Toys n Plaything August 2024

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LEADER

Ladies and gentlemen, toys and twirls, I have something novel and exciting to report for this month’s TnP – we have a theme. Yes, a theme! I can’t claim too much credit because that goes to our retailer, supplier and other opinion contributors.

The reason behind the theme? Well, that’s down to the interest and enthusiasm generated by our Games and Puzzles (G&P) feature.

Apart from four pages of excellent feature intro interviews (and over five more for the individual product promotions) it’s the extras around it that add so much. These start with our regular column from The Insights Family, written by Needa Khan, in which the title gives you a clue as to why it is so successful – ‘The enduring allure of board games’. Cleanly and clearly written and backed up by the usual Insights stats and charts, it will take you on a journey through nostalgia and modern-day fun.

Following that, we’ve got a beautifully written and heartfelt interview with Rob Trounce of the relatively new and already successful Hachette Boardgames UK. If you want to know more about how the team chemistry at a smaller company can have a heart of fun that leads to a healthy business, then read on. Actually, more than that, Bounce over to Trounce.

The tills will be chiming merrily in toy shops and beyond as a result of these successes “ ”

Oh, and still with the games, we’ve got a great Ambassadors Special with two families coming to smiley blows as they compete for first place playing Cheatwell’s bestselling game, Tension (and the kids knew more than the parents).

Our other features cover Paddington (surprise!), eco toys following the now nearuniversal practice of caring for planet earth, and dress-up and roleplay.

Following on from last month’s coverage of the John Lewis senior team’s clear and popular view that shoplifting is a lifestyle choice (ie greed not need) our regular Retail Week columnist, John Ryan, dives into the practice. Hmmm, that doesn’t read right. He dives into the epidemic. Well, you get the picture.

Amanda Alexander of Giddy Goat Toys has a searing Indie column this month. First of all, she now has two roles – Giddy Goat, of course, plus three days a week travelling and selling for Floss & Rock. This gives her a unique insight into usually healthy supplier and retailer relationships. I say ‘healthy’ because following the good news, she moves on to a scorching commentary on the

Anthony Clarke

damage that the sagging economy has done to certain business practices that can best be described as cynical. Amanda includes a powerful and detailed quote from another retailer, Charlotte Croser, owner of Jollys Toys.

That leads me to the retail interviews and we’ve got two. There’s Karen Dorn of the Forgotten Toy Shop on her snappily named clicks-and-mortar strategy. It’s popular but has not always worked for everyone for various reasons. Then we have Peter Allinson of Whirligig Toys in a wide-ranging conversation.

Films and licensing are increasingly important as you all know. In quick succession we had the healthy opening of Disney Pixar’s Inside Out 2 a couple of months ago (its first hit in a while) and the early July break-out of Despicable Me 4 – this was not a surprise but hugely welcome just the same.

Marvel, or the Marvel Cinematic Universe to give it its full slightly-over-the-top name, has been struggling for a major hit for a while – suggesting that the whole superhero genre could do with a bit of a break to recharge its batteries. Some of you may remember the late Barry Norman’s comment on all the horror film sequels (looking at you Friday 13th and your slowly dying sequels) in the 1980s and early 1990s. On his BBC1 film review programme (Film 1971 to Film 1998) he suggested that it might be a good idea for the genre to take a break for a few years and start afresh later on. And that’s pretty much what happened.

But, but… but Barry would have been wrong to suggest that about the Marvel films right now.

Deadpool & Wolverine has just had an impressive opening weekend in the US. It’s the eighth-biggest opening ever, and best of the year so far. Worldwide the figure was over £340 million – and don’t forget the more modest but still healthy £12 million in the UK.

The tills will be chiming merrily in toy shops and beyond as a result of these successes. There’s a particularly interesting aspect affecting Deadpool & Wolverine. After chatting with young people in their late teens in the past few days, it is clear to me that the kidult market will be getting a boost on the collectibles and dress-up front.

And here’s some good timing – we’ve got our Kidult feature coming up in October.

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.

Also by Lema Publishing

August 2024

Chairman Malcolm Naish

malcolm@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk 01442 289930

Media & Sales Manager

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 01442 289930

Retail Editor

Clare Turner clare@lemapublishing.co.uk 01442 289930

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

24 Ambassadors it’s family games night as our testers put Cheatwell Games’ Tension through its paces

59 Talking Retail retailers around the country talk about summer bestsellers and Christmas must-have predictions

66 Don’t Miss must-stock items for retail

Special reports

16 Cover story Zimpli Kids’ latest bathtime toy is glowing!

26 Supplier Interview with Hachette Boardgames’ Rob Trounce

Show preview

43 INDX classic brands and new collide at the AIS show

44 Autumn Fair what’s in store for visitors to the NEC show

Features

Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

At the heart of retail

18 Paddington with the new movie on the horizon, we focus on the nation’s favourite bear

28 Games & Puzzles what’s new and what’s next in this super successful category

48 Eco Toys what to expect from this green and sustainable category

54 Dress-up & Roleplay encouraging fun and imagination in this ever-growing sector

Retail Interviews

46 Retail Interview Karen Dorn, of The Forgotten Toy Shop, explains how shifting to a clicks-andmortar strategy has been a recipe for success

62 Retail Interview following the opening of his sixth shop, Peter Allinson, director of Whirligig Toys, talks to Clare Turner about his commitment to specialising in ’things to make and do’

Columnists

9 U.S. Toy Association Jennifer Lynch on spring’s New York Toy Fair

14 Indie opinion Amanda Alexander at Giddy Goat Toys finds herself on both sides of the toy industry

22 Insights Needa Khan at The Insights Family explores games & puzzles’ popularity

65 Retail Opinion John Ryan considers how retailers can tackle the scourge of shoplifting

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WH AT’S

Wednesday: Creatures and Outcasts set to hit home

HACHETTE BOARDGAMES UK

07584 029432| rtrounce@hachetteboardgames.co.uk hachetteboardgames.co.uk

Hachette Boardgames UK has announced the upcoming release of Wednesday: Creatures and Outcasts, a captivating new card game inspired by the hit Netflix series Wednesday.

The game promises to immerse players in a world of mystery, strategy, and supernatural intrigue. It’s designed by René Groen, a game designer known for his work on licensed board games such as Peaky Blinders, Jurassic World, and Candy Crush.

The game has two to six players engaging in a battle of wits, playing cards on a stack where each card must be higher than the previous one.

The big twist is that there is a second stack of cards comprised of well-known characters from the

Wednesday series. As it is brought into play, it will introduce unexpected changes to the game and radically alter the rules, keeping everyone on their toes. After five thrilling rounds, the player with the best score emerges victorious.

With season 2 of Wednesday scheduled for 2025, Wednesday: Creatures and Outcasts is the perfect way for fans to bide their time until its release. The game will be on shelves in September.

Interactive Stitch released into the wild

01902 948678

emma.prendaglia@wowstuff.com wowstuff.com

Wow! Stuff’s Real FX Disney Stitch First Edition launched a month ago and is already a hit.

Real FX Disney Stitch is a high-tech animatronic interactive puppet, which has captivated fans and collectors alike with its lifelike features and engaging play experience. It offers fans the chance to bring the much-loved character from Disney’s Lilo & Stitch into homes like never before.

Retailers have reported recordbreaking numbers of sales, hailing the toy as “the must-have” of the year. Demand was so high in the UK that it sold out at Smyths Toys within hours.

Bottom line, it’s a £70 toy that’s selling in the volumes you associate with collectibles. The Real FX team of scientists and engineers worked with a first-class team at Disney over several years to develop the product. The effort has paid off as the product is truly magical.

Drawing to infinity and beyond

MAPED HELIX

01384 286860

scott.goodman@mapedhelix.co.uk mapedhelix.co.uk

Maped Helix, the designer and manufacturer of school and stationery supplies, has launched its most innovative colouring pencil yet – patented, self-sharpening Infinity Colouring Pencils.

The pencils actually sharpen when little ones are using them – promising limitless colouring, free from stress (of finding the sharpener) and mess (from the dreaded shavings).

The Infinity Colouring Pencils are made entirely of lead, meaning they can be used from start to finish and last 10 times longer than a standard colouring pencil.

NEW

Nunataks are buried deep into gameplay

THAMES AND KOSMOS

01580 713000

sales@thamesandkosmos.co.uk thamesandkosmos.co.uk

In the windswept and desolate snowy landscapes of Antarctica, peaks called nunataks protrude from the icy surface. They are believed to be the tops of mountains buried deep in snow. In reality, these nunataks are the remains of giant ice temples built by a long-forgotten civilization. Members of this ancient civilisation, brave the harsh conditions to build the largest temple that humanity has ever seen. Sharpen the tools, bridle draft animals and build the vast ice temple.

Players will be looking to place their ice blocks in the temple to score maximum points and also gather cards into sets for end game scoring. The highest score wins this exciting and strategic game with amazing table presence.

Award-winning Nunatak isn’t a co-operative game so players have to watch their step as they race to build that pyramid of ice. For each pillar stone placed they get cards with different values that affect their score. When four pillars are built a new level of the monument opens-up and the temple grows. Nunatak is a superb strategy game that has coffee-table appeal.

Sticking Nano Tape Magic to the UK

CURIOUS UNIVERSE

01225 614 310

sales@curiousuniverse.co.uk curiousuniverse.co.uk

Curious Universe is set to launch Nano Tape Magic into the UK toy market. The launch will be supported by a targeted 360-degree marketing campaign.

Inspired by the viral craft trend that’s all over TikTok and YouTube right now, the range launches with a collection of fun-filled kits. Every set is jam-packed with everything needed to make amazing nano tape creations –just add scissors.

Lights, camera, action and creativity

CANAL TOYS

01904 379123 | enquiries@canaltoys.uk canaltoys.co.uk

Canal Toys has unveiled its new Studio Creator video maker kit. It’s designed to inspire young content creators and provide them with the tools they need to produce professional-quality videos.

The Studio Creator white edition is a comprehensive package that equips children aged eight and over with everything they need to create engaging and high-quality video content. Whether they’re filming for YouTube, TikTok, or their own personal projects, it provides the essential tools to bring their creative visions to life.

Traditionally used for hanging pictures and securing decorations, nano tape has exploded on social media, with kids recognising the artistic potential of this transparent, double-sided, heavy-duty sticky tape.

The themed packs include a mini kit to create characterful keyrings and sweet bubble animals with the Pocket Pets set. In the classic range, there is Cute Animals, which contains everything needed to make an aquarium and bubble pets.

Ideal for ages six and up, the range features easy-to-follow video instructions accessible via an exclusive QR code.

The new kit features an LED ring light with adjustable brightness, a versatile tripod, a green screen backdrop, a smartphone holder and a comprehensive set of instructions.

The kit encourages creativity, allowing users to experiment with different lighting setups, backgrounds, and camera angles to achieve their desired effects. It not only helps them produce professional-looking videos but also teaches them valuable skills in videography and content creation.

Mattel Q2 2024 results

Mattel has reported mixed Q2 2024 results. Net sales were USD 1,080, down 1% on the previous year with a gross margin of 49.2%. Operating income is up at USD 83 million, which is USD 20 million up from last year – net income was USD 57 million, an improvement of USD 30 million.

“Mattel is well positioned for the second half, with new product innovation and increased retail support. We are in a strong financial position to grow our IPdriven toy business”

Ynon Kreiz, Mattel’s chairman and CEO

Ynon Kreiz, Mattel’s chairman and CEO, said it was a good quarter:

“Mattel is well positioned for the second half, with new product innovation and increased retail support. We are in a strong financial position to grow our IPdriven toy business and expand our entertainment offering.”

In an interview on CNBC about the Q2 earnings, Kreiz also said: “We’re very confident in Mattel’s strategy and our ability to create long-term shareholder value as a standalone company.”

Hasbro Reports Q2 2024 results

Hasbro reported financial results for the second quarter 2024 on Thursday July 25. It beat Wall Street expectations for Q2, thanks in part to growth in its digital gaming segment. Hasbro CEO Chris Cocks said in the earnings conference call: “We’re going all-in on becoming a digital play company.”

Net income was USD 138.5 million, which was a significant gain compared with the same quarter last year, when Hasbro reported a net loss of USD 235 million. The operating profit was USD 212 million, with an operating margin of 21.3%.

Revenue fell 18% due primarily to the late 2023 sale of eOne to Lionsgate.

Excluding that sale the revenue decline was just 6%.

Chris Cocks said: “We delivered a solid performance in games and digital licensing and substantial margin improvement this quarter. Hasbro is emerging as a more profitable, agile, and operationally excellent company delighting fans of all ages through the magic of play.”

Toy Fair reports high re-bookings

Toy Fair, which will open its 71st show in January 2025, has once again enjoyed a high level of repeat bookings. The entire ground floor and newly branded Gold Zone (formerly Greenhouse) have already sold out.

Exhibitors returning to Toy Fair include – Lego, Spin Master, Epoch Making Toys, Hasbro, Vtech/LeapFrog, Bandai, Casdon, Trends UK, Cheatwell Games, Papo, and Schleich.

Majen Immink, BTHA head of Toy Fair, said: “We are once again so pleased with the continued high returnee rate for Toy Fair as well as the numerous new applicants. We do not underestimate the ongoing challenges the industry faces and therefore hugely appreciate the loyalty and support of our exhibitors.”

Amy Saunders, UK country manager at Just Play said: “London Toy Fair has become a cornerstone of the Just Play diary. We’ve booked an even bigger stand at Toy Fair 2025 to allow us to make a huge impact with retailers and licensors.”

The show has also received a high number of first-time applications and companies considering booking exhibition space at the 2025 show are encouraged to apply now.

Toy Fair returns to Olympia London from January 21-23 2025.

Visitor registration will open in early October via the Toy Fair website.

Sambro CEO receives King’s Award at Windsor Castle

Paul Blackaby, CEO of Sambro International, went to Windsor Castle in July to attend the reception for recipients of the King’s Awards for Enterprise 2024. Sambro was honoured with the King’s Award for International Trade. The company holds long-standing licensor relationships with some of the world’s biggest and most iconic licences, including Disney,

Marvel, Hasbro, Paramount, Universal and more.

Paul Blackaby reported on Linkedin: “I was extremely proud and very honoured to represent Sambro, and all members of our team, at a reception at Windsor Castle to celebrate being the recipient of the King’s Award for Enterprise 2024. I was fortunate to be among 300 invitees and to meet The King.”

A good month for Sambro

“I was extremely proud and very honoured to represent Sambro, and all members of our team, at a reception at Windsor Castle”

Paul Blackaby, CEO, Sambro International

After its latest ESG audit, July also saw Sambro achieving ‘excellent’ status in key categories. These included climate change, supply chain, human capital management and environmental footprint as part of its annual audit and ratings report carried out by independent auditor, the Apex Group. Sambro increased its overall APEX ESG score from 146 out of 300 to 186, taking it from ‘competent’ to ‘excellent’ in just 12 months.

Hasbro CEO Chris Cocks

Bigjigs Toys acquires House of Puzzles

Family-run Bigjigs Toys has announced its acquisition of jigsaw brand The House of Puzzles. The move marks the beginning of a new era for Bigjigs Toys as it moves into the cardboard jigsaw category.

The House of Puzzles’ range of jigsaws has captivated enthusiasts for decades. Celebrated for its artistillustrated designs and exceptional

craftsmanship, The House of Puzzles’ brand complements Bigjigs Toys’ diverse collection of playthings for kids and big kids alike.

Sam Ireland, operations director at Bigjigs Toys, said: “We are honoured to welcome The House of Puzzles into the Bigjigs family. Puzzles were the first product Mum and Dad created back in 1985, so this exciting acquisition feels like the perfect fit. Looking ahead, we are committed to preserving the legacy of this beloved brand, while infusing it with a Bigjigs touch of playfulness and innovation.”

The House of Puzzles launched in 1999. Over time the brand became a household name with a range of 350plus jigsaws loved by families across the globe.

L.O.L. Surprise! opens shopin-shop at Hamleys

MGA Entertainment’s dolls and accessories brand for three-to-nine-year-olds, L.O.L. Surprise!, has announced the launch of a shop-in-shop space at Hamleys in Regent Street.

The L.O.L. Surprise! space lights up the third floor of the Hamleys store. Shoppers will have a chance to see the latest and greatest products up close, and explore the wide portfolio of dolls and collectibles that champions the core messaging that’s central to the brand.

Products being showcased in the new space include the newly launched L.O.L. Surprise! hair beads dolls, tweens fashion dolls, Interactive Magic Flyers – plus the new O.M.G. fashion dolls. And, of course, the immersive unboxing playsets. The new space will further captivate fans as they have the chance to snap the perfect photo sitting upon a giant throne fit for a prince or princess. This will ensure children have a unique and memorable experience during their visit.

TOY FAIR 2025 – WHERE INNOVATION MEETS OPPORTUNITY IN THE HEART OF NEW YORK CITY

General exhibitor applications are now open for Toy Fair, which will take place from March 1 to 4, 2025, at the Javits Center in New York City. Attendee registration will open in early autumn.

Kimberly Carcone, executive vice president of global market events at The Toy Association, said: “Toy Fair is not just a business event; it’s the epicentre of creativity on display, the place to nurture ideas, build invaluable connections, attend educational sessions, and actively participate in the most beloved industry around the world.”

By leveraging the show’s resources, networking, and educational opportunities, first-time exhibitors and newcomers can break into the North American market and enhance their brand’s visibility within the industry.

New exhibitors can showcase their products in the Launch Pad at the show, offering buyers and other attendees a dedicated zone to explore unique, never-before-seen products and innovations. Additional product zones, showcases, and pavilions throughout the show floor can also help companies be more easily found by buyers and media and draw attention to their toys and playthings.

From launch, L.O.L. Surprise! has been at the forefront of the unboxing trend and eight years on, it is still offering new and exciting ways to unbox and play.

The brand offers accessible price points in all upcoming launches this AW season.

From well-established product zones (Action Figures, Arts & Crafts, Games & Puzzles, etc) to dedicated areas that highlight the influence of global trends and parallel industries on toys, such as the World of Toys Pavilion in partnership with Spielwarenmesse, Toy Fair spotlights brands and playthings from around the world.

Toy Fair educational sessions offer showgoers perspectives on the intersection of business and play in the metaverse; the emergence of AI, data-driven research on trends and consumers; and insights on toy legislation, safety, and compliance, among other topics. Past session recordings are available on demand.

Likewise, 50-plus special events and networking activities throughout the four-day show cater to various audiences. This includes activities for university-level students during Student Congress Day and the inventor and designer community during Creative Factor Inventor Day (March 4) as well as events hosted by external partners such as Women in Toys, Licensing, & Entertainment (WiT) and People of Play.

Building on the success of its 2023 edition, Toy Fair will also reintroduce the visual merchandising initiative, requiring exhibitors to make products visible in at least 20% of their aisle-facing space, enhancing engagement with top buyers (23 of the top 25 US toy sellers attended in 2023) and media visibility (800 media registered for the 2023 show). The second annual Reimagination Awards will recognise standout displays judged by industry experts across four categories.

“With so many engaging activities for exhibitors as well as businessbuilding programmes for every Toy Fair attendee, now’s the time to secure your space and ensure you and your company are well represented at the most eagerly anticipated North American toy event in 2025,” said Carcone. “We saw an extremely strong renewal season for 2025, including Mattel and Hasbro’s plans to exhibit on-site, further solidifying Toy Fair’s place as the pinnacle gathering for everyone involved in the business of play.”

