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The first thing I want to say is congratulations to all on getting through what was an incredibly tough year for the party industry in 2024. We saw some huge casualties of the challenges faced over those 12 months and more leading up to it. And as a result of the changes to the sector, we’ve seen a shift in how the industry operates throughout the supply chain.
It’s wonderful to see so many of our industry colleagues who fell foul of redundancy during difficult times, now finding exciting new roles in the party business. I love writing appointment stories which feature familiar faces.
2024 ended in much the same vein as it played out, with lower footfall recorded over the festive period and reports of slightly lacklustre sales. But in this new year, it seems there is everything to play for.
We kick off 2025 with the annual Spielwarenmesse show (or Nuremberg to you and I) and it’s clear to see that the industry is excited to showcase innovative new lines and ranges, fresh new licences and more. Some of the party exhibitors at the show have given a sneak peek later in this issue.
It’s then back to Birmingham for Spring Fair, which has launched a new greetings, party and celebrations destination to bring together the wealth of brands and suppliers at the show in one area for party buyers to explore. Event director, Soraya Gadelrab tells us about the plans for the 75th anniversary of the show in this issue, alongside another preview of ranges set to launch there.
Events such as World Book Day and Carnival are just around the corner, too. We caught up with some key suppliers for the events in this issue to find out their expectations in the pages that follow and the mood is really upbeat and positive for the annual celebrations.
As if that wasn’t enough in the first quarter, BAPIA has unveiled its new event for the party sector – CAP Expo. John Bowler and his team have some incredible plans for March and you can read all about it in an interview with him in this magazine.
2025 is off to a great start and although a little late in the day by the time you read this, Rob and I wish you a very happy new year, with all the success you deserve for the coming months.
See you at the shows.
EDITOR
Huge and colourful. Full of new highlights. For your business. And your inspiration.
Tuesday – Saturday 30 Jan – 3 Feb 2024
09
News: There’s still rather a lot to report from the world of party.
19
Letter from America: Ed Avis reports back on how Halloween went across the pond.
21
Aspects of Association: NABAS delves into business signatures.
23
Executive profile: Industry favourite Fran Hales takes the hotseat.
27
CAP Expo: Find out more about BAPIA’s brand new event.
33
Spielwarenmesse: What’s about to land in Nuremberg.
43
World Book Day: What will the kids dress up as this year?
47
Spring Fair: Plans for the 75th anniversary show are underway.
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.
50 ISSN 2058 797X
JANUARY/FEBRUARY 2025
Party City goes out of business
Party City has announced it will close all of its stores, ending almost 40 years in business.
CNN reported that ceo Barry Litwin told employees the retailer was ‘winding down’ operations immediately and that Friday 20 December would be their last day of employment.
Staff were reportedly informed they would not receive severance pay and that their benefits would end as the company goes out of business.
Barry said Party City’s ‘very best efforts have not been enough to overcome’ its financial challenges over recent years.
He added: “It’s really important for you to
know that we’ve done everything possible that we could to try to avoid this outcome. Unfortunately, it’s necessary to commence a wind down process immediately.”
Party City went into bankruptcy in January 2023 with $1.7bn of debt. The process cleared almost $1bn of debt, but the remaining debt has proved too much to overcome.
On the call with staff, Barry reportedly apologised for the lack of communication, saying: “We recognise the flow of communication has not been how we typically handle sensitive matters like this.”
BAPIA acquires UK Face And Body Art Convention
The Face And Body Art Convention (UKFABAC) is now owned and run by BAPIA.
During the 21st anniversary celebrations at this year’s event, convention creator, Rosey Watson of Rainbow Faces handed over the reins to John Bowler of BAPIA who expressed his excitement: “We are so pleased to be taking on this amazing event, we first attended
this convention back in 2013 and the design, creativity and talent on display was so impressive that we knew there was a perfect synergy and we wanted BAPIA to be a part of this fantastic community.
“Rosey has developed a fantastic convention that now boasts the largest gathering of face painters in the UK and when the opportunity came up to take it over we jumped at it and we are committed to continuing Rosey’s legacy.”
The next convention will take place from 8 –12 October 2026 at the Doubletree by Hilton, Coventry. John added: “We recognise perfection when we see it, but we will be working extremely hard to ensure that this convention grows and continues to be an inspiring, creative and fun event for all attendees.”
Anagram unveils Anagram Latex
December 2024 saw the announcement of the new latex range from Anagram. Now, for the first time, Anagram foils can be paired with Anagram latex balloons, to create balloons designs that work ‘Better Together’.
The new latex range launches in 87 colours across seven ranges and will begin shipping in Europe from February. With six different sizes in the Phase 1 launch and more sizes to follow, this high-performing decorator-quality range is a perfect choice for retailers, event decorators and entertainers alike.
Phase 1 of the launch will include 5”, 11” and 24” round balloons, complemented by 160, 260 and 360 modelling balloons in selected colours.
Anna Hickman, product manager at Anagram Europe, commented: “We’re thrilled to be able to launch the new Anagram latex range at exhibitions this spring. We’ve been delighted with the feedback from all our pre-launch product testers and can’t wait to give customers the opportunity to see and experience the range for themselves.”
Stand décor at Nuremberg and Spring Fair will showcase the latex alongside co-ordinating foils, Orbz and Clearz and there will be demonstrations from industry legends throughout both shows which are sure to inspire.
Below: The next convention will take place in October 2026.
Below: The retailer said its best efforts to overcome financial challenges ‘have not been enough’.
Above: The new Anagram Latex range will be on show at Nuremberg and Spring Fair.
Tuesday 3 June and Wednesday 4 June 2025 London’s Business Design Centre
An upbeat vibe, newness galore – and free refreshments, lunch and opening night party, PG Live 2025 is not to be missed! Over 170 fabulous companies have already booked their stands… and there are plenty more in the pipeline. PG Live has lots of great retailer fans…
“It’s such a great show, full of such wonderful products and not just from the established publishers. So good to see so many ‘newer’ publishers flourishing.”
Mark Janson-Smith,
managing director of Postmark
“What’s not to like about seeing the best publishers this industry has to offer along with new talent just starting out? There were so many exhibitors that caught my eye; there really was something there for every retailer.”
Andrea Pinder, owner Presentation Cards & Gifts, Barrowford
Don’t Miss Out… Book Your Free Tickets
Registration is now live at: www.progressivegreetingslive.com
Register now and be a part of it!
Call us on: (0) 7734 111633 or email: jimb@max-publishing.co.uk Follow us @PGLiveLondon
#pglive2023
“There was a real air of excitement and a great buzz to PG Live. As we continue to open more stores and cards are doing so well, it is a great opportunity to catch up with current suppliers and to be on the hunt for new.”
Kate Salmon, head of home and gift buying for Oliver Bonas
Want to know about exhibiting at PG Live 2025?
We have stand options available to suit all shapes and sizes, contact: Tracey Arnaud on 07957 212062 traceya@max-publishing.co.uk Warren Lomax on 07977 572086 warrenl@max-publishing.co.uk www.progressivegreetingslive.com
EBPC announces new leadership
EBPC’s Sebastian Kutzner has stepped down, as Gemar’s Gloria Veta joins as chair, with a new steering committee.
After years of dedicated service, chair, Sebastian Kutzner, has stepped down from his role. His technical expertise, balanced leadership and commitment to the EBPC have been instrumental in shaping the organisation.
EBPC commented: “We extend our heartfelt thanks to Sebastian for his invaluable contributions and wish him well as he takes a well-earned break.”
