ACCESSORIES
BLOODY STUFF
at Henbrandt…
...we have you covered from A to Z!
Over 3000 items in stock and we welcome existing as well as new account applications from wholesalers, retailers, e-tailers and more from the UK to across Europe. What are you waiting for – dive-in and have a SPOOKTACULAR season with Henbrandt!
CHILDRENS COSTUMES DECORATIONS
ECO FRIENDLY FUN
FUNSNAPS
GLOWSTICKS GALORE
HANGING DECORATIONS
ICE FOUNTAINS*
JIGSAW FUN
KNIFE PROPS
LANTERN STYLE BAGS
MASKS GALORE
NINJA COSTUMES
ORANGE PRISONERS
PUPPETS
QUIZ BOOKS
RATS & RODENTS
SKELETON BODYSUITS
TREAT BAGS & TOYS
UNICORN ACCESSORIES
VAMPIRE COSTUMES
WIGS & WINGS
YUCKY HORROR TEETH
X-RAY GLOVES
ZOMBIE COSTUMES
• FAST ORDERS FROM OUR FULLY STOCKED OPERATION –NEXT DAY DELIVERY AVAILABLE IN THE UK
• PALLET DELIVERIES WITHIN DAYS
• MULTI-BUY DISCOUNTS AVAILABLE
• CARTON DROP-SHIPPING SUPPORTING ONLINE BUSINESS
• *LICENSES REQUIRED TO STOCK CERTAIN PRODUCTS
• SHOWROOM VISITS AND SALES REP APPOINTMENTS WELCOMED
There is no denying that the last few months have been a turbulent time in the party industry. Some of the major players in the sector have sadly had to appoint administrators. Smiffys, the companies under the Amscan/Wonder Group umbrella and Pioneer Europe have fortunately found buyers, but the situations haven’t been without their casualties.
While many jobs have been transferred to the new operations, many have sadly ended in redundancies. Our best wishes go to those who have sadly lost their roles.
As is always the way with industry, however, the wheels keep turning and attention is now firmly placed on Halloween 2024. Falling on a Thursday this week, thus edging ever closer to the all-important weekend celebration. The industry is positive ahead of the celebration and has a wide range of new licensed and generic costumes, accessories and décor ready to line the shelves.
We are entering a more stable economic and political period with glimmers of hope in interest rates, inflation and consumer confidence. And one thing we do know is that consumers will always find a way to celebrate key events in any which way they can. Suppliers are meeting consumers where they’re at with modified offerings and there’s a strong feeling that Halloween could begin to turn the tables again this year.
Retailers across the UK, Europe and US have been getting behind Halloween, with some launching their ranges as early as July to build demand and excitement.
Spirit Halloween in the US is opening a record number of stores, while indies across the industry are readying their stores for the October rush.
Ed Avis explores the benefits of in-store events for driving footfall to costume stores ahead of the big day in his column in this issue. NCA members have found great success in often simple Halloween celebration events, garnering customers, word-of-mouth and excitement along the way.
With iconic new films being released for Halloween and beyond, licensing remains an important part of the party industry across a range of events. We chatted to some key suppliers in this issue about how licensed partnerships boost their sales and businesses, as well as finding out what the trends are across ages for branded party products.
We love to hear your news, views and opinions about the industry and welcome you to get in touch with anything you’d like to share with katierm@max-publishing.co.uk and robw@max-publishing.co.uk.
Wishing you a very happy Halloween – we hope it brings the sales and excitement that we are all hoping for.
MAX PUBLISHING
EDITOR
ACQUISITIONS AND MERGERS NEWS SPECIAL
Smiffys formally appoints administrators as Smiffys II is born
Following an organised purchase of assets from RH Smith & Sons (Smiffys) by Ad Populum, Smiffys II has been newly formed as the business sets to embark on its new phase of life.
At present, Progressive Party understands that all employees (142) are now employed by Smiffys II by way of TUPE transfer, aside from the executive management team who will operate via separate contracts.
Filings at Companies House show a consideration of £4,000,000 was made for the purchase. A consideration of £1,250,000 for goodwill and IP, £200,000 against intercompany debtor Smiffys Australia at £200,000, giving an intangible consideration of £1,450,000. Floating asset purchases of £2,450,000 for inventory and £99,998 for miscellaneous chattels were also made.
Anagram acquires Pioneer Europe
Leading balloon manufacturer Anagram International, USA, has acquired the assets of Pioneer Europe.
Jim Plutt, president of Anagram International, said: “As part of Anagram’s mission to re-establish itself as an independent global company that prioritises innovation and customer service – values that have been at the core of Anagram for over 40 years – I am pleased to reveal that we have established Anagram International as our new EMEA head office, which commenced operations in July 2024.
“We now plan to provide our partners in the EMEA region with the most comprehensive foil and latex balloon programmes. The experienced team from the former Pioneer Europe, located in Bishop’s Stortford, UK, will lead this initiative, managing the distribution of Anagram’s and Pioneer’s product ranges across the EMEA region.”
Marie Gransbury, newly appointed managing director of Anagram International, trading as Anagram Europe, said: “I would like to start by thanking all of our customers for their business over many years; your support and loyalty has been greatly valued. I am very pleased to say that we have been able to keep all employees as part of this acquisition process.
“The team and I are delighted to be able to partner with Pioneer and Anagram customers, old and new, to develop the European balloon business together. I believe there is a great deal to look forward to, as we focus on bringing innovation, service and commitment to our customers.”
New customers, or customers with any immediate queries are able to contact the team on EMEA@ anagramintl.com.
Partyking founders buy back company from The Wonder Group
The founders of Partyking, Nordics leading e-commerce site for party products, are buying back the company from The Wonder Group, a corporate group they sold it to two years ago.
“We are incredibly happy to be back at the helm of Partyking,” said Joel Svensson, one of the founders. “The past two years have provided us with valuable insights and experiences and we look forward to using these lessons to further strengthen our market position and continue delivering exceptional products and services to our customers.”
Under The Wonder Group’s ownership, Partyking continued to strengthen its position in
the market. With the founders back at the helm, a series of initiatives are planned to further enhance the customer experience, develop the product range, and strengthen the company’s sustainability efforts.
“It is an exciting time for us and our customers,” Joel continued. “We have many ideas and projects underway that we believe will delight our loyal customers and attract new ones. Our passion for creating unforgettable party experiences is stronger than ever.”
Future of Amscan International secured following sale to Baaj Capital
The future of Amscan International and associated companies including Ginger Ray and Christy’s by Design, have been secured following a sale of the business and assets to Baaj Capital.
James Clark and Will Wright of Interpath Advisory were appointed joint administrators of Amscan International, Christy’s by Design, Ginger Ray and Party Delights on 15 July 2024. At the same time, James Clark and Howard Smith were appointed joint administrators to Wonder Group Bidco and, on 10 July 2024, James Clark and Ryan Grant were appointed joint administrators to Amscan Holdco. Following their appointment, the administrators sold the business and certain assets of the companies to four separate companies owned by the investment firm Baaj Capital. As part of the transaction, a total of 133 employees transferred to the purchaser. However, a
further 69 employees have been made redundant.
James Clark commented: “We are pleased to have concluded these transactions which will see the UK trading entities move into the ownership of Baaj Capital. Successfully delivering both these transactions in the UK and overseas was incredibly complex.”
A spokesperson for Baaj Capital continued: “We are delighted 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.”
