth, and touch sensors on his head, nose, and mouth. Highly detailed and true-to-character, the sell-out toy is even voiced by the animated movie’s original artist, Chris Sanders, for a real-life Stitch showpiece.

Paddington in So

FEATURE CHARACTER LICENSING

Epic Epoch games duo

EPOCH MAKING TOYS

0208 049 1377

sales@epochmakingtoys.com www.epochmakingtoys.com

Also, there are …

Three additional games that tie in with the 2024 Box Office smash hit

Despicable Me 4 film – AVL Maze Mission, AVL Blast Training, and Hover Strike Battle

Epoch is adding two new licences to its games portfolio in 2024 – Minions and Jurassic World. Five action-packed Jurassic World games are available for Q4. Bringing the excitement of the iconic films to life, each game comes with either a selection of dinosaur cards or detailed, collectable dinosaur figures. Players must stop the volcano from erupting in Jurassic World Shaky Volcano; free the much-loved Blue in Jurassic World Cage Breaker; escape the jaws of the T-rex in Jurassic World T-Rex Panic – and balance their dinosaurs on the wobbly platform in two balancing games, Jurassic World Volcano Quake and Island Quake.

Minions U-Turn Bowling offers bowling with a twist. Pull back the lever for the Minion to bowl, strategising the best way to shoot the ball around the tricky bend and knock down as many pins as possible to become the U-Turn Bowling champion. Plus, in Minions Hammer POP, players face off against each other, pressing a button to control their Minions hammer and shield in a battle to see who can hit the head of their opponent’s Minion first. Suitable for one to two players, aged fourplus. Neither game requires batteries.

Epoch also continues to see success with its wide range of licensed Aquabeads sets. The original stick-with-water arts and crafts brand offers an array of properties including Disney Princess, Super Mario and Minions. Now for Q4, Aquabeads welcomes its first-ever Harry Potter licensed sets.

Bunny business

ORCHARD TOYS

01953 859539 | sales@orchardtoys.com orchardtoys.com

The World of Peter Rabbit collection is Orchard Toys’ first-ever character licence and has been launched in collaboration with Penguin Ventures, the licensing and consumer products team at Penguin Random House Children’s Books.

Peter Rabbit is a much-loved character, and in these brilliant new games and jigsaws there are lots for children, parents, fans of the Classic Beatrix Potter tales, and retailers to get excited about. As an early indication of the collection’s performance, after just a few months in the market sales are far greater than expected and smashing forecasts, making the collection one of Orchard Toys fastest-selling launches. It’s a great sales opportunity for retailers, with The World of Peter Rabbit collection expected to quickly become a bestseller for the brand.

The collection features six stunning games and jigsaws that blend the fun, educational and engaging gameplay of Orchard Toys with Beatrix Potter’s iconic characters to bring Peter Rabbit to life. The collection is developed under licence from Penguin Ventures on behalf of Frederick Warne & Co. (Beatrix Potter’s publisher and owner of The World of Peter Rabbit). The Tale of Peter Rabbit has sold more than 46 million copies around the world and has been translated into 49 languages, since it was first published in 1902.

Lilo floating for Stitch

MHP GROUP

020 3128 8100 | hello@mhpgroup.com www.mhpgroup.com

Since the animated feature film Lilo & Stitch debuted in 2002, Stitch has captured fans’ imaginations with his endearing character, boundless energy and capacity for mischief.

More recently, social media has been key to spreading the love for Stitch. 626 Day in particular has become its own calendar moment for celebrating fandom and encouraging people to embrace Stitch’s values of celebrating your differences; and it’s a key retail moment.

MHP’s licensed product strategy is centred around Stitch’s sense of fun. Examples include Lego Disney Stitch. With the live action Lilo & Stitch movie announced, there is plenty of opportunity to continue being adventurous with product.

Franchises galore at Ravensburger

RAVENSBURGER

01869 363800 sales@ravensburger.com www.ravensburger.com

Recently celebrating the first anniversary of Disney Lorcana, Ravensburger has announced that work with Pixar has begun to introduce its franchises and characters to Disney Lorcana from 2026. With Disney’s The Black Cauldron being added to the trading card game from next year, and Pocahontas in 2026, Disney Lorcana is going from strength to strength.

New Hylkies from Ravensburger offer collectable character fun in a build-yourself format. Series 1 and 2 launched simultaneously this summer with fans able to collect their favourite Star Wars or Marvel universe heroes. Each of the Hylkies has 54 pieces to put

It’s set to be …

A Merry Grinchmas with a range of new Grinch puzzles. Recognising the appeal of the Dr Seuss character, the collection has both children’s and adult 2D puzzles

six hit characters, recreated in capsule-shaped form and exclusive artwork that will appeal to fans of all ages. The force is with GraviTrax fans with the GraviTrax Action Set: Death Star. Translating the incredible action from the world of Star Wars to the awardwinning marble run system, the fun is played out on a huge 80cm diameter Death Star base and the 200-lus piece set incorporates iconic details such as TIE-fighters and X-Wing, with marbles too being given a Star Wars makeover with etched characters.

THE PUPPET COMPANY

01462 446040

info@thepuppetcompany.com thepuppetcompany.com

The Puppet Company presents yet another of its licensed products, as it unveils the most charming Paddington puppets. The collection includes three puppets to bring the kind and curious bear to life, with a little bit of magic and a lot of fun. They arrived this summer, ahead of the much-anticipated third film Paddington in Peru, which is set to release on November 8, and there is a perfect puppet for everyone.

Movie Paddington is set to be a hit with all fans of the Paddington films. The interactive hand puppet brings the charm of the movie character to life through imaginative play. With his signature duffle coat and removable hat, this joyful puppet is suitable from 12-months for endless cuddles and unlimited play.

Inspired by the preschool TV series The Adventures of Paddington, the new TV Paddington Walking Puppet will truly allow little ones to explore, as Paddington can be made to walk, run, jump and dance with them. The puppet can move both the arms and legs. Adding to the magic and play value, he even has his very own marmalade sandwich attached to his pocket by a ribbon.

Each puppet has been lovingly created to stay true to Paddington’s heartwarming nature, gentle kindness and innocent curiosity, allowing little ones to fall in love with Paddington through play.

And as always …

Every puppet is bursting with a magical quality, allowing users to embrace creativity, entertainment, and most of all fun, wherever they may be

Disney delights

JUST PLAY

uksales@justplayproducts.com | www.justplayproducts.com

All new is Just Play’s Disney Junior Ariel toy range, which is inspired by the animated series and captures the enchanting underwater world and the show’s Caribbean flare. The Splash and Glow Doll is a must-have, with mesmerising rainbow water skirt feature that illuminates and dances to Ariel's signature song. The Bubbles Fun Doll is another creative line that creates a cascade of bubbles, while the Pop Tails Doll & Case is ideal for imaginative play, with its customisation options.

Disney Doorables was one of the fastest-growing licensed collectibles last year, and Just Play continues to build the brand, with new captivating experiences. There are 60-plus characters to discover with the new Technicolor Takeover theme; create a rainbow display with the 10 special-edition figures! And yet more excitement comes in the form of Star Wars Doorables, which celebrate 25 years of Star Wars.

New for the season, Disney Munchlings combine yummy treats with beloved Disney characters. Already, Munchlings characters have amassed millions of views on TikTok.