In line with the association’s planned three-year rotation, it is welcoming a newly elected steering committee:
– Gloria Veta (Gemar) as chair
– Julie Dommett (Anagram Europe) as vice chair
– Dominik Czermak (Gummiwerk) as treasurer
Each brings unparalleled experience and passion and the association is confident they will guide it through the opportunities and challenges ahead.
Gloria commented: “Our industry is poised for growth and innovation and by working together, we can achieve remarkable
Amscan Australia announces new ownership
Amscan Asia Pacific has been acquired by Anagram International.
Under the guidance of Anagram International and operating as Anagram Australia, the business will continue its commitment to delivering exceptional products while enhancing its innovative capabilities.
The new ownership aims to build on the company’s strong foundation and explore new growth opportunities. Jim Plutt, president of Anagram International, said: “We are excited to announce the acquisition of Amscan Australia. This strategic move solidifies our global presence and strengthens our commitment to growth and innovation.
“By integrating Amscan Australia’s expertise and resources, we are poised to deliver even greater value to our customers and consumers. We look forward to collaborating closely with the talented team at Anagram Australia as we embark on this great new chapter together.”
As part of the transition, the company assures its customers and partners that the dedication to providing outstanding service will remain unchanged. The team is excited about the future and looks forward to continuing to serve clients with renewed energy and focus.
progress. Through focused leadership, collaboration, and clear priorities, the EBPC will continue to drive meaningful change and deliver tangible value to our members.
“I am excited to lead this journey alongside such a dedicated team, as we shape a brighter, more sustainable future for our industry.”
The council said: “This transition is a pivotal moment for the EBPC. With the collective support of our executive and steering committees, we are ready to tackle critical issues such as legislative and environmental challenges, ensuring our industry thrives while embracing sustainability and innovation.”
OppoSuits announces corporate rebranding
OppoSuits, the company renowned for its vibrant and affordable men’s suits, has announced it is evolving into Oppo Merchandise Group (OMG).
Founded in 2012, OppoSuits has become synonymous with highquality, bold-coloured suits and unique prints. Over the years, the brand has expanded its offering to include a diverse range of products, from blazers and shirts to sweaters, onesies and accessories for men, women and children.
The collaboration with entertainment brands such as Warner Bros., Nintendo and Pokémon has resulted in innovative products that resonate with customers worldwide. The widespread adoption of OppoSuits’ products by retailers, both large and small, underscores the brand’s success.
The transition to Oppo Merchandise Group (OMG) marks a significant milestone in the company’s journey. Under the OMG umbrella, OppoSuits, Suitmeister and Offstream will continue to exist and operate as individual brands.
“We are thrilled to embark on this new chapter as Oppo Merchandise Group (OMG),” said Guus Bakker, co-founder and ceo. “This rebranding represents not just a change in our name, but a bold step toward unlocking our full potential. It signifies our commitment to growth, innovation, and taking our company to the next level as we continue to serve our vibrant community of customers worldwide.”
Right: L-r – Gloria Veta, chair; Julie Dommett, vice chair; and Dominik Czermak, treasurer.
Above: OppoSuits is evolving into Oppo Merchandise Group.
Above: Anagram Australia ha acquired Amscan Asia Pacific.
Unique Party expands team
Kirsty Charles has been appointed sales and marketing manager; Jen Wilson joins as head of creative marketing and product design; Beth Tippite is the new creative designer; Emily Duke has been appointed as creative designer; and Neil Bowles joins as product executive.
Jim Cairns, vice president, Unique UK, commented: “We are absolutely
thrilled to announce the newest members of the Unique Party family.
“As we continue to grow and strengthen our position in the industry, we are delighted to welcome these highly talented colleagues to our sales, marketing, product development and creative teams.
“In a continued effort to enrich our already exceptional team, these new hires bring a
wealth of expertise, passion, and innovative thinking that will enhance our ability to deliver outstanding results for our clients and partners.”
Each of the new team members bring a ‘Unique’ set of skills and experiences and will contribute to the ongoing success and growth of Unique Party. Jim continued: “Their expertise will help us not only meet but exceed the high standards we've set for ourselves and our partners.
“We very much look forward to seeing the positive impact these new team members will have as we continue to innovate and drive success together.”
Anagram Europe welcomes new starters
The team at Anagram Europe has welcomed a number of new starters recently.
Head of sales, Michelle Comerford welcomed three new recruits: Peter Walker, joining the UK sales team as business development manager, Cecilia Delannoy joining as regional sales manager for France and Cesar Leon joining as regional sales manager for Iberia, Greece and Cyprus.
New head of customer services, Carmen Ducra started in October, with Diana Bibkina joining her team as a customer services administrator in November.
November also saw Chirag Patel join the accounts team as financial controller. The most recent appointment sees Andrew Storey rejoin the Bishop’s Stortford team this January as national accounts and licensing manager.
Marie Gransbury, managing director, said “It has been a pleasure to welcome all the new starters to the Anagram team over the last few months. They bring with them valuable experience both from the balloon and party industry and a number of related market sectors, such as toys and cards.
“Many of the new team will be joining us on stand at Nuremberg or Spring Fair so please do come along and say hello in person.”
Gemar unveils 2025 G Couture calendar
G Couture is Gemar’s 2025 calendar that transforms creative expression. A project where balloons become art, born from the collaboration between Gemar and designer Giada Curti.
Each month reveals an extraordinary chapter where balloons are used not as decorative objects, but imaginary fabrics that come to life thanks to the talent and expertise of Gemar’s master artists, challenging the boundaries between reality and fantasy. G Couture celebrates an unexpected dialogue between sustainability, innovation and haute couture.
"We're not creating a simple calendar," explains a Gloria Veta, chief brand officer at Gemar, "but a manifesto of boundless creativity. A project where balloons become the language of infinite possibility."
More than a visual experience, G Couture is an invitation to reimagine, dream and see the world through a lens where creativity knows no boundaries.
‘Wear the moment’ - where fashion meets fantasy.
Fiestas Guirca and Club Green collaborate for trade show season
Fiestas Guirca and Club Green will further strengthen their recent partnership by coming together at the forthcoming Nuremberg Toy Show and Birmingham Spring Fair exhibitions.
Club Green will have a presence on Fiestas Guirca’s stand at Spielwarenmesse, where it will showcase its many new Hootyballoo ranges for 2025. In turn, the Fiestas Guirca team will be exhibiting on the Club Green stand at Birmingham to showcase new products and talk to customers about the vastly expanded UK offering over the coming year.
Michele Gaudelli, commercial director, Club Green, commented: “We are really excited leading into 2025. Lots of hard work has been
implemented to get a great portfolio of Fiestas Guirca products into our UK warehouse offering customers fancy dress and accessory items for all occasions.
“The customer feedback so far has been great and we look forward to engaging with many more new customers this year. Here’s to a great 2025.”
Fiestas Guirca – Nuremberg - Hall 9 | D-57,E-58
Hootyballoo by Club Green - Stand: 3P20-Q21
Unique Party has welcomed five new members to its team.
Below: L-r – Kirsty Charles, Jen Wilson, Beth Tippite, Emily Duke and Neil Bowles.
Above: G Couture uses balloons as imaginary fabrics in a collaboration with designer, Giada Curti.
Left: Fiestas Guirca and Club Green will strengthen their partnership during Spring Fair and Nuremberg.
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.
Sydney Party Decorations buys Party People
Australian party retailer, Party People has been sold for an undisclosed sum.
Chief party dude, Dean Salakas, who bought the business with his brother from their parents in 2007, has also stepped down from his role.