Potential exhibitors are invited to apply now to secure booth space in specific product zones, book private meeting suite space, opt-in for turnkey packages, and lock in sponsorship opportunities. Attendee registration will open in September 2024.

For more information, including how to take advantage of Toy Fair’s designated hotel blocks for the best rates, visit toyfairny.com

The Insights Family publishes Industry Impact 2024 report

The Insights Family, the market intelligence for kids, teens, parents and families specialist, has released its highly-anticipated Industry Impact 2024 report. The comprehensive study examines the challenges, trends, and opportunities shaping the landscape for organisations operating in the children and family markets.

The research, with input from more than 100 industry experts and leveraging realtime data from over three million families across 22 markets, provides a detailed analysis. It reveals that organisations in these markets are navigating budget

constraints amid evolving societal and economic factors, while the growing influence of empowered youth and media fragmentation is altering market dynamics, contributing to heightened uncertainty about the future.

Nick Richardson, founder of the Insights Family, said: “What is so interesting in this report is that we have taken not only the views of the professionals but also provided examples of our own data as context to demonstrate why organisations need to continually adapt their strategies as this generation moves faster than any in history.”

theinsightsfamily.com/industry-impact-2024-report

Spielwarenmesse 2025 Toy Business Forum refresh

The Toy Business Forum at 2025’s Spielwarenmesse – running from January 28 to February 1 – will have a new look, exciting presentation formats and networking opportunities in a relaxed atmosphere. For 20 years now, the Forum has been the first port of call for retail expertise at Spielwarenmesse.

In its usual location in Hall 3A, trade visitors can now expect not only the familiar and trusted presentations but also a redevelopment of the concept with fresh stimuli. The presentations will provide ideas and suggestions on the latest topics and trends in toys, retail and marketing.

Various events will fill the new morning programme. On the Tuesday PressDay, the ToyPitch kicks off the proceedings for media representatives. In brief slots, exhibitors will present their new

products and will then be available for press interviews.

The afternoon starts at 1.30pm with the second part of the programme. International experts from the broadest range of disciplines will share their knowledge on subjects such as future developments in toys and retail. In addition, AI, digitalisation, sustainability, kidults and the ToyTrends will be the focus areas.

INDX Toy & Gift show 2024

The INDX Toy & Gift show, the only dedicated autumn toy industry trade show, runs from September 3-4. It brings together industry insights, emerging trends, innovative products, and top suppliers in the toy and gift industries.

INDX Toy & Gift is organised by the UK buying and services group Associated Independent Stores Ltd (AIS) and is curated by the AIS toy division ‘Playroom.’

“We’re really looking forward to getting the industry together for what will be the UK’s only autumn toy show of 2024”

Rosie Marshall, head of toys & children’s gifts, AIS

A must-visit for all toy and gift stockists, this year’s event theme, ‘heritage’, will highlight key suppliers and longtime popular branded ranges – thus offering attendees a nostalgic journey through time.

Rosie Marshall, head of toys & children’s gifts at AIS, said: “We’re really looking forward to getting the industry together for what will be the UK’s only autumn toy show of 2024. We want to support all yearround trading, and the September show dates will allow suppliers and buyers to strategise beyond the Christmas period and maximise annual sales – not just seasonal.”

INDX Toy & Gift is open to all retailers and visitor registration can be completed online.

Two thirds of Wonder jobs saved

The future of Wonder Group companies, including Amscan International, has been secured following the sale of business and assets to four companies owned by the investment firm Baaj Capital.

As part of the deal, 133 employees from the companies’ sites in Sheffield, Milton Keynes, Weybridge and Manchester transferred to Baaj Capital. However, a further 69 employees have been made redundant. Support will be provided to those who have lost their jobs.

News of the decision to file the notice of intention to appoint administrators to buy itself temporary breathing space from creditors broke on Sky News in June. The group had experienced a period of underperformance in trading in the wake of a downturn in consumer spending. The underperformance was compounded by the insolvency of a major customer, Party City, in early 2023.

A spokesperson for Baaj Capital said: “We are pleased to conclude the purchase of the business of these companies in the Wonder Group, saving the jobs of 133 employees in the process. We now look forward to rebuilding the business with a strong management team and new investment.”

Panini awards Classroom Challenge winner

Another Classroom Challenge has been completed thanks to Katie Gritt, head of marketing, and the team at Panini. More than 1,000 entries were received and the winner was Ella from Hertfordshire – Katie presented Ella with her own gift card and football shirt, as well as a cheque for her school.

The English Schools’ Football Association has been working in partnership with Panini for a number of years with the Classroom Challenge, which encourages children to get creative with Panini, going from strength to strength. The brand provides schools and pupils with worksheets, Panini goodies and fantastic prizes for some very lucky winners.

Katie Gritt said: “For 2023/24 we ran a dual competition including our Premier League stickers and our new Women’s Super League stickers and sent thousands of albums and sticker packets to schools along with worksheets encouraging children to get creative and design a football. The schools then has the option to enter their design into our nationwide competition.”

Skoosherz Squishmallows defence squashed

A US judge has rejected Build-ABear Workshop’s effort to dismiss a lawsuit claiming that its Skoosherz plush toys were unauthorised copies of Squishmallows, the popular plush toys made by Warren Buffett’s Berkshire Hathawayowned Jazwares and Kelly Toys. In the decision on Monday July 15, Los Angeles US District Judge Josephine Staton said it would not be correct to dismiss Kelly Toys’ lawsuit, which seeks unspecified damages. Josephine Staton cited online accounts associated with Build-ABear where users posted comments such as “so now ur making squishmallows?”.

Floss & Rock launches AW range

Award-winning children’s toy and gift brand Floss & Rock has released its Autumn/Winter portfolio. It features a new cars design that will have wannabe racing car drivers jumping for joy.

Motorbikes, racing cars, monster trucks will feature alongside winning trophies, checkerboard flags and traffic lights. Four fast and fabulous cars themed jigsaws have been added into the popular puzzles category, alongside an eye-catching new car colour changing umbrella design.

Among the line-up of new products is the silicone activity mat (Colouring Fun & Games Mat) which is a multi-play activity for travel. Simply roll out the mat for colouring, dot-to-dot, a-maze and ‘tic tac toe’ games. When finished, wipe clean and roll it back up to use again next time. This comes in the super cool cars design too; it’s also available in dino, jungle and rainbow fairy designs.

She wrote: “This case is not an instance where the works are so dissimilar by plain sight that any person observing them could confidently conclude that they do not share substantial similarities.”

Squishmallows were launched in 2016 and exploded in popularity during the pandemic and become a TikTok hit. The Warren Buffett connection stems from his Berkshire Hathaway buying Jazwares’ parent, the insurance holding company Alleghany, in October 2022. Jazwares itself acquired Kelly Toys in 2020. Build-A-Bear introduced Skoosherz in January 2024, and the original lawsuits were filed on February 12 2024.

Toymaster welcomes another new member – Cadfans of Tywyn

Toymaster goes from strength to strength as it announces another new member to boost its ever-more prominent presence. Cadfans of Tywyn (formerly Cadfan News) was officially welcomed and announced on July 19. In its statement, a Toymaster spokesperson said: “We would like to welcome Cadfan to the Toymaster family and wish Russell and the team the best of luck.”

Russell Lacey, owner of the community centric business took over Cadfans in 2018 when it was called Cadfan News and has himself been active in the Tywyn west Wales coastal town regeneration group. Graham Lacey, is the Cadfans manager and is also owner and CEO of Grays Coffee. We hope to have an interview with the Cadfans guys in an upcoming issue of TnP.

Graham (left) and Russell are pictured outside Cadfans

NEWS LICENSING

Bulldog Licensing announces Sesame Street deals duo

Bulldog Licensing, which represents Sesame Street in the UK on behalf of the non-profit Sesame Workshop, has announced two new deals for the much-loved brand.

Heathside Trading specialises in branded toys and games, collectibles, drinkware and gifts and will be producing a wide range of Sesame Street gifts and novelties.

OddBalls, a major name in clothing and accessories, will be producing Sesame Street clothing for children and adult fans.

Both new ranges will launch in Q4 2024 and will be inspired by Sesame Street’s colourful characters plus their positive messages about laughter and learning – engaging fans of all ages and helping children grow smarter, stronger and kinder.

Bulldog MD Rob Corney said: “So many licensees respect and admire the Sesame Street brand – most of them grew up with it and it’s now a hit with their kids. It’s no surprise that it has attracted such leaders in their fields as Heathside Trading and OddBalls.”

Sesame Street programming is enjoying a hugely successful and growing broadcast and digital reach on Amazon Kids+, Tiny Pop, Channel 5’s Milkshake! and a YouTube channel attracting an incredible 94 million annual views in the UK and Ireland, as well as a strong social media presence.

“So many licensees respect and admire the Sesame Street brand – most of them grew up with it and it’s now a hit with their kids’’ Bulldog MD Rob Corney

Poetic Brands wins for Mog

Poetic Brands, the specialist apparel licensee for adults, kids and babywear, has announced that it has a licence to design, manufacture and distribute children’s apparel and accessories for the UK market. The licence celebrates Mog the Forgetful Cat, the classic Judith Kerr creation that has been loved for generations.

The award was made by HarperCollins Children’s Books through licensing agent The Point.1888, which licences the Mog brand in the UK.

Kirsty Bradbury, publishing strategy director at HarperCollins, said: “Mog has been a part of kids’ lives for decades, and the appeal of this endearing – and enduring – character is greater than ever.”

Mog the Forgetful Cat was first published in 1970. The Mog series has sold more than four million copies worldwide and has been translated into 21 languages.

Licensing Awards 2024 around the corner

The countdown to The Licensing Awards 2024 in September is officially on, with the finalists across all categories having been announced. Once again, the Awards have attracted a phenomenal number of entries and nominations this year across all of the categories.

Some 3,000 products were entered across the 12 awards categories, with the finalists being chosen by retail buyers across the whole gamut of licensed and consumer products.

Ian Hyder, CEO at Max Publishing, which owns and organises The Licensing Awards, said: “From the talented young professionals which make up the UK

Rising Star shortlist, through to the evergreen properties in the running for the Classic Licensed Property award, this year’s finalists are shining examples of what makes this industry so amazing. Congratulations to all of the 2024 finalists – we can’t wait to celebrate with you on September 10.”

The Licensing Awards 2024 will be held on Tuesday September 10 at Grosvenor House Hotel, London.

Kew Arboretum to host Horrible Science activities

Rocket Licensing, the licensing agent in the UK and Eire for the award-winning children’s book science brand, Horrible Science, has announced that Kew’s Royal Botanic Gardens is putting on six weeks of Horrible Science-inspired summertime activities for families during the school holidays.

Until Sunday September 1, families are invited to the world-famous scientific and horticultural institution, conservation charity and visitor attraction to dig into the weird and wonderful world of plants and fungi with Horrible Science. They will experience a new interactive trail based on the bestselling series of books and set within the beautiful landscape of Kew’s arboretum, a unique collection that highlights the beauty and diversity of forests around the globe.

Since 1996, the Horrible Science books have gained a huge global following, publishing in 30-plus

countries in more than 20 languages and selling more than four million copies in the UK.

Once visitors have worked up an appetite on the Horrible Science interactive trail, they can try a Foul Fungi-Themed Pizza (loaded with all sorts of tasty mushrooms) and Creepy Courgette Cake washed down with a Greedy Green Juice.

The activities are included in the Gardens admission price.

Adam Davies set to boost Hachette

Hachette Boardgames UK has appointed Adam Davies to its sales team. With over 20 years of expertise in the board game and toy retail industry, Adam will oversee the development and expansion of product ranges in independent game stores, toy shops, and hobby outlets across the UK.

Adam Davies said: “I’ve admired Hachette Boardgames UK since I first explored their catalogue at A1 Toys and Static Games. Their range is second to none, featuring everything from fun, family-friendly games like Stomp the Plank to intricate strategy titles like Shackleton Base. During my time in retail, the outstanding support and service Hachette provided as a supplier was always a cut above.”

He will be reaching out to stores with existing Hachette accounts and is eager to establish new relationships with gaming stores and toy shops. He is dedicated to helping retailers find the ideal products to meet their customers’ needs and grow their business.

“I’ve admired Hachette Boardgames UK since I first explored their catalogue at A1 Toys and Static Games. Their range is second to none”

Adam Davies

Toymaster’s Darren Robinson promoted

Yogi Parmar, Toymaster’s managing director, has announced the promotion of Darren Robinson to finance director and company secretary at Toymaster.

Yogi said: “I am delighted to announce that Darren Robinson who is currently our head of finance, has been promoted to finance director and company secretary of Toymaster Limited. I am sure our members, suppliers and staff will all join me in congratulating Darren on his promotion.

“Darren’s role will cover the day-to-day accounting and financial reporting. Additionally, his role will also encompass supporting our members with financial advice, specifically – cash flow aid, investment help, local rates/grants and financial communication.

“I would like to take this opportunity to thank Colin Farrow for his 40 years of hard work and dedication to the group as our previous finance director and company secretary. Colin will continue to serve Toymaster Limited as an executive director.”

Hasbro completes its top team with two new appointments

Hasbro US has announced the appointment of two key players to its executive leadership team. John Hight is joining as president of Wizards of the Coast and Digital Gaming. Holly Barbacovi will take on the role of chief people officer.

John Hight previously served as senior vice president and general manager of the Warcraft Franchise at Blizzard Entertainment.

Chris Cocks, Hasbro CEO, said: “I admire John’s career focus on fostering community.

He is a true embodiment of our mission to bring people together through play.”

Holly Barbacovi returns to Hasbro, and in her new role she will lead the company’s global HR organisation, overseeing a people and culture strategy grounded in Hasbro’s values around play to attract and retain top talent.

Chris Cocks said of her return: “I am thrilled to welcome Holly back to Hasbro. Those who worked alongside her at Wizards of the Coast will remember her curiosity and courageous leadership.”

Adams and Maunder enter Curious Universe

Curious Universe has appointed David Adams as sales director UK & Ireland. He has an extensive background in working with a wide range of retailers, from specialist and grocery to online, discounters and independents. Most recently he was at Spin Master, where he drove financial growth and expanded the team.

David said: “I’m very excited to be joining the Curious Universe team. From my first meeting. I could see the passion they have for products, the business, and most importantly, the team.”

The company has further strengthened its sales team by appointing Carly Maunder as national account manager. Carly brings a wealth of knowledge and expertise, particularly from her role in the gift industry.

Carly said: “I am thrilled to be joining Curious Universe and excited to be part of the team. The range of titles is incredible and inspiring to see what the company has developed and achieved in the past seven years.”

John Hight

David Adams Carly Maunder

Holly Barbacovi

Flossing and rocking between retail and supply

Giddy Goat Toys’ Amanda Alexander has had a highly eventful few months since her last column in TnP’s May issue. Working in both retail and supply is giving her a unique insider’s perspective.. Oh, and she’s got herself a new car

Much has happened across Giddy Goat World over the past few months –both good and not-so-good. Let me start with the happy stuff to give you that all-important false sense of security before I take you down to the abandoned docklands of goodwill in a struggling economy.

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On a personal level, I’m happy to report that I completed the Manchester Half Marathon and in doing so raised £725 for the Francis House Children’s Hospice in Manchester. They do amazing work to support children with severe health conditions and limited lifespans. Many of my friends within the toy industry supported me, so thank you to everyone who donated to my Just Giving page.

On a professional level I’m pleased to report that I have started working for Floss & Rock, a brand I have been a customer of for many, many years, having been introduced to them by the lovely Jill Walmsley who was their agent before retiring at the end of 2022.

My shop, Giddy Goat Toys in Manchester, has been struggling with declining sales for several months,

Shockingly, I have come across several suppliers recently that are selling at the same price or less than the trade price at which we have to buy

“particularly online – all leading me to finding myself over-staffed. Also, having been running my shop for over 12 years and being ready for a change and a new challenge, it really was the most perfect opportunity and one which sprung up purely through asking Floss & Rock owner, Gill Stratton, if she had taken on a new agent. At the time we were on their stand at Spring Fair, which was laid out with all their gorgeous goodies, and I had been marvelling with Gill at how I had forgotten how many amazing products they had. When she replied that they were looking for someone, I had one of those lightbulb moments and asked if they would consider me for the role. Two Teams interviews and a couple of months later I was offered the role of Sales Ambassador, covering the north and working three days a week. This meant I could keep Giddy Goat running with just a bit of tweaking of the staff rota and also spend three days on the road selling for them.

It's the most perfect arrangement and I’m immensely grateful to Tim and Gill at Floss & Rock for putting their faith in me and giving me this opportunity. All the staff are fantastically supportive and have welcomed me into the fold while

also bearing with me while I got to grips with their CRM (customer relationship magament system) and the extensive product range.

I’m lucky to have a fair few contacts in the toy industry already that are shop owners and I have to say what’s been amazing is how the reps that I know have also offered support to me — with ideas of how to organise my area, potential contacts to visit in specific towns and even replacement car advice. I’ve honestly been blown away by the help offered by so many of the agents and reps I know, and I am so grateful. Again, it’s such a reflection of how amazing the toy industry is, especially at a time when we are all competing for the same customer spend. I’m a member of a toy shop owners’ WhatsApp group that is happy to share ideas re stock and marketing initiatives, while the reps and agents share ideas of potential customers for me to visit.

Talking to my fellow shop owners and visiting people with my Floss & Rock hat on, I'm certainly finding that it’s not only my little Manchester shop that is struggling with lacklustre sales. While it’s reassuring to know it’s not just me, it’s not been easy to take on a sales job in this

climate. Just about every toy shop owner I know (and there are a fair few of us now in our indie toy shop WhatsApp group) have said sales are flat. Cashflow is not great and people are sitting on stock. This totally mirrors my experience at Giddy Goat and of course the other reps and agents I know are saying the same.

This brings me to ask the question — is there a crisis in independent toy shops? I’m sure some are doing okay, and my personal experience is that we are ticking along, but shop sales are more like they were back in 2018, online sales have gone back to being few and far between and, of course, costs are very much 2024. My rent went up £3,000 every time the contract was renewed, the consequence being that it has doubled in the 12 years I have been operating. It now accounts for approximately 8% of my total turnover – up from around 5% when I opened. Wages also take up a much larger percentage of turnover than they did (admittedly partly my fault for being overstaffed now and paying myself buttons when I first opened). They now account for about 12% of turnover – up from 6%. It all means that cashflow is terrible.

It's not until you run a shop that you realise that the product ranges are very much the choices of the individual owners. Every toy shop I have visited has been totally unique in terms of its product choices and I do feel that not only is it awful for those that are struggling — and believe me it’s heartbreaking to see a business you have built up get into difficulties — but if a number of us close down there are repercussions for suppliers as well as consumers.

If toy retailing narrows down to just the major chains, supermarkets and garden

centres, most of which themselves are a part of a larger operation, then suppliers are likely to suffer the consequences as well. They will find that, unless the national buyers work with a wide spread of suppliers and a wide range of each company’s products, they are going to struggle to sell their ranges and consumers are going to have a much narrower choice of products. And while it may still be possible to buy anything and everything online, I do feel that with many products you have to see them, touch them, look at what they are and how they work to really appreciate them.

