Progressive Halloween 2023

FIND THE RIGHT PARTNERS FOR YOUR NEXT LICENSING DEAL

It can feel sometimes as though you overcome one hurdle, only to be immediately faced with another. This time last year, suppliers and retailers alike were struggling to optimise Halloween sales due to shipping delays, and being unable to get stock where it needed to be. Fast forward a year, and we’re planning for Halloween amidst a global economic crisis.

The one thing that remains a constant throughout however (I’ve said it before and I’m sure I’ll say it again), is the party industry’s unwavering positivity. That, coupled with consumers’ seemingly unfaltering dedication to celebrate events and come together with friends and family, no matter what’s going on in the economy. Despite everyone cutting back on non-essentials in so many areas of life, it seems Halloween is not one of those areas.

Our industry is upbeat, and looking forward to another potentially record breaking Halloween, as pre-orders, sales and optimism among retailers are high. There is a number of top licences sure to help boost sales, and although not instantly thought of as a Halloween brand, Barbie is on everyone’s lips. Others including Super Mario have benefited from movie releases this year, while streaming hits like Wednesday, M3Gan and Stranger Things are also set to be big.

Halloween falling on a mid-week Tuesday this year isn’t phasing anyone, and double celebrations the weekend before and on the day itself are expected instead.

While many of you spend all-year planning and working on Halloween, one organisation in the US works on nothing else. For the Halloween Costume Association, Halloween is the only focus. We chat to executive director, Michele Bolystein in this issue to find out more about its services and work in the industry.

Elsewhere, Amscan’s Lisa Norris takes the hotseat for Executive Profile, and our regular columnist, Ed Avis, executive director of the National Costumers Association, is back with top tips for increasing footfall into party stores.

Other than that, it’s all about Halloween – your hopes, expectations, plans, and of course, new products are all here.

We hope Halloween is everything you are hoping for and more, and we’ll see you the other side.

WHAT’S INSIDE 07

News: The latest moving and shaking from the party product and retail world.

15

Executive Profile: Lisa Norris, commercial director at Amscan International

19

Letter from America: Ed Avis offers his top tips for retail expansion.

22

The Voice of Halloween: Interview with HCA’s executive director Michele Bolystein.

25

Halloween 2023: A reminder of what’s ahead for a key moment in the party planner.

33

Halloween Products: Your guide to what’s out there for top-up, late, and confident ordering.

Copyright © 2023. Whilst every effort has been made to ensure the information in this magazine was correct at the time of publication, the publishers cannot accept legal liability for any errors or ommissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.

ISSN 2058 797X

Smiffys adds The Rocky Horror Show to portfolio

The range features iconic characters from the show, with coordinating character wigs. Designed with attention to detail, the Frank N Furter, Riff Raff and Magenta outfits are a perfect celebration of the show’s 50th anniversary.

Dominique Peckett, director at Smiffys, commented: “’I’ll tell you once, I won’t tell you twice’, the excitement around this launch is huge – we’ve had an amazing response to the collection so far. We can’t wait to see the new Rocky Horror Show costume range launch this Halloween, and to have this iconic licence as part of our acclaimed collection.”

Robyn, brand director of Rocky Horror Show, added: "Golden Goose are super excited to see the new Rocky Horror Show costume range from Smiffys launch this Halloween and roll out. Smiffys’ design team and our PD experts have worked tirelessly to ensure that they have captured the essence of each character and they’re spot on.

“People can buy individual elements or get the whole outfits, leaving the freedom of self-expression at the heart of these products, in-line with our brand values. It’s also been really important to us that there’s an inclusive range of sizes available, giving more people a chance to portray their true authentic selves in a Rocky Horror way.”

The range will be featured on the Golden Goose stand at BLE in October, and is available to preorder now for the Halloween season.

Rubies signs The World of David Walliams

Rubies has become the sole licensee for The World of David Walliams property across the dress-up category.

The dress-up range will feature new characters and re-imagined styles of the most popular characters from Walliams’ huge back catalogue. With designs already in development, Rubies is expecting the range to be available to pre-order later this year, in time for World Book Day.

Licensed by The Point.1888 on behalf of HarperCollins Children’s books, the partnership is expected to be successful with audiences across the UK, especially around World Book Day.

Since the publication of his first novel, The Boy in the Dress in 2008, David Walliams has seen unprecedented growth with global sales exceeding 53 million copies, and books translated into 55 languages.

Justin McGiffin, head of licensing for Rubies, commented: “Bolstering our children’s literature range of costumes, The World of David Walliams is an exciting new step for us. With it, Rubies strengthens its 365 and Book Day offering, and we can’t wait to see little ones embrace the transformative power of reading and dress-up with our new range of costumes.”

Geraldine Stroud, brand, marketing and communications director at HarperCollins Children’s Books, added: “As part of our strategic growth of The World of David Walliams, we cannot wait to launch our fantastic range of new costumes with Rubies. Book Day is a highlight in the Walliams brand calendar and this new dress-up range will delight Walliams readers everywhere.”

Smiffys and Golden Goose are set to launch their debut collection of Rocky Horror Show costumes and accessories this Halloween.

Above: The new collection of costumes and accessories is the perfect way to celebrate the Rocky Horror Show’s 50th anniversary.

TOP STORY

The retailer’s 40th anniversary $40,000 giveaway weekend kicks off on Friday 22 September, 2023.

Spirit Halloween is marking its 40th anniversary season by opening more retail locations than ever. With over 1,500 seasonal stores, the retailer is bringing over 40,000 jobs to local communities in North America.

This year, the brand is bringing a fresh twist on its beloved Spirit Hallows in-store theme, with cemetery-inspired store design, spotlighting Spirit Halloween’s exclusive animatronics.

Steven Silverstein, ceo, commented: “We’ve seen Halloween grow from a single day of excitement into a seasonlong celebration, with so many enthusiasts showcasing their love for Halloween all year long.

“As we open our doors for our landmark 40th season this year, we look forward to sharing our biggest season yet. However you celebrate this season, we have everything Halloween fans

need, from the classics to the hottest new trends.”

The inaugural Super Big Balloon Build is announced

The Super Big Balloon Build will take place from 14 to 19 July 2024, in Canton, Ohio. The build’s theme will be folklore and fairytales and will include battling fire breathing dragons, giant ogres, dancing fairies and mystical creatures, made from 250,000 Gemar balloons.