The business was put up for sale or investment in October and it’s been reported that the owners had interest from over 30 parties.
In a LinkedIn post, Dean said: “It’s a mixture of emotions but I am so grateful for my journey having worked with some great people and partners along the way in my 17 years as ceo. It will soon be time for me to look for my next adventure so if anyone has any
opportunities or ideas, feel free to contact me.
“It was 1999 that I launched The Party People online. I won some awards along the way and the best one was not mine but my store manager who won National Retail Association Store Manager of the Year… twice. There is no greater satisfaction than helping someone else achieve greatness and Julie is an absolute legend.
“Almost as satisfying was the fun I had pushing the boundaries of retail. I was fortunate enough to be Australia’s first retailer to offer click and collect, advertise on Google, advertise on Bing, offer multi-store scan and go technology and developed a world first augmented
reality mirror with checkout among other fun adventures.
“Many of you have played a part in my journey and no matter how big or how small, I thank you.”
Spring Fair launches new greetings, party and celebrations destination
Spring Fair, taking place from 2 – 5 February 2025 at NEC Birmingham, has launched a new Greetings, Party & Celebration destination in Hall 3.
The new destination now brings together greeting cards, wrapping papers, stationery and decorations.
Bursting full of new finds, the new destination will be home to decorations, fancy dress costumes, balloons, wedding collections, Halloween items and party tableware.
Brands exhibiting this year include Amscan Europe, Gemar, Anagram Europe, Procos, Talking Tables, I.T.I, Kalisan, RSW International, Alandra, Heart & Soul, Robin Reed, Hootyballoo by Club Green and Vulcan Pyrotechnics.
A series of events and activations will honour the industry’s vibrant spirit and the show’s 75th anniversary.
Party Plus to distribute BeenSmile
Party Plus is now the exclusive UK distributor of BeenSmile party products.
The BeenSmile collection features 20 popular licences including Hot Wheels, Sonic Prime, Power Rangers, Transformers and the return of other classics.
Each licence includes over 15 different items, such as popcorn and lunch boxes, snack trays and flat pack piñatas.
Alongside its own manufactured ranges and licensed products, the new additions are already garnering immense popularity for Party Plus.
Owner of Party Plus, Steve Wilson, commented: “Founded in 1996 and now headquartered in Winchester, Hampshire, Party Plus boasts one of the largest selections of party supplies in the UK. After closing our retail shop in February to focus on our online presence, the inclusion of BeenSmile products has proven to be a significant asset.”
Right: The BeenSmile range features popular licences including Peppa Pig, Hot Wheels, Monster High and more.
Below: Dean Salakas is now looking for his next role, having sold Party People.
Above: The new destination brings together suppliers from all sectors of the party industry.
Rubies inks Bluey deal
Rubies has signed a new licensing agreement with BBC Studios to produce and distribute costumes and accessories from Bluey in the UK.
The deal marks a significant expansion of Rubies existing licensing for Bluey products in Australia, underscoring the company’s commitment to creating high-quality, authentic costumes that capture the spirit of the animated series.
Building on its success in Australia, Rubies is eager to introduce a range of dress-up options that will allow young fans to embody their favourite characters.
“We are thrilled to expand our collaboration with BBC Studios to bring Bluey costumes and accessories to families and fans,” said Fran Hales, head of portfolio and marketing at Rubies. “Our partnership aims to capture the charm of the animated series, offering an array of costume options and accessories that reflect the beloved characters while ensuring exceptional quality
and innovative design for all who embrace the magic of Bluey.”
“We are delighted to expand our partnership with Rubies, adding Bluey costumes and accessories to their UK range. We are confident that Rubies’ new Bluey dress-up options will be popular with families on this side of the world, after the positive reception they received in Australia”, said Anita Majhu, head of licensing (softlines) at BBC Studios.
Bluey costumes will be available soon from its online shop or one of Rubies’ dedicated customer service agents.
BAPIA appoints Jacob Megram
The Balloon and Party Industry Alliance (BAPIA) has appointed Jacob Megram as its new events and projects manager.
Jacob brings extensive experience from Amscan International, where he worked closely to deliver an extensive balloon décor training programme digitally and in-person, supported on the delivery of key industry events and the visual representation of the brand in the party and celebrations industry.
Widmann hires new sales representative for UK & Ireland
In his new role at BAPIA, Jacob will be responsible for planning and delivering industry events, coordinating major projects and supporting BAPIA’s efforts to provide valuable resources and networking opportunities for its members.
Jacob commented: “I am delighted to have joined the fantastic team at BAPIA, I cannot wait to support our incredible members and help them to achieve their business goals. We are an incredibly passionate team with a number of exciting events and projects underway…make sure you come and visit CAP Expo in March 2025. This is just the beginning.”
“We’re thrilled to welcome Jacob to the team, he has already made a significant impact” said John Bowler, chief executive at BAPIA. “His industry experience and passion for events will help take BAPIA’s initiatives to the next level and we’re excited for what’s to come.”
Widmann has appointed Scott Pickworth as its new sales representative for the UK and Ireland.
With over 27 years of experience in the fancy dress industry, Scott brings a wealth of expertise to advise customers effectively.
Cesar Campos, sales director, Widmann, commented: “This appointment further strengthens our commitment to the UK and Ireland market, ensuring you receive a comprehensive and efficient service.”
For further information, or to open a trade account, contact Scott on: srp.agencies@ outlook.com.
Below: The deal marks a significant expansion of Rubies’ existing licensing for Bluey products in Australia.
Above: Scott Pickworth joins Widmann as sales representative for the UK and Ireland.
Below: Jacob Megram joins BAPIA as its events and projects manager.
Europe’s leading responsible sourcing show
Halloween is giant profit driver for most costume shops and Halloween 2023 was dismal. Fortunately, it appears that ghosts of last year seem to have mostly flown away –Halloween 2024 was much better, according to the annual post-Halloween survey conducted by the National Costumers Association.
Halloween 2024 was much better…Compared
to a dismal 2023, at least
In 2023, 70% of respondents to our survey reported that sales of costumes and masks were ‘somewhat worse’ or ‘much worse’ compared to the previous year. For 2024, only 33% of respondents said that, and 29% said sales were ‘somewhat better’ or ‘much better’ than 2023. The remaining respondents –38% – said sales were about the same.
Of course, since sales were so bad in 2023, having an increase in sales in 2024 does not necessarily mean sales were good. But an open-ended question –‘Overall, were you pleased with Halloween this year?’ – revealed that a solid number of NCA members enjoyed relatively good sales. Here are some verbatim comments from both ends of the spectrum:
“Yes, the end was stupid busy. The start was very slow. The end made up for it, but it was very hard work to serve all those people, but that is how it goes. No snow this year, last year had snow on last weekend that killed us. I’d say this year was what I expected revenue wise. But halfway through I was down 15% YOY and I was nervous. Ended up 13.5% compared to last year so I’m happy.”
“Yes, I was pleased and worried at the same time. September the sales were phenomenal, $10,000 above projection. October started out very slow, but October 15 to the end it went gangbusters.”
“No. Sales were way down. It was such a slow start and didn’t get busy to the very end. I found out the hard way that there were products that I let run out which I should have reordered. Unfortunately, it
was too late by the time I knew. I’m relieved that the last few days of the month were a little busier than expected, but I wish I had been able to capitalize better on it. I’m grateful but it didn’t make up for the slower two weeks in the beginning of October.”
“It was a very bad Halloween. Partly because the weather was very warm, partly because the political attitude did not lend the season to parties. Just dismal.”