Sesame Street Tickle Me Elmo plush toy has at last returned, bringing joy and laughter with its irresistible features. Press Elmo's belly or squeeze either foot to hear Elmo giggle and laugh, while he wiggles with excitement at being tickled!

A wonderful world of Disney

SAMBRO

0161 765 2600 | sales@sambro.com | www.sambro.com

Sambro International has key licensors that include Disney, and it has recently extended an exciting range of licensed arts & crafts products featuring one of Disney’s most popular character franchises – Stitch.

New additions include the Disney Stitch Shaped Art Set, Roll and Go Colouring Station, Stitch Shaped Scribblers, Meltums and Paint Your Own Figures. In Sambro’s bigger Arts & Crafts category of Make, Mould and Paint are the Paint Your Own sets, which feature a plaster Stitch character and safe-to-use paints, which allow budding artists to paint and display their very own Stitch character.

Sambro also has a range of Stitch stationery products, including its own IP collectable stationery brand, Bops n Tops, which has expanded the collection of Stitch-themed character collectables. They will be available alongside Sambro’s Disney Stitch Puzzle Palz range of 3D jigsaw puzzle erasers, offering a selection of Stitch characters to choose from.

The Disney Stitch set is completed by a new character line-up for the Squelchums range, featuring Stitch, Angel and Scrump, that children can squish, squeeze and stretch.

Rainbow has more designs

RAINBOW DESIGNS

01329 227300 | sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk

Rainbow’s new Disney Baby Lion King range, launched in celebration of the 30th Anniversary of Disney’s The Lion King, is proving very popular with new arrivals. This adorable collection features the super cuddly My First Simba Activity Soft Toy, Comfort Blanket and Ring Rattle, as well as the adorable and stimulating Simba Sensory Play Mat, with peek-aboo flap and baby safe mirror.

It’s cuddly characters galore at Rainbow Designs! Offering the perfect cuddly friend for kids of all ages, Rainbow’s adorable, playful and engaging soft toys focus on some of the most prestigious and high-profile licensed brands that include Peter Rabbit, Paddington, and Disney’s Winnie the Pooh, alongside the new Disney Baby Lion King and Harry Potter Wizarding World collections.

Paddington really is the nation’s favourite bear, and with the eagerly-awaited new movie, Paddington in Peru arriving in cinemas on November 8, the popularity of this marmalade-loving bear is set to soar. Rainbow’s best-selling Classic Paddington collection of high-quality plush toys, inspired by the beautiful Peggy Fortnum illustrations, alongside The Adventures of Paddington preschool range, are continuously in high demand.

Just Play has something …

For fans of all character brands inspired by Disney Junior Ariel, Sesame Street, Minnie Mouse and Mickey Mouse, Star Wars, and other popular Disney franchises

Silver year for Brand Licensing Europe

Brand Licensing Europe celebrates 25 years in 2024, once again offering retailers and manufacturers the chance to meet with some of the world’s biggest brands…

Brand Licensing Europe (BLE) 2024 marks the show’s 25th anniversary. It runs from Tuesday to Thursday, September 24-26 at ExCeL, London. Attendees registering for a free ticket can immediately start requesting meetings with more than 250 exhibiting brands through the Event Planner. More than 50 of these are first-timers bringing a whole host of IPs never before seen at the show.

BLE event director, Ella Haynes, said: “For 25 years, thousands upon thousands of new brand licensing partnerships, deals and products have started at BLE during meetings, networking moments, opportunistic hellos and show-floor browsing.

“It’s the annual event for European retailers and manufacturers to rub shoulders with the world’s biggest brand owners and discover what’s new, be inspired, and learn how to expand their brands, businesses and careers. I’ve been looking forward to everyone coming together and helping us celebrate 25 years of BLE and the extraordinary evolution of an extraordinary industry.”

Prospective attendees can view the exhibitor list and brand directory to see the full range of IP available for licensing across entertainment, sports, gaming, art, food & beverage, heritage, publishing, TV, celebrity, music and so much more.

Use the Event Planner to get meetings booked and don’t forget about the Matchmaking Lounge (D121) at the show.

Other features include:

Free show tours and Licensing 101 sessions (E200). New to BLE and/or licensing? Don’t miss these sessions on Tuesday and Wednesday:  9.45am – Navigating the BLE show floor  10am – Licensing 101  10.45am – Show floor tour

“For 25 years, thousands upon thousands of new brand licensing partnerships, deals and products have started at BLE

Ella Haynes, BLE event director

”Day 1 keynote – When Everyone Plays, We All Win: Next Level Consumer Products & Licensing with Xbox (12:30pm on Tuesday). John Friend – head of consumer products at Xbox – will talk to Global Licensing Group’s EMEA head of content Ben Roberts about the dynamics of the video game industry and share the endless opportunities that brands, licensees, and retail partners have, to strengthen the connection between beloved gaming worlds and fans.

Day 2 keynote – (12:30pm on Wednesday). Crafty Licensing: Transforming a business through brand licensing. Entrepreneur Sara Davies MBE narrates her remarkable business journey and the strategies and transformative power of brand licensing as her business Crafter’s Companion expands in a rapidly changing market.

The BLE Character Parade (Tuesday and Wednesday at 11:30am). Come and meet the BLE Bear and follow the character parade as it snakes through the show toward the front of ExCeL. Get a selfie with favourite characters. Content, content, content – License Global Theatre (E200). This year’s educational programme goes way beyond daily keynotes, with Ben Roberts’ State of the Nation, How to build a lifestyle brand, Mapping a sustainable pathway, and much more. Arrive early to claim a seat –accessis first-come-first served and it’s free to attend.

Licensing Unlocked (E221) – find out more about BLE’s online, on-demand training delivered by some of the global licensing industry’s brightest minds. The first module is free and a great introduction to the business.

The Retail Lounge (E141) – in partnership with Care Bears. This is an exclusive lounge for retailers to meet, relax and recharge, and don’t miss the

chance to win a Care Bear in the claw grabber arcade! Registered retailers include Celio, Undiz, Aldi, Shein, Tesco, Character.com, Crocs Europe, Five Guys, Game, DFS, Deliveroo, Boots, Zara, H&M, Aldi, Gymshark and Mango. There will also be a retail happy hour at 4pm on Wednesday with a chance to meet the team behind the Care Bears.

Unlock your brand’s potential at BLE (E200) (4pm, Tuesday). Explore the benefits of Brand Licensing Europe to your brand with BLE’s account managers – Matthieu Battini, Greg McDonald and Cassius Anderson. Data intelligence (D161) – Fabacus is back at BLE for the first time since Covid with some important messaging around legislation that will impact the industry and how to prepare for it. And there’s more – Explore the Discovery & Design zone, the Brands & Lifestyle zone, the Sports Zone (major football clubs and other sports), the Retail Mentoring Programme, Data Intelligence and Brands Untapped.

About Brand Licensing Europe

Launched in 1998, BLE is the only pan-European annual event dedicated to licensing and brand extension. The London event features more than 2,500 brands and more than 7,500 licensees, manufacturers, retailers, distributors, and licensing agents. BLE is a part of the Global Licensing Group at Informa Markets, the licensing industry’s leading trade show organiser and media partner. Its mission is to provide licensing opportunities around the world by bringing brands and products together. www.brandlicensing.eu

Golden opportunities

The Golden Quarter , leading up to Christmas, is the most important one for the toy industry. How do suppliers tackle their marketing at this most crucial time of the year?