Following the acquisition, Party Delights, Ginger Ray and Christy’s By Design have now been placed into formal administration via Interpath Advisory.
Left: Administrators sold the business and certain assets of the companies to four separate companies owned by the investment firm Baaj Capital.
Left: Smiffys II has been newly formed following an organised purchase of assets by Ad Populum.
Above: Anagram International has acquired Pioneer Europe.
Left: Partyking founders have bought back the business following its sale to the Wonder Group two years ago.
Smiffys II to become official sales agent for Rubies UK
Drawing on many years of experience and expertise in the independent sales area of the industry, the Smiffys team has been appointed as official sales agents for Rubies UK.
“We’re excited to bring the Rubies collection to our UK Smiffys customers, including the fantastic portfolio of licensed products the brand has long been known for,” commented Sam Bucknall, head of UK and EU sales at Smiffys.
“The synergy between the two brands is clear, offering both the Smiffys and
Rubies ranges will allow our customers access to such a wide range of products to meet their needs.”
The deal comes as the industry heads into its peak season, with big movie releases and Halloween just around the corner.
Pete Warton, executive director at Rubies, continued: “Rubies is tremendously excited to be represented by Smiffys II
across the UK independent retail landscape. Known for its exceptional customer service and breadth of distribution across UK retail, Smiffys leads the way in dress-up by supporting partners with its on time and on trend portfolio.
CAP Expo 2025: A New Expo for the celebration and party industry
The Celebration And Party Expo (CAP Expo), a new trade exhibition for the party industry, is set to take place at the Telford International Centre on 23-25 March, 2025.
The press release states:
‘This exciting new event is designed to bring the industry together, from party planners and decorators, to retailers, entertainers and face painters, along with wholesalers, manufacturers and trade organisations, all under one roof.
‘The significant expansion of the celebration industry in recent years, coupled with a demand for more engaging interactive activities, entertainment and dynamic décor, highlights the strong demand for a specialised trade show. The Celebration And Party Expo aims to be the showcase for the industry and bring everybody together in one central location.’
John Bowler, chief executive at BAPIA which is organising the Expo, commented: “It is due to feedback from all sectors of the industry that we decided to organise CAP Expo. Exhibitors want a dedicated, cost-effective event that will attract a relevant audience, and visitors want the ability to connect with a broad range of suppliers from across the industry. The big shows have become too expensive for many exhibitors, and with more visitors wanting to connect with suppliers in the real world, we felt compelled to create an event that brings everyone together.”
CAP Expo 2025 will feature a range of exhibits and activities relevant to the industry, providing a platform for industry professionals to connect, collaborate and discover the latest trends and innovations.
In addition to the exhibition, CAP Expo 2025 will host a party night on Sunday 23 March. John added: “We know that everyone in our industry loves a party, so we will be having a fantastic party night that you will not want to miss.”
For more information about CAP Expo 2025 visit: www.capexpo.co.uk.
Rubies is proud to add its predominantly licensed goods to Smiffys care.”
Rubies’ full range of products will be available via the Smiffys sales team with immediate effect.
Party City appoints new president and ceo
Party City has announced that Barry Litwin will be joining the company as its new president and chief executive officer.
“The team and I look forward to welcoming Barry to the Party City family,” said Bob Hull, chairman of the board at Party City. “We are extremely confident that Barry’s expertise in fostering business growth and transformation as well as his peoplefocused leadership style will bring Party City to the next level.”
Barry brings a disciplined model to strategy setting and operational execution that delivers new revenue growth, gross profit improvement, operating expense efficiency.
Most recently, Barry served as the ceo and board member of Global Industrial Company, a distribution leader in industrial products. Prior to his role at GIC, Barry served as the ceo of Adorama, where he orchestrated the turnaround of an omnichannel retailer. He has also held senior executive roles in retail and distribution with reputable companies such as Sears, Office Depot, Avnet, and Fannie May Candies.
“I am excited to join Party City at a pivotal time as we reposition the business for a stronger future,” said Barry. “Party City is a leader in party goods and supplies, and I see many opportunities to strengthen our financial performance and build a leading endto-end celebration experience for consumers. I look forward to working closely with our team members, the leadership team, and the board of directors to create value for all our stakeholders.”
Above: CAP Expo will takeplace 23-25 March, 2025.
Left: Rubies’ full range is available via Smiffys with immediate effect.
Above: Barry Litwin joins Party City as chief executive officer.
GET READY FOR PIE UK 2025:
The Ultimate Party Industry Event.
Join us for the highly anticipated Party Industry Event (PIE) UK 2025, hosted by NABAS, the Balloon and Party Professionals Association. Set to take place at The Slate in Warwickshire, next year’s event promises to be bigger and better than ever with a glamorous masquerade theme inspired by the 1920s.
PIE UK 2025 is your chance to immerse yourself in two days of spectacular training sessions led by top-tier international instructors. The event kicks off with a series of fabulous classes focusing on creating statement balloon décor, followed by an elegant Masquerade Gala dinner where you can dance the night away with new friends.
Day two continues with structured classes from industry favourites and NABAS instructors, ensuring you leave with a wealth of new skills and techniques. The full package, priced at £349.00 + VAT for members and £374.00 + VAT for non-members, includes B&B accommodation on Sunday evening, the Gala Dinner, and two full days of comprehensive training. It is an incredible investment in yourself and your business!
Don’t miss out on the premier event of the party industry. Book now to secure your spot and take advantage of either full payment or monthly installments.
Stuart Wheeler joins Club Green
Club Green/Hootyballoo has appointed Stuart Wheeler as commercial/ operations manager for its new Fiestas Guirca UK distribution partnership.
Stuart has a wealth of experience having been in the industry for 25 years, previously working for the manufacturer Henbrandt, before more recently managing the online wholesaler, Delights Direct.
Stuart commented: “I’m very pleased to join the team here to work on this exciting new project. There is a big appetite for Fiestas Guirca products in the UK market, so the Club Green team and I will now have the opportunity to really satisfy that demand.
“We will now have stock of Guirca products on the floor in the UK with thousands of options available. This will enable us to create an agile distribution service with quick delivery, augmented with the firstclass service that Club Green is known for. I’m really looking forward to getting the project up and running.”
Michele Gaudelli, commercial director for Club Green/Hootyballoo commented: “We are so pleased to welcome Stuart on board. He is a great guy and his experience and
knowledge of the market has made his appointment a perfect match for our partnership with Fiestas Guirca. Exciting times ahead.”
Budget Greeting Cards rebrands as Tiger Feet
Tiger Feet is the name change that Budget Greeting Cards has announced as part of the award-winning wholesaler’s rebrand.
Aiming to better represent BGC’s product offering of greeting cards, partyware and giftware, the company also wants to align the online and in-store shopping experiences to better serve the independent sector.
Ceo Akhtar Zahid said: “The BGC brand has been established for over 35 years and our success has been guided by listening to the needs of our customers. We are thrilled to announce our rebrand as the latest step to better serve the whole market.”
The rebrand to Tiger Feet follows the purchase of the trade and assets of Paul White and Tiger Feet Party T/A Tiger Feet Direct back in March and the refresh includes an updated brand, new website and streamlined vision, mission and values with the aim to remove the budget cash and carry heritage and lead the way in wholesale commerce with a trading network for businesses, professionals and individuals.
Established in 1984, Tiger Feet supplies an extensive range of greeting cards, balloons and partyware through its website and wholesale branches across the UK and Ireland alongside established publishers.