So what’s the answer? I genuinely don’t know. I think the downturn has been caused by so many factors, the cost-ofliving crisis of course, high interest rates and high inflation rates meaning higher mortgage rates for many plus higher food and fuel bills for all. Then there’s the falling birth rate and kids being given tech at an earlier age. I heard a story about a family where the parents ditched all their child’s toys because she only wanted to play on her iPad. That girl was just six years old. It goes without saying that some people only use one specific online giant as their default for all online shopping. The increase in charity shops is another factor that is often overlooked but I often hear

Tough times lead to rough tactics

Charlotte Croser, owner of Jollys Toys in Thrapston, Northamptonshire, puts the problem with suppliers bluntly. She said: “More and more distributors and manufacturers are selling direct to consumers via their own B2C websites and Amazon shops. I can understand that times are tough – there is a need for all of us to find customers any way we can – but it makes it even harder for smaller businesses to compete. Manufacturers and distributors have much bigger marketing budgets for Google Ads, SEO and producing fancier websites than the indies. Customers might discover a brand in our shop that they love and decide to buy something (if we’re lucky). They then go home and unbox the toy. Inside they find a lovely leaflet that promotes the B2C website where they can buy more. Next time they want to buy, they bypass the high street and buy direct.

Worst of all, and in an increasing number of cases, toy and gift suppliers are selling the products on B2C sites cheaper than the RRP they recommend us, their retailers, to sell at. Shockingly, I have come across several suppliers recently that are selling at the same price or less than the trade price at which we have to buy. Yes, you read it right; this is happening.

It’s just not feasible for us on the high street to buy those products and sell on with the margins we need, while keeping our customers. Some suppliers are gobbling up their own B2B customers in favour of B2C. It just doesn’t help the high street one bit.”

www.jollystoys.co.uk

Suppliers we need your support now more than ever don’t undercut us, don’t overstock us and include us in your marketing campaigns. Please help us out

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parents saying to their children – come on let’s look round the charity shops.

One of the contacts in our What’s App group, Charlotte from Jollys Toys in Northamptonshire, has talked about the issue of suppliers selling direct to consumers and her powerfully relevant views are laid out in the box above. While suppliers may be winning by taking a higher amount direct from the customer than they would from us as a retailer, they are ultimately losing out on the many actual shop windows that advertise and display their products. I do agree with Charlotte that this policy is not just vexing to us retailers, it’s also potentially damaging suppliers’ own long-term marketing strategies. I have already said that those toy companies that aren’t in the nationals, supermarkets or big garden centres, or who only have a small selection

of their products chosen by them, are really narrowing down the ranges that will get seen by parents.

I do feel strongly that it’s not just the individual shop owners and their staff that will be poorer as a result of fewer independent shops on the high street. It’s going to be the suppliers and the customers and most of all the current generation of children for whom a visit to the toy shop risks becoming a thing of the past. As someone who fondly remembers the excitement of being allowed to choose a new Sindy outfit from Connelly’s in Barnard Castle as a child, and having watched so many children count their pennies on the counter of Giddy Goat over the years, I really do think the loss of any of these wonderful, precious and diverse shops will be such a massive loss to their communities.

Let’s just hope the economy picks up.

Let’s glow!

Are you ready for this jelly? The latest addition to Zimpli Kids’ bathtime lineup splashes into action. Glowy combines a cute jellyfish container with glow-in-the-dark slime

Zimpli Kids is excited to introduce its latest product, Glowy, the glow-in-thedark slime Gellifish. Glowy sparks kids’ imagination and provides endless hours of fun, making it a must-have glowing companion for every child.

Glowy stands out with its mesmerising glow-in-the-dark slime and adorable jellyfish container with a big, friendly smile. This cute, functional container transforms into a magical night light, offering a comforting glow that helps kids feel safe as they sleep. Each Glowy set includes two sachets of glow-in-the-dark slime, providing double the fun! The slime is easy to mix and play with, stimulating creativity and imagination, and the unique glow effect makes playtime even more exciting, especially in the dark.

At Zimpli Kids, safety and environmental responsibility are priorities. All products undergo dermatological testing by Dermatest, ensuring they are safe for skin use. Additionally, the Slime powder is certified biodegradable by Intertek according to the OECD301B standard.

The Zimpli teams aim to create fun, ‘just add water’ products that enhance both children’s and parents’ experiences of bathtime and sensory play. The amazing textures, colours, sounds, and scents make products perfect for multisensory and messy play at home or in educational settings.

Creative crayons

And there’s more…!

Glowy may be the newest Gellifish on the block, but Zimpli Kids has an array of viral bestselling products, such as the TikTok viral Baff Bombz Magic Brush, which lets kids paint their bath water, revealing mesmerising colours and magical fizz. This reusable, mess-free brush is perfect for creative play without the cleanup hassle.

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Doodle N Dip lets kids draw their imaginations, dip their creations in water, and watch their drawings come to life. This arts and crafts toy helps children focus and unveil their inner artist, providing endless opportunities for creative expression.

The bestselling Unicorn and Dino Surprise Baff Bombz add an element of surprise to bathtime.

These bath bombs dissolve to reveal a hidden toy, delighting kids with each use. The excitement of discovering a new and potentially rare toy keeps bathtime interesting and fun, ensuring that children look forward to their nightly routine. Due to the phenomenal success of these two products, Zimpli can’t wait to welcome Fruity and Alien Surprise Baff Bombz to the lineup, later this year!

Glowy Gellifish, along with Zimpli Kids’ other innovative products align

Glowy stands out with its mesmerising glow-in-thedark slime and adorable jellyfish container with a big, friendly smile

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with the company’s commitment to creating safe, high-quality toys that promote imaginative play and sensory exploration. Zimpli Kids produces toys that are not only fun but also educational and enriching for children’s development.

Don’t miss out on the chance to add these exciting products to your inventory. With Zimpli Kids, you are guaranteed to bring joy, creativity, and a little bit of magic to children’s lives. Get ready to light up the night with Glowy and explore the endless possibilities with Zimpli Kids’ diverse range of products!

Another exciting addition are the new Baff Crayons. Baff Crayons include six colourful crayons, with 50% more wax than generic bath crayons, as well as bigger, ribbed crayon cases, giving better grip for little hands. Baff Crayons are designed for creative bathtime fun, as kids draw on tubs and tiles. And parents don’t have to worry about the clean-up, as Baff Crayons wipe away easily with a wet cloth, making clean-up a breeze. Baff Crayons encourage creativity and turn every bathtime into a colourful, interactive and enjoyable experience.

Rainbow has designs on Paddington’s adventures

The nation is eagerly awaiting Paddington’s newest adventure, the highly anticipated third film, Paddington in Peru, which is scheduled to debut on cinema screens in the UK on November 8

This Christmas is going to be all about Paddington, with the nation’s favourite bear predicted to appear on many wish-lists this festive season.

“Retailers really won’t want to miss out on the outpouring of affection for the marmaladeloving bear. Rainbow’s bestselling Classic Paddington collection of high-quality plush toys, alongside the ever-popular The Adventures of Paddington preschool range and the adorable Paddington for Baby collection are already in high demand. Paddington, who first appeared in the heartwarming children’s story A Bear

Whether gifted to a child or added to a collector’s shelf, Paddington soft toys are a heartwarming reminder of the stories that bring joy across all ages

”Classic Paddington Collection

called Paddington – written by Micheal Bond in 1958 – has captured the heart of the nation, spanning all generations. Paddington has also played an integral part in Rainbow Designs’ history, since first joining its prestigious portfolio of licensed cuddly characters in 1979.

Classic Paddington Collection

Rainbow’s bestselling, high-quality Classic Paddington collection is inspired by the iconic Peggy Fortnum illustrations. Each of the distinctive Classic Paddington soft toys in the range captures the timeless charm and endearing personality of the beloved bear. They come in various sizes, both sitting and standing – all sporting his distinct and famous accessories. These include his super-soft blue-lined duffle coat, his battered red felt bush hat, and a suedette ‘Please look after this bear. Thank you’ tag.

The most established soft toy in Rainbow’s Classic collection is the Large Traditional Paddington. He stands majestically at 46cm in his shiny red wellington boots, and proudly wears his blue coat with real toggles and red bush hat. Other top sellers include the Cuddly Classic Paddington and the Large

Paddington with Boots and Suitcase. New to the Classic Collection for 2024 is the Cuddly Paddington wearing a Union Jack Scarf, Paddington in Boots presented in the classic Phone Boxstyle packaging. Also new is the Classic Collector Paddington, in a beautiful keepsake box.

For many, a Paddington soft toy is more than just a plush bear; it’s a piece of childhood nostalgia and a symbol of kindness and adventurous spirit. These toys have transcended generations and remain a loved feature in both nurseries and toy collections. Whether gifted to a child or added to a collector’s shelf, Paddington soft toys are a heartwarming reminder of the stories that bring joy across all ages.

The Adventures of Paddington range For younger fans, The Adventures of Paddington range is a collection of fun-packed toys based on the heart-warming and award-winning TV programme. The series sees Paddington getting into scrapes and going on adventures with his friends. Each episode concludes with Paddington writing a letter to Aunt Lucy, telling her all about his fun-packed adventures and

Paddington Talking Soft Toy

what he has learnd along the way. This range is perfect for igniting imaginations and encouraging little ones to re-enact Paddington’s adventures and to create their own. It features the award-winning Adventures of Paddington Tea Set, which includes a cuddly Paddington Bear Soft Toy and 10-piece Tea Set. It’s packaged in Paddington’s suitcase with the familiar P.B. initials and fun stickers. The tea set has everything needed for a perfect afternoon tea for two.

The super cuddly Dress Me soft toy comes dressed in his traditional blue duffle coat and red bush hat. It also includes changeable outfits so little ones can dress up Paddington as a doctor, a baker or as a magician. The range also includes the Talking Paddington soft toy, Football and Multi Figure sets, as well as the Paddington Bus, Bessie the Campervan and the Paddington Motorcycle and Side Car playsets. These will get Paddington all set for adventures with his friends – not to mention Pigeonton and his dog, Lucky.

Paddington for Baby Rainbow really does have a Paddington for everyone and, for the very youngest generation, there’s the ever-popular Paddington for Baby collection, with its super soft fabrics and fun patterns. This is perfect for introducing babies and

Paddington for Baby

toddlers to the nation’s favourite bear. The adorable, baby soft range, which has been created to help babies’ early development through play, includes the My First Paddington soft toy, comforter and ring rattle, as well as the fun-packed and developmental Paddington Activity toy, Activity Spiral and Play & Go Squares – plus the Paddington Unfold and Discover toy.

Paddington and beyond

In addition to these adorable Paddington collections, Rainbow Designs has been developing and creating joyful, forever, high-quality soft toys, wooden toys for the nursery, toy and gift industries for over 50 years.

Rainbow’s prestigious licensed portfolio and collections include not only Paddington Bear, but Peter Rabbit, Disney’s Winnie the Pooh, Mickey Mouse and The Lion King, Harry Potter The Wizarding World, The Very Hungry Caterpillar, Guess How Much I Love You, Elmer, Spot the Dog, Snoopy, We’re Going on a Bear Hunt, Bagpuss, Maisy, Giraffes Can’t Dance and The Snowman and The Snowdog ranges.

Gibsons pieces together new Paddington puzzle

GIBSONS GAMES

020 8661 8866 | sales@gibsonsgames.co.uk gibsonsgamestrade.co.uk

Gibsons Games, the family puzzle and game specialist, has announced the release of a 500-piece Paddington puzzle to join its vibrant summer collection.

Paddington Bear is a cherished character and a core childhood memory for many. With this new puzzle, Gibsons aims to bring the classic illustrations of the nation’s favourite bear to the adult puzzle market in various piece counts, allowing puzzlers to reminisce and feel nostalgic.

The 1,000-piece Paddington puzzle, launched in 2023, has been a phenomenal success, becoming one of the top 20 bestselling puzzles for the second half of the year. This puzzle, based on the iconic original illustrations by Peggy Fortnum from the beloved children’s book series A Bear Called Paddington, offers a nostalgic journey into Paddington’s world, bringing together young and old with its beautiful collage.

All aboard with Paddington

HORNBY HOBBIES

01843 233500 | holly.barnett@hornby.com hornbyhobbies.co.uk

One of the best things about the Hornby Hobbies brands is their broad appeal, effortlessly uniting young and old to create ever-lasting bonds. And what better place to start than a journey round London with Paddington bear?

What’s more iconic than a black cab in London? This delightful set includes a meticulously detailed London taxi, complete with Paddington. The taxi features authentic London cab markings, while Paddington himself is depicted in his iconic blue coat and red hat, ready for his next adventure in the bustling city.

The taxi set includes the die-cast London taxi with authentic detailing, the removable Paddington bear figure – it’s perfect for play and display.

This traditional London Bus celebrates everything Paddington loves. The skyline shows some of his favourite sights in London, the stamps show his love of adventure and the number plate is a nod to his favourite food. This bus is the perfect toy for Paddington lovers of all ages.

The enduring allure of board games

Needa Khan , senior research executive at The Insights Family , takes us on a journey through nostalgia and family fun. From classics such as Scrabble and Monopoly, to the continuing avalanche of new games today, there is no sign of their popularity fading

In a world dominated by digital distractions, board games have carved out a special place as a cornerstone of family life, offering both connection and nostalgia. Our data shows that 91% of parents of kids aged three to nine enjoy playing board games as a family activity. Additionally, we’ve seen a 10% year-on-year increase in their popularity among six-tonine-year-olds, making them the sixth most popular toy type (19%), ranking just behind toy vehicles (20%) and action figures (21%). This enduring appeal is a fascinating blend of factors, with parental nostalgia playing a significant role in purchasing decisions. However, the allure of board games runs deeper than mere sentimentality.

Our Parents Insights UK data highlights a key factor influencing parents’ toy choices for their kids aged three to nine: the toy’s ability to foster family connection –an attribute that 22% of parents prioritise. Board games create a dedicated space for families to bond through face-to-face interaction, communication, and teamwork. These shared experiences both strengthen family connections and create cherished memories.

Moreover, over one in five parents (21%) seek toys that nurture problem-solving skills.

One in five parentsseek toysthat nurture problemsolvingskills. Boardgames offeraperfect platformfor developing these abilities

Board games offer a perfect platform for developing these abilities, as kids engage physically with dice, tokens, and cards, stimulating cognitive growth through playful exploration.

Classic board games are the most popular, with Monopoly and UNO securing the top spots as the most played, boasting 29% and 16% respectively. UNO’s recent partnership with McDonald’s marks a significant milestone, cementing its status as a board game icon. By including UNO in Happy Meals, Mattel has maintained its appeal among younger generations,

broadening its fan base across age groups.

Collaborating with popular digital properties has proven to be a proven strategy for offline brands. The power of popular content IP to cultivate dedicated fan bases from a young age has propelled the board game industry for years. Hasbro’s Monopoly is a perfect example, holding its crown as the board game champion across generations due to its successful brand partnerships. Monopoly’s latest collaborations with iconic franchises such as Super Mario, Bluey, and PAW Patrol are

testament to this winning formula. Platforms where these characters thrive, such as Netflix (enjoyed by 63% of six-to-nine-year-olds), remain hugely popular, weaving themselves into the fabric of childhood. This is evident in the fact that a majority of six-to-nineyear-olds with access to a tablet (79%) own one (66%). With phones

and tablets often acting as digital babysitters, the sway of online intellectual property over licensed board games, and toys in general, will continue to be substantial. Furthermore, online adaptations of classic board games such as chess are gaining traction, with multiplayer features injecting a new level of excitement into the gaming landscape.

“Board games are defyingthe digitalage, offering families a budgetfriendly escapefilled with fun and learning

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Parental nostalgia also plays a significant role in shaping parents’ affinity to classic board games such as Monopoly. Our data indicates that nostalgia influences 12% of parents (across Gen Z, Gen X, and Millennials), with Millennial parents showing the strongest connection, experiencing a 6% year-on-year increase. This likely stems from parents cherishing memories of their first Monopoly triumph, the satisfaction of crafting a complex Scrabble word, or the thrill of unmasking the culprit in Cluedo. Sharing these beloved experiences with their kids creates a profound sense of connection, allowing them to relive their childhood vicariously through their offspring.

Board games are defying the digital age, offering families a budget-friendly escape filled with fun and learning. Their affordability and ability to sharpen problem-solving skills undoubtedly contribute to their enduring popularity. While nostalgia certainly plays a role, strategic partnerships like UNO with McDonald’s demonstrate the industry’s adaptability to the modern world. Ultimately, the true magic of board games lies in their power to unite families and create cherished memories that stand the test of time.

*The data in this article includes responses from parents across three generation in the UKs: Gen Z, Millennials, and Gen X. All data was collected between March and May 2024. Where applicable, comparisons are made against data from the same period in 2023.

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on attitudes, behaviours, and consumption patterns. Kids Insights surveys 7,780 kids every week aged 3-18. Parents Insights surveys more than 3,800 parents of kids between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total, survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds. For more information, visit: www.theinsightsfamily.com/about

AMBASSADORS SPECIAL

Tension is rising

Give us a quick rundown on how you play?

Dan: A race against the 60-second clock to give the top 10 answers to a question. You get a timer and a game board with four lots of game cards (colour-coded to match age). The cards are also double-sided so you can have a lot of games.

What did you like about the game?

Paul: It was excellent! No complicated rules and we could start playing in no time. The title sums up the game very well as it caused a lot of tension between the two families and gave us a lot of laughs. The objective is to name as many things relating to a topic (as an example name Heavy Metal Bands, this really is harder than it sounds). We really liked the Whirlwind Spaces and Nomination Space, which added another layer to the game.

Would you play this game again?

Herbie:: Yes. I really want to take this on our next camping holiday.

What did you like about the game?

Claire B: This is an ideal game for families! It’s quick to understand the rules and get set up. The kids loved it and was easy for them to understand and to fully take part in. Everyone was working together and became quite competitive. There aren't many games that would engage all five of us in our family (our kids are 10, 14 and 16), it’s one for all ages, and so this game is perfect.

Would you play this game again?

Claire B: Definitely. I can see us getting this

out at Christmas and at family get-togethers. It’s also a game that the kids could play together without us, and definitely just with our friends, without the kids.

What did you like about this game?

Dan: All good games need to be challenging and this was. It really got everyone involved. It was easy to understand for both adults and kids to enjoy at the same time. It really gets you thinking. There was a good mix of topics and so everyone could join in.

What did you like about the game?

Finley: It was very funny when the parents ran out of answers, and we knew a lot more than them.

If you could sum up Tension in one sentence:

Dan: Loved it. Great family game, It’s addictive.

Paul: So much fun to play with all the family.

Claire A: Buy it, play it – you'll love it.

Claire B: It’s one of the most fun games I’ve played in a long time.

Herbie: Brilliant.

Finley: It made me laugh a lot.

Infectious fun and impactful success

Rob Trounce, Hachette’s marketing manager, tells TnP a positive and entertaining story that explains the early successes and spills the joys of working at Hachette Boardgames UK (HBG UK), its progress so far and future objectives

You clearly have a great chemistry –how did you all end up at Hachette?

Everyone at Hachette Boardgames UK (HBG UK) has come from different spaces. Our GM, Flavien, is an engineer from the automotive industry. Our sales director, Rory, spent years with Apple and in the book industry. We have staff who are ex-IBM, come from optometry, and I specialised in the food sector, running a marketing consultancy for 10 years and spending time as marketing director with a restaurant chain.