PROMOTIONS HELPED
The NCA helped promote our members’ stores with a Google Ad campaign that encouraged people to shop at local, bricks-and-mortar costume shops for their Halloween needs. The campaign, which ran for most of October, featured an ad
that popped up on people’s browsers when they searched for ‘Halloween costume’ or related keywords and then linked to our online member directory.
Of course, we don’t know how many customers this campaign brought into NCA members’ stores, but it did generate 89,872 impressions and exactly 700 click-throughs to the member directory.
A new question in this year’s survey asked people if they tried any new promotions for Halloween and asked them to describe the promotions if they did. Here are three of the responses that might give ideas to try during Halloween 2025:
■ “We sent home Costume ‘Cash’ with all the local elementary schools to get the word out where we are.
We had 150 returned. Of those, 75% were NEW customers.”
■ “We started a Haunt Map for local haunts and displays and everyone we added to the map got a sign for their yard with our logo and a QR code to our website. This worked to get more awareness of our store, based on conversations with customers.”
■ “Early shoppers that came in looking for costumes and did not find what they want were given a coupon for $10 off their costume on their next visit. Had a return rate of about 45 coupons.” What lies ahead?
Next year Halloween falls on a Friday, which historically is a great day for it. Since the Google Ad Words campaign seemed successful, we’ll probably try it again in 2025, so that might help, too. And hopefully you’ll try one of the promo ideas mentioned above – or something else.
Let’s all hope the trend of improvement continues.
Below: Most retailers in the US reported Halloween was the same or better than 2023.
Left: Ed Avis is the executive director of the National Costumers Association Contact him
Do you know what your business signature is? Years ago, your physical signature was frequently used as a representation of your identity on letters or cheques. Today, digital signatures have largely taken their place, but being able to identify yourself is as important as ever, if not more so.
Defining your signature
The concept of a signature is just as relevant for your business, regardless of its size – what is your signature? What sets you apart from others in the same industry and makes your company memorable?
A business signature could be:
■ A flagship product or range that is synonymous with your brand.
■ A unique service offering that stands out from your competitors.
■ An exclusive design or concept that your clients can’t get anywhere else.
It was a challenging 2024 for the balloon and party industry – and there are further potential hurdles ahead in 2025 - so it is more important than ever to be clear on what you want your business to be known for. A clear business signature that your team fully understands will ensure that everything you do consistently delivers exceptional value to your clients. This clarity is a foundation for business stability, growth and long term success.
At NABAS, the UK’s independent trade association for the balloon and party industry, our business signature is investing in our members’ success. Everything we do is geared towards supporting their businesses, professional development and the wider industry. This commitment is embodied in our flagship event which is happening again this year: Party
Industry Event (PIE UK). Open to all manufacturers, wholesalers and decorators – whether NABAS members or not – PIE UK brings the balloon and party industry together for two days of unmatched training, networking and inspiration. Those who attend PIE UK can expect:
■ Expert-led training from 10 leading industry suppliers.
■ Large scale décor creation for our masquerade themed gala dinner.
■ Our first ever awards presentation.
On day one, attendees can dive into captivating classes focused on creating show-stopping balloon décor where our instructors will guide you through techniques that will set your work apart. Then on day two, attendees will benefit from structured sessions with renowned NABAS instructors and industry leaders who are passionate about helping you grow.
Set to take place on 27 and 28 April 2025 in Coventry at The Slate, PIE UK is designed to deliver inspiration, skill development, valuable connections and most importantly, fun—all at an exceptional price. The price of a ticket covers everything including the training, B&B accommodation and our exclusive masquerade gala dinner.
If you’re ready to enhance your portfolio, sharpen your techniques and expand your network, we’d love to see you there. Visit www.nabas. co.uk/pie-2025 to book your place.
As we navigate uncertain economic and political times, supporting each other is more critical than ever. A thriving industry depends on strong, resilient businesses and we are here to offer everyone that support. If you haven’t yet defined your business signature, now’s the time to reflect on what you want to be known for—and make that vision a priority as you move through 2025.
Claire Carney and Victoria Cooke NABAS Co-Chairs chair@nabas.co.uk www.nabas.co.uk
Left: Claire Carney and Victoria Cooke.
Below: PIE UK returns this year for anyone in the balloon and party industry.
Fran Hales, head of portfolio and marketing at Rubies, chats about creativity, team achievements, resilience and more.
Just do it
HOW LONG HAVE YOU BEEN AT THE COMPANY?
I’ve been with Rubies for over four glorious years now and loved every minute of the journey. In total within the dress-up industry, it’s been over seven years combined, during which I’ve learnt a lot, not just about our industry, but also the wonderful world of licensing.
WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?
My greatest achievement is seeing those in my team’s progress, rather than personal accolades. For me, it’s all about teamwork and nurturing talent to succeed in the business. There have been fantastic achievements throughout the teams I’ve had the pleasure to work with, be that delivering campaigns, consumer events, renewing our licences with key partners or the Licensing Awards we’ve received. They all play their part to a group achievement, rather than my own.
LEAST FAVOURITE PART OF YOUR JOB?
Setting up events. I love an event and delivering them, however I could do without the setting up part. We are all hands-on in this company, which I love, as it’s a team effort to pull trade shows together.
WHO IS THE UNSUNG HERO OF THE COMPANY?
It’s not a hero, it’s heroes here at Rubies. Not only do we make the best superhero costumes in the business, but we also have so many unsung heroes who are behind the scenes. From customer services to design, account handlers to accounts, tech
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?
You get paid for it, so just do it. We are very fortunate to be able to what we do, some days can be frustrating and tough going like any other job, but at the end of the day, we are lucky to be in this industry with the amazing brands we work with.
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE LAST YEAR?
2024 was tough in so many ways with professional and personal challenges, however as a person and business, we came through it, when others were not so fortunate or really struggled to do so. It is testament to being resilient in many ways, staying focused on the end goals and improving yourself daily. We all fail, but it’s how we respond whilst learning from the lows, as well as celebrating the highs.
IF YOU COULD CHANGE ONE THING ABOUT THE PARTY INDUSTRY, WHAT WOULD IT BE AND WHY?
For me, it’s all about teamwork and nurturing talent to succeed in the business. There have been fantastic achievements throughout the teams I’ve had the pleasure to work with.
FAVOURITE PART OF YOUR JOB?
The creative side, all day long. I love being a back-seat designer as the team will testify to, especially for the graphic design projects. I love being able to contribute to the creative process, provide art direction and then there is the other side with PD, which I have a real passion for. I’m a fan and I’m enthusiastic and passionate about dress-up… which is why I’m often found wearing it. There is nothing better than bringing fantastic characters to life through our products or creating new ones entirely. It is incredibly rewarding seeing a costume you’ve worked on becoming a phenomenal success and there is no better feeling to deliver a winning product.
to purchasing, the warehouses and everything in-between, we’ve got a wider team of absolute superstars.
WHAT IS THE BIGGEST CHANGE WITHIN THE PARTY INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?
I would say the unfortunate demise of an independent market would be the biggest change. When I joined Bristol Novelty, we had a huge number of successful indie customers, the party industry was going strong and we still had stores on the high street. Nowadays this has drastically reduced, which is a real shame to see with the damaging hit the channel took after the pandemic.
For the industry to be booming as it once was. I’d love to have worked in the ‘golden days’ of dress-up/the party sector and I very much hope we see an upturn, as we all do across the toy industry. It’s been an incredibly tough year for us all and especially in dress-up, as it’s far more niche and I personally see a costume as a luxury good in someone’s life. For me, a costume offers a unique proposition like no other toy out there. With a costume, you become the character, embody them and this inspires far more imaginative play than a classic toy ever could. I should know, as I wore a SpiderMan costume far longer than a child should have. It gave me not just a hole in the head from a climbing frame accident (I’ve literally bled for costumes), but also many treasured memories.