Taking place in an art museum, the build will become a work of art for all the balloon artists involved. The build’s partner charity is Arts in Stark, which uses the arts to ‘create smarter kids, new jobs and healthier communities’.

In a Facebook reel, Big Balloon Build director, Stuart Davies, said: ”This will be our first Super Big Balloon Build. We used to work with 125,000 balloons. This build will be quarter of a million balloons and 100 balloon artists.

“We will be creating the most unbelievable displays in Canton, Ohio, in July 2024. We are going to be based in an art museum gallery. You will be an exhibited artist for a period of five days.”

Those wishing to apply to take part in the build, should visit www. bigballoonbuild.com.

Below: Spirit Halloween celebrates its 40th anniversary this year.

Halloween dreams, or nightmares, come true, by winning a $1,000 gift card during its $40,000 giveaway weekend running from Friday 22 September to Monday 25 September.

Disguise unveils Batwheels range

Disguise has announced a collaboration inspired by DC’s hit preschool series, Batwheels, with distribution plans across North America, the UK, AU/NZ, and LATAM.

The Batwheels collection will include an array of kids’ costumes and wearable 3D vehicles inspired by the key characters featured in the series, currently airing on Cartoon Network. Among the line-up are characters like BAM, Batman, Batgirl and Robin, with each costume capturing their heroic personas.

President and general manager of Disguise, Tara Cortner, commented: “The show’s captivating and engaging nature has successfully brought the essence of DC to a younger audience and Disguise takes great pride in bringing these beloved characters and their incredible vehicles to life through our exceptional creations.”

The new Batwheels costumes and accessories will be available online, at major retailers and speciality stores from autumn 2023.

Below: The new range features kids’ costumes and wearable 3D vehicles

The officially licensed M3GAN dress-up costume is inspired by the terrifying android doll from the 2022 Universal Pictures film. With everything needed to become the robot doll, including a swing-style tan dress with attached striped sleeves and a bow on the front, the costume is available in both children’s and adults’ sizes, so anyone can get dressed up as the horror icon. Also available from Rubies are prop weapons, wigs and tights to complete the look.

Justin McGiffin, head of licensing for Rubies, commented: “As the leading force in the dress-up market, it’s understandable that Halloween is our speciality. And, having seen the overwhelmingly positive response from fans surrounding M£GAN, we know that this will be one of the biggest costumes for Halloween this year.”

Above: Rubies’ new costume includes everything

Spirit Halloween opens over 1,500 stores

Rubies releases M3GAN range for Halloween

needed to become robot doll, M3GAN.

Tim Mulhall joins Rubies as ceo, UK

With over 25 years of experience in business transformation and sales growth, Tim joins Rubies to head up the UK organisation.

Tim’s multifaceted experience in design, manufacturing, marketing, sales, B2B and B2C channels lends itself perfectly to the role of chief executive, where he will be responsible for the company’s administration and broader sales and operations strategy. Tim will be working alongside the Rubies Pan EU leadership group to continue expansion across markets.

In his previous role as coo

of Hornby Hobbies, Tim achieved 400% growth within the Hornby International business units over four years, as well as being one of the leaders responsible for reviving the company. On top of this, Hornby won Chamber of Commerce Exporter of the Year in 2022 and was shortlisted for the Queen’s Award for Enterprise. Historically, he has extensive experience in strategic sales development at national companies including Oxford Diecast.

Tim also managed the overseas and UK/export businesses within Hornby

Amscan x Sempertex sponsors

Balloon Artist Awards 2023

Amscan x Sempertex has signed up as one of this year’s UK Balloon Artist Awards sponsors. This year’s event, created and directed by Amelia Adkins of Pro Balloon Shop, will be held on Tuesday 7 November at the Grand Hotel, Birmingham, and will see artists from the industry, gather together for one evening, to celebrate their skills and creativity within the sector. Alongside the various sponsors for the evening, are several industry awards up for grabs. In partnership with one of the UK’s leading industry organisations, BAPIA, Pro Balloon Shop has curated an awards programme with something for everyone and an opportunity for every artist to get recognition for their business.

■ This year’s categories are:

■ Balloon Artist of the Year

■ Best Newcomer

■ Balloon Retailer or Party Store of the Year

■ Best Organic Balloon Display

■ Best Balloon Display Inc orporating Props or Flowers

■ Best Deliverable Balloon Display

■ Best Themed Display

For 2023, the judging panel of all the submissions will include BAPIA and The Event Collective, who will be judging

to grow sales, profits and increase global market share, restructuring teams, relaunching ecommerce and brining new licences on board. In his spare time, he is also on the management board of the British Toy and Hobby Association.

Pete Warton, executive director of Rubies, said: “Tim’s comprehensive consumer products experience and business acumen in the areas of finance, administration, sales and operations will come to the fore as we establish a very exciting next chapter here in the UK for Rubies. Add to that Tim’s passion for the toy industry and licensing and we couldn’t be happier to welcome him onboard.”

Tim added: “I am delighted and honoured to be invited

to lead Rubies UK on the next stage of their growth. I’m excited to be joining a strong and resourceful leadership team both here in the UK and across the entire Rubies organisation. We’ve exciting times ahead.”

Party City to exit bankruptcy with $1billion debt reduction

and deciding on a winner for each category.

Amscan x Sempertex commented: “We can exclusively announce that there will be a People’s Choice Award awarded on the Best Themed Display alongside the judge’s award. Industry professionals will be able to vote on their favourite display and decide the artist who will be crowned the winner.

“Tickets for the 2023 UK Balloon Artist Awards are now live, as well as award entry nominations too. For further information, or to purchase a ticket to this year’s event, visit proballoonshop.co.uk. We look forward to seeing you there.”

Above: This year, the awards will include a People’s Choice Award, awarded on the Best Themed Display, alongside the judge’s award.

Party City’s Chapter 11 bankruptcy plan, which will cancel about $1 billion in company debt, has been approved in court.

Reuters has reported that Party City attorney, Ken Ziman, said at a court hearing that the retailer will emerge from bankruptcy as a stronger business, and will close just a ‘handful’ of its 800 stores.