We bring these various skillsets from different industries to board gaming because all of us are passionate about it. We love gaming, and we are inspired and excited by the potential to grow this industry and hobby. We believe it’s a vehicle to bring people together, to indulge in shared experiences – vital in a world that’s becoming more addicted to digital screens.

You are clearly achieving early successes – what’s the secret and who takes the credit?

There are push and pull factors. So first, the push

“If I could tell my eightyear-old self what I’m doing now I’d have given myself a high five

”factor. The world is changing and yearon-year we see growth in the games sector. We’ve just overseen a recordbreaking UK Games Expo, the biggest event of its kind in the UK, and that’s set to grow into new halls at Birmingham NEC next year. People are becoming more conscious of screentime, digital clutter and technology taking over our lives, and a reaction to that is to embrace tabletop gaming – a hobby as old as the human race itself in many ways, and a vehicle for being together, talking together, laughing together and enjoying time with friends.

The pull factor comes in the form of the ever-growing talents in the gaming industry. While we may only be a team of seven at Hachette, we would be nothing without the endless support of our publishers, the designers they work with, and the stunning games they bring to the table (literally) for us. We work to bring the very best games from Europe and Japan to the UK market, and we are consistently excited by what the design studios and publishers provide us with.

How would you describe the space you are playing in?

A warm, welcoming, and uniquely human hobby that is about bringing people together. The tactility of gaming produces truly mindful experiences and allows us to connect with our most joyful instinct and activity – that of play and the fun that comes with it. There’s a game for everyone from relaxed and silly dexterity games to brain-burning strategy games – all we are trying to do is to find the right ones for each person.

You said recently that the games space is “more refreshing” than your previous experience. In what way?

The food industry is rife with costcutting strategies. Shrinkflation, cheaper formulations, and shirking on expensive ingredients. Gaming, by contrast, is a quality-first space. I won’t pretend that costs and margins don’t matter, but the product is always, always first. Every publisher, distributor, retailer etc recognises that the gameplay plus the tactility, art and the quality of a game should always be prioritised over cost-cutting.

You have taken Adam Davies on to concentrate on the move towards the family-oriented/kids game category. Will this be at the expense of the other categories?

No! On the contrary, we have some of the biggest titles ever coming to our strategy game range this year including the much-lauded Legendary Edition of Cyclades. But we are expanding all of our lines, and our Family range has an absolutely incredible range of multi award-winning titles. Every week we’re seeing board gaming become more accessible as a hobby due to the everincreasing number of outlets for play such as gaming cafes, and we’re also fielding numerous queries every day from savvy toy stores who are looking to diversify their range into board games. Adam’s background in the toys space means he will be well equipped for dealing with toy, gifting and familyoriented stores of all shapes and sizes and will be able to help any store find the ideal range for them.

We remember you saying: “If I could tell my eight-year-old self what I’m doing now I’d have given myself a high five.” What excites you so much about this sector?

Play is such a fundamental part of our psyche and its one that we engage with from our earliest days in the world. Long before we can speak, walk, read – we can play. And that instinct never leaves us. Sometimes as adults we can be guilty of trying to suppress it, but play is fun and it never ceases to be. It’s a joy to be in a career that respects the importance of play.

The other part of this is loneliness. UK government statistics have shown that 47% of the UK’s population regularly experiences feelings of loneliness. Games have a unique ability to bring people together and facilitate meaningful interaction with one another. I’m not claiming that games can solve the loneliness epidemic, but I believe they’re a tool to bringing about a happier and more connected culture.

What are your personal favourites on the HBG UK product front?

I’m very attuned to whom I’m playing with, and a big believer in picking the right game for a group. If I’m playing with kids, I’m always reaching for Stomp The Plank – a combination of push-your-luck and careful stacking with elephants who are slowly making their way down the plank on a pirate ship. If I’m teaching people who are new to games, I love to show them Quoridor PAC-MAN, which sees the arcade classic come to life on your tabletop – one player takes PACMAN and must gobble up power pellets,

while the other players control Ghosts who must chase PAC-MAN down.

What were your favourite games and puzzles when you were a child?

“We love building an effective and impactful gaming business, but ultimately it’s about two things for us: the games and the players

”I credit Monopoly with first getting me interested in board games. So much of modern board game design has DNA that first appeared in Monopoly – auctions, negotiation, resource management with money. I fell down the trap I mentioned earlier of getting hooked on video games when I was young. Fortunately, it meant me and a few friends huddling around a Super Nintendo system and the TV to play Mario Kart. It was fun and communal. That all but disappeared as video games increasingly moved online. When I got back into board games in the early 2010s it felt like rekindling a fire and threw me back into that feeling of playing games with my pals – all the laughs, banter, trash talking, and cheers as people make big moves and smart plays.

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

We love building an effective and impactful gaming business, but ultimately it’s about two things for us: the games and the players. To that end, our favourite times are the polar opposite points in the game distribution process: getting our hands on sample games, and ultimately getting them in front of players.

Every couple of weeks we’ll get the latest test and sample copies through from our publishers, and despite working remotely we’ll all huddle in on a Teams call and run through the box of goodies together. We all love games in this company, and so it feels a bit like a miniChristmas each time there’s a delivery and we get to pore over the multiple new boxes of joy. This might be the earliest time we see them physically, which leads to my second favourite type of working day: conventions and expos. We attend approximately 10 events a year, powering through weekends of

Supplier Corner

Are there core categories of products in your business?

We are big believers that there is a game for every table in the UK, but by categorising our games accurately we can help different people (and types of stores) find the games that are right for them.

Our five categories are:

Family – designed for families with kids aged three and upwards. These are simpler to play, often educational, and help everyone get together around the table. Some are guilty of being played long, long after the kids have gone to bed though (looking at you, Stomp The Plank).

Anytime – Anytime games are those that can be played, well, anytime! And typically by anyone. They’re 3060 minutes long, easy to teach and packed with tactical richness and challenging choices.

Social – Our social games are bigger, laugh-out-loud group experiences. Ideal for parties, pubs, get-togethers – these games don’t take centre-stage (they often don’t even need a table!) and are a nice backdrop to facilitating fun, discussion and laughter with a group.

Strategy – These are our larger games that typically require some upfront investment in terms of rulesreading and will typically take up most an evening. The pay-off is that they are wonderfully rich and can be played time and time and time again.

Puzzle – These are games that are often more abstract in nature, typically solo-playable, and come with an ever-escalating array of challenges. Just ideal for kicking back with a Sunday morning coffee and engaging your brain.

teaching people games and showing off new stuff, and it never gets old. Ultimately, it’s all about putting great games on people’s tables, and nothing quite beats that feeling of watching people play at conventions – from uninitiated gamers taking up their first modern board game, to kids beating mum and dad in a game, to laughter as people tuck into a social game. It brings it all to life.

Adam Davies

Games & puzzles continues to be a top performer in the toys market. TnP chats to suppliers to get their take on the market and the future, and gathers together some of the best games and puzzles to grace your shelves…

The games people play…

The kidult audience (adults and teens aged 12-plus) is fuelling growth in the European toy market, according to Circana’s State of the toys consumer: Teens & Adults report – an analysis of consumers, collectors and fans aged 12plus in the five largest markets in Europe, France, Germany, Italy, Spain and the UK. And whether driven by nostalgia for games played as kids, inspired by a favourite TV show or ‘nomad games’ that can be taken anywhere anytime, the games & puzzles sector is winning in terms of top toy categories boosted notably, but not only, by hard core gamers – members of a club or games café – driving sales value and willing to pay up to €100 for a top-quality game.

Frédérique Tutt, global industry advisor for toys at Circana, comments:

“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

“We’re now also seeing a rise in serious toy collectors, fans of pop culture and those who take gaming, puzzling and playing to another level

”Frédérique Tutt, global industry advisor for toys, Circana

On trend…

adults are redefining the toys market.

“Despite the increased cost of living, fans of toys and games know what they like and are prepared to spend money on it. To some extent this is down to consumer groups with deeper pockets who can afford to indulge their passions, but we’re now also seeing a rise in serious toy collectors, fans of pop culture and those who take gaming, puzzling and playing to another level.”

And games makers are already on top of this, as Mark Jones, sales director, University Games and Lagoon, points out: “With more than 700 games and puzzles in our portfolio, assigned across preschool, children, family and adult genres, it is something we already cater for, and we continue to maintain a strong diverse selection especially across the teens, family and adult offerings. For example, new this year is our Rocky Horror Show board game, celebrating 50 years of the iconic phenomenon,

What trends can we expect to see in the next few months?

Affordability will be a key factor for consumers who will be looking for games that offer value for money in terms of repeat play and a broad audience appeal. With Christmas on the horizon, games that can be enjoyed by the whole family will be where it’s at in the coming months. We also expect to see licensed games continuing to do well, particularly where there is a new film or series being released such as Despicable Me 4. Matt Shaw, marketing manager. Epoch Games

aimed at ages 14 and over, and with a real blast-from-the-past feeling, this game is performing well and a definite hit with this age category. Our bestselling nostalgic Subbuteo range is also very much a firm favourite with both adults and kids and one of our year round bestsellers, but especially popular across the festive season. Our new Chibi collectable 3D Model Puzzles of the Wizarding World characters Harry Potter, Ron Weasley and Hermione Granger, and masks of Darth Vader, Spiderman and Deadpool, that are now available, also make great gifting options for teens and adults.”

Nostalgia has also been key for Epoch Games, says marketing manager Matt Shaw: ‘‘There is no doubt that the popularity of nostalgic brands such as Super Mario have helped to support the growth of Epoch Games. Not only do they appeal to older kids and adult fans but parents instantly recognise these

University Games

long-standing licences and brands from their own childhood, making them more amenable to purchasing the products, not least because they take just as much joy from playing them as their children!’’

Hachette

Like the others, Thames and Kosmos has recognised the trend, says board game sales & marketing manager Libby Everett-Hill: ‘‘Absolutely we are and have been on top of this growing kidult trend for a few years now. We strive to offer a range of titles across our games and puzzle portfolio that have the most widespread appeal; we have a strong portfolio of family focused titles, but our more grown-up and strategic games are seeing great growth as they become increasingly popular. Lots of our titles offer both appealing artwork and design elements, as well as gameplay that keeps players returning to the board. This longevity in our games, of course, equals value for money.’’

Herring Games founder and selfappointed chief candlestick wielder Jo Smedley , however, has a slightly different view: ‘I’m not sure there’s a redefining going on, but I do think there is a growing passion. The need for social connection is driving the market. Traditional games do that in a way other entertainment does not. We’ve all had moments where we’ve binged Netflix or Amazon Prime, but while we all have ‘under the duvet days’ you can’t stay there forever.

‘‘The introduction of social media and technology created a hiatus in gaming while it was fully explored, but I do think technology has peaked and people are turning back to traditional games. Socialising with others hits totally different buttons (and releases totally different endorphins) than isolated computer gaming. It’s healthier and people feel better after playing games away from the screen.

‘‘However, there is a drive for quality in the games market. People are more discerning than they used to be. Games need to be both visually appealing as well as fun to play.’’

Kidult trends aside, what do our suppliers think about the current state of the sector?

For University Games’ Mark Jones “The games & puzzles sector always has been, and continues to be, a strong and stable division of the toy category, and

as a business we continue to see stable growth patterns year on year.’’

It’s good news over at Epoch Games too, says Matt Shaw: ‘‘Each year since launch we’ve experienced growth in the children’s games sub category and we’ve further strengthened our position with the addition of two new licences this year – Minions and Jurassic World – which have joined our portfolio of Super Mario games.’’

There’s a similarly positive view at Thames and Kosmos, adds board game sales & marketing manager Libby Everett-Hill: “The market in both sectors remains strong; the social interaction element many discovered during the pandemic has continued to see the market grow and the board game sector is in a robust state. The recent record turn-out at the UK Games Expo at the NEC showed us that there is an increase in the number of families taking a keen interest in new and innovative games. Customers are exploring past the traditional entrypoint games for the hobby; it is all very encouraging.’’

Jo Smedley also saw evidence of games and puzzle popularity at the UK Games Expo: “The gaming sector is growing and has been ever since the pandemic. Social gaming and puzzles are riding that curve of popularity. The old-style entertainments, music and video combined, aren’t even coming close

Retail opinion

What games and puzzles are your top sellers?

Our top sellers in this category are our Schmidt John Deere tractor puzzles, which come with a Siku toy model tractor. And it’s no wonder – Schmidt has a brilliant reputation for quality, and with the mini model included, they are great value.

Julia Lowe, Farm Toys Online , Somerset

What games and puzzles are your top sellers?

Games are definitely a better seller than puzzles and I’d say suddenly classics are the best such as Jenga, Monopoly, chess, etc. It’s surprising to me; doesn’t every household have those games!?

Maggie Tibbenham Imagine Toy Shop , Holmfirth, West Yorkshire

What games and puzzles are your top sellers?

We almost exclusively stock Ravensburger jigsaw puzzles – they’re tried and tested! Lately the bestsellers have actually been the smaller puzzles ranging from 100 to 500 pieces - at £12.99 they’re perfect for keeping the little ones busy during a rainy summer day.

Is there something in this category you struggle to source?

The only problem we face is trying to choose from Ravensburger’s vast range of brilliant puzzles and games. We could fill a whole shop with them if we wanted to!

Holly Myers , retail assistant , Grasshopper Toys , Helensburgh, Scotland

Top games for us has to be Big Potato Games – a great selection for the whole family or adults, great prices and fantastic customer service.

Bestselling puzzles we stock are Gibsons and Ravensburger and at this time of year sales are steady.

Dan Lovett, The Toy Box Beccles, Suffolk

to the money now being spent on the social gaming sector. Whether that’s video gaming or the more traditional tabletop style.

‘‘Games and puzzles are demographically quite a constant appeal, and whereas video games tend to be more in the younger age ranges, puzzles and games hit fairly evenly across the board. You only have to visit UK Games Expo to see that board games and puzzles hit

House of Puzzles - BigJigs

a range of social demographics.’’

It’s good news for games & puzzles, then, but what is driving consumer interest in this sector?

The cost-of-living crisis is a major driver, according to Epoch’s Matt Shaw: ‘‘With household budgets still being squeezed, consumers are looking for affordable entertainment, and games and puzzles can provide just the answer. Good old-fashioned fun for everyone, they are a great alternative to expensive days or nights out. Out-of-the box games that require little set-up and are easy to play continue to retain their appeal, particularly when it comes to luring kids off screens, and we’ve seen success with our Junior range of Super Mario Games too - compact, travel-friendly versions of some of our bigger games but at entrypoint prices.’’

For Red Herring’s Jo Smedley it’s all about playing together: “I think if we’ve learned one thing from the pandemic it’s that people can’t live in isolation, and even video games that used to be solitary pursuits are

now cooperative, with groups talking on headsets as they play.

“And because it’s social gaming, the players are spreading the word and the popularity of games is growing as a result. It’s word-of-mouth transmission. You’ve played a game, so you teach others how to play something you enjoy. Our murder mystery party games appeal to six-plus players and we often find one of the guests from someone’s party coming back for a new game six months later.’’

Gift buying is another key factor, adds University Games’ Mark Jones: “Games and puzzles make great gifts, and with such variety within the category, from card games to strategy board games, and licensed jigsaws to mystery and 3D puzzles, all coupled with reasonable price points, that ensures accessibility for all, this category really does

On trend…

Just for fun…

What was your favourite jigsaw puzzle when you were a youngster? And did you or an angry sister or brother throw all the pieces in the air when you’d nearly finished it?

Not a jigsaw puzzle but definitely a brain-teasing puzzle – it has to be the Rubik’s Cube. Only because I could actually solve it and it always made for a good party trick … but I’m not sure I could still do it now!”

Mark Jones, sales director, University Games and Lagoon

I remember one Christmas being given a 1,200-piece puzzle. We never finished it before we moved. And I think between the vacuum cleaner and the dog eating the odd piece, even if we had managed to get close to completing it – we would have found several missing pieces by the end. I try to complete a 1,000-piece jigsaw every Christmas. It occupies the table all festive season and we struggle to move it around if we’re entertaining. One day I’ll invest in one of those puzzle mats... but I think that would make my husband pack it away, and if he does that, we’ll never finish it off!!

Jo Smedley, chief candlestick wielder, Red Herring Games

The only time I have ever thrown anything across the room was my brother’s train set. He wouldn’t let me play – incidentally decades later he still has not forgiven me! Jigsaw-wise, I love something that brings out the gamer in me and gives that little something extra. The Exit Puzzles fit the bill perfectly as you not only piece together four mini jigsaws but also solve riddles as you go.

Libby Everett-Hill, board game sales & marketing manager, Thames and Kosmos

The games & puzzles sector always has been, and continues to be, a strong and stable division of the toy category

Mark Jones, University Games and Lagoon

What trends can we expect to see in the next few months?

We have been seeing some good growth in the area of expansions. These are great for those who love their current title but want to extend its gameplay further. We’ve lots of these across our portfolio and see this continuing; expansions make a great, and highly affordable gift too for the gamer in your life. The most exciting for us at the moment is the release of The White Castle: Matcha at Essen this October.

Libby Everett-Hill, board game sales & marketing manager, Thames and Kosmos

cater for all ages, generations and preferences. And our award-winning portfolio of licences really do speak for themselves, and are always a huge interest for both retailers and consumers. We are also continuing to see great interest in our Lagoon gift lines, as the gift market and opportunities continue to grow.”

We wondered just how important licensing is to growth within the sector… “Licences are important in the games and puzzles sector, they provide

brilliantly executed and a huge success at both retailer and consumer level. They make up about 50% of our entire product range but 100% of our preschool offering and a large proportion of our children’s portfolio, with favourite licences such as The Tiger Who Came to Tea, Mog, The Very Hungry Caterpillar, The World of David Walliams, Dog Man, Roald Dahl, Horrible Histories and Where’s Wally.”

Thames and Kosmos also sees them as an important factor, says Libby Everett-Hill: “They are certainly important; they have that magnetic quality that gets fans of the licence to look at a category they’d perhaps not considered previously. Our Lord of The Rings products continue to be incredibly popular, with the Exit game Shadows over Middle-earth topping the sales list of our licenced products.’’

Licences are extremely important to the sector, particularly around Christmas when gift givers are often drawn to those brands they know and love

Matt Shaw Epoch Games

And it’s no different for Epoch Games, says Matt Shaw: “Licences are extremely important to the sector, particularly around Christmas when gift givers are often drawn to

those brands they know and love. When there’s been a movie or new series released, we see that halo effect even more, especially when a licence has multi-generational appeal. Since its inception, Epoch Games has seen considerable growth thanks to the popularity of the Super Mario licence, which was further boosted with the release of The Super Mario Bros. Movie last year. So too, our new Despicable Me 4 games are seeing a similar effect with the movie currently in cinemas.’’

However, for Jo Smedley at Red Herring Games it’s a different story, but she’s not saying never! “In our sector licensing hasn’t been all that important so far. But themes

On trend…

What trends can we expect to see in the next few months?

In our particular branch of the role-playing games sector I think personalisation is driving the market. We’ve had more requests for customisation to games or fully bespoke games – both of which we offer. We’ve seen more requests for games at weddings and more recently games specifically to be played as part of the proposal! I don’t think we’ll ever hit the baby reveal market, but we’re seeing a definite increase in the engagement and wedding sector.