It’s the most wonderful time of the year - the last quarter is vital for the toy industry and making the right decisions for marketing products in the leadup to Christmas can make all the difference to sales.

So how do suppliers tackle marketing in Q4?

Steven Le Van, managing director at Le Toy Van, says it’s all about interactive experiences: “We truly believe in ‘The Magic of Play’ and want our customers to experience this when interacting with our toys. In Q4, we are working closely with our retail partners to create in-store experiences, such as interactive play areas and live demonstrations of our products. Our new display at Selfridges will be merchandised to showcase our latest collections and follow in-store themes. This is an exciting development as it will allow us to highlight the quality and creativity of our toys while increasing brand visibility.’’

Online marketing is, of course, another key part of Q4 marketing, he adds: “We’re also committing more time to elevating our social media presence and email

“We’re committing more time to elevating our social media presence and email marketing campaigns

”Steven Le Van, MD, Le Toy Van

marketing campaigns. These campaigns will feature engaging content, exclusive offers and interactive competitions to drive engagement and sales. We regularly host exciting competitions across our social media channels and collaborations with other aligned brands, most recently The Puppet Company. Our collab giveaway featuring our Puppet Theatre and its Eco-puppet range has been a real highlight.’’

Eduk8’s MD Christine Lawson also focuses on online promotion and uses the lead-up to build up the anticipation of Christmas offerings: “Our early October focus will be on creating awareness and building anticipation with teaser campaigns across our socials. We are also partnering with more content creators, who will be showcasing the educational value and fun of Eduk8 toys to both parents and children. PreChristmas gift idea promotions are always successful for us through email marketing and social media ads. It will also be the time to tease our new ranges for Q1 in time for Toy Fair.’’

Over at Zimpli Kids, digital marketing manager Obi Enyi, adds that Q4 is not just all about Christmas: “We’re dividing Q4 into Halloween, Black Friday, and the holiday season. Meta and TikTok are our main focus because they directly

engage both kids and parents.’’ Ryan Kravontka is global marketing director at YuMe Toys. He says the company takes a multi-tiered approach to its strategy: “We focus on new product launches like the Netflix Gift Box, a collectible set that taps into fanbases of popular Netflix shows. Our seasonal promotions leverage the holiday season with special offers, exclusive editions, and bundle deals aimed at gift-givers while reinforcing brand presence through partnerships and collaborations with key influencers and content creators in the toy and entertainment spaces.

“We prioritise social media platforms, particularly Instagram, TikTok, and YouTube, to create buzz and engage with communities through content that’s shareable, interactive, and aligned with current trends; collaborate with influencers who have a strong presence in the fandom and collectible communities to showcase unboxings, reviews, and exclusive reveals plus encourage fans to share their experiences with the Netflix Giftbox using branded hashtags and featuring fan content on our channels to build community and engagement.

‘’Social media is the primary medium, driving engagement, conversation, and

Le Toy Van

YuMe Toys

sales. It’s the most direct way to connect with fans and build a community around the Netflix Giftbox.’’

Marketing toys has to work on two levels - appealing to both the demographic with the spending power - the parents - and the end users - children. How do suppliers balance targeting these two audiences?

Le Toy Van’s Steven Le Van notes: “Our toys are rooted in traditional designs that resonate with parents and grandparents alike, evoking a sense of nostalgia and creating timeless appeal. At the same time, our toys are designed to capture children’s imaginations and encourage open-ended play. We prioritise high-quality craftsmanship to ensure our toys are durable and safe.’’

“We craft fun, colourful content for kids while highlighting product value and safety for parents. It’s a mix of playfulness and practicality

”Obi

Enyi, digital

marketing

manager, Zimpli Kids

Eduk8’s Christine Lawson also notes the importance of appealing to both audiences; “Our focus for children is centred around providing fun, engaging visuals, coupled with the excitement of gameplay, while including an educational/learning element. The success of our Giant Snakes and Ladders game is testimony to this philosophy as it continues to be a bestseller all year round. For parents, the appeal for this game lies in nostalgia and the opportunity to reconnect with their own childhood memories, offering them a chance to share these experiences with their children as a family.’’

Mixing the playful and practical is vital, says Zimpli Kids’

Obi Enyi: “We craft fun, colourful content for kids while highlighting product value and safety for parents. It’s a mix of playfulness and practicality.’’

YuMe Toys also adopts a dual approach, says Ryan Kravontka: “For children, it’s about excitement and fun: focusing on the playability, fun factor, and the connection to beloved Netflix shows. We use vibrant visuals, engaging animations, and exciting unboxing videos to capture kids’ attention.’’ They also tap into peer influence, highlighting how the Netflix Giftbox is shareable for their friends and a new trend among their friends and influencers they follow,

creating a sense of desire and urgency. For parents, there are two main lines of appeal: “We emphasise the value of the Netflix Gift Box as a thoughtful gift that offers entertainment value with the ability to be an advent calendar, and collectible value, making it a great investment for the holiday season; and reassure parents of the high quality and safety standards.’’

Finally, we wondered what is different about this year’s campaigns?

Steven Le Van comments: “We are placing a stronger emphasis on brand merchandising and product training, providing our retail partners with comprehensive training and branded merchandising materials to enhance in-store displays and ensure the benefits and features of our products are effectively communicated. For independent retailers, we are offering a free display toy for orders over £500. Having beautiful wooden toys like a doll’s house, garage or pirate ship on display increases the ‘wow factor’ and can significantly boost sales.

‘‘Finally, we are expanding our digital media team and recently welcomed Ellie, who now manages our social media platforms and email marketing campaigns.’’

A new focus on content creators is key to this year’s campaign for Eduk8, says Christine Lawson: “This year, the major shift in our campaign strategy is a stronger emphasis on working with content creators, which is still relatively new to us, but the reactions/ feedback/findings so far have been promising. The messaging will be multifocused, appealing to all audiences. Campaigns aimed at children will highlight the fun and play aspects of the toys, often through engaging visuals and animations, while using influencer partnerships, who are usually parents themselves, with similar target audiences. Our approach to parents will be to focus on the educational value, safety, and developmental benefits.’’

The same is true for Zimpli Kids, says Obi Enyi: “This year, we’re focusing on user-generated content and influencer partnerships, particularly on TikTok. We’re also ramping up live streaming to give real-time product showcases.’’

Expert opinion

Lauren Whyman , director at media planning and buying specialist Generation Media , on media marketing for Q4

How will you divide your marketing campaigns for Q4?

And is there one medium more important than others?

It is important to review budget splits strategically to ensure maximum reach and impact. There is no longer the TV vs Digital debate, it is more about analysing data by platform specifically vs overall media channel. In a market where audiences are fragmenting more than ever, we need to ensure bang for every client’s buck. With more pressure on distribution and shipping costs, manufacturers need to see conversion to sales. Focusing on platforms that provide a higher return on marketing investment is key.

How do you balance appealing to children and appealing to parents, who are the ones with the money?

This depends on the product we are promoting and the core age target. Parents and gifters are in control of the purse strings but parent/child negotiation is still important for older age group targeted products. Or the lower price point items, such as collectibles where they are an inmoment purchase and need to predominantly capture the child’s attention (…and a share of their pocket money).