US bankruptcy judge, David Jones, signed off on the restructuring deal, while acknowledging the outcome for shareholders, who will have their shares wiped out. Party City didn’t have the funds to repay its $1.4 billion in pre-bankruptcy debt and have money for shareholders, according to the judge.

David Jones answered a shareholder question in court, by saying: “The math is what the math is. It’s one of those things where there simply is not an alternative.”

Party City’s bankruptcy plan will convert about $1 billion in pre-petition debt into equity shares and allow the company to emerge from bankruptcy with a $562 million loan, backed by existing lenders.

The retailer’s junior creditors, including unpaid trade vendors, will receive $3.5 million in cash plus Party City’s share of a $5.6 billion class action settlement which relates to payment processing fees that credit card companies charged to retailers.

Above: Party City will likely close only a ‘handful’ of its 800 stores.

Below: Tim joins Rubies from Hornby Hobbies, where he achieved 400% growth in the international business units over four years.

Rubies has announced the appointment of Tim Mulhall, previously of Hornby Hobbies, as its new ceo.

Halloween House returns to Merry Hill

wings, as well as a range of other creepy characters.

Halloween House is located in the Lower Mall of Merry Hill and offers a huge range of props, costumes, animatronics, accessories, and more, in one of the largest collections of Halloween products, retaining its title of Europe’s largest Halloween store.

This year, the retailer is stocking a range based on Netflix hit, Wednesday, including dress-up, accessories and gifts, as well as her companion, Thing. Ghostface products

are also featured heavily.

The new store has surprises around every corner to entertain and excite consumers. Visitors to the store can take a selfie with horror movie characters in the popular cemetery scene, and be the first to see the new moving and talking life sized Pennywise, and Jason Vorhees. The Butcher’s Shop is also back by popular demand.

A large selection of animatronics, includes a 7ft dragon with moving

MOM Fun Company partners with Kroeger

Kroeger, a North American wholesale distributor has signed an expanded partnership deal with My Other Me Fun Company, to provide sales and domestic inventory support in Canada and the US for 2024.

Grant Chapman, president of Kroeger, commented: “We are thrilled to support and manage all sales and distribution of the M.O.M. Fun Company for North America. The MOM Fun Company is arguably the best manufacturer of high-quality everyday character costumes and accessories, a much-needed offering to all Halloween and party retailers in North America.

“Adding to our strong relationship with one of the top licensed costume and accessory manufacturer, Jazwares, the Kroeger costume portfolio continues to grow, and offers our retail partners a near ‘one-stop solution’ to their party costume needs.”

Carlos Perez, general manager, MOM Fun Company, added: ”Kroeger has quickly made a name for itself in the Halloween and party distribution space and given their modern and pragmatic approach to the North American market, we felt Kroeger was the best domestic supplier to handle our extensive product line in North America for the 2024 season and beyond.

“Kroeger will partner with MOM Fun Company to ensure a finely curated and robust assortment of our award-winning costume and accessory designs are available to all consumer in North America.”

Jonathan Poole, centre manager at Merry Hill, commented: “We’re delighted to welcome Halloween House back to the centre for its fifth year and to help create more than 30 seasonal jobs for the local community. The store always proves such a hit with all ages, providing a one-stop-shop full of Halloween costumes, spooky experiences, treats and entertainment to help

visitors prepare for one of the biggest nights of the year.

“Last year we saw not just local shoppers but people travelling from all over the Midlands and this year Halloween House have already told us they have visitors travelling all the way from Scotland.”

Party Fiesta enters voluntary bankruptcy

The Spanish party retailer says it was not able to meet the financial obligations assumed during the period of restrictions in the Covid era.

Party Fiesta has told suppliers it is now pursuing three main objectives: To protect the interest of suppliers and creditors; to start a new stage with a new investor; and to continue to develop its activity with full normality and to protect all its staff.

From 2015 to 2018, Party Fiesta underwent a process of international expansion into Portugal, France, Germany and Austria, reaching over 125 outlets between its own stores and franchises, financed largely by bank financing.

To manage the Covid situation, Party Fiesta required additional funding and was forced to focus on the original market, maintaining stores in Spain and Portugal. The restrictions on social and festive events until 2022 delayed the recovery of the business and forced a new financing, which the company says has led it to its current situation.

Over the last year, Party Fiesta has focused on its origins in Spain where the brand recognition is higher. This strategy has led to investors showing an interest in the business.

In the coming weeks, the company’s intention is to advance the bankruptcy process and facilitate the entry of the investor who acquires the business so that it can regain the confidence of suppliers and creditors.

In communications to suppliers, Party Fiesta said: “We hope to be able to leave this process behind as soon as possible, shape our future project together with the new Party Fiesta investors and restore our business relationship based on trust.”

The company and its bankruptcy administrators will contact suppliers to send them more information over the coming days. Party Fiesta concluded: “We reiterate our sincere thanks for your support and we hope to continue our relationship in the new stage that we will premiere.”

• information as understood at the time of press

Right: Party Fiesta has said it was not able to meet the financial obligations assumed during the period of restrictions in the Covid era.

The specialist indie is back at the West Midlands shopping centre for the fifth consecutive year.

Below: Halloween House is offering its usual interactive areas, including the Butcher’s Shop, which is back by popular demand.

Above: Kroeger will provide sales and domestic inventory support in Canada and the US.

Disguise extends Nintendo rights

Disguise has extended its global rights with Nintendo, to continue its partnership in designing, developing and manufacturing costumes and accessories in a multi-year agreement.

Since the initial global launch of licensed Nintendo costumes in 2013, the range has experienced continuous growth and expansion. As several Nintendo franchises continue to grow with new key game releases and even extensions into theme parks and film, Disguise has seen a significant expansion of the brand in all parts of the world, including EMEA, LATAM, and ANZ.

Tara Cortner, president and general manager of Disguise, commented: “Over

Global Solutions for Clothing signs deal with Elf Labs

The new partnership will see Global Solutions for Clothing (GSC) release fairy tale princess costumes in the UK and online in Germany, Spain, Italy and France.

Elf Labs, the next-gen transmedia company, and owner of the Junior Elf book catalogue – a collection of 200+ iconic titles dating back to 1913, has announced a partnership with GSC to launch an exclusive, high end Fairy Tale Princess costumes, featuring designs inspired by Elf Lab’s IP portfolio of Cinderella, Snow White, Sleeping Beauty, Rapunzel, and Pocahontas.