Jo Smedley Red Herring Games

prevalent in media do drive sales of games in the same vein. I think it would be fun to create some themed games to match licensing, Cluedo being the obvious connection. But there’s a wealth of TV dramas that lend themselves to murder mystery games, which could enhance their reach by working with us on a licensed product. We worked with Stella Artois during 2020 on its Mystery in the Life Artois murder mystery game and are always open to working with other brands to create a partnership.’’

Finally, we asked our suppliers how they saw the sector’s future -and what do toy makers need to do to retain consumer interest?

“As with all categories in the toy industry, diversification and variation is key to maintaining consumer interest,’’ comments University’s Mark Jones. “Identifying and developing sub categories within the games and puzzles sector is important for growth, and sub categories such as strategy games and murder mysteries, especially singleplayer case files and mystery puzzles, continue to thrive. We also have a key focus on the family and party games category as we continue to see strong year-onyear growth in this division.”

important, says Matt Shaw at Epoch Games: “Toy makers need to keep adding interesting, current licensed games and puzzles to their ranges. We see a bright future ahead –children and adults alike have always enjoyed playing games and puzzles and we don’t see that changing any time soon!’’

While at Red Herring it’s all about the experience, says Jo Smedley: “With murder mystery games and puzzles it’s about creating new experiences. Once you’ve played one, you know the answer. So it’s important to keep bringing out new titles. In the puzzle world, what all players are annoyed with is the ‘reskinning’ of puzzle experiences. If you have played one, the next should be entirely different. We ensure all of our games – both the murder mysteries and the puzzles – are different every time you play, so no two experiences are the same. This keeps people coming back for more.’’

Licences will be

The future is looking rosy for games & puzzles, as Thames and Kosmos’ Libby Everett-Hill concludes: ‘‘Keep doing what they are doing. Growth is projected to continue right up to 2030, we need to maintain a balance of quick and easy play games such as our Open and Play range to family games and the more strategic offerings. A bit like TV viewing habits, sometimes we like a quick fix, other times we binge an entire box set, or we might opt for a feature-length film. Board game entertainment runs along similar lines.’’

Cartamundi

Hitstering the right notes

JUMBO GROUP

0161 428 9111 | salesuk@ jumboplay.com jumboplay.com

Jumbo is striking the right note with games and puzzles lovers this season, with the all-new music party game Hitster and its ever-popular portfolio of adult puzzles from Wasgij.

And then there’s...

ChronoMission. Move through the laser field without touching the string to defuse the bomb while collecting missions along the way

The arrival of Jumbo Games’ latest addition to the games aisle will be music to retailers’ ears. Already a sell-out success in Europe, Hitster is the fun music party game for all occasions. This ultimate game for music-lovers invites players to create an instant party, promising an evening of laughter, singing, dancing and fun times. Featuring more than 300 of the greatest hits from the past 100 years, designed for all over the age of 16, this brilliant game can be played with two to 10 players. Amplify the excitement: Add the Hitster tokens to the mix and elevate the game to new heights. Prepare for an electrifying experience that will keep everyone on their toes.

Playing to win

CHARACTER OPTIONS

0161 633 9800

sales@charactergroup.plc.uk

Character Options has something for all in its games portfolio this year, with family games, party games and arcade games all on offer for the second half.

Snake Attack is the fast-reaction light game, where players’ speed, focus and perfect timing skills are put to the test as they try to catch the ever-morphing and fast-moving snake(s). If players fail to hit the button while the snake crosses over their spot, it’s game over! This super-cool nostalgic game, which is reminiscent of the Nokia’s 3210 era, can be played in three modes: Solo, Team, or Multiplayer.

Tippy tapping too

Put fidgety fingers to work with the latest palm-sized, fidgety fun. TapTap Arcade is an awesome handheld, portable gaming arcade that kids won’t be able to put down

There’s also Remember the Music looking to top the charts. Players race to advance across the board to reach number one. The game begins when a card is selected. Each card has four clues (with assigned point values) that refer to the music artist or music group. If the answer is not guessed on the first three hints, the final option is to scan the QR Code, which will lead players to the song on Spotify (no subscription required).

Tactic ticks board game boxes

TACTIC GAMES

07595 048770 | thomas.randrup@tactic.net tactic.net

Tactic has been bringing families together to share board game experiences since 1967 and the Tactic catalogue is bursting with fun and challenging games for players of all ages.

Mother Earth is a key launch for 2024 and has been designed to raise awareness about the environment and encourage people to make sustainable lifestyle choices. Players complete missions and answer questions across four categories, but a wrong answer means they will get a damage card to block their way around the board.

Quick Words is a compact dice game where players roll the letter dice and then form words before the sand timer runs out, but they only score points for words that are different from their opponent’s.

Tactic has also introduced a dinosaur themed game into its popular Seek & Find series. Children piece together the puzzle board, pick a card and try to be the first to spot that dinosaur within the picture to win dinosaur figures.

One

Stomp the Plank

Elephant pirates push their luck to try not to fall off their plank before the others.

Finding Dinosaurs & unicorns in the orchard

ORCHARD TOYS

01953 859539 | sales@orchardtoys.com orchardtoys.com

Loved by children, dinosaurs and unicorns are some of the most popular themed characters, so it’s no surprise they feature among Orchard Toys’ best-selling games.

For children aged three to six, Dotty Dinosaurs is a fun shape and colour matching game. It features beautiful, hand-drawn illustrations of different types of dinosaurs. Gameplay involves players helping dinosaurs find their missing spots.

For ages three to five, Rainbow Unicorns is a magical and fun colour matching game! It’s a mystical twist on heads and tails featuring friendly unicorn characters and a rainbow playing board that children will love. Players match tail cards to their unicorn heads and then race their colourful unicorns.

The Dinosaur Opposites Jigsaw Puzzle features prehistoric characters that children will love and is suitable for ages three to six. The 20 two-piece puzzles help to teach opposites in a fun way. Friendly characters include a compsognathus weightlifting, a spinosaurus on skates, a woolly mammoth with curly hair and a diplodocus in wellies.

Apples players…and

Orchard Toys started out around a kitchen table making blocks and stencils for a local nursery school

T-Rex

Panic in Jurassic World

EPOCH MAKING TOYS

0208 049 1377 sales@epochmakingtoys.com epochmakingtoys.com

This autumn, Epoch Games will launch five action-packed games under new licence Jurassic World. Bringing the excitement of the iconic films to life, each game comes with either a selection of dinosaur cards or detailed dinosaur figures to encourage collectability.

In Jurassic World Shaky Volcano, players spin the wheel and place the corresponding dinosaur figure on the mountain. Any mistake and the volcano will erupt. Jurassic World Cage Breaker has players trying to free the much-loved Blue – first to do so wins. Jurassic World T-Rex Panic has them pitted against each other as they try to avoid the danger zones and the jaws of the T-rex. Safe areas and cards collected score points.

Epoch’s also got …

Minions and Despicable Me 4 licensed games including Minions U-Turn Bowling, and Hammer POP. Minions games range in suitability from ages four and five-plus

Players take turns placing the dinosaurs and accessories on the wobbly platforms, being careful not to cause a quake and send the dinosaurs flying. Each game is suitable for ages fiveplus and requires no batteries.

Gateway to Disney Lorcana

RAVENSBURGER

01869 363800 | sales@ravensburger.com ravensburger.com

Celebrating the first anniversary of Disney Lorcana TCG in August, Ravensburger is looking ahead to the launch of the hotly anticipated new Disney Lorcana Trading Card Game (TCG) Gateway board game this summer.

The company is introducing the globally successful TCG game to a family audience, with big plans for its newest range addition as it sets out to recruit a new wave of fans. It’s a progressive learnto-play experience designed to ease new players into the game and TCG space, the ultimate beginner’s introduction to the Disney Lorcana TCG and includes everything two players need to play right out of the box.

The pack includes two 30-card basic Disney Lorcana TCG decks, a two-player game board with character standees, rules and player’s guides, plus additional cards that players will be rewarded to add to their decks as they learn about the card types and gameplay.

When players have played through all of Gateway, they will have built two standard Disney

And more besides …

Another Ravensburger game set to bring players flocking to the table is Oh My Pigeons. It’s packed with birdy puns and fast-paced fun

Four games to light the night

THAMES AND KOSMOS

01580 713000

sales@thamesandkosmos.co.uk thamesandkosmos.co.uk

It is all hands on deck at Thames and Kosmos for the AW season with the arrival of new titles and relaunches.

España 1936 is back with an artwork makeover and the inclusion of expansion The Armada, eight cards, for optional use. This is a must-have for those lovers of strategy play and is a truly immersive game lasting a couple of hours.

The Vendetta mafia-esque game investigates family members, examines documents and interviews witnesses with each decision affecting gameplay. True crime capers then for one to six players, an immersive and cooperative crime-solving game aimed at the 16-plus market.

If uncovering art forgeries is your thing then Belratti fits the bill. Two teams play as buyers and forgers and try to figure out the real artworks from the fakes. There are 192 illustrated cards and the inclusion of jokers to adjust the gameplay difficulty level.

The award-winning Nunatak is a game where players need to watch their step as they race to build a pyramid of ice. When four pillars are built a new level of the monument opens-up and the temple grows.

And there’s more …

Quick-play family friendly games include My Gold Mine and 3 Minute Crazy Café. Both games come in their own magnetic box, making them ideal for travel

It’s all happening at University Games & Lagoon

UNIVERSITY GAMES

0207 2540100

sales@ugames.uk.com university-games.co.uk

It’s games and puzzles galore from University Games and Lagoon. From early preschool through to adult party games and the whole family in between, University Games really does have something for everyone. Perfect as Christmas gifts, retailers won’t want to miss out on having these bestselling games and puzzles on their shelves this festive season.

A hilarious new addition to University Games’ children’s range this autumn is the Oh No! The Dog Ate My Homework game that will have the youngsters in stitches as doggie chews up and poops out the homework and it’s a race to piece it back together. Paddington is set to be a hot favourite this festive season due to the November release of his Paddington in Peru film. And it goes without saying that University’s range of children’s games will meet

the demand. These include the Paddington Find it Fast challenge and the Paddington Sight Seeing Adventures board game.

This winter is also set to be a busy time for Dave Pilkey’s Dog Man, with the new 13th book arriving in December, ahead of the global theatrical release of the animated Dog Man movie in January 2025. The University Games Dog Man range includes the best-selling Dog Man Attack of the Fleas board game as well as the new Dog Man Twenty Thousand Fleas Under the Sea game. There are also the Dog Man Flip-O-Rama, Hot Dog Card Game and 250-piece puzzles to choose from. University Games also has a character-packed preschool range featuring games and puzzles for The Tiger Who Came to tea, The Very Hungry Caterpillar, Mog the Forgetful Cat, Dinosaur Roar and I’m Going on a Bear Hunt.

Not strictly games …

New additions to the ever-popular licensed 3D Model range include the Darth Vader, Spiderman and Deadpool characters – alongside Harry Potter Wizarding World favourites

BigJigs’ House of Puzzles

BIGJIGS TOYS

01349 853886 } help@bigjigstoys.co.uk thehouseofpuzzles.com

In this digital age, there is real value in tactile, hands-on experiences that offer a refreshing break from time spent on our screens. It’s one of the reasons why puzzles have retained their popularity through decades of fleeting trends and tech advancements. Alongside their tangible nature, puzzles also provide unique opportunities for family bonding, social interaction, and intellectual stimulation – something that digital entertainment often lacks.

Fostering learning through play has been a Bigjigs priority from day one, and the company has always recognised the importance of these classic playthings. Puzzles were the first product Bigjigs made (nearly 40 years ago) and now it has a collection of 150-plus wooden puzzles loved by children across the globe.

BigJigs has now taken it all to the next level with its acquisition of The House of Puzzles. This marks a significant milestone for Bigjigs Toys, allowing it to expand into the cardboard puzzle market with an amazing range of 350-plus artist-illustrated jigsaws for kids and adults.

Timeless fun …

The House of Puzzles’ timeless designs, rich artistry, and extraordinary standards are entwined with Bigjigs’ touch of playfulness and innovation

FEATURE GAMES & PUZZLES

Plastic-free Festival fun

HACHETTE BOARDGAMES UK

07584 029432 | rtrounce@hachetteboardgames.co.uk hachetteboardgames.co.uk

Hachette Boardgames UK will be launching the tile-laying game Festival this autumn. It’s a creation from the talents behind Sky Team and In The Footsteps of Darwin.

It has been carefully designed with specific social and environmental objectives in mind. The game is plasticfree and uses soya-based inks, while also replanting any trees used for production. Various accessibility enhancements have been built into the game – any colours are also represented by symbols for colour-blind friendliness.

Festival has players selecting tiles to put together fireworks spectacles in the world’s major cities that are challenging each other to deliver the most beautiful festival imaginable. The tiles are chosen to create the most impressive and beautiful fireworks display possible and score the most points. The game is for the family and is designed for players aged eight and upwards.

On your bike…

CARTAMUNDI

01268 511522 | enquiries@cartamundi.com cartamundi.com

Festival launches in late October, just in time for Bonfire Night.

Will you scream in space?

RED HERRING GAMES

01472 348909 | games@red-herring-games.co.uk | red-herring-games.com

Escape room enthusiast or puzzle aficionado? These new puzzle games promise 90 minutes of exhilarating fun. Red Herring Games has spent the past 17 years creating captivating games for adults and its latest puzzle boxes are no exception.

Space System Error plunges players into an interstellar adventure, challenging them to solve 13 unique puzzles to discover the whereabouts of the ship’s missing captain.

Home Front Heroes, released in May, goes

The summer holidays are here, and families are eager to find ways to keep kids entertained during road trips, beach days, and lazy afternoons. Cartamundi, has the perfect solution.

Bicycle Playing Cards are an essential holiday pack, not only because they’re the perfect pocketsized travel companion containing thousands of games in one deck, but also because they feature Disney fan favourites such as Stitch, Donald Duck, Alice in Wonderland, and The Nightmare Before Christmas, all arriving in store now.

Outsmarted is a fantastic ‘Live Family Quiz Show’ experience. It uses the power of technology to host the most exciting, immersive board game experience ever. So put the whole family in the hot seat and try not to be Outsmarted. One of many key features of this great game is remote play, so friends and family members can join you from the comfort of their own home – so don’t let distance interfere with your gaming this summer.

For summer and gatherings all year round, Cartamundi has something for everyone.

back to World War II, where players navigate through a series of 20 intricate puzzles to unlock access to the Black Market.

The games are perfect for adults who enjoy the thrill of escape rooms and intricate puzzle experiences and are looking for highquality gameplay at home.

Both games were originally crowdfunded on Kickstarter, with strong support from the puzzle gaming community.

Murders, traitors, aliens and more

VIVID GOLIATH

0333 207 2041 | vividtoysandgames.co.uk

Goliath is set to play across multiple games categories this AW season. The Traitors board game, based on the BBC1 hit series, will see more Faithfuls battle it out to unmask the Traitor among them. With series three due soon and expansion packs on the way, fans can continue to enjoy the game.

Goliath is set to launch its Murdle board game this year to allow detectives the chance to solve murders round their kitchen tables. Murdle has fast become the bestselling murder-mystery puzzle game, and is created by G.T Karber.

Toyfair Toy Hero award winner, Go Go UFO, sees aliens invading the preschool aisle. Super stretchy Aliens on springs allow you to abduct innocent farm animals. Collect as many as you can to win!

Goliath has also extended the Nexcube line, introducing new stackable packaging and a 3x3 Britcube edition to allow you to join the community of world-recordsetting cube puzzlers in style.

Gnome sweet gnome

SMART GAMES

01903 885669 | uk@smart.be smartgames.eu

SmartGames presents its latest single-player puzzle game, Gnome Sweet Gnome, a charming new preschool puzzle game with 48 challenges to keep players amused for hours. Great for ages three-plus, and ideal for garden lovers, Gnome Sweet Gnome is a game that tests players’ deduction skills. Three cheeky gnomes have mysteriously appeared and set up home in the garden. To solve the puzzle, players must use their concentration to work out where they are hiding. Choose a challenge from the booklet included and replicate the picture clues to reunite the gnomes with home sweet home. But beware, these gnomes have different heights and only the correct place will do – they must be reunited to the correct flowerpot residence.

A trip down memory lane

With a theme of ‘heritage’, visitors can expect to see brands loved by generations at INDX Toy & Gift, but they will also be brought right up to date with emerging trends and the latest product

The INDX Toy & Gift show takes place at Cranmore Park on Tuesday September 3 and Wednesday September 4, bringing together industry insights, emerging trends, innovative products, and top suppliers in the toy and gift industry.

Presenting an inspiring product showcase covering toys, games, licensed merchandise, children’s gifts, and kidult gifting, this year’s exhibitor line-up includes top brands such as Spin Master, Character Options, Depesche, Ravensburger, Peers Hardy, The Carat Shop, Schleich, Gibsons, Brainstorm, James Galt, and Playmobil, to name a few.

What: INDX Toy & Gift

attendees a nostalgic journey through time.

The show will also feature the much-coveted Best Dressed Stand Award, with exhibitors vying for the highly sought-after accolade. Judged on their display techniques, prop utilisation, and visual merchandising, the deserving winner will be announced during the show on September 3.

Where: Cranmore Park, Solihull, B90 4LF

When: September 3-4

Web: www.indxshows.co.uk/indx-home/ toy-and-gift

The two-day event will provide visitors with an exclusive chance to stock up for the Christmas period and preview upcoming products for 2025.

Welcoming all retailers, the show is a must-visit for all toy and gift stockists, and this year’s event theme, ‘heritage’, will highlight key suppliers and beloved branded ranges cherished over generations, offering

Rosie Marshall, head of Toys & Children’s Gifts at AIS, comments: “We’re really looking forward to getting the industry together for what will be the UK’s only autumn toy show of 2024.

“It’s really important for us to support allyear-round trading, and the September show dates will allow suppliers and buyers to strategise beyond the Christmas period, and maximise annual salesnot just seasonal.

“The exhibitor list is building, and alongside our strong core of key returning brands, we are excited to be welcoming some amazing new exhibitors, including Skillmatics, Paladone Products, Plus Plus, West Design and Martinelia.”

“It’s really important for us to support all year-round trading and the September show dates will allow suppliers and buyers to strategise beyond the Christmas period, and maximise annual sales - not just seasonal”

Rosie

Marshall, head of Toys & Children’s Gifts, AIS

About the show

INDX Toy & Gift is brought to market by leading UK buying and services group Associated Independent Stores Ltd (AIS), and is curated by the AIS toy division ‘Playroom’.

To explore the benefits of joining the toy division of AIS and becoming an AIS Playroom Member, contact Rosie Marshall, head of Toys & Children’s Gifts at AIS at rosie.marshall@playroom.uk.com

INDX Toy & Gift welcomes all retailers, you do not need to be a member of AIS to attend. Visitor registration can be completed online at www.indxshows. co.uk/indx-home/toy-andgift/registration

Show admission is free, onsite parking is free and visitors can enjoy complimentary barista coffee and refreshments, and free breakfast pastries.

Suppliers wishing to learn more about exhibiting at the INDX Toy & Gift show should contact Cheyenne.Spears@ cranmorepark.co.uk

Seasonal showcase

It’s

showtime again – and with more than 800 brands, Autumn Fair has plenty to offer. Toy buyers will this year find Kids, Toys & Play exhibitors

have been included

in the Gift destination

The UK’s seasonal retail showcase for Home, Gift & Fashion, Autumn Fair, returns on September 1-4 at the NEC Birmingham, offering retailers the opportunity to shop from more than 800 brands.