IF YOU DIDN’T WORK IN THE PARTY INDUSTRY, WHAT INDUSTRY WOULD YOU WORK IN AND WHY?
The entertainment industry in some form. As a massive fan of superheroes, it would be amazing to work in film, ideally overseeing a brand such as a Kevin Feige or James Gunn have the fortune to do. I also have a huge passion for musical theatre, if I had the talent (I do consider myself a dancer still), my ideal role would be treading the boards and singing my little heart out to audiences each day.
Left: Fran Hales
From
Specialist
The ultimateparty weekender
The Celebration and Party Expo (CAP Expo) is set to take place at the prestigious Telford International Centre, Telford, UK, on 23 and 24 March, 2025.
CAP Expo is a free two-day extravaganza which is designed to be the ultimate event for party and celebration industry professionals. Designed as the UK’s only trade expo dedicated exclusively to the vibrant party industry, CAP Expo offers attendees an opportunity to connect, create and celebrate.
John Bowler, chief executive of BAPIA, organiser of the expo and the brains behind the new event, tells PPE why he decided to launch the event: “Like any exciting venture, there’s a story behind CAP Expo. It all started on a car ride to another trade show when Sue (my partner in crime) turned to me and asked, ‘have you ever thought about organising our own Expo?” My answer? ‘Yes, but I’m not sure there’s enough demand’. Little did I know that idea would catch fire that very day.
“At the trade show, a prominent industry figure pulled me aside with an idea. You guessed it - they wanted BAPIA to spearhead a dedicated trade show for the balloon and party industry. Buoyed by their enthusiasm, I shared the concept with a major manufacturer. Their response? ‘We were just talking about this last week. BAPIA is the organisation to make it happen’.”
With this momentum, John approached more key industry players at the event. “The consensus was clear,” he recalls. “Our vibrant industry was hungry for something special. After some indepth market research, we took the plunge, and CAP Expo was born: the only UK trade exhibition exclusively for the party and celebrations industry.”
The plans are now in place for the exhibition to take place in just a few months and it is shaping up to be a must-attend event. John explains: “CAP Expo is the perfect chance for party professionals to meet face-to-face with their suppliers and manufacturers, fostering stronger relationships and direct collaboration.
“While online shopping is convenient,
it can’t compare to the magic of meeting suppliers face-to-face and building genuine relationships. You’ll get the chance to explore products you didn’t even know existed, opening doors to new possibilities for your business.
“Attendees will get an exclusive first look at the latest trending products, cutting-edge creations and innovative solutions set to shape the future of the party world. From dazzling décor to state-of-the-art supplies, the expo will showcase everything you need to make your business stand out.”
CAP Expo is more than just an exhibition, however. “It’s a hub for networking, learning and celebrating,” says John. Throughout the event, there will be interactive promotions and hands-on activities designed to inspire and engage.”
The Demo Stage will feature expert-led demonstrations and talks on diverse aspects of the party and celebrations industry.
On Sunday afternoon, it transforms into a glamorous catwalk for the Balloon & Brush Couture Challenge, showcasing mindblowing artistry. John outlines: “The challenge promises to captivate attendees as talented artists and designers compete in a fusion of balloon fashion and body art.
“This isn’t your average competition - it’s a jaw-dropping collaboration between balloon artistry and face/body painting. Teams of designers and artists will create showstopping looks, which culminate in a dazzling catwalk on Sunday afternoon.
“But the fun doesn’t stop there! These masterpieces will be front and centre at CAPFest, where the winners will be revealed and a £2,500 prize fund awarded. Prizes are given for the best balloon artist, face
Above: When the business day is done, attendees can let their hair down at CAP Expo on Sunday night.
Below: Plans are in place to make CAP Expo an unmissable event for the party industry.
VISITING NUREMBERG INTERNATIONAL,
TOY FAIR?
COME AND SAY HELLO!
28TH JAN - 1ST FEB
HALL 9, STAND C-05
painter, model and overall collaboration. Interested in competing? Head to www. capexpo.co.uk/competitions to sign up - it’s going to be epic.”
Attendees can also look forward to networking galore, immersive experiences like the Passport Challenge (visit exhibitor stands and win prizes) and the Unique Boutiques, spotlighting small but mighty independent suppliers.
And don’t miss the Face Painting Village, where you can meet top suppliers, try out dazzling face and body art and get glittered up for Sunday night. Because when the business day wraps up, the excitement doesn’t stop.
On Sunday night, the expo transforms into a party like no other with CAPFest - a festival-themed celebration featuring live entertainment, immersive décor, interactive photo opportunities and more. John enthuses: “The high-energy event is the perfect way to unwind, connect with industry peers and celebrate the creativity and camaraderie that make this industry truly special.”
With all of this being planned, it’s not surprising that the show has been a hit with the party sector. “The response has been nothing short of phenomenal,” exclaims John. “There’s been an overwhelming demand for a dedicated party and celebration show. With an impressive line-up of exhibitors already confirmed, we’re adding more every day.
“Excitingly, 800 party professionals are preregistered to attend and we’re expecting over 1,500 attendees across the Expo weekend. The buzz proves what we already knew: this show is long overdue and exactly what our industry needs.”
Exhibitors confirmed include Sempertex, ABC Party UK, HiFloat, Zebra Print, Gibs On It, Rocca Fun Factory, PartyDeco, Grabo Balloons, Parties & Signs, Bubblegum Direct, Kalisan UK, Dattas Wholesale, Nancy Loves, Balloons 4U, Unique, Sensations, BOC, Northwest Greetings, Sharrocks, Ecobion, Business Koalas, Tuftex, NABAS, Fairy Lights
CAPFest: The lowdown
CAP Fest is the ultimate festivalinspired party you don’t want to miss. “Picture this: interactive photo ops, live entertainment, glitter and air-brush tattoos and festival face paintingall set against immersive décor in a buzzing bar area,” outlines John.
“We’re serving up a relaxed street food menu so you can mingle, network, and soak in the fabulous atmosphere. The evening kicks off with the unveiling of the Balloon & Brush Couture masterpieces, with winners announced, before a live nine-piece disco band brings the house down with 70s disco hits.
“This is more than a party - it’s a celebration of our incredible industry, and it’s going to be the talk of the town. Don’t miss it.”
Event Décor Group, UK Helium Supplies, King 360, Jellyfish Balloons, and Haydens Pop & Prop Shop.
“And that’s just scratching the surface,” says John. “More exhibitors are being added daily, so stay tuned for updates.”
The inaugural CAP Expo is the launchpad for a new journey for BAPIA. John comments: “This is the beginning of something extraordinary. We’re not just hosting an event; we’re laying the foundation for what we hope will become the annual destination event for the celebration and party industry. My number one priority is to make this inaugural CAP Expo an unforgettable success, and we’re sparing no effort to make it happen.
“We’ve invested immense time, resources and passion into creating an experience that will leave everyone, exhibitors and visitors alike, buzzing with excitement. Our aim is for attendees to walk away inspired, energised and talking about CAP Expo for weeks, already counting down the days until CAP Expo 2026.
“It might sound like a cliché, but I genuinely believe our industry needs this. It’s more than just a trade show; it’s a
chance to strengthen connections, spark new ideas and collectively elevate what we do. Every person who attends will leave with something valuable, whether it’s fresh inspiration, new business opportunities, or simply the joy of being part of this incredible community.”