With headquarters in Manchester, the company operates across a network of eight warehouses in Belfast, Birmingham, Bradford, Bristol, Dublin, Gateshead, Manchester and Nottingham.
Spirit Halloween opens recordbreaking number of stores for 2024
The 2024 season will welcome 1,525 Spirit Halloween stores, reawakening a Halloween tradition for families and communities.
The largest Halloween retailer in the US plans to bring its unique carnival experience to more locations before the end of September to answer growing consumer demand for all things Halloween.
“The Halloween fandom continues to grow, and our incredible team works year-round to create an unparalleled and unique in-store experience that will engage customers all season long,” said Steven Silverstein, ceo of Spirit Halloween.
“Visiting a Spirit Halloween store is more than just a shopping trip – it’s entertainment, it’s tradition, it’s creating moments and memories with family and friends that bring the magic of Halloween to life, and we are thrilled to welcome fans back to the show.”
This year’s interactive Carnevil theme will provide Instagram-worthy moments, interactive spectacles, and a Halloween experience consumers won’t forget. Costumes inspired by the hottest trends, buzzworthy movies and pop culture moments will also be in-store, as well as decor including tombstones, larger-thanlife animatronics, skeletons and inflatables to become THAT house this Halloween.
In the coming weeks, the Halloween retailer will continue hiring thousands of associates as stores open on a rolling basis.
Below: Spirit Halloween will welcome 1,525 stores this year.
Above: Stuart is the new commercial/operations manager for the new Fiestas Guirca UK distribution partnership.
Above: The rebrand follows the purchase of Paul White and Tiger Feet Party in March this year.
Rubies wins at The Licensing Awards
Wednesday Dress-up Range won the Best Licensed Dress-up or Partyware Range at The Licensing Awards this week.
The winners of this year’s Licensing Awards were crowned in a glittering ceremony, with over 1,200 industry executives filling The Great Room at the Grosvenor House Hotel for an evening of celebration.
The event opened with a special industry spoof of The Traitors, before Jakki Brown, md at Max Publishing (which owns and organises The Licensing
Awards) officially welcomed everyone, saying: “There are 1,200 of us here, all to celebrate everything that is great about the licensing industry – the people, the products, the brands and the passion. We’re all in the entertainment business and so this event, the largest awards event for the licensing industry in the world, just has to reflect that.”
Up Up and Away launches new website
Balloon distributor, Up Up and Away has announced the launch of its new website; www.upupandaway.co.uk.
With over 30 years’ experience in the balloon and party industry, the online store offers delivery of products from its store in Essex, with a huge selection of balloon and party items.
Founder, Gary Watts said: “We’ve poured our passion into our new website, with every pixel creating an online experience that is as vibrant and uplifting as the balloons we celebrate, making your day is just a click away.”
The user-friendly website connects customers with top suppliers from around the globe. Browse through the vast selection of balloons, accessories and equipment with easy navigation, detailed product descriptions and competitive pricing.
The site also features event listings and workshops to enable customers to stay up-to-date, along with product launches and its own balloon courses.
Navigating the website is simple, thanks to the intuitive design and user-friendly interface. The team has prioritised functionality and aesthetics to ensure the user experience is seamless on both desktops and mobile devices.
Above: Gary Watts, owner of Up Up and Away.
Ginger Ray founder departs business
Ben Spence, founder of party supplies company, Ginger Ray, announced his departure from the company on LinkedIn.
Ben founded Ginger Ray in 2012, and it was later acquired by Amscan in 2021. Ben remained working as managing director of the company under the new ownership.
The post on LinkedIn read: “It is with great sadness that I announce my decision to leave Ginger Ray, the brand I founded after 12 incredible years. The brand has soared to amazing heights thanks to an incredible team, and I am grateful for the journey, with all its highs and lows.
“I want to extend my heartfelt thanks to everyone who has supported me along the way. Here’s to the next chapter.”
The awards were once again backed by Brand Licensing Europe as headline sponsor and also supported by industry trade body, Licensing International.
“We are truly honoured and thrilled to receive the award for our Wednesday dress-up collection at the 2024 Licensing Awards,” said Fran Hales, head of portfolio and marketing at Rubies. “This recognition is a testament to the passion, creativity,
and craftsmanship that our team pours into every licensed product we create.
“We are incredibly proud of this accomplishment, and we remain dedicated to providing fans with innovative and authentic everyday play options that celebrate their favourite characters and franchises.”
Disguise extends Netflix partnership
Disguise has announced the extension of its global rights to design and develop costumes based on characters from Netflix’s hit series Stranger Things and Bridgerton for autumn 2024.
The Stranger Things collection includes a range of classic and fan-favourite costumes for children and adults, featuring iconic characters such as Eleven, Robin and Steve from Scoops Ahoy, Hellfire Club captain Eddie Munson, Hawkins Cheerleader Chrissy and extending the Demogorgon into infant and toddler sizing so the full family can dress up.
The new Bridgerton line, available this autumn, showcases adult costumes inspired by Penelope and Colin Bridgerton and reflects the detail to design that was given to the original versions in the series by Shondaland.
“The success of our Stranger Things costumes has been tremendous, and we are excited to bring that same passion and attention to detail to our Bridgerton line for fans,” said Tara Cortner, president and gm of Disguise.
The Stranger Things and Bridgerton costumes and accessories will be available in stores and online this autumn.
Below: The new deal will see Disguise launch new costumes based on Bridgerton and Stranger Things.
Left: Rubies scooped the Best Licensed Dress-Up or Partyware Range award.
Rubies’
Above: Ben Spence has stepped down as managing director of Ginger Ray.
Mike McGillion joins Rubies
Rubies has announced the appointment of Mike McGillion as its new sales director. In his new role, Mike will spearhead sales initiatives aimed at driving growth and surpassing targets in the UK and export markets.
With a wealth of experience spanning nearly 25 years in the party/ costume and balloon sector, Mike brings a strong focus on developing businesses in licensed categories.
Mike’s career journey includes joining Amscan in 2000 when the EMEA turnover stood at £12m. As part of the management team, he played a pivotal role in scaling the business to £200m.
Until recently, Mike led the EMEA business for Disguise, demonstrating
a track record of success that aligns perfectly with Rubies’ broader ambitions and visions as the company begins the new financial year, as well as even more experience in the dress-up category.
Tim Mulhall, ceo of Rubies, commented: “I’m confident that Mike’s decades of expertise and his enthusiasm will be a valuable asset to our company. I encourage everyone to join me in extending a warm welcome to Mike as he embarks on this exciting journey with Rubies.”
Blues Group unveils new dressing up division
Blues Group is adding another arm to its existing portfolio, creating a new dressing up division.
The Blues Dressing up division will complement its successful babywear, children’s and adult apparel business and has been a number of months in the planning.
Ruth Golightly, director of sales and design at the company, will add the new division to her remit.
Supporting Ruth will be Tony Lewis, who joins in the role of director. In addition, Lynda Morris joins from Disguise in the role of head of creative and design.
Discussions are already underway with licensors and retailers, with Blues working alongside an established and knowledgeable factory and supply base.
The division is now designing for key events from AW25 such as Halloween, as well as direct to retail product for key retailers.
“This exciting new division for Blues Group began at the start of 2024 – we realised the synergy and missing opportunities across cross category products as we were being asked for this by retailers looking to extend their offering, favouring one licensee/supplier to design and produce for them,” commented Ruth.
