Licensee Feedback

Spring forward

As we enter 2023, LSB asks a selection of licensees how they are looking to make the most of the first quarter of the New Year despite the wider challenges that everyone is facing.

Mel Beer, group licensing director, Wonder

“At Wonder we aim to stay focused on the job in hand, Inset: Mel Beer, creating unforgettable Wonder. memories for consumers through our offering of well-designed and innovative products.

I’m most excited about all the new

Below: Roald Dahl will be among the licensed ranges we have new ranges launching for WBD/Karnival launching in 2023. and beyond, including

Bluey and Roald Dahl. It’s also the Year of the Rabbit so we’re delighted to be offering Peter Rabbit (Classic & TV), Pip & Posy and Miffy too, plus many more licensed ranges to come for HW23. You can see all of our new 2023 ranges on the Amscan stand in Hall 9 at Nuremberg

Toy Fair.”

Helen Johnson, product manager, Crème d’Or Mike Coles, group md, Blues Group

“We have to be ready for the major retailers who are all ranging confectionery for Christmas 2023, taking inspiration from all we have seen during the past few months. We have to try and strike that balance between quality and value with branding being a key influence for the consumer. The ISM sweets trade show in Cologne is a great place for us to meet with suppliers and look at what is new to market. It also brings us something to look forward to in the New Year.”

Above: Helen Johnson, Crème d’Or. Right: Crème d’Or launched the Love Your World collection with the Natural History Museum last year. “2023 kicks off with a tough first quarter for many suppliers and retailers in our sector - mainly due to the change in buying patterns post Covid and then leading to the carryover of stock from 2022 into 2023.

However, with a change in strategy last year, we are starting to see increased new category opportunities and an uplift in parts of the group that are working to a longer lead time. This gives us the confidence that we will see improvements in sales for the all important mid-year autumn/winter product launch and the final golden quarter for Christmas 2023. Even with all the headwinds, we will increase our sales for the group year on year.”

Above: Mike Coles, Blues Group.

Phil Ratcliffe, joint md, MV Sports

“In the current climate parents will be looking towards licences and brands that they know and trust, therefore evergreens will receive particular focus. Many such licences have movie releases in 2023 to further reinforce their enduring appeal eg, Barbie, Spider-Man, Transformers, PAW Patrol, Trolls. Notwithstanding the aforementioned, Gabby’s Dollhouse is in big demand right now.

Above: Phil Ratcliffe, MV Sports. Right: Gabby’s Dollhouse is in big demand right now, says Phil.

Lisa Shand, md, Blueprint Collections

“Blueprint has completely updated our range for spring 2023 which should give a fresh feel in-store. We are also working Above: Lisa Shand, closely with our manufacturing Blueprint Collections. partners to try to avoid the supply chain issues that we encountered in the spring of 2022.”

Julie Jones, md, Redan Publishing

“We think it’s going to be a tough trading time, with our consumers tightening their belts and really watching their discretionary spend. Despite this, it’s important for us to constantly remind parents/carers of young children that we have

fabulous content in our

magazines that is great value and provides endless opportunities for children to learn in a fun and rewarding way.

We have increased our

consumer media spend

for the first quarter and we will be attending a local Kids’ Fest to actively encourage and draw our target market to our Above: Redan picked up the magazines. We are also Eco Award at the Progressive Preschool Awards 2022 for Fun running a To Learn Peppa Pig Bag o’ Fun. nationwide Left: Julie Jones, Redan Publishing. competition across our portfolio to win one of ten children’s tablets which will be supported by a complete MU take-over in Tesco stores, again to increase awareness and draw consumers in.”

Hannah Lowe, account and licensing manager, Roy Lowe & Sons

“As seemingly is the case following the pandemic, last year was one of ups and downs. The first quarter of the year is the toughest for many reasons – some past challenges have become a normality that we will take into 2023 and I am sure more to come, but I am equally hopeful for stability to return.