The partnership comes after another major quarter of growth for Elf Labs licensed Princess products, which recently reported a 42% Q2 year-onyear growth in European markets.

David Phillips, ceo of Elf Labs, commented: “We are incredibly proud of our cherished portfolio which is steeped in history and culture, and loved by children around the globe. Our success in Europe is evidence of just that.

“Pairing up with GSC to introduce

children’s costumes creates a unique synergy to further elevate the beauty and power of Cinderella, Snow White, Sleeping Beauty, Rapunzel, and Pocahontas. We’re excited to continue bringing high-quality products with best-in-class licensees to delight kids and inspire their imagination.”

The boutique quality and recognisable costume collection will be designed using the original Junior Elf character artwork and will be suitable for dress-up, partyware, occasion wear, or regular role-play.

GSC’s managing director, Harrison Palmer, added: “GSC was founded as a family business in the 1940s. Now in its third generation, we’re honoured to be working with the family behind Elf Labs to represent their celebrated and recognisable fairy tale characters.

“Together, we look forward to bringing these historic stories to new generations by nurturing children’s imagination and encouraging them to learn through play.”

Below: The new range will be suitable for dressup, role play, occasion wear and partyware.

the years, we have collaborated on various innovative lines, featuring iconic characters from Super Mario, The Legend of Zelda and Animal Crossing.

“We’ve grown from a couple of Mario and Luigi costumes in the early days to a large selection of characters attracting fans of all ages and demographics. The enthusiastic response from both new and loyal fans has been truly heartening.”

Left: Disguise has seen continued growth and expansion for the Nintendo range since launch in 2013.

Sempertex introduces new Merlot colourway

The new Merlot balloon colour in Fashion Texture, offers a rich and luxurious hue to any event.

Designed to captivate, the Merlot colour combines a deep, velvety shade, with a refined fashion texture, creating a visual and tactile sensation. The colour is now offered in a range of sizes to suit every occasion, including a 5, 10, 12, 18 and 24 inch option, as well as 260s balloons and Link-O-Loon 12.

Sempertex launched the new colour at the International Balloon Convention with renowned balloon artists such as Guido Verhoef, Etsu Flores, and Jam Evangelista and in this edition, the brand had over 150 attendees from different countries.

Below: Sempertex launched its new Merlot colourway at the International Balloon Convention.

There’s no I in team

HOW LONG HAVE YOU BEEN AT THE COMPANY?

I have been part of the Wonder business for approaching 23 years now, joining in 2001. For 18 years of that time, I held the position of managing director of the Christy Garments and Accessories business. Almost five years ago now, I transferred to my current role; commercial director, Amscan International.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

Our people. I am a real people person and strongly believe in surrounding yourself with an amazing team. It’s all about empowering the right people. Allowing them to share their strengths and skills, to exchange their passions, ideas and learnings between each other.

All this alongside helping to steer and guide them to progress, not only within our business, but their own development plans too, is really the most rewarding achievement there is. I’m lucky enough to have curated an exceptional team at Amscan HQ.

FAVOURITE PART OF YOUR JOB?

As you can probably deduce, it’s mainly the people, but in combination with their passion and our products. No two days are the same and it’s always exciting to face new challenges and projects and see all the team effort to continuously deliver incredible results.

WHO IS THE UNSUNG HERO OF THE COMPANY?

Presently, I would have to say our vice president of international distribution and logistics, Rob Branigan. He has just steered the Wonder Group through a multimillion-pound logistic development project, seeing us introduce a brand new logistics centre in Milton Keynes.

Bringing all the Wonder distribution in to one location, as well as adding in an auto store system and still

maintaining our trading service levels throughout is no mean feat, so hats off to Rob and our project team, and here’s looking forward to a fantastic Halloween peak season.

WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

Consumer purchasing habits are certainly up there in the changes which are more noticeable, however over recent months, it must be the matter of sustainability. We are really fortunate at Amscan to have a dedicated team for this topic and have a clear We Care philosophy across everything we do. From our manufacturing plants, right through to our retail hubs, from products through to people and everything in between, sustainability is at our workforces’ heart and becoming increasingly relevant and topical each day.

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?

The best piece of advice is to always remember there is no I in team. People underpin a business and without

everyone playing their part, we couldn’t deliver the results we do. So, it’s always important to remember, that every single person in our organisation matters and is important as the next.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR?

The biggest take away from the last year would have to be always plan for the future. Make decisions collectively. It’s a team effort so an open forum is always the direction to take. Embrace ideas, be open and accessible and ultimately be fearless. Believe in the process.

IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY?

I think one of the biggest challenges within our industry is a slight legacy approach to some of the categories. It isn’t necessarily as swift to evolve and develop its handwriting as other sectors, and then when there is innovation, it seems to be easily mimicked within the market, which can sometimes make it challenging to stand out.

IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY?

If I didn’t work in the party industry, I would have a role in either the fashion or homewares sector. As a design graduate, I love product; the creative nature and the dynamic, fast paced environment of that process is certainly something I enjoy. Also, the fashion world is somewhere I thrived for many years prior to this sector, so that’s where I think I would return to if not within the party industry. . . or if not an ultra runner … you can ask me more about this any time.

Lisa Norris, commercial director at Amscan International, chats about sustainability, fashion, and planning for the future.

Left: Lisa Norris

Nine tips to grow your costume shop’s market

In August the NCA celebrated its 100th birthday with a convention in Indianapolis. Part of the event was educational, and I picked up these nine tips on growing your market during the educational sessions:

1) Add goofy stuff to your product mix Louella Torrence, retired owner of Drop Me a Line Costume Shop in Allentown, Pennsylvania, knew that customers could rarely resist adding some fun impulse items to their purchase. Among her favorites were the boxing nun toy, the Extenda-Fork, Hotlix candies with bugs in them, buttons, and any ‘over-the-hill’ items.

2) Ask schools who cleans their mascots. Nearly every school and college has a mascot, probably with one or two costumes, and they all need regular cleaning. Why not corner that business for your store? Cleaning mascots is not particularly difficult for a costume business which already cleans other garments, but it’s definitely a challenge for a school cheer coach or athletic director.