Not to mention the growth of targeting Kidult audiences within the toys & games space who have access to a higher disposable income. UK families continue to face financial pressure that is only mounting in the lead-up to Christmas and key buying periods so we need to show a point of difference and create stand out vs competitors. We have recently produced a deep dive into preschool shopper mindsets to answer some of these questions. If anyone is interested in hearing more we would be happy to discuss further!

Zimpli

Just Play dials up the

Q4 fun

JUST PLAY

uksales@justplayproducts.com | www.justplayproducts.com

Just Play will be turning up the volume on furReal this season, with full 360 marketing activations.

Peanut the Monkey is a furReal hero toy for Just Play in the run-up to Christmas, and this most lifelike, super-soft and cuddly monkey that walks on her own, or while her hand is held, will be the focus of a huge awareness drive. Peanut’s many realistic features and sounds will be seen through traditional channels with the October TV launch being followed with VOD and heavyweight targeted preroll as the buying season approaches. Retailers will also be supported through tailormade campaigns such as an instore demonstration tour, influencer collaborations, and special activations including a kidfluencer video, following a day in the life of Peanut.

Daisy the Yoga Goat

A second furReal line in the core marketing mix is furReal Daisy the Yoga Goat, the tail-shaking, tooting goat that flows into yoga poses. With a creative influencer campaign, collabs with family yoga groups, plus a significant amount of paid digital support including dedicated TikTok Ads, she’s sure to be popular!

The University Games Q4 journey

UNIVERSITY GAMES

0207 2540100 | sales@ugames.uk.com university-games.co.uk

University Games will be supporting retailers on the run-up to Christmas with heavyweight marketing campaigns for some of its key lines this quarter.

2024 will be the first year of a dedicated three-year strategy to build brand and product awareness for The Learning Journey in the UK, following the acquisition of the business.

The 40-strong Learning Journey range focuses on games, puzzles and toys for the key learning ages and stages from baby and preschool, through to age 12. It includes a selection of highquality electronic, sensory and construction toys as well as a complete series of educational games and puzzles.

The first year of The Learning Journey mass marketing campaign for the UK is already under way and includes a wide range of activity. Key elements include a four-month partnership with Netmums and a campaign reach of over 3.5 million with influencers, newsletters, editorials and support across social media.

As well as the key Netmums activity, University Games will be running traditional display, social media advertising, VOD and podcasts to target new Learning Journey consumers.

Marketing Magic in the final quarter

MAGICBOX

01293 222500 | sales@magicbox-toys.co.uk | magicboxint.com/uk

All three Magicbox brands will be highlighted through VOD, YouTube and more in the run-up to Christmas, ensuring retailers are supported at the busy end of the season.

After an incredible summer start for SuperThings Legends, Magicbox will continue its marketing drive into the final quarter. A huge number of views will be delivered on YouTube and Gaming Channels. TVCs will support the brand, highlighting the many figures to collect, and the more-affordable-than-ever value packs, SuperMachines, PowerJets and the new Turbo Warrior robots. On socials, Meta and TikTok ads will further amplify the brand to parents and gift buyers. Having taken the brand direct to the consumer with a sampling brand activation area at Gloworm Festival, the child-focused awareness push continues with magazine covermounting, in partnership with Redan – first for Legends and then Starter Pack Comics.

Siku here, Siku there, Siku everywhere!

ALPHA TOYS (UK)

00 353 67 63800 | info@alpha-toys.co.uk www.alpha-toys.co.uk

BANAGHAN & CO LTD (EIRE)

067 63800 | info@banaghans.ie | www.banaghans.ie

Siku is a high-quality German range of die cast vehicles covering many categories from farm and construction to emergency services and recreational. While traditionally best known for its 1:32 models, particularly in the farm category, there is now tremendous interest in the pocket money blister models range.

There’s a spread of vehicles covered –cars, trucks, planes, trains, buses, diggers and tractors – and all the main licences are included; Bugatti, Lamborghini, Porsche, Bentley, Range Rover and Jaguar in cars, New Holland, John Deere, Massey Ferguson and Fendt in tractors, along with construction favourites such as JCB, Caterpillar and Volvo.

With retail prices ranging from £3.99 to £9.99 and with a wide array of models and lots of new launches, the Siku blister models range has become a staple for many stores and has fans eagerly awaiting the newest models at affordable prices.

Character Options drives towards Xmas

CHARACTER OPTIONS

0161 633 9800 sales@charactergroup.plc.uk www.character-online.com

Character Options’ high-level marketing support is across the breadth of its Q4 portfolio, with digital advertising at the forefront of the strategy.

Just launched is Terror Fried, which has already made its presence felt with support across TV, YouTube and social media. The slime-filled fast-food themed collection will continue its huge awareness drive heading into Q4, with a Terror Fried Trucker Trial influencer campaign and an in-real-life Terror Fried Truck event.

Character’s portfolio will soon become home to Teksta Purro – the interactive kitten. This kitty can move around, sing, chase her mouse, respond to petting, purr, fall asleep, and more!

Worth mentioning …

A top year-round priority for Character has always been Heroes of Goo Jit Zu, with the range across the globe. Success in the UK and Ireland is assured

The Fingerlings range has two new lines for A/W. Fingerlings Care ‘N’ Cuddles Monkey is the super-sized feature plush with 150-plus sounds and reactions, joined by the Fingerlings Auggie the Baby Axolotl.

All four lines will be the focus of a four-room exhibit at the Big Christmas Press Show.

Vivid Christmas to warm the heart

VIVID GOLIATH

0333 207 2041 | vividtoysandgames.co.uk

The optimal way of displaying the Siku blister range is on a robust Siku branded spinner stand. Siku spinner stands come in different sizes so make sure to talk to to the company so they can recommend the best solution for you.

It’s a busy old time at Vivid. Compelling content featuring family and adult games will be served across Meta in the lead-up to Christmas – supporting Traitors, Sequence, Funko’s Bitty Pop, Five Nights at Freddy’s and Scream. Murdle plans include an engaging Influencer campaign and digital. Crayola activity across Q4 will support the launch of the Color Wonder Magic Light Brush and Washimals Spray Boutique through a multilayered campaign across TV, VOD and Digital. Toddling into the infant and preschool category, new soft, squishy and sensory construction Jelly Blox is launched in September in partnership with Netmums. The campaign covers product testing, testimonials, pre-roll content, social and the TV ad will also stream across BBC Studios YouTube.

There’s also an eight-week TV/VOD and Youtube campaign planned for the launch of Secret Findees. The global launch of Tasty Tinies includes a UK celebrity event alongside content across Youtube, Tik Tok and in-gaming.

Sambro extends Autumn offering

SAMBRO

0161 765 2600 | sales@sambro.com www.sambro.com

Sambro has also got …

IP novelty collectibles.

Puzzle Palz remains a bestseller for back-toschool retailers. And the range of 3D jigsaw puzzle erasers is available in more than 16 popular franchises

Sambro has boosted its Autumn collections for 2024 with a wide range of stationery products and backpacks across popular TV and film licences, helping kids bring learning to life with a little help from some of their favourite characters.

There are also new Universal licences such as Gabby’s Dollhouse, which has already sold more than 500,000 units since launching this year.

2024 has seen Sambro taking its first step into the bags category with its new, vibrant and fun backpacks available across a handful of licences including PAW Patrol, Teenage Mutant Ninja Turtles, with other popular girls’ licences to be announced later this year.