Welcoming more than 12,000 purchase-ready buyers, Autumn Fair is the unmissable event for buyers looking to top up their offer and stock up their shelves for the festive season.

With a wealth of new products from the most coveted brands in retail – over 30% of which show exclusively at Autumn Fair – buyers will not only discover the latest toys and gifts, but also 10 definitive

Autumn Fair is an excellent opportunity for us to showcase the ranges to new and existing customer

Liz Ireland, founder and managing director, Bigjigs Toys

Toy exhibitors are seeing more gift buyers sourcing children’s gifts products than ever before

Soraya

Gadelrab, event director, Autumn Fair

product sectors including the latest interior accessories, textiles, greetings, stationery and fashion.

More than 800 exhibitors and 500,000-plus products will be ready for immediate sale, offering a substantial pre-holiday season purchasing opportunity.

The Kids, Toys & Play sector has been edited into the Gift destination for the September show. Soraya Gadelrab , Autumn Fair’s event director, shares her outlook: “Over the past few years, especially post-pandemic, we have seen monumental changes in the industry that have shaped the high street and way that consumers and buyers shop. Feedback from our exhibitors and buyers from both Spring and Autumn Fair has told us that their product ranges are having to be more diverse to reach a wider range of customers.

“Toy exhibitors are now seeing more gift buyers sourcing children’s gifts products than ever before. Our re-edit to integrate

What: Autumn Fair

When: September 1-4

Where: NEC Birmingham

Web: www.autumnfair.com

children’s gifts into the Gift section makes sense to keep our events relevant and drive a better ROI for our customers. Our changes have been welcomed by all within the industry. We are attracting a lot more new and lapsed customers and we can offer fantastic locations among gift brands at the show.

“The footfall will increase significantly. The re-edit now puts toy exhibitors in the heart of the Gift section, which is our largest market for attracting buyers to the show. Exhibitors will see a far wider range of cross-over buyers, especially from independents looking to source new children’s gift lines, as well as their next bestsellers. With over half of the buyers attending Autumn Fair being gift buyers, the re-edit for us makes sense to give Children’s Gift exhibitors the ideal opportunity to meet new retailers.

“Buyers are always looking for the best of what is available, and for something someone else hasn’t

had. Newness keeps the shows fresh, exciting and relevant. Best of British and Sustainable are key drivers within the industry as sustainability and locally made/ designed products are at the forefront for consumers, so it is for retailers as well.’’

Spark your imagination at Autumn Fair

Buyers can tap into the hottest play trends and Christmas hits in the Kids, Toys & Play sector. A celebration of the latest must-have toys, brain-teasing puzzles, and high-tech gadgets, there’s also an extensive selection of licensed products from well-known brands such as Winning Moves Willsow, and William Lamb Lesser & Pavey will be launching its new R’PET Pals range of soft toys made from 100% recycled plastic bottles.

Consciously crafted from ecofriendly wood and silicone, Bigjigs Toys’ 2024 collection is a cut above the rest. Rooted in sustainable play, the latest lineup joins the brand’s award-winning Simply Scandi collection and features one-of-a-kind stacking toys, shape-sorting puzzles, sensory activities, educational toys, and pretend play sets.

Liz Ireland , founder and managing director of Bigjigs Toys , says: “A lot of thought and detail has gone into the design and craftsmanship of these new lines. Our talented product designers have spent months developing each item from the root idea to a

product we know children will love – and Autumn Fair is an excellent opportunity for us to showcase the ranges to new and existing customers.”

Also look out for Orange Tree Toys . Celebrating its 25th anniversary in 2025, the company is run by two sisters, Anuja Wilson and Lamani Simons The toys are made from FSCcertified wood, with no plastic and recyclable packaging.

Explore carefully crafted wooden toys that are built to be treasured for a lifetime from House of Marbles and Lanka Kade , and an enormous collection of cuddly animals and heatable plush toys from Warmies , Keel Toys , TY UK and Mary Meyer

From well-known classics to new and exciting games, spark the imagination with a vast games collection from Winning Moves , Bubblegum Stuff Professor Puzzle and Big Potato Games . Explore the latest innovations in gadgets, electronic toys, tablets and educational toys with Wilton Bradley and many more names such as Get Retro and

The Leftfield Group

Designed to bring laughter and learning to little ones, look out for HippyChick’s range of educational and playful nursery toys, and gifts from Halilit and Bounce Sales & Marketing. The sector also showcases brainteasing puzzles and the newest board games that will appear on everyone’s Christmas lists from Cheatwell Games , Asmodee and University Games

To register for Autumn Fair, visit www.autumnfair.com/visitorregistration

Bigjigs Toys

Mary Meyer

Lesser & Pavey

A new chapter

Karen Dorn, owner of The Forgotten Toy Shop, explains how shifting to a clicks-andmortar strategy has been a recipe for success for her Nottinghamshire business

Ever since I started The Forgotten Toy Shop as an online store full-time in 2015, my dream had always been to open a bricksand-mortar shop. The tangible experience of walking into a store, where the magic of toys comes alive in a way that can't be replicated online, has always been a vision close to my heart.

However, finding the finances and the right location to bring my dream to life was a challenge that seemed insurmountable for a long time.

In today's climate, opening a small shop is especially tricky due to various economic pressures and uncertainties. Yet, after weighing all the factors, I found a location that presented a low-risk venture. With careful planning and perseverance, I finally secured the perfect spot. Now, I’m thrilled to welcome customers to a place where they can encounter toys in person.

The store is in Edwalton, on the outskirts of Nottingham. Choosing this location was a heartfelt decision, as it’s in the village where I live and part of a community I cherish. Being able to bring The Forgotten Toy Shop to my local area fills me with immense pride.

Conveniently attached to a post office, it’s an accessible and central spot for residents and visitors alike. Though small, the shop is full to the brim with nostalgic toys and games that take people on a delightful trip down memory lane.

We opened on May 10. As someone who doesn't enjoy big fanfares, I opted for a simple approach. I quietly unlocked the doors and shared the

news via social media. The response was wonderfully warm and supportive, reflecting the close-knit spirit of Edwalton. It was a perfect way to start this new chapter.

Having a physical presence has made it significantly easier to create engaging content for social media, helping to build a larger following and strengthen our brand. From sharing photos and videos of the quaint shop setup, to highlighting products, each post brings a piece of our magical world to life.

Yes, we’re still actively trading online, and having a small work area in the shop allows me to seamlessly pack up orders as they come in. The dual nature of our business has revealed some interesting trends.

The dual nature of our business has revealed some interesting trends ” “

In the bricks-and-mortar shop, sales often focus on pocket money items, with children eagerly coming in to spend their savings, or adults making impulse buys that evoke recollections of their childhood.

This dynamic complements our online sales, where customers often seek specific or larger items. Balancing both aspects has enriched The Forgotten Toy Shop offer, by catering to a diverse range of customer needs and interests.

Stocking the physical shop hasn't differed much from managing the online store. The primary change is that now I can beautifully display the products on

shelves, allowing customers to see, feel and touch them. This adds an extra layer that wasn't possible with the online store alone.

Since we opened, people of all ages have popped in and shared positive comments. They often mention how it has the oldfashioned feel of a proper toy shop, which brings back fond memories for many.

This reaction has been incredibly encouraging, and trade has been really good, with many customers already becoming regulars. Their support has made this journey even more rewarding, affirming that The Forgotten Toy Shop truly resonates with young and old alike.

Our range is carefully curated to inspire children to create, discover, and imagine. We offer toys and games that encourage kids to be kids, embracing the joy and wonder of play.

And our shelves are filled with stock that allow parents and grandparents to reconnect with their own childhoods, creating a bridge to the past that can be shared with the next generation.

The wonderful suppliers that help us to provide this are House of Marbles, The Puppet Company, Bigjigs, One for Fun, Rainbow Designs Orange Tree Toys Professor Puzzle, ABGee, Muddleit, NDA Toys, The Toy Tribe, The Mouse Mansion, and Ryantown Toys

Now that I have the shop, I’m looking forward to continuing to showcase the products I offer and creating an inviting atmosphere where customers can appreciate them.

The green light

TnP caught up with Patrick Downs, head of design at Keel Toys, which produces the 100% recycled Keeleco range of plush toys, to talk about all things eco and sustainable…

What is the current state of the eco and sustainable sector?

The eco and sustainable sector continues to go from strength to strength in our view, and the continued demand for Keeleco has exceeded even our wildest expectations. The 100% recycled range now includes Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal, Pink, Keeleco Adoptable World and even the cute and collectable Snackies range of food-themed characters. The Keeleco collection now features well over 480 products, and 85% of the entire Keel Toys collection is made from 100% recycled materials. Keel Toys’ commitment to expanding this collection will continue throughout 2024 and into 2025.

While transitioning to sustainable materials is imperative, do you look at ways of integrating recycled plastic into your production methods?

When embarking on our eco journey as a company we felt it was crucial to look at more than creating soft toys from sustainable materials. We looked at every area of our products and the business as a whole. The Keel logo and hangtag are now formed from FSC card and attached to the toy with cotton; even the shipping cartons are recycled and sealed with paper tape. Keel Toys’ commitment to building a sustainable future doesn’t end with our beautiful products, it’s the core that underpins our entire business operation. We have just installed more than 300 solar panels, LED warehouse lighting and electric car

charging points at our Ashford office and distribution centre. We have also moved our company fleet of vehicles over to fully electric and hybrid.

What’s driving consumer interest in this sector?

Interest is being heavily driven in this area by younger generations and consumers making well-informed buying decisions. Environmental issues and being conscious of our effects on the planet have led to the huge demand for Keeleco. Conveying the eco message was always at the forefront when the range was created and launched, starting simply with the name Keeleco and following through onto all of the hangtags and branding illustrating the process and the products’ eco credentials. Social media, POS and the Keel Toys website also reinforce the sustainability message of the collection.

What’s the biggest challenge for growth in this sector?

One of the biggest challenges to growth in the eco and sustainable sector is greenwashing. I think the toy industry can tackle this by adopting a similar open approach to Keel Toys. Our goal with the Keeleco range was to be totally transparent to back up every claim we make with

“One of the biggest challenges to growth in the eco and sustainable sector is greenwashing

Patrick Downs, head of design, Keel Toys

”accurate information. Our factories are fully certified to GRS (Global Recycled Standard) standards and all eco materials used have a full traceability trail. This allows the customer to build a relationship with the product ranges and Keel Toys as a trusted supplier.

Retailers tell us that while consumers may want eco products, price can be a barrier. How do you answer that – or tackle that as a company?

We work hand in hand with our factory partners in the Far East to constantly develop new innovative fabrics and finishing techniques that not only improve and evolve our products but also keep our products the most competitive in the marketplace.

What is the future for this category?

Our huge success with the Keeleco range has proved the future is very bright for the eco and sustainability sector. As a company we will continue to invest in new and exciting sustainable products into 2025 and for the foreseeable future. Make sure to visit the Keel Toys stand at Autumn Fair to get an exclusive preview!

Do you think that the drive to everincreasing sustainability will end at some point or that marketing and advertising messages are focusing too much on eco at the expense of the product?

Companies must continue to invest in well-designed competitively priced sustainable products that convey a strong and trusted eco message to maintain and grow this market sector.

R’PET Pals battle for a cleaner planet

LESSER & PAVEY

01322 279 225 | sales@leonardo.co.uk | leonardo.co.uk

Introducing Lesser & Pavey’s R’PET Pals – the cute plushies with a purpose.

The range includes a choice of animals, each one an adorable bedtime buddy or daytime playmate. Meet the gang – there’s Kitty the Cat, Muttley the Dog, Binky the Bunny, Lottie the Lamb, Hughie the Highland Cow, Ellie the Elephant, Gina the Giraffe and Barney the Bear. Play responsibly, play sustainably and join the cuddle revolution! These are not your average cute friends because there is a twist – they are eco-warriors.

The R’Pet Pals recycled soft toys range offers a variety of cuddly companions, and what makes them really special is that they’re crafted from 100% recycled plastic waste, like plastic bottles which can end up in landfill. Choose R’Pet Pals to help reduce that landfill and combat ocean waste. Contact Lesser & Pavey to arrange a visit to the showroom.

Not just online …

When Lesser & Pavey is not busy at shows it has a full-time field sales team and a Dartford showroom that is open all year round

Retail

Corner

What eco friendly/sustainable toys sell well?

The Puppet Company’s eco puppets. This is something we would like to look further into.

Dan Lovett, The Toy Box, Beccles, Suffolk

the original and bestselling Sockettes range.

THE PUPPET COMPANY

01462 446040 | info@ thepuppetcompany.com thepuppetcompany.com

The new Eco Sockettes range from The Puppet Company has launched following the success of

The Sockettes are now made from recycled materials with embroidered eyes and signature stripy bodies. It’s a fabulous and fun collection of 18 puppets (and counting) to choose from that’s jam-packed full of larger-than-life characters, bursting with colour that bring magic to everyone’s playtime.

The collection includes Kitty’s charming and playful demeanour, Ringo with his trademark golden ring in his ear and brightly coloured headpiece, and Humphrey’s colourful stripy body, glasses and little bow tie for extra character. Their friendly expressions and lovable designs are truly fabulous!

Sockette glove puppets come complete with a squeaky tongue to get the conversation started and inspire imaginative play. They are not only eye-catching, but highly functional too.

Zapping it too

With his electrifying design, super-hero mask and cape, Zap stands out and is full of fun. Creating instant impact, the character is versatile and ideal for creative play

Patting the planet first

PAT AVENUE

01604 678780 | enquiries@patavenue.co.uk patavenue.co.uk

Pat Avenue delivers never-ending sustainable fun in the craft and plush aisles, with an exciting new, eco-friendly line from Hama Beads and its own Ecoplush offering.

2024 is a big year for Hama as it introduces new Bio Beads. Designed for all ecoconscious creatives, and compatible with regular Hama Beads and pegboards, the production of these recyclable, sugar canederived beads and pegboards is CO2 neutral. The beads come in 15 colours, with five bio pegboard shapes available.

Meanwhile, saving the ocean one bottle at a time, Pat Avenue’s Ecoplush collection is a sustainable plush line made from 100% recycled materials. The Fashion Dogs are also not to be missed!

Screens out for summer

EDX EDUCATION

01949 844 117 | mia@edxeducation.com edxeducation.com

EDX understands…

That consumers, the climate and the environment will benefit from educational products that are more durable, reusable and recyclable

The boredom-busting Busy Play 9-piece collection from Edx Education has been designed for learning and play on the go, in ecofriendly packaging measuring just 17.5cm x 15.3cm x 7.5cm, to inspire discovery and learning, anytime, and is suitable for ages 18 months to five years-plus.

Priced at just £12.99 - £14.99 per set, this new range offers families purse-friendly mini versions of their best-selling maths and STEAM collections, to keep children entertained for hours, without a screen in sight.

The collection includes the Busy Play GeoStix, Busy Play Number Rods, Busy Play Pattern Blocks, Busy Play Tangram, Busy Play Skeletal, Busy Play Pentominoes and Busy Play Colour Tiles. All sets are designed to stimulate creative thinking and problem solving as well as sparking imagination and curiosity.

One example: the Busy Play Geo Pegs set includes a rectangular peg board and nine pegs in three colours, with 15 activity cards to keep children entertained. This set is great for improving matching and logical thinking skills.

Keeleco – 100% recycled & huggable

KEEL TOYS

01233 506363 | sales@keeltoys.com | keeltoys.com

Keeleco is a collection crafted from 100% recycled materials, with more than 480 products and counting.

The bestselling Plant Bobballs have been a huge favourite with buyers and customers alike, so the new addition of Flower Bobballs is sure to be just as successful. The flowers include a daisy, a sunflower, tulips and even bluebells.

Keeleco Baby launched in 2021 to huge acclaim, and has new friends of Fuzzy Duck and Percy Penguin added to the super cute natural range of Marcel Monkey and Huggy Giraffe. To convey the eco awareness, all ranges are labelled with the sustainable message and offered with a variety of retail solutions and POS.

Retail opinion

What eco friendly/sustainable toys sell well?

We have a fantastic range of eco-friendly toys from Green Toys (Bigjigs Toys) that sell very well. These are made from recycled milk bottles. The only drawback is that since they are manufactured in the US, they aren’t as environmentally friendly as they would be if they were made in the UK.

Is there something in this category you struggle to source?

We have difficulty sourcing realistic wooden toy farm buildings such as tractor sheds and barns. If you manufacture these types of toys, please do get in touch with us!

Julia Lowe FARM Toys Online, Somerset

Eco fun at Gabby’s house

CARTAMUNDI ENTERTAINMENT

01268 511522 | enquiries@cartamundi.com cartamundi.com

Cartamundi has announced a fun new game with sustainable play in mind. The game has been specifically developed for the DreamWorks hit TV show, Gabby’s Dollhouse.

The Dollhouse game is an example of Cartamundi’s commitment to sustainability. With no plastic parts it’s fully recyclable and demonstrates that playtime can be both enjoyable and environmentally responsible. The box packaging doubles as parts for the dollhouse, ensuring nothing goes to waste.

FEATURE

Dressed for success

TnP gets in character to talk to suppliers in the dress-up and roleplay sector about what’s driving consumer interest and expanding its target audience

What is the current state of the roleplay/ dress-up sector?

Fran Hales, head of portfolio and marketing, Rubies: ‘‘It’s currently experiencing a transitional period as consumers’ wants and needs are adjusted to within the industry. Rubies remains as we have always been for years, there for our customers. Due to our investment in infrastructure and service solutions, we are in a strong position to deliver on both stock and maintain competitive prices, even with a challenging economy. Our Everyday Play 365 strategy allows us to provide our wide range of products all year round whether that is online or in store.

‘‘By embracing toyetic product and showcasing that our dress-up is more than just a costume, we remain industry leaders in terms of innovation. On top of that, the rise of cosplay, themed events, and social media influence means that hardcore fan consumers are increasingly embracing dressing up and cosplaying as a means of entertainment and self-expression, leading to ample growth within the collectors market for costume.’’

Dominique Peckett, director, Smiffys: ‘’As seen across many sectors, the industry has had a challenging few years following the pandemic and the subsequent rise in the cost of living.

‘‘As customers spending habits have changed, we have adapted to this with new value ranges and additions to our accessory offering to ensure the dress up fun is accessible to different budgets. We are seeing signs of recovery across the industry, and sales are looking strong as we head towards the Halloween season.’’

Sue Lockey, co-Founder & CEO, The Puppet Company: ‘‘The roleplay sector is still recognised to be one of the key valuable developmental aspects of childhood and as such it continues to grow. The sector as a whole is very much linked to TV and film now, but many children have always enjoyed dressing up and make believe, playing different characters. I have very fond memories of roleplay time with my own children and from my background in Early Years education. It doesn’t always have to be a full costume; a prop or everyday object can be just as effective – wooden spoons become magic wands, a cardboard box can be adapted to be a robot or a space helmet – the possibilities are endless.’’

What’s driving consumer interest in this sector?

FH: ‘’Consumer interest in costumes and accessories is being driven by a desire for escapism, creativity, and the opportunity to embody beloved characters from pop culture, movies, and television shows, all of which we love delivering to the consumer. In the age of social media, expressing yourself is more fundamental to someone’s personality than ever. Dressing up allows individuals to step into the shoes of their favourite characters and immerse themselves in a world of fantasy and imagination.’’