3) Get a booth at a street festival or community festival. Courtland Hickey, owner of Chicago Costume, says those types of events introduce his store

to community-minded folks who may otherwise not shop with him. And the contacts he makes at these events sometimes lead to projects with corporations who need costumes for special events.

4) Hold themed birthday parties in your store. Can you imagine how fun a zombie birthday party would be? You provide the space, the make-up, the thrift clothes and the instruction, and the kids have a ball. Pirate parties, princess parties, cosplay parties…. the possibilities are endless if you have the room and a staff person who can supervise the fun.

5) Get out your pen. Writing letters – the old-fashioned kind on paper with stamps – is a great way to introduce your store’s services to schools, corporations, and other potential customers. Those potential buyers get way too much email, and a nicely written, personal letter is much more likely to be read.

6) Add a personal note. If you sell products online, you probably have zero actual interaction with the buyer. But if you hand write a note and put it in the package, or write a kind thank you on the receipt or packing slip, you will show the buyer that a real human was on the other end of the transaction. In today’s automated robotic world, that personal touch can go a long way towards establishing a true relationship.

7) Get creative with your discounts. One attendee said they do an April Fool’s Day sale each year, where select items are marked 40% off from 7 to 8am; 30% off from 8 to 9am; 20% off from 9 to 10am; and 10% off the rest of the day. That’s sure to get customers in the door early. Another said their store does a declining Halloween sale – prices are 30% off the first week in September; 20% off the second week; 10% off the third week; 5% off the last week; and then full price all October.

8) Sell games. Sure, you’ll never compete with big box stores on sales of Monopoly or Risk, but if you stock creative options such as murder mystery boxes, which guide the buyer through a murder mystery dinner party, you have a chance. One attendee said customers would buy this game…and then buy the associated costumes to round off the fun.

9) Partner with bars for a costumed bar crawl. Examples of popular bar crawls that require – or at least encourage – dress-up are ugly Christmas sweater crawls, zombie crawls, and superhero crawls. Sean Morris from Morris Costumes said that a popular event in Charlotte, where his store is located, is the banana bar crawl, which features people dressed up like bananas. Where do they buy the banana suits? Morris Costumes, of course.

One thing I’ve learned in the nine years that I’ve been involved with the National Costumers Association is that the vast majority of shop owners are happy to help each other. They offer advice, freely provide training, and share good ideas.

Above: Ed Avis is the executive director of the National Costumers Association Contact him at executivedirector@costumers.org.

Inset: Holding themed parties in store can help provide theatre and increase footfall.

The Halloween and Costume Association (HCA), formally the Halloween Industry Association, was formally incorporated in 2005 to promote and build the celebration of Halloween in the US. PPE sits down with Michele Bolystein, executive director, to find out more about the association.

The voice of Halloween

HCA represents businesses involved in the manufacture, importation, or distribution of Halloween products, including costumes, décor, novelty items, and party supplies. Michele tells us: “HCA has grown to become the preeminent authority on Halloween and serves as a non-profit voice of the industry. Known as THE industry source for Halloween, with cumulative sales of $3 billion, the HCA has earned the title of ‘expert’ in all things costume related.

“These are the folks who live and breathe October all year long and can dish for days on the myths, legends, trends, traditions, safety tips, and devilish details that only a true insider would know.”

As the home of Halloween, the US celebration has seen changes in recent years.

Michele expands: “Over the past few decades, the celebration of Halloween in the United States has undergone a remarkable transformation, evolving from a simple tradition into a cultural phenomenon that engages people of all ages and backgrounds.

“The growth of Halloween as a major holiday on the American calendar reflects the nation’s evolving values, creative spirit, and desire for community engagement.”

There is a range of factors which have contributed to these changes, according to Michele.

1. Cultural fusion: The United States, often referred to as a ‘melting pot’ of cultures, has embraced Halloween as an opportunity to celebrate diversity and blend various customs. Immigrant influences have infused the holiday with a wide range of traditions, costumes, and folklore, creating a unique tapestry of celebrations across the country.

2. Creative expression: Halloween has become a canvas for self-

expression and creativity. People now use the holiday as a means to showcase their artistic talents through elaborately designed costumes, intricate decorations, and innovative haunted houses. This emphasis on creativity has turned neighbourhoods into interactive art displays.

3. Family engagement: The fact that Halloween is such a family-friendly holiday has been a driving force behind its widespread popularity. Families now participate in trick-or-treating, pumpkin carving, and other activities that foster shared experiences and lasting memories.

4. Economic impact: The commercial aspect of Halloween cannot be overlooked. The holiday generates significant economic activity through the sale of costumes, decorations, sweets, and party supplies. Many businesses have capitalised on Halloween’s popularity by offering themed products and experiences.

5. Digital age influence: Social media platforms have played a pivotal role in the growth of Halloween celebrations. Sharing costume ideas, DIY projects, and photos of decorations has created a virtual community that transcends physical boundaries, encouraging a sense of connection and camaraderie.

6. Community cohesion: Halloween has become a time for

Above: HCA members can enjoy discounts on stands at the Halloween & Party Expo.

Left: Michele Bolystein, executive director of the Halloween Costume Association.

Inset: Virtual Buying Week has a growing buyer’s list of over 2,000 industry professionals.

communities to come together. Local events, parades, and festivals offer opportunities for neighbours to interact, fostering a sense of unity and belonging.

It seems that these factors combined have given Halloween in the US, and further afield, a robust standing. Michele explains: “The record-setting $10.6 billion year for Halloween in 2022 demonstrated consumers’ resilience and determination to celebrate, even during uncertain economic times. While there is a possibility that economic uncertainties might influence celebrations in the current year, the enduring appeal of Halloween and consumers’ ability to adapt their festivities gives us hope.”

To support suppliers throughout the season, HCA offers a Virtual Buying Week event from 5-7 December, 2023. The virtual platform is designed to connect buyers and sellers in the Halloween industry. Michele outlines: “With a growing buyer’s list of over 2,000 industry professionals, the Virtual Buying Week promises extensive reach and networking opportunities. The Virtual Buying Week facilitates seamless appointment scheduling, empowering HCA members to arrange meetings with buyers while enabling buyers to effortlessly connect with members at their convenience throughout the day.”