The first quarter for us is about finalising AW and SS development with retailers (depending on their timelines) and looking at 2024 onwards from a licensing perspective. Last year at retail was undoubtedly slower due to the cost of living crisis and it is our job to continue to work closely between retailers and licensors amidst the challenges to ensure that 2023 is stronger.

In our eyes, no amount of Zoom calls can replace face to face interactions – the best business is always done with a G&T in hand so expect to find Ben and I at the bar.

At Roy’s Boys HQ we will use the first quarter to continue to plan for the year ahead. 2022 for us was incredible and we have exceeded all, what seemed at the time to be overly ambitious, targets we set for ourselves at the end of 2021. Our focus will maintain, as always, to combine

innovative product development

using the best, most current licences in order to create the perfect gifts in the most sustainable way we can. We really cannot wait to see how we can smash our 2023 targets out of the water after the well-earned Christmas break for our team.”

Above: Hannah Lowe, Roy Lowe & Sons. Left: Bluey continues to be a strong performer.

Elliott Peckett, director, Smiffys

“The first quarter of 2023 is looking like a jam packed one for us at Smiffys, as trade

show season is back in full

force. We will be kicking off Above: Elliott Peckett, Smiffys. the year stateside with the Halloween & Party Expo in Las Vegas. Next up is our first year at Toy Fair in London, followed by the return of Spielwarenmesse. Q1 will also see us launching an exciting brand new collection of iconic licensed costumes.

As well as show season, we are looking forward to World Book Day in early 2023, as the event continues to be successful for us year on year. Our Book Day collection will feature kits and accessories, as well as full costumes, offering customers a more affordable alternative for Above: World Book Day continues to be successful for the event. It is a tough Smiffys year on year. climate for everyone at the moment, but we are heading into 2023 with a positive outlook for the year, excited for the events that Q1 will bring for us at Smiffys.”

Ashley Holman, md, ToyTopic

“2023 will no doubt be a tough trading year, so we have worked

hard on product innovation and

sustainability to ensure we can offer the best product while keeping prices as low as possible. We are therefore

Above: Ashley Holman, thrilled to say all our plush and

ToyTopic. puppet products are now available as a 100% recycled option, while retaining all the quality and still hitting keen price points for the consumer. We think this is the only way to retain consumers for this year who will still care about important things such as the environment, but price will become even more important than it was in 2022.”

Anthony Duckworth, md, Dreamtex

“Happy New Year everyone! 2022 certainly had its challenges, there is no doubt there. However, a strong finish to the year has given us a

decent springboard into

2023 as we capitalise on winning new retail business during Q1 and Q2. Shipping has begun to stabilise now meaning a more predictable year in terms of timings and inventory; this was not the case in the beginning of 2022.

Strong licences such as Bluey, Xbox and Disney/Marvel will always perform well even in quieter seasons. We’ve introduced some new products to the range and we’re planning to grow our portfolio further during Q1 and Q2. Overall, Dreamtex is expecting big things from 2023, especially from an order book perspective.”

Above: Anthony Duckworth, Dreamtex. Above: Licences such as Bluey perform well for Dreamtex, even in quieter seasons.

Helen Cottrill, marketing and product director, Enesco

“Quarter one is all about our new product launches, trade fairs and, of course, Valentine’s Day and Mother’s Day. We launched all of our new product on 3 January which can be viewed and ordered from our website (www.enesco.co.uk).

The last few months of 2022 were tough for our industry - the cost of living crisis and increasing utility bills have put a strain on trade. Enesco understand this, and we are doing all we can to make sure that our offers and promotional mechanics maximise the value for our customers.

We will, of course, have our Disney 100 launch, which we are confident will create excitement with both our trade customers and the end consumer. Everything will be on show at Spring Fair and we cannot wait to meet our customers face to face again.”

Above: Helen Cottrill, Enesco.