DP: Events continue to be key to the dress-up calendar. As well as the expected seasonal Halloween and World Book Day peaks, we’re seeing an increase in dress up surrounding more specific events. During the recent Harry Styles and Taylor Swift tours, Smiffys has seen an unprecedented demand for

accessories such as feather boas and cowboy hats as fans embrace the fun side of fashion!

As consumers strive to create themed ‘picture perfect’ events for children’s birthday parties, this is also driving interest in costumes with classic themes such as animals and mermaids remaining popular.’’

“The rise of cosplay, themed events, and social media influence means that hardcore fan consumers are increasingly embracing dressing up and cosplaying as a means of entertainment and selfexpression

”Fran Hales, head of portfolio and marketing, Rubies

‘’This is very much driven by TV, films and books. World Book Day has had a hugely positive impact, with children dressing up as favourite characters and this is becoming a bigger event each year. We love seeing what outfits people have created themselves from basic props from home – something as simple as an old sheet that becomes a cloak and tin foil crowns can create as much enjoyment as ready-made costumes and are all part of the imaginative process.’’

How important are licensed products for the sector?

FH: ‘‘Licensed products are fundamental not just to the sector but also to the wider consumer goods market as they offer authenticity, quality, and recognition for consumers. Licensed costumes and accessories allow fans to recreate the iconic looks of their favourite characters with accuracy and attention to detail. On top of this, licensed products undergo rigorous safety testing, making it the safest choice for consumers.’’

DP: ‘‘Licensed costumes are a huge part of the dress-up industry, and at Smiffys we are proud to have an ever-growing portfolio of key licences. As children relate to characters they read about and watch on screen, licensed costumes help to develop key imagination and roleplay skills. Our literary-based licences are especially popular for us around World Book Day each year, with The Gruffalo and Where’s Wally coming out top for the season.

‘‘Licensed costumes also harness the spending power of fans, with consumers willing to invest in official licensed products associated with their favourite movies, musicians & characters. For kids, the influence of new film & TV releases drive trends for licences such as Wednesday from our Addams Family range. Often for adults, nostalgia drives demand for evergreen licences such as Top Gun, Grease,

Rubies

The Puppet Company

Ghostbuster’s, and iconic horror movie characters including Freddy Krueger from Nightmare on Elm Street, and Pennywise from the classic IT movie.’’

SL: ‘‘Licensed products can help bring some of the most-loved stories to life and encourage children to use their imagination, using classic tales as a springboard to make up their own stories. Our love for this is shown in our recently launched Elmer range and the imminent arrival of our fabulous Paddington Bear collection, and with some other exciting announcements in the pipeline it’s certainly an area of development for us. We firmly believe there is also a place for non-licensed products and that any character can be used to help bring imagination to life – from recreating much-loved fairy tales to inventing your own adventures for all ages.’’

Has the age range for this sector changed – and if so how are you addressing that?

FH: ‘’The age range for the roleplay/dress-up sector has expanded, with consumers of all ages participating in dressing up for various occasions. In particular, there’s a growing focus on Gen Z and of course Gen Alpha. We’re now partnering with more and more pre-school specific licences (CoComelon, Young Jedi Adventures and Batwheels amongst others), while also targeting teen and pre-teen brands such as Five Nights at Freddys and Skibidi Toilet. At Rubies, we address this growth by offering a diverse range of costumes and accessories suitable for different age groups, from children to adults!‘’

DP: ‘‘Dress-up has a wide appeal across age groups, from preschoolers through to adult. The roleplay aspect of dress-up is certainly geared towards younger children, however character-based costumes appeal across the board. Whether it’s for a themed party or a seasonal event, dress up remains a fun way for consumers of all ages to escape from reality.’’

SL: ‘‘We see the age range getting younger, which is great – more parents, nurseries and caregivers are encouraging younger children to participate in imaginative and creative play and dressing-up time is becoming more everyday than reserved for special occasions. Many of our products are suitable from birth, with most from 12 months for Fun for Everyone. Our puppets are ideal for supporting roleplay activities and can be used for Baby’s First Halloween, Christmas, seasonal dress-ups and beyond. Our puppets, especially the My First Puppets and Finger Puppets, make great companions to popular stories, bringing the magic of roleplay to life. We have a huge selection of dragons, dinosaurs and unicorns for older children, and champion worlds of play where mystical creatures are friends with farmyard favourites and actively encourage new possibilities in the world of make-believe. From robots and mice with wings through to witches, wizards, monsters and more, we create Fun for Everyone.’’

What trends are driving interest in this sector?

FH: ‘‘Trends include the popularity of cosplay conventions, themed parties, and social media platforms where individuals

If you were heading out to a fancy dress party next weekend, who would you want

to dress up as and why?

Not just on the weekend, I’d be in costume during the week, just ask the team! Without doubt my go-to this year will be our new Wolverine adult costume from Marvel Studio’s Deadpool & Wolverine. As a huge fan of Wolverine since I was a kid collecting X-Men cards and watching X-Men 97, when I saw this costume it was a no-brainer for us to bring it to market The costume, detail and print is incredible for a classic price point. The design team has done a superb job recreating this iconic suit. I wouldn’t be surprised if I wear it for the movie release and a Fancy Dress Friday post on my Instagram and possibly LinkedIn.

Fran Hales, head of portfolio and marketing, Rubies

Elton John. Our silver & blue full sequin jumpsuit replicates Elton’s iconic baseball look from his 1975 LA Dodgers performance. As well as being a lifelong fan of his legendary music – the costume is a showstopper!

Dominique Peckett, director, Smiffys

Instead of ‘who’ this would be a ‘what would you want to dress up as’ –and it would be a giant pineapple! I found an amazing fancy dress outfit for my youngest daughter’s hen do last year and having already tried it on beforehand for the tropical theme have been wanting to wear it ever since! I’d pair this with one of our Large Birds (Parrot) puppet for a totally tropical feel and added fun!

Sue Lockey, co-founder & CEO, The Puppet Company

showcase their dressing-up creations. Take the viral Wednesday Rave’N dance, where millions were posting videos of their own version of the dance – we saw unprecedented demand for the costume version, particularly around Halloween. Additionally, the influence of popular culture, movies, and TV shows continues to inspire consumers to engage in roleplay and dress-up activities, from Deadpool and Wolverine (with both characters cosplay being staples of the convention circuit) to series such as House of the Dragon, current hits drive demand and sales.’’

DP: ‘‘Pop culture is a driving force behind year-round interest in dress-up, especially for older children and adults. Film releases, celebrity style and social media have a massive impact on dress-up trends. At Smiffys, we’re looking forward to the release of the new Beetlejuice movie in September. Combined with the release of new licensed costumes, we expect Beetlejuice to be a key trend for the whole family this Halloween season.’’

SL: ‘‘There’s a resurgence in traditional toys and interactive play, which we often see over the summer as children play outside more. Many popular children’s shows are encouraging imaginative play and featuring roleplay more and more; this helps to drive trends off-screen which is wonderful to see, as well as developing social skills necessary for sharing with other children.’’

What is the future for this sector?

FH: ‘‘The future does look promising, with continued growth expected as

dressing up becomes a mainstream form of entertainment and self-expression. Advances in technology, customisation options and diverse character representations are likely to further drive interest and engagement.’’

‘‘Following a few challenging years for the dress-up industry, we’re looking forward to a positive future. There will always be a demand for roleplay and dress-up, and Smiffys is committed to supplying a varied and creative range of costumes and accessories to meet this demand. We will continue to create fun and innovative products, giving consumers new ranges to discover.

‘‘As well as innovation, sustainability has to be a focus for the dress-up industry going forward as consumers become more aware of their purchases.’’

SL: ‘‘The future for roleplay is bright and this sector will only continue to grow. Roleplay is powered by imagination and extending vocabulary only enhances future creativity. We know first-hand that puppets and traditional toys have an amazingly positive influence on any child’s development and really support roleplaying activities.

‘‘From sharing smiles to helping children through difficult times and giving them someone to talk to, we call this magic ‘The Power of Puppets’. From our background in education our puppets encourage interaction and language development in young children and help develop the skills needed to create and deliver imaginative storytelling for extended imaginative play.’’

Dressing for the terror party

customerservices@rubiesuk.com

uk.rubiesmasquerade.com

Monochrome clown dress – step into the twisted and enigmatic world of the circus with the Rubies Monochrome Clown Dress. Whether attending a Halloween party, participating in a circus-themed event, or simply looking to captivate and entertain, the dress is the ideal choice for those who wish to infuse their costume with a touch of sinister allure. Embrace the mystique of the big top, reveal that shadowy circus persona, and captivate onlookers with this captivating and timeless costume.

Terror kidsquerade …

Want a Halloween costume for your children? Then look up Terrorquin on the Rubies Masquerade site

Wild Thingz make your heart zing

Adult Terror Clown – prepare to create a bone-chilling spectacle with the Rubies Terror Clown costume. This spinetingling ensemble is perfect for those who dare to embrace the darker side of Halloween. The costume is the perfect choice for haunted houses, scare pranks, or simply sending shivers down spines at Halloween parties. Embrace the fear, embrace the terror, and become the master of malevolent merriment with this chilling and unforgettable costume. Go ahead, step into the shadows, and unleash the inner terror

It’s roleplay puppet time

THE PUPPET COMPANY

01462 446040

sam@thepuppetcompany.com thepuppetcompany.com

And there’s more …

Encouraging speech and language development in young children, the puppets help children embrace their imaginations and joy in the world around them

With the promise of endless play, The Puppet Company puppets bring a world of stories and magic to life and are ideally suited for the magic of roleplay. With limitless storytelling possibilities, create new worlds of play with giant sharks, amazing dinosaurs, friendly monsters alongside storytelling characters and fairytale favourites. With more than 700 different puppets and soft toys, there’s something for everyone!

The Puppet Company Finger Puppets are ideal – versatile and affordable. The perfect size to take anywhere, these pocket-sized pals make for instant roleplay fun. Promising limitless playtime possibilities, both on their own and when combined with others, let imaginations run free and create new worlds where dragons and unicorns play with dogs, frogs and robots!

Not forgetting the most adorable My First Puppets, suitable from birth for fun for all ages, they make a brilliant addition to both playtime and storytime! From farm and pets to wildlife and unicorns, and with new ranges in development, these are perfect for enhancing storytime for the littlest of children. Every puppet is bursting with a magical quality, allowing users to embrace creativity, entertainment, and fun wherever they may be.

KIDANTICS

01293 364364 enquiries@kidantics.co.uk kidantics.co.uk

KidAntics has launched Wild Thingz, a range of hand puppets available in a range of dinosaur and animal designs. They are made of soft durable material and are incredibly detailed, with very realistic and life like features.

These puppets are perfect for storytelling and roleplay. Children can easily shape and move the puppets to make all sorts of fun and silly expressions. The puppets are specially designed for ultimate comfort and have been tested to a very high standard.

KidAntics sources innovative and imaginative arts and crafts kits that inspire creativity in little ones. It has an extensive range of high-quality toys and kits, that parents and grandparents will want to buy, and kids will love

The range encourages hours of interactive and educational play. The hand puppets are selling at key price points, which are very appealing to the end consumer. It’s the perfect range for toy shops, zoos, wildlife parks, theme parks, dinosaur parks, tourist attractions and more.

Ghostbusters haunting the wardrobe

SMIFFYS

0800 590599 sales@smiffys.com smiffys.com

For film fans …

What better way to help children get into character than in costume? Dress up takes roleplay to the next level, allowing kids to quite literally become the character they are playing. Perfect for at-home play and learning as well as parties and school events, Smiffys range of costumes are sure to help kids bring their favourite characters to life!

With a new Ghostbusters film released this year, and the second Beetlejuice movie on the horizon, Smiffys has expanded these two ranges for fans old and new....

As movie and TV releases continue to influence dress-up trends, particularly in the licensed sector, Smiffys has reacted to demand by expanding the range ahead of the Halloween season. Ghostbusters released another feature film earlier this year and an increased demand in the ever-popular range is expected. The popularity of matching family costumes remains strong and there are now toddler styles in the Ghostbusters range. With printed proton pack detail on the ‘mini me’ style, the little ones can be part of the action. The hotly anticipated launch of the second Beetlejuice movie is set to hit the big screens later this year, and Smiffys has also expanded its costume collection for this.

Character’s turtley awesome dress-up

CHARACTER OPTIONS

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

Fans can shell-ebrate their fandom with Character Options

accessories. When the battle is won simply disassemble the weapon and

A brilliant confidence booster

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

Kids naturally gravitate towards activities that allow them to explore different identities and scenarios, be it fantasy or real life, and playing make-believe is a crucial part of their development.

Beyond the fun factor, dress-up and roleplay sessions create a safe space for self-expression. The simple act of putting on a costume gives children the freedom and courage to voice their thoughts and feelings under the guise of a make-believe character.

The dress-up range prioritises play value, quality, and safety, ensuring every costume is designed to last and made from durable, child-friendly materials. Little heroes can come to the rescue in the Firefighter Dress Up, nurse their teddies back to health in the Doctor Dress Up, or perform thrilling experiments in the Scientist Dress Up. There are also princess, police, magician, and builder costumes to cater to a wide variety of childhood interests.

The pretend-play collection features a range of 350plus products, including wooden food, tea sets, play kitchens, dolls, construction tools, animal figures, farm playsets, puppets, hobby horses, and more.

Talking retail

Julie Logan, owner

The Olive Branch Toy Shop

Castle Donington, near Derby

What plans do you have for the summer holidays?

We're taking the opportunity over the summer to have a sale and various offers to encourage customers to spend more and pick up a bargain. We also have a Plus-Plus demo day planned for the end of the school summer holidays; hopefully this will attract more parents and children into the store. As always, we're continuing our social media presence with things to do during the holidays and hoping this will encourage more visitors.

Do you think that now the general election is done consumer confidence will increase?

We do hope so!! The change of government has brought a sense of optimism, which is very welcome and much needed. The new government's strategy for economic growth is very positive and hopefully this will give customers the confidence to shop and spend on the high street again.

Are you stocking any back-to-school items?

We tend to focus on educational books and games preparing children for starting school. Orchard Toys’ games and puzzles are great and Usborne do some great wipe-clean books for encouraging writing skills and sticker books.

What summer toys are selling well for you?

“The change of government has brought a sense of optimism, which is very welcome and much needed”

Books, games, puzzles and activity sets always sell well in the summer holidays for travel and rainy day indoor play. Traditional toys such as skipping ropes and kites are popular. Green Toys from Bigjigs Toys always go down well for sand and water play. Diditrikes from Bigjigs are also great as a first outdoor toy from 12 months.

Delyth and Owen James

Owners,AlbatrossToys & Models

Aberystwyth

What plans do you have for the summer holidays?

We have exciting plans for the summer holidays, with a variety of special offers for our visitors. Our shop, located on the beautiful coast of mid-Wales, is perfect for both sunny days and rainy weather. Shoppers can keep an eye on our Facebook page for regular updates on money-off deals and highlights of our latest exciting deliveries.

What’s your prediction for the Christmas big sellers –and why?

Looking ahead to Christmas, we predict that traditional toys such as Hornby train sets and Airfix models will be the big sellers. These items evoke a sense of nostalgia and are reminiscent of the cherished toys our grandparents and parents had. There's a special charm in these classic toys that appeals to both collectors and those looking to relive fond memories.

This month our retailers talk about summer and consumer confidence following the general election

Dan Lovett, Manager TheToy Box Beccles, Suffolk

What plans do you have for the summer holidays – any special offers/events etc?

Our plans include our annual summer holiday Lego challenge, which we do every year with a different theme – this year’s is ‘Events of 2024, Past, present, or Future’.

Do you think that now the general election is done consumer confidence will increase?

Now the election is over I'm hoping to see a few more folk back out and spending again but I don't think it's going to be an overnight fix.

Are you stocking any back to school items?

We don't tend to stock any back to school ranges any more as there are too many shops and supermarkets that will already be on it before the kids have even broken up.

What summer toys are selling well for you?

Fingers crossed, and toes, the summer weather may just get going, but we have had a steady flow of summer toy sales. But... you guessed it, we’ve only sold one paddling pool so far! But when the manager of the local B&M tells you he still has eight pallets from last year, it says it all.

What’s your prediction for the Christmas big sellers – and why?

I'm really not sure this year as some of last year's top sellers have tailed off in the past few months and not much is standing out. But I do think Wow! Stuff's Stitch FX will be up there.

Do you think that now the general election is done consumer confidence will increase?

With the general election now behind us, there’s hope that consumer confidence will see a gradual increase. While it may take some time for people to feel fully supported and optimistic about future improvements, we remain positive that a sense of stability and assurance will return, encouraging more spending and economic activity.

What summer toys are selling well for you?

Lego is always a standout bestseller for us. It's wonderful to see how much people enjoy stretching their imaginations and creating endless possibilities with these versatile building blocks. Lego continues to be a favourite among both children and adults, proving its timeless appeal. Will you be going to Autumn Fair/INDX show – if so what will you be looking for?

We don't have plans as yet to attend any of the autumn trade shows. We would be interested though in hearing other retailers’ feedback around attendance as we have only just taken over the shop and are keen to attend the right events so that we can keep up to date on market developments and trends.

Talking retail

Holly Myers, Retail assistant GrasshopperToys

Helensburgh, Scotland

What plans do you have for the summer holidays – any special offers/events etc?

We are hosting a small in-store event to celebrate Playmobil’s 50th birthday. There will be goody bags and party hats and competitions – everything you need for a fabulous birthday party!

We also have the Ravensburger Stow & Go offer on. Buy two 1,000-piece jigsaws and receive a free Stow & Go set worth £9.95.

Do you think that now the general election is done consumer confidence will increase?

We hope so. We could definitely feel the tension in the air during that time but we’re hoping that now that the dust has settled maybe people will feel a little more at ease again… until the next one!

Are you stocking any back to school items – drinks bottles, backpacks, stationery etc? If so, what and what brands? We have a gorgeous range of pens, pencils, crayons and more from the French brand Maped Helix, which we just adore. They sit perfectly alongside our other stationery and crafts ranges.

What summer toys are selling well for you?

It’s a bit of a dreary summer here in Scotland so summer toys have not been the order of the season. However, whenever the sun pokes its head out, our range of bubble toys are always super popular – especially the bubble blaster!

What’s your prediction for the Christmas big sellers – and why? Lego has released some fantastic sets this year and there’s still more to come. We feel confident Lego will remain a steady seller all the way up to Christmas Eve!

Aside from that, we’re expecting some new ranges which we’re very excited about but they shall remain a secret for now!

Sally Wilde, Owner Planet Sal Honiton, Devon

What plans do you have for the summer holidays – any special offers/events etc?

We have three big events in Honiton every summer - Charter Day to celebrate our Market Town status, Honiton Hot Pennies Day, when pennies are thrown from windows for the children to collect, in July, and a big Farmer’s Market, Gate To Plate, in August. All three bring good crowds, so are a great bonus for the shops.

There is a window competition for Charter Day and the theme this year is the D-Day 80th Anniversary. I have been busy buying toy soldiers, boats and planes for my display!

Do you think that now the general election is done consumer confidence will increase?

I hope so! It has been a tough year so far and the weather has definitely kept the visitor numbers down. Fingers crossed we have sun, as well as some help with the cost of living.

Are you stocking any back to school items – drinks bottles, backpacks, stationery etc? If so, what and what brands?

I do stock water bottles and lunch boxes, mostly from Puckator and Half Moon Bay.

What summer toys are selling well for you?