“Tony was the obvious choice to bring into Blues Group to lead the dressing up business, with his wealth of experience, contacts and knowledge complementing our already market leading baby, kids and adult business.”
Read more about the new dress-up division in the feature later in this issue.
Spirit Halloween teams up with Butterfinger again
Butterfinger returns as the official candy bar of Spirit Halloween with an exclusive costume for adults and dogs.
Spirit Halloween is offering two exclusive costumes – one for adults and one for pups – plus an accessory inspired by Butterfinger, the crispety, crunchety, peanut buttery candy bar, for the 2024 Halloween season.
The first officially licensed Butterfinger-inspired costumes are available now, exclusively at SpiritHalloween.com while supplies last. The lineup features:
■ Butterfinger Candy Bar Costume: A three-dimensional jumpsuit featuring the iconic Butterfinger wrapper design.
■ Butterfinger Dog Costume: Furry friends big and small can safely get in on the action, too, with a matching candy bar wrapper-inspired costume for pets.
■ Butterfinger Fanny Pack: Carry your things in style with this officially licensed Fanny Pack.
“We are ecstatic to build upon our partnership with Butterfinger with a programme that highlights our shared commitment to delivering unique and fun experiences for Halloween fans,” said Kym Sarkos, executive vice president at Spirit Halloween.
“Butterfinger candy bars have always been a highly coveted addition to any trick-or-treat bag, which inspired us to take the love for Butterfinger to the next level with the first-ever official Butterfinger costumes, and we can’t wait to see fans dressed up as the legendary candy bar this Halloween.”
“We’re thrilled to be launching the first-ever Butterfinger Halloween costume in partnership with Spirit Halloween,” said Neal Finkler, vice president, marketing for the Ferrero Mainstream Chocolate portfolio. “Butterfinger has been a go-to Halloween candy for decades, and now Butterfinger lovers can take their admiration for the brand to the next level. We look forward to continuing to provide new ways for our fans to celebrate Halloween with us.”
Above: Mike McGillion joins Rubies with 25 years of experience in the industry.
Inset: Skelly and his friends have been growing in popularity since their launch in 2020.
Above: Blues Group will build on its already successful apparel business with the new dress-up division.
Halloween is obviously an important time of year for costume shops, so any ideas to increase sales during October are welcome. In August, we gathered a dozen members of our association via Zoom to share ideas, and one stood out: the power of events.
Helping Halloween sales: Events bring customers in
For example, one of our members in New York said her store sponsors pumpkindecorating and mask-making events.
“We like to do them outside on our patio,” she explained. “We’ll buy a whole bunch of small pumpkins and the inexpensive decorating kits. They are just stickers and washable markers. We have to run out and buy more pumpkins a lot of times because they’re so well attended. People love it and the kids like to get out early, so we find people actually are waiting at the door for us to open at 10.”
She explained that the mask-making event is also very well attended. She buys simple mask kits from Oriental Trading that consist of a blank foam mask and Halloween-themed stickers.
“It’s a really simple, easy activity,” she explained. “We get toddlers through to 10 year-olds and they love it. We’ll do them two or three Saturdays during the course of October.”
Another member of ours, located in North Carolina, said she hosts events in her store during which make-up artists help customers complete their look. For example, she sells a good number of Beetlejuice costumes and has a makeup artist in the store who can help customers learn how to create the look.
“There’s this one lady here, she does phenomenal, phenomenal makeup,” she said. “And that’s what she’ll do for two, three days - the make-up for people for their costumes.”
A more macabre example of a store event was mentioned by a member of ours in suburban Milwaukee – he plans to run a contest in which the
winners get to spend Halloween night in a hearse in front of his store.
“I bought an old hearse last year and put it in front of my store and it drew a lot of attention, so this year I’m doing a promotion called ‘Survive Til Dawn’,” he explained. “Customers will fill out a postcard in the store, one entry per day. The winner will get to sleep over in our hearse on Halloween night, for two adults. So hopefully it’ll draw people into the store.”
Several attendees to the NCA Halloween conversation regularly hold in-store events that make it easy for people with disabilities to choose costumes.
Our member in North Carolina said she holds ‘sensory Sunday’ events that accommodate customers who are uncomfortable with the
dramatic sounds and lights that are often found in costume shops.
“We dim our lights and we shut off the music,” she explained. “And a lot of times the parents email us ahead of time and say, ‘My son likes the Red Power Ranger, this is the size that he takes.’ So we can prepare that stuff for him so they can be in and out a little bit faster.”
And the member in New York hosts sensory-free events every Sunday. She promotes the events through local organisations that work with people with disabilities.
“Our Sundays are a very different vibe because we keep the music off all day and we don’t have any of the crazy animatronics going and we lower the lights,” she said. “It’s just a very quiet, calm day. So it’s a nice day for them to bring in their children.”
Sometimes events go beyond the store itself. A member in Brooklyn helped organise a block-wide Halloween event last year. The street was closed and the businesses were invited to set up tables outside. He expects it to occur again this year.
“We will have a clown making balloon animals, we’ll have somebody doing face painting. It’s kind of a costume party,” he said. “We’re not getting too many people coming in for costumes because they already have them, but I’ll sell some Silly Strings, some party snappers, things like that. It’s one big party.”
The bottom-line: Events are a good way to get customers in the door, and Halloween season is a great time to do it. Have fun.
Below: Halloween events such as pumpkin carving, can be great ways to drive footfall throughout October.
Have you ever thought about how much more you can achieve when you work with others who share the same goal? Whether it’s something as simple as splitting one task between multiple people, or allocating out certain actions to various pairs of hands, it is true that many hands make light work.
Making our industry stronger
The same applies when we look at ways to make our industry stronger, more responsible and proactive. One of the criticisms levelled at the party industry is around waste and littering, with emotive images of sea creatures who have ingested balloons demonstrating this point all too clearly. And while some of us do our best to repurpose our waste materials, it can feel like a pointless exercise when the impact on our own is so small.
NABAS, an independent trade association for the UK balloon and party industry, feels strongly that it should be working together on initiatives that work for members and for the wider industry.
We have recently launched an exciting benefit for our members with Terracycle,
which specialises in finding ways to process traditionally hard to recycle products into valuable raw materials that can be reused in other projects. Being able to
recycle on this scale is a huge benefit to us all and because we believe so strongly in this initiative, we are currently heavily subsidising the recycling boxes to encourage our members to participate by making it as affordable as possible.
The environmental benefits are crystal clear – more waste into recycling streams means less waste into landfill. It’s a no brainer. But in addition, our members who join the scheme can promote their sustainability credentials to their corporate enquiries, making our members a more attractive option.
Plus, for clients who feel strongly about recycling, being able to return their balloons and party products after their event, knowing that they will be responsibly processed, can encourage loyalty with our members, potentially resulting in a longer-term uplift in sales.
At our launch evening, our members were very excited about the potential of this initiative, with additional ideas already being discussed to publicise this opportunity within their local communities. Being able to share with the public that we offer a credible option for balloon waste disposal has to be positive for both our members and the wider balloon and party sector.
Looking to the future, we would love to build this into an initiative with more extensive industry support, where manufacturers, wholesalers and decorators all play a vital role in doing as much as we can to minimise the long-term environmental impact from the products we sell.
As we have said before, we can achieve so much more and drive the industry forward when we work together towards one clear goal. If you would like to be a part of this scheme, please do email us at chair@nabas.co.uk and we will happily have a chat about working together to make this initiative impactful and effective. Will your pair of hands help to make balloon and party waste recycling across the UK as easy as possible? We hope so.