The association is also a co-owner of Halloween and Party Expo with Clarion Events. Michele says: “The Halloween & Party Expo is North America’s only event to bring all things Halloween, party, and celebration under one roof. The expo is the industry destination and a one-stop shopping spree experience for all things related to Halloween.

“It’s where retailers and buyers get their first look at thousands of new products being released for the upcoming season and are able to access a full selection of costumes, accessories, make-up, décor, party supplies, and retail solutions to write orders. As co-owners of the expo, HCA is able to offer significant discounts and benefits

Above middle: The Halloween & Party Expo brings all things Halloween, party, and celebration under one roof.

Below: HCA has grown to become the preeminent authority on Halloween in the US.

An HCA membership comes with numerous benefits:

■ Provide members with clear and concise interpretations of industry news and regulations through communications and member alerts.

■ Develop industry standards to eliminate duplication of efforts including its developed Best Practices document for testing of children's costumes, and working with US Customs and other parties to address the inconsistent classification of costumes.

■ The HCA retains permanent legal counsel ensuring a timely response when pending legislation is open for comments, as well as providing guidance for members.

■ HCA's general counsel has been active in the Halloween and costume industry for many years. An invaluable resource to the industry, he represents HCA's interests in legislative and regulatory matters and assists in crisis situations. He serves as a trusted resource to HCA member companies and represents their interest in topics ranging from antitrust to recall support to general business advice.

■ Halloween & Party Expo exhibitor discount, plus exclusive show discounts and benefits.

■ Free participation in a virtual event held in December each year.

■ Testing lab discount program

■ HCA partnered with Bureau Veritas as its preferred laboratory to offer its members discounts on product testing. BV has over 30 years of technical expertise that enhances its ability to provide quality assurance services that will help strengthen and protect your brand by minimizing the risk of recalls, returns, and complaints.

■ Networking opportunities.

■ Publicity and media outreach support.

■ Partnership opportunities for product placement in film and television.

Inset: HCA is co-owner of the Halloween & Party Expo in Las Vegas.

Spook season

Halloween has enjoyed a few strong years post-Covid as consumers made the most of getting back together to party and celebrate. In 2023, the day falls on a Tuesday as the world is also experiencing an economic downturn. PPE catches up with some suppliers in the sector to see what their expectations are for this year.

While the cost-of-living crisis is affecting many areas of life for consumers, it seems that celebrations are one sector which remains robust. Despite the world tightening its purse strings, suppliers are still reporting strong sales ahead of Halloween this year – a welcome boost for the party industry.

Aneesa Bleasely, head of sales UK and Ireland for Disguise, tells us: “Initial indications on sales and forward commitments are very promising and show good intent and consumer demand for Halloween.”

Dominique Peckett, director at Smiffys, agrees: “After a record season last year, we have superb pre-sell orders for 2023 and are on track for this Halloween to be our strongest yet.

“Furthermore we aren’t faced with the stock delays we had in 2022 this year; we are in the strongest stock position we have ever been heading into the Halloween season, opening up opportunities for an even more successful season for our customers.”

Mark Brett, sole UK agent for Boland had his early concerns quashed. He says: “It may be a reflection of my inner cautiousness but at the beginning of the year, I was very unsure about Halloween in 2023, realistically knowing that many retailers had a fair amount of stock left over from 2022. However I seem to be wrong.

“Or rather I was right about the stock, but many of our retailers have been very positive. This is true all over Europe.”

Henbrandt is looking forward to trade picking up ahead of the big day following a characteristically quiet summer. George Morgan, manager of graphic design and illustration supply chain, furthers: “August is always the same whilst people take their holidays. However, September will see a big increase in sales due to Halloween looming.

“Whether it’s a party at home, a celebration at the pub, visiting one of the family friendly Halloween events, or just trick or treating, everyone will want to wear an

appropriate costume teamed with some spooky accessories. Each event location will need to be decked out meaning wholesalers, internet sellers and retailers will be getting their goods in early to compete for sales.”

This season may play out a little differently to previous years, however, with the economic climate affecting prices. Sergio Battaner, sales and marketing director at Palmer Agencies expands: “Prices have increased due to a general increase and update of costs. This will bring a mirage effect where retailers may actually invoice out more money in sales, but in a smaller number of transactions; less sales but at a higher value.

“And whilst sales value will increase, please bear in mind that inflation also makes costs go up, so retailers will have to play a juggling act to reconciliate a higher price tag on some lines, the cost-of-living crisis and the increase in costs of running a business in 2023.”

2021 and 2022 saw Halloween fall on Sunday and Monday, offering a weekend date to boost celebrations. 2023’s weekday date isn’t concerning suppliers, though.

Pete Silver, head of sales at Rubies comments: “With Halloween on a Tuesday, this gives revellers a great opportunity to enjoy the weekend beforehand all dressed up and focus on more family orientated activities on the day

Above: Retailers will receive a range of support from Rubies over Halloween, including POS, official assets and marketing support to help the products stand out.

Left: The new Candleabra from Henbrandt will help complete the décor for any Halloween party.

Below: Classic licensed suits such as Joker, Riddler, and Beetlejuice remain strong for Opposuits.

itself, like trick or treating, meaning the trend in the market is that people will be celebrating the spookiest day of the year more than once.”

Dominique agrees: “With the big day falling on a Tuesday, the previous weekend will be full of Halloween celebrations, as well as the big day itself. Schools will have reopened after half term and we are expecting to see school dress-up days and parties, as well as an evening of trick or treating fun.”

Many have either expanded or diversified their offering this year, further helping to boost sales. Edwin Klein, key account manager at Opposuits tells us: “We haven’t had this pre-order volume in the past despite Halloween falling on a Tuesday this year, however that is most likely fuelled by the amount of new categories outside of suits that we’ve launched in recent years.”

Others have expanded particular sectors of their offering for 2023. Damian Skurczynski, wholesale manager at Godan, says: “This year we focused on more costumes and accessories for costumes, as well as decorations. We notice that from year to year, customers are more and more willing to dress up and organise Halloween parties.”