Also new for 2024 are the Surprise Activity craft sets, available in six licences. Each set contains a journal, unlocked with a hidden key revealing secret stationery and craft items such as: pens, stamps, crayons, stickers, paints and scratch art tools.

Playground crazes are predicted to be big for back-to-school and Sambro has added to its line of novelty ranges, with products including slap bands, featuring a character maze, light up yoyos plus magic springs, puzzle cubes, and much more, all available across a range of licences.

A new Festive Décopatch range

EXACLAIR

elliec@exaclair.co.uk | www.exaclairlimited.com

01553 696600

Décopatch has launched some new additions to its ever-popular range of papier mâché shapes and papers for the festive season. The new items include an 18cmhigh waterproof vase in the shape of Santa’s boot, as well as a set of two circular tea boxes, which are perfect for keeping small gifts and sweet treats hidden away. There’s also three new Christmas tree cones, each of which features a set of cut-out designs, such as shooting stars, stars or hearts. A traditional Christmas Nutcracker model that is 22cm tall is also being released, as well as a couple of new advent calendars.

Mattel Q4 is out of the traps

MATTEL

01628 500000 | www.mattel.com

Mattel continues to invest in heavyweight media campaigns to support key items in the lead-up to Christmas.

This Autumn, Barbie launches its new exclusive Netflix series Barbie Mysteries –The Great Horse Chase. Products shown in the series include Dance and Show Horse, Riding Dolls and the Ultimate Stable, which will be supported with a kid-focused media campaign. Barbie will also continue to support its dream range in Q4 with media featuring the Barbie Dream Closet and the iconic Barbie Dreamhouse.

Hot Wheels races to Christmas with the Monster Trucks 1:15 scale Mega-Wrex Alive RC, Monster Trucks Charge & Chase Challenge and T-Rex Transporter supported with a Christmas media campaign. The new Ultra Shark Car Wash playset, Ultimate Garage and Skate Flush & Go Skate Bowl will also be supported with extensive TV & digital campaigns.

The collectable Fisher-Price Link Squad range will be supported with a campaign targeting parents and gift givers on a range of digital platforms. Thomas & Friends Talking Bulstrode & Which-Way Bridge and the launch of My First Thomas range, including My First Train Table, will be supported with digital media campaigns.

Trade talk

Clare Rix brand and licensing director Sambro

What are your thoughts on Q4 as we look to enter the pre-Christmas period?

I don’t think the market has been any more competitive than it is now. Sambro has always sold in to value retail in both the UK and Europe. What we are seeing right now is suppliers who traditionally focused on alternative market sectors focusing on discount retail. Overlay this with rising container costs and longer shipping times; Q4 for 2024 will be challenging for all.

What is driving consumer interest right now?

Sambro is finding that Disney’s Stitch is still proving extremely popular, with Spidey and Friends ranges doing well in the boys’ preschool space. SpongeBob with a raft of new content and movies planned is also gaining attention. Demand for The Grinch in 2023 looks to continue for 2024.

With a new government in place, what are your hopes and fears for business going forward?

It is a little early to comment but with each change in government will come opportunities and challenges. Right now we are focusing on changes in employment rights and legislation changes. We have put in place a number of training sessions with our management team to ensure we have high levels of awareness.

Obi Enyi digital marketing manager Zimpli Kids

How are you feeling about Q4 as we enter the pre-Christmas period?

I’m excited for Q4. The holiday season is a prime opportunity, and we’re ready with targeted campaigns to boost engagement and sales.

What’s driving consumer interest right now?

Consumers are excited by unique, interactive experiences. Products that offer creativity and hands-on fun are trending, especially with engaging content on TikTok and Meta.

Matthew Reynolds managing director Little Brother Books

How are you feeling about Q4 as we look to enter the preChristmas period?

We have a hugely exciting time coming up as we are doubling our ranges from Q4 onwards from three ranges a year to six! Our kids’ publishing portfolio will now include Annuals, Education Books, Gaming Guides & Activity Range, Board Books, Mega Sticker Scenes and Advent Calendars.

Christine Lawson managing director Eduk8

What are your thoughts on Q4 as we look to enter the pre-Christmas period?

After a very promising Q1 and Q2, heading into Q4, we’re cautiously optimistic. We expect strong demand as families prioritise spending on children’s gifts for Christmas. Our diversified product range and strong online presence places us in a favourable position to capture consumer interest.

What is driving consumer interest right now?

Currently, educational value is still a significant driver. Parents are looking for toys that not only entertain but also provide developmental benefits, especially given the increasing focus on STEM education.

Additionally, outdoor learning products are performing extremely well, as they not only appeal to parents but also to schools and forest schools.

With a new government in place, what are your hopes and fears for business going forward?

We hope for stability in economic policies, particularly around consumer spending and business taxation. Our main concern is the potential for new regulations or tax increases that could impact disposable income and, by extension, consumer spending on non-essential items like toys. We are also watching for any changes in trade policies that could affect our supply chain, especially in terms of importing materials and finished goods.

Sambro is finding that Disney’s Stitch is still proving extremely popular, with Spidey and Friends ranges doing well in the boys’ preschool space

Clare

Rix, brand and licensing director, Sambro

We have never been in a more exciting time for our business!

What is driving consumer interest right now?  Digital content and gaming. Plus, influencer and celebrity engagement.

With a new government in place, what are your hopes and fears for business going forward?

It is a very unknown and uncertain time for everyone in work and at home. Only time will tell if promises made by our new government will come to fruition… However, I am always a big believer in ‘you can only influence what you can influence’, so our philosophy is that ‘it’s business as usual’ and crack on!

Kate Gibson managing director Gibsons Games

How are you feeling about Q4 as we look to enter the pre-Christmas period?

At Gibsons, we are generally optimistic about Q4 and are starting to see green shoots of optimism across the industry. July was a good month for us and with some exciting new products in the market, such as our Dingbats game, there is plenty to be positive about.

With a new government in place, what are your hopes or fears for business going forward?

With a new government in place and interest rates starting to lower albeit gradually, we are hopeful for a steadier second half to the year and growing consumer confidence.

Cornish bears with magical personalities

Introducing the magical world of Charlie Bears – a company specialising in magical and collectable teddy bears, based in Launceston, Cornwall

Founded by Charlotte and William Morris in 2005, Charlie Bears began its journey on February 1 2006 with the launch of its first collection of just 12 bears. Today, more than 2,500 different designs have been created, and Charlie Bears are available to adopt from morethan 400 retail stores and online shops worldwide.

Charlie Bears are affordable, collectable bears and characters designed by Charlotte (Charlie to her bear friends) at The Bearhouse. She also collaborates with other world-renowned bear artists to create different collections.

All Charlie Bears are limited in production, and special collections often have very low editions. Lovingly made by hand, each bear has its own unique characteristics – and that is why only Charlie Bears are known as the bears with personalities.

Bear & Me by Charlie Bears is a new range of simple but beautiful characters made from the softest plush. Charlie has paid great attention to the smallest of details to create engaging and adorable pieces that will appeal to all ages on their adventures. Suitable from birth, and

“Charlie always says it is the bear that chooses you and when it happens to you, you’ll know exactly what she means

”machine washable, each fluffy friend in this range is pawfect for little ones and the journeys they make together.

Cuddle Cubs by Charlie Bears is a new range of playful, pocketsize characters with their own personalities; all have been chosen to reflect the most popular characters from the Charlie Bears Collection. This is a fabulous collection of ‘pick me up’ pieces with an accessible price point that is supported by a point-ofsale countertop unit to maximise your sales opportunities in-store.