Claire Carney and
Victoria
Cooke NABAS Co-Chairs
Left: Claire Carney and Victoria Cooke.
Right: NABAS is currently heavily subsidising the recycling boxes to encourage its members to participate.
Below: The new scheme is with Terracycle, which specialises in finding ways to process traditionally hard to recycle products into valuable raw materials.
A recognised industry leader in licensed babywear and toddlerwear as well as adult apparel and supplier to some of the UK’s biggest supermarkets and high- street names, Blues Group has recently added dressup to its business portfolio. PW checked in with costume division director, Tony Lewis and Blues Group’s divisional director of sales and design, Ruth Golightly, to find out more.
dressed for success
t’s been months in the planning, but Blues Group’s new costume wing is fired up and ready to go. The dressingup team have recently been in China visiting the company’s factory partners and are busy developing product, mostly for Halloween 2025. Meetings with key retailers are taking place over the next few weeks to finalise styles.
the biggest names in retail, Blues Group has been operating in the licensed apparel space for a number of years.
“Moving into dress-up felt like a natural move, because it complements everything that we already do,” explains Blues Group’s divisional director of sales and design Ruth Golightly. “There’s a synergy to it. Blues Group has become a one-stop shop for retailers, using our strength in design to create cross-category ranges, from baby through to toddler clothing and adult apparel too, especially around events and key moments.
“One recent example that comes to mind is the collaboration we have created for Nutmeg with Flower Fairies; we have brought together a crosscategory range for baby and childrenswear across daywear and nightwear, which launches in September in Morrisons stores.”
A trusted partner to some of
“Our toddler daywear and baby clothing divisions have been going for over 15 years, and 20 years in the case of babywear,” says Ruth. “We pretty much own the preschool landscape; we have nearly every single preschool licence that’s out there on our books.
“We already work with the big brands like Disney, Mattel and Warner Bros., as well as some of the smaller brands that are well known in the dress-up space, and we have a reputation for creativity and great designs. We found that retailers are increasingly looking for a one-stop shop to make things easier for themselves. They don’t want to have to liaise with two or three different apparel licencees on a single licence. It makes sense to hand over the costume business to a company that they already work with and trust.”
“Historically, dress-up has been linked to the toy market,” furthers costume division director, Tony Lewis, “but actually, from a customer point of view, it’s clothing, something their children are possibly going to wear day after day. So, from a design point of view, it’s aligned with what we’re already doing and where our expertise is.”
Blues Group already has expert teams in place across its five businesses: Dennicci (babywear), Blues Clothing (toddler apparel), Blues Nightwear (children’s and adult sleepwear and loungewear), adult outerwear and Brecrest Fashion (licensed sportswear).
The costume wing is no exception, with Lynda Morris having joined from Disguise in the role of head of creative and design, bringing with her over 20 years’ experience in dress-up and
Above: Peppa Pig is just one of many perennially popular licences in Blues Group’s portfolio.
Left: The company’s Ruth Golightly and Tony Lewis, both costume industry veterans.
licensed design.
Ruth herself managed the dress-up department at Asda during her time as head of buying for childrenswear, and Tony is another seasoned costume industry pro. In his previous role at Disguise he headed up the team which successfully built an autonomous EMEA costume arm for the business; prior to that, he was integral in establishing the dress-up business at Christy’s. His wealth of experience, contacts and knowledge – especially of supply and manufacturing – perfectly complements Blues Group’s strong licensor and retail relationships, and makes the new costume wing, in Tony’s words, “a really strong offer”.
The market for dress-up has shifted exponentially in the two-plus decades since Tony started working in the industry. “Dress-up used to be a throwaway product. It was predominantly a Christmas product and frankly, it could be tacky and cheap,” he says.
“With the explosion in popularity of seasonal events like Halloween and World Book Day, there’s been a demand for better quality costumes that are made to last and that demand is pretty much all year round.
“In addition to seasonal celebrations, you see spikes when summer movies are released, and when new video games are launched – the gaming industry today is just as big as movies – and these are all moments we can build around.”
Ruth adds: “You also have a lot of popular culture trends that come and go, often driven by social media, that you can lean into. There was a TikTok trend recently for cats and we saw a big spike in our search terms for all things cat-related. Right now, there’s a country and western trend that came off the back of Beyoncé’s
Cowboy Carter album; obviously, Toy Story is great for that, because you’ve got Woody and Jess, but there’s also a demand for generic cowboy and cowgirl outfits.
“So, as well as licensed dressing up, we are also working on retailer’s own label/ own brand everyday make-believe outfits – fairies, pirates, emergency service
costumes and various animals and for Halloween, things like witches and skeletons.”
The wear-it-then-bin-it costume is, thankfully, a thing of the distant past.
“Sustainability is at the forefront of everyone’s mind, including ours,” says Ruth. “We don’t want to make disposable items; we ensure every garment we create is made using recycled fibres and materials and that advice is given to the end customer on the circularity of the garment after use, so it can be reused and repurposed. The issue is really important to us, and it’s equally important to the customers who are buying our products.”
As well as sustainability, inclusivity is something that’s on the company’s radar. In 2023, Blues Group worked with The National Autistic Society on a Thomas & Friends autism-friendly apparel range for Tesco’s F&F Clothing and Tony and the team are “open” to similar initiatives in the future.
“We’re excited to see what our creative team comes up with when it comes to costumes,” Tony says. “They employ innovation in design, by using AI tools as well as creating samples with fabrics and pattern cuttings to ensure comfort and are great at coming up with inventive ideas that can be incorporated, to really bring designs to life.”
The new division has been well received in the market, in particular by retailers looking to broaden and strengthen their choices of supply base. “We’ve had brands, suppliers and retailers coming to us and offering support and words of encouragement,” says Tony. “There’s a lot of goodwill there. And in turn, we want people to know we’re here to support them and help them strengthen what they’re already doing.”
Below: Blues Group’s cross-category Flower Fairies range for Nutmeg will debut in Morrisons stores this September.
Blues Group will build on its reputation for creativity and great designs for its costume ranges.
Licensed to party
Licensed products are a mainstay in the party industry, from kids’ cartoon characters to the latest film releases and even food and drink brands, licensed lines include costumes to partyware, decor to balloons. PW finds out more about licensing in the party sector. ’
From children’s parties to milestone events, Halloween to World Book Day, the party calendar is filled with opportunities for licensed products to shine. Each year, Brand Licensing Europe brings together leading licensors and brands for suppliers and retailers to discover their next licensed partnership and the show takes place this year from 24-26 September 2024 at ExCeL London.
Jafeth Vermeij, account manager at OppoSuits tells
products that fans will adore.
licensing professionals
The show attracted
visitors from France,
Brands exhibiting at and baby brands, gaming are already a key part of
up industry and at Smiffys,
Licensed costumes harness the spending power of fans, with consumers in official licensed products associated with their favourite movies, musicians and characters.”
Heritage brands are key for the adult market, says Dominique:
“Often for adults, nostalgia drives demand for evergreen licences such as
Top Gun, Grease, Ghostbusters horror movie
Left: Nostalgia drives demand for Smiffys’ iconic horror movie characters including Freddy Krueger from Nightmare on Elm Street.