Meanwhile some suppliers are seeing increased demand for décor. Sergio continues: “Décor sales continue to grow year on year (on year, on year, on year…) Halloween is now firmly established as a sales season and those who are celebrating look for more ‘shelf life’ in the items they buy, meaning the Halloween decorations start to be seen in the market earlier than ever and that décor effort will last not just a week, but a whole month if not more.

“Retailers will agree that the first sales to take place will be those relating to bigger pieces, outside décor and animated props that help create a sense of occasion in the general public as they start seeing these products on display.”

In the costume sector, Amscan is seeing a clear trend. Sophie Greenbank, dress-up product manager, explains: “Here at Amscan, we are really excited for Halloween 2023, as it’s a growing event year on year for us. We’re expecting it to be a full family affair with the whole family getting dressed up for the occasion, meaning plenty of group costumes. “We have plenty of generic and licensed group costumes in our dressup wardrobe, which we continue to see strong sales in, we’re really excited to see our social media filled with our latest addition to our portfolio, Classic Addams Family range. We’re already seeing strong sales.”

Amscan is also seeing demand for lower price point items. Sophie continues: “We have fantastic new accessories. Plus, we also have new core family ranges such as our Grim Reapers, Neon Clowns and retro style vampires, which are inspired by the key trends we are seeing for Halloween.”

Left: Smiffys is expecting its Barbie and Ken costumes to be a big hit this Halloween following the release of the hit movie.

Below: Boland has a huge range of décor and animatronic items to fit any party theme.

Bottom: Henbrandt offers a range of costumes for the spooky season.

Licences are key for Halloween every year, and there are some classic and new brands emerging for 2023, with one in particular dominating conversation. Dominique says: “We have added to our Halloween licensed collection for 2023, and we are already seeing strong presales on these, including Beetlejuice, Friday 13th, A Nightmare on Elm Street and Rocky Horror.

“Undoubtedly the most talked about film of the year, our Barbie and Ken costumes are set to be the hit of the season as we continue to see customers increasingly reaching for everyday costumes alongside classic Halloween styles.”

Aneesa concurs: “The market continues to look outside of traditional generic Halloween characters, extending ranges into licensed and TV/movie ranges such as Disney’s Nightmare Before Christmas, Disney villains, Minecraft and Stranger Things.”

Mike McGillion, vp of sales at Disguise, adds: “Our customers are increasing their ranges of licensed costume for Halloween which then carries onto Christmas and

then carnival or World Book Day, depending on region.

“Ghostbusters and Stranger Things costumes are great properties outside of traditional ghost and vampires with teens preferring to dress in something more relatable to them.”

Barbie is destined to be big this Halloween. Mark continues: “There is no doubt that Barbie will have a very interesting impact this year. As will the Paramount series Yellowstone. Western has been quite significant when it comes to Halloween for some time and this, I think, will take it to another level. I think we could all be surprised in what may occur on social media during September.”

Pete adds: “In our portfolio, we have three of the biggest trending IPs of 2023 with Barbie, Wednesday and M3Gan, all of which have had phenomenal traction across theatrical, streaming platforms and of course, TikTok.”

Howard Gruick, president of Flashback and Freedom, furthers: “You just have to have the items in stock that people want. Trends I expect to have an impact are Barbie, pirates, hippies and the 80s.”

Movie releases from earlier in 2023 are also in play. Edwin explains: “We’re seeing a huge spike in sales for our Super Mario products due to the film release from earlier this year.

“We expect a lot of consumers will partake in this trend whilst dressing up as Mario, Luigi and other key characters during Halloween and we see great sales in both kids and adults’ products, so the expectation is that families will dress up together in these licensed themes as well. Not only on the character-focused items we see a lot of demand, but also our more apparel Super Mario items have seen a big uplift.”

With strong demand and a huge variety of products on offer, the scene is set for a spooktacular Halloween. Turn the page to see the new products available for this year’s celebrations.

Left: Rubies offers a range of costumes for Halloween including licensed and generic options to suit all needs.

Above right: The new Spell Yeah range from Hootyballoo offers décor, partyware and balloons in a fun Halloween spell theme.

Above: The Happy Halloween range from Hootyballoo features cute ghosts, pumpkins and bats.

Right: Super Mario has seen a spike in demand for Opposuits ahead of Halloween, helped by the film release earlier this year.

Above: Smiffys has seen strong pre-sales for its new Halloween licensed collection, which includes Beetlejuice, Friday 13th, A Nightmare on Elm Street and Rocky Horror.

Monday - Friday 9am - 5pm

5 Wentworth Road, Ransomes Europark, Ipswich, Suffolk, IP3 9SW, United Kingdom.

HALLOWEEN PROPS AND ACCESSORIES

NEW PRODUCTS

Smiffys has launched a range of giant inflatable outdoor decorations. Available in spider, clown and skeleton designs, the giant decorations are a fun way to decorate for parties or trick or treating guests.

As featured in the Scream VI film, Palmer Agencies says the Ghost Face Scream VI Mask is a musthave for Halloween. FunWorld has delivered a top product with mass appeal in this mask.

Standing 2.1m tall, the Jack in The Box Animated figure from Palmer Agencies is mains operated and sways from side to side with a moving mouth as it talks with light up eyes and LEDs. It will speak a variety of 18-second sound clips and includes volume control and can be activated via sensor, step pad or left constantly on.

Boland has a large range of LED masks with nine designs on offer, putting another meaning to lighting up the night. Designs include Horror Clown and Black Rabbit.

Neon’s growth market in the party industry is now encroaching on Halloween. New Boland is the 120cm Multi Neon Hanging Skeleton.

Henbrandt has a range of Halloween items to thrill the kids, including this glow in the dark Skeleton Necklace.

The spooky Jack Lantern Foam Prosthetic from Cinema Secrets, distributed by Palmer Agencies, allows for free mouth movements, eating and drinking, while making a big impression at any Halloween party.

The most volatile costume in market – The Bitcoin Adult costume – is kept digitally decentralised and on a peer to peer basis at Palmer Agencies. Includes a gold printed tunic with Bitcoin details at the front and back.