Just at the moment, it is still dinosaurs, plus pull-back tractors and anything a bit mystical!

What’s your prediction for the Christmas big sellers – and why?

I think this will be another year of customers buying several smaller gifts, backed up with stocking fillers, rather than one big gift.

Family games were very popular last year and I expect that category to grow as family time seems to be a priority more and more. Ginger Fox and Exit games were great in 2023, and will be again this year, I think.

Also, any sort of puzzles, and I think, popper games will be good for the rest of the year too. I stock the One For Fun ones.

Will you be going to Autumn Fair/INDX show – if so what will you be looking for?

I plan to attend Autumn Fair and will be looking mainly for great children’s stocking fillers, books, advent calendars and games.

Andrew Garthwaite

Rexys Reviews -The Dino Den South Shields, North East

What plans do you have for the summer holidays?

This holiday period we will be taking our shop and exhibits on the road to attend a number of family fun days, comic cons and other exciting events.

“We will be taking our shop and exhibits on the road to attend a number of family fun days, comic cons and other exciting events“

Reviews with all of the mentioned items permanently in stock, however we will be making more of a point of advertising these lines on our social media platforms.

Do you think that now the general election is done consumer confidence will increase?

I hope so! I think that now the country is in a state of certainty we can only hope that this will trickle down to providing some reassurance to customers that the financial situations we have faced in the past year are finally behind us.

Are you stocking any back-to-school items – drinks bottles, backpacks, stationery etc?

These sort of items are a common staple for us at Rexys

What’s your prediction for the Christmas big sellers –and why?

For us it is sure to be the new Jurassic World Chaos Theory line from Mattel, especially with the much-anticipated release of Season 2 of the Netflix series in November.

Will you be going to Autumn Fair/INDX show?

All being well we will try and take a trip to Autumn Fair again but don’t think we will be attending INDX this time round as in the past we have found a lot of cross over with the same exhibitors/suppliers given that we are looking for such a specific theme of products. As always we will be looking for the next new and exciting dino products.

“As always I’ll be participating in large fairs and shows, which attract many thousand people and I’d love to reach and meet new customers”

Maggie Tibbenham Director

ImagineToy Shop

Holmfirth, West Yorkshire

What plans do you have for the summer holidays – any special offers/events etc?

My very first plan was to close the shop during the last week of term and go on a much-deserved holiday. This way I could avoid paying staff in my absence when it’s really quiet. I haven’t been on holiday for a year and being a single mum who works six days a week fighting to keep the business going, renovate the house, and bring up a highly-strung child was enough to take its toll on me. In August we are hoping to do a drawing contest as it’s always a very successful event for us. As always I’ll be participating in large fairs and shows, which attract many thousands of people and I’d love to reach and meet new customers.

Do you think that now the general election is done consumer confidence will increase?

I pray so! In my opinion this election had one big common goal: to remove Tories from their seats as much as possible, and the public achieved it. Not sure the voters felt much better afterwards as nobody believes lies any more. We all need to see things happening and that requires time.

Are you stocking any back to school items – drinks bottles, backpacks, stationery etc? If so, what and what brands?

I never do! I’ve tried once and achieved one deep failure so I’m not doing this again. Having solid bestsellers, picking the best novelties and following my gut has been the best for me. No seasonal products ever worked. I do have a stationery area and I always make sure I’m stocked up but I think school necessities are vastly covered by cheap chain stores and online.

What summer toys are selling well for you?

We always sell Lego well during summer, which keeps kids busy, and all sorts of novelties which are a great option for cheap yet enjoyable treats during the costly summer break. All sort of vehicles, RC cars, sell well as well as TopModel items which, again, are affordable to keep kids busy during summer. Smaller, cheaper games should go off the shelves quickly too.

What’s your prediction for the Christmas big sellers – and why?

The big word! I haven’t thought about it yet although I probably should. Autumn Fair is the time when I start to plan Christmas and pick the crème de la crème from my usual brands and distributors. Aside from my old, tested brands I always try to introduce a new product, something unique and exciting which might put me onto winning position over big toy chain stores.

Will you be going to Autumn Fair/INDX show – if so what will you be looking for?

Of course I’ll be attending Autumn Fair. This fair is an excellent opportunity to get ready and plan Christmas not only by ordering stock but absorbing the festive vibe and display ideas. I will try to find those crucial items which I could focus on selling with some advantages to me eg: truly unique, niche, and different.

Julia Lowe Owner

FarmToys Online

Based in Somerset

What plans do you have for the summer holidays?

We're still waiting for the warmer weather to arrive, but hopefully, it will come soon. Our best special offers will be on outdoor toys, specifically ride-ons and garden toys, which always do so well at this time of year.

''Positive news coverage can really lift spirits, and we often see this reflected in our sales''

Do you think that now the general election is done consumer confidence will increase?

Whether consumer confidence goes up now that the UK general election is over depends on a few things. If our new government promises more spending on infrastructure and healthcare, it could boost confidence but how the media covers this plays a huge role - doom scrolling can quickly turn into doom spending! Positive news coverage can really lift spirits, and we often see this reflected in our sales.

Are you stocking any back-to- school items?

Yes, we do. Our range is primarily for preschoolers, with our top sellers being Tractor Ted and Miss Melody. We recently spoke with Tyrell Katz at the Toy Fair and are very interested in stocking its products. So, if you're reading this, Tyrell Katz, please get in touch with us!

What summer toys are selling well for you?

At this time of year, our Combine Harvester and Baler toys are top sellers. Kids love to mimic real-world farming activities on their carpet farms at home. Whatever is happening on the farm, they want to recreate it with their toys and this gets reflected in our sales. Right now, we have a special offer on the Tomy Super Scale Combine, which is flying off the shelves.

What’s your prediction for the Christmas big sellers – and why?

Anything Christmas-related always does exceptionally well for us. Last year, our shop was flooded just after Black Friday, forcing us to close during the run-up to Christmas. But the good news is that we managed to rescue our stock of special limited-edition Siku Christmas tractors, and we're confident they will sell like hotcakes this year! Schleich calendars are also popular during the festive season. However, Schleich tends to flood the market, and larger retailers often sell them at heavily reduced prices. This makes me hesitant to stock them, despite their popularity.

Will you be going to Autumn Fair/INDX show – if so what will you be looking for?

We won't be at Autumn Fair this year. Normally, we're more focused on fairs at the beginning of the year, and by autumn, we're busy ensuring everything runs smoothly for the Christmas season.

Peter Allinson, director of Whirligig Toys, talks to Clare Turner about his six-strongchain’s commitment to specialising in ’things to make and do’; creative toys and games that aim to really engage children

Vive la différence

What’s your background?

I initially trained as a primary school teacher, working with children aged between five and 11, for more than 10 years. I then moved into corporate training and e-learning, with an emphasis on project management. I gave it all up and opened a café for a while, before moving into toys (no washing up involved!).

Why did you move into toy retailing?

I spotted a gap in the market. Many toy shops focus on items for children aged three and under, and I noticed that by the time my nieces and nephew were developing cognitive skills, they had grown out of these items, and all that was left was heavily branded toys and games.

We’d bought the classic toys for them when they were infants, but as they got older, I looked for arts & crafts activities and great family games - ways to push their imagination.

I was disappointed by the heavy dependence on character toys and wanted something more creative. As a crafter myself, I wanted to give children ‘things to make and do’ – toys and games

Whirligigs isalways open to new ideas and innovation from the industry–pleasevisit us and show us whatyouare thinkingof ” “

to really engage them. But I couldn’t find any – hence our shops!

Tell us about Whirligig Toys. We launched in the East Sussex seaside resort of Brighton in 2012. This first shop was a small unit on the same street as my café, and was designed to be another activity that I could get involved with. It quickly took off and demanded more of my attention, resulting in me selling the café business so that I could focus purely on the store.

Having proved the concept, our second shop opened in the West Sussex city of Chichester in 2014, with another in the Kent spa town of Tunbridge Wells in 2016. Branches in the Kent city of Canterbury and the West Sussex seaside resort of Worthing followed in 2017 and 2023 respectively. Our newest branch opened on May 25 in Horsham. The provision for toys in this West Sussex market town was good; it followed traditional lines with a strong offering. But I felt the audience here would be receptive to our brand of ‘make-and-do’ toys.

We’d been growing steadily and adding to our coverage of the southeast, and I could see that some of the core brands we love were not represented in Horsham.

This shop is a bit different. It’s a wonderful old four-storey building in the historic market square, which seems to have been everything over the years. We have occupied the ground floor and first floor with toys, making the upstairs a haven for older children who are so often forgotten in this industry.

To promote the launch, we offered a free toy for every child who attended. But we went traditional, giving a free bouncy ball rather than anything gimmicky! So, classic and appreciated, with some teether toys for younger children: just enough to feel like a proper celebration.

We also held an opening event for other traders and the chair of the council came to support us. We’re planning some other events to coincide with happenings in Horsham throughout the year. The reaction has been amazing; the town is very pleased to see us open.

So we now have six units alongside a growing online business. All our shops are within striking distance of my home in Brighton, as I like to be heavily involved in the support of my teams.

What sets you apart from other shops?

We are proud to be one of the largest independent toy retailers in the UK, going out of our way to be different. Whirligig Toys is a really personal family firm run by people who care, and while we are now quite a large small business, we haven’t lost touch. I know every product in the shops, all the team members, and I’m on the shop floor on a regular basis.

My self-appointed job title is ‘chief toy tester’ – a bit of fun but actually, with my teaching background and toy buying experience, it’s the time that goes into product selection that makes the difference.

How would you describe your range?

We specialise in creative toys and games for babies and children up to the age of 12, but with a particular emphasis on older children. We also stock a range of model-making kits for adults.

How many brands do you carry?

Many - and they are usually smaller

“

Myselfappointed job title is ‘chieftoy tester’ – a bit of fun but actually,with myteaching background andtoy buying experience, it’s the time thatgoes intoproduct selection that makes the difference”

Have you spotted potential summer ‘crazes’?

Crazy Aaron’s Thinking Putty is on the rise again. They’re great products with a new distributor – DKB – which is getting behind them.

brands that are not in the mainstream. Particular favourites are Djeco, Smart Games, Laurence King, Clockwork Soldier Robotime, Aquarellum Eugy Chronicle, and Petit Collage

How do you find products?

We attend trade shows (Top Drawer, Toy Fair, Spring Fair, and Autumn Fair), and welcome reps coming to see us. Whirligig Toys is always open to new ideas and innovation from the industry – please visit us and show us what you are thinking of. We love new ideas and great toys.

What's your selection criteria?

First, we have to love it. Second, it needs to have a make-and-do element to it –not something that is just going to be thrown away shortly after purchase. And third, if it’s in the mainstream grocers, we are unlikely to stock it.

What categories and products are selling well?

Arts & crafts and logic games.

What are some of your new arrivals?

Smart Games’ LogiBugs, Paper Engine’s Wallace & Gromit Rocket Kits, and Satzuma STEM kits

What was in your latest delivery?

Some classics: Usborne’s Magic Painting Books, Scratch Art Kits from Djeco, and Build-It 3D Puzzle Spitfires from Cheatwell Games

How do you maintain the interest of existing customers and attract new ones? We make videos of products showing how they are played, we ensure all our team members know how to play all

the games themselves, and we have a Toy Discovery newsletter with more than 4,000 copies going out every month.

In terms of initiatives, our ‘I Made This… Competition’ is one of our favourites. As we specialise in arts & crafts-related toys, we invite families to send email photos of their children showing off their finished product.

Every month we choose our favourites and reward them with a prize (usually a voucher), and then add their picture to our ‘wall of fame’ in the shops and include it in our newsletter. Each photo shows the child enjoying their success –which is lovely to see, and gives us great feedback on our product selection.

Plus, every town we are in has a BID (Business Improvement District) and we are members of all of them. We love getting involved in town centre strategies such as trials, activities, and competitions, which encourage children and families to use their town centres. Canterbury’s annual Medieval Pageant and Family Trail, which took place in July, is a good example of this.

We’re also very proud to work with a number of partner organisations. The social enterprise Earthly (which helps businesses to invest in nature) is part of our environmental approach, where we plant a tree each time we receive an online order. With more than 3,000 trees planted in Madagascar at a women’s work network, this is a great project with a significant impact.

Then there’s Pelican Parcels, which is a local charity in Brighton where families in need are provided with essentials and gifts at Christmas. We have set up our shop and website to allow customers to buy a quality present which we will then directly donate, matching up with

some of our own stock. Over the past few years we have taken more than 500 presents to the charity’s distribution centre in Hove.

Finally, Let Toys Be Toys (which asks the toy and publishing industries to stop limiting children’s interests by promoting some toys and books as only suitable for girls, and others only for boys) is a cause close to our hearts.

This consumer campaign decided to start celebrating good practice around the time we first opened, and we were its firstever Toymark Good Practice Award winner.

Best Sellers

We have now held the Toymark standard for 12 years, embedding the concept across our shops and training all our team members in the principles. We aim to be a gender neutral toy shop wherever we can, and present a range of toys for children that allow everyone to choose.

Do you offer any services?

We have gift cards available on the website and include free birthday or Christmas greeting cards for every online order, which we will write on the sender’s behalf. We have also published a Christmas gift guide for the past few years and will continue to do this.

What are you looking forward to seeing/stocking through the summer months?

More of the same. There are some excellent new titles coming from Smart Games, and Djeco’s new brochure has really got us excited.

Are you planning any activities for children over holidays?

Not really – we'll just emake sure we have a great range to choose from, and

What’s in a name?

Growing up in Brighton, Whirligig Toys director Peter Allinson and his dad always loved a set of lights on the East Sussex town’s seafront. Originally known as the Brighton Sputnik, they renamed it ‘The Whirligig’. This intriguing contraption, which was lit up at night, featured many multicoloured spikes which could revolve.

■ Robotime Book Nook Kit

■ Robotime Rokr Luminous Globe

■ Smart Games IQ Love puzzle game

■ The Source Sling Puck Game

■ Smart Games Cats & Boxes puzzle game

we always ensure we have lots of good stock for long journeys.

What’s next for your toys and games?

“

As a crafter myself,I wanted to givechildren ‘thingsto make and do’ –creativetoys andgamesto reallyengage them. But I couldn’t find any–hence ourshops! ”

We’ve been exploring seaside toys with our new shop in Worthing, but I think we do what we do well, and don’t really want to expand further.

What’s next for your business?

This is the question everyone keeps asking us! We have no plans at the moment. This is a time to enjoy what we have for now, I think.

What’s the most rewarding aspect of your job?

I love discovering new products most of all. There’s a great deal of rubbish out there, which is poorly designed and with low play value. But when I spot something good for the right price and see customers excited about it, that’s always a good feeling.

And the most challenging?

Being everywhere at once! I like to see my shops as often as possible, which is stretching me a little now, but it’s still worth doing.

What’s your all-time favourite toy or game?

Hasbro Classic Connect 4 Game (think 1970s childhood!). It’s such a simple idea that everyone can join in with – and it’s still fun today.

What’s your current favourite toy or game? Smart Games’ Jump In’ puzzle game. I can’t finish it and keep trying to get to the next level

Shoplifting how about lifting the shop instead?

Shrinkage, shoplifting, theft, call it what you will, one of the major challenges facing any retailer currently is how to stop stock walking out the door when it’s not been paid for.

Put another way, according to data-gathering company Statista, in the UK shoplifting stands at 5.7 offences per 1,000 shoppers, which doesn’t actually sound like a lot. The point, however, is that it keeps rising. It’s also worth noting that the picture is very regional. If you are unlucky enough to own a store in the Cleveland area, the figures balloons to 13, apparently, while in Surrey that number is just 3.3.

Whatever your view of this as a series of statistics, the muchpublicised ‘shoplifting epidemic’ is a reality and retailers have several options. They can just accept it as part of the price of trading and cost it into the bottom line. Efforts can be made to prevent it happening, whether by putting stock behind lock and key or by deploying an elaborate series of alarms and gates. Or, of course, prices can be raised, at which point there is a fine line to be trod between maintaining margins and putting shoppers off by reaching the point at which items are deemed to be either expensive, unaffordable or both.

In the US, great swathes of shopfloor space are now filled with lockable cabinets on which buttons are located - you can ask for an item to be removed in order that it can be bought. On this side of The Pond, something of the kind is beginning to become standard, with supermarket Morrisons, among others, now putting its spirits and champagne behind glass with a button bearing the legend ‘Buzz for booze’.

It should also be said that the most expensive goods in stores may not necessarily be the things towards which thieves automatically gravitate as they are also likely to be those that are most closely watched. It’s just as possible that lower-price volume will come into play as items are shoplifted en masse with a view to hawking them down at the local market.

Sadly, toy shops are in the firing line for shoplifters, perhaps owing to the nature of the displays. Lego models, for instance, are not cheap and they come in boxes that can easily be slipped into a bag “ ”

Sadly, toy shops are in the firing line for shoplifters, perhaps owing to the nature of the displays. Lego models, for instance, are not cheap and they come in boxes that can easily be slipped into a bag. Even if they are tagged, in many retailers’ premises the instruction is not to grapple with shoplifters when an alarm goes off as the outcome may not be positive for the member of staff.

For the most part then, prevention may be desirable, but deterrent is closer to the reality when it comes to shoplifting in the UK and this will probably include security guards (in the US, many

of them carry guns!), stock tagging and cameras, although these are almost certainly not being closely (enough) watched to stop thieves as there are only so many angles that you can peruse in a shop at the same time.

The question then is where next? Will we head down the US route and lock everything up in order to ensure that the shoplifting high tide does not become a tsunami, sweeping away any chance of a profit before it? The idea is quite attractive if the only aim is to keep items secure on the shop floor. The problem is that not only does it negate one of the purposes of a store, which is to allow you to get up close and personal with something that you may wish to buy, but it also means that the 994.3 people who are not shoplifters (according to the Statista for UK average theft per 1,000 shoppers) are treated as if they are.

From a shopper’s perspective, it’s actually enough to make you retreat behind your laptop and forget about going to the shops as you’ll not be able to subject the offer to the kind of inspection it needs to persuade you to part with your cash. This is particularly the case if toys are involved. From Hamleys to Smyths, toy shops are about play, and the demonstrators at Hamleys show just how important it is for customers to see the fun in the toys if a transaction is to take place.

Forget locking everything up, therefore, and focus perhaps on being present in a store as this is a pretty strong deterrent for many wannabe shoplifters. Here, the issue is about how many staff a retailer is prepared to have in a store, as there is a hefty cost implicit in this. Put them to work, however, as on-the-spot visual merchandisers, as much as shelf-fillers, and you may actually succeed in increasing sales as well as halting the rise of shoplifting. This does require a degree of alertness that is frequently absent, but at this point it’s a matter of training.

All of this should, and can, be coupled with cameras, guards et al, but it is the combination of people, tech and awareness that is key when it comes to effecting change. It should also be remarked that the store security industry is currently filled with pricey consultants and results are far from guaranteed.

If you have a small toy shop, keep your eyes open, it’s effective. For those operating from larger premises, this is not the time to just throw up your hands and accept thieving as an unavoidable evil. It can certainly be made more difficult and the solutions are not necessarily as complex as many might claim.

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.

Theriseof shoplifting mayseem inexorable butitdoesn’t havetobe. Lackoflaw enforcement aside(and thathasto change)there arewaysto challengethe trendwhile potentially boosting business,says ourretail expertJohn Ryan

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