John urges everyone in the industry to get involved: “For party professionals, CAP Expo is a goldmine of opportunities. This is your best chance to meet a diverse range of suppliers and manufacturers in person, discover hidden gems and explore products you might not even know exist. It’s also the perfect setting to connect with like-minded individuals, share ideas, and build relationships that could propel your business forward.
“For exhibitors, this is your moment to shine. CAP Expo is designed to bring the entire industry together, creating a platform where you can showcase your offerings, engage with customers face-toface and build new partnerships. We’ve worked tirelessly to unite different sectors of the celebration and party industry, giving everyone the chance to spot new opportunities, explore untapped markets and diversify their business offerings.
“Whether you’re looking to expand, innovate, or simply be inspired, CAP Expo is where it all happens. Don’t let the opportunity pass you by, this is your chance to be part of something extraordinary.”
Whether you’re a retailer, decorator, event planner, or supplier, CAP Expo 2025 is your gateway to fresh ideas, invaluable connections and unforgettable experiences. Don’t miss your chance to be part of this groundbreaking event.
To register for FREE Expo tickets, to www. capexpo.co.uk/pre-registration
Check out the website at www.capexpo. co.uk
Follow CAP Expo on Instagram @ celebration.partyexpo
Follow CAP Expo on Facebook celebrationpartyexpo
Balloons, Emporium 22, Balloon Colour Blending,
Right: The event takes place at Telford International Centre.
Below: The Expo will house an exhibition of party suppliers and much, much more.
Above: Slipped Disco is set to bring the house down with 70s hits at CAPFest.
web
new costumes and accessories
Time to play
Spielwarenmesse returns from 28 January to 1 February this year, bringing together suppliers from across the toy industry, including all sectors of party. PPE talks to some of the exhibitors to find out what’s in store.
Spielwarenmesse brings together a huge range of suppliers across the party sector, including dress up, carnival products, balloons and other celebration items, making the five-day show a must-attend event for international party buyers.
In 2024, the show welcomed 57,000 visitors from 125 nations and exhibitor numbers were up 10% year-onyear, with 2,354 companies from 68 countries taking part in the show at the
items of display for every occasion.”
Dominique Peckett, director at Smiffys, continues: “At Smiffys, we are excited to return to Spielwarenmesse and will be showcasing innovative new products across the range, for all seasons, including Carnival, Halloween and Christmas.
“We look forward to returning to Nuremberg each year – the show is always full of exciting new products and new opportunities and the chance to reconnect with customers and friends is not to be missed.”
Gloria Veta, chief brand and sales officer, shares: “These events are more than just trade shows for us. They’re opportunities to connect deeply with
Above: The show provides a hub for international party buyers to come together to network and discover new ranges.
Left: Dress up and costume suppliers will launch new lines for 2025.
Below: Gemar will bring a new concept in balloons to the show.
our global community of retailers, event professionals and balloon enthusiasts. We’re bringing fresh energy and groundbreaking ideas that will transform how people think about balloons.”
For some, the show is a chance to present major business changes.
Jafeth Vermeij, account manager, Opposuits, explains: “At the upcoming Spielwarenmesse Toy Fair in Nurnberg, we are excited to showcase our latest products under our new name Oppo Merchandise Group for the first time. This change reflects our company’s growth, and we’re looking forward to continuing our business and partnerships under this new name.”
Michelle Comerford, head of sales at Anagram Europe adds: “The whole team is really looking forward to being in Nuremberg for the first time as Anagram Europe. Nuremberg is always a great place to sit down with key customers, introduce new faces and explore exciting opportunities together.
Products on display will cater to all of the key calendar dates throughout the year, with many new trends emerging for party buyers to discover.
Gloria continues: “This year’s showcase will highlight Gemar’s latest product developments and strategic projects. The company plans to unveil an exciting range of new balloon collections that push the boundaries of creativity and sustainability. From innovative design techniques to ecofriendly materials, Gemar continues
to prove that balloons are not just decorative items, but powerful tools for expression and celebration.”
Licences will take centre stage at the show. Dominique says: “We’re launching some new additions to our licensing portfolio at the show this year, including the nostalgic icons Popeye and Olive Oyl and matching Zorro child and adult costumes.
“Not to be missed is our debut range from Dr Seuss, featuring all the classics including Cat in the Hat, Thing 1, Thing 2 and The Grinch.”
Jen furthers: “Our licensed partyware and balloon ranges will be featured, including Batman, Justice League, Harry Potter and LOL Surprise.”
There’s a huge range of other new lines being planned for the Unique stand. “The sustainable Unique solid colour range will also be featured, alongside its coordinating decoration assortment,” says Jen. “We’ll be sharing with you our super jumbo number balloons, in trend led colours, including our super smart neutral tones, together with coordinating weights and accessories.
“The Unique Glitz range will also be available to see with our stunning four colourways of classic pink and blues, as
Above: Smiffys returns to Nuremberg to showcase innovative new products across the range.
Below: In 2024, the show welcomed 57,000 visitors from 125 nations.
well as more modern shades of black and gold and rose gold.
“Unique is also proud distributor of Tuftex Decorator Balloons and we’ll
NUREMBERG PRODUCTS
also be featuring an assortment of these and the new Tuftex TT-260 range which will be available to see, along with coordinating items from Hi-Float and Clik-Clik.”
Events like Halloween will, of course be well catered for at the show. Jafeth
Set sail on an epic adventure with this Moana 2 Classic costume. Featuring the iconic Polynesian-inspired prints, this outfit from Disguise includes a draped sash at the waist for an authentic island touch and a secure plastic strap for easy, comfortable wearing.
explains: “There will be a special focus on our new Halloween items and our growing onesie collection on our stand. These categories have become key drivers within our collection to stay connected with our existing partners, as well as exploring new opportunities.”
Don this spellbinding, officially licensed Elphaba Deluxe costume from Universal Pictures’ Wicked, created by , that reflects her complex and powerful nature.
The Ghostbusters collection from Smiffys remains as popular as ever, with new styles launching this year. With an adjustable belt and stretch fabric, the skater style dress is a flattering and comfortable addition to the range. Available in both kids and adults sizes.
Anime fans will love Opposuits new One Piece suit with all over print. Honour all of your favourite characters with this brand new addition.
Above: Unique UK and Europe will return to the show with a plethora of celebration items.
Above right: Licensing will be a key focus for party exhibitors at the show.
VISITING NUREMBERG INTERNATIONAL,
TOY FAIR?
COME AND SAY HELLO!
28TH JAN - 1ST FEB
HALL 9, STAND C-05
NUREMBERG PRODUCTS
Smiffys is launching its debut Zorro products for 2025 with unisex, matching adult and children’s styles. The accessory sets include a cape, eye mask, bandana and adjustable belt, creating an iconic costume in an instant.
Bring the electrifying energy of Pikachu to life with this vibrant Pokémon Classic Jumpsuit from Disguise. Complete with an iconic lightning bolt tail and a Pikachu character mask, this costume is perfect for aspiring trainers ready to spark some fun and adventure.
Buzz into the world of Minecraft with this
from
Featuring a cosy hood adorned with felt antennae and detachable shimmering iridescent wings, the outfit is perfect for creating a buzz at any event.
Transform into the heroic Dog Man with this incredible fancy dress costume from Disguise. Featuring a vibrant jumpsuit straight from the pages of the hit series, this outfit comes with a felt hat boasting dimensional details and adorable attached ears.