Below: OppoSuits’ new Hawaiians feature designs of its current licences, such as this one from Beetlejuice. Bottom: Consumers can show their love for classic characters such as Ghostface at any Halloween party by wearing the OppoSuits Hawaiians.
characters including Freddy Krueger from Nightmare on Elm Street and Pennywise from the classic IT movie.
This Halloween, the power of nostalgia, along with celebrity influence is set to make the new Beetlejuice Beetlejuice movie a hit. The demand for our Beetlejuice family costume range has been significant and we’re expecting to see the excitement increase over the coming weeks.”
Film licences play an important role for OppoSuits. Jafeth continues: “It is notable that Warner Bros, for example, plays a big role for us for this year’s Halloween with The Joker and Beetlejuice. Additionally, we are starting our first SEGA licence with Sonic the Hedgehog. With the movie coming out 20 December, we start with onesies of the main characters Sonic, Knuckles and Shadow.
“Besides new licences, previous years are proof of how strong existing licences such as Pokémon and Nintendo have had a positive impact for us.”
Another growing influence is series on streaming platforms such as Netfilx. Rubies scooped The Licensing Award this year in the Best Licensed Dress Up or Partyware range, for its Wednesday Dress Up Range. Wednesday is a Netflix series which hits both the Halloween market and fans of the show.
“We are truly honoured and thrilled to receive the award for our Wednesday dress-up collection at the 2024 Licensing Awards,” says Fran Hales, head of portfolio and marketing at Rubies. “This recognition is a testament to the passion, creativity, and craftsmanship that our team pours into every licensed product we create.
“We are incredibly proud of this accomplishment and we remain dedicated to providing fans with innovative and authentic everyday
play options that celebrate their favourite characters and franchises.”
Grabo focuses more on children’s licences. Jonathan tells PW: “In the world of younger ones, the characters
mostly come from cartoons. Grabo this year introduced the very current and popular Cocomelon licence, and has many others including Masha and Bear, Peppa Pig, PAW Patrol, Garfield, Bluey and many more.”
Whatever the age of the consumer, there is a brand to suit in the party sector.
Above: Smiffys is expecting the power of nostalgia, along with celebrity influence to make the new Beetlejuice Beetlejuice movie a hit.
Below: Rubies recently won a Licensing Award for its Wednesday dress up range.
LICENSING PRODUCTS
With retro designs and bold colours, Smiffys’ Kellogg’s range makes the perfect group costume.
Gemar The first addition to Smiffys’ The Goonies collection is Sloth. The costume features a latex mask of the iconic character, printed T-shirt, adjustable braces and hat.
Grabo introduced the popular Cocomelon licence to its balloon offering this year.
Smiffys’ Kellogg’s collection features five classic cereal boxes.
The Kellogg’s cereal box costumes from Smiffys are easy to wear, one size fits all tabards.
DRESS UP
state of the nation
There is no denying that since Covid- 19 took the world in pandemic form during early 2020, that countless industries have seen huge changes. There were some winners – housewares and home enhancements being a notable unplanned recipient of additional spending, whilst others such as the pub and bar trade still struggle to get back to pre - pandemic levels of consumer spend.
The party products industry saw immediate issues with social distancing exonerating any possibility for group parties or gatherings. Sure, there were a few spikes – V.E Day in the United Kingdom was a small opportunity for neighbours to share a drink from across driveways – though we’re clutching at straws to get past this or some fancy-dress video calls.
Much hasn’t returned. Children’s parties are less about decorating a house and having friends over, they are now more about out-of-home activity centres with some token décor thrown-in for good measure. The student fancy dress-scene has seen some shift towards fashion over fancydress, and the growth in place of online market-place shopping offers consumers a chance to buy simpler items on price
Mark Brett, sole UK agent, Boland
“There are structural issues, that were in our market place prior to Covid. Covid exacerbated and distorted them but It would be wrong to lay the blame solely on Covid. They are not easy to quantify and certainly not in a short comment.
“Whatever, the case of the failing of major brands is not good for anyone. It is not good for employees, it is not good for the market in general as it creates uncertainty, at a time where there is already much uncertainty and it is not good for all the suppliers of these brands as they lose major customers, monies owed and most probably losses on existing deliveries, much of which cannot be diverted elsewhere. I know the latter to be true as having been contacted by a couple of such suppliers.
“Also, it possibly leads to a short-term influx of cut price merchandise. This may sound great to some, but is just one more destabiliser and devalues the stock already within the chain. In the medium to long-term, the market will stabilise and the existing supply chain will learn from past mistakes and truly take stock of what the market needs and how it will operate.
“I am still very positive about the future of the party market going forward. I think it will come out of it much cleaner, more efficient and greater understanding of how the market will be in the coming years.”
Fraser Smeaton, ceo, Morph Costumes
“Demand is more or less there, but there has been rapid change in terms of the channel mix from offline to online – and within that from websites to market places. This has also lowered barriers to allow cut-price Chinese competition into the market
“These two factors have forced companies to rapidly adapt strategies and tactics. Those who haven’t been able to either because of poor decision making or legacy management structures and debt have found things very difficult.
“Companies got through Covid with a lot of debt, PE or otherwise. And those firms who took-on borrowing to survive had – in my opinion - false confidence because first year ‘out’, in 2022, was reasonably strong. However, 2023 was then a softer year – at the same time as interest rates rose across
Dominique Peckett, director, Smiffys
“There’s no denying that the party industry has faced challenges over the past few years and has changed because of this.
“Coming through this challenging period, Smiffys, with the financial security provided by Ad Populum, is set-up with boots on the ground, to continue providing the best-inclass products and service with a unique offering that is unmatched for consumer demand.
“We are thrilled to announce that Smiffys has been appointed the exclusive sales agents for Rubies UK, offering our customers an even wider range of exciting products. Smiffys continues to deliver the best in party, from accessories and cosmetics to costumes and décor, in a range of price points, in line with trends and to suit a variety of budgets.”
and delivery terms – more so than product quality and company branding.
With a cost of living crisis thrown in for good measure, the numbers at many large operators stopped adding up to positive thresholds. A former editor of Progressive Party recently reached out to us and said: “This cannot be true, Rubies, Smiffys, Amscan, Qualatex, all under financial restructurings and rescue treatments in less than the years on my left hand?” No, none of
both business lending and consumer borrowing. A perfect storm following what had been the darkest storm the sector had effectively ever seen.
“Looking forward and speaking for my own business, I think demand will be steady this Halloween and grow slowly over the coming years. There is a growing consumer desire to create memories using party products and costumes. Who used to decorate their house for Easter or ‘fall’ / autumn’? So those with the right structures, stocks, and routes to market have a good path forward in a sector with reduced competition.”
Paul Lewis, UK&I sales agent for Widmann
“The industry has been struggling due to the cost-of-living crisis in the UK. This has had a knock-on effect to not only suppliers, but the people who sell these products. This has been seen mostly with third party sellers and suppliers who sell direct to consumer struggling to find a balance between keeping the cash flow right and having the right amount of stock.
“I believe the creation of all the new marketplaces across the UK shows there is a potential for things to grow, but also the need for a change on the Amazon focussed business model.
“Amazon partnering with Tik-Tok will try and help them to keep as much of the trade going through them, but the reemergence of a Tesco marketplace tells me people are looking for a new place to shop now.
“Pre-Covid the party industry is one of the many to change from a retail outfit to a mostly online selling industry, which is fantastic for the end user and supplier, but it has also meant we are vulnerable to online sellers from across the world and I believe with the number of businesses moving to a direct-to-
us would have written that sentence in 2018 or 2019 – the going was too good. What could stop us?