Every character is 13cm tall and is made of soft plush fabric and filled with recycled fibres and pellets. They are machine washable, and suitable from birth, which is ideal for the young and young at heart to take on wild adventures.

Did we mention Cornwall? The Charlie Bears Gallery in Launceston allows visitors to view all of the collections from the very beginning. The Bearhouse Gallery is a special place where the whole family can step into the magical world of Charlie Bears. It’s designed to be a multi-sensory space for everyone – not just collector – to enjoy. The Gallery has evolved from Charlie’s original design

room to an enchanting space to astound and delight visitors.

It’s easy spend a few hours in the gallery, and the bear cubs are always on hand if there are questions about any of the collections or specific bears. There are lots of surprises along the way and there’s also a dedicated Charlie Bears store on-site.

The Bearhouse Gallery is truly suitable for the whole family, with disability access. It’s baby friendly too, with changing facilities and a lift to take visitors to the upper floor. There’s also a picnic area inside with coffee/ tea making facilities where you can unwind and take in the beauty and magic of the elaborate displays.

Charlie always says it is the bear that chooses you and when it happens to you, you’ll know exactly what she means.

headbear@charliebears.com www.charliebears.co.uk

Heather Edwards, co-owner aka CPO (chief play officer) of Snickelfritz Toys in Vernon Hills, Illinois, gives a fascinating perspective on the Stateside toy scene

“It’s

been a crazy ride”

What’s your background?    I started in corporate sales right out of college and began managing the store in 1996.

Why did you decide to move into toy retailing?

My Mom opened the store back in 1991, when I was in college. By 1996, as Beanie Babies were becoming a sensation, her manager decided to move on. She asked me to step in temporarily to manage the store. Well, it turns out ‘temporarily’ meant indefinitely – I’m convinced she planned it that way all along! And here I am 28 years later, still at the helm, honouring her legacy. Leaving the toy industry? Not a chance. It’s not just my livelihood; it’s where my heart is, surrounded by dear friends and endless joy.

Tell us about your business. Our journey began as a small children’s bookstore in a mall, just opposite where we are now. My Mom, who owned a Christian bookstore, joined forces with a venture called Bookids in 1991.

“

We’ve been in three different locations,had two different names, changed productand metsomany friendsalong theway ”

In 2001, we relocated to a shopping mall and gradually started incorporating more toys, which eventually led to us rebranding as Snickelfritz Toys in 2005, a name my grandpa called me, meaning ‘mischievous child’.

By 2018 we had outgrown our space and the mall’s foot traffic had dwindled, prompting us to move across the street to a bright, airy 2,700sq ft location, complete with our iconic child-sized yellow door.

What’s your company mission?

Our mission is to educate individuals about the transformative power of play, creating joy and cherished memories for many generations. With many years in the industry, it’s delightful to see new grandparents introduce their grandchildren to the same experiences they shared with their own children years ago.

What do you offer that other toy shops don’t?

Everything at Snickelfritz is hand-

picked. Stuffed animals are hugged before they are chosen, quality is checked, and play value is evaluated. That isn’t something you will find in a big-box store.

I also make sure that all my staff members are trained really well to be able to help our customers find the perfect toy. Oh, and we offer complimentary gift wrapping on anything purchased!

Are you a member of any trade associations?

I’m a member of ASTRA (American Specialty Toy Retailing Association) and the biggest benefit is definitely the four-day trade show and education conference ASTRA Marketplace & Academy. It’s where I do almost all of my purchasing for June to December. It’s the best place for networking, friendship, support, and finding new treasures.

I’m also a board member of The Good Toy Group, which is the best all-in-one group for marketing and support. We produce four catalogues a year, have insightful calls each week, and there are social media masterminds and a network of colleagues to bounce ideas back and forth.

How would you describe your range?  We carry toys from birth through to kidult. We carry everything from plushies to board games, crafts, science kits, and outdoor toys.

What’s your selection criteria?  I’m quite selective about the items that I introduce to the store. They must possess enduring play value and quality, or sometimes, just sheer whimsy.

My experience of raising twins, and 28 years of purchasing, have certainly helped this process. I firmly believe that owning a toy store requires an understanding of what childhood wonder entails.

How many brands do you stock? We carry around 180 different vendors. Some of our bestsellers come from Epoch Everlasting Play, Lego, Bruder, U.S. Toy Company, Douglas Cuddle Toys, Thames and Kosmos, Great Pretenders, Kawaii Slime Company, Juratoys, and Ravensburger.

How do you source products? I go to two to three shows a year to see new products: Toy Fest in Las Vegas, Nevada; ASTRA Marketplace & Academy, which moves around the country; and/or Toy Fair in New York.

I’m also blessed with the best reps around. They make sure I see anything new or hot that is being released.

“

Everything at Snickelfritz ishand-picked. Stuffed animals arehugged beforetheyare chosen,quality is checked, and playvalueis evaluated. That isn’tsomething youwillfindin abig-boxstore ”

What categories are selling well?  Crafts always sell well. Lego, baby and outdoor/active play are also very strong right now.

What are some of your new arrivals?

We’ve just got some new colours of Amahi Ukuleles, Fidget Blox from Goliath Games, Smartivity’s Pinball Machine, Kettler Trikes, Hurry Up Chicken Butt from Hot Potato Games, and Powerup Paper Airplanes.

Have you noticed any trends or crazes?

I’m very excited to get Sticki Rolls Wearable Shareable Sticker Bracelets (people are starting to ask for them) and anything cat-related. Kawaii slime is still selling extremely well – and anything that is Kawaiirelated, from plush to little erasers.

What lines have you started stocking recently?

We just recently brought in Flower Monaco (the colouring rolls and silky crayons are selling extremely well), Maped Helix (the KidiCut non-hair cutting scissors are my favourite), Magic Playbook, Smartivity, and Powerup Paper Airplanes..

How has trading been for you this year?

Unfortunately, it’s been a little down this year – as it has been for most people here. It happens, so we just keep working hard and do our best.

What challenges are you facing at the moment?

The most significant challenge we face is the decline in sales, which occurs consistently during election years.

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

We frequently post on Instagram, Facebook, and TikTok. Additionally, we distribute four beautiful catalogues annually (Spring, Summer, Autumn, and Holiday), host in-store events, and offer playful activities.

We organise sidewalk sales: we do a clearance sale on tables outside the store on Memorial Day weekend (a three-day weekend that takes place on the last Monday of May) and around the Fourth of July (Independence Day).

We also host product demonstrations, crafting sessions, and train days. For the latter, we have a wonderful kit with rugs to put on the floor, and buckets full of train tracks, buildings and trains (from Brio) that kids can play with.

Do you offer any services?

Yes, as mentioned earlier, we offer complimentary gift wrapping, Additionally, we provide birthday bins. Children are welcome to come and fill a wooden bin with their desired birthday treats. Afterwards, their friends and family can select gifts directly from their personalised bin.

What are typically US trading issues you might face that a toy retailer in the UK wouldn’t?

As a specialty toy retailer in the US, we face competition from big-box stores such as Target and Walmart, as

well as from Amazon. However, what distinguishes us is the expertise and experience offered to our customers. Our charming little yellow door enhances the magical experience. Many say our store evokes a European feel, thanks to our extensive collection of wooden toys.