Bee Girl Hooded Dress
Disguise.
Disguise. This officially licensed Universal Pictures’ Wicked gown radiates ethereal elegance with its beautiful pink satin fabric, printed bodice with foil accents, a multi-layered organza skirt that shimmers in hues of soft pastels, capturing Glinda’s essence.
Visitors to Spielwarenmesse will be the first to experience the new range of decorator quality latex from Anagram. Available in more than 80 colours and with a choice of shapes and sizes, beautifully co-ordinated balloons designs await.
An open book
World Book Day returns on 6 March, 2025, providing children in schools and education settings and further afield, the chance to dress up and celebrate their favourite stories. Dress up suppliers outline their expectations for the event this year and highlight their latest products.
With a vision for ‘more children, from all backgrounds, developing a life-long habit of reading for pleasure, benefiting from the improved life chances this brings them’, World Book Day offers the chance for children to celebrate a love of books each year. In 2024, 91% of five to eight year-olds and 76% of eight to 16 year-olds took part in a World Book Day event and 35% of children said they make more time to read as a result of the event.
Expectations for World Book Day 2025 are positive throughout the dress up sector. And one company in particular has big plans for the event. Fran Hales, head of portfolio and marketing at Rubies explains: “We have high hopes for World Book Day as Rubies is planning a hugely ambitious national initiative, having once again become the official partner of the charity. In partnership with World Book Day and Partnerkind, we are set to launch a very exciting initiative whereby Rubies will donate up to 100,000 costumes for underprivileged kids, to support everyone to be able to dress up and champion ready for World Book Day.”
Rubies also has strong expectations for this year’s celebrations. “Even though the event has seen slight decline in dress-up, early signs are encouraging as we are already seeing forward orders coming through. Each year for us and our customers presents new opportunities in the joy of reading through costumes and dress-up and championing reading for World Book Day.”
Dominique Peckett, director, Smiffys says: “As we begin the new year, thoughts run to World Book Day – always a key date in the dress up calendar. With themes such as ‘wear your pyjamas’ gaining popularity, we have seen schools diversify with dress codes for the event, but the season continues to be successful for us at Smiffys. We look ahead to World Book Day this year with a strong order book and plenty of stock ready to serve our customers with top up orders closer to the event.”
Many see it as a growing trend. Mark Brett, sole UK agent for Boland, comments: “Most customers were fairly pleased with World Book Day 2024 and there is no reason that 2025 shouldn’t be pretty good, while not exceptional.
“Not being a UK-based company, it is not as significant for Boland as it is for many of our competitors, yet we have many costumes that do very well during Book Day and it is becoming increasingly significant. It is one event where the high street retailer can compete against online operators as much of the purchasing is last minute.
“In many cases, so I am told, it is often on the last day when parents knock on the shop door before the store is open. Sometimes it is forgotten that it’s not only the kids who dress up, in many cases, a class teacher will join in the fun too.”
Trends are often swayed by movies with their foundations in books. Dominique continues: “We expect to see cinema releases continue to influence trends, with wicked witches and wizards predicted to be the top costumes for both kids and teachers alike.”
Traditional tales are also set to be popular. Fran outlines: “With more planned for World Book Day, we can’t wait to see even more enthusiasm from schools and families to participate. Trends for 2025 are heading in the direction of beloved book character favourites, such as Mad Hatters, Alice and a certain bookworm, with licensed properties also staying consistently in demand, including the introduction of Bluey and Bing.
“Trends also seem to tie into the £1 book scheme, seeing Bluey consistently staying on top with other characters like Paddington making an appearance.”
Others are looking to promote more generic characters. Jafeth Vermeij, account manager, Oppo Merchandise Group, says: “Oppo Merchandise Group is excited to tap into World Book Day as an event by introducing our OppoSuits Animal Kids Onesies. We are hoping to add some magic to this celebration with ten new styles we’ll carry within this category.
“In addition, we are working hard on expanding our UK market with improved shipping conditions. We’re offering Delivery Duty Paid (DDP), meaning all taxes and customs duties are covered upfront, avoiding any additional costs when ordering.”
The impact of the day is seen far beyond March, showing the influence the initiative has on children throughout the year. Fran concludes: “Sales of costumes are remaining strong pre and during this period, reflecting the enduring appeal of dressing up as favourite book characters and the positive impact of World Book Day in fostering a culture of storytelling and creativity.”
Above: 91% of five to eight year-olds and 76% of eight to 16 year-olds took part in a World Book Day event.
Below: Rubies has once again become the official partner of the charity and has an exciting project in the pipeline.
Right: Rubies expects literary favourites such as Wonka to be strong for World Book Day 2025.
WORLD BOOK DAY PRODUCTS
New for World Book Day 2025, Rubies is delighted to introduce Bluey and Bing into its licensed portfolio of dress-up. One of the top properties for the preschool and early ages market and one of the £1 books for World Book Day, Bluey comes to life in this Comfywear jumpsuit with detachable headpiece.
Roll up, roll up. It’s time to discover the enchanting and scrumptious Chocolate Factory as Willy Wonka himself. Based on the blockbuster Wonka which continues to resonate with audiences a year on, this dress-up from Rubies features a coat top with waistcoat, trousers and a hat. Oompa Loompas not included.
A wicked costume for World Book Day, step into the wonderful world of Oz with Rubies’ Glinda costume. Perfect for fans of the Wizard of Oz and one of the most sought-after characters for World Book Day 2025, this costume features a pink gown adorned with holographic detail, sequins and butterflies and is accompanied by a silver headpiece.
Smiffys Witch from the West costume features lace sleeves, purple ruffle detail and a velour skirt to create the perfect magical costume.
With the current interest in Roman history and the new Gladiator film, Boland’s successful Gladiator set, including tunic with armour and cape is sure to be a winner.
New in 2024, Mermaid Treasure from Boland includes dress and bracelets and is available in three sizes from five to 12 years.
Smiffys new witches are set to be a hit this World Book Day. The Good Fairy Witch features a metallic printed bodice and a full length tulle skits, available in both kids and adults sizes.
This fantastic Egyptian child’s costume is just one great product from an extensive range of kids costumes and accessories at Fiestas Guirca UK/Club Green
Pirates are always a firm favourite. For the boys, Boland launched a new design in 2024 – Pirate Henry. And for the girls, Pirate Tracy, available in three sizes from four to 12 years.
TheSilver Show
In 2025, Spring Fair celebrates its 75th anniversary at the show, which takes place from 2 – 5 February at the NEC Birmingham.
Soraya Gadelrab, event director tells PPE about the plans for the show this year and why it’s a must-attend for party retailers.
Spring Fair 2025 will be a big celebration of the show’s incredible 75-year history. Soraya Gadelrab, event director, begins: “It’s going to be a big party, a celebration of the last 75 years, the people and the businesses that have been a part of the show for so many years. It is also a chance to reflect on what retail means today and how we continue to move forward and look ahead to the next 75 years.”
There will be a host of features to celebrate the anniversary: “We are also hosting a new awards ceremony, celebrating the history and heritage of the show as well as looking ahead to the best new products on the show floor destined to go down in history as must-have bestsellers,” says Soraya.
“Don’t miss the special time capsule experience, looking back at Spring Fair’s 75-year history and the products and people that have been influential. We have introduced a host of initiatives which I think will make a real difference to our community. From educational support and pre-show onboarding calls with exhibitors, to the many celebratory moments we’ll be experiencing to mark the 75th birthday.”