Progressive Party magazine feels bold enough to point out that of course the winds of change were going to affect larger sails than smaller boats. The less financially burdened, privately owned firms had more chance to steer a new course. Optimism, hope, trying – they will have all happened. But for some, it was too late and drastic action was forced or invited.
We don’t speak lightly – our business has been at the receiving end of significant losses from unpaid advertising revenues – sums in excess of an average yearly wage – losses that make a tangible difference to our business. We’ve listened to long-standing
consumer model, including factories in China, there is little room for change within the UK market.
“However, I believe the biggest threat to the UK market is the likes of Temu, which are offering very cheap products direct from China which are a lower quality and may not be tested for the UK market.
“I hope that the UK government can step in and make sure these products are safe for use and pass the same quality checks that EU suppliers have to pass.
“Widmann has always been a strong company and continues to be so by keeping its range large, its relationships strong and cash levels high. We are known for high quality products and this will only continue as we grow in the UK and continue to expand in the US and the Middle East. We have had a very successful year and I hope this continues.”
industry friends in tears at their unplanned job losses and we’ve been lucky enough to help some top-talent find new homes. It’s been emotional, as they say.
We do though speak positively – of course we want it to work. Book Week, Halloween, summer, weddings – they’re still there and much more. This magazine is not going to disappear and nor do the consumers, we just have to look at things differently. We’re seeing new advertisers looking to capitalise on market-share, smaller firms ‘going for it’ while they perceive gaps in custom, and ultimately those who don’t want lightning to strike twice are actively making sure their offer is in-line with what consumers want – at every level: price, quality, choice, delivery. Without over-reaching or over-
Julian Starns, managing director, Henbrandt
“First and foremost for our firm is this simple: We have to be more efficient than the competition.
“Every purchase, the end consumer, via whichever retail channel, they are looking for their value. We’re in a world where people will purely and only buy what they want to, so as suppliers we have listened to that and adapted our business – even before Covid, to ensure we brought the right product to market. Years ago, you could have a go with almost anything and with price adjustments you could clear it –nowadays we focus on what our own history tells us as to what will sell. That efficient thinking culminates in a business that is based on winning ranges – though of course we still have some that don’t cut through, but we move on to the next.
“One of the challenges I have found quite hard but have faced head-on is internet platforms and buying pattens which can now change so, so quickly. This is where different companies face different challenges – larger, more corporate firms have such a huge chain of command they they’re simply unable to adapt in a timescale that stems a loss – thankfully, we’ve managed to work on a system which helps us navigate change much, much quicker than before.
“We’re never perfect and we face each day ready to work as hard as needed to achieve our goals. Technology has been a huge player in this from our ordering system through to shipping and billing. Coupled with an ability to adapt product selections means we can serve our customers well and consequentially we’re welcoming new accounts on a daily basis.
“For Henbrandt it’s efficiency, efficiency, efficiency – always.”
spending. With leaner operations and the patience to wait on real profit before careful investments.
It’s all to play for, what say you?
John Bowler, chief executive, BAPIA
“While the industry has undergone a significant shift, a closer look reveals a thriving and robust celebration and party sector. Recent turbulence might have suggested trouble, but the reality paints a much brighter picture. Major players faced challenges, yet most have been rescued, indicating strong investor confidence in the industry’s future.
“In recent years, we’ve witnessed remarkable growth within the party sector. Despite certain areas suffering, the overall demand for celebrations is as vigorous as ever. The Covid-19 pandemic, ensuing lockdowns and supply chain disruptions from China, created a perfect storm that struck the party industry hard. These factors had long-term effects on key manufacturers, a reality we’ve seen play out in recent months.
“However, this challenging period also sparked an increased demand for balloons and accessories, as people sought to bring the party home. The rise of social media has amplified this, showcasing creative and elaborate celebrations. The party industry isn’t just surviving; it’s evolving and diversifying to meet unique and exciting demands.
“The party industry is not merely in good health; it’s booming and entering a dynamic growth phase that shows no signs of slowing down.”
Creepin
IT REAL
2024 has been a somewhat turbulent year so far for the party industry, but the sector looks forward to Halloween as a welcome boost in sales and excitement each year. PW finds out what the expectations are for this year’s event and what the spookiest trends will be.
The Halloween buildup began early this year, with UK retailer Wilko and US giant, Spirit Halloween both unveiling their collections as early as July. The media has picked up on ‘pinkoween’ as a décor trend, allowing consumers to start with Halloween celebrations in a softer palette earlier than usual and extend their Halloween parties.
All this, as well as a Thursday date, moving closer to the important weekend celebration, point to a successful season. Stuart Wheeler, commercial & operations manager (Fiestas Guirca UK), Club Green and Hootyballoo, enthuses: “I’m always excited by Halloween as it is peak, regardless of the landscape and particularly 2024 where it will bring a welcome boost.
within our industry. Hopefully, with a little more political stability and consequent economic stability, some consumer confidence will return to our market. We have been a bit short of that this year.
“For the most part, retailers appear reasonably confident. There is an element of stock hangover from 2023, which has impacted on 2024 buying.”
Paul Lewis, UK&I sales agent for Widmann hopes any fears over Halloween are speculative. “With everything that has happened in the industry over the past six months, there has been some uncertainty over Halloween, but I am glad to find this unfounded. We have thankfully seen an increase in demand for the season over last year and our unique range of shell suits and party fashion are the main cause for this.”
Some have worked with retailers more strategically following turbulent times.
“Statistically as Halloween day moves closer to the weekend, sales have generally increased over time. So I think this, along with a somewhat improving economic environment, it does give cause for optimism this year.
“We really think that our Halloween offering will provide a point of difference this season and that will stand us in good stead, I’m sure. “It’s been a hard year for many, but I’m confident that the back end of this year starting with Halloween, will provide a good opportunity for the industry to grow stronger again.”
Smiffys is also positive ahead of the big celebration. Dominique Peckett, director, tells PW: “We’re excited for Halloween this year. The hype seems to have started earlier, with high street retailers launching their collections as early as July and talk of ‘pumpkin spice season’ already beginning on social media. In our high street stores, we have seen customer demand from the beginning of August.
“This all points towards a busy Halloween season for the industry, which will give it the boost we’ve all been hoping for.”
Some remain a little more cautious. Mark Brett, sole UK agent for Boland, comments: “Thursday is always marginally better than a Tuesday, but nowhere near Friday or Saturday. It is a very strange year, especially in what has happened over recent weeks
“Due to the current economic climate and previous Halloween retail results, we are collaborating closely with our partners to ensure they select costumes that have historically been successful, alongside new designs and innovations from top brands,” Lianne Taylor, EMEA marketing director at Disguise, explains.
“Halloween falls on a Thursday this year, coinciding with half term for much of the UK, which is a positive for the event and give us more confidence in the sell out of the category at retail. We are committed to working with our retail partners on ranges they can support, providing them with a unique point of difference from their competitors.”
As always, film releases and classic horror films have an influence at Halloween. Jafeth Vermeji, account manager at OppoSuits, expands: “This year’s Halloween will be big for OppoSuits. We have fully committed to the new film releases that premiere right before Halloween: Beetlejuice, Beetlejuice and Joker: Folie a Deux. Characters like this are right down our lane since their suit is key to the full depiction of these antagonists.
Above: Smiffys is expecting new film releases such as Beetlejuice Beetlejuice to impact trends this Halloween.