Finding items for older children who are avid video gamers can be challenging, but with products like the Shashibo Shape Shifting Box Magnetic Puzzle from Fun In Motion Toys, Tangle Creation’s Tangle NightBall Light Up Footballs (we also sell its basketballs, volleyballs and soccer balls), and Slime, we manage to cater to that group as well.

The trend of kidult toys is growing in the US, which is evident in our sales of stickers, whimsical gadgets, and nostalgic items.

What’s next for your toys: are you looking at expanding into new categories?

Though never opposed to

bringing in new categories, I’m not currently looking to expand any. It’s a really great balance here at the moment.

What are you looking forward to stocking for the Autumn/Winter season?

I’m thrilled about several new products from Hape, particularly the Pixel Piano. Fat Brain Toys is releasing an incredible new play board, Odyssey Toys has an outstanding twoin-one RC car/truck that is expected to perform very well, and I’m eagerly anticipating the arrival of new dresses from Great Pretenders.

What are your predictions for Christmas big sellers?

The shift towards buying bigger items is increasingly evident. Grandparents, in particular, are choosing to purchase one significant gift instead of several smaller ones. Meanwhile, stickers, cats, axolotls, capybaras, and pickles are enjoying a notable rise in popularity.

What’s next for your business?

This month, we’re getting ready for a festive sale marking 100 days until Christmas. We will celebrate our 33rd birthday in early October with exciting games, crafts, demos, and epic raffles. November brings ‘Black Fridays of November’, featuring discounts every Friday throughout the month. Our Autumn catalogue starts shipping in August, and our holiday catalogue comes out in November.

What do you like least – and love most – about your job?

Sitting at my desk and doing paperwork is by far my least favourite thing. I would much rather be on the sales floor most days. Of course, it is retail so there are long hours and endless work, but in the long run, it’s worth it.

I love watching the joy the store brings to children. It’s definitely the highlight of this job. When a child walks through the door and says “WOW”, I know I’m doing exactly what I was meant to do.

I love the people in the industry too – my very closest friends come from the toy industry. And playing with toys and finding the next best thing makes it never a dull moment.

It’s such a pleasure to continue what my Mom started so many years ago. It’s been a crazy ride so far but wow, what fun! We’ve been in three different locations, had two different names, changed product, and met so many friends along the way. I love seeing moms and dads that are

now grandmas and grandpas.

What’s your all-time favourite toy?

My personal favourite of all time is the dollhouse that my grandpa made for me when I was five. He was an electrician, so he even wired it with its own fuse box. I still have it proudly displayed in my family room.

What’s your current favourite toy on your shelves?

My favourite in the store is currently SpinAgain from Fat Brain Toys. I’ve loved it for so many years in a row. It’s colourful, engaging, and fun to fiddle with – even as an adult.

Weprovidebirthdaybins.Children are welcome to come and fill a woodenbinwiththeirdesiredbirthday treats.Afterwards, their friends and familycanselectgiftsdirectlyfrom theirpersonalisedbin

Jen Smith

Marketing Director Geek Retreat

What plans do you have for pre-Christmas –events, sales, promotions, etc?

Our events calendar is packed year-round, but we sprinkle in a few more themed events as the festive season approaches. Whether it’s helping Father Christmas deliver presents in the world of Dungeons & Dragons or playing card games with winter-themed decks, we add a bit of Christmas magic to our usual line-up.

We also give our menu a festive twist, offering delights such as Pigs in Blankets paninis and Mince Pie Milkshakes. Plus, we run in-store promotions and festive sales across our products, events, and food and drink.

November is always buzzing in the hobby industry, with several major CCG releases. A lot of our focus will be on building excitement around these releases, supported by a wide range of events and activities.

Do you take part in Christmas community events? If so, what, and how does that help your sales?

Absolutely! A Geek Retreat festive tradition is to suspend our entry fee for some of our most popular events, asking instead for food donations to support local food banks and charities. This boosts our reputation rather than providing an immediate sales bump, associating Geek Retreat with the community and doing good. We’re all about long-term growth and sustainability. Plus, our doors are always open, so local communities often use Geek Retreat as a meeting place for their own events.

"Our focus shifts from Kids Clubs, Learn to Play events, Pokémon and Lorcana a events, allowing us to return to our regular events schedule"

As the kids go back to school, how do you change your offering in the shop? What become the most popular items? Does the timing of footfall change once schools are back?

As the kids return to school, our focus shifts from Kids Clubs, Learn to Play events, Pokémon and Lorcana family daytime events, allowing us to return to our regular events schedule. Footfall patterns do change as families head back to school and work, and we see more visitors with time off during the day who are looking to relax with friends and enjoy what they love at Geek Retreat. Some people are surprised to hear that our busiest periods are actually in the evenings – we are a safe and welcoming, alcohol-free space, so many people join us after work and stay until 10pm.

Are you making any changes before Christmas – extra staff, different opening hours...?

Every day feels like Christmas at Geek Retreat, so our opening hours and events schedule remain the same; in fact the only day of the year our stores close is on Geek Christmas Day! We’re here for our loyal communities when they need us, just as we are throughout the year.

Dan Lovett

TheToyBox Beccles,Suffolk

What plans do you have for pre-Christmas – events, sales, promotions etc?

Talking retail

Vicky Brown JustWilliamsToys Beckenham and East Dulwich, London

What plans do you have for preChristmas – events, sales, promotions etc?

We haven't thought that far yet! We usually have a 10% day offering – 10% off everything in the shop on a specified Friday in November. We find in December it's too busy and we can’t compete with the nationals promotions.

Do you take part in Christmas community events – if so what, and how does that help your sales?

Yes, we get involved with the Christmas Cracker, which is a local event on a Saturday at the beginning of December with carol singers, choirs, raffle, bands etc. We get involved in the treasure trail where kids have to find an item in the shops along the high street. We also have a stall at school fairs selling pocket money items, and offer a raffle hamper to help fundraise for the schools

As the kids go back to school, how do you change your offering in the shop – and what become the most popular items? Does the timing of footfall change a lot once schools are back?

We rearrange the shop and change the window to reflect Back to School with more educational-focused products and fewer outdoor activities, creating more of a focal point for our customers. For example, we create a literacy and numeracy section with items such as the literacy and numeracy games from Orchard Toys and activity books from Usbourne. Pencil cases, school stationery, lunch bags, water bottles, backpacks etc – which we stock all year round – are all put together in this Back to School area.

We have recently started stocking Maped, which has a great range of stationery for kids to take to school. The Jungle-themed range is very popular for those starting school for the first time. This year we also have the Legami Back to School FSDU with funky erasable pens and erasers.

Plans for this Christmas? Well... nothing planned as yet; we tend to go with the flow. Put it this way, no one - including myself - will be dressing up as Santa this Christmas!

As the kids go back to school, how do you change your offering in the shop – and what become the most popular items? Does the timing of footfall change a lot once schools are back?

When the kids go back to school, we start to think what to get in for Christmas and have a good look around the shop to see what we need to clear to make space upstairs; so far with the weather we are clearing most of the summer stock nicely, which is great.

Footfall drops off a little bit when  the kids go back, but the birthday invites are back in school bags within days of term starting, so we do well there.

What have been your bestsellers over the holidays – any surprise successes?

Bestsellers this summer have been a wide range of outdoor toys, especially the foam gliders, footballs, and now lately crab lines have started to fly.