Time to get Spooky with our brand new Spell YEah Halloween Collection

HALLOWEEN COSTUMES

NEW PRODUCTS

Brand new for 2023, Smiffys has launched a collection of Rocky Horror costumes and accessories. The range features the characters Frank-N-Furter, Magenta, and Riff Raff. With full costumes and matching wigs, the collection includes everything needed to look the part at the next Rocky Horror Show.

has created a full range of costumes and accessories inspired by the hit series from MGM and Netflix, Wednesday. Included in the collection is Wednesday’s Rave’N dress which she wore for the dance sequence that took social media by storm, as well as the school uniforms for children and adults. Accessories include a Thing shoulder sitter.

The Joker Coat from is a diabolically stylish purple coat, adorned with a classic snakeskin pattern. Embrace the madness, defy the norm and let the games begin.

An innovative lower price pointed costume option for children, the Trick or Treat Transform Cape from Amscan features glow in the dark ‘trick or treat’ detail and monster reveal under layer. Provides an instant unisex style.

With a recent surge in popularity following new media releases, including YouTube videos and more, Rubies’ Monster High dress-up is the ideal brand for Halloween and includes characters such as Clawdeen Wolf, Draculaura and Frankie Stein. The costumes come in both standard and deluxe editions with matching wigs also available.

Godan’s Little Pumpkin role-play set includes a jumpsuit and hat to be worn over clothes.

The Belle Essential Dress from Disguise comes complete with tiara. The yellow satin bodice of the dress features character art and detailing and gold metallic trim, with draped organza sleeves, a full satin and organza skirt and red satin roses at the neck and waist.

The Little Ghost role-play set from Godan features a hooded cape and a pumpkin bag – ideal for trick or treaters.

Opposuits’ Skeleton Grunge suit consists of a black jacket, trousers and a tie with a white skeleton design.

Disguise’s Cinderella dress comes with a tiara accessory, with blue satin dress. The dress features a satin bodice with character art and sequin metallic trim, and puff organza sleeves, a satin skirt with draped organza

HALLOWEEN COSTUMES

NEW PRODUCTS

All3Media and Rubies have partnered to launch the official dress-up for the BBC reality series, The Traitors. The cloaks feature the classic bottle green colour with an oversized hood and gold foil finishing with the official Traitors logo. The packaging is optimised for display in retail, with a sleek box design and hanging feature.

Smiffys has launched a new Corpse Bride range for this season. The Tim Burton classic has a cult following and the Corpse Bride costumes and accessories bring the main character Emily to life. Available in children’s and women’s sizes, these Emily costumes with matching wigs feature lace corset detail and printed skirts in the signature blue tones from the movie

The Neon Clown Family from Amscan taps into the trend for family costumes and features bold eye-catching neon pops of colour and stand out glow in the dark mask. A fun mix of the core fairground horror clown character, mixed with the neon trend, with styles for all the family.

Be the life of the party in this vampire costume from Opposuits. The black costume includes a long red cape, which has a batwing finish, completing the vampire look. The slim fit outfit consists of a jacket, trousers with adjustable waistband, and a tie.

M3Gan is more than a doll, she’s part of the family and with licensed costumes, anyone can become her. The costume includes a swing-style tan dress with attached striped sleeves and a bow to the front. The costume is available in both children’s and adult’s sizes, and Rubies also offers generic prop weapons, wigs and tights to complete the look.

Annabelle costumes and accessories launch this Halloween. The classic Annabelle costume features the famous floor length dress with rose detail: the matching wig and mask are perfect to recreate the look. For those wanting an update of the classic Annabelle style, the mini dress costume with tutu skirt and hold-ups is a cute alternative.

The Disney Princes Rapunzel costume from Disguise features a dress and tiara. The dress features a satin and organza bodice with character art at the centre, gold metallic trim, ribbon crisscross bodice with floral detailing, puff sleeves, and a full skirt with an organza overlay.

irresistible Opposuits onesie. The one piece is made from a soft huggable fabric that is perfect for lounging around or heading to a party and the roomy pockets provide plenty of space for cookies.

The Sleeping Beauty inspired dress from Disguise features a satin bodice with character art and metallic trim, organza sleeves with a rose at the neck, a full satin skirt with organza overlay and gold trim.

HALLOWEEN PARYWARE

NEW PRODUCTS

Godan has chosen a colour palette of black, orange, violet and turquoise for its Halloween range this year, which it says is loved by its customers.

Spooktacular Halloween Extravaganza: Explore Favors’ creepy collection of eerie and enchanting Halloween accessories for an unforgettable fright night.

Hootyballoo has developed a new range for Halloween called Spell Yeah! Aimed at tweens, the new products include treat bags which can be personalised, glow in the dark skeleton decorations, window clings, spiders, cats and potion stickers, along with banners and balloons to make sure every witch and wizard throws a party to remember.

Favors’ mesmerising black and gold spider ensemble is a fusion of elegance and intrigue, weaving bold fashion with delicate grace.

Henbrandt has a vast collection of Halloween partyware, including games for children, like this Stick the Spider on the Web game.

Henbrandt’s Pumpkin Wooden Decoration Kits come in cat and witch designs.

The Spell Book Paper Napkins from Hootyballoo’s new Spell Yeah! range in black are adorned with gold detailing for a striking look.

HALLOWEEN BALLOONS

NEW PRODUCTS

Celebrate in style this Halloween with Amscan’s Airloonz balloons. Perfect for making a big statement, the larger-than-life Airloonz are available in various styles to add to Trick or Treat doorways, or to use as a focal point for party décor. These air-filled solutions are also the perfect retail product, as they are consumer ready and come with at home instructions. The balloons can also be deflated and used again year after year.

Favors is offering giant-sized Halloween-themed foil balloons for spooky celebrations. High quality, vibrant designs. Spiders, bats, skulls, and more. Perfect for parties and decor.

Godan’s Halloween offering wouldn’t be complete without a pumpkin balloon.

Grabo balloons has created a range of scary balloons to complete any party. From the vampire in his coffin, to Frankenstein, there is a wide range of designs to choose from.

The orange and black latex balloons from Henbrandt feature a range of spooky designs including a spider on its web, a pumpkin face, a witch and a skull.

Grabo’s spider balloons can either be hung from the ceiling or left loose on the floor to scare your guests.

The Black Cat 18” Foil Balloons from Hootyballoo is the perfect Halloween backdrop.

The Cauldron Balloon Set from Hootyballoo’s new Spell Yeah! Halloween collection features a cauldron and gold balloons to go inside.