Inset: The Creepy Cry Baby from Boland will spook any visitors.
“The Joker has meant a lot to us over the years, which almost gave us the obligation to honour this character at Halloween as well. These key moments in combination with Halloween on a Thursday, will hopefully boost sales this year, especially in the European market. Despite the economic situation that keeps haunting everyone, we believe in our product and that our full suits can take advantage of this growth.”
Films and celebrities are drivers for Smiffys, too: “The release of Beetlejuice Beetlejuice in September will drive demand this season as a whole new generation will discover the iconic characters,” explains Dominique. “Following on from the last few years, we expect costumes from everyday ranges to be popular this Halloween as the UK follows the US with a move into popular culture and celebrity influenced costumes.”
Licences are also an important part of the line-up for Rubies. Fran Hales, head of marketing and portfolio says: “At Rubies, we are looking forward to Halloween this year with excitement and optimism. We anticipate a strong demand for adult costumes in particular, due to our strong portfolio for 2024, which includes Deadpool & Wolverine, The Boys and Barbie.
“We predict that generic will continue to prove popular along with nostalgic costumes, following a continuous trend among millennials and kidults. Additionally, we expect accessories to complement costumes, allowing consumers to enhance their looks and personalise their outfits.”
Mark agrees: “There will be a continuing trend towards accessories, surprisingly costumes stood up reasonably well in 2023. That said I think some of that was
due to over cautious buying by some, which is preferable to over buying by others. Trends are a thing of the past. Or rather they are really not detectable until much nearer the occasion, thus making life very complex for the entire chain.”
Dominique furthers: “Accessories look set to be popular again this year as customers choose to style up their existing wardrobe for events for a more budget friendly option. That been said, we still expect a great demand for kids and adults’ costumes for trick or treating, events and parties. A Thursday Halloween opens up the opportunity for a long weekend of celebrations, while the school holidays will allow a full week for children’s parties and an early start to trick or treating.”
Lianne continues: “Disguise’s licensed range offers a variety of ‘spooky’ options, which we believe will be a significant trend in costumes and accessories this year. Additionally we are observing a trend in dress-up accessories such as hats, headbands and dress up kits.”
Colour is also set to be an important trend. Gloria Veta, brand and sales director at Gemar, says: “With Halloween
just around the corner, it’s time to think about decorations that truly amaze. This year, Gemar neon balloons, which light up in the dark, are the perfect element for your parties. These balloons are ideal for creating breathtaking scenes in the dark environments typical of Halloween. Imagine a glowing pumpkin, a ghostly monster, or a cauldron from which shining ghosts emerge: the possibilities are endless.”
Meanwhile, Grabo is seeing a trend for the other side of the colour spectrum. Jonathan Grassi, vice president, tells PW: “For several years now, we have noticed how the classic bright colours have given way to softer ones. Pastel colours are dominating the scene, applied to classic shapes such as skulls, pumpkins, witches and spiders. We are also following the thread of this novelty and for this year, we have come up with balloons that are
Above: Rubies offers a range of generic, licensed and nostalgic costumes to suit all tastes.
Above right: Boland has a range of animatronics and décor ready for scary season.
Right: Smiffys expects the Thursday date and school holiday timing to boost trick or treating and parties for children.
Right: Accessories look set to continue to be popular during economic uncertainty, says Smiffys
HALLOWEEN PRODUCTS
such
and
When looking at iconic horror brands, Ghostface is on the list. Ghostface is back with OppoSuits in its Suitmeister range this Halloween – a complete black suit with the iconic Ghostface print.
Widmann has seen an increase in demand for its Halloween range, driven by its shell suits and these party fashion ranges.
Beetlejuice, Beetlejuice, Beetlejuice. Say its name three times and he will appear. The character is coming back this year with the new film and is a key part of OppoSuits’ line-up
Green
a vast selection of Fiesta Guirca Halloween costumes, accessories and decorations available for immediate delivery in the UK this season, including this adorable toddler bat costume.
unique tombstone
If you want to stand out at your Halloween party, this eye-catching Patriot Clown costume from Club Green/Fiesta Guirca is a must have for this spooky season.
to
and a
a
and
and
from
from
Club
has
This
design
Fiesta Guirca is just one great item
the huge selection of spooky props, decorations and party items available at Club Green for Halloween 2024.
Smiffys has expanded its accessories range in response
trends
the new range of hats includes a velour witch hat in rich jewel tones
gothic take on the western trend with
new black
silver cowboy hat.
Smiffys’ Fever range has launched new, on-trend styles available to pre-order. The fashion forward range includes a fresh new take on Halloween classics including Devil and Nun styles in faux leather effect fabrics with accessories included.
as hats, headbands
dress up kits and will launch more for Halloween 2025.
OppoSuits added two of the main characters of the upcoming Joker film to its range. Inspired by the characters and their outfit in the movie and officially licensed by Warner Bros, the Joker is back this Halloween.
Time to get Spooky with our MAGICAL Spell YEah Halloween Collection
HALLOWEEN PRODUCTS
Gemar neon balloons, which light up in the dark are available in yellow, orange, pink, purple and green. Additionally the balloons come with FSC certification, made 100% from rubber sourced from well-managed forests, ensuring an eco-friendly and sustainable product.
Be spooky this Halloween with Disguise’s Witch Minnie Classic Toddler Costume.
The witch inspired satin dress includes a green shimmery ribbon on the waist, felt detailing around the collar, a mesh peplum with green glitter stars and a Minnie Mouse motif print with additional sequins on the bodice. The look is finished off with Minnie’s iconic ears and a witch hat in the middle alongside a shimmery green bat detailing.
Dress up as the infamous Pumpkin King and dazzle your Halloween look with this Jack Skellington Instant Kit. The costume kit from Disguise comes with a shiny satin that has black and white mesh layers and a peplum detail. It also features an embroidered badge of Jack on the skirt belt. To complete the full Jack Skellington look, a bat choker is also included. Makeup and shirt not included.
Boland’s really creepy cry baby animatronic is 160cm long and comes alive with lights, sounds and movement.
The Vampire Mickey Mouse Costume from Disguise is a vampire inspired jumpsuit including a printed suit with a spooky Mickey Mouse Vampire motif and a satin purple cape with a tall, pointed stand collar and an additional red bow detailing. The scary look is finished with a black head piece featured with Mickey’s iconic ears.
Whether you’re attending a Halloween party, participating in a circus themed event, or looking to captivate and entertain, the Rubies Monochrome Clown Dress is the ideal choice for those who wish to infuse their costume with a sense of sinister allure.
Prepare to create a bone-chilling spectacle with the Rubies Terror Clown Costume. The 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.
from
is a little ghost in shades of pink and purple. Thanks to the rainbow material it is made from, it’s able to reflect light in brilliant shades for a crazy effect.
All the family can outsmart every other vampire in this elegant but frightening dress and suits from Boland. Available for parents and children. Male costume includes hat, vest, with shirt, pants and cape and the female costume includes dress and headpiece.
Arrive in Halloweentown in style and join Jack Skellington in the Sally Adult Tutu Kit from Disguise. The kit features a satin printed tutu skirt with Sally’s signature patchwork throughout and a pair of fingerless gloves with her arm stitches. A branded tag at the waist of the skirt adds extra authenticity. Makeup and shirt not included.
Your friends won’t know how to look at you with Boland’s new extraordinarily scary latex mask.
The Kawaii Ghost Cat balloon
Grabo