Lego and Pokèmon have stayed steady this summer hols. Are you making any changes before Christmas – extra staff, different opening hours, etc ?

In the run-up to Christmas we don’t really change much; myself and the boss will do a couple of Sundays before the big day and we stay open late for the town’s late-night Christmas lights switch-on, which is very well supported. It always manic at Christmas and customers are always very stressed and there’s the odd grumpy one, so I always much prefer summer holidays where the weather is nicer, customers are more relaxed on holiday, and it’s a lot less stressful.

Delyth James, owner of Welsh retailer Albatross Toys & Models in Aberystwyth, explains why she has taken ‘a big leap of faith’ by returning to her retail roots

Keeping it in the family

My career background is quite diverse, spanning over 30 years in project and programme management within the NHS and third sector organisations. Interestingly, my journey with Albatross Toys & Models began much earlier. My parents bought the shop when I was seven years old, and I spent many weekends and school holidays helping them. Despite pursuing a different career, the roots of my passion for the toy and model industry were planted early on.

Albatross Toys & Models has been a beloved fixture in Aberystwyth since the mid-1970s when my parents first opened its doors. My father David Morgan dedicated himself to the shop, working tirelessly seven days a week until his recent passing in April.

Our shop maintains a traditional old-fashioned charm, with shelves piled high with toys and models. We have taken this opportunity to sort through the treasures my father had hidden away. Despite being in our early days of ownership, we continue to foster the community hub atmosphere that has set us apart for nearly five decades. We’ve received an outpouring of support from people across the country, reminiscing about their experiences with my family over the years.

and uphold the successful formula my father established.

Our bestsellers encompass a variety of interests, from traditional Hornby trains and Scalextric sets, to Lego collections and Warhammer activities.

This year has been challenging for my husband Owen James and me, as we both lost our fathers and faced redundancy within the first few months. This led us to relocate and take over the family business, which we reopened on July 1.

The feedback we’ve received from customers has been overwhelmingly positive, affirming that we made the right decision in taking over my father’s legacy “ ”

”

While we don’t yet possess my father’s extensive knowledge, we are eager to learn and have enjoyed connecting with our customers and also hearing their stories.

We offer a traditional range of products, including Hornby, Bachmann, Dapol, Scalextric, Corgi, Airfix, Revell, Tamiya, Peco, Lego, Games Workshop, and Warhammer.

These brands have been longstanding staples in our inventory, and we aim to continue offering them. We actively engage with our customers to understand their preferences and are exploring opportunities to attend trade shows during quieter periods. Our goal is to retain the unique feel of our shop

While my father wasn’t digitally inclined, we are expanding our store’s reach through social media and advertising special offers online. We are also keen on developing an online presence through a dedicated website. And although we are not yet members of any trade associations, we plan to explore this in the future.

Currently, we are focused on finding our footing and understanding our customers’ needs. One of our significant challenges has been introducing an electronic point-of-sale system, and pricing products that are no longer in production. We are taking it step-by-step and are excited about the journey ahead.

The feedback we’ve received from customers has been overwhelmingly positive, affirming that we made the right decision in taking over my father’s legacy. It was a big leap of faith, and only time will tell if we can match his success.

My all-time favourite product in our shop has to be the Hornby trains. Growing up surrounded by these engines, I always dreamed of being a train driver. While that dream didn’t materialise, selling these trains feels like the next best thing.

Online marketing –the

good, the bad and the snuggly

Recent events in the UK have pointed to one thing – the internet in general and social media in particular are powerful tools when it comes to getting a message, true or false, out to an audience that spends large amounts of its waking hours staring at a very small screen.

Calls for restrictions on the dissemination of information in this manner have been many and there are certain platforms that are just the online version of a hate-filled Speaker’s Corner. The medium does have its uses, however, as do screens.

At this point it’s worth saying that those seeking to make people aware of a product or service frequently strive to divvy up the population into like-minded groups, meaning that marketing, for this is the starting point for this activity, should actually be more straightforward.

That’s the theory, and whether TikTok, LinkedIn, X or Snapchat are your thing, social media’s appeal seems to know few boundaries. It also happens to be cheap. There is the matter of creative content that will catch the eye, but this doesn’t have to be pricey when it comes to creating a campaign for something new that appears on the market. Like many things, it’s less the price and rather more the thought and originality that matter.

The web is a tool that should be used carefully and one with the potential to hinder your business as much as helping it if put in the wrong hands “ ”

All of which is a perhaps long-winded way of saying that if you are in the business of selling toys or promoting a toyshop that enables this to be done, then online is important, even if it means your website isn’t transactional. And with Christmas and the Golden Quarter close at hand, one question that anyone in retail will have to consider is how to harness the power of social media and the internet to their advantage.

The first thing to think about is who do you want to look at what you put online? If it’s kids, then the route to profit is at third hand as most of them will be reliant on an adult to provide the necessary cash to buy whatever it is they have seen. Put another way, you are appealing to pester power which, while it may seem a mite reprehensible, is an effective route to shifting merchandise. The

other point is your chosen audience are there waiting to be marketed to – a lot of time is spent looking at a screen. A youth platform will likely be the selected medium and if what you do is good enough then it will be passed around, ‘virally’.

It’s now easy, however. Children have never liked being talked down to and a retailer intruding upon what they will regard as their medium will not be viewed favourably. Are you prepared, therefore, to let ‘youth’ have its way and do the content creation for you? Do you trust an ‘influencer’ to do the necessary? Possibly not, and understanding that which motivates the young will never be easy.

If this is your line of thinking, then perhaps it’s time to create a website that will be something more than an online list showing this year’s must-haves. Consider for a moment your store. Would a clip showing shoppers enjoying being in it be a good thing? Do you do in-store demonstrations of your stock aimed at getting visitors watching or even taking part? If you do, then it will look good, with judicious editing, as part of your website, although it does need to be regularly refreshed – nothing looks worse or lacking in care than a website showing last season’s fave being put through its paces.

The other point is how do you get people looking at your website in the first place? Do you ask your shoppers to open an online account when in your store and then seek to spam them endlessly? Few things are more likely to encourage the delete button to be hit.

A little that is good will certainly be better than overregular ‘communication’. It’s also worth bearing in mind that while there are those who will complain about it, the final three months of the year are a point at which shoppers expect to be marketed to and therefore this is the time to strike.

Of course, there is events-based marketing – an evening of Lego building, with a glass of wine for the adults and a prize for the best model created will do no harm – and this is the kind of thing to which customers can be alerted online. This is content creation and all it requires is an online flyer to your selected audience. Parents win as they have something to attend, with alcohol as part of the deal. Kids will compete both to do down other kids and to please their parents,and the retailer will find that things get sold simply because a potential customer-base is in situ.

The web is a tool that should be used carefully and one with the potential to hinder your business as much as helping it if put in the wrong hands. Given that you are not a social media messiah or a web guru, there is nothing wrong in seeking help, but with a little thought you should be able to sort some things out yourself. The product has to be worth marketing, but assuming that this is the case, then all you are doing is telling shoppers about something they, or their loved ones want. It’s just that they don’t know they do and that is your job, on or offline.

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.

Online marketingis heretostay. Whetheryou chooseto conveyyour messageover socialsorona website, keepingit warmand cosyandup todateisa toytrade essentialfor parentsand children,says retailexpert JohnRyan

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