2025 will see the launch of a new party and celebration destination at the show. Soraya explains: “Bursting full of exciting new finds which will bring joy to every occasion, this is THE place for vibrant decorations, fancy dress costumes, balloons, wedding collections, Halloween items, and party tableware, which will make your customers want to celebrate.
“Helping make every event one to remember, brands include Amscan Europe, Gemar, Anagram Europe, Procos, Talking Tables, I.T.I, Kalisan, RSW International, Alandra, Heart & Soul, Robin Reed, Hootyballoo by Club Green, and Vulcan Pyrotechnics.”
Also new this year is the Licensing Lab. Soraya furthers: “Visitors will discover a stylish and comfortable Networking Lounge and educational sessions including workshops, panels and seminars led by industry experts. Interactive displays will feature engaging demonstrations, product samples and live product demos.”
Spring Fair offers more than just an exhibition, however, with a range of features to educate and inspire. Soraya explains: “We are offering hours and hours of free advice, inspiration and insights across three stages.
Learning from industry experts is vital so don’t miss the seminars and trend forecasts from the best in the industry.
“As well as the sessions at the Licensing Lab, visitors can get hands-on with the year’s most pressing challenges in retail through panel discussions and practical workshops at the Masterclass Studio. With sessions tailored to real-world issues retailers are facing this year, gain practical skills, participate in Q&As and have the chance for one-to-one guidance with experts after each talk. The Masterclass Studio is all about providing the tools and confidence to tackle your next business steps.
“At the Inspiring Retail Stage step into the future of retail with daily catwalk shows, high-profile keynote speakers, and trend talks designed to spark new ideas and strategic thinking. This stage is your go-to for visionary insights, whether hearing from industry leaders or catching up on the latest trends. Each session is crafted to inspire ambitious thinking and equip you with actionable insights to scale and future-proof your business.”
Soraya concludes: “Spring Fair is the only destination to find the best party suppliers in the UK. The new Greetings, Party & Celebration destination in Hall 3 also now brings together the most creative, fun and colourful products into one vibrant, dedicated space.”
Above: The new party and celebration destination will bring together party exhibitors offering a one-stop shop for all things celebrations.
Above: Spring Fair will celebrate its 75th anniversary this year.
Above: Soraya Gadelrab, event director, Spring Fair.
Below: The Gemar team is bringing fresh ideas to the show which it says will transform how people think about balloons.
SPRING FAIR PRODUCTS
Customers can celebrate every big birthday in style with the new Pretty Pink milestone range from Anagram Europe. From 16 to 70, mark the day in style with this new range.
It’s not just about birthdays – Anagram has the best choice of balloons to celebrate all of life’s key moments or simply bring a smile.
This funky new Disco partyware theme is just one range from over 100 new products being showcased by
This very popular Marquis costume is just one of over 10,000 fantastic items available to order from Fiestas Guirca UK/Club Green.
In addition to the hugely popular foil balloon ranges the Anagram brand is known for, the stand will feature the recently announced Anagram latex range. Under the theme ‘Better Together’, the team will showcase beautifully co-ordinated latex, foils and the everpopular Orbz in many of the 80+ colours available.
The eye-catching new Circus partyware theme is just one range being showcased by Hootyballoo at Club Green
Gemar plans to unveil an exciting range of new balloon collections that push the boundaries of creativity and sustainability.
Hootyballoo at Club Green at Spring Fair 2025.
on parade
For 2025, Carnival begins on 27 February and runs to 3 March, a slightly later date than in 2024. While recent years have been somewhat muted in terms of celebrations, the event is still one of the biggest seasons across Europe and further afield. Party suppliers share what’s in store this year, as well as what products are launching to help revellers celebrate.
Covid and economic pressures have had an impact on Carnival over recent years with lower turn outs and slightly less outrageous outfits. All the signs are strong for 2025, however and there are high hopes for Carnival to bring people out to celebrate and party.
Jafeth Vermeij, account manager, Opposuits, explains: “There will always be high expectations for Carnival since it
is one of our biggest seasons, especially in mainland Europe. We had a solid start of the Carnival season due to a strong pre-order season we had. With this already shown interest we expect to take full advantage of the extended sales window with Carnival falling late this year in March. These are all indicators for a great Carnival season.”
Mark Brett, sole UK agent for Boland, comments: “Carnival, in the relevant parts of Europe, sits alongside Halloween as one the most significant events within the party calendar.
“Much like Halloween, it has become increasingly difficult to know what the trends will be. The last couple of years have been tough for Carnival, but there is the hope that 2025 will start to see some recovery. Being a little later in 2025, there is always the hope of slightly better, early spring weather. That said many of the big Carnival clubs, especially in the towns such as Cologne, plan their activities a long time in advance.”
With parades adorning streets and parties celebrating throughout towns, consumers bring out their best costumes each year. While there’s always an ‘anything goes’ approach, certain factors can influence trends for outfits and décor.
Jafeth comments: “Past
years’ figures reflect that our OppoSuits specials and all-over printed suits are the go-to choice during this season.”
Mark continues: “As with many Festival and Carnival events, accessorising is the focus of most attendees. Wigs, masks, hats, beards, moustaches, tiaras and make up all play a large part in the participants’ dress up plans.
“As to the themes, that is driven by what is happening on social media. That said, in the UK, we all in the party industry wish there was an equivalent national Carnival event. I think that is a bit of wishful thinking.”
Carnival facts
■ Carnival season, also known as the fifth season, begins each year on 11 November at 11.11am and finishes on Ash Wednesday the following year.
■ Although the festivities and parties can start as early as January, the carnival week itself starts on the Fat Thursday before Ash Wednesday.
■ The main parades are usually held on the weekend before Ash Wednesday, as well as the Monday before Shrove Tuesday and Shrove Tuesday itself.
■ Carnival is celebrated worldwide, including Africa, the Americas, Europe and Asia, with celebrations varying dependent on the location.
Above: Carnival costume themes can be anything party-goers want them to be.
Right: Accessories such as wigs, hats and make-up are an important part of carnival celebrations.
Below left: Street parties and parades are put on to celebrate carnival around the world.
CARNIVAL PRODUCTS
Amongst the many new products just launched from Boland is the amazing Disco Helmet. It is not just a Disco ball on your head, it is bound to make a glittering and stunning entrant to any party occasion. Hard on the outside, soft on the inside (foam).
The brand new range of premium quality UV shell suits have got to be a hit right from the beginning. Two styles, four sizes, both male and female, these designs take street art shell suits to another level.
Within its growing onesie category, Opposuits added the blue hedgehog loved by many: Sonic.
Within the special Opposuits is introducing one of its bestsellers - Shiny Snake - in a silver variant: Silver Snake.
Kids and adults can also dress as Knuckles Opposuits’ new onesie designs - perfect timing for Carnival with the new Sonic 3 film.
Opposuits also has Knuckles available in its onesie range in kids and adult sizes.
If you really want to make yourself popular pre/during/post Carnival, Boland has just introduced a drinking belt. But beware you must share. It is adjustable and holds cans and bottles.
Opposuits is expanding its range of special shirts with an existing design with the Golden Geo Start shirt.
Not only does this work for pre or post Carnival parties, but is a sure fire way of getting everyone into the party spirit - it is Boland’s new head basket shot game. Put the basket on your head and challenge your friends to get the balls into
Celebrate Mardi Gras with the Mardi Gras Mask range of balloons from Anagram. Make bouquets or create impactful décor with the standard foil and co-ordinating SuperShape - featuring a jewelled golden mask and peacock feathers.
Unleash your passion. The elegance of a rose, worn with pride and with love, stirring deep and intense emotions. Ignite your inner fire.
